Marketing assignment Essay Example for Free

Marketing assignment Essay 1.1 Ryanair are pioneers of low cost airlines in Europe operating more than 1600 daily flights from 57 bases across 1600 low far routes connecting 180 destinations in 29 countries. They recently announced that they have ordered 175 new Boeing craft. 1.2 In order for Ryanair to keep the costs to a minimum, their airline uses small, regional airports only to reduce operational costs and operates as a point-t-point airline carrier, thus when other airlines avoiding the cost associated with a hub-and-spoke service. 1.3 Ryanair advertises it’s self as a â€Å"The low fare airline† and has a price promise under which it will pay double the difference if a customer finds the same flight cheaper elsewhere. 1.4 They pay as little as possible for their aircraft. They get big discounts on aircraft because they buy them when other airlines want them. 1.5 They spend as little as possible on advertising. They do not employ advertising agencies; instead all of their advertising is done in-house. 1.6 They don’t use travel agencies, so they don’t pay commissions. Ryanair uses direct marketing to recruit and retain customers and to extend products and services to them and this reduce cost. You book online or on the internet. This saves 15% on agency fees. Question 2 Kulula and Mango are South Africa’s low cost airlines. These airlines have in some areas imitated the Ryanair business model. 2.1 Kulula uses Lanseria Airport as an alternative to OR Tambo airport which can be attributed to reduction operational costs. Ryanair makes use of smaller airports instead of the large busy airports to reduce costs and reduce the time between flights. 2.2 The low cost airlines in South Africa, such as Kulula and Mango also upsell products such as car hires, travel packs and hotel accommodation. This is similar to the business model of Ryanair. 2.3 The low cost airlines in South Africa also reduce their costs by not including food on the fare; you can buy your food if you want. 2.4 To make bookings simpler the customers of Kulula and Mango can also book and buy flight tickets at Shoprite/Checkers for there’s is no commission paid to travel agencies. The internet online process also exists for self-service of making bookings. Question 3 The marketing environment consists of Micro and Macro environment. According to Kotler and Armstrong (2012;90) Micro environment consists of the actors close to the company that affect its ability to serve its customers such as the company its self, its suppliers, its marketing partners, customers and the general public. The macro environment is said to consist of the larger societal forces that affect the macro environment such as political, economic, social, technological, natural environment, and legal framework (Kotler Armstrong, 2012) 3.1 The Micro environment 3.1.1 Company Ryanair’s mission is to keep their customers happy by offering a simple service and that involves maintaining low-cost fares, such as offering no meal options or extended service elements such as beverage consumption, thus keeping labour-related costs low and inviting the more humble or thrifty consumer to enjoy travel to regional destinations without the worry of excessive airline expense. 3.1.2 Suppliers Suppliers are very important to the company and they are the determining factor for Ryanair to keep customer value. In a running an airline Ryanair require a lot of fuel but they are unable to influence their suppliers since the price of fuel is controlled by external bodies such as OPEC(Ryanair Annual Report, 2004). 3.1.3 Competitors The increasing number of competition with carriers offering lower-cost fares is impacting the consumer mentality regarding which carrier to choose when travelling within European destinations. 3.1.4 Marketing Partners Ryanair does not use advertising agencies instead all their advertising is done in-house by doing so they are cutting cost and making sure that they maintain low cost strategy. They simple use adverts that tell passengers that Ryanair has low fares. 3.2 Macro environment 3.2.1 Political The external political environment is one of significant advantage to Ryanair, as the majority of its operations are contained within Europe. It is relatively common knowledge that this region maintains political stability, thus Ryanair does not experience issues with governmental instability in Europe as a concern regarding passenger volumes or flight destinations. 3.2.2 Technological The technological environment does not appear to significantly impact the firm in a negative capacity as the firm. Additionally, supply chain software programs and other integrated software applications are available to assist Ryanair in streamlining labour functions and improve internal organisational efficiency. 3.2.3 Economical Economical factors in the Euro region such as the Greece debt issues, increased unemployment in Spain and other countries have a negative impact in the number of customers for air travel like Ryanair. Question 4 Low cost airline offer a no-frill service, they sell the cheapest tickets you can buy. Unlike branded airlines that argue that passengers are willing to more for a better level of service. These are the reason I would not use low cost airlines such as Ryanair. 