Eating Healthy With a Busy Lifestyle Essay

A lot of people feel trapped by their busy lifestyles when they’re trying to eat healthy. After all, who has time to cook when they need to commute two hours each way, pick the kids up from school, and do the laundry? Eating healthy with a busy lifestyle does not have to be complicated. Here are a few steps that can help you eat well even when you’re constantly crunched for time. 1) Simplify Your Diet One of the easiest ways to eat healthier when you’re strapped for time is to simplify your diet. You might want to have that fancy curry reciple you’ve just learned, but do you really have the time for it? Stick to the basics of what you like, buy them in bulk, and mix those up over the week in a few basic meals. You’ll be surprised at how much you actually like simple foods. For instance, one of my favorite meals for lunch is a simple microwaved baked potato with some sunny side up eggs. It might sound weird, but it definitely gets the job done and is healthy and quick to boot! If you’re not into cooking at all and eat out for every meal (tsk tsk) the following tip will probably help you much more. 2) Eating Out Like a Pro! Not everyone has time to make a baked potato and eggs. Some people don’t even enjoy cooking at all! In order to eat healthy while eating out, you really only need to ask yourself the following question: Is what I’m eating something that someone from the 1940s would eat? Think about it in terms of how processed the food is and how big the portion size is. There weren’t too many obese people back then, so they must have been doing something right! Portion size should be about what you can fit in both of your hands (unless you have freakishly small/large hands). Also, when you eat out DRINK WATER! In the San Francisco Bay Area eating out like a pro has been drastically simplified as everything has calorie listings. I tend to go for whatever has the highest food volume to calorie ratio. 3) Carry Food With You! It isn’t terribly hard to carry some good healthy snacks with you. Carry some nuts (unless you’re allergic, because then you would die) and eat a few every time you feel like you’re getting hungry in between meals. A hand full of nuts can go a LONG way in keeping you satiated. Fruits are also delicious, healthy, and portable snack foods. I always carry two or three bananas with me along with some almonds in case I get the munchies. For you extreme folks out there you can resort to carrying canned goods in your car (along with a can opener if you cant open cans with your mind bullets). A lot of canned goods last forever and are actually pretty good for you (especially the low sodium variety). Photo Credit healthy enteraining platter 1 image by Brett Mulcahy from Fotolia.comA busy lifestyle may leave you little time to cook and eat healthy meals. According to Jeannette Bessinger and Tracee Yablon-Brenner, authors of â€Å"Simple Food for Busy Families: The Whole Life Nutrition Approach,† it is possible to eat a diet filled with nutritious foods even when you are busy with a career and family. A few simple changes will allow you to create cooking and eating routines that focus on a variety of healthy ingredients. Prepare meals ahead of time. Take a few hours on a weekend afternoon to make soup, chili or pasta dishes, for example. Portion them out into freezer safe containers and freeze them. Focus on cooking with healthy ingredients, such as fresh vegetables, sodium-free canned beans and whole wheat pasta. Pull out one meal each evening for a quick and healthy way to feed your family. Sponsored Links Lose Weight in 1 Session?Lose upto 10cms in a single session Or get your Money Back!BizzyBody2u.com Step 2 Keep healthy snacks bagged and ready to go. Cut up fresh fruits and vegetables and store them in individual serving sizes. Portion out small amounts of nuts, seeds, dried fruits or air-popped popcorn. Grab a couple healthy snacks as you leave each morning to have a nutritious food choice on hand no matter how busy you get. Step 3 Pack your lunch everyday. Put several healthy foods into a lunchbox to help you avoid the fast food line when hunger strikes, recommends Sharon Jean Wiginton, author of â€Å"Abounding Health Naturally.† Make sandwiches with plenty of vegetables on whole wheat bread or wraps made with whole wheat tortillas. Pack one or two pieces of fruit or one or two servings of vegetables to round out the meal. Step 4 Make a smoothie to take with you when you are on the go. Place your favorite fruits along with low-fat plain yogurt and ice cubes into a blender and blend until smooth. Pour into a portable cup to drink as you go about your day, suggests Wiginton. Step 5 Look up restaurant menus ahead of time to help you choose the healthiest meals when you eat out. Search for nutrition information from the place you plan to eat and make your meal decision before you arrive. Stick to your choices by ordering without looking at the menu again. Sponsored Links Weight Loss TreatmentVery Effective, Safe & Affordable. At Klinik Mediviron Wisma UOA, KLwww.MedivironUOA.com Standard Chartered CardEnjoy up to RM300 CashBack when you apply for a Credit Card online.StandardChartered.com.my/CreditCard Childhood Obesity FactsSee Facts on Childhood Obesity. Symptoms, Treatments & More Here.symptomfind.com/ChildhoodObesity Cheap Supplements OnlineLow price for Whey Protein, BCAA, Loose weight & Kinesio Strappingwww.MyFitness.my Tips and Warnings Pack lunches the night before. Get your lunch and your children’s lunches ready ahead of time so everyone has a healthy meal ready to eat. Stash a few snacks in your purse, bag or car so there is always a healthy option when you are hungry. Do not eat while you are driving because it may increase the risk of an accident. Keep foods in the car but wait until you reach your destination to eat them.

