Essay --

Have you heard of any famous African Americans who contributed greatly to the United States of America? Whether you answered the question yes, or no, I know of one African American who did great things for America. Gwendolyn Brooks was an African American poet who wrote about the lives of an every day African American during the 1900’s. She struggled in her lifetime just as everyone else in the world. Only, she did something about her struggles. Whenever she saw something interesting and/or shocking, she would write her poetry about the very thing. People all around could relate to her poetry, therefore having a great impact on their lives. Gwendolyn Elizabeth Brooks was born on June 7 of 1917. Even though she was born in Topeka, Kansas, she grew up in Chicago. As a part of the Great Migration, her family moved over to Chicago. As I said before, Brooks’ writing was mostly influenced by the rest of the world. From going to three different high schools, Gwendolyn picked up on so much racial prejudice that it shaped how her writing would later be. At the age of thirteen, G...

A Worn Path :: essays papers

A Worn Path The story  ³A Worn Path, ² by Eudora Welty, tells the journey on foot of an elderly black women, Phoenix Jackson, from her home to the nearest town. She makes the journey to go to the doctor to get medicine for her sick grandson. On the trip, she runs into some trouble here and there with her dress getting caught in the underbrush and old age getting to her. She encounters a big dog that knocks her over, but is soon rescued by a passing hunter. As she gets to town, Phoenix asks a woman to her to help her tie her shoes then, proceeds to the doctor ¹s office. When she arrives there, her memory fails her and she forgets what her long trip was for. The light comes on and she remembers her grandson ¹s medicine. She gets the medicine and the money the nurse gives her, goes and buys a gift for her grandson and sets off for home. In this story, old age and class alienate Phoenix from society. Old age alienates Phoenix from a hunter she encounters on the trail. Age alienates Phoenix from the hunter when he assumes her age enables her to continue her trip to town. The hunter states,  ³Why, that ¹s too far! That ¹s as far as I walk when I come out myself and I get something for my trouble... Now you go home, Granny! ² (Welty, 215) By saying the trip is too far, the hunter shows he does not believe Phoenix can make it to town due her elderly age. When he says  ³... and I get something for my trouble ² (Welty, 215), the hunter infers that he feels Phoenix has no business being out there making the long trip, and there is no reason good enough for her to be venturing that far. The hunter alienates Phoenix because her age by telling her the trip is too far and calling her Granny. Class alienates Phoenix Jackson from the attendants in the doctor ¹s office. As Phoenix walks in the door one attendant says,  ³A charity case, I suppose ² (Welty, 216). Based on appearance alone, the attendant makes the assumption that she was a charity case.  ³A poignant scene at the story ¹s close confirms the reader ¹s suspicion of Phoenix ¹s extreme poverty... ² (Magill, 2432). This scene proves to the reader Phoenix is not very high class. She is automatically assumed to be a charity case and then asked what was wrong with her, implying she does not look very good. Aldridge writes,  ³[In Welty ¹s stories] [t]here are members of racial minorities, the

Beowulf - Pagan or Christian Epic? Essay -- Epic of Beowulf Essays

Beowulf Pagan or Christian Epic Beowulf: Pagan or Christian Epic? Although the story of Beowulf is filled with references to religion and faith, many discrepancies occur throughout the story that suggest that Beowulf is not a Christian epic. The character of Beowulf frequently speaks to God and obviously believes in His existence. However, pagan practices are mentioned in several places. Beowulf often refers to another being rather than the Christian God. Pagan practices of cremation and blood-drinking are included in the epic. There are also frequent allusions to the power of fate, the motive of blood revenge, and praise of worldly glory. All of these aspects make Beowulf a pagan tale with a few Christian elements. A key pagan reference in Beowulf is the entity Wyrd. â€Å"Now if Wyrd, Ruler of All, will permit, my stout sword will sing its greedy war-song....Wyrd always weaves as it must†. The Christian tradition clearly states the existence of only one supreme entity. It also states that anyone worshipping â€Å"false idols† is subject to punishment. If Beowulf was truly a Christian, he would not call to Wyrd for any type of assistance. One might argue that referring to Wyrd as â€Å"Ruler of All† suggests that this entity is the Christian God. But â€Å"God† is referred to throughout the epic. â€Å"For Grendel bore God’s anger...Mighty God rules mortals forever!†. These are two separate entities that serve different functions throughout the epic. A true Christian tale would not include any other â€Å"God† or all-powerful being rather than the one true God of the Christian teachings. The story also mentions that Hrothgar and his people mak e sacrifices to idols in an attempt to overcome the monster Grendel. â€Å"And so it came to pas... ... wealth. In conclusion, the epic tale of Beowulf is a pagan tale with a pagan hero. Although there are Christian images throughout the tale, the story is clearly pagan in nature. The Beowulf poet portrays the culture and people by separating the main ideas like a prism does with light. Although there are the Christian references surface throughout the tale, a look at the epic as a whole clearly shows its true pagan nature. No matter which end of the spectrum you are looking from, all the ideas prove that pagan concepts and principles prevail over the values of Christianity. It is shown on countless occasions through the material rewards, earthly fame, false idols, and burial practices. In the end, the separated lights in the prism come together and become one. This array of light in Beowulf is ultimately the strong presence of a pagan hero and a pagan culture.

