Cover letter, resume and other assignments Essay

Cover letter, resume and other assignments - Essay Example 2. Practice Reflection Form Name: Jane Smith CNO Registration no: L4T 3P4 Area of practice: Occupational Health Position in nursing: Occupational Nurse Source Of Input My Areas of Strengths My Areas for Improvement Self I am competent with knowledge of needs of patients with long-term conditions. I have strong communication skills, both written and verbal. I am strong in clinical leadership skills. I have an ability to work long hours and under pressure. I am flexible, enthusiastic and strong team player. I have an ability to deliver consistently positive results. Improve confidence to deal with painful and stressful situations in practice. Lack of IT skills related to preparing patient's documents, charts. Peer My peers view is that I'm a strong team player when we are working as a team. They have mentioned that I have a special ability to resolve problems of patients when they are in serious situations. Further my peers mentioned that I can create good patient/nurse relationship with paying attention to each and every individual patient. I need more confidence in the job activities when I'm dealing with my subordinates and patients. I need to improve the techniques on patient care and reducing risk in healthcare delivery level. I need to develop collaborative ways and trustworthiness when dealing with patients. Resources I used to reflect on my practice I used 'changing patients' worlds through nursing practice expertise' online modules. National Council for the Professional Development of Nursing and Midwifery (National Council) Report. I referred Health Professions Act (HPA) & nursing practice standards online report....In this stage skills needed to be wide which is covering all the areas of nursing practice such as clinical skills, communication and consulting skills, IT skills and leadership skills (Donner, & Wheeler, 2000). 3. Thirdly PDP should get approved by the practice manager or an appraiser. In this scenario it is better to give awareness to the healthcare practice manager about the professional development needs. Thus it will support to the management to set the training and development needs as against the existing resources and employees.

Business Report Essay Example | Topics and Well Written Essays - 1250 words

Business Report - Essay Example The organization, through the new initiative, has a lot of potential and could very well be on its way to cashing in on the demand of the market and could ideally lead its industry in no time. Unfortunately, Tedallal is still experiencing difficulty primarily because its strategy is not aligned with the organizational objectives. This issue has been identified using different assessment models such as Hayes & Weelright's four-stage model, service positioning matrix (SPM), as well as concepts such as ServQual, the service profit chain, service blueprinting and the lean service concept. These frameworks revealed that there are several mismatches and incoherent elements in Tedallal’s overall business approach that compromise several features of its new operational model. This came about through several factors, including a comprehensive offering of customer values that taxed the organizational capability and resources; half-baked strategy that failed to address the achievement an d maintenance of quality in products and services; and, the failure to meet market demands. These variables, collectively, put the company in a more dangerous ground, that when left unaddressed could ultimately lead the organization to its eventual demise. The key issues identified in this report that are needed to be addressed are as follows: 1. Although the organization adopts the four essential competitive priorities in its strategy as a service company, it fails to implement them each in their own respective areas as well as in a collective model that could coherently achieve the organizational objectives; 2. Tedallal lacks the organizational culture that could enable the company to attain its objective of putting emphasis on people and service. This aspect is particularly important, since Tedallal’s new strategy requires a high degree of organizational change that can only be achieved by changing people, perspectives and attitudes. 3. The strategy to utilize low-cost res ources and failure to invest on its people took its toll on the organization's ability to meet the demands and expectations of the customers, respond to the changes and requirements of the complex products and values it started to offer after the strategy overhaul. As this report would establish, there is a need for restraint and sober strategy building in regards to how competitive advantage is to be approached and achieved. What this means is that decision-makers within the company should decide which aspect they want to focus on, then perfect it, excel on it, and gradually build a lasting and memorable relationship with its customers. This should lead Tedellal to modify its current strategy from the existing knee-jerk or reactive approach into a long-term, coherent and unique model tailored according to its core objectives, organizational strengths and capabilities. This report has outlined several models that could guide Tedallal in effectively aligning strategy and objectives, in every step and in every aspect – from the evaluation up to the measurement of strategy according to the corporate objectives. These information are contained in a logically structured discourse of three important aspects of the organization and its strategy: Operations strategy, activity and performance; Service delivery

Golden Rule Essay Example | Topics and Well Written Essays - 2000 words

