HRM Coursework Example | Topics and Well Written Essays - 1500 words

HRM - Coursework Example In order to set up an effective HR department, the first step would be to review current policies and practices. This involves reviewing the various HR functions and expectations. In this case, the HR functions will include recruitment and selection, performance management, reward management, workplace management, capacity building, employee relations and establishing an effective HRM system. The HR takes into account the organization’s structure, systems, politics, positions among others. The next step is to discuss the beliefs and values of the organization with senior management. Here, the HR takes it upon himself discuss issues such as the organization’s short term and long term goals and objectives, the expectations of the HR department and how the HR contributes to the objectives of the organization. The HR should also discuss the current organizational culture, as well as core activities and business drivers with senior management. By now the HR has a wide view o f what the organization is working towards and is ready to be part of it. The next step is to formulate the HR department’s objectives and strategies. This involves drafting job description, job analysis, job specifications, payroll and compensation. The HR will also have to lay out appointment, termination and resignation procedures. As a function of HR, it is necessary to draft induction and orientation programs. At this point, it is essential to review main functions of HR department. These key functions include job development, recruitment and selection, organizational behavior policies and programs, organizing, HR planning, performance management, HR development, reward management, employee relations, health and safety of employees. With this in mind, the next step is to note what is necessary for the organization in order of priority to make up the HR system. Here, the HR should write a report detailing the situation on the ground, the HR department required priorities, the action plan and the time schedule. The HR can now form the department as the HR manager with the assistance of one training manager, one salary administration manager and recruitment and selection manager. The HR then seeks approval from senior management to implement the plan. Question two The most appealing HR function is the recruitment and selection process. This is because it is the core function of the HR department. Without recruitment and selection, there would be no workforce; hence, there would be no HR department. Absence of workforce to carry out the activities an organization will lead to its closure. The information in the article is detailing the importance of the recruitment and selection process in any organization. The article details the steps that the HR manager should follow in the recruitment and selection process. Any organization requires qualified and competent employees; hence, the article emphasizes the need for a thorough recruitment and selection pr ocess. According to the article, the recruitment and selection process should be as efficient as possible, because the success of any organization depends on it. The article attempts to solve the problem of managers who take the process lightly. A HR manager, who fails in the selection and recruitment of employees, will be responsible for the failure of the organization. The articles also insist that team charged with recruitment and selection should have the required skills. This is because this team has the

Philosophy Essay Example | Topics and Well Written Essays - 250 words - 17

Philosophy - Essay Example The criminal whom the officer did not arrest may end up harming another person. Taking a bribe is, therefore, not a good thing to do. It only benefits the officer, while harming the public or the society. Furthermore, the officer may lose his or her job. Taking of bribe will only lead to happiness within a short run, but in the long run, it will lead to grief. However, refusing a bribe is beneficial to the officer and the society. The officer will arrest the criminal, and reduce crime within the society. This leads to much happiness within the community, and chances are high that the officer may get promotions. Based on this example, carrying out an activity that leads to the happiness of the society is beneficial. This is because the effects of the action will last long, and it will also benefit the society, and the individual himself. Basing on the example of the police officer, refusing a bribe led to the reduction of crime, and also to his or her promotion. It is, therefore, important to conclude that an action that results to the general good of the society, will lead to more happiness. It is the right thing to

Orbids of the Skull

Orbids of the Skull Sarah Ferreira 1.INTRODUCTION The orbits of a human skull is the space in which the eye and it’s appendages are located. The two orbits in the human skull are conical â€Å"holes† that opens into the midline of the face and point back into the head. Each orbit includes an apex, four walls and a base. The functions of these orbits is firstly to keep the eye â€Å"safe† from any mechanical injury and secondly to supply an entrance for the optic nerve(that transports visual information from the eye’s retina to the vision centers in the brain through electrical impulses) to the brain. A thorough understanding of the anatomy of the orbits of the human skull is very important to any doctor in order to comprehend any disorders that patients might experience that are related to the eye socket itself, as well as to understand the surgical management of this region in the human skull. 