Case 9: Horniman Horticulture Essay

1. Strengths: – Profitability Ratios: Constant growth from 2002-05, particularly year 2004 and 2005 with impressive growth in revenue with12.5% and 15.5% respectively, much higher than the benchmark just -1.8%. Gross, operating and net profit margin were all performing better than the benchmarks. – Management: Co-owner Bob Brown has been brought up to value a strong work ethic, which he has obtained through his father since at young age by working for his father at the mill. After finishing his study, he returned to the mill and excelled at his job (supervisor) and was highly respected. Bob was a â€Å"people person†, his warm personality made beloved by all customers and employees. Weaknesses: – Activity Ratios: takes increasingly time to receive payments from sales – 51 days year 2005 (far exceeded the benchmark – 22 days). Days of inventory on hand (476 days) has been increased gradually much higher than the benchmark (386 days). Payables turnover (10 days) is too short compared with the benchmark (27 days) and slowly declined as years pass by. – Liquidity problems seen through cash on hand kept decreasing since 2002 and sharply reduced in 2005 probably resulted from the issue that quick payables and slow receivables happened simultaneously every year. Since 2005, they had not reach their target balance of 8% cash over total revenue (fell to 0.9% – 2005) 2. Free cash flow to the owners of the firm (FCFE) for 2005: FCFE = Operating Cash Flow – Change in Net Working Capital – Change in Investments |Operating profit | |100.0 | | − Taxes | |39.2 | | + Depreciation | |40.9 | |Operating cash flow |101.7 | | − Capital expenditure | | (4.5) | | − Increase in NWC | |(156.3) | | Increase in CA |803.3 – 642.9 = 160.4 | | |- Increase in CL |47.3 – 43.2 = (4.1) | | |Free cash flow | |(59.10) | Cash cycle of the business for 2005: CCC = Days Inventory Outstanding (DIO) + Days Sales Outstanding (DSO) – Days Payables Outstanding (DPO) = 476 + 51 – 10 = 517 (days) Using cash: Even though HH had rapidly increased gross profit, operating profit and net profit since 2002, the firm’s cash balance had massively declined from $120,100 (2002) to $9,400 (2005). Increasing in inventory as extending property by 12-acres, with an expected capital expenditure of $75,000 in 2006, HH has also increased their product range by 40%. Therefore cash has been used a lot in this period. The firm’s credit terms have been improved as HH offers longer payment periods for customer (DSO of 51 days), firm’s payment of purchases within 10 days (DPO) to receive a 2% discount, this shows that HH is making payments five times faster than receiving them. DIO is also a concern that HH has a hand in, HH is choosing to focus on more maturing plants, therefore its inventory will naturally be longer than the benchmark, in fact, HH’s lowest end was still 10% over the benchmark. 3. The growth trend would be expected to be stronger in 2006. However the cash deficit is still a significant issue due to both capital expenditure and working capital would be further increased in order to maintain the business expansion. Therefore, they need to work out some financial leverage to solve this problem. |Projected Horniman Horticulture Financial Summary (in thousands of dollars) | | | | | | | | | | |2002 |2003 |2004 |2005 |2006E |20% | |Profit and loss statement | | | | | | | |Revenue |788.50 |807.60 |908.20 |1048.80 |1258.56 | | | Cost of goods sold |402.90 |428.80 |437.70 |503.40 |630.49 | | | |51.10% |53.10% |48.19% |48.00% |50.10% |Percentage of Sales | |Gross profit |385.60 |378.80 |470.50 |545.40 |628.07 | | |SG&A expense |301.20 |302.00 |356.00 |404.50 |482.53 | | | |38.20% |37.39% |39.20% |38.57% |38.34% |Percentage of Sales | |Depreciation |34.20 |38.40 |36.30 |40.90 |37.45 |Average over 4 years | | Operating profit |50.20 |38.40 |78.20 |100.00 |108.09 | | |Taxes |17.60 |13.10 |26.20 |39.20 |42.37 | | | |35.06% |34.11% |33.50% |39.20% |39.20% |Similar as year 2005 | | Net profit |32.60 |25.30 |52.00 |60.80 |65.72 | | | | | | | | | | |Balance sheet | | | | | | | |Cash |120.10 |105.20 |66.80 |9.40 |13.43 | | |Accounts receivable |90.60 |99.50 |119.50 |146.40 |160.24 | | | |11.49% |12.32% |13.16% |13.96% |12.73% |Percentage of Sales | |Inventory |468.30 |507.60 |523.40 |656.90 |763.03 | | | |59.39% |62.85% |57.63% |62.63% |60.63% |Percentage of Sales | |Other current assets |20.90 |19.30 |22.60 |20.90 |20.93 |Average over 4 years | | Current assets |699.90 |731.60 |732.30 |833.60 |957.62 | | |Net fixed assets |332.10 |332.50 |384.30 |347.90 |300.10 | | | Total assets |1032.00 |1064.10 |1116.60 |1181.50 |1257.72 | | | | | | | | | | |Accounts payable |6.00 |5.30 |4.50 |5.00 |5.20 |Average over 4 years | |Wages payable |19.70 |22.00 |22.10 |24.40 |31.41 | | | |2.50% |2.72% |2.43% |2.33% |2.50% |Percentage of Sales | |Other payables |10.20 |15.40 |16.60 |17.90 |21.19 | | | |1.29% |1.91% |1.83% |1.71% |1.68% |Percentage of Sales | | Current liabilities |35.90 |42.70 |43.20 |47.30 |57.80 | | | Net worth |996.10 |1021.40 |1073.40 |1134.20 |1199.92 | | | | | | | | | | |Capital expendit ure |22.00 |38.80 |88.10 |4.50 |75.00 | | |Purchases |140.80 |145.20 |161.20 |185.10 |224.13 | | | |17.86% |17.98% |17.75% |17.65% |17.81% |Percentage of Sales | 4. The company’s accounts-payable policy: Currently the firm’s DSO was 10 days (in order to receive a 2% discount), approx. 2.7 times as fast as the benchmark of 27 days. This policy is not suitable as their current credit terms offered to customer up to 51 days, which is double the benchmark. The firm’s net profit margin was 5.8% (the benchmark is just 2.8% – 2005), so HH does not need to continuously make payment to suppliers early (adversely, HH should take advantage of the offered credit terms allowing firm 30 days to payback for purchased goods), and also HH will also reduce the credit terms even though the sales probably drops, which would leave more cash available for firm as well as the cash cycle will be shorter so that the business will avoid the insufficient liquidity of the cash. If HH does not change the policy, in the long run, the shortage of cash may adversely influence the purchasing power and operating capacity of the business and further business’s profitability. 5. What can the company do to solve its cash problem? – Offers discount payment terms (i.e. 2% discount if payments are received within 10 days): enable HH to collect cash immediately. – Takes advantage of the offered credit terms (allow firm 30 days to payback the purchased goods): keeps more cash for operating activities in long-term period. – Slows down the expansion pace to decrease the capital expenditure. Starts selling product ranges that are not â€Å"instant landscape† plants (as these take a long time to mature and also can eliminate some risks for keeping the plants for longer periods of time – feature of this industry: rely heavily on weather that is unpredictable) – Raising funds: starts financing through debt, also can receive the tax shield benefit on interest payments. Transforms business from sole proprietorship into partnership in effort of not only increasing cash available for business but also receiving contributions of property, labor and skills form partners. 6. Calculate the sustainable growth of the company in 2005: |Sustainable growth = ROA x Leverage x Retention | | |5.36% | |ROA (Net profit / Total assets) | | | |5.15% | |Leverage (Total Assets/Net Worth) | | | |1.04 | |Retention (1- Dividend Payout ratio) | | | |1.00 | |Economic profit = (ROA – Cost of capital) x Total Assets | |-57.35 | |Cost of capital | | | |10.00% | |Total Assets | | | |1181.50 | |Net Worth | | | |1134.20 | The negative economic profit shows that the firm does not earn a sufficient return on capital. The firm is facing their dismissing level of cash and as a result, the negative cash level in the forthcoming years will be clearly observed. As shown above, the majority of the firm’s cash expenditure is held up in inventory (with cash cycle being 517 days compared with the benchmark of 381 days) and account receivables (due to the collection policy). The trade-off that company has to face is an increase in their credit terms. Even though this may reduce the sales volume, the company will probably avoid the risk involved with having a more mature product range.