Golden Rule - Essay Example It was not meant as a guide to practical choice separate from all other principles of conduct. It has nothing to say about specific choices, nor does it vouch certain moral principles, ideals, or virtues. The golden rule relates, rather, to a perspective thought vital to the exercise of even the most basic morality: that of trying to put oneself in the place of those affected by one's actions, so as to counter the instinctive tendency to moral shortsightedness. It instructs listeners to treat others with the respect and understanding they themselves would wish to come across, and not to cause misfortunes on others that they would detest to have caused upon themselves. The golden rule put emphasis on the ethic of empathy: treat others as you would like them to treat you. Empathy relies on understanding that the other person senses pains as you do or will feel gladness as much as you do if they are properly dealt with. If another person is mourning, you feel his/her grief and offer consolation. If another is hurt, you go out of your way to extend help and you treat the injured person with support to prevent further suffering. Empathy, however, is not equally present among human beings, nor is any person incessantly empathetic for others. Some are deficient in empathy and are selfish, irresponsible and do harm to others with out feeling any remorse. The natural tendency is to treat only a number of other people, immediate members of a select group, and to be distrustful of and unreceptive to everyone else. Empathy can stimulate on in one circumstance and hold off in another situation. Once a particular group labels that non-members are threats, empathy is switched off and group members treat outsiders as though they were intruders. Actual situations may well affect how we relate the golden rule by looking at the practical significance of differences between experiences such as: observing another, how one would feel in the situation of another, what is the feeling of another, what is the world from the perception of the other, the impact of an action on the other, how the other would judged the fairness of another's act, and taking the other's viewpoint clearly into consideration in moral decision-making. Imagining oneself, however, in the situation of another is not plainly required by the golden rule, nor is it a requirement or adequate state for sound moral judgment. At times one acts it but stays unenlightened because of unawareness or self-deception, and occasionally one comprehends intuitively what is to be performed without any definite act of imagination. We normally presuppose that we understand others intuitively, that we empathize truly, that our expressions of sympathy are appropriate. Despite our usual dependence on empathy to enlighten us about another, our emphatic feeling of others often gives the wrong impression. The golden rule instructs us to treat others as we want others to treat us, thus implicitly advancing the assumption that there are important shared aims or similarities between the self and another. Over dependence on commonalities can dull receptiveness to dissimilarity just as much as being overly impressed with dissimilarity can make people blind to empathy. If the golden rule is to be understood as encouraging complacency about empathizing with others, then the rule would seem

Gun- Carry Permits in New York City Essay Example | Topics and Well Written Essays - 1250 words

Gun- Carry Permits in New York City - Essay Example However, the real problem lies deeper than this. The dilemma is not merely limited to the possession of guns but extends to the social and economic sphere. Thus, a policy needs to be created not further restricting guns but on creating awareness and promoting responsibility when handling guns. The possession and transportation of arms in violation of the laws may result in a charge of Misdemeanor or felony filed against the person. The mandatory jail time for possession of a firearm is approximately a year or above. Despite these strict policies, the alarming increase in crime rate and in the number of school shootings remains the most disturbing factor. Beginning from the incident of Whitman in the tower of the University of Texas to S. H. Cho's firing in Virginia Tech; all such incidents point at the same thing. This is the easy access of guns and the confused psychological mindset. These gory events in the history of America are serious issues and must be treated as such. After Vi rginia Tech shootings, the people were able to ban the purchase of guns on the basis that Cho had acquired it. However, there are other opportunities that people can avail in order to possess a gun legally. This includes purchasing them at gun fairs without having to get their history checked. This makes for a serious drawback in the policies through which anyone can go and purchase a gun. A shocking fact observed here suggests that the severity of laws and policies does not seem to be playing a role in hampering crimes. Implementation of the written policies and action upon them is requisite to decline such acts. Prevalence of law and order along with practical implementation of the written word alone can put an end to such issues (School Shootings and Violence 2012). The tug of war between crime and the defense seems not only to be triggered by the wave of terrorism but it is constantly fanned by the raising racist sentiments which are a direct product of terrorism. Since 9/11 a g reat number of terrorist activities have been viewed in the US. At some places Muslims were killed by white racists and at some whites were killed by Muslim Racists thus continuing the blame game. Moreover the collapsing economy, relapse of the governmental infrastructure and the unrest created as a bi-product constantly boosts up the crime rate. Slums are increasing day by day; unemployment and an empty stomach are capable of a lot more than the guns can do. Some places of the posh NYC have become red zones due