2.The orbit of the skull 2.1The general location of the orbits in the human skull: The orbit in the human skull lies anterior to the temporal fossa (laterally) and anterior to the middle cranial fossa (medially). It’s also situated superior to the maxillary air sinus, lateral to the nasal space as well as below the anterior cranial fossa. 2.2The shape of the orbit of the skull: The shape of the orbit in the human skull looks like a pyramid that has four distinctive sides (â€Å"walls†), but as one moves posterior, it becomes three sided( toward the apex). The most posterior portion of the pyramid shaped orbit is the apex (of the orbit) and it’s positioned at the craniofacial junction. ( The apex is also where the optic canal (that contains the central retina vein, ophthalmic artery, symphathetic nerve and optic nerve) opens into the posterior part of the orbit and it forms the tip of this pyramid shaped â€Å"cavity† or structure.) 2.3The bones of the orbit of the skull and their bone classification: There are seven bones that make up the orbit namely the: 1)The Maxillary bone(that is also classified an irregular bone) 2)The orbital plate of the Frontal bone(that is also classified as an irregular bone) 3)The Zygomatic bone(that is also classified as a flat bone) 4)The Ethmoidal bone(that is also classified as an irregular bone) 5)The Lacrimal bone(that is also classified as a flat bone) 6) The Palative bone (that is also classified as an irregular bone) 7) The Sphenoid bone (that is also classified as an irregular bone) All of the above mentioned bones also form part of the human skull. The orbit also contains fissures and fossae where various blood vessels and nerves pass through. 2.4The walls of the orbit The orbit as mentioned earlier consist of four sides or â€Å"walls†. The facial and cranial bones that forms the structure of the orbits also forms these four walls. The walls of the orbit of the skull are as follows: 1)The superior wall/ â€Å"roof† 2)The lateral wall 3)The inferior wall/ â€Å"floor† 4)The medial wall. 3Introduction to the bones of the orbit and the orbital walls that they form: The superior margin and most of the roof of the orbit are formed by the frontal bones of the orbital plate. The inferomedial margin and the floor of the orbit is also formed by the maxilla bone. The anterior part of the lateral wall and the inferolateral margin of the orbit is also formed by the zygomatic bone. Much of the medial wall of the orbit is also formed by the lateral mass of the ethmoid bone. There are also a number of ways in which the sphenoid bone contributes to the structure of the orbit: Firstly, the lateral wall posterior to the Zygomatic bone is constituted by the greater wing of the sphenoid bone and secondly the posterior margin of the roof (or superior wall) is formed by the lesser wing of the sphenoid bone.Thirdly the optic canal (that provide a passage for the optic canal and the optic nerve into the orbital space) which is in the apex of the orbit, is also framed by the roots of the lesser wing of the sphenoid bone.( This†roots† of the lesser wing a lso connects it to the body of the sphenoid bone.) The medial wall of the orbit( that is between the frontal process of the maxilla and the lateral mass of the ethmoid is completed by the small, curved , lacrimal bone. The posterior angle of the floor or inferior wall is completed by the orbital process of the palatine bone that is insinuated behind the maxilla and underneath the ethmoid bone. 3.1The superior wall or â€Å"roof† The lesser wing of the sphenoid bone constitutes/forms the posterior margin of the superior wall and also surrounds the optic canal( that â€Å"ac† as a channel for the optic nerve and ophthalmic artery). Thus the optic canal is situated posteriorly in the wing of the sphenoid bone that is smaller i.e. the lesser wing and this canal also communicates with the middle cranial fossa. (A fossa is a hollow or a shallow depression.) The superior margin of the bony cavity that contains the human eyeball are formed by the orbital plate of the frontal bone and this bone forms almost everything of the superior wall of the orbit except the posterior extremity of the superior wall. This specific part (the posterior extremity) is formed by the lesser wing of the sphenoid bone. The superior orbital fissure is also situated posteriorly between the greater wing of the sphenoid bone and the lesser wing of the sphenoid bone. (This fissure also communicates with the middle cranial fossa and also provides a passage for the frontal nerve, lacrimal nerve, oculomotor nerve, trochlear nerve, abducent nerve, nasociliary nerve and lastly the superior ophthalmic vein). A fossa for the lacrimal gland is made by the roof that rises laterally above the level of the rim of the orbit. The superior orbitals margin’s contour is laterally sharp and medially round. The supraorbital notch also leads from the orbit onto the face at the point of transition. On the frontal bones maxillary process, a small trochlear fossa that is in the anterior medial angle of the orbit gives an attachment to the trochlea. 