4.1 Customer Service Ryanair offers poor customer service such as when your bag is broken into no compensation is provided. It is also reported that their staff is unfriendly and rude. Ryanair also do not make provisions for fragile items that you wish to carry on the aircraft with you. Musical instruments and sporting equipment can be taken but at a fee. 4.2 Value added services There is no complementary food and what is offered is expensive and unhealthy. 4.3 Misleading pricing The policy of 70% sets sold at lowest fares and 30% at higher fares can be misleading. This means that you may not always be paying the lowest price for the fares. 4.4 Convenience Ryanair does not offer convenience as you cannot chose seat. You also cannot change flights. Their plains are old and offer low comfort. They use secondary airports which tend to be smaller regional airports. Question 5 Ryanair’s objective is to firmly establish itself as Europe’s leading low-fares scheduled passenger airline through continued improvements and expanded offerings of its low-fares service. Ryanair aims to offer low fares that generate increased passenger traffic while maintaining a continuous focus on cost-containment and operating efficiencies 5.2 Understanding customer needs and wants 5.2 Design a customer driven marketing strategy 5.3 Construct an integrated marketing program that delivers superior value 5.4 Build profitable relationships and create customer delight Question 6 6.1 Product or Service Low cost, no frills air travel to Europian destinations. There is no free food or drink on-board. Food and drink are income streams. You buy on-board, or you do take your own food and drink if you like. 6.2 Price Ryanair has low fares. 70% of seats are sold at the lowest two fares. 24% of seats are charged at higher fares. The last 6% are sold at the highest fare. 6.3 Place Ryanair does not use travel agents so it does not pay agency commissions. It uses direct marketing techniques to recruit and retain customers, and to extend products and services to them (i.e. Customer Relationship Management). This reduces costs. You book online over the Internet. This saves them 15% on agency fees. They are based in Stansted in Essex which is known as a secondary airport. It is new and accessible. It is cheaper to fly from Stansted than either Heathrow or Gatwick, and since it is less busy Ryanair can turn aircraft around more quickly. 6.4 Promotion They spend as little as possible on advertising They do not employ an advertising agency. Instead all of the advertising is done in-house. In fact OLeary himself oversees much of the promotion of Ryanair. They use simple adverts that tell passengers that Ryanair has low fares. Ryanair employs controversy to promote its business. For example in 2009, the company reasoned that passengers would be charged  £1 to use the toilets on board. OLeary reasoned that passengers could use the terminals at either the destination or arrival airport. This would speed things up. It was reasoned that this is what passengers wanted since they did not want other passengers leaving their seats and walking the aisles to go to the toilet. OLeary also argued that larger passengers should be charged more since they took up more room again it was reasoned that this is what the majority of passengers wanted. 6.5 People Pilots are recruited when they are young as pilot cadets. They work hard and take early promotions and then move on after 10-years or so to further their careers. Cabin crew pay for their uniforms to be cleaned. They invest in their own training. They are mainly responsible for passenger safety as well as ancillary revenues onboard 6.6 Physical Evidence They pay as little as possible for their aircraft. Planes are the most expensive asset that an airline can make. They get big discounts on aircraft because they buy them when other airlines dont want them, for example after September 11th, or on the invasion of Iraq and Afghanistan. Aircraft manufacturers cannot simply stop a supply chain in minutes. If orders are being cancelled or delayed, this is when to buy. It was rumored within the industry that Ryanair was buying Boeing 737s list price around  £40,000,000 (forty million pounds) with up to a 50% discount. 6.7 Process There is no check in. You simply show your passport and supply your reference number. You cannot select a preferred seat. It is first come, first served. This aids speed. There are no air bridges (the tunnel that connects to the side of the aircraft when to board it). You walk or are bused to the aircraft. Baggage is deposited directly onto the terminal its quick. However if your bag is broken dont expect high levels of customer service. Question 7 7.1 Cultural factors Ryanair has addressed a global cultural need for leisure travel by making their prices extremely low and the easy availability of tickets operating between two points. One of the factors that influence consumer behavior is social class such as people’s income. Ryanair get most of their business from lower income group. 7.2. Social factors One the factors that influence consumer factors is the social factors such as consumers small groups family and social roles. According to the case study Ryanair make use of buzz marketing by their controversial promotions. This influences people opinions about their services as it gets people to discuss the controversial promotions. 