The Story Of Colonization During The Spring Of 1607 Essay

The story of colonization in America begins with Jamestown in the spring of 1607. The first colony to be established, it was founded by the Virginia Company—a private corporation—and later converted into the royal colony of Virginia. The British were motivated by the allure of having the first permanent settlement and hoped to gain valuable commodities in their venture such as furs, lumber, pitch, and tar. However, these first colonists faced great challenges. They chose an area on a peninsula, hoping the surrounding water would provide defense against possibly Spanish attacks. Indeed, though, they also unknowingly chose a marshy site that bred diseases such as malaria, typhoid, yellow fever, and dysentery that fatally infected colonists by the droves. Naà ¯ve to the ways of their surroundings, many also suffered from salt poisoning from drinking brackish waters (cite book). Additionally, the colonists also suffered the constant problem of food shortage. Many â€Å"h ad little taste for labor† and, as the servants and craftmakers brought on the expedition were clueless as to how to grow crops and the gentlemen that arrived â€Å"expected to lead rather than to work†, Jamestown was ravaged by starvation. (pg 59) Initially, colonists harassed nearby Native Americans, such as the Powhatans, for food; If it were not for the Powhatans, the colony likely would’ve not survived. Soon, however, the colonists demanded too much and their relationship with these Natives soured, leading to theShow MoreRelated The Mystery of the Lost Colony of Roanoke Essay2868 Words   |  12 Pagesprovoked intrigue and curiosity of new lands, particularly the Americas, and how the Europeans could expand to fit their society within the borders of this unknown and unexplored land. By the 1580s, more had been learned about the Americas, but any colonization until this point had not even been attempted. And so it was the English, under Queen Elizabeth Is ru le, that were issued to establish a colony along the east coast of North America. However, when this great accomplishment was finally made in 1587Read MoreThe Cherokee Removal Through The Eyes Of A Private Soldier3686 Words   |  15 Pageswhich were named â€Å"The Five Civilized Tribes† including the Cherokee and with the pass of the â€Å"Treaty of Etocha† forced the Cherokee out of the land of Georgia also known as the â€Å"Trail of Tears† where thousands upon thousands of Cherokee were killed during the extraction of the Cherokee’s land. The Narrative was a very interesting Article explaining the Trail of Tears through the point of view of a white privileged soldier. He first explain his personal relationship with the Cherokee how his relationshipRead MoreImpact of Science on Society38427 Words   |  154 Pages1966, when he joined the BBC’s weekly science show, Tomorrow’s World. As the chief BBC correspondent for all Apollo space flights, Burke won critical acclaim for his interpretation of the US space program to an audience of over 12 million people. During this time he developed and presented a variety of documentaries, and in 1972 he became the host of his own weekly prime-time science series, The Burke Special. The programs earned for Burke a Royal Television Society Silver Medal in 1972 and a GoldRead MoreImpact of Science on Society38421 Words   |  154 Pages1966, when he joined the BBC’s weekly science show, Tomorrow’s World. As the chief BBC correspondent for all Apollo spa ce flights, Burke won critical acclaim for his interpretation of the US space program to an audience of over 12 million people. During this time he developed and presented a variety of documentaries, and in 1972 he became the host of his own weekly prime-time science series, The Burke Special. The programs earned for Burke a Royal Television Society Silver Medal in 1972 and a GoldRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesby Susan Porter Benson, Stephen Brier, and Roy Rosenzweig Also in this series: Paula Hamilton and Linda Shopes, eds., Oral History and Public Memories Tiffany Ruby Patterson, Zora Neale Hurston and a History of Southern Life Lisa M. Fine, The Story of Reo Joe: Work, Kin, and Community in Autotown, U.S.A. Van Gosse and Richard Moser, eds., The World the Sixties Made: Politics and Culture in Recent America Joanne Meyerowitz, ed., History and September 11th John McMillian and Paul Buhle, eds

Cultural Dominance Of Male Over Female - 1340 Words

Antonio Gramsci’s hegemony defined as the dominance of one group over another has been occurring since the beginning of time. It is where a dominant force exerts its influence in society and exert their own power over other groups. Hegemony is seen with the cultural dominance of male over female. Because of this dominance men have assumed the right to determine what is masculine and what is not. With hegemony, here will be always an opposing force that plans a strategy in order to combat and defeat their adversary. Homosexuality is often depicted as inferiority. Heterosexual men see homosexual men as adversary to be defeated. Men has defined their masculinity by very specific set of behavior, habits and activities acting strong, being involved in sports and becoming engineer or doctors. Any men who do not behave according to these characteristics is viewed as â€Å"effeminate†. A young man like the actor in the movie who does not engage in vigorous sports but is intere sted in theater and poetry and shows sensitivity is perceived as being a â€Å"Sister