3.2The Medial wall The medial wall consists of 4 bones namely: the sphenoid bone, ethmoid bone, lacrimal bone and maxillary bone. Thus the frontal process of the maxilla largely constitutes the medial margin of the orbit. The shorter maxillary process of the frontal bone are also met by the rising of the frontal process of the maxilla. The maxilla itself contributes little more than the rim to the medial orbital wall. The lacrimal bone, that has an irregular shape, articulates vertically with the frontal process of the maxilla within the orbit. The lacrimal sac’s fossa are framed or formed by both of these bones. The bony nasolacrimal canal is also continuous with the fossa which also proceed into the inferior nasal meatus below( that is the gap(space) covered by the inferior nasal concha. Posteriorly the fossa is bounded by a vertical ridge (that is named the lacrimal crest) and from this the orbital surface of the lacrimal bone increases posteriorly to meet the lateral mass of the ethmoid bone. The upper part of the nasal cavity are separated from the orbit by the lateral mass of the ethmoid bone. The lateral mass of the ethmoid is pneumatized extensively by the ethmoid air cells and in many skulls this gives the medial wall the appearance or likeness of an unviolated honeycomb. The thinnest part of the wall is the lamina papyracea which means a â€Å"layer as thin as paper† The frontoethmoidal suture is where the medial wall and the roof of the orbit mets. Across this boundary, the ethmoid air cells of the lateral mass extend upward into the overlying frontal bone.The anterior and posterior ethmoidal foramina open out of the orbit along the suture line into canals that pass horizontally between adjacent air cells. The first leads onto the upper surface of the cribriform plate, the second into the posterior ethmoidal and sphenoid air sinuses. 3.3The Lateral wall The Zygomatic bone forms the lateral margin and wall of the orbit and the greater wing of the sphenoid bone, completes this lateral wall The greater wing of the sphenoid also does not articulate with the lesser wing of the sphenoid or the maxilla bone and because of this there is two gaps posteriorly. The first â€Å"gap† is the superior orbital fissure that is located between the lateral wall and the superior wall and the second†gap† is the inferior orbital fissure that located between the floor( also called the inferior wall ) and the lateral wall. These 2 fissures converge in the apex of the orbit of the skull that is just lateral to he optic canal. The inferior orbital fissure is roughly in line with the zygomatico-orbital foramen that opens in the orbital surface of the zygomatic bone.h This Zygomatic orbital foramen can be doubled or multiple or it may be so hidden as to be virtually missed by the human eye. 3.4The floor or inferior wall The maxilla(medially) and the Zygomatic bone(laterally) forms the inferior margin of the orbit that is also named the floor. The floor is also the shortest of all the orbit’s walls) The whole of the orbit floor is also virtually formed by the maxilla bone and the Zygomatic bone. The maxilla bone constitutes almost all of the surface of the floor except the extreme lateral angle.The roof of the maxillary air sinus is also formed by the bone of the floor that is very thin. The floor is completed in front of the apex by the small orbital process of the palatine bone.The inferior orbital fissure is left by the prominent infraorbital groove and this prominent infraorbital groove runs directly forward on the surface of the maxilla.This groove (halfway across the floor of the orbit) becomes continuous with the infraorbital canal( thus the infraorbital groove (and canal) is located in the inferior wall of the orbit and in the maxilla’s orbital plate and it â€Å"transfer† the blood vessels and the infraorbital nerve) , which eventually ends in the infraorbital foramen ( on the anterior surface of the maxilla below the orbital margin. 4The neurovascular portals in the orbit’s walls and in the apex( some of them ( the nerves and arteries that go through passages in the orbit and apex) are discussed below.): 4.1The apex From the middle cranial fossa the optic canal opens directly into the apex of the orbit. The ophthalmic branch of the internal carotid artery as well as the optic nerve(that’s covered by all meningeal layers) goes through the optic canal. Between the orbit and the middle cranial fossa the main passageway is the superior orbital fissure. 4.2The Medial wall The anterior and posterior ethmoidal branches of the nasociliary nerve are transmitted by the anterior and posterior ethmoidel foramina. Corresponding branches of the ophthalmic artery and veins draining to the superior ophthalmic vein also accompanies them. 4.3The Roof The supraorbital nerve and vessels are transmitted by the supraorbital notch( or foramen) onto the forehead. The supraorbital nerve is the larger extension of the frontal nerve and the artery is from the ophthalmic artery. 4.4Floor The infraorbital and zygomatic nerves and vessels are â€Å"transferred† by the inferior orbital fissure. The infraorbital nerve and vessels are carried from the inferior orbital fissure to the infra orbital foramen(through this foramen they appear onto the face) , by the infraorbital canal and the infraorbital groove. 4.5Lateral wall The zygomatic orbital foramen transmits the zygomatic vessels and the zygomatic nerves into the zygomaric bone( this happens beyond the lateral end of the inferior orbital fissure) The Zygomatoc facial foramen is the passageway through which the zygomatico facial nerve and vessel appear on to the head. It may happen that there are two foramens rather than one and this is not unusual. The zygomaticotemporal foramen is also the passageway through which the zygomaticotemporal nerve and vessels emerge into the temporal fossa. Picture of the orbits 5Possible clinical application in Radiography In Radiography(orbital Radiogrpahy) injury to they eye or trauma to the eye are detected by orbital x rays. ( Orbital x-rays are x-ray images of the left and right eye sockets in the human skull. It also includes the frontal sinuses and maxillary sinuses). Orbital x-rays are also used to detect changes in the structure of the eye, which may lead to various diseases, as well as to detect foreign bodies in the eye that a opthalmoscope( that’s an instrument that detect foreign bodies in the eye) cannot â€Å"spot† In the Radiography department there is going to be patients who have fractures and diseases of the orbitals. Some of the fractures encountered could be a fracture of the zygomatic arch, displacement of the zygomatico-frontal