Journals Of Wound Care And Management Nursing Essay

daybooks Of Wound C be And Management Nursing assayThe purpose of this study is to give a critical compend of the Literature, and before long enume run the causes, give-and-take, prevention and the happen factors of ram Ulcers ( purulence). The process leading to coerce ulcer formation and early detection of individuals who ar at risk of developing it for prompt prevention are paramount in this study.Methods The methods espouse in this dissertation tough various strategies selecting a look backward event and searching the belles-lettress to be used. Gathering, reading and analysing the literatures. It in any case involved critical interrogative of the various causes, treatment and preventive measures.Furthermore, it is also intended to find let place the various risk factors that could lead to its takings. On this basis, a number of look for articles was examined after which their literatures were critically analysed All the literature searches were undertaken onl ine with the aid of electronic computer and electronic databases. Computer databases are used because they run access to varieties of information, which could not be obtained manually.Findings and Conclusions This study went further to find out the effect of age and support on the persistence and spread of presure ulcer. Finally, having given a critical analysis of the literatures, it summarised the findings as well as the various ways to curtail the emergence as well as improving the wellbeing of the patients with essential wring ulcer, ie, those who by reason of underlying health conditions such(prenominal) as diabetes and catheterized individuals, mess with profound scholarship disability, who could not avoid staying in one state of affairs for too long.CHAPTER ONEINTRODUCTIONThe impact of atmospheric force sensation ulcers on the feel of life of the people with study disability postnot be overemphasised, as it can be devastating (Spilsbury et al. 2007 MEP Ltd, 200 9 NHS for Scotland, 2009).A pressure ulcer (PU) otherwise know as pressure bare-assed, pressure damage, pressure injuries or bed sore (Spilsbury et al. 2007), is an area of the strip that has become abraded gradually due to a reducing or cessation of transmission line flowing through with(predicate) that part of the body. It is in the first place as a result of continuous maintenance of same come out when sitting or lying down for a long finish of clock, (RCN, 2005). It can also be described as a locate abrasion on the skin or the underlying tissue, in around cases over a bony prominence, due to the pressure or pressure in combination with deformation of the site this can also be caused by friction. Based on the degree of damage, it can further be defined as partial-thickness of skin loss involving epi dermis or dermis mainly affecting the surface manifesting as a scratch, fluid-filled elevation of the skin or simply as a swollen crater (Lyder, 2010 Guy, 2012). Furthermor e, twinge ulcer in some other cases can present as an erythematic or abnormal redness of the skin due to dilation of the blood vessels in the skin. (www.merckmanuals.com/home/heart_and_blood_vessel_disorders.html).The reddened area remains as such for longer than 30 minutes after pressure is relieved (Barbanel, and Hagisawa, 2001).In view of the fact that Pressure ulcer has been widely noted to sheer the quality of life in people with learning disability (Dorner et al, 2009), this case is very pregnant and relevant to a very large goal for Nurses and other carers involved with the treatment and management of PUs in individuals having learning disability.Among the many reasons for choosing this grumpy topic are as follows Having established that pressure ulcers are a major cause of morbidity, mortality and healthcare agitate globally and that many of the cases are avoid fitting (Whittington et al, 2004) it follows that solutions need to be sought-after(a) planed at reducing i t, if its prevalence.Looking at PUs from the perspectives of treatment and management, it has been find that both treatment and management are capital intensive, but it is also preventable (Soban et al White-Chu, 2011). It is very important to concentrate more efforts at minimising the occurrence of PUs, rather than wasting resources on treatment, which might be counterproductive, peculiarly in diabetic patients (European Pressure Ulcer Advisory Panel EPUAP, 2005).Pressure ulcers pose grave consequences on the wellbeing of people with profound learning disability, be that as it may, its treatment, prevention and management is a major priority within the clinical and policy agenda. It is very important that patients are ameliorate on the impact of PUs on health and quality of life, at the same time it is their right to make informed decision well-nigh their care and treatment in conjunction with the healthcare provider (Spilsbury et al, 2007 strait-laced clinical guideline, 2005) .In addition, the data generated could be used to estimate the union number of cases with PUs within a particular population (i.e. prevalence) and the rate at which new Pressure Ulcers are occurring in people in needing medical care. (Clark, 2007).(Plaum et al, 2006), in their questionnaire investigate on Pressure ulcer detect that it was possible for patients to name a combination of deficiency of sensory discover as well as memory loss. The above combination of health challenges tended to increase the probability of having PUs (Plaum et al, 2006).This study will therefore hash out common risk factors for developing pressure ulcers in people with learning disability, its prevention and management (Guy H, 2012, Vanderwee et al, 2007).This study will also find out effect on age, and nutrition on the persistence and spread of pressure ulcer. The findings will summarise the various ways to curtail the emergence as well as the ways to improve the wellbeing of the patients with pre ssure sores. agree to the International guidelines on Pressure ulcer prevention, prevalence and Incidence (MEP Ltd, 2009 scallywag 8) the results of PUs prevalence and incidence studies could be used for enlightenment purposes, to nullify PUs occurrence, and therefore improve clinical practice. It is very important to understand the consequences and pitfalls of the prevalence and incidence of PUs.Lastly, it is essential for all healthcare practitioners, managers, payers and financiers involved in the development, implementation and assessment of PU prevention protocols (Fletcher et al, 2011).The overall aim of this study a strategy geared towards the reduction of PUs as well as reducing the number of patients who have it. The need for acknowledgment and production of new antimicrobial agents that are selectively toxic, that is being able to destroy the causative agent with little side effect on the host and broadly effective with a low propensity to get down resistance is very crucial (Bowler et al, 2001).According to (Bowler et al, 2001) while it is true that microorganisms are known to be responsible for infract infections, there are far-flung controversies relating to the exact mechanisms by which the microbes cause infection and also their significance in non-healing wounds that fail to exhibit clinical manifestation. (Robson, 1999) observed that the mass per unit ledger of microorganisms is a critical factor in determining the probability of the wound healing. However, (Pallua et al, 1999) argued the fact that certain virulent microorganisms were isolated is evidential in decelerate wound healing.Nevertheless, others have reported that microorganisms per se play little or no mathematical function in wound healing or muffled healing. (EWMA MEP Ltd, 2005), stated that not all wounds become infected, being that, the susceptibility or resistivity of the host determines the chance of such a wound eventually becoming infected by bacterial pathogen. A lthough the role of Microbiology laboratory is incontrovertible, the essential of carrying out wound culture and sensitivity testing must be critically considered in order to save in cost, labour, and avoid spare disturbance to the patient, (Bowler et al 2001).1.3 Mode of treatment since pressure ulcer (PU) is a debilitating chronic wound that affects mostly individuals who are incapacitated as a result of age or an underlying illness (Lyder, 2003), or people with profound learning disability who spent longer time on a particular position, its treatment typically involves multiple treatment procedures simultaneously such as support surface and dressings. Nutritional supplements are essential since most individuals with learning disability have been known to have diet problems (Dorner et al, 2009). At successive stages of the treatment, different treatments are applied (Lyder, 2003).CHAPTER twainMETHODSThe methods adopted in this dissertation involved various strategies Selecting a review topic and searching the literatures to be used. Gathering reading materials and analysing the literature followed by the review of references.Having selected the topic the next step was identification of the appropriate and cerebrate information. This method was in agreement with (Hek and Langton 2000). In their study, they discovered and applied a particular orderly approach which was sequential and capable of generating reliable and expert information unlike the traditional review.All the literature searches were undertaken online with the aid of computer and electronic databases. The reason for using computer databases is that they offer access to varieties of information, which cannot be obtained manually and sometimes quite recent. Keyword searches were the most common method of identifying literature (Ely and Scott, 2007). However, keywords which have to do with the review/assessment and management of pressure ulcers were used.Databases of particular relevance to the selected topic, which are very useful for Nurses (Parahoo, 2006), aided the search for connect journals which included British Nursing Index Nursing Journals in slope LanguageCINAHL (Cumulative Index of Nursing and Allied Health Literature) and related publications. This tally to (Polit and Beck, 2006), offers an important, reliable and up-to-date electronic databases for Nurses and other healthcare professionals. More importantly, CINAHL databases offer both staff and student Nurses the most recent and best easy evidence-based clinical practice.Medical Subject Headings or subject headingsPubmed/MEDLINEGoogle scholarThe mettle of using numerous databases was to harvest a large catalogue of research materials including those directly linked to the field of learning disability practiceJournal of Learning DisabilitiesJournal of Intellectual Disabilities.Journals of wound care and management.Generally, Journals are lots more up-to-date than books which were probably written decade s ago since information is self-propelled and prone to changes. Therefore, maximum period of 10 years was placed on the age of the works and journals that were used in this work except in some rear cases where no recent materials were found in telling to the subject matter. The search strategy sought to identify all print and unpublished research investigating patient reports about the impact of PUs and PU interventions on HRQL. Data extraction involved the reading through each of the published articles and identifying their findings in the form of statements by the author support by patient reported data, the extracted patient reported data produced (Gorecki et al 2009). Moreover, specialist Journals were also hand-searched.The internet played a crucial role for web sites on pressure ulcer publications, as well as books from my local area and the university library.Eligibility Both exclusion and inclusion criteria were used for the basal and final selection for reporting the im pact of PUs and interventions respectively on Health related quality of life (HRQL), including symptoms and patient evaluation of interventions. (Gorecki et al 2009).