Boy† a code word for as being â€Å"Gay†. This is a hint that a lack of what society perceives as masculinity is linked to homosexuality. Homosexuals are attracted to people of their gender. Homosexuals are usually human beings very aware of their gender, their masculinity or femininity while being attracted to members of the same sex or gender. In the movie, this very sensitive and apparently fragile young man falls in love with an olderShow MoreRelatedThe Science Of Human Sexuality Essay1437 Words   |  6 Pagesshowing it the pathway to same-sex acceptance that it still walks. The third wave lasted till the 1970’ and developed in the U.S. with Alfred Kinzey’s construction of the first sexual education course. His texts, Sexual Behavior in the Human Male and its female counterpart, include thousands of scientific interviews which enabled him to invalidate beliefs of inferior sexuality in women and harmful effects of premarital sex. Late in the third stage, William Masters and Virginia Johnson began a programRead MoreThe Synoptic Gospels Lies A Brief Passage Of A Man Carrying The Cross For Jesus1717 Words   |  7 Pagesfirst cross is one fashioned by the tools of racism and White supremacy. This cross is the tool in which the Black female body and identity is oppressed and manipulate through the means of White heterosexual male dominance. This dominance is exerted through the vehicle of mainstream American cultural standards. These standards seek to devest the voice of the feminine in Black cultural perception and Black self-interpretation. These interpretations and perceptions subsequently do harm to the institutionRead MoreThe Feminist Theory Of Women s Representation On The Company Board Of The Australian Agriculture Company Essay1706 Words   |  7 Pagesreveal an insight to Women’s representation on the company board of the Australian Agriculture Company (AACo). Through the notion of gender, feminists analyse relations of power concerning males and females, how that power is exerted and the that interaction has habitually, historically and socially implemented over time. There are four major lenses of feminism; liberal, Marxist, radical and socialism. The findings in this paper focus on the strengths and limitations of radical and liberalist feministRead MoreThe God Of Small Things1640 Words   |  7 Pagesnovels set in societies where females are significantly of lesser value and oppressed by male figures. TGOST is an Indian novel following the Ipe family and their interactions during adverse situations. Tiny Sunbirds Far Away shows the struggles that Blessing and her family endure when moving from their wealthy apartment in Lagos to a complex in countryside Nigeria. Through their respective novels, Roy and Watson explore the detrimental effects the dominance males have over women both in family and societyRead MoreFemale Students Pursuing Science, Technology, Engineering, Or Mathematics Essay1670 Words   |  7 PagesThe number of female students pursuing science, technology, engineering, or mathematics (STEM) majors in US colleges has been on the increase, even though male dominance persists, particularly in the upper levels of STEM careers. Male and female students at the elementary, middle, and high school levels leave school equally prepared to pursue STEM majors at the college and university levels. However, fewer females tend to pursue these majors. Female students are less likely to indicate intentionsRead MoreVisual images Reinforce Traditional Gender and Sexuality Stereo types948 Words   |  4 PagesVisual images reinforce traditional gender and sexuality stereotypes through the manifestation of the masculine and feminine miens. An examination of print media advertisements highlights the social and cultural ideologies associated with traditional gender roles that are expected and imposed on by society. â€Å"Advertisements are deeply woven into the fabric of Western Culture, drawing on and reinforcing commonly held perceptions and beliefs† of gender and sexuality stereotypes. They have a strongRead MoreIntroduction In this paper, I argue that while sexual violence is arguably the monopoly of men, it1000 Words   |  4 PagesIntroduction In this paper, I argue that while sexual violence is arguably the monopoly of men, it is culturally cultivated rather than biologically determined. Consistent with the concept of Hegemonic Masculinity which theorises male domination of other males and subordination of females (Connell, 2005), I assert that rape is particularly rampant in societies where sexual violence is an effective means of attaining this status quo. Thus when rape is institutionalised in the context of war where masculinityRead MoreWomen And The Middle East And North Africa1148 Words   |  5 PagesThe diversities within North Africa, the Middle East, and Southeast Asia (cultural, religious, political, etc.) play a crucial part in the status of women and the key features of gender roles in these particular geographic regions. The Middle East and North Africa share commonalities through Arabic and Islamic culture. Establishing equalities for women amongst the current social and political changes of Middle Eastern and North African societies stands as a difficult obstacle to overcome, but inRead MoreThe Cultural Constructs That Germaine Greer1176 Words   |  5 Pagesthink it portrays the cultural constructs that Germaine Greer writes about in the last chapter of her book. According to Greer Maleness is the natural condition, the sex if you will, and masculinity