suture, infraorbital fractures, etc. It will be expected of every qualified Radiographer to take orbital x-ray images of these patients orbitals. To be able to do this a Radiographer must be familiar with complex anatomy of the orbits in the skull and it associated soft tissue . For example if a patients that’s been in a car accident has fractured his orbitals and this resulted in a fracture of the zygomatic arch, then it would be expected of a radiographer to know where this zygomatic arch is located in order to take an orbital x-ray image of that area. A Radiographer must also have sufficient knowledge to be able take an orbital x ray image in the correct angle or to discern when to take several x-rays (from different angles) in order to show the fractur e to the zygomatic arch more clearly. It may happen in serious emergency cases that the Radiographer must firstly look for any damage on the patients face(before he/she can take an x-ray) , and if this radiographer doesn’t know where the facial bones or orbital bones is located then it wouldn’t help taking an image of the wrong facial bone, because that would be of no usage to the doctors seeing the orbital x-rays, because they want to see the fracture in order to make a diagnosis. A doctor may also ask a radiographer if she can see anything abnormal on the x-ray and then again this radiographer must be able to identify the bones and the location of the fractures. Thus it is very important for a radiographer to know where the orbitals lie and of what bones it consists. 6CONCLUSION From the above mentioned research I conclude that it is very necessary for a radiographer to know the orbits of the eye in order to take valuable x-ray orbital images of this area. The orbitals of the human skull is also of utmost importance , because of the fact that it contains the eye, ( a vital organ that is used in almost every activity of a human being ex. from reading the newspaper to crossing the street) and thus patients that has any damage to this area need to be helped swiftly before a minor orbital injury could proceed to a life threatening injury and results in the patient losing his eye. A Radiographer also pays an important role in â€Å"helping† these patients and must know the anatomy of the orbits in order to supply the doctors with the needed medical information that would help doctors to make a diagnosis. REFERENCES Thogarapalli, N. [s.a.] The human eye: what and importance . http://www.odec.ca/projects/2006/thog6n2/importance.html Retrieved on the 2nd of April 2014 Scott, O. 2010. Zygomatic Arch and Orbital Fractures. http://www.patient.co.uk/doctor/Zygomatic-Arch-and-Orbital-Fractures.htm Retrieved on the 2nd of April 2014 Siwek, D.F. 2009. The orbit http://skullanatomy.info/Individ%20Spaces/Orbit/Orbit.htm Retrieved on the 2nd of April 2014 Farlex. [s.a.] The Free dictionary: orbital cavity http://www.thefreedictionary.com/orbital+cavity Retrieved on the 2nd of April 2014 Thiagarajan, Balasubramanian Thiagarajan, B. 2013. http://entscholar.com/article/anatomy-of-orbit/ Retrieved on the 2nd of April 2014 Balasubramanian, T. [s.a.] http://www.drtbalu.com/orbit_ana.html Retrieved on the 2nd of April 2014 Quizlet, 2014. Anatomy test 3 http://quizlet.com/7795054/anatomy-test-3-flash-cards/ Retrieved on the 2nd of April 2014 O’Rahilly,R., Muller,F. , Carpenter, S. Swenson, R. 2008. Basic human anatomy : the orbit. https://www.dartmouth.edu/~humananatomy/part_8/chapter_45.html Retrieved on the 01st of April Petruzelli, G.J. 2013. Orbit Anatomy http://emedicine.medscape.com/article/835021-overview Retrieved on the 01st of April 2014 Orbits. [s.a.] https://www.boundless.com/physiology/the-skeletal-system/skull/orbits/ Retrieved on the 01st of April 2014 Snell, R.S. 2011. Clinically anatomy by regions http://books.google.co.za/books?id=vb4AcUL4CE0Cpg=PA553lpg=PA553dq=orbital+opening+lies+anteriorly.+About+one+sixth+of+the+eye+is+exposedsource=blots=fJHbn-cfItsig=HzlJmwJuIL1FfloCdW5BUw75e_8hl=ensa=Xei=uvE7U4boOZSqhQernYGgBwved=0CCkQ6AEwAQ#v=onepageq=orbital%20opening%20lies%20anteriorly.%20About%20one%20sixth%20of%20the%20eye%20is%20exposedf=false Retrieved on the 01st April 2014 1

Weight Loss with the Atkins Advantage Bar :: Health Nutrition Diet Exercise Essays

Weight Loss with the Atkins Advantage Bar   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The low carbohydrate Atkins Diet is the latest craze in the weight loss world. The high fat and protein content of the diet is successful at reducing weight because carbohydrates produce an elevated insulin response which in turn increases hunger and the craving for more carbohydrates. Thus, the level of insulin increase from the intake of an Atkins Advantage Bar is almost equal with the insulin levels after the intake of chicken. Meanwhile, the Zone Diet’s Balance Bar, which contains 40% carbohydrates, causes insulin levels to increase above that of chicken and the Atkins Advantage Bar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In order to lose weight in a short amount of time one should snack on the Atkins Advantage Bar. According to a study done by Steven R. Hertzler and Yeonsoo Kim, Ph.D.s of Nutrition, data showed that insulin levels remained at a constant 100 for those who consumed only chicken at a meal. Those who consumed an Atkins Advantage Bar insulin levels peaked at 200 after one half hour then slowly declined back down to a steady rate with the chicken level. If one were to eat chicken all day they would lose weight but it would not be in a very healthy way. Chicken is all protein and one needs some carbohydrates and fat to remain healthy. Variety is a must have in diets and chicken and only chicken is not good. The high in fat and protein Atkins Advantage Bar comes pretty close to this but still remains healthy because they have a few but not many carbohydrates. This bar goes along with the diet in that high fat and protein help one to lose weight at a constant rate with only a sparingly amount of carbohydrates. A slight increase of insulin levels within the first half hour of intake and then a steady decrease makes the Atkins Advantage Bar closest to chicken in insulin levels.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Meanwhile, the Zone Diet's Balance Bar is just as healthy but does not produce the weight loss results as rapidly due to the increase in carbohydrates. Hertzler and Yeonsoo's study of the effects of eating a balance bar as a meal showed that insulin levels rose to about 350 points after one half hour. This number is much higher than the 200 point peak of insulin levels with the intake of the Atkins Advantage Bar. This number soars above the 100 point consistency that chicken

