Airlines In Aviation Industry Of Malaysia Marketing Essay

Airlines In Aviation Industry Of Malaysia Marketing Essay Malaysia Airlines (MAS) is the government-owned flag carrier of Malaysia. It is the largest and last long airlines in aviation industry of Malaysia. There are two factors that are affecting the performance of MAS which are Macro and Micro Business Environment. Macro environment factors will be the beginning. Firstly, the political environment are newly set or amended by the government. Malaysia has a Civil Aviation Act 1969 [Act 3]  [1]  that makes better provision in the law relating to Civil Aviation and for matters connected therewith and ancillary to it. Secondly is the social cultural environment. The social and cultural dimensions of the environment consist of customs, lifestyles, and values that characterize the society in which the firm operates. MAS have take action to fulfill their social responsibility to participate in the carbon offset program and the Kyoto Protocol. Carbon offset program is one of the efforts made by people to slow down global warming and Kyoto Protocol is to stabilized the atmospheric greenhouse gas concentrations at an appropriate level, thus preventing severe damage of climate change on human. Next will be the technological environment. MAS airline had advanced their technology to meet their customer needs in information technology such as provide online services. Demographic play an important role in affecting sales of MAS. As the population increase, the number of potential customers will also increase. The last one will be the economic environment. MAS have many connections throughout the world and it will give a big impact to the company if there are any changes in economy level. Second main factors will be the micro environment factors. Competitors are the main issue in the highly competitive market, thus MAS keep an eye on their competitors and try to predict their likely next moves in order to survive. Other than that, customers are the main resources of revenue to the airlines. MAS have to be able to find out the customers needs on the flight services. The quality of employees services has been upgraded to a different level by having the training program and academy the provided by MAS. Besides, the intermediaries are also playing an important role. Access to effective intermediaries can be decisive for marketing success. MAS got their own intermediaries to help them sell the flight tickets. The media helps MAS to create awareness to the public about the MAS and its activities or promotions. We have undertaken SWOT analysis to identify the company strengths, weaknesses, opportunities and threats. Our recommendations had been based upon the analysis. Business Environment in Malaysia According to World Bank, Malaysia ranks 24th in the Ease of doing business. Malaysia is an excellent destination to do business. Malaysia has a favorable demographic structure and geographically advantages. Meanwhile, the economy condition is stable at the moment. Malaysia government are welcoming foreign investment in Malaysia and establish legal requirement to guide and protect foreign investment  [2]  .  (Malaysia Business Environment, 2010) The Gross Domestic Product (GDP) in Malaysia expanded at an annual rate of 2.40 percent in the second quarter of 2010 from the previous quarter. From 2000 until 2010, Malaysias average quarterly GDP Growth was 1.18 percent reaching an historical high of 5.70 percent in September of 2009 and a record low of -7.80 percent in March of 2009 (Refer appendix 1.1). The inflation rate in Malaysia was last reported at 1.90 percent in July of 2010. From 2005 until 2010, the average inflation rate in Malaysia was 2.77 percent reaching an historical high of 8.50 percent in July of 2008 and a record low of -2.40 percent in July of 2009. Inflation rate refers to a general rise in prices measured against a standard level of purchasing power  [3]  (Refer appendix 1.2). (Trading Economics, 2010) Foreign Direct Investment (FDI) in Malaysia is set up following the holding of at least 10% of the total equity in a resident company by a non-resident investor.  Malaysia has been one of the most successful Southeast Asian countries in attracting Foreign Direct Investment (FDI).  Malaysia has been an encouraging economy to foreign investors. The FDI movement is derived from financial institutions and non transaction factors like foreign exchanges, price changes, and other changes during the reference period  [4]  . (Trade Chakra Website, 2010) Foreign envoys have commended Malaysias Economic Transformation Programme (ETP), an action plan that will see the country becoming a high-income economy by 2020.The comprehensive ETP, which was launched on 25 October, has 131 entry-point projects (EPPs), 12 reporting labs and 60 business opportunities, which will eventually create some 3.3 million new jobs  [5]  . (MIDA Official Website, 2010) The unemployment rate in Malaysia was last reported at 3.70 percent in March of 2010. From 1998 until 2010, Malaysias Unemployment Rate averaged 3.43 percent reaching an historical high of 4.50 percent in March of 1999 and a record low of 2.90 percent in March of 1998  [6]  (Refer appendix 1.3).  (Trading Economics, 2010) Malaysia is now moving-up the value chain and is currently focusing on attracting high-technology, high value-added, knowledge-based and skills intensive industries, incorporating activities such as design and development and research and development. The last decade has seen a deepening and widening of Malaysias industrial base as well as the further development of its services sector. As such, a strong foundation has been laid for the economy to move forward into the new globalised environment. Company Background Malaysian Airline System Berhad, also known as Malaysia Airlines (MAS) is the government-owned flag carrier of Malaysia. Malaysia Airlines operates flights from its home base, Kuala Lumpur International Airport, and its secondary hub in Kota Kinabalu. It has its headquarters on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Selangor. Malaysia Airlines had its humble beginning in the golden age of travel. A joint initiative of the Ocean Steamship Company of Liverpool, the Straits Steamship of Singapore and Imperial Airways led to a proposal to the government of the Colonial Straits Settlement to run an air service between Penang and Singapore. The result was the incorporation of Malayan Airways Limited (MAL) on 12 October 1937. On 2 April 1947, MAL took to the skies with its first commercial flight as the national airline. Fuelled by a young and dynamic team of visionaries, the domestic carrier turned into an international airline in less than a decade. With the formation of Malaysia in 1963, the airline changed its name to Malaysian Airlines Limited and soon after, Borneo Airways was incorporated into MAL. Within 20 years, MAL grew from a single aircraft operator into a company with 2,400 employees and a fleet operator using the then latest Comet IV jet aircraft, 6 F27s, 8 DCs and 2 Pioneers. In 1965, with the separation of Singapore from Malaysia, MAL became a bi-national airline and was renamed Malaysia-Singapore Airlines (MSA). A new logo was introduced and the airline grew exponentially with new services to Perth, Taipei, Rome and London. However, in 1973, the partners went separate ways; Malaysia introduced Malaysian Airline Limited, which was subsequently renamed Malaysian Airline System, or simply known as Malaysia Airlines. Today, Malaysia Airlines flies nearly 50,000 passengers daily to some 100 destinations worldwide.   