Is Benjamin Franklin a Quintessential American?

Being a quintessential person in the American setting requires several elements that are identified and attached by other people as a true characteristic of patriotism. The picture drawn for quintessence is one where the person serves as the ideal model for the American people and the steps taken by the person are to be remembered as these are the ideals that put forward progress within the nation once adopted in good terms.Despite the lack of spontaneous and complete information com/his-review-of-the-autobiography-of-benjamin-ben-franklin-all/">written by Benjamin Franklin regarding some events in his life, he has shown to be a quintessential American from his early years up to the last pages of his autobiography. First, he has the brevity and courage that pushed him never to give up and try all the resources at his reach. When he was working for his brother, differences are highlighted among them and he decided to leave him (Franklin, 1996). He proceeded to move to other areas wher e he could get employment as his brother prevented him from getting employed in their town (Franklin, 1996).Employment is an important part of the economy and more and more people are competing for the different jobs available. For some, it becomes very difficult that lead them to give up. However, Benjamin Franklin tried all the means at his disposal and never gave up. Eventually, at the later part of the book, it proves to be the most important characteristic that gave him success in life as he proves to be a real-life example of the American Dream, which at that time is an element attached to the American country.The perseverance, courage, and brevity in the challenges faced in life are important because these are needed in coping through difficult times. Moreover, these positive attitude and approaches serve as factors towards success in overcoming problems. Second, the courage to make a difference and help others can be seen as a small, yet significant, act that contributes to progress. In the early part of his autobiography, Benjamin Franklin helped a man from drowning as they met a storm during his trip away from his brother (Franklin, 1996).Acts of kindness and generosity when adopted as a way of everyday living could make a change in the way people treat one another. It serves as a means through which cooperation could be enhanced and the trust of people with one another rebuilt. With what Benjamin Franklin did, he showed that it is possible to help other people and make a difference in their lives. Third, Benjamin Franklin portrays an image of a person who is always thirsty for knowledge and never ceases to hone and earn these in every single way he can.Education is an important investment for people as this is seen to be a tool which one can rely on in pursuit of progress. It serves as the vehicle for development in one country where investing in the education of the people is a step taken towards the betterment in the society and uplifting the cond itions of living. The very reason as to why the government steers and places education among its priorities is because it wants its citizens to be literate. Likewise, every individual aims for it because of the advantage it gives in terms of employment and career growth.Unfortunately, only a few of the people nowadays are given access to formal institutions of education and receive a diploma. This leaves potential skills and talents unharnessed and serve as a wasted resource for the country when not put into use. Fourth, he has proven himself as a genius because of the discoveries he made in relation to science, such as that of the stove. Aside from being a hardworking business man, he managed to become affiliated with science as he made his studies with his goals aligned with that of science. This goal is to provide easier and more efficient means in terms of carrying out tasks and other activities.He has given his time and effort in order to provide scientific advancements, which may not be as significant as the others but still remain to be an applauded achievement. His dedication to make his own contributions gave him the chance to give discover for the use of the people. Fifth, he constantly made himself aware of the political issues that abound the nation and made the move to help such as his act of writing proposals to gather funds to support colonial defense during the war between England and France (Franklin, 1996).While he may not have a personal interest in terms of the war, he still had the initiative to provide for support and make his cause ripple through his solicitations. His support for the political causes reflects a support for the country and the initiative to help in times where there is a great need. This is important because having people who are aware of the situation is sometimes not enough. There is a greater need for people who wish to take action during times where an active approach is needed.Every little act of support counts when it makes a difference and contributes to the purpose of the country. Lastly, he has served for volunteer works for the country and the citizens. Volunteerism is a spirit that gives people a chance to know that they can do something to help solve problems. Even if it is seen as a tiny dot compared to the larger cause that is found in the society, volunteering for different causes is still counted as an important part of giving and serving the country.With the different initiatives and achievements Benjamin Franklin narrated in his book, he is really seen as a quintessential American. This is especially true in fulfilling the expectations attached to the American Dream. Beyond this, he has selflessly dedicated himself to the service of his nation and in making his own personal contributions in making a difference for the society. Reference Franklin, B. (1996). The Autobiography of Benjamin Franklin, Dover Thrift Edition. New York: Dover Publications.

Culture and Literature Essay

Humans are generally described as unique, not one of us are ever exactly the same to another person. If we put a little logic, unique individuals make up societies, thus societies are also somehow unique to each other. Uniqueness is commonly regarded as a positive trait simply because it makes something interesting. In many respects, the societies of the world would never run out of interesting things to share with each other. And among these interesting things, stories are seemingly the medium of communication that is enjoyed by all cultures. Moreover, listening to stories of a different culture make us learn something about that particular culture. This paper will feature the Chinese classic story â€Å"Journey to the West† by Wu Cheng-en. The story is about an epic adventure of a monkey with superhuman strength able to withstand the 100,000-man army of the heavens. However, the monkey uses his superhuman strength for mischievous acts. As a punishment, Buddha had put a mountain on top of him. After so many years, the monkey fatefully meets a monk. The story teaches us how the Chinese views the aspects of loyalty, responsibility, spirituality, and many other aspects about the Chinese culture. Other cultures could learn many lessons from this Chinese classic such as discipline. Since the monkey was still behaving wildly even though he is freed, the monk had put a headband spell that would contract each time the monkey would act in an undisciplined manner. (Cheng-en 342) All in all â€Å"Journey to the West† by Wu Cheng-en is an action packed epic adventure that is also packed with valuable lessons. It could also be said that he popularity of this particular story had introduced China to the western world. In many respects, this classic of literature is China’s gift to the world that the country is proud and willing to share with other cultures. Work Cited Cheng-en, Wu. Monkey: Folk Novel of China. TN: Grove Press. 1958

Curriculum Development for Inclusive Education Essay

Curriculum Development for Inclusive Education - Essay Example Curriculum Development for Inclusive Education Course Description ESOl level 3 course will prepare students who may include adolescents, young professionals to effectively communicate in English in different situations both orally and in writing. ... The approach seeks to the students’ potential. It is an effort that ensures diverse learners (of different languages, different ways of learning, cultures, different interests, different family lives and homes and with disabilities) are exposed to several teaching strategies that come to them as individual learners (nvpie 2013). The level of this scheme of work is at ESOL (English Speakers of Other Languages) Entry 3. Blackledge (2005, p236) indicates that an individual at ESOL Entry 3 is capable of following straight forward spoken instructions and explanations and make a conversation on a familiar topic (Blackledge 2005, p236). The scheme targets adolescent and adult learners including those with mild disabilities. Mallows (2006, p10) indicates that the ESOL classroom is composed of a diversity of backgrounds and the needs of the learners. There are four potential categories of ESOL learners and they include migrant workers, asylum-seekers and refugees, partners and spouses of students, and settled communities (Mallows 2006, p10). The targeted learners for the developed course include migrant workers and partners and spouses of students. The targeted population in most cases includes individuals who are not well endowed economically. In this respect, the course is well designed to meet their needs in that they need not to purchase expensive equipment to take part in the lessons. Also, the course is designed to be suitable to persons with mild visual and hearing impairments going by the aids to be used during teaching. Multi-media will be applied in teaching to encourage learning through seeing, hearing, and touching. At Entry 3 level, the adults can respond and listen to spoken language including straightforward

ANSWERS TO SOME FREQUENTLY Dissertation Example | Topics and Well Written Essays - 1000 words

ANSWERS TO SOME FREQUENTLY - Dissertation Example 2. WHAT IS THE SCOPE OF TRANSACTIONS TO WHICH THE BAN ON RIBA IS APPLICABLE? DOES THE TERM APPLY ONLY TO THE INTEREST CHARGED ON CONSUMPTION LOANS OR DOES IT ALSO COVER PRODUCTIVE LOANS ADVANCED BY BANKING AND FINANCIAL INSTITUTIONS? The Shariah clearly states that riba al-nasi'ah, â€Å"the fixing in advance a positive return on a loan as a reward for waiting† is prohibited. Hence it could be understood as a ban on interest as commonly used today. Islamic jurists, the fuqaha, state in no unclear terms that all manifestations of riba are forbidden. So it does not matter if the context is consumption or business and also whether the loan in issued or availed. It is also irrelevant whether the institution in question is a commercial bank, government agency, business enterprise or an individual. 3. DOES THE PROHIBITION OF RIBA APPLY EQUALLY TO THE LOANS OBTAINED FROM OR EXTENDED TO MUSLIMS AS WELL AS NON-MUSLIMS? The Islamic Fiqh Academy (IFA), which is the leading authority on f inancial transactions, mentions that there is no leniency in the application of Shariah laws even if one party of a financial transaction is non-Muslim. ... IS SUCH A SCHEME ACCEPTABLE FROM AN ISLAMIC POINT OF VIEW? In economies with high rates of inflation, restrictions imposed by Shariah laws can undermine value of investments. To compensate for such a loss, a method of indexation is usually employed. There is no consensus yet among the fuqaha, as to the compatibility of indexation practices with Islamic scriptures. So far the Fiqh Academy has permitted indexation in cases pertaining to â€Å"wages and contracts fulfilled over a period of time† and has disallowed in cases pertaining to monetary debts. Similarly, â€Å"for debts in a specific currency, due in installments, the parties may agree to settle the installments due in a different currency at the prevailing rate of exchange on the date of settlement†. 5. WHAT ARE THE MAJOR MODES OF FINANCING USED BY ISLAMIC BANKS AND FINANCIAL INSTITUTIONS? Islamic banking system has invented a few ingenious modes of financing in order to comply with Shariah principles. The first mode is based upon sharing of both profits and losses incurred by investments, respectively the mudarahab (passive partnership) and musharakah (active partnership). The second mode operates on the basis of credit offered durig the purchase of goods and services and uses such financial concepts as murabahah (sales contract at a profit markup), ijarah (leasing), salam and istisna (contracts). These modes are unique to Islamic finance and have been approved by fiqh officials. Apart from being consistent with Islamic precepts, these modes incentivise direct investments, thereby contributing to economic growth of the bank/institution/country. Yet, improvements need to be done in order to integrate Islamic financial system into global

The Epistmology of Conspiracy Theories Essay Example | Topics and Well Written Essays - 1250 words