A letter to Dr. King

I hereby write this letter to emphasize on the step that you have taken that will make a great history to the American society and on the social issues that are highlighted in the letter.Being the president of the Southern Christian Leadership Conference (SCLC) you have the mandate and authority to talk on the injustice which is developing in many states like Birmingham. It is known that injustice is a threat to justice everywhere and this should provide a reason for your actions. More so, we should understand that whatever affects one affects all of us because we are tied in a single garment of destiny.There are many demonstrations going on at Birmingham that should be taken care off by first collecting the facts on whether injustices exist or the use of direct action, all this involves a non-violent action. This city is mostly segregated in United States with the Negros receiving unjust treatments in the courts. This is even worse as many homes for the Negros have experienced more bombings which even extend to their churches.These demonstrations are more so necessary at this moment because of the trend of economy. This is the time when there shall be a strong economic withdrawal program as a result of the direct action, the time when the merchants shall be in need for change.It is necessary to put direct and indirect action towards demonstrations in Birmingham because; this can create a situation that can bring about an open door for negotiation. More so still the Birmingham administration shall not be allowed to act because it must first be prodded before it starts to act. From the past, it has been seen that there has not been any gain without using a determined legal and nonviolent pressures. Therefore, there is need to get engaged in the direct-action campaign because we know that justice that is delayed too long is simply justice denied.The American community has waited for a long duration without having the constitutional and God-given rights which mean s there is a slow down in gaining political independence. Therefore, people have increased their anxiety to break laws which are unjust. This is because of the existence of two types of laws which are just and unjust laws. Unjust laws are those that degrade the human personality like the segregated statutes or just arresting a charge of parading without permit which is used for example to maintain segregation and deny citizens a peaceful assembly and protest.Another major social concern that you expressed in the letter is recognition of the importance of law in a country. That is it exists in order to establish justice and that if violated we are likely to become a dam that is dangerously structured for the purpose of blocking social progress. I certainly do not support this because the whites seem to have a low regard of the existence of law.This is the main limiting factor to establishment of justice in the legal systems. It has however been expected that the oppressor race shall be at least understand the needs of the oppressed race which is just but a dream a reason as to why the oppressed should be strong, persistent and determined for action.I still feel that the church has some inner strong power to take care of the oppressed race which has been an inverse in the present times. But lack of will has made it weak and has had an ineffectual voice that is unable to perform its duties.