7.3 Personal factors Personal factors are influenced by personal characteristics such as customer’s age and life cycle stage, occupation, economic situation, life style and personality and self-concept. The people that would be influenced into buying Ryanair’s would need to have an easy going personality and not be concerned much about the service of the airline since many of the luxuries are removed from the service. 7.4 Psychological factors A person’s buying choices are further influence by four psychological factors motivation, perception, learning and beliefs and attitudes. Customers that would be influences to use Ryanair are customers that believe that are getting value for money through the low cost pricing. Question 8 Consumer market consists of individuals and households that buy goods and services for their personal consumption. These would normally be consumer goods such as soft drinks, cosmetics, travel and household goods. Ryanair’s consumer market is the individuals in the European region that use air travel as a form of transportation. Question 9 Below is an example of Ansoff’s Matrix which shows growth strategies that organisations can use to expand their operation followed by the explanations for each growth strategy (Riley, 2012). Figure 1 Ansoff’s matrix. Sourced from Riley (2012) 9.1 Market penetration Market penetration is when the company expands in the same market using the same products. For Ryanair, market penetration would involve increasing the number of flights in the same routes. This way they are in the same markets and using the same service. 9.2 Market Development Market development requires the companies to enter new markets while using the same products. For Ryanair, this would require the company to go to new markets such as Africa, Asia or America using the same low cost air travel service. 9.3. Product Development Product development means that in order to expand the company must introduce new products or services in the existing market. For company like Ryanair, product development would mean that they introduce new service such as business class or first class into the existing market. 9.4 Diversification Diversification is when the company seeks to enter into new markets with new products. For Ryanair diversification could mean that the company introduces new services such as leisure sea cruising. This would also mean that the company moves into a new market since leisure sea cruising would require different destinations and customer base. References Riley, J. 2012. Ansoff Matrix. [online]. Available at: http://www.tutor2u.net/business/strategy/ansoff_matrix.htm [Accessed on 02 September 2013]. Kotler, P. and Armstong, G. 2012. Principles of marketing. 14th edition. Essex: Pearson.

Scouting the World Essay -- Personal Narrative Essay Example

Scouting the World It was July 2000, when it started. Colorful flags of 14 nations gently flapped under a blue Canadian sky. In a field, 1500 young people from around the world assembled in uniform for the opening ceremonies of the sixth worldwide jamboree of the Polish Scouting Organization. I was among the scouts proudly representing the USA. It was only my first "international" experience, but one that was the start of an unforgettable multicultural adventure. And standing there in that field, I felt it starting. I had not traveled far from home, but it seemed I was visiting lands from afar - France, Argentina, Australia, Poland. Talking to the scouts, being in the presence of youth from all around the globe put me in their world. Even though we were hosted by Canadians, Polish was the indispensable language of communication at this jamboree. Yes, among our friends we used our own language, but when we spoke to the other scouts, the Polish Austalians, Polish Danes, Polish Germans, there was only one language to use, one we all shared - Polish. For two weeks we bonded through both the scouting experience and our Polish heritage. We discovered that in many ways, we were the same and yet there was a distinct flavor to each nation's group, revealing its cultural individuality - be it in song, verbal expressions, or in just the way they interacted with each other. I was amazed at how comfortable I felt in this setting and it sparked my desire - I wanted to experience it more. In two weeks, I formed lifetime friendships that crossed many countries' borders and since then, we have been exchanging letters. Later that summer, I was lucky to travel to Rome for the World Youth Day 2000 whe... ...chool students from across the world came together to share ideas and interact socially. I was thrilled when my project won awards in this distinguished fair, but especially touched because it was for a subject close to my heart. It is hard to believe that my yearlong multicultural odyssey, which started on that sunny Canadian field, ended at an international science fair. Meeting so many young people from around the globe made me gain a fresh perspective of my own cultural experience, as well as that of others. It opened my eyes, and I learned that we each have our own unique cultural identity, which is constantly being shaped and hopefully, enriched. Such cross-cultural encounters inspire an appreciation of diversity, strengthening a real human connection we all share, and how significant a lesson that is for me, at only 17 years of age, to have learned.

