How Craft Changed Oreo Marketing Strategy in China

How Kraft Changed the Oreo and Its Global Marketing Strategy for Success in China Gale Business Insights: Global Case Study Collection Learning Objectives After analyzing this case study, students should be able to do the following: Explain at least three benefits of market research in product development for international and emerging markets Identify traditional and nontraditional strategies for increasing revenue through entering new global markets Appreciate the effect of cultural norms and tastes for firms expanding to new markets Discuss how firms can focus products to local tastes while increasing brand value globally IntroductionOne of the more popular strategies for firms to increase profits in the 21st century has been to expand to new, growing markets. China, India, and other Asian and Pacific countries have received a great deal of attention by North American and European firms attempting to tap growing levels of expendable income from the emerging middle classes in these countries. The strategy seems sound, but its execution is critical to its success or failure. Many examples exist of companies in the 1990s and the first decade of the 2000s failing to gain traction in these new markets.Firms often try to attract new customers by offering essentially the same products that have worked in other markets. They support this strategy by adding sales and marketing staff and other resources to convince potential buyers in the new market of the value of their products. Offering a standard product across markets can minimize costs and increase profit margins. However, cultural norms, tastes, and preferences vary greatly between a firm’s home market and the new market it may be attempting to enter.It is often difficult for firms to gauge the right mix of standardization and localization while still making growth profitable rather than being a drag on profits. For example, Campbell Soup Co. saw an opportunity to make big profits in Russia and China wit h its preprepared soup products. According to The Wall Street Journal, Campbell estimated that Russians and Chinese eat soup five times per week on average. As life in China and Russia gets busier and more women enter the workplace, the company forecasted that people would have less time to prepare meals and that the demand for preprepared food would increase.However, Campbell found after years of marketing its products in these countries that its canned soup strategy did not capture the revenue it needed to be profitable. Campbell introduced and then pulled its condensed soups out of China in the 1990s, and the company announced in June 2011 that it would close its Russian operations four years after entering the market. Kraft Foods Inc. is another company that sees opportunities for new and growing profits in Asia. The company’s first attempts to enter Asian markets were as unsuccessful as Campbell’s initial attempts.However, Kraft decided to shift to a new marketing strategy, grounded in a different understanding of how to best expand into new markets. Kraft Foods and the Oreo in 2005: In Need of a Change The first Oreo cookies were produced in New York City in 1912 and registered as a Nabisco trademark one year later. Nearly a century of popular marketing campaigns made Oreos one of the best selling cookies and best-known food brands in the United States. Throughout this period of popularity, very little changed about the physical cookie: Oreos remained a sandwich cookie with chocolate ends and a cream-filled center.The design of the cookie helped initiate an eating ritual that advertisers soon appropriated to make the cookie even more popular: the â€Å"twist, lick, and dunk† method for eating the cookie has been a centerpiece of Oreo advertising for many years. By 2005, the Oreo cookie had been a mainstay in U. S. consumer culture for nearly a century. However, sales in the United States had seemed to peak, and international growth i n emerging markets in Asia and elsewhere was slow if barely noticeable at all. The Oreo was introduced in China in 1996, in he same form that a customer would find it in a grocery store in the United States. Sales had been flat for the first five years of the 2000s and were in decline. â€Å"In 2007, Kraft Foods China was an unprofitable, $100 million business that was not growing,† noted Sanjay Khosla, Kraft Foods’ president of developing markets, in an interview published by the Boston Consulting Group. Kraft was even thinking of pulling the product out of the Chinese market completely, due to poor sales. The company as a whole was performing poorly. This led to a shake-up of executive management in 2006, with Irene B.Rosenfeld installed as chief executive officer (CEO). Rosenfeld had previously worked at Kraft for 22 years before leaving in 2003 to head Frito-Lay North America. In early 2007, Rosenfeld outlined a strategy to turn the company around that included pro duct quality, research and development (R&D), and acquisitions as critical to the future growth of the company. Rosenfeld hired cutting-edge business leaders such as Khosla to help create the strategy that would change the way Kraft Foods Inc. does business. Fewer, but Larger Bets: Growth Through Focus and the 5-10-10 Strategy at Kraft FoodsWhen Sanjay Khosla left Fonterra Group in 2007 to spearhead Kraft Foods’ business in developing countries, he was tasked with discovering a way to realize the potential for growth in developing markets that had eluded Kraft and so many other large, successful multinational firms. That different approach eschewed the traditional idea that a company must produce more in order to sell more. In a 2011 feature on Khosla in Chicago Magazine, Khosla noted that â€Å"[c]ompanies were just planting their flags, with a one-size-fits-all attitude that didn’t work.You can’t just force stuff from one country to another. † Instead, Kraft Foods would redesign the way it, and other firms, entered emerging markets. Khosla coauthored an article with Mohanbir Sawhney for Strategy+Business magazine, called â€Å"Growth Through Focus,† in which the authors details the many changes that took place at Kraft Foods to succeed in developing markets. â€Å"A typical ‘growth through more’ strategy,† they write, â€Å"diffuses the organization’s efforts. It increases the complexity of the organization and its operations. Companies should not produce more to drive growth but should instead focus its operations and strategy to achieve growth. â€Å"The engines of growth,† write Khosla and Sawhney, â€Å"are focus (fewer brands, fewer categories, and fewer markets) and simplicity (simple vision, simplified execution, and simpler organizational designs). † Kraft Foods would choose which brands have the best chances of winning in which markets and then supply its management and emp loyees with an abundance of resources to succeed. â€Å"We have found that seemingly mature businesses can be energized by making fewer but larger bets. The executive team at Kraft had a strategy for winning but had to ensure that its employees at all levels understood and executed the strategy, so it came up with a vision statement or â€Å"hook† that would be communicated throughout the ranks, called the â€Å"5-10-10† strategy: five categories, ten brands, and ten markets. â€Å"5-10-10† would help communicate to all employees exactly what the major priorities for the company would be, providing a sense in its culture that executive management was open and committed with its strategies and goals.After conducting several workshops with its managers and employees all over the world, where open and candid feedback was encouraged, Kraft Foods decided that its best chance at winning would be to focus on two categories: biscuits and chocolate. Although it has been successful mostly in the United States, Oreo had recently, in 2006, become the bestselling biscuit in China, due to new marketing and product development tactics implemented by a team led by Shawn Warren, vice president of Marketing at Kraft Foods International.By focusing on China with the Oreo and taking focus away from other successful brands and emerging markets, Kraft Foods Inc. was making a big bet indeed. Breaking the Cookie Mold: Recreating the Oreo for the Chinese Consumer What followed was a focused, open-minded market research project to find out why the traditional Oreo was not working in China and, more importantly, to figure out the kind of biscuit (called cookie in the United States) would appeal to Chinese consumers. The findings uncovered precisely why the Oreo was not catching on with the Chinese.It may seem obvious that different cultures have different tastes and norms, but sometimes it takes a lot of investment in market research to discover exactly what those differences are and to move from anecdotal opinions to actionable empirical evidence. First, the Oreo that had appealed to millions of Americans over the course of a century was simply too sweet for the Chinese palate. Put simply, the Chinese did not particularly like the taste of the traditional Oreo. Research also found that the cookie itself was too big and that the price of 72 cents for 14 Oreos was too high.Product Development and Recasting the Oreo Cookie In response to this new understanding of Chinese consumer opinions, Kraft Foods’ Asia Pacific division went to work to create the kind of product that might be able to catch on in the region. The Wall Street Journal reported that 20 prototypes were developed with reduced sugar content. Kraft tested the prototypes to find a formula that Chinese consumers would find most appetizing. They did the same for packaging and pricing, settling on a package that cost 29 cents and contained fewer Oreos.Other product development in novations, based on market research insights, went further in transforming the Oreo in China. Learning that demand for wafer-type biscuits was on the rise in China, Kraft introduced a wafer version of the Oreo that looked nothing like the one so well known in North America but tasted nearly the same as the cookie form, under its new Chinese balance of sweetness and chocolate. This new Oreo contained four crispy wafer layers filled with vanilla and chocolate cream, all covered in chocolate coating.Innovative product development followed to react to market research and attempt to tailor the marketing of the Oreo brand to the Chinese consumer. New filling flavors aimed specifically at the Chinese consumer were introduced, including green tea, orange, mango, and