Pros and Cons of Genetically Modified Foods Essay Example for Free

Pros and Cons of Genetically Modified Foods Essay Our ancestors first cultivated plants some ten thousand years ago. They domesticated animals later and then selectively bred both plants and animals to meet various requirements for human food. Humans discovered natural biological processes such as fermentation of fruits and grains to make wine and beer, and yeast for baking bread. Manipulation of foods is not a new story, therefore. The latest agricultural discovery uses genetic engineering technology to modify foods. Farmers and plant breeders have been changing crop plants to improve characteristics such as size, resistance to disease and taste. Plants which grow well, have a higher yield or taste better are selected and bred from. This is still the most widely used technique for developing new varieties of a crop, and is limited by natural barriers which stop different species of organisms from breeding with each other. Genetic modification is very different to these traditional plant breeding techniques. Genetic modification is the insertion of DNA from one organism to another, usually by molecular technologies. Genetically Modified Foods (GMF) are animals or plants that have had genetic modification. This changes the characteristics of the organism, or the way it grows and develops. Jim Maryanski from the U.S. Food and Drug Administration, had the following to say in an interview published on the FDAs website. “There are hundreds of new plant varieties introduced every year in the United States, and all have been genetically modified through traditional plant breeding techniquessuch as cross-fertilization of selected plantsto produce desired traits.” (Robin)Current and future GM products include:a)Food that can deliver vaccines bananas that produce hepatitis B vaccineb)More nutritious foods rice with increased iron and vitaminsc)Faster growing fish, fruit and nut treesd)Plants producing new plasticsIn so many respects, genetic modification is perfect for todays society. It would help agriculturalists overcome all headaches associated with growing large crops, and basically tailor the food growth industry to mass consumption by the general population. The famous frost-resistant tomato example is perfect in illustrating this point. With a tomato that  resists frost, the season for growing them would be longer and therefore a farmer would be able to produce more tomatoes in one year than they were able to do in the past. Gene technology not only gives us the potential to select the exact characteristics we want in an organism, but it also enables us to cross species barriers. For example, we can take an insecticide-producing gene from a bacterium and insert it into a plant, making the plant resistant to insect attack. This new-found ability to cross species barriers is what makes gene technology such a powerful tool. Producing enough food for the worlds population without using up all the available land is an enormous challenge. One solution is to develop crops that yield more with fewer inputs; that are more resistant to diseases; that spoil less during storage and transport; that contain more useful nutrients; and that can grow in agricultural land that has been degraded. Gene technology gives us the potenti al to do this. Genetically modified foods have been available since the 1990s. The principal ingredients of GM foods currently available are derived from genetically modified soybean, maize and canola. The first commercially grown genetically modified food crop was a tomato created by Calgene called the FlavrSavr. Calgene submitted it to the U.S. Food and Drug Administration (FDA) for assessment in 1992; following the FDAs determination that the FlavrSavr was, in fact, a tomato, did not constitute a health hazard, and did not need to be labeled to indicate it was genetically modified, Calgene released it into the market in 1994, where it met with little public comment. Considered to have a poor flavor, it never sold well and was off the market by 1997. However, it had improved solids contents which made it an attractive new variety for canned tomatoes. Transgenic crops are grown commercially or in field trials in over 40 countries and on 6 continents. In 2000, about 109.2 million acres (442,000 km ²) were planted with transgenic crops, the principal ones being herbicide- and insecticide-resistant soybeans, corn, cotton, and canola. Other crops grown commercially or field-tested are a sweet potato resistant to a US strain of a virus that affects one out of the more than 89 different varieties of sweet potato grown in Africa, rice with increased iron and  vitamins such as golden rice, and a variety of plants able to survive extreme weather. Between 1996 and 2001, the total surface area of land cultivated with GMOs had increased by a factor of 30, from 17,000 km ² (4.2 million acres) to 520,000 km ² (128 million acres). The value for 2002 was 145 million acres (587,000 km ²) and for 2003 was 167 million acres (676,000 km ²). Soybean crop represented 63% of total surface in 2001, maize 19%, cotton 13% and canola 5%. In 2004, the value was about 200 million acres (809,000 km ²) of which 2/3 were in the United States. In particular, Bt corn is widely grown, as are soybeans genetically designed to tolerate glyphosate herbicides. Future applications of GMOs include bananas that produce human vaccines against infectious diseases such as Hepatitis B, fish that mature more quickly, fruit and nut trees that yield years earlier, and plants that produce new plastics with unique properties. The next decade will see exponential progress in GM product development as researchers gain increasing and unprecedented access to genomic resources that are applicable to organisms beyond the scope of individual projects. Biologist Stephen Nottingham explains the risks of GMF:“Experimental trials with transgenic organisms are usually conducted strict regulations to minimize the potential spread of genetic materialÂ…Even given these regulations, however, no field trial can be said to be 100% secure. This was illustrated when flooding struck the American Midwest in July 1993 and an entire field of experimental insect-resistant maize was swept away in Iowa. Â…once released accidentally into the environment, plant material may prove difficult to recover. (Bragi)Unique ecological risks have been associated with virus-resistant transgenic crop plantsÂ…leaving crops more vulnerable to virus attack and risking the spread of virus susceptibility to other plants. Genetically modified foods are unlikely to present direct risks to human health. There are two main areas of concern:a)The possibility of allergic reactions to genetically modified foods, andb)The possibility that bacteria living in the human gut may acquire resistance to antibiotics from marker  genes present in transgenic plants. Proponents claim that a genetically-modified potato is as safe as one modified the old-fashioned way, through generations of selective breeding; biotechnology just gets the job done more quickly. Critics are concerned that mixing together genetic material from different species might produce unexpected allergic reactions in the person who eats or drinks it. For instance, if an individual consumer who is allergic to broccoli eats a banana that just happens to have a little broccoli DNA under the peel, that person might get sick. Some studies on animals indicate that consuming genetically-modified foods may cause allergic responses, compromise immune systems and inhibit organ growth, although no proven cases of widespread reactions have been definitively documented. Opponents of biotech foods want other questions answered, as well. Will re-engineering a plant or animal to serve a specific end, such as improving taste, decrease its nutritional value? Will consuming genetically-modified food products make a person more resistant to antibiotics, which are widely used to treat bacterial infections? Does consuming milk or meat from livestock that has been injected with growth hormones (a form of biotechnology that is different from genetic modification) subject consumers to early puberty, cancer, and other ailments?Since neither side has been able to provide definitive answers, the jury is still out on food safety; after all, genetic technology itself is barely decades old. So one can condense the issue into a single question: should we move forward with new technologies that might help provide higher crop yields, new and interesting types of food products, and more profits for the companies that own the technology; or play it safe and wait until we better understand the health and environmental consequences of manipulating life forms that took generations to develop?Multinational Corporations benefit because GMF can be very profitable. GMF have taken hold quickly because multinational corporations with the resources to make large financial investments in research and development can profit directly. Multinational companies can spread out the benefit and profit to many branches of their businesses. Many such corporations combine the following: an agrochemical company, a seed  company, a pharmaceutical company, a food processing company and sometimes businesses involved with veterinary products. Developments in one part of the corporation can be used t o sell products in another branch. Farmers benefit in the short term because they can grow and sell more crops with fewer problems due to weeds, pests, fungi or frost. The genetically modified seed is designed to resist these traditional enemies. Food processing companies benefit from a ready supply of raw food ingredients designed for specific processing needs. Genetically modified tomatoes and potatoes, for instance, have higher solid contents and yield more sauces and French fries. These foods take longer to ripen and rot. Thus less food is spoiled and more gets processed. Supermarkets benefit for the same reasons. The fresh produce lasts longer on the shelves and is more profitable. Consumers, to date, havent benefited. GMF have been developed for the convenience of the producer and processor. Yet they cost more to produce and the costs get passed along to the consumer. Eventually there will be some kind of designer novelty foods for shoppers to try. Nottingham adds that there are many other concerns including ethical questions involving animal welfare, whether DNA is actual life, and intellectual property rights and genetic resources from the Third World. (Bragi)The worlds poorest nations account for around 95.7% of the worlds genetic resources. Traditional farming practices involve farmers retaining seeds, from the harvest of one years crop, for planting in the following year. This practice saves money on buying seed and in itself represents a continuous selection for yield and resistance to pests and diseases. However, with genetically modified seed, royalties are payable to the companies holding the patent for the seed. Under world trade agreement rulings, farmers have to make substantial royalty payments to multinational companies if they keep seed for replanting, even if the crop happens to be native to their particular country. Genetic engineering is a valuable new technology that can develop more plentiful and nutritious foods, with great potential benefits for humanity and the environment, and this new scientific discovery needs to be implemented as quickly as possible for humanitarian reasons. As with every new scientific technology, harmful side effects of genetic engineering are inevitable and great care should be taken in its implementation, including carefully controlled long-term tests on human health and environmental impacts. All genetically engineered foods have been thoroughly tested and demonstrated to be safe before they are released into the marketplace. However, this testing is typically conducted only on rats and other animals, by the companies involved. Very little of this research has been reviewed by independent scientists and then published in scientific journals. Genetically engineered foods are usually substantially equivalent to other foods, with no increased risk to human health, and no need for the lengthy and expensive human testing demanded of, for example, new food additives. However, the unpredictable disruptions in normal DNA functioning caused by genetic engineering can produce unanticipated and unknown side effects for human health, including unknown and unpredictable toxins and allergens, and these possibilities can only be definitively assessed through human testing. Genetic engineering is a scientific and technological process, and its evaluation and governmental regulation should be based on purely scientific and objective criteria. To have a purely scientific evaluation of genetically engineered foods, we need more science, especially human studies and environmental studies. Moreover, purely scientific assessment of genetic engineering ignores the fact that, for many people, food has cultural, ethical and religious dimensions that must also be considered. Alan McHughen, author of Pandoras Picnic Basket: The Potential and Hazards of Genetically Modified Foods, in the introduction he states:Make no mistake: I am in favor of an orderly and appropriately regulated introduction of some GMOs into the environment and marketplace, and I  adamantly oppose others. There are good reasons to ban certain products of genetic technology, and good reasons to allow, with management, certain others; some may require no extraordinary regulation at all. If your opinion differs from mine after reading this book, I hope you will be able to justify, if only to yourself, why we disagree. My philosophy is to be skeptical, be critical, even cynical of claims by business interests, government agencies, and activist groups. But also keep an open mind and then decide for yourself. (Internet 7)ThereÂ’s no doubt that the GM food supply should be closely monitored and regulated, but that doesnÂ’t mean it should all be banned. I believe that genetic engineering of plants, animals, and humans has much to offer as long as we are aware of potential benefits and side effects. And thatÂ’s true even for more traditional methods of farming, animal husbandry, and medicine. Work Sited: 1.Cummings, Michael R., and Williams S. Klug. Concepts of Genetics. New Delhi: Pearson Education, 2004. 2.Dubey, R.C. A Textbook of Biotechnology. New Delhi: S. Chand, 20063.Kumar, H.D. Modern Concepts of Biotechnology. New Delhi: Vikash Publishing House, 20034.Purohit, S. Agricultural Biotechnology. India: Agrobios, 20055.Purohit, S. Biotechnology: Fundamental and Applications. India: Agrobios, 2004Internet Reference:1.Bragi, David. “Food Savior Or Frankenfood? The Debate Over Genetically Modified Foods”. http://www.sfgate.com/cgi-bin/article.cgi?f=/gate/archive/2001/06/25/healthwatch.DTL2.Robbin, Adria. “What Are We Eating?” http://serendip.brynmawr.edu/biology/b103/f00/web1/robbin.html3.Schultz, Norman. http://www.beyondintractability.org/essay/fact_finding_limits/4.Wikipedia Online Encyclopedia. http://www.wikipedia.org/wiki/genetic_engineering5.Wikipedia Online Encyclopedia. http://www.wikipedia.org/wiki/genetically_modified_food6.“Genetic Engineering: The Controversy”. http://www.genetic-id.com/prosncons/index.htm7.http://www.foodmuseum.com/issues.html

