Swot anaysis for wallingford rugby club free essay sample

The analyses has come from the collection of primary research data collected by researchers from Group B, Team Wallingford, it was conducted through a semi structured interview with Club secretary the secretary to the Wallingford Rugby Football Club. Using qualitative research methods from a structured designed questionnaire that was designed by Club secretary and additional questions that were designed and structured by Group B, Team Wallingford, a team of student researchers from Oxford Brookes University with the objective to obtain data which could be used to better the future of the Wallingford RFC as part of the preplanning phase for the 2015 Rugby World Cup to be held in England. In addition other quantitative methods from structured questionnaires surveys, designed by other members of the research group were used. Further to these methods existing literature from some secondary research sources was also used i. e. club websites etc. From this data I have managed to put together this SWOT analyses. We will write a custom essay sample on Swot anaysis for wallingford rugby club or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page My evaluation findings and conclusion will be made in the following report. Strengths History Wallingford RFC is a well-established club founded in 1967, thus being a recognized name brand in itself attracting players on its reputation. â€Å"WRC is the best rugby club in the 10-15 mile radius of Oxford† according to Club secretary (Ref, A1), indicating the strength of the club brand identifies what lengths players will travel to play for the club i. e. travel 20 minutes to play rather than go to a club closer to them identified in appendix 1 (Ref, C1). Q1 appendix 2 (Ref, H1) identifies the strength of loyalty toward the club by the length of time spent as a club member and as part of the community. Do it for the club† is the motto of WRC. Through increased memberships and thereafter the income from their revenues the higher the membership the more financial stability holding for the club (Ref, L1). Tag Rugby The emerging variations of rugby played by business men i. e. ‘Tag Rugby’ (Ref, A1). Differing from the full contact game, it is increasing future memberships which benefits the club through the business contact it brings for possible future sponsorships and increased funding, plus the additional revenue raised for the use of facilities (Ref, E1). International Tour Established international Tour events for all teams, gives players additional benefits for playing for the club by extending the club season with additional games aimed at players whom love playing all year round and enjoy the rugby social scene (Ref, A1). Additional benefits Players and member’s additional benefits (Ref, N1) offer health care and fitness advice, through the clubs physiotherapist who treats members free of charge and gives nutritionist advice to those who require help i. e. diet plans for those who are trying to lose weight (Ref, A1) which could be the main reason why they play rugby. Club events Established club events i. e. ‘Rugfest’ music festival, is an annual event enjoyed and supported by members and their friends, family and community catchment area (Ref, N1). The event is a major financial provider for the club, with an attendance of over 5000 people (Ref, A1). Therefore raising interest through flyers and poster (Ref, O1) in association of the club and the game of rugby as well as the increasing the brand and club awareness of Wallingford RFC, as well as increasing the brand and club value. The benefits created by this annual occurrence give an assurance of revenue and stability towards the clubs income (Ref, E1). By increasing the reach of awareness through various media used to promote the events or festival it also increases brand awareness and brand value for the club brand thus a desired team to play for and thereafter increasing memberships and revenue (Ref, E1). New technology Social media and technology developments of digital marketing allow the club to extend the reach of the club brand (Ref, E1), allowing better communication among players and coaches as well as to the fans, supporters and spectators with real time information and up to date details of what’s happening at the club, allowing its followers to engage and participate with user generated content (Smith and Zook, 2011) thus feeling a part of the club (Ref, A1). Sponsorship Through sponsorship the club can buy sports equipment needed for teams i. e. rugby balls and kits etc. Sponsorship funding financially (Ref, E1) helps support the club through donations from selected reputable companies (Ref, K1/J1) from within the local community who are willing to shows their strength of support for the club e. g. in particular the main sponsor ‘Rowse’ who is also the main employer in the community which has many employee connection to the club (Ref, A1) . From investing and sharing their good names through a 2 way identification transfer of image increasing brand value and raising the level of the brand dynamic of all parties. This has a positive economic factor by saving the cost of advertising to the club as this would be paid for by the sponsors (Ref, E1), however through media exposure of the club the sponsors would also gain the same benefits. And thus increase its brand awareness in the market place adding brand value to all (Meenaghan and Shipley, 1999). Weaknesses Facilities- Although there are many strengths within the club, there is however a lack of funding for Wallingford RFC’s ‘Sports Park’ facilities which is noted for improving of the poor state of repairs in appendix 3 (Ref, C1). The changing rooms as well as social and catering areas for hospitality are terrible as there is know where to enjoy the game atmosphere. According to Club secretary (Ref, A1) â€Å"They need 2. 5 million spent on a refurbishment† (Ref, A1). These conditions can have an adverse effect to all visiting teams, spectators and home supporters by discouraging customers and decreasing spending in the bar therefore reducing revenue to the clubhouse (Ref, E1). Teams and their supporters would rather go elsewhere. Thus this has created an opportunity for the Old post office to issuing vouchers to winning teams to eat at their restaurant and a loss to the Sports Park. Funding Wallingford RFC is a non-professional team and do not charge admission such as professional football teams therefore no gate revenues is accrued to fund the cost of the refurbishment works needed for the Sports Park facilities (Ref, A1) due to the lack of funds (Ref, E1). Volunteers According to Club secretary (Ref, A1) volunteers are decreasing every year, this due to the participation of time incurred through the socio cultural differences of involvement of the many tasks needed at the club i. e. coaching of junior teams (Ref, E1). which can be very demanding on one’s time and availability. Contributing factors could be the increase in working hours (Ref, A1) in the working man’s week (Ref, E1). However this increases pressure on those who remain to attend the tasks required leaving them feeling more disgruntled by the efforts they are put through. Therefore decreasing morale amongst those who volunteer and therefore increasing the risk of others leaving