Mandated Curriculum vs. Developmentally Appropriate Practices Essay

I am contacting you in regards to the new state mandated textbook – based curriculum for kindergarten. While I understand that Common core learning standards recently adopted by 45 states and the District and supported by the Obama administration and asserting that they lead to poor quality teaching and take all the joy out of kindergarten (Kenny, 2013). Many children, especially kindergarteners need less strict and regimented learning opportunities to enjoy learning instead of being stressed. Our goal as parents and educators is to instill a love of learning not fear and disappointment. Not every child learns at the same rate and efficiency as others in the same classroom. This needs to be taken into account when using the textbook- based curriculum. There is however a way to stick to the state standards while making the learning experiences more fun for the children. To do this we would need to incorporate the Developmental Appropriate Practices method of learning. The Developmental Appropriate Practices often shortened to DAP, is an approach to teaching grounded in the research on how young children develop and learn and in what is known about effective early education. Its framework is designed to promote young children’s optimal learning and development (NAEYC, n.d.). With this method of learning, the teachers are meeting the needs of the children, both individually and as the whole group. Children comprehend more when the information is delivered in a more relaxed setting. The NAEYC acknowledges three core considerations, knowing about child development and learning, what is individually appropriate, and what is culturally important. By incorporating theses core values into the standards the children will be able to learn in a more child friendly and productive environment. Students who complete kindergarten should demonstrate mastery of many of the skills within the Kindergarten Standards. It is critical that kindergarten instruction occurs through an active learning approach where teachers use differentiated instructional strategies and focus on learning centers and play as key elements of the  daily schedule. Child directed instruction should be predominant with language and literacy and math infused through the day in addition to their special focus learning times. Kindergarten children should be given opportunities to develop social and emotional skills, physical skills and their creative expression within the course of a kindergarten day (pakeys, 2009). Below is an abridged version of the 2014 Pennsylvania Department of Education Academic Standards for Language Arts: 1.1 Foundational Skills – Students gain a working knowledge of concepts of print, alphabetic principle, and other basic conventions. Book Handling CC.1.1.K.A Utilize book handing skills. Print Concepts CC.1.1.K.B Demonstrate understanding of the organization and basic features of print. Follow words left to right, top to bottom, and page by page. Recognize that spoken words are represented in written language by specific sequences of letters. Understand that words are separated by spaces in print. Recognize and name all uppercase and lowercase letters of the alphabet. 1.1 Foundational Skills – Students gain a working knowledge of concepts of print, alphabetic principle, and other basic conventions. Phonological Awareness CC.1.1KC Demonstrate understanding of spoken words, syllables, and sounds (phonemes). Recognize and produce rhyming words.  Count, pronounce, blend, and segment syllables in spoken words. Blend and segment onsets and rimes of single- syllable spoken words. Isolate and pronounce the initial, medial vowel, and final sound (phonemes) in the three- phoneme (CVC) words. 1.1 Foundational Skills – Students gain a working knowledge of concepts of print, alphabetic principle, and other  basic conventions. Phonics and Word Recognition CC.1.1.K.D Know and apply grade-level phonics and word analysis skills in decoding words. Demonstrate basic knowledge of one-to-one letter-sound correspondence. Associate the long and short sounds with common spellings for the five major vowels. Read grade-level high-frequency sight words with automaticity. Distinguish between similarly spelled words by identifying the sounds of the letters that differ. 1.1 Foundational Skills – Students gain a working knowledge of concepts of print, alphabetic principle, and other basic conventions. Fluency CC.1.1.K.E Read emergent – reader text with purpose and understanding. 1.2 Reading Informational Text – Students read, understand, and respond to informational text—with an emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with a focus on textual evidence. Key Ideas and Details Main Ideas CC.1.2.K.A With prompting and support, identify the main idea and retell key details of text. Key Ideas and Details Text Analysis CC.1.2.K.B With prompting and support, answer questions about key details in a text. Key Ideas and Details Text Analysis CC.1.2.K.C With prompting and support, make a connection between two individuals, events, ideas, or pieces of information in a text 1.2 Reading Informational Text – Students read, understand, and respond to informational text—with an emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with a focus on textual evidence. Craft and Structure Point of View Intentionally Blank Craft and Structure Text Structure CC.1.2.K.E Identify parts of a book (title, author) and parts of a text beginning, end, details). Craft and Structure Vocabulary CC.1.2.K.F With prompting and support, ask and answer questions about unknown words in a text. 1.2 Reading Informational Text – Students read, understand, and respond to informational text—with an emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with a focus on textual evidence. Integration of Knowledge and Ideas Diverse Media CC.1.2.K.G Answer questions to describe the relationship between illustrations and the text in which they appear. Integration of Knowledge and Ideas Evaluating Arguments CC.1.2.K.H With prompting and support, identify the reasons an author gives to support points in a text. 1.2 Reading Informational Text – Students read, understand, and respond to informational text—with an emphasis on comprehension, vocabulary acquisition, andmaking connections among ideas and between texts with a focus on textual evidence Integration of Knowledge and Ideas Analysis Across Texts CC.1.2.K.I With prompting and support, identify basic similarities and differences between two texts (read or read aloud) on the same topic. Vocabulary Acquisition and Use CC.1.2.K.J Use words and phrases acquired through conversations, reading, and being read to, and responding to texts. 