The airline holds a lengthy record of service and best practices excellence, having received more than 100 awards in the last 10 years. The most notable ones include being the first airline with the Worlds Best Cabin Crew by Skytrax UK consecutively from 2001 until 2004, 5-star Airline in 2005 and 2006, as well as No.1 for Economy Class Onboard Excellence 2006 also by Skytrax UK. It is one of only six airlines to be given a 5-star status airline by Skytrax (the other 5 are Asiana Airlines from South Korea, Cathay Pacific from Hong Kong, Qatar Airways from Qatar, Singapore Airlines from Singapore and Kingfisher Airlines from India).  [7]  (Malaysia Airlines Home Page, 2010) Macro Environment Political and legal environment The political environment is one of the less predictable elements in an organizations business environment. Political environment has a great impact on the opportunity and threats of Malaysia Airlines. The ASEAN open sky agreement took effect in December 2008 and is scheduled to be fully implemented by 2015  [8]  (Wikipedia, 2010). The agreement will allow regional air carriers to make unlimited flights to all 10 ASEAN member states. According to Minister of Transport Malaysia Dato Seri Kong Cho Ha, the agreement will further expand and open cities in ASEAN member nations and from all routes, and he also believes that it will bring regions positive development of the aviation industry. This development plan is including flight liberalization, aviation safety, air traffic management, aviation technology, aviation environmental protection, air management framework and human resources development. As the biggest government owned flag carrier of Malaysia, MAS also be protected and to consolidate its international image in the ASEAN. The Malaysian government has never had a clear written commercial air transport policy. The national carrier MAS was asked to operate both domestic and international services but in the early years, more emphasis was placed on domestic services. The case of the emergence of AirAsias approval to operate low-fare services both for domestic and international services cause a ridiculous situation where MAS had to compete with AirAsia which was charging low fares, being a low-cost carrier as MAS fares and rates were controlled by the government. However, since 2007, MAS has been allowed to charge its own domestic fares. By this, MAS can meet the demand of the public for low fares with a fair and balanced consideration  [9]  . (The Malay Mail Homepage, 2010) Besides, the policy of the other countries will also affect MAS performance. For example, the airport tax of Changi Airport in Singapore will be rise in 2011. The airlines and travelers using Changi Airport will have to pay more start from April next year. The travelers subjected to a passenger service charge and a security service charge which will be added to the price of the air ticket. This will result in budget travelers also paying more. This might reduce the number of customers to take flight with MAS to go to Singapore as they need to pay more on the tickets price  [10]  . (Airport Charge Website, 2010) The legal environment serves to define what organizations can and cannot do at a particular point in time. Normally acts and regulations are not directly affected MAS daily operation; it is only a way to decease the criminal. The following are Aviation Acts and Regulations: Civil Aviation Act 1969 [Act 3] An act to make better provision in the law relating to Civil Aviation and for matters connected therewith and ancillary to it. Carriage By Air Act 1974 [Act 148] An act to give effect to certain Conventions relating to carriage by air and to provide for matters connected therewith and ancillary thereto. Civil Aviation Offences Act 1984 [Act 307] An act to give effect to the Convention on Offences and Certain other Acts Committed on Board Aircraft signed at Tokyo on 14 September 1963, the Convention for the Suppression of Unlawful Seizure of Aircraft signed at The Hague on 16 December 1970, the Convention for the Suppression of Unlawful Acts against the Safety of Civil Aviation signed at Montreal on 23 September 1971, and the Protocol for the Suppression of Unlawful Acts of Violence at Airports Serving International Civil Aviation, concluded at Montreal on 24 February 1988 and for purposes connected therewith. Airport and Aviation Services (Operating Company) Act 1991 [Act 467] An act to provide for the vesting of property, rights and liabilities of the Government of Malaysia relating to civil aviation in a company, to make financial arrangements for that company, to provide for matters relating to staff and for other matters connected therewith. International Interest In Mobile Equipment (Aircraft) Act 2006 [Act 659] An Act to implement the Convention on International Interests in Mobile Equipment and the Protocol to the Convention on International Interests in Mobile Equipment on Matters Specific to Aircraft Equipment. Social and cultural environment The social and cultural dimensions of the environment consist of customs, lifestyles, and values that characterize the society in which the firm operates. Social and cultural components of the environment influence the ability of the firm to obtain resources, make its goods and services, and function within the society. Social and cultural factors include anything within the context of society that has the potential to affect an organization. Population demographics, rising educational levels, norms and values, and attitudes toward social responsibility are examples of Social and cultural variables. MAS airline are not only do their business on Malaysia and also on other