Seven Organizational Approaches Hca/220

Seven Organizational Approaches The seven organizational approaches consist of theses: 1. Body planes and body direction 2. Body cavities 3. Quadrants and regions 4. Anatomy and physiology 5. Microscopic to macroscopic 6. Body system 7. Medical specialties The body planes and body directions are used to study by dividing it with planes when in an anatomical position. Coronal plane or frontal plane is the vertical plane that divides the body front and back. The front of the body is the anterior or ventral. The back of the body is the posterior or the dorsal. Laying face down is the prone position.Lying on the back is dorsal supine. Sagittal plane is a vertical plane that dividends the body into right and left section. The body cavities consist of seven cavities. Cranial cavity is within the bony cranium. This contains the brain, cranial nerves, as well as other structures. Spinal cavity is the continuation of the cranial cavity, it travels sown the midline of the back. Spinal cavity i s within the bones of spinal column. This contains the spinal cord, spinal nerves. Thoracic cavity is within the chest surrounded by the breast bone (sternum) anteriorly, ribs, bones of the spinal column posteriorly.Thoracic cavity contains the lungs. Abdominal cavity is within the abdomen. Pelvic cavity is a continuation of the abdomen cavity. The pelvic cavity is surrounded by the pelvic (hip) bone. The abdominopelvic cavity contains organs of the gastrointestinal, reproductive, and urinary system. These internal organs in the abdominopelvic cavity are known as the viscera. You can study the human body by Quadrants and Regions. You have the four quadrants which include the left upper and left lower quadrants and the right upper and right lower quadrants.There are also nine regions which include the right and left hypochondriac regions, the epigastric region, the right and left lumbar regions, the umbilical region, the right and left inguinal or iliac regions, and hypogastric regio n. Anatomy and Physiology are way you can study the human body as well. Anatomy is the study of the structures of the human body. Physiology is the study of the functions of those structures. Microscopic to Macroscopic is a way the human body can be studied according to its smallest part and how they combine to make larger and more complex structures and systems.Body systems are another way the human body can be studied according to its various structures and how they function together as a whole. The following are a list of body systems: Gastrointestinal system, respiratory system, cardiovascular system, blood, lymphatic system, integumentary system, skeletal system, muscular system, nervous system, urinary system, male genital and reproductive system, female genital and reproductive system, endocrine system, eyes, ears, nose, and throat system. The human body can be studied according to the medical specialties that make up the practice of medicine.

buy custom Deoxyribonucleic Acid essay

buy custom Deoxyribonucleic Acid essay ABSTRACT Deoxyribonucleic acid is often abbreviated as DNA ,is basically a nucleic acid which contains genetic material or instructions that are used for the development and functioning of any living organisms except the RNA viruses. The main role that DNA molecules play is the storage of genetic information. DNA is in most cases compared to some set of blueprints, because it contains the main instructions that are needed for constructing other aspects of body cells, for instance proteins and others like the RNA molecules. The segments of the DNA that carry the genetic material are normally called genes, the other DNA parts have structural functions and purposes, for instance they are in are involved in the process of regulating the use of some of the genetic information and material . The RNA and other proteins in the DNA are some of the three main and major macromolecules which are essential for any form of life. The background of DNA and how it came about DNA mainly consists of two lengthy polymers which consist of small and simple units known as nucleotides which have backbones that are made of phosphate groups and sugars; they are normally joined by bonds of ester. The two strands sort of run in opposite directions from each other and therefore appear to be anti-parallel. One of those four types of molecules that are called nucleobases are attached to the sugars .It is the sequence and arrangement of these four nucleobases on the backbone which encodes the genetic information. This genetic information is normally read using genetic code, which helps in specifying the sequence of other properties like the amino acids in the proteins. The genetic code is normally read by basically copying the DNA stretches into related nucleic acid RNA through a process that is called transcription. Within bodily cells, DNA is normally organized into some long structures known as chromosomes. During the process of cell division the chromosomes are normally duplicated in the DNA replication process, this provides each of the cells with its own set of chromosomes. Eukaryotic organisms always store most of their DNA material in their cell nucleus. Court Cases that involved DNA tests DNA has help free many people who were incarcerated for many years for instance there was a case involving a Texas man who was imprisoned close to 30 years ago because of robbery charges, he was lucky recently when his conviction got overturned after DNA test evidence helped him get exonerated. A Dallas County Judge by the name Don Adams overturned Mr. Cornelius Dupree Jr.s conviction due to contrary evidence courtesy of a DNA test. Dupree had served many years in a prison in Texas for a crime he actually did not commit fortunately he got exonerated because of the DNA evidence. Its only two other individuals who got exonerated by use of DNA have spent a longer period of time in prison in the whole republic, this was revealed by the Innocence Project. Texas alone has freed close to 41 wrongly incarcerated prisoners and this is necessitated by DNA testing since the year 2001, than any other state. Mr. Dupree told journalists that being free brought a lot of joy to him considering the period of time he had been unfairly incarcerated .He confessed that his release was both joyous but also made him angered in one way or another but the joy overrode the anger ,freedom meant a lot to him. The decisions of the judge were based on the some of the comments from a Dallas District Attorney by