to the increasing accumulation of unemployed people turned into criminals. Some analysts have argued that it is not the total number of guns in circulation that increases gun violence, but the carrying of guns in high-risk places at a high risk time. Thus, equal economic opportunities must be ensured in order to cultivate a peaceful environment. Moreover, equality with respect to ethnicity and race will also encourage harmony (Sherman, Shaw, Rogan & National Institute of Jus tice 1995). It seems to be a natural phenomenon to release frustration whenever and wherever an outlet is found. In this relation numerous incidents have been reported. On March 8 2012 it was reported in the New York Times that â€Å"no one has been able to explain why a Spanish teacher who had been fired from the Episcopal School of Jacksonville fatally shot the head of the school and himself with an assault rifle.†

Persuasive Speech-Skin Cancer Essay Example | Topics and Well Written Essays - 750 words

Persuasive Speech-Skin Cancer - Essay Example What makes cancer lethal is the fact that an inflicted individual wouldn’t feel its negative effects until it the abnormal cells have already grown so much. Skin cancers, for example, may appear on normal skin, or may develop from moles that were present at birth. For such diseases that only physically manifest in its deleterious stages, one should know the risk factors predisposing us to developing them, the steps that can be taken to ensure that we do not have them, and the treatment options once we are positive for having the disease. In battling any kind of diseases, prevention is always better than cure. To avoid melanomas, one must first know whether he or she is more likely to develop the skin lesion than others. Skin cancers can happen at any age, but elderly individuals are more susceptible to developing melanomas than younger people do. Caucasians, who have fair skin, blue or green eyes, and red or blond hair, also have a higher tendency to develop the skin disease. On the other hand, the type of melanoma commonly seen on soles, palms, or under the nails usually develops in African Americans. Aside from the abovementioned predispositions, it is also especially important for individuals with a past medical history of blistering sunburns, family history of melanomas, occupation requiring prolonged sun exposure, residence in high altitude places or sunny climates, immunodeficiency, or multiple birthmarks, to watch out for skin cancer. For people at risk, it is necessary to avoid tanning devices, arsenic, coal tar, and creosote. Because melanomas can appear on anyone, it is important to distinguish from all other body marks the one most likely to be cancerous. Early detection of a cancerous growth is vital in the success of treatment, and subsequent survival of the patient. Fortunately, self-examination can be performed using the following easy-to-remember ABCD symptoms of melanoma: A for asymmetrical, B for undefined borders, C for mixture of colo rs, and D for diameter of more than 6 mm. Self-examination using these symptoms should be conducted monthly, and an in-depth, formal skin exam by a dermatologist should be requested yearly. Once a suspicious body mark has been found, there is no reason to be depressed. Medical procedures are already present to ensure that individuals with melanomas can combat these cancer cells successfully. First, a biopsy, or removal of the whole or part of the mass, sentinel lymph node biopsy, X-ray, and or CT scan will be done to determine the extent of migration of melanoma. These medical procedures determine the extent of the growth of cancer cells. This is important to allow the patient have an informed decision with regards to the means by which the cancer cells are removed from the body. Through the years, treatment options for skin cancer has steadily increased and improved. Surgery is the treatment of choice for melanomas that have not yet migrated to other parts of the body. If cancer ce lls were found to other parts of the body, chemotherapy or radiation therapy may supplement the surgery to ensure that no cancer cell mass is left inside. These treatment options have high success rates, especially when melanomas are detected in its early stages. In addition, patients can participate in experiments testing novel drugs for cancer. With the continuing advancement of

Previous chest radiation Essay Example for Free

Previous chest radiation Essay Women who menstruate at an early age and menopause at a later age are likely to develop breast cancer (American Cancer Society, n. pag). This can be associated with the longer exposure to estrogen and progesterone hormones. Women who had undergone a radiation therapy on the chest area at an early age can significantly increase the risk for breast cancer, especially if the breasts are still developing when the therapy was taken (American Cancer Society, n. pag. ). Stages Breast cancer, as other kind of cancer, starts from a single dot that develops into a threatening stage when it is not detected and treated at an earliest time. The purpose of staging the disease is to ascertain the type and degree of treatment that may be applied to the patient. Normally, the stages of breast cancer start from 0 to III. Stage 0 This is otherwise known as the non- evasive breast cancer (American Cancer Society, n. pag. ). At this stage, no evidence of cancer cell breakage or invasion into other tissues can be noticed. Stage I Stage I is known by invasive breast cancer (American Cancer Society, n. pag. ). During this stage, the cancer cells starts to invade or spread to other normal tissues. The tumor can also be noticed as grows to two centimeters (American Cancer Society, n. pag. ). Although there is no lymph nodes involved (American Cancer Society, n. pag. ). Stage II At this stage, the cancer cells expands to the lymph nodes under