blueberry. In an interview with Retail in Asia, a web publication that covers Asia retail news, Kraft Foods Asia Pacific Sales vice president Andy Tosney described how Kraft Foods had even invested in new R&D to custom fit its O reo brand products to suit the particular needs of the Asia Pacific consumer: W]e discovered that biscuits and sweets snacking tends to be a ‘cold weather phenomenon,’ meaning that sometimes consumption tends to slow down if the temperature gets very hot. With this insight, we developed Oreo IceCream. The fillings in the biscuits have different ice-cream flavours. The advanced technology we use allows the ice-cream fillings to give out an amazing cooling sensation in the mouth as though you’re eating an ice cream. The product is fantastically successful in China and Indonesia.Tosney added that Kraft had taken a further step of transforming its supply-chain logistics in order to ship the ice-cream-filled cookies from the colder northern China climates to the much hotter south of China. Kraft doubled its China sales force to sell these new products, truly bringing to bear the â€Å"Focus through Growth† model that Khosla and CEO Irene Rosenfeld were now cham pioning for the entire company. It did not take long for these changes to take effect on the marketplace. In 2006, the Oreo became the number one–selling biscuit in China.From 2008 to 2010, according to Khosla in his Boston Consulting Group interview, revenues from the Oreo brand grew by more than 30 percent per year on average, with better-than-average margins. Before Kraft Foods’ big push in China, the biscuit and cookie market was not particularly profitable compared to other countries. The Wall Street Journal reported that the Chinese market for biscuits in 2007 was US$1. 3 billion compared to the US$3. 5 billion U. S. market. Now that Kraft Foods felt it had the products the Chinese wanted, it had to let Chinese consumers know about it.Going â€Å"Glocal† with the Oreo Brand and the Marketing Mix Kraft Foods’ innovative strategies to grow in China did not stop at new product development. To advertise the new, tailored Oreo brand, Kraft Foods had to a pply the same locally focused thinking to advertising its products. Kraft did this through what Khosla has termed a â€Å"glocal† strategy. Glocal is the idea of utilizing a firm’s global financial and organizational muscle while localizing marketing leadership and tactics.The first step was to push larger marketing decision-making out of Kraft Foods’ headquarters just outside of Chicago, Illinois, United States, to the regional managers. The idea is simple but often unutilized by large multinational firms: Managers who live in different markets surely know the markets better than the executives at headquarters. These local managers should be challenged to be entrepreneurial with their segment of the business and thus given control of a great deal of strategy and financial resources, resources that are typically centralized at home office.As Khosla and Sawhney write in â€Å"Growth through Focus,† â€Å"decision making needs to be moved closer to custome rs and consumers so that the people responsible for results have the operating freedom they need. † Supported with corporate resources but free to choose how to utilize those resources, local managers are able to innovate and execute quickly, instead of waiting for corporate approval to undertake initiatives. Given this freedom, local managers in the Chinamarket innovated effective new ways to get the word out about the new Oreo to Chinese consumers.Important to the glocal ethos the company had now initiated, these managers developed marketing campaigns that utilized local means to target Chinese populations, while simultaneously supporting the Oreo brand, increasing its global equity. For example, advertising focused on teaching the Chinese consumer about the â€Å"twist, lick, and dunk† technique that is so popular in the United States. The new Oreo products introduced in China were designed intentionally to share in that same experience, although in slightly differen t ways.Kraft launched a TV campaign where children were shown demonstrating the technique to their parents. Another TV ad featured a twist on this situation, with China-born NBA basketball star Yao Ming showing his son how to twist, lick, and, in particular, dunk an Oreo. In addition to the TV ad strategy, Kraft Foods realized that mobilizing support on the ground was just as important as spreading the word on China’s airwaves. To encourage the pairing of milk with Oreo cookies, Kraft organized a grassroots campaign to get Chinese university students to do its marketing for them.Thirty Chinese universities were chosen to participate in an Oreo Aambassador program, drawing 6,000 applications from students. Three hundred of these students were chosen to become Oreo brand ambassadors, and they undertook a range of activities, including riding their bicycles around Beijing with Oreo-branded wheel covers and organizing basketball games with a marketing angle of comparing dunking a basketball with dunking an Oreo in milk. Oreo samples were handed out to more than 300,000 customers. In a Wall Street Journal article on the Oreo’s success in China, Kraft Foods Inc.CEO Irene Rosenfeld called the Oreo bicycle campaign â€Å"a stroke of genius that only could have come from local managers. The more opportunity our local managers have to deal with local conditions will be a source of competitive advantage for us. † The Oreo Ambassador program was so successful that it has been extended to other markets, such as India and Indonesia, and each Oreo Ambassador iteration is promoted on Facebook and other social media sites, in order to reach active college crowds in these markets. ConclusionIn 2007, the year after Kraft introduced the new Oreo into the Chinese market, sales doubled, and the Oreo became China’s number one cookie. Sales in China helped the Oreo brand to pass the US$1 billion mark in global sales. In 2009, Forbes reported that in the ye ar ending September 2009 Kraft Foods had earned a 22. 4 percent market share in the US$1. 6 billion cookie market. According to Kraft’s website, China is now the second-largest market for the Oreo, after the United States. Kraft Foods’ glocal marketing strategy shows a new way for firms to branch out into new markets and reach the new customers that the market research promises.Kraft’s strategy works because it is founded on the assumption that growing in a new, developing market is not necessarily an easy proposition and requires a deep level of understanding of the consumers in that market and a willingness to dedicate substantial resources to create products and marketing campaigns that truly serve actual consumers. This may sound like Marketing 101, but the many examples of firms that have failed to grab hold of Asia-Pacific consumers shows that Kraft Foods’ execution of this strategy played a large role in the company’s success in this market. In an interview with Marketing-interactive. com, Kraft Foods Asia Pacific vice president of marketing Shawn Warren nicely states the difference between those firms that succeed and those who do not: â€Å"The importance of shifting from the ‘I think’ culture to the ‘I know’ culture, that’s a vital lesson we learnt in China. † Questions What did Kraft Foods Inc. learn about the Chinese consumer through market research that it did not know before? Do you believe that the company reacted properly to the market research? How might they have reacted differently?What did Kraft do differently from other firms that try to grow through entering new markets? Do you think Kraft’s methods would work for all multinational firms trying to grow in new markets or regions? Do you think that the Oreo brand has been strengthened, or weakened, due to Kraft Foods’ actions of changing the Oreo cookie itself in other markets? Can you think of other bra nds that it would benefit to undergo a similar transformation? Which brands could lose value if a drastic product change were made? Think of another developing market a firm may want to enter.How do you think this market’s consumers might be different from Chinese consumers? How might they be similar? Could Sanjay Khosla and Mohanbir Sawhney’s â€Å"Growth Through Focus† strategy can be applied to all companies? Which companies may not benefit from this growth framework? Further Readings References/Bibliography Chowdhry, Seema. â€Å"Sanjay Khosla: Khosla and the Chocolate Factory. † Livemint. com, November 19, 2011. Accessed March 7, 2012. http://www. livemint. com/2011/11/18201634/Sanjay-Khosla Khosla-and-the. html. â€Å"Finding the Right Blend Is Crucial: Kraft CEO Irene Rosenfeld. The Economic Times, November 23, 2011. Accessed March 7, 2012. http://articles. economictimes. indiatimes. com/2011-11-23/news/30433514_1_kraft-ceo-irene-rosenfeld-oreo-kr aft-executives. Jacobson, Robert R. , and David E. Salamie. â€Å"Kraft Foods Inc. † International Directory of Company Histories. Ed. Jay P. Pederson. Vol. 91. Detroit: St. James Press, 2008. 291-306. Jargon, Julie. â€Å"Campbell Soup To Exit Russia† Wall Street Journal (Eastern Edition), June 19, 2001: B9. ———. â€Å"Kraft Reformulates Oreo, Scores in China. † Wall Street Journal, May 1, 2008: B1. Khosla, Sanjay, and Mohanbir Sawhney. Growth through Focus: A Blueprint for Driving Profitable Expansion. † Strategy+Business 60. August 24, 2010. Accessed March 7, 2012. http://www. strategy-business. com/article/00034? gko=63292. Lautman, Victoria. â€Å"Kraft Foods’s Brand New World. † Chicagomag. com, June 2011. Accessed March 7, 2012. http://www. chicagomag. com/Chicago-Magazine/June-2011/Kraft-Foodss-Brand-New-World. Ng, Erica. â€Å"Profile: Shawn Warren, VP Marketing Kraft APAC. † Marketing-interactive. com, Oc tober 27, 2010. Accessed March 7, 2012. http://www. marketing-interactive. com/news/22808. Silverstein, Michael J. Sanjay Khosla on the Power of Focus: An Interview with the President of Kraft’s Developing Markets Business. † Bgc. perspectives by The Boston Consulting Group, December 5, 2011. Accessed March 7, 2012. https://www. bcgperspectives. com/content/interviews/consumer_products_globalization_khosla_sanjay_president_krafts_developing_markets_business. â€Å"Talking Shop: Kraft Foods—Conquering the Asian Market with Global Thinking. † Retail in Asia, February 8, 2011. Accessed March 7, 2012. http://www. retailinasia. com/article/sectors/food-beverage/2011/02/talking-shop-kraft-foods-%E2%80%93-conquering-asian-market-global-thin.

