Plastic Bags Good or Bad

People have argued about the use of plastic bags for a long time. The arguments for both sides seem to have more and more reasons every time. I believe that plastic bags are great for many reasons. Plastic bags convenient and take up less space in landfills than a paper bag. Plastic bags are an inelastic good. Replacing it would not be easy to do. Plastic bags are super convenient. They have many good things about them. They are light weight so it is easy to transport them and carry them. They are also cheap so we can afford to have all of them. They may be wasteful to some, but they are more helpful then they are wasteful.We can switch to a more expensive, less durable, product, or we can use plastic, an item that is extremely convenient that boast of heavy benefits. Another key feature of plastic bags is the fact that they take up less space in landfills than a paper bag. People complain about how plastic bags take up so much space and we should stop using them and switch to paper. But the facts show that a plastic bag takes up a lot less space. Official sources have stated so. If it takes up less space in landfills than the other main type of bag, why would we want to switch to something that takes up more space? It just seems totally pointless to do so.Plastic bags are here to stay. They are convenient and pollute a lot less than other bags so this makes them an inelastic good because we simply cannot find a more suitable replacement. They say to stop using plastic and to switch to other products, but I think it is a truly wonderful material. It is used to make things cheaper, lighter, and more durable. It is a staple in America, being used in everything from my surfboards to the very computer I am using to type this. The price and the uses of plastic is just too great to get rid of, so I believe that deserves to be the dominate material in society.

John Locke Short Introduction Essay

John Locke, who is widely known as the Father of Liberalism, is a great writer, philosopher and physician of the 17th century. He was born on 29 August 1632 and died on 28 October 1704 when he was 72. He was baptized on the same day as he was born. He was a gifted man and David Hume once described him as â€Å"wrote like a water-drinking local councilor, his style ungainly, his idioms commercial, his imagination puritanical, his humor labored, his purposes wholly practical. † As he is a talented thinker and uses different perspectives to see and think on certain things, he revolutionized the Theory of Mind to the world in his masterpiece, â€Å"An Essay Concerning Human Understanding†. On the other hand, he also developed the idea of liberty among people in society. His contributions to the world are incredible as his ideas of social contract and state of nature laid the theoretical foundation of the Constitutions of the United States of America. In Locke’s life, he came from a very intelligent and faithful Baptist family that gave him a good education and took him to a good school — Christ Church, Oxford. Though he studied medicine but not philosophy or other critical thinking courses, he met prominent people (e. g. Robert Boyle, Thomas Wills) who inspired him immensely in every perspective. One eminent scholar was Thomas Sydenham, who imposed a huge impact on the idea of how man accumulates knowledge. Thanks to Sydenham, Locke wrote one of his famous works – â€Å"An Essay Concerning Human Understanding†. Thomas Sydenham gave advice to Locke in treating Shaftesbury’s liver cancer. Locke realized in the file of Shaftesbury that knowledge in a book could be different from the circumstances Locke was facing. Hence, he raised the pivotal question in his essay: â€Å"Is the foundation of knowledge based on theory or experience? † This essay stimulated several fresh ideas to philosophers in the 17th century. One of the famous philosophers who were greatly influenced by Locke was David Hume, who described John Locke as a magnificent man. After Shaftesbury survived from the liver cancer, he became Lord Chancellor and led Locke to be involved in the field of politics. In the political struggle of Shaftesbury, Locke assisted him by writing another famous work – â€Å"Two Treatises of Government†. It is believed that the ideas mentioned in the essay were influenced by Hobbes’ thinking, but Locke never referred or mentioned the name of Hobbes. Locke countered the statements raised by Hobbes in the book of Leviathan that â€Å"everyone is living in terror† and â€Å"war of every man against every man†. Locke raised a counter statement that everyone is created equally and everyone in society has rights to fight for their life, freedom and property. To accomplish it, we shall hold together and grant greater power to protect ourselves. This also explains how civilization works. The original purpose of this piece is an argument to attack Shaftesbury’s opponents (supporters of Absolute Monarchy). However, the ideas of natural rights and a new reformation of government mentioned inside the essay are recognized as the most influential ideas on the political system in the 17th century. The basis of liberty was widely used by the founding fathers of the United States of America to write the American Declaration of Independence and the Constitutions. The influences of John Locke did not just stop in the 17th century. They still last today. Every time we hear about liberty and freedom, the basis of these concepts had been defined by Locke clearly. Besides, the issue of free religion which is still discussed nowadays was also originated by Locke. The theory of religious tolerance was one of the most controversial ideas during Locke’s lifetime. In this perspective, some historians even regarded the European War as the war between religions. In some statements made by Locke, he argued human knowledge was possibly false unless there was definite proof. By the same token, he considered that religion, which did not have clear proof, was possibly false. Because of this, religious tolerance was necessary. Religious tolerance is still being debated nowadays and it has greatly changed the outlook of modern society after this idea was promulgated. Locke’s life was a legend. He was born in a Baptist family and his writings are full of elements related to Christianity. From the statement of â€Å"All men are created equally†, it clearly shows Locke’s belief in the perspective of equality. Besides, he was also greatly influenced by the idea of knowledge. He questioned the fundamental of knowledge and questioned whether knowledge is true as always. I believe he wrote such ideas because of his experience in the treatment of Shaftesbury’s cancer that led him to start questioning that the things he had learned from the medical books were not really practical. Instead, to him, they were much more proper to be described as imaginary notions. From this perspective, he was inspired to write the essay concerning human understanding. Besides, Locke also influenced the world and created waves of revolutionary ideas in many fields. The great philosophers Voltaire and Rousseau were deeply inspired by Locke’s theories. Ultimately, Locke – Father of Liberalism – was not simply a gifted person born to be the father of liberalism, but also because of circumstances, situations which he encountered in his life to make him the father of liberalism.

Nursing and Reflective Practice Essay

â€Å"Reflection is not just a thoughtful practice, but a learning experience†. (Jarvis 1992) This is a reflection on an incident that occurred during a shift on the labour ward. I have chosen Gibbs model of reflection (1988) to guide my reflective process. (Gibbs 1998) (Appendix I). Gibbs model (1998) goes through six important points to aid the reflective process, including description of incident, feelings, evaluation, analysis, conclusion and finally action plan. The advantage of Gibbs’s six-stage model is that it allows you to learn from experiences and make changes for your future practice. Description The incident involves the administration of a wrong opiate drug to a postnatal patient. The incident occurred whilst checking and administering a controlled drug. The drug error was discovered by the co-ordinator at the end of the day shift. During the daily checking of the controlled drugs, the co-ordinator and another midwife, found a discrepancy with the number of Diamorphine 10mg and Morphine 10mg ampoules, there being one too many Morphine 10mg ampoules and one too few of the Diamorphine 10mg ampoules. Myself, as the midwife checking the drug, along with the midwife who administered the Diamorphine to her patient, were the only midwives to have administered a controlled drug on the shift. The drugs were correct on the previous daily check. Feelings On being informed of the error my initial feelings were of disbelief and horror. I was confused; two midwives had checked the drug and neither of us noted the mistake. I felt very upset and embarrassed that I had made this mistake, since qualifying as a midwife I have never made such an error. When the error was highlighted I instantly remembered checking Diamorphine and mixing the drug with 2mls of water for injections, I remembered talking to the other midwife concerned about personal affairs. I felt ashamed that I had allowed myself be distracted during such an important task. I was very angry that I had allowed myself to become complacent about drug administration. The Code States that midwives shall, â€Å"provide a high standard of practice and care at all times†, (NMC 2008), I felt that I had not only failed the patient but the profession too. I started to worry about the potential effects to the patient concerned. The Standards for Medicine Management, (NMC 2010), states â€Å" as a registrant, if you make an error you must take any action to prevent any potential harm to the patient†. The patient had suffered no real harm as a result of the dug error and she was recovering well post-operatively. Evaluation The main advantage regarding this incident is that the patient concerned came to no serious harm. Personally, I feel that I have learnt from the experience, thus enhancing my clinical practice. Gladstone (1995) agrees that planning problem solving strategies and accepting responsibility is found to lead to positive changes. This incident has highlighted the need for vigilance at all times. I have changed my practice to avoid drug errors occurring in the future, I am aware not to be complacent with drug administration. I will never let this or any other incident occur due to lack of concentration again in my practice. Analysis Drug administration is one of the highest risk areas of nursing practice and a matter of considerable concern for both managers and practitioners (Gladstone 1995). Consequently, detailed and comprehensive procedures and standards exist, thus ensuring safe, legal and effective practice, for example of the Medicines Act (1968) and NMC’s Guidelines for the Administration of Medicines (2007). The Consumer Protection Act 1987 and Medicines Act 1968 require that to administer medication, the practitioner has to ensure that the right medication is given, to the right patient, at the right time, in the right form of the drug, at the right dose and right route. Nursing & Midwifery Council’s Code of Professional Conduct (2004) emphasises the administration of medication is an area of concern for public safety, and generally follow the principles laid down by law. The NMC also publish the appropriate guidelines for nurses on the administration of medicines (NMC 2004). The Standards for Medicine Management (NMC 2010) states that I am â€Å"accountable for your actions and omissions†. This incident has highlighted the need for vigilance at all times. Rule 7 of the Midwives Rules and Standards (NMC2004), states that â€Å"A practising midwife shall only supply and administer those medicines, including analgesics, in respect of which she has received appropriate training as to us, dosage and method of administration†. Although the local policy and procedures were followed, it seems that unintentionally the incorrect drug was administered. As a registered midwife I am up to date with all training, I have never before in my practice made a drug error. Research studies demonstrate that many drug errors within clinical practice occur as a result of distractions on the ward, illegible writing or because nurses failed to check the patient’s name-band (Gladstone 1996). The incident discussed demonstrates how easily practitioners can become distracted when checking and administrating drugs. With regard to reporting drug errors, (Webster and Anderson 2002) found that several areas of concern emerged, including nurses’ confusion regarding the definition of drug errors and the appropriate actions to take when they occurred. Nurses also reported their fear of disciplinary action and the loss of their clinical confidence. The Guidelines for the Administration of Medicine by the Nursing and Midwifery Council advises that an open culture exists in order to encourage the immediate reporting of errors or incidents in the administration of medicines. It also advises that nurses who have been made the subject of local disciplinary action, has discouraged the reporting of incidents which is detrimental to patients. Furthermore, all errors and incidents have a thorough investigation at local level, taking into account the full context of the circumstances, which requires sensitivity (NMC 2004). To learn from our mistakes, Williams (1996) believes we first need to acknowledge that we have made them. As mistakes in a professional capacity do happen, these mistakes need to be used as a learning experience to reflect upon and to therefore avoid them from happening again. Conclusion As discussed previously, the administration of medicines is a vital part of the midwives role. Drug error is costly in terms of increased hospital stay, resources consumed and patient harm (Webster and Anderson 2002). A study by Kapborg (1999) showed that the most common errors among nurses were administration of the wrong drug and levels of drugs administered exceeding the prescribed ones. Action Plan From my experiences of the incident, I have learnt a valuable lesson. I no longer allow myself to be distracted from other members of staff, patients or relatives when I am in the process of administering medication. During this time I only have discussions with the patient to whom which I am given them their medication. I realise the seriousness of my error and I have since read literature to educate myself, the important of not repeating the same mistake again. My reflective practice has encompassed critical analysis of my self-awareness. Through this process, I have been able to learn from my mistake. The drug error incident has been a learning curve and I now feel that I have improved my practice and became a better midwife, thus improving patient care. REFERENCE LIST Alderman, C. (1999). The drug error nightmare. Nursing Standard. Vol.11(25) pp.24-25. Atkins S., Murphy K. (1993). Reflection: a review of the literature. Journal of Advanced Nursing. Vol.18. pp.1188-1192. Armitage, G. and Knapman, H. (2003). Adverse events in drug administration. Journal of Nurse Management. Vol.11(2). pp.130-140. Benner, P. (1982). From novice to expert. American Journal of Nursing. Vol.82. pp. 402-407. Boud, D., Keogh, R. and Walker, D. (1985). Reflection: Turning Experience into Learning. London: Kegan Press. Clarke, M. (1994). Action and reflection: practice and theory in nursing. Journal of Advanced Nursing. Vol.11. pp.3-11. Department of Health. (2004). Building a Safer NHS for Patients: Improving Medication Safety. London: Department of Health. Dzik-Jurasz, D. (2001). A development programme for nurses. Nursing Times. Vol. 97. pp. 14. Gibbs, G. (1988). Learning by doing: A guide to teaching and learning methods. Further Education Unit, Oxford: Oxford Polytechnic. Goff, A. (1995). Reflective practice – what is it? A Literature review. British Journal of Nursing. Vol. 11. pp.24-29. Gladstone, J. (1995). Drug administration errors: a study into factors underlying the occurrence and reporting of drug errors in a district general hospital. Journal of Advanced Nursing. Vol. 22. pp. 628-37. Gladstone, J. (1996). Discipline fears mean drug errors are going unreported. Nursing Standard. Vol.10(2) pp. 4-10. Griffith, R. (2003). Administration of medicines part 1: the law and nursing. Nursing Standard. Vol.18(2) pp.47-54. Hainsworth, T. (2004). Improving medication safety. Nursing Times. Vol.100. p.7. Hibberd, J.M. and Norris, J. (1992). Striving for safety; experiences of nurses in a hospi tal under siege. Journal of Advanced Nursing. Vol.17. pp.487-495. James, C. and Clarke, B. (1994). Reflection practice and nursing: issues and implications for nurses today. Nurse Education Today. Vol 14. pp.82-90. Jarvis, P. (1992). Reflective practice and nursing. Nurse Education Today. Vol.12. pp174.181. Jasper, M. (2003). Beginning reflective practice: foundation in nursing and health care. Nelson Thornes: Cheltenham. Johns, C. (1995). Framing learning through reflection within Carper’s fundamental ways of knowing in nursing. Journal of Advanced Nursing Vol. 22 pp. 226-234. Kapborg, I. (1999) The nurse’s role in drug handling within municipal health and medical care. Journal of Advanced Nursing. Vol.30 p.950. Mayne, W., Jooton, D., Young, B., Marland, G., Harris, M., Lyttle, C.P. (2004) Enabling students to develop confidence in basic clinical skills. Nursing Times. Vol. 100(24) pp. 36-39. McNulty, L. (1999). Time to learn lessons from drug errors. Nursing Standard . Vol. 13(16) pp. 6-12. Newell, R. (1992). Anxiety, accuracy and reflection: the limits of professional development. Journal of Advanced Nursing. Vol.17. pp. 1326-1333 Newell, R. (1994). Reflective practice: an art and science. Nurse Education Today. Vol. 14 pp. 79-81. Nursing and Midwifery Council. (2004). Code of Professional Conduct. London: NMC. Nursing and Midwifery Council. (2004). Guidelines for the administration of medicines. London: NMC. Oborne, C.A., Burgess, V., Cavell, G., Colwill, S., Williams, R. (2002). Annonymous reporting of drug-related errors: application of a modified secondary care model in a community pharmacy setting. The Pharmaceutical Journal. Vol.268. pp. 101-103. O’Shea, E. (1999). Factors contributing to medical errors – a literature review. Journal of Clinical Nursing. Vol.8 p.496. Royal College of Nursing. (2006). Majority of drug errors made by nurses. Nursing Standard. Vol.20(30) p.10. Shephard, M. (2002). Medicines. Nursing Times. Vol. 98(16). pp.45-48. Smith, A. (2005). Reflective practice: a meaningful task for students. Nursing Standard. Vol.19(26) pp.33-37. Sprengel, A. (2004). Reducing Student Anxiety by Using Clinical Peer Mentoring With Beginning Nursing Students. Nurse Education Today. Vol.29(6) pp.246-250. Webster, C. S. and Anderson, D. J. (2002). A practical guide to the implementation of an effective incident reporting scheme to reduce medication error on the hospital ward. International Journal of Nursing Practice. Vol.8 p.176. White, C. (2000). Dummy run. Nursing Times Vol. 96(13) pp. 28-30. Wilkinson, J. (1996). Definiti on of reflective practice. (17th Edition). Edinburgh, Churchill Livingstone.