Color and Gatsby Essay

Convey The Jazz Age: overwhelming parties, dresses and a variety of colours to symbolise the vibrant and colourful (maybe garish? ) lives/culture of people during The Jazz Age. Yellow and Gold: Money, Money, Money. Oh, and Death. First off, we’ve got yellows and golds, which we’re thinking has something to do with†¦gold (in the cash money sense). Why gold and not green? Because we’re talking about the real stuff, the authentic, traditional, â€Å"old money† – not these new-fangled dollar bills. So you have Gatsby’s party, where the turkeys are â€Å"bewitched to dark gold,† and Jordan’s â€Å"slender golden arm[s]† (3. 19), and Daisy the â€Å"golden girl† (7. 99), and Gatsby wearing a gold tie to see Daisy at Nick’s house. But yellow is different. Yellow is fake gold; it’s veneer and show rather than substance. We see that with the â€Å"yellow cocktail music† at Gatsby’s party (1) and the â€Å"two girls in twin yellow dresses† who aren’t as alluring as the golden Jordan (3. 15). Also yellow? Gatsby’s car, symbol of his desire—and failure—to enter New York’s high society. And if that weren’t enough, T. J. Eckleburg’s glasses, looking over the wasteland of America, are yellow. White: Innocence and Femininity. Maybe. While we’re looking at cars, notice that Daisy’s car (back before she was married) was white. So are her clothes, the rooms of her house, and about half the adjectives used to describe her (her â€Å"white neck,† â€Å"white girlhood,† the king’s daughter â€Å"high in a white palace†). Everyone likes to say that white in The Great Gatsby means innocence, probably because (1) that’s easy to say and (2) everyone else is saying it. But come on – Daisy is hardly the picture of girlish innocence. At the end of the novel, she’s described as selfish, careless, and destructive. Does this make the point that even the purest characters in Gatsby have been corrupted? Did Daisy start off all innocent and fall along the way, or was there no such purity to begin with? Or, in some way, does Daisy’s decision to remain with Tom allow her to keep her innocence? We’ll keep thinking about that one. Blue: This One’s Up For Grabs Then there’s the color blue, which we think represents Gatsby’s illusions — his deeply romantic dreams of unreality. We did notice that the color blue is present around Gatsby more than any other character. His gardens are blue, his chauffeur wears blue, the water separating him from Daisy is his â€Å"blue lawn† (9. 150), mingled with the â€Å"blue smoke of brittle leaves† in his yard. His transformation into Jay Gatsby is sparked by Cody, who buys him, among other things, a â€Å"blue coat†Ã¢â‚¬â€and he sends a woman who comes to his house a â€Å"gas blue† dress (3. 25). Before you tie this up under one simple label, keep in mind that the eyes of T. J. Eckleburg are also blue, and so is Tom’s car. If blue represents illusions and alternatives to reality, maybe that makes the eyes of God into a non-existent dream. As for Tom’s car†¦well, you can field that one. Grey and a General Lack of Color: Lifelessness (no surprise there) If the ash heaps are associated with lifelessness and barrenness, and grey is associated with the ash heaps, anyone described as grey is going to be connected to barren lifelessness. Our main contender is Wilson: â€Å"When anyone spoke to him he invariably laughed in an agreeable colorless way† (2. 17). Wilson’s face is â€Å"ashen,† and a â€Å"white ashen dust† covers his suit (2. 17), and his eyes are described as â€Å"pale† and â€Å"glazed. † We’re not too surprised when she shows up with a gun at the end of the novel. Green: Life, Vitality, The Future, Exploration Last one. We’re thinking green = plants and trees and stuff, so it must represent life and springtime and other happy events. Right? Well, the most noticeable image is that green light we seem to see over and over. You know, the green light of the â€Å"orgastic future† that we stretch our hands towards, etc.   (9. 149). Right before these famous last lines, Nick also describes the â€Å"fresh, green breast of the new world,† the new world being this land as Nick imagines it existed hundreds of years before. Green also shows up—we think significantly—as the â€Å"long green tickets† that the rich kids of Chicago use as entry to their fabulous parties, the kind of parties where Daisy and Tom meet, and where Gatsby falls in love. So green does represent a kind of hope, but not always a good one. When Nick imagines Gatsby’s future without Daisy, he sees â€Å"a new world, material without being real, where poor ghosts, breathing dreams like air, drifted fortuitously about†¦ like that ashen fantastic figure gliding toward him through the amorphous trees. † Nick struggles to define what the future really means, especially as he faces the new decade before him (the dreaded thirties). Is he driving on toward grey, ashen death through the twilight, or reaching out for a bright, fresh green future across the water?