Investigate if small villages can become suburbanised over time, and what factors will affect this

Aim: In this piece of coursework, my aim is to investigate if small villages can become suburbanised over time, and what factors will affect this. For this investigation, we have chosen to look at Pirbright, a small village just outside of surrey. Hypothesis: Is Pirbright a Suburbanised Village? To prove the hypothesis I will need to find out: * Where is Pirbright located? * What is it like? * How has it changed over the years? * What are the reasons? * What are the consequences of these changes for the long-term residents, the businesses and the new comers? Methods Of Research: In order to find answers to these questions and to prove the hypothesis I used various methods of research these will be: Questionnaire – We made up our own questionnaires in groups of four. The reason we thought this would be a good idea was so that we could get opinions from people who have been living in Pirbright and learn more about these people. We surveyed 10 different people and we tried to ask various types of people such as pensioners, young students and adults. In order to do this we asked at different times of the day. Walk To Investigate Services And Shops – We walked around Pirbright to investigate the different types of services they had to offer. Walk To Investigate Land Use And Location – We also walked to and around Pirbright to investigate the uses of land and the layout of the village. Environmental Quality Survey – This was a survey that had already been prepared for us. This helped us to decide whether or not the village was an attractive place to live. We completed the survey in different parts of the village. Research – I will find out any other information from resources such as the Internet. What is a Suburbanised Village? A Suburbanised village is a village that people from nearby towns and cities have moved into, gradually changing the character of the village and making it more urbanised. A suburbanised village change its functions from being a rural agricultural village to being a suburb of a town. Suburbanised villages can sometimes also be called commuter settlements or dormitory towns, this is because the village is used by residents who live and stay there to travel to work in nearby towns or cities. Since the 1980's people have been moving out of major cities such as London, -Reading and Guildford to get away from things such as crime, pollution and traffic congestion in cities. This is called counter urbanisation. The characteristics of a suburbanised village are; * Housing becomes more expensive leaving local people not being able to afford them. We would expect to find new houses built for newcomers, as well as old farmhouses that have been modernised for rich city commuters. * The need for more houses and extra services is required to cater to the needs of the newer residents * There are more newcomers than original residents; this can cause social problems within the village. * Cars, noise and litter cause more pollution than before. * The village is expanded to house more residents. * More cars cause congestion. * The village is forced to change to become more modern; this can also result in it becoming damaged. * People move to rural villages that are commuting distance from their place of work, so a suburbanised village must have access to railway and motorway links. * Newcomers will shop in cities and out of town shopping centres, so we would not expect to find medium or high order shops. People move into villages for many different reasons, these are; * People find towns and cities to be polluted, unattractive and very congested. * Wealthy commuters can afford to buy bigger and more attractive houses in villages and since transport links have improved these people can still easily commute to work in the city. * Retired people prefer to enjoy they leisure time in a peaceful and quieter environment. * People find it to be safer in villages. * There are newer houses being built, these sell for cheaper than they do in cities and towns. How can location affect the sub urbanisation of a village? The location of a village can be affected by its location. If a village were located near a large city, it would be easier to make use of the services provided in the city. This would be useful because there will be more services in the city such as hospitals, large shopping centres or a wider ranger of schools. If a village were located far away from a city it would be harder for the village residents because they would have to do with the only services provided in the village as it would be hard to get to the city. This would be inconvenient because usually there are not many services in a village. If a village were located near good roads that lead into the city it would be easier for people to get to the city, there probably would be a bus or some sort of public transport that would lead into the city. If a village is isolated with poor transport links it would make access in and out of the village difficult. This not only means that if would be for village residents to get to a city but also that visitors would find the village hard to get to. If a village is located on hilly land it would be difficult to build new buildings whereas if the village was built on flat land it would be easier to improve the village with new buildings and services. Where is Pirbright? The village that we are studying is called ‘Pirbright' it is located in Surrey, southeast England (see map below). Pirbright is located near Guildford, Bracknell, Woking, Farnborough and Camberley. The roads that connect these towns to Pirbright are A322, A3214, A320 and A323. These roads are good for commuters because they can travel to and from work in different towns quite easily. If they do not have cars then there are good rail links into other close by towns. There is no train station in Pirbright however the closest one is in Basingstoke. It takes approximately one hour to travel from Pirbright into central London. From the map below I can see that Pirbright very close to London and also to other cities, where good jobs are available. The land that Pirbright is built on is mainly countryside and there are many woodlands and open fields in and around the area. The land is mainly greenery and some areas are quite steep. The land is fertile, which makes it good for farming. There are also good communications in Pirbright. Map 1: Southeast England What is Pirbright like? Pirbright is a very attractive, yet small village. The population is approximately 3644 people, this has changed drastically over the past hundred years when there was only a few hundred people living in Pirbright. It has a large green in the centre of the village (see picture 1). The grass is always short and well kept. There are no signs of vandalism or litter. Around the green there are a few phone boxes and three bus stops, one going towards Woking and the other two going towards Guildford. The bus stops are connections to Guilford, Woking and other surrounding towns. There are a few shops around the green as well; these include a newsagent, a butcher, an antique shop and two pubs; The White Hart and The Royal Oak. There is a large pond and a children's playground on the green as well. Pirbright formally contained a post office, which was then forced to shut down because of robbery. This shows that the crime rate in Pirbright has increased. A mobile library visits Pirbright once a week. Picture 1: views of the green The church in Pirbright is called St Michael's church (see picture 2) and is around the green. There is only one school in Pirbright, Pirbright County Primary. It is only a primary school for five to eleven year olds. This means that when children are ready for high school they will have to travel to a nearby city or town. Most children travel to Guildford and Woking, as these are the closest and easiest to town to get to. Picture 2: St Michael's church Many attractive houses surround the green (see picture 3). These houses are mainly built before the 1940s. The houses are bigger in comparison to the sizes of housing in London, and are also much cheaper. An average three-bedroom house would cost approximately à ¯Ã‚ ¿Ã‚ ½385,000. The houses have extra garden space, bigger drive ways and more space to build extensions because the houses are spread out from each other. Picture 3: Houses around the green Below is a land-use map, to show the services available in Pirbright, and the ages of the houses. People in Pirbright We visited Pirbright on a typical mid-week afternoon to find out about the types of people that live there, we found out this information by asking people to fill out a questionnaire that we had designed. These are the results we came back with. I also did some extra research to find out facts and figures of Pirbright. People's opinions on Pirbright WHAT LEISURE ACTIVITIES ARE THERE IN THE AREA Tennis Karate Golf Cricket Bowles Dance WHAT DO YOU LIKE ABOUT PIRBRIGHT? Quiet Friendly People Plenty For Children To Do Peaceful Area Countryside Good Community WHAT DO YOU DISLIKE ABOUT PIRBRIGHT? Does Not Have a Post Office Is Not Sociable Services and Shops WHAT SERVICES ARE USED IN THE AREA WHO DO THEY CATER FOR? Newsagent Everyone in the village, most people use the newsagent everyday. Pubs Used mainly by adults, as a place to relax. Antique Shop Used by the wealthy residents, once only a few times a year. Butcher Used to provide food for all residents, used once a week. Mobile Library Used by anyone that wants it. Public Transport Used mainly by the retirees and students travelling to high school. Public Park Used by everyone in the village. Village Hall Used for meetings and clubs etc. dance clubs. Comparing Pirbright in 1871 to Pirbright today From the two maps I can see that Pirbright has drastically changed over the past 30 years. There was much more open space in 1871 but now a lot of that land has been used to build things such as houses and other services. The area that Pirbright occupies has expanded; more houses are being built so the village has had to expand to cater for the extra people. The land use has changed from mainly being farmland to having lots of houses and other buildings built on it. From the map of 1871 I can see that there were only a few houses whereas most of Pirbright is covered by houses now. More services have been added in Pirbright for example there used to be only one pub in 1871 but another one has been built now. Overall Pirbright has grown over the years and the open land has been used to build houses on. Conclusion After analysing the statistics and information about Pirbright I have come to a conclusion that all the evidence shows that Pirbright has become a suburbanised village. In 1915, we would have expected people to have jobs such as farmers, woodcutters, small village owners, ground keepers for private estates, housemaids and stable workers. The sort of people that would want to live there now are upper-class people as they do not usually have to work, retired people as they do not have to work either and people whom do not want to live in London, but still be based near London. The facts that point to the conclusion that Pirbright has become suburbanised are: * The population has greatly increased over time and is continuing to do so. Shown by the census figures. * The village has become larger. Many of the old houses are in the centre of the village and the newer ones have been built on the outskirts. This proves that new houses are being built for commuters and other residents wishing to move to Pirbright. This is shown in the land use map. * Most residents are middle ages and are high-skilled professionals – this proves that they are commuters as Pirbright does not offer and high-skilled professions. This is shown in the data that I collected on the field trip. * The home of most residents are detached or semi-detached. This proves that they are expensive and can only be afforded by wealthy commuters. * Most village residents own their own homes or are currently buying. This shows that the average Pirbright resident can afford houses; this is because mainly commuters live in Pirbright. * More then half of the residents own their own car. This also proves that a lot of commuters live in Pirbright, as they need a car to travel to work. * Most residents take their car to work, not public transport. * Most of the residents have lived in the village for 30 to 40 years. * The village is gradually becoming more modernised. The newcomers are transforming the village. * There are no high order shops, meaning residents have to visit a town or city for shopping centres. * Houses are becoming more expensive. The value is increasing as more people want to live in Pirbright and wealthy people can afford them. All these facts that I have stated link back to my theory on suburbanised villages, Pirbright has successfully gained nearly all the characteristics of a suburbanised village. Pirbright has gone from being a unknown small hamlet, to becoming a modern and attractive growing villages used mainly by commuters and retired people. I have found the main reason people move from large towns and cities into Pirbright is because it is a quiet and peaceful area. The long term residence will live closer to the village centre and the newer residence will be living on the edge as this will be where the new houses will be built. Evaluation I feel that this piece of coursework has greatly widened my knowledge of suburbanised villages. I did not thoroughly understand it at the beginning however after undertaking the research about the changes in Pirbright I have come to understand how and why small villages change their function to become urbanised. I feel I have done well in this coursework as I did a lot of research and used many new ICT skills that I have leant. I could improve the coursework by getting a broader range on data, I visited Pirbright on a working day therefore I did not get enough information about residents who may have been at work that day. To improve this now I would visit Pirbright on a weekend and carry out my research then. However overall I believe I have created a good report on how and why Pirbright has become suburbanised.