the club (Ref, A1). Volunteer Coaching Although there is a supported fan base from which to gather volunteers from, their coaching capabilities are of a poorer standard and not adequate enough for top league coaching standards and socio cultural difference (Ref, E1). Many coaches have come from the junior leagues following their children through various stages, however due to the myopia of parents or ex-players following coaching cohesion with their child’s rugby evolution (Ref, A1). What coaching techniques learnt from of a particular age group is never passed on to the following generations and do not look at the bigger picture of the clubs growth through various levels and different standards. Parents therefore preferring to go into an older aged group with their child and having a lesser knowledge of the newer older age group therefore has a disadvantage of the events of the coming seasons. Time spent on coaching is time consuming and due to the average time spent in the working week there is little time left over to coach, this identifies that the quality of experienced coaching techniques cannot simply be passed on to team players otherwise this will lose the beneficial experience and improvement players require, therefore inadequate coaching lowers morale and self-esteem and prompts players to go to other clubs, thus the club retention of that player is lost (Ref, A1). Communications Poor communication will lead to a diversity of the club, thereafter it will lose the dynamics and unity of its members and thus the loss of the combined and increased revenue. Club secretary said (Ref, A1) â€Å"It was a struggle to get mini and juniors to come and support senior teams play. They were trying to work on a more union approach. More unity amongst the groups would be important†. Through good communication a stronger financial team will have the means to take opportunities when they arise (Ref, A1) i. e. this could be done through the use of social media platform technology, such as Facebook which some already use as identified in appendix 4, would give all involved, access to a communication system that would help and inform all concerned, therefore eliminating a communication problem (Ref,E1). Opportunities Emerging associated sports The emerging technical developments (Ref,E1) of the increased awareness of Tag rugby teams (Ref, A1), indicates future interest if supported could see the emergence of new leagues appearing throughout rugby clubs. This identifies the possibility to combine with other clubs and the opportunity to create an affiliated body, with championships tournaments and cups etc. This new team sport could diverse from the common and more traditional game of rugby, however this could prove fruitful and gain an increase in club memberships and revenue (Ref, E1). What is more, through the new business members there could be possibilities to build new relationships with sponsors through the player’s networks. Additionally there is the possibility that players could develop skills and confidence to be enticed into the full contact game experience for the club (Ref, E1). Coaching courses – the sports council invests funding in sports based developments to increase the sports community structure within the UK. This is done at every level throughout the year on hundreds of various different projects. Through the involvement of the RFU and a government backed support the incentive to possibly train players who have an interest in sport to become coaches, fitness instructors or referees as indicated in appendix 5 (Ref, C1). This would benefit the club through numerous ways by increasing volunteers and support of socio cultural benefits which would help the club (Ref, E1) by taking pressure of those existing overworked volunteers (Ref, A1), also through the skills of fitness and knowledge acquired it could be possible to set up a personal training structure for members and the public thus creating another revenue for the club (Ref, E1). Music event growth – ‘Rugfest’ (Ref, A1) attendance could increase capacity though professional marketing on a year on year increase through further research of its consumers’ needs and wants. From obtaining consumer data marketers could analyse and evaluate what the festival consumer required. Thereby by targeting selected consumers through strategically planned marketing promotions they would have a better chance to satisfying them and retaining their loyalty thus increasing the brand value and increase brand awareness. This would also have socio cultural effect on the town of Wallingford, as this would attract and increase the festival audiences generating an influx of visitors to the town (Ref, E1). This would benefit the clubs economics (Ref, E1) and the sport financially from their annual return visits to the festival Town. Through increased popularity of the brand awareness will be gain increasing the strength of the brand value and higher caliber of visitors consumers of the festival by attracting possible influencers i. e. celebrities, key RFU league players. That will help endorse the club and its brand, thus raising the brand awareness and brand value of the club by attracting a broader scope of players from which to draw from. Thus being the preferred team to play for increasing membership’s and revenue. However there may be barriers of legalities and licenses however through the local involvement and community spirit these factors could be overcome by following the same procedures as with previous events held over the past 5 years (Ref, E1). Threats Competition Competition from other clubs threaten the retention of players loyalty due to the professionalism in some of the other clubs that have more financial leverage than Wallingford RFC (Ref,E1) i. e. Banbury RFC ((Ref. A1) has wealthy key sponsors who are financially willing to pay players to play in order for their team to win and increase the awareness and brand value of the club and sponsors brand name. This can be an incentive to lure any players wishing to earn extra cash in the present economic climate where they can get paid for something they like doing (Ref,E1), as a rule this is something WRFC have decline to participate in as it is not in their constitute to do so (Ref, A1). Non- participation of rugby The lack of interest shown in some schools due to either teachers or pupil’s lack of interest in non-participation in rugby as a whole through a social cultural issue (Ref, E1), will decline the lifeblood and players entering the sport of rugby (Ref, A1). Therefore it is important to create an awareness to compensate for the lack of interest shown. Available free time Other choices The emergence of other sports, entertainment, lifestyles and pastimes of a social cultural nature are major deciding influences of a participants limitations and their available time becomes a key factor when making a choice (Ref, E1). Increase in the working week limits available time to play rugby (Ref, A1) therefore the decline in the population of rugby participation as a whole and consequently clubs could reduce in size (Ref, A1). Therefore revenues deplete from the lack of memberships and revenue. Through larger overheads expenses become a much greater financial burden and thus greater pressure is forced upon those clubs, possibly causing them to disband.