A Game of Thrones Chapter Forty-three

Eddard Through the high narrow windows of the Red Keep's cavernous throne room, the light of sunset spilled across the floor, laying dark red stripes upon the walls where the heads of dragons had once hung. Now the stone was covered with hunting tapestries, vivid with greens and browns and blues, and yet still it seemed to Ned Stark that the only color in the hall was the red of blood. He sat high upon the immense ancient seat of Aegon the Conqueror, an ironwork monstrosity of spikes and jagged edges and grotesquely twisted metal. It was, as Robert had warned him, a hellishly uncomfortable chair, and never more so than now, with his shattered leg throbbing more sharply every minute. The metal beneath him had grown harder by the hour, and the fanged steel behind made it impossible to lean back. A king should never sit easy, Aegon the Conqueror had said, when he commanded his armorers to forge a great seat from the swords laid down by his enemies. Damn Aegon for his arrogance, Ned thought sullenly, and damn Robert and his hunting as well. â€Å"You are quite certain these were more than brigands?† Varys asked softly from the council table beneath the throne. Grand Maester Pycelle stirred uneasily beside him, while Littlefinger toyed with a pen. They were the only councillors in attendance. A white hart had been sighted in the kingswood, and Lord Renly and Ser Barristan had joined the king to hunt it, along with Prince Joffrey, Sandor Clegane, Balon Swann, and half the court. So Ned must needs sit the Iron Throne in his absence. At least he could sit. Save the council, the rest must stand respectfully, or kneel. The petitioners clustered near the tall doors, the knights and high lords and ladies beneath the tapestries, the smallfolk in the gallery, the mailed guards in their cloaks, gold or grey: all stood. The villagers were kneeling: men, women, and children, alike tattered and bloody, their faces drawn by fear. The three knights who had brought them here to bear witness stood behind them. â€Å"Brigands, Lord Varys?† Ser Raymun Darry's voice dripped scorn. â€Å"Oh, they were brigands, beyond a doubt. Lannister brigands.† Ned could feel the unease in the hall, as high lords and servants alike strained to listen. He could not pretend to surprise. The west had been a tinderbox since Catelyn had seized Tyrion Lannister. Both Riverrun and Casterly Rock had called their banners, and armies were massing in the pass below the Golden Tooth. It had only been a matter of time until the blood began to flow. The sole question that remained was how best to stanch the wound. Sad-eyed Ser Karyl Vance, who would have been handsome but for the winestain birthmark that discolored his face, gestured at the kneeling villagers. â€Å"This is all the remains of the holdfast of Sherrer, Lord Eddard. The rest are dead, along with the people of Wendish Town and the Mummer's Ford.† â€Å"Rise,† Ned commanded the villagers. He never trusted what a man told him from his knees. â€Å"All of you, up.† In ones and twos, the holdfast of Sherrer struggled to its feet. One ancient needed to be helped, and a young girl in a bloody dress stayed on her knees, staring blankly at Ser Arys Oakheart, who stood by the foot of the throne in the white armor of the Kingsguard, ready to protect and defend the king . . . or, Ned supposed, the King's Hand. â€Å"Joss,† Ser Raymun Darry said to a plump balding man in a brewer's apron. â€Å"Tell the Hand what happened at Sherrer.† Joss nodded. â€Å"If it please His Grace—† â€Å"His Grace is hunting across the Blackwater,† Ned said, wondering how a man could live his whole life a few days ride from the Red Keep and still have no notion what his king looked like. Ned was clad in a white linen doublet with the direwolf of Stark on the breast; his black wool cloak was fastened at the collar by his silver hand of office. Black and white and grey, all the shades of truth. â€Å"I am Lord Eddard Stark, the King's Hand. Tell me who you are and what you know of these raiders.† â€Å"I keep . . . I kept . . . I kept an alehouse, m'lord, in Sherrer, by the stone bridge. The finest ale south of the Neck, everyone said so, begging your pardons, m'lord. It's gone now like all the rest, m'lord. They come and drank their fill and spilled the rest before they fired my roof, and they would of spilled my blood too, if they'd caught me. M'lord.† â€Å"They burnt us out,† a farmer beside him said. â€Å"Come riding in the dark, up from the south, and fired the fields and the houses alike, killing them as tried to stop them. They weren't no raiders, though, m'lord. They had no mind to steal our stock, not these, they butchered my milk cow where she stood and left her for the flies and the crows.† â€Å"They rode down my ‘prentice boy,† said a squat man with a smith's muscles and a bandage around his head. He had put on his finest clothes to come to court, but his breeches were patched, his cloak travel-stained and dusty. â€Å"Chased him back and forth across the fields on their horses, poking at him with their lances like it was a game, them laughing and the boy stumbling and screaming till the big one pierced him clean through.† The girl on her knees craned her head up at Ned, high above her on the throne. â€Å"They killed my mother too, Your Grace. And they . . . they . . . † Her voice trailed off, as if she had forgotten what she was about to say. She began to sob. Ser Raymun Darry took up the tale. â€Å"At Wendish Town, the people sought shelter in their holdfast, but the walls were timbered. The raiders piled straw against the wood and burnt them all alive. When the Wendish folk opened their gates to flee the fire, they shot them down with arrows as they came running out, even women with suckling babes.† â€Å"Oh, dreadful,† murmured Varys. â€Å"How cruel can men be?† â€Å"They would of done the same for us, but the Sherrer holdfast's made of stone,† Joss said. â€Å"Some wanted to smoke us out, but the big one said there was riper fruit upriver, and they made for the Mummer's Ford.† Ned could feel cold steel against his fingers as he leaned forward. Between each finger was a blade, the points of twisted swords fanning out like talons from arms of the throne. Even after three centuries, some were still sharp enough to cut. The Iron Throne was full of traps for the unwary. The songs said it had taken a thousand blades to make it, heated white-hot in the furnace breath of Balerion the Black Dread. The hammering had taken fifty-nine days. The end of it was this hunched black beast made of razor edges and barbs and ribbons of sharp metal; a chair that could kill a man, and had, if the stories could be believed. What Eddard Stark was doing sitting there he would never comprehend, yet there he sat, and these people looked to him for justice. â€Å"What proof do you have that these were Lannisters?† he asked, trying to keep his fury under control. â€Å"Did they wear crimson cloaks or fly a lion banner?† â€Å"Even Lannisters are not so blind stupid as that,† Ser Marq Piper snapped. He was a swaggering bantam rooster of a youth, too young and too hot-blooded for Ned's taste, though a fast friend of Catelyn's brother, Edmure Tully. â€Å"Every man among them was mounted and mailed, my lord,† Ser Karyl answered calmly. â€Å"They were armed with steel-tipped lances and longswords, with battle-axes for the butchering.† He gestured toward one of the ragged survivors. â€Å"You. Yes, you, no one's going to hurt you. Tell the Hand what you told me.† The old man bobbed his head. â€Å"Concerning their horses,† he said, â€Å"it were warhorses they rode. Many a year I worked in old Ser Willum's stables, so I knows the difference. Not a one of these ever pulled a plow, gods bear witness if I'm wrong.† â€Å"Well-mounted brigands,† observed Littlefinger. â€Å"Perhaps they stole the horses from the last place they raided.† â€Å"How many men were there in this raiding party?† Ned asked. â€Å"A hundred, at the least,† Joss answered, in the same instant as the bandaged smith said, â€Å"Fifty,† and the grandmother behind him, â€Å"Hunnerds and hunnerds, m'lord, an army they was.† â€Å"You are more right than you know, goodwoman,† Lord Eddard told her. â€Å"You say they flew no banners. What of the armor they wore? Did any of you note ornaments or decorations, devices on shield or helm?† The brewer, Joss, shook his head. â€Å"It grieves me, m'lord, but no, the armor they showed us was plain, only . . . the one who led them, he was armored like the rest, but there was no mistaking him all the same. It was the size of him, m'lord. Those as say the giants are all dead never saw this one, I swear. Big as an ox he was, and a voice like stone breaking.† â€Å"The Mountain!† Ser Marq said loudly. â€Å"Can any man doubt it? This was Gregor Clegane's work.† Ned heard muttering from beneath the windows and the far end of the hall. Even in the galley, nervous whispers were exchanged. High lords and smallfolk alike knew what it could mean if Ser Marq was proved right. Ser Gregor Clegane stood bannerman to Lord Tywin Lannister. He studied the frightened faces of the villagers. Small wonder they had been so fearful; they had thought they were being dragged here to name Lord Tywin a red-handed butcher before a king who was his son by marriage. He wondered if the knights had given them a choice. Grand Maester Pycelle rose ponderously from the council table, his chain of office clinking. â€Å"Ser Marq, with respect, you cannot know that this outlaw was Ser Gregor. There are many large men in the realm.† â€Å"As large as the Mountain That Rides?† Ser Karyl said. â€Å"I have never met one.† â€Å"Nor has any man here,† Ser Raymun added hotly. â€Å"Even his brother is a pup beside him. My lords, open your eyes. Do you need to see his seal on the corpses? It was Gregor.† â€Å"Why should Ser Gregor turn brigand?† Pycelle asked. â€Å"By the grace of his liege lord, he holds a stout keep and lands of his own. The man is an anointed knight.† â€Å"A false knight!† Ser Marq said. â€Å"Lord Tywin's mad dog.† â€Å"My lord Hand,† Pycelle declared in a stiff voice, â€Å"I urge you to remind this good knight that Lord Tywin Lannister is the father of our own gracious queen.† â€Å"Thank you, Grand Maester Pycelle,† Ned said. â€Å"I fear we might have forgotten that if you had not pointed it out.† From his vantage point atop the throne, he could see men slipping out the door at the far end of the hall. Hares going to ground, he supposed . . . or rats off to nibble the queen's cheese. He caught a glimpse of Septa Mordane in the gallery, with his daughter Sansa beside her. Ned felt a flash of anger; this was no place for a girl. But the septa could not have known that today's court would be anything but the usual tedious business of hearing petitions, settling disputes between rival holdfasts, and adjudicating the placement of boundary stones. At the council table below, Petyr Baelish lost interest in his quill and leaned forward. â€Å"Ser Marq, Ser Karyl, Ser Raymun—perhaps I might ask you a question? These holdfasts were under your protection. Where were you when all this slaughtering and burning was going on?† Ser Karyl Vance answered. â€Å"I was attending my lord father in the pass below the Golden Tooth, as was Ser Marq. When the word of these outrages reached Ser Edmure Tully, he sent word that we should take a small force of men to find what survivors we could and bring them to the king.† Ser Raymun Darry spoke up. â€Å"Ser Edmure had summoned me to Riverrun with all my strength. I was camped across the river from his walls, awaiting his commands, when the word reached me. By the time I could return to my own lands, Clegane and his vermin were back across the Red Fork, riding for Lannister's hills.† Littlefinger stroked the point of his beard thoughtfully. â€Å"And if they come again, ser?† â€Å"If they come again, we'll use their blood to water the fields they burnt,† Ser Marq Piper declared hotly. â€Å"Ser Edmure has sent men to every village and holdfast within a day's ride of the border,† Ser Karyl explained. â€Å"The next raider will not have such an easy time of it.† And that may be precisely what Lord Tywin wants, Ned thought to himself, to bleed off strength from Riverrun, goad the boy into scattering his swords. His wife's brother was young, and more gallant than wise. He would try to hold every inch of his soil, to defend every man, woman, and child who named him lord, and Tywin Lannister was shrewd enough to know that. â€Å"If your fields and holdfasts are safe from harm,† Lord Petyr was saying, â€Å"what then do you ask of the throne?† â€Å"The lords of the Trident keep the king's peace,† Ser Raymun Darry said. â€Å"The Lannisters have broken it. We ask leave to answer them, steel for steel. We ask justice for the smallfolk of Sherrer and Wendish Town and the Mummer's Ford.† â€Å"Edmure agrees, we must pay Gregor Clegane back his bloody coin,† Ser Marq declared, â€Å"but old Lord Hoster commanded us to come here and beg the king's leave before we strike.† Thank the gods for old Lord Hoster, then. Tywin Lannister was as much fox as lion. If indeed he'd sent Ser Gregor to burn and pillage—and Ned did not doubt that he had—he'd taken care to see that he rode under cover of night, without banners, in the guise of a common brigand. Should Riverrun strike back, Cersei and her father would insist that it had been the Tullys who broke the king's peace, not the Lannisters. The gods only knew what Robert would believe. Grand Maester Pycelle was on his feet again. â€Å"My lord Hand, if these good folk believe that Ser Gregor has forsaken his holy vows for plunder and rape, let them go to his liege lord and make their complaint. These crimes are no concern of the throne. Let them seek Lord Tywin's justice.† â€Å"It is all the king's justice,† Ned told him. â€Å"North, south, east, or west, all we do we do in Robert's name.† â€Å"The king's justice,† Grand Maester Pycelle said. â€Å"So it is, and so we should defer this matter until the king—† â€Å"The king is hunting across the river and may not return for days,† Lord Eddard said. â€Å"Robert bid me to sit here in his place, to listen with his ears, and to speak with his voice. I mean to do just that . . . though I agree that he must be told.† He saw a familiar face beneath the tapestries. â€Å"Ser Robar.† Ser Robar Royce stepped forward and bowed. â€Å"My lord.† â€Å"Your father is hunting with the king,† Ned said. â€Å"Will you bring them word of what was said and done here today?† â€Å"At once, my lord.† â€Å"Do we have your leave to take our vengeance against Ser Gregor, then?† Marq Piper asked the throne. â€Å"Vengeance?† Ned said. â€Å"I thought we were speaking of justice. Burning Clegane's fields and slaughtering his people will not restore the king's peace, only your injured pride.† He glanced away before the young knight could voice his outraged protest, and addressed the villagers. â€Å"People of Sherrer, I cannot give you back your homes or your crops, nor can I restore your dead to life. But perhaps I can give you some small measure of justice, in the name of our king, Robert.† Every eye in the hall was fixed on him, waiting. Slowly Ned struggled to his feet, pushing himself up from the throne with the strength of his arms, his shattered leg screaming inside its cast. He did his best to ignore the pain; it was no moment to let them see his weakness. â€Å"The First Men believed that the judge who called for death should wield the sword, and in the north we hold to that still. I mislike sending another to do my killing . . . yet it seems I have no choice.† He gestured at his broken leg. â€Å"Lord Eddard!† The shout came from the west side of the hall as a handsome stripling of a boy strode forth boldly. Out of his armor, Ser Loras Tyrell looked even younger than his sixteen years. He wore pale blue silk, his belt a linked chain of golden roses, the sigil of his House. â€Å"I beg you the honor of acting in your place. Give this task to me, my lord, and I swear I shall not fail you.† Littlefinger chuckled. â€Å"Ser Loras, if we send you off alone, Ser Gregor will send us back your head with a plum stuffed in that pretty mouth of yours. The Mountain is not the sort to bend his neck to any man's justice.† â€Å"I do not fear Gregor Clegane,† Ser Loras said haughtily. Ned eased himself slowly back onto the hard iron seat of Aegon's misshapen throne. His eyes searched the faces along the wall. â€Å"Lord Beric,† he called out. â€Å"Thoros of Myr. Ser Gladden. Lord Lothar.† The men named stepped forward one by one. â€Å"Each of you is to assemble twenty men, to bring my word to Gregor's keep. Twenty of my own guards shall go with you. Lord Beric Dondarrion, you shall have the command, as befits your rank.† The young lord with the red-gold hair bowed. â€Å"As you command, Lord Eddard.† Ned raised his voice, so it carried to the far end of the throne room. â€Å"In the name of Robert of the House Baratheon, the First of his Name, King of the Andals and the Rhoynar and the First Men, Lord of the Seven Kingdoms and Protector of the Realm, by the word of Eddard of the House Stark, his Hand, I charge you to ride to the westlands with all haste, to cross the Red Fork of the Trident under the king's flag, and there bring the king's justice to the false knight Gregor Clegane, and to all those who shared in his crimes. I denounce him, and attaint him, and strip him of all rank and titles, of all lands and incomes and holdings, and do sentence him to death. May the gods take pity on his soul.† When the echo of his words had died away, the Knight of Flowers seemed perplexed. â€Å"Lord Eddard, what of me?† Ned looked down on him. From on high, Loras Tyrell seemed almost as young as Robb. â€Å"No one doubts your valor, Ser Loras, but we are about justice here, and what you seek is vengeance.† He looked back to Lord Beric. â€Å"Ride at first light. These things are best done quickly.† He held up a hand. â€Å"The throne will hear no more petitions today.† Alyn and Porther climbed the steep iron steps to help him back down. As they made their descent, he could feel Loras Tyrell's sullen stare, but the boy had stalked away before Ned reached the floor of the throne room. At the base of the Iron Throne, Varys was gathering papers from the council table. Littlefinger and Grand Maester Pycelle had already taken their leave. â€Å"You are a bolder man than I, my lord,† the eunuch said softly. â€Å"How so, Lord Varys?† Ned asked brusquely. His leg was throbbing, and he was in no mood for word games. â€Å"Had it been me up there, I should have sent Ser Loras. He so wanted to go . . . and a man who has the Lannisters for his enemies would do well to make the Tyrells his friends.† â€Å"Ser Loras is young,† said Ned. â€Å"I daresay he will outgrow the disappointment.† â€Å"And Ser Ilyn?† The eunuch stroked a plump, powdered cheek. â€Å"He is the King's Justice, after all. Sending other men to do his office . . . some might construe that as a grave insult.† â€Å"No slight was intended.† In truth, Ned did not trust the mute knight, though perhaps that was only because he misliked executioners. â€Å"I remind you, the Paynes are bannermen to House Lannister. I thought it best to choose men who owed Lord Tywin no fealty.† â€Å"Very prudent, no doubt,† Varys said. â€Å"Still, I chanced to see Ser Ilyn in the back of the hall, staring at us with those pale eyes of his, and I must say, he did not look pleased, though to be sure it is hard to tell with our silent knight. I hope he outgrows his disappointment as well. He does so love his work . . . â€Å"