The Epistmology of Conspiracy Theories - Essay Example What exists about such events is only fantasizing of what might have been the cause. There are various such conspiracies in the world. The first one concerns the source of Human Immunodeficiency Virus that causes Acquired Immune Deficiency Syndrome. People speculate that it was a product of Soviet or American biological warfare and that it was released either with or without the knowledge of the scientist who made it. People were also not aware that such virus existed. The second conspiracy concerns extraterrestrials that frequently visited the earth with the intention of killing cows and human beings. The memories of these individuals and animals are then erased from our memories such that forget them forever (Keeley 6). The third conspiracy explains that there once had a good transport system in Los Angeles city which was made up of street cars. In 1930 to 1940, car manufactures, rubber makers and oil marketers formed a conspiracy group that distracted this transport system. The in tention of the group was to turn the city’s transport system into an automobile type. It, therefore, made large sales by selling such automobiles. The fourth conspiracy is that of â€Å"Trans World Airlines Flight 800.† The plane was accidentally sunk into the sea by a United State navy missile. The government then covered the facts behind this accident by refusing to release the right information to them media. These were just the mere speculations that went around in the public. The sixth most common conspiracy is the most surprising one. The United State is said to record all telephone calls made by people living in Transatlantic. The National Security Agency was the body behind this monitoring and recording (Keeley 8). Their primary intention is still yet to be known. The fifth conspiracy speculates that a small group of Jewish bankers controls the world economy. Other groups that were speculated were the Trilateral Commission and Freemasons. The sixth and the most talked about conspiracy involve the Oklahoma City bombing. It is speculated that a police officer guarding the main entrance of the building had in the previous days killed a person. His friends swore to revenge by throwing a bomb at him. They did so and killed the officer together with an extra 168 people. A clear analysis of the Oklahoma City bombing can reveal some characteristics of a conspiracy theory. After the bombing, news went around that the Bureau of Alcohol, Tobacco and Firearms had been forewarned before it took place, which they denied. A wise person should understand that such speculations or news in the media may be false or true. However, a conspiracy can be identified by a number of characteristics (Keeley 10). First, it offers the clarification of the event in question. The aim of this clarification is to confuse people’s minds and distract them far away from the truth. The second characteristic is that the people behind the bad event are revealed as weak and not capable of doing such an event. They are revealed to have played a helping role. They are seen as setting the main event that caused the disaster. Third, the group that does wrong or harmful event must be small in number. Other larger groups of people whom they are acting for, is largely hidden. Fourth, they cast doubts on an official story that had been earlier released. It, therefore, acts as a cover

Entrepreneurship in Dilemma Dissertation Example | Topics and Well Written Essays - 1000 words

Entrepreneurship in Dilemma - Dissertation Example However, not all countries are willing to adopt the principles of freedom, trade, and business development. Nigeria does not have a rich history of business development and entrepreneurship. Nevertheless, the Nigerian President sets a challenging task to make Nigeria one of the world’s leading economies by 2020. Needless to say, entrepreneurship will play one of the key roles in the economic and social development in the country. This is one of the reasons why the factors of accountability and governance in the small business sector in Nigeria require detailed analysis. Aims and objectives The key question for the proposed study is What Implications Do Accountability and Governance Have for the Future Nationwide Entrepreneurship Development in Nigeria? The key research objectives include: To define and explore the concepts of accountability and governance; To understand and explain the implications of governance and accountability for entrepreneurship; To discuss and evaluate the current state of entrepreneurship in Nigeria; To find out and estimate the prospects of entrepreneurship development in Nigeria until 2020; To explain how accountability and governance can serve the needs of the future entrepreneurship development in Nigeria; To provide recommendations for the future research. Literature Review The current state of literature provides abundant information about accountability and governance in entrepreneurship but leaves little room to the discussion of entrepreneurship in Nigeria (Switzer, LN & Tang, M 2009). Globalization and the following integration of national markets generate great chances for the fast development of business and entrepreneurship in all parts of the world. Nevertheless, not all states are ready to change their principles of freedom, trade, and business development (Switzer, LN & Tang, M 2009). Many of them, especially developing countries meet a lot of difficulties on this way. However, it is possible to create a general p icture of entrepreneurship in the African continent and estimate its prospects for the future. It should be noted, that governance and accountability are among the most popular, essential and widely discussed topics of scholarly analysis. The reasons for this are numerous and varied. First and foremost, governance provides a multitude of effects on strategic decisions in entrepreneurship (LeBreton-Miller & Miller 2008). According to LeBreton-Miller and Miller (2008), small and medium enterprises that operate in the context of personal ownership are entirely distinct from those that are owned by diffuse stakeholders. Governance also affects manager-owner agency costs and bears heavy consequences on the quality of strategic outcomes (LeBreton-Miller & Miller 2008). Second, governance is essentially about power, and when globalization adds pressures on entrepreneurs, governance becomes an object of business and professional scrutiny (Verhezen & Morse 2009). As of today, governance ofte n serves the source of competitive advantage for firms, and pressures for improved governance challenge the established status quo in entrepreneurship (Verhezen & Morse 2009). Ultimately, governance has much to do with the value of firms: Switzer and Tang (2009) suggest that endogenous governance mechanisms constantly interact. Eventually, governance and accountability have far-reaching implications for policymaking in business and entrepreneurship (Bhasin 2010). Much has been written and said about

Sociology- Sex Paper Essay Example | Topics and Well Written Essays - 750 words

Sociology- Sex Paper - Essay Example n (1994), DSM-IV defines transvestite fetishism as a ‘heterosexual male who cross-dresses over a period of at least six months.’ This male also has ‘recurring sexually arousing fantasies.’ The DSM-IV adds that an individual can only be diagnosed as having transvestite fetishism if ‘significant distress or impairment in functioning, with or without gender dysphoria,’ is associated with the cross-dressing. (Bordan and De Ricco1997) The DSM-IV itself differentiates between an individual who can be diagnosed as having transvestite fetishism and one who has a gender identity disorder. For one to be diagnosed with gender identity disorder one would have to consistently portray‘cross-gender identification’. This portrayal would include ‘symptoms such as a stated desire to be the other sex, frequent passing as the other sex, or the conviction that he or she has the typical feelings and reactions of the other sex. (Bower 2001) What is more, approximately 66% of male transsexuals prefer strong hetero-sexual males. In fact they refuse homosexual partners. (Bower, 2001) Therein rests one of the major differences between transsexuals or individuals with gender identity disorder and homosexuals. Homosexuals as the name implies are individuals of the same sex involved in sexual relationships whereas male transsexuals prefer to engage in sexual relationships with hetero -sexual males rather than homosexuals. Likewise the transvestite may or may not desire to engage in sexual relationships with homosexuals. Moreover, researchers have noted that males with gender identity disorder may be attracted to males, females, either sexes or neither of the sexes. Amazingly, though females identified with gender identity disorder are nearly always attracted to only females. (Bower 2001. p 2) Homosexuals may be classified into two main categories, namely, ‘the effeminate homosexual’ and the ‘drag queen.’ (Bower 2001) Although the effeminate homosexual has

Hurricane Floyd Case Study Example | Topics and Well Written Essays - 1500 words

Hurricane Floyd - Case Study Example Even the with the intervention of alternative emergencies from neighboring states, there is very little improvement because the evacuation systems in situ create constraints. The evacuation needs per individual on the instance of such ruinous event, as Floyd, is overwhelming for this low personnel-to-resident magnitude relation. On the fateful day of cyclone Floyd, the routes were slim and congestions were huge. The personnel were overcome by the quantity of needs per individual when Floyd attacked. With reference to the size of the county, the response to disaster that happens at the furthest distance from the agency location might not be handled with success because of low workers range. The area of coverage per personnel is such that the reaction time remains low despite early preparations. This could be worsened by inadequate instrumentality and transport for handling this kind of emergencies. The recent rise within the instances of hurricanes, storms and tornadoes give possible indication of increase of the level greenhouse gases within the atmosphere. It is believed that increase of the quantity of global warming within the troposphere – lower atmosphere, will increase warming in high altitudes. Heat waves and droughts became extremely predictable whereas weather specialists and scientists still have confidence in noncurrent short prediction for the hurricanes, storms and tornadoes, (Herring, 2000). Emergency response agencies are ill equipped because the historical account of prevalence of the storms, hurricanes and tornadoes offers a lower chance of the events happening. Charlotte County is found on Florida’s East coast and has not experienced landfall of a major storm since cyclone Agnes in 1972, 32 years before Charley. However, recently, it was hit by two hurricanes, Dennis and Floyd, which confirms the fears over the result of worldwide

The Water Cycle Research Paper Example | Topics and Well Written Essays - 1000 words

The Water Cycle - Research Paper Example Nature has the ultimate solution of making the above mentioned necessity happen through the â€Å"water cycle†. The water cycle is a process in which water switches its state between the three different phases, namely solid, liquid and gas. And then further the water cycle includes circulation between the earth’s surface, water bodies and the atmosphere. The basic driving force of the water is the sun (Hughes 12-19). The water cycle is of immense importance as it helps to regulate the temperature of the earth surface and also helps in bringing rainfall to various parts of Earth.. When the water on Earth’s surface is evaporated it takes away the Earth’s heat as well, thus cooling the surroundings. And when the water condenses it release back the heat thus warming up the environment and this helps in regulating temperature throughout the globe. The water cycle helps to circulate minerals between different places on the Earth and also helps in conversion of rocks to soil. An important contribution of the water cycle is the formation of different topographical features throughout the earth which enhance beauty of the Earth’s surface and also provides other benefits. Without the presence of water cycle it would not be possible for the living organisms to survive (Olien 9-14). The water cycle is comprised of six different processes or steps. Each process has its own significance and importance. The progression of water cycle starts from the process of evaporation. The sun’s heat helps to convert the water present on the earth to water vapors. Water on earth is present in a number of different resources like rivers, oceans, seas, lakes etc. Water evaporates not only from the surface of the earth, but from trees and plants. This process of evaporation of water from trees and plants is called transpiration. Water at the North and South Pole is in the form of snow and ice. At very low temperatures and high pressure snow is directly converted into vapors without having a liquid state. This process is known as sublimation and is much slower than evaporation. The water vapors rise in the air and from clouds. Water gets evaporated by absorbing the heat from the sun and the water can also evaporate by absorbing the heat from the surroundings and thus lowers the temperature of the nearby environment. When water evaporates all impurities are left behind, and the vapors that rise in the air are far pure than the water present on Earth (Hughes 23-27). As the water vapor rises in the air, the temperature decreases as a result of which the vapors condenses to form clouds or remain suspended in the air as fog. The clouds are formed by the accumulation of tiny water droplets. The tiny droplets of water keep on accumulating to form larger and larger clouds. These clouds travel to different parts of the globe and absorb more and more water to increase its size. When the clouds have no longer the ability to hold together, then the tiny droplets of water combine to form larger droplets of water. Also, at higher altitudes the temperature is extremely low. Hence, the water droplets lose their heat energy and fall down on earth as rain. If the temperature of the area is cold then there is a possibility that instead of rain the water droplets fall as snow, hail or sleet. Precipitation can also occur in the form of drizzle. By the process of precipitation the water that has

The Bad Little Boy by Mark Twain Essay Example | Topics and Well Written Essays - 750 words