Ryanair British Airways | Fare comparison

Ryanair British Airways | Fare comparison Introduction This document reports the findings of a review of the economics and business literature on empirically-estimated own-price elasticity of demand for air travel for Ryan air and British Airways. It refers to the data on page two of the assignment handout to both above airlines to illustrate and explain the concepts of price elasticity of demand and income elasticity of demand. The purpose of this study is to report on all or most of the economics and business literature dealing with empirically approximate demand functions for air travel and to collect a range of fare elasticity measures for air travel provide in the data on the second page of the assignment topic and provide some judgment as to which elasticity values would be more representative of the true values to be found in different airline such as Ryan air and British airways, furthermore will evaluate the achievement of cost savings of Ryan air through fixed costs and variable costs as well as writing a critical analysis the article on BAA Airports: ‘Notice of release of interim undertaking 1. Price Elasticity of Demand and Income elasticity of demand in the context of air travel demand: (Ryan air British Airways) This paragraph identifies two distinct prices for air travel which are price elasticity of demand and income elasticity of demand. Specifically, it is observed that studies of the demand for air travel demand should distinguish among prices for: Low cost carrier (LCC) example of Ryanair and Full Service Carrier (FSCs) example of British Airways in this case study; business and leisure travel; long-haul and short-haul travel; and international and European long-haul travel. Accordingly, to examine the sensitivity of the demand for air travel to its price, separate estimates of the price elasticity of demand are gathered for each of these two distinct markets. Price Elasticity of Demand ‘Price Elasticity of Demand is a numerical value which describes the degree of responsiveness of demand to changes in prices. (Andrew, D. 1988: 260) The demand for a particular good or service depends on a variety of factors. Key influences include, the levels of consumer income, the price and quality of the services in question and especially services that are close substitutes (Sloman, 2005). In order to obtain useful estimates of the price sensitivity of demand for a product, we must carefully control for all the factors affecting the demand. As a general rule, once other influences on demand stay unchanged, a higher price for a product leads in a lower quantity demanded. However, the price responsiveness of demand varies from one good to another and from one market to another (FitzRoy et al, 1998). Since the availability of alternative modes of transportation that are reasonably close substitutes for air transport diminishes with distance travelled, it is expected that the demand for air transport will be less elastic for longer flights typical example of British airways with is a FSCs than for shorter flights typical example of Ryan air. Determine the demand and for the premium value the demand is low. means that for the different strategies the demand is price strategy, in al produEach price will lead to a different level of demand and therefore have a different impact on a companys marketing objectives. The higher the prices are the lower the demand of the goods (Kotler 2002). British Airways has two types of customers:  · Price sensitive customers (students, independent travelers, frequently travelers) who are looking for the cheapest prices and the best offers, and  · Low sensitive customers (business and executive customers) who are concerned more in the quality than the price. Considering the three different pricing strategies of British Airways the demand curve will be as shown in the figure below. The price demand considers being elastic which means that for the different pricing strategies the demand is noticeable changing. For the low cost price the demand is high and for the premium value the demand is low. 2.3.3 Cost estimation British Airways estimating the cost of the products in relation with the quality its one provide. The cost of the ticket includes:  · The price of the service  · The added value (extras)  · The airport fees, and  · The travel agents extra fees However if someone book a ticket from the internet has at www.britishairways.com has a discount of à ¢Ã¢â‚¬Å¡Ã‚ ¤10. 2.3.4 Pricing method Considering the three different types of customer, the three segments, British Airways has set a pricing method of perceived value. Perceived value is the value promised by companys value proposition and the customer must perceive this value. British Airways perceived value is made up by the companys brand mane and image, the customers image, the performance of the company and the quality of the product created by the company. 2.4 Promotional pricing British Airways has set some promotional prices on flights to some special occasion:  · Christmas gift voucher. The promotional offer for the Christmas known as British Airways escape ticket offers a perfect present. Flying to 14 travel zones from à ¢Ã¢â‚¬Å¡Ã‚ ¤59 return on UK and Europe destinations and from à ¢Ã¢â‚¬Å¡Ã‚ ¤269 return on the rest of the world.  · Domestic and European fares from à ¢Ã¢â‚¬Å¡Ã‚ ¤49 return: Low fares to 135 destinations across Europe.  · Club World business class offer: When flying to club world business class you can upgrade to first class on a free one way ticket. 2.5 Relation within the sector The competition has increased since the introduction of the low cost airlines as easy jet and Raynair. Those airlines have achieved to sell chip tickets by eliminating all the unnecessary costs. They eliminated the intermediaries, the on board value and basically they eliminated completely the augmented product. They have concentrated just on the basic product which is the flight ticket from the on destination to the other. They using a low cost low quality pricing strategy and set a market penetration objective in order to gain more market share. The have a method of value pricing of selling their tickets, the basic, in a greater value than their competitors. Other companies with same objectives as British Airways like Lufthansa and Virgin have followed the same pricing strategies and policy. They set different price rates in relation with value added and looking after how to gain a bigger piece of the market pie. 3. Conclusion Considering the increased competition in the flying industry which is rising people expect that companies will reduce cost by providing less quality products. That is partly true considering what easy jet and Raynair has succeeded. However this is only one part of the true. Companies like British Airways fight the competition with different methods like introduction of low cost ticket where customer can still enjoy a good quality product in a low affordable price. Just considering an example where Ryanair (a low cost airline) flights to Milan from  £49.99 return and British Airways from  £628 return. The problem though with Ryanair is that you can find this cheap ticket if you book it about it well in advance. But if you try to book it on the same day before your journey the price has gone up at  £179.99 return when British Airways price will be still remaining the same until a week before your journey. So does it really worth flying with the low cost airlines which offer just a ticket with no allocated seat, no food or drinks and from unfrequented airports when you have a company like British Airways with so much extra for almost the same price? Thats a question that each of as has to answer on his own. Further, international travel tends to be widen over more time than domestic travel, so that the airfare is a smaller proportion of overall trip costs, which makes international travel less sensitive to changes in ticket prices. In addition, leisure travellers are more likely to postpone trips to specific locations in response to higher fares, or to shop around for those locations offering more affordable fares. Consequently, it is expected that the demand for air transport for leisure reasons will be more elastic than business travel who usually travel with FSCs. Acco rding to Anthony et al (2000) Ryan air prices management is systematically offering different prices to different customer segments in response to demand whereas (Kimes, 1989) suggests that the team in charge of yield management need to identify how changes in price will affect their customers. Within the airline industries customer demand may be higher on week ends, during Summer months, or at particular times of a day, (Belobaba, 1987). Managers must be able to forecast time-related demand so that they can make effective pricing and allocation decision to manage the shoulder periods around high demand period. However the corporate business traveller during the week becomes a leisure traveller when on holiday or at week-ends. Different occasion find the same consumer having different expectation and needs, (Buttle, 1986). Such a concept is termed elasticity of demand. According to the Data downloaded from Ryan air website giving on page two of the assignment topic the price of the flight on the day it been downloaded is far more higher than the price of the flight on other following days of the week day. However, when approaching the end of the week-end or school holiday, there is a huge demand and the increased demand drives the price up again as customer are returning from their vacation or family are going on holiday. Closer to the date and time of the scheduled service, the price rises, on the simple justification that consumers demand for a flight becomes more inelastic the nearer to the time of the service. The low cost airlines such as Ryan air follow the pricing strategy outlined above. Customers booking early with carriers such as Ryan air will normally come across lower prices if they are ready to commit themselves to a flight by booking early. This gives the airline the plus of important how full their flights are likely to be and a sou rce of cash-flow in the weeks and months prior to the service being provided. People who book late often regard travel to their planned destination as a need and they are therefore likely to be prepared and able to pay a much higher price very close to departure. Airlines call this price discrimination yield management but despite the consider name, at the heart of this pricing strategy is the straightforward but important concept price elasticity of demand. Ryanair has a seat pricing policy that causes fares to rise as a flight fills up (Ryanair.com, 2010). Following theory of supply and demand, if customer wants a seat so badly, they will pay more for it than otherwise. Income Elasticity of Demand It is defined as numerical values which describe the responsiveness of demand to a change in consumer incomes. (Sloman, 2005) Because of the recession, demand for low cost flights grew rapidly as family with higher income who were travelling with FSCs before would prefer low cost than traditional airlines and some current low cost customer with low income may prefer domestic flight or would just prefer not to travel by air. However, since elasticity is measuring proportionate change, elasticity values will change along almost all demand functions, including linear demand curves. Estimation of elasticity values is therefore most useful for predicting demand responses in the vicinity of the observed price changes. As a related issue, we recognize that in markets where price discrimination is possible comprehensive data will not allow for accurate predictions of demand responses in the relevant market segments. In air travel, FSCs are essentially joint products consisting of differentiated service bundles that are identified by fare classes. However the yield management systems employed by FSCs also create a complex form of inter-temporal price discrimination, in which some fares (typically economy class) decline and some increase (typically full-fare business class) as the departure date draws closer. This implies that ideally, empirical studies of air travel demand should separate business and leisure t ravellers or at least be able to include some information on booking times in order to account for this price discrimination, and that price data should be calibrated for inter-temporal price discrimination: for example, the use of full-fare economy class ticket prices as data will overestimate the absolute value of the price elasticity coefficient. Within the set of differentiated service bundles that comprise each (joint product) flight, the relative prices are important in explaining the relative ease of substitution between service classes. Given the nature of inter-temporal price discrimination for flights, the relative price could also change significantly in the time period prior to a departure time. In particular changes in real income and the prices of substitutes or complements will affect demand. Alternative transportation modes (road and rail) are important variables for short-haul flights, while income effects should be measured for both short and long-haul. Oum et al. (1992) provide valuable tools that occur when evaluating the demand models. Air travel demand can be affected by changes in the prices and service quality of other modes. For short-haul routes (markets) the relative price and service attributes of auto and train would need to be included in any model; particularly for short-haul markets such as low cost airline. Failure to include the price and service attributes of substitutes will bias the elasticity. For example, if airfares increase and auto costs are also increasing, the airfare elasticity would be overestimated if auto costs were excluded. The entry of low cost carriers leads to lower fares for a subset of traffic and competitors will offer a supply of seats to match these fares. Lower average fares should lead to lower demand elasticity estimates, while increases in the number of competitors in the market will lead to higher demand elasticity estimates. 