Gangs are Corrupting the Streets of America - 591 Words

Gangs in the United States have increased rapidly, and are becoming more violent and deadly than ever. There are deaths of innocent, young, and gang affiliated people dying each year. This everyday occurrence brings moral and heart felt emotions to these death tragedies. These gangs are corrupting our streets and neighborhoods of America, which is something that is needed to be stopped. All members get introduced and jumped in for a reason, a reason of family, trust, acceptance, and respect which threatens many people today. Every year gang violence is proposed in which it should be prevented in today’s public because they have the urge to be involved with conflicts based on rivalries over reputation and turf, compensates on creating a lot of violence where innocent people are being killed, participate in drug trafficking, and encourages the youth to get involved and join a group of affiliated crime. The overall aspect of gangs having rivalries over their reputation and turf is that they pursue to want to give more attention to the focus of having a wanted family that they think will protect them from their failures in life. Most gangs are primarily male but some admit women. Statistics show that 94% of gang members are male and only 6% of gang members are female. The females that are in gangs are treated very poorly. They are often required to have sexual intercourse with any of the males in the gang when asked. Also instead of getting jumped in like the male members ofShow MoreRelatedEpidemic of Violence in the USA Essay1441 Words   |  6 Pages Violence, one of the biggest problem in the world right now, especially in America, where the gun control law are barely enforced, every citizen is at constant risk, considering the amount of people in this country that own guns. Crime and violence are rapidly becoming the prime epidemic in the U.S today, but what can we do to ensure our future generation’s safety? Gun violence is a big problem everywhere, in poor rural neighborhoods to prosperous urban cities like Malibu, it canRead MoreProhibition And Prohibition Of Alcohol1007 Words   |  5 Pagesthe consumption of alcohol. Instead it created organized crime, disrespect for the law, and general resentment towards the government. The Eighteenth Amendment and the Prohibition of alcohol had failed because of the rise of organized crime, with gangs forming for the purpose of transporting and selling alcohol, which increased violent crime, and corrupted law enforcement and government officials. By 1912, nine states had prohibition laws in effect. In December 1913, the Anti-Saloon League marshaledRead MoreOrganized Crime1084 Words   |  5 Pages This mafia family has been the top of organized crimes in New York City since 1930. There are five different families and they all have their own kind of power over the part of the city they live in. Organized Crime Group Analysis The America Mafia families of New York have one goal in mind and this goal is to make a profit off the weakness of other individuals in our society. The American Mafia family of New York has killed an estimated number of 400 people over a period of time. TheRead More Legalization Of Drugs Essay examples1292 Words   |  6 Pages(Lindsmith Center). The fourth drug link is the violent, intimidating, and corrupting behavior of the drug traffickers. Illegal markets tend to breed violence not only because they attract criminally-minded individuals, but also because participants in the market have no resort to legal institutions to resolve their disputes. According to the Lindsmith Center quot;During Prohibition, violent struggles between bootlegging gangs and hijackings of booze-laden trucks and sea vessels were frequent and notoriousRead MoreYakuza1710 Words   |  7 Pagesenterprise and various illegal activity which results in monetary gains, such as drug trafficking, racketeering, human trafficking, setting up illegal gambling establishments, and corrupting the local government with members of their own. For example, the Mexican drug cartels control one of the vast drug routes in Latin America while the Sicilian Mafia have set up a large protection racketing system throughout Italy. The Yakuza have established themselves in Japan and are considered to be more sophisticatedRead MoreProhibition Of The Usa Prohibition2994 Words   |  12 PagesProhibition in the USA Prohibition was introduced to the United States of America on the 16th of January 1920 with the hope of a pure nation that was not under the influence of alcohol. Prohibition was the legal prohibiting of the manufacture and sale of alcoholic beverages, which did not include the consuming of alcohol as you could still keep alcohol that was made or bought before 16th of January 1920. As the alcohol consumption rose substantially before the 1920s, it spurred the temperance movementsRead MoreThe Temperance Movement Of The Early 1900 S1934 Words   |  8 PagesDuring the early 1900’s America was in its â€Å"Gilded Age†. The economy was booming and everyone seemed to be happy from the outside. But, there were many problems going on in the United States. In the factories where most people worked there were corrupt bosses, the people were overworked and there was child labor. The only salvation that these people had was to drink. The workers drank to calm down and feel no pa in. But this destroyed families because they were almost constantly drunk. They wouldRead MorePopular Culture at the Beginning of the 1960s Essay3766 Words   |  16 Pagesthe music, teenagers and fashion scene. There were about 5million teenagers of which many had money to spend, many were spending  £8.00 week on clothes, records, cosmetics and entertainment and were greatly influenced by goings on in America. These new teenagers like the new/changing music scene of Rock and Roll, very popular at this time was Cliff Richard who took the scene by storm, and the women also regarded him as a sex object in the early 60s. Other seeds of British Read MoreHindi Nibandh on Advantages of Mobile and Disadvantage17790 Words   |  72 Pagesthe writers William Dalrymple and Patrick French, among others, have come before a fusillade of criticism in India, much of it questioning not their facts, not their interpretations, but their foreignness. â€Å"Who gets to write about India?† The Wall Street Journal asked on Wednesday in its own report on this Indian literary feuding. It is a complicated question, not least because to decide who gets to write about India, you would need to decide who gets to decide who gets to write about India. RatherRead MoreLogical Reasoning189930 Words   |  760 Pagesmuch time wondering what river bank the person is talking about. The point is that logical reasoners assess what is said in light of the situation. Be sensitive to the situation. If you happen to know what time it is when someone passes you on the street and asks you, Do you know the time? it is illogical to answer only Yes and walk away─ unless you are trying to irritate the person who asked the question. Real life decision-making often must work in a dynamic, unpredictable environment. In

The Parable Of The Sower - 1570 Words

earthseed by jsmathews91 | studymode.com Dramaturgy Spring 2013 Earthseed: The Books of the Living The Parable of the Sower By Lauren Oya Olamina ; Lorem Ipsum Dolor Spring 2016 The Parable of the Sower Earthseed is a fictional religion based on the idea that â€Å"God is Change.† Created by Octavia Butler, this story is told by the main character Lauren Oya Olamina in both of her books: Parable of the Sower and Parable of the Talents. There was supposed to be a third book to this trilogy series, Parable of the Trickster, but Butler was unable to complete it before her untimely death. Company town- a town or city in which much or all real estate, buildings, utilities, hospitals, small businesses, and other necessities or luxuries of life within its boarders are owned by a single operation. Hyper empathy- the ability to explore the mental state of others at an unusually accurate and sensitive degree. Parable of the Sower is a futuristic, science-fiction novel where the United States has been dismantled into city-states, the government has been demolished, and the economy is becoming reborn as company towns. The main character in Parable of the Sower, Lauren Olamina, is the daughter of a Baptist minister (who serves their walled-in neighborhood) and a drugaddicted mother (who because of her excessive encounters to prescription drugs) birthed a premature Olamina suffering from hyper empathy. When seventeen-year old Olamina’s community is attacked, burned, and looted, sheShow MoreRelatedThe Parable Of The Sower1062 Words   |  5 Pagesunderstand the nature and purpose of the parable, in order for understanding and interpreting Jesus’ parables. The parable of the sower is considered as the great watershed of all Jesus’ parables. I believe that the right way to express the continuity and the development of Jesus’ thoughts about the connection between the kingdom and himself is by understanding the parable of the Sower. The author in Kingdom, Grace, and Judgement describes the parable of the sower by breaking it into five different proposalsRead MoreThe Parable Of The Sower753 Words   |  4 Pagespaper will be taken from Matthew 13: 3- 23 . Let’s summarize the parable for a clear understanding for the reader. Jesus began to discuss His discourse of the parable of the sower who sows seeds on different ground for it to grow and produce. Jesus cites three example s how the seeds were sown in this parable and how the ground responded. According to Dr. James Gibson defined a parable as â€Å"to place beside.† Jesus often used parables to teach mysteries to His disciples and others. Dr. Gibson refersRead MoreThe Parable Of The Sower1789 Words   |  8 Pagesthe author or of the intended audience or both.† The Parable of the Sower (Mark 4:1-12, NRSV) is written with the intent to teach a lesson to the reader. Jesus shares a parable with a large group of people and later explores this with his disciples. This passage gives the reader the chance to hear the parable and also its intended meaning. Whilst this story is popular in catholic teaching, it is not exclusive to Mark. The Parable of the Sower can also be found in Matthew 13:1-23, Mark 4:10-12 andRead MoreThe Parable of the Sower674 Words   |  3 PagesThe Parable of the Sower The Parables are a section of the Matthews Evangelium in the Christian Bible. It is a common inspiration and focus for interpretation or themes during sermon. The Parables consist of tales that Jesus is said to have been a crowd of people following him and they explained Goods word and moral by using ordinary events. Following each Parable is an interpretation of it –made to state what the parable actually wants to explain to us. The first of these parables is theRead MoreThe Parable Of The Sower861 Words   |  4 PagesCultivate Your Mind In the Parable of the Sower, Jesus points out that it is only when the seed is sown in good soil that it brings forth an abundance. The soil / soul comparison makes clear what is often ignored about prayer: it is not the seed, but the condition of the soil (soul) that determines the size of the harvest. It is not by sowing more seeds, but by improving the soil, that we increase the quantity and improve the quality of the results. In the parable, the birds of judgment negateRead MoreParable of the Sower531 Words   |  3 Pagesplays a key role in this story and shows how being an individualistic society can be the downfall to the strongest country in the world. This essay will discuss the struggle of man versus man, man versus nature, and the authors intent in Parable of the Sower. Butler talks about many aspects of life and the struggle to survive, and this essay will explore three main ideas that occurred in this book. The struggle of man versus man occurs throughout the whole story. The book starts out thatRead MoreThe Parable Of The Sower1217 Words   |  5 Pagescertain characteristics. Among these characteristics Parable of the Sower displays the traits needed to create a dystopian novel. Parable of the Sower belongs in this genre because it illustrates a restrictment of independent thought, the natural world is distrusted, and citizens live in a dehumanized state. One of the common traits dystopian novels include is, information, independent thought, and freedom are restricted. In Parable of the Sower it is not easy to get information about what happensRead MoreThe Parable Of The Sower2295 Words   |  10 Pagesused parables to pass earthly stories with a heavenly meaning to the multitude. He used parables in His teachings to not only fulfill prophecy but also to enlighten the true hearted to challenge hardened hearts of the people (Matt. 13:34-35, KJV). Among His parables, the parable of the sower was the parable inclusive of other parables (soil grounds and the sower) making it one of the main parables of Christ. Four different soils were used to represent four different kinds of people and a sower wasRead MoreThe Parable Of The Sower Essay1796 Words   |  8 Pages The Parable of the Sower tells the story of several seeds, each of which had been placed into different conditions. The contrasting faith journeys of Nathan, Frank, and Ruth of the Drum family can each be connected to one such seed. Nathan, the seed in good soil, Frank, the seed in rocky places, and Ruth, the seed among the thorns, were all tested by tragedy. In his book Ordinary Grace, William Kent Krueger uses the response of each person to prove that although extent of faith can vary greatlyRead MoreParable Of The Sower Essay902 Words   |  4 PagesSegregation Parable of the Sower hypothesizes around the ascent of a period of psychological oppression in America, a method of terrorism that inundates the quaint, generally more well off white-collar community. It additionally poses many dangers and consequences for those of wealthier classes. Parable of the Sower has is set in Los Angeles and California, in a near future in which human life is deteriorating and culture is plummeting to brutality. Almost every person in Parable of the Sower struggles