the name Craig Watkins, who said that the DNA testing proved otherwise in regard to allegations that Dupree committed the crime. After his release Dupree attempted not to be too annoyed and angry, despite the fact that they had imprisoned him unfairly for 30 years and wasted his time. He announced that what happened to him could have happened to any other person but it was unfortunate that it happened to him and he pleaded for the federal government to correct the justice system to ensure that no one ever suffers for mistakes or crimes they acually didnt commit. The system he was actually referring to was that of the united states but particularly Dallas because a record 21 individuals had been exonerated because their DNA test contradicted the allegations levelled against them .Mr. Cornelius Dupree spent thirty years in prison because of mistaken identity, something that would have been avoided if all the right practices would have been used in the due process that led to his misery. Nina Morrison, who happens to be a senior staff lawyer at the Dallas Innocence Project, while addressing the media over the same issue confessed that indeed there, are a big number of people who are always wrongly accused and convicted especially in Dallas and many other places in America on the basis of wrong identification or mistaken identity. Fortunately she promised that a lot of improvements were in the offing to ensure that what happened to Mr. Dupree does not ever happen to someone else. Morrison attributed the exoneration of Dupree to the good work of some of the district attorneys who has seriously been examining some of the previous convictions very closely and also the Dallas County legal authorities for keep evidence safely. Watkins who was the then district attorney, said that there were no standards in place to basically help in the proper keeping of evidence, but when he assumed office, he ensured that people did not only seek to convict others but to also seek justic e. According to Shown, A. (2011), one of the measures that should be in place is to basically create a unit which specifically looks at claims of those alleging to be innocent .Watkins together with Morrison who work at the innocence project are fully determined to see that changes that are aimed at ensuring instant justice to the innocent ones are in place. The authorities should be concerned with ensuring that they bring back trust to the justice system. Dupree had been accused of being part of a group of men who forced a middle aged woman who was in the company of a male friend to get into a car at gun point in the year 1979.The two were forced to drive and got robbed in the process as far as the court document used in that case are concerned. Dupree was also accused of raping the young lady according to the court documents. According to the court documents, the young lady initially managed to identify Dupree after being presented a photo line-up. During the trial, both victims alleged that Dupree was the one who committed the heinous crime. Dupree was convicted and given a 75 years sentence. Dupree struggled and fought for his innocence from the day he was arrested and a very long period of time he unsuccessfully attempted to convince the authorities that he was mistakenly identified by the victim as the suspect. The Criminal court Appeal handling his case turned him down more than two times. According to Wade, S (2010), mistaken identification is one of the most common excuses that court give whenever they accuse and at times sentence people innocently, this has always plagued most of our criminal justice systems, however great strides have actually been made in past few decades to help accurately understand some of the problem in order to come up with solutions to help minimize some of the wrongful convictions. According to Osterburg, j.and Ward. R (2010) the state lawmakers should be very keen and take note of the unnecessary miscarriage of truth and justice that Cornelius suffered because whenever a wrong person gets convicted of a criminal activity, the real person who perpetrated the crime goes free. The use of DNA is one of the most efficient ways to ensure that justice is dispensed to all fairly unfortunately its a bit expensive and if effected together with other small changes for instance reducing corruption because as much as DNA May be accurate,if we have a rogues judiciary then we are headed nowhere.To make the system most efficient and reduce chances of corruption quite a number of changes have to take place. First of all it ought to be completely independent including the operations of public defender offices, which should have their own readily available and stable full-time defense lawyers and attorneys fully bbacked by good office support staff and smart investigators. The public defender offices should be subjects to regular evaluation and scrutiny .Public defender offices should be established in more counties and if possible expand and strengthen the existing ones for capital cases, in order to have statewide reach among the less populated counties. The state needs more leaders and particularly those in authority to have integrity so as to ensure that all the money that is allocated for targeted efforts doesnt get misappropriated. The counties should strive to be self efficient and shoulder the entire cost of the public defender office for them to realize growth and a sense of responsibility. If at all this strategy doesnt seem to work, then the grants should be structured so that the state can cover half the cost of the indigent defense program. Alternatively, the government can as well play an oversight role in order to assist public defender offices for them to be more effective. Another option is to make the various attorney appointment procedures and systems across the state to be more independent. Many are of the opinion that the current system of giving the jury or judges the power to appoint the defense lawyers or attorneys runs counter to best practices that were promulgated by the American Bar Association. Its argued that by giving judges and the jury this power, posed as a fundamental conflict of interest and an opportunity for corruption. Short of coming up with an independent public defender offices, options that can allow counties to come up with an independent counsel appointment system still exist. There is speculation that judges can still jump at such chances in a bid to relieve themselves of the heavy administrative burdens of appointing counsel. The biggest