“Still Life in Landscape” by Sharon Olds

Drunk driving is a known problem throughout the world, there are many accidents and deaths that occur each day because of stupidity and ignorance. In many cases families are torn apart and left heartbroken for the rest of their lives because of drunk driving. Drunk driving is the number one major cause of accidents and deaths on the road. Carelessness is responsible for drunk driving, and can be easily avoided, it can deal a great amount of pain and suffering and change the lives of many.The poem sets up a true meaning of what reality really is and can be seen and interpreted through the different perspectives by the child, reader and audience. The child in the poem in â€Å"Still Life in Landscape† by Sharon Olds interprets the poem as being reality and see’s for herself the dangers that exist. The child’s description of what she sees send a strong image to the reader that reality does exist and these things happen everyday.The gruesome imagery in this poem is u sed to make a strong statement about reality. All these examples can be explored even further. The author in â€Å"Still in Landscape† uses some very descriptive gruesome imagery to describe the scene of the car crash. The imagery that is used in this poem is intended to make a very strong impact on how reality is really displayed and what really goes on in the world. The author narrates the poem through the eyes of the child and describes what the child sees and feels. A woman was lying on the highway, on her back, with her head curled back and tucked under her shoulders so the back of her head touched her spine between her shoulder-blades, her clothes mostly accidented off, and her leg gone, a long bone sticking out of the stub of her thigh, my mother grabbed my head and turned it and clamped it into her chest, between her breasts†(Lines 3-13). The child is seeing reality at first hand and her mother can only grab her head and turn it clamped into her chest.The mother is not really protecting her child by just holding her but representing the endless number of bystanders in the world that do nothing about people that create and cause these tragedies. Throughout the poem in â€Å"Still Life in Landscape† the child is experiencing a true feeling of what reality really is. She sees the horrible scene of the crash site with the woman lying on her back with the back of her head touching her spine. â€Å"A woman was lying on the highway, on her back, with her head curled back and tucked under her shoulders so the back of her head touched her spine†(Lines 3-5).This description of what the child sees at the crash site makes you shiver and makes you feel query and makes you realize that this is really what goes on in the world. The consequences to drunk driving can be unforgettable when the outcome comes out to be death or pain to another family. Tragedy is happening all around us. We do not always see it. The cars do not always collide, bu t people still drive drunk. This problem will continue to grow, and people will continue to suffer. This is what reality is really about. But is there anyway to prevent situations like this?Will it ever stop? That is what the poem is addressing. Reality is that people die, all the time, due to stupidity and ignorance. Society usually believes only what it really wants to believe, it wants to ignore reality and live a healthy life without any circumstances, but that’s not how it is. If People witness or experience actual events of disaster or trauma only then do they really experience true reality. Carelessness can have a great impact on society or on an individual whether it showing up in drunk driving or any other problem related to reality.Works Cited Sharon Olds, The Upswept Room (2003) NY: Alfred A. Knopf, p. 23.

Industrial Organisation Essay

This paper talks about the pros and cons of advertising and if it is a waste of society’s resources or not. Previously, much emphasis was not being given to advertising and the marketers used the strategy of market aggregation but in today’s world, the concept has changed and the demands of the society vary greatly because of which the advertisers have redesigned their marketing strategies in order to crater to their target market well. Media has great influence on the society and the marketers use advertising as their tool to persuade the consumers to purchase their products. Since advertising has a profound impact on the way the people understand life and their values, there are many things that the marketer must consider while promoting their products. Advertising can be simple as well as complex based on the product or service that is being advertised and it can be done on a small as well as on a large scale. To advertise, many kinds of media can be used depending on the nature and the complexity of the product. Similarly, advertising can be done for programs, causes and institutions as well besides which political advertising is also done. Since it has an indirect yet a very powerful impact on the society, ethics in advertising should always be ensured. Advertising has both pros and cons that have been discussed below. A lot of resources are consumed when advertising is done and today, it is being done everywhere and it is very difficult for the people to escape from its influence. Pros of advertising People who criticize advertising say that it is a waste of time and money and it corrupts the individuals and the society. However, advertising also has a significant potential for good and some of the benefits of advertising are mentioned below. Economic Benefits of Advertising Advertising contributes to the human development if it conforms to the moral standards and today, it is the best tool for utilizing the resources to respond to the socio-economic needs of the society. Advertising informs the people about the products that are available for their consumption based on which they can make their purchase decisions. Goddard, Lipczynski & Wilson 2009). Benefits of Political Advertising Political advertising contributes to democracy as well as it helps in economic well being of the society. It can contribute the society by letting the people know about the ideas and proposals of the parties and the new candidates who were unknown to the public previously. Cultural Benefits of Advertising Since advertising has a great impact on the media, it has the ability to exert positive influence on various decisions related to the media. Material that is intellectual and is of moral quality should be shown to the public in order to make the society better and to contribute in a positive manner. Moral and Religious Benefits of Advertising Companies are not the only ones that use advertising to market their products but advertising is also