PESTEL Analysis of Nokia

PESTEL Analysis of Nokia profession enterprise is all about improving, adjusting and surviving and companies face with various(a) surroundings which is beyond the control of the business such as Political, Economic, Social, Technological, environmental and Legal, which is changing fastly, or else than being rigid. It is very important for business organizations to be sensitive and cognizant of its business environment in which it operates. crease environment refers to those factors and vari equal to(p)s that push aside model and preserve operation of a business organization.For instance, Nokia is one of the successful restless phone companies that was affected by the technological environment and stimulate undergo a significant fiasco. Big market leaders such as Apple and Android crushed Nokia, however it was get it ond that Nokia is adaptive association and they try their force in a nonher field. barely all Nokias efforts to adapt wasnt so powerful, so participation fail in adaptation process. This example may show how Nokia encountered with technological environment and do effort to adapt that challenge.So in this essay I am going to write about PESTLE analysis which could show diverse external effects on business and for the better understanding hither is video about PESTEL analysis1.PESTEL analysis Francis J. Aguilar In 1967, there was a anguish of Aguilar in Scanning the Business Environment, where he discussed the environmental factors affecting a business. He gave them the acronym ETPS to indicate the Economic, Technical, Political, and Social factors. PESTEL analysis is a simple and utile tool used in situation analysis to identify the bring up external (macro environment level) forces that might affect an organization. These forces can take a crap twain opportunities and threats for an organization. correspond to the research three main and essential business environments Political, Technological, and Environmental that manage rs should pay attention and adjust to them. The semipolitical environment could diverge as a result of the actions and policies of goernments at all levels, from the local level to the national level. It is decent very important issue, which includes orbicularization and creates a risk. Businesses need to be prepared to deal with the fallouts of government politics.As for example, aviation industry have been affected by Political environment, Malaysia airlines flight MH17 have been crashed in Ukraine with 298 passengers and crew. It is the bite accident that happened after MH 370, which went missing. Day of the vision of accident Boeing 777 presented the Defense Ministry of Russia there have led a number of arguments in favor of the magnetic variation that the plane was shot down by a Ukrainian military. According to the Office, Boeing, while over the Donetsk region, has deviated from the corridor of the airway and was at 14 km to the north. Further, flight past Gorlovka lin er attempt to return to the route, but the boundaries of his airway did not have time to get, and was crashed of its limits. Ukraine nowadays has political issues and civil war, and this all dowry has impact on aviation industry in Malaysia, MH370s disappearance had a dramatic impact on its first-quarter results, with cancelled bookings helping push the union to a loss of 443 million ringgit (US$140 million). State fund Khazanah Nasional, which holds the airlines round off strings, said in June it would announce a plan to revive the carrier wave within six to 12 months. Malaysia Airlines had already raked in losses amounting to US$1.3 billion over the previous three years. So all this political games may arouse risk for aviation industry and bring capacious material losses.All in all, technology has always been and continues to be the great change agent of our civilization. And technology is leading the most important revolution in business. It is changing at a fast pace and its creating recent trends in the marketplace. (Australian authorities have demanded an explanation about the Russian plane crash in Ukraine, 2014)According to Harvard Business Review 3D correspondents entrust change the world and business as well. 3D guller machine that produces objects of any shape, on the spot and as needed, really is ushering in a new era. Goods give be infinitely more customized, because fixture them wont require retooling, only tweaking the instructions in the software. creativeness in meeting individuals needs will come to the fore, just as tint control did in the age of rolling out sameness. These first-order implications will cause businesses all along the supply, manufacturing, and retailing chains to rethink their strategies and operations. And a second-order implication will have even greater impact. As three-D printing takes hold, the factors that have made China the workshop of the world will lose much of their force. China has grabbed outsour ced-manufacturing contracts from every mature economy by pushing the mass-manufacturing model to its limit. It not only aggregates enough demand to create unprecedented efficiencies of scale but also minimizes a key personify labor. China will have to give up on being the mass-manufacturing powerhouse of the world. This new technology will change again how the business leans. (3D Printers Will Soon Change The World, If Its Not Strangled In A Lawyered Up World, 2014).Another factor as Environmental may affect to business and research shows that the environmental impact of doing business costs the global economy $4.7 trillion a year. For example, severe floods in Australia in 2010 to 2011 resulted in more than $350 million in claims to re-insurer Munich Re, which contributed to a 38 percent every quarter drop in profit for the guild. The same period of extreme survive in Australia contributed to a loss of $245 million.Furthermore water is one of the eventful environmental factor th at impacts on business. Water management is of critical concern to business, from access issues that disrupt production, to tightening legislation over water fibre and increasing costs associated with allocations. In a recent interview with theFinancial Times, Nestl chairman Peter Brabeck suggested water access and management now comprise a more urgent concern for contemporary business even than climate change, which gains so much political attention.So, above mentioned macro environmental factors that is modifying fleetly will invent influences that could bring success or fail and distinct companies went over it in their own strategy.There is examples of case studies, such as Amway in China, Jessops photographic retailer. spare-time activity to the article in Harvard Business Review, the president of Amway phoner Doug DeVos is reinventing the business to succeed in China. One of the biggest lessons that the company learned that as they have grown around the world is that a tr ue understanding of the market- place, including culture, the economics, the politics, and the people, is essential. Amway entered Asia in 1974, with the opening of Hong Kong and by 1998 China was a $ two hundred million operation and growing fast. til now, Chinese government was becoming unhappy with the actions of some direct sellers. Issues related to product quality, reliability, and our trust were rampant. Chinese officials needed to protect consumers and to put a stop to unethical practices. But the action government pursued was extreme outlawing direct selling and toilsome legitimate as well as unethical sellers. And now it appeared that Amway could be put out of business, despite their commitment to and investment to China operation. However Amway started to change operations to accommodate Chines new regulations. Company created a physical stores, something that they had never make before. That meant selling products to people who came in off the street again not their us ual way of doing business. typically when Amway enters to a new country, they import products from United States. But for China they reach goods there, so company have changed their entire dotr compensation system. as well as Amway couldnt rely on word-of-mouth that drives direct sales, choosing to do cross advertising. In short they had to overhaul nearly everything. In 2005 legislation was passed that would conquer Amway to return to direct sales business model. Company received new license to do business in China in 2006. And nowadays China is largest market, with more than $4 billion in annual sales. From this we could recognize that Chinese political environment create risk and changed business structure. (Amways president on reinventing the business to succeed in China, 2014, p. 41-45).Second, the company is the UKs premier photographic retailer operating from over 200 stores around the UK. The photography and imaging business has experienced considerable change in recen t years. Technology has beenat the front of this change. rude(a) digital cameras and digital media enable ordinary people to take high-quality photographs. These images can be promptly edited and altered. The digital camera market has expanded quickly as a result. For example, as more mobile phones come fitted with good quality built-in cameras, sales in standalone digital cameras have begun to fall. The development of the profit is also having an impact on the market. More customers are using the lucre for shopping. Increasingly, people use social media to share images online on sites such as Facebook and Flicker. Many people upload images from their mobile phones onto a social media site. By consuming and sharing images in this way, there is less demand for print copies. Sales of digital prints are declining by 10% a year. Following to case study there some technological solutions that company has done Jessops have come up with technological solutions in solution to these chan ges. The company is responding by providing products and services that reflect the way that customers take, use and distribute photosCustomers are now able to print images taken from social media or other websites.These images can be printed in a variety of sizes and shapes. They can be compiled in photo books. Selected images can be printed on canvas, acrylate resin and aluminum.Customers can incorporate their images in gifts such as calendars, posters and greetings cards.Jessops has an merged service for images created on mobile phones and loaded onto social media sites.These developments, alongside a wider range of products, improved online functionality and consumer finance with an instant decision, have resulted in rapid growth of Jessops online business. In fact, its .com business has trebled in size over the last 3 years. By using wide-format printers, customers will be able to have wall art printed on site within the hour. New kiosk technology will enable customers to conv ert old videos and films to digital formats, with results saved to Blu-ray Disc or DVD. Finally, company abided technological environment and tried to stay in market.In conclusion, market leaders and new organizations endeavour to build a strong and sustainable strategy which could yield thrive to their internal environment of business. While they should take into account external environment which is unpredictable and could ruin companys future or establish benefit to new level of development.1 See video clip 1 at CD attached at the back

The Major Problems Facing Many Societies Social Work Essay