Fiber Optic Cable use in the European Market Annotated Bibliography

Fiber Optic Cable use in the European Market - Annotated Bibliography Example Moreover, the study has also found that the technology has been improved since the use of fiber optic cables was first introduced. Fiber optic cables have also been the favored choice of communication for Europeans as it has been found that they are able to handle all forms of services with optimum efficiency1. This article says that the optic fiber cable network in Europe offers speeds of up to 10 gbps and is capable of providing as many as 80 channels per cable. The additional motivation behind the heavy use has been the provision of closer spacing of transmission signals both within the frequency as well as the time domains. Fiber optic cables are also capable of transmitting over very long distances (in the range of 500-1500 kilometers) without the need for any form of regeneration midway. In fact, the study of Electronicast suggests that it is the pressure for increasing bandwidth that as been fueling the need within networking companies to opt for the fiber cabling option. The article further states that the trend has also been encouraging fresh research into developing and producing cables with higher speeds and bandwidths2. This article from min... This article from mindbranch has highlighted that the increase in demand for fiber optic cables within Europe has put a huge stress on the supply capability of manufacturers and delays up to periods of up to 1-1.5 years of less are very common. However, in anticipation of this demand and supply imbalance, some of the major network companies have entered into agreements with cable manufacturers that assures them of a periodic and timely supply of fiber optic cables during the agreement period. This has in a way helped the major industry players in getting over the problem of cable shortage. Network service providers in Europe have also sensed this problem and have given importance to the future increase in network traffic. In order to be able to cut down on the costs, they have resorted to using only a portion of the network bandwidth and have left the other parts unutilized so that they can provide for cables with higher speeds in the future without any major overhaul of the existing cabling. With an increasing demand, the total worth of optical fiber cabling in Europe will rise to $20 billion by 2010, up from the $10 billion as on 20053. Yankee (2006), a long look at optical transport: Ultra long haul and submarine systems. New York: Yankee group. It is also worth mentioning about a short article from the Yankee group that has provided information on the nature and volumes of optic fiber cables in Europe. According to them, the total length of fiber optic cables installed in Europe has increased tremendously, with Western Europe accounting for a 22% increase, which was even more than the whole of north America put together. This suggests that the use of fiber optic cables has been more preferred in Europe. Estimates put the rate at 10% by

Can technology replace classroom teachers Essay

Can technology replace classroom teachers - Essay Example With the use of technology, people can obtain information very easily. Social media allows people to stay in contact with each other virtually and exchange information. However, there are many people who believe that development of technology can destroy social life of people. Traditional classroom teachers are very important in the life of children as they are role model for children. Classroom teachers help students understand about a subject in detail. Textbooks and traditional blackboard education helps students understand and learn subjective matters in an appropriate manner. Teachers believe that modern schools install projectors in class room that makes education process simple and teachers need to work less however there are some students, who pay less attention and are unable to cope-up with the teachings. This essay will discuss about the positive and negative impacts of technology and discuss whether they are a threat to classroom teachings. According to the present education system, the influx of technology means that there would be a greater need for teachers. Technology has various positive implications in the society. It is believed that with the advancement of technology people will have a comfortable and safe life whereas some people dispute the fact and imagine growth of technology can lead to extinction of human life. In the modern classrooms, teachers are expected to use technology while teaching. Almost a decade back, classroom education was mandatory and students were taught about subjective facts via textbooks only. Teachers used blackboards to explain students about subjective knowledge. In the modern classrooms most of the knowledge providing equipment is digitalized. Usage of projector instead of blackboard is one of the most common examples that students experience while they are taught in classes (Clemmitt 14). Moreover, introduction of social media

The Evolution of Technology Essay Example | Topics and Well Written Essays - 1000 words

The Evolution of Technology - Essay Example In the early 1990’s Internet has revolutionized the world. Communication is being made at the speed of light. E-commerce is the result of the Internet. Instead of outdoor shopping, many people are purchasing goods through the Internet. Human beings are different from another animal, that’s why they are called as social animals. This is because they can think and most importantly can communicate easily with each other. To reduce the gap between geographical areas and the curiousness of man to know what’s on the side has made him invent different things.Thousands of years ago they started communicating with each other. In 3500BC alphabets were invented in the written form. This helped in the introduction of postal service. This way communication between different parties was made. But for long distances it became difficult.The Chinese invented paper and the book came by 100AD. Slowly all the writings were entered into the books. Books were best for storing informat ion for a long time without causing much damage. Newspapers were introduced into the Europe by 1450AD. Newspapers were the best way to know about the issues happening nationwide. Joseph Henry invented the first telegraph in 1831. With the help of telegraph, information was passed much quicker compared to others in those times. The biggest invention of the 19th century was the telephone. Nowadays we can’t imagine the world without a telephone. Slowly one after the other motion picture, the radio, television, computers, etc., were invented.... With the help of telephone communication between people became much faster. Nowadays we can't imagine the world without a telephone. Slowly one after the other motion picture, radio, television, computers, etc., were invented.In early centuries transportation was carried out with the help of bullock carts, horses and other means. For short distances they were effective but were not that much of help for long distances. Slowly as the centuries gone by many different transport systems were invented and introduced into the market. Ships, trains and automobiles revolutionised the transport system. Long distance travelling was made safer and much better than the earlier ones. Ships and trains were not only used for transporting passengers but also used for transporting large cargo. These transporting systems were very much comfortable to the passengers. Biggest achievement during industrial revolution was the introduction of trains. Railroads played major role for the success. Many railroads were laid across different countries. With invention of steam engine trains were travelling at much higher speeds. Long distances were covered in short periods. Nowadays bullet trains were introduced. They travel at a speed of more than 400 km/h. Here space was covered at fast pace. We could say that time and space was collapsing. One of the biggest inventions of 20th century was the aeroplane. The Wright brothers were the first to invent it. Slowly after making many modifications it was used for transportation. To be airborne an aeroplane has to travel at a speed of more than 90 km/h. Now jumbo jets are used for transporting people. A single jumbo jet can transport more than 300 passengers. And these can move more than 1000 km/h. Concorde can

Efficiency Of The Work Of The Allstate Insurance Company Term Paper

Efficiency Of The Work Of The Allstate Insurance Company - Term Paper Example Necessary knowledge and skills apply in this process, thereby measuring just how much the program is set to work out in favor of the company. In the context of this company, the idea of this condition is down packed. Current job skills and expertise in the company is highly evaluated in the present times in relation to the goals, mission, and objectives of the company. Advancement program for employee skills and expertise is operational, training of workers put in place as well as mentoring services. Creative and critical skill development is therefore at the disposal of workers, and opportunities for advancement are therefore created. As much as the condition here is hectic to functionalize, it clarifies the firm’s goals and initiates efficiency in the operations of the company (Andreas, 1998). Difficult goals call for maximum attention and analysis over time. This is the second's step towards achieving functional goal-setting procedures. The employees must be upfront at all times in regard to the attainment of these difficult goals. Employees focus on their work has been enhanced in this company by the fact there is a childcare unit in the company. The childcare units are favorable to the users since they offer care discounts for the parents. Over and above this fact, Allstate uses other means to keep the workers focused on the goals of the firm. These means are: offering dry cleaning services as well as oil-change services. It is therefore little or no time wasted by the employees during work hours when they need the aforementioned services. Day breaks allow the parents to see their children without wasting so much time. They can, therefore, work as required by the company (Hellriegel & Slocum, 2011). Goal achievement progress needs to be monitored at each point in time, and necessary feedback toward such progress reported from time to time.