Asian Low Cost Carrier Essay

1.1. Budget Airlines The original concept of budget airlines is basically outsourced business. It puts together other businesses into and integrates those separate businesses into a form of operation and put effort to create a brand. Basically, it will try to minimize capital investments and cover it with operational expenses. And by nature of its business model, the cost structures are all variable costs, or very minimum fixed costs. With this business model, the company is not only rent the aircraft, but also outsourced its pilots, flight attendants, and other employees. It will sell tickets through agents and use service from company doing aircraft maintenance and services. And to ensure the profitability, it is critical that the operational costs, which is the main source of expenses, to be as low as possible. Therefore, it is typical that companies using this business model to use old airplanes which are close to end of the service-life. This will cost them much lesser than new airplanes. 1.2. Low Cost Airlines BusinessDictionary.com defined low cost airlines as â€Å"charter and/or scheduled flights to offer bargain-basement fares. Budget airlines usually land at and take-off from secondary airports, do not provide inflight meals or refreshments, and may not even offer numbered seat allocation. Their ticket prices are fixed, and non-refundable in case of a cancellation or no-show. Also called no-frills airline†. Wikipedia defines it as â€Å"an airline which tries to keep its prices and fares lower than competitors. It usually does this by not offering services like free food and drink on a flight and keeping fines from airports low by keeping on time. They also usually only use one type of aircraft† In this business model, airline companies are trying to squeeze cost structure and create an affordable ticket price. It minimizes services, uses budget terminal, reduces allowable luggage, less leg room, no in-flight entertainment and meals. Secondary airport will be the first choice, and the each airplane will only have approximately 25 minutes between flights for refueling, cleaning, onboarding passengers, etc. SECTION 2 –Low Cost Airlines in Asia 2.1.Air Asia A Malaysian-based low-cost airline owned by Tony Fernandez.AirAsia is Asia’s largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia. AirAsia group operates scheduled domestic and international flights to over 400 destinations spanning 25 countries. Its main hub is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA) in Malaysia. AirAsia’s registered office is in Petaling Jaya, Selangor while its head office is at Kuala Lumpur International Airport. 2.2.Tiger Airways Tiger Airways is headquartered in Singapore. It operates scheduled flights to regional destinations in Southeast Asia, Australia, China and India from its main base at Singapore Changi Airport. Its head office is in the Honeywell Building in Changi Business Park Central. Tiger Airways won the CAPA Low Cost Airline of the Year Award for 2006 and 2010 2.3.Lion Air Indonesia’s largest privately run airline, capturing the largest share of the domestic market share. Headquartered in Jakarta, Lion Air flies to cities within Indonesia and to Singapore, Vietnam, Malaysia and Saudi Arabia. Its main base is Soekarno-Hatta International Airport. As of July 2010, it operates scheduled passenger services on an extensive network from Jakarta to 56 destinations. Along with most other Indonesian carriers, Lion Air (including its Wings Air subsidiary) is on the list of air carriers banned in the European Union due to safety concerns as of February 2012 2.4.Jet Star Jetstar is an Australian budget airline established originally as a local subsidiary of Qantas. It first served domestic routes and New Zealand destinations. In subsequent years it expanded its network to South East Asia, China and Japan. The sister company Jetstar Asia Airways operates routes out of Singapore. Combined they serve almost all major destinations in Asia. Valuair was acquired in 2005 and fully integrated into the network. SECTION 3 – Airline Trends It is obvious that the airline industry is a rapidly growing, and it is now much more affordable to fly. Years ago, fly was a luxurious thing and airline industry was one of most wanted industry to work. The existence of low cost carrier model has helped the industry to grow and affordable flights are become realistic. It elevates the market growth and snapshots of LCC capacity share below will give better perspective in explaining that. 3.1.Deregulation When fly was expensive and only for certain people, it was a challenge to keep the existence of airline companies. Most of countries are supporting its airline companies to keep it operates and available in many different ways including financial supports. Along with this privilege come sets of regulations that airline companies need to comply, and some of these conditions were barriers to the industry to grow. Currently, as airline industry grows with its huge and growing market, companies are becoming much more independent and profitable. With this situation, the industry is now less regulated. Overall industry is more controlled by competition among airlines and market demands. However, deregulation does not mean that there is no regulation. The industry still regulated such as in the area of safety, some environmental aspects, taxes and permits, etc. 3.2.Asia Open Sky Policy 2015 Globalization is something that should be anticipated, and different countries implement different strategy to implement it. Some of countries are well-prepared, and some neglect it and sitting in the lowest level of the food chain. Indonesia has signed the agreement for open market and in airline industry, there is Asia Open Sky Policy where all airlines can fly their airplanes to any destination in Asia by 2015. This means that the passengers from Makassar do not need to transit in Jakarta or Bali if they want to go to Phuket, they can take direct flight instead. This means that there will be more airports in each Asian countries serves international flights and there will be custom check at each airport. 