Adlai Stevenson, Statesman and Presidential Candidate

Adlai Stevenson, Statesman and Presidential Candidate Adlai Stevenson II (February 5, 1900 – July 14, 1965) was an American politician known for his sharp wit, eloquence, and popularity among intellectuals and the so-called egghead vote in the United States. A Democrat born into a long family bloodline of politicians and civil servants, Stevenson worked as a journalist and served as governor of Illinois before running for president twice and losing both times. He rose in stature as a diplomat and statesman after his failed bids for the White House in the 1950s. Fast Facts: Adlai Stevenson Full Name: Adlai Ewing Stevenson IIKnown For: U.S. Ambassador to the U.N. and two-time Democratic presidential candidateBorn: Feb. 5, 1900 in Los Angeles, CaliforniaParents: Lewis Green and Helen Davis StevensonDied: July 14, 1965 in London, EnglandEducation: B.A., Princeton University and J.D., Northwestern UniversityKey Accomplishments: Participated in negotiations during the Bay of Pigs, Cuban Missile Crisis, and Vietnam War. Signed a 1963 treaty in Moscow banning nuclear weapons testing.Spouse: Ellen Borden (m. 1928-1949)Children: Adlai Ewing III, Borden, and John Fell Early Years Adlai Ewing Stevenson II was born on February 5, 1900 in Los Angeles, California, to Lewis Green and Helen Davis Stevenson. His family was well connected. His father, a friend of publisher William Randolph Hearst, was an executive who managed Hearsts California newspapers and oversaw the companys copper mines in Arizona. Stevenson later told a journalist who wanted to write about book about him, My life has been hopelessly undramatic. I wasnt born in a log cabin. I didnt work my way through school nor did I rise from rags to riches, and theres no use trying to pretend I did. Im not a Wilkie and I dont claim to be a simple, barefoot La Salle Street lawyer. Stevenson got his first real taste of politics at age 12, when he met New Jersey Governor Woodrow Wilson. Wilson asked about the young mans interest in public affairs, and Stevenson left the meeting determined to attend Wilsons alma mater, Princeton University. Stevensons family moved from California to Bloomington, Illinois, where young Adlai spent most of his childhood years. He attended University High School in Normal for three years before his parents withdrew him and placed him in Choate Preparatory School in Connecticut. After two years at Choate, Stevenson headed to Princeton, where he studied history and literature and served as managing editor of the The Daily Princetonian newspaper. He graduated in 1922 and then began working toward his law degree- first at another Ivy League school, Harvard University, where he spent two years, then Northwestern University, from which he obtained his law degree, in 1926. In between Harvard and Northwestern, Stevenson worked as a reporter and editor at the family newspaper, The Pentagraph, in Bloomington. Stevenson went to work practicing law but would eventually ignore the advice of his father- Never go into politics, Lewis Stevenson told his son- and ran for governor of the state. Political Career Stevenson served as governor of Illinois from 1948 to 1952. However, the roots of his political career can be traced to more than a decade earlier, when he worked with President Franklin D. Roosevelt on the details of the New Deal. Eventually, he was recruited to take on the corrupt administration of Republican Illinois Gov. Dwight H. Green, which was known as the Green Machine. Stevensons resounding victory on a campaign platform of good government propelled him into the national spotlight and eventually paved the way for his nomination at the 1952 Democratic National Convention. The 1952 presidential campaign was largely about the threat of communism and government waste in the U.S. It placed Stevenson against a popular Republican, General Dwight D. Eisenhower. Eisenhower won handily, taking nearly 34 million popular votes to Stevensons 27 million. The Electoral College results were crushing; Eisenhower won 442 to Stevensons 89. The result four years later was the same, even though the incumbent Eisenhower had just survived a heart attack. Stevenson Turns Down Russian Help in 1960 Election In early 1960, Stevenson stated that while he would run if drafted, he would not seek a third Democratic presidential nomination. However, then-Senator John F. Kennedy was very actively seeking the nomination. While Stevenson’s 1956 campaign promise to oppose U.S. nuclear weapons development and military growth had not resonated with American voters, it did convince the Soviet government that he was â€Å"someone they could work with.† According to Stevenson’s personal biographer and historian John Bartlow Martin, Soviet ambassador to the U.S. Mikhail A. Menshikov met with Stevenson at the Russian embassy on January 16, 1960 on the premise of thanking him for helping arrange Soviet premier Nikita Khrushchev’s visit to the U.S. But at some point during caviar and vodka, Menshikov read Stevenson a note from Khrushchev himself encouraging him to oppose Kennedy and make another presidential run. â€Å"We are concerned with the future, and that America has the right President,† Khrushchev’s note read, in part: â€Å"All countries are concerned with the American election. It is impossible for us not to be concerned about our future and the American Presidency which is so important to everybody everywhere.† In the note, Khrushchev went on to ask Stevenson for suggestions on how the Soviet press could â€Å"assist Mr. Stevenson’s personal success.† Specifically, Khrushchev suggested that the Soviet press might help endear American voters to Stevenson by criticizing his â€Å"many harsh and critical† statements about the Soviet Union and Communism. â€Å"Mr. Stevenson will know best what would help him,† Khrushchev’s note concluded. In later recounting the meeting for his biography, Stevenson told author John Bartlow Martin, that after thanking the Soviet ambassador for delivering the offer and Premier Khrushchev for his â€Å"expression of confidence,† Stevenson then told Menshikov of his â€Å"grave misgivings about the propriety or wisdom of any interference, direct or indirect, in the American election, and I mentioned to him the precedent of the British Ambassador and Grover Cleveland.† Which caused Menshikov to accuse President Eisenhower of interfering in recent British and German elections. Always the diplomat, Stevenson politely declined the Soviet leader’s offer of assistance and repeated his refusal to seek the nomination. Kennedy would go on the win both the Democratic nomination and the 1960 presidential election over Republican Richard Nixon. Ambassador to the United Nations President John F. Kennedy appointed Stevenson, who had a deep knowledge of foreign affairs and popularity among Democrats, as the ambassador to the United Nations in 1961. President Lyndon B. Johnson reconfirmed him for the position later. Stevenson served as ambassador to the U.N. during a tumultuous time, through debates over the Bay of Pigs and Cuban missile crises and the Vietnam War. It was a role for which Stevenson ultimately became famous, known for his moderation, compassion, civility, and grace. He served in the post until his death four and a half years later. Marriage and Personal Life Stevenson married Ellen Borden in 1928. The couple had three sons: Adlai Ewing III, Borden, and John Fell. They divorced in 1949 because, among other reasons, Stevensons wife was said to have loathed politics. Famous Quotes Perhaps no other quote sums up Stevensons worldview better than his call for peace and unity before the United Nations in Geneva in 1965: We travel together, passengers on a little space ship, dependent on its vulnerable reserves of air and soil; all committed for our safety to its security and peace; preserved from annihilation only by the care, the work, and I will say, the love we give our fragile craft. We cannot maintain it half fortunate, half miserable, half confident, half despairing, half slave to the ancient enemies of man half free in a liberation of resources undreamed of until this day. No craft, no crew can travel with such vast contradictions. On their resolution depends the survival of us all. Death and Legacy Just five days after making that speech in Geneva, on July 14, 1965, Stevenson died of a heart attack while visiting London, England. The New York Times announced his death this way: To the public dialogue of his time he brought intelligence, civility and grace. We who have been his contemporaries have been companions of greatness. Stevenson is, of course, frequently remembered for his two failed bids for president. But he also left a legacy as an effective and polished statesman who won respect from his international peers and made a point of meeting personally with representatives of each of the 116 governors in the organization. Sources Adlai Ewing Stevenson: An Urbane, Witty, Articulate Politician and Diplomat. The New York Times, July 15, 1965.Adlai Stevenson II Biography, The Eleanor Roosevelt Papers Project at The George Washington University.Adlai Today, McLean County Museum of History, Bloomington, Illinois.Adlai Stevenson II, Stevenson Center for Community and Economic Development at the Illinois State University.Martin, John Bartlow (1977). .An Immodest Proposal: Nikita To Adlai American Heritage Vol. 28, Issue 5.

