The Case Study Analysis For Fitness For Health.

Question: Talk About The Case Study Analysis For Fitness For Health. Answer: Presentation Readiness for Health (F4H) is an exercise center situated in Howick/Pakuranga in New Zealand. At present wellness industry in the nation is worth NZ$300-350 million consistently. The nation is encountering ongoing blast in the wellness business with new focuses opening every so often in the country(Buchanan, 2010). There has been tremendous convergence of universal brands and minimal effort rec center focuses also. F4H has a preferred position socially over its rivals as it is based from New Zealand itself. It has a solid comprehend of the nearby culture and comprehension of the different requests. The organization has been set up by John, who is a health specialist, Mary being a nutritionists and David, who is a gear expert. The report examinations different operational methodology relating to the organization. Standards and practices of activities the executives Apply the information procedure yield model to the business activity of Fitness4Health rec center Fitness4Health exercise center applies the Input-process-yield model for its business activities so as to pick up adequacy. In the info forms customers are shown different projects that are led by the organization and afterward enrolled. Upon effective enlistment they are furnished with diet plans, routine yoga, activities and work-out plans on different machines at their rec center centers(Aldrich, 2008). At the yield stage customers encounters less fatty bodies and very much molded figures defeating their fixate state. Their wellness levels likewise increments correspondingly. Figure 1 : Input-Process-Output Model Source: (slideshare.net, Retrieved on tenth December 2016) Depict, with delineations, the job of the executives in an exercise center. (At least THREE Areas) The executives in a rec center includes a progression of expanded jobs. Generally appropriate among them are account dealing with, overseeing bosses principally exercise center teachers and panning. the CEO is leader of the association and he control four divisions as demonstrated in the figure underneath. Every division has its individual representatives. Every office encourages working relating to their territories. Records Finance Department: Various customers receive different projects at the exercise center henceforth they pay various adds up to the rec center. Such expanded financed should be sufficiently dealt with and taken into account. Coaches Head: Gym teachers the nation over should be facilitated and informed with respect to the different projects that customers have selected for(Sinha, 2009). HR Department: Planning is an appropriate job and a significant administration capacities. The projects of the exercise center should be all around arranged with the end goal that each projects runs appropriately and clients are fulfilled. HR designs every jobs of representatives. Deals Marketing Department, advances different plans and projects of the rec center. Figure 2 : Organizational Structure Source : Author Standards and practices of human asset the board Distinguish and examine TWO of the numerous difficulties looked by a Human Resource Manager (or a staff assuming the job of human asset the executives) as far as the idea of work in a help arranged professional F4H rec center. (Indication: contrast that with a simply creation condition) Talk about nature of minister in an assistance situated professional F4H rec center. The idea of minister in administration arranged efficient F4H rec center fundamentally contains exercise center educators, cleaning staff, charging staff, specialists and others. Talk about some essential obligations or duties of the HR supervisor in F4H Gym and difficulties. The fundamental obligations and duties of HR supervisor of F4H Gym comprise of allotting jobs to representatives and regulating their exhibitions. HR director jobs is assorted and includes enlistment, determination, preparing, improvement, planning pay bundles, spurring representatives, giving alluring prizes and advantages thus on(Choi, 2010). Against creation associations challenges looked by HR chiefs in administration associations comprises of failure to gauge execution and powerlessness to find out inherent awards to work qualities. In administration associations there should be sure benchmarks or key execution markers against which execution of a representative can be ascertained(Christensen Hughes, 2008). Standards and practices of deals and promoting the executives Apply the idea of significant worth to the exercise center enrollment? Talk about the linkage of significant worth to components of the promoting blend? Individuals from the exercise center get high an incentive from the administrations they get from them. Client for the most part gets a rec center together with desires and the exercise center obliges such desires by giving a thorough program by exercise meetings, preparing on machines and an appropriate eating routine arrangement. Showcasing blend is a suggestion that an organization creates to oblige its market fragment. There are four Ps related with showcasing blend as item, value, spot and advancement. Clients get an incentive from the whole bundle or items and administrations from the promoting mix(Arena, 2010). Item for a customer of a rec center is the bundled program that it offers as far as diet plans, instructional meetings, etc. Spot of the rec center is reasonable as it is situated inside a region and has a secondary school close by thus any secondary school goers and individuals from the network can go to its meetings. Cost of the different bundles gave additionally determines impressive incentive as they offer serious rates. Special techniques received by the organization draw in huge measures of clients. Prescribe TWO different ways to fabricate client relationship for the business. The organization can create participation cards with which it can give different proposals to its clients. Offers and limits through participation cards will draw in countless clients for the organization. The organization can likewise create customized benefits as get and drop administrations to change to clients. Both this activities will viewed as a client relationship building procedure and will help fulfill and pull in countless clients. Standards and practices of hazard the board Fundamentally audit what hazard the executives would involve in running an exercise center Hazard the board engaged with working of a rec center is diverse, as there can be noteworthy dangers from wounds happening to customers from any preparation. Subsequently, dangers the executives would include cautiously assessing and surveying any circumstance that may prompt dangers. Such conditions should be assessed and afterward either relieved, or moved or avoided(Barsade, 2007). The second circumstance of hazard can emerge from client unfit to accomplish wanted focuses of thinning or weight reduction in explicit program and asserting for discount. Distinguish and talk about TWO hazard the executives control choices that could be embraced, and in conclusion Hazard control alternatives that will be incorporated for working of the exercise center are evasions and enhancement. Any chance of dangers that can make critical mischief the association should be stayed away from and different dangers that can't be kept away from should be either relieved or moved or diversified(Arena, 2010). Structure and portray a hazard the executives plan for a specific circumstance. A suitable hazard the board plan with the end goal of the exercise center will incorporate recognizing dangers, deciding treatment for the dangers, making arrangements and activities to shape a strategy to either moderate, or move, or stay away from the hazard. References Aldrich, H. (2008). Associations and conditions. Stanford University Press. Field, M. A. (2010). The hierarchical elements of big business hazard the board. . Bookkeeping, Organizations and Society, 35(7), 659-675. Barsade, S. G. (2007). For what reason does influence make a difference in associations?. The Academy of Management Perspectives, 36-59. Buchanan, D. A. (2010). Authoritative conduct (p. 794). . Pearson instruction. Choi, M. . (2010). Singular preparation for authoritative change and its suggestions for human asset and association advancement. Human Resource Development Review, 1534484310384957. Christensen Hughes, J. a. (2008). Ability the board: A methodology for improving representative enrollment, maintenance and commitment inside accommodation associations. . Universal Journal of Contemporary Hospitality Management, 20(7), 743-757. Sinha, J. B. (2009). Culture and authoritative conduct. SAGE Publications India. slideshare.net. (Recovered on tenth December 2016). Information Porcess Output Model. https://www.slideshare.net/cscordes/process-convention for-virtaul-group effectivenessdissertation-introduction.

Barbaulds Prophecy and Blakes Imagination The Romantic Era was a time of widespread cultural, social, and political reform Essay Example For Students

Barbaulds Prophecy and Blakes Imagination The Romantic Era was a period of far reaching social, social, and political change Essay Barbaulds Prophecy and Blakes Imagination The Romantic Era was a period of far reaching social, social, and political change. Industrialization was replacing the agrarian way of life, which presented issues, for example, higher destitution, a bigger isolation of class, and workaholic behavior of the two grown-ups and youngsters. The wars in America and France made ready for political change by presenting better approaches for deduction and radicals who needed change. With the entirety of this unrest and mayhem numerous journalists went to idealism, which included both creative mind, and prescience. Creative mind and prediction are only two different ways the authors of this time thought, henceforth, being considered the Romantic Era. Anna Laetitia Barbaulds Eighteen Hundred and Eleven showed a lot of prescience while William Blakes utilization of creative mind and restricting alternate extremes is plainly clear in The Marriage of Heaven and Hell. The component of prediction was normal in the sonnets and composition of the Romantic time frame. Prediction didnt fundamentally imply that the occasions were really going to occur. While experiencing the word prescience or prophetic we will in general consider those visionaries Moses and Nostradamus, however their utilization of prediction was extraordinary. Essayists, for example, Anna Barbauld wrote as per what was happening around then American and French Revolutions. It wasnt as if she was stating that the downfall of Britain would occur, however that it could if things didnt change. à ¢Ã¢â€š ¬Ã‚ ¦The prophetically calamitous vision of England in decayà ¢Ã¢â€š ¬Ã‚ ¦Damrosch, 29, that is the way Barbaulds Eighteen Hundred and Eleven is depicted. In spite of the fact that most of this piece is equivalent with the above statement, there are a couple of occurrences when Barbauld shows that regardless of what occurs, England will thrive and will never be left in the shadows. Thine are the laws encompassing the states adore, Thine the full gather of the psychological year, Thine the splendid stars in Glorys sky that sparkle, What's more, expressions that make it life to live are thine. In the event that westbound streams the light that leaves thy shores, Still from thy light the spilling brilliance pours, Wide spreads thy race