Lb160 Etma 01

LB160 eTMA 01 Summary of case study on Brompton Bicycles Brompton Bicycles, estimate this year they will sell 19,000 folding bikes with profits of ? 925,000 before tax but they plan to to boost production to 50,000 bikes a year with a ? 1million production revamp and a big sales push focused overseas. The company is aware they need to see significant sales growth both in the Uk and overseas if they want to stay a competitor in the fast growing global market, but they have encountered problems such as capacity and slow production times along with patents which expired 8 years ago.Although they are still covered by copyright other competitors can copy the invention. There is also the problem of being based in London so the company does not benefit from the low wage structure of Taiwan, where 80% of bikes are made. Brompton are unwilling to relocate as they have had to train most of its 85 staff in specific skills.Brompton are competitive in other cost areas as they have kept changes to their bikes minimal over the past 20 years so have been able to invest in tools and all their previous marketing has been through word of mouth, which they do need to focus on in the future. Although competitors may compare on quality and undercut them on price, last year one competitor made 350,000 bikes, Brompton believes in engineering ethos and producing bikes which are built to last so does not want to lose sight of the quality of their bikes and become a mainstream dealer, as this would lose its appeal.

Macbeth Analysis Scene Essay

?Macbeth Analyse- 2. a How does Shakespeare make the extract below from Act 2 Scene 2 dramatic and interesting? â€Å"Quenched them, hath given me fire. † Shakespeare’s using opposites and oxymoronic use of language (paradox) therefore making a contrast of Lady Macbeth’s phrase. He has also showed a comparison of guilt between Macbeth and Lady Macbeth because Lady Macbeth obviously shows that she is not guilty for what she has done but Macbeth does. Again, Shakespeare uses oxymoronic use of language for when Lady Macbeth is speaking; â€Å"live, or die,† and he also makes the last words dramatic, adding tension and seriousness towards what Lady Macbeth is saying. Another way to make the scene interesting and dramatic is adding conflict. Shakespeare does this when Lady Macbeth is saying how she can’t kill Duncan: â€Å"Had he not resembled my father as he slept, I had done’t. † Lady Macbeth is in conflict with herself because she wants to kill Duncan herself but she can’t because he looks too much like her father, meaning that she has a sentimental heart. Shakespeare uses changes in language in this extract because with the arrival of Macbeth and him holding the bloody daggers, the syntax breaks down suggesting confusion and panic. The theme of Macbeth is death, betrayal and things of that sort. The line â€Å"live, or die,† (what Lady Macbeth says) supports the fact that death is a theme of the story and this scene. Also when Lady Macbeth says: â€Å"that which hath made them drunk,† She orally reminds us of her association with the witches in the heath by using the homonym â€Å"which†. When Lady Macbeth says: â€Å"The fatal bellman which gives the stern’st good-night,† Shakespeare is trying to make us realise that when you are asleep you appear to be dead – you look dead – but Duncan will never wake up, because he is actually dead. Shakespeare uses objective correlative use of language when he writes, â€Å"it was the owl that shrieked,† because owls are nocturnal animals and are associated with darkness and full moons and things of that sort. And all these things suggest evil and mysteriousness. Action is also a way Shakespeare makes the scene seem interesting and dramatic. An example is: â€Å"I have done the deed. † Macbeth is telling Lady Macbeth that he has killed Duncan and Shakespeare has made his phrase mono-syllabic, making every word have an impact on what Macbeth has done. To make the scene more interesting and dramatic Shakespeare has showed Macbeth and Lady Macbeth’s relationship in different ways. For example, â€Å"Had he not resembled my father as he slept, I had done’t,† this shows that Lady Macbeth has a soft side and that she didn’t have the courage to kill Duncan because he resembled her father. So this is linking with her relationship with Duncan and Macbeth because she wanted to kill Duncan but she couldn’t because of the resemblance and it shows she is not as powerful in her relationship with Macbeth. â€Å"Hark! I laid their daggers ready; he could not miss ‘em,† also shows she carefully planned the plot showing she is in control of her relationship with Macbeth. And she also manipulated and controlled Macbeth into killing Duncan because she physically wasn’t able to; showing her power over Macbeth and their relationship. Also keep in mind that she doesn’t even have Macbeth’s best interests at heart. Shakespeare is uses pretence, â€Å"I am afraid they have awaked†¦ My husband? † meaning Lady Macbeth knows inside that she is scared but she always gives off the impression that she is evil so maybe she is not as powerful as she thinks she is concerning her relationship with Macbeth. She also shows she wants comfort from Macbeth which shows the closeness of their relationship and her vulnerability. â€Å"I heard the owl scream and the crickets cry. Did you not speak,† this is an example of how Shakespeare uses questions to make the scene more interesting because Lady Macbeth sounds panicked and she uses alliteration to add more drama to what she’s saying.

Construction Economics Assignment Example | Topics and Well Written Essays - 1750 words

Construction Economics - Assignment Example The industry provides services such as maintenance, repairs and rehabilitation of existing structures. The industry comprises of three main sectors, which include building construction, heavy and civil engineering and specialty trade contractors. The building and construction sector includes contractors who build buildings for residential, industrial and commercial purposes. Heavy and civil contractors build roads, bridges, sewers and other major projects mostly relate to state infrastructure. Specialty deals with carpentry, painting and other works that relate to all types of construction. The industry teds to enter recessions first and often the last to recover. Most economic factors, which lead to recession, affect the construction industry. Inflation is one of the major causes of recession where consumer goods become expensive resulting to a drop in customer spending. In instances when the economy is expanding, there is increased consumer spending due to better wages and high disposable income. During the economic boom individuals have disposable income, which they use to buy durable goods and assets such as apartments and homes (Samuelson & Nordhaus, 2004 p. 56). In addition, the state acquires more tax revenue, which it utilizes by developing infrastructure. All three sectors of the construction industry indicate tremendous growth during this period. ... This happens in the initial stages of economic contraction. The Federal Reserve additionally, increases the lending interest rates and mortgage rates leading to reduced loans. The monetary control and inflation affect the construction industry even when they are in the early stages of inflation. The fluctuating interest rates results to an increase in the number of defaulters since they are unable to pay (Agapiou et al, 1998, p. 56). Federal Reserve increase in interest rates and reduced money supply result to weak housing market. The increase in lending affects the housing market, which comprises of the building sector of construction industry. Those already building houses are unable to continue due to escalating prices brought by rise in energy cost and fluctuation of currencies. Economic recession heavily affects the construction industry even in the early stages due to initial reduction in customer sending that result to a decrease in the demand of housing due to oversupply. Rec ession affects the industry more when compared to transport, education and financial industries. In addition, housing prices fall leading to a rise in foreclosures. Schmalensee (1987) says that the recession results to a rise in unemployment and thus a decline in the number of construction works (132). An imbalance in supply and demands slows the construction of residential building due to increase in interest rates. For example during 2007 recession total construction in United States declined by 28% (Department of labor). During recession, the government reduces its spending since its budget is normally under strain. This results to a decline in heavy and civil sector of the construction industry, which heavily relies with government projects such as roads and

Summertime Dues Essay Example | Topics and Well Written Essays - 500 words

Summertime Dues - Essay Example text is narrative since it captures the interest of the reader while focusing on the central theme of the character that students adopt during summer jobs. In addition, Kirn’s text takes the form of an expository text since it informs the reader about summer jobs and the lessons drawn from most of these jobs (Cooper et al. 146). The main theme of Kirn’s text has a basis on the character that students espouse during summer jobs. In this case, Kirn noted students who failed to work during the summer and choose other pursuits found themselves disadvantaged since they failed to learn some traits in modern day work although some of these traits may be mainly negative (364). In this case, Kirn is of the view that these characters developed during summer jobs are crucial in future jobs. Conversely, Kirn is of the view that summer jobs are merely political schemes or entitlement programs hatched to keep unruly kids busy and away from their parents (365). Kirn’s writing style is interesting. In this regard, only a few writers are able to inform as well as hold the reader’s interest all through the text. Kirn is in the group of exceptional writer, and the most interesting part of his style is that the article is informative, and it is thought provoking. In this case, this style of writing makes the reader to beginning questioning the rationale of summer jobs. In addition, the style of writing is interesting since it evokes a feeling of the need to prepare students by teaching them ethical practices before engaging in summer jobs. While it is evident that Kirn’s article is both expository and narrative, it would have been more appropriate for Kirn to strike a balance between the uses of these text types in the article. In this regard, the article appears to be more of a narrative. In effect, Kirn failed to present more facts on summer jobs by primarily dealing with his personal experiences. However, it would have been more appropriate for Kirn to present more

Sleepwalking Disorder For Psychology II Undergraduate Degree Class Essay

Sleepwalking Disorder For Psychology II Undergraduate Degree Class - Essay Example Sleep walking disorder or somnambulism or noctambulism falls into the category of parasomnias which are actually categorized under sleep disorders. Sleep disorders are the most common problems encountered in psychiatric practice. According to the American Psychiatric Associations Diagnostic and Statistical Manual of Mental Disorders Fourth Edition, Text Revision (DSM-IV-TR), sleep disorders can be classified into 3 types (Bonds & Lucia, 2006): 1. Primary sleep disorders: These occur due to an endogenous disturbance in sleep-wake generating or timing mechanisms. They are often complicated by behavioral conditioning. Primary sleep disorders are further subdivided into parasomnias and dyssomnias. Parasomnias are disruptive sleep-related disorders characterized by undesirable physical or verbal behaviors or experiences during sleep. These phenomena occur as primary sleep events or secondary to systemic disease. The other disorders categorized under parasomnias are sleep terror disorder, REM sleep behavior disorder, restless legs syndrome and periodic limb movement disorder (Ackroyd & Cruz, 2007). Sleep walking disorder is more common in children than in adults. The incidence is about 2% world wide (Ackroyd & Cruz, 2007). There is no sex difference noted in the occurrence of symptoms in this disorder. The prevalence is highest at 11-12 years of age (Klackenberg, 1982). The condition is not related to socioeconomic status or race of the individual. Parasomnias are seldom associated with morbidity. Sometimes, children can injure themselves by striking at objects. In adults and adolescents, morbidity may be more severe. Complex behaviors like driving a car, cooking and eating can occur. They can injure others also, especially their partners. Sleep walking disorder can also be comorbid with neuroses, panic disorder, phobias, and suicidal ideations (Ackroyd & Cruz, 2007). In all parasomnias