pushback and impediment against a public defenders office may probably come from older judges who probably dont want to give up the influence that comes together with the power of appointing an attorney. Again some judges tend to use their power to appoint at times like a patronage tool when election year come. Legislatures should also try and see the possibility of a statewide public defender system. Particularly large and diverse ones like Texas need uniform and collectively agreed on standards that can best be enforced and coordinated through a statewide office. The authorities should also help by keeping a keen eye on counties that dont comply with the Fair Defense Act. THE STATES ROLE IN ENSURING THE EFFICIENT OF THE SYSTEM The most important functions or role of a successful state commission or oversight body is to insulate the defense function by basically providing a measure of independence to the indigent defense system from all sorts of political and judicial influence. They should also incorporate medical practitioners who are trained in matters concerning DNA. Without that kind of composition of the justice system and independence, the probability or likelihood of managing to successfully improve indigent. Defense services are highly diminished. Forty-two (42) states have created some kind of statewide public defender commission or agency which can provide oversight for indigent defense services. Next to giving independence to a states Indigent defense system, another critical role that the state commission should play is to act as an oversight body which should monitor costs and cases, or by basically ensuring that the quality of indigent defense services is high. The state can as well develop indigent defense standards like performance standards and regulating caseload limits, and also overseeing compliance with the set standards. The oversight should be provided exclusively through a well established state commission or an oversight board. However, the level of the authority that the commission should have, together with its effectiveness ,should be linked to the amount of funds given or level of funding that will be provided by the state. Without all this the DNA tests can as well be useless. 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Ripe vs. Rife

Ripe vs. Rife Ripe vs. Rife Ripe vs. Rife By Maeve Maddox Researching banking in the Roman Empire, I read the following in a scholarly discussion of Roman tax collecting: The process was ripe with corruption and scheming. The context calls for the word rife, not ripe. The process was not â€Å"ripe with corruption,† but â€Å"rife with corruption,† that is, the process was riddled with corruption. In simplest terms, ripe conveys readiness, whereas rife conveys abundance. Ripe is related to reap. When something is ripe, it is ready to be harvested or eaten. Ripe may be used literally or figuratively: You can tell if a peach is ripe or not by a gentle, yet firm squeeze with your fingers. When the time is ripe, I myself will deal out justice in strict fairness. Rife means abundant, prevalent, or widespread. When something is rife, there’s a lot of it: In the tiny community of Peyton Place, immorality was rife. Jones made his money when manufacturing opportunities were rife. Ripe is often followed by a prepositional phrase beginning with for: The field is ripe for harvest. The World’s largest Net Lease Is Ripe for A Takeover Why Commercial Real Estate Is Ripe For Disruption in 2015 Rife is often followed by a phrase that begins with the preposition with: Judicial Races Now Rife With Politics Nursing Profession Rife with Occupational Hazards Congress Rife With Gridlock and Partisanship Rife is frequently used in a negative context, but it can also be used to denote the abundance of something positive, like opportunities. Here are some examples of the misuse of ripe and rife on the Web, with corrections: Incorrect: Men’s health industry ripe with content marketing opportunities Correct : Men’s health industry rife with content marketing opportunities Correct : Men’s health industry ripe for content marketing opportunities Incorrect: Myanmar is ripe with Economic Opportunities Correct : Myanmar is rife with Economic Opportunities Correct : Myanmar is ripe for Economic Opportunities Incorrect: The commission uncovered an industry ripe with corruption and unjustifiable rates. Correct : The commission uncovered an industry rife with corruption and unjustifiable rates. Incorrect: The industry is ripe with challenges, but it is also ripe with opportunity. Correct : The industry is rife with challenges, but it is also ripe for opportunity. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Misused Words category, check our popular posts, or choose a related post below:Awoken or Awakened?Adverbs and Hyphens

Contract law problem question Essay Example | Topics and Well Written Essays - 2500 words

Contract law problem question - Essay Example that even though it may have seemed to Jane that they were entering into a separate valid contract they never actually intended to conclude any such contract and the work done by Jayne was part of the original contract. Jane on the other hand will argue the opposite and claim that this particular trip was not part of the main contract and that this trip was as a result of a separate contract. This raises another subsidiary issue here which is not very clear on the facts available. She attended the conference as a part of the terms of her contract in September 2007. It remains ambiguous what the contract says in terms of her discretion is choosing to go to the conference and her entitlement of the bonus or any additional money. We shall not dwelve into this much due to the lack of clear instructions but shall proceed on the assumption that the contract remains silent on these issues. It is pertinent to mention here that the general rule adopted by the courts is that they will look at the intention of the parties objectively. This was decided in the case of Centrovincial Estates plc v. Merchant Investors Assurance Company Limited [1983]. In this case the claimants let premises to the defendants at a yearly rent of 68,320 but when they received the written acceptance they quickly informed the defendants that they intended 126,000. The courts held that there was a valid contract and that it was contrary to well-established principles that after the acceptance in the way stipulated by the contract, that the claimants turn around and say that they made a mistake which the offeree