A class trip to remember Essay

Contributing nice photographs from our class trip would be the great challenge to complete an album, which is the photomontage and part of parcel of our portfolio assignment. We planned beforehand the journey to Damai Puri Resort and came out with a list of interesting activities and equipment that we will have to bring along. Out of expectation, it was just the start of the disaster that we could never imagine. The class trip was fun, memorable, and enjoyable. The day of the trip began as usual but it was fun enough for us. The fundamental issue of the trip was the transportation to the location. We have insufficient budget and could only rent a mini van. Then, some of us had no choice and were forced to carpool in Bryan’s car. We had a fun riding trip with some card games and singing some trending songs in the car. Then, Yasmin brought up a hot discussion topic and all of us had a really fun time debating over each other’s statement. Not long after that, the entrance of Damai Puri Resort is just right in front of us. Once we arrived at the destination, we immediately settle down in the hotel room. The bus riding brought us an unforgettable memories and we had enjoyed the greatest moment, chitchatting, singing pop songs and laughing together. I noticed that we were already bonded and literally grouped. We then took our first group photo on the beach. By then, we were divided into groups to play around. Damai is indeed a fun place for outdoor activities and the view is superb, one that we could never forget. Nevertheless, the weather was extremely hot and was unsuitable for activities on the beach. So some of us have decided to soak into the pool and just chilling around. Some other girls who were not interested to swim decided to have their girls talk under the coconut trees. The scenes were memorable. After that, it was nearly evening. We have decided to watch the sunset on the beach, it was indeed beautiful. Lik ewise, we enjoyed the strong wind blows, the coconut torso up, I closed my eyes and listened to the relaxing sound of sea waves. It was such an enjoyable moment. By six o’clock, all of us were exhausted. We were already starving but it is still long to our barbeque dinner. Some of us insisted to take the early dinner at the central food court. Those who struggled starvation went there for their early dinner while the committee were busy preparing the barbecue night for the others. During the preparation of the dinner, Celine, one of the committee, shouted.  Apparently, she forgot to bring the necessary equipment and we could not stick to our plan without it. The girls were complaining and conflict arose. The committees were blaming each other too. Meanwhile, another class were also having the barbecue dinner nearby. At that moment, the smartest guys in our class, Julius came out with an idea, which was to borrow the equipment from them after their dining. Fortunately, the idea worked really well. Although the barbecue became our supper but we still enjoy of it. To sum up the trip experiences, I would use the words: memorable, unforgettable and fun! However, our group leader was pretty upset about the conflicts. There are always ups and downs in our life and I hope she is no longer grieving, I also hope that we will have another trip together and I will definitely volunteer to be the leader to bring up the joy to everyone.

Are cloud storage solutions irrelevant for a large organisation of Essay

Are cloud storage solutions irrelevant for a large organisation of 1,500 staff - Essay Example Among these technology products and services, Information Technology (IT) forms a key part, with organisations, irrespective of the sector they are operating, have been incorporating IT in a strong manner, by having a separate IT infrastructure inside the organisation. Although, in-house IT infrastructure is the norm in many large organisations, due to advent of advancing technology services like Cloud Computing and their resultant benefits, virtual IT infrastructure are being considered and also favoured. That is, to complement the in-house infrastructure and even also to maximally replace it, Cloud Computing is being utilized. As this service appears to be a cost-effective, secure, quality enriched, operational effective, etc., it is being used by varied organisations from large ones to the small ones. Thus, the discussion will be on how these Cloud computing solutions can be relevant to a large organisation of 1500 staffs. Cloud computing is the term given to the web-based virtual computer structure, which can host data, softwares as well as other applications, with the organisational employees accessing and utilizing it without the need for the organisation to have an in-house IT structure. â€Å"Cloud computing encompasses any subscription-based or pay-per-use service that, in real time over the Internet, extends ITs existing capabilities by increasing capacity or by adding capabilities on the fly without investing in new infrastructure, training new personnel, or licensing new software.† (Knorr and Gruman 2010).The Cloud architecture that is needed for delivering Cloud Computing to an organisation consist of various hardwares as well as softwares, and these cloud components are categorized as front end and back end. The front end will be set up in the organisation, and includes employees’ computer, servers and the other applications that run in the computer particularly web browser.

Managing Contract Risks Assignment Example | Topics and Well Written Essays - 2500 words

Managing Contract Risks - Assignment Example It is evidently clear from the discussion that contract is a legal agreement which binds parties with the intention of performing obligations in exchange for substantial consideration which is generally done formally in writing or by verbal agreements. It is either bilateral or unilateral. The mutual assent of parties, however, gives rise to obligations between parties involved and breaches thereof are remedied by law either by payment of damages, otherwise known as monetary compensation. As an economic activity, contracts also consider the sociological, anthropological and environmental terms of the agreement. Contract moreover is described as an offer accepted by another party based on the meeting of minds and some evidence showing their mutual assents to discourage ambiguities of terms. The consideration inherent in this agreement is of value in exchange for goods and services that will be rendered or delivered. Such consideration must be sufficient on its own. A contract can be i llustrated in purchase agreements where one party delivers a thing or good in exchange for payment. Other examples can be mirrored in specific performance of services in exchange for just compensation or payment. This is evident in a contract of employment or in case of constructing facilities as in the case of hiring engineers to perform the actual construction. Generally, contracts are made if parties have the legal capacity to make a contract; the purpose is legally warranted and forms are legal; parties have the intention to create legal relations, and mutual consent is adduced. Under the law, the contract can be vitiated when one of the parties of the contract made an irreparable mistake; is legally incapacitated; if contact is exacted out of duress and undue influence; if the contract is done in unconscionability and of misrepresentation; and, contract frustrate the purpose.

Sexual Harassment and Availing Resources to Guardians and Instructors Research Paper

Sexual Harassment and Availing Resources to Guardians and Instructors - Research Paper Example The ethnography is an instrument, often utilized in sociology and anthropology inscription. It recapitulates notes on a certain group of individuals assembled over a period. Ethnography is the scientific depiction of dissimilar ethnicities and traditions. This volume by Pascoe explores the intricate landscape of sexuality and gender distinctiveness in high schools. The exploration is prudent and perceptive. This study took place under a period of eight months in an ethnically assorted working-class high school; River High. This volume illuminates masculinity as a field of denotation as well as a group of social practices. The technique of scrutinizing masculinity is eccentric. Masculinity is not only presented as a gendered procedure but also as a sexual one. In the volume, the ghost of the homosexual becomes a punitive method for regulating heterosexuals. In addition, it regulates the homosexual males as well. The homosexual dialogue is extremely related to gender as well as sexuali ty. Additionally, this volume attempts to delve into both male and female sexuality (Pascoe 3). The volume commences with a scene that underscores the divergent premise of masculinity at River High. The Mr Cougar contest evidently elucidates the intersecting dynamics of ethnicity, bodies, sexuality, gender, social class, and organizational procedures that represent adolescent masculinity in a situation. The setting is perfect for the study of sexual characteristics and sexuality. Two nerds Craig and Brent convert from un-masculine geeks who cannot guard their girlfriends into heterosexual, brawny males. This masculinising procedure occurs via an alteration of bodies, the affirmation of ethnic privilege and portrayal of heterosexuality. This scene depicts that heterosexuality is central to masculinity.  

Marketing Research Essay Example | Topics and Well Written Essays - 1500 words

Marketing Research - Essay Example For ordinary research, the problem definition is comprised of a description of the background situation and the statement of the problem. In the context of market research, particularly in the case of applied market research in a practical setting, problem definition refers to an entirely different process. According to Malhotra (1996), â€Å"Problem definition involves stating the general problem and identifying the specific components of the marketing research problem. Only when the marketing research problem has been clearly defined can research be designed and conducted† (p. 47). Gibson (1998) stated that â€Å"Problem definition is best thought of as solution definition – the selection of a domain likely to be rich in ideas to solve the problem† (p. 5). Most recently, Wild & Diggines (2010) said that â€Å"Problem definition is the most important step in a research project†¦often more important than its solution† (p. 42). As may be deduced, there is no one hard and fast definition of problem definition in market research, except the stress on its importance to effect a solution, and from this therefore it must be said that problem definition should result in an actionable research plan. Malhotra (2011) provides the following diagram and example of a marketing research problem defined: Source: Malhotra (2011, p. ... etermining the various needs of automobile users and the extent to which current product offerings were satisfying those needs.† Note that the broad statement includes the target of the research (i.e., automobile users), the object of research (their needs), and the subject of research (the extent to which the needs were satisfied). To complete the problem definition, the specific components are as follows: Component 1: What needs do buyers of passenger cars, station wagons, and sports utility vehicles seek to satisfy? Component 2: How well do existing automobile product offerings meet these needs? Component 3: Is there a segment of the automobile market whose needs are not being adequately met? Component 4: What automobile features does the segment identified in number 3 desire? Component 5: What is the demographic and psychographic profile of the identified segment? (Malhotra, 2011, 2-17 to 2-18). The problem definition should be neither too wide that the problem becomes vagu e, nor too narrow that important considerations are left out. A well formulated problem definition should be able to answer the following basic questions: (Zikmund & Babin, 2006, p. 122) What is the purpose of the study? How much is already known? Is additional background information necessary? What is to be measured? How? Can the data be made available? Should research be conducted? Can a hypothesis be formulated? As to subject matter, Emanuel H. Demby, formerly of MPI Marketing Research Inc in New York (in Marketing News, 1975, p. 8), marketing problems may be classified into four, namely: Market targets – understanding the who and why of the potential consumer Product positioning – critical benefits that will create a strong edge in the target market Decision-making process – should

The Healthcare Essay Example | Topics and Well Written Essays - 250 words - 2

The Healthcare - Essay Example In an interview with Clay G., Med, Ph.D. classroom teacher at Michelle Jordan, and counselor at Seagoville Elementary School, Dr. Clay mentioned that the most substance used by children in my school is tobacco. He confirmed that Seagoville is in a low socio-economic area in Dallas County and has a prevalence of drug users which these children are exposed to, the kids tend to pick up smoking or using drugs because of the area they live and grew up inside. Due to the low education and increasing poverty in this area, students rarely escape such poverty. Dr. Clay explained that students who use drugs display different behaviors. In addition to mood swings, students are usually jittery, lethargic, depressed, and unable to focus. When these behaviors are noticed by the teacher the parents are invited to meet with a counselor and the child’s teacher. The school counselor in most cases provides weekly lessons to students on any issues related to drug and peer pressure. Schools togeth er with district administrators mostly hold the Red Ribbon Drug Free week, which is a pledge for students not to use drugs. He recommended that the only thing that may help in reducing such drug abuse is early education and funding to increase resources that will help reach all children at a tender age. More commercials have to be designed to show students the effects of drug abuse such as, â€Å"this is your brain on drugs† campaign shown a few years ago, with the person’s brain presented in form of an egg being fried on a pan.