Health and well-being 3 Essay Example | Topics and Well Written Essays - 500 words

Health and well-being 3 - Essay Example In such a highly demanding lifestyle the modern man lives, one would usually rely on the help of technology, making him used to sitting or lying down. In addition, the abundance of fast food centers is also a contributing factor to the growth of unhealthy lifestyle where people rely on the cheap and readily available but unhealthy foods. For instance, hamburgers could be hurriedly availed but it sure is full of fat. In addition, the upsize is usually a tempting choice especially during a long day in school or office. Colas are good matches for fast food picks and the upsize is also available for just few more cents, giving more sugar intake. Such influences have been a part of my life for a long time and breaking the practice usually is a struggle. Taking this class has reminded me of my responsibilities to myself, especially in taking care of my health which I can definitely control through self-discipline. I have made a few changes to my eating habits again, getting rid of unhealthy snacks like chips and colas which are sure contributors to diseases affecting the kidneys and other vital internal organs. I now rely on fruits for my sugar intake and eat more vegetables to strengthen my immune system. Eating at home has been frequent these past weeks and adjusting my schedule for me to be able to cook my own food has been deliberately planned. Picking my kitchen needs has given me more time to walk and make my social life healthier by meeting more people, communicating with those whom I meet in the department stores and not limiting my social life within the school. Preparing my own food allowed me to do more various activities, giving me room to relax, think and organize. Learning that sleep is essential to physical health, I made changes to my night activities for me to be able to sleep early and take enough rest, allowing my body to regenerate normally. With the

Leadership and Team-working Essay Example | Topics and Well Written Essays - 500 words

Leadership and Team-working - Essay Example After all the leader is only an individual with limited capacity and it would be an exaggeration to credit to him or her all the performance of a team. Yukl however mentioned that â€Å"it [would be] helpful to examine the collective process that determine team performance. Leaders can improve team performance by influencing these processes in a positive way† (Yukl, 2013 pg 361) and having said this, the definition has acknowledged that the efficacy of a leader is dependent on his or her ability to engage the members of the team collectively and make it function as a team. Directing the team towards a common goal requires the members to be motivated by the leader. The definition given was inadequate because it does not provide the method to motivate team member to be directed towards a common goal. This leadership motivation includes visioning, expressing confidence in the team and celebrating progress. It is also important to involve team members in making decisions to affirm that they belong to the team. Managerial functions is also a necessary part of leadership such as selecting competent team members and coaching/training them to be able to perform well. An effective leader must also identify the obstructions for effective team working and be able to break down these barriers. These barriers could be miscommunication and factionalism that could divide the team and render it nonfunctional. Parker and Stone provided an answer on how these obstructions be overcome by highlighting the importance of communication and relationships between team members and calls for the effective interpersonal skill for the leader to overcome obstructions of effective team working (Parker and Stone, 2002). The classic case that can be cited on how a leader has effectively improved a team performance is the legendary Steve Jobs, Apple’s co-founder. During the absence of Steve Jobs, Apple was nearing bankruptcy but when he took over the company,

Discussion questions ( NO topic ) Essay Example | Topics and Well Written Essays - 250 words

Discussion questions ( NO topic ) - Essay Example It is also most appropriate in instances where the data are not easily quantified. Observation study is mostly used in instances where intangible aspects, such as emotions, are involved. Observation is used to determine unforced, innate behavioral patterns in natural settings. There are a number of benefits of stratified sampling such as the certainty of representativeness, correlation between strata, and knowledge of all strata and their distinctive features. Stratified sampling generates higher accuracy than random sampling. Moreover, it is usually easier to stratify a sample than to choose randomly. In stratification, researchers can focus on a small number of characteristics and it is more cost-effective and less time-consuming. Stratified sampling also ensures greater coverage, representativeness, or generalizability. The research using stratified sampling has adequate control over the sample; hence it generates findings that are precise and impartial. Stratified sampling is the best method to acquire data that represent the diversity of the population under

Masculinity and sexuality in highschool Essay Example | Topics and Well Written Essays - 250 words

Masculinity and sexuality in highschool - Essay Example It emphasizes a great deal about how these problems can be overtaken by positive aspects where both gays and lesbians are receiving equal rights without any demarcations whatsoever (Pascoe, 2007). The effeminate boy and the masculine girls therefore are not being treated fairly which is a shame for such a societal manifestation. The males versus females divide must end now because it does not bring any sane result at the end. It should be tackled in such a way that both gays and lesbians are treated in an equal and balanced fashion without any biasness coming to the fore. This is the basis of having a proper understanding regarding the individuals of any society of the world, irrespective of whether they are straight, gays or lesbians. Thus it would be correct to state that the masculinity and sexuality debates should not be focused towards a particular orientation rather the focus should be on everyone to bring about sanity for all

Dream Deferred Essay Example for Free

Dream Deferred Essay In a dream, a man was walking amidst a seemingly endless desert in the Middle East. At a distance, he saw a patch of land abundant with date nuts olives and a fountain-a mysterious oasis in the middle of the dessert. In his desperation to save his life from hunger and thirst, he walked towards the place. However, he was horrified with what he saw when he came closer. The land was destroyed before his very eyes. At the same time, he heard screams of anguish and death from the place. The man woke up from his nightmare- but could not shake the image out of his memory. It is once said that visionaries were born in dreams, and dreams are born out of visions. But so many dreams are deferred by the sudden awakening, in which awakened to visualize the bareness of facts and trace from the threshold of dreams. In today’s world, many have told about fragilities of society and frailties in life. Would there be enough reasons to find an answer in a society that has been divided by conflicts and the dogma of deceit? Could there be enough rationality to justify conflict of ideas being worsened by war? These questions may be meaningless but in a sense explains the obsessions of a dreaming man. This paper will discuss the typical American dream—of what can be done to visualize orderliness and reach out a dreamed legacy for the Middle East. Partnership for Reform Would qualifying the partnership for reform mean apolitical to the socio-religious-political life of the Middle Eastern people? Could apolitical be defined as maintaining the neutrality to the societal condition and cultural beliefs? How partnership for reform be then achieved without prejudice? The partnership for reform may be determined by recognizing and exposing a public interest—the interest where people enjoy the way of life; a life without fear and misery but peace, harmony and prosperity—that is not vindicated by the plagues of war. At a glimpse of the dailies between the consciousness, the partnership for reform is a day of celebration for the American families for the homecoming of their loved ones serving the Armed Forces; as the US Congress called the withdrawal of US troops from Iraq, and as the President held its intrastate policies to foster diplomatic ties in the interstate political-religious affairs in the Middle East. What future can bring by this development may recoil to the governmental reform on fostering diplomatic ties. The Middle East governments has opened its cultural exchange as the rest of the Arab states [to include Iran, Iraq, Afghanistan, Israel, Palestine and Lebanon] paved its way to a unified democratic processes, and the leaders of these Arab states convened to political and economic planning that resembles with the creation of the European Union. Reflective of the partnership for reform is the unification of the Arab States that brought about subsequent political change. First, when the Islamic fundamentalism was supplanted with a neo-Islamism that isolates the Islamist paganism in Iraq and Afghanistan, in which many members of the Al-Qaeda has renewed their Muslim faith and intensely abhorred the doctrine of Bin Laden who is now in exile somewhere in Africa. Second, the leaders of the Arab States vowed to bring justice to the people of the world by eliminating and disarming themselves with weapons of mass destructions, and prosecute the individuals and government personalities that conspire and condone terrorism. The US-Middle East partnership for reform is jointly envisioned by the people and governments to reach out legacy of peace and world order. One of the first 100-day plans is the institutionalization of welfare and services to revitalize the rehabilitation process on the effects of war. This â€Å"healing of wound† of the war is likewise appealing to the member countries of the United Nations to spur the reform in Middle East by supporting the creation of livelihood projects for displaced families and generate employment opportunities by restructuring the economic base. The program of â€Å"re-education for all† is being established in order to improve the level of literacy and social awareness of people who once denied with the right to education as brought about by war. On the other hand, the democratic processes are being renewed by holding an Islamic Convention that will study the promulgation of Constitutional Assemblies in Islamic States. The constitutional assembly thus far takes into effect the modification and reforming of political-religious rights of Middle Eastern people to restore its cultural heritage and obliterate the stigma of jihad (holy war) with its Judeo-Christian brethren. It is then the partnership for reform harnesses the well-being of the people and rekindles its Islamic faith for the life of the world. Thus, the partnership for reform may be a dreamed legacy in 2012. Conclusion The dream for Middle East may not only be a mock article but everybody’s dream specifically by the progressive minds of the Middle Eastern people, and likewise the typical American dream. It may be said that the plagues of war in the Middle East has its in-depth origin from the socio-religious-political-economic perspective. But what is much been said about is the macabre tales of economic interest patterned by deceit and political overpowering. What