neither knew nor could reasonably have known when he accepted it. Here, Jayne can argue that while making the representation she could not have reasonably known that SE was making a mistake and that they never intended to make a separate contract. However, critics like Professor Atiyah basin g their argument on the case of The Hannah Blumenthal [1983] argue that a subjective approach should be adopted and that without any detriment to the offeree, the courts should not hold this to be a valid contract. In our situation the idea of detriment to Jayne is questionable. First, it is true that in admitting her son to the Westbrook Academy and paying the first year's fees of 5,000, she had acted to her detriment. The matter that is doubtful is whether she would have done that anyways or was it solely based on the expectation of a bonus of 4,000. The courts will probably also look at the fact that there was a difference of 1,000 between the fees and the bonus. But this is an evidential matter. The courts adopting an objective approach will look at what the objective man would have done in this situation and implement their own view. The courts will however also look at a subjective view if evidence could be led that Jayne somehow knew that the company was making a mistake or that the money will never be paid to her, this can be done on the pretext of SE's approach with reference to other employees experiences that Jayne knew about or her own previous experiences with SE (Scriven Bros. v. Hindley [1913]). It is however concluded

Project on There's Something About Mary (1998) Scene Analysis Essay

Project on There's Something About Mary (1998) Scene Analysis - Essay Example Although it was at the number one slot till its eighth week at the weekly box office, it played a total of well over 176 million U.S. dollars (cost about 23 million U.S. dollars) and was thus the third most successful film in 1998. ‘There's Something About Mary’ occupies space 27 in the list of the 100 best English comedies, as per list published by the American Film Institute on the 100-year anniversary of American film. In general, the reactions of critics to the film were positive. Internet reviewing site received 82 reviews, giving the film an overall score of 83%. The rating for the film on the site averaged at seven out of ten. They considered the movie to be warm and have a strong heart, despite the childish and trivial humor that it exhibited. Metacritic gave the film a lower rating of 69%, as a consequence of reviews from 29 critics. The film critic for the Chicago Sun-Times, Roger Ebert rated the film three stars out of four, stating the watching the film exposes some of our base human nature, our humor, by ignoring the normal standards of political correctness, manners, values and decorum (Ebert 1998). One of the most amusing scenes of the film occurs when Mary arrives for a date with Ben Stiller’s character, who is masturbating in the bathroom. Despite the borderline vulgarity and offensiveness of the scene, it is very funny.

Fingerprints history Coursework Example | Topics and Well Written Essays - 500 words

Fingerprints history - Coursework Example Factors that are contributing to the fingerprint occurrence are skin pliability, pressure, slippage, texture of the surface of materials, and the likes. Types of fingerprints are exemplar that is use in instances like enrollment, latent that is being used in forensic investigation, patent that is the mark made by flour and the likes, plastic by holding the very material, and electronic recording that is assisted with technology to identify the fingerprints purposely (Manchester Evening News 2010). Three historical people have contributed to the science of fingerprints. They are Marcello Malpighi (1628 – 1694), Edward Henry (1850 – 1931), and Henry Faulds (1843 – 1930). Although there were also numerous historical people who have contributed to the science of fingerprints, the selection of the three are due to their distinctive contribution to one another as the rest tend to overlap with their works. It is also a selection based on chronological discoveries. Marce llo Malpighi. Marcello Malpighi was an Italian physicist whose famous contribution was the â€Å"Malpighian Tubule System.† Marcello had studied anatomical studies and published books on anatomy. In one of his books, he illustrated the detailed ridge structure of the fingers.

Strategic Planning For British Airways Management Essay

Strategic Planning For British Airways Management Essay The purpose of this paper is to evaluate an effective and efficient strategic planning for airline industry providing British Airways strategic plan. British Airways leading UK market as a leader of the airline industries. This paper evaluate the British Airways strategic planning including the strategic model, Enternal and external environmental enalysis,management risk and strategic v operational risk. This paper is done by secondary data collection process which is totally qualitative data base paper. Most of the information I got from British Airways own website (www.britishairways.com) and some are from some Book, Journals and Articles. Mainly for their (British Airways) business strategy planning they are following some strategic models like Porters five forces model, PESTEL analysis, and SWOT analysis etc. By those analysis organization can understand like British airways can understand that what is their external and internal condition and what is the strength for them ,what is opportunity and weakness and based on those factors they are trying to compete with their competitors and getting good market share in the tourism and hospitality industry. Contents 3 1.1 Objectives 5 1.2 Company Overview 6 1.2.1 Company Structure 6 1.2.2 Corporate Level Structure 7 1.2.3 Business Level Structure 7 1.2.4 Functional Level Structure 7 1.3 Current Strategies 8 2.0 Environmental Analysis(External Analysis) 9 2.1 PESTEL Analysis 9 2.2 SWOT analyses 11 3.0 Strategic Planning Model 11 S 11 Internal Strengths 11 Brand Image 11   Partnerships HYPERLINK #__RefHeading__29263_575820157HYPERLINK #__RefHeading__29263_575820157 Alliances 11   Financial size and stability 11   Terminal 5 11 W 11 Internal Weaknesses 11 Poor employee relations history 11   Reliability and trust 11   Innovation HYPERLINK #__RefHeading__29277_575820157HYPERLINK #__RefHeading__29277_575820157 change 11 0 11 External Opportunities 11 Quality System 11   Competitors forced exit 11   Competitors failing on delivering reliability 11   Emergence of new markets 11 T 11 External Threats 11 Open Skies Agreement 11   Environmental awareness 11   Global economic crisis 11   Lower cost competition 11 3.1 Porters Five Forces 12 4.0 Customer Analysis 13 5.0 Competitor Analysis 15 5.1 Strategic Groups 15 6.0 Internal Analysis 17 6.1 Value Chain Analysis (VCA) 17 17 6.2 Key Strategic Issues 20 7.0 Implementation 22 8.0 Managing Risk 24 9.0 Ethics 24 10.0 Strategic V Operational Conflict 25 11.0 Recommendation 26 11.1 Financial 26 11.2 People 26 11.3 Legal 26 11.0 Conclusion 27 1.1 Objectives The main objective of this paper is to develop the internal external environmental analysis and strategic planning with risk management and business ethics. Specific objectives are following, Evaluate the current strategic position of British Airways. Analyse the strategic Planning Models for British Airways. Analyse British Airways internal and external environment. 