You choose a topic Case Study Example | Topics and Well Written Essays - 750 words - 1

You choose a topic - Case Study Example High cost of drug abuse in work place is also a justification for workplace drug testing. The propensity of drug abuse in work place increases randomly the operational cost in an organization. Drug abuse in workplace reduces employees’ productivity, it also increases the insurance premium, and it as well leads to the increase in the number of employees who are fired or die as a result of drug abuse. Drug abuse in workplace also increases the administrative cost; it leads to decline in employees’ morale, increased theft cases, damage of properties in workplace as well as tarnishing the company public image. All this negative effect affects unconstructively the organization performance. To maintain the required performance in an organization, frequent workplace drug test is extremely critical. Workplace drug testing is also justified by increased conspicuous accidents resulting from drug abuse. The 1982 accident on the USS Nimitz was as a result of workplace drug abuse. Other accidents that are related to workplace drug abuse also include the 1987 locomotive accident which caused death of sixteen people while other 176 were injured. In 1989 large oil tanker spilled million of crude oil into water bodies in Alaska. The split led to the loss of animal life as well as the destruction of social and economic structure in the area. All this accident was a result of drug abuse in workplace. These accidents led to the introduction of omnibus transportation employees Act of 1991. The Act required alcohol and drug testing to all transport employees (William, 2002) The workplace drug testing has been blamed vehemently for violating employees civil rights. Drug testing especially urine test is seriously condemned for violating individual privacy rights. To avoid false positive results, employees are requested to state all the over –the- counter drugs and other prescriptions used within the last thirty days. This requirement exposes

Site Contamination - Derby Pride Park Research Paper

Site Contamination - Derby Pride Park - Research Paper Example The paper tells that soil pollution is a very critical health related issue. Both soil pollution and groundwater pollution adversely affect the health of humans, plants, and marine life. â€Å"Soil contamination can also affect those who touch it†. If we talk about groundwater pollution, we can say that it is even more dangerous because it directly affects human as well as marine life. Discharged water contains such substances, which are very harmful for the health of human beings. Before going to propose a site decontamination plan for the Derby Pride Park, let us get a brief overview of sources of contamination and some methods to decontaminate the polluted sites. There are various sources of contamination production. These sources include food, dietary supplements which are very rare, drugs, industrial discharge from chemical industries, pesticides that come from farming areas, and various detergents and fertilizers. â€Å"The potable water becomes wastewater after it gets contaminated with natural or synthetic microbiological compounds†. Groundwater from the neighboring fields is also a source of contamination. â€Å"Groundwater moves slowly and continuously through the open spaces in soil and rock†. Another major source of contamination is those chemical processes, which are used to take out the required minerals from rocks because raw material containing the minerals is often stored in impure and contaminated surfaces, which results in contamination of minerals. So it is strictly advised to keep the surfaces clean on which the raw material is to be placed. Remediation Remediation means decontamination of the polluted sites. The process of

Competitive Analysis and Competitive Strategy of Apple Doing Business Research Paper

Competitive Analysis and Competitive Strategy of Apple Doing Business in China - Research Paper Example The firm should devise ways to leverage the current strategies to make the firm to be more competitive than its rival firms are. However, the Apple’s weaknesses are the major challenges that have given its competitors to perform well in the Chinese market. To deal with such a problem, the firm should implement new strategies that would minimize or eliminate its weaknesses, thus improving competitiveness in the market. Apple Inc. is an American company that designs and fabricates hardware for computers, programming software and other consumer gadgets. The organizations best-known hardware items are the Macintosh line of machines, the iPod, the iPhone, and the iPad, with all the products having met the international standards and are significantly unique from other competitors’ products. Apple began in 1976 and has since created an exceptional notoriety in the consumer gadgets field. Nonala and Kenney (1991) highlighted that the individuals who use Apple hardware have a tendency to be excited about and dependable to the items while the individuals who do not use Apple items frequently scrutinize them as being overpriced. With the arrival of the iMac in 1998, Apple could put to rest some its past disappointments. The uncommon achievement of the iPod sets the stage for future items, including the best selling cell phone ever, the Apple iPhone, the MacBook line of convenient machines, and the A pple iPad proclaimed in 2010. As indicated by rankings of brands carried out universally, the estimation of Apples brand doubled to $76 billion in 2012 as compared to the preceding year. The organization is regularly expanding year by year and has set a high record among organizations grade. Apple Inc targets both low-level clients and high-level clients by releasing by introducing different standard phones with different pricing in China. The commodities target people of all ages to maximize the profit margins of the firm. China is the second largest

Writing letter Essay Example for Free

Writing letter Essay I am writing this letter to recommend Connie Fan, whom I met Connie Fan on the first day of high school. She sat a few seats behind me in our Freshmen Composition class, and I didn’t even notice her until the period bell rang. Her gentle voice and sweet, unassuming nature appealed to me.   Her well-rounded personality drew me in even further. Since the first few weeks of our friendship, I have noticed that Connie is an explorer of many sorts.   She loves to delve into the nooks and crannies of every setting she encounters. Whether it is the hallways of a new school, the streets of a city, or the pages of a book, she is an adventurer whose curiosity always dares her to discover the unknown. She showed me the difference between knowing and experiencing. Together we sought to uncover the remnants of a city’s history or a school’s past, walking its pavements and hallways until our feet swelled with pain. Her inquisitive nature makes her a great scholar. Connie Fan is an ambitious individual whose boldness and sense of direction are always an inspiration for her friends. Her physical appearance does not match her actual character. What lies beneath the small frame and the gentle voice is a woman of tremendous fortitude and stature. Rich with the abundance of friends that she has made, she cherishes each moment with her friends and family and would never disregard them. She is also a confidant woman who takes pride in her background, her culture, and her identity. She embraces her achievements but never forgets her failures or the steps that she had to undertake to reach her destination. We encouraged one another to challenge ourselves and to take as many classes to broaden the scope of our knowledge as well as to participate in extracurricular activities. She was eager to contribute to the Stuyvesant community, and so we tried out for the yearbook committee, the track and gymnastics team, and we sing together. When both of us tried out for the track team sophomore year and neither of us made it, she pushed me to try out again. Her persistence is one of her greatest gifts.   We did; the result was sweat, anguish, and a story we could laugh about when either one of us feels disheartened. Also equally important are her smile and her kindness. Her grin is large but welcoming, and her laugh is loud yet contagious. She is so often teased about her prominent mouth that I don’t think she realizes the importance her smile brings to others. Her smile is affectionate and she is always quick to flash it as it radiates warmth for those around her. Recently this year when we received our report cards and I broke down at the discovery of my grades, she showed me her infinite patience. She took my hand and led me to the same spot we sought out freshmen year and waited until I stopped crying. She let me pour out my feelings and resolve my own problems merely through talking it out, offering tidbits of advice along the way. She does this for many of her friends, adding a pinch of advice, offering a shoulder for support, mixed with that comforting smile she is so well known for. One the whole, Miss Fan is a well-rounded and outstanding girl who is an ambitious, hardworking student. A dedicated scholar, she also has a friendly, easy-going personality that allows her to work well as a team member and would be a wonderful addition to Dartmouth. I respectfully request that you accept her application.