The Reign of Terror free essay sample

There is little known about the true inside of North Korea, but what we do know is that yields a powerful dictatorship across its people. This dictatorship all began less than 100 years ago and has a very short history. A brief description of Korea’s history, from History. com, shows how the country split into two completely different countries: Japan annexed the Korean peninsula in 1910, and the country spent the next 35 years under Japanese military rule. With Japan’s defeat in World War II in 1945, American troops landed in the southern part of the peninsula, while Soviet troops secured the area north of latitude 38? N (or the 38th parallel). In this way, communism took firm hold in the north, culminating in the emergence of Kim Il-Sung, who in 1948 would become the first premier of the newly established Democratic People’s Republic of Korea. (Pruitt) The communistic reign on Korea can be traced back through one family, the Kim family. Kim Il-Sung was appointed by the Soviet leader of Russian in 1948 and served as North Korea’s dictator for almost 50 years until he died in 1994. Kim Il-Sung was worshipped like a god in North Korea and even referred to as â€Å"Great Leader, Heavenly Leader and even the Sun† (Pruitt). The love and respect that Kim Il-Sung received, was immediately transferred to Kim Jong-Il when he came to power in 1994. Kim Jong-Il’s reign was one that scared the whole world and involved much terror and abuse of power towards many countries and towards the whole North Korean population. Throughout the rest of this essay I will refer to Kim Jong-Il as Kim and anyone else by their full name. Kim was more than a dictator of North Korea but a tyrant of the world and with use of his power he abused the use of nuclear weapons, worker camps and deprived his country of food and medical attention. Kim was Korea’s idol and though upon as highly as God to Americans, Allah to Muslims and Buddha to Buddhists. It was well known that Kim loved the power and attention, which is why there was reason to believe his research and experimentation of nuclear weapons was not only become a more powerful country but also a strive for attention. Nuclear tests began around World War II and were then experimented by all countries with advanced militaries. The Soviet Union, being a communist country, helped North Korea with nuclear experimentation and advanced them far enough to allow them to conduct their own experiments. Allowing North Korea to have the ability to create such disaster and or even another World War is like giving a kid matches or a gun. During World War II America drop two nuclear bombs on cities Hiroshima and Nagasaki. According to Visual News â€Å"15 kiloton Little Boy and 21 kiloton Fat Man† the two bombs the Americans used, â€Å"The two Japanese cities were leveled in seconds, killing hundreds of thousands from the initial blast and later radiation poisoning† (Starr). These nuclear weapons posses such powers that’s could demolish cities and states in the matter of seconds and they cannot be contained when detonated. Weapons like these are dangerous and poses threats to countries everywhere when having this much power. Americans displayed the power of nuclear weapons in World War II and demonstrated the raw damage that it could create. Russia, who was in support of communist North Korea after the world war, sought to create weapons with more power than Americans and succeeded. The Russians created something more massive than anyone could have though. Benjamin Starr explains the true power the Russians possessed: The pinnacle of nuclear bomb development came with the aptly named Tsar Bomba, which the Russians nicknamed the Kuz’kina Mat (roughly translating to â€Å"we will show you†). The behemoth bomb tipped the explosive scales at a frightening 50,000 kilotons — 3,333 times larger than the bomb dropped on Hiroshima. When the weapon was released over Russia on October 30th 1960, it produced a mushroom cloud 40 miles high, or almost 8 times the height of Mt. Everest. The resulting fireball would have produced third degree burns 62 miles away and it even broke windows in Finland and Norway. Starr) This display of nuclear power by the Russians, in 1960, proves the true power of what the North Koreans could have achieved by now. With Kim’s power and technology available to him, it would not be surprise that Korea has already accessed weapons of this power. Would anyone want this type of physical power to be in the hands of someone who is a tyrant/dictator? It is scary to think that 1-ton of TNT, which is a powerful explosive device, is only 1/1000 of a kiloton. The â€Å"Little Boy† (Starr) and â€Å"Fat Man† (Starr) were equal to 36 kiloton, while the â€Å"Tzar Bomba† (Starr) weighed in at 50,000 kilotons. Kim could poses nuclear weapons of this degree hidden in North Korea underground. If North Korea detonated nuclear weapons there is no doubt Seoul, South Korea and America would be the first targets. Pruitt’s research provides insight on Kim’s insistent pursuit of nuclear experiments: Though Kim Jong Il’s government initially pledged to abide by the Nuclear Non-Proliferation Treaty (NPT), by the early 21st century reports had surfaced of underground nuclear facilities and ongoing research into the production of highly enriched uranium. North Korea withdrew from the NPT in 2003 and openly resumed nuclear research at a facility in Yongbyon. In 2006, after multi-national nuclear talks stalled, North Korea announced it had carried out its first underground nuclear test; a second, more powerful test went ahead in May 2009. (Pruitt) In this quote, we see three different cases of Kim abusing his power as the dictator of North Korea. His access to nuclear research and ability to control it all at his will allowed him to hide nuclear weapons and conduct these tests. His withdrawal from the NPT was a blatant sign his desire to continue research and development of nuclear weapons was more of an importance to him than growing relations with other countries. Kim’s greed and powerful ways are a scary thought to think of when talking about nuclear powers. The need for nuclear weapons is North Korea is one that Kim Il-Sung engaged in during his reign and Kim Jong-Il supported till his death in 2011. This overwhelming desire to produce nuclear weapons and deprived the whole nation of basic supplies like the food and medical treatments. In 1994, famine hit the country and it teetered on the brink economic collapse, so international nuclear monitors were permitted to enter North Korea in exchange for huge food and oil shipments from the US. Aid agencies reckon that up to two million people have died since the mid-1990s because of food shortages caused by natural disasters and desperate handling of the economy. (Coonan) The North Korean people have been in dire need of a strong leader to help rebuild their economy. This would effectively help reduce the famine by providing jobs to citizens and ultimately helping the country strengthen their physical health/standards. The population of North Korea during these famines was estimated to be around 22 million, which means that more than one tenth of their population died from the lack of food. Ten percent is a large portion of the population especially when Kim is â€Å"head of the worlds fifth-largest military, the 1. 1 million-strong Peoples Army† (Coonan). Kim’s yearn for power and strength has devastated the whole country of North Korea for the betterment of himself. Not only did the powers that Kim possessed scare the world, but they scared him as well. This is why Kim sought out to have one of biggest militaries in the world, having around five percent of the population in his force. The reign of Kim was destructive and aimed to please his need of power: Kim Jong Il instituted the Military First policy, which prioritized national resources to the military. Thus, the military would be pacified and remain in his control. Kim could defend himself from threats domestic and foreign, while economic conditions worsened. (Bio. ) Kim’s view of the world and the way to rule were was the scariest parts of his regime. He deprived the whole nation to allow for the enhancement of his military and securing his safety. Kim is the true meaning of a dictator and cannot even supply his own nation with the necessary needs like medical attention and food. His commanding dictatorship on North Korea has only lead to disasters and deaths towards his own people. â€Å"Since the collapse of the Soviet Union, North Korea has had to turn to China for support and it relies heavily on foreign aid to feed millions of its people† (Bio. ). In this biography the reader sees through the eyes of Kim and experiences his ability to leech off of others. Communist countries like the Soviet Union and China will do just about anything to help support communism. Kim is a fairly intelligent man and uses his ability to bargain to receive help for supplies from other countries. Sacrificing the North Korean’s needs and disobeying nuclear weapon regulations with other countries was the beginning of his destructive ways. Without any doubt Kim’s reign from 1994-2011 was scary and had a great effect on the world and the nation of North Korea particularly. No only did Kim seem to threaten to whole world with his nuclear advancements but he also endangered North Korea with his selfish ways. The nuclear tests and experiments, along with the famine, weren’t even as severe as the punishments that North Koreans were receiving in the labor camps throughout North Korea. These labor camps were housing for citizens who disobeyed the law as well as their families. The families housed in the worker camps were made to do forced labor like slaves. â€Å"Hundreds of thousands of North Korean citizens are believed to be held inside the camps. People who have seen the camps say the conditions are terrible. They say prisoners are often killed, tortured, raped or used for slave labor† (Kelly). In this interview hosted by Jean Kelly, she explains the situation in these labor camps. They were more than just a forced way of life and labor, just like prison, these labor camps traced their every move. Prison sounds like a royalty compared to the treatment of these labor camps. Kim’s power, had force over every little thing that was in North Korea. Although everyone worshipped Kim, he had no problem being strict and controlling to the point of death. Blaine Hardin, who is a journalist, wrote a book about life of Shin Dong-hyuk. Shin is the only person ever to be born in a labor camp and escape to tell his tale. Mr. Shin was born in Camp 14 where escape or plan to escape would ultimately lead to the execution of the accused and their family. This is kind of camp were it is almost every man for themselves. Shin Dong-hyuk describes to Jean Kelly the memory of his older brother and mother, â€Å"When he was 13, he heard his mother and his older brother talking about escaping from the camp†¦So he told the guards about his mother and his brother’s plan. They were shot in front of him† (Kelly). This savage cruelty is a disgusting representation of how humans are treated. Kim’s total disregard to the brutality happening within these labor camps, as well as the isolation of North Koreans from the help of food and medical attention from other countries. Just like the force that Kim has shown towards other countries, he has abused his power as the leader of North Korea. This quote from Kelly’s interview is a perfect explanation of the horror Kim has produced, â€Å"The book also tries to show how human rights abuses are part of North Korea’s military strategy. Those abuses do not get as much attention as North Koreas actions like the threat in March to attack the United States and its allies† (Kelly). Kim’s abuse of power is one that enslaved his own nation, threatened the whole world and deprived North Korea from food and the essentials it needed. Without hesitation America has shown its displeasure when it wants something to be changed. During the American-Indian wars, America expresses its resentment towards the Indians that were not adapting to the American way. We have shown this kind of resentment towards mostly all the North Korean leaders, but especially towards Kim Jong-Il. In â€Å"Haunted America: America’s Haunted History†, written by Patricia Limerick Nelson, she argues the concept of how history is written by the winner of the wars and how misconceptions and miscommunications from the two sides causes more problems than what actually started it. Limerick depicts how the Americans felt when the American-Indians tried to take back the land that they lived on before the Americans arrived, â€Å"If Indians tried to terrorize settlers into leaving contested territory, whites instantly saw themselves as the innocent victims and Indians as the guilty aggressors† (Limerick). Just like America did to the American-Indians, we wanted Kim out of power and especially the communist reign over North Korea. America, and many other countries, wanted Kim out of power just like the American-Indians wanted all the American settlers to leave. Although the situation in which was presented is different than the state and affairs America had towards Kim and North Korea but yields the same motive and desires described by both. Throughout this essay I have discussed many points about North Korea and about Kim Jong-Il. The short history of North Korea is easy to traced and read back to around the time of World War II. With the power of dictator being past from Kim Il-Sung to Kim Jong-Il, the world and mainly North Korea has experienced a reign of terror and destruction. The martyr like respect and love that Kim Jong-Il, and Kim Il-Sung, received from the nation of North Korea was a major support of the abuse of power Kim used. Kim disobeyed nuclear regulations and treaties, which restricted the use of experimenting and research of nuclear weapons. After word was out Kim then pull out of the treaty and continued. His implication of the Military First policy as well as the neglect to negotiate trades with foreign countries for help with food and medical attention dampened the lives of North Korea. Famine which killed around 2 million people under Kim Jong-Il’s reign plus the use of worker camps throughout North Korea are just the tip of the iceberg when listing the disasters Kim produced. There is little known about the true inside of North Korea, but what we do know is that yields a powerful dictatorship across its people. Kim was more than a dictator of North Korea but a tyrant of the world and with use of his power he abused the use of nuclear weapons, worker camps and deprived his country of food and medical attention. Although most of the world has access to news and technology to learn and educate themselves on these events, the North Korean people are the ones who are truly suffering the most and deserve to be educated about their own situation as well as the lives of others.