Entrepreneurship Essay Example | Topics and Well Written Essays - 1500 words

Entrepreneurship - Essay Example A Retail clothing store is also chosen because of the relative ease with which it can be started. Usually clothing retailers do not manufacture their own garments and outsource all their manufacturing to third parties. This is done to keep the focus on the main business activity that is selling garments. In this paper a discussion will be made on how to start a clothing retail business in United Kingdom. A brief outline will be given regarding the idea of the business in the paper. Business developed alongside with costs and market research will also be included in the paper. Major operational issues will also be discussed alongside with the target market and consumer in the paper. Outline of the business Idea The idea behind the business is to open a discounted clothing retail store. The store will offer garments at very affordable rates to the consumers. The aim is to cater to the needs of the consumers in the most affordable form. Low priced clothing will be the unique selling pro position of the business. The notion of selling clothing at lower price is justified because there are many people who would prefer buying clothes at affordable rates. Not many people can afford high prices, even for fashionable clothes, and therefore this store might be able to attract a large number of people. Profit margins will have to be slashed but large amount of sales is likely to compensate for lower profit margins. Another important part of the business strategy will be outsourcing of manufacturing to countries like China and India. These countries are well known for their textile products and can produce garments at very low rates, and European Union countries are already buying textile products from these countries (European Commission, 2012). The business will be outsourcing its manufacturing in order to make sure that enough attention is given to things that are important like marketing and sales. Also expertise of producing clothes at affordable rates is not available in the country and therefore taking help from specialized the developing countries might be the only possible option. The strategy of outsourcing also complements the overall business strategy of the company as it will allow us to order large quantities which will be necessary for large number of sales. The idea behind the business is to attract people who look for clothing at lower prices. The retail clothing store will also focus on quality and this will also attract consumers. After the economic crisis of 2008 people have seen their purchasing power reduced. This is why people will be interested in such economic times in affordable clothing line. Lower prices will be the main focus of the business and this will also be used in the marketing of the business in the country. Market and Consumers The main target market for the business will be the younger generation. Young people usually are short of money; therefore, they look for good bargains when it comes to clothing. They look for new and trendy garments which are affordable, and this is exactly what will we provide them. Younger generation is also the main target market because of the ease with which they can be targeted using social media and other cost effective method. Another major target market for the business will be middle aged people. Economic recession has created many financial problems for middle class

UK Deregulated Banking and Economic Downturn Essay

UK Deregulated Banking and Economic Downturn - Essay Example According to Economy Watch (2010), the Banking Industry was once a simple and a reliable business; but, deregulation and technology have transformed the industry considerably. Banking regulation ensures correction of market imperfections and unfair distribution of resources (Central Banks, 2011). Therefore, deregulation of financial institutions saw the domination of the industry by the selected few, and they acted according to their selfish gain. According to Lyons (1999-2011), every aspect of banking is regulated by federal or state agencies. The Thatcherism regime in its quest to deregulate the banking industry generated a chain of imperfection towards failure in the financial sector (Enqdahl, 2009). Deregulation is expected to have considerable effects on the real economy if t significant changes were placed in the structure, and efficiency of the banking industry (Strahan, 2002). Overreliance on a deregulated banking system in the United Kingdom saw the large financial instituti ons dominate the sector across a wider geographical area. This led to loss of local market concentration as they only pursued entering the market rather than consolidating within a local market. Banks play a central economic role; thus, affecting the well being of every sector in the economy (According to about.com 2011). The motivation for bankers to undermine and hinder prudent regulation is inherent in the compensation incentives of bankers (Gilani, 2009). With deregulation, transparency in the activities of the institutions is inhibited. Deregulation of the Banking Industry in the United Kingdom saw rapid growth in credits within the financial sector (The Turner Review, 2009). This was orchestrated by the freedom in the banking sector as banks could formulate their own policies without reliance to the state approval. On the same note, significant wholesale and overseas funding surged the economy into deep crises (Economic crisis and Market Upheavals, 2011). Investment in the mar ket was heightened in the sense that one could access investment in the UK risk-free index government bonds with a yield to maturity over 3% real and this could even surge down to1% (The Turner Review, 2009). In the UK, trading activity was underpinned by the securitized credit model, and as the home of several leading banks, it was affected greatly by the impact of the economic downturn. A number of features increased risks contributing to the credit boom in the upswing and enhancing the nature of the down swing that followed (Economic Watch, 2010). This saw losses and liquidity strains escalate in the financial market, housing problems became widespread, as the prices of houses shot down, and credit supply dwindled down and the eventual problems with funding of the UK mortgage banks intensifying (Economic crisis and Market Upheavals, 2011). Factors that were escalated by the deregulation of the banking industry included among others; massive growth, and complexity of the securitiz ed credit model, increased commercial banks involvement in trading activities, heightened leverage in multiple forms followed (Economic Watch, 2010).. Also, the expanded maturity, complexity of structured credit and derivative system and lack of adequate capital buffers contributed to the escalation of the

Media and public relation Essay Example | Topics and Well Written Essays - 3750 words

Media and public relation - Essay Example Inclusion of an organization in the definition of PR may result into a misunderstanding of what PR really entails thereby yielding confusion of linkage between PR and other communication modes advanced by an organization such as advertising. As such, it is important to note that unlike most of the other communication modes by organizations, PR does not require direct payments. In fact, this seemingly forms the basic distinction between PR and advertising in relation to advancing marketing communication. Additionally, the Primary goal of PR is to inform the publics thereby giving them a sense of the desired perspective towards the particular party in play. PR can be used in various different platforms such as business organizations and government related matters. Nevertheless, for this particular paper the focus will lie more on the factors affecting the historical development of PR in relation to two countries, Germany and the United States (US). The choice of these two countries is mainly based on the fact they are among the first pioneers of PR hence are at a better position of exploring much of the history attached to PR. Some of the factors considered to affect PR development range from cultural to political and the general development of the country among others. Modern PR plays numerous roles in favor of its users through persuasion and consequently getting the desired results. One of the most common applications of modern PR by different organizations is lobbying. Lobbying involves use of communication strategies to persuade the government to act in favor of the particular party in play. For example, an organization may write to a congress member seeking a vote against a certain bill that may impact negatively to the organization if it is passed. Such an action is considered lobbying since it expresses an opinion regarding to a particular legislation. Similarly, ancient communications have some traces of lobbying hence qualifying them as

Saving Private Ryan Movie Review Example | Topics and Well Written Essays - 1000 words

Saving Private Ryan - Movie Review Example A subjective point of view usually shows the viewer what the main character is experiencing in the story. To create this point of view, Spielberg had to show us shots of Captain Miller looking at something and then shows us how the captain reacts to what the captain witnesses. This subjective point of view, not only appears during the first epic battle scene but also in other battle scenes throughout the film. There is another remarkable battle scene later in the film where the soldiers encounter German troops in the bombed-out remains of a French town. Spielberg is keen to show the viewer that men who fight in the war put their life on the line for others, not for heroism, but because it is their duty to do so. He clarifies this point by using Captain Miller’s point of view. Miller is a delightful, soft-spoken individual that experiences the horrifying violence of the battle scene as he sees other soldiers lose their lives. As the leader of his group, Captain Miller lets us i n on the importance of winning the war and at the same time shows the viewer on his determination to complete his mission of saving Ryan’s life so that he can go back home. Question 2 One controlling motif in the film is the use of noise and silence. This motif is clearly brought out especially since Spielberg uses Captain Miller’s point of view. ... This happens during the first battle scene on the beach where a soldier tries to ask him for orders, and he snaps out of the silence back to the noise. The elimination of sound is an effective expression of Captain Miller’s state of mind at that time. It could be logically significant because his hearing could have been damaged by the blasting noise of the battle machines, or a psychological trauma of his emotional pain. This motif helps to enhance the subjectivity of the film as well as the theme of courage. In a way, a soldier has to face his opponents and to Miller blocking out all the noise so as to see things clearly helps him to be courageous to face the battle. By alternating between the noise and silence during battle, Spielberg shows his mastery of sound editing while he lets the viewer experience what the soldiers are going through on the battlefield. It is doubtless to say the Spielberg expertly uses this motif to enhance the theme of the film as well as carry the v iewer through the battle experience. Question 3 Spielberg uses Tom Hanks as Captain Miller and in doing so succeeds in portraying him as a human. He conveys his humanity through his ability to lead his group of men in their quest to save the life of one man. In doing so, they need to stay alive amid exploding bombs and flying bullets. Captain Miller knows that it is necessary to win the war but what drives him is the desire to survive it all and go home to his wife and family. This desire drives him to complete his mission because he knows that family is an extremely fundamental aspect of one’s life.  