Case Collection Study Essay Example | Topics and Well Written Essays - 2000 words

Case Collection Study - Essay Example The interrelationships between what used to be an indicator of health or illness in the economy have changed dramatically and analytics must be changed to reflect those facts. An example of one of the ways that the world is very different is the health of the stock market as a reflective device about the wealth of the nation. While the stock market has been showing better numbers in recent months, the nation on the whole is not thriving at the same level with unemployment still high. As well, the level of CEO salaries are over 300% that of the average worker. It used to be that the level of salary of a CEO reflected the health of the salaries of the employees. In 1980 the ratio between the CEO and the worker was 42-1 (Carroll & Buchholtz, 2010. What this reflects is the continuing disparity of wealth in the United States. And while this existed in 2007, the economic downturn of 2008 established the destruction of the Middle class, creating a whole new way in which consumer prediction s needed to be approached. The cost of living has gone up and working class people and the remnants of the middle class have very little disposable income. Davenport, Harris, and Morison (2010) discuss some of the reasons to not use analytics. One of these reasons is when history misleads the results of the analytics. Because of the changes that have occurred in the last six years, the historic interconnections of different indicators are not necessarily still meaningful. The example of the stock market and how it no longer indicates overall wealth is an example of how predictors can now be misleading for the future from today. Willis (2011) writes that in the last century the stock market has always been an indicator of overall wealth, but since the economic downturn that has changed. This example shows how a number of factors have changed in the new economy and in order to create a predictive analysis, these factors must be taken into consideration. What has not changed, however, is the power of distinction. People are still finding ways to buy items and distinction has created enough power for many companies to thrive in this stifled economy. One example of this is the iPad which launched in 2009 and sold over 25 million of the units in a few short years. Distinction has created the market for the iPad and its competitors have not come near to duplicating that success (Bell, 2011). It is the one that comes out first that will get the attention and this is how distinction is still a powerful factor. This can also be seen in the iPhone which has decent competitors, but all one has to do is watch the commercials to see that the competition is doing its best to diminish the cult status of the Apple phones. Through trying to insinuate that they are at the end of their life-cycle competitors like Galaxy and Microsoft are using a thin stick to strike a mighty mountain. In order to gain the power of predictive analytics, then, it is important to recognize what has changed in the last six years, but to realize that the most important part of business has not changed. When a new idea is good and has a great deal of consumer value the idea will succeed. Demand can be predicted through distinction, but where there is no distinction and an idea is being recycled or improved upon, the predictive analytics will have to take into consideration the real status of the

DISCUSSION QUESTION RESPONSE Essay Example | Topics and Well Written Essays - 250 words - 36

DISCUSSION QUESTION RESPONSE - Essay Example I think the use of hand gestures is also very true for communication with a peer. Do you think that slang or jargon might also be an appropriate in this type of scenario too? I think because of the informality of this type of communication, these elements would be all right to use. I think the easiest type of person to communicate with in a persuasive manner would be an open-minded person. This type of person will be willing to listen to what you have to say no matter what approach you might use. At the same time, however, I think this type of freedom can be a bit overwhelming. I also like what you said about body language and non verbal communication being an important component of persuading a challenging person. If this person sees you with a confrontational stance or attitude, they are likely to also remain confrontational or challenging. Therefore, I think a person would have to be hyper aware of everything that they are doing when communicating with this type of person. Good

Gastrointestinal Disorders and Treatments Discussion Essay

Gastrointestinal Disorders and Treatments Discussion - Essay Example For short-term treatment, PPIs are more effective compared to H2RAs (Karch, 2013). The two drugs act by repressing the production of acid from the stomach. The PPIs drugs reduce but do not prevent the risk of developing ulcers in people taking NSAIDs (Song, Zhu & Lu, 2015). There is evidence that a dose of 75mg ranitidine and famotidine 10mg helps to minimize gastric acidity for at least 12h at night though it is a lower dose than the one in the prescription product insert. The PPIs are more effective in the prevention of acute peptic ulcer bleeding and ulcer healing. However, a standard dose of H2RAs is efficient in the prevention of NSAID- induced injury such as duodenal but not gastric ulcers (Mejia & Kraft, 2009). The PPIs are efficient in inhibition of gastric acid production. The commonly used drugs include rabeprazole, lansoprazole, omeprazole, pantoprazole and esomeprazole. These drugs are weak bases that require an acidic surrounding to obstruct H+K+ -ATPase and act as prodrugs. The PPIs also reduce pepsin secretion that acts to minimize mucosa harm. Moreover, the morning dosage of PPIs enhances acid repression that is in contrast with H2RAs that works well at night. The drugs’ effect increase with repeated administration where by day three a steady state happens and the amount of pumps that is inhibited for more than two hours get to 70%. An increase in enzyme recruitment promotes progressive acid suppression. Nevertheless, taking the drugs ‘when required’ does not generate sufficient acid inhibition and does not give a regular clinical reaction. PPIs and H2RAs should not be used together because of their minimum inhibitory impact. If there is a need for concomitant treatment, it is advisable to provide enough intervals in the administration of the two drugs. The H2RAs are safe to use and can be obtained over-the-counter. However, for elderly patients in the intensive care unit suffering from renal and hepatic difficulties, it

Regional Integration for and Against Articles Article

Regional Integration for and Against Articles - Article Example Regional integration is a powerful concept that enhances coordination and formulation of coherent operating policies in diverse facets of operation. It is set with an aim of advancing economic performance and achievement of exemplary benefits by the member states. Evidently, most of the countries are organizing themselves into various economic blocks, such as the Association of Southeast Asian Nations (ASEAN), for example, in order to boost productivity and social coherence. The nations recognize that sound economic integration is a central pillar in ensuring absolute achievement of the aspired performance levels. Nations that seek to operate effective commercial activities with clear-cut goals should organize themselves into vibrant trading blocks. Hill (2005), a renowned writer and economist, gives insightful information that focus on the imperativeness of economic integration between nations as a performance measure. He asserted that nations with strong performance aspirations and expansion ideals should embrace conventional methods of engagement and execution of business operations. This is to facilitate the formulation of strong economic policies, trading guidelines, political agreements and creation of common markets. The elements are critical in advancing exemplary performance, since the development of coherent trading policies open up exchange of products with limited bottlenecks. As stated, building a vibrant economy with adequate job opportunities for the citizens, good infrastructure and ideal GDP performance cannot be achieved in isolation due to the present dynamic complications.

Recognition of the Teaching Profession Coursework

Recognition of the Teaching Profession - Coursework Example Certain jobs earn a lot of money even though they have greater value in society such as entertainment, athletes and many others. However, teaching jobs earn a mere fraction of that amount and yet they are the main contributors to high-quality education. Teachers are the key pillars of a sound and progressive society because they are the main source of knowledge and values to everyone pursuing a different career; hence, they should get higher pay.Teachers perform varied roles in their professional duties, thus teaching is one of the significant roles of a teacher in the learning environment. It includes planning, preparing lessons or courses, assessing students, recording, and reporting on the progression of students. A teacher is required to teach according to the education needs of their students including setting examinations and marking the work of students. Other activities include promoting the general well-being and progress of students in the class, offering guidance and couns eling to students on education or social matters, managing or coordinating, as well as, communicating effectively with the school authorities. Moreover, the value of teachers is based on the contributions that they make to learning or studies of their students. The teacher is a source of information, motivator, character builder and mentor; thus, he or she should act as a role model to the students. This is imperative because teaching is a profession that always demands additional value in order to meet the future demands of learners. Therefore, the value of teaching is that it molds the moral and ethical behaviors of students by preparing them towards a successful life in the future.

The opportunities and the threats of the FJE Limited Essay

The opportunities and the threats of the FJE Limited - Essay Example The objectives of this project are:- †¢ To analyze the strength of the company. †¢ To assess the weakness of the company. †¢ To identify the opportunities and the threats of the company. †¢ To identify the various sources of fund and probable funds of the company. †¢ To assess the cash requirement of the company. †¢ To analyze the various options of investment available to the company in exploration. †¢ To identify the financial viability of each of the exploration option. SWOT analysis is a strategic tool which is used to analyze, understand and decide on the various situations which can arise in the business during its course of operations. The full form of SWOT is strength, weakness, opportunities and threats . The SWOT analyses of the FGE Company have been done to assess the risks and also the competitive advantage of the company and the business in which it is operating. Strength: The main strength of FJE is the sector in which it is operating. Uranium is used to produce electricity from nuclear power. Uranium itself has a very big market globally. In 2008 Australia exported more than AUD 800 million dollars of uranium to the rest of the world. The royalties achieved from Australian uranium mines is about AUD 21 million dollars per year. From Australia only about 10707 tons of uranium has been exported to the rest of the world in 2008.... This signifies that uranium has a major demand in most of the countries of the world. Therefore companies who are operating in this sector will always have a demand in the market as the resources available are less compared to the global demand. Another advantage of the company is that it does not have any debt in its capital structure this means that company is less risky. The company has exploration site in Niger which has 5% of world’s uranium resource. Also it has a site in Australia which has the largest resource of uranium in the world. This gives FJE competitive advantage over other firms. Figure 1: Uranium Requirement of the World (Source: Trade Tech, 2011) Weakness: Exploration companies always have to bear the risk of failing in the discovery of the uranium ore or salable uranium ore. If the exploration companies cherish the high return of the extraction and export of the mineral ore then in case of not discovering the ore many times the exploration companies have to suffer huge loss. The cost of exploration and all the associated expenses are very high. The FJE limited is a very small company which has a very small capital of AUD 4 million dollars. If the company fails to discover uranium in the proposed sites then it will be very difficult for the company to maintain its operations. More over there are many trade restrictions on uranium like non proliferation treaty etc made the market for the uranium quite narrow. Another weakness is the intense competition in this sector. The uranium exploration market is already crowded by many big companies like Western Mining Corporation, BP Minerals, and BHP Billiton etc. Opportunities: The biggest of the FJE limited is the rising market of nuclear energy. Rise in the use of the nuclear