is the cultural construct, the gender (728). Her essay focuses on discussing the possible force at work which shapes society’s concept of what is considered the masculine male. She concludes that cultural influences on males and/or females will â€Å"not only produce the masculine male but also how women fitRead MoreHegemonic Masculinity : Masculinity And Masculinity1169 Words   |  5 Pagesdominate over women and subordinate the social position of women, however if a male is raped by a women, then it introduces insecurities and reverses hegemonic masculinity (Duncanson 2015). Hegemonic masculinity can be seen as culturally idealised concept in which is both personal and collective and can be commonly understood as the continuation of the breadwinning husband and caring subordinative woman (Donaldson 1993). When discussed within sexual roles, Hegemonic masculinity depicts females as submissive

Egg Osmosis Using Deshelled Chicken Eggs - 1016 Words

Egg Osmosis Using â€Å"Deshelled† Chicken Eggs Martekka Crawford India Williams Desiree Counts Mark Beckford Biology 1611-Sec 348 Dr. M. Jones September 17, 2015 Georgia Perimeter College- Decatur Introduction The osmolarity of a solution is the concentration measured of a solute. To determine the concentration of a solution, one must first understand what osmosis is and how it works. Osmosis is the spontaneous passage or diffusion of water or other solvents through a semipermeable membrane according to the Britannica Encyclopedia. The semipermeable membrane is one that blocks the passages of dissolved substances such as solutes. This process, in more recent times, provides a more accurate study of how water can diffuse across a cell membrane when water molecules have a high concentration to an area in which they have a low concentration. It was originally studied in 1877 by plant physiologist, Wilhelm, Pfeffer. (Britannica Encyclopedia 2015). Osmosis is described in one of three ways when comparing more than one solution. The cell’s external and internal environment helps determine tonicity, which is defined as how the cell reacts to its environment. When the cell’s environment is equal in osmolarity to itself and there is no change, it is considered an isotonic solution. When the environment has a higher osmolarity, shrinkage occurs and it is considered a hypertonic solution. When the environment has a lower osmolarity, swellings occurs and it is considered hypotonic.Show MoreRelatedLab Report : Diffusion And Osmosis Experiment1088 Words   |  5 PagesLab Report Diffusion Osmosis Experiment Sydney Mask INTRODUCTION All cells in the human body are surrounded by a plasma membrane made up of lipids and proteins which form a barrier. The proteins and lipids in the membrane occupy different roles. The lipids create a semipermeable barrier and the proteins are part of a cross membrane transport. To pass through the membrane a substance goes through a transport known as diffusion. Diffusion is movement of molecules from a high area of concentrationRead MoreOsmosis lab1661 Words   |  7 Pagesï » ¿ The Measurement of the Rate of Osmosis by using â€Å"Deshelled† Chicken Eggs (Effect of Solute Concentration upon Rate/Degree of Osmosis in Chicken Eggs) Introduction Every cell needs a mechanism that it uses in the maintenance of a constant internal environment. This is important in the control of the ever changing external environment to the cell. The transfer of materials to and from the cell thus needs a very stable mechanism to achieve this status. Cells are therefore bound a membrane that acts

The Advertisement Of The Nike Advertisement Essay - 941 Words

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial ex pression, her stance and the background scenery. One effective element in this ad is the genius use of Serena Williams. The use of her conveys popularity, success, skilled and beauty. She is perhaps the most famous tennis player amongst men and women. She is one who can actually say â€Å"ball is life.† Amazingly, Serena has been a professional tennis player since the age of 14. She is currently 33 years old, which means she has been playing tennis longer than she hasn’t been playing. Serena is currently ranked number 1Show MoreRelatedDescription of the Whole Nike T90 Laser III Advertisement Essay803 Words   |  4 Pagesgame? A perfect pair of soccer shoe for his game. Shoes that give them full control over the ball with a perfect accuracy that help him to soccer a goal. In my opinion, Nike did an excellent job in making their advertisement about their new T90 III laser soccer shoe. The main theme of the Nike – T90 III shoes in the advertisement, â€Å"Nike à ¢â‚¬â€œ Hit the Target,† is no matter how good you play or how famous you are in the soccer world. You still need a pair of shoe that will help in gaining control over theRead MoreThe Strategy Of New Media1585 Words   |  7 Pagesproducts and services. Indeed, a good strategy positively impacts on the campaign while bad strategy might lead to a campaign failure. Therefore, this essay examines the principle and strategy of advertising. Besides, this essay analyses Nike ‘write the future’ advertisement and the strategy used. Over the past century, military strategies are used as guidance that aligned with its goals and objectives. As an example, a Greek historian, Thucydides claims that study the past experience and obtain theirRead MoreNike Ad Campaign Analysis1272 Words   |  6 PagesNike Advertisement Analysis Advertisements have been used for years to sell products. As