2. How ‘low cost carriers such as Ryan air able to achieve cost savings? Fixed Costs and Variable Costs. Ryan airs business model is focus around its general low cost philosophy. That is Ryan air attempts to cut all non value adding activities as it strives to drive costs down to the total minimum. Below are typical examples how it drives its downwards which include selling directly to its customer over the internet or over the phone rather than via agents and middlemen, thus saving commission cost and administrative cost. Ryan air is a ticketless as most of it customer buy over the internet, in return for a booking reference that is exchanged at the checking counter at the airport for a boarding pass. The airline has no in flight meals which is a cost saving measure that cannot be much inconvenience to its customer since all Ryan air flights are short haul. Nevertheless has subcontracted catering services on its flights where customer can buy an in flight meal and drink should they wish which is another way of driving price. Cabin crew double up as cleaner and this helps Ryan air to promise a turnaround time at any airport of 30 min rather than 45-60 min that has FSCs been the norm. Another cost cutting device, is the typical example of the UK smaller airports such as London Luton, cheaper to fly to from than bigger airports such as Heathrow which it is use at least as its base as they are less congestion and facilitate turnaround times for aircraft to be a lot shorter. Fixed Costs Fixed Costs are defined as the Total costs that do not vary with the amount of output produced (John, S. 2005:82) Ryan air as a LCC operate in the environment of high fixed cost, fixed capacity in the short term, a perishable product and seasonal demand. Virtually all of airlines costs can be considered fixed. The cost of the capital tied up in the plane, the fuel it take to fly the route, the crew it will take to staff the ground and flight operations insurance, rent, etc†¦ All these cost are fixed once the company decides to fly a particular route and the variable costs associated with serving another passenger on the flight are figure lively peanuts. Ryan air generates sufficient revenue through ancillary services such as car rentals, accommodation, currency, travel insurance, transactions, refreshments, to cover variable costs and offset at least some fixed cost. Management believes that providing these services through the internet allows Ryan air to increase sales, while at the same time reducing costs on a per unit basis. Variable Costs Variable Costs are defined as the total costs that do vary with the amount of output produced (Sloman, 2005: 82) The relatively low variable costs associated with many capacity- constrained Ryan air allow for some pricing flexibility and give operators the options of reducing pricing during low demand times. Ryan air always seeks for low variable costs. Below are factors that help Ryanair to maintain a low variable cost: * One type of aircraft, management believes that its strategy of limiting its fleet primarily to three variants of a single type of aircraft from a single manufacturer enables it to limit the costs associated with personnel training, maintenance and the purchase and storage of spare parts, as well as affording greater flexibility in the scheduling of crews and equipment. * Pricing is based strictly upon revenue maximization process that matches the aims and objectives of prices elasticity of demand * Internet booking which cut paper and administrative costs * No airport sales offices/ no cancellations * Charging a surplus for excessive baggage * Maximization of seat capacity per plane Use of less expensive airport as ‘Ryan air been offered incentives is a controversial one Ryan air director of communications. Ryan air further endeavours to reduce its airport charges by opting, when practicable, for less expensive gate locations as well as outdoor boarding stairs rather than more expensive jet ways. Ryan air has entered into in agreements on competitive terms with third party contractors at certain airports for traveller and aircraft handling, ticketing and other services that management believes can be more cost resourcefully provided by third parties. Management attempts to obtain competitive rates for such services by negotiating multi-year contracts at prices that are fixed or subject only to periodic increases related to inflation. One of the typical example is the price of aviation fuel which is directly related to the cost of oil but Ryan air control this through hedging. All these factors listed above contributed to a low variable cost of Ryan air, a key component in any successful yield management system and provide an opportunity for leverage against its major competitors. 3. Critical analysis of the issues involved in the following article: ‘BAA Airports: Notice of release of interim undertaking Bibliography

Economic Benefits of the Commonwealth Games: Manchester

Economic Benefits of the Commonwealth Games: Manchester Economic benefits that Manchester gained by hosting the Commonwealth Games 2002 This paper discusses Manchester’s hosting of the 2002 Commonwealth games, and how it was used as a catalyst for urban regeneration. It discusses the theory and history behind hosting Mega events.  The rationale behind cities bidding for mega events has shifted. They bid not only to raise the image of their city on the world stage, button use the new facilities as a catalyst for urban regeneration. The Manchester case study is drawn from the local council websites and reports published during and after the event. This gave an insight into the long term economic gains for the city. The paper concludes that the hosting and the urban regeneration were successful for Manchester. This success has promoted other cities to bid for Mega events. 2.0 Introduction There are three advents that are described as mega events, the Football world cup, the Olympic and Commonwealth games. These events are held every four years, with cities around the world bidding to host them. For the purpose of this paper the discussion will be on the Olympic and Commonwealth games. The main Focus will be on Manchester hosting of the2002 Commonwealth games. Mega events as steeped in tradition, they are a platform for host cities to show what they can do. Cities plan for them years in advance, putting their bid forward so they can succeed on the world’s stage. When a city is successful in a bid, there are other cities that are disappointed. This paper discusses Manchester’s successful Commonwealth games bid after two failed Olympic bids. When a city hosts a Mega event it is in the public eye, everybody remembers the spectacle of the opening and closing ceremonies. What is not so public is all the planning behind the scenes, committing resources to the success of the games. These resources are committed at an early stage; the bid has to be viable to be considered. The rational for hosting games has shifted from the prestige associated with the attention of the world’s media, to a tool for regenerating rundown areas of the host city. Therefore the planning of the venues has shifted from temporary buildings, to long term facilities for the local communities. Some cities hosting mega events are looking at the long term usage for the new facilities after the event, in the past a lot of these buildings were built as temporary structures and pulled down shortly after the closing ceremony. This is viewed by some commentators as waste of resources, with prolonging the life of these buildings cities, can benefit long after the games are finished. This shift has attracted new cities to bid for Mega events, with the justification that it will lead to economic growth both short and long-term. The benefit can be two fold, raising the image of the city and regenerating a rundown area. Although not all host cities have been successful at obtaining growth, some are still repaying the debt that was run up to host the games. The resources that each city has ploughed into holding these prestige games are immense. To succeed they require the backing of local residents, council, sports providers, grants, the government and their agencies. This should be incorporate at the planning stage to increase the chance of a successful bid. The value to local residents of a city hosting a mega event is immense in economic terms. It is not only the new facilities that can generate income, if the games are a success, the city can attract tourism long after the event. The games cannot be viewed in isolation of the sporting stage, there is the build-up to the bid, the planning of hosting the games and the long term value they van add to the city. All these factors make up a successful mega event bid. Manchester spent a long time planning for the games. This is illustrated in the time line that appears in the appendices of this paper. This was not an easy ride, as financial problems affected the plans. Manchester overcame these and held the 2002 Commonwealth games. 3.0 Aims and objectives The aim of this paper is to assess the economic impact of cities hosting mega event; this will concentrate on the 2002 common wealth games held in Manchester. The objectives are †¢Ã‚  An in depth analysis of the history of mega events, with the resources and planning to host such an event   †¢Ã‚  An analysis of the economic benefits that can be gained and the disadvantages of hosting a major sporting event. 4.0 Methodology This chapter discusses the research methods used for the project and the rationale for their choice. It discusses methods that were not used, with justification of why they were not included.  Included is a critique of methods selected, and with hindsight identifies any changes that would have enhanced the research.   This paper critically evaluates the impact of the 2002 Commonwealth games on the city of Manchester. This paper will investigate the economic impact of a mega event and the subsequent urban regeneration. This will be compared to other host cities, both with the Commonwealth and Olympic games. Selection of the topic was stimulated and formed out of heightened publicity on the topic. The aim of holding the games was not only publicity for the city but to use it as a tool of urban regeneration. The nature of the research was discussed with colleagues and fellow students this not only added practical ideas and suggestions, it opened new avenues of thought.  This was the discussed with lecturers sounding out ideas, gauging opinions and clarifying the question.  Focusing in on the question was obtained by employing relevance trees, narrowing the research area.  This gave direction to the research, although with reviewing the literature this changed several times (Buzau, J. 1995).   Next, a research proposal was compiled, with the benefit of organising ideas and setting a time-scale for research.  Theoretically, the proposal would highlight any difficulties with the research question and access to data.  Creating a time-scale would focus on targets and meet deadlines in the completion of the paper.   The literature review, discussing theories and ideas that exist on the topic formed the foundation of the paper.  The findings from the research are then tested on theories for validity (Saunders, M. et al1997).  The literature review was challenging, there is very little academic research on the topic area. Most of the literature focused on individual’s performances at the games, and the impact of hosting the Olympic Games. This information proved relevant in understanding the justification for bidding for mega events. Journals and newspaper articles were the back bone for the review, together with internet sites and reports. Tertiary data sources, such as library catalogues and indexes were used to scan for secondary data.  This produced journals and newspaper articles, and Internet addresses.  With the amount of literature, it took time to sort out relevant material to the research.  Narrowing down the search Bell’s (1993) six point’s parameters was applied.  Applying key words that were identified in the first search produced relevant and up-to-date material (Bell, J.1993).  A limitation on the literature search was the amount of time to read all articles and books on the subject. Whilst reviewing the literature references to other publications were followed and reviewed.  