BMG entertainment Essay Example for Free

BMG entertainment Essay Strengths: *First major record label to create websites branded towards different music genres. First major record label to use downloading technology to promote sales of CDs and cassettes. *Merged with AOLAOL has the largest internet service provider in the industry. *BMG was the largest music club in the world, and arguably the leader of the five major labels. *BMG set up a series of websites dedicated to specific genres of music. These sites linked fans to the artists websites, where they could download or purchase CDs. (Another innovative move from BMG) Weaknesses: * Through sites like CDNow and Amazon.com customers had the option of having CDs or cassettes mailed to them. Consumers may not want to deal with downloading music from the net. They may just stick with what they have. Many sites had illegal downloads, so the conventional consumer may not want to bother with this new type of technology. * Although BMG was the first company to create branded websites for specific music genres, they only focused on promotional aspects here, rather than focusing on selling music and in turn making money. Opportunities: * The innovativeness and newness of the digital era could spark a surge of  consumer interest in the music industry. For instance, the CD had a big impact on industry revenue; owners of tapes simply replaced their collections with CDs. * ;BMG is arguably the leader in the music industry, and consequently has the influence to take its existing customers with them into the digital mp3 era. * BMG had close relationships with all the players involved in setting tech standards for downloadable music. This could give BMG the heads up on newest technology, and an advantage for market entry. * If BMG begins to sell music on the internet, they can reduce their costs greatly by doing away with distribution and manufacturing expenses. Threats: * -In 1929 the new technology of radio posed a serious threat to the music industry. Could a similar event take place with Digital music, where BMG loses a lot of money due to a decrease in CD and cassette sales? * -Time Warner had one of the most advanced cable systems in the US. They were experimenting with services such as video on demand and HD TV so the possibility of digital music was definitely there for TW, and they had the internet resources to distribute it too. * -Would conventional music buyers want to go through the hassle of joining a website, installing a media player, and then buying additional software to play the music at their convenience? * -With a 56K modem (one that many still used 7 years ago), a song took roughly 7 minutes to download. Ten songs can take 70 minutes, and that is not appealing or convincing enough for conventional consumers to switch over to mp3s usage. * -Sonys Kiosks in retail music stores posed a threat for BMG. These kiosks  allowed customers to choose from a variety of over 4,000 songs, and create their own CD within 15 minutes. Attacking Piracy at the Source- the CDs In order to attack piracy, record labels must start at the source. Nearly all of the music traded on the Internet originally comes from CDs, which can be easily copied, or ripped, onto any computer as MP3 digital audio files. Most analysts point to CDs as the biggest hole in the music industrys strategy for aiding online piracy. The recording industry wants to make it harder for consumers to directly copy CDs, but it faces enormous hurdles. First, any barriers to copying must be backwards compatiblemeaning the new technologies would have to work on old CD players that dont screen for pirated material, and vice versa. Eventually, the group SDMI was formed, consisting of all the major players involved in setting the technological standards for downloading music.(ATT, Microsoft, Liquid Audio, IBM, etc) SDMIs efforts have focused on installing digital watermarks on CD tracks that would enable copyright holders to trace illegal copies and to create devices that would refuse to play copied tracks. In its first phase, SDMI selected a watermark system created by Verance Technologies as the global standard. Future record releases for BMG- Copy Management. It is the Record labels responsibility to protect the work of their artists. Copy management technology is one of several responses to illegal file sharing and mass copying, which has had a detrimental effect on the music industry (unit shipments have fallen 26% from 1.16 billion units in 1999 to 860 million units last year). There are a few features that are new to this type of technology: Device playability- These discs play just like an enhanced CD. Certain products recently tested had playability issues with DVD players, car  stereos and game consoles, yet these discs play on nearly all DVD players, car stereos, etc. Anywhere an enhanced CD will play, these discs will play. Mac playability The discs can now be played on a Mac like any other CD. Voluntary Collective Licensing- Music Industry and the Internet Many Record Labels have spent countless amounts of time evaluating alternatives that would pay artists while making file sharing legal. One solution that has emerged as the favorite is voluntary collective licensing. The concept is simple: the music industry forms a collecting society which then offers file-sharing music fans the opportunity to get legit in exchange for a reasonable regular payment, for example $5 per month. So long as they pay, the fans are free to keep doing what they are going to do anywayshare the music they love using whatever software they like on whatever computer platform they preferwithout fear of lawsuits. The money collected gets divided among rights-holders based on the popularity of their music. In exchange, file-sharing music fans would be free to download whatever they like using whatever software works best for them. The more people share, the more money goes to rights-holders.