How to Pass a Test

How to Pass a Test We sometimes spend so much time using flashcards and memorizing terms that we dont get around to really  gaining a deep understanding of the material were supposed to be  learning!  The fact is, many students dont realize that there is a difference between memorizing and learning.Memorizing terms and definitions may help you prepare for some types of tests, but as you advance into higher grades, youll find that teachers (and professors) expect a lot more from you on test day. You may go from providing definitions to words in middle school, for example, to more advanced types of responses like long answer essays when you reach high school and college. For those more complex question and answer types, youll need to be able to put your new terms and phrases in context. There is a way to know if youre really ready for any test question the teacher can throw at you. This strategy is designed to help you take the knowledge youve gained about a subject and explain it in context And you can learn this strategy in three steps! First, develop a list of all the terms (new words) and concepts contained in your material.  Find a way to randomly pick two of these terms. (No picking and choosing!) For example, you could use index cards or scraps of paper to write the term on one side and then place them face-down. Then select two different cards. The strategy works best if you actually manage to pick two (seemingly) unrelated words.Now that you have two unrelated terms or concepts, your challenge is to write a paragraph (or several) to show the connection between the two. It may seem impossible at first, but it is not!Remember that any two terms from the same class will be related. You just have to create a path from one to the other to show how the topics are related. And you cant possibly do this unless you really know the material. Tips for Passing Your Test Repeat the process of selecting random terms until youve done several different combinations of terms.Every time you write your paragraph(s) to connect the terms, use as many other terms as you can. You will begin to build a web of knowledge and begin to understand how everything relates to everything else in your notes.Once youve studied this way, follow up with a friend a day or two later. Use a study partner and write up practice essay questions and exchange them. Make sure that each answer contains at least two of the terms youve practiced.

Sign language Essay Example | Topics and Well Written Essays - 1500 words

Sign language - Essay Example Sometimes, sign is confused with the practice of pantomime, but sign language does not include its environment. This paper aims to review sign language in general. Firstly, the nature of signs will be described. Secondly, the similarities and differences between sign and spoken language will be presented. Finally, a conclusion shall synthesize the main points of the paper. Sign takes place in 3-D space also known as "signing space," which is usually close to the trunk of the body and the head. Signs can be wither one or two-handed. When only one-handed a dominant hand performs the sign, and in two-handed signing, the non-dominant hand comes into play. It has only lately been realized that the non-manual forms of sign are able to effectively express the feelings of the signer (Weaver and Pentland 1). This is similar to verbal speaker's ability to transmit meaning through non-verbal means. However, for signers, non-manual channels are also critical to communicate the grammar of the language. Unfortunately, not much is known as yet about non-manual forms as compared to manual forms, however current research interests into this topic may change this. It is not unusual for a child to learn sign from... Studies have implicated many equivalent learning processes between sign and spoken language learning. Primarily for sign, inflection is of more importance than word positioning. Using a visual-gestic mode for the arrangement of inflexion, sign is very similar to Navajo or Latin language. The hand configuration used in signs means that each sign has numerous parts consisting of; the configuration, place of articulation, orientation, path of movement and non-sign components that include facial expressions (Braem 1). Some sign languages have up to 18-19 handshapes, 24 movements and 12 locations. Visual and kinetic aspects of sign make it difficult or can make it impossible for a person from learning the language from a book, such as its movement aspects. As such, a teacher is required who is more proficient in the language. Hence, a model is required to be observed by the learner, and as it is some of the best teachers are those who originated this language, that is the "deaf and dumb" (Braem 4). There are many common linguistical features to sign languages; these include the extensive use of classifiers, a high level of use of inflection and a topic-comment syntax. Mostly, the linguistical characteristics of sign language are its ability to produce meaning in different areas of the visual field simultaneously. That is, the receiver of the communication may be able to read the meaning of the signs that the hands make, whilst reading the facial expression and the positioning of the body. This is in stark contrast to oral languages, wherein sounds that make up words tend to spoken sequentially, although the use of tone takes exception to this.The body and facial expressions are essential to communication in sign. The

Kants Ethical Theory Essay Example | Topics and Well Written Essays - 1000 words

Kants Ethical Theory - Essay Example A number of great philosophers presented their views in the field of ethics. This paper intends to analyze only one of them, Kan Immanuel. (Hunt, 2009) As stated by Banham (2003), Immanuel Kant was a famous deontologist and holds a famous status during 18th and 19th centuries. Kant was a moderate rationalist, who based his ethical conclusions on reason rather than on empirical research or on introspection into the actual workings of the mind. He refused previous theories and attempted to find a middle way between the empiricists, who thought that all true judgments were either probable or analytic (true by definition), and the extreme rationalists, who thought that all true judgments were analytic. He argued in the Critique of Pure Reason (1781) for the existence of a class of judgments that were synthetic rather than analytic and also a priori rather than a posteriori. Synthetic a priori judgments played a large role in all his thinking. Kant held a theory of value according to which the only thing good in itself and without qualification is a good will. That will is good which acts out of a sense of duty. When we turn to his theory of obligation we find that an act is not judged right by virtue of its consequences, actual or intended; rather it is right if it is done out of respect for moral law. (Banham, 2003) Dickerson (2003) affirms that during 1785 in his Foundations of the Metaphysics of Morals, Kant claimed to be seeking "the supreme principle of morality." This he discovered in the "Categorical Imperative": "Act only on that maxim through which you can at the same time will that it should become a universal law." This principle is called an imperative because it tells us what kinds of actions we should perform, and it is called categorical rather than