The Impact Of Elvis Presley Film Studies Essay

The Impact Of Elvis Presley Film Studies Essay Before Elvis, there was nothing, John Lennon is alleged to have once said. When Elvis Presley recorded his first official single Thats All Right Mama on 5 July 1954, the world changed forever. Elvis was a significant and extraordinary catalyst for vast cultural transformation in 1950s America. Professor Stephen Hinerman sums this up as building the populist base of rock n roll by mixing black and white musics; articulating the sound of a youth rebellion; taking rock music into the world of traditional entertainment; showing that a rock career could sustain longevity with a confident fan base; practically inventing the idea of rock music selling out.  [1]  This demonstrates how Elvis impacted America in immeasurable ways. However author Greil Marcus believes that the enormity of his impact on culture, on millions of people, was never really clear when he was alive; it was mostly hidden.  [2]  Therefore in complete hindsight, this essay will evaluate a few of the foremost ways Elvis impacted on 1950s America looking at the impact on music, race and class, performance, gender, sex and teenagers, marketing and fashion and television and cinema. Firstly, it is fundamental to look at Elviss music style, his records and the radio. During the 1950s Elvis released sixty-six singles, nine albums, and spent fifty-nine weeks at Billboard number one.  [3]  His best-selling single was Dont Be Cruel/Hound Dog (1956) which sold six million copies by the end of the decade and was at number one for eleven weeks.  [4]  These overwhelming statistics portray the popularity of Elviss music and begin to highlight the impact his music had on 1950s America. Author Albert Goldman states that: Elviss phonograph records were crucial to his success but the public has first to discover these records. Almost invariably this crucial discovery was made through the radio.  [5]  Indeed, Elvis had a huge impact on the radio in terms of radio play, genre, and target audience. Elviss style was an unheard-of up-tempo combination of rockabilly, country, pop, gospel and rhythm and blues. This ground-breaking amalgamation combined with a strong back beat became the sound of rock n roll and the sound of a new generation. The initial reaction to Elviss music on the radio was racial. Hinerman says that Elvis was visibly lower class and symbolically blackhe represented an unassimilated white underclass that had been forgotten by mainstream suburban America more accurately, he represented a middle-class caricature of poor whites. He was sleazy.  [6]  In 1950s America, his racial and social impact was sudden. Elviss obituary in The Times states that period saw an irrevocable change in the balance of American society.  [7]  This balance became mainly racial as when Elvis was first played on the radio many listeners assumed that he must be black and had to ask the DJ. Elviss musical influences of typically African-American rhythm and blues sparked huge debates that occur to this day, as this was unheard-of for a white singer in the 1950s. On one hand Elvis popularized black culture to the masses, promoting equality and desegre gation, but on the other hand some people believe Elvis self-interestedly stole their music and sexualised performance style. Elvis even admitted: The colored folks been singing it and playing it just like Im doin now, man for more years that I knownobody paid it no mind til I goosed it up. I got it from them.  [8]  This impacted 1950s America as many prejudiced white adults strongly believed Elviss black musical style would corrupt the white youth with his vulgar dancing and crazy, animalistic rhythm. Many black performers credit Elvis with promoting their music to 1950s America allowing for future success. Singer Little Richard said He was an integrator. Elvis was a blessing. They wouldnt let black music through. He opened the door for black music.  [9]  Similarly singer Al Green agreed: He broke the ice for all of us.  [10]  Elviss astonishing musical impact is depicted in that he is the only artist in four Halls of Fame: Rock and Roll (1986), Country (1998), Gospel ( 2001) and Rockabilly (2007). Elviss radical performance style had an enormous impact on 1950s America, redefining gender, fan culture and instigating sexual liberation. In a decade of strong sexual repression, Elviss sweat, gyrating dance moves, and energetic, uninhibited performance style stirred the 1950s female audience. At one of his first performances in July 1954, Elviss nervousness and the strong back rhythm of his music, led him to shake his leg which was further emphasized by his wide cut pants. When females began uncontrollably screaming, Elvis became conscious of the reaction he was creating. He said my manager told me they were hollering because I was wiggling my legs. I went back out for an encore and I did little more, and the more I did, the wilder they went.  [11]  He had soon perfected this technique to fully affect the female audience. He learnt to slow down and speed up in anticipation and to wind them up until they were in such frenzy he would exit the building and with no encore leave th em wanting more. The hysterical, fainting, worshipping fan-girls were a relatively new concept in 1950s America, and Elviss all-consuming control he had over his fans transformed the music industry and the fan phenomenon. In 1956, Reporter Lionel Crane wrote: what a frenzy this boy can stir up. Ive never seen anything like it. When Elvis sings it isnt just a case of a few girls sighing and going swoony or stamping and shouting. I saw him send 5,000 of them into a mass fit of screaming hysterics.  [12]  Likewise Goldman describes five thousand shrill female voices come in on cue. The screeching reaches the intensity of a jet engine. When Elvis comes striding out on stage with his butchy walk, the screams suddenly escale. They switch to hyper-space.  [13]  There are thousands of these accounts of Elviss impact on the 1950s female audience; he had become a sex symbol. Hinerman believes the reason for this was that you would never marry him; the romance would never end in the te dium of marriage.  [14]  This makes sense in a society with rigid social norms and gender roles as Elvis was a safe, dream-like escape for many girls. Jealous teenage boys however, hated Elvis and he regularly received violent threats. Older males detested the effect Elviss pelvis was having. Critic George Melly said Elvis was the master of the sexual simile, treating his guitar as both phallus and girl.  [15]  Similarly, television host Ed Sullivan believed he was unfit viewing for 1950s families as hes got some kind of device hanging down below the crotch of his pants-so when he moves his legs back and forth you can see the outline of his cockI think its a Coke bottle.  [16]  Sullivan later paid him a record $50,000 to appear on his show, which was watched by an unprecedented sixty million people.  [17]  These colossal figures show Elviss impact on American mass society in the 1950s. Elvis opened the generation gap, impacting 1950s America by establishing the teenagers identity, choice, spending power and fashion. Marcus believes Elvis fitted the necessity existing in every culture that leads it to produce a perfect, all-inclusive metaphor for itselfà ¢Ã¢â€š ¬Ã‚ ¦freedom, limits, risk, authority, sex, repression, youth, age, tradition, novelty, guilt and the escape from guilt.  [18]  Therefore as he fitted the new generation metaphor he changed society. Journalist Maureen Orth remembers that my aunt told me how foolish I was to sit screaming with joy at the spectacle of that vulgar singer on TV. It was then I knew that she and I lived in different worlds, and it was then that kids bedroom doors slammed all over America.  [19]  Elvis reached an entire generation. In his obituary The Times said he was responsible, more than any other entertainer, for the manifestation of what has since come to be called the generation gap: a youth which spoke its own langu age had its own heroes, its own music and its own standards.  [20]  His music touched the youth with lyrics focusing on the teen world of fashion, all the emotions, love and oppression. Goldman highlights this stating that Heartbreak Hotels grotesquely exaggerated and histrionic quality matched perfectly the hysterically self-pitying mood of millions of teenagers, who responded by making the record an instant and immense success.  [21]  Elvis impacted America by becoming a spokesman for a generation and embodying and representing youth spirit. The establishing of a generation gap meant that teenagers began to create their own separate culture led by Elvis. An increase in spending money meant purchasing power and alongside buying his records, Elviss iconic look impacted the conservative and conformist 1950s America in terms of fashion and appearance. Goldman summarises: Elvis was the flip side of this clean-cut conventional male image. His fish-belly white complexion, so different from the healthy tan of the beach boys; his brooding Latin eyes, heaving shaded with mascara; the broad fleshly contours of his face, with the Greek nose and the thick, twisted lips; the long greasy hair, thrown forward in his face by his jerking motions.  [22]  His unusual looks and exotic mixed heritage meant he instantly became a style icon. He started a trend for black slacks, pegged pants, loose, open-necked shirts and brightly coloured sharp suits which were all extremely anti-parent and even had African-American influences. For males ha ir, the short and neat military-style crew cut was preferred by parents and adults. Elvis had the complete opposite. His dyed black, heavily-greased, pompadour-style D.A cut with heavy sideburns instantly became the symbol of a delinquent bad-boy. This soon resulted in hair length limitations in many schools as males across America wanted the same female attraction that Elvis received. Teenager spending power is also depicted in the sales of Elvis fan souvenirs. By 1956, his merchandise alone reached $22 million which was extraordinary at the time.  [23]  The 1950s collectables ranged from posters, lobby cards, bubble gum cards, lipsticks, perfume, jewellery (including a dog tag with his serial number on), sneakers, hats, scarves, record players, guitars and a pink range (autograph book, diary, scrapbook and photo album) to name but a few. This commercialisation was revolutionary and illustrates the impact Elvis had. 1950s America was undergoing conversion from the monopoly of cinema to substantial television growth and Elvis reined power over both; however I will focus on his extensive movie career. In 1956 Elvis signed a seven year contract with Paramount Pictures and initiated his impact on American cinema. His first film Love Me Tender added four musical numbers to capitalize on the one million advanced orders of the Love Me Tender single.  [24]  The film generated $540,000 in its first week and had made $4.5 million by the end of the year.  [25]  He continued on to release Loving You, Jailhouse Rock (grossing $4 million in the year) and King Creole.  [26]  Elvis strongly influenced film-making and revolutionised the genre of the musical. Goldman believes Elviss genius lies in combining the movie myth of the menacing teenager with rock n roll music so as to create a whole new performance idiom appropriate to that wild new form of entertainment, the rock concert.  [27]  Elviss films produced numerous iconic moments, showed the importance of star power and their impact is illustrated in their posthumous endurance. In conclusion it is clear to see a small part of the vast impact Elvis had on 1950s America. From his revolutionizing of music in terms of race and class, his radical and sexual performance style, his splitting of the generations and genders, his fan culture, influence and marketing, to his unique movie career establishing a whole new genre of filmmaking, this essay has attempted to show how Elvis changed American history. Composer Leonard Bernstein believes Elvis is the greatest cultural force in the twentieth century. He introduced the beat to everything and he changed everything music, language, clothes, its a whole new social revolution.  [28]  His impact is immeasurable and unequalled. Elvis Presley was the turning point, permanently transforming culture. He will continue to be of the greatest social significance for years to come because as Marcus said He changed history as such, and in doing so became history.  [29]   Word Count: 2,013