used by social institutions that also include the religious institutions that communicate messages that are not just helpful and constructive but they are also beneficial for the society and they help in motivating the people. Cons of advertising Despite of the fact of many positive areas of advertising, there are some grey areas of advertising as well. However, it would be more appropriate to say that there is nothing good or bad about advertising but it is all about the way it is being done. This tool can be used in a positive as well as in a bad way and the way in which it is used is what determines its pros and cons. Advertising harmful goods or making false assertions to exploit the human tendencies is not a good thing to do because this harms the society. (Jensen & Waldman 2005). Economic Harms of Advertising When the advertisers withhold important facts and misrepresent in the advertisements that are aired or are published in the print media, they tend to betray the people. Mostly, the advertisers not just use advertising only to inform the consumers about the product but also to persuade and to motivate them to purchase the product. Moreover, the brand related advertisement that is done can be creating serious problems as the advertisers might motivate the people to buy the product on the basis of the brand or status. It can act as an abuse for the humans and can harm the dignity of the people especially when it influences the attitudes and the values of the people through communications media. This affects the developing countries the most where most of the people are poor and these people are unable to buy everything but since advertising creates artificial wants, people are persuaded to buy the products. This makes the poor waste their resources instead of focusing only on the needs they really want to fulfill and the ones that are genuine because of which development falls behind. Governments that try to develop market economies find it difficult to function well. Harms of Political Advertising Although political advertising supports the governments in democracy but it also serves as an obstruction since the costs involved with advertising limit the political competition. Besides this, the politicians might also tend to distort the image of the other candidates by harming their reputation. Cultural Harms of Advertising The end result of advertising can be a corrupting influence on the cultural values of the people and it can harm the economic condition of the country. The main concern of the developing nations is that advertising not only dominates the people but it also manipulates them to convince them to make a positive decision. The communicators feel tempted in order to attract larger audiences that the advertisers can approach through them. Besides this, the communicators also tend to ignore the educational and the social needs of the society especially those segments that are poor and old. Moreover, stereotyping becomes common when advertising is being done and this places one group as disadvantaged when compared to their relation with the other groups. For instance, the women are being treated badly and are exploited in the advertisements. (Carlton & Perloff 2007). Moral and Religious Harms of Advertising Advertising can be morally uplifting but on the same side it can be vulgar and degrading as well as it can motivate envy and lust. Advertisers today are also showing immoral ads that they should not show to the people as the children and the under aged are also the ones who tend to view them. Pornography and violence have become common and the media is showing it without any legitimate restriction because of which the cultural norms are at stake. The darker side of the human beings is shown by people committing sins, violating rules and committing thefts and when the children and the youth watch all these kinds of things on the media, they tend to copy the people shown on the media that later disrupts the culture of the society. All this have created serious social problems and the youth and the children are being affected negatively. With this, it is apparent that advertising is playing a role of a threat to the religion and is causing many issues that fall outside the domain of the moral values and ethics. Religious themes and images are also being used by the advertises to sell their products and it is acceptable if they do this in an acceptable manner but when they cross their limits especially when they show things that are offensive or when they exploit the religion, this is when the idea turns out to be a total failure. In some cases, advertising is used by the media to promote the products and services and also to inculcate values in the people but the kind of advertising that is immoral should be strictly forbidden. Conclusion Advertising serves as a means of survival for the businesses that publish and broadcast operations as the revenue they earn from advertising is very important for them. Media is the one primary source through which the advertisers advertise and can reach their target market to deliver the message they want to. For this purpose, the advertisers make their content interesting and such that would attract the customers. Therefore, the media has a lot of dependency on the advertisers who place their ads either on the television or in the print media in the newspapers or magazines (Andreosso & Jacobson 2005). After reviewing the pros and the cons of advertising, we came to know that it can be good and bad at the same time but it is just the usage that makes it beneficial or a threat. I would therefore say that advertising is not a waste of resources if it is being done in a positive manner and by this I mean that there are some aspects that should be taken care of by the advertiser when making advertisements. Truthfulness in Advertising When advertising, the advertiser should ensure that the ad that is being made is based on truth and the ad should not mislead the people in any way. The idea of the ad should be to inform the people about the benefits and the features of the commodity but no misinterpretation should be done. The Dignity of the Human Person The people who are being shown in the ad should be treated with dignity and the women especially should not be exploited in any way. Advertising and Social Responsibility When the companies make profits, it is their duty to practice corporate social responsibility and to ensure that they are being ethical in every way. The companies should not only help in the up building of the society but they should also give messages to the public that would help in the betterment of the society. For instance, the pharmaceutical companies should give message for public awareness pertaining to safe water or typhoid.