Diagnosis of an Infected Patient Essay Essay

As we know bacteria comes in various classes and are distinguished by their shapes, chemical configuration, source of energy either sunlight or chemicals, nutritional requisites and biochemical actions. We have a patient that may be infected with an unknown bacterial infection; we’ve collected a sputum sample and will be testing for one of the following genera: Bacillus, Escherichia and Mycoplasma. In order to determine which one of the three may be the source of the infection we have to recognize the characteristics of each one and the staining protocol needed to identify them. All three of the above mentioned genera are considered to be members of the Prokaryotic cell family which includes bacteria. They have certain identifiable features that distinguishes them from Eukaryotes such as: â€Å"Their DNA is not enclosed within a membrane† and â€Å"they usually divide by binary fusion, organelles are not encompassed within the membrane and the cell walls usually consis t of complex polysaccharides peptidoglycan† (Tortora, 2013). When researching the differences among the three genera’s each have specific characteristics that distinguishes one from another; Mycoplasma are the smallest members of the prokaryote family, due to their size they lack cell walls or have a scant amount of wall material, but they are known to thrive and reproduce outside the living host cells. The plasma membranes of this bacteria contain lipids (sterols) to protect them from lysis (Tortora, 2013). Bacillus are rod shaped bacteria that are usually presented as singular (single bacilli); however when they divide into pairs they’re called Diplobacilli and when appearing as a chain it’s known as streptobacilli; there’s also bacillus that resemble cocci and are referred to as cocobacilli. Escherichia also known as E. coli is a rod shaped bacteria consisting of â€Å"flagellar protein† known as H- antigens to help differentiate the various servoar within the E. coli strain. In order to continue with our investigation as to which genera is causing the infection we must determine the appropriate staining method for each bacteria listed above. Let’s begin with Mycoplasma because this genera has a very thin or lacks a cell wall we will consider this a â€Å"Gram- positive† bacteria. If mycoplasma retains its structure, size and capsules that’s an indication of  the type of bacteria causing the infection in the patient. Bacillus are part of the prokaryotic cell family containing a thin layer of peptidoglycan; however they are spore forming; this trait helps to identify them as â€Å"gram-positive†. Step (1) in the staining process is adding the sputum to the slide, step (2) is applying heat to the sample, step (3) adding crystal-violet dye which turns the cytoplasm cells purple and applying mordant to the specimen, step (4) wash with de-coloring solution (alcohol) which causes the peptidoglycan to become more impermeable crystal –violet and iodine, step (5) counterstain is absorbed and is masked by the primary purple dye that was previously absorbed by the â€Å"gram-positive† cell s (pg. 86). It’s during this step when the microbes are identified. While the bacillus is in the aging process some cells die and give the appearance of gram-negative bacteria; these are known as â€Å"gram-variable† (Tortora, 2013). Escherichia (E.coli) these rod shaped microorganisms have a thick outer membrane; however they are non-spore forming; therefore they are considered â€Å"gram-negative† cells. The steps in the staining of â€Å"gram-negative† cells are as follows: Step (1) in the staining process is adding the sputum to the slide, step (2) is applying heat to the sample to allow the sample to remain on the slide, step (3) adding crystal-violet dye which turns the cytoplasm cells purple then apply mordant to the specimen, step (4) wash with de-coloring solution (alcohol) which allows the crystal violet-iodine to diffuse through holes in the peptidoglycan layer of the cell, step (5) add the counterstain which turns the specimen red/pink this process helps to identify the microbes; as they lack color (Tortora, 2013). Wi thout color we would be unable to identify the microorganisms creating the infections created by â€Å"gram-negative† bacteria because they are color-less. References: Tortora, Funke, Case: Microbiology an Introduction 2013 (11th edition).

Personal Ethical Dilemma on Alcoholism Essay

Prior to Grade 11, whenever I heard the words ‘substance abuse’ my mind immediately pictured useless, pathetic and stupid people who were ruining their lives for no reason. My notion began to change slightly as I moved through my last schooling years but even with an ever-increasing academic workload I would never even consider any substance as a stress reliever. The circumstances which made me think long and hard about my life started with a relatively innocent incident one day in chemistry class. The teacher announced that we would be starting organic chemistry and asked the class to name the chapter they wished to start. â€Å"Alcohols, of course!† said several people. It wasn’t until a classmate’s party that I realized exactly how many of my friends were drinking. Not only were they drinking, they were also trying to convince me to join them. I immediately declined and also urged them to stop, advising them that their lives were deteriorating. Of course, my advice went unheeded. It was much easier to convince one person to start drinking than convince twenty to stop. As time passed, however I realized that my friends were having the time of their lives. Clubbing one week to party hopping the next, each time with alcohol, each time without me. Instead of a feeling of integrity, pangs of regret troubled my brain every time I thought of my friends. It was my life, not theirs that was deteriorating. Every week my mind would be loaded with academic work while my friends would fill themselves up and urge me to join. As weeks passed I began to grow more distant from my classmates and soon realized that I was fighting a losing battle against staying sober in an effort to keep my friends. Ultimately, I would be forced to choose between being a loner and being an alcoholic, between my friendships and my liver. Of course, I still did have a group of classmates who never touched drink but losing nearly half the people I grew up with to alcohol was difficult to stomach. Eventually it took a considerable amount of thought and several leaflets from Alcoholics Anonymous to convince me that my life wasn’t worth wasting. My dilemma dramatically changed my perspectives on life. I learned to be much more far sighted and began to resist the temptations of alcohol. I also began to value and appreciate my life more. To my immense relief, I also learned to mingle with my friends attend their parties without laying my hands on a drink. Although I still wish my friends would stop drinking, I no longer think of them or any substance abuser as pathetic or stupid. As I remember the days when I could so easily have joined them, I simply think of them as people who have made the wrong choice.

The giver Essay Example | Topics and Well Written Essays - 750 words

The giver - Essay Example In this utopian society, everyone looks the same and this has eliminated any form of competition in the society. The society has also eliminated individual choices from the members of the society, and people are given jobs according to their ability. Spouses are also assigned to the members of the society, and two children are assigned to each family. Jonas, the main character in the story on reaching 12 years is selected to occupy the position of the ‘Receiver of Memory.’ This position entails holding all the memories of the time before the sameness was achieved. Jonas upon receiving the memories also receives the gift of knowledge. This causes him to realize the actual situation that the world he is in-he begins to realize that the situation is dystopian as opposed to utopian. He is faced with the option of either running away or staying in a society devoid of any emotions, choices, or knowledge. What initially seemed like a perfect society is revealed to be a restrict ive society in which freedom is taken away from the people. The conversations in the story revolve around the question of individual freedom, and the effect that the withdrawal of freedom has on the society. The text shows how the intent to construct a utopian society can lead to a dystopian one that does not withhold the principles of utopia. Individual freedom is taken away from when the child is born. ... But even those who came up with the idea of sameness knew that they would be forced to refer to the time before the conformity, and as a result, all the memories of life before sameness have been stored. While equality is one of the ideals that are pursued by a utopian society, Lowry’s work shows the effects of such a pursuit, and how that equality and sameness is achieved in the society. The world that has initially seemed inviting is then revealed for what it truly is. Any form of resistance to the system causes the individual to be eliminated (referred in the book as being released) from the society. The book seeks to warn of the concept of utopia through the way that the society treats the concepts of freedom and memory. The collective memories of the society have been suppressed to enable state control. The suppression of memory has been seen to be an effective tool for control. The regaining of the collective or even the individual memory leads to the potential for rebel lion. Without their memories and without access to the collective memories, the citizens in their sameness are convinced that the utopian society that has been created for them is the ideal society for them to exist in. A utopian society is a highly ordered society. There is no deviation from the routine that has been set for the people. In the book for example, there is a set time for the families to have breakfast and during the meal, there is a compulsory sharing of dreams and in the evening during supper, there is a compulsory expression of feelings that is supposedly for the purposes of avoiding the buildup of any form of emotion. The ideals of a utopian state are for every member of the

Anatomy Essay Example | Topics and Well Written Essays - 1000 words

Anatomy - Essay Example D is the correct answer because acetylcholine is just involved in minor signal transmission, in the nervous system. B is not correct answer because Serotonin is well known, and it is involved in the regulation of anxiety and feelings of depression. B is the correct answer because the primary motor area of the brain is the one responsible for the voluntary, fine motor movements. C is wrong because primary sensory area is responsible for detecting signals that are sent to the brain. D is the correct answer (he was frustrated). This is because alpha waves are detected when the brain is experiencing quietly flowing thought. C is wrong because when someone when the brain is asleep, it does not experience quietly flowing thoughts. C is the correct answer because delta waves suspend all external awareness and are only detected when the brain is dead asleep. B is not correct answer because when someone is awake or resting with the eyes wide open, then they their brains are subjected to external feelings. Action potential refers to the short lasting event or an impulse that occurs in the neurons when the electrical membrane potential (charge) of the cell rapidly rises then falls. It takes place in the excitable cell like neurons and muscle cells. This action plays a crucial role in the communication between the cells, for instance, it is the first step that occurs to lead to crucial actions like contraction. Neurotransmitters that are released from the synaptic end of the motor neuron binds with the proteins that are released from T tubules. This is because T tubules do not have the voltage-gated Na+ and K+ channels, which are found on the plasma membrane. Therefore they carry action potential through their interior muscles cells through voltage-gated Na+ and K+ channel. Voltage-gated ion channels, on the cell’s plasma

Western civ (Greeks Vs, Hebrews) Essay Example | Topics and Well Written Essays - 500 words

Western civ (Greeks Vs, Hebrews) - Essay Example Consequently, the Greek system prepared individuals to serve the state while the Hebrew system prepared individuals to serve God. There is little question that religion played an important part in the social lives of both civilizations but dogmatic religious practices are more readily associated with the Hebrew tradition. In similar fashion, the political realities of the day reflected the intrusion of religion into the affairs of the state. The Hebrews believed that God would hold everyone accountable one day so the ruler was expected to be accountable to God alone. In contrast, the Greek system of personal accountability relied on philosophy and on the discretion of fellow men. Hence, the Greek ruler was accountable to his fellow men more than his accountability to any gods. This increased accountability paved for the world’s first democracy in Athens (Blainey). The achievements of various Athenians such as Aeschylus, Sophocles, Euripides, Herodotus, Thucydides, Hippocrates, Socrates, Plato and Aristotle among others laid the foundation for the modern Western civilization. The move to democracy strengthened the Greek quest for knowledge. Furthermore, the Greeks had managed to disassociate divinity with exploration of things around them. Even after Athens was subsumed into the larger Greek civilization, the traditions of learning and development continued unabated. The epistemological drive of the Greeks led to developments in science, architecture, law, philosophy, commerce and numerous other fields. A rich scientific tradition can be traced back to the Greeks with names such as Archimedes, Hero of Alexandria, Galen and others appearing in scientific discussions to this day (Thornton). In contrast, the Hebrew tradition kept God intact with learning limitations. God was seen as the center of the universe in the literal sense and ideas upheld by the scripture were unquestionable. The strength of the Hebrew tradition of

