She-Wolf Essay Example for Free

She-Wolf Essay1.) The short story She-Wolf written by Giovanni Verga, depicts the tragic life of a man named Nanni who unfortunately meets a psychotic and possibly possessed girl named Pina. Pina quickly falls in love with Nanni because he is very handsome and big hearted. In an epic twist Nanni states he does not cargon for her, still would want her daughter for wedlock instead.In a plot to actually be with Nanni anyway Pina said he may have her daughter even if its against her own impart, in the condition that they take her house and allow her to stay there with them. Nanni began to hate and dread the she-wolfs evil-minded visage, but mostly her eyes for they revealed the evils of hell itself. He told her if she returned he would slay her and when he went to take her out her evil gaze once again took control of his body and he is unable to kill her and never will be able too. In the end she got what she wanted, she has Nanni forever under her control. The purpose of this te xt could be to fore-warn hands about women and how evil they can be.2.) The main prevalent theme would undoubtedly be love, this was very useful in helping the reader comprehend the mood, purpose, and mainly plot. The she-wolf has fallen deeply in love with Nanni, hitherto he does not share the same feeling for he wants her daughter. This causes Pina to form a passionate green-eyed monster and even hatred towards them. Thus Pina decided she would take his soul, slowly day by day, and with every hang into her hollow eyes he lost a piece of himself. This happened until he was completely taken oer by her will.3.) Utilize context clues to infer the significance of the reiteration of the statement-her eyes as black as coal throughout the story. * The author uses this method to signify that she is a supernatural being, perhaps a heller or succubus type of creature. When one looks into the hollow eyes of a demon they will happen evils beyond comprehension and possibly be driven to t he point of insanity almost instantaneously if they are not in fact possessed at first glance. The reiteration is used to show the real effect of her eyes.

Interactive Television Connection And Coverage In Malaysia Media Essay

synergetic Television Connection And Cov eonge In Malaysia Media EssayTelevision industry is emerging into refreshed era in providing the better runs to the customers. With the built around two-way synergetic technologies, the digital motion-picture show (DTV) foot opens up new history in communion ashes. The two totally different worlds which were b bely attached delineation and the Internet are now combining into an entirely new entity which is interactive television. There are two specific terms which are commonly used to define the advanced television environs interactive television and enhanced television. Through knocked out(p) the whole text, we leave use the term interactive television (ITV) to describe everything that allows a customer engages with the system by a remote control or keyboard practise in order to access the newest and advanced serve ups. Also, interactive television (generally as ITV) defines as numerous consider of techniques that allows the consumers to interact with the television meanings. General purposes can be categorized into the followingOn-line chatting and do emailing gestate grocery store data, this includes personal investment portfolio per pissance in real timeAbility to select the coveted movies for viewing purposes at homeNews story selection and archiveEnhanced entertainments scores and statistics on selective basisPurchase everything by on-line real-time, this includes groceries to software to electrical appliances without leaving houseA continuum from low interactivity (TV whether on/off, volume, changing bring) to moderate scale (movies-on-demand without changing channels) till high scale interactivity, for instances class viewer affects the show that being watched are represented by interactive television. It was obviously sh feature in any kind of real-time voting on the screen, in which viewers vote to make decisions that will later on affects how the shows continues.TELEVISON PROVIDER IN M ALAYSIAThere are numerous number of subscription providers available, with the different numbers of channels, special communication techniques for instance, program guide (EPG), high-definition (HD), video on demand (VOD), interactive television via the red button and reportage across Malaysia. These operate are basically received by set-top boxes. However, househ previous(a)s viewing TV from mesh in Malaysia are non monitored and tracked by the g oernment.Figure 1 Service providers in MalaysiaMALAYIA TELEVISION CONTECTION AND reportageDriven by rapid change in de give outry and content platforms, the Malaysian television marketplace grows tremendously. Malaysians were largely depend on free to air (FTA) broadcasts without any significant cable infrastructure and relatively limited broadband access, until ASTRO TV return was introduced in 1996 back then. Satellite pay television is in that respectfore concentrate in expanding its addition content and programming options. Th e pay media boasts until much than 100 channel beamed to nigh 2m consumers.Even through there are tremendous growth in pay-media, FTA channels (which offered via satellite too) check mark as the most popular stations in Malaysia market. According to 2007 Nielsen survey, 9.3% of respondents watched one out of six FTS channels the previous day. Government-owned Radio Television Malaysia (RTM) owns TV1 and TV2 firearm Media stellar(prenominal) works on the four channels remaining. reclaim after MiTV made an unsuccessful attempt to emerge the market by employ wireless internet protocol over ultra high frequency (UHF), it is retooling for new peregrine broadband delivery system after the winning a 3G licence recently. The Government has alike initiated several test programs for digital television broadcasts and by 2015, plans to phase out analogue transmissions as whole. Trial broadcasts were undergoing, and this involves a thousand households in Klang vale from September 2006 ti ll February 2007. Trial of digital transmissions received positive feedback from the consumers, this is according to Deputy Minister of Information, Chia Kwang Chye. to a greater extent than 60 percent said that the quality of signal transmitted scaled from good to very good, more than 88 percent thought that the picture quality improved, and more than 70 percent said that reasoned quality was better. As part of the three categorys reconstructing process, RTM is assumed to be totally digitization by 2012. Every household in Malaysia, when once equipped with the necessary equipment(set top box or cognise as iDTV set), is expected to receive more than 19 channels, which seven of them fall under RTM and others for private broadcasters such as Media Prima which owns TV3, ntv7, 8TV and TV9. Besides simulating TV1 and TV2, RTM is also test-airing RTMi, Arena and Muzik Aktif on digital platform, by transmitting at UHF channel 44, modulated at 64QAM.Figure 2 Digital TV set-top box narra tive OF INTERACTIVE TELEVISION IN MALAYSIAIn Malaysia, development of technology received considerable attention during the Mahathir age from the stratum of 1982 till 2003. In order to transform Malaysia into a panopticy developed country by early of the year 2020, Vision 2020 was developed. Due to this, a mega project known as the Multimedia exceedingly Corridor (MSC) was launched in 1996. In conjunction with this mega project, Malaysias satellite television was premier introduced in 1996, which is ASTRO. ASTRO utilized Direct to exploiter Service (D.T.U) and is broadcast as high powered KU Band transmission using the transponder of the MEASAT. Currently, the subscription based service is currently operating from Bukit Jalil. This service can be received by utilizing a fixed 60 cm diameter ravisher antenna and a decoder. Signals are encoded and encrypted prior to transmission, in order to form a conditional access subscriber service, and therefore allow the access only for s ubscribers with decoder and classical smartcard.Figure 3 Astro logo (1996-2003)Figure 4 Both old (bottom) and new (top) Astro satellite dish or mini-dish.INTERACTIVE SERVICES BY PROVIDERS IN MALAYSIAASTRO has then initiated more sophisticated viewing flummox for the customers. This is known as interactive and multimedia services through the convergence and divergence of the existing old and new media technologies. Recently, there are various interactive TV and multimedia services that include games, video on demand (pay preview), chatting, stock link, Short Messaging System (SMS), internet banking and icon download which were not available previously.Short Messaging System (SMS) through television programs is one of the most successful interactive services that were achieved thus far in Malaysia television industry. SMS technology was utilized by ASTRO in the year of 2003 as the introduction of Akademi Fantasia, a topical anesthetic musical program that copied from Mexico. Maxis was chosen as the sole service provider for the interactive activity via the program. Maxis, Malaysias leading Telecommunications Company, which also partly owned by ASTRO. Throughout Akademi Fantasia, for the firstly time ever television audiences were allowed to send in their votes to decide on the w internal of the competition.In year of 2000, interactive SMS technology was become a joint venture project between Microsoft and ASTRO. Microsoft had made an justice investment in ASTRO in order to helping and developing interactive internet and content in ASTRO. This has proven a critical success as it attracted more audience to tune-in into their channel. This was shown as in the first season of Akademi Fantasia in 2003, it was raked in RM 2.5 million profits through the votes made by audience.Figure 5 SMS transactions of interactive service by ASTROThis trend has also influenced other television stations in Malaysia, such as RTM, TV 3, 8tv, ntv7, and tv9 to use interactive techno logy to attract more viewers, and therefore change magnitude revenue. Since then, both imported and locally produced television programs, utilized SMS interactive activities, for instances, reality TV shows, musicals, dramas, and even local television news. There is also live radio broadcast, with kind of live, in-studio programming, coupled with an on-screen chat room that the users could interact with via SMS. To top it off also, there is a large chunk of screen for unsettled ringtones and wallpapers.In mobile content, with the burgeoning penetration of new generation of mobile phone, there is more demand for better entertainment content drives the growth of it. ASTRO provides customers new experience with the streaming of 2.5G video and the launch of 3G services. Besides CNBC and HITZ.TV, when 3G launches, ASTRO offers CNN, Cartoon Network, highlights of hit shows as well as exclusive English Premier League matches to mobile handsets. In addition, STK WAP technology provides a platform for SMS content and services for example cinema information and movie bookings, other info-on-demand and gaming. This service generated 36 million SMS transactions in 2004.Mobile games on TV debuted on ASTRO PLAY in troop 2004, was the first initiative in Malaysia. This therefore made great contribution to SMS activity through games era 15 and HIT. TV, which is the SMS-TV chat channels contributed strongly to the ITV business, with roughly around 8.3 million chat messages chalked for the year.TV 9 is a free-to-air private owned television station in Malaysia, which is owned fully by Media Prima Berhad. interactional television feature is introduced by TV9, which allows audiences to interact and communicate via Short Messaging System (SMS) while music video displaying. The element is available from 11 am until noon and from midnight till 1 in the morning. This is consequently in the year of 2004, TV9 announced its strategic partnershio with WAP Portal Sdn Bhd and Mobilew ay-Inphomatch, the leading provider of global mobile messaging interoperability and added value for mobile information services, in subsequently to deliver interactive mobile applications for its new SMS-MMS segment, known as Mobile9. The project is launched on 15 August 2007, where audiences can involve themselves in interactive activities on Mobile9, for instances like chatting, contests, downloading via SMS, polling and sharing their MMS pictures while watching TV programs. way 9 is continuously exploring the vanquish alternative to make sure that the right customer experience for our products and services. We want to offer customers the best services which are relevant, exciting and will definitely enhance their lifestyle, said by Encik Abdul Aziz Hamdan, the Chief Executive Officer, Channel 9. Broadcasting of TV9 under (Ultra High) Frequency. The UHF channel is 42 in Klang Valley, and with weaker transmission at 33 in certain area of Klang valley. TV9 is available on Malaysia satellite provider ASTRO via Channel 119.The third subscription based TV station in Malaysia, FineTV, utilizes an a- la- carte approach, which is a total interactive approach (video-on-demand), allows viewers to design their own television program or scheduling. Recently, FineTV is offering 18 television channels from serial drama, reality tv show, education, music video, game show, sports and cartoon are available upon viewers selection or request.RED expiration TECHNOLOGY BY ASTROInteractive advertising can be done available via one-way or broadcast television, in the form of either red or green button advertising. For more inner explanation, red button advertising will be relied more on content delivered via broadcast, by urgent the red button on the remote control by the customers, they are able to find out more specific advert. Satellite service Sky in United Kingdom and ASTRO in Malaysia provides the service of Red Button Advertising. Meantime, green button advertising enab les viewers to book advert by using remote control, this is followed by the viewing of a clip inside the broadcast stream, in order to introduce them on their PVR. With that expanded advert (which could be the program length), is then able to be viewed by the consumer with full leisure. Furthermore, the interactive Red Button is another first product in Malaysia market also, was launched in June 2004 with over 10,000 hours of extended programming introduced over subsequent months. Important features of its activity included live vote updates for AF over Astro Ria and ASTRO 15 channels, ITV advertising for Coca Cola and DHL, distribution of mobile downloads and Summer Olympics.In May 2005 also, ASTRO launched their broadband portal, ASTRO. Tv, starting off with two channels on demand and favourite content Akademi Fantasia 3 and English soccer, over the internet. With paying certain amount of subscription fee, a broadband users can watch live contrive via webcast, enhanced video fee d on AF3 daily developments, archived materials and auditions from earlier AF seasons. Besides, another separated GoalTv for sport channel, also provides streaming of trivia, commentary, analysis and matches on the top English soccer teams in order to delight the devouring(a) sports fan. The Star featured that in order to accommodate more live BPL coverage, a new sport channel, which is known that Astro SuperSport 3 (Ch 817) had been introduced. Due to this features, subscribers are able to watch al least eight live matches per week. And for a limited period also, iPhone users are able to download Astros B. player application to watch games for free.Lister. M et. al (200320) defined that interactive means more powerful sense of consumer engagement with media text, individualized media usage, a more independent relation for the source of knowledge and greater user choice in selection. impression on demand concept was initiated by ASTRO which allows customers to make selection from it s pay per view package that consists of megahit and sporting events. Mitv also provides similar mode, where Mitv is the second subscription based television. The concept is known as Affordable Transaction, offers video on demand, games-on-demand, e-learning-on-demand and music-on-demand for its subscribers.CONCLUSIONThere does not need much explanation why ITV is gaining momentum and will continue its trend as new technologies take control. This is due to the backbone for ITV growth comes from both the market strength of the Internet. In addition to that , with the rapid growth of digital video technology that took place in the cable, satellite, and terrestrial broadcasting industries, the world is now prepare for the creation of an ITV segment which meet the requirement of tests of ripe economic principles. This is therefore introduced to mass customer market to a whole new range of opportunities. Interactive television in Malaysia depends on the implementation of digital terrest rial television. Despite RTMs trial was a success, there is an uncertainty in the growth of the digital terrestrial television transition, significantly after the end of Abdullah Badawis incumbency as Prime Minister.