the arm or the tumor increases up to five centimeters (American Cancer Society, n. pag). During this stage, the lymph node are not yet united to other nodes and to other normal tissues. Stage IIIA The cancer is said to have advanced to stage III when the tumor measure more than five centimeters or when the lymph nodes are clump together or stuck to one another or to other tissues (American Cancer Society, n. pag. ). Stage IIIB This stage is characterized by the spread of the tumor, at any size, to the breast skin, internal mammary gland, or chest wall (American Cancer Society, n. pag. ). This stage also includes the inflammatory breast cancer, a very serious but rare type (American Cancer Society, n. pag. ). Inflammatory breast cancer is distinguished by the redness and warmness in some or in all part of the breast. Stage IV The breast cancer has advanced to the last stage when the tumor expands on to the breast, underarm, and internal mammary lymph nodes and also on lungs, bone, or brain (American Cancer Society, n. pag. ). This stage also includes Metastatic cancer, which is the spread of cancer. Treatments of Breast cancer At an early, the suitable treatment for is the breast conservation that involves lumpectomy. On this process, the infected tissues and the surrounding normal tissues are removed (National Breast and Ovarian Cancer Centre, n. pag. ). This shall be coupled by surgery and followed by radiation therapy which is used to kill the tumor cells left after surgery. Research has shown that radiation therapy is as effective as mastectomy, which is the surgical removal of the breast. Other medication may include prescription of hormone- blocking drug tamoxifin for post- menopausal women, and ovarian ablation to younger women. Ovarian ablation is the stopping the ovaries from producing estrogen and can be done either by removing the ovaries or by prescribing certain drugs (National Breast and Ovarian Cancer Centre, n. pag. ). Chemotherapy is also used to treat breast cancer. Chemotherapy is the medication that kills cancer cells or stops them from growing (National Breast and Ovarian Cancer Centre, n. pag. ). It can be done in three strategies namely; adjuvant chemotherapy, presurgical chemotherapy, and therapeutic chemotherapy. Adjuvant chemotherapy is given to reduce the possibility of returning of the cancer and is given to people who had surgery or radiation while presurgical chemotherapy is used to shrink or kill the stray cancer cells and to completely get rid of the cancer (National Breast and Ovarian Cancer Centre, n. pag. ). Therapeutic chemotherapy, on the other hand, is given to women whose cancer has spread beyond the breast or those who have serious case of breast cancer. For advance breast cancer, the treatment may include chemotherapy. Treatments given to metastatic breast cancer are aimed to reduce the symptoms experienced by the patient so that the quality of her life may be improved. The treatments may include stopping the growth of the cancer and using one or more anti- cancer treatments depending on the parts of the body that has been affected by the cancer (National Breast and Ovarian Cancer Centre, n. pag. ). Such therapies available are high- dose chemotherapy, immunotherapies, gene therapies, and targeting therapies. However, their efficacies are not yet measured. Among the immunotherapies, only the monoclonal antibodies (Mabs) have been approved for breast cancer (National Breast and Ovarian Cancer Centre, n. pag. ). However, there are other forms that are under observation. The Herceptin or MAb trastuzumab is on top of the list which is used by women with cancer cells having too many copies of HER2/neu gene (American Cancer Society, n. pag. ). The HER2/neu gene is able to produce extra receptors to stimulate growth on the cells resulting into a more aggressive breast cancer. When the trastuzumab are attached to the receptors, the growth is lowered because the access to the cancer cells are blocked (American Cancer Society, n. pag. ). Another form of immunotherapies is the Bevacizumab or Avastin, which is an antibody that helps slow the growth of blood vessels in the tumor (American Cancer Society, n. pag. ). Some promising treatments for advanced breast cancer are interferons and interleukons, autologous vaccine therapy, and other antigen vaccine. These immunotherapies are being studied because their effectivity has not yet been ascertained. Conclusion Among the women, the disease that is very threatening is the breast cancer. Cases of breast cancer are increasing every year and so with the mortality rate. Yet treatments do not give complete assurance. Moreover, treatments are so expensive that are not available to poor patients. Cancer, as generally known, is a disease that is traitor and known only at a later stage. In order to avoid getting breast cancer, n individual shall be aware of the risk factors and avoid it as soon as possible. Works cited Baum, Michael, and Schipper, Harvey. Fast Facts Breast Cancer. Oxford: Health Press, 1999. Cadwell, Karin, and Maffei, Cindy, T. Breastfeeding A-Z: Terminology and Telephone Triage. New York: Jones Barlett Publishers, 2006. â€Å"Detailed Guide: Breast Cancer. † 13 September 2007. American Cancer Society. 24 June 2008 http://www. cancer. org/docroot/CRI/content/CRI_2_4_2X_What_are_the_risk_factors_for_breast_cancer_5.asp. Franz, Mary. â€Å"Diet and Breast Cancer. † Vegan Handbook:Over 200 Delicious Recipes, Meal Plans and Vegetarian Resources for All Ages. Ed. Debra Wasserman Reed Mangels. Vegetarian Resource Group, 1996. 193. â€Å"Genetic Testing for BRCA1 and BRCA2: Its Your Choice. † 2 June 2002. National Cancer Institute. 24 June 2008 http://www. cancer. gov/cancertopics/factsheet/risk/brca. â€Å"Treatment options. † 28 November 2006. National Breast and Ovarian Cancer Centre. 24 June 2008 http://www. breasthealth. com. au/treatment/.