1.2 Company Overview British Airways is the UKs largest international scheduled airline. At the side of scheduled services, BA is engaged in the operation of international and domestic carriage of freight and mail, and the ancillary services (Datamonitor, 2008). In association with codeshare and franchise partners, BA fly to more than 300 destinations, and carried more than 33 million passengers, earning over  £8.7 billion in revenue in 2007/08 (British Airways, 2008). Employee headcount in March 2008 stood at 42,377 people (Datamonitor, 2008). Since privatisation in 1987, BA has continued to grow as competition in the market has risen worldwide. In recent times, BA has successfully been labelled the worlds first airline to take part in a scheme to reduce greenhouse gas emissions (2002) and to allow passengers to print online boarding passes (2004) (British Airways, 2008). In 2005, the company saw Willie Walsh become Chief Executive of BA (Flight Global, 2008), who to date has driven the company through the completion of Terminal 5 at Heathrow, amongst other new initiatives. Despite reported and imminent industry hits due to the global economic downturn, BAs future looks promising. As BA announces its aim of becoming the worlds most responsible airline in the latest annual report (British Airways, 2008), great importance lies in developing guiding principles and careful strategic direction to allow the achievement of this goal. 1.2.1 Company Structure When implementing strategy, people are crucial to the success (Johnson et al., 2008), therefore the structure within BA will now be analysed to ensure successful implementation. 1.2.2 Corporate Level Structure (Adapted from British Airways, 2008). At a corporate level, BA has a good structure already in place. There is a new Acting Customer Director on an interim basis, Silla Maizey (British Airways, 2008). She has introduced a new customer service team working with Heathrow Customer Services, designed to put customers first. Using the current structure to implement our strategy, it is recommended that a permanent and not acting director to be recruited. In terms of the technological strategy, no amendments to the current structure are necessary as BA already have systems in place to implement new technology. 1.2.3 Business Level Structure At a business level each department will need to ensure all staff implements the strategies that have come top-down from a corporate level and work within the organisations brand values. Each department must also tailor the corporate level objectives specifically to its own targets. This will help to build the brand, improve its customer relationship focus and achieve the stated objectives. 1.2.4 Functional Level Structure Every function must coordinate with each other to ensure objectives are met and an updated operations manual must be developed. Specifically for the relations strategy, detailed targets must be stated for both the marketing and HR functions with constant data capture and analysis to see whether the targets are being met. Sufficient training on the new onboard technology will be necessary on an ongoing basis to ensure that employees are fully familiar with the service. 1.3 Current Strategies The paper will be designed in consideration of BAs current strategies: Upgrade customer experience via the introduction of text and mobile services for business class customers. Modernise aircraft fleet and offer new services. Manage cost base. Increase corporate responsibility through environmental performance and partnerships. 2.0 Environmental Analysis(External Analysis) For success within the airline industry, an awareness of the external environment is essential. This section aims to highlight the position of the industry, in particular looking at competitors and assessing BAs capability to meet current and future challenges. 2.1 PESTEL Analysis (Source: Johnson et al., 2008, p56) Figure 1-Pastel Analysis Factors BA Implication Political 1. Heavy regulation (AEA, 2009). BA: Compliance is essential if BA wants to continue operations 2.Increased security due to past terrorist threats (DFT, 2008). BA: Sufficient security measures should be in place to ensure consumer confidence and competitive advantage is maintained. Economic 1.Global economic crisis:World growth is projected to just over 2  percent in 2009 (IMF, 2008). Pound weakens especially against the Euro. BA: Possible reduction in the amount of business travel as companies are cutting costs and using alternative means of communication such as teleconferencing. BA is vulnerable as a UK operating airline to a poor exchange rate. 2. Oil prices: declined by >50 % since their peak retreating to 2007 levels. Decline in fuel price = strengthening of the dollar (IMF, 2008) BA: Fluctuations in oil prices and exchange rates will directly affect BAs cost base. 3. UK consumer spending saw its sharpest decline for 13 years between July and September 2008 (Channel 4, 2008). BA: More intense competition Social 1.The UK has an aging population (see appendix 3) (National Statistics Online, 2008). BA:Potential opportunities for growth as older generations havemore time to spend on leisure activities such as international travel. 2. Increasing unemployment (Kollewe and Sager, 2008). BA: Increased bargaining power as an employer. Technological 1.A recent survey revealed that 34% of online consumers plan to use price-comparison sites more in 2009 (NMA, 2009). BA: Increased consumer awareness and therefore bargaining power. 