Coca Cola Entering Chinas Market Marketing Essay

Coca Cola Entering Chinas trade Marketing EssayOne way to analyze Chinas culture is to look at their Hofstede score. Hofstede is the bring in of a system that rates countries on a scale across five different work colligate values power distance, undividedism vs. collectivism, masculinity vs. femininity, indecision avoidance, and long vs. short term orientation. Knowing these scored forwards operating in a country is precise important. The power distance great power describes the distance among those who argon less powerful in the company, standardised middle and lower-management, and those who ar very powerful, like the bosses and officers. The higher(prenominal) scores mean that it is very disrespectful to go to your boss and offer up your prospect or so something, and you ar suppose to just cope what your boss gives you. A low power distance tycoon means that everyone is c lack to a similar level, and you are allowed to and actually encouraged to offer up your opin ion to your bosses. China has a high power distance index, with a rating of 80, being that the founding just is 55.The individualistic vs. state-controlled index rates how integrated members of a company are. Individualistic countries value getting the job done yourself, and celebrates individual accomplishments. Collectivistic countries value team effort, and do non seek for individual results, and sometimes it can be very embarrassing to be singled kayoed. In china, they puzzle an individualistic vs. collectivistic index rating of 20, compared to the world comely of 43.Masculinity, opposed to femininity, defines roles that each gender takes in an organization. Masculine countries base high levels of competitiveness and assertiveness, while feminine counties show low levels of those just described and high levels of military reserve and care. A high score in the masculinity index means that the country is masculine, while lose scores mean the country is feminine. China ha s a masculinity rating of 50, while the world average is 50, which means China is indifferent between being masculine or feminine.Uncertainty avoidance index defines how much risk the nation in general takes. Countries with a high index exit take lots of risks, while a country with a low index will take modest to no risks. High index countries are very comfortable with venturing to the unknown, while low score countries select to stay put where they are. China has a score of 60 in uncertainty avoidance, while the world average is 64.The last index is the long-term orientation. This defines how far into the future the country looks at decisions it has to make now. Countries with a high long-term orientation look to maintain steady flow in the long-run, while short countries looks for results now without thinking near the future. China has a score of 118, while the world average is 45.The ex officio language of China is Chinese, though many caper people speak English as well. The judicature is Communist run, and most people are atheist, with many different types of atheist-religions being practiced. As of May 2010, the people of China was estimated to be around 1.3 billion, which is about 20% of the worlds creation. A couple notes about the behavior that are important to know when dealing with a Chinese business person is to never have ad hominem contact, never point while speaking, point with a open palm, not with the index finger, do not put your hand in your mouth, always be on time, and do not discuss business at meals. Decision making is slow in China, and rushing them is considered very disrespectful.The culture of China is drastically different from the culture of the U.S., the home country of Coca-Cola. The Hofstede ratings for the U.S. are 91 for individualism, 62 for masculinity, 29 for long-term orientation, 40 for power-distance, and 46 for uncertainty avoidance. This means that China is more long-term oriented, has a higher power distan ce, and avoids uncertainty more, while the United States is more individualistic and masculine. Now that we understand Chinese culture, we can analyze Coca-Cola and their world-wide business structure there.Marketing Plan/StrategyTarget Market shock can be enjoyed by anyone. Coca-Cola does not explicitly target a specific commercialize overall, but they do have advertising campaigns that do talk to a specific group. Coca-Cola has to know the discriminations between the types of markets in China in order to send the right message to its intended group. One segment Coca-Cola looks at is urban and uncouth communities. Even though there are more potential customers in rural areas, there are more potential customers in urban areas. The economic diversity of the ii groups makes it possible to separate them. The liquid income per capita in urban areas is three times more than in rural areas. There is also a difference in the province you live in. The different geographical regions o f China have a difference in sales for Coke. Of the four largest cities in China, there are only 4 percent of Chinas population there, but accounted for 15 percent of sales, while all the other smaller cities and provinces had 80 percent of the population and had 50 percent of the sales.Age is also a segment that Coca-Cola builds on. Coca-Cola was introduced in the 1970s, and people who were born by and by its induction grew up drinking Coke in their meals. Coca-Cola realized this and made all those born from their introduction on, which means everyone about 40 years are younger are a target market for Coca-Cola to advertise Coke to.4 Ps (Product, Price, Promotion, Place)The ingathering is called Coca-Cola, but Coke is used for short sort of of saying the whole thing. It is a carbonated beverage. It was originally a patent medicine sold in a pharmacy, but along the lines it made its way to sell in a variety of places to nonplus the number one sold drink in the world. The ingred ients of Coke are carbonated water, sugar, caffeine, phosphoric battery-acid v. caramel, and natural flavorings.The pricing of Coke is relative to other competitors in the market. The biggest competitor for Coca-Cola is Pepsi, and Coca-Cola takes account of what Pepsi prices their soft drink. Coca-Cola has an return though because they have a product that everyone sees as being a consistent and dependable one, so Coke is allowed to be priced 15 to 20 cents more without losing any sales to Pepsi.Promotion of Coke is very specific to the area being targeted. Coke implements pattern advertising, which keeps the video the same for countries targeted, but changes the audio, color scheme, and guinea pig selection to be similar to the area being broadcasted. Coke also does not make advertisements claiming to be better than Pepsi.In supermarkets, Cokes place is right next to all the other drinks, with no one product getting more exposure than others. Coca-Cola has at least one sales centr e in cities with more than one million people. The sales centre also warehouse Cokes, and plenty of delivery trucks are there to disperse the products. note EnvironmentCoca-Cola expands in countries through a variety of licensing agreements and joint ventures. Coca-Cola licenses the selling of Coke out to bottlers. Coca-Cola makes the soda syrup and sends it to bottlers who mix it with carbonated water and bottle it, sending it to retailers. Bottlers are allowed to sweeten it differently depending on local tastes. Coca-Cola goes into joint ventures with other companies to come out with different types of products. Coca-Cola has joint ventures with companies like Proctor Gamble, Danone, and Nestle.Human ResourcesCoca-Cola Company is not one in the same as the Coca-Cola bottlers, which are the absolute majority of the whole business model. Coca-Cola does not have many offices world-wide for manufacturing, but do have executive offices. Coca-Cola sends expatriates out to deal with in ternational sales. Glenn G. Jordan S. is the president of the Pacific Group for Coca-Cola, while Douglas Jackson is the President of the China Business Unit. Coca-Cola does not hire internationally for their executives and officers. For the Pacific Group, there are 2,900 executives working with 30,000 bottler employees. Coca-Cola states that people development is the steadfast for long-term success. One way they develop people is by sending them to Coca-Cola University, which is a virtual world(a) university that teaches its employees everything they need to know.Coca-Cola pays its Chinese employees based on a couple of factors. First they make sure that what they are paying their employees is competitive with other consumer goods companies. Coca-Cola also offers benefits such(prenominal) as housing and transportation allowances, supplementary life and accidental insurance, free annual physical check-ups, free lunches and beverages, and festival allowances. They offer medical prog rams for the whole family. twice a year, rewards are handed to employees who contribute significantly to the Company and the communities in which they operate.There are two ways in which Coca-Cola recruits natural employees. First, they cooperate with local universities and business schools to directly go and recruit graduating students. Second, they part openings on their website to screen through hundreds of thousands of applications, which is later followed by a interview process if the resume was chosen.financeSince Coca-Cola licenses out the bottling and selling of Coke, they do not have to invest intensively in foreign investments. Coca-Cola has such a strong brand name that it allows them to have the freedom to invest anywhere with just about absolute assurance Coke will sell and make a profit. Coca-Cola has the leeway to introduce new products, seeing as they make such an income from Coke that it covers any potential losses. Coca-Cola has made a benefit income of about $ 6 billion for the past 3 years, so money is not an issue when put in new products.ConclusionOverall, Coca-Cola has been and for a long time will be a very successful company in China and the rest of the world. One of the biggest reasons for this is Coca-Colas consistency. They have a brand name with Coke that is recognized globally, and that will not go away from a long time unless they in some manner hurt themselves publicly. Coca-Cola has realized that China is hush up a fast growing country, and has recently announced that they will open three new bottling plants in China. The new investments are set to cost $2 billion, which exceed the total amount invested in now which is $1.6 billion. Coca-Cola tried to buyout Hong Kong-listed China Huiyuan Juice Group LTD, but was plugged by the Chinese government, which claimed that Coca-Cola was trying to set up a monopoly. Regardless what Coca-Colas intentions may be, they are still a very smart company and have certainly staked their claim as being the lift out in the nonalcoholic beverage industry. As long as Coca-Cola stays consist with their flagship product Coke, the cast aside is the limit for the Company.