Tic Tac Toe Game Computer Science Essay

Tic Tac Toe Game Computer Science Essay Most of the research nowadays is focused towards problems that deal with complexity or are influenced by some kind of random events. Interesting about these problems is that if they are deterministic, then a solution is expected to exist, at least a theoretical one. These problems are often inspired by games, such as mathematical games (ex. Tic-Tac-Toe, Chess). On the other hand the point of randomness involved in these problems increases the difficulty of prediction on the possible solution, or in some situations outcome. This is thy, there are certain methods of operations devised, that in turn give some supplementary information to a decision maker. In most of the cases, the probability distribution of an even which took place randomly, it is possible to be affected by prior events. These games are often played by at least 2 players (or many), out of which the one is called an opponent. The decisions at each step are made by the last move of the opponent. The operations research in these games is called game theory. The vital Tic-Tac-Toe game consists of two players, X and O, who take turns marking the spaces in a 3ÃÆ'-3 grid (Crowley, 1993; Gardner, 1998). The game usually begins with the X player, and the player who will manage to place three respective marks (in any direction, i.e. in a horizontal, vertical, or diagonal row) wins the game. This basic version of the game is rather simple, what allows the game to be used as a useful tool in combinatorial game theory, as well as a branch of artificial intelligence that deals with the searching of game trees (Beck, 2008). Using game theory there are few approaches that can be undertaken: The games solution is resulted by dominance when the game has only 1 rational strategy for each player Minimax strategies decide a stable solution useful if the opponent makes the wrong play Minimax strategies do not decide a stable solution using a probability distribution Even though, game theory researches are made on the possible playing strategies, they might not be employed in real life when playing a game, because: There might be too many strategies to enumerate (this number is simply too large to be estimated). Players are not always rational. There might be more than two players. Real-life games are not zero-sum games. This project deals with developing a Tic-Tac-Toe to be used on a mobile device. The following chapter discusses the Aims and Objectives of the game. Chapter 3 talks about a background research on this game, starting with a review on existing Tic-Tac-Toe games, which in turn leads to discussion about the existing models of this game and the proposed model of this work. Finally, Chapter 3 concludes with a technology research concentrated towards Java 2 Platform, Micro Edition (J2ME). Chapters 4 and 5 describe the system requirement analysis and design on this work, and chapters 6, 7, and 8 include explanation on the implementation, testing and evaluation. And finally, chapter 9 concludes this work. 2. Aim and Objectives The aim of this project is to develop a Tic-Tac-Toe game for mobile device. The game is supposed to consist of two parts, one a single player game (a player against a system), and the other a multi-player game (two players on their mobile devices, playing against each other). In order to accomplish these, the following objectives were defined. Single player game The player should play Tic-Tac-Toe game on his mobile device. The player should have option to edit his name. The player will start the game of choosing his symbol as X or O. If player 1 selected X then O has to be automatically allotted to the mobile device as a second player, and vice versa. The player has an option to choose the small game grid out of 4 small tic-tac-toe games. If player X marked horizontally or vertically or diagonally of his symbol X in a row, then player X won that small match. Finally, which player won the maximum small games will be declared as winner of the tic-tac-toe game. Multi-player game Using Bluetooth as communication channel the two players should play Tic-Tac-Toe game from different mobiles. Players should have options to edit his name. Once both players connected together, then first player will start the game of choosing his symbol as X or O. If player 1 selected X then O has to be automatically allotted to player 2. Then main game grid has to display in both mobiles. Player2 have option to choose the small game grid out of 4 small tic-tac-toe games. After grid selection both players will play tic-tac-toe game in that small grid. If player X marked horizontally or vertically or diagonally of his symbol X in a row, then player X won that small match. That small grid is marked with X and Player1 awarded 1 point, screen should zoom out and have to display whole main game grid and now player who won the previous game will have the choice to choose on which grid have to be select to play remaining game. This process will be repeated until the whole Four (4) small games grids marked with X, or O, or T. Finally which player won the maximum small games will be declared as winner of the tic-tac-toe game. then game ends. 3. Background Research In this section the Tic-Tac-Toe game will be discussed in details. At the outset, the basic rules of the game are going to be covered. Then, there will be a review on existing Tic-Tac-Toe games, which in turn will lead to discussion about the existing models of this game and the proposed model of this work. Finally, this section is going to be concluded with a technology research concentrated towards Java 2 Platform, Micro Edition (J2ME). 3.1 Basic Rules of Tic-Tac-Toe game The basic Tic-Tac-Toe game consists of two players, X and O, who take turns marking the spaces in a 3ÃÆ'-3 grid (Crowley, 1993; Gardner, 1998). The game usually starts with the X player, and the player who will manage to place three respective marks wins the game. The marks can be placed in any direction, i.e. in a horizontal, vertical, or diagonal row. This basic version of the game is rather simple and very often leads to draw. This simplicity allows the game to be used as a useful tool in combinatorial game theory, as well as a branch of artificial intelligence that deals with the searching of game trees (Beck, 2008). The Roman Empire is known to have established the beginnings of the earliest known variant of tic-tac-toe. It originated around the first century BC (Crowley, 1993). At that time, the game was called Terni Lapilli. Instead of having any number of pieces, each player only had three. The game was played by moving them around to empty spaces to keep playing. However, according to Claudia Zaslavskys book, the game Tic Tac Toe is originating from ancient Egypt (Zaslavsky, 1982). Chess and Tic-Tac-Toe are one of the most famous games to which the moves are not left to chances, rather than pure mathematics and logical reasoning. In these games, a player wins by achieving a winning configuration first, like for instance: checkmate in chess, and 3-in-a-row in a basic Tic-Tac-Toe game in 33 board (Gardner, 1998). Thus, the question which can be posed at this point is: How a player can achieve a winning configuration first? Even though there isnt a general theorem to answer this question, there might be a well-known strategy stealing argument that can give a partial answer about when a player can achieve a winning configuration first (Beck, 2008). In order to find a winning strategy, in theory all the paths could be explored. However, in practice this is not easy because the total number of strategies can be calculated a double exponential function of the size of the board. For example, a 3-dimensional 5ÃÆ'-5ÃÆ'-5 version of Tic-Tac-Toe, has about 3125 positions. This is because each one of the 53 cells has 3 options: Marked by the first player, Marked by the second player, or Unmarked. Thus the backtracking on a graph of 3125 vertices takes at least 3125 steps. This is the main reason that this 3-dimensional 5ÃÆ'-5ÃÆ'-5 version of Tic-Tac-Toe remains unsolved up to date. Moreover, only two explicit winning strategies are known from in the whole class of nÃÆ'-nÃÆ'- ·  ·  ·ÃƒÆ'-n = nd Tic-Tac-Toe games. This is the 33 version and it is characterized with an easy winning strategy, and the 43 version that in turn has an extremely complicated winning strategy. In order to play a perfect tic-tac-toe game, i.e. a win or a draw, the player can play given they move consistent with the uppermost possible moves. This is presented in the following table (Crowley, 1993): Win If the player has two in a row, play the third to get three in a row. Block If the opponent has two in a row, play the third to block them. Fork Create an opportunity where you can win in two ways. Block opponents fork Option 1: Create two in a row to force the opponent into defending, as long as it doesnt result in them creating a fork or winning. For example, if X has a corner, O has the center, and X has the opposite corner as well, O must not play a corner in order to win. (Playing a corner in this scenario creates a fork for X to win.) Option 2: If there is a configuration where the opponent can fork, block that fork. Center Play the center. Opposite corner If the opponent is in the corner, play the opposite corner. Empty corner Play in a corner square. Empty side Play in a middle square on any of the 4 sides. Initially, the player that starts first gets the X and has 3 probable positions to mark in his turn. Even though it seems that there are 9 possible positions, as there are 9 squares in the grid, by rotating the board, this is not the case. It can be observed that: Every corner mark is tactically equal to every other corner mark, and Every edge mark is tactically equal to every other edge mark. There are therefore only three possible first marks: corner, edge, or center. The first player could win (or make a draw) from any of these starting marks. It can be also observed that playing a corner would give the opponent the smallest choice of squares. This is a nice strategy as could be played to avoid losing (Zaslavsky, 1982) . The second player can be identified as O and this player must respond to Xs opening mark. However, this should be done in such a way as to avoid Player X to win. It can be stated that Player O must always respond with (Zaslavsky, 1982): To a corner opening with a center mark, To a center opening with a corner mark and To an edge opening either with a center mark, a corner mark next to the X, or an edge mark opposite the X. Any different play would allow X to compel a win. After every next turn of player X, the player O should follow the above list. This way the player O can achieve a draw (or a win if the player X makes a weak play). 3.2 Existing Tic-Tac-Toe games As many other games like: three mens morris, nine mens morris, pente, gomoku, Qubic, Connect Four, Quarto and Gobblet, Tic-Tac-Toe also has the same goal, i.e. a player wins if he is the first one to get n-in-a-row. Basically, if a generalization is to be provided, it can be concluded that all the different formations of Tic-Tac-Toe can be represented as nd-games, which are accordingly played on a d-dimensional boards with edge n (Zaslavsky, 1982). As it was discussed in the previous section as well, the original Tic-Tac-Toe game is actually a 32-game. There are many variations, discussed as follows (Patashnik, 1980; Gardner, 1998; Beck, 2008). A slightly different version of a Tic-Tac-Toe game is the 33-game, played on a 3x3x3 board (Patashnik, 1980). It can be noted that this game gives good opportunities to the player that plays first, so he could achieve an easy win by playing at the center with his first move. Similarly, playing on a 4x4x4 board also gives the first payer better chances for wining. More complex version of a Tic-Tac-Toe game is playing it on a board with higher dimensional space. 4 dimensional, i.e. 3ÃÆ'-3ÃÆ'-3ÃÆ'-3 board is one of the most commonly played Tic-Tac-Toe (Patashnik, 1980). In this version there are 2 possible aims. One of them is to position elements through all of the board, thus the player that has more rows of 3 totally than the other one is the winner of the game. And the other strategy is to include 4 players, in which case the winner is the payer that will get a row of 3 first. Another version is the misà ¨re tic-tac-toe game. It is played according to its conventional rules, such as in this variation 33 game would be a draw, whereas the winner is the player that will get n in a row (Berlekamp, 1982). Quite a new game is the Tic Tac Tactic variation of tic-tac-toe (Berlekamp, 1982). This game is played on a 3 dimensional curved board, and the here each player tries to roll a ball at least half the way, as it would then drop on a grid that has 9 positions (33 grid). This way the players should make a row of 3 in order to gain a ball. The winner is the player that will have won the first 5 balls. In order to roll their balls precisely, they could use a device that helps into changing a balls trajectory. Yet another version is the nine board tic-tac-toe. In this game, there are in essence 9 boards, arranged as 33 grids, and the first payer can start on any of them by his choice (Gardner, 1998). The following moves are supposed to be places on the board chosen by the first player. Once this board gets full and there is no more space left, the next move can be again on any of the boards left, by the choice of the player. The winner is the one that will achieve 3 in a row. However, having 9 boards gives the game yet another spirit than the usual tic-tac-toe game, as the players can have an opening, middle and end of their game. Similar to the nine board tic-tac-toe game is the super tic-tac-toe game (Beck, 2008). The difference in this variation is that this game does not end once a player makes 3 in a row in one of the 9 boards. As an alternative, the position of that board is marked on a new 33 grid, and the winner is the one that will make 3 in row there. Tic-Tac-Chess is an interesting combination of games, as it involved playing a chess game, as well as a tic-tac-toe game at the same time (Beck, 2008). In this variation, once a player captures a piece from the challenger on the chess game, makes a move on the tic-tac-toe game (even if the challenger has not placed anything on the tic-tac-toe game yet). And of course, the winner is the player that will make 3 in a row on the tic-tac-toe game first. A game that in essence is an isomorphic to a tic-tac-toe game, even though it seems as a completely different game, is described as follows (Beck, 2008). Basically, there are 2 players that should say a number between 1 and 9, without repeating the previously said numbers. The winner is the player that will first make a sum of 15. This game is isomorphic to a tic-tac-toe, because if those numbers are to be placed on a 33 magic grid, then it will be exactly as playing a tic-tac-toe game, because a straight line is formed only if the sum of the numbers is 15. This information is mostly useful in programming variations of a tic-tac-toe game. Another different variation again employs numbers from 1 to 9 (Gardner, 1998). These are to be placed on a 33 grid, but must be held with an order of precedence defined by the players. Then the players play a tic-tac-toe game, filling the grid by the precedence defined beforehand. Check Lines is a very