Promoting Brand Loyalty at Abercrombie & Fitch Essay Example for Free

Promoting Brand Loyalty at Abercrombie Fitch Essay Abercrombie and Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally. The company also operates three offshoot brands: Abercrombie, Hollister Co., and Gilly Hicks. The company operated a post-collegiate brand, Ruehl No.925, that closed in early 2010. The company operates 1,073 stores across all four brands. The AF brand has 316 locations in the United States, four in Canada, one in London, one in Milan, one in Tokyo, one in Copenhagen, one in Madrid, one in Paris, one in Brussels, one in Dublin, and one in Hong Kong. AF stores range from 6,000 to 36,000 square feet. The company focuses on providing high-quality merchandise that compliments the casual classic American lifestyle. selling casual sportswear apparel, including knit and woven shirts, graphic t-shirts, fleece, jeans and woven pants, shorts, sweaters, outerwear, personal care products and accessories for men, women and kids under the Abercrombie Fitch, abercrombie kids, and Hollister brands. The Company determines its operating segments on the same basis that it uses to evaluate performance internally. The operating segments identified by the Company are Abercrombie Fitch, abercrombie kids, Hollister and Gilly Hicks. The operating segments have been aggregated and are reported as one reportable segment because they have similar economic characteristics and meet the required aggregation criteria. The Company believes its operating segments may be aggregated for financial reporting purposes because they are similar in each of the following areas: class of consumer, economic characteristics, nature of products, nature of production processes, and distribution methods. The Company views the customer’s in-store experience as the primary vehicle for communicating the spirit of each brand. The Company emphasizes the senses of sight, sound, smell, touch and energy by utilizing visual presentation of merchandise, in-store marketing, music, fragrances, rich fabrics and its sales associates to reinforce the aspirational lifestyles represented by the brands. The Company considers the in-store experience to be its main form of marketing. The Company emphasizes the senses to reinforce the aspirational lifestyles represented by the brands. The Company’s flagship stores represent the pinnacle of the Company’s in-store  branding efforts. The Company also engages its customers through social media and mobile commerce in ways that reinforce the aspirational lifestyle of the brands. Flagship stores and social media both attract a substantial number of international consumers, and have significantly contributed to the Company’s worldwide status as an iconic brand. The in-store marketing is designed to convey the principal elements and personality of each brand. The store design, furniture, fixtures and music are all carefully planned and coordinated to create a shopping experience that reflects the Abercrombie Fitch, abercrombie kids, Hollister or Gilly Hicks lifestyle. The Company’s sales associates and managers are a central element in creating the atmosphere of the stores. In addition to providing a high level of customer service, sales associates and managers reflect the casual, energetic and aspirational attitude of the brands. Every brand displays merchandise uniformly to ensure a consistent store experience, regardless of location. Store managers receive detailed plans designating fixture and merchandise placement to ensure coordinated execution of the Company-wide merchandising strategy. In addition, standardization of each brand’s store design and merchandise presentation enables the Company to open new stores efficiently. The Company had net sales of $2.929 billion for the fifty-two weeks ended January 30, 2010, down 15.9% from $3.484 billion for the fifty-two weeks ended January 31, 2009. Operating income for Fiscal 2009 was $117.9 million, which was down from $498.3 million in Fiscal 2008. Net income from continuing operations was $79.0 million and net income per diluted share from continuing operations was $0.89 in Fiscal 2009, compared to net income from continuing operations of $308.2 million and net income per diluted share from continuing operations of $3.45 in Fiscal 2008. Net income per diluted share from continuing operations included non-cash, store-related asset impairment charges of $0.23 and $0.06 for Fiscal 2009 and Fiscal 2008, respectively. Net cash provided by operating activities, the Company’s primary source of liquidity, was $402.2 million for Fiscal 2009. This source of cash was primarily driven by results from operations adjusted for non-cash items including depreciation and amortization and impairment charges. The Company used $175.5 million of cash for capital expenditures and had proceeds from the sale of marketable securities of $77.5 million during Fiscal 2009. The Company’s Market Share may be  Adversely Impacted at any Time by a Significant Number of Competitors. The sale of apparel and personal care products is a highly competitive business with numerous participants, including individual and chain fashion specialty stores, as well as regional and national department stores. The Company faces a variety of competitive challenges, including maintaining favorable brand recognition and effectively marketing its products to consumers in several diverse demographic markets. And sourcing merchandise efficiently and countering the aggressive promotional activities of many of the Company’s competitors without diminishing the aspirational nature of the Company’s brands and brand equity. There can be no assurance that the Company will be able to compete successfully in the future. The science of the Deal Ch.7 Genentech is a biotechnology corporation, founded in 1976 by venture capitalist Robert A. Swanson and biochemist Dr. Herbert Boyer.   Today, Genentech has the biggest market capitalization in biotech at US $88 billion, with an incredible reputation in drug development, especially in oncology, and a number of blockbuster drugs under its belt. Genentech has multiple products on the market for serious or life-threatening medical conditions. In March 2009, Genentech became a member of the Roche Group, and Genentech now serves as the headquarters for all Roche pharmaceutical operations in the United States. Accordingly, the list below includes products which were previously marketed as Roche products that are now being marketed by Genentech in the United States. Genentech’s relationship with Roche Holding began in 1990, when the Swiss company bought a 60 percent stake in Genentech for $2.1 billion. As a result of additional stock purchases and sell offs, Roche owned about 56perce nt of Genentech in 2008. The success of Genentech as a biotechnology company is indeed in no small part derived from its strategy of forming alliances with smaller companies, whose proprietary drugs and technology platforms have the potential to become blockbusters. The commercialized drug, called Tarceva, is a drug used to treat non-small cell lung cancer, pancreatic cancer and several other  types of cancer, which was released in 2004 and quickly acquired blockbuster status. It is marketed in the United States by Genentech and OSI Pharmaceuticals and elsewhere by Roche. In lung cancer, it extends life by an average of 3.3 months at a cost of CDN$95,000. Historically, this approach has brought Genentech great rewards, particularly in the field of oncology, and now the company is hoping to achieve similar success in new therapeutic areas. To support small companies with promising technologies and/or drugs in development that are at too early a stage for licensing. In this way, Genentech has developed a highly competitive approach, singling out small companies with enormous future potential and establishing mutually beneficial relationships at the earliest possible stage. A significant proportion of the Genentech pipeline has always consisted of proprietary technology platforms and drug candidates, and its brave approach to RD spending reflects this. In 2003, 24% of Genentechs revenues were directed into RD, to address the top-heavy position of its pipeline at the time. To balance resource use with the strongest likelihood of success, Genentech continuously evaluates its pipeline products in order to determine which are the most promising projects to move through the many phases of clinical testing. The pipeline includes both breakthrough innovations and new indications for existing, well understood products that may fight more than one disease or more than one form of a disease.

Why Portugal was the First and the Last Colony Essay Example for Free

Why Portugal was the First and the Last Colony Essay Portugal is one of the many European nations that colonized different parts of the world. Its colonies spread from Asia, Africa and Latin America. Colonization has been defined as domination of a territory by a foreign power where the dominating power subjects the subordinate nation to exploitation, denial of freedom and direct ruling. Colonizing power usually impose their policies and control of most aspects of the local people. Portuguese domination of the foreign nation can be traced way back after the end of the Portuguese recapturing period in the twelfth century. During this time they started moving to the other parts of the world, this is overseas expansion. In 1415 this European power conquered port of Cueta in the Northern part of Africa. In the subsequent years Portuguese continued moving along the coasts of Africa where they established forts, seaports, and trade posts. (Cook, S 1997) There are several reasons why Portugal became the first nation to colonize, firstly the nation has been described as the one which kicked off the age of discovery ,this was way back in the 1400s. Portuguesese were the first to explore and sail through the Atlantic ocean, this enabled them to discover so many islands which they came to colonize. This discovery was propelled by the mobility of the citizens of this country. The information they gathered from these expeditions was very vital as far as conquering other parts of the world were concerned. Explorers such Vasco da Gama and Bartolomeu Dias helped in the establishment of ports and forts along the coastal regions of the areas they passed, this spread to as far as India. These explorers were later followed by armed groups who were keen on taking regions that were rich in resources. (Field house, D (1981) Enrique, D (1981) brings out another perspective that gave Portugal an upper hand as far as colonization was concerned, this nation was the first to get important concessions from the church, this concessions recognized the ownership of the Portugal over the territory which had already been discovered and those which had not been discovered. Pope also went ahead to give Portugal the exclusive rights to take over the lands in Africa. According to Sellsrtom, T (1999) Portuguese had a mentality that they were superior to other people and they had the right to live in the tropics and help in the assimilation of people from the entire racial group and make them one big nation. As a nation they clinged to the view of magnificent future through the guidance of an aura of dominance. This partly explains why this nation was clinging to their colonies. They vehemently opposed the United Nations decolonization declaration which was passed in the early 1960s terming the idea as intelligible and can not be applicable to Portugal as a nation. Portugeese dictator Antonio Salazar was firmly opposed to this idea, he moved ahead and changed the constitution to incorporate the colonies as overseas provinces or states. These overseas provinces were taken as part of Portugal process of assimilation; they were part and parcel of this nation. She wanted them to be recognized as part of her, this was strongly opposed by other nations as it was going against the declaration of decolonization. (McQueen 1997) (United Nation 1970) Portugal only came to grant independence to the country it was dominating after much pressure from the international community. Some of the last colonies in Africa Mozambique and Angola later came to be engulfed by the war which can be partly being blamed on this extended domination. Being the first nation to colonize and the last to grant independence places this European country at a unique position as far as colonial history is concerned.