1.2 Reading Informational Text – Students read, understand, and respond to informational text—with an emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with a focus on textual evidence. Vocabulary Acquisition and Use CC.1.2.K.K Determine or clarify the meaning of unknown or multiple-meaning words and phrases based upon grade-level reading and content. Range of Reading CC.1.2.K.L – Actively engage in group reading activities with purpose and understanding. 1.3 Reading Literature – Students read and respond to works of literature—with emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with focus on textual evidence. Key Ideas and Details Theme CC.1.3.K.A With prompting and support, retell familiar stories including key details Key Ideas and Details Text Analysis CC.1.3.K.B Answer questions about key details in a text. Key Ideas and Details Literary Elements CC.1.3.K.C With prompting and support, identify characters, settings, and major events in a story. 1.3 Reading Literature – Students read and respond to works of literature—with emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with focus on textual evidence Craft and Structure Point of View CC.1.3.K.D Name the author and illustrator of a story and define the role of each in telling the story. Craft and Structure Text Structure CC.1.3.K.E Recognize common types of text. Craft and Structure Vocabulary CC.1.3.K.F Ask and answer questions about unknown words in a text. 1.3 Reading Literature – Students read and respond to works of literature—with emphasis on comprehension, vocabulary acquisition, and making connections among ideas and between texts with focus on textual evidence. Integration of Knowledge and Ideas Source of Information CC.1.3.K.G Make connections between the illustrations and the text in a story (read or read aloud). Integration of Knowledge and Ideas Text Analysis CC.1.3.K.H Compare and contrast the adventures and experiences of characters in familiar stories. In conclusion as you can see above by using the textbook- based curriculum alone there is the potential for less learning on the part of the students and a stressful environment. However, incorporating the DAP principle into the standards can offer the students both the state required learning and the NAEYC recommended approach to early- childhood learning. Children comprehend more when the information is delivered in a more relaxed setting. References Kenny, D., 2013, The right curriculum for kindergarten: Play, The Washington Post, http://www.washingtonpost.com/opinions/making-the-common-core-work-for-students/2013/03/08/a8e7b5d8-86a8-11e2-98a3-b3db6b9ac586_story.html http://www.naeyc.org/DAP, â€Å"Developmentally Appropriate Practice in Early Childhood Programs Serving Children from Birth through Age 8† (PDF), adopted in 2009. https://www.pakeys.org/uploadedContent/Docs/PD/Standards/Kindergarten%202010.pdf http://www.pdesas.org/Standard/StandardsDownloads Pennsylvania Department of Education, 2014, Academic Standards for English Language Arts, http://static.pdesas.org/content/documents/PA%20Core%20Standards%20ELA%20PreK-5%20March%202014.pdf

The History of the Fall of Rome Is the United States...

Between the second century BCE and the first century ACE Rome expanded from a city-state into an empire controlling the Mediterranean Sea, which at the time of the Roman Empire, was the center of the civilized world. As years went by Rome fell. Many people link Rome and the United States together. Rome rose from nothing into a great world power, however, they reached their peak and then fell, much the same, as the United States is today. Rome and the United States are similar in many ways. Rome, at one point, was an advanced civilization that was ruled by a democracy. Also, in the beginning the great Roman Empire was not even a great power, just as the United States was in the 1700’s. During the United States’ rise, however, they†¦show more content†¦While it is true that plagues killed many Roman citizens, this was not the only reason for Rome’s demise. The United States no longer has to worry about the Black Death that is now referred to as three diffe rent illnesses, the bubonic plague, most common of the three illnesses, the pneumonic, and the septicemia, which was the most deadly and the most rare form. For the bubonic and pneumonic plagues as there is now a vaccine to take against this murderous illness. Boccaccio said that the victims ate lunch with their friend and dinner with their ancestors in paradise. The Black Death spread quickly and swiftly from house to house and person to person. Civil wars might have to be one of the worst kinds of wars. A civil war has the ability and power to turn an entire nation against itself. Roman civil wars made Rome weak to foreign invasions and attacks. Countless times nations have been split into two parts. The United States, if faced with civil war, would be forced to recover immediately or drastic changes could come about. 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