Unemployment Article Example | Topics and Well Written Essays - 250 words - 1

Unemployment - Article Example otential and actual output, this article refers to the calculations presented by Lewis Alexander of Nomura Securities by using labor market indicators. According to these reports, the employed people represented 63 percent of population in 2007, as compared to 59 percent for 2009 population. The author thus justifies that the actual unemployment rate, as related to the actual output, is almost 1.1 percent higher than the given figure of 5.5 percent. The article emphasizes the fact that many people in the country have stopped looking for jobs, which is falsely reflected through the decline of employment rate. Therefore, the author suggests that it is important to persuade such long-term jobless people to hunt actively for jobs. In this direction, the article refers to the recent call from President Obama to many corporate entities for encouraging such employment seekers. (Closing the Gap 2014) I do not agree with the author, as I believe that job is the necessity for every responsible householder. Any person needing a job cannot afford to give up the efforts for looking at fresh employment opportunities until he or she gets the desired job. Further, the population figures relating to employed percentage is not the correct representative of employment growth, as increase in population can be mainly due to increase in young adults, who are not old enough to seek any job. Closing the Gap (2014). â€Å"America’s labor market has suffered permanent harm.† Retrieved on Dec. 15, 2014, from:

Women's Role in the Fields of Mathematics, Science, and Engineering Essay

Women's Role in the Fields of Mathematics, Science, and Engineering - Essay Example Until the mid of the 19th century, many women were discriminated in terms of the kind of education they could receive (Klein 45). It was belived that learned women were likely to engage in deviant behavior, not acceptable to the society. People believed that educating females would have a negative effect on their children and their personal health as they are said to weak. By the mid 19th century, supporters of women’s education noted that women were not able to do their natural duties properly and effectively without having the knowledge to do so (Klein 45). In the late 19th century, scientists came up with different studies showing how upper middle class women’s health was affected by strain due to education. The studies also suggested that the strain caused to women in the process of learning mathematics drew blood from their reproductive organs to their brains. Education was therefore viewed to threaten women’s fertility. Despite the restriction on women†™s education, women made several contributions to scientific knowledge. Their contribution was through carrying out research and writing. For instance, Jane Colden who was taught by her father, a botanist, identified over three hundred plant species and classified them. She also identified and classified different works with the gardenia of which she is today identified with. The establishment of female academies meant for upper-class women in the US increased their literacy levels. Most women engaged in writing scientific texts. These texts were used or educating the public about basic science. In 1796 a text entitled Introduction to Botany in a Series of Familiar Letters was published by Priscilla Bell. The book was printed in the US and England for almost fifty years. Some years later, Jane Marcet made a publication of a text titled Conversations on Chemistry. Maria Mitchell is regarded as the first lady to be a professional scientist in America. According to Wyer (96), at twen ty-eight that is in 1847, she discovered a new comet. The earlier belief that it was unwise to educate women began to fade gradually in the latter part of the 1800s. This belief gave way to the argument that women education improved their knowledge making it more beneficial. By the end of the 19th century, around twenty-five women had been awarded doctorate degrees with six of them being in science (Wyer 56). The following year the number of women awarded doctorate degrees in science went up to thirty-six. This led to the increasing need to provide more job opportunities for women. When focusing on the history women in the field of engineering in America, there has been a great evolution. Early in the 19th century, technology was viewed in the perspective of science. It was viewed as a filed meant for men. It was due to the masculinity associated with the combination of science and technology. In those days the women’s contribution in science and other related fields such as mathematics and engineering was undermined. The only women who succeeded in the field worked in line with their husbands or fathers. The society of women engineers in America has done a lot in promoting engineering to be career choice to women. The society was formed in 1950 and was involved in introducing young females in the field of engineering. It has initiated career guidance and counseling for women. Earlier women engaged in the field of engineering of practiced the career through information distribution. By the start of the 20th century, engineering programs were only known by a small number of women. They started

HRM cast study Essay Example | Topics and Well Written Essays - 500 words

HRM cast study - Essay Example One of the aspects that will hinder the successful delivery of Ralph’s strategy is his father’s influence on management of the business. As seen from his management of the company, William always likes his ideas implemented. From the information provided, Ralph fears that his father might object the strategy. Putting into consideration the powerful position he holds, that of the chair to the company, William’s objection of the strategy will be effective on the level of its success. Another area that might hinder the delivery of this strategy is the role of the staff in the formulation of the strategy. A successful strategy should be drawn from the many decisions made by staff members over a period of time (Epstein 2004, p.24). Once compiled, this strategy will reflect the views of the staff. Considering that it is the same staffs that will be expected to implement it, the level of success of such a strategy will be expected to be high should they be involved in strategy formulation. This is not the case, however, with the strategy adopted by Random Alloys. The managing director, without incorporating all staff members, formulated the strategy. As indicated by the members of staff in their remarks in the questionnaires, there is a feeling among staff members that they are not included in any changes made in the company. The staff are only included when the changes are happening. Lack of a clear flow of information within the company can also hinder the level of success of its delivery (Alston & Bryson 2013, p.145). Currently, Random Alloys lacks a defined formula through which information is communicated to members of staff. This leaves staff members looking for information they need from only those they know in the various offices. Lack of clarity on who gathers and provides information within the company will translate to misunderstandings during the implementation of the

Innovations in on-line payment systems for retail customers Thesis

Innovations in on-line payment systems for retail customers - Thesis Example Master’s Thesis INNOVATIONS IN ON-LINE PAYMENT SYSTEMS FOR RETAIL CUSTOMERS MICHAEL YUSHCHENKO INNOVATIONS IN ON-LINE PAYMENT SYSTEMS FOR RETAIL CUSTOMERS Master’s Thesis At the Frankfurt School of Finance and Management Supervised by Dr. Dirk Rudolph Prof. Dr. ... The cash is transformed into electronic format. There are many types of payment systems in the world now, but the doubt lies in matters of security. It is very important to identify the secure way of online payment mode. In e-commerce the transaction usually takes place between the client, the trader and the bank. The client transfers the money to the seller through the web with the help of online banking services and the desired product is delivered to the buyer at his/ her doorstep (Abrazhevich 1-3). An electronic payment system must have the following characteristics: Security: The most important thing in online payment system is the security of transaction. Unfortunately, the electronic money is considered a simple file like the other files, which can be copied. So the problem of copying or double spending of the money should be avoided. Transferability: This deals with the transfer of funds from one account to another without a bank intermediary. Flexibility: The payment gateway must give enough flexibility to the buyers and sellers to make payments from alternative forms payment options. Reliability: The payment system must be available to eliminate system errors (Bhasker 357-358). It has been studied that in the year 2010, the market share for credit card payments has increased about 40 percent in North America. Due to this reason, American Express has launched digital payment systems in the year 2011. This would offer different forms of payment systems to the customers. In Latin America about 70 percent of the customers prefer online payment systems to traditional payment methods. In Brazil systems like SafetyPay, and BrasPag are working together to bring about a revolution in the online payment market.

Protecting our Environment Essay Example | Topics and Well Written Essays - 2250 words

Protecting our Environment - Essay Example Global warming and climate changes are the major outcomes of injudicious human activities. It is believed that sustainment of life in this world may become extremely difficult in near future itself if effective measures were not taken to counter environmental problems. Even though the size of the earth remains the same, global population is growing at alarming rates so that it may become extremely difficult for our earth to accommodate or cater the needs of all the people. As each individual contributes heavily to environmental problems, growth of population means growth of environmental problems also. In other words, population growth is directly proportional to environmental problems. As the world population grows, so does hazardous waste, toxic materials polluting our environment and affecting our eco-system. There should be a coordination effort by governments around the world to control pollution affecting our environment in order for human survival for future generations. Water pollution and preventive measures United States has many federal and state laws that have enacted to protect our water system and help regulate the amount of pollutants that affects our water. However, the implementation of these laws are not much effective so that American water sources are getting polluted more and more as time goes on. For example, Colorado River seems to be one of the major victims of environmental pollution in western American region. More than 30 million people use Colorado River as their major drinking water source. However, Colorado River is dying gradually because of environmental problems. â€Å"If climate change results in a 10 percent reduction in the Colorado River's average stream flow as some recent studies predict, the chances of fully depleting reservoir storage will exceed 25 percent by 2057, according to the study† (Future Of Western U.S. Water Supply Threatened By Climate Change, 2010) Irrigation projects are helping agricultural farming in America. However, water drained o ut of the agricultural lands may contain toxic ingredients because of the increased usages of fertilizers, chemicals and pesticides to improve the agricultural yields. Selenium seems to be the major harmful chemical content in irrigated water drained out of the agricultural lands. â€Å"When selenium uptake is too high health effects will be likely to come about. The health effects of various forms of selenium can vary from brittle hair and deformed nails, to rashes, heat, swelling of the skin and severe pains† (Selenium – Se, 2009). The Environmental Protection Agency, have supported and helped enforcement of water laws in our country and have introduced many laws concerning safe drinking water. The Clean Water Act (CWA) establishes the basic structure for regulating discharges of pollutants into the waters of the United States and regulating quality standards for surface waters. The basis of the CWA was enacted in 1948 and was called the Federal Water Pollution Contr ol Act, but the Act was significantly reorganized and expanded in 1972. "Clean Water Act" became the Act's common name with amendments in 1977. Under the CWA, EPA has implemented pollution control programs such as setting wastewater standards for industry. CWA act was formulated for the purpose of preventing all types of

As a Head Nurse Essay Example for Free

As a Head Nurse Essay We all must experience have responsibilities beyond our expectation and limitation as we can improve ourselves every now and then. Responsibilities are just within our shoulders as we go on with our lives we add more on to it due to the things we learn and experience and simply being a student nurse responsibility is already on our shoulders as we gained knowledge in every step of the way. As a student nurse, knowledge is easy to get as we experience, learn, read and study. But every knowledge comes with great responsibility, which is to help and share it to others who are innocent about specifically toward to their health. Experiencing being a student head nurse is good as it adds my capabilities to manage my time, and my staff nurses. I have been a leader for some time now but I need more experience to be better than before. I am not at my best now as leader as I haven’t yet experienced every problem and responsibilities but I want to get better than I am now. Being a leader is hard because responsibilities weighs more than you expect, for your time, group and for yourself. But as I experience it once, twice or more to it, it is very helpful due to that I improve from before. Finding myself being a student head nurse is part of being a student but when I experience it was a little hard because I have difficulty at first in coping because it is my first time to lead a group in ER but I can manage. I was a little bit of loss for a minute on how to manage my time but I made a time table on the different things I have to manage from the start towards the end likely checking the works of my group mates and reminding them of the different responsibilities they have to prioritize first on the certain time. I was at ease because I felt blessed that my group mates work with less supervision and questions as the before group mates I have had. Some take initiatives for the different assigned work for our report. They manage to finish it on time and we communicate well. They also show respect with it comes to work as they call me â€Å"ma’am†, which I am not used to, during our shift of duty. I also was glad that I experience new and improved group mates. The things that I experienced as a leader was uncountable and unforgettable, due that I experienced new in every leadership that I account for. Responsibilities are just at our forefront and the moment we move forward it comes our way so we must be ready, so every experience that we take, took it as learning and a good endeavor to become a good leader not for other people but also for yourself.