countries, especially Southeast Asia, East Asia, South Asia, Middle East and on the Kangaroo Route between Europe and Australasia. Every social and cultural factor of those countries may affect MAS airlines operation. MAS airline are trying many way to match all different cultural and social factors to gain their profit. And now MAS airline was co-operation with 31 airlines those from different countries to know more about the local cultural and social. As we know MAS airline has more 50 years doing their business in Malaysia, so they are always no forget the Malaysia people. We can know that from their uniform, female flight attendants are wearing Sarong Kebaya which are superimposed on the kelarai motif is a mixture of Malaysian flora, such as the cempaka, jasmine and the leaves of the hibiscus. Recently, MAS airline was launched some new services and promotions for their lovely Malaysia local people. Such as Balik Kampung, it means going back to hometown, the super low fares are also perfect for customer business and holiday trips with 5-star airline come standard at no extra charge. MAS have take action to fulfill their social responsibility to participate in the carbon offset program and the Kyoto Protocol. Carbon offset program is one of the efforts made by people to slow down global warming  [11]  (Refer appendix 2.1). With this environmentally friendly manner, MAS calculates the required economic cost to offset these carbon dioxide emissions, and then contribute to the specialized enterprises or institutions after aware that 2% of the worlds carbon emissions of greenhouse gases are contributed by the aviation industry. (Wikipedia, 2010) The purpose of the Kyoto Protocol is stabilized the atmospheric greenhouse gas concentrations at an appropriate level, thus preventing severe damage of climate change on human  [12]  . Malaysia as one of the signatories, MAS also has an obligation to perform their responsibilities to restore the harsh environment of earth. Besides that, MAS also implement the Green Plan Concept in their operation and management that consist of Reduce, Recycle, and Re-use. The plan not only focuses to reduce material and energy consumption, reduce emissions of harmful substances, but also concerned in make products and components to facilitate the separate collection and recycling or re-use. (Wikipedia, 2010) Technology environment Technology is another aspect of the environment a firm should consider in developing strategic plans. Changing technology may affect the demand for a firms products and services, its production processes, and raw materials. Technological changes may create new opportunities for the firm, or threaten the survival of a product, firm, or industry. Technological innovation continues to move at an increasingly rapid rate. MAS airline had advanced their technology to meet their customer needs in information technology such as provide online services (tickets selling) that able to reserve the seats their needs (Refer appendix 2.2). MAS airline was providing e-ticketing, its an easy way for their customer to purchase ticket but only can allow a party of 9 passengers and below in a single booking. There is a 6 alphanumeric character given during booking and also printed on your E-Ticket. It is also referred to as Booking Reference, Reloc MH etc. This information technology has a certain role in promoting the number of airline passenger. MAS continue to improve airport facilities technology such as airport construction and equipment installation, new energy and environmental technologies airport, airport lighting, airport barrier-free facilities and technology, airport construction steel, ground support equipment and services etc to promote the development of the airport and increase the satisfaction of passengers. Most of Malaysia Airlines aircraft are made by Boeing Company (Refer appendix 2.3); Boeing Company is the world leader in the aerospace industry company and the worlds largest manufacturer of civil and military aircraft. It also increases the confidence of passengers on MAS airplanes. In addition, the rotor design and manufacture, electronic systems and advanced information and communications systems of Boeing aircraft are effective in helping Malaysia Airlines to provide the best in-flight services. Malaysia Airlines (MAS) is considering an additional aircraft type for its new fleet plan- the A350, B787 Dreamliner or Boeings latest B777 variant, B777-300. MAS already have three B737-800s on lease. The airline, in an effort to lock in its financing costs early, has also issued out request for financing proposals to cover its deliveries until 2012. MAS plan to receive 14 B737-800s, eight A330-300s and five A380s by the end of 2012. Economy environment Economic factors refer to the character and direction of the economic system within which the firm operates. Economic factors include the balance of payments, the state of the business cycle, the distribution of income within the population, and governmental monetary and fiscal policies. The impact of economic factors may also differ between industries. From the perspective of the world economy, world trade growth will slow down; the U.S. subprime mortgage crisis has caused turmoil in international financial markets and the slowing U.S. economy, and to some degree of drag on the global economic growth. This also affected the MAS must holding a conservative approach in decision making to reduce the risk. But according to optimistic forecasts by senior economist at HSBC Global Research, economic growth in Malaysia is expected up 7.3% this year supported by the strong rebound in exports and soaring commodity prices. The overall level of consumer prices rise about 8% and domestic economic development will benefit the entire aviation industry. As one of the company airlines, MAS airline has many connections throughout the world and it will give a big impact to the company if there are any changes in economy level. As we know economy of Malaysia are growing slightly, people purchasing power are growing slightly also. More and more people are spending their money for travelling either out of Malaysia or in Malaysia. Normally, people will purchase more during some season especially the school holiday. MAS was providing some promotion to increase their revenue, such as ASEAN Pass, Balik Kampung, MAS Holidays Packages, etc. Demographic Environment The population growth has a great impact on the sales of Malaysia Airlines. The population in Malaysia was increasing from 23,274,690 (2000) to 28,306,700 (2009)(Refer appendix 2.4). The increasing numbers of population in Malaysia will affect MAS sales indirectly. As