The Bad Little Boy by Mark Twain - Essay Example It is evidently clear from the discussion that Twain’s purpose in the story is to present that not all the bad boys in stories have a change of heart in its conclusion and have a happy ending because they changed from being bad to good but that in real life, bad characters also succeed. Twain’s mention of Sunday school books a number of times to compare their bad boy James to his bad boy Jim emphasizes the difference between the two characters although they have a similar name. Sunday school stories, known for the moral lessons derived from the stories indicate that the character of James is round, developing from being a nuisance to the charming boy everyone wants while Twain aims to present his Jim as a challenge to face realities that there indeed are flat characters like Jim who are static, bad from the beginning to the end of the story. The frequent contradictions of James and Jim in the story establish a strong foundation for this theory. For instance, when Jim sn eaked into the pantry for some jam, it was mentioned that he did not do as the other bad boys do in other stories, feeling sorry for their bad actions, kneeling and praying then telling their mothers what bad things they did and asking for forgiveness. Instead, it mentions that the opposite happened to Jim which now puts him in a different category, that instead of becoming better, he became worst, even feeling happy for what he did and prepared for what spanking and discipline that would come from his mother. The story also presents the fact that bad things do not happen to bad people only and likewise, good things do not happen to good people only but that good and bad happen to everyone, contrary to what is usually taught in Sunday schools. This is exemplified by the mention of the main character stealing apples from a farmer’s apple tree and yet did not fall and break his limb, nor fallen in bed for weeks, grieved for what he did but that he successfully came down from the tree with lots of stolen fruits, overpowering the dog and escaping whatever danger there might have been. Drowning on a Sunday did not also happen to Jim while he was out boating when he was supposed to be in church or at home doing what was expected of a good little boy. That he did not blow his fingers off when he run with his father’s gun to go hunting on the Sabbath nor was he caught when he stole the teacher’s pen-knife instead, he broke his moral classmate’s reputation when the pen- knife fell from his cap where Jim placed the stolen item. All throughout the story, Twain presented the argument that there is more to what is written in Sunday stories which should be taught to the children and that would be the realities of life. The author also presents sarcasm in the few times he mentioned amazement about the luck of the main chara