The Preceding The Beatitudes Theology Religion Essay

The Preceding The Beatitudes Theology Religion Essay Preceding The Beatitudes is the beginning of chapter 5 in the Gospel of Matthew. This is also the introduction to the Sermon on the Mount. Matthew 5 starts off with Jesus going up on the mountain. Matthew 5:1 Seeing the crowds, he went up on the mountain, and when he sat down his disciples came to him. When you first read this text you think that he was being overcrowded and simply went up on the mountain for more space. However, is that the only reason Jesus went up on the mountain? When we look at other verses in the Bible such as Luke 6:12 In these days he went out into the hills to pray; and all night he continued in prayer to God. Perhaps Jesus felt closer and more alone with God by being on the hills or mountain. Perhaps it made him feel closer to God. Or another reason may be that he was interacting and teaching his disciples on the mountain while the crowds surrounded them to listen down low. Look at the second part of this verse, when he sat down his disciples came to him, whenever Jesus sat down somewhere it was usually a good indication that he would be teaching so his disciples automatically came over to him. Matt 13:2, Mark 4:1, and Luke 5:3 are all other examples of when he sat down and taught as well. Matthew 5:2 And he opened his mouth and taught them by saying: This is where the teaching, otherwise known as The Beatitudes begins. In this part of the Bible Matthew seems to be portraying Jesus as the new Moses. The term Beatitude comes from the Latin word Beaus. It means happy, fortunate or blissful. Each beatitude has two phrases, kind of like a cause and an effect. Each beatitude also starts off with the word blessed. To be blessed is to be happy and filled with the Holy Spirit. The eight beatitudes in Matthew 5:3-12 Blessed are the poor in spirit, for theirs is the kingdom of heaven (5:3) Blessed are those who mourn, for they shall be comforted (5:4) Blessed are the meek, for they shall inherit the earth (5:5) Blessed are those who hunger and thirst for righteousness, for they shall be satisfied (5:6) Blessed are the merciful, for they shall obtain mercy (5:7) Blessed are the pure in heart, for they shall see God (5:8) Blessed are the peacemakers, for they shall be called Sons of God (5:9) Blessed are those who are persecuted for righteousness sake, for theirs is the kingdom of heaven (5:10) (5:11 12) Blessed are you when men revile you and persecute you and utter evil against you. To rejoice and be glad, for your reward is great in heaven. Now let us take a deeper look at each beatitude individually. Matthew 5:3 Blessed are the poor in spirit, for theirs is the Kingdom of Heaven. This is the opening verse to the Sermon on the Mount. At that time, the word Blessed was a common word for describing someone who is happy. That meaning of the word has been lost in the present day interpretation, but that seems to be the original intent of the Gospel writer. Blessed also means to be made holy, so when someone is blessed it means they are experiencing a life changing, spiritual transformation. Whoever goes by these rules will lead a happy life and a step closer into getting into Heaven. This could also be the interpretation of the word Blessed used. In my opinion, it means both. The poor in spirit, I think this means actual poor people, people who are destitute. Like the woman who gave everything she had, and was commended by Christ for doing so. It means they have spirit, yet little else, so they are blessed with spirit or in spirit, and theirs is the kingdom of heaven. They may not have anything on earth, but they can be assured of the afterlife. Matthew 5:4 Blessed are those who mourn, for they shall be comforted. We already know that Blessed means to be made holy and to be happy. But what shall we mourn over? This can be having many meanings. A person can mourn over the loss of a loved one or friend, or even the loss of possessions. A person can also mourn over sin. Everyone mourns someone or something at sometime in their lives. In time, we laugh and are happy again. I think that is Gods way or seeing us greive and in pain and He puts happiness back into our lives. When I was a little boy my dog got ranover by a car and I cried for two weeks straight and wouldnt talk to anyone. I am an only child and that dog was my best friend. The dog would wait for me at the bus stop and walk me home even. After about 2 weeks over hell, I got off the school bus and found a puppy hiding under some bushes. I didnt really want the puppy at first, but knew it was alone like me so I took it home. I think God put that puppy in my path because he seen I was sad and lonely. God and the puppy (Cuervo) healed me. Matthew 5:5 Blessed are the meek, for they shall inherit the earth. In Greek literature, the meaning of the word meek means gentle or soft. So to be meek you should be gentle and not strong. You should be gentle in a disposition that you do not fight Gods will. Also, if you compare Mathew 5:5 in different Bibles, you get the same translation as well; The King James Version Blessed are the meek, for they shall inherit the earth. World English Bible Blessed are the gentle, for they shall inherit the earth. As you can see, they have been translated even further and shows that meek means gentle. The phrase inherit the earth could mean that in time God will come down to earth and choose these gentle people to rule over the entire world. Or it could be that these gentle people will get their every need provided by God. Matthew 5:6 Blessed are those who hunger and thirst for righteousness, for they shall be satisfied. Hunger and thirst here could be an expression for a strong desire. Since hunger and thirst are something EVERYONE needs in order to have nourishment to live, so does their soul need nourishment in faith. The soul needs nourishment as well in the need or desire of forgiveness of sins and to want to do the right things on Earth to go to Heaven. Those who have a great desire for righteousness will be satisfied in Heaven. Matthew 5:7 Blessed are the merciful, for they shall obtain mercy. Those who have mercy on others shall get mercy from God. People can show mercy to others in numerous ways. By sympathizing with them, showing them affection and tenderness. In return, when the believers ask God for mercy for certain reasons, they will receive it. Mercy is Gods gift for mercy. Matthew 5:8 Blessed are the pure in heart, for they shall see God. To be pure means to be clean and in the New Testament the heart is believed to be the center of ones essence or being. When I read this I think of small children for they are pure in heart and are said to have a guardian angel following them around to see that no harm comes to them. So maybe that is it. If we cleanse ourselves of bad thoughts and nastiness to make ourselves pure we shall see God by being under his protection until the day we actually see Him standing at the gates of Heaven. Matthew 5:9 Blessed are the peacemakers, for they shall be called sons of God. These peacemakers can be individuals that will go out of their way to make others happy or to help others in their time of need and the result being in that some way peace was made or kept. These are the ones that put themselves at risk in order to prevent arguments or wars. The phrase sons of God is a common Hebrew expression that means someone who has the quality and characteristic of God, someone who is Godlike. Matthew 5:10 Blessed are those who are persecuted for righteousness sake, for theirs is the kingdom of heaven. Blessed are those who are persecuted, not for any crimes they have done, but for unrighteousness. In other words, by living saintly and living righteously, you will separate yourself from the unrighteous people and be permitted into heaven. Now let us take a look at some similar passages in the Bible. Four similar blessings appear in the Gospel of Luke and are followed by four woes that mirror the blessings. This passage in Luke is also known as the Sermon on the Plain; Luke 6:20-22 Blessed are you poor, for yours is the kingdom of God Blessed are you that hunger now, for you shall be satisfied Blessed are you that weep now, for you shall laugh Blessed are you when men hate you, and when they exclude you and revile you, and cast out your name as evil, on account as the Son of man! Luke 6:24-26 But woe to you that are rich, for you have received your consolation Woe to you that are full now, for you shall hunger Woe to you that laugh now, for you shall mourn and weep Woe to you, when all men speak well of you, for so their fathers did to the false prophets. Theere being a difference in the Gospel of Matthew and the Gospel of Lukes version of the Beatitudes shouldnt surprise us really. Think about it. This is two different peoples version of what was said. Of course it would be recorded differently, because everyone is different and interprets things different in their mind. What does The Beatitudes say about the relationship with God? Basically through The Beatitudes God is giving us a pathway to follow to find happiness with God in our lives. By centering our lives on God, we become transformed. I think the whole message of The Beatitudes is if we center our life on God, we will find peace in our lives. What follows after The Beatitudes is the rest of chapter 5 in The Gospel of Matthew and also the continuation of the Sermon on the Mount. Chapter 6 in the Gospel of Matthew is also a continuation of the Sermon on the Mount. Here Jesus tells the disciples to be discrete in several areas of their lives versus showing off with pride. Doing these things in secret will result in rewards from the Father in secret. Give to the needy, pray in your home with the door closed, fast in private, and not to worry about earthly treasures, but instead worry about treasures you can store in heaven by keeping your heart on God. I think the main question this passage may have addressed in the community for which it was originally written was What about the ten commandments? Think about it. At the time Jesus was giving these new rules from God, everyone was honoring the ten commandments as the law. Im sure Jesus had to explain that the ten commandments ARE the law, but The Beatitudes are kind of a modification to the laws. The ten commandments were the laws of the Old Testament and, yes, they are still the laws, but times were changing and new modifications were needed in the New Testament time.

Enlightenment Thinkers :: essays research papers

History Essay   Ã‚  Ã‚  Ã‚  Ã‚   Do you agree with the Enlightenment thinkers such as Ben Franklin that humans are basically good?   Ã‚  Ã‚  Ã‚  Ã‚  The Scientific Revolution had led people looking for laws governing human behavior. The ideas of the Scientific Revolution paved the way for a new period called the Enlightenment, also known as the Age of Reason. This period took place in the eighteenth- century. This was the philosophical movement that emphasized the pursuit of knowledge through reason and refused to accept ideas on the strength of religion or tradition alone. Thinkers and philosophers of the time included, Ben Franklin, Thomas Hobbes, John Locke, and many more. The belief that appealed to most political figures of the time, was deism. Deism was the belief that God created the universe in such a way that no divine intervention was necessary for its continued operation. Most thinkers of the time believed that humans were basically good. In today’s life it is noticeable that this believe does not apply to all, hardly to any. Although it is also not fair to say that all humans are sinners.   Ã‚  Ã‚  Ã‚  Ã‚  Thomas Hobbes, an English philosopher of the 1600’s, tried to create a science of politics. After witnessing the horrors of the English Civil War, Hobbes decided that conflict was part of human nature. Without governments to keep order, Hobbes said, there would be â€Å"war of everyone against everyone†. In this state of nature life would be â€Å"nasty, brutish, and short.† In his book Leviathan, Hobbes argued that to escape such a bleak life, people gave up their rights to a strong ruler. In exchange, they gained law and order. Hobbes called this agreement, by which people created a government, the social contract. Hobbes basically saw people as naturally selfish and violent.   Ã‚  Ã‚  Ã‚  Ã‚  John Locke was another philosopher of the Enlightenment. He viewed human nature very differently from Hobbes. Locke said a person is not born good or evil. Rather he said, people’s characters are shaped by their experiences. Locke felt people could learn from experience and improve themselves, which led him to believe in self-governing. According to Locke, all people are born free and equal, with three natural rights- life, liberty and property. He believed that the purpose of a government of is to protect these rights and if they fail the people would have the power to overthrow them. This idea is still standing today.   Ã‚  Ã‚  Ã‚  Ã‚  The key thinkers of the Enlightenment had very definite views on the ideal government.