from Ganges to the shaft, Oer a large portion of the Western world thy highlights roll Barbauld passes on that despite the fact that England is losing her grip on America, à ¢Ã¢â€š ¬Ã‚ ¦If westbound streams the light that leaves thy shores㠢â‚ ¬Ã¢ ¦, She will even now win and remain steadfast, à ¢Ã¢â€š ¬Ã‚ ¦Still from thy light the gushing brilliance pours. Barbaulds style of composing appears to gloss over the message she is sending by her utilization of rhyme and musicality; yet, it is apparent that this sonnet is prophetic. Her prescience, notwithstanding, is loaded up with inconsistencies. à ¢Ã¢â€š ¬Ã‚ ¦That time may tear the wreath from her forehead/And Europe sit in dust, as Asia now.Barbauld, 38 hints that one day, America will succeed as England had, and that Europe will be left in obscurity as Asia seems to be. At last I accept that the prediction of Britains end is her aim, as before the finish of the sonnet she composes, But most attractive blossoms extend however to decay㠢â‚ ¬Ã¢ ¦thy wonders pass away㠢â‚ ¬Ã¢ ¦ The creative mind was a valuable and essential instrument for the journalists and artists of the Romantic Era. There was regularly banter about utilizing ones creative mind instead of confronting what was valid and genuine. Writers discovered creative mind especially significant and instead of characterizing what it was, their definitions would clarify what it wasnt. à ¢Ã¢â€š ¬Ã‚ ¦Thus, creative mind versus reality; creative mind versus reason; versus science; versus the getting; versus negligible extravagant; even versus strict truth.Damrosch, 4 at the end of the day, the creative mind had nothing to do with the material world. William Blakes The Marriage of Heaven and Hell is a result of the clouded side of creative mind and religion. .uc48dd37342bbdea5b79c1d9ff0896ce4 , .uc48dd37342bbdea5b79c1d9ff0896ce4 .postImageUrl , .uc48dd37342bbdea5b79c1d9ff0896ce4 .focused content zone { min-tallness: 80px; position: relative; } .uc48dd37342bbdea5b79c1d9ff0896ce4 , .uc48dd37342bbdea5b79c1d9ff0896ce4:hover , .uc48dd37342bbdea5b79c1d9ff0896ce4:visited , .uc48dd37342bbdea5b79c1d9ff0896ce4:active { border:0!important; } .uc48dd37342bbdea5b79c1d9ff0896ce4 .clearfix:after { content: ; show: table; clear: both; } .uc48dd37342bbdea5b79c1d9ff0896ce4 { show: square; progress: foundation shading 250ms; webkit-change: foundation shading 250ms; width: 100%; murkiness: 1; progress: darkness 250ms; webkit-progress: obscurity 250ms; foundation shading: #95A5A6; } .uc48dd37342bbdea5b79c1d9ff0896ce4:active , .uc48dd37342bbdea5b79c1d9ff0896ce4:hover { mistiness: 1; progress: haziness 250ms; webkit-change: mistiness 250ms; foundation shading: #2C3E50; } .uc48dd37342bbdea5b79c1d9ff0896ce4 .focused content territory { width: 100%; position: rel ative; } .uc48dd37342bbdea5b79c1d9ff0896ce4 .ctaText { outskirt base: 0 strong #fff; shading: #2980B9; text dimension: 16px; textual style weight: intense; edge: 0; cushioning: 0; content enrichment: underline; } .uc48dd37342bbdea5b79c1d9ff0896ce4 .postTitle { shading: #FFFFFF; text dimension: 16px; text style weight: 600; edge: 0; cushioning: 0; width: 100%; } .uc48dd37342bbdea5b79c1d9ff0896ce4 .ctaButton { foundation shading: #7F8C8D!important; shading: #2980B9; fringe: none; fringe span: 3px; box-shadow: none; text dimension: 14px; text style weight: striking; line-stature: 26px; moz-fringe sweep: 3px; content adjust: focus; content enhancement: none; content shadow: none; width: 80px; min-tallness: 80px; foundation: url(https://artscolumbia.org/wp-content/modules/intelly-related-posts/resources/pictures/straightforward arrow.png)no-rehash; position: supreme; right: 0; top: 0; } .uc48dd37342bbdea5b79c1d9ff0896ce4:hover .ctaButton { foundation shading: #34495E!important; } .uc48dd 37342bbdea5b79c1d9ff0896ce4 .focused content { show: table; tallness: 80px; cushioning left: 18px; top: 0; } .uc48dd37342bbdea5b79c1d9ff0896ce4-content { show: table-cell; edge: 0; cushioning: 0; cushioning right: 108px; position: relative; vertical-adjust: center; width: 100%; } .uc48dd37342bbdea5b79c1d9ff0896ce4:after { content: ; show: square; clear: both; } READ: Hollandpoetryproject EssayHe takes advantage of the clouded side of his perusers minds by telling the story of the fall of man from the Devils viewpoint the malicious side of the story. Its unquestionably all the more energizing to peruse something that society may consider to be ethically terrible than to peruse a story through the eyes of the hero. Damrosch composed, Blake presents fallen angels who are much more fun than his blessed messengers. We are so used to perusing the Bible and related stories from the viewpoint of God and Heaven that Blakes point of view, while being loaded down with parody, despite everythin g stuns us. He is by all accounts playing with the psyches of his perusers by describing it from an increasingly negative perspective; its as though he realized that The Marriage among Heaven and Hell could be questionable. He additionally utilizes the twofold gadget, which is contrary energies neutralizing one another, for example, Love and Hate, Good and Evil, and Passive and Active. At last they all tie in, affection rises to great and aloof while detest is identical to malevolent and dynamic. The Proverbs of Hell, while clearly sarcastic, grabs the perusers attention, and despite the fact that it is the malevolent perspective there are numerous axioms that are hilarious. The axioms, alone, more likely than not taken a lot of creative mind to concoct. The rodent, the mouse, the fox, the rabbet; watch the roots/the lion the tyger, the pony, the elephant, watch/the organic products. That is such a stupid line, I truly have no clue what to consider it, and I accept that may be his point. There are likewise numerous adages that are not kidding and great. Improvent makes waterway streets, yet the screwy streets/without Improvement. are streets of Genius. This essentially implies in many cases the honest isnt consistently the sharpest way to take. It additionally suggests that the genuine virtuoso may exist in the psyche of the individual who is unusual, the non-conventionalist. Blake was a non-traditionalist in his composition and today is a piece of the standard. He alludes to his lit up sonnets as The Bible of Hell. In Plate 4 he asserts that creative mind is the main life. I imagine that is expressed in actuality, Man has no Body unmistakable from his Soul/for that calld Body is a bit of Soul discernd/by the five Senses,â the boss channels of Soul in this age.Blake, 128 obviously, the whole Plate epitomizes it better, however I comprehended it more when perusing in actuality. The Romantic Era delivered a large number of scholars and artists. Idealism was additionally an item, which incorporated the utilization of creative mind and prescience. Through the strife of what was occurring in all actuality, the essayists of this time, for example, Blake and Barbauld, saw the significance in the quality of the brain and emotional composition. Blakes utilization of creative mind in The Marriage of Heaven and Hell was both significant and energizing. Barbaulds prophetic Eighteen Hundred and Eleven was sagacious and empowered us to see the confusion of that time.

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The Stranger Of The Photo Is Not Me - 1460 Words

The Stranger in the Photo is Not Me I’ve always felt a strange connection to the stars, one that I have never fully understood. I used to believe that it was simply the night itself that appealed to me. There is something so incredibly compelling about it. It’s not the silence, necessarily, but the way that every breath is amplified; it’s not so much the darkness, but the way that the stars light it up. There is an unparalleled magic to them, to the way that they swirl and writhe and explode of their own accord. Although the moon will orbit for eternity and the stars will eventually fade into submission, it is the latter that I admire the most. I would rather die at the hands of my own power and light than live infinitely off of the nectar of somebody else’s. Perhaps that is why I tried to take my own life mere hours after this photo was taken. I could let the eating disorder, anxiety, and depression that were ravaging my life snatch it out of my hands, I could fight an impossible battle against my own head and begin the long, uncertain road to a seemingly unattainable â€Å"recovery†, or I could simply allow myself to explode. I will be the first to admit that the smile of the girl in this photo (bottom row, far left) looks awfully controlled for someone who was about to explode. I will also be the first to admit that I had every reason to be smiling. I was surrounded by my soccer teammates, who had been my metaphorical sisters since we were four years old and our mostShow MoreRelatedMy Memories Of My Childhood908 Words   |  4 Pages I invented a circle and trapped myself inside it. I made my own world and lived within it. I ultimately enjoyed every aspect of my childhood. Eventually, a lesson had taught me that I had a misguided perspective of what friendship means. There I was on flight to the capital city, Riyadh. 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Financial analysis of an airline company - Free Essay Example

Sample details Pages: 18 Words: 5402 Downloads: 5 Date added: 2017/06/26 Category Finance Essay Type Narrative essay Level High school Did you like this example? Fictional airline Company Tryanair Glossary Executive Summary Conclusion Appendix Bibliography Executive Summary The issues facing Tryanair in todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s highly competitive industry environment represent serious competitive facets impacting the battle for customers in the face of fierce competition, operating costs and security concerns. It includes new aspects that have been bubbling just below the surface and have come to the forefront which must be addressed to turn disadvantages into advantages. The company has recently come under pressure from the major carriers utilizing the legal system to contest its arrangements with smaller airports, as well as the growing pressures to levy a tax in response to environmental issues regarding the increased level of CO2 emissions and the elimination of short haul flights. Don’t waste time! Our writers will create an original "Financial analysis of an airline company" essay for you Create order The preceding, is in addition to the highly competitive state of the industry, represent areas that need to be addressed as part of a Public Relations Campaign that is in consort with broader business related strategies and policies. Since the company is engaged in the business of the transport of customers, public opinion represents an important part of the our image, and as such can be utilized to help mitigate the potential impact of the foregoing as well as aid in garnering support from opposition groups, the general public and the media through the utilization of a coordinated Public Relations Campaign to bring Tryanair into contact with: varied environmental groups, community groups, local authorities The foregoing Campaign will be developed with the understanding that its implementation will also have to be mindful as well as adhere to the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s corporate social responsibility mandates, as well as the interests of our stakeholders and shareholders. A pro-active stance on these issues is important to bring the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s side of these issues