Sinusitis Care Plan Essay Example for Free

Sinusitis Care Plan Essay This therapeutic care plan will utilized the â€Å"I can treat and prescribe framework† to ensure that appropriate patient treatments are selected using a step by step approach, including assessment integration, drug and/or disease related problems, therapeutic goals, therapeutic alternatives and indications, plan of care and evaluation (OPHCNPP, 2012). By going through each step of this framework, and including or excluding treatment options based on individual patient factors and strong clinical evidence, this clinician will arrive at the most suitable treatment plan for the patient. H.K (32 year old male) presented with persistent facial pain for 7 days. He reported having a headache (6/10 on a pain scale) upon bending forward and awakening, occasional tooth pain, no nasal drainage, and no cough. H.K denied fever or chills but admitted to feeling â€Å"run-down†. His past medical history included varicella zoster at age 5 years, seasonal allergic rhinitis (pollen), viral respiratory tract symptoms 2 weeks ago (now resolved), and no recent antibiotic use over the past 3 months. He is married with two children who are not in daycare (ages 8 and 9). H.K is a supermarket manager, non-smoker, and denied substance abuse. The patient reported having private prescription drug coverage but was only taking Advil cold and sinus (2 tablets orally every 6 hours as required) with good effect. H.K’s vitals were taken (temp. 37.5 °C tympanic, HR 74 reg., R 12 reg. and equal). His head and neck examination revealed that his sclera were clear and his pupils were r ound, reactive to light with accommodation. There was tenderness to palpation of the frontal and maxillary sinuses. Transillumination of the right and left maxillary sinuses revealed an opaque surface. His nares were erythematous and edematous with no obvious discharge. There was cobblestoning of the pharynx with slight erythema. His tonsils were two plus in size with no exudates. His neck examination revealed the absence of lymphadenopathy, the thyroid was non-palpable, and his chest examination revealed clear lung fields. The diagnosis of acute sinusitis was made based on H.K’s presenting signs and symptoms. The two most common predisposing events for acute bacterial sinusitis are acute viral upper respiratory infections and allergic inflammation (80% and 20% of bacterial infections, respectively) (Desrosiers et al., 2011). Complications of sinusitis are very rare and are estimated to occur in 1 in 1,000 cases (Hwang, 2009). In complicated sinusitis, the orbit of the eye is the most common structure involved and is usually caused by ethmoid sinusitis (Hwang, 2009). Patients who present with visual symptoms (diplopia, decreased visual acuity, disconjugate gaze, difficulty opening the eye), severe headache, somnolence or high fever should be evaluated with emergent care suspected (H.K had none of these symptoms) (Hwang, 2009). Most adult patients diagnosed with acute sinusitis become well or nearly well after 7 to 10 days, but 25% are still symptomatic after 14 days (Worrall, 2011). H.K had no untreated medical conditions contributing to his acute sinusitis (not pollen season). A primary health care nurse practitioner can effectively diagnose, treat and manage adults who have symptoms like H.K according to the Nurse Practitioner Practice Standard of Ontario (CNO, 2011). His condition was not life threatening and did not necessitate a referral to a physician, specialist or transfer of care. H.K was taking Advil cold and sinus, a drug that was appropriately dosed (1-2 tablets orally every 6 hours as required to a maximum of 6 tablets in 24 hours), which is clinically indicated for sinus pain in adults and is not too complex (CPA, 2013). This drug was deemed safe for him after a review of contraindications, including hypersensitivity to the agent, nonsteroidal anti-inflammatory drug-induced (NSAID) asthma or urticartia, aspirin triad, pre-operative coronary bypass surgery, coronary artery disease, monoamine oxidase inhibitor use within 14 days, uncontrolled or severe hypertension, and urinary retention (Epocrates, 2013). For H.K, the oral route of medication administration was most appropriate, the least invasive and the easiest way for an adult to take drugs (Brophy et al, 2011). Advil cold and sinus is not a cytochrome P450 system inhibitor, which is the main (or partial) cause for large differences in the pharmacokinetics of other drugs (Rx Files, 2012, Epocrates, 2013). The patient was not taking borrowed prescriptions, using drugs from previous occurrences of the condition, or experiencing any adverse drug events/reactions to Advil cold and sinus. Also, he was not being double dosed or experiencing therapeutic duplication of drugs belonging to the same pharmaceutical class. H.K had no untreated medical conditions (other than his new acute sinusitis), was not taking drugs prescribed by other clinicians and there were no other factors (communication errors, non-adherence, financial restrictions) influencing his ability to receive medication. Antibiotic therapy should be reserved for patients with acute bacterial sinusitis as defined by a complete history and physical examination (AMA, 2008). A â€Å"wait and see† approach has been suggested in recent Canadian guidelines as a means of differentiating bacterial sinusitis from a viral respiratory tract infection (Desrosiers et al., 2011). Initiation of treatment should take place 7 to 10 days after persistent symptoms or when signs compatible with acute sinusitis occur (Desrosiers et al., 2011). Since H.K’s facial pain had lasted for 7 days, the decision was made with the patient to treat. Goals of care were established (with the patient) including maximizing symptom relief (especially drainage of congested sinuses), eradication of infection, and prevention of re-occurrence and complications (Fryters Blondel-Hill, 2011). Five drug choices were selected and scrutinized as potential treatment options for H.K, including first and second line therapies (appendix 1) (ARP, 2012). The primary bacterial pathogens involved in the development of acute sinusitis for adults are Streptococcus pneumonia and Haemophilus influenzae (AMA, 2008). Canadian antimicrobial resistance data of S. pneumoniae describes that penicillin resistance rates range from 14% to16% in Central Canada (Powis et al., 2004). Amoxicillin is a first line drug therapy that remains active against S. pneumoniae with the rate of resistance under 2% (Brook et al, 2006) and also retains the best coverage of oral beta-lactam agents against S. pneumoniae (AMA, 2008). It is available in a capsule, chewable tablet or powder for oral suspension (H.K had no dysphagia and preferred to take capsules) (CPA, 2013). Amoxicillin should not be prescribed to a patient more than once in a 3-month period (H.K had not taken it in the last 3 months) (ARP, 2012). This drug is acid resistant, rapidly absorbed after oral administration, and is stable in the presence of gastric acid allowing for adequate systemic concentr ations (H.K was not taking drugs that affect gastric acid production) (CPA, 2013). Pertinent adverse affects of the drug are diarrhea, nausea, headache, vomiting, abdominal pain, anaphylaxis, anemia, AST/ALT elevation, mucocutaneous candidiasis, rash and pseudomembranous colitis (Medscape Reference, 2013). Amoxicillin is contraindicated with anaphylaxis reaction to penicillins or cephalosporins (Epocrates, 2013). Several cautions to consider when prescribing amoxicillin to H.K include him having clostridium difficile infection, infectious mononucleosis (result is skin rash), bacterial/fungal superinfections, allergy to cephalosporins, and carbapenems, (Medscape Reference, 2013). Also, serious drug interactions include bcg/typhoid vaccine live, doxycycline, minocycline, probenecid and tetracycline (Epocrates, 2013). H.K did not have any of the contraindications, cautions, or potential medication interactions relevant to taking amoxicillin, so it was deemed safe for him to take. Amoxicillin was selected as a treatment option for H.K (appendix 1). The three times a day (500 mg) option was selected to ensure simplicity, when compared to the 875 mg twice a day option that would require H.K to take two possibility identical capsules (a 500 mg and a 250 mg), increasing the likelihood of medication error (Epocrates, 2013). A primary concern for individuals infected with H. influenzae is ampicillin resistance, mediated by the production of a beta-lactamase, which is produced by approximately 19% of the bacteria (Zhanel et al, 2003). H. influenzae remains predictably susceptible to amoxicillin-clavulanate (a second line therapy) which possesses the added benefit of stability against beta-lactamases and cephalosporins (Tristam et al, 2007). Amoxicillin-clavulanate is also effective against most penicillin-resistant S. pneumoniae (MacGowan et al., 2004). It has enhanced gram positive activity and should be used in patients where risk of bacterial resistance is high, consequences of failure of therapy are greatest, or for patients not responding to first-line therapy (DeRosiers, et al, 2011). Common side effects of this drug are nausea, vomiting, diarrhea, rash and uticartia (Poole-Arcangelo Peterson, 2013; Rx Files, 2013). Higher rates of diarrhea and other gastrointestinal side effects occur with amoxicillin-clavulanate than with amoxicillin alone (Burns et al., 2009). It is also considered a more costly sinusitis treatment (ARP, 2012; Rx Files, 2012). Amoxicillin-clavulanate was added as a treatment option for H.K (see appendix 1). The clinician selected the two times a day option (875 mg) because the clavulanic acid daily dose is less, resulting in a decreased likelihood of the patient experiencing adverse effects co mpared with a more frequent dosing schedule option such as every 8 hours (Rx Files, 2012). As a result of activity against beta-lactamase–producing H. influenza and S. pneumonae (Zhanel Lynch, 2009), cefprozil and cefuroxime axetil have a second line treatment role in acute sinusitis (ARP, 2012). With the expanded spectrum of activity, ability to achieve adequate concentrations in tissues, suitability for twice-daily dosing, favorable toxicity profile, and proven tolerability of cephalsporins, they are a safe alternative for treatment (Poole-Arcangelo Peterson, 2013). However, they have a broader range of activity and are more costly than amoxicillin (Rx Files, 2012; ARP, 2012). Second line drugs cefuroxime axetil and cefprozil were added as treatment options for H.K (see appendix 1). The 250 mg dose was selected for both drugs due to ease of use (smaller pills, easier to swallow), patient related factors (H.K was not immunocompromised) and disease related factors (H.K’s sinusitis had no complications). In beta-lactam-allergic patients, a second line therapy such as trimethoprim-sulfamethoxazole (TMP- SMX) may be substituted for penicillin (ARP, 2012). The TMP-SMX resistance reported from Canadian laboratories is approximately 14% (Desrosiers et al., 2011). Increased pnuemoncoccal and H. influenza resistance rates make TMP-SMX a less desirable agent, however it is one of the most cost-effective options for patients with financial constraints (not an issue with H.K) (ARP, 2012). The most common side effects of this drug are rash, fever and gastrointestinal symptoms (Poole-Arcangelo Peterson, 2013; Rx Files, 2012). Drugs containing sulfa (such as TMP-SMX) potentiate the effects of warfarin, phenotoin, hypoglycemic agents and methotrexate (Poole-Arcangelo Peterson, 2013). Since H.K is not taking these drugs, TMP-SMX was selected as a treatment option (see appendix 1). One double strength tablet was selected over two single strength tablets for simplicity of administration. The general approach to the non-pharmacological management of acute sinusitis requires utilizing adjunctive therapies. Decongestants, intranasal corticosteroids (INCS), antihistamines, mucoltylics and analgesics are treatment options. A decongestant may be used to reduce mucosal edema and facilitate aeration and drainage (Desrosiers et al., 2011). Oral decongestants have been shown to improve nasal congestion and can be used until symptoms resolve. (Desrosiers et al., 2011). Topical decongestants are controversial and should not be used for longer than 72 hours due to the potential for rebound congestion (ARP, 2013). INCS reduce inflammation and edema of the nasal mucosa, nasal turbinates, and sinus ostia (Desrosiers et al., 2011). INCS are minimally absorbed and have a low incidence of systemic adverse effects (Desrosiers et al., 2011). Adverse effects include transient nasal irritation, epistaxis, pharyngitis, rhinitis, headache, and changes to taste, smell and voice (Rx Files, 201 2). A Cochrane review evaluating three INCS drugs for acute sinusitis found limited but positive evidence for INCS as an adjuvant to antibiotics (Zalmanovici Yaphe, 2009). Antihistamines are often used to relieve symptoms because of their drying effect, however there are no studies to support their use in the treatment of acute sinusitis (Desrosiers et al., 2011). Guaifenesin is a mucolytic that has been used to thin mucus and improve nasal drainage, however because it has not been evaluated in clinical trials, it was not recommended as an adjunct treatment for sinusitis (Rosenfeld et al, 2007). Selection of analgesics should be based on the severity of pain. Tylenol or an NSAID given alone or in combination with an opioid is appropriate for mild to moderate pain associated with sinusitis (Rosenfeld et al, 2007). Recent Canadian guidelines suggest that limited evidence exists supporting the beneficial effects of saline irrigation in patients with acute sinusitis (Desrosiers et al., 2011). Despite limited evidence, saline therapy, either as a spray or high-volume irrigation, has seen widespread use as adjunct therapy (Desrosiers et al., 2011). Although the utility of saline sprays remains unclear, the use of saline irrigation as ancillary therapy is based on evidence of moderate symptomatic benefit and favourable tolerability (Desrosiers et al., 2011). Some additional comfort measures for patients with symptoms of acute sinusitis include maintenance of adequate hydration and application of warm facial packs. No high quality trials have demonstrated that these comfort measures are effective (Worrall, 2011). As viral infections predispose individuals to acute sinusitis, strategies (such as handwashing) that focus on patient education of reducing viral transmission help to reduce the incidence of bacterial sinusitis (Desrosiers et al., 2011). Educating patients about common predisposing bacterial sinusitis factors may be considered as a preventative strategy (Desrosiers et al., 2011). Prophylactic antibiotics are not effective in preventing viral episodes or the development of subsequent bacterial sinusitis, and are not recommended (Desrosiers et al., 2011). Also, there is no evidence that influenza or pneumococcus vaccinations reduce the risk of contracting acute sinusitis (Rosenfeld et al, 2007). Recent reviews have found limited evidence for alternative and complementary medicine (Scheid Hamm, 2004). Alternative practices that have failed to show efficacy include acupuncture, chiropractic, naturopathy, aromatherapy, massage and therapeutic touch (Desrosiers et al., 2011). Vitamin C preparations and zinc lozenges are also felt to be controversial (Scheid Hamm, 2004). Studies of zinc lozenges for the common cold have produced mixed results (Desrosiers et al., 2011). One recent meta-analysis of echinacea preparations has shown some positive effects in reducing duration of respiratory tract symptoms (Barrett et al, 1999). However, the widespread use of echnichea in the treatment of acute sinusitis is not well supported (Desrosiers et al., 2011). A recent Cochrane review found that when antibiotics were given to patients, they increased recovery time from sinusitis symptoms (Ahovuo-Saloranta, 2008). The choice of first-line treatment is based on the anticipated clinical respons e of a patient, as well as the microbiologic flora likely to be present. Also, when selecting an antibiotic regimen for H.K, the clinician considered the medication cost, medication safety profile, adverse effects, and local patterns of bacterial resistance in order to maximize therapy (Hickner et al., 2001). The recommended antibiotic regimen is specific for H.K, who did not have any intracranial/orbital complications or a compromised immune function, and has normal renal function. In the absence of drug allergies and presence of resistant organisms, amoxicillin was selected for H.K as it is a first line therapy, is generally effective against susceptible and intermediate resistant pneumococci (Brophy et al, 2011), low cost (ARP, 2012), high patient tolerability, and relatively narrow antimicrobial spectrum (Aring Chan, 2011). Factors suggesting greater risk of penicillin resistant streptococci include antibiotic use within the past 3 months, chronic symptoms present for longer than 4 weeks, and parents of children in daycare (H.K had none of these risk factors). When antibiotics are prescribed by the clinician, the duration of treatment should be 5 to10 days as recommended by product monographs (Desrosiers et al., 2011). For H.K, the clinician utilized product monographs and other evidence based guidelines for determining the appropriate duration of treatment (CPA, 2013; ARP, 2013). Based on the information and discussion presented in this paper, amoxicillin 500 mg three times a day for 10 days (CPA, 2013) was selected as the most appropriate treatment for H.K (see appendix 2). H.K was instructed by the clinician to take his medication until finished, not share it, and to store at room temperature away from moisture, heat and light (Epocrates, 2013). He was taught about the drug’s side effects and that overdose symptoms may include confusion, behavior changes, severe rash, decreased urination, or seizure (Epocrates, 2013). He was provided health teachings by the clinician, including seeking emergency medical help if exhibiting any signs of an allergic reaction (hives, difficulty breathing, swelling of the face, etc.) or experiencing serious side effects (white patches/sores inside his mouth/lips, fever, swollen glands, rash, itching, joint pain, pale/yellowed skin or eyes, dark colored urine, fever, confusion/weakness, severe tingling, numbness, pain, muscle weakness, easy bruising, unusual bleeding, purple/red pinpoint spots under his skin) (Epocrates, 2013). H.K was provided health teachings regarding reducing the risk of contracting viral infections through hand washing techniques. Complementary therapies, alternative medicines, comfort measures, saline prophylactic antibiotic usage and vaccines were not recommended to H.K. He was also instructed about the role these treatments play in acute sinusitis treatment. Only evidenced-based adjunctive therapies as described in this paper have been selected for H.K, including INCS therapy (see appendix 3), analgesics (Advil cold and sinus) and oral decongestants (Advil cold and sinus). H.K agreed to this treatment plan. Based on H.K’s history and physical exam findings, a follow-up examination would be required if no improvement is seen within 72 hours of antibiotic administration, as this could indicate treatment failure (Derosier et al, 2011). The patient was advised to return in 72 hours if there were no improvements in symptoms. He did not return to the clinic for follow-up. If H.K had deteriorated at any time, the clinician would have reassessed for acute complications, other diagnoses and adherence to treatments (Derosier et al, 2011). If H.K experienced a type 1 hypersensitivity reaction to amoxicillin at any time, other pharmacological options would have been considered. A phone call was placed one week after H.K’s medical visit to conduct a post-visit evaluation, and he reported that his symptoms were nearly resolved (pharmacological and non-pharmacological therapy evaluation). Since H.K demonstrated signs of clinical improvement, a follow-up visit or possible referral to an otolaryngologist was not required (Fryters Blondel-Hill, 2012). The original goals of care for H.K were met. He stated that he was able to manage his symptoms with the treatment plan, was grateful that no complications were experienced, and was more knowledgeable about the prescribed drugs and future prevention strategies. H.K was satisfied with his healthcare experience (self-report) and was able to verbalize non-pharmacological therapies and apply them to his situation. When faced with a similar patient in the future, the clinician will ensure that the â€Å"I treat and prescribe framework† is utilized, as it is a valuable tool for ensuring patient specific treatment. Professional feedback from the course instructor/preceptor will also be integrated into future treatment plans.