Looking At The Exploitation Of Women To Men English Literature Essay

Looking At The Exploitation Of Wo men To men position Literature EssaySelden states that, Rhys presents the composition of a wo manhood as an impri paroleed victim oppressed by the standards and ideals prevailing in the decrepit, ph eitherogecentric participation dominated by the virile form of logos, language (selden139).Rhys fe manful fighter is the victim of domination and humiliation due to the system of paternal and compound oppression which is prevalent in England and Jamaica. In large Sargasso ocean Jean Rhys queers venerable military unit as tyrannic and unhealthy. These time-honored spot structures argon present in economic, legal, family and educational systems in Rhyss wise. This paternal superpower affects the lives of in all told in all the characters in Rhyss novel because they all belong to a patriarchal purchase order.This is the story of Antoinettes Cosmodal value who is isolated by her Victorian husband who locked her up and drives her mad. She is left wing alone by her husband in the patriarchal society and pass away helpless(prenominal) and detain homogeneous a ship struck in Sargasso Sea by the British. Through her portrayal of female characters in her novel, Rhys exposes how women argon legally and financially dependent on men round them. When we consider the situation of Antoinettes let, Annette, who is economically dependent upon men, we can at at one measure nonice that in patriarchal society economic inequality exist. When Annettes initiative husband died, she thinks that her second unification is the chance for her to escape from her life at Coulibri where she is rejected by b overlooks because of her Creole heritage and may be up to(p) to retrieve status among her peers.Maria olaussen states that, Annette signifies the gender ideology in the patriarchal economic system, since she need to be provided for by men. She uses her dishful as her just now means to compete with other(a) women in search fo r side protective covering and economic support (Olausen103). When widely Sargasso Sea was written it was that time when marriage was considered as a mean to get economic support.Antoinette is not able to free herself from Rochesters brutality and rudety because she has no financial in habituation. solely of the currency was given to her husband, Mr. Rochester when she married him. In Victorian times, there was a law that women could not held lieu in their names, even if they inherited that property from their p arnts. It was still in the custody of their husbands.Patriarchal law prohibits women from inheriting specie if there is a son in the family, the inheritance runs in the male line. Mr. masons son, Richard Mason, represents patriarchal law, since, he after his fathers death, become the lawful provider and protector of Antoinette. He makes her decisions and arranges her marriage to Mr. Rochester, with kayoed consent (olaussen108-9).The feminist Mary Wollstonecraft, who wrote in 1972 astir(predicate) patriarchal education systems in Vindications of the Rights of women, questioned why only men were alert for professions and not women. She believed that, this was the lawsuit for womens needs for marriage they had to marry in stray to be economically supported (wollstonecraft150).But Jean Rhys in broad(a) Sargasso Sea denies Wollstonecraft theories in one aspect, that marriage with Antoinette is necessary for Mr. Rochester because he will not inherit from his father as he is the youngest son in the family. By marrying Antoinette, he saves her wealth and in this way she becomes entirely economically dependent upon Mr. Rochester. In the patriarchal family structures of Victorian era, father has permit over his wife and his baby birdren. Women and children are legally and economically dependent upon their fathers or husbands. Mr. Rochester uses his patriarchal power to drive Antoinette crazy. She is dependent upon him because of the patriarchal p ower structures in society (both legally and economically) and consequently, it is not possible for her to leave Mr. Rochester.In enormous Sargasso Sea, marriage increases the wealth of men by allowing them power to possess their wives inheritance. If we critically examine the condition of Annette and Antoinette womanhood is similar to a diversity of child like dependence on the nearest men. In detail, it is the dependence that contri moreoveres to the tragic end of both Annette and Antoinette. both(prenominal) women marry white English men in the hopes of assuaging their fears as vulnerable outsiders, but both men betray and abandon them.As Teresa OConnor puts it, the direct of betrayal ranges from the cultural and historic implicit in the relationship between discolours and whites to the familical and filial levels.In wide Sargasso Sea, it appears that the one quality of Antoinette that best express her finished out the novel is her dependency in others. From her friend ship with Tia, to her marriage with Rochester, Antoinette is just in search for happiness. After the burning down of her nursing home by the slaves in part one, Antoinette has no one in her life, and she is all alone. Her brother Perrie dies and her beat gets mad, therefore, she marries Rochester because she indirect requests to liveliness safe again. She needs someone to protect her from the ill-treatment that her mother experiences through out her life as a single woman. You are safe, Id say. Shed like that-to be told you are safe. Or Id touch her quietly and touch her tears (pg.78). These lines from Mr. Rochester awards that Antoinette indirect requests to be notion safe and secure.Since Rhys is a West-Indian, she wants to reveal a truth round the limit of literary standards that supposes a share white heritage in its audience. She draws an unflattering picture of patriarchal society in the characterization of Mr. Mason. When Annette describes the troubles of her sister s married life to and specially describes her husbands oppressive and dominating behavior to Mr. Mason, his answer to Annette was, thats her story. I dont believe it. He succeederfully and unsympathetically silences the Creole womens voice. Rhys wanted to give voice to this silent woman and advert this silent women voice in her novel replete(p) Sargasso Sea.In patriarchal society the man is the superior and educated being. Mr. Rochester gets irritated by Antoinette when he tries to teach her about England and she denies the beauty of industrialized England in likeness with West Indies.Is it true, she said, that England is like a dream? Well, I answered annoyed, that is precisely how your fine- tone island seems to me, quite un reliable and like a dream.But how can rivers and mountains and the sea be unreal? And how can millions of people, their houses and their streets be unreal? More easily, she said, more than more easily. Yes a big city must be like a dream (pg67)Mr. Roches ter feels embarrassment in accepting his wifes superior companionship about the West Indies, as he is completely a Victorian, patriarchal Englishman. Antoinette tries to teach about the nature and life of West Indies because he is a new comer in her island. But Mr. Rochester is that kind of a soul who believes that to be taught by a woman is a sign of helplessness and inferiority. He belongs to that category of men who wants to maintain their superiority over women. This is the reason that Mr. Rochester opposes his wifes concepts about England and West Indies. The patriarchal educational system of the 18th blow was criticized by Mary Wollstonecraft, who wrote that men preserved womens innocence by tutelage them ignorant (131).If she was a child she was not a stupid child but an obstinate one. She often questioned me about England and listened attentively to my answers, but I was certain that nix I said made much difference. Her sound judgement was already made up. Some romant ic novel, a star state never forgotten, a sketch, a picture, a song, a waltz, some level of music, and her ideas were fixed. About England and about Europe. I could not change them and probably nothing would. Reality might discontent her, bewilder her, hurt her, but it would not be reality. It would be only a mistake, a misfortune, a unlawful path taken, her fixed ideas would never change.Nothing that I told her influenced her at all (pg78).This instruction shows that Antoinettes resistance in his attempt to educate her annoys him. He feels that he can not influence her thoughts and ideas. Thus, he is scared to accept his lack of hold upledge because it would lead to his loss of control over her.Teresa F. O Connor explains that Mr. Rochester, who comes from the male-identified England, is saved by Antoinette when he lives in her female identified West Indies. I agree with Teresa F. O Connor that their roles are reversed and that Mr. Rochester is afraid of finding himself in a f emale role in a female knowledge domain (148-49).Personal tragedies which are founded in patriarchal societies are expressed through dramatization, imagery and characterization right from the opening pages. All the characters in Wide Sargasso Sea are imprisoned in patriarchal kindly structure and it lead to their tragic end. In suggesting, the common working of fascism, racialism and bourgeois patriarchy, the persecutory power of the modern religion of intolerance (carr12). Rhys echoes Virginia Woolf, who argued in terzetto Guineas that, patriarchy, racism, pomposity, militarism, economic exploitation, autocracy and fascism are all part of the corresponding performance (carr51).Rhys reveals the hidden working of patriarchy by explaining how both Antoinette and Rochester are trapped and conditioned by the dominant patriarchal law. The marriage of Antoinette and Rochester is set in the patriarchal world. If we read Wide Sargasso Sea on deeper level we can see that Rochesters marr iage to Antoinette is parallel to a business contract. His statement that, I will swan you if you trust me? Would appear to demonstrate that he does not want to give the unconditional security and love which she desires. However, by uttering the line, is it a bargain? It gives us a clue that what are the real motives of Rochester for marrying Antoinette. Everyone knows that Bargain is an economic term and it does not exist in the marriage of two people. But this marriage is like a bargain for Rochester, because he is able to gain wealth which he desired for and Antoinette is able to feel safe after all the sufferings which she faces in part one of the Wide Sargasso Sea. Rhys portrays Rochester as a person who implies the patriarchal set of laws ( shake upism, colonialism, the English law and the law which the patriarchal society imposes and which creates sanity and insanity) that trapped Antoinette Cosway.Both the female characters Annette and Antoinette are sexually exploited in this patriarchal world. custody in the patriarchal society can be seen as tyrants having all right to deprive women from their innocence. They demoralized womens sexuality and innocence in the equal way as falcon hunts its prey. As Rhys writes, the men did as they liked. The women-never. In Wide Sargasso Sea, Rhys illustrates that men consider women as a pieces of sexual pleasure. They take women for granted and consider them as a life less creature, not having whimseys and emotions like a doll. The most valuable episode in the novel is the scene of Antoinettes mother with the sable man. It also contains the motifs of race and sex which are central in the novel. As Antoinette says in the text memory board the helplessness and pain of her mother,I remember the come she was wearing-an evening dress cut very low, and she was barefooted. There was a fat black man with a glass of rum in his hand. He said present it and you will forget. She drank it without stopping. I saw his mo uth fasten on hers and she went all soft and limp in his arms and he laughed.This incident happened when Annette was at a lower place the take care of black couple. After the burning down of her house and death of her son Perrie she starts exhibiting the signs of emotionally unbalanced woman. Therefore, Mr. Mason assigned black couple to take care of her. This scene depicts the subjugation of women by male authority in a patriarchal world. This scene has also its grow grounded in racial conflicts. The mothers dreadful condition is clearly the result of penalize on the owners of Coulibri by the black slaves. After the emancipation act black slaves wants to take revenge on their ex-slaves owners because of the brutal treatment which they receive from the work force of white people.In Victorian society, men treat women cruelly. They think women are only there for them to provide sexual pleasures. Antoinette and Rochesters marriage can be seen in this perspective. Mr. Rochester only appreciates Antoinette for her external beauty. I wonder why I never realized how beautiful she was. This statement shows that Mr. Rochester is only sexually attracted towards his wife. He has only a sexual lust for her and this yearn does not show a true feeling of love for her. Even Mr. Rochester confesses this kind of feeling for her wife. He states, I did not love her. I was thirsty for her, but that is not love. I felt very little tenderness for her, she was a stranger to me, a stranger who did not think or feel as I did (pg78).According to Howells, Rochester belongs to that patriarchal world where women are luxuriousness items to be bought, enjoyed and discarded.Through out the novel, Mr. Rochester is consistently shown as being hostile, cruel and unloving towards her wife. Christophine tells Antoinette, that he is hard as a board. He belongs to that patriarchal world where men substitutes love with sex and domination. He wants to set out Antoinette up like an hard-hitting warrior. As Christophine keeps repeating to him, all you want is to chance on her up (126).In all of Rhyss works sexuality is the most important theme. It was mostly due to the idea that men dominate women in all aspects. They want control and deoxidise womens sexually. And Rochester here is not only shown as a patriarchal husband but he is also shown as a Victorian who believes that women sexuality should be repressed. Here Rhys illustrates that men want to link women with death, just for the reason to control and suppress them. They kill women to repress them and here Rochester does the same thing to Antoinette. Die then Die I watched her die many times. In my way, not in hers. In sunlight, in shadow, by moonlight, by candle light. In the long afternoons, when the house was empty. solo the sun was there to keep us company (Rhys pg.77).Angier indicate Rhyss idea about men and love, men rob love with sex (Angier543).In the Victorian patriarchal society, men think about sex iden tical to love. They believed that feeling of love and sex is alike. Therefore, when Antoinette offers herself to love her, Rochester replies her only with sexual desires because has no feeling of love for her. He is cold in his feelings of love for Antoinette and therefore, he is emotionally a stone. This shows Mr. Rochesters patriarchal and unloving attitude towards her which kills Antoinette emotionally and she transforms into a Zombie, a living dead, in Voodoo or Obeah.In Wide Sargasso Sea, Mr. Rochester has been shown as the ultimate in patriarchal tyranny, but other male characters in this novel also exhibit deep-rooted feelings of misogyny, including Mr. Mason and Daniel. Rhys undoubtedly laments these men who deprived all of the female characters in this novel from their agency. Conventional aspects are traditionally associated with women, such as having propensity to psychic illness, or being illogical, frivolous, depended, decorative, subordinate, scheming, manipulative, w eak, jealous, gossiping, vulnerable and deceitful. Marriage of Antoinette and Rochester is marked with suspicion, betrayal and mistake right from the beginning of their marriage.When Mr. Rochester receives the letter from Antoinettes half brother, Daniel Cosway, in which Daniel has written about Antoinettes mad mother and her drunkard father, he is not surprised. And when he came to know about Antoinettes love affair with her cousin Sandy, he became more aggressive and cruel towards her. The feeling of jealousy takes control of him. Thus the issue of trust is play out between Rochester and Antoinettes relationship.Although Mr. Rochester is only concerned with material success as Christophine says to Rochester, Everybody know that you marry her for her money and you take it all. And then you want to break her up, because you jealous of her (pg125). This statement reveals the fact that Rochester married Antoinette only for her money and does not love her. But still he wants to posses s her in order to show his patriarchal power over her. He believes that she belongs to him and is therefore not allowed to leave him and love someone else. I tell you she loves no one, anyone. I could not touch her. Expecting as the hurricane will touch that tree-and break it. You say I did? No. that was loves fierce play. Now Ill do it. She ill not laugh in the sun again. Shell not dress up and smile at herself in that damnable looking glass. So pleased, so satisfied. Vain, silly creature. Made for loving? Yes, but flap have no lover, for I dont want her and shell see no other (Rhys 136).Though, Mr. Rochester feel hatred towards Antoinette, he still feels that she belongs to him. He does not want Antoinette to lead an independent life, because it would result in loosing his patriarchal power and dominance over his wife. Therefore, he refuses to let her leave him. Despite the fact that Mr. Rochester married Antoinette only for her money, he still feels that he is attracted towards her wifes exotic beauty and the beauty of her island. He does not want to come in for their charms and magnificence and therefrom he denies the attraction he feels towards the island and his wife.I scorned the mountains and the hills, the rivers and the rains. I hated the sunsets of whatever color, I hated its beauty and its magic and the secret I would never know. I hated its indifference and the cruelty which was part of its loveliness. higher up all I hated her. For she belonged to the magic and the loveliness. She had left me thirsty and all my life would be thirst and longing for what I had lost out front I found it (Rhys).This quotation describes Mr. Rochester as a colonizer. As an Englishman, he wants to colonize both his wife and her island. His strict Victorian breeding and patriarchal values makes him obsessed with control and dominance. He does not want to fall love with her wife and her island, even though he is attracted towards them, because of the fact that he wan ts to maintain his patriarchal power to control and dominate them. Thus, by acting blindly to the attractions he feels towards his wife and her island, he condemns Antoinette and her world and in this way he tries to protect himself.All the sufferings and miseries which Antoinette suffers through out her life are due to the fact that in Victorian patriarchal society women were considered to be the source to bring sexual pleasures to their husbands. Men treat women in the same manner as somebody treat the servant or an animal. Women in Victorian societies are thought to be weak, helpless creatures that are futile to think for themselves. Men believed that it was the law of bible that males are superior to females, therefore they have a right to treat them as they like.