into the public arena to not only balance the facts, but the arguments as well for these measures which is presenting facets from their perspective. In keeping with the aforementioned, varied studies and passenger feed back has alerted the P.R. Department that the following are issues as well: The charging of fees to wheelchair passengers Customer handling procedures after flight cancellations Flight schedule changes whereby our passengers are not properly informed or compensated when applicable Practices of some competitors in providing better customer relations while charging marginally higher fare rates Rather than view the preceding as disadvantages, the view of the Public Relations Department is that these areas represent areas of opportunity which can be utilized to enhance Tryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s image and well as mitigate the potential for negative legislation and other proposals. What is called for are Public Relations measures that coordinate with the overall strategic plans for the company to achieve growth as well as solidify its position within the industry for the future. These aspects call for a forward looking approach that build upon itself. The P.R. Department has been provided with a budget of à ¢Ã¢â‚¬Å¡Ã‚ ¬100,000, which excludes internal staff costs, to develop and implement an effective campaign to mitigate the negative potentials of the foregoing. This document shall detail the Departmentà ¢Ã¢â€š ¬Ã¢â€ž ¢s plan to achieve that result. The Public Relations Department has prepared a campaign to address the indicated issues within the contexts as outli ned in the Executive Summary, and will expound upon them in this segment to provide background information which has been utilized to design said campaign. To re-cap again, these areas are: The proposal to levy an Emissions Tax concerning environmental issues To eliminate aspects of beneficial arrangements at smaller airports The elimination of Short Haul Flights The charging of fees to wheelchair passengers Customer handling procedures after flight cancellations Flight schedule changes whereby our passengers are not properly informed or compensated when applicable Practices of some competitors in providing better customer relations while charging marginally higher fare rates The approach to these areas has been formulated utilizing an analysis of our competitors to assess the present day factors to consider in the adoption of a comprehensive as well as effective methodology. The preceding has been crafted with the consideration that it is the objective of Tryanair to become the industry leader in terms of passenger traffic by our twentieth anniversary in 2012. Said Campaign will establish foundational strengths from which successive Public Relations plans can be built upon to assist the company in the attainment of that objective. In order to arrive at that goal, the Public Relations Department conducted a competitive analysis in order to provide a clear picture of the environment Tryanair operates in, as well as where we stand in relationship to the industry. Competitive Analysis Through the utilization of a SWOT (Grant, 2005, p. 13) and PEST Analysis (Williamson et al, 2003 , pp. 85-86), in conjunction with Porterà ¢Ã¢â€š ¬Ã¢â€ž ¢s Five Forces (Christensen et al, 2004, pp. 30-49), we were able to determine the following: SWOT Analysis Strengths Tryanair does not have any significant or distinct competitive strengths that are not already present within the industry in some form or another. Easyjet, and Ryanair both operate within our industry segment as United Kingdom based carriers, offering similar fares, routes, and services. Weaknesses The weakness that Tryanair has in the market is that Easyjet and Ryanair are both established for a longer period and have larger financial resources as well as more destinations they fly to. And while Tryanair also faces competition from other domestically based budget and discount carriers, their relative newness to the market is basically on a par with our own. The negative publicity the company has received concerning our charging a fee to wheelchair bound passengers, as well as some of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s practices with canceled and delayed flights are areas that have impacted our public image and need to be addressed. Ryanair represents more direct competition than easyJet as Ryanair flies to the same airports, secondary, to control costs (Edgar, 2006). EasyJetà ¢Ã¢â€š ¬Ã¢â€ž ¢s business model emphasizes the business and leisure class segment (easyJet.com, 2003). There are approximately fifty carriers operating in our segment of the industry (Wikitravel, 2006). Opportunities As is the case with all of our competitors, opportunities exist in the expansion to foreign destinations, as well as the adoption of a more progressive à ¢Ã¢â€š ¬Ã‹Å"frequent flier programà ¢Ã¢â€š ¬Ã¢â€ž ¢ patterns after Southwest Airlines, which is termed à ¢Ã¢â€š ¬Ã‹Å"Rapid Rewardsà ¢Ã¢â€š ¬Ã¢â€ž ¢ (Southwest Airline, 2006). Ryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s (2006) internet web site does not indicate they have such a program, frequent flier, nor does easyJet (2006). Industry airline travel growth forecasts indicate a rise in passenger traffic to 125 million individuals by 2015 (Britt, 2003). Threats The potential threats facing Tryanair are the entry into the market of more discount and budget based airlines, particularly from the major carriers who have the financial resources as well as administrative and industry connections to delve into the low fare battle. The threat of entry by a new carrier is also a possibility, however Tryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s established operations provide an edge in that these type of circumstance. PEST Analysis Political Factors The governmentà ¢Ã¢â€š ¬Ã¢â€ž ¢s proposal under the Civil Aviation Bill (Department for Transport, 2005) proposes that airports be provided with the powers to set charges to carriers based upon emissions, supported by the Secretary of State. The preceding represents the most pressing of legislation Tryanair and the industry is faced with. The other political legislation and or issues active at present represent aircraft noise, contributions to the Aviation Health Unit, and route licensing cases. Economic Factors Fuel represents the major expenditure in the industry, representing 15% to 40% of operating costs (Ray, 2005) with oil prices spiraling, and thus cutting into operating margins, the prospect of additional charges, such as the emissions levy, would force Tryanair as well as other carriers to raise fares to offset the expense. Economic forecasts do not indicate a recession or other event in the future, however, the costs associated with security are an additional cost since September 11th. Social Factors The airlineà ¢Ã¢â€š ¬Ã¢â€ž ¢s external image with the public has undertaken a negative turn with the publicizing of the feeà ¢Ã¢â€š ¬Ã¢â€ž ¢s we charge wheelchair passengers, as well as the policies regarding flight cancellations, delays and schedule changes. The state of our customer relations is behind our two main competitors, easyJet and Ryanair. Technological Factors In this category Tryanair ranks on an equal footing with our rivals in airframe age, check in procedures, IT structure, ticketing and other external as well as internal functions. Porterà ¢Ã¢â€š ¬Ã¢â€ž ¢s Five Forces Supplier Power The area where Tryanair could potentially suffer in the future is in airport arrangements for expansion of services as well as current destinations as a result of closer governmental scrutiny over subsidies and emissions policies. Our internal suppliers of various services, and equipment do not represent any threat to operations as there are numerous suitable replacement choices. Barriers to Entry Given the high costs of equipment and logistical factors as well as the tight operating margins and high number of carriers in the industry, the barriers to entry for completely new carriers are high and should remain so over the foreseeable future. However, such costs are within the financial capabilities of major carriers who have the planes, staffing and administrative systems. The potential for additional entrants from that quarter are relatively mild to high as a result of the industry market shares the discount and budget airlines are achieving. Threat of Substitutes The threat of substitutes is relatively high from full service carriers seeking entry into the discount / budget segment of the market as a result of the high traffic patterns and yearly increases in revenue miles. As price represents the key reason most customer select one carrier over another the levels of competition leave little distinction between each other in customer minds (Appendix 1, AvantGo, 2003) (Appendix 2, Wessels, 2004, p. 9). Buyer Power Buyer power is high in that they have the option to select a carrier in this segment, discount/budget, based upon offers available and price (Appendix 2, Wessels, 2004, p.9). Rivalry The competition in the discount/budget segment of the market is intense as it is based upon price with little brand loyalty. Campaign Recommendations The à ¢Ã¢â€š ¬Ã‹Å"Competitive Analysisà ¢Ã¢â€š ¬Ã¢â€ž ¢ has pointed out some areas of potential opportunity open to Tryanair, based upon a Public Relations campaign in consort with internal strategic plans to aggressively attack the following areas: Emissions Levy Small Airports Wheelchair passengers Changes in flight schedules Flight delays and cancellations Customer Service The following summarizes the key issues and components of these areas: Emissions Levy The European Unionà ¢Ã¢â€š ¬Ã¢â€ž ¢s commitment to reduce greenhouse gas emissions by an eight percent in keeping with the Kyoto Protocol commitment period of 2008 through 2012 affects the United Kingdom and the airline industry in that all member states must adopt a National Allocation Plan (defra, 2006). The Emissions Trading Scheme represents the U.K.