Major Characteristics Of Qualitative Research

Major Characteristics Of Qualitative Research CHAPTER 3 RESEARCH METHODOLOGY 3.0 Introduction In this chapter, researcher will explain in detail on how the research will be conducted. This includes the research design chosen by the researcher, the research procedures, sample selection, methods of gathering data, and methods of data analysis used. In explaining the methods and procedures employed, the researcher also explains the rationale for choosing the particular methods and procedures conducted in this research. 3.1 Research Design Patton (1990) in Fraenkel and Wallen (2006) described one of the major characteristics of qualitative research is design flexibility where they suggested that a qualitative research should avoid from stick on a rigid designs or situation so that the situation can be understood in-depth. They also recommended a qualitative research should pursue new paths of discovery that suits with the researcher interest. From his own reading and opinion, the researcher would like to define qualitative research as a type of scientific research. It is because; generally scientific research consists of a proper investigation that seeks for answers to a question systematically by uses a predefined set of procedures. In order to answer the questions, researcher collects evidence and produces findings that were not determined in advance and that are applicable beyond the immediate boundaries of the study. Therefore to carry out his research qualitatively, the researcher would like to use case study as the method for the researcher to conduct this research. Case study is one of methods to conduct qualitative research where Robert Stake (1997) defines a case as a bounded system as it tells a story about a bounded system. A system refers to a set of interrelated elements that are wholesome while bounded outlines the boundary of the system (Holmes et al, 2008). However the researcher himself need to determine the case first and later the researcher will uses various data collection techniques such as interviews, observation through literature, and relevant documentary analysis to carry out a holistic study of the entity. By using case study, the researcher will actually attempt to investigate the components or parts that make up the system to see how they operate. By refer to this research; the researcher will investigate the science curriculum of Steiner Waldorf education as he will comp are the curriculum with Malaysian science curriculum. At one hand, the researcher will look at the important components of curriculum of both Malaysian and Steiner Waldorf education. On the other hand the researcher will compare both curriculums in order to look at the strength and the weaknesses in Malaysian science curriculum as compared to Steiner Waldorfs. Hence, the researcher believes that the researcher will experience the personal contact and insight as well as holistic perspectives on both curriculums by using case study and comparative analysis. 3.2 Research Methods According to Fraenkel and Wallen (2006) qualitative research employed three main techniques to collect and analyze data which are observing people and classroom, interviewing the subject as well as analyzing documents or other forms of communication. Therefore for the data collection the researcher employed the three different methods namely observations, interviews, and document analyses. By employing more than one methods, the researcher believe it will help to triangulate the data, to provide multiple sources of evidence as well as to increase the validity and reliability of the findings of this research. Below here are the explanations on each method: 3.2.1 Observations Observation basically conducted in order to investigate something that the researcher unfamiliar with. Because of that, certain kinds of research questions can best be answered by observation (Fraenkel Wallen, 2006). According to Holmes et al (2008) observation can be classified according to the role that the researcher plays. Fraenkel and Wallen (2006) suggested the same and as follow; Participant Observation, the researchers actually participate in the situation or setting they are observing and when the researcher takes on the role of a complete participant his identity is not known to the other members of the group or another role that could be play by the researcher is as participant as observer. This is where the researcher participates completely in the activities of the group being studied and on the same time telling the group clearly that he is doing research. Non-participant Observation, sit on the sidelines where the researcher does not participate in the activity being observed or actually he is indirectly involved with the situation being observed. There two roles that the researcher could play. First as observer as participant where the researcher immediately identifies himself as researcher and do not have to pretend as a member of the particular group being studied. Second one; the researcher could be complete observer which is totally contradicted with complete participant. The presence of the researcher may or may not, realize by the group because the researcher is actually observes the activities without any intention to participate. For this research, the observations carried out by the researcher were actually used both types of observation. In one situation the researcher plays his role as participant as observer and in yet, another situation, the role changed to observer as participant. The researcher adapted with the change of situation where it involved time and purpose of the observation. For example when the researcher participated in the programs organized by the Steiner Waldorf department in Plymouth the researcher also carrying out his observation and informed the member of the group that he was carried out observation for his research. However during his visit to the Steiner school in Plymouth, he was no longer participant as observer; instead, he was observer as participant where he observed the teaching and learning process, condition and environment of the school as well as the activities that the school had along that day. It was same with the observation carried out by the researcher in Malaysia. The researcher plays his role totally as observer as participant with the groups of students and teachers involved in this research. However when it involved with his personal experience as in-service teacher, he was actually a complete participant, where he observed the phenomenon occurred in the group that he studied without telling them the actual situation. But it was a very minor part from the observations that the researcher carried out. 3.2.2 Interview Interview is a common tool usually used in qualitative research. It is used by researcher to know and understand peoples experiences and their inner perceptions, attitudes, and feelings of reality (Zhang.Y, 2006). By referring to its structure, interview can be divided into three categories: structured interview, semi-structured interview, and unstructured interview (Fontana Frey, 2005) and as in Frankael and Wallen (2006) the unstructured interview term is used as informal interview. Structured interview is the interview that has a set of predefined questions and the questions asked to the respondent in the same manner. Structured interview is similar to survey and questionnaire except that it is conducted verbally rather than in writing. Semi-structured interview can best be described in terms of the flexibility in the interview process. Just like structured interview, this type of interview consists of a series of questions which designed to elicit specific answer from respondent. However it usually more open-ended than questions in a structured interview but in the course of interview, interviewers has a flexibility to adjust the sequence of the questions to be asked and add questions based on the context of the conversations. Informal interview as the term implies shows that the interview conducted is less formal as compared to structured or semi structured interview. It is also similar to a casual conversation and basically carried out to pursue the interests of both the researcher and the respondent in turn. This type of method is commonly used in qualitative research. For this research, the researcher carried out the three types of interview. Informal interviews were used by the researcher at the initial part of this research. The interviews were conducted on few teachers, lectures and students in the attempts to find out the problem of Malaysian science curriculum. During his visit to Plymouth, the method changed to semi structured interview as the researcher hoped to gather as much information as possible to gain some insight about the Steiner education. The questions designed basically to help the researcher to get the intended answer from the respondents. Time is always being the limitation of any research. Therefore when the researcher traveled back to Malaysia, the researcher still hopes that he could get more information about science curriculum from the Steiner education. Therefore he conducted email interview with few Steiner teachers, lecturers and its ex-students. In the email the researcher explained briefly about research that he conducting as well as instruction how the respondent should answer the questions. The researcher classified the email interview method as structured interview in the sense that questions asked were fixed (in term of number) and no further probing were carried out. Email interviews conducted by the researcher as part of member check which is a term of method that use in qualitative research to verify what the researcher had understood based on the previous interviews, observations and document that he analyzed or as mean of validating via triangulation. 3.2.3 Document/Content Analysis It is a technique that allow the researcher to study human behavior in an indirect way such as through an analysis of human communication, written content of communication, textbook, essays, newspaper, journals, magazines, articles and others (Frankael Wallen, 2006). Content analysis also has been defined as a research method for the subjective interpretation of the content of text data through the systematic classification process (Hsieh Shannon, 2005) and also as an approach of empirical, methodological controlled analysis of texts within their context of communication (Mayring, 2000). Therefore in this research document refers to written sources that the researcher have obtained from the online sources (articles, reports and journals) and other written sources such as books that explain about Steiner and Malaysian science curriculum. The documents gathered include official publications which discuss the aims and objectives of science education and other aspects of curriculum such as implementation, assessment and the performance. These different documents were analyzed and discussed in relation to the findings gathered through observations and interviews carried out by the researcher previously. 3.3 Research Procedures Since this is a comparative study between 2 different curriculums, there are procedures that need to be carried out by the researcher in two different countries which is Malaysia and Britain. Therefore, the researcher will explain the procedures in number of different stages as detailed below; Stage 1 To identify the problem about the Malaysian science curriculum, the researcher had informal interviews with few senior teachers and lectures with science education background. Besides that the researcher also conducted few informal interviews with students in mainstream science class. The idea to compare the Malaysian and Steiner science curriculum actually came from colleagues who had general idea about the Steiner Waldorf education. Stage 2 (Initial Study) The researcher gathered information about Steiner education including the history, approaches and its curriculum as well as read about the research conducted on Steiner education. At the same time, the researcher also contacted the Head of the Steiner Waldorf education in University of Plymouth and liaises with the Senior Tutor of the Industrial linkages of that university via email to establish rapport before the visit to Britain. Meantime, the Head of the Steiner Waldorf department helped the researcher to organize Steiner and science related programs for the researcher to attend during the visit and one of which is a visit to a Steiner school in Plymouth. Stage 3 Prior to conducting this research in the UK, the researcher needed to obtain permissions from the following parties: The Dean of Faculty of Education of University Teknologi Mara (UiTM) to obtain permission to submit the proposal to the UiTM International Linkages Centre (UiLC); The Head of UiLC for the approval of the fund needed by the researcher to conduct this study in Britain; The Vice Chancellor of UiTM to obtain the approval for the researcher to conduct this study in Britain; and The Head of Steiner Waldorf Department in University of Plymouth for permission and to be involved in this research. Stage 4 When in the UK, data was gathered or obtained through varying sources and methods as highlighted assistance earlier, namely subsequent Joined a week program organized by Steiner Waldorf Department in University of Plymouth. The program also involved a class of first year students who doing their Bachelor in Steiner Education; Group interview with the few lectures and students from the Steiner Waldorf Department; Interview with the Head of Steiner Waldorf Department in University of Plymouth; Educational visit to one Steiner school in Plymouth where interviews were carried out with a few teachers from different backgrounds; Observation of one science lesson; and one practical or experiment session; and Exchange of emails with the few science teachers, lecturers and students who graduated from Steiner schools. Stage 5 Once the intended data were obtained from the UK, this stage will more focusing on data analysis and to find more evidence to further support the earlier findings. Conducted email interview with few Steiner science teachers, lectures and ex-students. Doing analysis on documents about Steiner curriculum specifically on science. Conducted a group interview with students from 2 different schools in Petaling district. Analyzed data gathered. 3.4 Sampling Strategy A sample in a research study is the individual or group on which information is obtained (Fraenkel Wallen, 2006). Another opinion, a sample consists of a group of individuals drawn from the population where the sample is actually a fraction from the whole population (Holmes et al, 2008). A group of sample can be very small or maybe quite large depending on the number of population as the sample drawn is actually supposed to represent the entire population. There are two major types of sampling which is probability sampling and non-probability sampling. For this research, the researcher chose purposive sampling and convenience sampling when conduct this research. A convenience sample is group of individuals who (conveniently) are available for study while purposive sample is chose based on the researcher judgment where the sample is believed could give useful information for the research (Fraenkel Wallen, 2006). On the other perspectives, Holmes et al (2008) in his book stated that purposive sampling is a way where the researcher, in choosing sample, considers the subjects that belong to a specific group. Basically this method is appropriate for a topic that has not been studied much before while convenience sampling is a means studying of whomever or whatever is available. In attempt to study on Malaysian and Steiner Waldorfs science curriculum, the researcher was actually blended the method in sampling. Even though the sample might involve personal networking of the researcher, there were few aspects that the researcher gave due consideration and judgment. That is why the researcher chose to use purposive and convenience sampling. In order to understand a phenomenon from perspective of participants, the researcher chose sample who gave more useful information. In addition, the researcher also look at the participation, willingness and cooperation of the sample to involves with the research so that it will made much easier for the researcher. 3.5 Sample 3.5.1 Sample for Malaysian Science Curriculum The samples that the researcher chose to gather useful information regarding Malaysian science curriculum can be divided into three categories, namely as; expert (lecturer with science education background), practitioner (teacher) and students. 3.5.2 Sample for Steiner Waldorf science curriculum The samples that the researcher chose to understand about Steiner Waldorf education and its science curriculum also can be divided into three categories, namely as; expert (lecturers with Steiner education background and Steiner science education background), practitioner (teacher) and students. 3.6 Data Analysis Data analysis is one of the important parts in any research. It requires systematic procedures to manage the data gathered and the ability to analysis the data critically and thoroughly. However, to carry out the analysis, researcher will use the research questions and research objectives that constructed earlier as the guide. He believes that, it will help the researcher to shows the right direction of the exploration of the data. As the researcher employed observations, interviews and document analysis as the methods to gather the data, each method will undergo different levels of analysis at one point and later will be combined as a rich data that will be able to answer the research questions. Any notes that made by the researcher during his observations, informal interviews, transcript of email interviews, videos recorded, journals, and any publications related were organized accordingly into its own category. Next, the data were analyzed in order for the researcher to look at any existing patterns or themes and help the researcher to identify basic features of the data. This will help the researcher to develop and document a database structure and on the same time to describe about the data extensively by using qualitative software. The software will allow the researcher to code, retrieve and analyze data which could make the rich data become more organized and useful. 3.7 Summary The framework of this research took place within qualitative procedures since the aim of this research is compare the Malaysian and Steiner Waldorf science curriculum. Interviews conducted with the teachers, lectures and students from both systems as well as the observation that the researcher carried out in Malaysia and Britain were the main research tools. The information gathered was supported by the analysis of documents such as journals, articles, official publications and several ministry documents related to science education. The data transcribed with the aid of qualitative data analysis software helped the researcher to come out with the findings of the research.

Essay on the Character of Mademoiselle Reisz in The Awakening

The Character of Mademoiselle Reisz in The Awakening "The very first chords which Mademoiselle Reisz struck upon the piano sent a keen tremor down Mrs. Pontellier’s spinal column. It was not the first time she had heard an artist at the piano. Perhaps it was the first time she was ready, perhaps the first time her being was tempered to take an impress of the abiding truth." (26) Madam Reisz was a predominant factor in the life of Edna, compelling her to arouse her courage and supplying her with the proper motivation to do so. She was admired by Edna, impelled to be an artist by her. Madam Reisz, in response, also portrayed a considerable amount of gratitude towards Edna and her "awakening": "You are the only one worth playing for. those others, Bah!" (26) Madam Reisz had a profound influence upon the lifestyle of Edna, along with supplying a pillar for moral support. Madam Reisz influenced the existence of Edna by acting as a form of sanctuary for her in which Edna would have to seek her when placed in a state of misfortune, or when being inundated with boredom. "It was during such a mood that Edna hunted up Mademoiselle Reisz." (58) When Edna returns to the city, she is dominated by the premonition to seek Mademoiselle Reisz, yet the purpose is indistinct. By seeking madam’s residence Edna is supplied with two factors of appeasement that are able to suppress her boredom: Robert’s letter’s, and Reisz’s music: ‘The shadows deepened in the little room. The music grew strange and fantastic, turbulent, insistent, plaintive, and soft with entreaty. The shadows grew deeper. The music filled the room. It floated out upon the night over the housetops, the crescent of the river, losing itself in the silence of the uppe... ...to earth." (83) Reisz discerns that Edna is pursuing a path that no other individual has showed the audacity to in the past, and she must remain morally strong in order to avoid a futile conclusion to this journey. The influence of Madam Reisz upon Edna is present throughout their confrontations. The Madam is one of the only characters in the novel that possesses the ability to perceive Edna’s true character, not the superficial image that she shows in public in front of shallow characters such as Madam Ratignolle. Reisz inspried Edna to such an extent in which her influence was recalled before her death. Edna, when transgressing the borderlines of society, swimming without acknowledgment of her physical state, recalls Reisz, stating, "And you call yourself an artist! What pretensions, Madam! The artist must possess the courageous soul that dares and defies." (116)