Cathay Pacific Essay

Company Profile Cathay Pacific is an international airline registered and based in Hong Kong, offering scheduled passenger and cargo services to 172 destinations in 39 countries and territories. The Company was founded in Hong Kong in 1946 and remains deeply committed to its home base, making substantial investments to develop Hong Kong as one of the world’s leading international aviation centres. In addition to its fleet of 138 aircraft, these investments include catering and ground-handling companies and the corporate headquarters at Hong Kong International Airport. Cathay Pacific continues to invest heavily in its home city and at 31st December 2012 had another 92 new aircraft due for delivery up to 2020. The airline recently completed construction of its own cargo terminal in Hong Kong, which commenced a staged transition of operations in February 2013 Cathay Pacific and its subsidiaries employ some  29,900 people worldwide (more than 22,800 of them in Hong Kong). Cathay Pacific is listed on The Stock Exchange of Hong Kong Limited, as are its substantial shareholders Swire Pacific Limited (â€Å"Swire Pacific†) and Air China.Cathay Pacific is a founding member of the oneworld global alliance, whose combined network serves more than 800 destinations worldwide. Competitive advantages Competitive advantage is the ability of an organization to outperform others because they produce desired goods or services more efficiently and effectively than its competitors. When a firm sustains profits that exceed the average for its industry, the firm is said to possess a competitive advantage over its rivals. The goal of much of business strategy is to achieve a sustainable competitive advantage. A competitive advantage exists when the firm is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, a competitive advantage enables the firm to create superior value for its customers and superior profits for itself. Characteristics of competitive advantages Value To improve the product quality, Cathay Pacific efforts to meet and achieve needs of passengers. In an increasingly competitive environment, it is crucial to maintain and develop passenger loyalty by providing high quality products and services. This remains a key focus of the Cathay Pacific Airways. Therefore, Cathay Pacific has introduced a new Premium Economy Class product, a new long-haul Economy Class seat and a new Regional Business Class seat. The airline’s long-haul Business Class was named World’s Best Business Class in 2012 at the World Airline Awards run by Skytrax. â€Å"Cathay Pacific’s strengths is to provide a comprehensive level of service, we are committed to the objectives to be achieved.† expressed the company’s strengths said by Cathay Pacific Deputy Chairman and Chief Executive David Turnbull. Not only service provided by Cathay Pacific inside the aircraft, but also all ground service need to be monitored, such as check-in, pick up luggage and even the passengers leave from the airport to the home way. All these aspects are Cathay Pacific service range and strive  to provide satisfactory service to passengers. The Top-class management team and loyal support can workforce a good combination. Thereby, the airline’s real competitive advantage in these â€Å"most challenging business conditions for our industry in more than a generation† was its supportive workforce, quoting the response of the airline’s nearly 20,000 staff to a special leave scheme designed to save the company cash and to prevent the need for staff layoffs. On the other hand, the core strengths of Cathay Pacific Airways are a superb team, a strong international network, exceptional standards of customer service, a strong relationship with China and our position in Hong Kong. These will help to ensure the success of the Cathay Pacific Group in the long term. Rareness From the Hong Kong people’s point of view, Cathay Pacific Airways is a Hong Kong-based international airline registered in Hong Kong, offering scheduled passenger and cargo services to over 90 destinations around the world. So many transit passengers can take advantage of this huge turn flight transmission of Hong Kong and Cathay Pacific’s flight network. Thus, they can proceed to another city through Hong Kong. As the Hong Kong airport is a hub airport, Hong Kong is a transit point for the proportion of long-term passenger. Therefore, Cathay Pacific abandoned the low-price strategy, but stick to the original high-end line, determined to become the most admired airlines, â€Å"Shaping a super brand† naturally become a center of all of Cathay Pacific’s work. Concerning the super brand image, it is shaped by 3 elements which are quality products, full service and successful promotion. Limitability Furthermore, the â€Å"Cathay Pacific brand† communication activities are very