The Major Problems Facing M any(prenominal) Societies Social swear out EssayDiscrimination of marginalized groups is a study problem facing galore(postnominal) another(prenominal) a(prenominal) societies. Most societies cast off marginalized groups which argon discriminated a come tost by the rest of superior society. Such groups admit the poor, sick, old, disabled and some others. In more or less societies, racial or religious discrepancy is prevalent and raft of different ethnic origin from the majority be discriminated against. During the 1960s, the United States had galore(postnominal) cases of inconsistency especially against African Americans. Clark in his loudness benighted Ghetto captures the racial contrast against black-markets during this period. Clark discusses problems which inhabitants and communities which live in American ghettos put through. This paper aims at comparing the experience at the Geel Organization with the experiences addressed by Clark in the earmark Dark Ghetto. The Geel Organization provides affablely crazy patients with admit and come upness remain firm to ensure they recover and achieve their potential. Since the psychically mishap argon usually discriminated against by society, the paper give compare the discrimination which African Americans experienced during the 1960s with the discrimination mentally dizzy patients experience like a shot. The discussed issues w afflicted be summarized at the annul.Dark Ghetto by ClarkClark analyzes problems confront by African Americans living in ghettos. He acquires an involved observers view, which accommodates empathy for the slimy as he undertakes his research cogitation (Clark, 1989). Clark studies the sociological and psychological impacts which ghetto life has on African Americans. He views the problems which African Americans living in slums face as significant since they are made to believe that they cannot rise above privation due to racist actions and policies. Clark excessively points out that in spite of this suffering there is st seedy hope for African Americans. The book evaluates the inability of passel in power to empower the suffering in ghettos and the specific drill of racist policies to oppress African Americans. The author finally offers solutions to end this major problem affecting the American society.Geel Community functionGeel Community Services is an organisation geared towards allow foring for the mentally ill patients in impudently York urban center. It was founded in 1976 by the Bronx association members and health care professionals to cater for lodging and health ineluctably of mentally disables citizenry (Geel Community Service Organization, 2011). The fundamental law offers mentally ill patients with reliable, stable and safe places to live in. In addition, the organization ensures that they experience glide slope to condense services such as health and counseling services need ed for their steady recovery. This ensures that they achieve their potential and are respected by the society at large. Geel appreciates the role mentally ill patients may play in the community if they can access condescend needed to address their illnesses. The organization provides trapping needs among other needs to achieve the organizational objectives of ensuring mentally ill patients have sightly housing and health services.How the issue impacts on the work of Geel ServicesThe paper will specifically focus on discrimination which was discussed by Clark in the book Dark Ghetto. Clark analyzes how the black community was discriminated against by the American political sympathies. During this period, there were heterogeneous policies which were specifically developed to discriminate against African Americans. For instance, they were not allowed to vote, most had no access to schooling and work opportunities, slave trade was legalized in some states, they had no access to po litical positions and power, among many other forms of discrimination (Murrin et. al., 2003). Clark specifically focuses on the African Americans living in ghettos who in addition to having exiguity problems, they also suffered under discrimination. Discrimination against this population segment abbreviated their chances of decrease poverty through empowerment. Since the blacks could not access education and handicraft opportunities, their later(prenominal) generations also suffered from poverty. This was intentionally planned by the government to ensure that this racial group was oppressed.The issue of discrimination of African Americans is similar to the issues addressed by Geel Services. This organization aims at empowering the mentally ill through providing them with housing and other forms of help in order to empower the mentally unwell and reduce discrimination by society. The mentally ill are discriminated against by society due to their mental conditions. Young mentally ill children are ridiculed by their peers, and in some cases, their guardians and parents. They usually do not have access to superior educational and health facilities as bodied children do. In addition, many mentally ill population are from poor families and they lack fair housing. When mentally disabled children are through with schooling, there are hardly a(prenominal) employment opportunities. This further marginalizes them and makes it difficult for them to overcome poverty.The discrimination which black heap suffered during the 1960s as addressed by Clark is similar to that experienced by disabled people today. The black people who suffered discrimination were handicapped by poverty, which made it difficult for them to escape the poverty cycle. Mentally ill people today are handicapped by disability which when combined with discrimination, makes it repugn to escape from poverty. Geel Services organization therefore strongly relates with the concepts discussed by Clark in the book Dark Ghetto.How current affectionate form _or_ system of government impacts the eye socket of formAfter the 1960s, the government reversed the policies against discrimination of the Black community afterward the society rejected oppression of blacks. After the media highlighted the challenges set about by the black community and the African Americans demonstrated against oppression, the society rejected racial discrimination. The government therefore developed a policy where people received agree manipulation in spite of their racial or ethnic backgrounds. In modern society, discrimination against the disabled is also an offence under law. change people including the mentally ill should receive equal education, health and employment opportunities with able bodied people. Although this is not effectively implemented in society, mankind support for the mentally ill has increased over the years.The social policy barring discrimination on people based on any criteri a has been important in achieving the objectives of Geel Services. Discrimination is an offense in law and people who discriminate against disabled people may be liable in courts of law. In addition, after racial discrimination declined after the 1960s, the society began accept the marginalized in society (Kenneth Trotter, 2005). Many lobby groups and organizations emerged to cater for various causes including illnesses, education and human rights. The embracement of the marginalized in society has promote the Geel Services organization to banquet its mission to the public in order to mobilize support to support the mentally ill. The public has been very supportive of this cause and a high proportion of financial and non-financial support can be traced to the general public. Finally, the social policy of offering health assistance to people who cannot afford health care cover has also enabled Geel Services improve the welfare of the mentally ill. Since most of these patients are poor, the government and private arena support for health care has ensured that a large number of mentally ill people gain healthcare services they need.Implications for social work utilize within the field of practice in an urban settingSocial work practice by Geel Organization in the field of mental health has had tyrannical impacts on society. The organization has improved public acquaintance about how to plentitude with people suffering from mental illnesses. This has been important in mobilizing support for mentally ill patients across New York City. In addition, the activities undertaken by this organization have led to the mobilization of resources needed to take care of the mentally ill. man knowledge of the illnesses has encouraged generous contributions which have been used to establish mightily housing and health care for the mentally ill. In addition, cooperation with the private sector and government has led to a more effective focus on the mentally ill by societ y. The government has drafted laws which discouraged discrimination of the mentally ill. It has also provided personnel, resources, infrastructure and funds needed to improve the standards of living of the mentally ill.The social work practice by Geel organization has also encouraged broad research on mental illnesses and their interventions. Due to increased knowledge on mental illnesses by the society, the organization has influenced numerous researches on mental illnesses and the various intervention interventions which are effective for treating these conditions. As a result, treatment interventions which combine the use of therapy and drugs have been developed and these are useful in treatment of various mental disorders. The government and private firms are more and more donating funds towards mental health research. Undertaking research and developing treatment interventions is arguably the best way of dealing with the mental health problem in society.Community strengths cu rrently existing regarding the issues under discussionsThere are various community strengths which are present in New York City as the needs of the mentally ill are addressed by Geel Organization. One of the major strengths is the public knowledge about the needs of the mentally ill. Due to extensive educational efforts by Geel Organization and other organizations which cater for the needs of the mentally ill, a large proportion of the public is certain of the needs of the mentally ill (Weare, 2000). Many people are aware(p) of the support they require in order to recover completely. Due to this knowledge, many individuals and firms have donated resources aimed at ensuring the mentally ill have access to prissy housing and health care services. This has provided the bulk of resources needed to meet Geel Organizations objectives. other community strength currently existing in New York is support from the local and state governments in supporting the mentally ill. Unlike many state s, New York has developed policies and allocated resources to effectively deal with the mentally ill people among the population. The state laws are strict regarding discrimination and this has deterred people from discriminating against the mentally ill. In addition, the government has provided resources, healthcare personnel, infrastructure and funding to ensure mentally ill people live mighty lives in society. They have educational curricular and schools meant to cater for their unique needs. This makes it easier for Geel Organization to help the mentally ill in the community.Clarks work and relevance to fieldwork placementClarks work is very pertinent to the activities which are undertaken by Geel Organization. As has been discussed, Clark undertook a research to analyze how African Americans were discriminated against by the government on the basis of racial backgrounds. The research also analyzed the challenges faced in slums with regards to this marginalized grouping. This research is similar to the activities which are undertaken by Geel Organization. Geel supports another marginalized group which has been discriminated against by society the mentally ill. The challenges which the mentally ill face in society today are similar to those faced by African Americans during the 1960s. Both the mentally ill people today and African Americans then did not have access to education, quality healthcare, decent housing, employment opportunities and other rights. The research conducted by Clark is therefore relevant to problems faced today by the mentally ill.In addition, Clark advances some solutions to the problems which African Americans faced. These solutions include an end to discrimination, better access to healthcare, education and employment opportunities, mobilizing local support for an end to discrimination, passage of strict laws which discouraged racial discrimination and crowing African Americans voting rights to make political decisions. These sol utions are similar to the approaches which are used by the Geel Organization to cater for needs of the mentally ill. They include advocating for health care access and housing for the mentally ill as well as mobilizing support from the public to satisfy needs of this marginalized group. This makes Clarks work relevant to the activities undertaken by Geels Organization.Summary and conclusionVarious issues which relate to discrimination have been extensively addressed in the paper. Clark in the book Dark Ghetto explores the discrimination which the black community living in ghettos experienced in the 1960s. In addition to the problem of poverty, the black community was discriminated against through unequalised access to opportunities and resources and this made it difficult for them to overcome poverty. However, eventually the government reversed the policies which discriminated against blacks after pressure from the American population. Geel Organization relates to the Dark Ghetto i n several(prenominal) aspects. The organization cares for mentally ill people who have been discriminated against by society. It advocates for decent housing and health care for the mentally ill as well as an end to their discrimination. The mission of Geel Society is therefore similar to that of Clark and end to discrimination of the marginalized.Geel Organization has succeeded in increasing awareness on the challenges facing the mentally ill. It has also contributed to mobilizing resources from individuals, private firms and the government to help the mentally ill. In addition, the organization has encouraged wide research on mental health illnesses to develop treatment interventions for the mentally ill. The government has played a essential role of proving resources, healthcare personnel, infrastructure and funding to ensure mentally ill people live decent lives in society. In addition, strict laws have been passed to guard against discrimination of this group. This has helped i mprove the living conditions of the mentally ill in society. The government should allocate more resources towards infrastructure and research on mental health in order to manage mental illnesses. The local community should also continue providing support to mentally ill people in order for them to feel appreciated by society.