Analysis of Holiday Tour Operators

Analysis of Holiday Tour Operators Chapter 1: Introduction Outline This research focuses on three UK holiday companies Kuoni, Thomas Cook and STA Travel and their marketing strategies. This research is comprised of following chapters: Rationale This study highlights many issues related to marketing of tourism companies; more specifically it will be looking at the three companies mentioned above and will be giving a broad analysis to marketing strategy as a marketing tool. The purpose of this dissertation is to conduct a detailed analysis on three different UK holiday companies which are Kuoni, Thomas Cook and STA Travel, who target different segments of the market. I believe that this investigation will broaden my understanding of the tourism marketing as well as the techniques and strategies that they use as a key factor to their success. (Morgan, 2001)Overall I believe that it is an interesting area to study because I can use and demonstrate while conducting this investigation the skills and knowledge that I had obtained while studying my degree. In addition, I have chosen to carry out my dissertation on the following three companies, because I believe that they differ in their market segmentation, however they have a common goal and they are competitors. I would like to introduce the companies that I will be focusing on and provide some brief introduction for each of them. But first of all let us talk about the role of tour operators. (Wang, 2002) Tour operators today play a very important role in creating the images of destinations. In this global capacity, they can significantly influence international tourism flows towards a country hit by safety and security risks. Even decisions of individual tourists on where to spend a holiday very often depend on the attitude and practice of tour operators towards a particular destination. But people have their own choices and preferences. In this paper we are going to analyse Kuoni, Thomas Cook and STA Travel tourism and travelling services as this is one of the best tour operator agencies world wide and the first choice of tourists. (Buhalis, 2001) From 1950 to 1998 the number of international tourist arrivals in the world increased from 25 million to 635 million (WTO 1999b), with an average annual increase of 6.97%. Over the past 15 years, international tourism receipts have grown 1.5 times faster than world GDP, with no signs of slowing down. In 1998 international tourism accounted for an estimated 8% of the worlds total earnings and 37% of exports in the service sector (WTO 1999a). According to data from the International Monetary Fund, in 1998 international tourism receipts and passenger transport amounted to more than $504 billion, putting it ahead of all other categories of international trade (automotive products, chemicals, food, petroleum and other fuels, computer and office equipment, textiles and clothing, mining products, etc.). (Driver, 1999) This rapid development of international tourism can partly be explained by the xxpackage holidays promoted nationally and internationally. Indeed, tour operators represent one of the most powerful and most influential entities in the tourism industry. They have a strong influence on international flows from main generating markets to various destinations. According to World Tourism Organization estimates, tour operators nowadays have a share of about 25% in the total international tourism market. This means that in 2000 tour operators organized at least 175 million international tourism trips. Therefore, the success of many destinations depends on whether foreign tour operators include them in their programs. (Buhalis, 1998) Travel Industry As the travel industry consists of numerous sectors and divisions, companies within the industry vary greatly in their activities and the segments of the market they are involved in. Three of them Kuoni, Thomas Cook and STA Travel leaders in their respective field and I would like to commence with Kuoni in the following segment. (Riege, 2000) Introduction to Kuoni, Thomas Cook and STA Travel Companies Kuoni Travel Holding Ltd. oversees one of Europes top five travel and tour groups. Based in Zurich, Switzerland, the company is particularly strong in both its domestic and U.K. markets, but is also present throughout Europe, especially in Scandinavia, with a rising presence in the United States and Asian markets. Kuoni Travel operates in three primary areas of business: Leisure Travel, which accounts for more than 85 percent of the companys sales; Business Travel, through its BTI unit, which handles travel coordination activities for the small and mid-sized and large-scale corporation markets; and Incoming Services, which provides travel destination services, such as touring and sightseeing packages. (Morrison, 1994)The company markets it high-end tours and travel packages under the Kuoni name. Discount travel packages are offered under the Helvetica brand name. Switzerland remains the companys single largest market, representing slightly less than one-third of its total sales. The U.K. and North American markets together provide less than one-third of sales. The European continent, including Scandinavia, added another roughly 30 percent to Kuonis total sales, which topped SFr 4 billion in 1996. (Schonland and Williams, 1996) Kuoni has been stepping up the pace of its acquisitions at the turn of the century. After being disapponited in its attempt to merge with the United Kingdoms First Choice Holidays Plc, which would have helped the company create a counterweight to Europes market-leading Preussag-Thomson alliance announced in early 1999, Kuoni has changed direction, targeting the Scandinavian, Indian, and North American markets for its future growth. (Weber and Roehl, 1999)Listed on the Swiss stock exchange, Kuoni is led by Chairman Daniel Affolter and President and CEO Hans Lerch. (Bonn and Furr, 1999) A native of Chur, Switzerland, Alfred Kuoni moved to Zurich to open a travel agency in 1906. If the companys nameTravel Bureauwas not all that original, Kuoni quickly established itself as a pioneer in exotic travel destinations. One of the companys first organized tour packages took Swiss citizens on a guided tour to far-off Egypt. (Hu, 1996) In 1925, Kuoni reincorporated as a joint-stock company, with shares remaining within the Kuoni family. Through the years leading up to World War II, Kuoni expanded from its original location to include a number of sales offices throughout Switzerland. Despite its success in its home market, the company recognized early on that Switzerland was too small for its growing ambitions. The company also opened its first international office, in Nice, in the south of France. Further international moves were not realised due to the buildup to and outbreak of World War II. (Baker and Hozier, 1994) Kuonis international expansion began almost immediately after the end of the war. In 1948, the company opened its first international subsidiaries, in Italy and France. Kuoni also continued to venture to new and exotic travel destinations, such as the organization of the first charter flights to Africa. (Pizam and Mansfeld, 1999)In 1957, the Kuoni family established the Kuoni and Hugentobler Foundation under which to group their holding; much later, with Kuonis public listing, the foundation would became the companys primary shareholder. (Dev and Olsen, 2000) Thomas Cook AG is an international leisure group, created in 2000 by CN Touristics purchase of Britains Thomas Cook Holdings Ltd., with roots tracing back to 1841. (Bitner and Booms, 1982 )The company is represented in the sales markets of Germany, Great Britain, Ireland, France, Belgium, Luxembourg, the Netherlands, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, India and Canada, providing products and services in most market segments, including airlines, hotels, tour operators, travel and incoming agencies. Thomas Cook AG is the third largest integrated tourism group in the world, serving some 14 million customers. Thomas Cook AG, encompasses 32 tour operators and around 3,600 travel agencies, selling the groups products worldwide, as well as a portfolio of 76,000 controlled hotel beds, a fleet of 87 aircraft and a workforce numbering some 28,000. Its services also include travel shops and charter airlines. (Koh, 1995) Evidently, the scale of operations of Thomas Cook AG in his respective market, has allowed him to realize economy of scale, affording a strong advantage over competition and in turn benefiting his clients. Because of the large volume of business provided to many resorts by Cook, he currently have excellent buying power, enabling him to negotiate the best possible airfare, hotel rates and transfer rates, which are translated into attractive selling prices, better rooms and overall greater value for his clients. Numerically, Cook has realized triumphs and broken records in his area. In 1993, Thomas Cook AG excels, as it achieved sales of some eight billion Euros and served more that 13 million customers in the 2001-2002 financial year alone. (Ioannides and Debbage, 1997)In appreciation of his expertise and as an acknowledgement of his proficiency in his operations, Thomas Cook AG has both received numerous awards and tributes over the years for a variety of enterprises. For example, th e Mexican government awarded the Best Tour Operator Worldwide Award in 1998. Thomas Cook AG is nominated every year in several categories in the World Travel Awards, as well as having its various subsidiaries and companies receive numerous awards worldwide. (Riege and Perry, 2000) STA Travel, a subsidiary of privately held Diethelm Keller Holding Ltd., markets itself as â€Å"the world’s largest student travel organization helping students travel in over 90 countries.† STA Travel specializes in student travel, a market niche accounting for approximately 20% of all travel bookings. In 2005 STA Travel reported revenues of 215 Million CHF (Swiss Francs) on total transactions of 1,542 CHF, down from 241 on 1539 the previous year. That same year, the firms 2,358 employees working from 375 travel agency offices in 17 countries and through franchises in 83 others, provided travel advice and booking services to approximately 6 million travelers. (Fick and Ritchie, 1991) Founded in 1979, STA Travel had grown and expanded its global reach through a series of mergers and acquisitions. While the brand well known in parts of Europe and Australia, where it had operated for many years, STA Travel’s US brand, born with the acquisition in 2003 of Council Travel, was still less well known. Historically, STA Travel reached its customers through retail travel agencies, many located near or on college campuses. Beginning in the 1990’s, however, the internet brought new online competitors. Among these were Student Universe and Student City as well as less focused on line providers of travel services including Travelocity and Expedia. By 2007 the internet was predicted to account for more bookings than offline alternatives. Aims and Objectives Following are the aims and objectives of this study: Introduction to Kuoni Holiday Company Introduction to Thomas Cook Holiday Company Introduction to STA Travel Holiday Company Marketing strategy of these companies Research Questions The study seeks to answer the following questions: â€Å"An investigation into the marketing strategy of three UK holiday companies who target the different sections of society with reference to their marketing strategy.† (Kuoni, Thomas Cook and STA Travel) Chapter 2: Literature Review Role of Tour Operators The role of tour operators unlike the travel agencies who sell holiday and a range of other travel products tour operators actually assemble the component parts of a holiday, package holidays i.e. the means of travel, accommodation, facilities, transfers, excursion and other services. The famous name which comes into my minds is Thomas Cook for their packages and services. (Field, 1999) If we consider that the travel agents are the retailer arm of the travel business, then the tour operators can be linked to wholesalers, since they buy in bulk from the providers of travel services, such as the hoteliers and airlines, break the bulk into manageable packages and offer the finished product the inclusive tour for sale to the travel agencies or direct to the consumer. (Kaynama and Black, 2000) Peace, safety, and security are the primary conditions for the normal tourism development of a destination, region, or country and thus are the basic determinants of its growth. Without them, destinations cannot successfully compete on the generating markets, even if they present in their marketing campaigns the most attractive and best quality natural and built attractions. Tourism contributes to peace as much as it benefits from it (Savignac 1994). According to Pizam (1999), every minute of every day a crime or a violent act occurs at a destination somewhere in the world. At the same time, it would be difficult to deny that many types of safety risks co-exist in everyones daily lives, and within tourism as well. However, an important difference exists: People are rarely in a position to change their place of living, but nothing can force them to spend a holiday in a place that they perceive as insecure. (Kaynama and Black, 2000)The basic requirement of contemporary demand is higher quality supply and services, and that quality has become the most important factor in the existing climate and development of that demand. But usually do not mention factors which are the condition sine qua non—peace, safety, and security, now generally taken for granted. Any threats to the safety of tourists causes a decrease or total absence of activity, not only in a particular destination, but also very often in neighbouring regions or countries as well. Consequently, since tourism is an important contributor to national economies, host countries will find it necessary to take substantial measures to bring the country hit by crisis back onto the market as quickly as possible. Taking the example of three companies discussed below we further try to explore their role and business strategy. (Medlik and Wang, 2002) Kuoni, Holiday Company Kuoni began looking farther afield in the 1960s. In 1963, the company made its first entry into the Asian markets with the opening of a branch office in Japan. (Medlik and Wang, 2002 )Two years later, Kuoni entered what was later to become one of its most important single markets when it acquired the United Kingdoms Challis Benson Ltd. The importance of the U.K. market to Kuoni was seen at the beginning of the 1970s when the company changed its nameand its U.K. operations nameto Kuoni Travel Ltd. (Buhalis, 1998) The companys listing on the Swiss stock exchange provided fuel for new growth, while opening up the companys shares to new partners, including SwissAir, which built up a 30 percent share in Kuoni. The public listing enabled the company to step up its international growth. After opening a subsidiary in Austria at the beginning of the decade, Kuoni now launched subsidiaries in Germany and Spain, both in 1973, and a subsidiary in Greece the following year. The year 1974 also saw Kuoni step up its position in the U.K. market, when it acquired Houlders World Holidays, based in England. (Buhalis, 1998) While building up its international network, Kuoni also was launching new products. In 1977, the company began marketing its first around-the-world tour. In the 1980s, Kuoni began to acquire properties in many of its most popular destinations, adding a number of hotels, including the Hawksbill Beach Hotel in Antigua in 1981 and the Discovery Bay Beach Hotel in Barbados, bought in 1984. In 1986, Kuoni became the first tour operator to offer