Man And The Ozone Essays - Ultraviolet Radiation, Gases,

Man And The Ozone Man and the Ozone Ozone is perhaps one of the singularly most important molecules there is. No, not because man came from ozone, but because it forms a protective layer above the earth in its stratosphere which allowed for the growth of life upon land. Before we had an ozone layer, the rays of the sun struck the earth unimpeded, barraging it with the deadly ultraviolet radiation which prohibited any chance of life on earth. However, there was life in the oceans, plant life in particular. This plant life may seem unimportant, especially since it is algae that is being given the spotlight. The algae in the ocean produces oxygen gas (O2), which would rise through the water and up into the air, there it would be struck by the ultraviolet radiation, which changed the O2 into O3, which is ozone. This ozone gas has the unique ability to block out the vast majority of sunlights harmful ultraviolet radiation. This afforded for the growth of life on the earths surface. Despite the ozone layer, which helps block UV light and its radiation, some still gets through and can affect us. First it causes a nice looking tan, or a painful sunburn, however, deeper than that, it is wreaking havoc upon the skin cells, though this damage is cumulative, and is not visible for along time, it does great harm. In fact, ultraviolet radiation is the number one cause of skin cancer, and its occurrence is still rising. This rise in cases of skin cancer could be linked to a dramatic change in the atmosphere - the loss of ozone. Over the past decades, scientists have begun to study the atmosphere and the ozone layer. They have noticed a marked reduction in the amount of ozone that is protecting the earth from the suns harmful UV rays. Before, the amount of ozone in the atmosphere was kept in check by methane gas released from the most mundane of things (like termites). This methane gas would break down small amounts of ozone to keep it from getting to thick, and blocking too much of the suns light, or from causing damage to the animals on land. However, as the scientists work has shown, this delicate balance has been disrupted by the pollution produced by man. There are many factors that contribute to the pollution that is destroying the atmosphere, like the byproducts from major industries and manufacturing, of which millions of tons are released into the atmosphere yearly. But the most dangerous po llutant comes form smaller, yet more numerous items: air conditioning units, freezers, refrigerators, aerosol spray cans, and styrofoam products. The one thing which all of theses items have in common is Chloro-Fluorocarbons or CFCc. CFCs are used in all of those products because they are very stable, and non-reactive. That is, they are not flammable, and they will not react with other chemicals. Because they are so stable, CFCs are not very biodegradable, and thus have a long time to get into the atmosphere and destroy ozone molecules. Once CFCs reach the atmosphere, they come in contact with ultraviolet radiation that breaks them down and converts them into Chlorine atoms, which in turn react with the ozone molecules. It is estimated that each Chlorine atom is responsible for the destruction of 100,000 molecules of ozone. That is 300,000 oxygen atoms for each atom of Chlorine. This destruction of ozone is most obvious in the north and south poles of the earth, where there has been an estimated 30-40% decrease in ozone levels, and a 100% increase in Chlorine levels. Part of this is due to the unique winter-vortex that is caused by polar winds in the winter, which effectively keep polar air from being recirculate d. This air is later released, and goes over Australia and New Zealand, which then experience their highest annual levels of UV radiation. So why should we be worried about this trend? Well, it is estimated that for every 1% drop in ozone levels there is 10,000 more cases of skin cancer developed in the U.S. alone. This is truly a very costly effect, not only monetarily, but also on peoples emotions and quality of life. So what

The Edutained American essays

The Edutained American essays You may try to deny it; many of us do. We are our own people, with our own thoughts, feelings, and opinions. We are individuals, and nothing influences us without our knowledge and permission. Certainly not the media; we create the media, after all, and direct it with our own tastes and preferences. It is merely a part of our lives, a not-too pervasive part. We say this with absolute certainty and still know that we lie. For the media is not a part of our lives, it is our lives. It directs us, moves us towards what its creators, directors and sponsors want us to see. Everything we do is not media influenced, it is media-dictated. In some ways, our modern information systems are helpful. They are, after all, informative. From these systems we learn, we process the information they bring on current events, popular culture, and every other subject known to man. But the information is tainted. It is filtered through the corporate sponsors and the agendas of those who bring it to us. Therefore we bow to the opinions of those who give us our knowledge on every subject they expose us to, from the clothes we buy, to the music we listen to, the films we see, books we read, politicians we vote for, religions we believe in. Our thoughts are not our own. What does this mean to the world in which we live? How does this effect our leaders, our schools and our families? And in a society so permeated with For many of us who attend college now, the media has been around us since birth. The television was a effective babysitter, and we grew up accustomed to the quick, joke-a-minute style of cartoons and situation comedies. With the advent of MTV in 1981, we learned to absorb information through the two and three minute stories offered on that channel, as well as VH1 and BET. These channels opened to us a world that most of our parents simply didnt see as children. One hour of MTV&apo...

Carter Surname Meaning and Origin

Carter Surname Meaning and Origin CARTER Surname Meaning Origin: Carter is an English occupational name for the transporter of goods by cart or wagon. From the Anglo-Norman French caretier, a derivative of Old French caret which originally meant carrier. Another possible derivation comes from cairtear, a Gaelic term for tourist or sojourner. Carter is the 46th most popular surname in the United States and the 54th most common surname in England. Surname Origin: English Alternate Surname Spellings: MCCARTER, CARTIER Famous People with the Surname CARTER: Jimmy Carter - 39th president of the United StatesHoward Carter - British Egyptologist and archaeologist, famous for the discovery of King Tuts tomb Genealogy Resources for the Surname CARTER: 100 Most Common U.S. Surnames Their MeaningsSmith, Johnson, Williams, Jones, Brown... Are you one of the millions of Americans sporting one of these top 100 common last names from the 2000 census? CARTER Family Genealogy ForumSearch this popular genealogy forum for the Carter surname to find others who might be researching your ancestors, or post your own Carter query. FamilySearch - CARTER GenealogyFind records, queries, and lineage-linked family trees posted for the Carter surname and its variations. CARTER Surname Family Mailing ListsRootsWeb hosts several free mailing lists for researchers of the Carter surname. Cousin Connect - CARTER Genealogy QueriesRead or post genealogy queries for the surname Carter, and sign up for free notification when new Carter queries are added. DistantCousin.com - CARTER Genealogy Family HistoryFree databases and genealogy links for the last name Carter. Looking for the meaning of a given name? Check out First Name Meanings Cant find your last name listed? Suggest a surname to be added to the Glossary of Surname Meanings Origins. - References: Surname Meanings Origins Cottle, Basil. Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967. Menk, Lars. A Dictionary of German Jewish Surnames. Avotaynu, 2005. Beider, Alexander. A Dictionary of Jewish Surnames from Galicia. Avotaynu, 2004. Hanks, Patrick and Flavia Hodges. A Dictionary of Surnames. Oxford University Press, 1989. Hanks, Patrick. Dictionary of American Family Names. Oxford University Press, 2003. Smith, Elsdon C. American Surnames. Genealogical Publishing Company, 1997. Back to Glossary of Surname Meanings Origins

I need you to decide a topic, then I need to talk with my module tutor Coursework

I need you to decide a topic, then I need to talk with my module tutor to change it - Coursework Example Online retailing started in middle and late of 1990s. From the start of this it’s created the rivalry between off line and on line selling. This rivalry is getting fierce every day. Only shopping malls are viewing huge rate of shoppers in these days but still internet is dominating it. It is now a nightmare for traditional stores that e-marketing one day will take their entire market share. But some experts saying that footfall in shopping centres are increasing with the same pace like internet shopping so why not e-shopping and traditional shopping cannot stay together? The experiences online buyer having when they buy products from online sellers from their well programmed and hi-tech websites are extraordinary. Customers really enjoy the shopping with transparent discounts and product details. Online shopping saved the customers from fraud practices and unfair prices of various traditional shopping centres. In retailer website total product description along with specificat ions are available. Not only one product but several competitors product with the benefit of price and quality comparison page is available. (TESCO PLC Case Study, 2011) Business Model: Here we are discussing about TESCO’s customer relationship management. Internet is a great factor to change TESCO’s business model. ... Demand is also shifting from quantity to quality. Proper planning and management decision send TESCO towards its goal. TESCO’s employees, customers are its top priorities. Presence of TESCO in several locations of this world with high value assets can be seen and it has a bright future with tremendous growth opportunity. Chairperson of TESCO believes in diversity in workforce which gives us the reason behind TESCO’s equal number of male and female employee ratio. The Chairman once said that, â€Å"In the last four years (since 2007), the number of female directors at Tesco has increased by 42, an increase of nearly  70%, and we are working hard to help women succeed in senior roles more generally throughout the company. There are currently three women on our PLC Board (19%) and women in senior management positions account for 29% across the Group as a whole† (Tesco PLC, 2013). TESCO adopted modern technologies to compete in this competitive market. In future as uses of internet increasing TESCO is using this technology to give its customer the outmost comfort and reliability. This study will find out the impact of technology in business development of TESCO. Information Technology and several communication technology helps TECO to gain advantageous over its rivals. For customer TESCO started its online portal. By this study it will be clear that for business development statistics is important or not? (Suddath, 2013) Business Plan: Several Modern day technology TESCO is using. Three major functions of using information technology and communication technology are followings. Because of online technology TESCO got a new market. Information and communication technology

Effect of Color on Culture Essay Example | Topics and Well Written Essays - 1250 words

Effect of Color on Culture - Essay Example Colors may be used to symbolize a rite of passage, differentiate between fun and seriousness, male and female, young and old, among other things. Various cultures associate different colors with a different meaning or implication. As such, understanding and appreciating different cultures and there relation to different colors are important for the better and productive interaction of the human race. This study analyses different colors and their effect on different cultures in the world. Color and its Associations across Cultures In the middle ages, color played a very significant role in the western culture especially during weddings. The color chosen by brides had a close relation with their display of wealth. Deeper colors indicated deeper pockets. Red or purple was a good color, but black was considered the best of all colors since it was very expensive to get (Bortoli & Marot 2001). However, there is a change in culture in the west since very few brides go for different colors other than cream or white. This change came in 1840 during the marriage between Queen Victoria and Albert where white color was used. In a survey conducted with students from twenty different countries across the world, students were asked to rate seven colors in twelve semantic differential items. Thereafter, results were recorded for the evaluation of activity and potency. From the findings, blue color was highly evaluated followed by green and white (Bortoli & Marot, 2001). Colors, which were most potent, were red and black while grey and black were the most passive colors. In another survey, people from different cultures, South Korea, USA, Japan and China were requested to state one color among eight that which was closely associated with consumer products. Analysis of results indicated that there are similarities and dissimilarities across cultures. The four culture under study associate blue color with high quality while red with love. Those from Japan, China, and South Korea associate purple with expensive products. On the other hand, those from USA associated the same color with cheap (Bortoli & Marot, 2001). All cultures associate black with power and expensive products. This indicates that color is culturally bound with certain traditions and ideologies. As such, the combination of different colors selected say, for communication and use on product logos especially for multi cultured consumers may convey varied meaning as a result of the color used. The following is an analysis of some colors and their effect in different cultures. In eastern cultures the color, which is mostly preferred by brides, is red. However, there are many cultural dissimilarities and traditions. For example, Arab Muslim brides wear white color just like their western counterpart while Asian Muslim brides put on brightly colored clothes and much jewelry (Bortoli & Marot, 2001). Further, western cultures consider the color black as the color representing death or mourning whil e in Eastern cultures, including India, China and Japan white color represent death or mourning. In South Africa, red is a color which depicts death or mourning while yellow and purple represent death in Egypt and Thailand respectively. On the other hand, blue in Iranian culture is associated with death. The color blue is considered by many cultures as a very safe color. In most cases, it is associated with healing, tranquility, and health. Specifically, in the United Kingdom, blue is considered a health color (Bortoli & Marot 2001). For example, the National Health Service logo is designed with a blue color while medical practitioner’

History of football Essay Example for Free

History of football Essay Football (as well as rugby and soccer) are believed to have descended from the ancient Greek game of harpaston. Harpaston is mentioned frequently in classical literature, where it is often referred to as a â€Å"very rough and brutal gameâ€Å". The rules of this ancient sport were quite simple: Points were awarded when a player would cross a goal line by either kicking the ball, running with it across the goal line, or throwing it across the line to another player. The other team’s objective was simply to stop them by any means possible. There was no specific field length, no side line boundaries, no specified number of players per team, only a glaring lack of rules. Harpaston: Luckily (for everyone) uniforms equipment have improved dramatically. Most modern versions of football are believed to have originated from England in the twelfth century. The game became so popular in England that the kings of that time (Henry II and Henry IV) actually banned football. They believed that football was taking away interest from the traditional sports of England, such as fencing and archery. Evolution and the Beginnings of Standardization. Football didn’t really begin to take on any consistency of rules and boundaries until it was picked up as a sport in the seven major public schools of England in the early 1800’s. Six of the seven schools were largely playing the same game (including Eton, Harrow and Winchester) while the seventh, Rugby School (founded in 1567) was playing a markedly different version of football. The other schools moved ahead refining their rules and eventually their game became known as association football – or soccer, which was played back then much as it is today. Rugby School went in a different direction. How and why the game developed differently at Rugby School appears to have been lost in history, but what is known is that by the 1830s, running with the ball at Rugby School was in common use and 18 foot goal posts had been added with a cross-bar at 10 feet above the ground. The inclusion of the cross-bar was accompanied by a rule that a goal could only be scored by the ball passing over the bar from a place kick or drop kick. Apparently this was done to make scoring easier from further out and also to avoid the horde of defenders standing in and blocking the mouth of the goal. Players who were able to touch down the ball behind the opponents goal line were awarded a try-at-goal the player would make a mark on the goal line and then walk back onto the field of play to a point where a place kick at the goal was possible (a conversion). There was also an off-your-side rule used to keep the teams apart. Passing the ball forward was not allowed. By the mid-1860s British schools and universities had taken up Rugbys game and honored the school by giving the new football the name of rugby. The game soon went trans-Atlantic to America and landed on fertile soil. Roots of American Football The birth date of football in the United States is generally regarded by football historians as November 6, 1869, when teams from Rutgers and Princeton Universities met for the first intercollegiate football game. In those early games, there were 20 players to a team and football still more closely resembled rugby than modern football. The game of football has a history of constant rule changes. Rule changes have been implemented to bolster the excitement of the game of football and  to increase the games safety. In 1873, representatives from Columbia, Rutgers, Princeton, and Yale Universities met in New York City to formulate the first intercollegiate football rules for the increasingly popular game. These four teams established the Intercollegiate Football Association (IFA) and set 15 as the number of players allowed on each team. Walter Camp, the coach at Yale and a dissenter from the IFA over his desire for an eleven man team, helped begin the final step in the evolution from rugby-style play to the modern game of American football. The IFA’s rules committee, led by Camp, soon cut the number of players from fifteen to eleven, and also instituted the size of the playing field, at one hundred ten yards. In 1882 Camp also introduced the system of downs. After first allowing three attempts to advance the ball five yards, in 1906 the distance was changed to ten yards. The fourth down was added in 1912. Within a decade, concern over the increasing brutality of the game led to its ban by some colleges. Nearly 180 players had suffered serious injuries, and eighteen deaths had been reported from the brutal mass plays that had become common practice. So in 1905, President Theodore Roosevelt called upon Harvard, Princeton, and Yale to help save the sport from demise. At a meeting between the schools, reform was agreed upon, and at a second meeting, attended by more than sixty other schools, the group appointed a seven member Rules Committee and set up what would later become known as the National Collegiate Athletic Association, or the NCAA. From this committee came the legalization of the forward pass, which resulted in a redesign of the ball and a more open style of play on the field. The rough mass plays, which once caused so many serious injuries, were prohibited by the committee. Also prohibited was the locking of arms by teammates in an effort to clear the way for their ball carriers. The length of the game was shortened, from seventy to sixty minutes, and the neutral zone, which separates the teams by the length of the ball before each play begins, was also established. Though refinements to the game would continue to the present day, the modern game of American football had arrived.