Looking At The Storys Behind Indian Art Cultural Studies Essay

Looking At The Storys Behind Indian stratagem Cultural Studies EssayI intend to do research on the Indian common people dodge fixs, their sorts, different symbols and forms as well as the context and cultural stickergrounds. I will focus on MDAHUBANI PAINTINGS, a sept contrivance originated from North India. This research will help me learn the characteristics of these dodgeificeistic returnion forms, which will inspire my animation bedighting and visual dash.The story of Indian subterfuge is also the story of one of the oldest and nigh brisk cultures on e prowessh. Throughout its history, Indian art has combined local usage with outside influences, and has evolved along with a well-manneredization, which has been remarkably innovative in alone atomic issue forth 18as. As in e real culture, art has been a mirror of Indias charming history from the scratch line, reflecting religious beliefs, political events, and social customs. Especially in folk liberal art s we find a compelling and beautiful record of centuries of Indian culture.Introduction to Indian Folk artworksThe somewhat lesser-known usances of Indian picture show ar the so-called folk looks dating back to a time period that may be referred to as timeless. These argon living customss, intrinsically connect with the regional historic-cultural settings from which they arise. It has an age-old heritage that nates be traced back to the beginning of civilization on this subcontinent 1. It began with cave depictions, with the natural dyes so strong that they can sedate be seen today on the walls of the caves after centuries. The folk and tribal painting succeed from the remote rural and tribal regions. Sometimes the artisans of these country spiels be non even educated. They lack the basic doer to attend schools, and as they atomic crook 18 gifted with such beautiful miserly of grammatical construction by constitution. The sundry(a) painting forms flood t ide from these regions began not upright as a painting notwithstanding also as a religious and social ritual performed daily. It began with painting the walls and floor of mud ho drills. They get everyplace the belief that this purified the ambience and pleased the deities. Various religious and symbols were therefore seen deep down the painting.The term folk paintings here encompasses pictures do in Indian closures by both men and women, for ornamentation of their abodes, portrayals of their deitys and for their various rituals and, by local headmaster painters or artisans for use of the local people. All these paintings were asseverated in a mixing of elbow rooms and themes. biography, sociology and geography inf employ the painting of each region with local flavor. Their style and tone of voice depended on the tangibles available in the place in which they were executed, these very factors that helps to find out the region.Folk art may be defined as the art farmd among groups that exist within the framework of existing society, solely, for geographical and cultural reasons, be largely separated from the sophisticated and cultural reasons, and the developments of their time. As a result, they produce distinctive styles and objects for local needs and tastes.In folk tradition, art is upkeep to the daily brio of the people. Whether he is a TAMILNADU (an Indian deposit) 2 potter who creates a massive terracotta AIYANAR (example in concomitant. Pic.1) or a MADHYA PRADESH (an Indian state) 2 tribal who creates PITHORA painting (example in addition. Pic.2), at the moment of creation, the poverty-stricken, illiterate folk, becomes a master- fashions-man who can create marvelous plastic and visual forms with a creative genius turn over over to him by generations. Topography and geography too need control over the medium of art. In the case of UTTAR PRADESH (an Indian state) 2, we can find folk paintings on the walls of the houses. Whereas i n ASSAM (an Indian state) 2, one cannot find wall paintings because close to of the walls of the house are built with cane or bamboo. The folk and tribal traditions, consider all materials available in day-to-day life are worthy of serving as a medium of expression. In this regard, artist-writer, HAKU SHAH writes, When a tribal touches a blade of grass, gourd or bead, fiber, twig, grain, pin, plastic button, conch shell, feather, thumb of flower, he sees through it, smells it, hears it, and therein starts the ritual of creation with it 3. Each transgress of the country with its own trees and plants, birds and animals, hills and dales has inspired Indian folk artists to have quadruplicate metaphors, series of symbols and innumerable images to build a rich treasure-house of art.The following are the common stylistic characters in folk-art Preference for simple outline and option of typically representational lines A simplification of colors and volumes so that shading is elimin ated Stylization of motifs to create decorative elements and Repetition of lines, of entire figures, of dots for intensive or rhythmical purposes.Following is the list of some of the main folk arts from different fictitious characters of IndiaMadhubani PaintingFolk art of Madhubani from the Mithila region 2 of uniting India. There are different styles developed by different castes of the region. (Examples in Appendix Pic.16a 16h)Thanka PaintingCombining the magnificent beauty with spiritual vision, Tankha is painting solely dedicated to Buddha and his teachings. These represent how the Buddhists see the universe. It is generally in eightsome layers with the upper most layers or part interpret a immortal. The lie seven are the various elements of the universe akin, fire, earth, plaza, water and air. Colorful and geometrical, these are m all a time seen as the basis of temple architecture. These paintings are through with dedication, concentration, and passion and also with t he deep religious feeling of doing something without delay related with the supreme power. (Example in Appendix Pic.3a, 3b)Patachitra PaintingIndian art Patachitra is a pre-Islamic form of religious art. It comes from the eastern Indian state Orissa 2. Hindoo gods and goddesses and other fabulous scenes are painted on a leather- give care ascend made of several layers of old cotton glued together. (Example in Appendix Pic.4a, 4b)Kalamkari PaintingKalamkari Literally meaning pen-work, it is the religious painting on material with blocks and wax resist, from the temple town of KALAHASTHI in southeast ANDHRA PRADESH 2. (Example in Appendix Pic.5a, 5b)Warli PaintingWarli is a tribal community from MAHARASHTRA, India 2. They have made a significant contribution to the heritage of Indian tribal art. Done by both men and women, these art works show their dedication to the nature and the superpower. (Example in Appendix Pic.6a, 6b)Gond PaintingTribal painting, Gond is a freehand expre ssion of the Gond tribes of MADHYA PRADESH, India 2. Painted freehand, these two dimensional paintings reflect their perception of life. The third dimension, the reasonableness is al ship trend lacking in these paintings reflecting the simplicity of the artist. Sometimes these paintings also ascertain how colorful their imagination can be. They put colors to the b democracyest creations of the nature at times. (Example in Appendix Pic.7a, 7b)Batik PaintingBatik, wax resist painting from WEST BENGAL, India 2. Meaning wax-painting in Javanese, it originated in Indonesia and later revived in WEST BENGAL, India. The creativity of the talented dyers has given it a fresh overbold definition. The principle of batik is a simple one, wax or a connaturally resistant substance such as sieve spread is used to create patterns or motifs on cloth before it is dark or colored in some way. When the wax is at long last arrive at to be removed, the untouched cloth beneath it stands out as the pilot film color of the cloth. (Example in Appendix Pic.8a, 8b)Miniature PaintingFolk art miniature paintings inspired by the graceful romantic life style of the Mughals 4. These paintings show one moment at a time and in minute details. The love scenes, the court scenes, various solitary women, animals, flowers all were closely observed and reproduced simultaneously. (Example in Appendix Pic.9a, 9b)Santhal ArtThe Santhal tribe, one of the famous tribes belong to the Bihar state of India 2, has a typical style of painting, known as Santhal paintings. The bodies of the various forms that they paint are seldom or perhaps never in one shade, they are always striped, dotted or trained with any other geometrical pattern. They are done on a handwoven paper with poster colors. The topics are selected from the natural surroundings or fairish from the happenings of their day-to-day lives. (Example in Appendix Pic.10a, 10b)Phad ArtRAJASHTAN, an Indian state 2, the fine-tune of colors is known for Phad painting, which is done on cloth. This type of painting is chiefly found in the BHILWARA district. The main theme of these paintings is the depiction of local deities and their stories, and legends of old local rulers. Phad is a type of scroll painting. These paintings are created while using bright and subtle colors. (Example in Appendix Pic.11a, 11b)YantraTantra art or yantra is used as an instrument or medium of focus on a deity while meditating. It is used while performing religious ceremonies. It is a graphical representation of geometrical or abstract images such as triangles, squares, pentagons, hexagons or trolls. (Example in Appendix Pic.12a, 12b)ChittaraChittara, meaning picture is an expression of the village artists of KARNATAKA India 2. Chittara is done on oversewn paper. This paper is coated with mud initiatory and then the desired color of the background is given to it by various colors extracted from the natural objects. The color red is procure d by grinding a special red stone, the color black is procured by grinding burnt-out rice and soaking it in water for few days, mud and rice paste gives white. (Example in Appendix Pic.13a, 13b)Introduction to MADHUBANI PaintingsPainting is generally done by folk artists or undefiled artists in three ways wall-painting (BHITTI-CITRA), canvas-painting (PATA-CHITRA) and floor-painting (ARIPANA). Of these the wall-painting and the floor-painting are very popular in MITHILA region 2. The Wall-painting or mural paintings, popularly known as MITHILA painting or MADHUBANI painting.MADHUBANI, literally meaning from the forest of honey is the name of the village from where comes the MADHUBANI paintings. Situated in the indoor of northern India, this art is the expression of creativity in the day-to-day life of the local people. Done mainly by the females of the family, this art is regarded as a part of daily ritual. Initially all vegetable dyes were used for the paintings but today they ha ve access to the variety of poster colors to provide to their needs and to enable them for more(prenominal)(prenominal) experiments with colors. The estimated date cant be traced back to the actual era that brought MADHUBANI art in to existence. It is however centuries old art that is assortd with the normal lives of the villagers. In that region it is believed that every morning the worshipped deity comes invisibly to the household to bless the processs of the family and also to bring more prosperity. So this art started as a welcome painting for deities. It started from the entrance floor and the exterior of the house. Passed from mothers to their daughters, the art of MADHUBANI has constantly been improving in its quality. As this tradition was initialized with a purpose of decorating the exterior of the house, the walls and the floor always served as the canvas.Floor-painting (ARIPANA)The art of ARIPANA or floor-painting has been handed down from generation to generation. There is not a single house in MITHILA in which ceremonies are held without ARIPANA. The women of MITHILA specialize in drawing circular patterns of designs with a white liquid paste made of ground rice mixed with water. Sometimes vermilion is also applied, anyway white, red, kelvin, chicken and black colors. In various ARIPANA designs, they have the images of gods and goddess painted on different shapes and forms with multiple colors, reflecting the artists originality and imagination. ARIPANA is an indigenous intelligence information, which means the art of drawing embankment or wall. The word is derived from ALIMPANA or ALEPANA (of Sanskrit origin) and though grammatically correct, it falsifies the real origin of the word 5.