3.3.Infrastructure Construction Given the fact that the business is profitable, the market is growing, travel with airplane is now for everyone, and the open sky policy, it considered by most stakeholder in this industry as potential opportunity. To boost the growth, many countries are trying to upgrade their infrastructure such as airport, terminal and commuter to connect terminal and the city. Jakarta has also part of this effort where government is thinking to connect Gambir train station to Soekarno-Hatta International Airport. Apart from upgrading the infrastructure, there are also number of airport will be built. Indonesia is planning to have at least 24 additional airports in the next five years. This is also supported by the fact that current International airport in Jakarta has served double of its daily capacity. Besides the business aspects, there is a more important aspect that needs to be taken care, safety. 3.4.Electronic Booking Computer and internet technologies have given better flexibility, efficiency and effectiveness of most of human work and interaction. This helps the globalization to grow to what it is today. The existence of these technologies helps companies to connect with their customers easier and cheaper compare to have a physical representation. Low cost carrier has captured this concept and built its online booking system, and some are also provide online check in system. AirAsia is one of pioneer in this online booking system. SECTION 4 –Strategy and Positioning 4.1.Generic Strategies Using Porter’s Generic Strategies model, we can analyze further airline industry and segment it based on its general strategy. There four sections where airline companies can be classified based on strategy they use, as describe in below figure. It can be seen that airlines such as Garuda Indonesia, Singapore Airlines and Malaysian Airlines are in the same box. They are working on the uniqueness and differentiation, make the experience of flying with their airplanes are memorable moment and service are mainly excellent. In the Focus-Cost, Airfast and Riau Airlines as example are low cost carrier with focus market. Airfast exist because of Freeport mining, and only serves air transportation for Freeport. And Riau Airlines are only exist in Riau province, connecting regions within the province and still supported by provincial government. Premi Air, Indika and Trigana Air are chartered airlines for. Indika is specifically doing cargo services, while the other two airlines will carry passengers. These airlines are customers are companies and government, and in some occasions are political parties during campaign. As described above, AirAsia, TigerAir, Jet Star and Lion Air are working on cost leadership servicing broader type of customers. In this concept of strategy, there might be companies that are trapped in the middle, and in this case, Merpati is taken as an example. Merpati trying to be low cost as well as provides memorable flights through its certain level of service. It makes a lot of complication and might lead to financial consequences. 4.2.Five Forces to Generic Strategies This is the model that is used to see the relationship between Five Forces to the Generic Strategies model. In cost leadership strategy, companies will be able to handle almost all of five forces elements through their strength in cost and price, as long as they can avoid power suppliers. And in the focus strategy, companies are more effective in handling five forces. When cost leadership style companies will avoid power supplier, the focus style companies will better able to pass on the pressure from suppliers to their customers. While in the differentiation strategy, companies are relatively most effective in managing five forces and mostly will be able to waive potential challenges from five forces by using their strength. SECTION 5 – Defining Strategy 5.1.Low Cost Airlines Strategy Definition In defining strategy, there are three factors should be considered. They are steering factor that is overseeing things that a company wants to achieve : sustainable business or maintain in maturity stage and large market share. The second is resource factor, which is things that a company has, this includes people, assets, knowledge, technology, etc. The third is environment, a condition where company does the business. This includes market condition, regulations, etc. In environment elements, LCC has to meet cut throat market; it is a situation where competitors use predatory pricing and heavy promotion to eliminate or undermine their rivals. In term of regulation, LCC meets open sky policy where the airlines can fly more routes. Lack of human resources availability is one of the threat for LCC. 5.2.Low Cost Airlines Strategy to Cope with Operational Cost LCC implements low fare business concept, to cope with operational cost, LCC implements several strategies. * Fuel hedging Airlines can sign contract locking in current price for months or even years to anticipate the fuel price is going to rise in the future * Smaller airport to get cheaper airport fees * Short haul Direct flight to destination, this increases the number of scheduled flights, boost profits and cuts down on waiting time on the ground. The crew comes from local area, fly in the same route everyday, no layover, this will cut the operational cost. * Simplified * Use 1 kind of aircraft only, this will save money on maintenance and repair, on pilot and mechanic training since they don’t need to separate training programs for each different type of aircraft. * 1 class only, single class, first come first served basis, simplifies interior design of the plane, reduces the number of crew members required per flight and reduces the overhead necessary to run complicated booking systems. It also speeds up turnaround times, allowing the airlines to schedule more flights and therefore make more money. 