systematic and high-profile promotional activities abound in the world. For example, join to carry out the activities of the â€Å"Best Chinese Food† with so well-known restaurants in Hong Kong, joint other business enterprises for holding â€Å"Asia Miles Airlines’ frequent flyer program’’, â€Å"Cathay Pacific Hong Kong International Races† with the Hong Kong Jockey Club, and so on. Promotional activities with a clear theme promoted in different period and  channel, such as TV advertising, print advertising, Internet advertising, outdoor advertising, etc. Substitutability Since the network and the routes that the airways’ own products, Cathay Pacific constantly purchase new models, update, expand their fleet, and to join one of the world’s five largest airline alliance oneworld alliance to strengthen the global network. Currently, more than 80 piloted aircraft Cathay Pacific fleet is one of the world’s youngest and most modern passenger fleet, with an average age of only seven years. Moreover, Cathay Pacific received 19 new aircraft in 2012 for prolonging to upgrade the competence of the company. As at 31 December 2012, Cathay Pacific had 92 aircraft on order for delivery up to 2020. The order was placed for 6 Airbus A350-900 aircraft in January 2012. In August, Cathay Pacific ordered 10 Airbus A350-1000 aircraft and converted an existing order for 16 Airbus A350-900 aircraft into an order for 16 Airbus A350-1000 aircraft. In March 2013, Cathay Pacific entered ‘into an agreement with The Boeing Company under which it agreed to buy 3 Boeing 747-8F freighter aircraft. Under the agreements, Cathay Pacific also acquired options to purchase 5 Boeing 777-200F freighters and The Boeing Company agreed to purchase 4 Boeing 747-400BCF converted freighters, which were taken out of service in 2012 and early 2013. SWOT analysis Strengths: Cathay Pacific is committed to strengthening Hong Kong’s position as a global aviation hub and gateway to the Chinese Mainland, and leveraging its network to enhance business, tourist and cargo traffic flows. Cathay Pacific is dedicated to technological excellence for its products and services. It was one of the first airlines to provide inflight email. It also offers online ticketing and check-in, a downloadable timetable, and the notiFLY flight paging service, which delivers real-time flight information updates to customers via email or on their mobile phones. The iPermit scheme enables Taiwan residents to apply for Hong Kong visas via the internet and collect them upon arrival at Hong Kong International Airport. Its inflight entertainment system offers more than 20 video channels and an audio/video  on demand system for First and Business class passengers. It was voted â€Å"World’s Leading Use of Inflight Technology† in the World Travel Awards 2003 poll of 80,000 travel industry professionals. Cathay Pacific is a member of the oneworld global alliance, joining Aer Lingus, American Airlines, British Airways, Finnair, Iberia, LanChile and Qantas. Swiss Air Lines International is the latest full alliance member. The oneworld carriers’ combined network serves more than 570 destinations. Cathay Pacific is also a member of the popular travel reward program, Asia Miles. Weakness: There is no such company without weaknesses. Cathay Pacific Airways unpunctuality in their flights sometimes makes their customer difficult to opt to fly with the airline. In addition, the air hostesses are not very pleasant and nice thus making people leave out the airline as an option when traveling home and abroad. Cathay Pacific Airways also finds it hard to reposition itself in the wake of financial crisis. The company also is unable to deal with numerous scandals compelled people to lose confidence in it. Opportunities: Cathay Pacific Airways is known to be Hong Kong’s leading airlines gives them the opportunity to acquire more customers and generate more revenues. People would have more confidence on airlines that are recognized by the award winning bodies because it would make the people have more confidence on flying with the said airlines. In addition, with Cathay Pacific Airways’ online booking, they give more convenience to their customer giving them the chance to attract more customers especially with people that have no time to go to airlines branches for bookings. The airline has also an opportunity of technology advancement for easier transaction and operations and for more convenience for customers and employees. Moreover, with its recognition, the airline attracts more opportunities of expansion. Threats: Threats are always with every organization. Airline industry is the most competitive industry. Cathay Pacific Airways competitors especially the government owned airlines are the threat of the company. Government owned airlines have less likely to close down. It is also