(Example of ARIPANA art in Appendix. Pic.14a, 14b)The land and peopleNorth of the river Ganges, in the state of BIHAR 2 lies a land called MITHILA, shaded by old mango groves and watered by melt water rivers of NEPAL 2 (Indian neighbor country) and the Him alayas. MITHILA has played a noteworthy part in the political and cultural life of ancient India. It is a land full of the beauty of landscape in sharp contrast to the nefariousness of poverty in which its people, most of whom are talented painters, live, who accept their fate, sound or bad, and paint for painting sake.It is give tongue to that altogether MITHILA was the home where the educated and the learned might always find a generous patron, stillness and safety, where courts were devoted to learning and culture and where poets and philosophers lived in honor and affluence. Even though women in the villages close to MADHUBANI have been practicing their folk art for centuries, the macrocosm at large has come to know about these women and to consider them to be artists lonesome(prenominal) in the last forty years. Even now, most of their work carcass anonymous. The women, most of them illiterate, are reluctant to consider themselves individual producers of works of art an d only a few of them mark the paintings with their own name.Among the first clean-fangled outsiders to document the tradition of MADHUBANI painting were William and Mildred Archer. Mr. Archer was a British civil servant assigned to the district during the colonial era (till 1947). The Archers obtained some drawings on paper that the women painters were using as aids to memory. Works that the Archers collected went to the India Records magnate in London (now part of the British Library) where a small number of specialists could study them as creative instances of Indias folk art 6.The women painters in MADHUBANI lived in a closed society and were unwilling to paint openly. Eventually due(p) to a drought (1966-68) in the surrounding areas of MITHILA that resulted in severe scotch crisis women began to mercenaryize their art. The All India Handicrafts Board 7 encouraged the women artists to produce their paintings on handmade paper for commercial sale. The government of India, th e state government of Bihar and the regional craft guilds has all come in together to initiate the productions and marketing for these women painters. This jerky change in the form of art and its presentation has enabled the world to constitute a new form of art with an enviable linkage to the lives of women 8.The mien of paintingThis style of painting belongs to North Bihar. In keeping with the tradition under which it began, the style is replete with symbols of fertility like the white lotus plant, the bamboo grove, birds, fish, etcetera in union. The art shifted to drawing paper in the 1960s, and this brought with it a new freedom and creativity. Paper is movable and economically feasible too. Figures from nature mythology are adapted to suit this style. The themes designs widely painted are the worship of Hindu deities such as KRISHNA, RAMA, SIVA, DURGA, LAKSHMI, SARASWATI, Sun and Moon, TULSI (basil) plant, court scenes, wedding scenes, social happenings around them, etc . Floral, animal and bird motifs, geometrical designs are used to fill up all the opens. There is hardly any empty space in this style. The skill is handed down the generations, and hence the traditional designs and patterns are widely maintained. One of the main features of MITHILA paintings is simplicity. All that is required for the artist is a suitable surface, ordinary paints, and local brushes. Preliminary sketching is hardly required in MITHILA paintings because the outlines are developed in a single sweep of the brush.Tools applyNo sophisticated tools are needed in MADHUBANI paintings. Artists are still unacquainted with the modern brush. The traditional brush is made from a bamboo-twig by wrapping the twig up with a piece of cloth or by having its end frayed in such a way that the fiber looks like a bundle of hair.Color SchemeThe artists rail the colors. Black is obtained by mixing soot with cow dung yellow from turmeric or pollen or lime and the milk of banyan leaves d ocile from indigo red from the KUSUM flower juice or red sandalwood green from the leaves of the wood apple tree white from rice powder orangish from PALASHA flowers. The raw materials were mixed with goats milk and juice from bean plants. Today green, blue, red and orange have been added to these colors. The colors are applied flat with no shading. There is normally a recapitulate line drawn for the outlines, with the gap between the lines filled by cross or straight bantam lines. In the linear painting, no colors are applied. Only the outlines are drawn. Some villages only produce black ink drawings. Other villages use pink, yellow, blue, red and parrot green, each paint mixed with the traditional goats milk. jar of Hindu religion and mythology in Indian folk artsHinduism holiness has been a definitive influence on Indian Art. Hindu Paintings featuring Hindu gods, Hindu goddesses, and the various Hindu pantheons are one of the most tumid symbols of Indian and Hindu Art.Hindu god/goddess in brandingIn India, manufacturers try to affect the psyche of consumer, by branding an item with the names and images of Hindu deities. They bring the premium image of a idol and His virtues and concord them to their product, thus exploiting the mass recognition of well-established imagery of the God to boost product branding. The beauty of this strategy lies in the fact that the companies using Gods images do not have to be concerned about any kind of talented property issues like copyright, thus enjoying an immense credibility just by virtue of having connected their name to a venerated name. This kind of branding shows the popularity of god/goddess images in India and the corporate/legal freedom of their use. Manufacturers use images and names of Hindu Gods on product labels and promotion materials to attract buyers attention. Even in the States some of the promise card companies like MCI, which target Indian consumers, photographic print Gods images on its int ernational phone cards and sometimes even the phone card itself is named after a God. In India the largest group of advertisers are the viands marketers, followed by marketers of drugs and cosmetics, soaps, automobiles, tobacco, appliances, and oil products. All of these companies somehow associate their products virtues with the virtues of a God and try to sell it to the consumer, who can very well relate to the image presented. For instance, Indian jewelers use image and name of Goddess LAXMI, who is considered the ruler of all material wealth extensively. One of the most famous names among jewelry shops in India is Maha Laxmi Jewelers. (Examples of some Ads and products in Appendix. Pic.17a 17j)Forms and symbols in MADHUBANI PaintingsThe motifs of the designs include conventionalized flora and fauna, circles in series, spiral or curvilinear devices, series of short lines, foot-points of fragmentary (imagi infixed) pictures illustrating legends and stories, gravid glimpses of e nvironmental and natural life. While the religious paintings include various gods and goddess, the lay and decorative paintings contain various symbols of prosperity and fertility such as elephant, horse, fish, lion, parrot, turtle, bamboo, lotus, flower, PURAINA leaves, PANA, creepers, SWASTIKA etc. Besides, we also come across in these paintings aspects of artless animal life, which plays an important role in the rural economy of MITHILA. The animal, in fact, is a duplicate representation of energy and character of God. Thus, the subject theme generally falls into two groups(1) A series of heavenly forms.(2) A series of strictly selected vegetables and animal forms.For different occasions, they have different forms and symbols habituated to these paintings.Wedding PaintingsAt weddings, the following objects the sun and moon, a bamboo-tree, a circle of lotuses, parrots, turtle and fish come into prominence. These paintings draw their themes mostly from the PURANAS and epics. T he most giving image looming largest on the walls are the bamboo-tree and the ring of lotus, the KAMALAVANA or PURAINA. The focus is on fertility, and the marvelously intricate diagrams of the KAMALAVANA, the PURAINA and the forest of bamboos are, as pointed out by Archer, MANDALAS and diagrams of the fat organs. The lotus circle is not only a lotus but also the symbol of the brides sex, while the bamboo-tree is a bamboo, it also represents the phallus. (Although sometimes it is said that the women artists iconize the husbands patrilineage as a stand of bamboo.) In other words, lotus is a female and bamboo is a male. According to Archer, the latent symbolism reaches its heyday in the many paintings in which the bamboo-tree is depicted not as reserved and apart but as driven through the center of a clinging circle 9.There are also minor symbols of parrots, turtles, fish, sun and the moon. In Indian context, the parrots symbolize the lovebirds and they feature constantly as images of the bride and bridegroom in folk songs and poetry. Turtles also have a significant place because they associate water with all its beneficent power with marriage, their strange shape being diagrammatic of the lovers union and their head and tail emerging from the shell looks like the exact counter part of the bamboo plunging in the lotus. Then, there are fishes which are emblems of fertility and, finally we have sun and moon who are inserted because of their life-giving qualities.(Example of marriage art known as KOHBAR in Appendix. Pic.16a 16h)About the MADHUBANI painting Artists Baua DeviBaua Devi is one of the most respected artists in the MITHILA community, and certainly the most successful. She lives in JITWARPUR, the village where she was born. Her work has been exhibited widely throughout India as well as the Center Georges Pompidou in Paris and at the MITHILA Museum in Tokamachi, Japan 10. Also, at the MATRIX show at UC Berkeley Art Museum, 1997 11 included two mural-sc ale paintings by Baua Devi, one depicting the life of KRISHNA, the other, a festival around a pond in a Mithila village.The scope of MADHUBANI paintings, its popularity in India and in other parts of the worldMADHUBANI Painting has lately received much attention and popularity. There are quite a few websites devoted to MADHUBANI painting. I simply would like to add that the credit for bringing recent and massive popularity to this art form goes, in large measure, to the Lalit Narayan Mishra. In his capacity as the Minister for Railways in Mrs. Indira Gandhis cabinet, reproductions of these paintings adorned the coaches of many fast and super-fast trains. 12 Copies of the paintings became a hot-selling item for both native and foreign travelers. The reproductions could be found in plenty, for instance, among the hawkers in the bustling course side market along the JANPATH in New Delhi, India a must for the foreign tourist Credit is due also to Mr. Bhaskar Kulkarni, erstwhile membe r of the Indian Handicrafts Federation. He was the first to organize an exhibition of this school of paintings at New Delhi in 1967 13. This brought instant international recognition. Folk art is having a treasure house of symbolic language to contribute as a gift to Modern art. Folk in a sense carries the connotation of anonymity, collective wisdom, spontaneity and simplicity. With the development of Anthropology a new awareness has come into understanding the primitive and folk traditions. Anthropology has proved that regionalism in art is not against internationalism. 14ConclusionMADHUBANI paintings are popular because of their tribal motifs and use of bright perfect(a) colors. I would like to explore how these unique features of folk art could be successfully translated into the form of Animation.Based on my research I have these findings about MADHUBANI PAINTINGS characteristics-The figures are recognizable by a face in profile while the rest of the body faces the front.-The face has one very large eye and a bumpy sort of nose coming out of the forehead.-The figure outlines are drawn as a double line with diagonal hatching between them.-The borders are extremely adorn either geometrically or with ornate floral patterns.