Exposing the Falseness of Truth in On the Nature of the Universe Essay

Exposing the Falseness of Truth in On the Nature of the Universe  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚      Truth is in the eye of the beholder. Or is it? Questions regarding the nature of truth have always been central to not only philosophers, but all men (and women, of course) who possess any desire for knowledge. For while truth itself is an elusive concept, it is also the underlying theme of all science -- which is the basis of knowledge -- and so the seeker of learning must first discover his own truth about the world; without a strong belief, the slippery nature of truth will only serve to confuse and mislead the student of life. A person who is lacking a basic understanding of truth can never fully grasp the fine distinction between appearance and reality, yet the ability to separate the two is essential to anyone interested in knowledge at a higher level, where appearances lead only to dead ends. Or do they? And who says appearance is not reality? At the heart of this matter is the conflict between truth as an absolute and the truth of the senses; while this may seem like a trivia l matter (truth is true, isn't it?), it is anything but. If there does indeed exist an absolute truth, as the Socratics claim, then all attempts to understand the universe are futile, since human senses can never adequately grasp a truth that is so far above everyday experience. On the other hand, the Epicurean view of truth is much more encouraging; after all, this explanation of truth as being of the senses offers the hope that individuals have the ability to create, and therefore understand, their own universe. The Epicureans, by advocating truth of the senses, basically claim that whatever appears to be something, really is, whereas followers of Socrates would disc... ...y that this debate over its relativity can ever be satisfactorily settled. Nevertheless, both philosophies have valid arguments, and each also has its merits from the common man's point of view; while Plato's truth appeals to the seekers of knowledge and idealists who dream of a perfect world, Lucretius' definition of truth brings comfort to those who need to believe that what they can see and feel is a reliable representation of reality. Both of these explanations could be valid, yet the question remains, and will continue to haunt philosophers as long as man continues to philosophize: what is truth, and if someone accidentally stumbles on its actual nature, how will he recognize it when all he has learned is the art of doubt? Bibliography   Lucretius. On the Nature of the Universe. Tr. R. E. Latham. Introduction by John Godwin. Penguin Books, London: 1994.