Environmental Scan Of The Airline Industry Tourism Essay

Environmental Scan Of The Airline Industry Tourism Essay We have defined our relevant market for Flydubai as a low cost carrier within the product form level. Being positioned as a low cost national airline carrier, its facing a high competition from other national airlines which force the relevant market to be within the product form. (For more information on the relevant market please refer to appendix 2). This paper will focus on presenting an environmental scan of the airline industry within the Middle East region during the time frame of 3 years (2009-2012). In order to do so, we will identify the significant trends and their consequent implications on Flydubai relevant market. This report will include an in depth review of the macro, micro analysis and its implications of Flydubai relevant market in the next three years. Body: In identifying the major key trends in the macro environment of Flydubai, we have addressed several issues that include the political, social and economical trends. Flydubai was established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai orders in march 2008 and started its operation in its first flight to Lebanon on June 1st 2009.Being fully owned by Dubai government and enjoy the full facilities offered in terminal 2 at Dubai International Airport, the company is having a competitive advantage compared to its rivals in the market as it enjoy the full government support and airport services. Furthermore, the current government trend in the labor force is towards emiratization and protecting labors rights. Being a part of the Fly Emirates Group, the organization will face no problem in emiratization as it will follow Fly Emirates emiratization strategy. The major challenge that Flydubai will face is being able to offer high paid jobs and reduce its operational costs as it is considered a low cost airline company. Living in the current financial crises era, Flydubai was established in one of the most difficult time the country economy had faced in the last 25 years. Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts (Arabian Business, 2009). This information may be considered negative to many airline companies but it may be positive to a low cost airline like Flydubai as people are now focusing more in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices is increasing. Furthermore, consumer behavior is changing towards low cost airlines especially in the Middle East region as consumers are persuaded by low prices and a better service offered by low cost airlines. According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era (Glass, 2008). According to Dubai department of Tourism and commerce marketing 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008. This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. This figure shows that Flydubai will see a future growth rates in the coming 3 years as terrorism sector restore its high figures after overcoming the current downturn. As observed by Andrew Cowen, CEO of SAMA Airlines, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. Business travelers are changing their perception of low cost carriers, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE. This shows a trend of an increasing demand for low cost carriers in the next three years (High time for low cost carriers, 2008). (For in depth information on the analysis of the macro environment of the airline industry please refer to Appendix 3) In identifying the major key trends in the micro environment the following aspects that includes, Customers, Employees, media, shareholders, competitors and suppliers. Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customers decision process on which airlines they choose to travel with. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (www.realtyna.com). This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility. The Employees of Flydubai have good experiences and they were carefully selected from twelve different nationalities. According to Kenneth Gile, chief operating officer of Flydubai said: We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours this is impressive by any standard (Sambidge, 2009). Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The main strategy that Flydubai is willing to use for their marketing strategy is through word of mouth (buzz). This is because Flydubai is a low cost airline; they tend to set low budgets for their advertisements to keep their prices low. The direct competitors of Flydubai are Air Arabia and Al Jazeerah airlines because these two airlines are also low cost airlines in the same country as Flydubai. However, the major competitor of Flydubai is Air Arabia because, first of all, they are the first to claim about low cost airlines in the Middle East region. Moreover, they hold the highest market share in the relevant market as identified before. Our market share comparing to those two carries are low because Flydubai just recently launched to the market. But, within the next three years we expect rapid growth in the market share because Dubai is a destination for tourists. The major indirect competitor is Fly Emirates which stands as the leader in airline industry in the relevant market and it will keep its performance in the next three years. The second indirect competitor is Etihad Airlines which is growing fast because of the unlimited support from Abu Dhabi government. In addition, those airline carriers make low price offers for the same destination that we have flight lines to. The supplier of Flydubai is Boeing. Flydubai announced an order of 50 next generation 737 aircraft from Boeing. Sheikh Ahmed bin Saeed al Maktoum said: The Boeing Next-Generation 737 is ideally suited to our mission to bring some two billion regional inhabitants affordable, efficient and flexible travel options to and from Dubai.(For more information on the micro environment analysis, please refer to Appendix 4). Implications: Primary demand: Low cost airlines are focusing on customers who are price conscious. The number of customers using the LCC airlines is increasing and it will continue growing in the next three years (www.gulf-daily-news.com). This is because, first of all, the percentage of tourists will increase by 40% within the next three years which shows that the market share of LCC will increase as well. Secondly, because of the economic condition, many people tend to save money and spend it on low cost airlines to travel more to the desired destinations. Users of Low cost airlines contain all different ages and nationalities. Moreover, cost is one of the main factors that affect customers ability to buy. The costs of these carriers are low and will continue to remain low in the next three years. This will increase customers ability and willingness to buy. Selective demand We can define the consumer decision making process as an extensive problem solving level, where they are introduced to a complete new brand with low brand knowledge. So, Flydubai should infusive more on their brand identity through the media and other communication types in order to enrich consumers knowledge. Once Flydubai had increased the level of consumer knowledge, we expect huge increase in market share in the next three years because the decision making process is going to shift from extensive problem solving to routine which is low information search about the company. Therefore, we expect major change within the next three year upon the factors we mentioned above. Segmentation: As for segmentation we expect to see a rise in the population of the UAE in the following 3 years. According to the electronic portal of Gulf News the population of UAE is approaching six million as of now and it is expected to escalate even further by the end of this year. An increase in construction in the coming years requires more labor to be imported from foreign countries, thus increasing the number of potential customers (low income and middle-class lifestyles) who might want to use our services. Moreover, economic boom can also be a factor for businessmen to travel to and from Dubai more frequently. In addition, the number of students travelling to the UAE for education is expected to increase in the near future; this implies that they will most probably select Flydubai as their primary mode of transport to travel to and from the UAE, since the economic condition shows very little signs of improvement in the near future. More tourists are expected to arrive in the UAE within the near future out of which a section of them are extremely price sensitive travelers. Another scenario would be that the current economic downturn continues to effect economies world-wide within the coming three years increasing the number of price-sensitive customers in the eight markets we operate in. To keep up with the projected demand, Flydubai is planning to increase its fleet size from 5 (currently) to 54 aircrafts in the coming years. An increase in fleet size would allow Flydubai not only to accommodate a large number of clients but also expand its reach in terms of destinations. Conversely, the announcement of the new GCC rail network which is the new transportation class in our relevant market is expected to have a slight negative effect on Flydubais operations in terms of loosing clients that fall in our target segmentation. The GCC rail network and Flydubai have one common destination which is Qatar. Once the GCC rail network begins its operations there is a high possibility of losing out on our current and potential clients. (For more information on segmentation please refer to appendix 5). Competitor analysis Our major competitive in our relative market is Air Arabia and then Al Jazeera Airlines. Air Arabia is holding major market share because they are the first to claim about launching first low cost airlines in Middle East region. However, Flydubai can compete with those two direct competitors when we focus on our competitive advantage which is price leadership. Also, location is another important factor due the number of travelers that are using Dubai Airport comparing to Sharjah Airport. In addition, being part of the Emirates Group will add more value to Flydubai brand equity which will make it easier to make customers shift toward our company within the next three years. (For more information on competitor analysis, please refer to Appendix 6) Conclusion: In conclusion after analyzing the environmental micro and macro trend for Flydubai, we observed that there are two major changes in our relevant market. First, the increase of the tourism level in Dubai as we expect the current economic downturn era to change its direction towards positive figures in the next three years. Also, the companies holders and businessmen attitude towards low cost airlines is changing by using it as these airlines are providing business men services aboard such a business class and wireless internet connection. The number of competitors within the low cost airline industry is going to increase in the coming years as new airlines such as Bahrain Airlines starts its operation this year. Secondly, full service airlines are expanding their market towards low cost airline by introducing low price tickets that attract price sensitive consumers. We expect that within the next ten years a new class level will enter the market in the GCC region which is trains trans portation. Also, a new form level will emerge in the relevant market which is a combination between full services and low cost carriers. Finally, within the next three years we expect those changes in the relevant market to be reshaped affecting the primary and selective demand. Bibliography (2009, October 18). Flydubai airline. Retrieved from http://www.dubaifaqs.com/Flydubai.php McKechnie, D, Grant, J, Katsioloudes, M. (2008). Positions and positioning: strategy simply stated. Emerald Group Publishing Limited, 9(5), Retrieved from http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/3300090502.html doi: 1751-5637 (2009). Environmental scanning. Wikipedia. Retrieved (2009, October 17) from http://en.wikipedia.org/wiki/Environmental_scanning (2009). Flydubai. Wikipedia. Retrieved (2009, October 17) from http://en.wikipedia.org/wiki/Flydubai (n.d.). flydubai, who we are. Retrieved from http://www.Flydubai.com/whoweare/fleet.aspx (2009, June 8). Two more tough years for the airlines. Retrieved from http://www.eturbonews.com/9675/two-more-tough-years-airlines Nagraj, A. (2009, September 16). Gloomy skies for the airline industry. Retrieved from http://www.kippreport.com/2009/09/gloomy-skies-for-the-airline-industry/ Centre for Asia Pacific Aviation, Initials. (2009, October 15). Middle East LCC wrap: Air Arabia, Jazeera, Flydubai, nasair, sama and Bahrain Air. Retrieved from http://www.centreforaviation.com/news/2009/10/15/middle-east-lcc-wrap-air-arabia-jazeera-Flydubai-nasair-sama-and-bahrain-air/page1 Riaz, D, Kapadia, S. (2007). Air Arabia, Priced so that you can fly [5-14]. (Adobe Digital Edition Version), Retrieved from http://ae.zawya.com/researchreports/efg/20070701_efg_110604.pdf Schewe, , Charles, D, Hiam, A. (n.d.). market segmentation. Retrieved from http://www.quickmba.com/marketing/market-segmentation/ (2009, 10 07). UAE population reaches six million. Retrieved from http://www.google.com/hostednews/afp/article/ALeqM5j24H1v8s1BWuNXEwptqRIiB_-OOA (2009, 10 07). Expat numbers rise rapidly as UAE population touches 6m. Retrieved from http://uaeinteract.com/docs/Expat_numbers_rise_rapidly_as_UAE_population_touches_6m/37883.htm (2009, April 7). FlyDubai opens for business with flights to Beirut and Amman. Retrieved from http://www.ameinfo.com/191649.html (2009, October 8). Number of tourists in Dubai set to grow by 40 per cent . Retrieved from http://74.125.153.132/search?q=cache:EPQhPUeolAEJ:www.realtyna.com/dubai_real_estate/dubai-rss-news/number-of-tourists-in-dubai-set-to-grow-by-40-per-cent.html+http://www.realtyna.com/dubai_real_estate/dubai-rss-news/number-of-tourists-in-dubai-set-to-grow-by-40-per-cent.htmlcd=1hl=arct=clnkgl=ae Sambidge, Initials. (2009, March 18). flydubai appoints pilots, cabin crew. Retrieved from http://www.arabianbusiness.com/549994-Flydubai-appoints-pilots-cabin-crew Sambidge, A. (2009, August 11). Dubai tourists up 5% in H1 official. Retrieved from http://www.arabianbusiness.com/564508-dubai-tourists-up-5-in-h1official (2009, 10 07). UAE population. Retrieved from http://archive.gulfnews.com/articles/09/10/07/10355378.html Redpath, H. (2009, June 16). Dubais First Low Cost Airline Takes Off. Retrieved from http://multivu.prnewswire.com/mnr/Flydubai/38830/ Redpath, H. (2009, June 16). Dubais First Low Cost Airline Takes Off. Retrieved from http://www.zawya.com/story.cfm/sidZAWYA20090616081711 Appendix 1 Back Ground information on Flydubai: Flydubai is the UAE second low cost airline that was established in March ,3rd 2008 on the orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. The company first flight was in June 1,2009 to Beirut in Lebanon followed by flights to Amman, Jordan, on June 2, Damascus, Syria, on June 8 and Alexandria, Egypt, on June 9, giving the new airline a total of four destinations in just nine days. (Redpath, 2009). The company had ordered 50 Boeing 737 and is going to receive 10 airplanes each year for the next five years. (Flydubai,2009) Currently the company runs its operations in Dubai International Airport terminal 2 that was redesigned for the new airline. Sheikh Ahmed Bin Saeed Al Maktoum, Chairman of Flydubai said: This region is very dependent on air transport. It is a great credit to the vision and leadership of Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that this airline has now taken off, thereby ensuring residents and visitors alike will be able to travel to more places more often. (Redpath, 2009). The Flydubai model is simple, with customers only paying for the services they want. The ticket price includes all taxes and one piece of hand baggage, weighing up to 10kg, per passenger. Passengers have the option to purchase checked-in baggage in advance at just 40AED for the first piece and 100AED for the second, weighing up to 32kgs, subject to availability. Checked baggage is strictly subject to availability and passengers are advised to book early to secure the space, as only pre-purchased baggage can be guaranteed. (Redpath, 2009) Flydubai aims to make travel a little less complex, a little less stressful and a little less expensive, explained Flydubai CEO Ghaith Al Ghaith. Our passengers have the option to customize their travel experience depending on what services they want and how much they want to pay. (Redpath, 2009) We plan to stimulate the markets in which we operate and encourage people to travel to more places more often. Flydubai aim is not to drive traffic away from the other carriers but to help grow these markets. When you consider that low cost travel in this region could be as little as 2% of all air travel, as opposed to more than 20% in Europe and America, it is clear that there is a lot of untapped potential in these markets. (Redpath, 2009) In addition, Flydubai will fly to airports that are currently underserved by the traditional carriers. In a region which is so dependent on air transport, we are looking forward to providing the reality of accessible, low cost, uncomplicated travel (Redpath, 2009). Appendix 2: Product Market Structure: The above market structure was used to identify Flydubai relevant market within the airline industry in the Middle East region. We started the structure with the most basic need which is the need to travel in the region. This provided us with three alternatives that include airplanes, buses and cars. The product form is divided between full service carriers and low cost carriers as they differentiate in prices and services being offered to customers. From this structure we can identify Flydubai relevant market within the product form level. This is because the degree of competition and substitutability within the brand suppliers are high, as they all offer low prices with similar routes within the region. This push the relevant market upwards towards the product form level. Furthermore, Flydubai indirect competitors include Fly Emirates, Etihad airlines and Saudi airlines. These full service airlines are competing with Flydubai indirectly by providing low prices with full services. O n the other hand our direct competitors include Air Arabia and Al Jazerra airlines that are both low cost airlines that perform within the region. Further explanation on competition will be provided in the Micro analysis in the competitors section. Appendix 3 Macro Environment: In studying the external environment of Flydubai in the next three years we will focus on the Macro and Micro environment. This study will help us in finding out the effect of these external factors on the company in the next few years. The Macro environment factors will include Political, economical, social and technological aspects under which Flydubai will be affected by. 1) Political Analysis: A) Government Regulations: Flydubai was established with orders of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Prime Minister and Vice-President, and Ruler of Dubai. Being owned by the Dubai government the company faces no difficulties in laws and regulations as the airline industry in the Emirates is booming through the process of liberalization the airline industry that the United Arab Emirates is adapting. B) Political Analysis: In studying the overall political environment of the United Arab Emirates, we find it one of the most stable countries within the region. Such political approach of peace seeking had made the country a trading hub in the region. This will certainly have its positive effect on flydubai operations as to perform in stable political environment. C) Employment Laws: Protecting labors rights and Emiratization is considered the main aspect that the UAE government is taking into consideration now a days. Companies are now forced to have a certain percentage that of emirates locals that will increase in the following years as there is more emphasis on employing locals in the private sector. Being a part of Emirates Airlines Group, Flydubai will certainly adapt its mother company in hiring and training locals in suitable jobs. The challenge that Flydubai will going to face is to decrease costs in one hand and provide well paid jobs in the same time . 2) Economical Analysis: A) Inflation Rate: The inflation rate in the UAE is predicted to fall from last years 11.1 percent level to seven percent in 2010, according to a new report. (Sambidge, 2009). This is considered a positive aspect for Flydubai as it will have its positive effects in reducing the company costs in oil and ground operations. High inflation rates reaching to 11 percent last year was a threat to low cost airlines such as Air Arabia and Al Jazerra Airlines that faced a problem of high oil prices. This good news will make Flydubai compete even stronger on prices as inflation rates goes down. B) Economical Analysis: Falling oil prices, cooling real estate and construction markets, together with a slowdown in the tourism sector, especially in Dubai, means the UAE is expected to post low or possibly negative GDP growth in 2009, according to analysts. (Sambidge, 2009). Living in the current World Financial Economic Crises the UAE economy in general and Dubai in specific faced a hard time in 2009 but analysts forecast that there will be more positive figures in 2010. This information is considered a negative too many airline companies but may be positive to Flydubai as people are now more focus in reducing their expenses as the incomes are reduced. This means their tendency of consumers focusing more on prices which is a positive thing for a low cost airline. Additionally, analysts forecast that the economy will grow in 2010 again and this will certainly have its effect on the company growth. 3) Social Analysis: A) Demographics: More than 300,000 people will be added to the UAE population this year to record the highest growth of 6.3 per cent in five years and Dubai would likely emerge as the fastest growing emirate, official figures show. The rise rebuffs reports that the global financial turbulence has triggered a mass exodus of expatriates out of the country, mainly Dubai. From 4.75 million in mid 2008, the UAEs population is projected to increase to 5.066 million in mid 2009, showed the figures by the Ministry of Economy. This figure are going to increase in the next few years which will certainly have its positive effects on the airline industry in UAE considering that expatriates make an approximate percentage of 80.1 of the above figure in 2009 according to the ministry of economy. Furthermore, the figures show that the 25-29 year age group was the largest in the UAE in mid 2008, standing at 777,186. It was followed by the 30-34 age groups, which was estimated at 754,289 and 35-39 groups of 588,505. This clearly indicates that most of the population is young and is going to shape the tourism and aviation market in the next couple of years. B) Consumer Behavior: According to a study done by Arabian Business website, it was found that 83 percent of the respondents would switch their preferred airline carrier, for a cheaper price, while 17.6 percent believed they would consider alternatives and trade off between the discount and lost air miles. It can thus be inferred that pricing plays a significant role in consumer behaviour and the decision making process especially in the current economic downturn era. Furthermore, customer loyalty in the low cost carriers is low as its directly related to price. Flydubai should consider this into account and introduce customer loyalty programs in order to maintain a higher level of customer loyalty. (Glass, 2008). C) Leisure Interests: 3.85 million tourists had visited the emirate in the first half of 2009, a five percent increase on the same period of 2008 According to Dubai department of Tourism and commerce marketing . This figure strongly shows the current tourism industry market and how attractive it became even though of the current economical downturn. Other figures expect that the number of tourists will fall compared to 2008 figures but most figures have stated that there will be a positive growth in 2010. D) Career Attitude: Business travelers are changing their perception of low cost carriers. As observed by Andrew Cowen, CEO of Same, the market is shifting from the traditional major airlines business travel towards low cost carriers for trips within the GCC. This changing attitude, supported by the current economic downturn and the increase number of foreign businesses within GCC countries entering the UAE, shows a trend of an increasing demand for low cost carriers in the next three years. (High time for low cost carriers, 2008). E) Technological Development Analysis: Following its mother company Emirates Airlines, we expect that Flydubai become a market leader in providing advanced technological solutions to its passengers by using the large experience that emirates airline have. If such direction was adapted, it will certainly provide the needed strength that Flydubai need in competing with its direct and indirect competitors. Appendix 4 Micro Environment: Stakeholder Analysis: This means to analyze the micro environment which includes the following factors: the customers, employees, shareholders, media, and the competitors. A) Customers: Customers who are price conscious are concerned with low cost airlines. Flydubai has focused on pricing strategy and flexibility because these two factors play a big role in determining the customers decision process on which airlines they choose to travel with. Price strategy and flexibility of Flydubai include low pricing strategy and easy booking with increased choices. As Sheikh Ahmed bin Saeed Al-Maktoum, Chairman of Flydubai said: As a true low cost airline we are geared towards providing our passengers with the best price and increased choice. We will operate efficiently and continually evolve to deliver the best possible product to our customers. (Flydubai opens for, 2009). The cost of Flydubai from Dubai airport to Doha airport would cost 200DHS, whereas other major airlines such as; Emirates or Qatar airlines would cost approximately 1000 or more for a one way ticket (Flydubai home page, 2009). This shows that Flydubai is much cheaper and has managed to keep prices low due to the successful use of their pricing strategy. Moreover, the number of tourist from around the world including the region will grow more than 40% in the next 3 years in Dubai (Number of tourists, 2009) .This shows that there will be increased number of customers who will use Flydubai airlines within the next three years due its successful use of pricing strategy and flexibility. B) Employees: Flydubai airline has received more than 11,500 applications from flight and cabin crew. There are 18 first officers, 61 captains, and almost more than 8000 candidates for pilots were selected from twelve different nationalities (Sambidge, 2009). The staff has good experiences and was carefully selected. According to Kenneth Gile, chief operating officer of Flydubai said: We are extremely pleased with the talent of the pilots we have on board. On average, they each have more than 4,000 hours serving as captain in similar aircraft and a total experience of more than 8,000 flying hours this is impressive by any standard (Sambidge, 2009). Furthermore, employee and staff hospitality is very important. This is because the employees and staff were selected from twelve different nationalities and they need to feel comfortable with the new culture they are facing in order to work efficiently. D) Shareholders: Flydubai is fully owned by the government of Dubai and its considered as a part of its mother company the Emirates Group. The company has no other shareholders currently as there its 250 million dirhams capital is completely raised by the government. E) The media: Obviously, through observations, Flydubai has made many advertisements through publicity such as; Newspapers (e.g. gulf news) and internet websites. However, the main strategy they used or willing to use for their marketing strategy is through word of mouth (buzz). Since Flydubai is a low cost airline, they tend to set low budgets for their advertisements to keep their prices low. So the best way to conduct an advertisement method for low cost carriers is through word of mouth. (This information is based on analysis due to facts and observations). Appendix 5 Primary demand: After making the environment analysis for the next three years and studying the current market conditions, we identified Flydubai relevant market at the product form level. This is because there is a high competition within the brand supply level forcing it towards the product form level as they all offer low prices with similar destinations. After the financial crisis, we noticed a shift toward low cost airlines as incomes had decreased. This had its effects on the following primary demand elements that include: Buyer Identification: The number of customers using the LCC airlines is recently increasing (www.gulf-daily-news.com). Users of LCC