old variation of tic-tac-toe game, invented in the 1970s by Tri-ang Toys Games. In this game the board is actually any geometrical pattern that consists of 12 lines. There are 11 holes in total, distributed in a way that each line has 3 holes. At this point, each player is given 5 coins, and each player on their turn should place a coin on the board. The winner is the one that will have first completed 2 lines. Because the players have only 5 coins, this means that they have to complete intersecting lines. If none of the players have won after placing their 5 coins, then they will continue playing by replacing the position of the coins, on the remaining spaces, with the rule that it must be done only on an adjacent hole. Very similar game to the tic-tac-toe game is the Toss Across game. Here, the players are given bags with beans and they are throwing them on a big board for marking the squares. Star Tic Tac Toe is another popular variation of tic-tac-toe. This game is played with checkers like movable pieces. It has a 33 board, thus a player has 3 pieces accordingly. The participants keep on replacing pieces into the spaces which are left empty in the board, until one the players wins; this actually adds some more dynamism in the game. Moreover, the players have supplementary star shaped pieces, which can be swapped. Similar category of games as the previous bullet, are the: Mojo, Mojo Too and Mojo tic-tac-toe games. In these variation the payers also pieces and pawn(s) onto empty positions until there is a winner. Moreover, there are many shows based on the tic-tac-toe game, as well: Hollywood Squares is a show with 9 celebrities, which fill the cells of the tic-tac-toe grid. Tic-Tac-Dough is a show on which the players put symbols up on the board. This is achieved by answering queries in a variety of categories. In Beat the Teacher competitors respond to questions to win a turn, again on a tic-tac-toe grid. On The Price Is Right, there is a pricing game called Secret X, in which players must estimate prices to win Xes, in order to place them on a blank board. They must position the Xes as to provide speculation of the location on the secret X. This is in turn hidden in the middle line of the board, forming a tic-tac-toe line across. The fictional game Dni game of Gemedet, has an aim to place 6 balls in a row to a 9x9x9 grid (Gardner, 1998). The fictional game Squid-Tac-Toad, has an aim to place 4 or 5 balls in a row to a 44 or 55 grid, accordingly (Gardner, 1998). A more simplistic variation of this game is having the rules as of the Y formations to count as a win. This is rather simple, because all the scenarios basically forming some kind of a Y configuration. Quantum tic tac toe is yet another variation in which the participants are positioning a quantum superposition of numbers on a tic tac toe board (Gardner, 1998). A larger grid (for example 1010) tic-tac-toe games also exist. In a 1010 grid the winner should place 5 in a row. The more the grids there are on a board, the larger complexity of the game is. Another similar game named Go-moku, originating from Vietnam, also has the strategy for a player to get 5 in a row in order to win the game (Gardner, 1998). The players put Xs and Os, but in order to try blocking each other, in this variation they should also try to create changes for wining. Another difference is that the board has no limit, thus the game is played until there is a winner. Three Mens Morris and Nine Mens Morris are also variations, in which there is a limiting on the number of pieces in order for a move to be allowed (Gardner, 1998). Finally, the last variation of the tic-tac-toe game, employs the words: eat, an, laf, it, line, if, lot, on and foe. In this game, the winner is the one that will select 3 words that start with the same letter. If the game was places on a tic-tac-toe grid, it would mean 3 words in order to form a line (three in a row line). 3.3 Proposed model There are quite a few algorithms hat can be used for creating the Tic-Tac-Toes game strategy. The most popular ones are the semantic algorithms and the lexical algorithms. For this project, a lexical algorithm was utilized. The model of the tic-tac-toe game described in this work contains 2 different game strategies. Basically, the one strategy is the Single Player game where a player plays against a system. The other strategy involves Multiple Player environment, and it is being played by a player versus another player. In order to analyze this game, a decision tree might be used. Moreover, for the analyzing part it should be assumed that both the players in the Multiple Player environment, and the single player in the Single Player game, are in essence experienced. This means that the result of a game can be foreseen after the first move from each participant (again assuming that there are no mistakes). Let us represent with 1 if the player that has the X wins and with -1 if the player that has the O wins. The following figure represents the decision tree after the first move from each participant. As it was already discussed in section 3.1 Basic Rules of Tic-Tac-Toe game, the tic-tac-toe game is symmetric and therefore it is sufficient to consider only the squares 1, 2 and 3 for the first player (see the figure below). The rest of the moves are symmetric and will be presented. So, following this reasoning, the first player has the positions 1, 2 and 3 available, and the second player has the remai ning two positions. The figure above presents an expansion, so called an extensive form. It demonstrates that even in the simplest scenario the decision tree can be quite large. For example, if the first two moves were to be presented, this would be impossible to be demonstrated on a single page. Similarly to this discussion, the strategic form of the game can be presented by a different model, i.e. as a matrix. In order to demonstrate this approach, it should be assumed that the players choose one strategy and they strictly follow it when their turn comes. Of course, each strategy should represent all the paths of action and in every possible situation. At the beginning, let us assume that there is a strategy that the first player uses for their first move, and another strategy for the first move of the second player. This logic would create some rules like the following (Zaslavsky, 1982): For the first player: select one of the nine squares on the game board. For the second player: Select one of the nine squares on the game board. If the first player already uses the selected square, then à ¢Ã¢â€š ¬Ã‚ ¢ put an O in square 3, 5, 7, or 9 if an X is in square 1 (center) à ¢Ã¢â€š ¬Ã‚ ¢ put an O in cell 1 if an X is in cell j. These rules are examples of complete strategies, and these can be selected by the payers before the beginning of the game, and thus followed with their first moves. The strategic form of a tic-tac-toe game is presented on the figure below. It should be noted that the entries in the table below are in essence the values of the game. They hold values for every possible selection of strategies. Each tic-tac-toe game that can be actually presented in an extensive form would have an equivalent strategic form similar to the one shown in the table presented above. Moreover, this table is also equivalent to the matrix established previously. The payoff matrix in cooperation with the descriptions of the strategies comprises the model for the two-person tic-tac-toe game. 3.4 Comparison of Proposed model with Existing Models The semantic algorithm is yet another approach towards the tic-tac-toe game. The semantic algorithm is in essence a learning algorithm, and it might be structured in the following way. It might have as initial information the ability to recognizing the 3 states of a game: lost, won or a draw. The algorithm in this case would play the X, and it will play against another algorithm, i.e. the O. As soon as a game is finishes, the information if the game was won or lost is stored. Moreover, the moves are presented with the smaller letters x and o accordingly. A possible structure of stored information could be the following line: x5 o3 x9 o4 x1 won. The first move is always randomly selected. So, given that the algorithm played 7 (x7), and the opponent played 6 (o6), the algorithm will search for previous games that are most similar to x7 o6. If such a case is found, then the following rules apply: If the game found was a win, than the algorithm will try to reproduce the move. If the position is not available, it will play randomly. If the game found was a loss, the algorithm will try to correct the move, by not placing an element in the same position as in the lost game. This is repeated until there is a winner. Moreover, if a game end with a draw, it is not saved in the database. Comparing this algorithm with a lexical algorithm such as our proposed model, it might be noted that the semantic algorithm usually plays very badly at the begging. But, after a certain number of games, the learning curve of the algorithm becomes better. On the other hand, our proposed model behaves well during all the stages of the game. 3.5 Technology Research (j2me) Being quite different from other programming languages, Java does both compiling and interpreting when it comes to process code. As it can be seen from the photo above, the source code (i.e. the .java files) is initially translated by the compiler. This gives an output of an intermediate language, called Java bytecode (i.e. the .class files). The bytecode is then ready to be executed (or in other words, interpreted) within a particular virtual processor, known as the JVM (Java Virtual Machine) (Hayun, 2009; Knudsen, 2008). This is in essence a simulated processor that executes all the bytecode commands. The Java Virtual Machine is the basic components that give to Java the feature to compatibility. This is simply because it represents a reliable layer between bytecode and the concrete machine instructions, translated at runtime. Over the years, the Java language has undergone many changes and development. J2SE (Java 2 Standard Edition) had its first edition targeting GUIs, applets, and other basic and rather simple applications. Recently, the language was extended with the Java suite known as J2EE (Java 2 Enterprise Edition). This edition is based for server side development, and includes tools for: database access, messaging, content rendering, inter-process communications, and transaction control (Hayun, 2009; Li, 2005). J2ME (Java 2 Micro Edition) came into existence as to cover the needs for applications targeting mobile devices. As it can be seen from this short overview, there are versions of Java to suit different environments: from the enterprise development tools intended for use in servers, to the micro systems. An important thing to note at this point is that the separation between platforms is not just unconditional (Knudsen, 2008). Many times these are not a simple line than can be drawn. In ord er to demonstrate this, it might be explained that Java 2 Micro Edition development sometimes requires the use of Java 2 Enterprise Edition and Java 2 Micro Edition. This is the case with multiplayer games for instance, so and Java 2 Micro Edition is used for the client side, but Java 2 Enterprise Edition is used for the server side of the application/game. Moreover, different Java editions target different hardware configurations. Similarly, there are 3 virtual machines to be used for the different environments (Li, 2005). For example, Hotspot VM is a default virtual machine suitable for a executing the full-scale edition of JavaHotspot. JavaHotspot is a newer type of virtual machine competent of vigorously optimizing a great deal of executed code (called as hotspots) during the runtime (Li, 2005). Other versions of virtual machine are the Compact Virtual Machine (CVM) and Kilobyte Virtual Machine (KVM). These are in essence smaller virtual machine implementations. They are targete d to run within the restrictions of the limited resources found on the micro devices (these will be discussed later in this section, as well). The requirement of having another version (like the Java 2 Micro Edition) for the mobile devices came because these devices do not have sufficient recourses to run Java 2 Standard Edition, since J2SE was clearly way excessively large to fit on even the bigger micro devices. However, the question was imposed initially was which features should be left out from the J2SE, so to be minimized in a smaller edition. Also, having great diversity of different devices, it would not have been a nice decision to restrict all the J2ME applications to the lowest compatible hardware configuration (Li, 2005; Kochnev, 2003). Moreover, this solution would not have been practical as well, because it would incorrectly neglect the capabilities of the higher end devices. The final solution is comprehended through a mixture of J2ME configurations and profiles (Krikke, 2005). It represented a revised Java architecture, which actually offers for the leaving out of parts of the platform, at the same time as a ddition to device and category precise components. Along these lines, the configuration would identify the abilities of a Java platform intended for use on a sequence of analogous hardware. Possible components that can be removed are the following (Kochnev, 2003; Lefevre, 2005): Java language mechanism smallest amount hardware necessities, such as the memory, screen size, and processor power for the family of devices integrated Java libraries By utilizing this approach, there are actually 2 preset configurations for mobile devices: one for somewhat restricted devices such as PDAs and Set-Top-Boxes (for instance the digital TV receivers), and another one for devices such as pagers and mobile phones. These two configurations are (Kochnev, 2003; Krikke, 2005; Lefevre, 2005): CDC (Connected Device Configuration) CLDC (Connected, Limited Device Configuration) All of these configurations are to be reviewed as follows. On the other hand, a good example of java profiles is the UI (User Interface) for mobile phones. For example, the J2ME configuration CLDC that wraps this type of device, keeps out the typical Java UI libraries (AWT and Swing). The devices do not have the ability of presenting anything derived from these libraries in any case. This is due to the fact that their screens are just too small. Thus, there is no point to slaughtering valued space on them. The solution was to generate an innovative User Interface, fitting to the exact necessities of the poor mobiles LCD display. The consequential LCD UI is built-in in the CLDC profile. This targets MIDs (Mobile Information Devices), for this reason the name is MIDP. The CDC is built for bigger devices such as digital TV set-top-boxes and PDAs. These are devices characteristically with numerous space of memory. The CDC is the bigger brother of the J2ME configurations. It encloses a single profile (the Foundation profile) as well as a high performance virtual machine (known as the Compact Virtual Machine CVM). This Java language implementation, as well as the API, practically has all the influence of J2SE. Unluckily, the CDC is not accessible on the platform for the most micro-game players (the mobile phones). The CLDC is especially targeted to micro devices, like mobile phones. It fundamentally defines a standard, which in turn is used by all the device manufact