Drama and Theatre Studies structured records

‘Use of space' explored the broad topic of social and professional satisfaction and happiness. In order to highlight the universal implications of our piece, we decided that it was necessary to use diverse characters allowing the audience to identify with aspects of each persona's issues. Initially, we brainstormed several different problems that could affect an individual's happiness in the work place, and came up with the fundamentals for five characters. The original basis of my character came from my own anxieties towards life. During devising we were contemplating university choices and starting to arrange our lives after college. As a group we all felt anxious and many felt a lack of direction. This insecurity we felt towards leaving the secondary education system, led to the creation of Pamela (the character I played. ) After discussing Pamela's initial characteristics, focusing on her feelings of anxiety and confusion we had to decide her plot. Her lack of control and direction led us to create her objective to gain a secure role in the work place to solve her anxieties. After creating the fundamentals of each character we discussed as a group their characterisation. The role of Pamela primarily emerged through a series of role-plays. Firstly, I performed as her character in different situations allowing me to develop her personality. The remaining members contributed as supporting characters in the role play and often suggested ways to present her. I feel that my understanding of Pamela's persona emerged during the staging of her box monologue. Through this monologue we hoped to communicate to the audience Pamela's feelings of anxiety and confusion towards her professional future. As a group we felt the most effective way to portray this was through the use of physical theatre, therefore, the remaining members of the group adopted the role of a maze in which Pamela was metaphorically trapped. During the staging of this sequence I had to deliver my monologue whilst struggling through a figurative maze. As a performer I was sensitive to my characters claustrophobic feelings allowing me to successfully communicate her anxieties to the audience. Throughout the staging of this monologue the remaining group members concentrated on the performing space I was given. Although it was frustrating for me to be contained to a very small performing area, it allowed me to sympathise with my characters feelings of confinement and eventually resulted in a very successful portrayal of Pamela. During devising our characters, we were aware that each individual had to adopt a dream persona in the ‘fantasy' scenes. We hoped to communicate to the audience contrasting characteristics in these persona's, to highlight their desire to escape the frustration they feel towards reality. Whilst creating the character Angela's ‘fantasy' persona we analysed the reality Angela. Angela shows boredom towards her monotonous life. Through her character we hoped to communicate to the audience the necessity of having hobbies and dreams. The fantasy Angela emerged through the improvisation of a Latin American soap opera. We created the vivacious and dramatic character Maria who starkly contrasted Angela. As a group we agreed that the performance of Maria should be melodramatic and exaggerated to further contrast Angela's tedious reality. It was important to introduce a character for Maria to interact with to inject more energy into the scene. Through discussion we settled with a clichi love story and decided to introduce a male character who Maria is having an affair with. It was essential for this scene to maintain intense energy levels to contrast with the previous office scene. Firstly, we researched typical novella characters to influences our roles. I suggested that the group members in this scene (Helia and Payam) should highlight the sexual attraction between the characters. Initially this provoked awkwardness between Payam and Helia; therefore, we felt it was necessary to introduce an activity to make the two more comfortable with each other. We used several team building exercises to make Helia and Payam more physically comfortable with one another; the most successful was the leading the blind exercise. Through this exercise the participants were forced to be more sensitive towards each other, in partners one partner was chosen to lead the other blindly by the tip of the nose. Through constant contact and reliance this was very successful in making Payam and Helia more at ease. Similarly, it helped to distance the novella character to the actor. Through exaggerated physicality and melodramatic acting techniques the actor was dissociated with the character. Costumes successfully contributed to the portrayal of my character in the murder mystery fantasy. I played a stereotypical, stock detective character originally based on the Agatha Christie character Hercule Poirot. Initially I struggled to effectively portray this character because it was such a contrasting role to my reality. Physicality was a very important aspect of this character because of the desired effect we hoped to achieve. We had chosen to use melodrama and clichid anecdotes, therefore, it was important that the audience drew parallels between my character and Poirot for comedic effect. Through further independent research I discovered Poirot's defining feature was a French trench coat, and I decided to rehearse wearing this item. Surprisingly, the trench coat allowed me to connect with Poirot's physicality and personality, through wearing the coat my characterisation improved and allowed me to successfully perform as a response to Poirot. How the group planned for a range of responses from the audience. Initially we intended to present a serious production highlighting the importance of life satisfaction parodied through working life, based in an office. However, during the initial devising stages we decided to introduce fantasy scenes to contrast the monotonous office scenes and highlight the significance of dreams and ambition. As a group we showed interest towards comedic genres and felt that these would juxtapose the natural and static nature of the office scenes. However, although many of our fantasy scenes were intended for humorous effect a few were interpreted by the audience as humorous without intent. Fortunately, we decided to perform a dress rehearsal to a mock audience to gain an understanding of the successful aspects of humour the results were unexpected. Through devising the silent movie fantasy scene, we were expecting humorous results due to the slapstick nature of the comedy, however, we had to take into account the clichi and overexposed format of the silent movie. As a group we discussed the possibility that the audience would not react well to this scene due to the lack of originality. Throughout popular culture for the past fifty years in some opinions this genre has been exhausted, therefore we had to be prepared for an underwhelming reaction towards this particular scene. In order for the humorous response to be successful we decided that the content of our silent movie had to be obviously inspired by original content. As a group we decided that we were not going to aim to be original in this scene but aimed to create a polished and skilful tribute to silent films. It was important for us to consider different attitudes towards comedic genres. In particular silent films and slapstick comedy often generate various opinions. Through discussion we discovered that in our group of five alone there were several different opinions regarding slapstick comedy. Personally, I contributed an annoyance towards the genre explaining that I found it tedious, patronising and often crude. However, contrastingly, Payam presented his enthusiasm towards slapstick comedy and defended his fondness towards slapstick comedians such as Lee Evans and Charlie Chaplin. Therefore we were initially prepared for an audience varied responses to the slapstick moments throughout our piece. This discussion led us to consider our target audience. Due to the content of our play we discussed that it transcended a fixed target audience, any age group could respond to the implications and the messages we were hoping to portray. However, because of the universality of our play we discussed different attitudes towards aspects of the play. Firstly, we evaluated that a younger audience would react better towards the humorous aspects especially ages between 12 and 19, therefore we decided to target the humour to this age group. We initially decided to do this by exaggerating our humorous stereotypes and characters physicality to the extreme. However, during a viewed rehearsal run it became apparent that our characterisations needed to be exaggerated, especially in our silent movie scene. Through discussion we came to the conclusion that older audience members would react well to the stereotypes used in out murder mystery fantasy. In particular the detective stereotype took inspiration from the fictional character Poirot. Generationally, we were aware that a younger audience member would be alienated by the introduction of this stock character because they would not be able to identify with the original. The characterisation of the detective also played a large reliance on the audience members, creating a pantomime like effect. Whilst playing the detective character I often made eye contact with the audience and projected jokes to them, therefore their reactions were very important at these stages. We used lighting to gain more audience reaction during this scene by up lighting the audience subtly allowing the performers to see their reactions and in turn play off their reactions to the humour. During the novella fantasy scene, melodrama was employed. An argument between Carlos and Maria the Latin American characters led to Maria slapping Carlos around the face. This prompted a shocked reaction amongst the audience because they were not expecting it. Difficult reactions from the audience- racist generalising Latin American, stereotyping French maids, stereotyping in general we had to be sensitive towards the audience whilst approaching these scenes. Explore the impact of social, cultural and/or historical conditions on your devised piece. – Vicki Marks. Our devised piece ‘Use of Space' is socially and culturally influenced by traditional conventions of popular culture. Foremost, we decided to exploit the familiarity of these conventions to highlight social perils. Most poignantly we decided to highlight the implications of a female in the workplace and comment on the fact that women still earn substantially less from their employment than men. We chose to emphasize this by going against traditional clichis. Primarily, the character of Nicky symbolised an ambitious business women hoping to succeed in the workplace. To highlight her characters struggle to be successful we altered the traditional female clichi. We felt that typical stereotypes of women came from medieval genres; furthermore the clichid format was a damsel in distress being rescued by her knight in shining armour. For this social comment to be accessible to the audience we simply chose to invert the roles of the typical damsel in distress and knight in shining armour. This resulted in highlighting the fact that women are capable of metaphorically ‘rescuing' themselves, in turn reaching success without help, showing the capability of women and hopefully promoting sexual equality in the workplace. Additionally, through our research into the presentation of women in conventional medieval drama, we learnt the historical relevance of female roles. In a traditional damsel in distress story women are patronised and demeaned. To emphasise the inequality between the sexes we chose to use contrasting levels. For example we chose to place the damsel on higher levels than the knight; this allowed the damsel to take a more commanding role. However, throughout we made constant references to the traditional format through humour, by showing the characters awareness of the reversed roles. I feel that this was very effective because we were culturally aware that a modern day audience would be aware of the clichi allowing it to become humorous in itself. Whilst devising another characters fantasies we settled on the concept of a traditional Latin American soap opera. We chose to use this format to contrast the tedious nature of the characters work life. This idea initially was influenced by the popular television series ‘Ugly Betty' showing clips of traditional Latin American soap opera's or novellas. This genre was particularly useful because of the melodramatic acting techniques used, to give this scene authenticity we chose to have the characters speak a few words or phrases in Spanish and maintained a Spanish accent throughout. Surprisingly, the use of accents and clichid Spanish phrases created a comedic effect, the audience reacted well to this humour. To further the humorous effect we exaggerated the Spanish personalities getting inspiration from the Mexican cartoon character ‘Speedy Gonzales' which allegedly depicts a stereotypical Mexican. Through popular culture we were aware of many of the love clichis also apparent through this scene, in particular the over poetic declaration of love using the analogy of the ‘fake red rose. ‘ Initially, we wanted to explore the format of a silent film in order to highlight the importance of communication, but were anxious to use such a challenging convention on stage and were worried that the audience would become confused. However through research we were able to adopt this style very successfully. Silent movies were made before technical advances allowed an audience to view a film with both images and sound. We wanted to make our silent scene as authentic as possible therefore through our research into silent movies we noticed the projection speed and decided to significantly slow the scene down; some scenes were intentionally slowed down further in order to accelerate the action, particularly in the case of the slapstick moments. One of the main messages of our production was the importance of job satisfaction. There have been many recent surveys and articles surrounding job prospects and the amount of people dissatisfied in their current job placements. We therefore decided to show a group of characters that want to break free from the confinements of an unsatisfying job to highlight the importance of passion and dreams. We feel as young adults embarking on our working lives and starting to make important decisions that will shape our futures, it is very relevant that we have shown our anxieties towards working life. Work related stress is also socially rife especially in western culture therefore; through one of our characters we showed the importance of maintaining hobbies outside of a job to hopefully indicate that money is not the most important thing. Use of Space is an escapist piece; the fantasies represent each character hoping to escape the constraints of their tedious, impassionate lives. Dream worlds are a commonly used plot device in fictional works, most notably in science fiction and fantasy fiction. The use of a dream world creates a situation whereby a character (or group of characters) is placed in a marvelous and unpredictable environment and must overcome several personal problems to leave it. The dream world also commonly serves to teach some moral or religious lessons to the character experiencing it a lesson that the other characters will be unaware of, but one that will influence decisions made regarding them. When the character is reintroduced into the real world (usually when they wake up), the question arises as to what exactly constitutes reality due to the vivid recollection and experiences of the dream world. How acting techniques or design elements and the use of dramatic form were consciously employed to achieve intended effect. The dramatic form of ‘use of space' was inspired by abstract theatre. Our devised piece does not follow a typical chronological time sequence; it has a warped sense of time due to our introduction of ‘fantasy' scenes. Dreams allow the repressed parts of the mind to be satisfied through fantasy and let the mind express things that would normally be suppressed in the waking world. Dreams may also offer a view at how future events might proceed; this is similar to running future events through the mind, for instance a work presentation or a job interview. As a group we identified dreams as an interaction between the unconscious and the conscious. Therefore we wanted to highlight the contrast between reality and fantasy. To begin with we discussed using contrasting lighting effects to show an obvious transaction between reality and fantasy. To express the abstract, fantasy scenes we felt the audience would react well to pink colour fill lighting. This was successful because, the unnatural pink lighting allowed the audience to be aware of the abstract format of the scene. We also relied on the audience's familiarity with clichi dream scenes shown in popular culture. Dream worlds are a commonly used plot device in fictional works, most notably in science fiction and fantasy fiction. Lighting is often used similarly when representing a dream, often flashing lighting is used and mists to show the audience the unreality. As a group we took this into account and decided to use soft lighting throughout the ‘fantasy' scenes by using a flood effect to fill the whole stage. Flash lighting was also used subtly during the transaction from a reality scene to a fantasy scene. We decided as a group to only use subtle flash lighting during the transition because we did not want to reproduce the clichi formats of a dream sequence, we felt that this would undermine the intended serious messages we were trying to relay to the audience. Firstly each fantasy scene is triggered by an action and a simple freeze frame to link the office reality to the dreams. This use of gestus was an acting technique developed by Bertolt Brecht which reflects the characters emotional conflict through a brief frozen action. Gestus was employed during the transaction from my characters monologue to her fantasy scene. As a group we discussed our desired effect of the gestus and decided to show an obvious link between the character's emotional conflict and the freeze frame, for the audience's accessibility. We therefore decided to each come up with a simple freeze frame highlighting the principal emotions of my character, due to the lack of direction my character was feeling we chose to physically interpret the emotion confusion. Coincidentally, each member of the group similarly replicated a curled up freeze frame with their hands clasping their heads. As a group we decided that this composition showed the audience the characters basic feelings of confusion. Sound plays a big part in our production. Our opening scene begins with a metronome to highlight the artificial nature of the office scene and the rhythm of a monotonous life. We decided to open with a metronome to cause a feeling of anticipation through the audience; the ticking rhythm exaggerates and builds tension therefore immediately engaging with the audience before the action begins. The metronome rhythm also acted as a beat to keep our opening routine in time. The beat and the routine showed the audience the typical rhythm of an unsatisfying job. Due to the intimacy of our staged environment we decided not to use microphones because we wanted the sound to be raw and natural even in the fantasy scenes to accentuate the fine line between dreams and reality. This also made the audience feel close to the actors and therefore able to relate to the performers more easily. However to contrast this effect we chose to show all costume changed on stage employing the popular Brechtian technique Verfremdungseffekt through using this we hoped to communicate that the audience's reality was, in fact a construction. During the silent movie scene we used clichi silent movie music. We wanted to stay authentic to a conventional silent film therefore we had a pianist. This music contributed to the atmosphere and gave the audience vital emotional cues. Silence is also an important tool in our production because it is in contrast to the loud interludes of music for example in the silent movie fantasy. Silence was often used after intense sections of dialogue or monologue. For example during my characters monologue the volume levels of my voice were used to create intensity building up to a climax. The silence during my characters gestus freeze frame is poignant because when the sound is taken away the audience begins to focus more on the movement and the emotion of the character, the silence intrigued them. There are many different characters and settings in our play; therefore we decided that our set should remain very neutral. We designed our set in a deliberately ambiguous way, so we could move easily between fantasy and office scenes. We decided that altering the layout of the stage and the set between each scene would prove noisy and would distract the audience's attention. We were however very aware that a permanent set would become boring and the audience would lose interest, nevertheless we decided through rehearsals and a practice production that the intensity of the action made up for the lack of set changes. We used two black oblong boxes as the fundamentals