Low Cost Carriers (LCC) Tiger Airways’ Marketing Strategy

Low Cost Carriers (LCC) Tiger Airways’ Marketing Strategy Executive Summary Since the late of last century, the business model of low cost airline represented by Southwest Airlines has been spreading all over the world, has influence and changed the framework and development of the world airline industry. This report is the analysis of the youngest airlines companies of Low Cost Carriers (LCC) Tiger Airways’s marketng strategy. Firstly, it is focused on the macro environmental factors affecting Tiger Airways. Next, it analyzes the competitors including direct and indirect competitors to point out the competitive advantage of Tiger Airways. Finally, this report is focused on the core competence analysis of Tiger Airways. 1. Introduction The low cost carrier is an airline that offers generally low fares in exchange for eliminating many traditional passenger services. The concept originated in the United States and subsequently spread to much of the rest of the world. The term originated within the airline industry referring to airlines with a lower operating cost structure than their competitors. The first successful low cost carrier was Pacific Southwest Airlines in the United States, which pioneered the concept in 1949, then this concept has been incorrectly given to Southwest Airlines which began service in 1971 and has been profitable every year since 1973.[1] Today, the low cost carrier model is applicable worldwide. One of the famous and successful airlines is Tiger Airways. Tiger Airways Private Limited is a low-cost airline which set up their headquarters in Singapores Changi International Airport. It is operated by one of the premium airlines in the world (Singapore Airline). The parent company is Tiger Aviation Private Limited that consists of The Tiger Singapore and Tiger Australia, Incheon Tiger Airways with slogan â€Å"Get The Real Deal†. The company was established from December 2003 to September 15, the 2004 maiden voyage.[2] It is currently the largest low cost airline operating in Singapore in terms of the amount passengers. Tiger Airways is Asia Pacifics true low fare airline. It offers the lowest fares of passenger safety and convenience of air travel. Tiger Airways from Singapore in September 2004 brought in two aircrafts in its fleet, the network of three routes. In the four years of operation, the operation of Tiger Airways from Singapore and Melbourne bases, base and third-party action in Adelaide in early 2009. Tiger Airways currently fly to over 25 destinations in nine countries in Asia. In only one year (2006), the airline served 1.2 million passengers; it is a growth of seventy five percent compared to the previous year. [3] Through the internet (the public and agents), it accounts for seventy five percent of Tiger Airways seats sold. In other words, passenger book from call centers and airport outlets accounts for twenty five percent. This indicates that the low cost carrier (LCC) model uses online marketing and technology to reduce operating costs is working. [4] 2. Macro-Environmental analysis 2.1 Technology Singapore is a technology driven country. From wireless internet to escalators, advanced technology is found everywhere in the country. People use technology here for the better quality of their lives. Under the Infocomm Development Authority of Singapore (IDA), [emailprotected] is a government initiative to build Singapores infocomm infrastructure. Working through IDAs call-for-collaboration, SingTel, QMax and iCell deploy a municipal wireless network throughout Singapore. Internet based booking adopted by Tiger Airways is one of the technological benefits. E-ticketing is the fastest way of booking tickets in the 21st century. Tiger Airways attracts most of its customers online. In addition, Tiger Airways operations are based on high-technology, and the company is constantly striving to bring customers the best services available in the industry in terms of operational efficiency, reliability and safety.According to industry standards, the on-time departure is the one that departs from the designated bay less than 15 minutes from the scheduled departure time.[5] That means they are not only doing their every effort to ensure that their planes leave on time (and get customers there on time), but also remain in tiptop condition as well, thus, customers will always get the same great experience that have come to expect, every time. 2.2 Demographic and economic The population in Singapore has increased and the visitors coming into Singapore has also increased. According to government statistics, the population of Singapore was 4.84 million in 2008, of whom 3.64 million were Singaporean citizens and permanent residents.