merely hypothetical because it commands actions of a certain kind without any regard for the practical effects they will have. For example, we should not make a deceitful promise to extricate ourselves from a difficulty not because we are likely to be found out or because lying causes harm to ourselves, but because it is logically impossible to will that everyone in such a situation should behave in the same way. It is logically impossible because universal adherence to the maxim to lie under such circumstances would destroy the institu tion of promise keeping. (Dickerson, 2003) Another formulation of the Categorical Imperative, which Kant called the "universal imperative of duty," is this: "Act as if the maxim of your action were to become through your will a universal law of nature." A third formulation, based on the assumption that rational nature exists as an end in itself, is the following: "Act in such a way that you always treat humanity, whether in your own person or in the person of any others, never simply as a means, but always at the same time as an end." Kant identified the Categorical Imperative as an a priori, synthetic, practical proposition that is, a proposition that is necessarily true, though not true by definition, and that pertains to conduct. (Dickerson, 2003) Kant presented two types of free will; 'Autonomy' and 'heteronomy'. Autonomy is the liberty to operate autonomously without any

Case Study Analysis Ryanair The Low Fares Airline Management Essay

Case Study Analysis Ryanair The Low Fares Airline Management Essay The key objective of this report is to critically evaluate the strategy of Ryanair against the backdrop of the European air line industry and the bludgeoning Budget sector, in response to the challenges facing the Industry as a whole and Ryan air in particular also has evaluated the Ryan airs bid for fellow Irish carrier, Aer Lingus. This evaluation is done by using a strategic analysis of environment and the industry as well as the company, present strategic choices recommended new strategic initiatives and areas for improving strategy implementation using Macro-environment analysis, Industry analysis and Internal analysis. The analysis has been done by using significant theories such as PESTEL analysis, Porters five forces, Strategic group model, key success factors and value chain etc. knowledge on Ryanair. Through the Ryanair environmental analysis unproductive strategic decisions have been identified and finally suggest the recommendations to develop Ryanairs competitive gain in the future. (2.0) Introduction This document is based on the case provided; Ryanair the low-fairs Airline which was written by Eleanor OHiggins, University College Dublin, Republic of Ireland in 2007. Ryanair is Europes first and largest law fares airline which started 1985 by Ryan family. (Ryanair website) Its an Irish airline with head office in Dublin and its biggest operational base at London Stansted Airport in the UK (Ryanair Europes greenest airline n.d).Ryanairs has grown steadily to now in the most environmentally friendly way by investing in the latest aircraft and engine technologies which have reduced fuel burn and CO2 emissions and the implementation of certain operational and commercial decisions. According to the case the report has critically evaluated the strategy of Ryanair against the backdrop of the European air line industry and the bludgeoning Budget sector, in response to the challenges facing the Industry as a whole and Ryan air in particular also has evaluated the Ryan airs bid for fellow Irish carrier, Aer Lingus. For this evaluation as a member of the management consulting firm I have provided a strategic analysis of environment and the industry as well as the company, present strategic choices recommended new strategic initiatives and areas for improving strategy implementation using Macro-environment analysis, Industry analysis and Internal analysis from this document to the senior management team of Ryanair. The analysis of this report was done with the support of the provided case information, Ryanair website, industry related information from academic books, journals, websites, and other publicly available secondary data sources. (3.0) Overview of Ryanair Ryanair is a global airline which provides scheduled passenger airline services between Ireland and the United Kingdom. Starting in 1985 Ryanair followed the example of Southwest Airlines. It was set up with a share capital of just  £1 and a new staff base of 25. Since 1985 to now it has grown massively into one of the Europes largest low fare carrier. In 1990 the company suffered a  £20 million loss and was forced to completely restructure and a new management team was brought in headed by Michael OLeary who made major changes to the airline. Ryanair restructured itself and became a low-fares, no -frills carrier. After the next few years Ryan air significantly slashed its fares further and managed to open up many new routes. Today, Ryan Air has destinations in 26 countries with 950 routes. Also the headquartered in Dublin, employs about 4,200 people, operates with a fleet size of 120 Boeing 737-800, carries approximately 35 Mio passengers a year and had a turnover of 1,692.5 Mio in 2006 with a net profitability of about 10% (Mayor, 2007). Furthermore revenue has risen from à ¢Ã¢â‚¬Å¡Ã‚ ¬231 million in 1998 to à ¢Ã¢â‚¬Å¡Ã‚ ¬2,714 million in 2008 and net profits have increased from à ¢Ã¢â‚¬Å¡Ã‚ ¬48 million to à ¢Ã¢â‚¬Å¡Ã‚ ¬480 million, over the same period despite the worldwide recession and the high oil prices. (3.1) Vision Ryanairs CEO, Michael OLeary, has a vision of a world where the fare could drop to nothing as local communities would subsidize the airline to bring a steady traffic of business people and tourists to their region. (Ryanair Report, 1997) Mission Statement Ryanair will become Europeà ¢Ã¢â€š ¬Ã‚ ²s most profitable lowest cost airline by rolling out our proven `low-fare-no-frillsà ¢Ã¢â€š ¬Ã‚ ² service in all markets in which we operate, to the benefit of our passengers, people, and shareholders. (Mayor, 2007) Ryanair aims to offer low fares that generate increased passenger traffic with a continuous focus on cost-containment and operating efficiencies. Moreover Ryanair has main objective and other objectives to stay as the favorable and low cost airline in Europe. (Please Refer Appendix 01). Also refer Appendix 02 for financial analysis. (3.3) Critical Issues Though Ryanair has gone quite well all the way to now I have identified below critical problems through out the case. Major critical issues are; Negative public image due to aggressive CEO and unfriendly staff. Immature handling of sensitive issues such as criticizing politicians, disabled passengers Misleading advertisements and messy website. Unreasonable ancillary charges for example wheelchair charges, check in baggage charges, refund handling charges etc. Leadership issues (4.0) Environmental Analysis Environment has a great impact on functioning of any business. Environmental analysis is the process of monitoring the organizational environment to identify both present and future threats and opportunities that may influence the firms ability to reach its goals. (Certo Peter 1991). Its important to a business to adapt to the environment to be successful hence it needs to be analysis both internal and external environment. (4.1) External