long as there have been consumers there have been ads, although in many different media. Different companies or groups release ads to promote a certain product, idea, or brand. Nike is no exception. Nike has been a leading brand in sports for 46 years. They are most known for their athletic shoes, but Nike manufactures all sorts of athletic apparel as well as equipment. Nike publishes many printed advertisementsRead MoreIs Nike A Liar Like Tiger?1732 Words   |  7 PagesIs Nike a Liar like Tiger? The Analysis of a Nike Advertisement Advertisement companies as well as businesses have come up with more enticing ways to promote their companies and products. There are many different tactics used by advertisement creators in order to lure customers into buying their merchandise. In addition, some advertisements are created to establish a connection between a company and an ethical position within society or institute a central idea that can be connected or associatedRead MoreSpoof Ad vs Nike1107 Words   |  5 Pages| Spoof Ad vs. Nike | Samantha Kong | DeVry University | | Author Note | This paper was prepared for ENGL135ON, Section CB, taught by Linda Record. | Spoof Ad vs. Nike In America, many people are not aware of the global problems that are happening around them. Whether it is inside or outside the United States, there are many issues that are still going on that need to be recognized. Advertisers and political leaders are bringing more awareness everyday through their words and textsRead MoreRhetorical Analysis Of Nike s Advertising1079 Words   |  5 PagesRhetorical Analysis-Nike Advertising Introduction Advertisements have hidden messages, saying and signs that help in attracting the attention of the viewer. The advertisements have different elements that appeal to audience thus promote a stronger message. The ideas of ethos, pathos, and logos help in drawing interest from viewers and make them elicit some feeling about the product advertised. Advertising is intended to entice the viewers through logic, credibility, and emotions. The Nike Company advertisementRead MoreNike Vs. Under Armour941 Words   |  4 Pages Nike and Under Armour are two of the biggest brands in the active wear industry. Fitness goers of all ages and genders are passionate users of their sports gear and athletic clothes. Two print advertisements from Under Armour and Nike will be analyzed based on the way they use goals to captivate the viewers attention and elicit an emotion to persuade the viewer to buy their athletic wear. In a world that is quickly becoming aware of its health problems consumers are beco ming more aware of fitnessRead MoreSymbol for Advertising1383 Words   |  6 Pagesworld. The example of advertising uses sign or symbols to communicate advertising massage is Nike. In 1964, Nike originally known as Blue Ribbon Sports, was founded by partners Phil Knight and Bill Bowerman in order to distribute a line of Japanese track shoes called Onitsuka Tiger, but as this relationship was drawing to an end the company’s name was changed to the world famous Nike. By 1971, Nike was preparing to open its first store baring its new name and the famous Swoosh logo that was designedRead MorePersuasive Speech For Nike840 Words   |  4 Pagesthe next level and perform with professional athletes, it ends with one of the best athletes of all time, LeBron James dunking a basketball. Nike does an effective job of advertising its products by using reasonable logic, appealing to the audience’s sense of emotion, and establishing its credibility to sell their products. To start off, the advertisement follows a logical pattern to convince the viewer to invest in Nike’s brand. All ninety seconds follow the pattern of the next logical step ofRead MoreNike And New Balance : Nike937 Words   |  4 PagesNike and New Balance Introduction Nike and New Balance both are companies that sell sports apparel. Nike brand is one of the most popular brands and has been around years and has the popular slogan â€Å"Just Do It†. Nike’s goal is to make products to every person by making sports apparel that will decrease injuries, enhance performance, and lastly that will feel good to wear. On the other hand, New Balance is not as popular. New Balance is still trying to become one of the top brands for sports apparel

Cell Phone Radiation Free Essays

The radiation protection to be practiced cell phone radiation During normal use, over half of the radiation transmitted by your mobile phone is absorbed by your head or body. Around 80% of the phone’s microwave emissions are absorbed by the head. Only shielding or distance to the phone can reduce their severe impact. We will write a custom essay sample on Cell Phone Radiation or any similar topic only for you Order Now The United Nations World Health Organization has classified mobile phone radiation as possibly cancer causing and advise that it is important for mobile phone users to minimize exposure by utilizing hands free devices or texting. Always use speakerphone or proven radiation safety accessories. Steps that should be take to reduce cell phone radiation : use the speakerphone because the cell phone radiation drops exponentially by distance, so, the further away the phone is from your head the better. limit the use to essential calls and keep calls short because even a two minute call has been found to alter the natural electrical activity of the brain for up to an hour after-wards. children should not be allowed to use the cell phone, except in emergencies because their