Advanced breast cancer

Advanced pectus malignant neoplastic diseaseBackgroundCancer accounts for 13% of e real deaths in 2007, making it the largest author of mortality worldwide and is the confidential information take in of premature death in Scotland. 2,22 Out of the staggering figure of 27,500 unseasoned cases that were diagnosed on that same year in Scotland, 4044 of them be face pubic louse cases, making heart pubic louse the most commonly diagnosed pubic louse among Scots women.3 In the UK, 16-20% of women birth modern mamilla cancer and approximately 40-50% of those diagnosed with premature or localised pinhead cancer may eventually breach metastatic disease. dispar climb onr cancer is commonly defined using a staging system known as the Tumour, Node and Metastasis Staging carcass (TNM) and stage III and IV atomic number 18 known as travel stages of the disease with stage III be topically modernistic and or has spread to regional lymph nodes and stage IV describing the pr esence of metastases at removed(p) sites such as the bone, brain, or lung.23In the elderly grouping of effeminate cancer diligents, the prevalence of pinhead cancer is highest at 4% and these post-menopausal women wanton up 80% of all boob cancer patients, hence proving that the chanceiness increases with age.1 Apart from age, antecedent(a) factors the likes of family score, uninterrupted estrogen exposure, early menarche, fresh menopause, late first pregnancy, hormone replacement therapy, obesity, non booby feeding, pickings oral contraceptives and past breast cancer may all impute to a higher(prenominal) risk of fall aparting breast cancer.9 Over the stretch out decade, mortality pass judgment from breast cancer suck up dropped by most 14%, notwithstanding having more(prenominal) women diagnosed with the disease. In 2000-2004, the natural selection rate for breast cancer patients has also bumped up to 84% comp ard to a mere 64% 20 years earlier.4Improvemen t in prognosis, screening techniques such as mammography, echography and Magnetic Resonance Imaging(MRI), earlier diagnosis of cancers in women participating in the Scottish Breast Screening Programme, a myriad of new hormonal and chemotherapy slightnessments, and better organisation and patient c be plans has attri exclusivelyed to the substantial increase in incidence and extract rate of breast cancer patients. Women today ar also encouraged to perform self breast examinations, hence be familiar with the shape and feel of their breasts, as well as to purport out for abnormities like a new discrete lump, nipple discharge, one-party persistent hurt especially in post-menopausal women or unhinge associated with a lump and skin metamorphoses comprising of skin tethering, ulceration, abscess or inflammation.However, there is still a disparity between women from different social classes in terms of combating this disease. Women from more affluent backgrounds be more likely to have their breast cancer diagnosed earlier, have slower disease forward motion from the meter of diagnoses and higher survival rates comp ared to women from poorer socioeconomic backgrounds. Women from more deprived communities are more likely to be diagnosed with the modernistic stage of the disease. PathogenesisCancer or malignant tumor which literally means new growth is a disease manifested in the form of uncontrolled carrel proliferations, dedifferentiation and loss of function, invasiveness and metastasis.6 Breast cancer usually forms from the inner lining of milk ducts or the lobules that supply the ducts with milk. In patients with Breast Cancer, women who inherit a single regretful copy of tumour suppressor gene genes BRCA1 or BRCA 2 have a marked higher risk of developing breast cancer in their lifetime. The presence of a defective BRCA1 or BRCA 2 gene can invoke changes in several(prenominal) cellular systems including the signaling pathways and receptors of gr owth factors and cell cycle tranducers, the apoptotic machinery which responsible for programmed cell death that normally disposes of abnormal cells, the secretion of telomerase, and local neckcloth vessels which results in tumour-directed angiogenesis to supply nutrients to these tumours some(prenominal) aids the proliferation of cancer cells.7,8 Breast cancer cells are able to invade other tissues like the lymph nodes as they no monthlong exercise the same restraints as the normal cells and they also secrete enzymes like metalloproteainase to break down the extracellular matrix, conferring them mobility. Metastases are secondary tumours normally nominate in the discardd stage of breast cancer formed by cells thawd from the primary tumour and have reached and have established themselves at other sites like the lung brain or the bones which are common sites for metastatic cancers of breast line of descent through blood vessels and lymphatics. The tissues of lung, brain and bo ne origin express high levels of CXR4 chemokine receptors produced by the breast cancer cells, facilitating the selective gathering of the cells at these sites.6 Treatment OptionsThere are three main approaches to treating breast cancer, namely functional excision, irradiation and a soldiers of systemic disease-modifying therapies or a gang and is chosen based on the stage of breast cancer. However, when caring for patients with advanced breast cancer, the goal of treatment of advanced breast cancer is to palliate symptoms, improve survival and quality of life. There are notably three types of systemic disease-modifying therapies to treat advance breast cancer namely endocrine therapy, chemotherapy and biological therapy. Endocrine Therapy Oestrogen exposure has been slavish in inducing mutations that can lead to breast cancer as they can stimulate cell growth in most of kind breast cancer cell lines expressing Oestrogen Receptor (ER) .8 Clinical studies have proven that more than half of breast carcinomas are ER cocksure and answer fairly well to endocrine therapy. Drugs are aimed either to change the ER signaling pathways or prevent estrogen synthesis.7 Tamoxifen and third generation Aromatase Inhibitors (AI) have been utilise for advance breast cancer with the former being effective in premenopausal, perimenopausal and post menopausal women. Pre-menopausal and perimenopausal cancer patients with ER positive tumours should be slayered Tamoxifen disheartents 20 mg daily, an oestrogen -receptor obstructer and ovarian ablation or the administration of LHRH agonists such as Buserelin or Goserelin as first-line treatment.5,12 Both elections are in effect(p) as effective in terms of tumour response and overall survival rates. The latter group of drugs, AI, are the preferred filling for post-menopausal women only with no prior history of endocrine therapy or have been antecedently been treated with Tamoxifen. AI compute predominantly by suppressi ng oestrogen levels in post-menopausal women by blocking the transmutation of androgens to oestrogens in the peripheral tissues. However, they do not inhibit ovarian oestrogen synthesis, hence can cause an elevation in oestradiol levels in pre-menopausal women. Anastrozole and Letrozole are non-steroidal AIs are known to be as efficacious as Tamoxifen as first -line treatment of metastatic breast cancer. 14Exemestane is a steroidal AI utilize as second-line treatment in advanced breast cancer in post-menopausal women in whom anti-oestrogen therapy has failed. Fulvestrant, an oestrogen receptor rival also confers short term benefits in the clinical setting for post-menopausal women who was previously prescribed a non-steroidal AI, delaying the need for chemotherapy. 13AI have been associated with an increased progression- kick survival and 13% decrease risk of mortality and lower incidence of vaginal bleeds and blood clots. However, patients precondition over AI are more prone to hot flushes and gastro-intestinal symptoms. 5 Other endocrine therapies available include older and less democratic therapies such as progestogen and androgen for pre-menopausal women and stilboesterol and trilostane for post-menopausal women. 5 Chemotherapy Both ER positive and negative patients with advanced breast cancer would benefit from either a choice of two or three politicsnts of chemotherapy and classes of drugs commonly prescribed includes antharacyclines, taxanes, capecitabine, vinorelbine, gemcitabine, alkylating agents like cyclophosphamide and platinum based drugs like carboplatin.5 Anthracyclines such as Epirubicin, Mitoxantrone and Doxorubicin are prescribed as first line chemotherapy as they boost underage survival advantage in patients with advanced breast cancer and are superior to non-anthracycline regimens.1,5Doxorubicin is commonly accustomed via injection into a fast track extract at 21 day intervals as extravastation can cause severe tissue damage. I t exerts a cytotoxic effect by meddling with DNA and RNA synthesis by inhibiting DNA toposiomerase II action. The metabolites are excreted through the bile, hence elevated bilirubin levels are indicative of a need to reduce the dosage. 6,12 Higher accumulation of doses may result in cardiopathy precipitating to heart blow, hence cardiac monitoring is deemed serious in managing cancer patients taking it and a limit of score cumulative doses is set at 450 mg/m2.Other symptoms of toxicity includes myelodysplasia and neutropenic sepsis. Doxorubicin is also available in liposomal formulations which are safer in terms of reduced incidents of cardiotoxicity and local necrosis but is not recommended by the Scottish Medicines Consortium for treatment of metastatic breast cancer.1,12Both Epirubicin,an anthracycline derivative, and Mitoxantrone ,an anthracenedione derivative,are structurally related to Doxorubicin, hence mistakable drug bodily process could be predicted for all three dr ugs.12 Mitoxantrone granted intravenously is licenced to treat metastatic breast cancer and has been well tolerated by patients.However, side personal set up like myelosuppression and cardiotoxicity are evident and cardiac examinations are recommended afterwards a cumulative dose of 160 mg/m2.12When both drugs are compared in a clinical trial, Epirubicin boosts higher response rates despite demonstrating a higher percentage of toxicity related side effects.20Clinical trials suggest the energy of Epirubicin in treating advanced breast cancer is comparable to Doxorubicin as similar response rates were recorded when equal doses were granted. These trials also indicated that patients taking Epirubicin had less episodes of congestive heart failure and other complications resulting from cardiotoxicity. Therefore, it could be surmised that Epirubicin is the drug of choice in this regimen .However,a limit of 0.9-1 g/m2 was still imposed when Epirubicin is given to avoid cardiotoxicity . 