2. Online booking services and check-in is becoming increasingly used by the airline industry. BA: BA must ensure that they remain up to date with these technological advances whilst avoiding becoming overly reliant, as this may isolate certain consumer markets (i.e the elderly) who dont feel comfortable using such technology. Environmental/Ethical 1.Noise pollution controls,and energy consumption controls (DFT, 2008). BA:New legislation (e.g. Climate Change Bill) enforcing tighter environmental regulation may increase operational costs each year. 2.Limited land and for growing airports Expansion is difficult at Heathrow as it would result in a loss in the Londons Green belt area. (BBC News 2006) BA:Limited capacity=>utilisation of capacity. 3.Consumers are becoming increasingly green and more aware of the environmental impact of their actions. BA:Failure to adopt an integrated environmental strategy could lead to a detrimental effect on the BAs reputation and income. 4.Cancellations of flights and loss of baggage (Channel 4, 2008). BA: Such ethical issues could have a detrimental effect on reputation if left unresolved. Legal 1.Collusion and price fixing. BA:Restriction on mergers will have an impact on BAs proposed alliance with American Airlines. 2. Recognition of trade unions and industrial action e.g. Cabin Crew strikes. BA:Good employee relations are essential if BA wants to avoid industrial action and interrupted operations. 3.Open Skies Agreement (AEA, 2009) BA:Opportunity for BA and its competitors to freely transport aircraft between the EU and US. 2.2 SWOT analyses Figure 2-SWOT analyses S Internal Strengths Brand Image   Partnerships Alliances   Financial size and stability   Terminal 5 W Internal Weaknesses Poor employee relations history   Reliability and trust   Innovation change 0 External Opportunities Quality System   Competitors forced exit   Competitors failing on delivering reliability   Emergence of new markets T External Threats Open Skies Agreement   Environmental awareness   Global economic crisis   Lower cost competition 3.0 Strategic Planning Model 3.1 Porters Five Forces (Source: Johnson et al., 2008, p60) It is important to analyse the competitive nature of the airline industry in order to assess the position of BA. The Five Forces tool will enable BA to make strategic decisions in order to increase profitability. Force Strength Competitive Rivalry BA caters for both long haul and short haul flights. Within long haul there is little differentiation between BA and their competitors, in terms of price and service offering. The short haul market is more fragmented with many small players. Direct competitive rivalry is fierce, e.g. Virgin has a website opposing the proposed strategic alliance between BA and AA No Way BA/AA (Virgin Atlantic, 2008). Consolidation of competitors has increased competition. HIGH Power of Suppliers Two aircraft manufacturers = High bargaining power. BA restricted by sole supplier of fuel to the airport. Priority of landing slots is given to historic rights of existing users (IATA, 2008). BA employees use collective bargaining through trade unions in order to increase their bargaining power HIGH Power of Buyers Low concentration of buyers to suppliers means they have little bargaining power. Increased internet usage has amplified awareness and interaction of customers (Keynote, 2008c). MEDIUM Threat of New Entrants Significant barriers to entry: such as the competitive environment, high regularity requirements and high capital cost requirements. Barriers to exit are in place which deters new entrants. The failure of recent airlines such as XL and Zoom is likely to deter new entrants (Times Online, 2008). LOW Threat of Substitutes There are few direct substitutes: Short haul flights: the Eurostar or a ferry. Long haul flights: no notable substitutes. LOW 4.0 Customer Analysis Over the past decade there has been increasing complexity in customer needs, as the customer has become more educated and demanding. Particularly, the following changes have occurred: A shift in demographics to older passengers (Keynote, 2008c). Increased global connectivity allowing the usage of internet and search mediums (e.g. comparison and review websites). Increased requirement for convenience (e.g. new destinations, quick check-in). Price has become more of a priority Segments have become more defined within their needs. Evidence that BA is failing to respond to the changing customer landscape includes: The amount of BA customers recommending their services reduced from 61% in 2006/07 to 59% in 2007/08 (British Airways, 2008). BA have been criticised for slow innovation (Doganis, 2006, Pg 165). Poor reliability and baggage handling (AQR) Failed attempts to target the price conscious consumer through low cost airline operation (Eirma, 2008). 5.0 Competitor Analysis 5.1 Strategic Groups Figure 3 Strategic Group Analysis (Source: Johnson et al., 2008, p73-77.) Figure 3 illustrates that BAs direct competitors are those who operate similar services and lie within the same strategic group. The competition is likely to be most intense within this group as they are seeking similar strategies. Lufthansa and KLM-Air France are the 2 leading European Airlines Member carriers in terms of passenger numbers, with 15.1% and 14.1% respectively of the total number of passengers carried. BA comes in third with 9.3% of the total (Keynote, 2008c). BA face competition from a small number of serious contenders in the UK, with the main contenders being Virgin Atlantic, and United Airlines in the Star Alliance soon controlling BMI (Euromonitor, 2008). Although they do not lie within the same strategic group as BA the advent of low-cost air travel has changed the face of the airline industry. Airlines such as Ryanair and EasyJet have established themselves among the leading carriers in Europe, whilst the more established long-haul carriers such as BA have struggled to keep up with their counterparts growth rates. Moreover the economic downturn and sharp fall in oil prices has caused a price war between Emirates, BA and Virgin Atlantic on the London-Dubai route. Fares have dropped by 30% across the airlines. Thus competition still remains fierce. Based on the strategic group analysis it could be argued that there is a gap in the market for a low cost airline operating a high breadth of service however it is likely the reason no airlines have adopted this strategy is due to the fact that it would be destined to fail. This assumption could be supported by BAs failed attempt to enter this market in recent years (Telegraph, 2002). 