Bells checklist on identifying the relevance of literature found was a practical method to reduce the amount of reading (Bell, J. 1993). A case study on the impact on the city of Manchester of the 2002Commonwealth games was chose to replace primary research. This would report the actual benefits gained by staging such a major event. There is a lot of information presented in articles on the benefits of hosting Mega games, but little on the problems.  Therefore a lot of information was rejected due to the bias of the content. Articles and web sites were used to form a picture of the impact. This would then be compared with the literature and previous host cities To produce primary data the success of a mega event proved to be vast task, taking a lot of time to produce results. Internal and external operations of several organisations, providers, spectators and competitors would have to be compared to reach any level of validity. Instead it was decide to review a case study. This was then compared to the literature review. 5.0 Literature Review This section will review all the relevant literature on mega events, including cities that have bid and hosted them together with the history of the games. The review will also discuss the rationale behind bidding and the benefits it can bring to a City who hosts an mega event. 5.1 Mega Events Mega events are regularly defined as special events, these have unique status. Hamilton, (1997) characterise these events containing similar features, including international dimensions, short-termed, and may be either a one-off occurrence or conducted on a regular cycle. From the literature, size emerges as a dominant distinguishing feature separating mega from non-mega events. Both the Olympics and the commonwealth games fall into this category, they are international, short termed and held on a regular cycle. They are held every four years, at different locations (Hamilton, L 1997:124). Sporting events are rapidly increasing in popularity as a means of attracting attention to particular geographic locations (Getz, 1998).Increasingly, cities are basing their marketing around Mega events(e.g. Manchester and the Commonwealth Games), in order to maximise the benefits to be achieved from event-driven tourism, sponsorship, and media exposure. Sporting events make up an important part of the overall Mega event industry. In reality there are a limited number of Mega sporting events that exist. This has led to fierce competition among cities to be successful in winning the business of playing event host (Getz, (1998) cited in  Westerner, H et al 2002:303). 5.2 Resources Required The size of an event can be discussed in four different ways. First is determined by the noticeable involvement of national and regional government authorities. Government agencies provide an event with the development of policies, infrastructure or making resources available supporting the attraction of events to major cities  (Westerner, H teal 2002). Higher technical competencies are required, such as advanced facilities, suitable event location and skilled personnel; these are directly related to size of the event. The demands placed on services provided by host cities to deliver an event is of superior quality when compared to other event types. The technical competencies must satisfy number of requirements. This includes the technical standards set by international federations pertaining to competition, non-competition elements (accommodation and transport) and personnel issues competition management, and personnel issues  (Westerner, H et al 2002). The higher competencies are a requirement for the event management team, made up of both bid and operational teams, it is composed of expert people capable of carrying out professional relations with event owners and organisers prior to and throughout the event as well as having the technical expertise to stage the event  (Westerner, H et al2002). The hosting City requires broad support from both direct and indirect stakeholders. Overall approval must come from the general public, government, (target) markets and other business sectors. The large amount of capital invested from the public purse in bidding for and staging an event, it is essential for strong community support for the process (Ernst Young, (1992) cited in  Westerner, H et al2002:305). 5.3 Planning for the Games International and worldwide events are more important now than ever before. In most countries major events are significant to all levels of society and institutions, whether at local or national level. Sporting events dominate large sections of the press, television and radiobroadcasts. Therefore event management has become an industry in its own right, with both specialist organisations and individuals(Torkildson, G 2005). The decision making process for the bid will develop a long term strategic plan (Johnson G, , Scholes, K 2004). This strategy is the direction and capacity of an organisation, (i.e. the committee forth games) which achieves advantages through its configuration of resources within the changing environment. The strategy answers both the questions where do you want to go? and how do you want to get there?  The first question is answered when the bid is accepted and the second is answered when the strategies are planned (Mullins L2005). Planning is the first stage of implementing the development of the city for the capacity to hold the games. Managers are required to step back to look at the environment, competitors, market place and review both the internal and external strengths and weaknesses. A SWOT analysis will focus the managers on both internal and external factors that can affect a new strategy. The host city must recognise its strengths and utilise them, and reduce weak areas through planning (Groucutt, J. teal 2004). Managerial decisions are made to identify what is required to implement the new strategy. What are the new resources are required? I.e. Property, finance or employees, and how will the city gain these resources?  Then the risk should be assessed for its long term value to the host. Strategies should not only be considered on how they will affect existing resource capabilities, but also if needed new resources and how they will be controlled. The costs to the host should be weighed against the long term gains, and if needed it can be reviewed, accessed and amended accordingly (G, Johnson K, Scholes, 2004). Mega Events are a dynamic and multi-dimensional phenomena, there are at the same time, urban events, tourist events, media events and international global events. They are the subject of collective corporate recourse, with action in each of the sections. Therefore amulet dimensional approach is required in the planning and managing of the games. This requires multi-disciplinary team based approach(Torkildson, G 2005).   5.4 Marketing Kilter et al (1993) identify several target markets to which place marketers direct their attention. These include visitors’ athletes, officials, spectators and the media, residents and workers, business and industry, and export markets. The focus of sporting events is on the visitor segment, including business and non-business visitors. Business visitors include persons who travel to a place for meetings, conventions, to inspect sites or to buy or sell a product. Non-business visitors include tourists who travel to see the place and travellers who are visiting family and friends. Individuals travelling to particular destination to attend the event or teams and participants attending events as well as organizing committees and such can also be categorized as non-business visitors (Kilter, P et al 1993). The increase in the competition and the globalisation has not only saturated the extent of competition in the markets but mainly saturated the target markets itself as argued by Brassington and Pettit (2003).This is mainly because of the fact that the high level of competition among the participating organisations in a given market segment has increased the product range leaving the customers with an endless variety of products to choose for satisfying their requirements. This level of saturation has also increased the need for further development in the market in order to achieve competitive advantage as well as sustainable growth in the business (Brassington, F and Pettit, S 2003). Therefore mega events will if correctly marketed stand alone as a once only product. This product offers a unique entry into a market, there is little comparative competition, although all sport and leisure will compete for their market share. Although a Mega event is no normally at the same level as the existing competition. This approach is accomplished through the geographical spread either nationally or internationally by the host (Lynch, R 2003). The domestic and/or international media, coupled with the selling of broadcasting rights, are important characteristics of mega events The support of the media prior to or during an event guarantees exposure and consequently raises world-wide awareness of the event and host city. The 2000 Olympics in Sydney generated in excess of $1.3 billion in revenue from broadcasting the Games, indicating the substantial financial returns for event owners, organisers and the host city brought about by media support for the event ( Westerner, H et al2002). 5.5 Sponsorship Corporate sponsorship of sports and other events is one of the fastest growing forms of marketing communications used to reach target audiences. The rate of growth in sponsorship expenditures is greater than for traditional media advertising and sales promotion. Corporate spending on sponsorship worldwide was estimated to grow 12 present in2001 (Roy, D and Cornwell, T 2003). Sponsorship is viewed as a means of avoiding this clutter by enabling sponsors to identify and target well-defined audiences in terms of demographics and lifestyles. Linking a brand with an event via sponsorship enables firms to gain consumers attention and interest by associating with events that are important to them. Despite the increased use of sponsorship to reach market segments there has been little research on the impact of sponsorship on consumer behaviour(Roy, D and Cornwell, T 2003). While sports sponsorship activities range from providing athletes with uniforms to funding entire stadiums, the basic principle behind such sponsor ships appears to be their proposed ability to increase brand equity by means of enhancing brand image. There are several key goals associated with corporate sponsorship of events such as (1) enhanced brand image via associations with positively perceived events; (2)increased goodwill via perceptions of corporate generosity; and (3)elevated brand awareness due to increased exposure (Miyazaki, A and Morgan, A 2001). The high prices paid for Olympic sponsorships reveals that at least some organisations find these efforts to be worthwhile. This is illustrated by comments from top corporate officials that the Olympics are â€Å"the most important marketing opportunity of the decade† and management suggestions that this investment will heighten global recognition and increase revenue (Miyazaki, A and Morgan, A 2001:9). 5.6 Tourism In the 1980s and 1990s, political, economic, and technological developments that led to the global economy became a feature of the environment within which cities compete for economic growth. This trade in goods and services has become increasingly open and internationally competitive; cities had to compete with cities from around the world for investment capital, businesses, and tourists. Cities such as New York, London, and Tokyo have become â€Å"global or world† cities in the urban hierarchy. These cities contain the largest variety of cultural and entertainment facilities of the highest quality, such as museums, galleries, opera houses, theatres, and concert halls (Burbank, J et al2002) Therefore other cities are a disadvantage when competing for tourism. The pursuit of hosting a mega-event is a mechanism for economic growth. This strategy relies on obtaining a single event large enough to be seen as a way to generate future economic growth. Many events can bring tourists and attention to a city, but the mega-events sufficiently large that it creates a single focal point and timeframe for completing event-related development. It is also noted that stadiums and sports teams are luxuries that financially strapped cities can ill afford; therefore holding a mega event can provide the city with these facilities for the future (Burbank, J et al 2002) The number of tourists to an area where a mega event is due to take place increases.  Individuals are drawn to destinations because of omega (sporting) event rather than the region itself. For example, tourism estimates of visits to Sydney between 1997 and 2004, as direct response to the Olympic Games, have been set at 1.7 million. Actual visits for the period during 2000 have been estimated to be 20 percent of this total (Forecast, 2001). Arising from the growth of the tourism industry has been an emphasis on place (or city) marketing and promotion and the emergence of mega sporting events to support and enhance this promotion. Place marketing represents the techniques utilised by certain organisations to raise the awareness of their particular destination to specified target markets.  Promotional objectives relate to capturing the attention of international visitors and to providing information in an endeavour to entice them to travel to a specific destination (Moutinho, L and Wits 1994). 