Claudius :: Ancient Rome Roman History

Claudius The emperor, Claudius, was a man with great integrity, individuality, common sense, patriotism and determination. From his struggles as a child to his death, was a remarkable journey. Many historians today and ancient Rome have placed him amongst the greats of all time. Despite his physical disabilities and background, Tiberius Claudius Nero contributed much to the greatness of the Roman Empire. Tiberius Claudius Nero is the youngest son of Nero Claudius Drusus and Antonia (Daughter of Antony and Octavia), giving him royal blood. He was born on August 1st, 10BC, in the city of Comata, which is in the Region of Lugdunum (Modern Day Lyon, France). He was an unwanted child since birth. It is said that he had a sick and ugly appearance, with cerebral palsy. Yet, against the odds, he became an emperor, made many contributions to the benefit of the Roman society. According to many sources, Claudius was rejected from his own family due to his appearance; even his mother frequently mocked him. He would have been the normal choice to succeed Tiberius, had the monarchical family not thought him, unfit for the office. However, only Augustus thought Claudius as not stupid and granted Claudius a non-governmental priesthood position. Claudius was trained as a scholar, by the historian Livy and wrote several histories and literary works in Latin and Greek. (None of his work has survived, although there are inscriptions and fragments that provide some insight into his thinking). Claudius was considered a fool and kept out of public life until his insane nephew, Calligula, became emperor and appointed him as consul (alongside Calligula's horse) as a joke. After the assassination of Calligula, Claudius was found hiding in the palace, scared for his own life. The Praetorian Guards, interested in keeping their job as the Emperor's bodyguard, declared Claud ius as emperor and forced the Senate to do the same. The soldiers, courtiers, freedman and foreigners were his main followers. Nevertheless, they did not dream that Claudius would be known as one of the greats. Claudius' reign is marked with the expansion of the Roman Empire. He had great sympathy for the traditions of the old Roman Republic than previous rulers of the house of Caesar. But a futile revolt in the Senate, within a year after he became emperor, made him favour the army. In 43AD, he conquered Britain, where his troops accepted him as a god (Smith, Mahlon.