supported with the national government with their resources giving them more opportunities over  a publicly owned airline like the Cathay Pacific Airways. In addition, political ramification also affects the operation of airlines. Moreover, economic recession also is a threat to airlines. With economic recession, people are likely to save and reduce their travel expenses to cope up with the recession. People expenditure are the most likely affected with the recession and thus also affects airlines since people don not mostly travel in times of economic recession. In addition, threats in terrorist attack, the rising fuel and labour costs also have caused the company to experience low level of profits for people are hesitant to travel due to these threats. Corporate strategy Cathay Pacific is using the growth strategy in the market. Organization wants to expand the number of markets served or products. They develop the business through their current business and new business In their growth strategies, there are concentration, Vertical integration, horizontal integration, related diversification and stability strategy. Main product of Cathay Pacific is providing the transportation. In the addition, they provide the entertainment, food and beverage to the passenger in the flight. Nowadays, they will change the menu of the flight and add the new entertainment to meet the passenger needs. For example, they announce the latest promotion to enhance award-winning in-flight wine selection. The introduction of six world class wines is from saint-E’milion Bordeaux, France to the first class wine list. It can attract the passenger to use their product on second of May. In each year, the company should be increase or improve the facility to get the passenger satisfaction. In the integration, there is vertical and horizontal. Cathay Pacific is the powerful organization. In their flight product, they need to provide the food to the passenger. Some of the airline, they should be find the supply to provide the food but Cathay Pacific have the Cathay Pacific Catering Services (Hong Kong) limited company to provide the food. It can control the food quality and the supporting will be fixed. On the horizontal integration, they take over the Dragonair on 28 September 2006 Dragonair was the competitor of the Cathay Pacific before the takeover. Within the Cathay  Pacific takeover the Dragonair, The two aircraft were restructured, and exchange waypoints. Dragonair should re-position as a regional airline, mainly to China and Southeast Asia markets. Moreover, Dragonair have another main function of the company. It is providing the intercontinental routes to Cathay Pacific to interchange network. For the diversification, there is the related and unrelated. Cathay Pacific created the Asia Miles membership. The member can through nine type of industry to get the Miles include the airline, hotel, finance and insurance, meals and banquets, retail, travel and leisure, automotive and transportation, telecommunications and professional services to get Miles. If the members buy the product in the partner company, it can get the Miles. The Miles can exchange the travel, electronic products, meals, concert tickets etc. The partner agencies were the China Airline, Australia Airline, Japan Airline etc. The Asia Miles can attract the guest to choice the service of the company. It is the loyalty program to attract the guest to be the loyalty customer. The unrelated diversification of them is promotion of the company. they should join the Hong Kong Tourism Board will be held in the Chinese New Year Parade on every Chinese new year day one. Also, Cathay Pacific sponsored the TV programmed about the travel and airline industry such as the â€Å"Choi Lam eat on the world† TV travel programmed made from TVB. Also in stability strategy, Cathay Pacific reduced the frequency of flights on the Los Angeles, New York and Toronto routes. Base on stable demand on passenger, Cathay Pacific still maintain three flights a week on the Los Angeles, New York and Toronto routes at the same time, to make a total of 20 flights per week. Reason behind the corporate strategy Cathay Pacific is based on customer retention for the company, service is absolutely critical. The company has been voted Airline of the Year in the Skytrax passenger poll twice in the past three years. But the company knows that it cannot survive as a premium airline without continually reinventing itself to maintain its status in such a highly competitive industry as the airline industry. Performance of its personnel is the most critical in the organization. Cathay Pacific is mainly focusing on their primary line of business and  increasing the number of products offered or markets share. For instant, purchasing new model aircrafts and adding different routes to different parts of the world. Also it uses the new technology to get help in the operation. Also, Cathay Pacific has their own catering services for preparing the foods consume in the aircraft. Thus Cathay pacific becomes its own supplier so it can control its inputs.  