5.7 Attendance of Events A standard set of economic factors would be expected to affect demand for attendance. Price of admission and, more generally, the opportunity cost of attendance (including cost of travel, car parking, food and beverages at the venue, and programme), would be predicted to be negatively related to attendance. Income of the potential audience at sporting contest, and size of population in the potential market for contest, would be expected to be related positively to attendance. Availability and price of substitutes would also influence attendance. Some substitutes might be considered â€Å"direct†, such as the live broadcast of the event. Other substitutes will be â€Å"indirect†, for example, attending a different sporting event or contest; or other types of entertainment alternatives such as theatre or movies (Borland and  Macdonald, R 2003) Macroeconomic factors could have an impact on attendance such as threat of unemployment. Although it has been suggested that attendance at sporting events may constitute a social outlet for unemployed persons, therefore the attendance is higher as the rate of unemployment increases (Borland, J and  Macdonald, R 2003) The infrastructure of the venue has a direct impact on attendance to the events. The quality of viewing, the facilities at the stadium, the quality of seating; the impact of adverse weather conditions; distance from contest and extent of vision to different parts of the sporting field. Catering and bathroom facilities can also have an impact(Borland, J and  Macdonald, R 2003) 5.8 Economic Benefits The national government’s involvement in bringing events to a city is on the increase. The level of spending dedicated to biding for an event demonstrates the strength of governments backing. This is to the detriment of the competition with other (cultural) activities undertaken by government and other interest groups. Openly supporting abide increases the pressure of accountability to the public and hence support will only be given, if it is clear that justifiable and measurable benefits for all stakeholders are generated by hosting the event (Westerner, H et al 2002). The economic activity associated with staging mega sporting event can create significant economic benefits for the host destination. Howard and Crompton (1995) defined the economic impact as â€Å"the net economic change in a host economy that results from spending attributed to sports event or facility†. Economic impact studies enable the quantification of the benefits to a community to be ascertained in order to justify the investment in the event (Howard, D and Crompton, J1995:55). The Olympic Games provide an obvious example of significant economic contribution by a mega sporting event. The 1984 Los Angeles Olympics made a profit of US$125 million with the Seoul Olympics exceeding that profit by a further US$50 million. Outcomes of this magnitude serve to encourage cities to bid for high status events (Law, C 1993). In September 1990, Atlanta won the bid to host the 1996 Summer Olympic Games. In spite of the approximately $2.5 billion price tag, the benefits derived from hosting the Olympic Games were expected to outweigh the costs. Positive media attention, construction of facilities and infrastructure, and employment increases were identified as the primary beneficial output of this massive endeavour. The cash in flow during mega games is relatively easy to identify, the legacy â€Å"of the games in terms of long-term benefits is more difficult to measure. The positive employment impact of the 1996 Summer Olympic Games, led to a 17% increase in long term employment in the surrounding area (Hotchkiss, J et al 2003). It must be noted at this point that not all events are successful financially. While focusing on the economic benefits presented by mega sporting events, there are significant financial burdens that such events place on host communities. This financial commitment to events often requires a degree of community assistance through public funding. The external benefits associated with mega sporting events enable this financial assistance to be classified as an investment, with clear reciprocal benefits to the host community (Westerner, H et al 2002). Once the mega-event policy is underway, extra-local interests become increasingly vital to a successful outcome. Hosting modern games requires the authority and cooperation of not only the host city, but other state and local governments and agencies as well. Moreover, the financial demands of the games require support from local public and private sources, but are increasingly dependent on multinational corporations and the government (Burbank, J et al 2002). Several global cities have had their fingers burned by over ambitious sports development plans. Sydney found itself in trouble finding permanent use for Stadium Australia. The Manchester bid, while ambitious, was also realistic. It already had the G-Mix Centre and MEN arena, Old Trafford and Maine Road football grounds. It has added to this the velodrome, an aquatics centre, Sport-city, and the City of Manchester stadium. These facilities are part of the long term regeneration, the aquatic centre has been appropriately sited for the city’s three universities; Sport-city is to become one of 10 regional centres of excellence in sport; and the stadium will be used jointly by Manchester City football club and community teams (Anonymous 2002). 5.9 Urban Renewal The Olympic Games are regarded as the world’s most prestigious sporting occasion. They are typical of mega events in that they are transitory, bring short-term international participation and attention and can have long-term consequences for the host city. There is considerable investment in both sporting facilities and the supporting infrastructure, although after the games these then become legacies to the host city.  The costs involved in hosting the Games are now so high that host cities can often only justify the expenditure when it is seen as leading to a major programme of regeneration and improvement (Essex’s and Chalked, B. 1997). Harvey (1989) has discussed that urban policies to compensate Forde-industrialisation have become more proactive and entrepreneurial often involving some form of interurban competition for jobs and investment. The use of ‘urban spectacles’, such as major sporting events, as a strategy for urban renewal are being seen as one of the main products of post-modern society This is also a means by which cities express their personality, enhance their status and advertise their position on the global stage. Urban politics have shifted to ales bureaucratic, more entrepreneurial and autonomous stance (Harvey 1989).  An example of these new urban politics is Manchester’s Olympic bids of the 1980s and 1990s, in which local government-based decision-making and bureaucratic politics were essentially replaced bay dynamic business leadership (Essex, S and Chalked, B. 1997). For the host cities there is important justification for bidding to stage the Games, particularly in recent years, the stimulus to economic development and urban regeneration. The event can promote economic activity as a result of the jobs created by the vast numbers of tourists visiting the city before, during and after the event. The construction of sports facilities can also play a role in programmes of urban renewal by, for example, introducing new sporting and recreational facilities into previously under-provided areas. On broader scale, preparations for the event can also provide a means of justifying new investment in transport infrastructure and in projects to enhance the city’s landscape and physical appearance (Essex, S andChalkley, B. 1997) 5.10 History of Mega events There are several games that are held on a four yearly cycle; these include the Olympics, Commonwealth, and the world cup. Each has grown in stature with more cities bidding for the right to stage them. The information below was extracted from both the Olympics and Commonwealth Games web sites. The first Commonwealth Games were the product of discussions and ideas shared over a thirty year period. John Cooper proposed sports and cultural gatherings for English speaking nations in 1891. In 1911 sport competitions were part of the Festival of the Empire in London, in which athletes from England, Canada, South Africa and Australasia competed (www commonwealthgames.org). The first games in Hamilton Ontario, Canada consisted of six sports, with around 400 athletes from 11 nations. The name of the games has changed frequently. The first four games were known as the British Empire Games. The name was changed to British Empire and Commonwealth Games for the 1954-1962 editions. From 1966 to 1974 the name British Commonwealth Games was used and from 1978 to the present the Commonwealth Games Kuala Lumpur, Malaysia hosted a very successful 1998 edition of the Commonwealth Games. The Queen’s Baton was carried to the stadium on an elephant and presented to Prince Edward by Malaysia’s first ever Commonwealth medal winner Kohl Eng. Tong, a bronze medallist in weightlifting from the 1954 games   The Olympic Games are steeped in history. Today, the Olympic Games are the worlds largest pageant of athletic skill and competitive spirit. They are also displays of nationalism, commerce and politics. These two opposing elements of the Olympics are not a modern invention. The conflict between the Olympic movements high ideals and the commercialism or political acts which accompany the Games has been noted since ancient times According to legend, the ancient Olympic Games were founded by Heracles son of Zeus. Yet the first Olympic Games for which we still have written records were held in 776 BCE (though it is generally believed that the Games had been going on for many years already). Approximately1500 years later, a young Frenchmen named Pierre de Coubertin began their revival. The revival of the ancient Olympics in 1896 attracted athletes from 14 nations. The largest delegations came from Greece, Germany, France and Great Britain. Winners were awarded a silver medal and an olive branch   To conclude the games are steeped in history and are a prestige event for any city to host. They can raise the city’s image on the world wide stage, thereby attracting tourism in the future. But an emerging factories they can be a catalyst for urban regeneration, therefore the value of holding the games can be immense to host city, if it is conducted right.   6.0 Case Study Manchester This section will present the facts of Manchester successful bid forth 2002 Commonwealth games. The information is from the City Council’s web site, reports and articles. The second part will pre Data Vault in Data Warehouse: Advantages and Disadvantages Data Vault in Data Warehouse: Advantages and Disadvantages Applications, Implementation, Merits and Limitations of Data vault in Data warehouse Abstract Business companies face many challenges in exploiting and analyzing data held in diverse sources. Data vault is the latest data warehouse methodology which caters the business needs of flexibility, scalability, agility and large volume of data storage which the prior existing models fail to bestow. Brief data vault architecture, applications of data vault to improve technologies, merits and limitations of data vault are proposed in the review. Data vault 2.0 a latest methodology which can overcome certain limitations of data vault is also proposed. Keywords-Data vault; Data vault 2.0; Data Warehouse Data warehouse is a subject-oriented, integrated, time-varying, non-volatile collection of data that is used primarily in organizational decision making. It is a specially prepared repository of data. While Building a data warehouse, aspects such as data modelling, management of business project, risk management, user or organization requirements must be taken into consideration. For many years, Data warehouse architecture consisted of Inmon or Kimball methodology. Each methodology design has its own pros and cons but are unable to meet the requirements of handling large volume of data processing and re-engineering of data. Inmon stated that data warehouse is a duplicate of transactional data that is specially structured for the purpose and analysis and querying. It a data driven model where the data is loaded without knowing in prior the user information. In this model data warehouse and the data marts are separated and have their own storage, scalability and traceability in response to the user requirements. It is time variant, non-volatile, costly and not user-friendly. Kimball made an innovative approach by making the data warehouse more user friendly by the concept of dimensional modelling. It is composed of facts and dimension tables which provides user the necessary information for decision making. The Kimball data warehouse is consistent of data marts making the initial cost lesser. The Kimball data warehouse is consistent of data marts making the initial cost lesser. With large amount of data from multiple sources and regular business rules changes, Inmon and Kimball data modelling approaches become less effective. Hence a better evolved model of data vault is created by Dan linstedt. The Data Vault is a detail oriented, historical tracking and uniquely linked set of normalized tables that support one or more functional areas of business. It is a hybrid approach encompassing the best of breed between 3rd normal form (3NF) and star schema. The design makes the model efficient to store large volumes of data and changes of business rules do not require changes in the data warehouse hence it is cost efficient and user friendly. The data sources are in 3rd NF and data marts work in star schema. The data vault components are Hubs, Links and Satellites. Hubs contain the unique list of business keys and depicting core concepts of business such as customer, sales and are vital to identify and track their information. Business keys should have historical uniqueness. Links are the connections that relates two or more business keys and other links. The hub imposes the links granularity in relation to the link. Satellite contain the descriptive data that provides context to hubs and links business keys and contains only one parent table. When data changes occur in data warehouse, the descriptive changes are captured in satellites. Two major technological works is reviewed where data vault is applied to increase the system and business performances: 1. Droid vault a trusted data vault for android device and a guaranteed platform that provides sensitive data protection from malicious softwares for data owners. The model contains two layers of data storage, the green layer where the secure data are processed and the red layers that processes the unsecure data. Droid vault has three components 1. DPM maintains a secure channel for secure data transfer. The sensitive data are encrypted before the data is sent from the droid vault to the android file system. The Bridae module acts an interface. The I/O module secures the user input and display. A unique public/private key is set up for authentication which is one time registered password in the droid vault for secure data transfer to the untrusted android OS users. The design of DV hence provides confidentiality and integrity of sensitive data. The limitation of the model is: a secure environment will provide limited storage hence the data is moved to the untrusted android filesyste m. This downside requires additional extra encryption process in the droid vault. 