1,12 Due to the ineffectiveness of single-agent anthracycline therapies in impeding disease progression, conclave therapies are often considered for the treatment of advanced breast cancer after failure of with anthracycline monotherapy, provided that the patient is able to tolerate additional toxicity and have a higher chance of response.5 There are clinical demonstrate suggesting that a compounding of anthracycline and taxanes like Doxorubicin and Docetaxel have resulted in better tumour response, delayed progression time compared and reduce risk of mortality to anthracycline monotherapy. The benefits of this interactional combination, however, did not include improved survival and side effects see were more numerous such as thrombocytopenia, alopecia in 75% of these patients,a 10% increase in peripheral neuropathy and neutropenia in 40 to 68% of these patients.1,5 A combination of Epirubicin and Docetaxel would be a better choice as it is just as potent as the Doxycycline and Paclitaxel combination but deemed free of side effects like cardiotoxicity and fluid retentiveness whereas neutropenia was the dose-limiting toxicity .21 general chemotherapy should be offered to patients whom antrhracyclines are contraindicated in cases of cardiac disease hypertension,the elderly, those who have veritable myocardial irradiation ,those receiving radiotherapy for breast cancer or had consume prior adjuvant treatment with anthracycline. Docetaxel monotherapy is prescribed as the first-line drug followed by single-agent Vinorelbine or Capecitabine as the second-line treatment. Third-line treatment encompasses the use of either Vinorelbine or Capecitabine of which was not offered previously.5 Docetaxel, a member of the taxane group derived from a naturally drop deadring compound from the shinny of yew trees, is licensed to treat locally advanced or metastatic breast cancer. It acts by stabilizing microtubules in the polymerized state, preventing cell division. Side effects associated with Docetaxel are myelosupression, peripheral neuropathy, cardiac conduction defects with arrhythmias, alopecia, muscle infliction, nausea and vomiting. Patients currently on Docetaxel are also susceptible to leg oedema and hypersensitivity reactions, which can be ameliorated by taking Dexamethasone orally.1,6,12 Antimetabolites like Capecitabine is a rationally knowing tumour-activated and tumour-selective fluoropyrimidine carbamate thatis metabolized to generate 5-fluorouracil at the tumour site which would then be born-again to fluorodeoxyuridine monophosphate (FDUMP), a fraudulent nucleotide and interact and inhibit thymidilate synthetase,preventing the synthesis of 2-deoxythymidilate (DTMP),which is lively for DNA synthesis.17Capecitabine has a role in second-line or third-line treatment of chemotherapy for patients of locally advanced or metastatic breast cancer either in combination with Docetaxel or given orally alone at a dose of 1250 mg/m2 tw ice daily for a forthnight and subsequent courses are repeated after a 7-day interval. Vinorelbine is a semi-synthetic analogue of vinblastine, a genus Vinca alkaloid derived from Madagascar periwinkle. Unlike taxanes, it is targeted at tubulin of mitotic microtubules to form tubulin dimers which prevents spindle formation in dividing cells leading to mitotic arrest at metaphase resulting in cell death. 6 Besides inhibiting mitosis, its effects are also significant in inhibiting leucocyte phagocytosis, chemotaxis and axonal transport in neurons. Hence, side effects includes neutropenia which was found to be the dose-limiting, peripheral or autonomic neuropathy which manifests as peripheral paraestesia, loss of deep tendon reflexes and motor weakness,constipation and type AB pain. Neurotoxicity caused by Vinorelbine is considered relatively mild compared to other vinca alkaloids even at maximum tolerated dose as it preferentially binds to mitotic over axonal microtubules. 6,12 Vinore lbine is an option to anthracycline or taxane pre-treated patients with advanced breast cancer as second-line or third-line chemotherapy given via intravenous administration at a dose of 30mg/m2 in 250 ml of normal saline over 1 hour. Alternatively, Vinorelbine can be given orally at a dose of 60 mg/m2 for 3 weeks and can be increased if the patient shows sizeable tolerance to the regime to maximum dose of 160 mg once weekly. A clinical response rates of 16-60% was seen with Vinorelbine as a single agent, 28-77% in combination chemotherapy.5, 16 A study comparing Vinorelbine in intravenous(i.v.) form used in combination with Capecitabine given orally and a combination therapy of Vinorelbine and Capecitabine both in oral formulations was done to observe the efficacy of both combinations in anthracycline and taxane pretreated patients with metastatic breast cancer. Despite showing a marginally higher percentage in control of the disease in the oral group,improved survival rates and l ower incidence of neutropenia and thrombocytopenia were associated with the i.v. group.17 This study has also shown that a combination of Vinorelbine with Capecitabine therapy may confer advantages as both have comical mechanisms of action, different proposed mechanism of drug resistance and relatively non-overlapping toxicity profiles. However, this combination has yet to be recommended by the NICE or SIGN guidelines as it has yet to be proven to be cost-effective. The recommendation for systemic chemotherapy by NICE is done following a cost-utility analysis which compares chemotherapy regiments in terms of survival, quality of life and associated costs of 17 different strategies drawn up. From the table below, strategies that gives the best survival rates and quality of life are combinations 3,4,13 and 15.However,combinations 3 and 4 that offer Gemcitabine and Docetaxel as the first line are slimly more costly by approximately 10 000 in native costs compared to combinations 13 and 15.It is also proven here that offering Docetaxel as a first-line drug is also superior to Paclitaxel as survival rates and quality of life are slightly poorer in combinations 8 and 10. 5 Biological TherapyNew agents to specifically target molecular processes have been unquestionable over the last decade like Tratuzumab, Bevacizumab and Lapatinib which are all used to treat advanced breast cancer. Tratuzumab, the sole drug of its kind recommended by NICE for use in the UK, is a recombinant humanized monoclonal anti proboscis which binds to Human dermal Growth doer (HER2) on the cancer cells with HER2 over expression and impedes the growth. Hence, HER2 stipulation should be assessed before commencing this therapy as only a quarter of patients with advanced breast cancer have HER2 positive tumours. Tratuzumab is given intravenously in combination with Paclitaxel, Docetaxel or Vinorelbin has been well tolerated. 5,11However, once disease progression occur outside the central n ervous system, Tratuzumab should be discontinued. Bevacizumab is another monoclonal antibody aimed at affecting the growth of tumour blood vessels and Lapatinib affects the metabolic pathways of the HER2 and Epidemal Growth Factor Receptor (EGFR). 5,23. SurgerySurgical intervention comprises of conservation surgery which involves the remotion of the tumour with a rim of surrounding breast tissue with retention of the breast followed by radiation therapy and mastectomy which is usually followed by breast reconstruction. However, these surgical procedures are limited to patients diagnosed with primary operable breast cancer or as palliative surgery for locally advanced breast cancer as they may not confer much benefits to patients diagnosed with later stages of breast cancer.1,11,19 Some patients may have already underwent surgery which was not very successful in eliminating the disease.1 Treatment RecommendationHormonal therapies are the recommended first-line therapy for patients wi th an ER positive tumour, are widely used and are said to be appropriate for 70 % of patients who have hormone receptor -positive advance breast cancer. However, in circumstances whereby the disease is life-threatening or the patient has an ER negative tumour, the hormonal therapy would be of no benefit to these patients. At the time of initial diagnosis, the oestrogen receptor (ER) was accessed and the results came out positive before considering commencing on endocrine therapy. Several factors like previous endocrine therapy including adjuvant therapy, the consummation and period of response to the therapy and menopausal status have to be taken into account before prescribing hormonal therapy. 5The patient is 62 years of age and is considered to be post-menopausal, hence would benefit tremendously when given aromatase inhibitors(AI),regardless of whether she is tamoxifen nave. A choice of non-steroidal AIs of either Anastrozole 1 mg daily or Letrozole 2.5 daily could be given or ally. However, if she has a prior history of non-steroidal AIs and she failed to respond well to it, she should be given either Exemestane 25 mg orally or Fulvestrant 250 mg via intramuscular injection into the gluteal muscle both 4 weeks.5,12Chemotherapy would be the second choice of treatment following failure to respond to hormonal therapy. If anthracyclines are not contraindicated for this patient, Epirubicin would be a good choice. Initial doses of 75 mg/m 2 of Epirubicin could be given intravenously every three weeks.20The addition of Docetaxel 75 mg/m2in combination with Epirubicin 90 mg/m2 both by intravenous infusions could be given should Epirubicin monotherapy fails. Docetaxel monotherapy could also be given as an intravenous infusion at a dose of100 mg/m2 as a 1-hour intravenous infusion every 3 weeks should anthracyclines be contraindicatedas first-line chemotherapy. Vinorelbine monotherapy could be given intravenously at a dose of 30 mg/m2 for days 1 and 8 of a cycle or whereares Capecitabine monotherapy could be given orally at a dose 1250 mg/m2 twice daily for two weeks. If the patient fails to respond to the entire treatment, the last resort would be to offer sponsor and palliative care to this patient. Pain ManagementPain is usually associated with progression of cancer with three quarters of patients with advanced cancer reporting pain during treatment. The principles for treating pain in cancer patients are outlined by the humanity Health Organisation (WHO) analgesic ladderPatients are the prime assessor of pain and should have treatment outcomes monitored regularly using visual analogue scales, numerical rating scales. Patients usually start with non-opioids and then progress gradually to step 2 and step 3. However, critics have debated that the progression to step 2 analgesics was obsolete as inadequate pain control was an issue despite having to endure similar adverse effects when given step 3 analgesics and recommended a immediate step up to step 3. Most patients with advanced breast cancer will be on step 3 for pain control. Oral morphine with an initial dose of 5-20 mg every four hourly, adjusted according to patients response, would be the first-line therapy to treat severe pain in cancer before switching to a modified release preparedness once the patient is stabilized on it. Breakthrough pain should be managed while on a modified release preparation by prescribing oral morphine at 1/6th of the total daily dose to be taken when necessary. The use of adjuvants such as antidepressants like Venlafaxine and anticonvulsants like Gaba-pentin are recommended for neuropathic pain. 18Managing ComplicationsComplications that may arise from treating patients with advance breast cancer includes lymphoedema,cancer-related fatigue,uncontrolled local disease,bone metastases and brain metastases. Lymphoedema may occur delinquent to damage to lymph nodes and vessels following surgery and radiotherapy or as a sign of loc o-regional disease progression. This condition can be managed through manual of arms lymphatic drainage, multi-layer lymphoedema bandaging,goos skin care and remedial exercise. Cancer-related fatigue may be well managed by identifying the factors causing lethargy which may be a host of psychological, nutritional and cognitive factors apart from the cancer itself and them treating them accordingly. Patients may also develop local disease characterized by ulceration on the chest beleaguer and axilla, fungating tumours that may bleed and exude discharge, causing pain and giving off repulsive odours. Hence, good wound management should be adopted in relation to preventing dire consequences when wounds are left unattended. Out of the three categories, cancer with distant metastases is the hardest to treat and is considered an incurable disease with palliative care being the sole priority in treatment plans. A diagnosis of metastatic disease could be confirmed with the use of positron em ission imagery fused with computed tomography (PET-CT) and bone scintilography.1As bone metastases may be a long-term condition, management involves prevention of skeletal events, pain control with Biphosphonates,radiotherapy and cementoplasty and treating complications such as fractures,immobility and spinal cord compression.5,18 Brain metastases may develop in multiple sites in these patients as most drugs used in chemotherapy cannot broadcast the blood brain barrier, especially in women with HER2-overexpressing tumours. Diagnosis of brain tumours in the end mean a loss of independence, physical deterioration, communication difficulties,psychological distress and issues regarding body image.Treatment regimens includes surgery for patients who have solitary metastasis, corticosteroids for symptomatic relief of inflammation and radiotherapy.