Beside, for keeping the market shares in the airline industry. Cathay Pacific has taken over the Dragonair. Cathay Pacific is combine with Dragonair that to increase the competitive strengths and lower competition among industry rivals. To increase the profit and encourage the potential customers, Cathay Pacific set up the Asia Miles membership to aim at attracting the guest to be the loyalty customer. In order to gain the attraction from the citizen, Cathay Pacific had joined the Chinese New Year Parade in every Chinese New Year to keep their exposure to the public. Furthermore, Cathay Pacific continuing to serve the same passenger by offering the same product or service that to maintain market share and sustaining the current business operation such as providing the long-haul services with an acceptable price. It will not fall behind in the airline industry. Recommendations and rationale on its corporate strategy In the case of Cathay Pacific Airways, market development and product development is the best suit their way of doing business. Market development is suitable to their business since they have already penetrated the existing markets. It is important to market their product on new markets. Product development is also suitable to maximize their profits. Product development would also enable them to offer more products and services in which are needed by the existing customer and may also invite potential customers thus increasing their profits. In an increasingly competitive environment it is crucial to maintain and develop passenger loyalty by providing high quality products and services, we suggested increasing some regional services in response to more robust  demand in parts of Asia. Cathay Pacific should added frequencies on routes to India, Japan, Malaysia, Singapore, Taiwan, Thailand and Vietnam and introduced a new service to Hyderabad in India. For providing a more comfortable and an unforgettable flying experience to the customer, a new premium economy class, a new long-haul economy class seat and a new regional business class seat will be added. To maintain the competitive advantages, Cathay Pacific should implement a more convenience global internet service and e Business platforms. The implementation will ensure staff worldwide can take advantage of improved performance and secure, cost-effective access to critical business applications such as reservations, sales information, revenue management and engineering systems. The global Internet solution will enable future applications and passenger services to be speedily and simply developed and deployed worldwide, while also reducing telecommunications costs. This new lease of life means that the airline can better adapt to the demands of its markets and be responsive to changing business requirements. Cathay Pacific put safety in the first priority – safety is the first and most important clause of Cathay Pacific mission statement and has been a core commitment since the founding of airline more than 65 years ago. In food safety, Cathay Pacific continues to do their utmost to serve meals that meet the highest levels of food safety and hygiene. It works with caterers to create well-balanced meals, minimizing the use of trans-fats, and follow the policy on no monosodium glutamate. The policies on food safety and hygiene are based on recognized standards, such as the World Food Safety Guidelines for Airline Catering. Our caterers must comply with our strict food safety requirements and they are measured and monitored through our robust audit programme. In order to have horizontal integration, we advise Cathay Pacific can take over the Hong Kong Airline and Hong Kong Express Airways. The target market is mainly focus on the low air ticket price market and offer package tour. Cathay Pacific can expand the market share on low end. For diversify the Asia Miles membership, we recommend to co-operate with different credit card issuing banks. Through the credit cards, passenger can easily accumulate their pints to convert to mileage. In return helps to attract more passengers to purchase our services. To arouse people attraction, Cathay Pacific not only has the TV advertisement but also to put the resources on other medial to promote the company.  As the high cost of fuel, it made difficult to operate in some long-haul services profitably. We suggest Cathay Pacific to use fuel-efficient Boeing 777-300ER aircraft to instead of the less fuel-efficient Boeing 747-400 aircraft operate to on the long-haul services. 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