Environment Analysis Purpose of an external environment analysis is to identify or develop a finite list of opportunities that could benefit a firm and threats that could be avoided. Firms should be able to respond either offensively or defensively to the factors by formulating strategies that take advantage of external opportunities or that minimize the impact of potential threats. The external analysis can be divided into macro environment and industry analyses. (4.1.1) Macro Environment Analysis There are several influences of macro-environment on Ryanair within their operating countries. Political, Economical, Social, Technological, Environmental and Legal factors had created a considerable impact in macro environment on the performance in a company. This is known as PESTEL Analysis. Please Refer Appendix 03 (4.1.2) Industry Analysis Industry can be defined as a group of organization or business unit producing close substitutes (Fletcher 2003). The aim of this analysis is to assess the industry environment and answer the following questions. Whatre the forces within the industry which are determining the profitability of the industry? Howre the forces changing and expected to change overtime? How will those changes affect future profitability? For the analysis of Ryanair industry environment have used porters five forces model and Strategic group. Please refer the Appendix 04 05 (4.2) Internal Environment Analysis An internal analysis should be conducted in-order to identify the strengths and weaknesses of an organization. It also assist the firm to find-out its resources and capabilities in-order to utilize those resources to the best potential. The main objective of internal analysis for this case is to measure the Ryanairs resources in terms of other major competitors such as Easy jet and South West air lines. For the internal analysis have used value chain model and key successes factors. Please Refer Appendix 06. (4.2.1) Key successful Factors Key successful factors are some of the important factors which are necessary in business. It brings a comparative advantage to the business. It is highlighted that low-cost companies concentrate on offering the lowest prices as the first critical success factor. Although Ryanair had encountered different problems especially in line with its cost structures, the company had been able to survive and grow in the marketplace. They have implemented different marketing strategy to make the company survive in the competition and to gain a competitive position in the airline market.   Ryanair has recognised recently as the most punctual airline between Dublin and London and also recognised as the second largest airline in United Kingdom and Europes largest low-fares airline because of the strategy of it. Technology related Expertise in given industry technology Scientific technology expertise in airline industry Making Internet the primary base of distribution and marketing Distribution related Accurate filling of customers orders A strong network of communication via internet Low distribution cost Marketing related Fast, accurate technical assistance Courteous customer service Clever advertising Manufacturing related Access to adequate supplies of skilled labor A strong brand identity among the buyers Low cost marketing and distribution methods Skills related Superior work power talent Ability to develop new products and product improvements. Expertise in technology Organizational capability Superior information system Experiential top management SWOT Analysis The SWOT analysis given below is to help Ryanair to achieve their mission and objectives by capitalizing on opportunities using their strengths and reducing their weaknesses and threats. Strengths Ryanair is the 1st to launch low cost flights in Europe and has continuously maintained the low fare policy. They have a strong brand image and strong bargaining power in airport deals. Aggressive and Innovative leadership (CEO- Mr. Michael OLeary). Larger market share New fleets results in maximum aircraft utilization. Weaknesses Earn publicity through negative press reporting which affect brand image. Very poor customer relations which is damaging to the success. Low level of understanding for employees Misleading advertisements about ticket fares and destinations. In-flight mobile phones and gambling can deter some customers Opportunities Withdrawal of traditional companies from most of the less traffic intense point to point routes using regional airports. Industry growth in European air travel industry Being an fine choice of most of the market due to recession Threats Upper middle class economy travelers may seek greater value proposition than just low fares. Increasing Prices of Oil Markets and fluctuating currency issues Terrorism Impending legislations for environment protection. Recommendation. The whole analysis has summarized both pluses and minuses in the company. Through examining the Treats and weaknesses the following recommendation could be illustrates. Following strategies can be used to decrease the weaknesses and avoid threats of the company and improve its competitive upgrading. Total Quality Management The low cost strategy has hided the quality of the service. To attract and retain the customers Ryanair has to follow an effective total quality management process. Efficient total quality management values could make a great difference in the service quality. It will not only enhance the quality but also it will increase the productivity. Thus effective quality management will make the brand identity stronger and make a more brand loyalty with in customer base. Competitors Competitors like easyJet, Air Berlin, Basic Air are catering to the value market division and have established slots at some main airports and providing basic cost effective services. Later acquiring the Aer Lingus would increase Ryanairs showings in stock market and faster growth in to the value oriented market segments. Therefore Ryanair need to be more concern about the low price strategy. Customer Relationship Management In the service sector what is important is the satisfaction of the customers. Due to poor facilities and ancillary services Ryanair has lost their customer relationship. Therefore, a strong CRM strategy should be implemented to minimize the weaknesses of the company. Apart from the CRM strategies Ryanair could move on to CSR projects to draw the corporate position to the organization. (7.0) Conclusion Ryanair is the most favorable low fare airline in the Europe and with this they have been successful all the way so far. But now I can conclude from the above analysis that Ryanair have to develop a successful strategy not for only winning the low fare strategy but gaining a stable position in the value segment and in new non-European markets. References Barrett, S., (2000), Journal of air transportation of Transport Management Vol.6, pp. 13-27 (Butterworth-Heinemann; Oxford) David, F. R. (2005). Strategic Management (10th Ed.). NJ:Prentice hall Fletcher, J. (2003). Strategic Management à Ã‚ ¨ study guide and plan. Edith Cowan University. Lynch, R. (2003), Corporate Strategy, 3rd ed., Prentice Hall Financial Times Mayer, S. (2007). Ryanair and its low cost flights in Europe. University of the Sunshine Coast Queensland (Business Faculty). Retrieved April 23, 2010, from