The History Of Parenting Programmes Children And Young People Essay

The History Of Parenting Programmes Children And Young People Essay Education is a giant step forward to achieving sustainability. Education for sustainable development encompasses the three areas: the environment, society and the economy (Pace, 2010). ESD is meant to inculcate ideals and values about key sustainable issues such as poverty reduction, environment protection, human rights, democracy, and so on. The basic concept of ESD entails helping people to develop the right attitude and knowledge to facilitate decision-making and create a better future for themselves and others (UNESCO, 2011). In this regard, Parenting Programmes might help to orient both parents and children towards this new mind set. Contrary to popular belief, education begins at home. This is why parents should be the primary targets. Parsons (1959), states that the family is bounded by two irreducible functions which are the primary socialization of children and stabilization of adult personalities (Haralambos and Holborn, 2007). The quality of education a child receives will therefore be a determining factor to the type of adult he will develop into (Morawska et al, 2011). Dealing with a child is no easy task. However, very often parents tend to forget that the parent-child relationship is a two-way street. As a matter of fact, many parents lack the proper coping and communication skills to deal with conflict situations. There are several organizations, also known as Parenting Programmes, to assist parents to cope with emotional, behavioural and social problems in their children (Morawska et al, 2011). Research has indicated that children are very likely to face impaired educational development, adult mental health problems and even entry to crime, due to long-term consequences of these problems (Lindsay et al, 2008). Evidence indicates that Parenting Programmes have indeed contributed towards helping adults to better integrate their roles as parents. Some examples of these parenting programmes are the Incredible Years, Triple P and Strengthening Families, Strengthening Communities among others. The Parenting Early Intervention Pathfinder (PEIP) has shown great interest in the matter and funded 150 local authorities in England to deliver Parenting Programmes (Lindsay et al, 2008). The Incredible Years Programme in the USA dealt mostly with parents with children having conduct problems. The Triple P in Australia was based on a five-level intervention basis and was more beneficial for parents having mental health problems and relationship problems, therefore with children at risk. Home interventions were frequently required. Strengthening Families, Strengthening Communities was mainly designed for minority ethnic groups. Consequently, evidence indicated an increase in the level of activity, decrease in negative discipline and enhanced communication between parents and children (Lindsay et al, 2008). Education for Sustainable Development aims at creating better citizens of tomorrow. Parents, therefore, as primary agents of socialization should be able to grasp the concept of ESD, so that they can in turn pass it on to their children. However, this would be more effective if children were taught to adopt sustainable lifestyle since birth itself. Problem Statement Parenting programmes, termed as Ecoles des Parents in Mauritius, is a rather new concept. However, there are many existing policies and laws put into place by the Government to provide security and welfare for the children, and also Ministries such as The Ministry of Gender Equality, Child Development and Family Welfare and The Ministry of Education and Human Resources. There are many alarming issues that led to considering the need for such a programme. Firstly, the family, as an institution, doesnt stand as firmly as it did before, and with the increase in divorce rates, children often find themselves being brought up in broken homes. Moreover, degradation of family values has accentuated, and that adults are lesser involved in family activities but instead focus more on themselves. Juvenile Delinquency is yet another serious problem which is on the rise. This ranges from thefts, physical violence, and drug addiction to even rape. It is very common in households today, to see both parents working, sometimes even doing extra hours hence leaving a minimum amount of time to carry out family activities or simply have a conversation with the kids. Youngsters are nowadays lost in a virtual world, where social networks are the only means to communicate with what they call friends. Eventually, social life suffers and teenagers become virtual beings where face-to-face interactions are becoming more and more scarce. It is very important for parents to foster good relationships with their children. But parents cannot hope to do this when the child has already reached 16. This process starts right when the child is born. With so many problems on the rise, namely anti-social behaviour, juvenile delinquency, crime rate, teenage pregnancy, drug and alcohol abuse, we cant help but wonder: Have parents somehow failed to fulfill their roles? A pilot project was set up at La Valette, Bambous, which is actually a reconstituted village. Parents who attended the program were from poor regions of the island. The project Ecole des Parents was launched in October 2010 under the supervision of the Ministry of Gender Equality, Child Development and Family (Anon, 2010), and is focused towards helping parents to develop the necessary coping and communication skills to deal with their children and also to encourage group discussion between parents. Since the program has been introduced only recently, it is very difficult to get proper feedback about its effectiveness. Aims and Objectives Aims The aim of this study is to assess how the programme Ecole des Parents enhances the lifestyle of its participants and promotes sustainable development within the locality through education. Objectives The objectives of the study are listed below: To produce a comprehensive literature Review To assess how government promotes sustainable development through education To determine the need for parenting programmes To assess how Ecole des Parents has changed the lives of the participants To evaluate how Ecole des Parents eventually benefits the community To recommend measures which could improved the sustainability of the programme Research questions: What are the measures taken by the government to inculcate a sustainable lifestyle? Are parents failing to fulfil their roles? How far has the programme influenced family lives? What are the impacts of such programmes in the area where it has been implemented? What are the limitations of the programme and how we can tackle them? Flow of dissertation: Chapter 2: Literature Review In chapter 2, we will firstly be reviewing sociological perspectives on parenting support and education; we will then move on to an overview about existing parenting programmes and its effectiveness. We will then look at sustainable development and the importance given to education in achieving sustainability. Finally we will look at the Mauritian context, how and why Ecole des Parents was introduced. Chapter 3: Methodology In this chapter, we will identify what method can be best used to conduct our study, what are the variables which need to be taken into account while designing our questionnaire. We will elaborate about our sampling method and how data will be collected. Chapter 4: Results Discussion This chapter will include the analysis of our findings and a comprehensive discussion about the results obtained. Chapter 5: Conclusion and Recommendations Finally, we will conclude by summarising our findings and provide recommendations on how the programme can be improved. 2.0 Literature Review Sociological perspectives In order to explain the parent-child relationship, various theories have been used. Research has been conducted by dominant perspectives like social learning theory, attachment theory and parenting styles to understand parenting and the parent-child relationship (OConnor and Scott, 2007). The social learning theory is one of the most important models of the relationship between parents and children. Many theorists have used the social learning model in the way social conditions of parents may lead to poor child rearing. Robert Wahler (1965) conducted a programme which took into consideration the specific needs of lone mothers; he concluded that these mothers were more unpleasant with their children when others rejected them. A childs experience shapes his behaviour directly or indirectly. If the child is getting reward for his action, such as parental attention, he is most likely to repeat the behaviour while if the child is being punished, he is less likely to do the behaviour again. Attachment theorists have established parenting relationships according to ethology, cognitive psychology and control systems. John Bowlby was interested on detecting the nature, impact and function of the childs affiliation to his parent. This theory also focuses on important issues such as how far the relationship protects the child against harm and provides an emotional security. Baumrind studied four typologies linked with the outcome of children: authoritative, authoritarian, permissive and neglectful. Authoritative parents have children who were more decent and clever; those parents who were authoritarian, permissive and disengaged had lower results while authoritarian parents had the worst outcomes of the four child rearing types. As such, having an insight of what have been said by sociologists and psychologists about the influence of parental support on the education of their children will enable us to analyse how parenting programmes really enhance relationship between parents and children; family life; education success or failure and also their influence on society. In the next part we will be discussing about parenting programmes and its various aspects. Parenting Programmes Parenting is not a new concept, as many might believe. Society has had concerns about family life and childrens upbringing for very long. Unfortunately the realities of life at home, between parents and children, are not quite how we expect them to be. Parenting is undeniably an asset to shaping tomorrows adults, and through school the child is expected to grasp the concept of parenting and thus become model parents of the next generation (Jenkinson, 1995). The idea of School Parenting or Parenting Programs as it is known worldwide, might be the answer to the chaotic situation between parents and children. We should firstly circle the facts that led to considering the need for such a program. The generation gap has been increasing due to several factors over the years. To start with, the family, as an institution, doesnt stand as firmly as it did before. With the increase in divorce rates, children often find themselves being brought up in broken homes (Smith, 1970 1990). Moreover, U.S. Census data, shows that degradation of family values have accentuated since 1960, and that adults are lesser involved in family activities but instead focus more on themselves, leaving children to fend for themselves (Popenoe, 1993). Another serious issue to be considered is that of Juvenile Delinquency. Due to weak social relations, youngsters nowadays are more vulnerable to temptation. Statistical analysis reveals that the rate of crime among youngsters has increased ranging from theft, drug addiction to physical violence. However, sociologists believe that, these form part of the process of growing up and that such behaviours fade when adulthood is reached, for most. More importantly, it should be noted that, children who have received appropriate parental guidance, are less prone to engaging in such damaging activities (World Youth Report, 2003). With the advent of industrialization, both mothers and fathers have rushed to the big cities for jobs, supposedly for the betterment of the family and to secure the childrens future. Consequently, squeezing in between jobs and spending quality time with the kids have become a major challenge (Moen, 1989). The number of internet users, as at December 2011, was estimated to be 2, 267, 233, 742 (Internet World Stats, 2011). The internet, however, not only brought about positive changes to our lives, but also threats to our well-being. One such target nowadays is teenagers, who seem to associate more importance to virtual life than real life itself. Social networking sites are a means for youngsters to re-invent themselves by broadening their contacts. On the hand, research indicated narcissistic tendencies, health problems such as anxiety and depression, and alienation from social life through overuse of social networks. Parents are therefore advised to engage in as much social activities as possible with their children. They need to encourage dialogue and also monitor the teenagers ventures on social networking sites, so as not to create virtual teenagers (Rosen, 2011). A Childs socialization is crucial to determining what kind of individual he/she will eventually develop into. The socialization process is a means for the child to internalize appropriate norms, values and behaviours inculcated by the agents of socialization, namely the parents (Haralambos and Holborn, 2007). Therefore, parents as key agents should be given some kind of training so as to better understand what is really in the childs interest. After all, the relationship goes both ways, where mutual understanding is the core to establishing fruitful interactions for both parties. Types of parenting programmes Parenting Programs are one such incentive, where the central aim is to help parents gain insight to potential behavioural and emotional difficulties that children encounter (Morawska, et al, 2010). The Triple P-Positive Parenting Program is one such program, which starts with providing relevant information about parenting to parents, who are willing to cooperate. The Triple P-Positive Program operates on a five level basis, and comprises of parents of new born babies to 16 year old teens. Level 1 consists of helping parents to detect minor behavioural problems, and is directed towards promoting the childs development. Level 2 is mostly for parents with specific concerns about their child and they usually seek advice on how to tackle the problem. Level 3, is no different from level 2, but simply incorporates practice and self-evaluation sessions to deal with the problem in a more effective way. Level 4, however, gather parents whose children have more severe behaviour issues and may require health professionals. And finally level 5 includes home visits and intensive family interventions which are specific depending on the situation, for e.g. conflict between parents themselves, involving cases of depression (Sanders, et al, 2003). The Triple P-Positive Program also demands that parents abide by a set of principles. To start with, children need to feel safe and free to explore, experiment and play. Under no circumstance should parents hamper the healthy, natural development of a child. As primary agents of socialization, parents should educate their children and also be open for questions and dialogue. Discipline is important and punishment should have a limit. Parents should establish rules but should also consider childrens opinion. Parents should allow children the freedom to choose their own path to fulfil their dreams, rather than imposing their desires and expectations. Finally parents should