the population increase, the number of potential customers will also increase. At the same time, the demand for MAS services and products will also increase. Due to this reason, MAS should satisfy the needs of the future customers in order to increase the sales. Based on the statistic, the population of East Malaysia in year 2009 is 5,793,700 and the population of West Malaysia in year 2009 is 22,513,000 (Refer appendix 2.4). This shows that the population of West Malaysia is more than East Malaysia. Therefore, MAS should pay more attention to the West Malaysia because there has a higher opportunity and faster growth for MAS. Micro Environment There are some factors or elements in an organizations immediate area of operations that affect its performance and decision making freedom. These factors include competitors, customers, intermediaries, employees, media and shareholders. Competitors Competitors exist in all the industry. In airlines industry, MAS have many competitors such as Air Asia, Tiger airway, Jetstar and others. The major competitor for MAS is Air Asia. In this highly competitive market, MAS should keep an eye on their competitors and try to predict their likely next moves. Air Asia offers a device called e-player that allow customers to select and switch between movies, tv shows, music and games by pressing the screen (Refer appendix 3.1). Due to this, MAS also offer customers their very own 10.4 LCD touch screen monitor to watch any one of 12 video channels of their choice in their personal space (Refer appendix 3.2). The screen monitor also becomes a video game console if the customer needs extra excitement  [13]  . (The business environment 6th edition ,Adrian Palmer Bob Hartley 1.3.4 ,pg15) Although they have many competitors, but MAS also can outstanding. This is because MAS use the non-price decision strategy. They use this strategy to remove themselves from the price competition. MAS competes their competitors by providing the best services to the customers. For examples, MAS provides a comfortable seat (versatile new flat bed seat) to their customer (Refer appendix 3.3). Besides that, MAS and their competitors also got provide the online services like purchase tickets or check the schedule of the flight to the customers (Refer appendix 2.2). But MAS always upgrade their website to ensure the customers can browse their website faster and not waste the consumer time. At the other sides, MAS also provide the high quality of food and drinks to the customers. All the food that they provide is clean and healthy. Customers Malaysia Airline System (MAS) is the largest airline in Malaysia. The target market for MAS is frequent travelers, businessmen, families with young children and new marriage couples. The airline industry is full of operators that fly to many locations form many other locations. Therefore it is possible for a customer wanting to travel to be able to select from a whole range of companies. No one company has a monopoly on flights to a country. This means that the customer will have a lot of power and be able to select when they want to fly at the price that they are willing to pay. Hence, MAS should pay attention on the behaviors and demand of the customers. Businessmen always travel around the world to do businesses. There is a statistic shows that businessmen are the most frequent people that taking flight. It is important for MAS to do research about the businessmens demand on flight services as businessmen are the biggest group of customers for them. MAS introduce a frequent flyer program called Enrich by Malaysia Airlines (Refer appendix 3.4). This program is for frequent travelers that comprises a variety of airlines, banks, credit-card issuers, hotels and lifestyle retailers around the world. Therefore, the businessmens demand can be fulfilled by this program. Additionally, research shows that the number of teenagers taking flight is increasing. Nowadays, teenagers are doing everything online include buying stuff, checking for information and so on. Since teenagers are the future potential customer, thus, MAS provide online services such as online tickets booking, online schedule checking, tickets price checking, hotel booking and so on (Refer appendix 2.2). Intermediaries Access to effective intermediaries can be decisive for marketing success. MAS got their own intermediaries to help them sell the flight tickets. Travel agency is one of the intermediaries of MAS. The travel agency provides many packages of tour to customers and the ticket of MAS. Travel agency introduced some tour packages with flight tickets. Most customers will buy the whole packages include the tickets from the travel agency directly because the price of the tickets are cheaper. This can also helps the customers to save their time to go book or buy tickets online. Besides that, MAS also established the ticket office in many place. The ticket office will help MAS to sell the tickets to customers. It will convenient the customer that live far away from the airport. Other than that, hotel also considers as an intermediary for MAS. MAS also provided hotel booking services to the customers for their convenient and benefits them such as will get cash refund with term and condition (Refer appendix 3.5). Transportation service is also provided in the packages to customers between airport and hotel when they reach their destination. At the other sides, MAS also hire the agents to help them sell the tickets. The agents will sell the ticket in Matta Travel Fair and others. Many customers will buy the tickets from agents because it is cheaper and easy to get. Employees An employee contribution to an organization is very important. Employees are one of the main reasons for MAS to obtain the achievement for today. Employing the right staff and keeping these staff motivated is a necessary move for an organization. MAS give academy for the employees to provide the training program to their employees and train their employee become professional (Refer appendix 3.6). The academy includes operations management, business and finance, people and technology, jeppesen training, service training and so on. Like this, the customers will get the professional services from the employees of MAS. And MAS can gain competitive advantages from doing this  [14]  . (Malaysia Airlines Homepage, 2010) Besides that, MAS also provide many offers to their employees. They will give free tickets to their employees and travel to other country. On the other hands, MAS also will give more discounts to the family members of their employees. MAS also give the high salary and allowance to their employees. At the