of each scene, occasionally changing the positioning of them to create a different atmosphere. We chose not to have a specific setting contributing to the representation of free-flowing images within the characters mind. However, we decided to introduce an element of decaying society preoccupied by work ambitions and promotions through the use of broken computer monitors, keyboards, mice, and disks positioned around the stage. This gave the stage an overall look of disarray and immediately introduced the audience to the conflict within the characters in the production. How research material was gathered and used within the process. – Vicki Marks To begin the devising process our group was presented with five quotes that took inspiration from different aspects of life, this supplied us with an excellent starting point for developing a challenging piece of theatre, however our initial responses to the stimuli shaped our early work and many aspects were later changed as the piece matured. Firstly each member of the group decided separately which quote inspired them and worked towards abstractly analyse the meaning of these quotes. As a group we were drawn towards the quote â€Å"fear is a dark room where negatives are developed. † We felt that this quote gave us enough scope to produce a brainstorm surrounding the analysis of it. After analysing the quote through a brainstorm we decided to focus on the idea of fear. These fear aspects of the quote lead our group to research and gain an interest surrounding common phobias. As an initial response to phobias we decided to explore phobias that restrain and dominate everyday life. As a group we were interested in the psychological effects of irrational fears, through discussion, we realised one of our member's arachnophobia and decided to research real life stories showing the influences of phobias. We began to gain an understanding of the psychological effects of living with an irrational fear, this allowed us to contemplate the way a person living with a phobia views the world. This topic particularly appealed to our group because three of the members were studying a course in psychology and took a specific interest in phobias. Through research we were drawn to highlighting different perceptions of the world, this is initially why we decided to show a dream or fantasy of each character. I was currently studying Margret Atwood's dystopian novel â€Å"A Handmaid's Tale. † And inferred parallels between dystopian societies and living with a life altering phobia. As a group this led us to discuss the concepts of normality and initially directed us to create a dystopian society to base our phobic characters in. However, we felt that through creating a dystopian society we were overcomplicating the piece and decided in order to create an accessible message we would have to simplify the plot. Many of our responses to the quote were detached and impersonal; therefore we decided to take a more personal approach to the analysing the quote. We wanted to create a more abstract approach to analysing, consequently, rather than brainstorming we played a word association game. Our earlier research indicated to us the potential of exploring fear; for that reason we opened by associating responses to the word ‘fear'. This resulted in a discussion of our apprehension and anxiety towards our futures, each member of the group was in the process of applying to university and planning the next step of their lives. It was important for us to follow our dreams and mistakes in choices at this stage worried us and we were sensitive to the idea of being stuck doing something we were not passionate about. This discussion allowed us to infer parallels between our fears towards losing our passion and job satisfaction in the work place. This led us to create a work place scenario, highlighting different characters problems with the way their lives have transpired. Although we had created an initial scenario we had to decide how to highlight the importance of job satisfaction and dreams. This is where our ideas surrounding an exploration of dreams and fantasies linked in with our running idea. How group skills contributed to the development of the drama. – Vicki Marks As an ensemble, we had many different approaches to the production of our devised piece. Firstly, after the initial discussions of the basic structure of ‘use of space' we decided that each member should separately prepare an initial suggestion for a fantasy scene. Subsequently as an ensemble we modified each member's idea to fit the characters objectives incorporating each group member's requirements. Two of the four fantasy scenes required only two characters, therefore allowing the two remaining members to direct. This particularly put pressure on the team and initially certain members of the group did not respond well to being directed, however, we had to be flexible whilst blocking a scene and be open to criticism and changes. Considering the ensemble approach to devising we wanted each member to experience directing each scene, this also allowed us to incorporate more than one member's objective for a particular scene. Therefore, we often resorted to switching roles mid scene to appreciate the way each member would perform certain characters and situations. I feel that this successfully allowed us to create two dimensional characters and by including aspects of everyone's ideas created an overall satisfaction towards each scene. Each member of the group had a monologue allowing the audience to understand each individual characters state of mind. The preparation of a monologue is often very personal, initially, Helia and I scripted each monologue, but we worked as a group throughout the blocking and performing, however, this proved difficult. Due to the individual approaches of a monologue, taking control of scripting them was ineffective. This approach resulted in confusion and the monologues were less emotionally effective, because members struggled to connect with them on a personal level. Therefore, firstly, we each took our monologues separately and worked on the content through closely analysing our characters objectives and intentions. After we were happy with the essential content of our monologues we worked as a group to develop them. Group timing was essential during the silent movie fantasy, due to a lack of dialogue the scene required carefully choreographed action, which required the group to work carefully in relation to one another. At one stage of this scene, Helia was required to jump on Payam's back and knocked to the ground. In order to prevent any injuries we applied a partnering system, involving a free member of the group shadowing Helia, providing support during the initial stages of rehearsals. During the later stages of devising the murder mystery scene we became uninspired with the outcome An evaluation of the ways in which ideas were communicated to the audience. – Vicki Marks Throughout the devising process we focused predominantly on comedic genres, to allow the audience to access the central messages through humour. Although we were aware of the comedic value of each scene it was difficult to predict the audience's reactions, therefore we decided to perform it to a small audience during our rehearsal to evaluate which areas of humour were successful and which were less effective. Consequently, we realised that many of the melodramatic fantasies such as the silent movie were physically being underplayed resulting in a misrepresentation of our desired style. This resulted in a member of our group to employ a technique that we had used on a physical theatre work shop. Performing our characters physicality on levels from one to ten, ten being the most physically expressive allowed us to evaluate which level of physicality was successful. As a group we decided that the audience reacted best towards the silent movie scene when we employed a physicality level of ten. Due to lack of dialogue, physicality and expression allowed the audience to follow the storyline whilst also creating humour. As a result of working with a limited number of actors it was necessary to multi-role; however, through multi-rolling it is often easy to confuse an audience. We therefore decided to employ the Brechtian technique of changing our signifying costumes on stage. This allowed the audience to understand the style of our piece, and the abstract nature of the fantasy scenes. We also decided to place each change of costume on stage from the opening scene to intrigue the audience and allow them to become more involved in the action. We also had to take into account the wide range of characters we used. For example in one fantasy scene Payam took on the role of a Spanish soap character and during the next fantasy scene his character changed to a medieval knight. As a group we realised that a change of costume would not be sufficient to demonstrate to the audience a change in character, therefore we had to ensure that each actor varied their physicality according the role they were playing. As a group we consciously casted many of the characters as stock characters and stereotypes, allowing us to successfully communicate to the audience a significant change in role. Naturalistically it was difficult to vary each member's character therefore by using melodramatic genres we were able to separate each members character. Originally, we intended to highlight the importance of job satisfaction through juxtaposing the office scenes with the fantasy scenes. We hoped to communicate to the audience the monotonous routine of being unsatisfied in a job. In order to convey this to an audience we decided to use opposing theatrical styles for the fantasy and office scenes. We decided on a naturalistic approach for the office scenes to highlight the dissatisfaction of the characters, similarly we decided to use abstract and melodramatic genres for the fantasy scenes to show the positivity. The accessibility of the humour in our piece relied on the audience's knowledge of the common clichis we drew inspiration from. I feel we did not fully take into account the age range of our audience and miscalculated the universality of the clichis. After discussing with our audience their reactions towards our piece many of the younger members did not understand the humorous aspects on every level. For example in our murder mystery fantasy we took inspiration from the popular detective character Poirot, however many of the younger To open our piece we decided to have each character on stage the composition involved my character facing the audience frozen in a spotlight and a visible shadow of the four other characters in the background, to show individual stories and the universal message that applied to each character. t. How rehearsal and the production process contributed to the final performance. – Vicki Marks During the rehearsal process, we encountered many difficulties with the staging of certain idea's and aspects. Initially we had decided to each perform a separate monologue as our office characters to highlight the objectives of each individual, we felt that it was important to portray to the audience an interesting insight into the characters feelings and wanted each monologue to project different forms. After the initial scripting of the monologues, we brainstormed the different approaches to staging them. Fortunately, each monologue adapted distinctive structures which allowed us to manipulate and create visually appealing scenes. During the staging of Payam's monologue initially aimed to block the physical placement, this required him to be free to travel across the stage, and therefore, a remaining member of the group read his monologue whilst he attempted to block it. Surprisingly, this created an interesting effect of daydreaming; therefore we decided to continue having his monologue projected from off stage. At one stage during our rehearsals we were challenged to find an original and inspiring way to present our idea. We had already decided that we wanted to contrast reality and fantasy. We had devised the fundamentals of ‘office scenes' created to depict our original character Dylan's disconnection with a dystopian society. Because we had created a leading character we struggled to introduce equal roles. Therefore, we decided to create a structured brainstorm addressing our themes and the ideas we hoped to communicate. Through this we discovered a situation where Dylan's disconnection with society linked to a modern day scenario. Dylan's alienation towards an unfamiliar society was transformed into a group of office workers unsatisfied with their situations. Luckily, through former improvised scenes we had created characters which fitted this scenario. Throughout the devising process we were interested in developing an interpretation of parallel universes. We were initially drawn to this idea through different interpretations of phobia's and the way an individual interprets fears. This idea led one member of the group to compare parallel universes to dreams, and fantasies. As a group we decided that we were interested in highlighting the importance of following your dreams, therefore began to research different fantasies and dream scenarios. We began to discuss different genres and settled initially on medieval clichis drawing on the typical female fantasy of being rescued by a knight in shining armour. As a group we decided that our acting techniques should mirror this genre therefore we settled on melodrama. Previously, we had only attempted naturalistic acting techniques, and as a group we were aware of the contrast between naturalism and melodrama. In order to familiarise ourselves with this acting technique we attended a physical theatre workshop, it was apparent to us that in order to effectively portray a melodramatic genre we would have to introduce exaggerated physicality. Initially this felt unnatural to most of the group members due to our back ground in naturalism, therefore, the support we received from the workshops group leader was very helpful. We benefited from the group leader knowledge surrounding physical theatre and he introduced us to a technique which allowed us to exaggerate the physicality during rehearsals. How the influence of ideas of other playwrights and/ or directors, designers and performers have been used. Originally, we hoped to achieve a depressing and desolate office scene highlighting the impassionate emotions of the characters. We initially decided that the characters would remain deadpan to express their negative attitudes towards their work environment; however, we wanted to employ a more exciting abstract format to express this further. We therefore turned to ‘Machinal' by Sophie Treadwell which one of our group members had previously studied. The opening scene to Machinal is a powerful expression of a monotonous office scene. Treadwell uses an expressionist form employing repetitive dialogue and action and harsh audio effects to create a tedious and mechanical impression. Inspired by Treadwell's use of repeated dialogue and action we began to improvise scenes using similar techniques. Firstly, we chose words and phrases linked to an office environment and repeated them, overlapping each other and increasing in volume throughout to create an intense atmosphere. Unfortunately, due to the small group, this did not achieve our desired effect. This then lead us towards a more physical representation, as an alternative to repeated dialogue we chose to highlight the routine of the office through repeating typical office actions. The use of stylised actions reminded a member of the group of a performance of ‘absolute beginners' through which the director had expressed the rigidity of the office through women typing in unison creating a routine effect. Considering the size of the group we were not enthusiastic to have each character simultaneously performing one action, we therefore, took inspiration from the over exaggerated nature of each movement. Instead of using a routine we highlighted a sense of artificiality by introducing a metronome to emphasise the mechanical and artificial nature of the scene. Characterization was very important to the success of our performance. Because we had chosen to show many stark and stereotyped characters throughout it was important to exaggerate the physicality of the characters in certain places. Physicality was expressed most poignantly through the silent film fantasy. Because this was such a challenging format to express due to the lack of dialogue it relied fully on each actor's physical representation of the character. Inspiration was originally taken from Charlie Chaplin. Through research we learnt that as a Silent film actor he emphasized his body language and facial expression so that the audience could better understand what his character was feeling and portraying on screen. However, simply watching and attempting to replicate Chaplin's style was not enough. As a group we decided to participate in a ‘Jet' physical theatre company workshop. This not only allowed us to work on our physicality as performers in general but gave us excellent scope to improve our silent film scene. Costumes were not hugely significant in our performance. We did not want to over complicate things and circumstantially our performance consisted of many short scenes and an array of different characters, similar to the conventions of epic theatre employed notably by Bertolt Brecht we decided to do all of the costume changes on stage. These changes only consisted of small variations to costumes such a hats a jackets that symbolised each character Brecht employed the use of techniques that remind the spectator that the play is a representation of reality and not reality itself, which he called the Verfremdungseffekt. Such techniques included changing costumes on stage. Through this Brecht hoped to communicate that the audience's reality was, in fact a construction and, as such, was changeable. Another Brechtian technique used in our performance was the use of song. We decided that this allowed the audience to distance themselves from the action hopefully making the social comments throughout more accessible and setting the abstract theme from the beginning notably the entire performance was strictly episodic and many scenes were in isolation from each other. Each fantasy scene is triggered by an action and a simple freeze frame to link the office reality to the dreams. This use of gestus was also an acting technique developed by Bertolt Brecht which reflects the characters emotional conflict through a brief frozen action. Gestus was employed during the transaction from my characters monologue to her fantasy scene. As a group we discussed our desired effect of the gestus and decided to show an obvious link between the character's emotional conflict and the freeze frame, for the audience's accessibility. We therefore decided to each come up with a simple freeze frame highlighting the principal emotions the character. The initial idea to dress each character in their own variation of full black was inspired by a performance of ‘attempts on her life' at the national. The director Martin Crimp chose to dress each character in their own interpretation of completely black. We adapted this idea to our performance because it allowed each character to show their own individuality whilst still highlighting the monotony and dull nature of the office and their negative emotions towards their situations. We took a large amount of inspiration from the melodramatic acting techniques employed by soup opera's. We particularly focused on the style of acting used in traditional Novella's or Latin American soups. Whilst approaching this style we researched the soup opera ‘Days of our lives. ‘ To help us adopt similar persona's. How the stimulus material was developed through the drama process. To begin the devising process our group was presented with five quotes that took inspiration from different aspects of life, this supplied us with an excellent starting point for developing a challenging piece of theatre, however our initial responses to the stimuli shaped our early work and many aspects were later changed as the piece matured. Firstly each member of the group decided separately which quote inspired them and worked towards abstractly analyse the meaning of these quotes. As a group we were drawn towards the quote â€Å"fear is a dark room where negatives are developed. † We felt that this quote gave us enough scope to produce a brainstorm surrounding the analysis of it. After analysing the quote through a brainstorm we decided to focus on the idea of fear. These fear aspects of the quote lead our group to research and gain an interest surrounding common phobias. As an initial response to phobia we decided to explore phobias that restrain and dominate everyday life. As a group we were interested in the psychological effects of irrational fears, through discussion, we realised one of our member's arachnophobia and decided to research real life stories showing the influences of phobias. We began to gain an understanding of the psychological effects of living with an irrational fear, this allowed us to contemplate the way a person living with a phobia views the world. This inspired us to contemplate feelings and emotions surrounding living in a different mindset to the norm. We therefore decided to create five different freeze frames, abstractly exploring the physicality of emotions.