2. Data vaults database technology for scientific file repository. Scientific researches is need of efficient technology to explore and manage high volumes of data storage which is rapidly increasing. Hence a data vault technology for storing large volumes of scientific data is constructed. Metadata managed by workflow systems or the file names let researchers search for data. DBMS can approach this issue by processing information at the data storage site, providing malleable query use to analyze and reduce information to TB of data. The limitations of this approach are 1.it is tedious and costly to load the state of art DBMS and DMS will not support specific scientific domain file formats. The solution to this problem in MongoDB data vault. The data vault components are: 1.the data vault wrapper facilitates communication with metadata external file repositories and data access. The virtual data warehouse structure is managed by the data vault cache. The data vault optimizer searches the best query execution plans. The data vault hold the data in it s original place format and parallelly allows transparent metadata and analysis, access of data using query language. The main advantage is the business rules can be applied in advance before the actual loading of data. Hence data vault provides extended functionality and flexibility. Structural information is separated from descriptive information for reasons of flexibility and avoidance of re-engineering in the case of a change. The Data Vault allows parallel loading of data and suitable for processing large amount of data when compared to the previous available techniques. The data are not processed or filtered. Change of data are never done and can process large amounts of data. Flexible, scalable and integrated data model and agile ready and final exploitation of data is not allowed. Data Vault is only power user accessible. Data in the Data Vault is not cleansed or quality checked and the benefits of data vault are indirect but very real. Data backup is necessary for the business and more up-front is required for long term payoff. The data vault architecture may be flexible and scalable but does not guarantee the reports generated are fully correct. Data Vault model introduces many joins and integration problems also unstructured data cannot be processed. Data must be made into information BEFORE delivering to the business. Data vault 1.0 is devoid of snowflake data model. Most of source data typically are not tracked by change hence forcing a re-load. Metadata must be defined in column based level for the business for storage paradigm to make sense. As the complexity of business rules increases the possibility of parallelism and scalability decreases. Scalability decrease will result in more time consumption for amount of information that is passed for processing. Data vault 2.0 is the latest data warehousing methodology which is a novel and improved version to overcome certain downside of data vault 1.0. The advantages are: 1) The must use of hash key as surrogate key enable the flexibility of data loading in parallel due to independent between satellites therefore paving way for usage of unstructured data in data vaults. 2) Data Vault 2.0 is zero dependency type architecture. The data across different can be joined easily, hence allowing data vault to be built in multiple platforms and can adapt better to changes. CRITICAL ANALYSIS Due to demand of processing large volumes of data and continuous changes in the business rules, data vault model is superior to Inmon and Kimball methodologies in terms of flexibility, agility and scalability and cost. The data vault 2.0 plays a critical role in minimizing certain important drawbacks. Data vault methodology should be more evolved to overcome the current limitations thereby providing better business and user solution. CONCLUSION The data vault methodology proves to be an excellent solution for the data warehouse for reasons of agility, flexibility, scalability etc. The data vault design make the model very effective for storing large volumes of data. The technology applications such as droid vault and data vault for scientific repositories have been modelled with use of data vault was benefitted in terms of security and storage and more. The data vault is advantageous but also has its limitations. Some of the important limitations are overcome by the latest data vault2.0 methodology. The data vault limitations should be overcome effectively by understanding the business and user needs and create more solutions in a cost-effective way in line with requirements. REFERENCES Stuart Lewis, Lorraine Beard, Mary McDerby, Robin Taylor, Thomas Higgins, Clarie Knowles, Developing a Data Vault, The International Journal of Digital Curation, Vol 11, No 1 (2016) Milena Ivanova, YaÄÅ ¸iz Kargin, Martin Kersten, Stefan Manegold, Ying Zhang, Mihai Datcu, Daniela Espinoza Molina, Data vaults: a database welcome to scientific file repositories, IEEE, Computing in Science Engineering ( Volume: 15, Issue: 3, May-June 2013 ). Lamia Yessad, Aissa Labiod, Comparative study of data warehouses modeling approaches: Inmon, Kimball and Data Vault, IEEE, System Reliability and Science (ICSRS). Xiaolei Li, Hong Hu, Guangdong Bai, DroidVault: A Trusted Data Vault for Android Devices, IEEE, Engineering of Complex Computer Systems (ICECCS), 4-7 Aug. 2014. V. Jovanovic, D. Subotic, S. Mrdalj, Data modeling styles in data warehousing, IEEE, Information and Communication Technology, Electronics and Microelectronics (MIPRO) William Inmon, Derek Strauss, Genia Neushloss, DW 2.0: The Architecture for the Next Generation of Data Warehousing.

Food in Afghanistan :: essays research papers

Food in different countries can be very interesting. There are many different practices and preparations for different styles of food. In Afghanistan, everything is repaired by the woman. This is due to the fact that in their country, women are of a lesser value then men. This is all changing as the country is being reborn after that unfortunate incident involving Asamu Bin Laden. In Afghanistan, Afghans are under Islamic laws and controlled in all aspects of life. Most of them are divided into clans and groups who follow centuries-old customs and religious practices. For Afghans, Shab-Barat is a time for them to give bread and sweets, such as Halvah, to the poor. They do this to honor their god Allah. Also, they light off fireworks in his name. Before sitting down and enjoying a meal in Afghanistan, you may find yourself preying to their god and thanking them for your meal, relative to what most families do here in America. So far that I have read, Afghans usually use their fingers or some sort of sharp object to pick up their food and eat it. I know it sounds barbaric, but I can see how it would be hard to be civilized in that country. Being under the rule that they were and then being bombed. Life in Afghanistan must be low quality as of now. Afghanistan lately has been trying to establish a government and fix their broken culture which needs heavy mending. Afghan Chicken Recipe Amount  Ã‚  Ã‚  Ã‚  Ã‚  Measurement  Ã‚  Ã‚  Ã‚  Ã‚  Ingredient  Ã‚  Ã‚  Ã‚  Ã‚  Preparation Method 2  Ã‚  Ã‚  Ã‚  Ã‚  large  Ã‚  Ã‚  Ã‚  Ã‚  cloves garlic  Ã‚  Ã‚  Ã‚  Ã‚   1/2  Ã‚  Ã‚  Ã‚  Ã‚  teaspoon  Ã‚  Ã‚  Ã‚  Ã‚  salt  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  cups  Ã‚  Ã‚  Ã‚  Ã‚  plain whole-milk yogurt  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  tablespoons  Ã‚  Ã‚  Ã‚  Ã‚  juice and pulp of 1 large lemon  Ã‚  Ã‚  Ã‚  Ã‚   1/2  Ã‚  Ã‚  Ã‚  Ã‚  teaspoon  Ã‚  Ã‚  Ã‚  Ã‚  cracked black pepper  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  large  Ã‚  Ã‚  Ã‚  Ã‚  whole chicken breasts  Ã‚  Ã‚  Ã‚  Ã‚  about 2 pounds Long, slow marinating in garlicky yogurt tenderizes, moistens and adds deep flavor, so you end up with skinless grilled chicken that's as delicious as it is nutritionally correct. Serve with soft pita or Arab flatbread and fresh yogurt. Put the salt in a wide, shallow non-reactive bowl with the garlic and mash them together until you have paste. Add yogurt, lemon and pepper. Skin the chicken breasts, remove all visible fat and separate the halves. Bend each backward to break the bones so the pieces win lie flat.

The Historical Progression of African Americans Essay -- American Hist

Permanent struggle for civil rights by the African Americans accompanied the historical progression of the African American society (Booker T. and Fitzhugh W. 2002). The African Americans had struggled for many years to have the same opportunities as the white Americans. During this time, there was a civil war aimed at liberating the African Americans who had been made slaves by the principal white Americans. However, the civil war did not improve the lives of the African Americans in America. The struggle for equal liberties was a journey that began in the year 1865 and ended in the year of 1876. Today, America is a powerful nation with a difficult past that holds a bright future. People of diverse ethnicities and backgrounds can share the same rights, positions of power, education, and all other functions that were once only for the white people of America. Though African Americans suffered tough injustices in previous years, their commitment and determination enabled them overcome the adversities that they faced on a daily basis and win their battle. Many aspects of African American life such as politics, culture and social development allowed African Americans to gain power in the United States over time. They had displayed much of the same qualities as the white workers in America and would prove that their former life as a slave would not deter them from becoming economically independent and successful in America. Although this did not happen immediately, it shows that they were determined and ready to lead normal lives and take their rightful places in society and in th e economy. Several factors had contributed to the historical progression of African Americans. Many social, cultural, eco... ...Nazarene movements. The African Americans built many churches and schools that further expanded their religious faith. Several changes took place during the historical progression of the African Americans. During the historical progression that started in 1865, changes occurred in social, political, economic and religious aspects of the African Americas. These changes took place at different times and each had different impacts to the lives of the African Americans. At first, African Americans were facing political, economic and social oppression from the white Americans. After a long period of struggle and determination, changes appeared in different aspects that made the lives of African Americans better. Oppression ended and the economic position of the African Americans improved since they had gained high literacy levels and could access better paying jobs.

Survey’s Burger King, Wendy’s, Mcdonalds

Krystal Williams January 29, 2013 Intro to Marketing Marketing Strategies Assignment * McDonald’s * Wendy’s * Burger King 1. What age group is each targeting? * For McDonald’s the age group the restaurant is targeting will be from anywhere to 24-38 with children. * For Wendy’s the age group the restaurant is targeting the 24 to 49 year age group. * For Burger King the age group is targeting will be more for everyone from children up to the age of 50 year of age or older. 2. Do you agree with each one? Why/ or why not? Yes I do believe is the targeting rate for McDonald’s. McDonald’s is a family restaurant and the ideal place for kids and teenagers to go and sit down and eat. * Wendy’s is trying to give up on the fast food when it comes to the age group of 18-24 year olds. The chief executive Roland Smith said that â€Å"Wendy’s plan to target the 24-49 year age group. † I can kind of agree to what he is saying, because I don’t hardly hear people say I’m going to Wendy’s to grab something to eat, the main two restaurants I hear are McDonald’s and Burger King. Yes I do believe Burger King does target the age group from children to elder adults, because Burger King, because from my experience I see mostly everyone eating Burger King from children, to adults, and to elderly adults. 3. What changes in the technology environment have made it possible to YouTube to flourish? * YouTube can remind you of Google; when people want to look up something they just Google it. That is what YouTube is about. There are many viewers on YouTube uploading videos and watching videos. YouTube videos vary from music, movies, or how to do something. 4.How effective has YouTube between in distinguishing themselves from potential competitive? * YouTube corresponds to the mainstream media’s material to mass audiences. YouTube is controlled by viewers, listeners, and readers. 5. What technolog ical changes maybe on the horizon that could cause problems for YouTube? * The two only changes I can see that can cause a problem to YouTube will be sooner or later there will be a surcharge to having a YouTube account just to upload videos. Or something bigger and better comes out that can out do YouTube, like Facebook did to MySpace.