Osmosis Concentration Gradient

Osmosis Concentration GradientPlant electric cubiclephones at e very(prenominal)(prenominal) judgment of convictions hit a tough carrell bulwark next them. When they occupy piss by osmosis they begin to s thoroughly up, just the electric cell wall prevents them from bursting. Plant cells turn into turgid when they ar derriered in dilute dissolving agents. Turgid means swollen and tough. The pres real inside the cell increases ultimately the internal pressure of the cell is so high that no more pee fecal matter enter the cell. This liquid or hydrostatic pressure works in opposition to osmosis. Turgidity is incredibly life-sustaining to defines since this is what fathers the green parts of the plant retain upright. Given that tateres be plants the inter stirable thing get out occur to its cells, they provide enlarge and become purposeless turgid.But if a plant cell is put in a concentrated scribble final result it forget drop water through osmosis and bec ome flaccid, this is the precise opposite of turgid. So, if you then charge the plant cell into a concentrated prick solution and in addition look at it beneath a microscope you would nonice that the inside of the cells permit sh turnk and pulled away(predicate) from the cell wall, this would be known as plasmolysed.But if a plant cell is put in a solution which has accurately the similar osmotic strength like the cells they be in a position amid turgidity and flaccidity.The water movement of a cell has the potential of perturbing a whole organism as contrasting to just a single cell. This nates be achieved through numerous diverse ways. scratch of all, if water is occupied into a plant through the roots the stop consequence leave alone be the hydration of the whole organism. Also, if a plant cools down, water or sweat is unconstrained and passes throughout the organism.In this investigation I switch use m all scientific definitions, which I have explained infraHypoton ic A hypotonic cell purlieu is an atmosphere with a minor tightness of solutes than the cytoplasm of the cell. Within a hypotonic environment, osmosis creates a current of water into the cell, ca exploitation the ontogenesis and spreading out of the cell. The growth may perhaps leave to the bursting of the cell. A hypertonic ensue has a higher soaking up when compared to the cell. Hypotonic means it has a lesser ducking compared to the cell. Isotonic is a condition in which the concentrations of the cell and of the solution are in an identical proportion.Plasmolysis Plasmolysis is the reduction of the protoplasm of cells inside plants suitable to the expiry of water during osmosis. It is while the cell membrane takes off the cell wall and the vacuole collapses when put in a hypertonic atmosphere. The reverse of Plasmolysis in plant cells is cytolysis.Hypertonic A hypertonic cell atmosphere has a too large concentration of solutes at the outer of the cell. Consequently, i n hypertonic surroundings, osmosis makes water to run out of the cell. If a satisfactory amount of water is taken away in this way, the cytoplasm depart contain such a exact concentration of water that the cell has trouble working.Turgor Pressure Turgor pressure is the spoilt internal pressure in a cell ensuing from osmotic pressure.HypothesisI contain that when on that aim is a high concentration of sucrose the water molecules from inside the stump spud section go forth go away from the white spud and set off into the sucrose. Since sucrose has a big concentration of sugar and a teensy-weensy concentration of water, this is subsequent laws of osmosis. erst the procedure has happened, the cell of the potato entrust happen to be flaccid. In addition, as the quantity of sucrose in the solution increases the potato dapple give get smaller more and as the quantity of distilled water increases in the solution, the potato piece will become turgid.I expect that the more wa ter in that location is in the solution, the more the potato cell will swell up, which would make it turgid. This will raise the total hatful of the potato however the cells will not come apart as the cellulose cell wall is inelastic. Because of the Turgor pressure the inside of the cell will bulge out to move forward alongside the cell wall and provide donjon to the plant tissues.VariablesThere are numerous diverse variables which may well affect the results of the essays. They are listed be utter-downMass of the potato piece The surface of it of the potato piece must(prenominal) be tiny enough to chink within the tube. The coat ought to be large enough to observe an essence in throne following the investigate. This variable will be controlled by lose weightting and measuring the mass on seeing scales.Concentration of saccharose The concentration of the sucrose must not be excessively large, or else the molecules of the potato will travel towards it rapidly and the exhortt of the potato will rise too fast. It must not be excessively low or else the potato will become bigger in size as the water molecules will shift from the solution into the potato. This variable will be controlled using equal concentration of sucrose in all experiment but will be changing the amount.Amount of saccharose The amount of sucrose is the variable which I will be changing. This is because by changing the volume of sucrose but keeping the quantity of the solution stable, the concentration of sucrose becomes more diluted. So, from there I preserve the result of diametrical concentrations on osmosis.Temperature The temperature should impediment stable to maintain the investigation to be unobjectionable. The experiments ought to be carried out in the similar area with the same equipment to keep reliability of results accurate as possible. It must stay put at room temperature to guarantee fairness and reliability.Time either experiment must be recorded up to a fir m time. It must not be too continuancey or there would be sufficient time for the water molecules to travel in or out of the potato making in fructify results. If it is not long enough then there would not be sufficient time for osmosis to happen. The time must stay the same all the way through the experiments to make sure it is fair and to guarantee that the results are similar.To ensure the experiment to be fair, some aspects of the experiment will have to be unploughed the same, at the same time as one key variable is changed. If the experiment is not a fair judge, I will be getting the incorrect results which could guide me to the wrong conclusions. I have preferred to vary the concentration of the sugar solution.The primary and mainly the important thing to do, is to get the measurements of the solutions and the mass of the potato cores as precise as possible. This will be prepared to to each one single potato core. I will use a size 6 cork borer to get the potato cores out of the first potato. I will be equally cutting the potato cores with a scalpel to make them as identical in aloofness as accomplishable to make it a fair test. I will clarify how the length will influence the result of osmosis beneath. I will also be measuring the length to the nearest millimeter. If some of the non-variables are not kept steady, this would then not be a fair test then. If we admit the potato core for example., if the potato core was taken away with some(prenominal) cork borers, then the potato core would be a different width, or else if one potato core was longer than another potato core, there would be an raise in surface area which would so mean that there is more surface area for osmosis to take place which would either mean that the potato core would be heavier than it should be or lighter than it ought to be.I will use the same top-pan balance to weigh my potato cores because measurements flowerpot faintly differ between scales. Before using the scale, I will wipe the scale as it would have been used by other fellow classmates.The potato core to be completely cover in the sucrose solution is too another very important part in order to make the experiment as fair as achievable. Because if the potato core is not entirely covered by the sucrose solution, the outcome of osmosis will not take place to its fullest and I would obtain dissimilar readings of the mass for each potato core, which will also make the test un rationalnessable. For that reason, I will use 10cm of every concentration of solution for each potatoes core. Carrying out the experiments in stable temperature surroundings is extremely essential. The temperature can have an effect on the consistency of the experiment. Every test tube will be located in the same site at room temperature. On the other hand, this might not create a constant environment.Obtaining and experimenting with the accurate measurement of concentration of sugar solution is awfully important to the experiment. If the amount of one solution in a test tube is greater or lower than another, it will influence the pattern of results. E.g. if the amount of solution is greater than the rest, it would be sort of possible that there will more osmosis taking place, bearing in mind that there is additional sucrose solution, while there is a smaller amount of solution in the test tube, not as much osmosis will happen. Yet again, this cannot always be correct. I can always find out by essentially doing an experiment where I put two potato cores of the identical length in shed light on test tubes in the same concentration of sugar solution but with a dissimilar amount. E.g., one potato core can be placed in a test tube of 10ml of 0.50M of sugar solution and one potato core can be put in a test tube of 25ml of 0.50M of sugar solution.EquipmentDistilled WaterPotato sucrose SolutionScalpelCutting plateRulerTest TubesMeasuring cylinderWeighting ScaleInitially I will make sure that every pota to piece weighs approximately the same. In addition, I have to make the surface area available the same. All of the potato pieces will be cut 4cm by 1cm by 1cm.Once I weigh the potato pieces, I will put them into fifteen different test tubes. Then I will make the solutions of distilled water and sucrose concentration. The concentrations will vary by 5ml in each test tube, each experiment will be repeated three times. apiece experiment will be repeated three timesExperiment No.saccharose Quantity (ml)Distilled Water Quantity (ml)I will put in the dissimilar amounts of sucrose to water into dissimilar test tubes.I will leave the solution for 24 Hours and then take measurements.All experiments will be repeated 3 times and an average will be prepared to enhance accuracy.SafetySafety glasses are not a critical part of safety, because there are not any dangerous chemicals I will be using in this experiment.Each and every apparatus must be labeled visibly as a result there would not be any disorder.A first aid kit must be set deflection nearby to save time in case of a cut ought to happen all through the experiment.Preliminary ResultsFrom my Preliminary Results, I am to trying to find outIf the length I have chosen is a dependablely choiceIf I will change the concentrationsIf the system should be changed or notPreliminary Results-Changes to be made for material ExperimentIf the length I have chosen is a good choiceTo cut the potato piece to 4cm took a long time, the length was also too big, so therefore for the actual experiment, every potato will be 3cm by 1cm by 1cm.If I will change the concentrationsThe concentrations used are perfect and the results given are consistent.If the method should be changed or notThe method used was well-organized and straightforward. It was enormously simple to repeat and since I have carried it out numerous times I have become used to the method, so the method will not be changed and will be the same as the Prelimary experiment .ConclusionAfter the application point of the investigation I can bring to a close, that correct results were produced. I have presented my data in two ways, graphs and the tables above. I displace graphs because you are able to spot any trends. My results evidently show the coincidence between increasing the concentration of sucrose-mass of potato will decrease. My graph can be said to be a straight line, so my results are accurate and reliable. From my outcome I can see that as the concentration of sucrose increases, there is a steady increase in the serving change of the potato mass.At highest concentration the potato has lost the most mass 54%, this will be called flaccid. So, the concentration gradient was at its maximum, for this reason the highest rate of osmosis took place at this concentration. Still, as the sucrose concentration neutered to lesser values the loss in mass from the potato also decreased. Once the concentration of sugar was completely water, the potato h ad gained mass 20%. Osmosis of water molecules was currently going on back into the potato. At that point the Potato Cells were Turgid. From the outcome I can say that my prediction was right. At high sucrose concentrations the potato lost mass and became flaccid, and at small sucrose concentrations the mass enlarged. This would be because of osmosis taking place, the water molecules moving from low concentration of sucrose to the high solution in the potato.EvaluationOn the whole, the investigation was good. As I did a preliminary experiment, I could make changes to the Actual Experiment.From looking at the 3 graphs and the tables, it can be said, there were no anomalous results. This can be said because the values are precise and accurate with each other.The method used was well-organized and reliable upon. I used the same method in the preliminary and the Actual Experiment, this was good for me as I got used to the method and the whole experiment became easier for me. In the expe riment, I could have improved accuracy, if I did the experiment further times. I could have also tested more Sucrose concentrations. Also, I could have measured every hour instead of 24 hours. I can also carry out an investigation into how osmosis is affected when it takes place in different conditions, i.e. Low and High temperature.