à ¢Ã¢â€š ¬Ã¢â€ž ¢s plan to control emissions by setting limits by industry (airapparent, 2006). In consort with the public and national clamor over emissions, the following groups represent areas that will be targeted for P.R. activities through direct communications as well as information dissemination; Friends of the Earth This organization states that the United Kingdom generates 2.3% of the worldà ¢Ã¢â€š ¬Ã¢â€ž ¢s CO2 (Friends of the Earth, 2006) and supports airline payment per flight to pay for emissions controls as well as a reduction in flights. AirApparent, represents an organization of concerned citizens that opposes the Emissions Trading Scheme fearing that the airline industry will take a disproportionate share of the allocation in emissions reductions achieved by other industries (airapparent, 2006). National Society for Clean Air This organization advocates the taxation of airline flights (National Society for Clean Air, 2006). Green Skies This organization is an information network representing environmental organizations and welds considerable influence on a national scale (GreenSkies, 2006). Assistance with the preceding will be cultivated through meetings and associations with private as well as governmental groups and associations to broaden the exposure of campaign parameters as well as gain support for our approach. Forum for the Future This organization is a charity working in conjunction with the public sector, business and other groups to accomplish the objective of building a sustainable future (form for the future, 2006). Local Authorities / Regional Airports These represent the regional airports Tryanair utilizes which are under fire from environmental groups as well as the government regarding the possible use of emission levies and reduced traffic. The last issue they share in common with the airline industry as the new flight traffic has increased their revenues and local business as a result of the additional passengers. These airports are also under fire regarding noise emissions, as well as additional road traffic in their locales, the following Table shows their growth record over a three year period: Table 1 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Regional Airports (BBC News, 2003) Airport Growth Bournemouth 63.6% London City 59.9% Southend 50% Kent International 50% Luton 33.6% Inverness 33% Wheelchair passengers Through a change in our policies for wheelchair bound passengers, Tryanair can mitigate the negative publicity through contact and suggestions from wheelchair bound passengers on things they would like to see on flights. Getting these groups involved gets the word out and creates inside à ¢Ã¢â€š ¬Ã‹Å"buzzà ¢Ã¢â€š ¬Ã¢â€ž ¢ on Tryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s active stance. This aspect of the campaign activities would cover the following organizations (Edmond.com, 2006): British Paralympic Association British Wheelchair Sports Foundation Calvert Trust Changes in flight schedules The varied external forces impacting our industry, such as weather, security, and equipment can necessitate changes in flight schedules as a result of unforeseen events. Recognizing this as an aspect of our business and including it in a program that encompasses other unforeseen variables would help to create better customer relations when these instances arise. Flight delays and cancellations This represents the second business / passenger area that is based upon unforeseen occurrences, and will be a part of the program developed for schedule changes to simplify customer understandings and internal administration. Customer Service The last two areas as well as the normal functions of customer service represent a means to increase Tryanairà ¢Ã¢â€š ¬Ã¢â€ž ¢s bond with customers so that those who have flown with the airline will tend to think of us first in their next travel plans, rather than continue price shopping. Remembering that almost all of our passengers have flown with another airline is an opportunity to gain a semblance of loyalty through heightened customer service and interaction. The approach to meshing these seemingly diverse issues and areas into a comprehensible Public Relations Campaign that the public will grasp in the face of extensive media clutter, will be based upon the application of some well founded theories. Our function as the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s Public Relations Department, in keeping with established principles as set forth by the Arthur W. Page Society (2006), an organization of select senior public relations / corporate communications officers, which espouses that the P.R. operation is a function in the sphere of executive management and that it is a key component in the success of corporate strategies and planning. The Arthur W. Page Society (2006) advises that through telling the truth, the company lets the public know what is occurring and helps to à ¢Ã¢â€š ¬Ã…“à ¢Ã¢â€š ¬Ã‚ ¦ provide an accurate picture of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s character, ideals and practicesà ¢Ã¢â€š ¬Ã‚  (Arthur W. Page Society, 2005) and sets forth the following methodology to accomplish an effective and believable campaign: Tell the truth Prove it with action According to the Arthur W. Page Society (2006), the publicà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception of a company à ¢Ã¢â€š ¬Ã…“à ¢Ã¢â€š ¬Ã‚ ¦ is determined 90 percent by what it does and ten percent by talkingà ¢Ã¢â€š ¬Ã‚  Listen to the customer Understanding what the public wants and needs represent a cornerstone of reaching them through programs and actions they understand. Manage for tomorrow Understanding issues, trends and events that are shaping themselves aids in pre-planning and generates goodwill through the ability to anticipate and plan for these variables in advance. Conduct Public Relations as if the whole company depends on it All of the actions and strategies of the company have an impact in their image and standing with the public, thus policymaking and planning needs to be weaved into other company functions to create seamless external views of consistency, as the publicà ¢Ã¢â€š ¬Ã¢â€ž ¢s perception is based upon 90% of what we do. Remain calm, patient and good-humored The benefits that can be achieved through well planned and coordinated public relations activities are founded in a consistent approach to contacts and information dissemination. The age old adage that cooler heads prevail, remains true in this case. The preceding has been included as a reminder that as a high profile company dealing with sensitive and important issues, Tryanair is subject to intense scrutiny by our rivals, the media, concerned organizations and the public. The recognition of being consistently under the microscope and acting in a manner that eliminates negative feedback from P.R. and corporate actions is a critical component to increase public trust and believability. The preceding factors will thus make statements, policies, programs and promotions that much more effective. Strategy In order to achieve results with the varied issues and concerns facing Tryanair: Emissions levy, Regional airports, Short Haul flights, Wheelchair Passengers, Flight schedule changes, Flight delays and cancellations, Customer Service, the company needs a recognizable and memorable theme which will provide recall as well as consistency for the varied objectives and individual components under the overall campaign. The slogan à ¢Ã¢â€š ¬Ã…“You Fly, We Listenà ¢Ã¢â€š ¬Ã‚  is based upon the preceding as well as the important principles of à ¢Ã¢â€š ¬Ã‹Å"customer centricà ¢Ã¢â€š ¬Ã¢â€ž ¢ operations which states (Bosworth et al, p. 2): Traditional Approach Customer Centric Approach Make presentations Converse situation ally Offer opinions Ask relevant questions Focus on relationship Focus on solution Gravitate toward users Target customer profiles Rely on product Relate product usage Attempt to sell by Empower customers to convincing/persuading achieve their objectives handle objections solve problems overcome resistance satisfy needs The slogan à ¢Ã¢â€š ¬Ã‹Å"You Fly, We Listenà ¢Ã¢â€š ¬Ã¢â€ž ¢ is a shortened version of à ¢Ã¢â€š ¬Ã‹Å"You Fly, BECAUSE We Listenà ¢Ã¢â€š ¬ â„ ¢. The subtle change is to make the slogan flow better as well as to place the suggestion in customer minds through reinforcement as well as actions that Tryanair does listen and act upon what we hear. In implementing this in the Public relations campaign, Tryanair will utilize the following processes and steps in each segment of the overall campaign strategy: Emissions Levy The P.R. Department will prepare a topic agenda consisting of data on CO2 emissions utilizing the latest statistics. Defra (2005a): Table 2 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Carbon Dioxide Emissions by Region Total emissions (million tones carbon dioxide) Region Industrial commercial Domestic Road transport Total North East 22.3 7.0 4.7 34.5 North West 29.3 18.6 14.4 62.8 Yorkshire Humber 31.5 13.9 11.2 57.8 East Midlands 16.9 12.0 10.8 41.5 West Midlands 15.5 14.5 12.3 43.1 East of England 18.2 15.7 13.4 49.7 Greater London 21.7 18.9 10.1 50.8 South East 28.0 22.5 19.3 71.1 South West 14.8 13.4 11.3 41.0 England 198.2 136.6 107.5 452.4 Defraà ¢Ã¢â€š ¬Ã¢â€ž ¢s (2005a) information advised that the typical ranges for emissions by category in a local authority range between the following spreads: Industrial and commercial 29 à ¢Ã¢â€š ¬Ã¢â‚¬Å" 43% Domestic 27 à ¢Ã¢â€š ¬Ã¢â‚¬Å" 38% Road Transport 19 à ¢Ã¢â€š ¬Ã¢â‚¬Å" 32% Of the preceding emissions breakdowns, defra (2005b) reported that 44% of the emissions in local authority areas are from industrial and commercial sources, with 29% attributed to the domestic segment and 23% attributed to transport, consisting of vehicles, trucks and cars, and airplanes. The following survey, as conducted by Accenture (2005) provides information on findings, as well as an analysis of travel preferences by UK respondents. The survey found that: approximately one-third of respondents indicated they expected to increase their travel over the flowing six month period. Four of five respondents indicated that they had taken à ¢Ã¢â€š ¬Ã‹Å"aà ¢Ã¢â€š ¬Ã¢â€ž ¢ flight during the last six months Low cost airlines were utilized for personal use rather than business (46% to 35% respectively) Price represents the number one reason people elect to travel via low cost carriers, after that is was schedules The survey indicated that 52% of respondents utilized their cars for business trips inside of the UK, 30% used air transportation, 16% traveled by train, with 2% indicating other. The preceding data was correlated for business trips exceeding 300 miles. Surveys have found that transport via vehicle, usually with one individual, is the highest CO2 emission generator. In conversing with opposition groups, having detailed information on such areas, reminding them that we are in a customer business that is dictated by customer wants and needs. Additionally that we as a carrier are here to service the needs of the public, and through competition prices are lowered which serves the public interest. Communicating that Tryanair is also concerned about CO2 emissions as the company is comprised of people who like them live in the UK, and is tackling the problem through orders for the latest fuel and emissions efficient airframes shall be aspects included in these discussions, along with o ther areas The point of the active dialogue and information exchange is that these environmental groups do not get any interaction or communications on a one to one friendly basis. The object of the approach is not so much to change their minds, but to get public exposure of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s interest on the issues and a willingness to meet with groups for discussions and dialogue. The objective is to steal the thunder from any other carriers who might see the overall positive benefits from such an approach. In addition to hearing the other side of the story, suggestions and ideas could be solicited and discussed with said groups and internally we can then seek potential solutions were fiscally feasible, with feedback provided to the public and through joint press releases. Ignoring these environmental groups is not the answer as their strength and public voices have become increasing larger, and with the power of the Internet as well as the recent attention that has been focused on this matter, their influence is such that ignoring them could prove disastrous. The suggestion of donation contributions to plant trees in emission areas represents another proactive stance which is cost effective in actually doing something concerning the problem, rather than just talk. Under a à ¢Ã¢â€š ¬Ã‹Å"NOW Greenà ¢Ã¢â€š ¬Ã¢â€ž ¢ program the company could set up a fund for these donations that selected environmental groups can access to places trees where they elect, rather than where the company decides. This releasing of conditions into their own hands gives these groups greater input and should translate into at least a