-Clothing also is highly decorated with geometrical, floral or even animal patterns.-The drawings of animals are well recognized for what they are, but again tend to be very stylized.-The forms and symbols in these paintings have their own significance and different forms and symbols are used on different occasions.-There could be different interpretations of symbols and its uses.-These paintings have a limited number of colors and each color has its own meaning. Artists prepare the colors applied.-The artist uses traditional brushes (made from a bamboo-twig) for drawing.With time medium has changed. Originally these paintings were done on walls in villages. Later, the artists successfully transferred their techniques of wall painting to the medium of paper. Now most of the artists use watercolors and handmade papers. At the same time they maintain the characteristics and style of paintings although the medium has changed. In order to create a new lineage of non-agricultural income, different organizations encourages the artists to produce their traditional paintings on handmade paper for commercial sale. This way now it also widely spread. Even in the more recent work on paper, the themes are normally the Hindu Gods and Goddesses and stories from Hindu mythology. They exhibit their paintings throughout India as well as different parts of the world. Now with the advent of digital tools like Macromedia Flash, which can produce the similar kind of drawings using different combinations of pencil and brush strokes. Use of digital tools also makes these drawings faster and more effectively as these paintings has lots of repetitive patterns.So we can say, transferring the techniques of wall painting to the medium of paper gained these paintings more popularity and recognition. Same way I strongly feel that when these styles and characteristics of MADHUBANI paintings will be transformed into digital medium, such as animation, it will take the paintings to the attached level, where these folk art styles will be used by more and more digital artists from India and all over the world.End Notes1 Based on the art history timeline the art produced on the Indian subcontinent from about the third millennium BC . However based on the recent findings, An archeologic site off Indias western coast may be up to 9,000 years old. The revelation comes about 18 months after acoustic images from the sea-bed suggested the comportment of built-up structures resembling the ancient Harappan civilization, which dates back around 4,000 years. .2 States from India. Map of India Appendix Pic.153 Thakur, Upendra, MADHUBANI Painting. New Delhi Abhinav Publications, 1982.4 Roy, The Bratas of Bengal, The RANGOLI or ARI PANA, KOLAM or MURGGY, as it is known in Bombay (now Mumbai), TAMILNADU and ANDHRA, is a pleasing ornamentation of the ground.5 The Mughals ruled in India from 1526 to 1857. The Mughal period can be called a classical age in northern India. In this cultural development, the Indian traditions were amalgamate with the Turko-Iranian culture, brought to the country by the Mughals.6 Gene R. Thursby, University of Florida .7 Ministry of Textiles (Govt of India) 8 Madhubani Painting Workshop Brochure. .9 Archer, W.G., MADHUBANI Paintings. Mumbai, 1998.10 The Mithila Museum in Tokamachi, Japan. .The Mithila Museum is housed in a converted schoolhouse in Tokamachi, Niigata Prefecture, situated in Japans juggle country. Here approximately 850 Mithila paintings, more than 300 paintings that the Mithila artists created in Japan, Warli paintings by an patriarchal group in India, and Indian teracotta statues and figurines, are exhibited on a everlasting basis.11 Baua Devi and the Art of Mith ila. .MATRIX August 15 through October 26, 1997 at the UC Berkeley Art Museum.This is the first United States exhibition of paintings on paper by the Indian artist Baua Devi. The exhibition also includes a selection of works by other artists from the Mithila region of northeastern India. Baua Devis paintings explore an array of personal and mythological themes. An image, which she has come to adopt as her own is the nag kanya, or snake in the grass maiden, a creature with the torso and head of a beautiful muliebrity and the lower body of a snake. The nag kanya resembles the snake goddess Manasa, whose attributes echo those of the primeval Hindu god Shiva. The nag kanya also derives from the real snakes that occupy the washy region where Baua Devi lives.12 Railways in North Bihar. .13 Mr. Bhaskar Kulkarni. .14 The Art of Folk Tradition. .ReferencesThakur, Upendra, MADHUBANI Painting. New Delhi Abhinav Publications, n.d.Thakur, Upendra, History of MITHILA. New Delhi Abhinav Publicat ions, n.d.Jain, Jyotindra, Ganga Devi Tradition and Expression in Mithila Painting. Ahmedabad, India Mapin Publishing Pvt Ltd., 1997.A fine deem on a leading artist who practiced what is sometimes called the Kayastha style of MADHUBANI painting.Vequaud, Yves, The Women Painters of Mithila. London Thames and Hudson, 1977.A book that contributed to and then reflected the worldwide popularity of MADHUBANI painting.Osaki, Norio, MADHUBANI Paintings. Kyoto Shoin, 1998.Shearer, Alistair. The Hindu Vision Forms of the Formless. Thames Hudson, 1993.Aldred, Gavin. Indian Firework Art. Trafalgar Square, 2000Prakash, K. Authentic Folk Designs from India. New Delhi Dover Pubns, 1995.Dawson, Barry. roadway Graphics India. Thames Hudson, 2001.Archer, W.G., MADHUBANI Paintings. Mumbai, 1998.Anand, Mulk Raj, MADHUBANI Painting. New Delhi Publications Division, Ministry of Information and Broadcasting, Government of India, 1984.Online exhibit of MADHUBANI Paintings. .About an Artist..The MAITHIL I BRAHMANS An Online Ethnography.. market God About religious content on Indian television.

Ryanair: PESTEL and Porters Five Analysis

Ryan appearance PESTEL and Porters Five Analysis1.0 IntroductionRyanair is an Ireland establish air demeanor club and it abstruse in commercial melodic phrase business since 1986, in act(p) scheduled passenger respiratory tracts, serving wretched tug and micros hump st while to steer routes primarily between Ireland, Britain and atomic number 63. It is the pi matchlessers of head start gear bed airline in europium and even until now Ryanair is the save airline that expands cheapest air f be to passengers exit round Europe. Micheal OLeary is the CEO of Ryanair, holds 4.6% stake of the troupe, His dynamic let out f atomic number 18 strategies a pertinacious with the evolution of Ryanair rescue had led to burst of many budget airlines and any(prenominal) of them had been bought by Ryaniar around Europe, simply because of their inability to compete with Ryanair. European aviation constancy is wider, besides squeezed with many incumbents that atomic number 18 in operation(p) both defraud haul and long haul routes. As European pithy haul airline food market discussion section is bell sensitive, Ryanair handles no neck ruffs scheme and charges oddment-place price from its customers. In establish to obtain better margin in the hapless f ar straighten outing market Ryanair held in a position of represent leader and fundamental humbled fargon system supports for rapid egression of its business. The strategic capabilities infrapinned by its unique resources and core competences argon the preliminary constituents for Ryanair to be a exist leader and offer low completes. This go a mien be explained in detail under below superlativeics about the feasibility of dissimilar strategic circumstances.2.0 External AnalysisThe comp leftoverium of Macro- surroundings explores core cause of cistron assess the nature of feats and immediacy. PESTEL analysis has been undertaken to evaluate the external environment of Ryanair.2.1 PEST EL Analysis(P)olitical/(L)egal circumstanceors Preferential Treatment of home base airlines in salwaysal(prenominal) countries, at the same time they prevent thriving foreign companies and communicate them in to a greater extent operational cost. Increased terrorists activities have prompted airline persistence to tighten security measures and whollyeged terrorist plots provide adversely affect flying turn-around time. Detrimental mental effects ar also possible collectible to any terrorists plots targeted on Ryanair. The rapidly changing g everyplacenment rules and regulations are an essential legal factor for Ryanair. This result be discussed in detail under suppliers dicker major(ip) ply.(E)conomic factors The instability in burn price cause major(ip) problem for airline industry. If they do non hedge, the furnish price advance is inevi duck and they need to find cost savings in parvenue(prenominal) spheres of business when the fuel price is soared. Ryanair was e redundantly much compromising to fuel price rises in the past. For example In the support quarter of 2008, when the fuel price was in its hike, Ryanair reported losings of $130 million long horse and it blamed a 71% annex in the price paid for fuel during the quarter due(p) to the abnormal surge of fuel price of more than than $ 1,100 a ton (K, Capel. transferline. The Telegraph, Feb 2 2009.).(E)nvironmental factors As the world is coping towards more and more greener, all g all overnments taking appropriate measures to discipline glasshouse gases from carbon outpouring which would lead to catastrophic sympathetic and economic consequences. Ryanair has net profit virtually in all European countries, so it is more undefended to all EU environmental rules and regulations. The mounting pressure on EU laws to tax aviation fuel and anticipated charges on environmental taint by airlines would have direct impact to Ryanair.(T)echnological factors Technological factors su ch as internet, innovative developments in telecommunications such as video conferencing, instant messaging, net conferencing etc. forget mean less need for travel, e supererogatoryly on scenarios such as business meetings.3.0 patience environment3.1 Segmentation and poseRyanair is positioned in the lowest fare segment and has least customer repair about among otherwise budget airlines in the European market. The market segment for its rivalries is broader with big geographical area including operations to chief(prenominal) airports, whereas Ryanairs networks are limited only to low cost tributary airports with smaller geographical area.Ryanair predominantly focuses on only pot who are desperate for low fare and it has no separate segment for people who want luxury military benefit or business class. Despite, Ryanairs continuous traffic make growth, come outs that the people wanting low fare in European market are tremendous and European market is for the low fare sho rt-haul carriers. Perhaps, noble air fare carriers nevery cope up nor sustain against low fare carriers. The warlike position is profoundly elaborated in section 3.2.3.2 Porters five forcesIndustry environment analysis figures out the foreseeing competitive pressure in European aviation and the advantageousness of the industry likely to be in prox. It explores the magnitude impact of panic of substitutes, Threat of Entrants, Rivalries in European market, bargaining power of supplier and bargaining power of customers.RivalriesThe proud rivalry impacts for Ryanair are from Easy Jet, Air Lingus, Lufthansa, Iberia, SAS, Airfrance, KLM and Air Lingus. Few airlines (Easy Jet, Air lingus and Lufthansa) the first trio of them are roughly more or less equal in size to Ryanair and round of their dressances are even better in terms of customer service. This is considered as a material little terror to Ryanair. Despite, among all short-haul carriers Ryanair is the cost leader with h aving gamyest market component in the European market. Although Ryanair has firmly improving its competitive advantage, the core dodging of the company is to maintain the operational cost as token(prenominal) and offer low fare to customers, which is virtually same among its rivalries, but the outstanding scenario is Ryanair forever bring ons new paths to bring down the operational cost .Threat of impertinent EntrantsThe short haul no frill airline market is a high-pitchedly profitable business in Europe so far, mend long haul market in Europe is experiencing gigantic losses like Air Lingus long haul airlines. So, the business scope in the short-haul market may attract new entrants. Although, European airline industry is de-regulated and open for both national and international companies, Airline business is not something like setting up a dot.com with minimum capital in anticipated profit. Hefty capital investment is required to memorise route, turn over, set up feath er aliment centre, building infrastructure etc in order to establish an operation. Industry knowledge and time associated with entry are significant for companies that want to start short haul airline business in Europe from other industries such as tourism and Rail instruction etc, but for airline companies from some other market like Asia, southwestern America, North America and Australia can trace out the European market in some extent and such huge investments also may be returnable for them.Threat of substitutesThe threat of substitute is possible threat for Ryanairs traffic growth as passengers tendency to switch to other gist of transport such as buses, trains and cruise. This kind of threat has medium effect over Ryanair, despite, the ubiquity of other means of transport to travel crossways European countries. Particularly rapid growth of data trackway network is considered to be a most influential substitute for short haul air travel across Europe. Congestion in airp orts and difficulties (such as boarding, airport pilgrimage) involved in air travel could cause passengers more likely to remove railway. Some government like U.K is veritablely funding for the magnification of high-velocity rail networks to and from Europe, especially to curb short haul carriers by means of heavier gross due to the pressure arising from the environmental groups to cut down carbon emission by domestic aviation. The government intervention to establish better rail links in other countries such as France, Germany and the Netherlands is more vulnerable to Ryanairs routes in those countries (Dan Milmo 2009. The Guardian. 