Postmodernity And Brecht In Contemporary Theatre Film Studies Essay

Postmodernity And Brecht In Contemporary Theatre Film Studies Essay This essay will demonstrate the postmodern theory and how playwright, Bertolt Brecht has influenced postmodernity with contemporary theatre. I shall analyze how Brechts styles and techniques have influenced postmodern theatre and the comparisons he had with Aristotle. By doing this, I shall discuss Frederic Jameson, Jean Baudrillard and Jean-Francois Lyotards respective ideologies. References are evident from the sources from the bibliography. What is postmodernism? Postmodernism is a broad phrase that is realistic to various cultural texts like beliefs, skill and writing amongst others (Bertens, 1995: p.63). It is mainly a response to the exact anticipated belief, idea and determination in clarifying realism. In other words, it stops from an acknowledgement which realism is not basically represented in peoples beliefs but alternatively, it is very creative as the belief attempts to appreciate its individual certainty and subjective realism. Postmodernism is extremely uncertain of reasons that argue to be acceptable for every nation, practices and civilizations (Rosenau, 1992: p.113), (Sarlak, 2010: p.32). It alternatively involves every individuals comparative realities. To identify postmodernism, analysis is significant and realism simply explains peoples understanding of what humanity represents to them independently. Postmodernism furthermore trusts actual encounter upon conceptualizing cultures which understands that peoples aftermath encou nter will unavoidably be comparative and imperfect before general and definite (Sarlak, 2010: p.32). Postmodernism additionally rejects several basic reality beliefs and it requires the logical enthusiasm and methodical reality that will describe entirely for everyone with a supposed contemporary representative approach. The postmodern contradiction view is that it should understand that the individual beliefs are still not past searching when identifying every belief below the disbelief analysis (Sarlak, 2010: p.32). There are three key theorists of postmodernism and they are Frederic Jameson, Jean Baudrillard and Jean-Francois Lyotard. Jameson is very judgmental of the contemporary past circumstances as he believes postmodernism has changed it into a sequences of meaningless conventions of what he calls, pastiche that can then be used up and produced (Buchanan, 2006: p.95). He conflicts this postmodern situation with the modernist circumstances which was discontinued. Postmodernis m has absorbed an advantage of several differences of culture and realism. Jameson explains that postmodernism has extended to a huge opening of cultures area of interest massively and traditionally in regards to the creative sophistication of realism. Jameson defines his concept of pastiche as a postmodern parody without any political problems (Buchanan, 2006: p.95). According to Jameson, parody was changed by pastiche in the postmodern stage of development. In his own words he said, Pastiche is, like parody, the imitation of a peculiar or unique, idiosyncratic style, the wearing of a linguistic mask, speech in a dead language. But it is a neutral practice of such mimicry, without any of parodys ulterior motives, amputated of the satiric impulse, devoid of laughter. (Hill and Fenner, 2010: p.82) People have failed to link to the olden times that changes the directions into a sequence of techniques and discontinued categories like Simulacra and Simulations. Simulacra and Simulations is coined by another postmodern theorist, Jean Baudrillard. Baudrillard is allied with the concept of what is generally known as The loss of the real. This is an interpretation which in modern life, the general stimulus of fantasy from television, film and advertising has directed to a failure difference of depth and surface, illusion and reality and imagine and real (Bishop, 2009: p.32-35, p.95). The outcome is a culture of hyper realism that differentiates the connections is wearing down. Jean-Francois Lyotard also contributed a lot to postmodernism. The term postmodernism was employed in the 1930s but its present style and views can be assumed to have started with Lyotard (Barry, 2002: p.86). Lyotard believes he should get rid of the discontinued task of modernism, that of the enlightenment ideology (Gabrielle and Ilcan, 2004: p.77). Contrast with Enlightenment Ideology Its characteristic engages with the theory of which style is understandable (Marshall, 2004: p.50). Differences of opinions work as interpretations of beliefs but they do not have a meaning past that at all. Modern cultures look to the theory which people continuously direct to their own suggestions and developed it. In postmodernism, there are just influential people (Klages, 2006: p.169). There is no constant reality. There are only faces with no seriousness. This is carefully associated by means of what Baudrillard advices in his theories with reference to simulacra as there are no fundamentals and just duplicates. Contrast with Modernism Modernism on the other hand, is a general appealing actions of the twentieth century and it relates to a group of moral, diplomatic and theoretical beliefs that give the foundation for the modernism artistic view (Zafirovski, 2011: p.265). However, postmodernism gives out comparable appeals with modernism as they eliminate limits of high and low cultural styles. They point out that pastiche changes theatrically in its view in direction of these styles and developments. Modernism shows peoples partial disintegration as a little dreadful although postmodernism never weep this position but observes it instead. One of the majority important arguments of postmodernism and modernism is the matter for the entirety and shared quality. Postmodernists have forbidden these objectives as Meta-narratives despite the fact that modernists tried to catch the entirety and shared quality in certain point (Strinati, 1995: p.215). Semiological Factors Structuralism advancing to post-structuralism has also had certain control on postmodernism (Taylor and Winquist, 2001: p.265). One of the post-structuralists focal influences theories is that every importance is a subtext (Strinati, 1995: p.116). Therefore, people are left with reality collected of interpretation methods. Moves in semiotics have resulted in a bigger intertextuality impression which applies to the clues certainly having to do with each other. The content is interpreted in connection to different content and that is why a stylistic series suggestion is taken to accept on the content. Baudrillard gives the term simulacrum that is a certain significance in semiotics perspective which gives from a usual one that is a duplicate of another duplicate that has been so immoral in its regards to the unique that cannot be a duplicate anymore (Klages, 2006: p.169), (Sandlin and McLaren, 2010: p.45). The simulacrum rests on its own as a duplicate lacking a representation and it i s not a difficulty of repetition and pastiche anymore. On the other hand, simulation is the creation by representations of common sense without foundation and actuality which is called, Hyper-realism (Baudrillard and Poster, 2001: p.149). Baudrillard has established more on the simulation view as he disputes that the simulation judgment had gone beyond allegations to a main common reality to the idea where such simulacra amounts to represent realism itself (Baudrillard and Poster, 2001: p.181). However, pastiche consists of the disintegration and creation of common procedures as it explains the neutral reference of primary creative ways in postmodernism production. Technological Factors According to Jameson, the area under this discussion turns out to be further incomplete as it deals with a society inside the one that discovers the conclusion of the notable history in the postmodern period (Jameson, 1998: p.73). Postmodernism and Theatre Traditional theatre is represented by the importance identifying within the story and the devotion to Aristotles theatrical theory concept (Styan, 1965: P.60). Hegelian ideology has furthermore categorized into contemporary theatre alongside the persons actions at the theatre lead (Chemers, 2010: P.42). Aristotles art representation is additionally engaged in the naturalism pinnacles as convinced by the Darwinian rule of contemporary drama performance. Drama practices include approaches like dancing, singing, stage blocking and symbolic speaking that required theatrical aim progresses. Raymond Williams commented the calamity achievement in contemporary theatre where the isolated persons difficulty in a favourably developed sphere is emphasized (Williams, 2006: P.10). He highlighted how theatre principles are distinguished by its audiences suitability and its interactions to certain principle values. He emphasized how theatrical styles are argued as characterizations over which playwr ights, audience and actors correspond to encounter. Therefore, the production could be continued. Postmodern theatre is motivated to appear on artistic and past perspectives for communications to express itself alongside the common closure style (Nash, 1996: P.153). A similar representative is seen in various cultural types. Postmodern theatre views separate past and artistic cultures as an infinite motion basis. Theatrical approaches depictions and new features are reserved since various perspectives. Postmodern theatre acquires technique choices and general development with the style confinement failure (Wallis and Shepherd, 2004: P.139). This is considered in many methods in performance. Additional significant postmodern theatre approach is the inter-text where different versions are employed to describe on one another (Wallis and Shepherd, 2004: P.159). However, postmodern theatre is differentiated by agreeing and conflicting with the parallel modernist failed concept of Aristot le and Hegelian ideology judgements. While performing, actors wait for their cues and when they come in front of an audience besides learning their lines. Modernism and its features are not only seen in how messy the story is (Wallis and Shepherd, 2004: P.91). Actors also go across various portrayals and presentation aspects in the exact time and space while they are in their characters. Actors and their characters supports from one another because when actors are in their characters concurrently, they are in distinct worlds because they anticipates their cues but are not basically featured in the performance deliberately, substantially and instantly, although in actual reality, they are there. Postmodern theatre is furthermore distinguished from the modern theatre with the type of styles (Wallis and Shepherd, 2004: P.52-P.60). The industry separation, media beliefs and modernization influences drama performances (Wallis and Shepherd, 2004: P.60). This innovative theatre performance standard needs a distinct opinion from the audience but in postmodern theatre; Aristotles liberating idea revives radical unimportance. Artistic knowledge also develops entirely relating to the meaning-making development (Kershaw, 1999: P.12). Postmodern audience is furthermore appealed to go past this meaning-making development like how postmodern theatre is obligated to go past discussion advancements in demonstrating ideology into routine and back to ideology for it to be capable to articulate itself. Postmodern theatre compels the audience to continually assume an important attitude in observing. Meaning-making and communication invention in postmodern theatre is never a basic individual connection awareness form. Postmodern performances are then demonstrated with habitual interruptions in the audiences rational development with a careful attitude regarding communication partiality. Brechtian Aesthetics, Language and Post-Modernity Bertolt Brecht was perhaps a highly symbolic individual in dramatic artistics during the last century. His analysis of Aristotles extended recognized example and his later investigation and invention of the alienation effect or the distancing effect as people sometimes call it as well as his innovative style of theatre called, the Epic Theatre has modernized the style to dramatic custom and many statuses when it comes to creative talents. It has turned out to be idolized in its personal claim during the course of the sphere (Banham, 2000: p.261). Jameson shortens the alienation effect as The V-Effect as it is originally known in German as Verfremdungseffekt (Jameson, 2000: p.11, p.85). Jameson has specified certain elements in the alienation effect as it is most importantly implied as an inner experience where the creative show gets the audience into understanding the sphere in odd traditions. The methodical element of the alienation effect is situated in the show presentation and it s dramatization where the engagements of items and the positioning of performers are structured to dismay what the audience looks forward to in the theatre. Another element of the alienation effect and imaginably the highly alienating is carried out across the effort to separate the audience from the drama by shutting down and turning down support and compassion (Jameson, 2000: p.39). The reason for this is because it is aimed to make a vital gap so that the audience is capable to imagine throughout the show presentation in order for them to take action once it finishes. For Jameson, the doubt around the objective of denying and disagreeing the affecting link includes a different stage of alienation to Brechts work (Jameson, 2000: p.52). The reviewers along with the audience are incapable of making their minds up of the alienation effect objective and they are so alienated from their knowledge theory protection. So here situates with the instructive carries across of the alienation effect that is primary to what Brecht called the, instructive theatre (Willett and Brecht, 1964: p.71). The instructive theatre is when the audience is stimulated of finding for additional communications of understanding, explanation, criticisms, narratives and further critically to make the sphere once again. That is why it pours out of the previous constitutions of the alienation effect which is possible as the instructive revelation that has peoples requirement is beyond the past. Everything is not normal, destined, fixed or emotional characteristically in direction of a permanent conclusion in particular when every practical characteristic of peoples lives makes the stage up for their individuals show presentations which have to do with organizations providing educations that are variable. The particular character appears on or after following the disguise of the independence as soon as the sphere is formed oddly to people such as the demonstration of theatre that is made by the moving of sets on stage. It was looked as constant some time ago as it is recently established as curtailed, fragmentary, hypothetical and crucial. To run through and sum up, alienation is another word for estrangement and Brecht said, Estrangement means to historicize, that is, consider people and incidents as historically conditioned and transitory. (Ewen, 1967: p.222) That means the audience will not see the characters on stage anymore as they are not stimulus, unchangeable and vulnerable in bringing above to their outcome. The radical objectives of Brechtian alienation that puts across around instructive theatre must be compared with the acceptance of a natural past that permits no other course of action and in that way introduces the forthcoming events as a present unlikelihood. Instructive theatre separates the daily petrified and insensible reality (Willett and Brecht, 1964: p.71). The practicality of Brechts alienating effect holds people to the instructive characteristic o f performance that has the realistic outcome of separating that philosophical explanation of the modern public realism. For Brecht, the alienating work characteristic is exactly its proposal to the idea which the sphere could be otherwise (Jameson, 2000: p.39). When it comes to alienation, people carry on and finish a helpful ancient story through uncovering the likelihood of revitalizing, restructuring and modernizing the sphere (Philosophy of Education Society, 2002: p.186). Splitting the times that have gone by across extracts is one example and that is why it is unsuccessful when it never found the impression for the influence of the likely undevelopment in the constant contemporary. Jameson has ran through the checking development amount which consists of dividing the times that have gone by in that modern performances are designed simultaneously from elements of the previous performances where the entire surface objective of an era outwardly further than history and alteration as it gives in to an initial logical unstructured one prior to succeeding at a genuine modern and common united modernization reestablishment (Buchanan, 2006: p.42). The importance is on the modern drive unclassified and unconfined by the alienation effect which is articulated in the artistic influence of extracting, dividing, classifying and transplanting the frightened and fixed sphere. However, Brechts disputes and peoples importance have collapsed further down the analysis by famous postmodern cultural critics and mass media philosophers with the information time of life start and its influential issues on the topic of how about they corresponds. Culture and civilization can decide the Brechtian artistics and visuals importance by supporting the contemporary interpretation and the social and literary creation styles. The dramatic artistics and visuals main rule was credited to Aristotle in the middle of others up to Brecht and it is particularly in Brechts poetics (Bennett, 199 7: p.24), (Suvin, 1984: p.115). Aristotle had a very particular introduction for popular theatre that consists of the three unities of time, action and place (Brockmann, 2010: p.295). Aristotle thought that theatre ought to keep a life experience in its substance for the audience to recognize by means of it and remain stimulated by way of it afterwards. He also wanted this idea to have a successively feeling to the changed pardoning of catharsis. Brecht appeared during the 1920s and as he grew up, he established his artistic and visual in the course of the 1930s that opposed a lot of Aristotles extended recognized unities (Thomson and Sacks, 2006: p.209, p.212). Brecht alternatively chose to look theatre over as a modern type and not a changeable knowledge beyond catharsis but instead to some degree is increasingly crucial to work the audience into reacting by moving themselves away after the performance to imagine and believe rather than feeling. Brecht advised that the mental stat e of disappointment and understanding represented as difficulties to an important manifestation while Aristotle disputed that a central character must be an understanding character who has power over an unfortunate error with the purpose of bearing for them (Shaffer, 1992: p.123), (Hiltunen, 2002: p.46). Furthermore, Brecht reflects on the public procedures and understanding despite the fact that Aristotle asserts that the plays central point is a particular characters hamartia (Shaffer, 1992: p.120-p.121). Brecht supports his alienation effect as a method that upsets the audience by way of an ostensibly surprising and odd action and image whereas Aristotle highlights the poetic continuity categorization. Brechts aim and objective is to have the audience vitally separate themselves from the play and estimate the public and shared perspective. He also wanted them to achieve in addition of an extra demand to action than a passionate liberation. Culture and art was very influenced by t he scientific developments in interaction very remarkably with the television and the knowledge era over the last four decades. Cultural critics have asked issues of how reality was represented in the simulation era as these skills and scientific developments turned out to be more and more dominant. Jean Baudrillard was one of the many theorists who believed that a move in the realistic realism style had followed. This claim has been introduced even though it is not clearly to a standard and natural Brechtian artistics and visuals significant analysis that disputes that the representation is a traditionally represented clue and it is itself an Aristotle contradiction idea which explains that a representation is an unchangeable reality. Reality is additionally a variable unit and it is needful on certain elements which are only observed highly by the media with Baudrillard along with his contemporaries (Baudrillard and Poster, 2001: p.149). The realitys pastiche is no longer an indic ation and it is made aware by its clear difference of the formation and the initial analogue. The interpretation in the knowledge era is not so evident in an affiliation anymore if it is to find Aristotles concept of peoples facts or Brechts concept of public fact while theatre in Brechts time and period was evidently defined as an expression means for the factual. Baudrillard also thought that representation does not happen to be present anymore and it also does not influence an allusive characteristic anymore as that is all people have to behave (Pawlett, 2007: p.87). This contradicts Brechts artistic and visual ideas that are centred on confronting public realism as the result of the