skulls are still developing and the radiation can penetrate much more deeply. use an air tube headset (not regular wired headset) because research has shown that regular wired headset could transmit radiation into the ear canal. do not put cell phone in your pocket or belt while in use or while it is on because men who wear cell phones near their groin could have their sperms count dropped by as much as 30%. if using phone without a headset, wait for the call to connect before placing phones next to the ea r because radiation level is higher while phone is still trying to make a connection. Most cell phones emit the most adiation when they first connect with the cell tower. do not use the cell phones in enclosed metal spaces such as vehicles or elevators because phones need more power to make connection. The metal enclosure also traps the radiation and reflects it back at the occupants. do not make a call when the signal strength is one bar or less because the phone must work harder to establish a connection and thus emits more radiation. buy a phone with low radiation rating because the phone’s SAR ( Specific Absorption Rate ) can be found in manual. The lower the SAR value from the FCC limit of 1. 6 W/kg , the better. use scientifically proven cell phone radiation reducing or protection device. Keep Your Distance because the intensity of cell phone radiation diminishes quickly as your distance from your cell phone increases, and every millimeter counts. You can protect yourself from the effects of cell phone radiation by holding your cell phone away from your body and use a wireless Bluetooth headset or earpiece, which emit radiation at far lower levels than cell phones. Other than that, you can carry your cell phone away from your body – in a purse, briefcase or computer bag – not in your pocket where it is pressed up against you. Try Texting, Not Talking – When you send a text message from your cell phone, you hold your phone away from your body, and far away from your head, which reduces your exposure to radiation. Find a Strong Signal and Stay Put -When your cell phone has a weak signal, it has to work harder to transmit and receive, and that equals higher bursts of radiation. You face the same problem when you are moving quickly – riding in a car, bus or train, for example – because your cell phone is forced to repeatedly emit new bursts of radiation as it connects to different cell towers along your route. Use the Toggle Method – you can reduce your radiation exposure by holding the phone away from your ear when you are talking and only bringing it close to listen. Using a headset or speaker mode is still the better option, but the toggle method can cut the amount of radiation your brain and body absorbs. How to cite Cell Phone Radiation, Essay examples

A Kid Named Cudi/The Prayer by Kid Cudi free essay sample

Music Review â€Å"The Prayer† – Kid Cudi I remember the day as if it was only yesterday. I was sitting on my couch, watching TV. Along comes along my sister’s boyfriend listening to music on his computer. The song that was playing immediately caught my attention, so I asked him who the artist, and what the song was. He then replied to me the words that would soon change my persona about music. â€Å"The Prayer by Kid Cudi† he said. As soon as we said those 2 golden words I burst out of my seat and rushed to the computer. I sat there and listened to Kid Cudi and all his numerous songs for a while. The Prayer was one of my favorites that I listened to and became fond of Kid Cudi’s style in his work. In â€Å"The Prayer† Cudi is trying to express many feelings about his rapping career and how he wants to respected and remembered as a gifted artist if he were to die. We will write a custom essay sample on A Kid Named Cudi/The Prayer by Kid Cudi or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He wants to let all his fans know that he is grateful and appreciates their support. Kid Cudi is also trying to express in the song that he thinks God put him on the Earth for the reason, and that he has achieved his goal of making millions of people happy by listening to his music. The beat of â€Å"The Prayer† was originally heard in the song â€Å"The Funeral† by Band of Horses, except now it has been changed from a more rock type song into a rap. One part of Cudi’s song that I found remotely funny was a line where he says â€Å"To all the girls I’ve dated I’m not mad at you. Basically he was saying that even though he broke up with those girls he isn’t mad at them about it. Overall Kid Cudi outdid himself in this song, and more people should appreciate what the artists go through to make us listeners happy. Over the years Cudi has introduced three albums to his listeners. The first of which was called â€Å"A Kid Named Cudi† whic h was also the album â€Å"The Prayer† was released on. He also released two more albums which were instantly popular amongst his fans. The second album released was the â€Å"Day N’ Nite† album and became a huge hit in the first week of release. It was listed on the charts as #4, and also listed Kid Cudi’s best track â€Å"Day N’ Nite.† The third album that was released by Kid Cudi was named â€Å"Man on the Moon† from one of Cudi’s top songs which was also named â€Å"Man on the Moon.