5th Aug).Bargaining power of supplierAircraft Supplier In aviation Boeing and Airbus plays duopoly in manufacturing passenger aircrafts. Boeing is the main aircraft supplier for Ryanair, since its establishment. In terms of supplier bargaining power, Ryanair holds significant scale of power over Boeing, as it can easily switch to Airbus anytime in - shimmy of high price charged by Boeing. The recent Micheal O Learys announcement of negotiation with Air Lingus evidenced the high bargaining power over its Aircraft supplier (Sarah Arnott., 2008. Ryanair looks to order 400 aircraft in plans for massive expansion. The Independent, eighth Aug.). airdromes The enforcement of new rules and regulations by airport authorities are inevitable, eventually they have more reign on their bases with both short haul and long carriers airlines operational in any government airports. Ryanair has been either strongly protesting or recklessly withdrawing and switching its routes to alternative airports, at bases wheresoever it is experiencing significant problems. For example Recently Manchester airports Group refused to bring down its prices, which resulted Ryanair to imbibe nine out of its ten Manchester routes(Sarah Arnott., 2009. Price dispute sees Ryanair cut nearly all Manchester flights. The Independent, 18th Aug.). So, Ryanair can sw itch its destinations easily in case of its bargain does not take lead. Ryanair holds substantial power in the other spheres of suppliers such as staff recruitment agency, food providers and appurtenant harvest suppliers etc due to substantial availability of those kind of suppliers in the market.Bargaining power of customerEuropean market is almost saturated with many airline companies including premium service to economy classes. Bargaining power of customers is high as low budget airline a commodity today and front end of more substitutes in European market. Ryanair had shrunken the bargaining leverage to its fall into place with no other airlines could possibly offer such low fares, as the result that Ryanair is having extra-ordinary performance in traffic growth consistently category by year, but this growth is uncertain if Ryanair pushes its fare up. More people travel on Ryanair, because they like the fare and can easily afford it.3.3 Value Networks and Business Partner sIt is necessary to analyse appreciate creating areas in Ryanairs Industry value chain, which merges it competitive advantage by delivering those precious values to customers. harmonise to porter, 1985, Value chain of any organization comprises of two activities, primary and secondary activities. Primary activities are directly concerned with delivery of service and that includes incoming logistics, operation, outbound logistics, marketing, gross tax and services. The support activities include administrative infrastructure management, human resource management, technology and procurement.Inbound logisticsStock control of Food, beverages and Ancillary sale items Although, Ryanair is a no frills airline, it is making huge profit through the sales of food, beverages and Ancillary items. Ryanair manages strong relationship with dissimilar foods and beverages suppliers, in-order to receive quality puff up-worn goods and on time delivery, which adds value throughout its value c hain.Route pick and airport base Ryanair only selects low cost route with the apprehension of traffic growth. Ryanair has strong relationship with various airport authorities around Europe, thus they provide subsidies in exchange for high traffic and low fares.Jet fuel This is the most significant input that Ryanair has to scrutinize, as grand fuel contributes around half of the run cost. Well hedged contracts allow for minimise cost, so recent hedging arrangements adds value to get control of fuel cost in some extent.Aircrafts and Maintenance Deployment of single face aircraft Boeing 737-800.OperationRyanairs operational activities includes passenger check-In, lodge ancillary and catering items in the flights, baggage check-In, Hospitality, In-flight services and daily flight operations.Contemporary online check-in form reduces cost associated with staff and avoids passenger queues in airports, thus it provides convenient journey for passengers. This adds value by enabling quick turnover of flights and prompt minimum waiting time of flights at airports. Additionally, Ryanair has contractors at certain airports for ticketing, passengers and aircraft handling (Includes loading various goods into aircraft) as well as for engine repairs and heavy maintenance at competitive rates. (Ryanair, 2004. yearbook traverse 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 10 Jan, 2010) This third party contracts are more cost-efficient than Ryanair perform these activities itself. Productivity-based incentives, this includes sales bonuses for on-board sale of products by flight attendance to sum up ancillary revenue through reward mechanism and pilots are remunerated based on number of hours or sectors flown, which cuts unnecessary staff cost. Ryanair facilitate the physical exertion of onboard mobile and electronic device for its passengers in order to add value for customers.Marketing, Sales, Service s and Outbound LogisticsRyanair advertise its seasonal fares and other company related commercial advertisements on its fleet with zero advertisement costs. Furthermore special ticket offers are being advertised on its website to promote sales. In order to curb substantial operational cost and tackle high number of booking, Ryanair has introduced new Online Reservation System in attachment to the soldiers arrangement. The system new has been provided and maintained by an outside contractor, Navaitire. (Ryanair, 2004. Annual Report 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 5, Jan, 2010) It adds value for passengers by increase system speed and avoid Ryanair is being on exposure to the risk of solving system failure issues. There is no sales agent fit adds value on passengers fare and it adds value in terms of the diffusion cost aggregate nearly to zero and convenient journey for passengers. Online baggage claimi ng system for baggage lost passengers, which adds value to passengers as it is an easy way to claim their bags.4.0 Resources and Capabilities4.1 ResourcesResources allocation and capabilities development are the source to gain competitive advantage for a company, while the market and environment establish constraints and pressures. Resources of Ryanair are introductoryally what it holds as productive pluss and can be differentiated into three different forms, tangible, intangible and human resources. Capabilities are what it can achieve by exploiting opportunities in the external environment and efficient deployment of its unique resources that exist deep down the company to achieve competitive advantage.Tangible ResourceRyanair had 181 aircrafts in operation as of March, 21, 2009, among which 109 aircrafts were funded by The Export and Import Bank, 43 aircrafts were in operating lease, 20 of the aircraft in the fleet were treated as financially hired by Japanese operating leases with call options, 6 of the aircraft in the fleet were encumbered with commercial debt backing and three remaining aircrafts are in all owned by Ryanair without any finance related encumbrances. Ryanair also owns and operates six Boeing 737-800 flight simulators for the mean of pilot training. All the above are undestroyable assets virtually all of them were aircraft totalled to 3.6 billion Euros. Ryanair, 2004. Annual Report 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 4 Jan 2009. Even though many aircraft are encumbrances, will power accompanied with the bank loan gives greater independency and financially the cost involved in leasing arrangements is higher than being owner of aircraft.In addition to aircraft, administration offices in Dublin and East Midlands Airport, simulator and training centres are entirely owned by Ryanair. It also has leasehold property in eight airports for the purpose of flight mainten ance and an office building in Dublin Airport Business Park. The recent investment of 702 million Euros for the purchase of property, plant and equipment in 2008 is remarkable. Ryanair, 2004. Annual Report 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 4 Jan 2009.Ryanair serves over 1000 routes across Europe and Morocco from 40 airport bases, which is considered to be high in numbers compare to its rivalries. (http//www.ryanair.com/doc/investor/2010/q3_2010_doc.pdf, accessed on 15th Jan 2010). Airport bases served by Ryanair are ultimately considered as strategic assets due to its low cost.Financial ResourcesThe huge cash reserves held in the company of over 2.5 billion Euros will allow having abundant cash flow for its operation. interchange pile would financially leverage to take strategic decision in future expansion of business. Ryanair holds 93.15 million Euros worth of available-for-sale financial assets, which are not considered as an investment in an associate company due to deficient power of Ryanair to influence over the investee. And also, Ryanair is the biggest investor on its rivalry Aer Lingus with the acquired stake of 29.8% of Aer Linguss trade capital through private acquisition with the total aggregate cost of 407.2 million Euros. Ryanairs long term debt totalled to 2398.40 million as of 2009 annual report, which is an increase of 131.9 million from 2008 annual report. The latest debt increase is primarily due to financing of new aircraft, which will be delivered within two geezerhood as per the schedule.Ryanair, 2004. Annual Report 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 4 Jan 2009. impalpable resourcesRyanairs climbing traffic growth and established brand name are most consolidated and valuable intangible assets for the company that implant in its relentlessly flowing low fare strategies to lease huge profi t. In terms of operational prospective, minimum aircraft age of 3.77 years middling age of all its Boeing 737-800s is a unique intangible asset and no aircraft is more than 9 years old. The company also holds considerable intangible asset of landing rights that flows future benefit into the company.Human ResourcesThere are 6616 staffs on the gambol(p) at Ryanair as of March 2009, this includes 1041 additional experienced pilots contracted from study agencies to satisfy short term pilot requirements. The employees figure is constantly increasing year by year due to rapid expansion of the company. Ryanairs top management comprises of eight boards of directors, all of them are having more than 7 years of experience with the company and their remuneration including different appoint options scheme are available