characteristic imaginable of representations made on stage. Brecht could not have quite estimated these theatrical variations in the manner that people have to do with reality. The postmodern condition uniqueness and distinctiveness is important to this argument after it advances itself through the s cientific era beginning. Certain concepts and suggestions have claimed the postmodern condition artistic and visual unique and distinctiveness but there are several that constantly reverberate which consist of analysis and critique as an aesthetics search and the philosophy analysis. On the other hand, analysis and critique is an ideology that generally links with grammatologist (Taylor and Winquist, 2003: p.164). Jean-Francois Lyotard also disputes that culture was additionally unified by political hegemony (Strand and Le Hir, 2000: p.149). Brechts artistic and visual is clearly established on a distinct set of beliefs. His epic theatre and alienating effect theory are entirely embedded with Marxism and this not just a political basis but it is one of the majority generalizing theories of contemporary Western concept (Reis, 1993: p.136). The Marxist artistic and visual is very consolidated and it is political and diplomatic as it is against the market as an important aspect in peop les works. This aim and objective is similar to Brechts aim and objective as it has to do with basic transformation which brings a technique down and replaces it with a pristine conceptual and philosophical theory and traditions. The alienating effect supports this theory by establishing a theatre type which carries out the surprises to reduce the vital distance that is centred on the theory of the reality in an understandable point and focus in mental reality (Jameson, 2000: p.84). The philosophy, aesthetics, analysis and critique tradition and presentation dispute this idea to distancing and not engaging to support a different purpose and theme which additionally continues critical hegemonic probabilities such as fascism. The connection, purpose and theme mix altogether and as the result of that, it eliminates their double reality which confuses the view but it eventually directs an extra gentle and genuine judgment (Jameson, 2000: p.21). On the other hand, it is not necessary to entirely ignore Brechts theories as they support importance contemporarily in spite of the basic move in the purpose and theme connection, interpretation, philosophical and moral basis. There are also some tactics and approaches for Brechts theatre which really appear to suit very suitably in the postmodern condition and its artistics method (Wright, 1989: p.135). Brechts leftover utilization can be clearly linked to the suitable movements of the scientific era and the market culture and civilization even if it is used with the focused of essential distancing. The point that Brecht employs a dramatic plan that breaks itself for the alienation effect can presently be recontextualized to fulfil the postmodern artistic range (New Observations Publications Incorporated, 1985: p.47). If the alienation effect is secluded, it could clearly be accredited to Brechtian techniques. The artistic could clearly be disputed as postmodern even if his dramatic techniques are centred on theories with reference to entirety but unfortunately Brechts dramatic custom would turn out to be very contradictory if this were the issue (Trussler and Barker, 2002: p.326). It would also not stimulate public engagement anymore but only satisfy a culture and civilization which are driven for strong media and reducing the characterless. Dramatic performances in media should be reconsidered with television and digital media on the internet as the main source of interaction in the postmodern age. The creativities determining the amount rupture, the reality investigation and the theme loss could appear to reduce Brecht and every theatre conventions. However, this is just the start of the era and by way of it occurs in every basic and principle; the theories are predominant and forceful just as similar as Brechtian theatre. Maybe a further explained contemporary media outcome result will appear from the sense of modification and the remnants of it will be capable for directing the theatre role as well as Brechts theatre in the future. Fantasy Brecht views performers as a suitable representation because they market and promote an invented dignity set to the audience that feels an emotional blast causing a demonstrative climax but however, the audience has previously felt the utmost demonstrative finish at the end of the performance. This involves the recollection which follows by the certain plot outcome. The audience has no alternative but to avoid the fast diminishing recollection of their theatrical stimulation and revert to the small actual representation which looks out for them beyond the theatre inside. This is Brechts critical style of Aristotles catharsis. Brecht also wanted the audience to see the characters as part of a bigger issue rather than revolving around the specific difficulty (Heinen and Weber, 2010: p.13). His alienation effect ideology was made to stop the audience from understanding the characters on stage and it would make his aim and objective realistic. In his own words, Brecht said, Estrangement means to historicize, that is, consider people and incidents as historically conditioned and transitory. The spectator will no longer see the characters on stage as unalterable, uninfluenceable, helplessly delivered over to their fate. He will see that his man is such and such, because circumstances are such. And circumstances are such, because man is such. But he in turn is conceivable not only as he is now, but also as he might be that is, otherwise and the same holds true for circumstances. Hence, the spectator obtains a new attitude in the theatre. He will be received in the theatre as the great transformer, who can intervene in the natural processes and the social processes, and who no longer accepts the world but masters it. (Ewen, 1967: p.222) Aristotelian theatre has understood the well designed theatrical production, advanced character occurrence and delay of doubt. Brecht created Epic Theatre which consist the plot viewed in a sporadic manner as there is very insufficient cause and effect of the character progress and scene sequences is collective (Benjamin, 2003: p.6). On the other hand, the alienation effect identifies with explanation, impartiality, neutrality and it gets around feelings. Brecht attempted to succeed distancing in so many ways as he made the action representative, cruel and complete. The action for Brecht is direct which lacks the conclusion as every scene sequence is conclude inside it and it is dramatically understood to stop the misconception feeling (Jones, 1987: p.105). So as a result in Brechts Epic Theatre adaptation, Brecht not only aimed to aggravate the audience into changing culture by reconsidering mutual theory. He also wanted the audience to see the characters in the theatre performance as part of a bigger and further essential unity. He used his Alienation Effect ideology to that influence. For Brecht, the difference of theatre and existence and the performer and observer is unclear and constricted which makes it eas ier for the theatre production conclusion to be left in charge of every audience participant (Reis, 1993: p.136). Furthermore, the audience is left in sensitive condition height at the theatre production conclusion in Brechts catharsis style. The audience have to furthermore do something in opposition to the public issue which was introduced to them for finishing the demonstrative purification (Barranger, 2006: p.123). The move from realism to hyper-realism happens when the representation interpretation succumbs to simulation. The simulation scene is a distancing exterior that permits for no theatre production representation of comparison and the entire sphere it provides and characterizes. The essential world, its very infinity and hugeness is nothing more than the simulation of these importances that is a simulacrum which present a limitation approach as it controls and restrains the spaceless understanding and the partial procedure sphere from a Brechts point of view. The distanc ing fades away into closeness and existence turns out to be a simplicity and simultaneity condition. People might still come across something similar to Lyotards theory of passibility (Crockett, 2001: p.49). Lyotard expresses this conflict as an effort to change modernity to move complication and purpose by transcribing beyond the theories of its telos (Holmes, 1997: p.175). He suggests a concept he called, Working Through as opposed to modernitys guided creation which is a free theatre performance as opposed to tactical theatre performance (Malpas, 2003: p.119). Brecht and Lyotard had one thing in common. Both of them agreed that the appeal to avoid the control of a complete method pushed in direction of its individual beliefs and ahead of it whilst being in different realms in numerous concerns. In Lyotards own words, he said, Being prepared to receive what thought is not prepared to think is what deserves the name of thinking. (Williams, Crome and Lyotard, 2006: p.277) Neverthele ss, modernist works are limited and separate units for every free theatre performance in them that is just what the conventional culture organization empathizes (Murphy, 1999: p.30). The innovative modernity that is existent to this problem was overcome by political and diplomatic historical past. However, postmodernity is encountered with these circumstances and will then take the separate exit (Frascina, 1992: p.97). If the culture work is surely a commodity then it may also confess on it because the commodity as the instinctively copy argument forces the commodity out. Postmodernist culture will end its individual limits and turn out to be comparable by means of normal commodified existence in an ironic explanation on the modern work whose constant arguments and changes in any circumstances understand no recognized limits which are not continuously doing wrong (Bell and Le May, 1993: p.175), (Eagleton, 1986: p.141). If every work of art can be corrected by the decision direction, then it is boldly better to anticipate this outcome rather than reluctantly enduring it which by this time is a commodity that can keep from commodification. Postmodernist culture will give a downgraded respond to certain selectivity by fixing itself in the ground if the elevated modernist work was established in the concept (Harris and Frascina, 1992: p.97), (Eagleton, 1986: p.141). However, Brecht has commented this theory as a beginning after the bad new things instead of a beginning after the good old