other sides, MAS also give high bonus to their employees. Like this, their employees will more hardworking to work and also provide the best services to the consumers. Media Malaysia Airlines (MAS) advertising campaign designed to create awareness to public about the MAS and its activities or promotions. The media is use to improve the communication between MAS and public. MAS internet website is update frequently in order to update customer knowledge about MAS services and activities.MAS also hired advertising agency to design a series of ads to promote their flight plans and catches the attention of customers (Refer appendix 3.7). MAS also advertise on the television to emphasize the quality of services provided by the crew cabin on the plane. This strategy can increase interest of the customers to take a flight with MAS. MAS were on television to promote their Air Bus A380 one kind of their airplane to their customers to build confidence on five-star air services. SWOT Analysis SWOT stand for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is an instrumental for examining the overall strategic position of a business and its environment. In other words, SWOT analysis is use to analyze the Strengths and Weaknesses of your organization, as well as the Opportunities and Threats revealed by the information you have gathered on the external environment. Strengths MAS Has World Class Image Malaysia Airlines (MAS) is a well-known government-owned flag carrier of Malaysia. It is the pride of a nation, their success is important to the country. This means that they are funded by the government. Based on the statistic from Sep 15, 2010 through Nov 15, 2010, the current on-time performance of MAS is 96% which is one of the highest in worldwide (Refer appendix 4.1). MAS have an average delay of 11.0 minutes and it is a better performance than other flights (Refer appendix 4.1). Unless there is terrorism or disease burst out, otherwise MAS market prospects are better with growth of tourism and increase in disposable incomes. The benefits can only be easily gained if both Changi and KL International Airport maintain similar facilities and procedures. Besides, Malaysia Airlines is being ranked as the worlds top 10 airlines. And it is also one of the only six airlines to be given a 5-star status airline by Skytrax  [15]  . (Flight Stats Website) MAS Has Good Facilities MAS have invested a large amount of money on IT and they use this IT to the benefits of satisfied their customers needs and enhanced their overall performance. MAS provide comfortable seats, safeties, and food and beverage supplies. The versatile new flat bed seat that MAS provide allow the customers to enjoy the comfort afforded by several preset positions accessible just at the touch of a button (Refer appendix 3.3). The headrest is adjustable and the massage elements provide maximum comfort to customers. In addition, the best part about MAS versatile new flat bed seat was that each chair had a liquid crystal display television (Refer appendix 3.2). The 10.4 LCD touch screen monitor had video game console and it allows customers to watch any one of 12 video channels of your choice in your personal

My worldview as a Christian Essay

This essay is for the purpose of formally stating my worldview as a Christian and demonstrating how I perceive reality when it pertains to certain issues. While this will not have changed much from my original worldview outline, it serves to expand on the issues and give intelligent analysis to my beliefs. As this semester draws to a close, and I re-evaluate my worldview outline, I a consistency between my beliefs and those presented in the course material. After analyzing the major questions, I have been able to find academic support for each belief that I hold. The first question we were asked was ‘Who is God, and what is he like?’ my initial answer was that God is the creator of heaven and earth, the supreme celestial being that oversees and influences everyday events. As to His characteristics, I believe that he is absolutely just while being full of grace. He is absolute power, under perfect control. He has intense emotions, but perfect reactions to them. That is who God is to me. The second question was about humans, what they were, and what happened when they died. A human is a being created in the image of God, with capabilities for reason, and an innate understanding of right and wrong. When a human dies, they go to one of two places. Those who have chosen to follow God will go to heaven. Those who don’t will go to hell. The third question was ‘what is the nature of the universe?’ When I hear that, I have to ask what they mean by nature. I have to look around and say ‘is it the actual physical world, and how it fits into a bigger picture? I would assume so, and say that by nature, what God created was good, And was later polluted by sin. The most confusing question was ‘how do I know what I know, and how do I know it’s true?’ I know what I know because of what I’ve been told, and what I’ve experienced, and how I apply it through the filter of my faith and values. And I kn ow that I know because if I didn’t know that I knew I wouldn’t be able to analyze this question about knowing. The next question was the only one that my answer changed slightly. What is right and wrong, or does it exist? Right exists, but wrong is only the absence of right, not something in and of itself. And the only way we can discover it is through the experiences, of ourselves and others, and through the filter of God’s word. Is life pointless or is there a purpose? If we believe God creates us, we must believe that there is a reason. I believe my purpose is to help people through hard times, since I have gone through enough hard times that I can empathize with them. Each person has a unique attribute that helps them glorify God in some way. What core commitments are consistent with my worldview, and how do they impact my life? I’m still not exactly sure about what is meant by core commitments, but the actions and values that I hold myself to identify key aspects of my worldview. I would say that the things I do are very consistent with my moral and spiritual beliefs. My worldview is based a lot on faith, and I try to find reason for what I believe. I do need to evaluate if the beliefs that I have actually have base in reality, scientifically and morally. I have very strong beliefs and opinions, as a result of coming from a very opinionated family. My worldview is very consistent with the perspectives expressed in the coursework. I have a fairly weighty background in biblical studies from other schools, and so have