[6] Singapore has one of the world largest GDP growths, which means that the people in Singapore are growing richer with higher rate of success. Singapore has a highly developed market which has historically revolved around extensive exports trade, in other words an export driven economy hugely dependant on export of goods to other countries. Along with Hong Kong, Taiwan and South Korea, Singapore is one of the Four Asian Tigers countries. The economy depends heavily on exports and refining imported goods, especially in manufacturing. Moreover, Singapore is also a popular travel destination making tourism one of its largest industries. There were about 7.8 million tourists visited Singapore in 2006.[7] It has also indirectly resulted in booming development of aviation industry. Singapore gets its revenue mainly through tourism and most of people coming from different nearby countries prefer these types of airline for their short travel. 2.3 Governmental Political forces are one of the most important factors for budget or low cost airlines. Forty nine percent of the shares of Tiger Airways are owned by Singapore Airlines (SIA). The chairman of the Singapore airlines belongs to the advisory council of the president which gives an added advantage to expand their network relationships with other airlines and countries. Singapore has a successful and transparent market economy. Government linked companies are dominant in various sectors of the local economy, such as utilities, media, and public transport. Singapore has consistently been rated as the least corrupt country in Asia and among the worlds 10 most free from corruption by Transparency International.[8] Apart from that, the Economic Development Board (EDB) together with the Information Development Authority of Singapore (IDA) aim to make Singapore the region’s major center. Their purpose is to promote Singapore as a compelling location for companies across the entire industry value chain; creating a self-reinforcing, inter-dependent ecosystem that will continuously attract talent, capital, ideas, and enterprises to create international products and services from Singapore. [9] 2.4 Cultural Singapore is a mixture of an ethnic Malay population with a Chinese majority, as well as Indian and Arab immigrants. There also exist significant Eurasian and Peranakan who are known also as Straits Chinese communities. Around 78,000 people work in the media in Singapore, including publishing, music, broadcasting, print, film, digital and IT media sectors. The industry contributed 1.56% to Singapores gross domestic product (GDP) in 2001 with an annual turnover of S$10 billion. The industry grew at an average rate of 7.7% annually from 1990 to 2000, and the government seeks to increase its GDP contribution to three percent by 2012.[10] Singaporean cuisine is an example of diversity and cultural diffusion, with influences from Chinese, Indian, Malay and Tamil cuisine. In Singapores hawker centres, traditionally Malay hawker stalls selling halal food may serve halal versions of traditionally Tamil food. Chinese food stalls may introduce indigenous Malay ingredients or cooking techniques. This continues to make the cuisine of Singapore a significant cultural attraction. That is one of reasons why Singapore is a popular tourist country. 3. Competitive analysis The cost of competition in airline industry is high. Tiger Airways, due to its low cost nature, has cut throat competition with the rival airlines like Virgin Blue and Jetstar. The industry growth is average for switching between airline companies which brings more convenience to the customers. The fixed cost is high for the Tiger Airlines and there is opportunity for it to sell unsold seats cheaply which results in pricing wars between the rivals. Tiger Airways competes in terms of price technology, customer services, in-flight entertainments and many more areas. 3.1 Comparison of Tiger Airways with Direct Competitors Air Asia: Air Asia is a low cost airline based in Kuala Lumpur, Malaysia. This is the first airline in the region providing ticketless travel and implementing comprehensive unassigned seats. With the domestic and international flight reservation Air Asia operates 656 flights daily, 102 routes to 57 destinations in 12 countries.[11] Destinations Covered: Air Asia covers fifty seven destinations as Tiger Airways which covers only nineteen destinations. It covers three times more than Tiger Airways’. Cost Analysis: Air Asia is approximately thirty percent more expensive as compared to Tiger Airways. For example, Tiger Airways ticket to Phuket is seventy two SGD whereas Air Asia charges one hundred and ten SGD. Air Asia charges one hundred and seventy SGD to Bangkok whereas Tiger Airways charges one hundred and thirty SGD. Baggage Allowance: Tiger Airways allows a maximum of fifteen Kg check in luggage and charges 25 SGD whereas Air Asia charges 7.50 SGD. Air India Express: Air India express is India’s first international airline that offers great value for money and provides convenient connectivity in the short range routes. Air India Express and Tiger Airways both connect India to Singapore and vice versa through Chennai.