climate of cooperation rather than the present adversarial environment. Friends of the Earth AirApparent represents an organization of concerned citizens that National Society for Clean Air Green Skies Forum for the Future Local Authorities / Regional Airports Wheelchair passengers The P.R. Department, as in the prior case, feels a proactive stance is the preferable strategy in addressing the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s lack of vision concerning the handling of its wheelchair passengers. It is recommended that all flights and personnel are properly trained on the handling of wheelchair bound individuals. In addition it is recommended that the company actively support, through sponsorships, athletics events conducted by the following associations. British Paralympic Association British Wheelchair Sports Foundation Calvert Trust In addition, the company should actively seek out prior wheelchair bound passengers to survey their experiences and solicit ideas and suggestions, offering any dissatisfied respondents 50% off on their next flight. The preceding with generate ideas from this segment of the population as well as aid in repairing poor relationships as well as providing press release opportunities. Changes in flight schedules It is obvious that the company needs to improve its system for notifying customers of fight changes to improve customer satisfaction. This can be achieved through telephone notifications as well as emails. The company should implement a policy similar to Southwest Airlines Rapid Rewards, calling it à ¢Ã¢â€š ¬Ã‹Å"Tryanair Now Rewardsà ¢Ã¢â€š ¬Ã¢â€ž ¢. The à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ refers to passengers receiving faster points for more reasons. A flight change whereby the passenger does not have the option of changing to a new flight within six hours would carry a reward point equal to 1/3rd of the ticket price. This means the passenger has a reason to stick with Tryanair for points build up and sooner reward utilization. Flight delays and cancellations The same methodology should also accompany flight delays and cancellations. The fact that customer will be unhappy is mitigated through awarding points to retain them in the future, with customers able to use their reward points at any time, meaning if they have 10% of a flightà ¢Ã¢â€š ¬Ã¢â€ž ¢s cost in reward points they can redeem them NOW, hence the term. The P.R. benefits are obvious, as are the benefits to passengers who realize they do not have to make a long list of flights before they qualify. The preceding should pull more customers to Tryanair. Customer Service The à ¢Ã¢â€š ¬Ã…“You Fly, We Listenà ¢Ã¢â€š ¬Ã‚  slogan and à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ rewards program have a consistent theme in that the company does à ¢Ã¢â€š ¬Ã‹Å"Listenà ¢Ã¢â€š ¬Ã¢â€ž ¢. This platform needs to be a part of Customer Service whereby agents have discretionary power to issue on the spot reward points up to 20% for highly dissatisfied customers as well as circumstance meeting certain criteria. The aforementioned standard rewards for flight changes and cancellations are within those parameters. The preceding is part of the à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ aspect of the à ¢Ã¢â€š ¬Ã…“à ¢Ã¢â€š ¬Ã‚ ¦We Listenà ¢Ã¢â€š ¬Ã‚  slogan to make the message take shape in actions, as emphasized by the Arthur W. Page Society (2006): Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct Public Relations as if the whole company depends on it Remain calm, patient and good-humored These foundations are the cornerstones of the new slogan and rewards program. Tactics The discount / budget airline travel segment is highly price conscious. However, as a company, Tryanair can not view its relationship with the general public as well as passengers from the price shopping perspective, otherwise it runs the risk of developing a brand franchise is primarily comprised of customers that utilize the airline only when price suits them. Tryanair needs to go further than simply price, it needs to actively engage in a relationship with the customer that is now based, meaning when they think of Tryanair the will be presented with the idea that we care about them à ¢Ã¢â€š ¬Ã‹Å"Nowà ¢Ã¢â€š ¬Ã¢â€ž ¢ and see to their needs, à ¢Ã¢â€š ¬Ã‹Å"Nowà ¢Ã¢â€š ¬Ã¢â€ž ¢. Given all the choices customers have for air travel, now represents their state of mind, which should be reflected by the manner in which the company works in a customer centric mindset. Generating the preceding programs is estimated in terms of man hours, press releases and meetings under the à ¢Ã¢â €š ¬Ã‹Å"NOW Greenà ¢Ã¢â€š ¬Ã¢â€ž ¢, wheelchair sponsorships and à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ rewards will constitute the utilization of the à ¢Ã¢â‚¬Å¡Ã‚ ¬100,000 with the costs of administering these two programs managed under advertising and promotions. Records regarding the number of customers using the à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ rewards program will provide a gauge for its effectiveness, remembering that rarely is a flight filled to capacity, thus providing the means to fly these passengers and in reality aid in the fuel efficiency. Conclusion The nuances of the highly competitive discount / budget segment of the airline industry create a unique environment in terms of customer relationships as it is based primarily on price. This à ¢Ã¢â€š ¬Ã‹Å"cash and carryà ¢Ã¢â€š ¬Ã¢â€ž ¢ mentality permeates the industry segment with budget airlines garnering 54%, easyJet, 54%, Buzz, regarding the passenger who had flown with the airline who would recommend it (Gua rdian Unlimited, 2003). These are important figures, as a brand franchise is only as valuable as the customer who recognize and use it. The underlying aim behind the Public Relations Campaign is to: mend fences, where possible, with opposition groups concerning emissions, regional airport use and less flights through meetings and discussions. Tryanair is in the customer service business, and its customers are the ones traveling more as a result of the downward pressures on ticket prices. While opposition groups do have their agenda, they need to also be mindful of the publicà ¢Ã¢â€š ¬Ã¢â€ž ¢s desire and trends that dictate airline carrier courses of action, not the other way around. The preceding is a complex variable that needs to be slowly cultivated with those in opposition through first establishing a framework of discussion that takes their suggestions and works with these groups for practical solutions, where possible. The program in this area does not seek result, it seeks contact. The à ¢Ã¢â€š ¬Ã‹Å"NOW Greenà ¢Ã¢â€š ¬Ã¢â€ž ¢ program is an active component in this process. Repair damage to the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s public image as created by the mishandling of wheelchair passengers, through reaching out to these groups via sponsorships and an active call program. Since the number of wheelchair passengers is relatively small such efforts are not costly, and the P.R. benefits can yield huge returns via word of mouth, in addition to press releases. The à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ rewards program that lets passenger accumulate points for flights taken, as well as receive compensation for delayed, cancelled or re-scheduled flights is an active program designed to change customer dissatisfaction at any level about their initial impression. The program can not and does not seek to turn every customer into a happy one, just to make them more satisfied than they were before some incident. For customers having no incident, the à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ program is designed to retain them for future flights. Registration is based either on their email or phone number and can be completed automatically when tickets are purchased and customer informed of their enrollment. The proactive approach and the handling out of à ¢Ã¢â€š ¬Ã‹Å"NOWà ¢Ã¢â€š ¬Ã¢â€ž ¢ reward program benefits in an easy to read format goes after customer loyalty, which must be earned. The Public Relations campaign themes, programs, approaches and direction indicated in this report are crafted to put Tryanair into contact with adversaries, as well as satisfied, dissatisfied and all levels in between of passenger who use the airline. The utilization of proactive measures will communicate the message that Tryanair does something about problems, because à ¢Ã¢â€š ¬Ã…“à ¢Ã¢â€š ¬Ã‚ ¦ We Listenà ¢Ã¢â€š ¬Ã‚  Appendix Appendix 1. AvantGo à ¢Ã¢â€š ¬Ã¢â‚¬Å" Passenger Survey Question Response Number Percent What drives your Airline purchase decision? Price Schedule Convenience FF Miles Customer Service N/A 651 162 94 95 16 40 62% 15% 9% 9% 2% 4% For personal trips, how do You generally buy travel? Online Phone Travel Agent Other N/A 785 63 130 23 57 74% 6% 12% 2% 5% Appendix 2. Wessels à ¢Ã¢â€š ¬Ã¢â‚¬Å" Why Passengers Select an Airline 5 is the Scoring Scale (Wessels, 2004, p-9) Category Score Price 4.7 Safety 4.2 Scheduling convenience 3.9 Non-stop flights 3.8 Reservation convenience 3.75 Baggage handling 3.7 On time arrival 3.6 Bibliography Accenture (2005) UK Travel Survey: Finding and Analysis. March 2005. https://www.accenture.com/NR/rdonlyres/39C882FB-08CA-4E1E-AB08-502CA932EAD0/0/uk_travel.pdf Airapparent (2006) Airlines Must Lose Their Right to Pollute the Skies. https://www.airapparent.ca/library/full_text/airlines_must_lose_rights_to _pollute.htm Arthur W. Page Society. (2006) About the Society. https://www.awpagesociety.com/about/index.asp Arthur W. Page Society (2005) Case Writing Competition in Corporate Communications. https://www.nd.edu/~fanning/page/APcase.pdf#search=function%20of%20corporate%20public%20relations AvantGo. (2003.) Consumer Travel Preferences. www.avantgo.com BBC News (2003) Small airports take off. https://news.bbc.co.uk/2/low/business/74405.stm Bosworth, M., Holland, J. (2003) Customer Centric Selling. First Edition. McGraw Hill. ISBN: 0071425454 Britt, S. (2003) Analysis of Discount Airlines. https://oak.cats.ohiou.edu/~sb176799/esp/fd.htm Christe nsen, C., Roth, E., Anthony, S. (2004) Seeing Whatà ¢Ã¢â€š ¬Ã¢â€ž ¢s Next: Using Theories of Innovation to Predict Industry Change. Harvard Business School Press. ISBN: 1591391857 Department of Transport (2005) Civil Aviation Bill. https://www.dft.gov.uk/stellent/groups/dft_aviation/documents/pdf/dft_aviation_pdf_039655.pdf Defra (2006) An Operatorà ¢Ã¢â€š ¬Ã¢â€ž ¢s Guide to the EU Emissions Trading Scheme. https://www.defra.gov.uk/environment/climatechange/trading/eu/intro/euets-guide.pdf Defra (2005) Experimental Statistics on carbon dioxide emissions at Local Authority and Regional Level. https://www.defra.gov.uk/environment/statistics/globatmos/regionalrpt/localghgdefrasum20051021.pdf Defra (2005b) Statistical release. https://www.defra.gov.uk/news/2005/051021a.htm EasyJet.com (2003) Directorà ¢Ã¢â€š ¬Ã¢â€ž ¢s report and consolidated financial statements. 30 September 2003. https://www.easyjet.com/en/news/1999-2000results.pdf#search=easyjet%20strategy Edgar (2006) RyanAir Holdings PLC. https://sec.edgar-online.com/2004/09/29/0001191638-04-001674/section5.asp Edmond.com (2006) Disabled and Wheelchair Sports Links. https://www.edmond-wheelchair.com/wheelchair_sports_links.htm Forum for the future (2006) Home Page. https://www.forumforthefuture.org.uk/index.aspx?aspxerrorpath=/news/page.aspx Friends of the Herat (2006) Climate Change. https://www.foe.co.uk/campaigns/climate/issues/climate_change/index.html Grant, R. (2005) Contemporary Strategy Analysis: Concepts, Techniques, Applications. 5th Edition. Blackwell Publishing. ISBN: 1405119993 GreenSkies (2006) Welcome to GreenSkies. https://www.greenskies.org/ Guardian Unlimited (2003) Budget airlines fly high in satisfaction survey. 11 March 2003. https://www.guardian.co.uk/airlines/story/0,1371,911568,00.html National Society for Clean Air (2006) Costs and Taxation. https://www.nsca.org.uk/pages/topics_and_issues/aviation.cfm Ray, S. (2005) Fuel costs increasing gl obal airlinesà ¢Ã¢â€š ¬Ã¢â€ž ¢ losses. 30 May 2005. https://deseretnews.com/dn/view/0,1249,600137709,00.html Ryanair.com (2006) Ryanair.com. https://www.ryanair.com/site/EN/dests.php?flash=chk easyJet.com (2006) easyJet.com Southwest Airlines (2006) Southwest Airlines Rapid Rewards. https://www.southwest.com/rapid_rewards/rapid_rewards.html Wessels, D. (2004) Consumer Loyalty in the Airline Industry. Wharton School of Business, University of Pennsylvania Wikitravel (2006) Discount Airlines in Europe. https://wikitravel.org/en/Discount_airlines_in_Europe Williamson, D., Cooke, P., Jenkins, W., Moreton, K. (2003) Strategic Management and Business Analysis. Butterworth à ¢Ã¢â€š ¬Ã¢â‚¬Å" Heinemann. ISBN: 0750642955