been exposed to this subject more than the average student. As a result, my worldview has been shaped by what I have learned, and there were few if any contradictions between what I believe and what was presented. My worldview passes (to my knowledge) all of the four tests of a worldview. In the test of evidence, my worldview draws from personal experience and scientific reason, and assumes (if not proves) the existence of a God who embodies the characteristics I have identified. In the test of logical consistency there is no reason to doubt what I have seen or read, and I try not to act outside of my beliefs in a way that would cause any inconsistency to be evident. In the test of existential repugnance, it is possible to live the life that I am attempting to live in the ‘outside’ world. Anyone can live a moral life and follow specific rules about how we should govern ourselves, but not on their own. And the test of human nature is consistent with my belief on the nature of humanity. Nothing about humanity suggests that we are not designed by a higher being, and everything points to inherent value that other creatures do not and can not possess. My worldview affects everything about my actions, because I will not leave that frame of reference without changing part of my worldview. I cannot act outside of my worldview, because I will always analyze things based on what I assume to be right information, and will act accordingly. My worldview has stayed consistent throughout this course, and if it has changed at all it has been a subconscious change. I have had a good upbringing and a solid background in biblical studies, so I did not hear anything that was shockingly new or revolutionary. Cosgrove, M. P. (2006). Foundations of Christian thought: faith, learning, and the Christian worldview. Grand Rapids, MI: Kregel Publications. Strobel, L. (2000). The case for faith: a journalist investigates the toughest objections to Christianity. Grand Rapids, Mich.: ZondervanPublishingHouse. Wilkens, S., & Sanford, M. L. (2009). Hidden worldviews: eight cultural stories that shape our lives. Downers Grove, Ill.: IVP Academi

Military Conscription, Recruiting & The Draft Overview

Until the prolonged military actions in Iraq and Afghanistan, the Army had met its annual recruiting goals. However, that is no longer the case, and many soldiers and officers are not re-enlisting. This pressure on existing resources has led many to speculate that Congress will be forced to conscription, popularly known in the US as the Draft.  For example, retired General Barry McCaffrey, former head of the U.S. Southern Command and division commander during Operation Desert Storm has said, We broke the Army after World War II and paid for it in Korea. We broke the Army after Vietnam War and paid for it with the hollow force of the 1970s. We are doing it again, with an Army that is overcommitted and underfunded. And if we end up in an unprovoked war with North Korea, then the United States could pay a very heavy price as a result. President George W. Bush was equally adamant that the all-volunteer Army is sound and no draft is needed, saying during his campaign, Our all-volunteer army will remain an all-volunteer army... We will not have a draft... The only politicians that supported a draft are democrats, and the best way to avoid a draft is to vote for me. Definition of Conscription Conscription is probably as old as mankind; in general, it means involuntary labor demanded by some established authority and is mentioned in the Bible as a means to build temples. In modern use, it is synonymous with required time in a nations armed forces. Throughout history, conscription has enabled the raising of mass armies at little cost and completely changed the scale of warfare. It enabled Napoleon to raise the first great conscription army of 0.6 million French soldiers which he led against Russia in the late 1790s. It also allowed the Northern German Alliance to raise 1.2 million soldiers against France in the 1870s. By the 20th century, most major powers were relying on conscription for their military. In World War I, the German Emperor Wilhelm II drafted 3.4 million conscripts while Russia drafted 15 million soldiers for its army. Conscription sustained the armies of both Allied and Axis powers during World War II as well NATO and Warsaw Pact during the Cold War. By the second half of the 20th century, conscription was firmly entrenched as a prominent feature in modern societies. At least 27 nations currently require military service, including Brazil, Germany, Israel, Mexico, and Russia. At least 18 nations have volunteer armies, including Australia, Canada, Japan, the United Kingdom and the US. Conscription in the US The young United States created a militia in 1792, mandatory for every white male age 18-45. Attempts to pass federal conscription legislation for the War of 1812 failed, although some states did so. In April 1862, the Confederacy adopted the draft. On 1 January 1863, President Lincoln issued the Emancipation Proclamation, which freed all slaves in the Confederacy. Acknowledging an undersized military, in March 1863, Congress passed the National Enrollment Act, which subjected all single men age 20-45 and married men up to age 35 to a draft lottery. Enlistment bounties led to immigrants and southern blacks forming a sizeable portion (25% and 10%, respectively) of the Union army. The draft was controversial, especially among the working class, because the wealthy could buy their way out for $300 (less than the cost of hiring a substitute, also allowable). In 1863, a mob burned the New York City draft office, touching off a five-day riot that targeted anger at the citys black population as well as the wealthy. The draft resumed in August 1863, after the federal government stationed 10,000 soldiers in the City. Draft opposition occurred in other cities throughout the north, including Detroit. US Conflicts and The Draft Conflict Draftees Armed Forces Total Civil War - Union(1983-1865) 164,000 (8%)inc. substitutes 2.1 million WWI(1917 - 1918) 2.8 million (72%) 3.5 million WWII(1940 - 1946) 10.1 million (63%) 16 million Korea(1950 - 1953) 1.5 million (54%) 1.8 in theatre,2.8 million total Vietnam(1964 - 1973) 1.9 million(56% / 22%) 3.4 million in theatre,8.7 million total                      Twentieth Century World War I led to the Selective Service Act of 1917, which prohibited enlistment bounties and personal substitution. However, it provided for religious  conscientious objectors (COs)  and was implemented through the Selective Service System. About three-quarters of the WWI army of 3.5 million was generated via