EasyJet E-Marketing Strategies Analysis

EasyJet E-Marketing Strategies Analysis This technical report has been order to clarify the e-marketing strategies implemented by the EasyJet airline to gain competitive advantages over its rivals in the marketing for low cost aviation. Situation analysis present position and industry of EasyJet by use SWOT and PEST model. This report was looked at the various strategies used by EasyJet and researched in depth the European budget airline industry. The main objective was study EasyJets successful e-marketing campaigns. Chapter 2 Introduction Since 1995, EasyJet Airline Company Limited is a great and successful example of a European airline. The chairman Stelios Haji-loannou (Greek) founded the company this year. It is based on the US carrier SouthWest, and is low cost, no-frills model. Stelios hired an expensive brand consultancy and offered them  £100,000 to come up with one. A month later, the consultants turned up at EasyLand with magazine clippings attached to pieces of cardboard. Unimpressed by their efforts, Stelios promptly fired them. In the end, he came up with the airlines name himself. The word easy kept on coming into his head, so he decided to christen the airline EasyJet. For the company logo he went to a small local design consultancy, White Knight, which gave the airline its famous shade of orange, know as Pantone 021C, used by no other airline at the time or since. The design consultancy then created a simple set of graphics for the airlines first advertising campaign. In 1995, EasyJet starts fights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 seats at a price of only  £29 for one way ticket. Glasgow and Edinburgh are the first routes. The logic was simple: southern Scotland was the biggest domestic market from London for which air was a sensible alternative to road or rail. The airline opened a telephone reservations centre and took its first booking on 23 October 1995. The phone at the EasyJet telephone reservation centre started ringing and never stopped. They were in business. Two years later, EasyJet launches its website, easyjet.com. Web bookings grew from zero to 26 per cent of business within a year. On the first day of trading during one promotion, 13,000 seats were sold, believed to be a record for the most commercial transactions carried out on the internet in 24 hour period. By mid-1999, when its internet sales represented 58 per cent of the total, EasyJet because the first airline to make more sales on the internet than through normal telephone reservations. In March 2000, EasyJet reached two million sears, and it took only another three months to reach the three million mark. By 2001, online bookings regularly reached 80 per cent, the highest proportion of online sales for any airline in the world. In financial view, EasyJet plc was listed on the London Stock Exchange (LSE: EZJ) and was a constituent of the FTSE 250 Index on 5th November 2000. In October 2004, the international investment company FL Group was purchased an 8.4 per cent stake in EasyJet. In 2005, FL Group increased its share in the company to 16.9 per cent. Lois (2005) mentioned that, according to the investment house, EasyJet was becoming a paperless company with a powerful electronic infrastructure. The results were lower administration costs, better management information and more responsive decision making. Figure 1 Milestone of EasyJet Chapter 3 Situation Analysis In this chapter, I will present position and analysis the current position using both of used SWOT and PEST model. EasyJet seems like very good situation and more expertise will predict have great opportunities for the low cost strategy. Resultingly the saturated market and lack of other choice in the British, competition is likely aggravated ineluctability followed by acquisition and coalition, an early sign of which is EasyJets purchase of British Airline subsidiary GO. In UK airline market, gave very less growth opportunities, therefore focus will be on the other continental market. Next step forward in this direction is a new base going Dutch, Berlin, with flights from 11 European cities, and as well on Eastern Europe. Price strategy was also the focus point, its expansion their route network. At last, promotion also needs to convince people that it is safe to fly and constitute EasyJet as Euro largest low fare airline. 3.1 PEST analysis The following factors are likely to have an influence on the EasyJet. Political factors In 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access to viable the new markets were also the political factors of EasyJet. Economical factors Mercer Management Consulting (2002) reported that the low cost airline market conforms to the criteria of three components. Firstly, it provides a simple product consisting of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) noted EasyJets ability to maintain a high degree of customer focus through a new, user friendly website with an improved booking process. Secondly, mergers and acquisitions is also the low cost airline markets characteristic; the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy. Finally, the industry operates a low cost ethos, which is maintained by lean sales, high productivity of resources, low maintenance costs and low wages. Social factors The low cost carriers position their product to leisure travellers and non business travellers, however EasyJet has differentiated by targeting the business and leisure segments. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market. Walton (2005) confirmed that EasyJet was presented as a European low cost airline with a current reading of 26 million passengers in 14 key countries. It has 190 routes to 58 airports and 163 million people live within one hour of EasyJets airports. Technological actors Low cost carriers have the ability to maintain a high degree of customer focus through user-friendly websites with improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling tickets via the technological medium of websites and hence by having no travel agents, they avoid paying agency commissions. 3.2 SWOT analysis Strengths: EasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative. The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK air traffic control system National Air Traffic Services (NATS). The brand name EasyJet has all the qualities required for long term memory storage and will not be easy to forget. The airline flies to main destination airports throughout Europe making it very attractive to business travellers. It gains efficiencies compared to traditional carries with rapid turnaround times, and progressive landing charge agreements with airports, maximizing asset utilization. Single model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong brand build measured like advertising and television shows ensured high brand recall. Weaknesses Below have some weaknesses for EasyJet organisation. It continued sustenance of cost leadership can be difficult in a dynamic market. The two drivers of growth, the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult. The airline does not own the EasyJet brand, its owned by Sir Stelios and as a result, does not have control on its performance of other products and services used the same name. It also loss of usage in future could adversely affect its own market performance. On the other hand, the business model can over time become blurred under competitive pressure and consolidation of the Low Cost Carries (LCC) industry. The airline must be continuously innovative to maintain its current advantage in e-tailing. Increased fleet capacity could be difficult to fill during lean periods and in the face of growing competition in a matured market. Opportunities Recent expansion of the EU has resulted in open of new markets for the LCCs. Their low fares will increase movement of job seekers across boarders and also promote the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option for EasyJet for growth in mature markets and offset any future threat of increased in service provider costs. Withdrawal of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm and Helsiki where immigrant flow was on the rise. Threats The threats of EasyJet had some factors. Terrorism and catastrophic loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental to short distance flights and impending increased in environmental taxes could increase costs. In addition, limited or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominated costs like aircraft purchase, aircraft financing costs, maintenance reserve payments, fuel purchase etc.. Excess capacity and cost cutting tactics by competitors can affect passenger traffic on popular routes. Imitation of some main no-frills features by traditional airlines on same routes can confuse and blur the distinctive image of any LCC. Additional, traditional players can partly switch over or start their own baby low cost airline. Last, dependence on third party service providers could cause problems when any of these contracts are not renewed or negotiation of suitable replacement does not take place or if higher rates are charged. Chapter 4 eMarketing Strategy This chapter was analysis what eMarketing strategy has the EasyJet adopted or is planned to adopt and what is the value proposition and differential advantage of this strategy. 4.1 Marketing application of internet marketing Internet based media offer a range of opportunities for marketing products and services across the purchase cycle. EasyJet illustrate the applications of internet marketing since they show how organisations can use online communications such as their web site, third-party web sites and e-mail marketing as: Direct response medium: EasyJet uses sponsored links when a user is researching a flight using a search engine to prompt them to directly visit the EasyJet site by clicking through to it. Similarly the EasyJet e-mail newsletter sent to customers can encourage them to click through to a web site to generate sales. Platform for sales transactions: EasyJet sells flights online to both consumers and business travellers. Customer service mechanism: Customers serve themselves on easyJet.com by reviewing frequently asked questions. A relationship-building medium where a company can interact with its customers to better understand their needs and offer them relevant products and offers. EasyJet uses its e-mail newsletter and tailored alerts about special deals to help keep its customers and engage them in a dialogue to understand their needs through completing surveys and polls. 4.2 Consumer matrix Bowman and Faulkner (1997) were also mentioned that the consumer matrix details that customers have with regard to the service or product offered to them and the prices charged. When used this theory to apply in EasyJet, can guestimate the general perception generated by the market. EasyJets flights was offer the value to consumer as gained the benefits from the online or telephone transaction relative to price appear favourable in comparison to another competitors. In the view of heterogeneous, according to the demands for the service, indicated that, one service meets all demands might be let it to the wrong competitive strategy. More consumers were demand the low cost alternative and price sensitive with the airline segment. EasyJet was in order to attain sustainable competitive advantage by the customer matrix price strategy. 4.3 Marketplace channel structures Channel structures describe the way a manufacturer or selling organization delivers products and services to its customer. The distribution channel will consist of one or more intermediaries such as wholesalers and retailers. The relationship between a company and its channel partners shown in below figure can be dramatically altered by the opportunities afforded by the internet. This occurs because the internet offers a means of bypassed some of the channel partners. This process is known as disintermediation or cutting out the middleman. Benjamin and Weigand (1995) calculated that, using the sale of quality shirts as an example, it was possible to make cost saving of 28 per cent in the case of (b) and 62 per cent for case for (c). Some of these cost savings can be passed on to the customer in the form of cost reductions. 4.4 6 Is of eMarketing In this section, I used the McDonald and Wilson (1999) as the 6 Is of eMarketing to summarised the differences between the new media and traditional media. The 6 Is are useful since they highlight factors that apply to practical aspects of internet marketing such as personalization, direct response and marketing search, but also strategic issues of industry restructuring and integrated channel communications. The 6 Is are Interactivity, Intelligence, Individualization, Integration, Industry restructuring and Independence of location. But in this case, I only focus one of the factors Integration, for used by this theory. The Internet provides further scope for integrated marketing communications. Below figure show how it is just one of many different media channels. When assessed the success of a web site, the role of the internet in communicating with customers and other partners can best be considered from two perspectives. The EasyJet web site can be used as a direct response tool enabled customers to respond to offers and promotions publicized in other media. The web site can also have a direct response or call back facility built into it. The internet can be used to support the buying decision even if the purchase does not occur via the web site. Customer information delivered on the web site must be integrated with other databases of customer and order information such as those accessed via staff in the call centre to provide what Seybold (1999) calls a 360 degree view of the customer. The internet can be used to support customer service. In EasyJet, who received over half their orders electronically, encourage users to check a list of frequently asked questions compiled from previous customer enquiries before contacting customer support via phone. 