† Kid Cudi has been a very successful young rap artist and continues pleasing his fans with his albums. Kid Cudi grew up in Cleveland, Ohio. In numerous songs of his he mentions growing up in Ohio and the life he had as a kid. His real name is Scott Ramon Seguro Muscudi but prefers being known as Kid Cudi. When he was only 11 years old his father passed away from cancer. This sad and dramatic event in Cudi’s life altered his person ality, and gave him the motivation to start his music career. He then later on dropped out of college and moved to New York City and released his first album â€Å"A Kid Named Cudi.† This set the tone for his career and he continues what he loves to do, rap. The Prayer, which I believe is one of Kid Cudi’s best work so far, his various albums and Cudi himself are what I think make this young artist so special. Thanks to my sister’s boyfriend I have heard an outstanding rapper, and I can easily say Cudi is my favorite artist out there. His work has changed my persona on rap music greatly. Everyone out there who thinks rap is stupid, just listen to some of Kid Cudi’s music and hopefully you will change your mind.

Executing Strategy in Aviation Management †MyAssignmenthelp.com

Question: Discuss about the Executing Strategy in Aviation Management. Answer: Introduction US Airline industry has been struggling in the past to earn sizable revenue and book profits for itself. Over the year rise in the number of low cost airlines such as South west Airlines, Jet Blue, Air Tran Airways and Virgin America are causing big trouble to the industry heavyweights such as United, Delta American Airlines (Goetz Sutton, 2017). The new entrants are focussing on how to bring the prices down for the Passengers and in a bid to do so , a price war has already began in the US Airline industry, with every player reducing its fares to take a pie from the market. The new entrants are using non- union labour, flying only one kind of Aircraft and have been focussing on the most lucrative routes, which brings down its flying cost to minimum, thus passing on the benefit to the customers (Ciliberto, Cook Williams, 2017). To add on the misery of large Aircraft flyers is the Internet, travel sites such as Expedia, Travelocity and Orbitz are making it easier for consumers to co mpare the price of all the Airlines and choose the most economic deal (Choi, Lee Olson, 2015). The underlying purpose of the assignment here is to do a competitive analysis of the US Airline industry and find out the reasons for its low profitability, and the advantages and disadvantages of using the Porter 5 forces framework. It has been also observed in the case that the business of US Airlines is cyclical in nature; the reason for the same will be understood in the report. Towards the end, certain strategies have to be recommended to improve the chances of the airline to ensure profitability sustainability. Overview of US Airline Industry The US Airline industry is dominated by a number of players operating in the high price and economic zones. United Airline, Delta airline and American airline form the big boys club, whereas Southwest, Virgin, Jet Blue and Air Tran form the economic club. The situation presently in the US Airline industry is the sluggish growth rate and the rampant price war which is seriously damaging the profitability of the Airline industry (Tan, 2016). It has been pointed that the fuel prices are on surge and so are the labour cost, both of them together account for almost 58% of the cost, hence, the increase in the cost is significantly impacting the profit sustainability of the industry. The era of 2000-2010 saw a number of mergers, viz,merger of Delta and Northwest airlines, merger of United and Continental airline and plan of South west airline to acquire AirTran, moreover a number of Airline have applied for Bankruptcy which can be seen as a fear gripping the US Airline industry(Rupp Tan, 2017) The present scenario also has a silver lining attached to it, there has been considerable improvement in customer service, loosing fewer passengers and losing less baggage. The US Airline is on a mission to rejuvenate the sector and turn the tables and post solid profits in the coming financial year. Almost all the Airlines are on an improvement spree and special attention has to be put on time arrivals. Five Force Analysis of the US Airline Industry Porter 5 forces model is one of the fundamental tools to analyse the competitive landscape of the business, it uses 5 forces to determine the competitive intensity and there helps to make an estimation of the profitability and the attractiveness of the industry in terms of profitability (Dobbs, 2014). The utility of the model lies in the fact that, organization can leverages on the strong position and improve on a weak point, thus preventing itself from taking wrong decisions in the future. Porter created the model to make organization understand that they have to keep a close watch on the rivals, at the same time look beyond their actions and focus on what could impact the business environment (Rothaermal, 2015). Based on the above mentioned rationale the Porter 5 forces are created to understand the business environment in terms of Profitability: The current population of US is .326 Billion which is spread across 50 states and two federal district and around 84% of the US population lives in Urban cities, the data is self-sufficient to understand the intense competition in the Airline industry. The demographic, behavioural and psychographic segmentation point towards a large amass of people flying in daily to different states and abroad, implying intense competition in the airline industry. Big airlines like Delta and United fly more or less on the same route and the amenities are