Crisis of Kingfisher Airlines Essay

The Indian air market is estimated to be the ninth largest in the world but with the population size the country has, the Indian government believes it will become the world’s third largest market by 2020. 87 foreign and five Indian airlines fly to and from India to 40 countries. Approximately five million Indians fly every month domestically. Domestic traffic more than doubled between Jul-2006 and July 2011, with growth of 101%. One reason for the growth was the deregulation of Indian domestic aviation in 2003- 2004 followed by international deregulation in 2007-2008 India has three full service airlines Air India, Jet Airways, Kingfisher Airlines and four Low cost carriers: GoAir, IndiGo, JetLite (owned by Jet airways), and SpiceJet. Kingfisher also had a discount version: Kingfisher Red known formerly as Simplifly Deccan and before that Air Deccan. Ironically the Indian aviation despite a market growing at 18 per cent for last 11 months, five out of six Indian airlines are bleeding leading to the failure of one of the leading aviation player – Kingfisher Airlines. Kingfisher Airlines, a subsidiary of UB Group (United Breweries Holdings Ltd), founded in May 2005 operates a passenger airline in India. It was the first airline in India to provide premium first class service on domestic routes with all new aircraft. In May 2007, it announced it would acquire a 26% stake in Air Deccan, a low cost carrier (LCC) for 5.5 billion rupees ($135 million). Kingfisher Airlines Limited came to become one of the country’s largest airlines, operating more than 400 flights a day and having a wide network of destinations, with regional and long-haul international services touching almost 60 destinations. At one point the Kingfisher Airlines had the second largest share in India’s domestic air travel market. However due to the severe financial crisis faced by the airline, it has the fifth largest market share currently. Even the company have no funds to pay the salaries to the employees and is facing several other issues like fuel dues; aircraft lease rental dues, service tax dues and bank arrears. As Kingfisher airlines is in the midst of a financial turmoil, the case will aim to understand the various factors which are fuelling the growth / decline and those which are/will be critical for the company’s performance in the near term. Introduction History of the Indian Airline Industry In December 1912, the first domestic air route was opened between Delhi and Karachi by the Indian State Air Services (in collaboration with Imperial Airways of the UK). This marked a new beginning in India. Three years later, Tata Sons started a regular airmail service between Karachi and Madras. At that time, there were a few transport companies operating within and also beyond the frontiers of the country, carrying both air cargo and passengers. Some of these were Tata Airlines, Indian National Airways, Air Service of India, Deccan Airways, Ambica Airways, Bharat Airways and Mistry Airways. The Tata Airlines was converted into a public limited company in the year 1946 and renamed Air India Limited. In 1948 a joint sector company-Air India International was established by the Government of India and Air India headed by J.R.D. Tata. In 1953, the Parliament passed the Air Corporation Act. Air India International and Indian Airlines Corporation came into formal existence and Air India International was nationalized. The Indian Aviation sector was liberalized in commence in 1990 with private sector players being allowed to operate as air taxi operators in India. A number of private players commenced domestic operations like Damania, East-West, Modiluft, Air Sahara and NEPC, entered the industry. However, a decade later none of them have survived. Foreword of Kingfisher Airlines Kingfisher Airlines is an airline group based in India. Its head office is The Qube in Andheri (East), Mumbai; and Registered Office in UB City, Bangalore. Kingfisher Airlines was established in 2003 and began operations on 9 May 2005 with a fleet of five A380s, five Airbus A350s aircraft and five Airbus A330s operating its first inaugural flight from Mumbai to Delhi. It seems staggering that an airline a month old could order the world’s biggest plane in an untested market. They went international in 2008, less than four years ago. In May 2009, they became India’s largest airline by passenger numbers. Owned by the Bangalore based United Breweries Group. Kingfisher Airlines, through its parent company United Breweries Group, has a 50% stake in low-cost carrier Kingfisher Red. The UB group is lead by Dr. Vijay Mallya as the Chairman to one of India’s largest conglomerates with diverse interests in brewing, distilling, real estate, engineering, fertilizers, biotechnology, information technology and aviation. Dr. Mallya, was elected by shareholders as Chairman of The UB Group in 1983, at the age of 28 and has been instrumental in growing it into a multinational business conglomerate. Kingfisher is the only Indian and the one of the six in the world to have received the 6 stars rating for its services by the Skytrax operates more than 400 flights a day connecting 72 destinations the world over. Merger of Kingfisher- Air Deccan A wholly owned subsidiary of Deccan Aviation, Air Deccan, was India’s first low cost carrier. It has a vision to enable every Indian to fly thus representing the airline’s simple and no frills approach. With a low pricing strategy, Air Deccan primarily focussed on first time travellers and successfully shifted people from Rail travel to Air travel. Air Deccan airlines merged with Kingfisher Airlines and decided to operate as a single entity from April, 2008 under the title name – Kingfisher Aviation. The merger is based on recommendations of Accenture, the global consulting firm. KPMG was asked to do the valuation and the swap ratio was decided accordingly. The merger came through on as Vijay Mallya from Kingfisher airlines bought 26% of the stake in Air Deccan. The unification of the two carriers had to be sanctioned not only by the two panels, but also by the institutional investors, independent directors, and other shareholders. Air Deccan had four independent directors-which included prominent persons like IIM Prof Thiru Naraya, Tennis player Vijay Amritraj, and A K Ganguly, Former MD Nabisco Malaysia. Post merger, KingFisher would operate as a single largest (private) airline in the sub-continent with a combined fleet of 71 aircrafts, connects 70 destinations and operating 550 flights in a day. The combined entity has a market share of 33%. Captain Gopinath continued as the Executive Chairman and Vijay Malay in-charge as the Vice Chairman. To rationalize the fleet structure, Kingfisher was focussed towards the international routes and functioning as a full-service carrier while Air Deccan was allotted the wider domestic reach and operated as a low cost carrier. As both the carriers operated the Airbus, the operational synergies integrated not only the management and staff of the airlines but also the engineering, inventory management and ground handling services, maintenance and overhaul sectors. These efforts brought about an increased savings in costs by 4-5% (INR. 300 crores)* Further, by devising a more optimal routing strategy it could help in rationalizing the fares. Before the merger Air Deccan recorded a net loss of Rs 213.17 crores on revenue of Rs 437.82 crores for 2006-07. The company had also raised Rs 400 crores through an IPO in May 2006. The merger will create a more competitive business in scale and scope to emerge as market leader.