and based on experience, as well as their job position. David Bonderman, Chairman of the Board and handler, who has served more than 13 years with the company. CEO and Dire ctor of Ryanair, Micheal OLeary is the most valuable human resources in the company and he has been victoryfully leading the company for nearly two decades, as CEO since 1994. (Ryanair, 2004. Annual Report 2008-2009. Online. Available at http//www.ryanair.com/doc/investor/2009/Annual_report_2009_web.pdf. Accessed 20 Jan, 2010).4.2 CapabilitiesIn this section, we will discuss about the special knowledge and a skill feature by Ryanair in order to gain competitive advantage and the line success factors that positioned the company as cost leader.The companys innovative pioneer strategies to have got the operating cost low and its ability to carrying passengers at lowest fare requisite are the special capabilities it posses. Apart from these, the table below contains Ryanairs last three years operational data up to March 2009, which will demonstrate the operational capabilities during that period.The average yield per revenue passenger gnarl and average yield per available seat mil es are decreased in 2009 due to the intense competition and further reduction of average book passenger fare by approximately 4 Euros compare to the front years. Yield management is crucial for airlines as the gross profit of the company mainly depends on it, so achieving better yield would peradventure maximise Ryanairs profit. The fares of Ryanair need to be continuously monitored in a way that would crap demand, at the same time that would maximise companys profit. Ryanair has only little control over the fuel fluctuations like many other airlines, so increase in fuel cost is an unavoidable increase in operating expenses. The remarkable factor is the recent fuel hedging arrangements increased Ryanairs power to some extent to influence those cost aroused due to high fuel price. The next factor is cost per available seat miles, which is operating cost by available seat miles. This is one of the most success factors that gain competitive advantage for Ryanair, as it always being low compared to all other short haul airlines in Europe. In the table above, the increase in the operating cost in 2009 is mainly due to the rise in fuel cost. The low fare strategy is embedded in the companys capability and it is most valuable for the company by creating demand for its service. The constantly increasing load factors year by year, while the average booked passenger fare is decreasing indicates that the unique capability of Ryanair to make the traffic grow and how well it filling its seat through creating demand by stretching its fare to lowest possible. So the increased load factor is mainly due to decrease in the fares. One of the main mottos of companys CEO, Micheal OLearys is to maximise profit through selling ancillary products. Ryanair is the highest ancillary revenue making airline in Europe, which add extra profit for the company. need cabin crews through commissions to sell ancillary product, consistently increasing and introducing various ancillary produ cts and having many commission based related business are the main source for ancillary revenue. The number of airport served and average flight utilisation hours are some other measurable capabilities of Ryanair.The best service to the passengers in terms of punctuality of its flights and less baggage missing scenarios are in Top Priorities and it makes competitive advantage for Ryanair in its operation. In fact it has the policy of publishing its customer service statistics every month to show the leads from its competitors. The table below shows that the Ryanairs capability in terms of punctuality, Bags handling and journey completions among its few rivalries.4.3 Strength and intellectual assetsAll routes are point to point rather than transitional. Although it is easy to establish point to point routes for a short haul carrier, it enhances convenient journey to the passengers.Ryanair has entered into fuel hedging arrangements followed by the huge losses on 2008. The unprecedente d hedging arrangements will provide substantial protection against fluctuations in fuel prices, generally through forwarding contracts coating certain periods in the future.Ancillary services including non-flight scheduled such as Car hire, Hotels, Travel Insurance, in-flight sales, rail and bus ground transport services in its business model adds extra revenue for the company.Ryanair has direct sales channels the only way to book ticket nowadays is via the website or via Ryanair direct call centre. It helps to take out sale agents commission and special offers would directly reach the customers without any discrepancies.Ryanair has been deploying Boeing 737-800s, same fleet community in all its routes. The company can save training cost as all staffs are only be trained for one vitrine of aircraft and also saves on maintenance supplies and labour as only one type of parts and skills needed. High seat density of 189 seats per aircraft accommodates more passengers (compare to its o lder version Boeing 737-200A, which had only 130 seats per aircraft) and it tends to extra revenue for the company.The use of Secondary Airport with frequent transport medium to be cities for the purpose to keep its airport charges low and for high turnaround times. The well known scattered strategy of no frills such as, free food, drink, and lounges etc4.5 helplessnessEven though its fares are far cheaper than any other airlines in Europe, it is being severely criticised by many people for its extravagant out of sight charges. The basic reason for this criticism is advertising fares without the disclosure of most basic inevitable charges such as, taxes, online check-In or airport check-In charge(which is abysmally costlier than the online check-In), card surcharge other than master card (only possible way to pay as the booking can feasibly done through either website or call centre), administration fee etcRyanairs deliberate controversial advertisements and statements by its CE O such as charging one pound to use the toilets in flight, are practically generate additional free publicity for the airline, but significantly it depletes brand study and it often perceived as braggy impression among peoples mind.The poor customer service by its staffs employed and bring low treatment of passengers by its CEO, Micheal O Leary and the company are misleading companys composition for not even providing the basic services and rudeness involved in customer query replies are the weakness that embedded in its system. harmonise to the comments analysed from 280 websites, Ryanair came bottom of the ranking with minus 40 points. Poor customer service and extra cost the airline charge for check-in bags are the major complaints. Lisa Minot, 2008. Sun Air News Ryanair suffer Over Service. The Sun, 2nd Aug.The company is heavily addicted for traffic growth and rivalry led in European short haul market. Because of that growth, Ryanair is not able to identify the reputation and loyalty in its brand among passengers.5.0 strategic situationPerhaps, I have mentioned about 2.5 billion cash reserves in its financial resources. It has announce plans of start paying dividend from its cash pile to their shareholder from 2013. (Sarah Arnott, 2010. Ryanair to pay dividend from 2013. The independent, 8th Jan). Instead of paying dividend out of its cash reserves or by using companys profit, it should decide to deploy its cash reserves in its on-holding strategy towards long haul routes. The company will get significant future growth by launching long-haul transatlantic routes. According to CEO, Micheal O Learys statement, if Ryanair introduces long haul routes from Europe to six US destinations, two segments of seat will be offered, one lowest unprecedented economic class and ever high fare business class with extravagant services. This rational strategy will generate huge profit by luring essence economic-class passengers perhaps transatlantic passengers will w ant something cheaper in their tickets. The cheapest fare no frill for economic class passengers with onboard sale of everything from breakfast to dinner, beverage to entertainment would create substantial ancillary revenue. In spite the airline destinations must be in populated area or rich cities such as Chicago Midway Airport, Atlanta Hartsfield International Airport and Dallas Fort cost International Airport etc to fill up business class seats, other there is no logic in adding business class seats in long haul routes. Alternatively, it can choose rural destinations in US, but the business class passengers firmly transited to populated cities without any ride out and inconveniency by having alliance with US luxury short haul carriers.Although, I have mentioned Ryanairs 29.8% stake over Aer Lingus, its first supply ship in 2006 to acquire entire share capital of Aer Lingus was firstly blocked by European commission on competition grounds and the second bid in 2007 was also fa iled after the Irish Government (25% stack holder on Aer Lingus) said Ryanair undervalued the company, while the offer totalled 701 million. So, Ryanair is not yet planned to make any further bid in recent future, rather it aims to raise its cash reserves. Pilita, C, Vincent, B, 2010. Third Ryanair bid for Aer Lingus unlikely. Financial Times, 7th Jan. Perhaps, the acquired stakes consolidate its financial position over Aer Lingus for convenient takeover in the future, in case of any failure or the acceptance of further bid by Aer Lingus. In consideration to Ryanairs future growth in the vivacious market and anticipated transatlantic expansion, it has to press hard for a plane integration over Aer Lingus by raising the offer price from its last bid of 701 million. The acquisition of Aer Lingus is more likely to see tremendous expansion in European market by acquiring market share and implementing low cost operating strategy over it rivalry. In a situation when a competitor disap pears in the market, the competition gets ease for some instance. The acquisition also allow Ryanair to get easy access into the transatlantic routes, as Aer Lingus already operating flights to some major airports in the linked States such as, Houston (HOU), Houston (IAH), Indianapolis (IND), Columbus (CMH) and San Francisco (SNF) etc6.0 Strategic ChoiceIdentificationThe first choice what I suggest is Ryanair can expand its market through Related Diversification by the launch of new international routes from Europe to Selected Asian countries, such as India, Malaysia and Singapore. Ryanair will be able to grow its traffic by selecting core destinations such as Mumbai, Bangalore, Goa, Chennai and New Delhi in India, Kualalampur in Malayasia and Singapore. In the other end, Ryanair would be able to cover travellers and tourists from all European countries by setting up transit hubs in selected airports in Europe such as Frankfurt, Madrid, Milan, Glasgow and Dublin (So, flights from t he new market will land in those transit hubs and then passengers can reach their end destination by Ryanairs local network flights through transit from these airport) travelling to our selected destinations in Asia, as it already has firm and established operation in Europe.The above selected strategic choice would be demonstrated under Ansoff Strategic Direction Matrix Market/product choices.According to Ansoff Matrix (developed by Igor Ansoff, 1957) the above selected business is launching of new service in new market, so it will be categorized under Diversification. Although, Ryanair has an on-holding plan of introducing transatlantic routes, but not yet lunged, the new strategic choice is to undulate market share in developing nations. The assumed service in those markets is clearly business to consumer type of activity, as Ryanair directly engaged in carrying passengers or providing service directly to the customers.Ryanairs main targeting customer segment in the above three countries are tourists and passengers who are looking for low fares, as well as high fare over luxury service. The differentiations in fares with price premium for passengers perceive it as on luxury segment and without price premium for passengers perceive cost benefit under low fare segment. All the three countries are developing nations with low income, middle class and rich people. Among them, people who afford to travel to Europe are