more or less similar, provided people are flying economic. In premium sections the difference is easily noticeable. The competition can be further understood by seeing the low switching cost of the buyers, passengers have an option to switch from one airline to another at a relatively lower price, the penetration of websites like Travelocity, Expedia have made it easier for flyers to compare the price and book a ticket. Big airlines are losing a maj or chunk of Business to smaller airlines due to low cost, small companies do not opt for Boeing and Dreamliner, thus helping them to work on their cost strategy and pass on the benefits to the customers. It can thus be said that however the competitive rivalry is high; the competition les between the big and small players, price definitely being the deciding factor (Flouris Oswald, 2016) Buyers or the customers have a high bargaining power due to the low switching cost, effort required to shift from one airline to other and the development of ticket booking apps which helps the customers to buy the best deal. The third party applications are becoming increasingly popular across the globe and the states, this has jeopardised the earlier business model of Airline Company wherein the people had to enquire about the rates and then book with the Airline. In the present scenario, a buyer can sit in front of the net and within a couple of minutes book the cheapest and best ticket for himself. Additionally, increase in the number of low cost airlines has helped in increasing the bargaining power of customers and they have a wide array of options to choose from. It can thus be said that the Bargaining power of customers is high in the US Airline industry (Hannigan Hamilton, 2015). Bargaining Power of Suppliers There are just two Aircraft Suppliers Airbus and Boeing, which have a plethora of Airlines to support, which increases their bargaining power. Further, the fuel cost is controlled by only handful of suppliers and market economy, thus the Airline industry has no direct control over the price of White petrol and Jet fuel, further increasing the bargaining power of the suppliers. Labour cost is controlled mostly by the labour union, thus it can be said the bargaining power of the suppliers is high in the US Airline industry (Grant, 2016). The airline industry requires a massive upfront investment and has to go on a lengthy learning curve, which makes it difficult for a new player to enter the industry space. It has been observed that no single airline have forayed in the 21st century have a market share more than 2%, leaving behind Southwest Airlines. The government regulation on the new Airline further puts obstacle in the entry of new players, additionally immense operating costs further makes it difficult for new players to enter in the Industry space (Holloway, 2017). A number of players like Jeff Bezos, Richard Branson and Elon Musk are looking for ways to enrich the experience of customer and help them to travel at an unimaginable speed. Projects like Blue virgin and Tesla are some of the significant contribution in the direction. However, at present, nothing substantial has been done in the direction and Airplanes are the fastest means to commute. However, the industry can face stiff competition from Elon Musks Hyperloop which is a great mode of transportation for shorter distance. Until then, the Airline industry is safe and has no threat from any of the substitute product. Hence the market is both attractive and profitable, the finding of the Porter 5 force model can be summarised as: Bargaining Power of customers High Bargaining Power of Suppliers High Competitive Rivalry High Threat of Substitutes Low to Medium Threat of New Entrant Low to Medium Porter Five Forces Model-Advantages and Disadvantages The model which was founded in the year 1979 despite being a useful model to understand the market attractiveness and the profitability has certain lacunae attached with it, hence in order to have a comprehensive understanding of the model, disadvantages of the model have to be discussed as well: Porter 5 forces are a useful framework, but its inability to explain the industry position in the present scenario makes it somewhat inaccurate. The model provides a snapshot of the wider industry at some point in the past, which can help in formulation of a short term strategy, but it fails to deliver a long term strategy for the organization (Solvell, 2015). External environmental factors like Globalization, liberalization and rapid technological advancement were not introduced in 1979; hence the model fails to take into account all the business environmental forces which play an important role in the present scenario (Kharub Sharma, 2017). A lot of organization use porter 5 forces to a specific company rather than the industry, which thus gives highly inaccurate results. Porter five forces is used to analyse the attractiveness of the industry and not a specific company, but people have been using it towards a specific company is a big disadvantage for the model (Adi, 2017). It is unfair to give equal attention to all the forces, because in practical scenario, one of two forces outweighs other forces, thus wasting the time and resources which are being used in the analysis of five forces. Another big disadvantage of the model is the credibility of information coming from the framework can be compromised by honest mistakes. For example Apple and Nikon are different industries, hence while doing competitive analysis on