respect themselves, and foster good communication with one another, so as to create a stable and healthy home (Sanders, et al, 2003). Other types of Parenting Programs include the Incredible Years and the Strengthening families strengthening communities Programs. The Incredible Years Program comprises of parents with children from 0 to 8 years. Like the Triple P program, Incredible Years help parents to gain better understanding of childrens behavioural problems. However, this program tackles the situation by encouraging parents to foster good relationships with one another, and by dealing with their own issues (Geoff Lindsay et al, 2011). The Strengthening Families Strengthening Communities (SFSC), most particularly deals with small ethnic groups, but still the primary concern being helping parents develop effective coping skills. However, the program also covers the cultural and spiritual aspects of society, for example engaging in community activities, following traditions, etc (Geoff Lindsay et al, 2011). Parenting Programs are alternatives geared towards helping parents develop effective coping and communication skills. Parents are also more aware of childrens side of the story, and thus can look for collective solutions to misunderstandings through dialogue. These may seem to be quite simple, but the truth is many adults do not know their roles as parents, and how to tackle conflicts. This is where Parenting Programs come into the picture. Thus, having proved the importance of such programmes to family, children and society, we will now look at the role the state plays in promoting parenting programs. The role of the state One of the main aims of the government is undoubtedly the safety of the citizens. The state should cater for the physical safety of children and social crime prevention, i.e. ways to promote adequate child rearing and decrease the risk delinquency in children. It may be considered right to link it to aspects of communitarians as a reinforced community and family relations help to form a safety network that a society deprived of its ties cannot offer. Safety of the citizens is probably the governments most important responsibility; however an economically stable and balanced community is also of high importance. Here providing education and welfare benefits, easing work and acting to support the family unit as an economic system are involved. Leaving the protective measures behind, other impacts on our expectations of the role of government should be taken into consideration. One of the most important is the Christohumanistic tradition that has guided the state and welfare organizations since years. Societies depend on shared values. Shared values are passed on through children. Values wont be passed on from one generation to the next unless they are reinforced by the parent child relationship. So parenting is a public as well as intensely private act. Hence societys interest is in the parent-child relationship. Families are crucial to the survival and development of shared values. (Straw, 2000) The governments contribution to supporting a rights perspective is obvious in its introduction of the European Convention on Human Rights into UK law. There has been an effort to attain sexual parity at work furthermore there has been the promotion of a childs perspective by setting up the Children and Young Peoples Unit and effort to improve children participation in the service development. Societal trends have shifted the state beyond preserving physical and financial safety to human centred, charitable caring and most importantly an increasingly modified and rights orientated relationship with families. Nowadays both parents and government are facing problems of having to regulate morality while having to abide an era of democratized relationships. Review of parenting programmes According to a study, by Roger Grimshaw and Christine McGuire (1998), group-based parenting programmes had a low public profile. Many parents found it interesting however they found it difficult to attend. Some thought that attending such a programme would mean being a bad parent. Those who were willing participate wished to go on a programme before their child turned 3 years old (Grimshaw and McGuire, 1998). Around half of the parents who attended rated the advice helpful while the rest found it less interesting and an eighth found that it was not a good thing. Those parents who attended the parenting schooling were quite happy with it. Concerning the style of the programme, parents found it important that the leader should be a parent. Instead of being told about what to do, they wanted to have options from which they could choose. Both parents and organizations thought that programmes should lead to: benefits arising from group support, for instance a supportive network of friends; a better relationship with the children; greater information on issues such as child health and development; and emotional benefits. The managers who set up the programmes and the coordinator had some common aims. However, managers were more prone to distinguish strategic objectives for the courses, for instance community development. Coordinators were more likely to get involved in the aims that had impacts on individual participants, like a rise in confidence. Children who were interviewed had lucid perception of the responsibilities that parents had in protecting, guiding and instilling discipline in them. Effectiveness of parenting programmes Parent education helps to improve caring and positive child rearing which is crucial in creating a good atmosphere for children. The risk of child abuse is more when parents do not possess the necessary abilities, back up and knowledge of child development. School parenting helps to increase the knowledge of parents on the development of children, to guide them in developing parenting abilities and make them familiar with the difficulties involved with child rearing. Parenting programmes takes place at different levels. For instance, community awareness strategies operate at the primary level; group training sessions and one-on-one programmes such as the triple P-Positive Parenting Programme operate at the secondary or tertiary level. However, all parenting programmes serve to increase parental knowledge and decrease stress. Parental schooling helps to reach these results by training parents behavioural management skills, ways to solve problems, and personal adaptation abilities. Parenting programmes are important aspects of dealing with families which are at risk. Recent audits evaluated that progress has been made in areas like preventing child maltreatment. Factors limiting the effectiveness of parent education There are various factors that can limit the effectiveness of parenting programmes. Parenting beliefs often unconscious are difficult to change; parents may make us of same ways of parenting even if they have come across new skills. Furthermore, courses which are not intensive do not have the desired impact on both children and parents. Parents who have psychological problems or a drug or alcohol addiction may have difficulties to grasp new skills and build better relationships; the parents own development needs may be an obstacle in being able to participate fully in the programme (Holzer et al., 2006). Cultural values, negative experiences with social service providers, language barriers, time commitment, scheduling issues, travel, and general lack of interest may reduce participation in parent education programs. Parental depression, drug or alcohol addiction, low level of education, domestic violence, marital conflict, remarriage, harsh punishment on children may decrease the effectiveness of parenting programmes. Moreover, parents with low education and low income are less likely to believe that the can control their childrens development. Also, parents that are hassled about their environment, for example violent neighbours may be less prone to gain from parent schooling (Solutions for America, n.d.). Limitations of parenting programmes Although parenting programmes have proved to be an effective measure to help adults become better parents and ensure a better inclusion of children in society, they have several limitations. One of the major disadvantages of parenting programmes is that it is discriminating in nature, for instance for a programme which is aiming at ensuring the welfare of the family, the children and society in general; research have shown that while delivering the course to families in risky groups the programmes are excluding families from other background who are facing difficult issues with their children (Lindsay et al., 2011). The second drawback, concerns ethnicity, some researches conducted in the United Kingdom have shown that attendance to parenting programmes vary greatly depending on the ethnicity of the parents (Patel et al., 2011). For example, the study conducted by Patel et al (2002) showed that out of eighty participants, 37.5% were white British, 18.8% were Pakistani, Asian and black British accounted each for 10% and other minority groups accounted for less than 10% each. Thirdly, the high level of drop out from the programmes is another limitation. According to Lindsay et al. (2011), there are 17%-19% of participants who quit the programme due to socioeconomic issue or other problems. Therefore, the programmes need to take into account motivational factors which will stimulate candidate to pursue the course till the end. Parenting programmes and sustainable development All parenting programs do one thing in common, that is, improving the lifestyle of its citizens by providing the right skills to the people in order to shapes the future of the youths and improves their quality of life. From this perspective, we can clearly see that the aim of parenting programmes is closely linked to the four pillars of sustainable development. For instance, by providing parents the required tools to become better guides for their children and improving their relationship, such programs are ensuring that the latter will become good citizens for the welfare of society. Secondly, parenting programmes enables the moulding of future wealth producers by ensuring that future generations have the required environment to grow up as respectable and responsible adults. Thirdly, through such programmes both children and parents learn to respect people different from them that is, from other culture, religion and so on; they also learn to be respectful towards their environment and manage resources accordingly for a better lifestyle. Sustainable development Sustainable development is a concept which has become popular during the 1970s and has been defined in various ways but the most recognised definition is from the Brundtland Report, (World Commission on Environment and Development, 1987) stating Sustainable Development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.. This definition highlights that when setting up new policies, governments need to take into account features such as, resources available, respect them and work towards protecting them so as to ensure that future generations could also benefit from them. The terms sustainability and sustainable development is sometimes used interchangeably and although they seem vague in nature, they in fact consist of three main components, namely economic prosperity, social justice and environmental protection (GoodPlanet.info, 2008). The economics aspect involves the creation of employment, increasing production, income and wealth for everyone; and using new technologies to attain these objectives. The social component means that everyone should have access to justice, healthcare, participation in social activities, education and so on. Finally, the environmental component comprises good resource management and conservation (The Encyclopedia of Earth, 2011). Since the year 2000s, culture has been added as a fourth pillar to sustainability. With globalisation, the world has become a global village, as such for development to occur; governments need to take into consideration cultural diversity. In addition, cultural sustainability also implies the protection of cultural values, arts and heritage (Nurse, 2006). Below is a picture illustrating the four pillars of sustainable development and what are their aims (Just Focus, 2009). Source: Just Focus, 2010, available at http://www.justfocus.org.nz/tag/education-and-training/ The concern about sustainable development started in 1962 with the publication of the book Silent Spring by Rachel Carson which provided an insight of the relationships between the environment, the economy and the social well-being of people (International Institute for Sustainable Development, 2002). However, sustainable development is said to have started with the declaration of human right in 1948 as it promoted universal rights for freedom of speech, belief and movement (Pesqueux, 2009). In addition, it is only in the 1970s that the concept gain popularity, with the focus being mainly on the environmental component due to the increase awareness about the depletion of our resources due to the growth of human population. This lead the creation of several movements such as Green Peace or Chipko movement in India; it lead to the organisation of several major conferences such as the United Nations Conference on Environment and Development in Rio de Janeiro in 1992, also known as the E arth Summit or the World Summit on Sustainable Development in Johannesburg in 2002 (Sustainable Development in Government, 2011). Several agreements were reached during the Earth Summit, under the Agenda 21, pertaining to programmes leading to sustainable development in the twenty-first century (One World, 2012). Since then, awareness about our resources has been on the rise resulting in the emergence of new managerial concepts and responsible business practices, for example Corporate Social Responsibility which was adopted by business after the Enron case but also with changes in legislation. Furthermore, in line with the Rio summit, the Millennium Summit in 2000 lead leaders around the world to adopt the United Nations Millennium Declaration which consist of eight diverse goals, including eradication of poverty; universal primary education; combat HIV/AIDS among others, to be achieved by 2015 (The Encyclopedia of Earth, 2011). Therefore, it can be seen that sustainability can achieved through better health, alleviation of poverty or access to education; this leads us to the United Nations Decade of Education for Sustainable Development which was proclaimed in 2002 as a programme which promote education as an indispensable element for achieving sustainable development (DESD, 2002). Education for sustainable development As said above, the Decade of Education for Sustainable Development, 2005-2014 was launched in 2002 by the United Nations. It is a programme which is under the supervision of the UNESCO and whose target is to provide quality education for all, inculcate values, beliefs and behaviour for a better and sustainable future (DESD, n.d). However, the concept of using education to achieve sustainability was introduced much before, for instance as Pace (2010) mentioned, during the Tbilisi Conference in 1977, environmental education was proposed as a framework for sustainability. Both frameworks are quite similar except that the environmental education was more focus on the preservation of our resources whereas the DESD is a global approach aiming at achieving various issues such as alleviating poverty or disaster risk reduction (UNESCO, n.d.). At the Rio