6.0 Internal Analysis It is now essential to analyse the internal environment in order to formulate appropriate strategies. 6.1 Value Chain Analysis (VCA) BA have tried to control the system further by forward and backward mitigation. Through controlling many component supplies in-house, and through BA Holidays Plc, BA increases their reach in the value system to the supplier and channel value chains. Figure 6 Value Chain (Adapted from: Johnson et al., 2008, p110) SUPPORT ACTIVITIES FIRM INFRASTRUCTURE Structured hierarchy allows BA to make use of a multitude of specialist knowledge in order to gain competitive advantage over downsized firms. HUMAN RESOURCE MANAGEMENT Invested in the development of customer service training in 2007 attracting the best employees. Speak Up opinion survey encourages employees to provide feedback (British Airways, 2008). TECHNOLOGY DEVELOPMENT BA has added value in this category over smaller companies due to slack resources that can be employed to innovate the service (e.g. individual LCD screens). PROCUREMENT Due to the size and historical business relationships and alliances, BA is able to leverage suppliers and through economies of scale make efficiencies where competitors may fail. PRIMARY ACTIVITIES INBOUND LOGISTICS Stock Control High quality training accredited by City Guilds (British Airways, 2008). Ongoing relationship with suppliers (e.g. Gate Gourmet. OPERATIONS Increased Baggage Security. Quick check-in services and secure online bookings with ability to pre-book additional services. OUTBOUND LOGISTICS Customer Service Large database of airport slots enable passengers to access the majority of destinations from preferred airport. MARKETING SALES Marketing communications to all stakeholders. Brand allowing for large budget to be spent in this field. POST SALE SERVICE Loyalty club card. Update communication on other services Whilst the Value Chain highlights the primary and support activities that add value to BA, there are a number of inefficiencies within these activities that arguably reduce the amount of value provided (see figure 7 and 8). Figure 7 Support Activities Value Loss SUPPORT ACTIVITIES Firm Infrastructure Large bureaucratic infrastructure decreases effective communication and increases inertia. HRM BAs employee opinion surveys attracted a mere 35% response rate in 2007 (British Airways, 2008). Due to high collective bargaining capabilities, BA has contended a number of highly publicised employee relations issues (e.g. Cabin Crew strike over pay, sickness absence, and staffing in 2007 (BBC News, 2007). Technology Development BA has failed to gain recognition for new innovation. Figure 8 Primary Activities Value Loss PRIMARY ACTIVITIES Inbound Logistics High solidarity between supplier employees and BA employees has created a history of negative industrial action. For example, in 2005, BA employees walked out for two days when Gate Gourmet employees were sacked (BBC News, 2005). Operations/Outbound Logistics TV documentary reported on Terminal Five operation difficulties, an emergency landing at LHR, poor baggage handling and flight cancellations (Channel Four, 2008). Marketing Sales A lack of innovation in their marketing communications (e.g. Virgin gaining value over BA). 6.2 Key Strategic Issues Analysis Tool Key Findings Strategic Implications PESTEL Global economic crisis. Higher regulatory requirements. Increasing environmental awareness. Decline in consumer spending. Increased use of the internet by customers. Focus on technological and environmental issues. Porters Five Forces High competitive rivalry and bargaining power of suppliers. Defensive strategies needed to protect market share. Customer Analysis Consumer trends in high convenience and high expectations of service. Ensure changing customer needs are understood and met Strategic Group Analysis Intense competition within strategic group and trend for consolidation. The biggest other threat comes from low cost airlines. Although low cost airlines are the biggest threat to BA, moving into low cost market is not deemed appropriate based on previous failed attempts. Airline Quality Review BA = poor baggage handling, poor on flight entertainment and low customer satisfaction. Service Quality needs to be improved to gain a competitive advantage GE Matrix Highest growth markets; Asia Pacific and Eastern Europe. BA has a strong opportunity for market development in Asia and Eastern Europe. The Value Chain BA adds value; financial size and stability, brand image, industry expertise, and partnerships and alliances. BA loses value to competition; employee relations and performance, marketing delivery, reliability, and slow innovation. BA needs to address the areas where value is being lost to avoid attacking competitor strategies. Resource Based View Strong resources including sole access to hub within largest UK Airport. Strong training competencies. Utilise BA core competences to gain competitive advantage. Financial Analysis Increased profits and lower operating costs. Lower gearing ratios and higher liquidity. Possibility of a loss in 2009 as a result of the economic downturn. Investment resources available. Increased scrutiny on strategic projects for risk assessment. 7.0 Implementation Based on the analysis of strategic options it is proposed that two strategies are implemented simultaneously. These strategies are a people processes focused strategy and technological advancement. Figure 12 details the objectives and performance measures of these two strategies. Figure 12 Strategy Overview Strategy Objectives Performance Measures People processes Aim: Improved stakeholder brand image profitability Utilise databases. Improve service delivery efficiency. Improve internal communication. Implement effective review monitoring. Profit margin increase of 2 3%. Increase repeat purchasing by 25%. Increase customer recommendation from 59% (2007/08) to 70%. Improve employee survey rate from 35% (2007/08) to 80% (Value Chain). Technological advancement Aim: Customer Loyalty Market Share Following succession with test internet implementation, roll out internet on-board internet access. An appropriate pricing strategy involving complimentary service for first class whilst targeting business class as the most profitable market. Continued market research to ensure that this is a valued service and seek opportunities for further development. Install equipment on remaining 244 aircraft. Increase business class market share by 10%. 