conscription; slightly more than 10% of those who registered were called into service. Riots such as those that took place during the Civil War were not repeated, although there were protests. For example, about 12% of those drafted failed to show up for duty; 2-3 million never registered. After France fell in 1940, Congress enacted a pre-war (sometimes called peacetime) draft;  conscriptees  only had to serve one year. In 1941, by a one-vote margin in the House, Congress extended the one-year draft. After Pearl Harbor, Congress extended the draft to men age 18-38 (at one point, 18-45). As a result,  approximately 10 million men were drafted through the Selective Service System, and nearly 6 million enlisted, primarily in the U.S. Navy and Army Air Corps. In the early days of the Vietnam war, draftees were a minority of the total US armed forces. However, their higher percentage in the Army meant that  they formed the majority of infantry riflemen  and accounted for more than half of Army battle deaths. Deferments, including college students, caused the draft and the casualties to be judged unfairly. For example, African-Americans accounted for 16% of Army casualties in Vietnam in 1967 (15% for the entire war). The draft resistance movement was supported by students, pacifists, clergy, civil rights and feminist organizations, as well as war veterans. There were demonstrations, draft-card burnings, and protests at induction centers and local draft boards. Between 1965 and 1975, faced with well over 100,000 apparent draft offenders, the   federal government  indicted 22,500 persons, of whom 8,800 were convicted and 4,000 imprisoned. As the  Supreme Court  expanded the criteria from religious to moral or ethical objections, CO exemptions grew in relation to actual inductions from 8% in 1967 to 43% in 1971 and 131%in 1972. Between 1965 and 1970, 170,000 registrants were classified as COs. President Nixon  was elected in 1968 and had criticized the draft in his campaign. Nixon reduced draftees and gradually recalled US troops from Vietnam. The draft ended in 1973. In 1975,  President Gerald Ford  suspended compulsory draft registration. In 1980  President Jimmy Carter  reinstituted it in reaction to the  Soviet invasion of Afghanistan. In 1982,  President Ronald Reagan  extended it. At the end of the Vietnam War, Congress abolished the draft, ending the  Woodrow Wilson  endorsed conscription policy passed by Congress in 1917. It followed the recommendations of a Nixon-initiated Commission on an All-Volunteer Force (Gates Commission). Three economists served on the commission: W. Allen Wallis, Milton Friedman, and Alan Greenspan.  Although we have embraced an all-volunteer army, we still require Selective Service registration  for males age 18-25. By the Numbers Its difficult to compare statistics on US armed forces across this 100  year history. This is because of the emergence of the standing army and US military presence around the globe. For example, during the Vietnam era (1964-1973), the US armed forces consisted of 8.7 million on active duty. Of this number, 2.6 million served within South Vietnam borders; 3.4 million served in  Southeast  Asia  (Vietnam, Laos, Cambodia, Thailand and South China Sea waters). Draftees were a relatively small percentage of the total armed service population during this period. Except for isolated statistics (88% of infantry riflemen), data are not easily found which support or refute the theory that draftees were proportionally more likely to be deployed to Vietnam. However, they died in higher proportion. [D]raftees made up 16% of battle deaths in 1965, [but]   they were 62% of deaths in 1969. Status of the All-Volunteer Army The All-Volunteer Army (AVA) put the Army in the same position as the other four branches of service. Today there are two issues are impacting the AVA: missing recruitment goals and involuntary contract extensions. In March 2005, the Christian Science Monitor  reported that, A study conducted by the Army last year [2004] and posted recently on a Defense Contracting Command website (but since removed after news stories discussed the study) indicates that women and young black men are increasingly staying away from the Army. The poll, based on interviews with 3,236 youth ages 16 to 24, showed that recruiting an all-volunteer Army in times of war is getting increasingly difficult. The AVA is not a representative snapshot of America: only  three of five soldiers are white; two of five are African-American, Hispanic, Asian, Native American or Pacific Islander. This decline comes in the face of ever more generous enlistment bonuses and more recruiters in high school and campus halls, courtesy of a Congressional mandate that schools must allow recruiters on campus. Missing recruiting numbers puts pressure on current soldiers because the military is extending tours of duty and contracts. Extending contracts—issuing stop-loss orders—has been called a backdoor draft. As the  Seattle Times reported,  an Oregon National Guardsman who finished his eight-year enlistment in June 2004 was told by the Army in October of that year to ship to Afghanistan and reset his military termination date to Christmas Eve 2031. Santiagos unit refuels helicopters, not what most of us would think of as a high-tech position. The Army added 26 years to his enlistment; his lawsuit says Conscription for decades or life is the work of despots... It has no place in a free and democratic society. His lawsuit, Santiago v Rumsfeld, was heard by the 9th Circuit Court of Appeals in Seattle in April 2005. It was the the highest court review of the Armys stop-loss policy, which affects about 14,000 soldiers nationwide. In  May 2005, the court ruled in favor of the government. Since the Sept. 11, 2001,  terrorist attacks, about 50,000 soldiers have been subjected to stop-loss, according to Lt. Col Bryan Hilferty,  an Army spokesman. The Case For The Draft Our  first President  eloquently stated the  rationale for national service: ... it must be laid down as a primary position and the basis of our (democratic) system, that every citizen who enjoys the protection of a free Government owes not only a proportion of his property but even his personal service to the defense of it.