Emirates Airways Customer Perception

Emirates Airways Customer Perception For this project, we have used both primary and secondary data. As part of our primary data, a survey questionnaire was created and handed out to 50 passengers who have and continue to fly with Emirates Airlines. The aim of the questionnaires was to shape peoples perceptions of the brand and analyze whether or not Emirates is meeting its marketing mix objectives. Findings are spread out throughout the paper where relevant, and detailed tabulated form can be found in the Appendixes. 1.1 Introduction to the Organization In 1974, three years after independence, the rulers of the UAE decided to establish a joint flag carrier: Gulf Air. However, a tense relationship between the airline and the Dubai government existed ever since its inception, as the latter re fused to give in to Gulf Airs demands to abandon its open-skies policy. In reaction, Gulf Air reduced frequencies and capacities to and from Dubai by more than two thirds between 1984 and 1985 without advance notice (Wilson 2005). Since foreign carriers proved unable or unwilling to fill the gap, Dubais then ruler, Sheik Mohammed bin Rashid Al-Maktoum, convened a team of experts headed by Maurice Flanagan and later joined by Tim Clark and the rulers then 26- year old son, Sheik Ahmed bin Saeed Al-Maktoum to devise an emergency plan. The groups recommendation to set up a home carrier for Dubai was quickly accepted by the ruler, but he imposed two conditions: The new airline should meet the highest quality standards; And there would be no additional capital injections from the government other than the agreed USD 10 million start-up capital. On October 25th, 1985, Emirates first flight departed to Karachi, using an A300, wet-leased from Pakistan International Airlines. The rest is history. In 1987, Emirates began to serve it first two European destinations London Gatwick and Frankfurt. In 1995, it has operated an all wide body fleet, and in 2001, 2003 and 2005 Emirates placed some of the largest aircraft orders ever. As of October 2007, Emirates route network extends to 91 destinations on all continents. In its last business year, ending March 31st, 2007, the airline transported 17.5 million passengers and 1.2 million tons of cargo on 102 aircraft. Currently, 118 aircraft are on firm order (of which 20 will be all-freighters), including 55 A380 and 43 B777. PART TWO 2.0 Situation Analysis According to Kotler Keller (2008), situation analysis is a systematic collection and evaluation of past and present economical, political, social, and technological data. It is aimed at (1) identification of internal and external forces that may influence the organizations performance and choice of strategies, and (2) assessment of the organizations current and future strengths, weaknesses, opportunities, and threats. 2.1 Market Summary Airline Industry Portfolio The UAE airline industry is one of the aspiring industries not just in the Middle East and the surrounding South Asian, North African Region, but the world itself. The industrys huge market growth and success in the Middle East and the world is crucially based on the UAE, and especially the cities strategic geographical location and the governments determination to make the country an international business hub connecting the East to the West and vice versa. During the global recession and economic crisis, the airline industry in the UAE in comparison to other airline giants such as British Airways, Lufthansa, Air France and KLM and other business sectors within the country was the least affected. The UAE airline industry, which includes Etihad and Emirates, was affected by the crisis but has successfully resurfaced at being profitable in the year 2010 and has since contributed effectively to the growth of the countrys total economy (Bloomberg Business week, 2010). Emirates Airline Portfolio Emirates Airlines is one of the most successful and major airlines in the Middle East, currently operating around 3200 passenger flights per week, from its hub the emirates of Dubai to over 110 destinations in 62 countries (Emirates Airlines, 2011). This makes Emirates one of the fastest growing airlines in the airline industry. The Airline Industry is one of the dynamic and fastest growing industries in the world and has influence in the countrys economic growth, international investments and in tourism, mainly due to the Airline Deregulation Act of 1978 which allowed the industry to change its category of a public utility service to a much market driven industry (Florian, 2010). 2.1.1 Market Demographics and Needs Emirates Airlines initial market consists of consumers and businesses located in the United Arab Emirates, mainly the Emirate of Dubai. Emirates goal is to cater the needs and demands of the ever growing population of the UAE especially the expatriates residing in the UAE who are the thriving workforce of the UAE and make up approximately 75 percent of the population of the country (UAE-Economic Development, 2010). Dubais and as a result Emirates spectacular growth in recent has been accentuated by two complementary factors: sound politics and its very favourable geographical location. Currently the Emirates Airlines market demographics are divided in three sectors, and they are: 2.1.2 Market trends and target market growth The soaring price of oil and the financial crisis had a tremendous effect on the airline industry. Most of the airlines were suffering from fuel price hikes and were running out of cash. However, Emirates Airlines had proven to be the most efficient and profitable despite the extra costs because of its strategic placement of its products in the market share by creating separate market sectors. These market sectors are part of Emirates product portfolio and have been divided in product share. Emirates Airlines current product share is: (Source: Emirates Group, Annual report, 2010) The reason for Emirates Airlines to design such a product share was simply to adjust its marketing strategy after the effects of the global financial crisis. The adjustment was made to accommodate factors that were pertaining to the demand (requirements) and supply (drivers) for its customer base who were also affected by this crisis. The current product share seems to be working fine for Emirates especially after the global economic crisis, which scarred many businesses in the UAE, especially government owned businesses. The crisis, however, has enormously affected its overall performance rating as a prestige high class inboard service that Emirates Airlines previously used to market to clients as a high value service. Emirates had to revaluate its cost and benefits to accommodate the passenger market needs of a cheaper, faster and safer means of transportation by downsizing its experienced onboard staff members and replacing them with inexperienced workforce and by underplaying the various onboard service options it previously use to boast about just few years before the crisis. 2.2 SWOT Analysis SWOT analysis is a tool that identifies the strengths, weaknesses, opportunities and threats of an organization, as its a fundamental and simple model that analysis the capabilities of an organization as well as its potential opportunities. The information for the analysis is derived from environment and further categorized into internal (strengths and weaknesses) and external (opportunities and threats) analysis. (M. McDonald, 2007) SWOT Analysis 2.3 Competition As said by the managing director of Emirates, forget about protection against competition. Thats not how Dubai works (Business Strategy, 2005). Well carriers such as Lufthansa, British Airways, Air Canada, and Air France are among the few competitors of Emirates. Emirates Airline is not affected by their direct competition in the air space. It is the accusations of unfair competitions posed on Emirates Airlines by these leading airlines that cause a major threat to Emirates. As a lie is continuously repeated, people start to eventually believe in it. 2.3.1 Accusations Spearheading the regions development strategy, and emblematic of the economic success of the UAE, Gulf carriers benefit from financial support from their local state, which provides a wide array of services: airports, civil aviation authorities, airport and navigation charges, and finally complementary infrastructure. Furthermore, these airlines enjoy a favorable tax environment, as there is no corporate tax or social security charges in their country (Business Strategy, 2005). In return to such accusations from its competitors, Emirates have denied these accusations by providing the below fact and figures (Emirates Group, 2011): Emirates purchases fuel on the same terms and conditions as other commercial airlines. Fuel accounts for 30% of Emirates total expenditure. Emirates Group states that it has recently paid the Government of Dubai US $776 million in dividends in return for the seed capital gifted to the airline at its ince Emirates total cost of benefits provided to expatriate employee amount to more than US 400 million per annum. On the other hand, Emirates also faces competition from its neighbors such as Qatar Airways, Etihad airways and other competitors such as Gulf Air, Singapore Airlines, and low cost airlines such as air Arabia. For analysis we will shed light on Etihad and Air Arabia. (See Appendix) Etihad Airways are competing with Emirates strategy for best standards in quality in its three product classes. In addition, working aggressively on its infrastructure expansion plans poses a high level threat to Emirates Airlines. Air Arabia: Due to the economic downturn and recession, customers have become highly price sensitive to the market. Air Arabia has become the emerging low cost airlines based in Sharjah and supported by its government, which attracts customers in terms of monetary value by providing cheap travel with an increasing high standard. PART THREE 3.0 Marketing Strategy Baker (2008) states that Marketing strategies is a process that can allow an organization to concentrate its limited resources to the greatest opportunities to increase sales and achieve a sustainable competitive advantage We would use this guideline to affirm, dissect and comment on Emirates Airlines marketing strategy. 3.1 Mission Statement A mission statement is aÂÂ  strategicÂÂ  marketing andÂÂ  business development tool that adds value because they define yourÂÂ  products / services, goals and cultureÂÂ  to your employees, suppliers, customers, vendors, and the media.ÂÂ  A Mission Statement captures the uniqueness of yourÂÂ  company andÂÂ  acts as a base line for quality,ÂÂ  service and yourÂÂ  marketing messages (John, 2006). Emirates Airlines, or rather Emirates Groups mission statement is simply committed to the highest standards in everything we do (Emirates Group, 2011). Being a vast enterprise by itself, Emirates Group has been quiet successful in embodying the mission of committing to the highest standard onto one of its two core corporation Emirates Airlines, the other being DNATA, by marketing the brand of Emirates as the pinnacle emblem or a luxury standard throughout the world as an emerging Global Brand. This mission has contributed to the company garnering global praises for excellence in every aspect of its business in travel and tourism since its commencement. Emirates Airlines is a brand that is truly emerging as a global icon with its logo representation in Arabic script as a symbol of its origin. Emirates has committed on building an operational and service approach as a true global provider, by delivering high quality service and catapulting itself as the industrys youngest and most advanced fleet to retain its ever growing loyal customers worldwide. Emirates is able to achieve this boasting quality as an emerging global brand by updating its fly roster to 100 destinations in over 60 countries with more than 14 million passengers annually. 3.2 Value Proposition A value proposition is the collection of reasons why a person or company benefits from buying something (L. Richman, 2006). This statement should convince a potential consumer thatÂÂ  one particularÂÂ  product or service will add moreÂÂ  value or better solve a problem than other similar offerings Throughout the years, Emirates Airlines has successfully created a customer-focused value proposition, by offering a combination of products and services, information and experiences customized for its market demographics for each of its destination, it has also claimed that the geographical location of its hub (Dubai) is also a value proposition. This approach had led to an array of product offerings such as: The popular onboard ICE system (an Information, Communication and Entertainment system) fully loaded with hundreds of entertainment channels on demand All-in-one communication device accommodating customer needs of surfing the net, emailing or simply calling a land line whilst in the sky Competitive pricing and time effective routes to over 110 destination Dubai and personalized exclusive lounges for its clientele and the frequent flyer program Skywards also adds value to Emirates Airlines. Skywards Program plays a key role in facilitating Emirates build strong customer relationships. All the above product offerings have facilitated Emirates to deliver its value proposition to its customers and support its mission statement of committing to high standards. 3.3 Marketing Objective Important part of marketing strategies is its objective. According to Dess, an objective of an organization should be directed towards generating greater profits for the company and also towards customers and society at large (2008). It is given that an objective of any competitive organization in its marketing strategy is to be successful in a specific setting which needs a detailed investigation and detailed studies of the surrounding environment of the market, its competitors and key factors that influence the market (both internal and external). With this in mind, the organization should than aim for best results to benefit the company. Hence, Emirates Airlines or rather Emirates Group has carefully devised and constructed an objective and fused it with the groups mission statement. Emirates Groups mission statement is simply Committed to the highest standards in everything we do. In the beginning, Emirates Airlines objective was simply to be the national carrier for the Emirate of Dubai. Later on, with successful entry to the Middle East and Sub-Continent market with a strong financial backing from the Government of Dubai the objective was to be the Elite Flying companion and a dominant figure which focused on the provision of the inflight experience as a customer value in the market. Due to success and further expansions to other markets, Emirates soon realized that its objectives kept on changing and adapting to the targeted market. Below are Emirates current objectives: (Source: Emirates Group, 2010) In our opinion, Emirates decision on keeping the objective of the company specific and coherent to current situation of its target market is a good decision in this ever changing and growing industry, where various factors such as laws, resources, political barriers, wars and international laws can directly or indirectly effect a companys objective and therefore effecting the marketing strategy. 