The Need for External Acknowledgement

The Need for External Acknowledgement in Shakespearean King Lear â€Å"The impermanence of power and place. That man had it all, but only for a time. â€Å"l –James Baker In William Shakespearean King Lear, the dialog in the hovel between Lear and Edgar, disguised as the mad beggar Poor Tom, represents the pivotal moment in Learner's path to redemption through self-discovery. Learner's path to self-discovery begins when he experiences a psychological struggle over the loss of his royal sovereign power and the loss of his role as a father.Shakespeare hints at Learner's brewing identity crisis when Reagan clarifies that Learner's problem is not only his age, but also his self-identity. Reagan states: â€Å"Its the infirmity of his age, yet he hath ever but slenderer known himself† (1. 1. 294-5). Later Lear questions Kent in disguise as the servant Caucus. Lear states: â€Å"Dost thou know me, fellow' (1. 4. 26)? 2 Another hint of Learner's impending identity crisis com es when Goner† states: These dispositions, which of late transport you From what you rightly are. (1. 4. 213-4) The identity crisis becomes clear when later in Act 1, Lear states: Does any here know me?Why, this is not Lear. Who is it that can tell me who I am? (1. 4. 217-21) Friedman, Thomas. â€Å"Power is Fleeting, Baker Reflects,† The New York Times, February 2, 1990. Secretary of State James Baker describes his reaction to seeing a former White House Chief of Staff from a prior administration, walking alone on the street without any of the trappings of power. !2 Shakespeare, William. King Lear. In The Arden Shakespeare King Lear, New York: Bloomberg, 2014. All future references to the text of the play will refer to this edition by listing the (Act/scene/line numbers).As he divides his kingdom and abdicates his throne, Lear tries to maintain a sense of elf-identity despite being surrounded by a changing political and social environment. Eventually Lear slips into ma dness as he struggles with a crisis of identity. Lear cannot resolve his identity crisis until he relinquishes his old self and accepts a new concept of selfless. Examining Learner's dialog with Poor Tom, illuminates Shakespearean method of communicating to the audience how and why Lear resolves his identity crisis.More illuminating than considering Learner's identity crisis through standard literary critical analysis, one can better understand Learner's struggle through a philosophical lens. The philosophical ideas George Wilhelm Frederica Hedge's regarding the formation of selfless, helps explain how Shakespeare presents his theme of self- discovery in King Lear. Hegel contends that inwardness of selfless can only develop in an environment which includes external social interaction. 3 As Lear encounters the storm, he finds himself at the peak of his psychological struggle. The storm prepares Lear to face his identity crisis.When Lear seeks shelter from the storm in the hovel, he s till holds on to a vestige of his former identity. Through his conversation with Poor Tom, Lear eventually emerges from the hovel enlightened and transformed with a new self-identity. Thus, through a Hegelian lens, King Lear is a play about social interaction and human nature. Consistent with Hedge's philosophy regarding the formation of selfless, Poor Tom serves as the necessary external interaction which Lear requires to unify his internal and external selfless. This paper argues that Shakespeare uses Poor Tom's feint at madness as a means for Hegel, George Wilhelm Frederica. Phenomenology of Spirit,† The Norton Anthology of Theory & Criticism. 2nd deed. Deed. Vincent B. Letch, New York: Norton, 2010. P. 541 . Lear to come into knowledge which enables Lear to resolve his identity crisis. Additionally this paper extends the argument by stating that without any interaction with a person independent of the kings former court, Lear could not achieve a new self-identity. Hedge's Philosophy of Self-consciousness The philosophy of self-consciousness as expressed in Hedge's essay Phenomenology of Spirit helps clarify how Lear resolves his identity crisis.A brief description of Hedge's ideas on selfless explain the connection to Learner's self-discovery. Hegel asserts that, achieving solicitousness requires the acknowledgement of the internal selfless by an external other. Hegel states: â€Å"self-consciousness exists in and for itself when, and by the fact that, it so exists for another; that is, it exists only in being acknowledged. â€Å"4 In defining selfless as a two-step process, Hegel asserts that the self has an internal component consisting of a conception of selfless and an external component consisting of a recognition of that selfless by another person.Thus, Hegel asserts achieving and maintaining self- identity requires uniting the internal and external views of selfless into a singular self-identity. Hegel states: â€Å"the notion of this its u nity in its duplication. 5 The duplication of selfless stems from a struggle for â€Å"oneness† which forces an adaptation in self-identity. 6 Thus, Hegel contends the resolution of an identity crisis cannot take place solely in the mind of one individual. Resolving an identity crisis requires external feedback. 14 Hegel, â€Å"Phenomenology of Spirit,† The Norton Anthology of Theory & Criticism. . 541 . 15 16 Taking a Hegelian approach to Learner's identity crisis, Lear must interact with and receive acknowledgement from another person, whom Lear perceives as not having a connection to the Kings former selfless. As a disposed king, Learner's identity crisis mains linked to the void created when he loses the trappings of power associated with his roles as sovereign and father. Learner's loss of political and family identity, creates a crisis that pushes him psychologically into unknown territory.Although not considering Shakespeare through a Hegelian lens, William Fles h indirectly supports this view in arguing that Shakespeare had an interest in phenomenology. Flesh asserts: â€Å"In Shakespearean plays self-origination manifests itself most fully under the pressure of loss. â€Å"7 In order to resolve his identity crisis, Lear must break free from what he knows and embrace the unknown. The external feedback Lear receives prior to his interaction with Poor Tom, only reminds the disposed king of who he once was, not who he can now become.Lear needs a completely new external source of acknowledgment not linked to his former roles as king and father. Such an external source of acknowledgement offers Lear a means by which he can readjust his selfless. A readjustment that can only come about without a connection to his already internalized former self-identity. Lear needs an interaction which can provide a new frame of knowledge in order to develop an entirely new understanding of his self. A close examination of the play, reveals that Lear experien ces such an interaction through his dialog with Poor Tom. The Storm: Preparing Lear to Encounter Poor Tom 17 Flesh, William.Generosity and the Limits of Authority: Shakespeare, Herbert, Milton. Ithaca: Cornell University Press, 1992. P. 87. By the time Lear meets Poor Tom, Shakespeare has already prepped Lear for his direct interaction with a representation of the common man from the lowest level within British society. In addition, Shakespeare provides the audience with a glimpse of Lear accepting an initial change in his selfless. The storm sets the stage for Learner's pivotal encounter with Poor Tom. The storm causes Lear to accept a deterioration or softening of his hardened selfless which he forged during his time wielding the power of an absolute monarch.Through the softening of his hardened selfless, Lear prepares to establish a new self-identity. During the storm, Lear comes to understand that as King of Britain, he ignored the daily struggles faced by the masses in Britain. In acknowledging the struggling masses, Lear takes a major step forward in acknowledging his own humanity and toward discovering his limits as a man. Only through his inward exploration, does Lear begin to find the self he was enable to experience as a king. As one can surmise, as king, Lear remained too focused on the hard calculated decisions of maintaining political power and wealth.But through the extremes of the storm, Learner's hardened selfless starts to soften. Initially Lear only feels sorry for himself and seeks revenge by challenging nature to destroy the entire world, but as the storm continues, Lear is able to develop empathy for others. In gaining the ability to express empathy, Lear opens himself to the community necessary to achieve self-discovery. Lear in stubbornness refuses to return to Gloucester home and enter back into investigation with his daughters. Kent tries in vain to let Lear, allow him to go back to his daughters and ask if Lear may reenter the home an d get out of the cold wet storm.Kent makes requests to Lear: Gracious my lord, hard by here is a hovel Some Friendship will it lend you ‘against the tempest Repose you there, while I to this hard house More harder than the stones whereof its raised Which even but now, demanding after you, Denied me to come in – return and force Their scanted courtesy. (3. 2. 61-7) Lear stands in the rain right near Gloucester home, but he refuses to return and work through his issues with his daughters. Even the Fool requests for Lear to be reasonable and go back to his daughters to get out of the cold rain of the storm.The Fool states: O, uncle, court holy water in a dry house is better than this rain-water out door. Good uncle, in and ask thy daughters blessing. Here's a night pities neither wise men nor fools (3. 2. 10-3) At this point in the play, Lear does not have the ability to be flexible to discuss the issue with his daughters. As king, Lear did not need to negotiate and compro mise. By holding on to a selflessness associated with power, Lear cannot act like a common man living in a community with others. By staying out in the storm, Lear isolates himself both physically and mentally.Shakespeare uses the storm to highlight Learner's inability to confront human nature resulting in Learner's inability to live amongst others. When Lear can no longer demand his wishes and force others to bend to his will, Lear storms off into an actual storm. Considering King Lear through a Hegelian lens, Learner's inability to thrive as a member of a community, stands clear as the reason why Lear struggles with an identity crisis. Without the social skills required to connect with an external other and gain acknowledgement for his new selfless, Lear is initially unable to readjust his self-identity.Initially facing the storm, Lear remains defiant. He refuses to acknowledge that his present place in the world, no longer reflects his personal perception of his place in the worl d. As an absolute monarch, Lear lived in a world that was not the reality of most men. Now as a deposed king, Lear must face the reality of the world as do ordinary men. Such an absolute change in his life gives a shock to Learner's mental stability. The storm represents a physical manifestation of the violent change taking place in his life. The storm represents the psychological storm raging in Learner's subconscious.As he protests against his loss of power and status, so does Lear protest its physical manifestation represented by the storm. In seeking revenge, Lear assumes a king like posture in ordering nature to do his bidding. Lear states: Blow winds and crack and crack your checks! Rage, blow! You cataracts and hurricanes, spout Till you have drench our steeples, drown the socks! Vault-courses of oak-cleaving thunderbolts, Singe my white head! And thou all shaking thunder, Strike flat the thick rotundity the world Crack nature's moulds, germens spill at once That make ungrate ful man! (3. 