[12] Destinations Covered: Air India covers ten international destinations whereas Tiger Airways covers nineteen destinations. Cost Analysis: Air India Express is more expensive than Tiger Airways, for example, Air India charges 306 SGD to Chennai whereas Tiger Airways charges 269 SGD to Chennai. Baggage Allowance: Air India allows a certain limit of free of charge baggage whereas Tiger Airways only allows seven Kg of free hand baggage. Lion Air: Lion Air is Indonesia’s largest private carrier and Asia’s first hybrid carrier which offers both economy and business class seating. It operates scheduled passenger services on an extensive domestic network from Jakarta to forty destinations with 210 daily flights as of May 2008.[13] Destinations Covered: Lion Air covers 7 international destinations whereas Tiger Airways covers 19 destinations. Cost Analysis: Lion Airways is a little cheaper as compared to Tiger Airways. For example, Lion Airways charges 89 SGD for a ticket to Ho Chi Minh City whereas tiger airways charges 102 SGD. Baggage allowance: Free baggage allowance by Lion airs is 20kilos for economy class and 30kilos for business class whereas tiger allows only 7 kilos. 3.2 Tiger airways facing Indirect Competitors: Indirect competition includes trains and buses as other means of transport to reach a destination. Land transport that includes trains and buses are the indirect competition to air travel because they permit far greater capacity and frequency of service which is not possible by aircraft and their schedules are less interrupted by bad weather than airlines. Tiger Airways covers destinations such as Kuala Lumpur, Bangkok, Phuket and other destinations where are also accessible through other means of transportations such as trains and buses. Trains and buses hence are an indirect competition because of various reasons, such as time, price, and luggage allowed to carry, etc,. For example: 1. Tiger Airways has daily flights to Kuala Lumpur and Bangkok from Singapore but the frequency of buses from Singapore to Kuala Lumpur are ten times more. 2. Tiger Airways charges 59 SGD for a one way ticket from Singapore to Kuala Lumpur whereas the bus charges 33 SGD. However there are few buses such as Transnational Express which costs 15 SGD. Therefore, the ticket price varies depending on the type of bus passengers choose and the place from where passengers board the bus. A slower, costlier, but more comfortable way to travel to Kuala Lumpur, Malaysia, would be by rail. To Kuala Lumpur there are two day time trains and one over night sleeper train daily. The charges vary depending on the seat passengers choose. For instance, if passengers choose a first class seat it will cost approximately 28 SGD whereas a second class seat would cost around 14 SGD. 3. Tiger Airways charges 131 SGD for a one way ticket from Singapore to Bangkok and the train charges approximately 82 SGD for second class sleeper. However there is no direct train from Singapore to Bangkok. Therefore, passengers have to change minimum two to three trains further down to Bangkok. Obviously, convenience of travel is a known fact as traveling by air is the fastest means of transportation as compared to any other means. Basically for an airlines industry the main substitutes are travelling by train, bus or car to any desired destination. The various factors affecting these substitutes are money, convenience and time. However Tiger Airlines being price sensitive lures many travelers away from these substitutes. Thus, the cost is the key consideration for many travelers. The competitive possession of tiger airlines is affected by the bargaining power of the buyers. The potential buyers can put a lot of pressure on airline business which further affects its price, volume and profit margin. Tiger Airlines flying from the Gold Coast airport is competing for the same customer, which in turn is strengthening the buying power. A lot of buyers are attracted to tiger airlines as it main strength is its price. The threaten route for Tiger Airlines in the future is determined by the existing barriers to entry. Cost of entry is the biggest barrier. The cost of buying and leasing aircrafts, safety and security measures, customer services and man power is high. Tiger Airways itself a new entrant in the Airline industry has added a lot to the competition. This means a major constraint on the profit margin for the Airline industry. 