http://www.grin.com/e-book/87815/ryanair-and-its-low-cost-flights-in-europe Paul, V. (2007). French Accent Ryanair Slow on Emotion, Retrieved from April 27, 2010, from http://www.brandchannel.com/brand_speak.asp?bs_id=72 Ryanair case study analysis (2009), Retrieved from April 27, 2010, from http://ivythesis.typepad.com/term_paper_topics/2009/04/case-study-analysis-ryanair.html Ryanair and its low cost flights in Europe (2007), Retrieved from April 28, 2010, from http://www.grin.com/e-book/87815/ryanair-and-its-low-cost-flights-in-europe Ryanair Europes greenest airline. (2006). Retrieved from April 28, 2010, from http://www.ryanair.com/en/about/ryanair-and-the-environment (9.0) APPENDIX Appendix 01 Ryanair main objective is to: Offer the lowest fares at all time on all routes: Ryanair main objective is to establish itself as Europes leading low-fares scheduled passenger airline through continued improvements and expanding offerings of its low-fares service. Ryanair other objectives are to; Continue to find ways of reducing costs Though Ryanair has the lowest cost base of any of its competitors Ryanair can continue to lower its cost base as it grows even if at a slower pace. Ryanair 100% online Ryanair expect continuing to use the internet as its primary point of sale and over the next 5 years the aim is to have 100% of bookings via the internet so as to reduce the costly call centers. Increase the Frequency of Existing Routes On the moment Ryanair have an average of 3.88 flights per day per route. This figure, compared to Easyjet and traditional carriers, is very low. It means that Ryanair is losing out on business passengers who need more flexible timetables. If Ryanair can enhance the frequency on some of their routes they possibly will effectively steal some of the passengers from the traditional carriers thus increasing market share. Open New Routes in Europe There are many possible routes still un-served by low-cost carriers. Ryanair can also open routes where the competition is a more expensive for traditional carrier while attracting customers with the cheaper, no-frills option. Develop Its Smaller Continental Operating Bases Ryanair must look to other operating bases to expand their network. Although there is not the same demand outside there is still sufficient demand to make a considerable profit. Source: http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkcd=1HYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkhl =enHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkct=clnkHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkHYPERLINK http://webcache.googleusercontent.com/search?q=cache:FfQQcO538yAJ:solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdf+http://solvay.ulb.ac.be/cours/alle/BuspPresRyanair04.pdfcd=1hl=enct=clnkgl=lkgl=lk) Appendix 02 Financial Analysis Appendix 03 PESTEL ANALYSIS Political In political factor focused on Government stability, Taxation policy, foreign trade regulations and Social welfare policies but in the Ryanair case according to the provided information affected to; Increase of route charge by the government In 2006, airport and handling charges increased by 21%, slower than the growth in passenger numbers, reflecting a net reduction in costs from deals at new airports and bases despite increased costs at certain existing airports such as Stansted. Increase in trade union pressure Some of the countries in Europe have formed a trade-union among each others and due to this it gives the pressure for Ryanair to do business in these countries. Furthermore the Europe Union (EU) has expanded in the past few years and it is a big factor that affects the direction and strategy planning for Ryanair. Government passed The law for carbon emission to aviation industry to compensate further taxes Ryanair replaced its fleet of old aircraft with new more environmental friendly aircraft. The newer aircraft produced 50% less emissions, 45%less fuel burn and 45% lower noise emissions per seat. UK government put on compulsory security measures and restrictions due to terrorism attacks on airlines in August 2006, UK authorities imposed severe security measures at all airports in the face of an alleged imminent terrorist plot to attack up to 10 aircraft on transatlantic routes. Economical According to the Fletcher, 2003; The health of a nations economy affects the performance of individual firms and industries. The economic environment refers to the nature and direction of the economy in which a firm competes or may compete (Fletcher, 2003, M.3, P. 4) Economical Analysis consists of GDP, Price fluctuations, unemployment trends, depreciation of U.S dollars, interest rates and economies of scale etc. In Ryanair case they have affected by; High price ceiling of petroleum products and fuels From 2005 fuel prices are increased and Ryanairs fuel costs represented 35% of operating costs in 2006 compared with 27% the year before. Energy and fuel costs are cause of uncertainty Also jet fuel cost fluctuations are unpredictable and not controllable. Social The socio-cultural environment represents the set of values, ideals and other characteristics that distinguish members of one group from those of another according to the Fletcher, 2003, M. 3, P. 3). Organizations need to be aware of these factors because they can straightly affect the way the organizations manage the operations, more importantly human resources and marketing. Change in the mode of travelling due to the terrorist attacks Because of the terrorists attacks there was a treat that passengers would choose other forms of transport such as trains rather than facing to the inconvenience and expense of checking in luggage and extra time spent in airport security queues. Increase in travelling life style and flying patterns. Technology Many new advances in technologies can affect the way businesses are competing. Technological developments represent a real opportunity for the skillful people who can understand and apply them appropriately. It also helpful to reduce its costs effectively and furthermore can maintain good relationship with customers. Technological analysis consists of new communication technologies, product innovations, new product development and application of knowledge etc. Related to the Ryanair occurred; Technological expansion Ryanair has introduced new technological environmental friendly airlines in order to make profits High fuel efficiency, less noise pollution and lessening of carbon pollution using Boeing 737 planes Ryanair tries to reduce pollution. Web sales/services Ryanair tries completely to do online check-in in the future. Environment This consists of changes in environment that can impact on industries such as tourism and farming etc. nowadays more and more people are concerned about global warming and green house gas effects. According to the case Ryanair affect environment by; Contributing Global warming though Ryanair contribute to the global warming up to some certain they have introduced new aircrafts that reduce fuel burn in 45%. Noise level controls Also they have lower the noise emission in 45% in their new aircrafts. Legal Legal analysis consists of competition law, health and safety, employment law and product safety. As in the case Ryanair affected by; Allegations of misleading advertisement Ryanair accused it of misleading passengers on its website by exaggerating the prices of its competitors in