Careers In The Military, Audio :: Essays Papers

Careers In The Military, Audio The occupation of an audio engineer can encompass many different areas of music production. From recording bands in the studio, synchronizing audio to film, sound reinforcement, to even developing the latest technology in the audio field. The possibilities are broad and seemingly endless. It is a field that is constantly changing, and qualifications are always increasing. Many don’t realize the commitment, drive, hard work and dedication involved with becoming successful in the field. As well as having the patience and reserve to take the time to get the proper training and gain experience. In audio engineering learning the ropes and basics is the most important part of the job, because they become the foundation of everything that the work in based on. Once one achieves these skills the field of careers available to them can encompass many different areas of the business and society, including the military. Since the Department of Defense is so huge (and active) these days the job opportunities it provides are broad and many. Are there job opportunities in the Department of Defense for audio engineering? Since there really are no books that go into this topic I took the opportunity to interview a person who is in such a position. I was referred to Master Sergeant Michael E. Riley, an audio engineer for the United States Air Force Band of the Rockies. His titles include Premier Band Craftsman/Audio and NCOIC/Audio support. MSgt. Riley is a native of Rochester, New York and had been heavily involved in music as a musician (clarinet) since high school. In 1987, he was accepted into SUNY College’s accredited Sound Recording Technology program and studied under Ros Ritchie. After graduating he worked as a recording engineer and freelance musician. In 1993 he â€Å"auditioned† to be an audio engineer for the Band of the Rockies, after which he was accepted. He chose to make this his career and is now in his tenth year with the organization. The United States Air Force band of the Rockies consists of nine performing groups, these include a marching band, concert band, the Rampart Winds (wood wind quintet), The Falconaires (big band jazz), Solar Winds (clarinet quartet), Stellar Brass (brass quintet with percussion), Blue Steel ((rhythm and blues), and Wild Blue Country (county/blue grass).

Becoming Mexican American Essay

Becoming Mexican American: A study into the cultural developments of Mexican immigrants to the United States The purpose of this paper is to review and discuss the inviting work of George Sanchez, Becoming Mexican American: Ethnicity, Culture and Identity in Chicano Los Angeles, 1900-1945. While reviewing this work of Sanchez, the essay will make use of an article written by Grace Pena Delgado relating to the immigration issues of the United States in the early twentieth century. Delgado`s article, ‘_At Exclusion’s Southern Gate: Changing Categories of Race and Class among Chinese Froterizos_’ discusses the Chinese immigrants in northern Mexico. To provide the reader with accurate and concise information the original works of the two authors will be used extensively, as the purpose of the essay is to criticize these works. The essay will also make use of a number of internet web-sites for general information on the Mexican and American historiesof the early twentieth century. A detailed list of books and resources used in writing this paper will be provided at the end, in the form of a bibliography. In conclusion, the essay’s purpose is to provide detailed and concise criticism of George Sanchez’s book, Becoming Mexican American, while supporting the criticism with Grace Delgado’s article. Ceren Keskin 207138579 BIBLIOGRAPHY Sanchez, George. Becoming Mexican American: Ethnicity, Culture and Identity in Chicano Los Angeles, 1900-1945. Oxford University Press, 1995. Delgado, Grace Pena. â€Å"At Exclusion’s Southern Gate: Changing Categories of Race and Class among Chinese Froterizos_†__. _In the Continental Crossroads, 183-200. Duke University Press, 2004.