4. Core Competences Analysis In order to satisfy the visitors on the Asia-Pacific region, Tiger Airways relies on low fares and the reliable regional air services. That is a true low fare airline which operates on three customer-focused core strategies: First of all, market stimulation. Tiger Airlines creates opportunities for new travelers and empowering budget conscious people to fly more often by making travel affordable with its consistent low fares. Tiger Airlines facilitates its processes of providing effective consumer service by online sales services, they provide hotel accommodation for the passengers, car rental and travel insurance benefits to passengers online. Huge response is generated by the consumers through the process of online sales as the number of seats booked online is increasing year after year. Services provided to travelers with benefits like offering them more options in terms of increased capacity in routes. Tiger Airlines is still under process of opening more travel options for the employees. Secondly, Tiger realized the importance of stringent cost control through their operations, so that they can keep our fares consistently low for travelers. Tiger Airways empowers budget conscious people to fly more often by making travel affordable with its consistent low fares. The market share of the airlines has increased due to the low price. Tiger airways offered 100,000 seats at 9.95 for Australian destinations. To book return flights from Melbourne at Mackay at 49.95 per flight and there were no server problems as in the case of Jet star. They charge $30 for exit row seats and $8 for all other seats. Thirdly, capacity utilization maximizes the number of sectors served by their aircraft per day with efficient air traffic planning. Tiger Airways has effective workforces, who work diligently to make the airlines a success. With the increase in the number of phone customers, due to good salesmanship done by the employees working in the call centers, the airline has decided to increase the number of staff in call centers. Generally the tickets are sold online or in airports. After sale services like delivering the purchased ticket at the house of customers adds to its marketing strategy. Moreover, Tiger Airways seeks to act as a good corporate citizen at all times and undertakes contributions and sponsorship programs as part of its partnership with the community. For example, it is currently making conscious efforts to conserve wildlife and sponsors the upkeep of Winnie, a white Tiger at the Singapore Zoological Gardens for the purpose of conservation, education and recreation Tiger Airways business model is based on the success of Ryanair, which uses a very low cost competitive basis, the basis of low fares. It also involves examining every aspect of the business, in an effort to eliminate non-essential costs, but it will not cut any corner of the passenger safety and on time. However, Tiger Airways should be constantly looking for good business opportunities available to the market. For example, one glaring advantage of using YouTube is that it serves 100 million videos per day. No matter what YouTube content (unlicensed, kids falling of skateboards, etc), thats a huge number and there are tremendous opportunities for Tiger Airways to benefit in order to reach such a huge audience for any business opportunities. Changes in technology and markets on both a broad and narrow scale are opportunities that Tiger Airways can also utilize. According to Forrester Research, online consumer auction sales will reach US$65 billion by 2010. This is almost one-fifth of all online retail sales. The growth of high speed broadband, and the number of online users, has opened new windows of opportunity for reaching viewers. The aims is to find the most effective internet advertising techniques for making full use of the internets, rapidly expanding, global marketplace. 5. Conclusion Based on above analysis, it can be seen clearly that Tiger’s success is no accident. It is based on their effective correct marketing strategies and operation performance. Although Tiger Airway is a successful company and has achieved good brand recognition widely, it still has much to improve in order to maintain the momentum it has generated over five years in operation. From the research point of view, with the marketing mix audit, I m able to identify and provide suggestions based on the aspects which we feel have to be improved, reinforced, developed to be the most effective. Besides that, I get an obvious view of the marketing strategies employed by Tiger Airways through the macro, competitive and core analysis. Reference [1] The History of PSA, http://www.jetpsa.com/index/history.html [2] Company Overview, http://www.tigerairways.com/sg/en/about_us.php [3] Tiger Airways sees 75% jump in number of passengers. Channel NewsAsia, Janauary 2007 [4] Tiger Airways new Advertising Campaign sees sales up more than 60%, 26 October 2005, http://www.asiatraveltips.com/news05/2610-Advertising.shtml [5] On-Time Performance, http://www.tigerairways.com/id/en/on_time_performance.php [6] Singapore Statistic, http://www.singstat.gov.sg/stats/keyind.html#popnarea. [7] Record Year As Tourism Exceeds 2006 Targets With S$12.4 Billion Tourism Receipts And 9.7 Million Visitor Arrivals, http://app.stb.gov.sg/asp/new/new03a.asp?id=6243 [8] Transparency International Corruption Perceptions Index 2006. http://www.transparency.org/policy_research/surveys_indices/cpi. 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