Growth of Telecommunications Systems

Books Wright, Michael and Mukul Patel. 2000. Scientific American – How Things Work Today. London: Marshall Publishing Ltd. B. 1 The world is currently in the middle of a communications revolution as dramatic as the Industrial Revolution that created our modern society two centuries ago. The growth of telecommunications systems, the arrival of the Internet, and the proliferation of computers in every aspect of our lives are transforming both industrial and knowledge-based economies round the world. Higher disposable incomes and increased leisure time are also fuelling demand for luxury electronic goods and new forms of entertainment.Since the British inventor Alexander Graham Bell patented the telephone in 1877, telephony has become the most important form of distance communication. The telephone network is now truly global, with submarine cables and communications satellites linking every continent. This globe-spanning network handles phone calls, fax transmissions, and intern et traffic. The long-distance â€Å"backbones† of the telephone network are high capacity optical-fiber cables. Lower-capacity copper cables connect individual phones to the network. The analog signal from an ordinary phone is sampled 4,000 times per second and converted into an 8-bit ddigital signal.Several conversations can then be transmitted simultaneously down the same cable, using a technique known as multiplexing, which increases the capacity of the network. Routing calls through the telephone network is done automatically be telephone exchanges. In near future, the telephone network may also carry video and music channels, interactive televisions, videophone calls. Analog signal – Analog electric signals from ordinary phones are carried by copper cable to the local exchange. Base station – The base station receiving the sthrongest signal from a cell phone routes the call to the cell phone exchange.Cell – The cell phone network is divided into hexa gonal cells, each with a base station in the middle. Cell phone exchange – Calls are routed to the main exchange or direct to a base station by the cell phone exchange. Cell phone network – Base stations send ddigital information to the cell phone exchange over optical-fiber or copper cable. Communication satellite – Orbiting satellites are used to route calls between places not linked by a cable. Ddigital signal – Ddigital information is multiplexed, allowing multiple signals to be transmitted simultaneously. Fax machine – Fax transmissions are sent over the telephone network.Line-of-sight microwave link – Digitized call from local exchanges are often routed to the main exchange via terrestrial microwave links. Local exchange – The local exchange digitizes calls for long-distance transmission. Long-distance or international connection – Optical fibers are used to transmit long-distance calls, many optical fiber cables are laid on the seabed. Main exchange – The main exchange handles communications between ordinary phones and the cell phone network and routes long-distance and international calls. Microwaves – Ddigital information is sent from cell phones to base stations using microwave frequencies.Moving cell phone – Mobility is the prime asset of the cell phone. Optical fibers – Transmitting ddigital information by light pulses enables many calls to be sent down one fiber simultaneously. Satellite uplink – Encrypted ddigital information is sent to satellites using microwave frequencies. Seamless reconnection – As the cell phone moves from one cell to another, the call is rerouted from one base station to the next, without the break in the conversation. Urban cell – Cell are smaller in urban areas, giving the network greater capacity. Weakening Signal – As the cell phone moves farther away from the base station, the signal weakens. —- Tanenb aum, Andrew S. and Maareten van Steen. 2002. Distributed Systems Principles and Paradigms. New Jersey: Prentice-Hall, Inc. B. 2 A process is often defined as a program in execution, that is, a program that is currently being executed on one of the operating system’s virtual pprocessors. An important issue is that the operating system takes great care to ensure that independent processes cannot maliciously or inadvertently affect the correctness of each other’s behavior. In other words, the fact that multiple processes may be concurrently sharing the same CPU and other hardware resources is made transparen't.Usually, the operating system requires hardware support to enforce this separation. B. 2 Threads in Distributed Systems – An important property of threads is that they can provide a convenient mearns of allowing blocking system calls without blocking the entire process in which the thread is running. This property makes threads particularly attractive to use in distributed systems as it makes it much easier to express communication in the form of maintaining multiple logical connections at the same time. We illustrate this point by taking a closer look at multithreaded clients and servers, respectively. B. 2Clients and Servers – In the basic client-server model, processes in a distributed system are divided into two (possibly overlapping) groups. A server is a process implementing a specific service, for example, a file system service or a database service. A client is a process that requests a service from a server by sending it a request and subsequently waiting for the server’s reply. This client-server interaction, also known as request-reply behavior. B. 2Communication between a client and a server can be implemented by mearns of a simple connectionless protocol when the underlying network is fairly reliable as in many local-area networks.In these cases, when a client requests a service, it simply packages a message f or the server, identifying the service it wants, along with the necessary input data. The message in then sent to the server. The latter, in turn, will always wait for an incoming request, subsequently process it, and package the results in a reply message that is then sent to the client. Page 657 Communication – All communication in the Web between clients and servers is based on the Hypertext transfer Protocol (HTTP). HTTP is a relatively simple client-server protocol; a client sends a request message to a server and waits for a response message.An important property of HTTP is that it is stateless. In other words, it does not have any concept of open connection and does not require a server to maintain information on its clients. The most recent version of HTTP is described in (Fielding et al. , 1999). Page 648 The World Wide Web (WWW) can be viewed as a huge distributed system consisting of millions of clients and servers for accessing linked documents. Servers maintain c ollections of documents, while clients provide users an easy-to-use interface for presenting and accessing those documents.The Web started as a project at CERN, the European Particle Physics Laboratory in Geneva, to let its large and geographically dispersed group of researchers provide access to shared documents using a simple hypertext system. A document could be anything that could be displayed on a user’s computer terminal, such as personal notes, reports, figures, blueprints, drawings, and so on. By linking documents to each other, it became easy to iintegrate documents from different projects into a new document without the necessity for centralized changes.The only thing needed was to construct a document providing links to other relevant documents (see also Berners-Lee et al. , 1994). Since 1994, Web developments are primarily initiated and controlled by the World Wide Web Consortium, a collaboration between CERN and M. I. T. this consortium is responsible for standar dizing protocols, improving interoperability, and further enhancing the capabilities of the Web. Its home page can be found at http://www. w3. org/. —– London, Sherry. 2000. Illustrator 9 f/x & Design. Arizona: The Coriolis Group, LLC. Page 427 Image resolution seems to be a tricky and complex topic the most people.I usually urge folks to work in pixels inside the Photoshop because pixels are fixed: A 900-pixel-wide image contains 900 pixels, regardless of its ppl. However, if the ppl is set to 300, the 900-pixel image prints at 3 inches wide; if the ppl is set to 100, the 900-pixel image prints 9 inches wide – but it still contains only 900 pixel across. Therefore, I find it much easier to think in pixels. —– Harb, M. 1989. Modern Telephony. New Jersey: Prentice-Hall, Inc. Page 9 The Telephone of Today The end user or subscriber is the main concern in any communication link. The subscriber can be either a private part or a business.In all cases, t he telephone set is used to transmit and receive, sequentially or simultaneously. The Telephone Set The telephone set is an instrument used to transmit and receive information or calls sequentially or simultaneously, thus permitting one party to communicate with another. For this communicate to take place, the telephone set must have the following component: a transmitter, a receiver, bell, a dialer, and a switchhook. Page 150-152 Cellular mobile communication is considered to be the breakthrough that could revolutionize the way businesses think about and use the most common of communication tools – the telephone.The cellular mobile telephone is found most often in cars, using low-power radio-frequency carriers to transmit and receive messages in small geographical units called cells. Before the introduction of cellular technology, most North American cities were using high-power radio-frequency transmitters for mobile telephone transmission. Even if a subscriber was lucky en ough to have the service, the number of channels was limited, and consequently the possibility of having access to a free line was very slim. Furthermore, once the subscriber got access to a line, the voice quality was poor and privacy almost nonexistent.This is not the case with the cellular mobile system. With the new technology, subscribers are guaranteed access to a free line 99. 9% of the time. The quality of the voice is comparable to that of regular telephone transmission, and privacy is guaranteed. Cellular mobiles became available in the United States in 1979, when Ameritech Mobile Communications began serving 2000 subscribers in the city of Chicago. By 1985, over 30,000 subscribers in the United Stated were using cellular mobiles, and this number continues to grow in the United States as well as in Canada, the European nations, Japan, and many more.Operation of a Cellular Mobile System Since is not feasible to set up a communication link between two moving cars using a sta ndard telephone line, it is necessary to use a wireless system with a radio antenna to send and receive telephone conversation over the air. The term â€Å"cellular† is derived from the word â€Å"cell. † Cities or towns are divided into geographic areas called cells, each with its own transmitter and receiver. Each cell has a low-power transmission capability, thus making its signal too weak to interfere with other cells with ssimilar frequencies.Generally, the frequency occupied by two subscribers within the same cell cannot be used by any other subscribers within that cell. The diagram of a cellular system shown in Figure 12. 1 demonstrates the process of relaying messages from car telephone (or portable telephone) to the cell site’s low-powered transmitter, to the Cantel switching office or MTSO (mobile telephone switching office), and to the wireline telephone company’s switching office, to allow interconnection with the existing telephone system. Th e message is â€Å"handed off† from one cell site transmitter to the next as the caller crosses a cell boundary, without interruption.A master computer keeps track of which cells are using which frequencies (see Figure 12. 1), and when a subscriber wishes to call a subscriber outside his or her cell, the computer may reassign frequencies. As a subscriber moves from one cell to the next, the assigned frequency may change, but the subscriber will at all times be served without interference (Figure 12. 2). —– Meyers, Mike. 2003. Introduction to PC Hardware and Troubleshooting. Asia: McGraw-Hill / Osborne. Page 390 Much of what makes modern computers so powerful is their ability to connection in small or large groups, or networks, and share files and resources.Every PC tech worth knowing the basics of networking. After all, why get into computing if you can’t while away an afternoon gaming with your buddies, all from the comfort of your computer chair? How Ne tworks Work A network enables two or more computers to share data, hardware such as printers, and even applications. The computers must have some conneactivity, of course: some way for the signal from one machine to reach the other. In addition, the hardware must be compatible and the software set up so that the receiving computer can understand what the sending machine sends.Think of two kids chatting over walkie-talkie as a network for communication to occur, the hardware has to be in range for the signal, and it has to be from the same set, and the kids need to speak the same language. Networks work ssimilarly. Computers connect in two basic ways: In dial-up networks in Local Area Networks. In dial-up connection, your computer uses a telephone line to connect to an Internet Service Provider (ISP), which then gives you access to other computers, perhaps at your office or somewhere on the Internet.Computers in a Local Area Network, on the other hand, are connected to a central box – either by cables or by radio waves – through which they can communicate with each other and, if some machine on the network has the appreciate connection, with other computers on the Internet. Let’s look at how both types of network function before we turn to the nuts and bolts of installing and setting up networks. Dial-Up Networks The most common network connection consists of three pieces: a modem, a working telephone line, and an ISP.The modem enables the computer to communicate via phone lines. The phone line provides the link between the modem and the computers at the ISP. The ISP computers connect to the Big Kahuna of all networks, the Internet. Property installed you to surf, shop, and otherwise explore websites hosted by computers all over the world. Tune in and turn on to dial-up networking. The venerable modem has to recent years been challenged by two new consumer technologies for accessing the Internet so-called â€Å"cable-modems† and DSL (Ddigital Subscriber Line) service.Your computer’s basic need for some kind of pipeline to communicate over hasn’t charged – just the choice of pipeline and the way it’s used. Both technologies take advantage of unused capacity on widely available transmission media. Cable modems use the cables already in place in many homes for receiving cable TV signals as their pipeline to the Internet, rather than the telephone system. The cable TV companies take advantage of the fact that their cable TV signals occupy only a fraction of the capacity of the coaxial cables running into your home.Adding a cable modem to your computer enables it to use the cable TV connection as its pipeline to the Internet. Cable modems aren’t actually â€Å"modems† at all in the sense that the signals they send and receive are entirely ddigital, but because they perform the same function, they go by the same name. you can install an external cable modem to a port (usually USB) on your computer. Page 394 Modem Technology The modem solves one of the problems with the use of analog voice lines to move ddigital data. Modems take incoming analog serial data – in this case, the signal coming over the telephone line- and turn it into ddigital serial data.Likewise, modems turn the signal flowing out of the PC into analog data than can be transferred over the telephone line. This process – called modulation / demodulation – provides the name for the technology: MOdulation / DEModulation, get it! Phone lines have a speed based on a unit called a baud, which is one cycle per second. The fastest rate that a phone line can achieve is 2,400 baud. Modem can pack multiple bits of data into each baud; a 33. 6 kilobits per second (Kbps) modem, for example, packs 14 bits into every baud: 2,400 x 14 = 33. 6 Kbps.It is technically incorrect to say, â€Å"I have a 56 K baud modem. † You should instead say, â€Å"’I have a 56 Kbps modem . † However, people use the term baud instead of bps so other that the terms have become functionally synonymous. Page 415 A network enables two or more computers to share data, hardware such as printers, and even applications. Computers connect in two basic ways: dial-up networks and Local Area Networks. A standard dial-up network connection consists of these pieces: a modem, a working telephone line, and an Internet Service Provider (ISP).To make a LAN work, you need to ensure those things: conneactivity, compatibility, and proper setup of hardware and software. Data is broken up and sent between computers in small chunks called packets and then reassembled. Page 1 Everything in your computer fits into one of two categories: hardware or software. Anything on your computer that you can touch is hardware. However, hardware alone cannot handle all of the PC’s complex activities – it needs the help of software. Software is the technical word for computer programs, the sets of instructions that tell the hardware how to do things.Computer programs are often compared to cooking rrecipes. The recipe tells you how to use the tools to manipulate the ingredients, and if all goes well, you produce something edible. In the same way, software instruct the hardware has it manipulates data to produce the desired results, whether that’s a memo, a ddigital picture, or an email message. Figure 1. 1 shows a sample of program code. —– Stamper, David A. 2001. Local Area Networks – Third Edition. New Jersey: Prentice-Hall, Inc. Page 135-137 Classes of Software The reason for having a computing system is to solve problems and accomplish the business’ work.The software that does this is called application software. Ordinarily, application software operates in an environment that makes writing and using the application software easier. The environment-creating software can be separated into network management, development and net work access. Application Software As we mentioned at the beginning of this section, the main reason we use computing system is to solve business or scientific problems. Thus, the computer and its extension, the network, are simply problem-solving tools.Tthroughout history, humankind has constantly built new tools and improved on those already invented. At the beginning of the computer era, computers were quite primitive tools (at least by today’s standards). Programmers at the dawn of the computing age needed to know not only the nuances of the business problem they were solving but also many of the intricacies of the hardware their solution would be running on. In today’s application environment, we have a supporting cast of software that helps to create an application environment that is mostly hardware independent.Operating System Software Today, we are so need to using OSs to create the system environment that we take them for granted. However, we were into the sec ond generation of computers before OSs appeared and into the third generation of computers before OSs became common. You may correctly infer from this that OSs are not absolutely necessary and, in the early years of personal computing, a vvariety of applications run without using the services of an OS. The IBM Personal Computer (PC) came equipped with a BASIC interpreter in a read-only memory.Thus, if you did not have the disk operating system (DOS), you could still use your computer by writing and running BASIC programs. Without DOS, BASIC was the operating environment. Furthermore, a few early programs functioned in a stand-alone mode. These programs where on a diskette and were loaded when the computer was loaded. In this mode, if you wanted to run another program, you swapped disk and rebooted. Without an OS, the application program is responsible for accomplishing many hardware-oriented functions such as input/output (I/O) and memory management.Because these task are common to all applications, software engineers developed OS software. The OS manages the resources of the computer and creates an application environment in which it is easier to develop and use application software because the OS takes care of a vvariety of functions formerly done by applications. Some of these functions are: †¢ Memory management †¢ File management †¢ User interface †¢ I/O interfaces †¢ Resource allocation †¢ Accounting †¢ Protection/security Today, systems running on a LAN are more sophisticated that the early systems that ran without an OS; a LAN node without an OS is unthinkable.Memory Management – When the computer is started, the OS is loaded into memory a certain portion of the available memory is constantly occupied by the resident portion of the OS. The OS manages the remaining memory and allocates it among itself and the requesting processes according to a memory management scheme adopted by the OS designers. Most current OS s use a memory management algorithm called virtual memory. With virtual memory, the disk is used as an extension of real memory. A process may be thought of as consisting of pages of data and code.File Management – A disk is a raw storage device. It has the ability to store bits of data but inherently does not have the ability to organize those bits into files, files into directories, and so on. The OS provides this level of disk organization. it establish the data structure that allows users to create partitions, directories volumes, and other disk subdivisions. Some file management systems allow multiple disks to be combines into one logical disk. The file management system allows users to create, delete, and access files.The file management system maintains the directory structure and store directory and file information such as the date and time last modified, end-of-file pointer, and the file or directories’ locations on disk. Obviously, there are fundamental aspe cts of using a system. User Interface – When a programmer begins to write a program, an environment is created for that user. If you are a programmer, you may need to use a text editor, compiler, link editor, and application program interface (API), which allows you to use OS procedures to carry out activities such as creating a new file, or starting a new process.Sometimes a compiler or interpreter includes the API interfaces. Protection Security – Today, nearly everyone is aware that security is an important aspect of computer usage. The OS provides the base on which security is established. We expect the OS to prevent user programs from crashing the system and to eliminate the intrusion of one program into the memory occupied by another program’s data. In shared systems, we also expect the OS and the file management system to provide certain levels of file security. Commonly, an OS will at least provide capabilities that allow administrators to define which u sers can read, write, or erase a file.