Air France-KLM as Low-Cost Airline Across Europe Essay

Abstract Airline is an important industrial in European economy, with the liberalization and deregulation of European market, it is filled by a number of small-sized and large-sized airlines, recently, the model of low cost carriers is widely spread from America to Europe, the success attracts rivals to adjust business models to enter this market. Air France-KLM also attempts to adopt this strategy. This essay will use PESTEL and stakeholder theory, as well as corporate social responsibility (CSR) concept to analyze general environment and specific environment including customers and suppliers. Main ideas are Air France-KLM (FK) should concern CSR behavior especially including social and environmental perspective to conduct low-cost strategy rather than only consider economic perspective which is short-term financial performance, because it could not bring a sustainable development for company. Furthermore, FK should have operational resilience and strategic resilience under the uncertainty of dynamic environment, and integrate CSR as a organization culture which will become a competitive advantage. The general environment analysis could provide reference for other companies, and analysis of stakeholder theory and CSR concept will give a guidance for sustainable development of companies. Air France-KLM is owned by French airline (Air France) and Dutch airline (KLM). It is the largest airline company in the world, while the profit is continually decreasing in Europe within recent 5 years (Market Line 2014). It is positively seeking a path to maintain competitive position in European airline market. Two largest competitors are Ryanair and EasyJet in Europe who operate low-cost strategy which learn from Southwest in US, and they rapidly capture market share. Air France-KLM is planning to use same strategy to compete with them. Environment is a significant indicator that influences the operation of business. It is dynamic and complex, different elements are interrelated and interacted that bring different influence for present and future activities  of companies. Analysis of environment usually is divided into macro-environment and micro-environment, they separately cover the general environment and specific related environmental factors such as customers, suppliers and regulators (Kew and Stredwick 2005). As Europe is located in a low valley suffering debtor crisis, new business model is encouraged to stimulate the economy and transfer risks for government. This essay will evaluate and discuss the low cost strategy Air France-KLM will adopt, firstly, it will analyze the general environment using PESTEL tool, and using Five Forces model and stakeholder theory further seek the issue and factors that can help company to succeed in a long term. Especially, it will explain the importance of corporate social responsibility in business operation. Finally, it is to find the opportunities and threats that company should notice for future success to combines different factors. Air France-KLM is holding by Air France and KLM which is a Dutch airline, the alliance was formed in 2004. The headquarter is located in Paris, and it obeys the French law. Subsequently, it became the largest airplane company in terms of revenues in Europe, even over the world. However, the operating profit to Air France-KLM (FK) continually decreased from 2012 (MarketLine 2014). Air France-KLM is exploring another strategy to survive in the competitive airline industrial. As BBC reported Alexandre who is CEO of FK claimed company will adopt the Low cost carriers (LCCs) strategy to recover and sustain competitive position in airline industry (Clark 2014). Environmental analysis is an inevitable step to help company identify issues, flexibly and innovatively solve problems, also assist the strategist to improve the decision making process (Kew and Stredwick 2005). The internal and external environment analysis will be required in order to explore fitness of strategy within the whole business environment and internal capabilities; in addition, the analysis on competitive structure of industrial environment and stakeholder will deeply explore the important factors for the sustainable development rather than short-term success, especially CSR concept includes social and environmental perspective instead  of simply economic perspective which presents financial profits (Button 2014). FK will better understand the opportunities and threats under the business environment analysis. The characteristics of Low cost carriers are presented on maximum utilization for facilities and economically provide service that customers themselves need. Usually, it has a high seating density, single class configuration, point-to-point services; it frequently uses second-tier airports on cost saving (CAPA 2014). It also keeps a low maintenance and training costs, as well as eases scheduling and takes advantage of bulk purchases to obtain discounts from manufactures (Budd et al 2014). It generates profits from ancillary revenue such as meal, snack and luggage (Budd et al 2014). This model started from America Southwest Airline in 1978. Nowadays, LCCs as a strategy is widely adopted in Latin America and Europe. The combining analysis between the environment and characteristics above will evaluate the low cost strategy of Air France-KLM. PESTEL as a macro-environment analysis tool helps to understand the complex trend of environment. PESTEL includes political, economic, sociological, technological, legal and environmental. The analysis concerns the longitudinal and cross-sectional changes in time line. Firstly, liberalization events in US market significantly impacted other countries (Fu and Oum, 2014). France has high liberalized operating environment that enable companies to flexibly run any legal business model, it provides environment that FK can practice low cost strategy instead of the whole service provided with high cost (Budd et al 2014). Liberated market will be an advantage for innovation of business and increase the market power of company. It is big opportunity that companies can expand their network, as FK is an alliance to share strengthen and risks between French and Dutch airplane company (Fu and Oum, 2014). However, high-degree liberalization inevitably bring fierce competition. Additionally, the business model of public-private partnership is dominating the European airlines (Cruz and Marques 2011), especially the privatization process of European airlines is salient, government decreased the stake for business,  as French government hold a 16% stake on FK (Stothard and Bryant 2014). As a result, company will obtain less financial support from government, government is able to bear less risk of deficit. Secondly, to considering economic factors, German and France as primary strength motivate the economic recovery of Europe, French government is gradually putting effort to diagnose economic ills (Barber 2014). European countries still have maintained the high unemployment rate since financial crisis occurred in 2008, although it slightly fell in 2014 compared to last year (Statista 2014). Inflation rate had a slight fall in November than that of October, it will be a danger for debtors due to less revenue from sales, incomes or taxes, and debt problems is serious; energy price is falling as well (BBC Nov 2014). The important social indicators is consumer behavior is gradually changing. The increasing number of customers choose the high-speed train for a short journey instead of the airplane as a result of the punctuality and similar price on same time consuming (Dobruszkes 2011). In addition, the strength of unions in this two countries is very high, labour union has strong power such as pilots or crews. The impact of technology is significant, as the big data time is coming (Mark 2014), companies own the large number of data information about consumer, which will rapidly push the innovation of business, if company can dig and utilize the meaning of data. For the most important environmental and legal analysis, climate change is as one of themes in previous G20 conference and future UN conference will hold in 2015, and it will concentrate on a new set of Sustainable Development goals and emphasize the multilateral co-operation on a range of vital issues (FT 2014), which implies France should contribute to same goal, and perhaps the more strict regulation will be adopted, for example, CO2 emission. Additionally, the terrorism is serious problem airplane companies is facing.  In macro-environment, five forces model can identify and analyze the  competitive structure of industrial environment. Forces in relation to stakeholders can be discussed upon priority. The opportunities and threats will be identified further. Firstly, the intensity of rivalry is high, the large number of competitors in Europe is divided into two strategic streams, one is the large-size airplane such as Lufthansa and British Airway which are seeking path to compete in Europe; other representative group is LCCs including Ryanair and EasyJet. Various business models are emerging under the motivation of liberalized market conditions and globalization, airline companies could seek partner including other airlines companies and airports to form network for enhancing market power; additionally, each European country can operate and switch route freely (Fu and Oum, 2014). In contrast, LCCs provide service for customers who have high elasticity for price, it rapidly captured the market share as a result of low switching costs for buyers. To considering new entrants, 77% small-size companies failed which learn from LCCs to enter market, because the established companies with strong reputation and first mover advantages, and their size do not enable them to create the economies of scale (Budd et al 2014). Stakeholder theory claims companies should notice the interests of other groups, not only do companies focus on the interests of shareholder which is financial performance (Jensen 2001). Customer have highest power and interests for company, company usually prioritize them into first post; employees second, managers third, and shareholders last, according to the hierarchy of interests (Kew and Stredwick 2005). Customers have the most power and the highest interests to organization. From production side and demand side of economic perspective, as the analysis of business environment above shows the supply is over than demand, the number of fragmented airlines is more than customers (Budd et al 2014), so that the bargaining power of buyers is powerful, also switching cost is low between airlines. Low-cost strategy of FK is not lucrative in a market with high intensity of rivalry. However, business environment is along uncertainty and dynamics, the growth of Euro area will enable companies to earn the financial obtains as economic perspective. In fact, demand-supply economic perspective is narrow, the increasing demand of LCCs will lead to tragedy of the common for suppliers, because suppliers only consider the economic returns compared to inputs, and plunge themselves into price battle ignoring value creation, the more followers will emerge, obtained profits from one unit of input will be gradually decreased with the increasing rivals, and tragedy probably occur. So only economic perspective can not achieve success. CSR thoughts will benefits the long-term development of companies. It takes account of social and environmental perspective for a sustainable success, maximizing social welfare is an important measure under social perspective, and industrial success is based on sustainable development (Button 2014). Resources is limited in the world, when managers make decisions, they should consider to increase the long-run value for firm rather than a short-run financial performance including equity, debt and stock. Ryanair cancel safety cards stuck on the back of the seats, the legal proceeding is debatable. It requires trade off through time, also among different constitutions. When companies give up present cost of a unit for receiving that at some time in the future. As costs of input come from different resources including labour, capital or material purchased. The company with CSR can attract and retain talents and establish the brand image and reputation for companies. The power of suppliers as one force represents inputs, simultaneously, they consist of important stakeholders including suppliers, employees, aircraft manufactures and fuel as well as airports. Firstly, employee as the most important internal stakeholder has high bargaining power within industrial. It is reported from BBC, the pilots of FK struck due to the reduction of their salary when low cost strategy adopted (Stothard and Bryant 2014). As above mentioned, company should not save cost from input to create short term profit, it impaired the interests of employees, employees will bring less output; on the contrary, if company can give them more care and welfare, they will create more value, such as  company can provide training and individual deportment planning to maintain enough talent pool for future development, employee also will return to company through high qual ity of services and improve the satisfaction of customers. Setting an adverse example, Foxconn as a large manufacturer adopted military management to employees and ignored their normal needs for reducing cost, as a result, employee suicide and reputation of company was impaired, likewise talents are not willing to work here under abnormal management. CSR could be employee and employer relationship, while Legal utilization for employee is only the lowest level of CSR, Low cost strategy with CSR should not only obey legal behavior, but also pursue ethical, economic and philanthropic behavior (Carroll 1991). Aircraft manufacture is another stakeholder group, low cost strategy may squeeze their price and change manufacture process, as FK wants to reduce the weight of seats and increase the intensity of seat. They should â€Å"co-production† with them rather than simply ask them to achieve requirement, otherwise, suppliers will be reluctant to change manufacturing process for FK only. For instance, IKEA uses flat-package for products from manufacturing to selling as core competitive advantage, it desires suppliers of China to satisfy the flat-package manufacturing process, it not only help to upgrade production technology, but also provide training programme for employee (Inge and Claes 2011). IKEA maintains the good relationship with suppliers. These ethical and economic CSR behavior will increase the wealth of stakeholders, simultaneously, it improves itself production efficiency in value chain. For philanthropic behavior as the highest level, company donates to communities for local better development. Company can collaborate employees to contribute this, such as employee regularly participate volunteering activities for 20 hours each year. Also, as environmental and legal analysis above, CSR perspective can stimulate the innovation and initiative of company. For low-cost strategy, FK can try to innovate new technology or operational methods, such as the use of biofuels and the improvement of CO2 emission disposing. The last force is the threat of substitute, the prevalence of high speed rail as substitute has advantages for a short route. Especially, for business  group, they can use telecommunications on high speed train, and company also spend less on business trip. So the business passengers is decreasing. The noisy and pollution are comparative less than airplane. As German Airplane adopts corporate with high speed rail to compete with LCCs. Based on analysis above, Air France-KLM (FK) adopt low cost strategy, the opportunities and threats can be identified. Liberalized market environment and rapid privatization process provide a favourable condition for development of new model, while they also achieve a high competitive market. It represents other large-sized company also can adopt this model to enter the market. Also, existed competitors with first mover advantages and rich experience, and high speed train as substitutes whose advantages are salient gradually capture the market share for a short-route trip. The pressure of legal environment on CO2 emission and labour union is heavy for operation of FK on low cost strategy. Compared to Ryanair, it ignored the CSR behaviour no matter what level about legal, ethical and philanthropic behaviour. It will be a path for long-term sustainable development for FK. CSR more concern social and environmental value that FK could create, it as a large airline company will explore and represent a new and correct path bearing CSR rather than the short development for financial performance, because it will cause tragedy of the common for the whole society, it will more take account of the interests of stakeholders. In detail, it can use biofuel and decrease the CO2 emission, also maintain good relationship with customers and employee, as well as suppliers. Catching the development of technology, FK should utilize the big data to dig needs of customers to innovate the business model. Under the turbulence of terrorism, European countries can corporate together to resist it for the whole society. French domestic CSR policy as a national competitive advantage will support this business model of FK (France Diplomatie 2014), as investment in CSR while it is difficult to receive profit in short-term, so perhaps FK could reduce the short-term financial pressure from support of government. So the policy of government is consistent with corporate strategy will be helpful. A differentiated low-cost strategy could be adopted by FK. CSR can be a culture of company as a competitive advantage to position itself in market, so that it will always stimulate the innovation and learning of organization, and maintain effective human resources management such as attracting and retaining talents. Organization should consider the knowledge management through technology to advocate CSR concept to every internal and external stakeholders in order to better achieve CSR activities. In addition, FK as one of large-size companies, it has enough experience and strengths to compete with other LCCs, even though they have first mover advantages in terms of reputation and economics of scale. On the other hand, as a large-size company has solid organizational institution and vested interested group so that the strategy change of organization is not easy. As the growth of Euro area with uncertainty lead to bigger risk FK will face (Cadman and Giles 2014), it indicates FK should concern the operational resilience and strategic resilience, once it suffers the unexpected adversity. In conclusion, under the analysis of complex and dynamic environment, Air France-KLM should adopt a differentiated low cost strategy. The economic and political market environment with high-degree liberalization and privatization will provide conditions for the development of business model, also increase the market competition due to a large number of rivals emerging under deregulation. Ryanair and EasyJet with first mover advantages have captured the large market share, also they have accumulated more experience, but the weakness of rivals and trend of environment such as regulation on CO2 emission and sustainable development indicate FK should bear responsibility to seek another path, which more concern the interests of stakeholders, CSR behaviour and activities to create long-term value such as the use of biofuel. At the same time, FK can integrate CSR as a culture, also a competitive advantage in order to continually motivate itself to innovation and learning, also improve the effectiveness of human resources management. The development of technology will require FK to utilize data to dig needs of  customers to innovate the business model in big data time. European countries also need to corporate together to resist it for common society under the turbulence of terrorism. Uncertainty of environment also require company have operational resilience and strategic resilience, once it suffers the unexpected adversity. References: Air France-KLM S.A. company profile, (2014) Market Line [Online] Available from: http://0-eds.b.ebscohost.com.pugwash.lib.warwick.ac.uk/eds/pdfviewer/pdfviewer?sid=172f9c2f-747f-4b99-9c37-34a375aa6a06%40sessionmgr110&vid=1&hid=114 [Accessed: 15 Dec 2014] BBC 2014 Eurozone inflation rate falls to 0.3% BBC 28.Nov. 2014 [Online] Available from http://www.bbc.co.uk/news/business-30243113 [Accessed: 15 Dec 2014] Barber, T., (2014) France shows courage in diagnosing its economic ills, FT, 22,Dec, 2014 [Online] Available from: http://www.ft.com/cms/s/0/a364d628-86cd-11e4-8a51-00144feabdc0.html?siteedition=uk#axzz3Nmt1hzwF [Accessed: 15 Dec 2014] Button, K., (2012) Low-cost airlines: a failed business model? Transportation Journal, Vol, 5. 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