around-the-world charter flights on the Concorde supersonic jet. (Morrison, 1996)Although this latter product catered to the companys strong high-end and high-margin clientele, Kuoni also launched a new brand name, Helvetica, to encompass its discount tour and travel operations. The worldwide travel industry remained highly fragmented in the 1990s, with numerous small-scale operators competing against a smaller number of quickly growing industry heavyweights. Kuoni, which had already captured the lead in the Swiss market, was determined to maintain a leadership position as the travel industry headed into a drawn-out consolidation drive leading up to the turn of the century. The company acquired Reiseburo NUR Neckermann in 1987, boosting its position in the Austrian market. Three years later, the company regrouped its Austrian activities, launching the NUR Neckermann Reisen AG joint venture with Germanys Neckermann Touristic. Kuonis part of the joint venture remained at 49 percent. (Morrison, 1996) Back home, the company continued to consolidate its dominance of the Swiss market, acquiring Privat Safaris, the countrys leading operator of tours to eastern Africa, and Reiseburo Popularis, which combined retail offices with direct sales operations marketing discount tour and travel packages. Yet Kuonis strong position in the Swiss market and its growing share internationally soon led it to become the target of a takeover attempt. The sale of SwissAirs 30 percent holding created the opening for Germanys Krauthof AG department store group to acquire a 50.1 percent majority of Kuoni in 1992. (Middleton, Clarke, 2001) Kuoni, through the Kuoni and Hugentobler Foundation, nonetheless retained majority control of the companys voting rightswhich provided the leverage to the resolution of the takeover attempt. In 1995, the Kuoni and Hugentobler Foundation bought out Krauthofs stake in the company. The company then changed its name to Kuoni Travel Holding, a move that also reflected a new diversification drive: in 1995 the company acquired Danzas Reisen AG, a Switzerland-based specialist in business travel services. The Danzas acquisition led Kuoni to create a dedicated business travel unit. The company also acquired retailer Kewi Reisen, while integrating its majority share of Railtour Suiss SA, acquired the year before. With its independence assured, Kuoni launched its own acquisition drive in the late 1990s. In 1996, Kuoni added Frances Voice SA, and Scanditours, focused on the Nordic region. (Middleton, Clarke, 2001)The company moved into The Netherlands with the acquisition of Special Traffic that same year. Kuoni also looked to the potentially huge market of India for the first time, acquiring SOTC Holiday Tours, which provided the basis for its Kuoni India Ltd. subsidiary. Two other acquisitions completed the companys busy years, those of Rotunda Tours, expanding Kuoni into South Africa, and CIS Intersport, a Swiss company catering to the growing demand for sports-oriented holiday packages. In 1996, also, the companys Edelweiss Air launched its charter flight operations. (Walle, 1996) Kuonis expansion campaign continued strongly through the end of the century, including the launch of the P O Travel Ltd. joint venture with Peninsular and Oriental Steam Navigation Company, based in Hong Kong, with offices in Bangkok and Singapore. The 1997 joint venture strengthened Kuonis position in the Asian market, which, despite the austere economic climate in the region at the end of the decade, promised to become one of the worlds stronger holiday markets. Closer to home, Kuoni continued lining up acquisitions, especially Voyages Jules Verne, a U.K. upscale tour operator, and Switzerlands Manta Reisen, which specialized in scuba and other deep-sea holidays. The company also acquired German business travel specialist Euro Lloyd Reisenburo, which it combined with its other German operations into the new subsidiary BTI Euro Lloyd, one of that markets top five business travel companies. Also in 1998, Kuoni launched a joint venture with Italys Gastaldi Tours. The next year Kuoni face a major setback. At the beginning of 1999, the company announced its agreement to merge with the United Kingdoms number three travel operator, First Choice Holidays. The merger, agreed to by both sides, was thwarted by a surprise takeover attempt from rival U.K. operator Airtours Plc, which offered a higher per-share price. When the majority of First Choices shareholders chose to back the Airtours offerwhich itself was blocked by the European monopolies commissionKuoni pulled out of the merger talks. The First Choice merger might have allowed Kuoni to become not only a major player in the U.K. travel market but to boost its position to the top ranks in all of Europe. After the collapse of the merger, however, Kuoni redirected its strategy to other markets. Three markets in particular were to receive its attention: the United States, Scandinavia, and India. In 1999, Kuoni acquired upscale travel company Intrav, based in St. Louis, Missouri; the Intrav acquisition, which cost Kuoni $115 million, gave it a strong opening into the booming U.S. market for luxury vacations. The following year, the company acquired T Pro, an incoming services specialist based in New York and the number three incoming services provider to the U.S. market. The year 2000 saw Kuoni not only strengthen its hold on the Swiss travel markettaking a 49 percent share in ITV, Switzerlands third largest tour group and subsidiary of Germanys Preussagbut also expand its presence in its new target markets of Scandinavia and India. The first was served by the acquisition of 49 percent of Apollo Resor, based in Stockholm, Sweden, and then boosted by the acquisition of Denmarks Dane Tours. In March 2001, the company announced its decision to restructure most of its Scandinavian holdings into a single subsidiary. Thomas Cook Holiday Company Thomascook.com has pledged to bring in a quarter of sales through its website in 2006 and appointed a new digital agency to plan and buy all online media.The move will include an increase in online advertising spend of around 50% and will see an integration between traditional campaigns in print and outdoor with online marketing. Harvest Digital will take on all online media planning and buying through existing travel portals, plus drive a new strategy with the likes of Metro.co.uk, GM.TV and the Lonely Planet websites.Head of online marketing at Thomas Cook, Manuel Mascarenhas, said: â€Å"We selected Harvest Digital because they have delivered on an imaginative plan, using competitions, contextual advertising and sponsorships against tight CPA targets. They have a core audience of repeat bookers and want to ensure we continue to acquire new customers online. The new marketing strategy will target what has been labelled the lucrative and web-savvy audience of 35 to 45 year olds that several holidays a year, including packages, flights, ski holidays and cruises. Harvest Digital partner Emma Wilson added that Thomas Cook is the oldest name in travel but has a very contemporary approach within its sales channels. Also Thomas Cook Signature has won the award for Best Long Haul Operator at last years British Travel Awards, receiving 31% of the vote, while in 2002 Thomas Cook India Ltd has been awarded the Institute of Directors prestigious Golden Peacock National Award for excellence in corporate governance, awarded for transparency, excellence in conducting business at various levels of management, social and environmental responsibility, ethical business practice and consistent creation of value for all the stake holders. Thomas Cook Group has acquired Elegant Resorts, the Chester-based luxury travel firm with 160 staff and gross assets of  £22m. Thomas Cook acquired Hotels4U.com from Centurion Holiday Group for an initial  £22m. This company closed 150 travel shops and six offices throughout the country with the loss of up to 2,800 jobs, affecting sites in Rochdale, Manchester, Rawtenstall and Denton; not only this but Thomas Cook based 40 head office jobs in London following its merger with Mytravel, but this is not expected to affect the jobs at its existing headquarters in Peterborough. Apart from this, Thomas Cook of Peterborough merged with MyTravel of Rochdale to form a combined holidays business with more than 32,000 staff, Thomas Cook is to conduct a strategic review of its UK tour operating business, prompting speculation that it will seek buyers for Club 18-30, Style villa holidays, Neilson skiing and Sun World. Accenture has won a  £110m 10-year contract from Thomas Cook to set up an IT and finance service centre, which will involve the transfer of about 400 Thomas Cook staff. Thomas Cook has launched a branded digital TV channel, which features its full range of holidays and other travel products; also reduced costs in its European travel business by shedding 2,600 jobs, closing 100 shops and grounding four aircraft. Today, Thomas Cook is a leading travel company and one of the most widely recognised and respected brands in the world. Employing over 11,000 staff, Thomas Cook operates throughout a network of 616 locations in the UK and overseas. The company is wholly owned by Thomas Cook AG (formerly CN Touristic AG), which announced its acquisition of Thomas Cook in December 2004 and was granted EC approval in March 2005. (Marvell, 2005) Thomas Cook AG is now the second largest travel group in Europe and the third largest in the world. One reason for the companys longevity and continued success is its commitment to providing exceptional service. Thomas Cook once described himself as the willing and devoted servant of the travelling public. Today, 160 years after his pioneering excursion, these words remain a fitting epithet to the company he founded. (Bloch and Segev, 1997) Thomas Cook, a major UK Tour Operator, has signed an agreement to pilot AXS-Ones new AXSPoint(R) electronic invoice delivery service to travel agents. The new AXSPoint service, which has been approved by the Civil Aviation Authority (CAA), a UK regulatory body for use by tour operators holding an Air Travel Organisers Licence (ATOL), will eliminate the need for tour operators to issue hard copy invoices to travel agents, thereby providing tour operators such as Thomas Cook Holidays with potential savings of up to 80 percent on their annual invoice distribution costs. For travel agents involved in the Pilot program, invoices will now arrive electronically on the same day as dispatch. The AXSPoint service will offer travel agents the ability to automatically match and reconcile invoices to bookings, thereby reducing administration costs and allowing quicker turn-around of invoices to the agents customer. (Richer and James, 1998) The AXSPoint service will significantly enhance the service we provide to our travel agent customers and the service they provide their customers in turn, commented Manny Fontenla Novoa, Chief Executive Officer, Thomas Cook (UK). The speed and efficiency of electronic distribution will reduce our costs considerably while benefiting agents and customers alike. Commenting on the development, Mark Donkersley, Managing Director, AXS-One UK, said: While Thomas Cook is the first tour operator to pilot this system, we are receiving strong interest from other tour operators and travel agents. The issuing of paper invoices has been expensive to tour operators and agents alike in terms of money, time and customer service. Today, this activity costs the regulated tour industry over $25 million per year and we are currently working with the leaders of this sector to bring them on board our system. By providing these services electronically, and securely, we save them a considerable amount of money, while at the same time adding value to each part of the distribution chain and generating recurring revenue streams for AXS-One. (Richer and James, 1998) Superficially, the differences between Thomas Cook AG and other agencies are evident, as one is a national tour operator, while the others are global travel conglomerates. Nevertheless, if we examine deeper below the surface and truly analyze other companies, we can appreciate the great difference between Cook and others’ services. All the agencies have become trusted and highly respected in their markets, as well as being among the best-known names in them, but Cook’s services is most appreciated by his customers. This is the reasons his company is the most preferred one. Thus, we can infer that Cook has the same presence and effect in his comparative market, it being tour operation in the U.S. for other companies and the world for Thomas Cook AG. (Trochim, 2001) STA Travel Company To be responsive to their globally dispersed and culturally diverse customer base STA Travel sought to â€Å"delegate as much autonomy, responsibility and authority as close to the action as possible,† while using a single integrated information system â€Å"to provide global support and solutions when that can improve their experience.† They described this philosophy, ‘as local as possible, as global as necessary’. An evolving business strategy called One Company sought to â€Å"align business operations with customer needs across the world†. Global teams were charged with developing and delivering â€Å"a single supplier strategy, one service standard, one set of operating standards and guidelines for management of our corporate identity†. To support that model the company was providing BLUEe, â€Å"a single sales and booking system to every STA Travel point of purchase backed by a single network, infrastructure, finance, and reporting syst em.