4.5 Marketing Mix The marketing mix the 4 Ps of Product, Price and Promotion originally proposed by McCarthy (1960) is used as an essential part of implemented marketing strategy by many practitioners. Price Baker et al. (2001) have mentioned that the price element of the marketing mix refers to an organizations pricing policies which are used to define pricing models and, of course, to set prices for products and service. In EasyJet case, low price is a key element of the brand. Used differential pricing, booking in advance makes a ticket less expensive and off-peak travelling. Additional, can get the discounts for tickets though online booking. Product There are many alternatives for barying the prosuct when a EasyJat was developed its onoine strategy. The EasyJet website also has car hire, hotel booking services and links to other EasyGroup website. It also provided point to point services. Place Allen and Fjermestand (2001) were discovered that that the internet has the greatest implications for place in the marketing mix since the internet has a global reach. Internet booking system and open a telephone reservation system were the new channel structures for book the tickets. Promotion Specification of the promotion was usually part of a communications strategy. EasyJet highlights its a number one position among Europes low cost carriers. Printed in bright orange telephone booking number and website link on the side of its aircraft. 4.6 Competitive Strategy Michael (1980) has described three general types of strategies that are usually used by organisation. There are cost leadership, differentiation strategy and market segmentation strategy. But in EasyJets case, only two basic of competitive advantage was used: cost leadership and differentiation. Cost leadership Michaels theory was also adopted a cost leadership strategy which is describe to consumers via the cheap fares offered online. However, Easyjet provided technology advantages in terms of cost reductions, its competitors have followed and created websites of their own, provided extremely competitive rates for EasyJets customers. Consequently, another competitor needs to accommodate EasyJets strategies for retain competitive advantage. Differentiation strategy EasyJet had made prominence attempts to make their product pop out from its low cost airline competitors. McDaniel (2000) mentioned that a product differentiation feature acts as competitive advantage was no longer alive. Also, EasyJet was generally the trend-setter for differentiation its market. Shiv and Alfred (2001) was discovered a matrix for classifies and identifies types of competitive positioning. EasyJet provided differentiation service of many routes to major airports such as Gatwick airport which shifts the focus to high produce traffic while abnegate economic and operative advantages of secondary airports. For the merchandise differentiation, EasyJet provide more variables such as have self check in kiosks, unrestricted baggage restraints, easy of use for the website and booking of tickets, these features of differentiation can helps the customers to enhance their purchase power with EasyJet. Figure 8 Michael (1980) Generic Strategies adopted in EasyJet Chapter 5 Implementation 5.1 How is the management creating new core and extended value for customer? EasyJet have the three main components to create new core and extended value for customer, the first was provide the number one safety airline, the second was build up a number one air transport network, and the last was enhance easyjet.com. Provide the number one safety airline: In 2009, EasyJet saw the introduction of a new Safety Management System (SMS), its provided a framework for safety compliance and manage the two pillars of safety performance at EasyJet. With active support by the European Aviation Safety Agencys European Commercial Aviation Safety team, the Safety Management System was a continuous improvement process. Build Europes number one air transport network: Slot management: EasyJet thinks departure time was very important to all customers, both of business trips and weekend breaks. Different from other competitors, who used smaller, much less convenient airports, and more remote, over 90 per cent of EasyJet aircraft operate into and out of congested airports. At these busy business and facilities, where slots were at a premium, EasyJet work hard to build up their portfolio across Europe. The slot management team has expertise and considerable capability, with over 60 years of extensive contacts and combined experience at European airports. Base Management: Overnight stops can create unnecessary costs. EasyJet were located aircraft and crew by managing the bases, they were able to maximise revenue and improve efficiency. Constantly under review the base location. For example, since 2006, EasyJet increased the number of aircraft based in Italy and France. Such as Luton, they also reduced capacity at under performing bases. Enhance easyjet.com Easyjet.com was the most visited airline site in UK. The web site was EasyJets primary distribution channel and they rebuild and refresh it in 2008. EasyJet also consulted with their customers, identify what was like and dislike about the existing site, and also looked at main pages, both outside and inside the travel sector. The website was built on a scalable platform and more robust and was even easier to use. 5.2 How is the management balancing their online and offline promotion methods? Efraim (2008) mentioned that, in a click and mortar business, the allocation of resources between offline and online activities can create difficulties. Especially in sell side projects, the two activities can be viewed as competitors. In this case, personnel in charge of offline and online activities may behave as competitors. This conflict may cause problems when the offline side needs to handle the logistics of the online side or when prices need to be determined. Corporate culture, the ability of top management to introduce change properly, and the use of innovative process that support collaboration will all Pricing Strategy Traditional methods for determining price are the cost-plus and competitor models. Cost-plus means adding up all the costs involved material, labour, rent, overhead, and so forth and adding a percentage mark-up as profit. The competitor model determines price based on what competitors are charging for similar products in the marketplace. Pricing products and services for online sales changes these pricing strategies in subtle ways: Price comparison is easier: In traditional markets, either the buyer or, more often, the seller has more information than the other party, and this situation is exploited in determining a products price. By facilitating price comparison, the EasyJets internet booking system helps created what economists call a perfect market one in which both the buyer and the sell have ubiquitous and equal access to information, usually in the buyers favour. Online and offline goods are priced differently: In EasyJets pricing strategy, it was difficult for click and mortar company. Setting prices lower then those offered by the off-line business may lead to internal conflict, whereas setting prices at the same level will hurt competitiveness. Differentiated pricing can be a pricing strategy: For decades, EasyJet have maximized revenues with yield management charging different price for the same product. EasyJet is in the B2C marketplace, one-on-one marketing can extend yield management from a class of customer to individual customers. Bockstedt el al. (2005) also mentioned that, versioning is selling the same good but with different selection and delivery characteristics, is especially effective is selling digitized goods. Last minute deals: I attention that, in practice, last minute deals were sometimes offered, often at very low prices. If the airline decides to launch in such offers, either via a reseller or directly, it can set a new price that will allured the lower end of the tourist segment that didnt purchase tickets. Last minute deals were always made very close to the actual flight time. The overall impact of these changes is good news for the consumer. Internet technologies tend to provide consumers with easier access to pricing information, which increases their bargaining power. To remain competitive and profitable, sellers will have to adopt smarter pricing strategies. Specifically, business will have to look at ways of using the internet to optimize prices, primarily through greater precision in setting prices, more adaptability in changing prices, and new ways of customer segmentation for differentiated pricing. 5.3 What impact is the implementation of strategy having upon the performance of the business? To improve results for any aspect of any business, performance management is vital. The process and systems intended to monitor and improve the performance of an organization and specific management activities such as internet marketing are widely known as performance management systems and are based on the study of performance measurement systems. 5.3.1 Defining the performance metrics framework: Kotler (1997) mentioned that measurement for assess the effectiveness of internet marketing also be related to different levels of marketing control. These include strategic control, profitability control, annual plan control and efficiency control. Efficiency measures are more concerned with minimizing the costs of online marketing while maximizing the returns for different areas of focus such as acquiring visitors to a web site, converting visitors to outcome or achieving repeat business. Chaffey (2000) presents a framework of measures which can be applied to range of different companies. Metrics for the categories are generated as objectives from internet marketing planning which then need to be monitored to assess the success of strategy and its implementation. Objectives can be devised in a top down fashion, starting with strategic objectives for business contribution and marketing outcomes leading to tactical objectives for customer satisfaction, behaviour and site promotion. An alternative perspective is bottom up success in achieving objectives for site promotion, on site customer behaviour and customer satisfaction lead sequentially to achieving objectives for marketing outcomes and business contribution. Business contribution A contribution to business profitability is always the ultimate aim of e-commerce. To assess this, leading companies set an internet contribution target of achieving a certain proportion of sales via the channel. When EasyJet (www.easyjet.com) launched its e-commerce facility in 1998, it set an internet contribution target of 30 per cent by 2000. They put the resources and communications plan in place to achieve this and their target was reached in 1999. Assessing contribution is more difficult for a company that can not sell products online, but the role of the internet in influencing purchase should be assessed. Discounted cash flow techniques are used to assess the rate of return over time. Service contribution from e-channels should also be assessed. 5.3.2 Tools and techniques for collecting metric and summarizing results Techniques to collect metrics include the collection of site visitor activity data such as that collected from site log files, the collection of metrics about outcomes such as online sales or email enquiries and traditional marketing research techniques such as questionnaires and focus groups which collect information on the customers experience on the web site. I start by describing methods for collecting site visitor activity and then review more traditional techniques of market research which assess the customer experience. EasyJet was used customer relationship management CRM software to enhance its online booking server and reduce operational costs. Tony (2006) mentioned that CRM was specifically about gather customers information to provide their own customer service through the web. The CRM system was centralised all the data and information and allows innovations in customer service to be deployed and tested. An email marketing automation tool and a pilot voice self service solution is also can provide and enhanced levels of customer support with EasyJet. The CRM service system module was enabled the 1.5 million people who visit the EasyJet website each week, it can recorded end-to-end transactions while they are online, without any interposition from customer service agents. It responds to keyword searches and natural language text, have 90 per cent of customers were resolving queries by used this solution. Chapter 6 Legal and ethical issues Plamer (2005) mentioned that business ethics defines how a company integrates the core values of honesty, trust, respect, and fairness into its policies and practices and complies with legal standards and regulations. The scope of business ethics has expanded to encompass a companys actions with regard not only to how it treats employees and obeys laws but to the nature and quality of the relationships with shareholders, customers, business partners, suppliers, the community, environment, and future generations. European companies especially have embraced this expanded definition of ethics. Because of the worldwide scope and universal accessibility of the internet, there are serious questions as to which ethical rules and laws apply. These questions involve an appreciation of the law that is constantly changing. Lawsuits and criminal charges are very disruptive, expensive, and may damage customer relations. The best strategy is to avoid behaviours that expose the company to these types of risk. 6.1 e-Commerce ethical issues Two additional e-commerce related ethical issues are non work related use of the internet and codes of ethics. Non work related use of the internet EasyJet had a policy to avoid the employees used email and the web for non work related purposes. The use of company property for email and inter use creates risk. The degree of risk depends on the extent to which the company has implemented policies and procedure to prevent and detect illegal uses. EasyJet was also held liable for their employees use of email to harass another employee, participate in illegal gambling, or distribute child pornography. Some employees may use the company email to advertise their own business. Used other corporate computing facilities for private purposes may be a problem. Codes of ethics Volonino and Robinson (2004) were discovered that a practical and necessary approach to limit non work related internet surfing is an internet Acceptable Use Policy (AUP) that all employees must agree to. Without a formal AUP, it was much more difficult to enforce acceptable and eliminate unacceptable behaviours and punish violators. Whenever a user signs on to the corporate network, the user should see a reminder of the AUP and be notified that online activates are monitored. Such notification should be a part of a code of ethics. EasyJet have some corporate web policy guidelines, such as issue written AUP guidelines about employee use of the internet and commu