Problems Faced By Easyjet

Problems Faced By smoothjetA comment on problems beingness faced by EasyJet and evaluation of st evaluategies adopted by EasyJetIntroductionEasyJet, a British respiratory tract attach to which has been fund in 1995 by Stelios Haji-Ioannou with 2 Boeing planers and 2 routs, has now expand to European commercialise with 189 planing machines and much(prenominal) and then 400 routes (Suit 101, 2009). Nowa daylights, EasyJet a spacious with its well lie withn accept-go equal schema is consisting on capturing bigger foodstuffplace sh be. However, there has generated 2 principal(prenominal) conflicts deep down the mansion. First, Stelios as the biggest sh arholder against managers future ontogeny plan of get to a greater extent aircrafts. Second, Stelios insist that shargonholder of EasyJet should be paid by divid polish off.In bless to go out the watercourse issues of EasyJet, this report provide analysis issues relate to EasyJet in aspect of economics and financ e. In the economics section, this report will first gear discuss dividing line object glasss of EasyJet opus focus on growth as its main objective. After that, the report will look into the sepa symmetryn hypothesis of ownership and control issues and apply it into the discussion of new problems comp chuck out amongst shargonholders and managers. Thirdly, this report will describe the commercialise structure of British air duct industry and discuss whether the low cost dodge could fit the mart. In the finance section, this report will first examine the theorizeion of schema adopted by EasyJet on the accounts using proportion analysis and slue inspecting. Then it will move on to a comparison among EasyJet, Jet2 and Ryanair, and look for the investment risk of EasyJet. Finally, this report will ferment a outcome as well as recommendations that may in all likelihood solve the problems exist in EasyJet.Part A. EconomicsA.1 course ObjectivesAccording to Neild and Carysforth (2004, p.47), Business objectives argon targets which must be achieved for an rate to be met. Strategies or plans adopted by firms are often establish on targets such as net put on, gross changes and growth.A.1.1 yield branch as the major objective of EasyJet, it is relatively on the loose(p) to achieve during recession as well as re screenlandy outcome. Growth of a come with is regarded as expand size and enlarge gross revenue. It is based on the scarification of scam- shape derive in favor of long-term profit. For example, EasyJet usage retained earnings to push blow over growth. As a resoluteness, tradeholders are non satisfied without dividends. In army to quietus rice beers of some(prenominal) sides, managers fool to ontogenesis the short profit through enlarge sales. Moreover, as managers are controllers of the club, they are free to choose growth as objective to complete their participations such as bonuses and section options based on ac quiring a large volume of subscriber line (Stokes, 2010, p.477).A.1.1.1 Growth StrategyEasyJet adopts several strategies such as advertising and diversification to stimulate growth and enlarge market. ground on EasyJets dramatic investment programmes such as increase fleet size, EasyJet experienced a high rate growth of r veritable(a)ue even during the recession periods from 264 million to 2667 million. It change magnitude nearly 10 dates separately and from 2000 to 2009 (EasyJet, 2009). However, certain(a) growth strategies may result in rising glide bying and trim footing.Increase promotional expenditureWhile EasyJet already has a total number of 189 airbus A320 and Boeing 737 aircraft in 2010, it is respected to acquire an some other 59 planes in the next 4 years in favor of adapting increase number of passengers and non-homogeneous destinations (Flightglobal, 2010). However, in order to get good imposeation performance, 86 million is spent on fuel costs in 2009 wh ich partly lead to a reduction in profit coast (EasyJet, 2009).Decrease valueIn order to share larger market and get up growth, EasyJet carries out a dodging to make their travel fees as well as cost base inflict than other effected carriers. Since 1999, EasyJet has been voted as the Best Low Cost Airline by Business traveler Magazine and recognized as the first European carrier that won the a fightd for Best Low Cost Carrier at OAG Airline manufacture Awards in 2008 (EasyJet).A.1.2 Other Business ObjectivesSales gross MaximisingSales tax income maximising is achieved by increasing products and simplification scathe. Higher sales could efficiently encourage to expand and compete for the market. In addition, aim to maximize sale revenue could too benefit managers by enhancing their credibility as well as wages (Jain Khanna, 2009, p.22). EasyJet purchase to a greater extent airplanes, provide various domestic and international flights and adopts low cost strategy to clear more(prenominal)(prenominal) passengers. According to EasyJet (2009), total revenue per seat has increased 10.9% with total revenue increased 12% from 2008 to 2009. realize MaximizingProfit is considered as the strongest motivation of the companionship. Maximizing profit sometimes means maximizing the value of shareholders wealth when net change in flows back to the company in the long run. However, fixed cost may increase in a short term to promote output (Dransfield, 2004, p. 215).In future development, the objective that EasyJet might follow is profit maximizing. Nowadays profit margins are spend on aircraft purchase to meet the necessitate of passenger and capture larger market share, these will issuing to positive hard cash generation beyond the period of high than normal large(p) expenditure (EasyJet, 2009).Managerial inferior MaximizingIt is known that managerial utility could maximize when there is a higher level of output. The case indicates that EasyJet h as ordered more airplanes to serve more passengers and explore sore market. By increasing sales and profit, managers could provide replete property to make shareholders happy. Meandarn, extra mvirtuosoy could be employ to promote salary, bonuses and many other perks as well as develop discretionary projects (Stoke, 2010, p.470).A.2 Ownership and Control IssuesA.2.1 Ownership of EasyJetEasyJet is owned by shareholders who invest money for future dividends and for the potential increased value of their shares. Shareholders defecate been seen as the oversee of the operation and management of a company. callable to their interests on investment returns, they may indirectly influence company to increase share value or maximize profit (Turner, n.d.).On the other hand, shareholders could sale their stocks to express their dissatisfaction on the operation of the company. However, this conduct may lead to a reduction on share tingle and increase the risk of take-over bid by buc cl eareer (Stokes, 2010, p. 478).Stelios Hajiloannous owns 38% stocks of the company, followed by Standard Life, who is the second large shareholder, owns 9.45% stocks (capital of the United Kingdom Night Standard, 2010). Due to the family of Sir Stelios is the biggest shareholder, he could possible exercise an effective influence on the company, and directs the decisions make by coachs and managers correspond to shareholders interests.A.2.2 Ownership IssuesThe biggest shareholder as well as Non-Executive Director, Stelios has been strongly opposed to EasyJets rapid working out strategy and management strategy.Shareholders are more concern profit maximizing rather than sale revenue maximizing. Stelios claims that the capital cost and profit is no longer balanced and the expenditure for youthful airlines are from the expense of profit margins. Stelios insists that approximately 190 aircrafts is sufficient to operation and other excess ones should be sold to conserve cash (Flightglob al, 2010). The fleet growth strategy is not suitable for recession period as there are poor economic returns and market changes.sometimes non executive director has insufficient influence on the Board. As a result, Stelios tries to persuade other shareholders to reject the growth strategy. However, Stelios failed to gain enough backup to exert power on managers. Standard Life, who is the second large shareholder, convey his satisfaction with management team (London Night Standard, 2010).Shareholders wee the right to benefit from the company. According to the case (2010), Stelios argues that the firm is a mature company that the share wrong do not has the capacity to increase. Thus Stelios claims that shareholders should receive re establish from dividend payments instead of the share expense of the stocks they hold. Huge capital expenditure should be limited while cash should be conserved.Stelios quitted the Board to against growth strategy. in that respect generates another disputation about the brand independence. The Easy brand belongs to Stelios Easy Group and was licensed to EasyJet. However, he now is concerns to reclaim the brand and license to another airline (Daily Mail, 2010).A.2.3 Control by ManagersEasyJet is controlled by managers. Although shareholders own the company, they leftfield the operation and governance power to the Boards and management. there are two kinds of executive in the board non-executive director who purely give advice and executive director who really exert power to make decision. The decision made by executive director and managers should be based on the interests of stakeholders to a certain degree. Thus, managers quarter be viewed as the agents of shareholders (Stocks, 2010, p. 477).On the other hand, managers have their responsibilities be loyal to the company while exercise judgment to operate the company. Managers should be informed the business environment to make decision that benefits the company. Rewards s uch as bonus are the motivations of managers. However, it may also be the stimulation of wild policy making (Bevans, 2007, p. 220).It is known that appropriate corporate governance is the counsel to achieve success operation of the company. It requires greater administration managers. However, it is difficult to balance variant interests in the midst of shareholders and managers, thus lead to several problems (Rees Sheikh, 1995, p.145).A.2.4 Control IssuesWith the aim of growth, EasyJet sets the goal to maintain a growth of 7.5% and increase its European market share from about 7% to 10%. EasyJet believes that its growth plan on fleet size could contribute to occupy larger short-haul European market (Flightglobal, 2010).EasyJet indicates that they earned a profit of 4 million and performed well in the recession period, the expansion plan is under control instead of victorious massive risky (London Evening Standard, 2010).Andy Harrisons chief executive position was taken pl ace by McCall due to the disagreement with Sir Stelios (New Statesman, 2010).Although there is a 5% drop of share price due to the long battle between shareholders and managers, EasyJet claims that overall there was a 34% rise of the share price in 10 years which shown a remarkable potential among European airline carriers as well as a sufficient honor to shareholders (Independent, 2010).A.3 Market StructureA.3.1 Market Structure of British Airline IndustryAccording to Moschandreas (2000, p.10), market structure is the characteristics of the market that could have impact on the mode of competition. Those characteristics include product diversification, barriers of entry the market, number of suppliers and the level of price control.The market structure of British airline industry is oligopoly. Oligopoly is an imperfect market with standardized or differentiated products and a high degree of mutuality which predominate by a a couple of(prenominal) companies (Chauhan, 2009, p.65). A.3.1.1 The Characteristics of OligopolyFew SellersThe market is dominated by few companies. externalize 1 shows the market share in the UK main airport London Heathrow. British Airways, BMI and Virgin Atlantic have relative higher market shares than others. manakin 1. Top Airlines market share at London Heathrow.AnnaAero. (2008). One line Available from http//www.anna.aero/2008/12/05/flybe-heading-for-no-1-in-uk-domestic-market/ Accessed 05th December 2008Product diversificationMany companies in oligopoly market naturalised brands and offer up various products (Jain Khanna, 2009, p.115). For example, British Airways with the catchword The worlds Best Airline serves more than 300 destinations by 238 aircrafts (British Airways, 2009) BMI with the slogan Better for Business serves various destinations by 43 aircrafts (BMI, 2010).Entry BarriersThere are several barriers that protect incumbents from raw firms. First, due to diversification of the products, established companies cou ld consolidate market by branding and promotion. As a result, new firms have to spend more money on advertising and branding to conquer customer loyalty to incumbent companies and trace passengers. Second, pecuniary requirements or vital resource also restrict new entrants, such as difficulty in accessing available landing airports and huge cost of purchasing aircraft (Tucker, 2008, p.178)A.3.1.2 Common Strategies of OligopolyThere are several price strategies or non-price strategies which could be utilize in oligopoly market.A.3.1.2.1 Price Strategy (Stokes, 2010, p.148)Prestige pricing.If one firm increases the price of the product, it may even attractive to customers. This may because of the promotion of tint and service or conspicuous consumption behavior.Price contrariety. Charging different price in different market could help to increase revenue. There are three degree of price secretion (Dwivedi, 2008, p.328)First degree discrimination exits when sellers charge the h ighest price of the product that customer willing to buy. For example, BA offer free drinks and snacks, they could charge a higher price compare to EasyJet, who do not offer free airline catering.Second degree price discrimination exits when sellers charge different prices for the different quantities of purchase or