The Indigo Spell Chapter Nine Free Essays

string(56) " display that went against my minimalist sensibilities\." AS JILL HAD SAID, Adrian was more than happy to begin our hunt that afternoon. In fact, when I finally got ahold of him, he offered to pick me up when classes ended, in order to maximize our time. I didn’t mind this since it meant I’d get to ride in the Mustang. We will write a custom essay sample on The Indigo Spell Chapter Nine or any similar topic only for you Order Now Admittedly, I would’ve preferred to drive it myself, but I’d take what I could get. â€Å"When are you going to name the car?† I asked him once we were on the road to Los Angeles. â€Å"It’s an inanimate object,† he said. â€Å"Names are for people and pets.† I patted the Mustang’s dashboard. â€Å"Don’t listen to him.† To Adrian, I said, â€Å"They name boats all the time.† â€Å"I don’t really understand that either, but maybe I would if my old man ever fronted me the money for a private yacht.† He shot me a quick, amused look before returning his attention to the road. â€Å"How can someone as cold and logical as you be so obsessed with something as frivolous as this?† I wasn’t sure which part bothered me the most – being called cold or obsessed. â€Å"I’m just giving the proper respect to a beautiful machine.† â€Å"You named your car after coffee. That’s a sign of respect?† â€Å"The highest1respect,† I said. He made a noise that sounded like a cross between a scoff and a laugh. â€Å"Okay, then. You name it. Whatever you want, I’ll go along with.† â€Å"Really?† I asked, a bit startled. True, I’d been badgering him about naming the car, but I wasn’t sure I wanted to be the one to wield that sort of power. â€Å"It’s a big decision.† â€Å"Life or death,† he said, deadpan. â€Å"Better choose carefully.† â€Å"Yeah, but you’re the so-called creative one!† â€Å"Then this’ll be good practice for you.† I fell silent for a good part of the drive, struck by the gravity of the dilemma that lay before me. What should the name reflect? The car’s sunny yellow color? Sleek lines? Powerful engine? The task was overwhelming. Adrian pulled me out of my thoughts when we began nearing the outer Los Angeles suburbs. â€Å"We’re not actually going into the city, are we?† â€Å"Huh?† I’d been waging a mental debate between Summer Wind and Gold Dust. â€Å"Oh, no. We’re heading north. Take the next exit.† Mrs. Santos had provided me with two neighborhoods known for their Victorian-style houses. I’d researched them extensively online, even going so far as to look at satellite pictures. I’d finally chosen one that most resembled my vision and crossed my fingers I’d have the same luck as I’d had in finding Marcus’s apartment. Surely the universe owed me a few favors. Unfortunately, things didn’t look too promising when we finally reached the street I’d been given. It was a peaceful residential area, filled with those same distinctive houses, but nothing that quite matched the one I’d seen in my vision. We drove up and down the street as I scanned each side, hoping maybe I’d missed something. â€Å"Ugh,† I said, slouching back into my seat. No luck. The universe had apparently cut me off. â€Å"We’ll have to check the other location, but seriously, it didn’t look like a match.† â€Å"Well, it can’t hurt to – † Adrian suddenly made an abrupt turn onto a side street we’d nearly driven past. I jerked upright as he clipped the curb. â€Å"What are you doing? Think about your tires!† â€Å"Look.† He made another turn, putting us on a parallel street. Most of it was contemporary California housing . . . but one block had more Victorian houses. I gasped. â€Å"There it is!† Adrian came to a stop on the side of the street opposite from the house of my vision. Everything was there, from the wrapping porch to the hydrangea bush. And now, in the full light of day, I could make out the sign in the front yard: OLD WORLD BED-AND-BREAKFAST. Smaller print identified it as a historic site. â€Å"Well, there we go.† Adrian was clearly very pleased with his find, despite the risk to the car’s tires. â€Å"Maybe Jackie’s sister is staying here.† â€Å"Odd choice to run nefarious magical activities out of,† I remarked. â€Å"I don’t know. Seeing as there aren’t any ancient castles in the neighborhood, then why not a bed-and-breakfast?† I took a deep breath. â€Å"Okay, then. Let’s go make some inquiries. You sure you can muddle the minds of those who see me?† â€Å"Easy,† he said. â€Å"Easier still if you were wearing your wig.† â€Å"Oh, shoot. I forgot.† I ducked down and retrieved a shoulder-length brown wig that Ms. Terwilliger had supplied me with. Even with Adrian’s magic, we wanted to take extra precautions. While it would be good if people were visited by an unmemorable blonde, it’d be better still if they were visited by an unmemorable brunette. I tugged the wig on, hoping no one had seen my transformation. I lifted my head. â€Å"Does it look okay?† Adrian’s face showed approval. â€Å"It’s cute. You look even brainier, which I didn’t think was possible.† We left the car, and I wondered if I wanted to look brainier. A lot of people already thought I was boring. Blond hair might be the only exciting thing I had going for me. Then I thought for a minute about my recent experience scaling a fire escape, breaking and entering, and getting into a fistfight with a fugitive. Not to mention that I was now hunting a powerful evil witch alongside a vampire who could control people’s minds. Okay, maybe I wasn’t so boring after all. We stepped inside to find a cute little lobby with an ornate desk and a sitting area with wicker furniture. Stuffed rabbits dressed in ball gowns adorned the shelves, and the walls actually had oil paintings of Queen Victoria. The owners apparently took their theme very literally, though I wasn’t sure how the rabbits fit in. A girl my age sat at the desk and glanced up in surprise from a magazine. She had short platinum hair and hipster glasses. Tons of necklaces hung around her neck in a gaudy display that went against my minimalist sensibilities. You read "The Indigo Spell Chapter Nine" in category "Essay examples" Hot pink plastic beads, a sparkly green star, a gold and diamond locket, a dog tag . . . it was mind-boggling. Even worse, she was chewing gum loudly. â€Å"Hi,† she said. â€Å"Can I help you?† We’d had a whole routine planned, but Adrian immediately went off script. He slung his arm around me. â€Å"Yeah, we’re looking for a weekend getaway, and a friend of ours swears this is top-of-the-line romance.† He pulled me closer. â€Å"Our anniversary’s coming up. We’ve been dating for one year, but man, it hardly seems like it.† â€Å"That’s for sure,† I said, trying to keep my jaw from dropping. I forced what I hoped was a happy smile. The girl glanced back and forth between us, her expression softening. â€Å"That’s so sweet. Congratulations.† â€Å"Can we check the place out?† Adrian asked. â€Å"I mean, if there are any vacant rooms?† â€Å"Sure,† she said, standing up. She spit her gum into a trash can and walked over to us. â€Å"I’m Alicia. My aunt and uncle are the owners.† â€Å"Taylor,† I said, shaking her hand. â€Å"Jet,† said Adrian. I nearly groaned. For inexplicable reasons, â€Å"Jet Steele† was a pseudonym Adrian really liked using. In our rehearsal today, he was supposed to be called Brian. Alicia glanced back and forth between us, a small frown on her face that soon smoothed out. I had to guess it was Adrian’s compulsion, confusing her perceptions of us a bit. â€Å"Follow me. We have a few vacant rooms you can see.† With one last puzzled look at us, she turned and headed toward a stairway. â€Å"Isn’t this great, sweetie?† Adrian asked loudly as we walked up the creaking stairs. â€Å"I know how much you like rabbits. Didn’t you have one when you were little? What was his name, Hopper?† â€Å"Yeah,† I said, resisting the urge to punch him on the arm. Hopper? Really? â€Å"Best rabbit ever.† â€Å"Oh, neat,† said Alicia. â€Å"Then I’ll take you to the Bunny Suite first.† The Bunny Suite had more of those well-dressed stuffed rabbits as part of the decor. The quilt covering the king-size bed also had a border of alternating hearts and rabbits stitched in. Several books sat on the mantel above the wood-burning fireplace, including The Tale of Peter Rabbit and Rabbit, Run. Until that moment, I hadn’t realized just how absurdly far a theme could be taken. â€Å"Wow,† said Adrian. He sat down on the bed and tested its bounciness, giving it a nod of approval. â€Å"This is amazing. What do you think, buttercup?† â€Å"I have no words,† I said honestly. He patted the spot beside him. â€Å"Want to try it out?† I answered with a look and felt relieved when he stood up. Adrian and beds stirred up too many conflicting feelings in me. After that, Alicia showed us the Morning Glory Suite, the Velvet Suite, and the London Suite, all of which competed to outdo the others in tackiness. Nonetheless, despite the absurdity of Adrian’s ruse, the tour had given me the opportunity to take note of the other labeled doors in the hallway. We followed Alicia back downstairs. â€Å"We don’t get to see the Sapphire Suite or the Prince Albert Suite?† I asked. Alicia shook her head. â€Å"Sorry. Those are occupied. I can give you a brochure with some pictures, if you want.† Adrian had his arm around me again. â€Å"Angel cake, wasn’t the Prince Albert Suite where Veronica stayed? She’s not still here, is she?† â€Å"I’m not sure,† I said. This, at least, was similar to what we’d rehearsed. I glanced over at Alicia. â€Å"You probably can’t tell us that, huh? If our friend Veronica’s here? She’s really pretty, has long dark hair.† â€Å"Oh, yeah,† said Alicia, brightening. â€Å"Of course I remember her. She was in the Velvet Suite, actually, and just checked out yesterday.† I resisted the urge to kick the desk. So close. We’d missed her by a day. Yes, the universe was definitely done giving me breaks. I wouldn’t be able to cast the scrying spell until the next full moon, which was a month away. â€Å"Oh, well,† said Adrian, still with that easy smile. â€Å"We’ll see her for Christmas anyway. Thanks for your help.† â€Å"Do you want to book a room?† Alicia asked hopefully. â€Å"We’ll get back to you on that,† I said. I actually wouldn’t have put it past Adrian to book one and then claim it was part of our cover. â€Å"We’re checking out a few places. A one-year anniversary isn’t something you want to make a hasty decision on.