80% of business class customers purchasing internet usage. Following RD implement 1 new technological service. In order for the chosen strategies to be successful effective implementation is essential to organise and enable success and to manage the changes that will impact BA. 8.0 Managing Risk Risk management helps the organization to identify and address the risks facing their business and trying to increase the probability of successfully achieving their businesses objectives. Types of risk business need to face: Strategic Compliance Financial Operational Three main risk factors affecting all airline are volatility in jet fuel price, foreign exchange and interest rate risks. Interest Rate Risk: BA utilizes swap agreements to manage its interest rate exposure. Foreign Exchange Risk: BA manages its Foreign Exchange exposure. Any surplus of foreign currency is sold at spot or forward for US dollars. 9.0 Ethics An ethics strategy should be concerned with ensuring that all corporate activities are ethical, legal, and within all regulatory guidelines.   An ethics program is more likely to be considered effective if it includes the following components: 1)  Statement of Values The creation and communication of a statement of organizational values is considered to be necessary guidance. 2)  Code of Conduct A code of conduct or an ethics policy that communicates a commitment to ethical behavior throughout the organization, and explains how these values are to be applied in representative situations. 3)  Executive Leadership and a System A plan and systems for the communication, monitoring, and enforcement of the Code of Conduct. Important consideration in this respect, include: Richard Bransons success in forcing British Airways into adopting a Code of Conduct is a warning to companies that do not have a code that they ought to consider adopting one and to those that do that they should make sure it works. Without an effective ethical policy, a company cannot be sure that ethical judgments made by employees are consistent with the strategy of the company and are made at an appropriate level within it. Ethics protects the reputation of the company. British Airways is a classic example, where large amounts of marketing investment in image were undermined by the publics perception of its actions. British Airways experience shows that management may be deluding themselves if they consider that all employees in a company will adopt their values and the strategic importance of ethicality by absorbing knowledge from superiors. 10.0 Strategic V Operational Conflict While strategic and operational planning both offer beneficial aspects, there are some key differences that should be understood. Strategic planning is the formal process of defining the requirements for delivering high payoff results, and for identifying what, and how, to get from current realities to future ones that add value to the organization. It is not rigid nor lockstep, but rather a self-correcting set of defining requirements and relationships for stating what is in terms of results, and moving ever closer to what should be the results and payoffs.   Strategic Planning is long term planning undertaken by senior management (i.e. the executives). It involves making decisions which will work toward reaching an organisations mission and vision statements. Operational planning is day to day planning undertaken by front line managers. They report to middle management and enact the leg work of the strategies developed by middle management to achieve strategic goals. 11.0 Recommendation Although strong and justified strategies have been created within the confines of the report there are a number of issues which BA should take into consideration when implementing the proposed strategies. These are considered briefly below. 11.1 Financial BA should not have much trouble in implementing these strategies. With an increasingly lower gearing ratio and better liquidity they should be able to secure some funding from financial institutions and obtain the rest from retained profits. However, with the current economic conditions, it will still be difficult to obtain funding and BA will not want to increase its gearing too much. 11.2 People The recommended strategy to improve relations will require full support from BAs workforce. As a highly unionised workforce, success in changing the employment relationship will be determined by BAs ability to work efficiently with each recognised union. In regards to implementing change, due to BAs history and size the company may experience organisational inertia or myopia. Again, improvements to customer relations may be hindered by an uncooperative workforce, highlighting the importance of ongoing training and support. Similarly, a technological stance will require BAs employees to develop service knowledge, and it is imperative for the organisation to support them in doing so on a continual basis. 11.3 Legal The use of Wi-Fi on planes is already allowed by the aviation regulators in the UK, Europe and Rest of the World. However, regulatory approval must be achieved before it can be implemented on planes flying to/from USA (Wlanbook, 2008; Row 44, 2008). The use of external legal consultants should be used when implementing both strategies to ensure that legal requirements are met, especially when performing internal and external surveys and the confidentiality of data. 11.0 Conclusion As a result of the external and internal analysis a number of strategic options were proposed. It was concluded that a combined strategy approach to improve service quality was deemed most suitable. Due to the current industry climate we have chosen a strategy to consolidate BAs position as market leader. Due to the scale and scope of BAs operations it was decided that the focus of this report would be on scheduled passenger flights. We would recommend further strategic analysis to implement SBU level strategies. Due to lack of primary research and restricted access to company information there may be limitations in our findings and recommended strategy, however we believe that if the general direction of our suggested strategic intent is followed it will lead to lead to success. Reference Johnson, G.and Scholes, K (2002) Exploring Corporate Strategy.6th Edition.London, UK Prentice Hall. Kathleen B Hass, Richard Vander Horst, Kimi Ziemski (2008).  From Analyst to Leader: Elevating the Role of the Business Analyst Management Concepts, 2008.  ISBN 1567262139. p94: As the discipline of business analysis becomes professionalized HYPERLINK http://www.theiiba.org/Content/NavigationMenu/Learning/Bodyo