† (Trochim, 2001) To ensure they remained â€Å"as local as possible,† each major country maintained its own sales and marketing arms. While most country’s home web page was consistent in look and feel, country marketers were each free to design their marketing campaigns including methods to harness the internet. The US office, for instance had run a successful viral marketing campaign called â€Å"body shots,† intended to promote spring break in the U.S. They had also initiated advertising on Facebook and Myspace, two sites popular with the demographics desirable by the firm. The STA Travel U.S. website, itself was a popular destination, registering some 600,000 unique visitors each month. Over 400,000 customers and prospective customers also contact the U.S. Division each month by email. The STA Travel’s North American division’s had initiated development of STATRAVEL193.COM, a highly interactive web site featuring video reports from STA customers about travel destinations. (Gall Borg, 2003)They had also been the first division to explore the possibilities of Second Life as a marketing tool. The idea had received a welcome endorsement, and a matching investment, from STA Travels headquarters in the U.K. Craig Hepburn, STA Travels Global Webmaster, was responsible for the content management system that fed the various country websites and that was being rolled out throughout the world. His team had also supported development of personalized travel blogs, that allowed STA Travel customers to document their travel. Hepburn was enthusiastic about SL as a marketing channel, but knew it would be met with resistance by the marketing departments in other countries. The initial strategy STA Travel had conceived for their web presence had two prongs. The first element was to create several destination islands to attract prospective travelers. For instance, one idea was to create an island featuring the great wall of China. The second element of the plan was to hold a machinima competition among current Second Life residents. Machinima, a style of movie making, uses avatars as members of the cast; the movie is then filmed in the context of a virtual wor Analysis of Holiday Tour Operators Analysis of Holiday Tour Operators Chapter 1: Introduction Outline This research focuses on three UK holiday companies Kuoni, Thomas Cook and STA Travel and their marketing strategies. This research is comprised of following chapters: Rationale This study highlights many issues related to marketing of tourism companies; more specifically it will be looking at the three companies mentioned above and will be giving a broad analysis to marketing strategy as a marketing tool. The purpose of this dissertation is to conduct a detailed analysis on three different UK holiday companies which are Kuoni, Thomas Cook and STA Travel, who target different segments of the market. I believe that this investigation will broaden my understanding of the tourism marketing as well as the techniques and strategies that they use as a key factor to their success. (Morgan, 2001)Overall I believe that it is an interesting area to study because I can use and demonstrate while conducting this investigation the skills and knowledge that I had obtained while studying my degree. In addition, I have chosen to carry out my dissertation on the following three companies, because I believe that they differ in their market segmentation, however they have a common goal and they are competitors. I would like to introduce the companies that I will be focusing on and provide some brief introduction for each of them. But first of all let us talk about the role of tour operators. (Wang, 2002) Tour operators today play a very important role in creating the images of destinations. In this global capacity, they can significantly influence international tourism flows towards a country hit by safety and security risks. Even decisions of individual tourists on where to spend a holiday very often depend on the attitude and practice of tour operators towards a particular destination. But people have their own choices and preferences. In this paper we are going to analyse Kuoni, Thomas Cook and STA Travel tourism and travelling services as this is one of the best tour operator agencies world wide and the first choice of tourists. (Buhalis, 2001) From 1950 to 1998 the number of international tourist arrivals in the world increased from 25 million to 635 million (WTO 1999b), with an average annual increase of 6.97%. Over the past 15 years, international tourism receipts have grown 1.5 times faster than world GDP, with no signs of slowing down. In 1998 international tourism accounted for an estimated 8% of the worlds total earnings and 37% of exports in the service sector (WTO 1999a). According to data from the International Monetary Fund, in 1998 international tourism receipts and passenger transport amounted to more than $504 billion, putting it ahead of all other categories of international trade (automotive products, chemicals, food, petroleum and other fuels, computer and office equipment, textiles and clothing, mining products, etc.). (Driver, 1999) This rapid development of international tourism can partly be explained by the xxpackage holidays promoted nationally and internationally. Indeed, tour operators represent one of the most powerful and most influential entities in the tourism industry. They have a strong influence on international flows from main generating markets to various destinations. According to World Tourism Organization estimates, tour operators nowadays have a share of about 25% in the total international tourism market. This means that in 2000 tour operators organized at least 175 million international tourism trips. Therefore, the success of many destinations depends on whether foreign tour operators include them in their programs. (Buhalis, 1998) Travel Industry As the travel industry consists of numerous sectors and divisions, companies within the industry vary greatly in their activities and the segments of the market they are involved in. Three of them Kuoni, Thomas Cook and STA Travel leaders in their respective field and I would like to commence with Kuoni in the following segment. (Riege, 2000) Introduction to Kuoni, Thomas Cook and STA Travel Companies Kuoni Travel Holding Ltd. oversees one of Europes top five travel and tour groups. Based in Zurich, Switzerland, the company is particularly strong in both its domestic and U.K. markets, but is also present throughout Europe, especially in Scandinavia, with a rising presence in the United States and Asian markets. Kuoni Travel operates in three primary areas of business: Leisure Travel, which accounts for more than 85 percent of the companys sales; Business Travel, through its BTI unit, which handles travel coordination activities for the small and mid-sized and large-scale corporation markets; and Incoming Services, which provides travel destination services, such as touring and sightseeing packages. (Morrison, 1994)The company markets it high-end tours and travel packages under the Kuoni name. Discount travel packages are offered under the Helvetica brand name. Switzerland remains the companys single largest market, representing slightly less than one-third of its total sales. The U.K. and North American markets together provide less than one-third of sales. The European continent, including Scandinavia, added another roughly 30 percent to Kuonis total sales, which topped SFr 4 billion in 1996. (Schonland and Williams, 1996) Kuoni has been stepping up the pace of its acquisitions at the turn of the century. After being disapponited in its attempt to merge with the United Kingdoms First Choice Holidays Plc, which would have helped the company create a counterweight to Europes market-leading Preussag-Thomson alliance announced in early 1999, Kuoni has changed direction, targeting the Scandinavian, Indian, and North American markets for its future growth. (Weber and Roehl, 1999)Listed on the Swiss stock exchange, Kuoni is led by Chairman Daniel Affolter and President and CEO Hans Lerch. (Bonn and Furr, 1999) A native of Chur, Switzerland, Alfred Kuoni moved to Zurich to open a travel agency in 1906. If the companys nameTravel Bureauwas not all that original, Kuoni quickly established itself as a pioneer in exotic travel destinations. One of the companys first organized tour packages took Swiss citizens on a guided tour to far-off Egypt. (Hu, 1996) In 1925, Kuoni reincorporated as a joint-stock company, with shares remaining within the Kuoni family. Through the years leading up to World War II, Kuoni expanded from its original location to include a number of sales offices throughout Switzerland. Despite its success in its home market, the company recognized early on that Switzerland was too small for its growing ambitions. The company also opened its first international office, in Nice, in the south of France. Further international moves were not realised due to the buildup to and outbreak of World War II. (Baker and Hozier, 1994) Kuonis international expansion began almost immediately after the end of the war. In 1948, the company opened its first international subsidiaries, in Italy and France. Kuoni also continued to venture to new and exotic travel destinations, such as the organization of the first charter flights to Africa. (Pizam and Mansfeld, 1999)In 1957, the Kuoni family established the Kuoni and Hugentobler Foundation under which to group their holding; much later, with Kuonis public listing, the foundation would became the companys primary shareholder. (Dev and Olsen, 2000) Thomas Cook AG is an international leisure group, created in 2000 by CN Touristics purchase of Britains Thomas Cook Holdings Ltd., with roots tracing back to 1841. (Bitner and Booms, 1982 )The company is represented in the sales markets of Germany, Great Britain, Ireland, France, Belgium, Luxembourg, the Netherlands, Austria, Hungary, Poland, Slovakia, Slovenia, Egypt, India and Canada, providing products and services in most market segments, including airlines, hotels, tour operators, travel and incoming agencies. Thomas Cook AG is the third largest integrated tourism group in the world, serving some 14 million customers. Thomas Cook AG, encompasses 32 tour operators and around 3,600 travel agencies, selling the groups products worldwide, as well as a portfolio of 76,000 controlled hotel beds, a fleet of 87 aircraft and a workforce numbering some 28,000. Its services also include travel shops and charter airlines. (Koh, 1995) Evidently, the scale of operations of Thomas Cook AG in his respective market, has allowed him to realize economy of scale, affording a strong advantage over competition and in turn benefiting his clients. Because of the large volume of business provided to many resorts by Cook, he currently have excellent buying power, enabling him to negotiate the best possible airfare, hotel rates and transfer rates, which are translated into attractive selling prices, better rooms and overall greater value for his clients. Numerically, Cook has realized triumphs and broken records in his area. In 1993, Thomas Cook AG excels, as it achieved sales of some eight billion Euros and served more that 13 million customers in the 2001-2002 financial year alone. (Ioannides and Debbage, 1997)In appreciation of his expertise and as an acknowledgement of his proficiency in his operations, Thomas Cook AG has both received numerous awards and tributes over the years for a variety of enterprises. For example, th e Mexican government awarded the Best Tour Operator Worldwide Award in 1998. Thomas Cook AG is nominated every year in several categories in the World Travel Awards, as well as having its various subsidiaries and companies receive numerous awards worldwide. (Riege and Perry, 2000) STA Travel, a subsidiary of privately held Diethelm Keller Holding Ltd., markets itself as â€Å"the world’s largest student travel organization helping students travel in over 90 countries.† STA Travel specializes in student travel, a market niche accounting for approximately 20% of all travel bookings. In 2005 STA Travel reported revenues of 215 Million CHF (Swiss Francs) on total transactions of 1,542 CHF, down from 241 on 1539 the previous year. That same year, the firms 2,358 employees working from 375 travel agency offices in 17 countries and through franchises in 83 others, provided travel advice and booking services to approximately 6 million travelers. (Fick and Ritchie, 1991) Founded in 1979, STA Travel had grown and expanded its global reach through a series of mergers and acquisitions. While the brand well known in parts of Europe and Australia, where it had operated for many years, STA Travel’s US brand, born with the acquisition in 2003 of Council Travel, was still less well known. Historically, STA Travel reached its customers through retail travel agencies, many located near or on college campuses. Beginning in the 1990’s, however, the internet brought new online competitors. Among these were Student Universe and Student City as well as less focused on line providers of travel services including Travelocity and Expedia. By 2007 the internet was predicted to account for more bookings than offline alternatives. Aims and Objectives Following are the aims and objectives of this study: Introduction to Kuoni Holiday Company Introduction to Thomas Cook Holiday Company Introduction to STA Travel Holiday Company Marketing strategy of these companies Research Questions The study seeks to answer the following questions: â€Å"An investigation into the marketing strategy of three UK holiday companies who target the different sections of society with reference to their marketing strategy.† (Kuoni, Thomas Cook and STA Travel) Chapter 2: Literature Review Role of Tour Operators The role of tour operators unlike the travel agencies who sell holiday and a range of other travel products tour operators actually assemble the component parts of a holiday, package holidays i.e. the means of travel, accommodation, facilities, transfers, excursion and other services. The famous name which comes into my minds is Thomas Cook for their packages and services. (Field, 1999) If we consider that the travel agents are the retailer arm of the travel business, then the tour operators can be linked to wholesalers, since they buy in bulk from the providers of travel services, such as the hoteliers and airlines, break the bulk into manageable packages and offer the finished product the inclusive tour for sale to the travel agencies or direct to the consumer. (Kaynama and Black, 2000) Peace, safety, and security are the primary conditions for the normal tourism development of a destination, region, or country and thus are the basic determinants of its growth. Without them, destinations cannot successfully compete on the generating markets, even if they present in their marketing campaigns the most attractive and best quality natural and built attractions. Tourism contributes to peace as much as it benefits from it (Savignac 1994). According to Pizam (1999), every minute of every day a crime or a violent act occurs at a destination somewhere in the world. At the same time, it would be difficult to deny that many types of safety risks co-exist in everyones daily lives, and within tourism as well. However, an important difference exists: People are rarely in a position to change their place of living, but nothing can force them to spend a holiday in a place that they perceive as insecure. (Kaynama and Black, 2000)The basic requirement of contemporary demand is higher quality supply and services, and that quality has become the most important factor in the existing climate and development of that demand. But usually do not mention factors which are the condition sine qua non—peace, safety, and security, now generally taken for granted. Any threats to the safety of tourists causes a decrease or total absence of activity, not only in a particular destination, but also very often in neighbouring regions or countries as well. Consequently, since tourism is an important contributor to national economies, host countries will find it necessary to take substantial measures to bring the country hit by crisis back onto the market as quickly as possible. Taking the example of three companies discussed below we further try to explore their role and business strategy. (Medlik and Wang, 2002) Kuoni, Holiday Company Kuoni began looking farther afield in the 1960s. In 1963, the company made its first entry into the Asian markets with the opening of a branch office in Japan. (Medlik and Wang, 2002 )Two years later, Kuoni entered what was later to become one of its most important single markets when it acquired the United Kingdoms Challis Benson Ltd. The importance of the U.K. market to Kuoni was seen at the beginning of the 1970s when the company changed its nameand its U.K. operations nameto Kuoni Travel Ltd. (Buhalis, 1998) The companys listing on the Swiss stock exchange provided fuel for new growth, while opening up the companys shares to new partners, including SwissAir, which built up a 30 percent share in Kuoni. The public listing enabled the company to step up its international growth. After opening a subsidiary in Austria at the beginning of the decade, Kuoni now launched subsidiaries in Germany and Spain, both in 1973, and a subsidiary in Greece the following year. The year 1974 also saw Kuoni step up its position in the U.K. market, when it acquired Houlders World Holidays, based in England. (Buhalis, 1998) While building up its international network, Kuoni also was launching new products. In 1977, the company began marketing its first around-the-world tour. In the 1980s, Kuoni began to acquire properties in many of its most popular destinations, adding a number of hotels, including the Hawksbill Beach Hotel in Antigua in 1981 and the Discovery Bay Beach Hotel in Barbados, bought in 1984. In 1986, Kuoni became the first tour operator to offer