making comparisons. Safety measures; pilots and passengers In July 2006 the Irish high court found out that Ryanair had bullied pilots and forced them to agree to a new contract, pilots had to pay à ¢Ã¢â‚¬Å¡Ã‚ ¬ 15000 for retraining on a new aircraft if they left the airline. In 2006 pilots of Ryanair lodged a pay claim stating that there is significant difference in take home pay between Ryanair and Aer Lingus pilots it also claimed that training pilots were working for nothing. Also the case says Ryanair has charged more money for the insurance than its actual amount. Appendix 04 Porters Five Forces Model. This five forces model is developed by Michael Porter and it described five forces which are Bargaining power of Suppliers, Bargaining power of customers, New entrants, Threat of Substitutes and Competitive Rivalry. These forces have analyzed below according to the Ryanair. Source: http://notesdesk.com/wp-content/uploads/2009/04/porters-five-forces-model.jpg Bargaining Power of Suppliers Aircraft Suppliers Boeing is Ryanairs main supplier. There are only 2 possible suppliers of planes. They are Boeing and Airbus. Fuel Suppliers Price of aviation fuel is straightly related to the cost of oil (Ryanair controls these through hedging Regional and Bigger Airports Regional Airports have little bargaining power as they are heavily dependent on one Airline. Bigger airports, where Ryanairs competitors operate, have greater bargaining power. Ryanairs policy is to try and avoid these airports. Bargaining Power of Customers Low price Customers are price sensitive and they know about the low cost of supplying the service from Ryanair. Distribution power of travel agents was decreasing as prospects used to book tickets from internet or through direct booking. So it was a threat to travel agents, so they employed to offer complete travel solutions to customers. Direct bookings on the Ryanair website has meant that there have been savings in the region of 42.6% in marketing and distribution costs. New Entrants Some barriers to entry there are some regulations when entering to the European countries. High capital investment at the beginning of the new airlines need big financials otherwise there is a threat of losing money. Restricted slot availability makes it more difficult to find suitable airports European countries have many landing slots that were reserved or used by national carriers. Also for new entrants have a need for low cost bases. Threat of Substitutes Other modes of transport the treat of substitutes to the airline industry comes in three main forms. These are road, rail and boat service. Of these, rail would seem to suggest the maximum threat because, certainly around Europe, it offers a brilliant continental service around the main cities that Ryanair fly to. No switching costs for the customer there is no switching cost when changing the traveling mode and there is no close relationship between customers. Competitive Rivalry Most cost advantages can be copied immediately However if any company does choose to race on the same basis as Ryanair there will be heavy pressure on prices, margins and hence on profitability Low frills and low price Ryanair has a benefit over other airlines because their policy of bundling low frills and low prices together means that they are competing for the more price responsive customer. Appendix 05 Strategic Group Model Strategic group is a group of firms in an industry following the same or a similar strategy along the same strategic dimensions. (Fletcher 2003) It consists of competitors competes with similar strategic dimensions such as product, quality, target market, geographical area. Firms are competing directly with the aligned strategic groups as they hold same strategic scope. (Porter 1980) The below graph represent the strategic group analysis for the airline industry. The grouping has been done accordance to the dimensions of quality and price. 1st strategic group This is the basic strategic dimensions of this strategic group and Ryanair provides low cost fares with no frills. Ryanairs major competitor in this strategic group is Easy jet as they contain a similar resource promise in the industry. 2nd strategic group These companies targets the middle class hence they offer fares for a moderate cost and the service contain reasonable quality. The major players in this strategic group are Ethihad, Thai, Qatar and Kuwait air ways. 3rd strategic group: Emirates, British airways and Singapore airways generally targets the high end people. They provide a luxuries service with a high pricing system. According to the Strategic group Model Identifying Strategic group layers would enhance the understanding about the direct competitors, Different bases of competitive rivalry within the strategic group and also the threats and opportunities could be examined very clearly as it narrow downs the major players in the same category.

The Botany of Desire

America. He also explains how human manipulation of the plant has weakened it, so that â€Å"modern apples require more pesticide than any other food crop. † I think the most standing out argument in this chapter is John Chapman insisted planting the apples from seeds although the fruit will taste bitter rather than sweet. He wanted to preserve the apple's wildness. This phenomenon led to the apple wine is permeated in the most American families.However, some apple trees were planted by grafting buds onto young tree stalk to satisfy people's desire for sweetness. The intended audience of the book is people who study in biology and environmental, or anyone wish to learn about how to view the world by using a plant's eye and what is the role of plants in our lives. The author's purpose Is to inform the domestication of the apple and entertain people by using a plant's eye to view the world.In addition, the author persuade grower don't plant the apple only to satisfy the people's desire of sweetness because stripped of the genetic diversity plants rely on to survive disease, the relatively few popular apple varieties grown in monoculture have become increasingly vulnerable to Insects, bacteria and viruses. Furthermore, according to this chapter, â€Å"The next best world, though, Is the one that preserves the quality of wildness itself, It only because It Is upon wildness-of all This opinion Indicates the author don't support the artificial modify.However, he changes his tone. He thinks If there Is no civilization without wildness. He considers the complex relationships between human and natural. The author combines literary, historical, and scientific references to attract audience to ponder, Is the human domesticate nature or contrary. In Pollen's writing, he supports that man and nature will use of each other. The Botany of Desire By Laughing of plants in our lives. The author's purpose is to inform the domestication of the increasingly vulnerable to in sects, bacteria and viruses.Furthermore, according to this chapter, â€Å"The next best world, though, is the one that preserves the quality of wildness itself, it only because it is upon wildness-of all things†(Pollen). This opinion indicates the author don't support the artificial modify. However, he changes his tone. He thinks if there is no civilization without wildness. He considers the complex and scientific references to attract audience to ponder, is the human domesticate