2. -9) Learner's voice remains constant in the manner by which he commands nature to act. Lear demonstrates that his actions are still driven by his self-identity as a powerful man capable of and in the habit of issuing commands and being obeyed. At this point in the play, Learner's voice provides insight into his social interaction. Lear lacks the ability to interact well with others as he still considers himself as retaining the power of an absolute monarch. As if he were still king, Lear expects his communication with others to be relatively one sided and in his favor. In this key passage (3. . -9), Lear reveals the frustration of his identity crisis. He asks the gods for a natural disaster to make society pay for the injustice he suffers under the mistreatment of his daughters. Near the end of the passage, Lear strikes more directly at woman in venting his anger with Reagan and Generic. In using the term â€Å"thick rotundity,† Lear describes the world as a p regnant woman. 8 In using â€Å"nature's moulds,† Lear describes a woman's womb. Here Lear displays his misogynistic attitude which does not highlight his rage toward mankind, but actually highlights his anger toward his daughters.Learner's rage toward his starters reinforces that his selfless remains trapped in the same position he was at the beginning of the play. Trapped in a selfless linked to his identity as a powerful king and father, Lear seeks revenge for the threat to this self-identity. Lear seeks revenge against Reagan and Generic for his decline in power and their rejection of him as their aged father. Lear states: I am a man More sinned against than sinning. (3. 2. 58-9) Learner's rage reveals that he is not yet a broken man. His over-the-top language clearly communicates his delusion as to the grand position which he still believes that he olds.Lear clearly states that he wants Reagan and Generic to feel his wrath. Lear states: â€Å"l will punish home† ( 3. 4. 16). At this point in the play, what does not happen to Lear is a shift in his self-identity. A shift which his new political and family situations actually necessitate. Without an adjustment in self-identity, Lear feels himself falling into madness. Lear states: â€Å"My wits begin to turn† (3. 2. 68). What happens to Lear is a slide into madness as he fixates on his mistreatment at the hands of Reagan and Generic.Without a shift in self-identity Lear broods over the perceived injustice of hat Reagan and Generic have done to him, and he loses touch with reality. Lear states: O, Reagan, Generic, Your old, kind father, whose frank heart gave you all! 8 263. Editor's note: Fakes, R. A. , deed. , The Arden Shakespeare: King Lear, New York: Bloomberg, 2014, p. O, that way madness lies (3. 4. 19-21) As the storm continues, Learner's hardened selfless softens. In trying to stave off madness, Lear shifts his focus away from his desire for retribution against Reagan and Gonerâ € .No longer fixated on his desire for vengeance against his daughters, Lear finally speaks of the common people in England. Lear shifts his focus from his psychological offering to his physical suffering. His physical suffering breaks down his hardened resolve to maintain his selfless unchanged by recent events. Lear states: Poor naked wretches, wherefore's you are, That bide the pelting of this pitiless storm, How shall your housefuls heads and unfed sides Your looped and windowed raggedness, defend you From seasons such as these? (3. 4. 28-32) Cold and wet, Lear experiences the suffering and pains of the commoners first hand.His physical suffering forces Lear to think beyond himself and feel sympathy for others. Instead of seeking retribution against his daughters, now Lear thinks of his rime in ignoring the harsh plight of his subjects. In a true moment of introspection Lear faults his tenure as king. Removed from the people he ruled, Lear focused more on courtly endeavors th an humanity. Lear states: O' I have eaten Too little care of this. (3. 4. 32-3) When focused on revenge, Learner's thinks from a perspective of self-centered desire. When Lear concludes he did not govern well as king, he thinks from a perspective of compassion and a sense of community.Shakespeare has Lear come to understand the â€Å"poor naked wretches,† to prepare Lear for his encounter with Poor Tom. In exposing Lear to the suffering of humans when tripped away of all protection of civilization, Lear can know understand Poor Tom and develop a kinship with Poor Tom. Lear states: Expose thyself to feel what wretches feel, That thou Mays shake the superglue to them And show the heavens more Just. (3. 4. 34-6) Without Learner's enlightenment regarding the â€Å"poor naked wretches,† Lear would not be able to develop a community with Poor Tom.The first step in preparing for an adjustment in selectivity requires a willingness to seek community. Lear cannot receive externa l acknowledgement for a new self-identity without first developing an openness to community. In feeling the pain of the cold storm, Lear engages his senses that all humans have in common. In connecting with his basic human senses, Lear becomes more open to enter into a community with an external other. From a Hegelian approach the storm clearly prepares Lear to adjust his self-identity. Before the storm, Learner's hardened self-identity remained focused on his self-interest.As a powerful king all Lear focused on was maintaining and wielding power. Before the storm the former king remains rigid in holding onto his self-identity associated with power. At the start of the storm a zeal for revenge represents the only emotion which Lear can summon. In discovering he was remiss in not caring for his common subjects, Lear softens and opens himself to an adjustment in his self-identity. By the end of the storm, Lear can now display the emotions of empathy and guilt. Lear is now a less rigid character and assumes a range of flexibility with his emotions.Shakespeare uses the storm not as a moment of rebirth for Learner's personality, but as a moment of psychological breakdown. Only through breaking down his strong self- identity could Shakespeare prepare the character to finally resolve his identity crisis. Following Learner's feting in the storm, Lear engages Poor Tom from a more malleable psychological state than the Lear who argued with Reagan and Goner†. Inside the Hovel: Establishing a Community Inside the hovel, Lear interacts with a person he considers his equal. Lear finds himself on par with Poor Tom.Unlike the Fool, whom Lear considers one of the trappings of his former power, Lear perceives Poor Tom as a psychologically troubled person Just like himself. In identifying with Poor Tom, Lear can finally gain the knowledge to free himself from constriction of his former conception of selfless. Lear redefines himself by his own humanity rather than by his fo rmer wealth, status, and privilege. Poor Tom replaces the Fool as the foil to Learner's outward conversations with himself. Shakespeare uses these conversations as a means for allowing the audience access to the psychological struggle taking place inside the mind of Lear.In other words, the drama within a drama which plays out in Learner's self-conscious. The dialog between Lear and Poor Tom in the hovel does little to move the plot forward other than resolving Learner's identity crisis. While he does not link King Lear to Hedge's hilltop's on selfless, literary critic James Carney does support this point when he asserts: â€Å"Shakespeare gives us a scene-? completely unmotivated in terms of its significance to the plot-?in which Lear responds viscerally to his exposure to the laterality of the other person. 9 Only through Poor Tom's madness, does Lear find what he perceives as an external equal to provide acknowledgment for Learner's newly formed internal definition of selfless. 19 Kerrey, James. â€Å"Phenomenology and Ethics â€Å"This is above all strangeness†: King Lear, Ethics, and the Phenomenology of Recognition† in Criticism, Summer 2012, Volvo. 54, No. 3, p. 457. But, can Lear, in his own state of madness, recognize Poor Tom as a madman and consider Poor Tom his equal from who he can gain knowledge? Professor R. A. Folks, of UCLA, contends that Edger's disguise as a mad beggar does not influence Learner's interaction with Poor Tom.In his introduction to The Arden Shakespeare King Lear, Folks argues: â€Å"Edger's masquerade as the possessed Poor Tom is pretty much confined to one scene, and has little or no effect on the mad Lear, who sees him as a ‘learned Thebes†10 (102). I reject Folklore's argument based on Learner's initial perception of Poor Tom as being driven to madness by the neglect of his daughters. While Lear does not consider Poor Tom as possessed by the devil, he does perceive Poor Tom as psychologically tro ubled. Lear states: â€Å"Didst thou give all to thy two daughters? And art thou come to this† (3. 4. 48-9).In first seeing Poor Tom as a suffering creature shivering in the hovel without clothes, Lear projects his own problems and madness onto Poor Tom. In my view, Folks overlooks the value placed on Learner's first assessment of Tom as a madman Just like himself. In his unity of effort, Shakespeare intentionally has Lear first bond with Poor Tom as one madman to another madman. Only through bonding on some level of equality an Lear become open to gaining knowledge from Poor Tom. One critic even argues that in his suffering as an outcast, the disguised Edgar may also suffer an identity crisis propelling him into madness.Emollient Bell argues that Edger's â€Å"assumed madness becomes indistinguishable from the frantic despair to which he has been driven. â€Å"al As the former king, Lear must find a manner in which to Fakes, R. A. , deed. , â€Å"Introduction† in Th e Arden Shakespeare: King Lear, New York: Bloomberg, 2014, Bell, Emollient. â€Å"Naked Lear,† in Raritan, Spring 2004, Volvo 23, No 4, up. 55-70. P. 102. Connect with Poor Tom as a wise man. Before Lear can philosophize with Poor Tom, Lear first must consider Poor Tom as an equal. In finding an equal, Lear can end his self-imposed solitude and enter into a community.Through a community Lear can finally end his identity crisis by gaining external acceptance for his selfless. In encountering a near naked man, Lear finds himself connected to Poor Tom's base humanity. Poor Tom represents the true nature of humanity stripped down to the essential. Poor Tom represents the image of Lear stripped away of all the trappings of wealth and power which he had known while he was king. After his experience in he storm, Lear can identify with Poor Tom as a â€Å"poor naked wretch. † During his time in the hovel, Lear refers to Poor Tom as the â€Å"thing itself† (3. . 104). Le ar refers to Poor Tom as representative of human poverty. In his perception of Poor Tom as humankind without the varnish of society, Lear finds the common ground which allows him to establish a community with Poor Tom. A key aspect to Poor Tom representing humanity in a base form is the connection of Poor Tom to nature. Shakespeare hints at Poor Tom's strong connection to nature early in the play. When Edmund discusses how â€Å"planetary influence† explains his evil tendencies, he ascribes himself using the attributes of a mad beggar (1. 2. 125).Edmund states: â€Å"My cue is villainous melancholy, with a sigh like Tom bedlam† (1. 2. 135-6). By linking the mad beggar with astrology, Shakespeare indirectly hints at a link between Poor Tom and nature. When Edgar describes how he will disguise himself, the description invokes images of an animal. Edgar states: To take the barest and most poorest shape That ever penury in contempt of man Brought near beast. My face I'll g rime in filth, Blanket my loins, elf all my hair in knots†¦ (2. 2. 178-80) When Poor Tom describes the eating of small prey, he describes himself as an animal.He states: â€Å"Poor Tom eats the swimming frog, the toad, the tadpole, the wall- newt† (3. 4. 125-6). Linking Poor Tom to nature reinforces the character as a representation of humankind at a base level without the comforts of society. After experiencing the storm, Lear finds the unvarnished truth of the human condition in Poor Tom's unvarnished appearance and vulnerable existence. Poor Tom serves as a mirror by which Lear can see his own interpretation of the world. In further defining his initial perception of Poor Tom, Lear states: Have his daughters brought him to this pass?