around-the-world charter flights on the Concorde supersonic jet. (Morrison, 1996)Although this latter product catered to the companys strong high-end and high-margin clientele, Kuoni also launched a new brand name, Helvetica, to encompass its discount tour and travel operations. The worldwide travel industry remained highly fragmented in the 1990s, with numerous small-scale operators competing against a smaller number of quickly growing industry heavyweights. Kuoni, which had already captured the lead in the Swiss market, was determined to maintain a leadership position as the travel industry headed into a drawn-out consolidation drive leading up to the turn of the century. The company acquired Reiseburo NUR Neckermann in 1987, boosting its position in the Austrian market. Three years later, the company regrouped its Austrian activities, launching the NUR Neckermann Reisen AG joint venture with Germanys Neckermann Touristic. Kuonis part of the joint venture remained at 49 percent. (Morrison, 1996) Back home, the company continued to consolidate its dominance of the Swiss market, acquiring Privat Safaris, the countrys leading operator of tours to eastern Africa, and Reiseburo Popularis, which combined retail offices with direct sales operations marketing discount tour and travel packages. Yet Kuonis strong position in the Swiss market and its growing share internationally soon led it to become the target of a takeover attempt. The sale of SwissAirs 30 percent holding created the opening for Germanys Krauthof AG department store group to acquire a 50.1 percent majority of Kuoni in 1992. (Middleton, Clarke, 2001) Kuoni, through the Kuoni and Hugentobler Foundation, nonetheless retained majority control of the companys voting rightswhich provided the leverage to the resolution of the takeover attempt. In 1995, the Kuoni and Hugentobler Foundation bought out Krauthofs stake in the company. The company then changed its name to Kuoni Travel Holding, a move that also reflected a new diversification drive: in 1995 the company acquired Danzas Reisen AG, a Switzerland-based specialist in business travel services. The Danzas acquisition led Kuoni to create a dedicated business travel unit. The company also acquired retailer Kewi Reisen, while integrating its majority share of Railtour Suiss SA, acquired the year before. With its independence assured, Kuoni launched its own acquisition drive in the late 1990s. In 1996, Kuoni added Frances Voice SA, and Scanditours, focused on the Nordic region. (Middleton, Clarke, 2001)The company moved into The Netherlands with the acquisition of Special Traffic that same year. Kuoni also looked to the potentially huge market of India for the first time, acquiring SOTC Holiday Tours, which provided the basis for its Kuoni India Ltd. subsidiary. Two other acquisitions completed the companys busy years, those of Rotunda Tours, expanding Kuoni into South Africa, and CIS Intersport, a Swiss company catering to the growing demand for sports-oriented holiday packages. In 1996, also, the companys Edelweiss Air launched its charter flight operations. (Walle, 1996) Kuonis expansion campaign continued strongly through the end of the century, including the launch of the P O Travel Ltd. joint venture with Peninsular and Oriental Steam Navigation Company, based in Hong Kong, with offices in Bangkok and Singapore. The 1997 joint venture strengthened Kuonis position in the Asian market, which, despite the austere economic climate in the region at the end of the decade, promised to become one of the worlds stronger holiday markets. Closer to home, Kuoni continued lining up acquisitions, especially Voyages Jules Verne, a U.K. upscale tour operator, and Switzerlands Manta Reisen, which specialized in scuba and other deep-sea holidays. The company also acquired German business travel specialist Euro Lloyd Reisenburo, which it combined with its other German operations into the new subsidiary BTI Euro Lloyd, one of that markets top five business travel companies. Also in 1998, Kuoni launched a joint venture with Italys Gastaldi Tours. The next year Kuoni face a major setback. At the beginning of 1999, the company announced its agreement to merge with the United Kingdoms number three travel operator, First Choice Holidays. The merger, agreed to by both sides, was thwarted by a surprise takeover attempt from rival U.K. operator Airtours Plc, which offered a higher per-share price. When the majority of First Choices shareholders chose to back the Airtours offerwhich itself was blocked by the European monopolies commissionKuoni pulled out of the merger talks. The First Choice merger might have allowed Kuoni to become not only a major player in the U.K. travel market but to boost its position to the top ranks in all of Europe. After the collapse of the merger, however, Kuoni redirected its strategy to other markets. Three markets in particular were to receive its attention: the United States, Scandinavia, and India. In 1999, Kuoni acquired upscale travel company Intrav, based in St. Louis, Missouri; the Intrav acquisition, which cost Kuoni $115 million, gave it a strong opening into the booming U.S. market for luxury vacations. The following year, the company acquired T Pro, an incoming services specialist based in New York and the number three incoming services provider to the U.S. market. The year 2000 saw Kuoni not only strengthen its hold on the Swiss travel markettaking a 49 percent share in ITV, Switzerlands third largest tour group and subsidiary of Germanys Preussagbut also expand its presence in its new target markets of Scandinavia and India. The first was served by the acquisition of 49 percent of Apollo Resor, based in Stockholm, Sweden, and then boosted by the acquisition of Denmarks Dane Tours. In March 2001, the company announced its decision to restructure most of its Scandinavian holdings into a single subsidiary. Thomas Cook Holiday Company Thomascook.com has pledged to bring in a quarter of sales through its website in 2006 and appointed a new digital agency to plan and buy all online media.The move will include an increase in online advertising spend of around 50% and will see an integration between traditional campaigns in print and outdoor with online marketing. Harvest Digital will take on all online media planning and buying through existing travel portals, plus drive a new strategy with the likes of Metro.co.uk, GM.TV and the Lonely Planet websites.Head of online marketing at Thomas Cook, Manuel Mascarenhas, said: â€Å"We selected Harvest Digital because they have delivered on an imaginative plan, using competitions, contextual advertising and sponsorships against tight CPA targets. They have a core audience of repeat bookers and want to ensure we continue to acquire new customers online. The new marketing strategy will target what has been labelled the lucrative and web-savvy audience of 35 to 45 year olds that several holidays a year, including packages, flights, ski holidays and cruises. Harvest Digital partner Emma Wilson added that Thomas Cook is the oldest name in travel but has a very contemporary approach within its sales channels. Also Thomas Cook Signature has won the award for Best Long Haul Operator at last years British Travel Awards, receiving 31% of the vote, while in 2002 Thomas Cook India Ltd has been awarded the Institute of Directors prestigious Golden Peacock National Award for excellence in corporate governance, awarded for transparency, excellence in conducting business at various levels of management, social and environmental responsibility, ethical business practice and consistent creation of value for all the stake holders. Thomas Cook Group has acquired Elegant Resorts, the Chester-based luxury travel firm with 160 staff and gross assets of  £22m. Thomas Cook acquired Hotels4U.com from Centurion Holiday Group for an initial  £22m. This company closed 150 travel shops and six offices throughout the country with the loss of up to 2,800 jobs, affecting sites in Rochdale, Manchester, Rawtenstall and Denton; not only this but Thomas Cook based 40 head office jobs in London following its merger with Mytravel, but this is not expected to affect the jobs at its existing headquarters in Peterborough. Apart from this, Thomas Cook of Peterborough merged with MyTravel of Rochdale to form a combined holidays business with more than 32,000 staff, Thomas Cook is to conduct a strategic review of its UK tour operating business, prompting speculation that it will seek buyers for Club 18-30, Style villa holidays, Neilson skiing and Sun World. Accenture has won a  £110m 10-year contract from Thomas Cook to set up an IT and finance service centre, which will involve the transfer of about 400 Thomas Cook staff. Thomas Cook has launched a branded digital TV channel, which features its full range of holidays and other travel products; also reduced costs in its European travel business by shedding 2,600 jobs, closing 100 shops and grounding four aircraft. Today, Thomas Cook is a leading travel company and one of the most widely recognised and respected brands in the world. Employing over 11,000 staff, Thomas Cook operates throughout a network of 616 locations in the UK and overseas. The company is wholly owned by Thomas Cook AG (formerly CN Touristic AG), which announced its acquisition of Thomas Cook in December 2004 and was granted EC approval in March 2005. (Marvell, 2005) Thomas Cook AG is now the second largest travel group in Europe and the third largest in the world. One reason for the companys longevity and continued success is its commitment to providing exceptional service. Thomas Cook once described himself as the willing and devoted servant of the travelling public. Today, 160 years after his pioneering excursion, these words remain a fitting epithet to the company he founded. (Bloch and Segev, 1997) Thomas Cook, a major UK Tour Operator, has signed an agreement to pilot AXS-Ones new AXSPoint(R) electronic invoice delivery service to travel agents. The new AXSPoint service, which has been approved by the Civil Aviation Authority (CAA), a UK regulatory body for use by tour operators holding an Air Travel Organisers Licence (ATOL), will eliminate the need for tour operators to issue hard copy invoices to travel agents, thereby providing tour operators such as Thomas Cook Holidays with potential savings of up to 80 percent on their annual invoice distribution costs. For travel agents involved in the Pilot program, invoices will now arrive electronically on the same day as dispatch. The AXSPoint service will offer travel agents the ability to automatically match and reconcile invoices to bookings, thereby reducing administration costs and allowing quicker turn-around of invoices to the agents customer. (Richer and James, 1998) The AXSPoint service will significantly enhance the service we provide to our travel agent customers and the service they provide their customers in turn, commented Manny Fontenla Novoa, Chief Executive Officer, Thomas Cook (UK). The speed and efficiency of electronic distribution will reduce our costs considerably while benefiting agents and customers alike. Commenting on the development, Mark Donkersley, Managing Director, AXS-One UK, said: While Thomas Cook is the first tour operator to pilot this system, we are receiving strong interest from other tour operators and travel agents. The issuing of paper invoices has been expensive to tour operators and agents alike in terms of money, time and customer service. Today, this activity costs the regulated tour industry over $25 million per year and we are currently working with the leaders of this sector to bring them on board our system. By providing these services electronically, and securely, we save them a considerable amount of money, while at the same time adding value to each part of the distribution chain and generating recurring revenue streams for AXS-One. (Richer and James, 1998) Superficially, the differences between Thomas Cook AG and other agencies are evident, as one is a national tour operator, while the others are global travel conglomerates. Nevertheless, if we examine deeper below the surface and truly analyze other companies, we can appreciate the great difference between Cook and others’ services. All the agencies have become trusted and highly respected in their markets, as well as being among the best-known names in them, but Cook’s services is most appreciated by his customers. This is the reasons his company is the most preferred one. Thus, we can infer that Cook has the same presence and effect in his comparative market, it being tour operation in the U.S. for other companies and the world for Thomas Cook AG. (Trochim, 2001) STA Travel Company To be responsive to their globally dispersed and culturally diverse customer base STA Travel sought to â€Å"delegate as much autonomy, responsibility and authority as close to the action as possible,† while using a single integrated information system â€Å"to provide global support and solutions when that can improve their experience.† They described this philosophy, ‘as local as possible, as global as necessary’. An evolving business strategy called One Company sought to â€Å"align business operations with customer needs across the world†. Global teams were charged with developing and delivering â€Å"a single supplier strategy, one service standard, one set of operating standards and guidelines for management of our corporate identity†. To support that model the company was providing BLUEe, â€Å"a single sales and booking system to every STA Travel point of purchase backed by a single network, infrastructure, finance, and reporting syst em.† (Trochim, 2001) To ensure they remained â€Å"as local as possible,† each major country maintained its own sales and marketing arms. While most country’s home web page was consistent in look and feel, country marketers were each free to design their marketing campaigns including methods to harness the internet. The US office, for instance had run a successful viral marketing campaign called â€Å"body shots,† intended to promote spring break in the U.S. They had also initiated advertising on Facebook and Myspace, two sites popular with the demographics desirable by the firm. The STA Travel U.S. website, itself was a popular destination, registering some 600,000 unique visitors each month. Over 400,000 customers and prospective customers also contact the U.S. Division each month by email. The STA Travel’s North American division’s had initiated development of STATRAVEL193.COM, a highly interactive web site featuring video reports from STA customers about travel destinations. (Gall Borg, 2003)They had also been the first division to explore the possibilities of Second Life as a marketing tool. The idea had received a welcome endorsement, and a matching investment, from STA Travels headquarters in the U.K. Craig Hepburn, STA Travels Global Webmaster, was responsible for the content management system that fed the various country websites and that was being rolled out throughout the world. His team had also supported development of personalized travel blogs, that allowed STA Travel customers to document their travel. Hepburn was enthusiastic about SL as a marketing channel, but knew it would be met with resistance by the marketing departments in other countries. The initial strategy STA Travel had conceived for their web presence had two prongs. The first element was to create several destination islands to attract prospective travelers. For instance, one idea was to create an island featuring the great wall of China. The second element of the plan was to hold a machinima competition among current Second Life residents. Machinima, a style of movie making, uses avatars as members of the cast; the movie is then filmed in the context of a virtual wor