5.3.SWOT Analysis It is fundamental to assess company’s SWOT (Strength, Weakness, Opportunity and Threat) and put it as a foundation to build further analysis and decision around strategies. LCC may implements some strategies to run their business, and have the strategies as their strengths but sometimes they have to face the threat that comes from the environment, then turns their strengths into weaknesses. For example, overcapacity of the airport can be a threat in safety and on time performance because there will be flights queue during take off and landing. SECTION 6 –AirAsia, the Strategic Management 6.1.Key Success Factor A key success factor is a performance area of critical importance in achieving consistently high productivity. * Safety is quality * On time performance * Qualified crew * Point to point route system (No Transit) * Pricing strategy 6.2.Core Competence * Simple and Easy booking website * Secondary terminal LCC usually use the secondary terminal not the primary terminal, example like Low Cost Carrier Terminal at Kuala Lumpur International Airport (LCCT-KLIA) welcomed Tiger Airways. Benefit of using secondary airports * The airport fees for secondary airports are usually a fraction lower than major hub airports as they are otherwise left idle. * Smaller airports have simple check-in and baggage systems, which will allow LLCs to operate a simple and efficient baggage system with the minimal man power required. * Due to the low traffic at secondary airports, LLCs can achieve a very efficient turnaround time of their aircraft allowing more scheduled services. * Decentralised flight crew for efficiency the crew comes from local area, fly in the same route everyday, no layover, cut crew accomodation cost. 6.3.The Growth * Blue Ocean Strategy Blue ocean strategy that air asia create in the south east asia market was uncontested one by 2003-2004. they have no match, and this was even overlooked by indonesia’s Lion air at that time as well. Obviously airlines such as Garuda finally saw the opportunity, and in order to compete they create a subsidiary Low cost airlines called Citilink * Competitive advantages (must have if want to growth ) * Lower check in time * Lower turn around time * Pioneer in IT implementation * Personalisation 6.4.Challenges in Growth * Tighter government security Despite its just a secondary airport, it still need the x-ray for security reason. * Training requirement for flight crew This flight crew is not create in one night. It Take many times to train flight crew. It need times to stick this on their brain that aviation is a big industry and a very dangerous industry. * Restriction on infrastructure (airport, access, and Traffic controller) Like Medan they have a new airport already built but guess what, there is no road that connects they city to that airport. Land acquisition for the new airport is done but not yet for the road. SECTION 7 – Expansion and Strategic Alliance 7.1.Expansion * Air Asia Malaysia – Indonesia, Thailand, Japan Air asia is started in malaysia, now they have air asia indonesia, air asia thailand, air philipines, air asia japan. Its very good growth and Strategicly are contested nevetheless. * Jetstar Australia – Singapore, Japan Now jetstar australia see opportunities in asia, they also expand to singapore and japan. Working with local investor, jestar now operate hubs out of asia’s major cities * Tiger Air acquired Mandala Tiger airways which is singapore base aquired Mandala airlines recently. Mandala Airlines will focus on LCC market in Indonesia, while expanding their fleet to meet the demand of the market * Lion Air, Malindo Air, Pacific Air Lion air extend to vietnam with pacific air. Anyone that lives in Medan, Balik Papan, Pekanbaru or even Surabaya has to go to Jakarta now to go abroad, and that would cost them more in air fares and take more time. the purpose is to make either Singapore or Malaysia a gateway to carry Indonesian passengers onward. Now lion group have Malindo, which is going to be their gateway to fly to Kuala Lumpur and beyond. 7.1.Strategic Alliance Strategic alliances can be done a few ways. Joint venture is a strategic alliance in which two or more firms create a legally independent company to share some of their resources and capabilities to develop a competitive advantage. Example such as Air Asia and Air Nippon Airways to create Air Asia Japan inorder to expand in Japan Low Cost market. Equity strategic alliance is an alliance in which two or more firms own different percentages of the company they have formed by combining some of their resources and capabilities to create a competitive advantage. This can be seen in Air Asia Flight Academy where Air Asia allied with Canadian based CAE, a training solution provider to train Air Asia Pilot, using human resources from CAE and the building of Air Asia. This strategic alliance was a way to avoid using Air Asia pilot in ground training, so the pilots can stay flying and maintain the crew strength of Air Asia. Meanwhile a way of exapanding the brand for CAE is the advantage that CAE received. Non-equity strategic alliance is an alliance in which two or more firms develop a contractual-relationship to share some of their unique resources and capabilities to create a competitive advantage. This can be seen through brand strategy awareness of Air Asia by endorsing Manchester United paint in one of the plane. Or Emirates building an emirates stadium in Arsenal City. Global Strategic Alliances working partnerships between companies (often more than two) across national boundaries and increasingly across industries, sometimes formed between company and a foreign government, or among companies and governments. At the moment there are three big Global Airlines Alliances. The biggest one that consist of 5 star airlines is One world. Airlines such as British airways, Japan airlines, and Qantas are joint together to share airline code. In such a way that Qantas passenger may board British airways using Qantas ticket if they wish to travel within Europe. Second global Alliance is the Star alliances, consist of four and five star airlines. Its members are Singapore airlines, Thai Airways and United Airlines. Serving the world as a competitor for One world. Third global alliance consists of mostly Four star airlines such as Garuda Indonesia, KLM and Korean Airlines. Recent development in the global airlines alliances is the notion to create a global alliance of low cost carier. Pitch by Richard Branson to Tony Fernandez, Virgin airlines proposed to Air Asia to create a big LCC alliance to cter the demand of low cost air travel through out the world, where people my travel anywhere in the world by buying only one ticket from their home country. An idea that is progressing but very well indeed. New Development of airlines in the world According to Centre of Asia pacific Aviation is the Hybrid Airlines, where Airlines must adopt its way of doing business and cater customer for its own preferences to fly with the airlines. In other words personalisation is the new buzz in the aviation business.