† Israel has often cited an example of highly-trained and effective armed services—one peopled by mandatory national service. However, unlike a draft which selects only a subset of the population, Most Israeli citizens are required  to serve in the Israel Defense Forces (IDF) for a period of between two and three years. Israel is unique in that military service is compulsory for both males and females. The closest that the US has come to such a policy was at the time of Washington when white males were required to be part of the militia. National service has been proposed and debated in Congress intermittently since Vietnam; it has not been successful. In fact, Congress has reduced funding for voluntary forms of service, such as the  Peace Corps. The Universal National Service Act (HR2723) would have required all men and women aged 18-26 to perform military or civilian service in furtherance of the   national defense and  homeland security, and for other purposes. The required term of service was defined as 15 months. It was introduced by Rep. Rangel (D-NY), a veteran of the Korean War. Prior to action in Iraq, when he first introduced this bill,   he said, I truly believe that those who make the decision and those who support the  United States  going into war would feel more readily the pain thats involved, the sacrifice thats involved if they thought that the fighting force would include the affluent and those who historically have avoided this great responsibility...Those who love this country have a patriotic obligation to defend this country. For those who say the poor fight better, I say give the rich a chance. Its not hard to find passionate calls for mandatory national service for all. Its more difficult to find similar calls for a draft lottery. The conservative  American Enterprise Institute  quotes former draftee Charles Moskos, A draft would dramatically upgrade the quality of U.S. recruits because it would give the military access to a true cross-section of our youth. Due to enticing economic and educational alternatives elsewhere, the number of military enlistees who achieve advanced scores on qualifying tests has dropped by a third since the mid-1990s.  In the fiscal year  2000, the Army actually took in some 380 recruits with felony arrests.Most telling, over a third of new military members currently fail to complete their enlistments. Contrast this with the one in ten draftees who didn’t complete their two-year obligations when we last had a draft. It’s much better to have most soldiers serve a short term honorably than to have large  cohorts  discharged for cause. Many people who talk about bringing back the draft are raising the issue because they believe the US armed forces are stretched too thin. Anecdotally, this position is supported by regular news reports of troops having their time in Iraq extended. Arguments Against The Draft Warfare has changed dramatically since Napoleans march to Russia or the battle of Normandy. It has also changed since Vietnam. There is no longer a need for massive human cannon fodder. Indeed, the military has gone high tech, with missions in Iraq being guided by military minds located on US soil, according to Thomas Friedman in  The World Is Flat. Thus one argument against the draft makes the case that highly skilled professionals are needed, not just men with combat skills. The Cato Institute argues that even  draft registration should be abandoned  in todays geopolitical climate: The notion of security insurance sounds superficially appealing, but in the case of registration, we should ask, Insurance against what? Virginians have little need of earthquake insurance; farmers who till Nebraskas cornfields need not purchase hurricane insurance. America, the worlds sole remaining superpower with by far the most powerful and technologically sophisticated military, does not need draft registration.The sign-up was always intended to quickly generate a large conscript army—similar to Americas 13-million-man military in World War II—for a protracted conventional war against the  Soviet Union  and Warsaw Pact centered in Europe. Today that kind of conflict is a paranoid fantasy. Consequently, the premium for registration insurance would be better spent elsewhere. Likewise, Cato endorses an early 1990s  Congressional Research Service report  that says an expanded reserve corps is preferable to a draft: A requirement for major increases in combat forces could be met much more quickly by activating more reserves than by instituting a draft. A draft would not provide the trained officers and non-commissioned officers to man effective units; it would only turn out freshly trained junior enlisted recruits. Catos author also notes that there is nothing wrong with avoiding  forced participation  in a war of dubious moral validity and strategic value. Even  veterans remain divided  on the need for a draft. Conclusion Compulsory national service is not a new concept; it is rooted in government policies of the late 1700s. A draft changes the nature of national service because only a sub-set of citizens must serve. At two key points in American history, the draft was highly divisive and resulted in massive protests: the Civil War and Vietnam. President Nixon and Congress abolished the draft in 1973. Reinstituting the draft would require an act of Congress. Sources Archiving Early AmericaNYC Draft RiotsSelective Service

Cambridge Tourism Strategy Action Plan Free Essay Example, 2000 words

The Cambridge city plan for improving tourism is aimed at enhancing the quality of services, readily accessible and sustainable as well. Cambridge city provision of quality services has continually been improving. This is to ensure that the visitors stay comfortably and would like to return again. The quality is to meet the clients expectations and not necessarily luxury as many people believe. Over 2001, the Cambridge city council has been looking for partners and working in collaboration with them in developing strategies that are consistent with the vision of the city and leaving clients satisfied (Page Connell 2006). The most notable is the so-called community strategy which has long term objectives to be accomplished. The attraction facilities, good public relations/ customer relation and the value for money form the quality tourism services. Good quality is being awarded to everybody in terms of good accommodation, increased range of attraction facilities, and language schoo ls. Marketing the city attractive sites throughout the year is very expensive and very demanding. The historic city has intrinsic attractions which visitors come to see. Marketing policy has been established by the definition of the city and not entirely dependent on the advertisement. We will write a custom essay sample on Cambridge Tourism Strategy Action Plan or any topic specifically for you Only $17.96 $11.86/page It s been established that sustainability cannot just be achieved but requires that marketing be done the way it's being done in the most effective way and through partnering.