Mas Strategic Analysis

Strategic Audit Report Strategic Management 313 Unit Index No. 3522 Semester 2, 2011 Malaysian Airlines PREPARED BY: Alfonso Di Tullio Andrew Dellaposta Philip Podgorski Sebastian Michael 14078282 13947899 13949206 14224933 SUBMITTED: 23/09/2011 1 1. 0 Executive Summary The aim of this report is to analyse Malaysia Airline System Berhad (MAS) in regards to its competitive position in the South East Asian (SEA) airline industry, and provide recommendations to help MAS counter the threat of Low Cost Carriers (LCCs). Analysis is limited to the major airlines operating within the SEA airline industry.Firstly, the report begins with an external analysis of the SEA airline environment highlighting significant opportunities and threats. The most notable opportunity is an increased demand for low cost travel in SEA, while the growing market share of LCC AirAsia is an emerging and significant threat. Secondly, an analysis of MAS's internal resources, capabilities and core competencies is carr ied out highlighting significant strengths and weaknesses. MAS? s most prominent strengths are its high brand recognition and reliable MRO facility. However, poor management of costs and high capital intensity prove to be the organisations main weaknesses.Finally, these characteristics are cross matched in a TOWS matrix to develop a number of possible strategies from which an evidence based recommendations are formed. It is recommended that MAS form a corporate strategy to diversify and offer low cost budget air travel as well as existing premium services. This can be achieved by horizontal integration into the related LCC airline segment through the formation of an alliance with existing SEA LCC leader AirAsia via an equity swap arrangement. In support, MAS shall also divest its fledgling LCC subsidiary Firefly.This strategy will counter the growing threat of LCC AirAsia while also providing the benefits of economies of scope/scale, transfer of core competencies and infrastructure sharing, and thus help MAS create and sustain a competitive advantage in the SEA airline environment. 1 Table of Contents 1. 0 2. 0 3. 0 4. 0 Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Malaysian Airlines – Main Strategic Issues †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Malaysian Airlines in the SEA Environment †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 4. 1 General Environment Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 4. 1. 1 Political Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 4. 1. Economic Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 4. 1. 3 Socio-cultural Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. 1. 4 Technological Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. 1. 5 Environmental Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 4. 1. Legal Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 4. 1. 7 Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 4. 2 Industry Environment Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 4. 2. 1 Threat of new entrants †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 12 4. . 2 Threat of Substitutes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 4. 2. 3 Intensity of Rivalry†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 4. 2. 4 Bargaining power of buyers †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 13 4. 2. 5 Bargaining power of suppliers †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 4. 2. 6 Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 14 4. 3 Competitors En vironment Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 3. 1 Scope and Methods of Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 4. 3. 2 Strategic Group Map †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 4. 3. AirAsia : LCC Competitor analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 5. 1 Capabilities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 5. 2 Tangible Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 24 5. 2. 1 Financial Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 5. 2. Organisational Resources†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 25 5. 2. 3 Physical Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 5. 2. 4 Technological Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. 3 Intangible Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. . 1 Human Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 26 5. 3. 2 Innovation Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 26 5. 3. 3 Reputational Resources †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 5. 4 Core Competencies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 5. 4. 1 VRIO †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 28 5. 0 Malaysian Airlines Resources and Capabilities †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 6. 0 6. 1 6. 2 6. 3 6. 4 6. 5 Possible Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 29 SO Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 WO Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 32 ST Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 33 WT Strategies †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 33 Recommendation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 7. 0 8. 0 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 36 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 37 2 2. 0 Introduction In the highly competitive airline industry, airlines must constantly analyse and re-evaluate the ir competitive environments in order to devise strategies that create and sustain a competitive advantage (DataMonitor 2009).This report analyses Malaysia Airline System Berhad (MAS) in regards to its competitive position in the South East Asian (SEA) airline industry, with emphasis on countering the threat of Low Cost Carriers (LCCs). An analysis of the external and micro external environment will be conducted followed by an analysis of MAS's internal resources, capabilities and core competencies. By doing so, the report will uncover the current strengths, weaknesses, opportunities and threats of MAS, and offer evidence-based recommendations that aim to counter the threat of LCCs and ensure MAS's profitability in the SEA airline industry.A graphical overview of the report structure and the analytical tools used is depicted in Figure 1 on the next page. 3 Current MAS Strategic Issues External Environment PESEL Framework Micro-External Environment Porters Five Force Model Strategic G roup Map Analysis Porters Framework for Competitive Analysis Internal Analysis VRIO Analysis Opportunities and Threats Strengths and Weaknesses Strategy Formulation TOWS Framework Recommendations Figure 1. Report Graphical Overveiw 4 3. 0 Malaysian Airlines – Main Strategic Issues Malaysia Airline System Berhad (MAS) is a Malaysian-government owned airline with an active fleet of over 100 aircraft.Operating in a traditional hub-and-spoke configuration, MAS flies approximately 50,000 passengers daily to and from its two Malaysian home bases in Kuala Lumpur and Kota Kinabalu (Malaysia Airline System Berhad n. d. ). MAS's roots date back to 1947 where it operated as a charter airline as Malayan Airways Limited. By the 1960's, a reduction of operating costs through technology and global economies of scale allowed the airline to offer single tickets to the general public at an affordable price, bringing about rapid expansion (Thomas 2007).By the 1980's, it had expanded to providin g longhaul flights with the aid of an economic boom in Malaysia. MAS experienced two periods of unprofitability in 1997 and 2005 but recovered primarily through aggressive route rationalisation (cutting unprofitable routes) (White 2006). By 2006, MAS only flew only 19 domestic flights compared to 118 in 2003 (Airline Business, 2006). This lack of domestic flights and market liberalisation opened the Malaysian domestic market to Low Cost Carrier (LCC) AirAsia, which took over many of MAS's unprofitable routes with discount airfares, via its low cost operating model.By 2007, AirAsia had rapidly expanded to include regional and international routes while maintaining an emphasis on low operating costs at every level, thus becoming a significant threat to MAS's profitable routes (Poon et al. ). 5 Yearly Profit Before Tax (PBT) of Selected Airlines in SEA 1500 Currency in Millions of Malaysian Ringgits 1000 500 MAS Air Asia JetStar -500 0 -1000 MAS Air Asia JetStar End of 2007 526. 6 554. 4 End of 2008 262. 3 -880. 5 244. 744 End of 2009 491. 8 592 327. 084 End of 2010 282 1,104. 60 409. 836 Figure 2: (BusinessWeek 2011a; BusinessWeek 2011b; Qantas 2010; Qantas 2009)Figure 2 depicts the yearly profit before tax (PBT) of LCCs AirAsia and Jetstar, and MAS since 2007. Following heavy investment in 2008, Air Asia was expected to grow rapidly at the expense of MAS as it continues to apply its low cost model to more routes that MAS already covers (Poon et al). By the end of 2010, this trend was already evident and will likely continue. MAS can no longer ignore the threat of LCCs. MAS must seek out new competitive advantages through a decisive set of strategies that capitalise on its internal strengths, minimise its weaknesses, capture industry opportunities and manage its macro-economic challenges. 4. 0 Malaysian Airlines in the SEA Environment External analysis of MAS will focus on the general, industry and competitor environment of the company. This analysis will lead t o the identification of the main opportunities and threats facing the organisation. 4. 1 General Environment Analysis Through the use of PESTEL analysis, the general external environment is analysed in order to find factors that will most likely affect MAS. 4. 1. 1 Political Environment The political situation within Malaysia is fundamentally focused on the country? s economic growth.The government has intervened within the Malaysian economy in order to stimulate economic growth so as to improve the living standards of the poor (Boyle 2011). However such noble standing has backfired as political suspicion has risen as to whom mainly benefitted (Boyle 2011). As a result Malaysia has become a dangerous place for tourists to visit as rallies and activist marches are common. Recently 50,000 people have protested in a rally with the police force quelling the march with tear gas and water cannons. Many were arrested and charged with „war against the king? (Boyle 2011).This unrest wi thin Malaysia could affect tourism and the airline industry. 7 4. 1. 2 Economic Environment The economy of Malaysia had grown since its independence in 1957, becoming a main exporter of certain resources such as tin, rubber and oil (Thomas White 2010). With Malaysia? s reliance on the exportation of goods overseas, the economy had thrived and expanded. Malaysia seeks to transform its production from agricultural to industrial through the establishment of information technology and research and development bases. This will encourage skilled workforces and stronger technology, a movement known as the „knowledge economy? Thomas White 2010). This venture into knowledge economy displays opportunities for great improvement in technology and skills within the labour force. However, the recent global financial crisis has affected the export trade which Malaysia had heavy reliance on to support the economy (Thomas White 2010). The decline in overseas demand was a major blow to the grow ing Malaysian economy and caused problems for industries within the country. Khazanah Nasional or „National Treasury? translated into English, is the main investment arm of the Malaysian government that has piece of almost every local corporation within the country.This is significant because Khazanah Nasional holds equity in AirAsia as major shareholder and has 70 percent stake invested within MAS (Stock Market Reviews 2011). This means that the local Malaysian government has a „golden share? of MAS making it the largest shareholder to the business and exerting considerable power over MAS. This is similar to Malaysian government intervention in the economy. 8 4. 1. 3 Socio-cultural Environment Malaysia is a country with diverse ranges of ethic cultures from Chinese, Malaysians and Indians.Through a history of unrest between the multi-cultured society, Malaysia has reached some means of harmony however, racial discrimination still seethes (Thomas White 2010). The various religions and culture diversity is a rare sight that attracts tourists. Despite the multi-cultured country, there is still cultural conflict in the country in respect to the Malaysia people. The unrest is caused due to the negligence of the Malaysian government in civil liberties and certain human rights issues which in turn has caused political instability (Anwar 2010).There are numerous ethnic groups to manage in Malaysia and many feel discriminated or cheated by the Malaysian government. 4. 1. 4 Technological Environment In terms of technology, airlines within Malaysia are either enhancing customer experiences through new modes of communications or reducing operation costs from upgrading of aircraft. Constant innovation is always encouraged in this changing environment to ensure survivability. In order to keep up with the growing competition in the airline industry, MAS has upgraded technology and operating processes.New check-in technologies such as automated kiosks and mobile, self-service terminals have been introduced to enhance consumer interactions and workforce productivity (Malaysia Airlines 2011). Modifications to aircraft are ongoing and encouraged. Following price increases in aircraft fuel, the airline industry has modified aircrafts to be more fuel-efficient in order to avoid increasing operating costs while supporting the green revolution. Reductions in the airline industries carbon 9 footprint are achieved through CO2 standard engines and an abundant supply of palm oil biofuels (Association of Asia Pacific Airlines 2010).This new green technology suggests that airlines will successfully manage increasingly strict regulations surrounding carbon emissions. 4. 1. 5 Environmental Environment Environmental issues within the airline industry have grown even stricter with the notion of climate change and a green revolution. The tropics of South East Asia already experience severe outbreaks of fire due to warmer climate and the use of forest burning to clear land presents a problem (Wong-Anan 2009). The increase in fires results in smogs over major cities presenting visibility problems for aircraft and potential health hazards for citizens and tourists.The aviation industry has begun a unified strategy in addressing climate change developed during the UNFCCC Conference in Copenhagen in December 2009 (Association of Asia Pacific Airline 2010). The strategy aims to reduce the carbon footprints of aircraft through fuel-efficient planes, CO2 standard engines and a cap on carbon emissions (Association of Asia Pacific Airline 2010). In regards to restrictions introduced to combat climate change, Malaysia has begun a shift in the reliance of fossil fuels to cleaner alternatives.When the price of fossil fuels rose, countries within South East Asia began investment in bio-fuels, with Malaysia approving over 5 million tons (Shameen 2006). The many large plantations of palm oil trees in Malaysia is a valuable natural resource to assist i n the shift to bio-fuels from fossil fuel. 4. 1. 6 Legal Environment A recent development that could affect the airline industry in Malaysia is a plan to increase aircraft landing charges by 30% and parking charges by 60% from September 15, 2011 (Nambiar 10 2011). The price hike would systemically increase the prices of airfares due o increased operating costs. For example, international passenger fares would increase by RM65 (Nambiar 2011). The significant rise in prices could discourage international and domestic air travel. Analysts suggested that the increase in airport taxes may not deter international customers as significantly as the low cost carrier travellers, a concern for domestic travellers (The star online 2011). Within the SEA airline industry, one of the main issues surrounds the ethics of an aesthetic, sexualised and emotional labour force.The notion of a perfect flight attendant has been those of females of specific size, weight and beauty (Speiss and Waring 2005). This leads to ongoing problems surrounding sexual discrimination in the labour force and legal challenges. 4. 1. 