3.4 Target Markets According to Nils (2007), Target Market is the specific group of customers that a company aims to capture from the total population. It is particular market segment at which the marketing campaign is focused after penetrating the market. Quality Destination ServiceEmirates Airline targets the whole globe at its target market. To reduce the complexity, target market is be divided into three parts which are further sub segmented into four parts to suit the target market according to their needs. Price Business travellers pay a lot of attention to convenience since they have to spend a lot of time on airports and airplanes. Touch points that they come across are lounges, frequent flyers, safety and good service and interaction systems. Emirates Airlines serves this market quite perfectly. It segments it with the help of quality and service such as skywards awards, availability of lounges in airports, comfortable seats, in-flight services (internet, telephone systems, entertainment systems lastly good food service) Leisure travellers pay a lot more attention on the flexibility of prices and destination compared to business travellers. Emirates Airline segments this market by destination and price by providing them with opportunity to book early and save, facility to provide visa, holiday packages for new destination each time and lastly a huge variety of destination routes. Cargo: A very strong focus on cargo traffic, which generates 20 percent of Emirates revenues one of the highest percentages in the airline industry 3.5 Positioning Positioning is the perception in the minds of the target market regarding companies brand or product (Ries, 1981). Elaborated by Ries (1981), positioning is an organized system for finding a window in the mind. It is based on the concept that the only time communication can take place is at the right time and under the right circumstances. Apparently, true needs and physical value are the main ingredients in which the company has to base its brand positioning in the minds of the target market. Business class focuses on brand values such as punctuality, reliability frequency, prestige and state conscious (Stephan, 2007). Therefore, airline should position itself to suggest it as a choice for successful people, for the product category of the business class. Leisure class focuses on price of the ticket as their prime factor. Therefore, brand position should be done in terms of value for money. According to Simon, Emirates has set out to be an innovative, modern, and customer-oriented provider of high quality air travel services (2005). He also added that brand positioning is that of a leading, international and quality airline serving the global community (Simon, 2005). In terms of the Emirates target market (business and leisure travelers), Simon adds, Today, air travel is affordable and accessible, and for Emirates, the whole world is our oyster. All customers are important to Emirates, and we strive to provide them with the best possible value for their money, regardless of which class passengers travel in. However, weve always considered the frequent business traveler the people who literally fly to work- as pivotal to our marketing strategy (2005). In terms of the target sub-segments (price, quality, destination, service), officials of Emirate Airlines say From the service provided at the point of ticket purchase to staff at the check-in counter; from facilities offered in our airport lounges to in-flight entertainment and service. At all customer touch points, Emirates pays close attention to our product and service to ensure that we deliver on our brand promise of innovation and quality (2005). In terms of delivering the value proposition of the brand Mr. Simon (2005) further adds, We operate a fleet of modern, wide-bodied aircraft equip these aircraft with the latest in-flight amenities and entertainment systems; We invest in the latest technologies to enable faster and more efficient handling of such functions as ticketing, baggage and cargo handling; We recruit our award-winning cabin crew from over 100 countries around the world and train them to the highest standards so you can be sure there will be someone who speaks your language onboard; We hire gourmet chefs to design and plan our in-flight catering menus; We invest millions of dollars to provide advanced engineering support for one of the worlds youngest fleet of aircraft; and the list goes on across the airlines business units. However, during the process of building a brand, the company also faces emerging challenges to sustain its global brand image. Brand Indigo LLC acknowledges that high levels of brand recall concurrently raise the expectation levels of customers (2010). Were living in an age where the majority of the people are tech savvy and any form of criticism and dissonance can be openly discussed in various blogs. This therefore may wear down the built brand esteem (Brand Indigo LLC, 2010). Brand Indigo LLC suggests that service recovery plans will have to be in put in place in quick earnest, or else customer franchise maybe negatively affected (2010). In addition to all the above, A Dubai based newspaper reported to Emirates that they are receiving reports about their slipping service which can be supported drops in Emirates Skytrax Airline year ranking (Gulf News, 2010). 3.6 Strategy Summary The strategy summary reflects on the ways that the company will meet its objectives by placing strategic communication patterns that can help develop the desired position. With the perspective of branding in mind, the first and utmost aspect relating to Emirates rise as a global brand is its leaderships vision and foresight in linking the brand to its marketing strategy and committing the budgets and resources required for its strategic and tactical impact. Given the aspirations of the Emirates brand in being global, innovative and a customer-oriented provider of high quality services, the key to its success has been Emirates airlines ability to apply the brand in all aspects of its customer interactions. By paying close attention to its product and service to ensure that Emirates deliver on what the brand promises of innovation and quality. Another Cornerstone of Emirates Marketing strategy is sponsorships; Emirates branding employs all the major traditional and new marketing tools, but the most effective approach that help it to connect with its customers and enhance its brand awareness by sponsoring the major sporting events. PART FOUR 4.0 The Marketing Mix Kotler Keller (2006) define the marketing mix as the combination of elements that you will use to market your product. There are seven elements: Product, Place, Price and Promotion, People, Process, and Physical evidence. They are called the 7Ps of the marketing mix. 4.1 Product/Services A product is simply a marketing offering, whether tangible or intangible, that someone wants to purchase and consume. In reality, while decisions related to the consumable parts of the product are extremely important, the TOTAL product consists of more than what is consumed (Christian, 1994). The total product offering and the decisions facing the marketer can be broken down into three key parts (Appendix 2): Core Benefits Actual Product Augmented Product Core Benefits: The first layer of the product as defined by Cant (2009) is it represents the heart of the product Emirates airlines Core Product is the Air transportation of passengers and Cargo Actual Product: The second layer of the product as defined by Cant (2009) is the tangible product or service offered to the consumer For Emirates: Emirates First Class, Business class, Emirates holiday, in-flight entertainment system, luxury service, online check in, courteous spa. Augmented Product: .the third layer of the product as defined by Cant (2009) is the tangible product plus the additional customer services and benefits (also called features). For Emirates: National carrier of Dubai, chauffer service, lounges and spa, Dubai as transit hub and the most important is the private terminal at Dubai international Airport. Source: Three Levels of a Product, 2010, Marketing Teacher, accessed 12/02/2005, http://www.marketingteacher.com/lesson-store/lesson-three-levels-of-a-product.html Questionnaire findings suggest that people fly with Emirates for benefits other than the medium of transportation, such as travel experience (Appendix 2). 4.2 Price The price of the marketing product mix is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service (Armstrong, Gary and Philip Kotler, 2009). Yield pricing Which offers its consumers discounted rates on early purchases, higher rates on late purchases, and the lowest prices on unsold inventory before it expires (Kotler Keller, 2006). Time Pricing It is an important element of Emirates pricing policy. With ticket fares varied by season, day, hour, early bird offers allow Emirates to charge a passenger less. Luxuries. The airline tries to position itself as having the highest value possible for consumers. Passengers who purchase business class, for example, have a complementary limousine pick-up, included in the fare of the ticket. Through collecting primary data research for our project, we found Emirates and Etihad have almost the same prices, with Qatar Airways having prices that are much lower than its competitors. In response to competitors reactions, it is best for Emirates to continue managing to maintain prices, simultaneously adding value by constantly improving the quality and consumers expectations of its services. Questionnaire findings show that 60% of the people surveyed say Emirates is relatively expensive compared to others (Appendix 2). 4.3 Promotion Defined as the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision (Kurts, 2010). Many promotional activities are not really focused to stimulate immediate purchase, but are rather aimed to move the potential buyer a step forward in the buying process (Van W.1997). Sponsorships For Emirates, sponsorships believed to be the best ways to connect with passengers. (Emirates, 2011). Emirates have sponsored more sporting events than any other airline or company in the world (Hagey, 2009). According to the head of Emirates Airlines marketing department for the past two decades, below are breakdowns of how the budget was spent in the past, compared to the present (Hagey, 2009). Past Advertising 70.00% of budget Public Relations 30.00% Present Sponsorships 55.00% of budget Advertising 45.00% Marketing now makes up about 2.7%, compared to 2.3% previously (Hagey, 2009).The key indicator of success is the association people have of various events with the brand. For instance, the Arsenal player and the word Emirates immediately connects. In fact, the mere association of Arsenal or Dubai with Emirates is proof that sponsorship model works wonders for Emirates. Advertising. The airline also advertises in newspapers, billboards, magazines, and even on television channels such as CNN, for instance. Emirates use reminder advertising to increase brand awareness in the various markets. With the right amount of spending on advertising, Emirates marketing mix is very much in line with the companys objectives. . The most memorable ad with the passengers seems to be the Dubai Welcomes the World with Wonderful life by Black playing in the background (Appendix 1). Passengers have stated that it gives them a sense of calmness and excitement and they associate the advertisement with the cosmopolitan image of the emirate of Dubai (Appendix 1). Sales Promotions. Emirates Airlines often offers best deals, and discounts on specific travel destinations, at specific times of the year. The website of the airline offers the best available prices and gives the consumer the opportunity to pick the price of choice, at flexible dates. Gifts Emirates Airlines offers children on board the airline various branded gifts. Emirates could stress more on social media in order to build strong customer relationships with its passengers and build its own network of loyal customers. 4.4 Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet (Jerome, 1975). Emirates Airways distributes its ticket through quite a few touch points such as: Sales agents ( all over the world) Corporate website Customer service call center (Reservation and booking) In the future, Emirates Airlines can strengthen its place strategies by deploying more sales agents and branches in general. Moreover, it can provide more touch points in the leading malls around the world for an easy access for individuals to book flights. Questionnaire findings show that 80% of the people prefer to use the Internet as the source of ticket purchase, as it provides the best discounted price (Appendix 2). 4.5 People Service, expertise and skills of the people who work for the company and they can be used to set you apart from your competitors (Stephen 2007). . Recruitment and use of the staff and people It is an essential ingredient in any organization, and with the appropriate staff members at hand, the organization can obtain a competitive advantage. Emirates Airline has a staff of 36,652 (Emirates Fast Facts, 2011), who go through training to obtain the right skills and service knowledge that is vital in a service-providing company. Emirates could work on the inseparability characteristic of its service. It is therefore crucial for the cabin crew to remain patient and positive in conflicting situations, so as not to distort peoples perceptions of the brand. Prior to downsizing, Emirates had a staff of very experienced cabin crew members. Recently, however, as previously mentioned above, Emirates uses a mix of experienced and inexperienced cabin crew members. To improvise its people strategy Emirates should make their cabin crew wear name tags to create a friendly atmosphere on board the flight, but would also add to the cabin crews responsibility of complying with the right behaviour that would not damage the brand. Most of the Emirates passengers that were surveyed agree that the cabin crew is friendly and welcoming (Appendix 2). 4.6 Process Defined as the procedures, mechanisms and flow of activities by which services are used by the customer (Koichi Shimizu 2003). Emirates airline has a simple process for its passengers since the time of booking their flight to the time they depart or arrive from Dubai Airport. Emirates own its own terminal three at Dubai international airport to further simply the process (See Appendix 3). The diagram illustrates the whole process through which a passenger goes through since the time he arrives at the airport car park to departure. Emirates airline offers various types of check- in processes. For instance: online check-in, self-check in at the airport to simplify the process even f