† â€Å"But,† said Adrian, giving her a wink, â€Å"I’ve got a good feeling about the Bunny Suite.† Alicia walked us out, her eyes widening when she saw the Mustang. â€Å"Wow, nice car.† â€Å"It’s an amazing car,† I said. â€Å"That’s our baby – well, until we have real ones. Don’t you think it needs a name?† asked Adrian. â€Å"I keep trying to convince Taylor.† Once again, I had to fight the urge to punch him. â€Å"Oh, definitely,† said Alicia. â€Å"That kind of car . . . it’s like royalty.† â€Å"See?† Adrian shot me a triumphant look. â€Å"And Alicia’s an expert on royalty. Didn’t you see all those paintings?† â€Å"Thanks for your help,† I told her, steering him forward. â€Å"We’ll be in touch.† We got in the car, and after waving goodbye to Alicia, Adrian drove away. I stared blankly ahead. â€Å"Much like with the Bunny Suite, I have no words to describe what just happened. I mean, really? Our anniversary? Jet?† â€Å"I look more like a Jet than a Brian,† he argued. â€Å"Besides, that was a much better story than the one about how we wanted to pay a surprise birthday visit to our ‘friend’ Veronica.† â€Å"I don’t know about that. But it did give us the information we needed. Which isn’t good.† Adrian grew serious. â€Å"Are you sure? Maybe Veronica left the area altogether. Maybe you and the other girls are out of danger.† â€Å"That would be good, I guess . . . except, it just means some other poor girl somewhere else would suffer instead, and we wouldn’t have any way to stop it.† From my purse, I pulled out Ms. Terwilliger’s list of magic-using girls. â€Å"One of these addresses is in Pasadena. We can at least swing through on our way back and warn her.† The girl we sought was named Wendy Stone. She was a student at Cal Tech, which seemed like an odd vocation for a wannabe witch. Of course, Ms. Terwilliger had said these were girls who weren’t actively studying the magical path. They simply possessed magical ability, and I supposed the fact that they had no mentors suggested that they might actually be resistant to their inborn abilities – kind of like me. Wendy lived in an apartment near campus that was easy to find. It was a no-nonsense, primarily student residence, but it seemed like a luxury palace after Marcus’s building. As we passed busy students carrying backpacks and talking about classes, I felt a pang of longing that I hadn’t experienced in a while. Inheriting the Alchemist mantle meant I couldn’t go to college. College was a dream I’d held on to for a long time, though enrolling at Amberwood had helped ease some of my longing. Now, in this buzz of academia, a surge of jealousy sprang up in me. What would it be like to have this kind of life? To have your days solely devoted to the pursuit of knowledge, with no intrigue or life-threatening situations? Even Adrian, with his part-time art classes, was able to have some sort of collegiate experience. â€Å"Don’t be so down,† he said when we reached Wendy’s floor. â€Å"You might get to college someday.† I looked over at him in wonder. â€Å"How did you know that’s what I was thinking?† â€Å"Because I know you,† he said simply, no mockery in his eyes. â€Å"Your aura got sad, and I figured being on a college campus had something to do with it.† I couldn’t meet his gaze and turned away. â€Å"I don’t like that.† â€Å"What, that someone actually knows what’s important in your life?† Yes, that was exactly it. But why did it bother me? Because it was Adrian, I realized. Why was it that a vampire understood me so well? Why not one of my friends? Why not one of my human friends? â€Å"You can be Jet if you want,† I said brusquely, trying to get us back on track and cover up my troubled feelings. After all, this wasn’t Sydney’s Therapy Hour. â€Å"But we are not posing as a couple again.† â€Å"Are you sure?† he said. His tone was lighter now, turning him back into the Adrian I knew. â€Å"Because I’ve got a lot more terms of endearment to use. Honey pie. Sugarplum. Bread pudding.† â€Å"Why are they all high-calorie foods?† I asked. I didn’t want to encourage him, but the question slipped out before I could stop it. â€Å"And bread pudding isn’t really that romantic.† We had reached Wendy’s door. â€Å"Do you want me to call you celery stick instead?† he asked. â€Å"It just doesn’t inspire the same warm and fuzzy feelings.† â€Å"I want you to call me Sydney.† I knocked on the door. â€Å"Er, Taylor.† A girl with freckles and frizzy red hair answered. Her eyes narrowed warily. â€Å"Yes?† â€Å"We’re looking for Wendy Stone,† I said. She scowled. â€Å"Are you from the registrar’s office? Because I told them the check’s on its way.† â€Å"No.† I lowered my voice and made sure there were no witnesses. â€Å"My name’s Taylor. We’re here to talk to you about, um, magic.† The transformation was sudden and startling. She went from suspicious and cautious to shocked and outraged. â€Å"No. No. I’ve told you guys a hundred times I don’t want to be involved! I can’t believe you’d actually show up at my door to try to convert me to your little coven freak show.† She tried to shut the door, but Adrian managed to stick his foot in and block it. Very manly. â€Å"Wait,† he said. â€Å"That’s not what this is about. Your life might be in danger.† Wendy turned incredulous. â€Å"So you guys are threatening me now?† â€Å"No, nothing like that. Please,† I pleaded. â€Å"Just let us talk to you for five minutes inside. Then we’ll leave and never bother you again.† Wendy hesitated and then finally gave a nod of resignation. â€Å"Fine. But I’m getting my pepper spray.† Her apartment was neat and tidy, save for a pile of papers and engineering books scattered on the floor. We’d apparently interrupted her homework, which brought back my wistfulness. She made good on her promise to get the pepper spray and then stood before us with crossed arms. â€Å"Talk,† she ordered. I showed her the picture of Veronica. â€Å"Have you ever seen this woman?† â€Å"Nope.† â€Å"Good.† Or was it? Did that mean Veronica might have Wendy tagged as a future hit and was waiting to pounce? â€Å"She’s dangerous. I’m not exactly sure how to put it. . . .† â€Å"She finds girls with magic and sucks away their souls,† supplied Adrian helpfully. Wendy did a double take. â€Å"I’m sorry, what did you say?† â€Å"That’s not exactly the case,† I said. â€Å"But it’s close enough. She seeks out girls with power and takes it for herself.† â€Å"But I don’t use magic,† Wendy countered. â€Å"Like I told you, I don’t want anything to do with it. There’s a witch who lives in Anaheim who’s always telling me how much potential I have and how I should be her apprentice. I keep telling her no, and I’ve never even tried any spells. This soul-sucking lady has no reason to come after me.† Ms. Terwilliger had warned me some of the girls might say this. In fact, she’d said most would have this argument. â€Å"It doesn’t matter,† I said. â€Å"That won’t stop her.† Wendy looked terrified now, and I didn’t blame her. My reaction had been similar. It was frustrating to know the very thing you were trying to get away from might come after you. â€Å"Then what should I do?† she asked. â€Å"Well, avoid her if you can. If she comes to see you . . . I mean, don’t let her in. Don’t be alone with her.† That was slightly lame advice, and we all knew it. â€Å"If you do see her, I’d tell that witch in Anaheim. In fact . . . I know you don’t want to, but if I were you, I’d get in touch with that witch now and try to get her help. Maybe even learn a few defensive spells. I understand you don’t want to – believe me, I really do – but it could save your life. Also . . . † I held out the agate charm. â€Å"You should take this and wear it at all times.† Wendy eyed the charm as though it were a poisonous snake. â€Å"Is this some trick to get me to learn magic after all? You come here with this whole act about how if I don’t learn, I could get my soul sucked away?† Again, I had to give her points. I would think exactly the same thing. â€Å"We’re telling the truth,† I insisted. â€Å"There’s no proof I can offer – well, wait. Give me your email address, and I’ll send you this article about another girl it happened to.† Wendy looked like she was on the verge of using the pepper spray. â€Å"I think I would’ve heard if some girl had her soul magically sucked away.† â€Å"It wasn’t really obvious to those who don’t know about the magical world. Let me send it to you, and then you can make your own decisions. It’s the best I can offer.† She reluctantly agreed and wrote down her email address. Adrian stepped forward to take it from her, but he must have moved too quickly because she suddenly thrust the can of pepper spray in his direction. â€Å"Stay back!† she exclaimed. At the exact same moment, I sprang in front of him, terrified he was about to get a face full of pepper spray. I cast the first spell I could think of, a simple one that created a flashy – but harmless – show of colored light. A shielding spell would’ve been much more useful, but I hadn’t practiced any yet. That would have to be rectified, in case our future errands involved more pepper spray. â€Å"You back off,† I warned. As I’d hoped, the brilliant display was terrifying to someone anti-magic like Wendy. She retreated to the far side of her apartment and thankfully didn’t use the spray. â€Å"G-get out,† she stammered, eyes full of fear. â€Å"Please take precautions,† I said. I set the charm on the floor. â€Å"And please wear this. I’ll email you the article.† â€Å"Get out,† she repeated, making no move toward the charm. As Adrian and I walked out of her building and into the sun, I sighed loudly. I was dismayed enough that I didn’t even have the chance to feel down about being at a college. â€Å"That didn’t go so well,† I said. He thought about it, then grinned. â€Å"I don’t know, Sage. You threw yourself in the line of pepper spray for me. You must like me just a little bit.† â€Å"I – I figured it’d be a shame to ruin your pretty face,† I stammered. In truth, I hadn’t been thinking of anything that specific. All I’d known was that Adrian was in danger. Protecting him had been instinctual. â€Å"Still, that spell was kind of badass.† I managed a small smile. â€Å"It was harmless, and that’s the thing. Wendy didn’t know any better. The reason Veronica goes after these girls is that they don’t have any magical protection – and that’s exactly why they probably can’t stop her. I don’t think pepper spray will help, but maybe the article will convince her. Oh, shoot. I’ll have to make a fake email address for Taylor.† â€Å"No worries,† said Adrian. â€Å"I already have a Jet Steele one you can use.† This actually made me laugh. â€Å"Of course you do. For all the online dating you do, right?† Adrian didn’t comment one way or the other, which bothered me more than it should have. I’d meant it as a joke . . . but was there truth to it? If rumors – and some of my own observations – were true, Adrian had experience with a lot of women. A lot. Thinking of him with others upset me, far more than it should have. How many other girls had he kissed with that same intensity? How many had been in his bed? How many had felt his hands upon their bodies? He couldn’t have loved them all. Some – probably most – had been conquests, girls whose faces he forgot the next morning. For all I knew, I was just the ultimate conquest for him, a test for his skills. You probably couldn’t find a greater challenge than a human with hang-ups about vampires. And yet, thinking back on all the things said and unsaid between us, I was pretty sure that wasn’t true. No matter how crazy this romantic entanglement was, he loved me – or thought he did. I was no superficial conquest. It’d probably be better if I was, though. Without an emotional connection, he’d eventually give up and easily find comfort in someone else’s arms. This would probably be a good time for me to suggest he do that anyway. But I stayed silent. How to cite The Indigo Spell Chapter Nine, Essay examples