7 Summary In summary, opportunities exist to reduce the carbon footprint of the airline industry in Malaysia by using alternative biofuels and more technologically advanced aircraft. Despite that, there are threats due political turmoil, increasing operating costs and labour relation issues. 4. 2 Industry Environment AnalysisOne widely accepted method of analysing the micro external environment is Porter's Five Forces Model. Developed in 1979, it provides a framework for analysing the level of competitive intensity and thus attractiveness of a market (Grant et al. 2011). 11 4. 2. 1 Threat of new entrants Siegfried and Evans (1994) argue that that there are two types of entry impediments. Structural barriers which exist due to natural characteristics of the industry and behavioural barriers which originate via intentional discretionary conduct by incumbent firms.Perhaps th e strongest structural barrier that exists in the airline industry are high capital requirements which provide incumbents a natural absolute cost advantage over entrants in the short run. This is empirically supported by Dunne and Roberts (1991), and Chappell, Kimenyi & Mayer (1992) which found that high capital intensity industries such as airlines have significantly lower entry rates. This barrier is however mediated by the prospective firms cost of capital and thus dependent on economic conditions such as interest and exchange rates.This suggests that relative to other industries, the airline industry has a significantly lower capital barrier during a global boom due to its high capital intensity nature. One behavioural barrier that MAS itself perpetuates is brand recognition and customer loyalty via the generation of customer delight. Brand loyalty increases a customer's psychic switching costs. Ong and Tang (2010) found that customer loyalty to MAS is higher in the internationa l route markets as customers tend to place a higher priority on price on shorter routes at the expense of loyalty.Among other reasons, Air Asia capitalised on this weakness in order to successfully enter the market in 2001. MAS also has an operational unit cost advantage over new entrants via the learning curve effect. Through over 60 years of experience, MAS holds knowledge, skill and stakeholder contacts that new entrants will need to acquire. 12 4. 2. 2 Threat of Substitutes For MAS, close substitutes only exist for domestic routes in the form of buses, boats and personal automobiles. However, such substitutes are perceived inferior in terms of convenience and only marginally superior in price (O'Connell and Williams 2005).Furthermore, domestic routes only make up 15% of revenue. Consequently the threat of substitute products can be seen as low. 4. 2. 3 Intensity of Rivalry With the advent of nearby regional-route low cost carriers such as Air Asia and a significant amount of agg ressive international carriers such as Singapore Airlines and Thai Airways, rivalry and price competition on all routes is high. Although airlines attempt to distinguish themselves through means other than price, most buyers still indicate that price is their primary factor in choice (Ong and Tang 2010). This leads to intense price wars.For instance, in the mid 2008 low season, MAS attempted to match Air Asia by offering cost-price fares (Grant et al. 2011). As many costs are fixed, the profitability of individual airlines is determined by efficient operations and favourable unit costs. As airlines are a naturally high capital intensity industry, airlines need to constantly be using their capital (airplanes) to maximum capacity. During periods of poor economic performance, price competition increases even further in an effort to remain operationally efficient due to reduced demand since leisure air fares are price elastic. . 2. 4 Bargaining power of buyers In the airline industry, c onsumers have high buying power for several reasons. Firstly, as supported by Shaw (2007), leisure customers are likely to spend the majority of their travel budget on airfares and thus are sensitive to changes in price. Secondly, customers do not strongly differentiate between airlines. Thirdly, the widespread availability of air fare comparison search 13 engines strongly reduce information-search costs due to an abundance of relevant accessible information.In addition to low switching costs, these factors induce the customer into dissonance-reducing buying behavior. Customers can change airline firms with little consideration. Recognising this, some airlines such as MAS have attempted to lower the bargaining power of buyers through the introduction of frequent flyer programs. 4. 2. 5 Bargaining power of suppliers The capital-intensive nature of the industry largely originates from the need to purchase relatively-expensive aircraft that are essential for any airline to exist.Aircra ft are purchased from a market that is a near-duopoly consisting of Airbus and Boeing. This low concentration of suppliers relative to buyers, coupled with its business-critical nature leads to an industry where suppliers have strong bargaining power. Indeed, this bargaining power is so strong that Boeing, MAS's primary aircraft suppliers, have complained of constant excessive demand with backlogs for some of its aircraft orders stretching to 2019 (International Business Times 2011). Furthermore, it is near-impossible for an airline firm to vertically ntegrate its aircraft purchases due to extremely high entry costs in the form of very large capital requirements and a high learning curve. 4. 2. 6 Summary In summary, it can be concluded that the SEA airline market is moderately attractive. Strong supplier and buyer bargaining power along with strong rivalry within existing firms restrict MAS's profit margins. However, high barriers of entry and a low threat of substitutes suggest tha t the number of competitors (or competitive goods) will likely not significantly increase. 14Furthermore, these factors also suggest that in the long-term, demand for airline travel will increase due to a shortage of viable substitutes and population growth. Figure 3: Adapted from Porter (1980) 4. 3 Competitors Environment Analysis To understand how competitors within the SEA airline industry create a competitive advantage, a Strategic Group Map will be formulated in order to analyse how airlines form groups based on the strategies they have adopted. Following this, an analysis of the most significant competitor derived from the strategic group map will be undertaken using Porters Framework for competitor analysis. 5 4. 3. 1 Scope and Methods of Analysis Malaysian Airline Systems (MAS), the national airline carrier of Malaysia, is located in SouthEast Asia with a population of 600 million (ASEANstats 2011). Air travel within the ASEAN region alone accounted for 36% of MAS? s passeng ers in June 2011 and is predicted to grow significantly (Malaysian Airline System Berhad 2011). Based on this, competitive analysis will be limited to the major Low Cost Carriers (LCC? s) and Network Airlines based in this region, as listed in Table 1.Airline Air Asia Indonesia Air Asia Thailand Air AsiaX AirAsia Firefly Garuda Indonesia Jetstar Lion Malaysian Airways Nok Air One to Go Singapore Airways Thai Airways Tiger Airways Country Indonesia Thailand Malaysia Malaysia Malaysia Indonesia Singapore Indonesia Malaysia Thailand Thailand Singapore Thailand Singapore Associated Carriers AirAsia, Air Asia Thailand, AirAsiaX AirAsia, Air Asia Indonesia, AirAsiaX AirAsia, Air Asia Indonesia, AirAsia Thailand AirAsiaX, Air Asia Indonesia, AirAsia Thailand Malasian Airlines Qantas Firefly Thai Airways Tiger Airways Nok Air Singapore Airways Type of CarrierLow Cost Low Cost Low Cost Low Cost Full Service/Network Low Cost Low Cost Full Service/Network Low Cost Low Cost Full Service/Network Full Service/Network Low Cost Table 1: Major South East Asian Airlines (Zhang 2009) 16 4. 3. 2 Strategic Group Map As described by Porter (1980), a strategic group map aims to identify a cluster of companies within an industry that implement similar strategies. Two key strategic variables are selected for the airline industry and its competitors are plotted on a quadrant according to these variables to help identify the strategic groups (Grant et al. 2011).One of the strategic issues to be addressed in this report is the threat of low cost carriers to full service carriers such as MAS. A key characteristic of LCC? s is the basic services offered on board flights versus the many included services offered by the full service network carriers (Damuri and Anas 2005). Based on this difference, one of the variables selected for the strategic group map will is the „level of service? offered by an airline shown on the (Y) axis. The geographical range in which relevant airlines operat e has been selected as the second variable, used on the (X) axis of the strategic group map.This ranges from domestic, regional (within SEA), through to international long haul for the identified airlines in Table 1. A strategic group map has been formed (see Figure 4 on next page) to display the position of each major SEA airline along the strategic variables of level of service and geographical range 17 Figure 4 18 Analysis of the strategic group map (Figure 4) identifies four distinct strategic groups within which airlines adopt similar strategies based on the variables chosen: 1. Domestic LCC 2. Regional LCC 3. International long haul LCC 4.Network Full service carriers The following conclusions can be drawn from observations of the Strategic Group map. ? As shown in Table 1 some of the LCC airlines within these strategic groups are subsidiaries of the Network carrier airlines. They are engaged in the LCC and the full service segments. For example, in 2007 MAS created a fledglin g wholly owned domestic LCC called Firefly (Firefly 2009). ? By definition MAS has similar strategies to those airlines within its strategic group and as such faces the most intense rivalry from them.Each of the airlines within this group has similar capabilities such cargo, engineering and ground handling services. ? MAS also face direct competition from other strategic groups. Malaysian based airline AirAsia and its subsidiaries span all the strategic groups that employ a LCC strategy on domestic, regional and some long haul routes. ? Within the International „Long haul LCC? strategic group AirAsiaX is the only airline competing. This clearly gives them a competitive advantage and perhaps threatens some of the Network carriers long haul market.Philip Lim (2011) from the Taipei times reports that since recent tough economic conditions there has been a substantial swing of business travellers to LCC? s in the long haul travel segments. New entrants, may also judge this strateg ic group as an attractive segment due the low rivalry. 19 Form a corporate level it is clear that MAS? s main competitors within the South East Asian airline industry are SIA, and Thai Airways. However the focus of this report is to analyse how MAS is to counter the threats of low ost competitors. AirAsia? s Malaysian base and breadth over all LCC strategic groups highlights that they may also be a more relevant, threatening and emerging competitor. This is supported by Thomas (2007) who notes that AirAsia has captured over 50% of Malaysia? s total air travel market. Based on these findings it is pertinent to undertake a brief competitor analysis of AirAsia in order to gain a deeper understanding of their activities. 4. 3. 3 AirAsia : LCC Competitor analysisBased on the observations of the strategic group analysis, an analysis of Malaysian airlines main LCC competitor, AirAsia will be undertaken using „Porters Framework for competitive analysis? (Grant et al. 2011). The framew ork focuses on analysing an organisations Strategy, Objectives, Assumptions and Resource capabilities in order to understand and predict competitors behaviour. Focusing on AirAsia, each of these aspects is explored. AirAsia – Strategy AirAsia has subsidiaries in all the LCC strategic groups such as AirAsiaX, AirAsia Thailand, & AirAsia Indonesia.AirAsia competes with smaller LCC? s and also Large International Network carriers. Air Asia? s annual report (2010) highlights that the Organisation implements the following 5 Strategies in order to gain a competitive advantage. 20 1. Low Fares – No Frills ? ? No frequent flyer programmes or airport lounges Choice to purchase in-flight services 2. High Aircraft utilisation ? ? High frequency flights High turnaround of flights 3. Point to point network ? All flights are non-stop. Does away with resources at transit locations. 4. Convert Fleet to more reliable and efficient aircraft. Complete fleet of A320? s. This homogeneous f leet reduces maintenance costs. 5. Safety First ? World standard maintenance of fleet by reputable provider (Luftansa). AirAsia – Objectives The organisations goals are as follows ? ? ? To continue to be the Lowest cost airline in every market it operates within High margins Sustainable growth It can be seen in the Table 2 (next page) that AirAsia has grown remarkably since 2007 across all significant measurables. It has also won the Skytrax „Worlds best low cost airline? award for the last 3 years (SYTRAX 2011). 21For the year ended 30 June 2007 Revenue [Ringit Millions] Total Assets [Ringit Millions] Profit before Tax [Ringit Millions] No of Passengers Carried Group Fleet Size No of Employees No Routes Served R1,603. 00 R4,779. 00 R278. 00 8,737,939 54 2,924 75 For the Year ended 31 December 2010 R3,948. 00 R13,240. 00 R1,099. 00 16,054,738 90 4,702 132 Percentage increase since 2007 to 2010 146. 29% 177. 05% 295. 32% 83. 74% 66. 67% 60. 81% 76. 00% Table 2: Air Asia Group Recent Performance (AirAsia 2010) AirAsia – Assumptions In AirAsia? s 2010 Annual report the organisation made a number of assumptions about the airlines operating environment.Firstly, global economic conditions are set to improve and secondly demand for air travel in the SEA region is predicted to rise substantially. However oil prices are expected to continue increasing, putting further pressure on operating costs and political uncertainty in the Middle East may continue to cause further disruptions to flight services. AirAsia – Resources and Capabilities One AirAsia? s main strengths and key to its success is quoted by Poon and Waring (2010, 203) as the , â€Å"†¦forensic management of costs†¦closely monitored on a daily basis†.This focus has come from the strong leadership of the group CEO Tony Fernandes who monitors costs daily in order to find ways to deal with any issues. 22 Another strength of AirAsia lies in the creation of AirAsiaX to c ompete in a new strategic group of low cost long haul services. As described by Wensveen and Leick (2009), this is a new competitive environment that creates a bridge between various short-haul LCC? s across the globe. Perhaps opportunities exist for of LCC? s around the globe to form alliances to compete with the network carriers.AirAsia has no aircraft maintenance repair or overhaul (MRO) facilities of its own. MRO is a key element of AirAsia success as it provides safe and reliable aircraft. As described by Rieple and Helm (2008) leaving this to a third party could be risky as AirAsia is not in direct control of these activities and is subject to market forces in relation to the cost of these services. With a growing fleet this could be interpreted as a weakness and competitive disadvantage compared to the major network carriers such as MAS, SIA and their low cost subsidiaries who all have their own MRO facilities. . 0 Malaysian Airlines Resources and Capabilities The internal an alysis of MAS will focus on the organisations resources and capabilities that help it gain a competitive advantage. This analysis will lead to the identification of the main strengths and weaknesses of MAS. 5. 1 Capabilities Capabilities, put simply, are the integration and collaboration of individual resources to reach a desired outcome (Grant et al. 2011). Capabilities are a combination of both tangible and intangible resources. By analysing a company? capabilities, we can deduce both the core competencies and competitive advantages that the company may possess. A competitive 23 advantage may lie within a company? s capabilities if they are not easily replicated (Grant et al. 2011). The below table represents MAS capabilities based on the resources mentioned below: Functional Area Management Capability Forward Thinking Clear Objectives Resources Business Turnaround Plan 1+ 2. Transparent information sharing. Skilled Managers. Innovative programs. Awards, Customer Loyalty, Recognis able, Various advertising mediums.Skilled Technicians, trusted supplier materials. Revered History, Government co-operation, strong supplier support, strong government links, open communication channels, innovation, employee knowledge Marketing Manufacturing Organisation Quality Customer Service Brand Recognition Differentiation High Quality Products Product Range Strong Network R Strong CSR Development Table 3 5. 