the Mobile industry one leaves Nikon, but it still is a camera company, which has a significant impact on the mobile phone industry. Thus, the model fails to encompass all the relevant industries while conducting porter analysis. Advantage of the Model It helps in understanding the forces shaping the industry space. TO a good extent the framework helps in understanding the landscape of the competitiveness and the competition dynamics of the industry. Helps in making decision if the company should enter in the market or not, very useful in creating short term strategy for the company. The model provides an estimation about the attractiveness of the industry in terms of profitability which can be put to use by investors on deciding whether to invest in the business venture or not. Economic Performance of US Airline Industry The US airline industry is highly cyclical, which implies that the business depends on the economic growth of the country. During period of economic prosperity people have higher purchasing power and they spend those on discretionary items such as Air ticket, on the contrary when there is a period of economic contraction, people tend to save money and look for alternatives to travel. The weakest periods are seen during the quarters ending in the month of March and December when the entire economy is volatile and so is the populations purchasing power. Due to this Airlines feel the need of short term cash requirements for meeting their operational costs which are caused by the fluctuation in the economy due to the uneven traffic flow. Other factors such as fuel prices, high cost of ticket, inflation and the general economic conditions also affect the Airline industry. Thus, all these factors are responsible for the cyclical business of the US Airline industry, during these tough times, Big Airlines due to their deep pockets are able to sustain in the market, however the maximum impact is felt by smaller Airline service providers(Wensveen, 2018). It has been mentioned that US Airline is not performing according to its maximum potential, most of the reasons for the low profitability can be substantiated to the low price offering by the low cost Airlines and the evolution and penetration of the ticketing apps which compare the price and gives customers a cheap range of options to choose from while buying a ticket. Some of the strategies which can ensure Profitability in the Airline Industry are: Upselling services to the customers These days a number of Airlines are not competing on the Ticket prices but are competing on offering better services to the passengers. Some examples being fast track boarding, lounge access and extra leg room, checked bag fees and many more, the upside of offering such services is that it earns profit for the Airlines and they can also compete in terms of price with other low cost airlines. The year 2012 saw US airlines earning an amount of $ 12.4 Billion USD from such ancillary services (Ater Orlov, 2015). A lot of airlines are following the normalcy concept, which is sticking to their core services, transporting passengers from Point A to Point B. However, the ecosystem is changing rapidly and airlines are providing travel solutions rather than just transporting people. People have different needs when they travel, some travel for leisure, some for holidays, some for business meeting and many more, and it is advised that Airline understands and interprets their specific requirement and provide them with customized solutions. Customers do not refrain from spending money if they find value in the services, hence the airlines have to focus on augmented services and provide value to the customers. It is seen and proven that the companies which are focussing on augmented solutions are doing really well; the same strategy should be implemented by the Airlines to foray into sustained profitability. US Airline industry is going through a great turmoil owing to the entry of Low cost airlines which are solely competing on the Price strategy, these airlines are giving major Airlines like Delta United a run for their money. Low cost airlines are carefully planning the route and carrying the business operation with smaller aircrafts which help them to save cost, benefits of which are eventually passed to the customers. However, the Airlines have a good chance to move into sustained profitability if they focus on providing augmented services to the customers besides improving the core service parameters. Conclusion US Airline industry comprises of Low cost Airlines like AirTran, Jet Blue Southwest and high cost Airlines like United Delta, however the low cost Airlines are doing fairly well in comparison to the latter. It has been possible due to growing penetration of ticketing apps which provides the customers with the cheapest solution to fly and the economic fluctuations in the US economy. At the same point in the time, the Porter five forces analysis of the industry is attractive in terms of the profitability, despite high competitive rivalry, high bargaining power of suppliers and the customers. In the recent past the Airline industry is bringing a lot of radical innovation to move into the path of sustained profitability, they are providing ancillary services to earn revenues. At the end, it can be said that cost leadership and service differentiation can change the shape of US Airline industry and help them in sustaining the business momentum References Adi, B., 2015. 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