Lab report microbiology Sample

Lab report microbiology Paper The purification of isolates was done by moving Gram +eve rods ND Cisco shaped bacteria to selective media MRS.. And M-17 plates. The isolates were sub cultured till pure isolates were got. From 20 raw milk samples a total of 150 LAB positives were got, in which 22 and 128 were identified as lactic acid Cisco and lactic acid bacilli,respectively. Also, our biochemical tests showed the occurrence 11 and 13 of 11 and 13 Lactoses lactic subs. Careerism and Leucosis misidentifies subs. Careerism among lactic acid Cisco. N the case of lactic acid bacilli, Lasciviously Helvetica 18; Lasciviously plantar 37; Lasciviously braves 8; Lasciviously cases subs. Ease 18 and Lasciviously telecommunications subs. Bulgarians 47 was found. In the lactic acid Cisco and bacilli, Leucosis misidentifies subs. Careerism and Lasciviously telecommunications subs. Bulgarians were found to be the more dominant species, respectively. Bacterial phages were inducted from the Lactic acid bacteria and enumerated by using several biochemical techniques. INTRODUCTION To produce flavor and acidity at desired levels,fermented milk products are prepared in controlled fermentation of milk. (Tap, 2000). Starter culture organisms in this fermentations belongs to bacteria family known as the Lactic Acid Bacteria (LAB). These LABS are identified by of morphological,and physiological characteristics. LAB are widely found in nature and almost in all micro flora. LAB are gram positive bacteria and are important in food fermentation. Other species of the genus Lasciviously, Lactoses and Leucosis are added to this group. The lactic acid fermentation process has been known by human for long time and even applied in some activities. LAB has also been an efficient method of natural preservation. Furthermore lab determine the nutritional value, flavor and texture of food and feeds). Industrialization of the illogical revolution of foodstuffs has LAB an economic boost because they are important in safety aspects of fermented products. Lactic acid is used by food industry as an acidulate and preservative for the production of sour curd cheese and yoghurt (Linkable and Griffin, 1971). We will write a custom essay sample on Lab report microbiology specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Lab report microbiology specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Lab report microbiology specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Lactose are the major mesospheric bacteria used for acid production in dairy fermentations and used as starter cultures in the manufacture of a vast range of dairy foods including fermented milks, lactic butter, cheese and lactic casein (Ward et al. , 2002). MATERIALS AND METHODS Raw milk samples: Raw milk samples were collected in sterilized specimen tootles from the local dairy shops around the university,including the raw milk from the universitys dairy department. The raw milk were kept at 4 for more use. Acetic acid bacteria isolation from raw milk: The samples were weighed and homogenates aseptically-Each sample, a 1. 10 dilution was made by using potent water then by making a 10 pack of continued dilution. The 0. 1 ml taken from each dilution was then sub cultured duplicate into the M 17 and MRS.. Gars used for isolating LAB (Baddish et al. , AAA; Guesses and Kill, 2004). Len order to counter yeast growth the media were then added with 100 MGM of yuck-hedgier prior to being in cubated in optimum temperatures ( 3000 for 3 days (Buses et al. , 2001; Collaboration et al. , 2005). The agar plates of MS were incubated in anaerobic conditions using the Gas-Pack system at ICC for 3 days to provide an optimum temperature for growing the different genus of bacteria. MI 7 agar plates were also incubated in anaerobic conditions at ICC for 2 days to set up an optimal temperature for growing lactose. Higher dilutions were used to perform total counts. Colonies were then selected randomly and the streak plating method employed to purify the stains. The strains were kept in 2 notations including at ICC (for MRS.. And MI 7 plates ) and at -ICC (for MI 7 and MRS.. Broth) with by 20% glycerol. Identification of the bacterial strains:The strains were subjected to gram staining,catalane and spore formation tests. (Harridan and Menace, 1976). All Colonies were characterized in MRS.. And M 17 gars. The strains that gave gram positive and catalyst negative results were set aside for further identification. (Sharpe, 1979). The growth of the bacteria at different temperatures of between Growth 10-ICC for 3-6 days , resistance to ICC for 30 min (Sherman test), growth in the presence of 20th% NCAA and different pHs (4. And 6. 5) were used to identify the strains of LAB. Argentine and calculi hydrolysis,citrate utilization, acetone procrastinations of gas from glucose and production of Textron from sucrose were also determined. The strains were then tested for fermentation of L-rabbinate, D-close, calaboose, D-fructose, servitor, lactose, melodies, saccharine, D-refines, milestone, manses and glucose. Bacterial growth in the different temperatures were confirmed by turbidity change in MRS.. Or MI 7 after incubation(after 24,48 and 72 hrs). Microbial tolerance to the diverse levels of salt, pH and heat was evaluated. Argentine dehydrates agar and calculi acid agar were used to perform the hydrolysis tests. For determination of citrate utilization and acetone production, citrate and MR..-UP gars were used. MRS.. Or MOM broths with Durham tubes were used for determination of gas production and the dirtier production from sucrose was done in MS. TO assess the sugars fermentation in a medium a solution with the following composition was used (gel-1): bovine extract, 10. 0; neophyte, 10. 0; yeast extract, 5. 0; KAPPA, 2. 0; Cinchona+AH, 5. 0; diamond citrate, 2. 0; Mages, 0. 2; Mains, 0. 5; broom- cresol-purple, 0. 17; teen 80, 1 ml. Carbon utilization was also tested. Phage induction MRS.. Broth liquid cultures were equally divided into two sterile tubes. Each tube was labeled as mitotic C and the other as control. Pill of neomycin was added to the tube labeled as mitotic and aseptic techniques of flaming the neck before and after adding the neomycin. A starch agar plate marked SAT containing nutrien t agar with soluble starch was already provided A casein agar plate that contained nutrient agar mixture added skim milk was given and marked CA. All the three plates were inoculated by streaking of the MRS.. Lasciviously lattes culture. This was done with the help of the loop. The loop was flamed and a colony of the culture was collected. The plates were then streaked with the culture. The plates were then incubated for 12-18 hours at ICC. The bacteria were also transferred into the nutrient agar plate to set up for biochemical tests.. Enumeration of bacterial phages Phage stock was diluted to achieve a plaque count on plates of 100-250 pouf (plaque forming units). All the dilutions were mixed thoroughly in a sterile saline. The phage was then plated by removing one soft agar at a time,then adding 0. Ml of bacterial suspension to it. This was also followed by 0. 1 of diluted phage The agar tube was rolled between palms to mix and quickly pour to suffice of warm base agar plate. Quick gentle figure patterns were done on the surface of the base plate agar The agar was allowed to harden and incubated for 35 degree Celsius for 8 hours. Results Catalane test After incubation, hydrogen peroxide was added to the one colony on the nutrient agar plate. Small bubbles of oxygen Hereford which indicated a positive result for catalane. Figure 2 The catalane test Starch hydrolysis test When iodine solution was poured to the starch agar plate and allowed to rest for lose to 2 minutes,the plate turned blue which indicated the presence of starch that has not been hydrolysis. Fig 1 -Growth of MRS.. Lasciviously lattes on starch agar plate (A) before the addition of iodine solution and (B) after the addition of iodine solution. Agar test The position of the growth in the tube was observed. The growth was throughout the tube, but near the surface, the growth was highest which indicated being rattlebrain. Figure 3- The bacteria stabbed in both the tubes containing AN and MRS Carbohydrate fermentation substrates API test strips were used to identify the bacteria and the results showed it was Lactoses lactic coprocessors 1. Casein Hydrolysis The casein agar plates were examined to see any clearing around the colonies after being incubated for 48 hours. There was no clearing of the agar around the bacterial growth. Therefore, the results showed negative casein hydrolysis. Gelatin hydrolysis Saturated ammonium sultanate was added onto the gelatin agar plate there was no precipitation indicating negative hydrolysis Figure 4 The results obtained after the data was entered on the computer database. Figure 5 The difference between a control and the samples of bacteria. Test for phage induction Once mitotic C was added to the MRS.. Liquid broth, it was observed for the induction of phages. It showed there was a clear lysine of the turbid culture. Figure 6 Comparison between a control and bacteria culture containing mitotic C All 150 Gram *non-cosponsoring mans catalane negative were characterized as follows: Mesospheric homo-fermentation Cisco, 1 1 isolated:alt was characterized by argentine dehydrates negative, argentine hydrolysis negative, citrate negative and action negative This group was identifies as Lactoses lactic subs. Careerism . The microorganisms were spherically shape. They occurred in pairs tit non motile, facultative anaerobic fermentation metabolism. Mesospheric heterogeneitys Cisco, 13 isolated:Microorganisms in this group had a close relation with Leucosis misidentifies subs. Careerism . They were argentine negative,glucose positive,acetone positive and dextrose positive. Laconically bacteria, 128 isolated: The group was divided into 3: (1) Mesospheric facultative heterogeneitys Laconically (55 isolates)launched Laconically plantar (37 isolates)and Laconically. Cases subs. Ease (36 isolates, (2) Thermometric obligate homo-fermentation Laconically (64 isolates) Included Laconically. Leviticus (17 isolates) and Laconically. Telecommunications subs. Bulgarians (47 isolates). They were lactose positive understood positive. (3) mesospheric obligate hetero-fermentation Laconically (8 isolates) Included Laconically. Braves (18 isolates) Discussion It was discovered that mesospheric facultative he tero-fermentation laconically group was divided into two;37 isolates were identified to be laconically plantar mans 18 isolates as laconically cases subs. Ease. This results are also consistent with other research works such as the isolation of lactic acid acetate from Mammas traditional fermented milk(Mahatma et al. ,2004). For the second group, 1 7 isolates were identified as Laconically plantar and 47 isolates identified as laconically delactobacillirueskii subs. Bulgarians. Furthermore,laconically braves isolates(8) were identified using manses and milestone fermentation. In the Cisco group, 12 and 22 isolates were identified as Leucosis misidentifies subs. Careerism and Lactoses lactic subs. Careerism. Respectively.