2 Tangible Resources 5. 2. 1 Financial Resources MAS have several shareholders. „Penerbangan Malaysia Berhad? is the majority shareholder with a 52. 0% stake of MAS. The second-largest shareholder is „Khazanah National? which holds 17. 33% of the shares. Foreign shareholders make up 5. 13% (Grant et al. 2011). Up until December 2008, MAS had shrunk its operations for the tenth consecutive quarter (IntellAsia 2008). MAS? officials identified that increasing maintenance, repairs costs, an increasingly inefficient route network, higher staff costs and escalating fuel prices and increasingly inefficient route networks as reasons for the financial losses (Scribd 2011). The 24 introduction of the BTP has helped MAS deal with the financial issues, increased competition and government intervention (Grant et al. 011). 5. 2. 2 Organisational Resources The introduction of the BTP (Business Turnaround Plan) in 2006 and its successor the BTP2 in 2008 was implemented to regain profitability after 10 consecutive quarters of negative profit. MAS profit of RM 493 Million in 2009 (Grant et al. 2011) can be largely attributed to the success of the BTP. MAS has been able to successfully implement its private MRO (maintenance, repair overhaul) department which has reduced costs and increased both effectiveness and efficiency simultaneously (The Financial Express 2008).In 2008 MAS expanded their partnerships with other airline organisations such as Singapore Airlines, Air Mauritius and Silk Air. Also in 2008, MAS and Etihad Airways, two opposing competitors, signed a „code share agreement? to enhance their networks respectively (Etihad Airways 2008). In 2009, MAS once again expanded its network by signing a code share agreement and frequent-flier partnership with low cost carrier Jet Airways. This agreement increased passenger traffic between Malaysia and India (The Economic Times 2009) 5. 2. 3 Physical Resources The headquarters of the airline is in Kuala Lumpur, Malaysia.In total, MAS has approximately 19,000 employees (Airfleet 2010). MAS has the capability to use 100 routes globally. MAS has over 70 offices worldwide, which again displays its strength in its exceptional customer service (Airlines Information 2011). As of 2010, MAS has 12 A330 Airbus? s, and a fleet of 68 Boeing Aircraft, and 42 Boeing freighter aircraft. The MAS fleet comprises of 109 aircraft. (Airfleet 2010) 25 5. 2. 4 Technological Resources MAS source its aircraft from the two most reputable aeroplane manufacturing companies in the world, Boeing and Airbus (Ahmed , 2010).By using these two companies as suppliers, MAS leads customers to believe that they use only the safest and highest quality parts when assembling their fleet. 5. 3 Intangible Resources 5. 3. 1 Human Resources MAS have been able to identify and employ highly skilled and capable workforce, which has been illustrated by the array of awards MAS has received. With pilots, engineers and technicians in particularly high demand globally (Pearson, 2008), MAS will have to offer a number of incentives and strategies to keep the most suitable workforce possible. MAS customer service has always been revered.Continual awards and recognition are testament to this MAS has received the award of best cabin crew in the world 8 times since 2000 (Skytrax World Airline Awards, 2010). Customer service in the airline industry is a major factor to be considered when customers choose which airline to fly with. 5. 3. 2 Innovation Resources MAS have implemented a number of new strategies to sug gest it is a creative and innovative company. The introduction of the „Everyday Low Fares? policy in 2008 meant that MAS matched the lowest prices of its competitors, mainly Air Asia.Although this severely cut profit margins, it 26 was able to offer 1. 3 million „zero? fares, and most importantly, MAS were able to price match Air Asia (Grant et al. 2011). In what has been described as a „pioneering? move, MAS has introduced the ability for customers to be able to check into their flights via the social networking website of Facebook. Malaysia Airlines is currently the only airline in the worldwide to have such a feature available (Cnet Australia 2011). 5. 3. 3 Reputational Resources Throughout the organisation? s history, MAS has enjoyed strong brand recognition.MAS places a heavy emphasis on customer service and can boast about being one of only six international airlines to be awarded a „5-Star? Rating (Grant et al. 2011). Other significant awards include t he „Phoenix Award? for businesses undergoing a life changing transformation and magazine „Aviation Week ranking MAS as the 2nd best full service carrier globally (Skytrax World Airline Awards 2010) . With this reputation, customer loyalty is increased. These loyal customers are crucial to the success of any organisation, as they will often exclusively only use MAS. . 4 Core Competencies The core competencies of a company have been defined as â€Å"activities that an organisation performs better than its other internal activities and that are the most critical to competitiveness and profitability† (Business Dictionary 2011). By extracting and reviewing the core competencies of any organisation, competitive advantages and the strengths of MAS can then be identified. By using the „VRIO? model (Valuable, Rare, Costly to Imitate, Substitutable), we can then extract the strengths and weaknesses of MAS. 27 5. 4. VRIO RESOURCES AND CAPABILITES VALUABLE RARE COSTLY T O IMITATE NONSUBSTITUABLE Brand Recognition High R Spending Clear Objectives Quality Customer Service Forward Thinking High Quality Products Strong Network Product Range Strong CSR Development Yes Yes Yes Yes Yes No Yes Yes Yes Yes No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Table 4 No Yes Yes Yes No Yes Yes Yes No Yes 28 6. 0 Possible Strategies Following external and internal analysis of MAS, prominent strengths, weaknesses, opportunities and threats can be identified.These elements have been plotted into a TOWS matrix as shown in Table 5 on the next page, in order to link these characteristics and facilitate the formation of strategies that may aid the organisation resolve the intended strategic issues outlined in this report. (Weihrich 1982). 29 Strengths 1. High Brand Recognition 2. Strong learning curve advantage 3. Superior Customer Service 4. 5. 6. Clear Positioning Strong Route Network Reliable MRO subsidiary with proven record Opportunities 1. Increasing demand for low cost travel in SEA 2. Low rivalry in the longhaul LCC strategic group 3.Availability of new technology: biofuels to reduce fuel costs 4. Availability of newer more fuel-efficient aircraft SO 1. O1+O2+S1+S2+S4 Form alliance with a LCC to satisfy demand for market segments which prefer low cost over full service while maintaining the existing premium brand and positioning O1+O2+S2 – Expand and intensify Firefly operations in the SEA area O3+S6 – Leverage reliable in-house MRO to retrofit existing aircraft with biofuel Weaknesses 1. Government Golden Share: Socioenvironmental obligation to Malaysia 2. Poor Cost Management 3. High capital intensity WO 1.O2 + W3 – Shift underutilized aircraft to the Low cost/long haul segments to improve returns on capital. O3 + O4 + W1 – Use modern fuel efficient aircraft and biofuels to reduce carbon footprint to satisfy government social responsibility obligations 2. 2. 3. Threats 1. LCC? s are increasingly providing long haul services that compete with MAS 2. Continuing global economic uncertainty is increasing the attractiveness of long haul LCC? s such as AirAsiaX 3. High rivalry is further increasing from network carriers and low cost subsidiaries 4. Buyers and suppliers have increasingly higher bargaining power 5.Airports are continuing to increase landing and parking prices in a market with few alternatives 6. Malaysian labour legalisation may raise labour overhead costs. ST 1. S1+S3+S5+T2+T3 – Develop promotional campaign to emphasise safety, a proven track record and customer service awards are worth the premium S1+S3+T4 – Leverage customer service awards and brand recognition to further develop loyalty programs to decrease buyer bargaining power WT 1. W2+T1 – Shift focus from differentiation to cost leadership (similar to AirAsia) W1+T6 – Lobby Malaysian government to reduce social obligation and improve flexibility . 2. Table 5: MAS – TOWS A nalysis 30 Described below are the strategies developed from TOWS matrix that will aid MAS in achieving a competitive advantage. 6. 1 SO Strategies Form alliance with a LCC to satisfy demand for market segments which prefer low cost over full service while maintaining the existing premium brand and positioning The airline industry can be can be behaviourally differentiated into two broad segments; those consumers which place a high importance on the price of air fares above all else, and those are who are willing to pay more for premium service (Kotler et al. 010). By forming an alliance with an established existing LCC, MAS will be able to maintain and capitalise on its existing premium brand and learning curve advantage in the full-service industry whilst satisfying increasing demand for low-cost air fares in SEA (O? Connell and Williams 2005). Furthermore, establishing an alliance will ensure that each firm will be able to focus on their core competencies and established customer base by maintaining their current positioning.Expand and intensify Firefly operations in the SEA area Firefly, MAS's wholly-owned subsidiary, currently operates a small amount of domestic and regional routes (Firefly, 2011). To capitalise on increasing demand for low-cost air fares, MAS could expand and intensify Firefly's operations to cover more of the SEA region. Such a complete dual-brand strategy, as first introduced in the SEA region by Qantas/Jetstar, would essentially see Firefly compete with MAS, except that it will target the more price-conscious segment (Sandilands, 2009).MAS would be able to maintain its high brand recognition for its premium services whilst building Firefly's existing brand and experience in the LCC industry. 31 Leverage reliable in-house MRO to retrofit existing aircraft with biofuel MAS's owns an award winning reliable maintenance-repair-operations division that could be utilised to lower fuel costs by retrofitting existing aircraft with bio-fuel tec hnology (Grant et al. 2011). Bio-fuel as resource will likely be comparatively inexpensive for MAS as Malaysia has booming palm oil business from which it can produce bio-fuel from (Shameen 2006). . 2 WO Strategies Shift underutilised aircraft to the low cost/long haul segment. The airline business is capital intensive and MAS uses a large portion of its capital to purchase expensive machines compared to its labour costs. When these machines lay idle or are underutilised they can drastically increase costs for the airline (Wensveen 2009). Low rivalry identified by the strategic group map in the low cost/long haul segment could be an opportunity for MAS to diversify and shift underutilised aircraft into this new segment to increase aircraft utilisation.Use modern fuel efficient aircraft and bio-fuels. The governments golden share of MAS allows the Malaysian government to put internal pressure on the MAS board to uphold social and environmental responsibility obligations to Malaysia. Malaysia has booming palm oil business that could be used to reduce reliance on high carbon emitting fossil fuels (Shameen 2006). Along with this, the use of new generation aircraft that are more fuel efficient can substantially reduce MAS carbon footprint and help satisfy some government social responsibility obligations. 32 6. 3 ST StrategiesDevelop a promotional campaign to emphasise safety, track record and customer service awards. The attractiveness of low-cost carriers and higher rivalry from the low-cost subsidiaries presents as threats to MAS in maintaining survivability within the airline industry. Recently in 2010, Malaysia Airlines had won two awards as Asia? s Leading Airlines and Asia? s leading Business Class Airlines which can become the core focus of the promotional campaign (Malaysia Airline 2010). Through implementing a promotional campaign, MAS is able to rejuvenate its brand as the high quality airline that it is.Leverage customer service awards and brand recogni tion to further develop loyalty programs to decrease buyer bargaining power. With the increase in buyer bargaining power, the strategy of developing loyalty programs ensures higher switching costs to keep loyal fliers of MAS with the company. MAS already have the Enrich loyalty program in which customers are able to benefit from. In 2007, Virgin Blue had joined in partnership with MAS Enrich loyalty program to further the benefit for consumers (Malaysia Airline 2007).The partnership of Virgin Blue with MAS Enrich Loyalty program creates higher switching costs for buyers and reduces the bargaining power that has been on the rise. 6. 4 WT Strategies Shift focus from Differentiation to Cost Leadership Malaysian Airlines systems currently operates on a „differentiation? strategy. This strategy has allowed the organisation to distance itself from its competitors, and have a recognizable and strong brand recognition, which is paramount in gaining and retaining customer base. In rece nt 33 imes, some competitors, namely Air Asia (a Low Cost Carrier) has started to increase long haul services, which previously was only offered by Malaysian Airlines. The implications of LCC? s increasing long haul routes means that a number of customers will use LCC? s over MAS purely due to having a lower cost. A feasible strategy would be for MAS to offer same the same prices as these LCC? s over similar routes, essentially nullifying the LCC competitive advantage. Customers would be more likely to fly with MAS over LCC? s due to a) MAS reputation b) Customer service.This would change MAS overall strategy from „differentiation? to a „cost leadership? strategy. Lobby government to reduce social obligations and improve operational flexibility Malaysian Airlines currently has to meet a number of social obligations demanded by the government. Malaysian Airlines is widely supported for meeting its Corporate Social Responsibilities, but faced with the threat of an increase in labour restrictions and legislation, it would be wise for MAS to propose to (lobby) the government that for a relaxation of these Corporate Social obligations.This in turn, would improve operational and organizational flexibility, which would help MAS deal with the possible threat of increasingly stringent labour restrictions. The lobbying process would have to be done in a manner in which the final result (increased organizational flexibility) benefits both the government and organisation, as the government has veto powers over any decision made by the MAS board. 6. 5 Recommendation Based on the strategies developed following internal and external analysis of MAS, it is recommended that MAS adopt a corporate strategy to diversify and offer low cost budget air 34 ravel to satisfy the increasing demand for market segments which prefer low cost over full service, while maintaining the existing premium brand and positioning (Jegathesan 2011). This is to be achieved by horizontal in tegration into the related LCC airline segment through the formation of an alliance with existing SEA LCC leader AirAsia via an equity swap arrangement. In support of this agreement, MAS shall also divest its fledgling domestic LCC subsidiary Firefly. This strategy best resolves the main strategic issue of how an established carrier such as MAS can counter the threats posed by low cost competitors for the following reasons: 1.Each airline can focus on their core competency to create synergy and economies of scope. This strategy brings benefits of the specialisation of the two companies together. MAS in the long-haul premium travel and AirAsia low cost air travel. 2. Exchange in human capital such as Air Asia? s Tony Fernandez who was able to make Air Asia successful. The exchange of human capital is more than just able-bodied men, but the transference of skills and experiences. Both companies stand to benefit in the exchange of knowledge and skills. 3. Sharing of prominent intangibl e resources that each business