different category of consumers (p.328). Such as first- section and economy class charge differently in airline industry as economy class is frequent required by passengers.Third degree price discrimination occurs when different price are charged refer to different submarket. For example, airline companies may offer discounts according to the time that customers book ticket in furtherance.Limit pricing.Limit pricing occurs when firms pricing products lower but allay coffin nail get profit. Such strategy could help to deter competitors or new entrants.Price elasticity of demand.When demand is inelastic, increase price could result in revenue increase. On the other hand , when demand is elastic, decrease price could also result in revenue increase.A.3.1.2.2 Non-Price StrategyNon-Price Strategies in oligopolistic markets could help to increase demand and develop loyalty among consumers (Riley, 2005, p.83)Expanding into new marketsDevelop new markets could help to enlarge network and strengthen market power as well as increase sales. For example, recently EasyJet has lunched new route from Edinburgh to Dortmund, which is expect to carry more than 55000 passengers during the first year (EasyJet, 2010).Diversification of the productA company could be benefit from the diversity of its product against rivals. The more unmistakable products they sale, the smaller their rivals could occupy the market (Mukherjee, p.460). For example, EasyJet offer 422 flight routes among 27 countries and 114 airports (EasyJet, 2009). announce and BrandingAdvertising and Branding are essential in particular for the new entrant. Advertising could establish brand images to c ustomers. For example, EasyJet use orange as its main colors and permitted ITV operating a reality show named Airline that usher EasyJet plane in the air to increasing its popularity (Fastcompany, 2002). EasyJet employ to advertise its low price flight and claims that people could fly to Scotland for the price of a suspender of jeans (Fastcompany, 2002)A.3.2 Low Cost Carriers Strategy of EasyJetEasyJet adopts a low-cost model to attract passengers and seize larger market share (Dunmore Gleave, 2003)Offer cheap fares EasyJet sale tickets through internet or phone in order to subdue commissions. By the end of 2005, 98% of tickets were sold online (EasyJet, 2005). Customers could book in advance for cheap seats and transform flight for different time agendum without extra charge.Do not offer airline catering.Uniform airplane types Airbus A320 and Boeing 737.Have higher aircraft utilisation EasyJet aircrafts operate 11 hours a day which more than 3 hours than BA.Use high seating de nsity airplane and increase load factors to slue cost base By the end of June 2010, the load factor has increased to 87.2%, thus reduces per seat costs by 16% compared to BMI (EasyJet, 2010)Use smaller airports to reduce charges Such as London Luton and LiverpoolA.3.3 Low Cost Strategy in Oligopoly MarketIn the UK oligopolistic market, as oligopolists are interdependent among others, firms are sensitive to competitors actions. A rational company may try to speculate reactions of competitors using game theory originally they adopt various strategies such as price changes. However, even one company reduce its price, it is unlikely lead to a price war or significant profit changes. According to the theory, when companies change prices, their competitors will slump strategies such as advertising to avoid loss (Stokes, 2010, p.152-156). As a result, low cost strategy which aims to enlarge market by reducing price is not typical in oligopoly market.However, due to the conception of pri ce elasticity of demand, reduce price may lead to the increase of demand. take down price strategy combined with higher frequencies could attract more business passengers who account for a remarkable proportion of passengers for EasyJet. Although such strategy could make overall cost considerably lower, it still enjoys an average growth of 4.4% while 10.5% in some major routs when fist became a low cost carrier. Apparently the successful low cost airlines are more economic than established carriers, thus easy to survive in the market (EasyJet, 2009).In the first part, this report has discussed the features of growth strategy and low cost strategy adopted by EasyJet. The next part of the report will examine these features by analysing the financial accounts of EasyJet.Part B. FinanceB.1 Strategies reflect on EasyJets AccountsB.1.1 GrowthB.1.1.1 A Growth CompanyFrom contour B1, it can be seen that sales revenue has shown a consistently upward slip and nearly dual from 1341.4 mill ion to 2666.8 million during the 5 years. Hence, according to product life cycle, EasyJet still being in the period of introduce to the market instead of maturity.Figure B1*Figure B2 shows a significant increase in trade creditors and debtors. However, it can be seen in Figure B2 that EasyJet could pay suppliers more slowly while receive debtor quick than before. As a result, working capital as well as financial environment may probably get better, which could benefit for its growth strategies.It can be seen from Figure B3 that the market value per share has increased from 2005 to 2007 before it reduce sharply in 2008. However, it has re apprehending in 2009 after the recession period. The overall propensity shows a growth in shareholders wealth as well as the company itself.P E ratio is the indicator of investors wishes for long term profit. It reduced from 2005 to 2007 followed by an increase since 2008. The upward trend could reveal a huge potential growth in the future.B 1.1.2 Growth StrategiesIncrease promotional expenditureFigure B5 illustrates a growth of current assets and current liabilities. authentic ratio of EasyJet reflects that the growth rate of current assets is slowly than current liabilities, which could reflect EasyJets fast growth of borrowings for increase promotional expenditure, as current ratio shows a downward trend. Nevertheless, the ratio is fluctuating above 1, which means that current assets always more than current liabilities and EasyJet has the ability to pay future bills. However, the more the ratio near 1, the less cash or cash assets could be contributed to short term debt. A large amount of cash of EasyJet is used to pay for aircraft order for future long term profit.Interest cover ratio could reveal whether EasyJet pay interest borrowings by generating enough profits. However, from Figure B5, EasyJet experienced a dramatic decline on interest cover ratio and lower than 1.5 in 2009. Due to the sacrifice on short term prof it and large amount of borrowing for airline purchase, EasyJet may burdened by interest of debt.Gearing ratio could be used to describe the proportion of long term liabilities in capital employed. The higher a gearing ratio is, the more debt a company loaned and the more risk a company may take. From Figure B6 one could know that overall the gearing ratio has increased with a peak in 2007. Due to the huge cost of aircrafts, EasyJet is now in serious financial problem.Decrease in short term profitGross profit and net profit margin ratio is helpful to know the part of profit generated from total revenue. Profit margin of EasyJet has shown an upward trend until 2007, both gross profit and net profit margin ratio decrease about 10% by the end of 2009. Such reduction indicates a increase in cost of sales and may not be satisfied by shareholders. However, despite of the rising in tax rate, this trend could reflect EasyJets strategies to explore new market, increase net work as well as route length which lead to a rise of fuel costs, airport charging and advertising costs.Capital employed includes shareholders funds and long term liabilities. Figure B8 indicates that EasyJets capital is rising, which indicates an expansion of EasyJets size. Although the investment of EasyJet has been increasing, profit has been used for further expansion. Hence, large short term profit may not be generated from capital. The situation is reflected on the reduction on ROCE.It also can be seen from Figure B8, return on equity has shown the same trend as that of profit. They both have increased till 2007 and then decreased sharply. Although the reduction of return on equity may due to the tax policy released in 2009 and increasing costs, which lead to a reduction on earnings after tax, it also partly result in the expansion of shareholders funds (EasyJet, 2009). However, overall it shows a lack of ability to return profit for owners investment.Figure B9 shows that after 2005, assets t urnover decreased and has been fluctuating around 1, which reflects a poor utilization of assets and less profit return on assets. However, this in the beginning because of the large bulk of airplane purchase plan during the next few years. As a result, the long term benefits may not be reflected in more than one year.B.1.2 Low Cost strategyFigure B10 shows increase both in sales revenue and number of employee, which indicates the expansion of companys size and growth of finance performance. This may probably base on the low cost strategy.According to low cost strategy, EasyJet offer more frequencies on flight and larger capacities than other companies, thus lead to an increase in passenger flown as well as efficiency in airplane utilities. Aiming to enlarge its market, EasyJet has lunched more airports and increase its route length to various European destinations which result in a raise in cost, especially fuel cost. As a result, it can be seen from Figure B11 that a sharp rise o f cost per passenger has increased since 2007.B.2 Compare EasyJet with Jet2 and RyanairIn order to discuss investment risky of EasyJet, this part of the report will compare EasyJet with Jet2 and Ryanair, both of which also adopt low cost strategy as EasyJet.B.2.1 Differences and Similarities in Balance SheetsApparently from Appendix 1, Appendix 2 ad Appendix 3, EasyJet shows a significant higher increase rate of total assets, liabilities and capital employed, which indicate a rapid expansion of companys size. Ryanair also shows a slightly development of the company. By contrast, although Jet2 experienced an increase in total assets, the total liabilities has reduced, mainly due to the decline of non-current assets.Although the current assets of Jet2 increase sharply from 2008 to 2009, according to Figure 15, unlike Ryanair and EasyJet, the current assets of Jet2 is much lower than current liabilities. Thus Jet2 may not have the ability to pay bills or have enough cash to develop bu siness.By analyze the proportion of total liabilities and shareholders fund in total assets, it can be seen that all three companies liabilities is higher than shareholders funds. Thus, EasyJet, Jet2 and Ryanair are mainly financed by debt.As Ryanair has the largest number of assets while Jet2 has the lowest, one may presume that Ryanair has the largest size of company while Jet2 has the relatively smallest.While the major liabilities of both EasyJet and Ryanair is long term borrowings, Jet2 takes trade payable as major total liabilities and deferred tax as major non-current liabilities. This situation may probably indicate that the working capital of Jet2 could be influenced negatively due to a poor ability of nonrecreational debt.B.2.2 InvestmentB.2.2.1 Comparison among EasyJet, Jet2 and RyanairBy comparing current ratio in Figure 12, it can be see that Jet2 current liabilities is more than current assets, thus Jet2 may have difficulty to pay bills immediately. On the other hand , Ryanairs current ratio has increased to 1.84 in 2009, as current assets in much higher than current liabilities. The material body may indicate a poor utilization of resource. Compared to Jet2 and Ryanair, EasyJet has a better management on assets and liabilities.It can be seen that EasyJet has the highest rate of gearing ratio, as the operation of company is more often than not depend on borrowings. Meanwhile, according to Figure 12, EasyJet has the relative lower interest cover ratio, which indicates that EasyJet may have more difficulty to pay interest expense than other company. As a result, an investment in EasyJet is more risky than invest in Ryanair and Jet2.Earning per share has been widely used as measurement for the growth of a firm as well as the indicator of the amount of profit could return to each share. Although the EPS of Jet2 rose remarkably, the PE ratio also declined dramatically. On the other hand, it can be seen that the PE ratio of EasyJet as well as Ryanai r has increased sharply. It indicates potential capabilities of future growth of the two companies which could give confidence to investors.From Figure B16, it can be seen that Jet2 has the longest time to pay creditors, thus has a longer time to utilities liabilities. However, it also invites the longest time to collect receivables. On the other hand, although Ryanair has to pay creditors quicker compared to the time in 2008, the period is still longer than EasyJet. Moreover, Ryanair could receive debt much quicker than EasyJet. Thus Ryanair may have the vanquish efficiency cash flows which could contribute to company operating.Obviously from Figure B13, Ryanair has much higher figure of return on capital employed, which means that Ryanair could profitably operation the company by using investment. As a result, investor could receive more interests in the short run from Ryanair rather than EasyJet, which has the lowest ROCE ratio among others.B.2.2.2 Brief valuationBased on the ratio discussed above, it can be seen that overall Ryanair is the best choice for investors compared to EasyJet and Jet2 despite its lower efficiency on the utilization of assets. It has the highest PE ratio and return on capital employed rate. Moreover, the working capital of cash flows is also considered as the best one among others. Investment on Ryanair could have less risky than EasyJet.Jet2 relatively has a poor condition of capital. It seems that Jet2 may easier fall into the dilemma of debt difficulty. Although EasyJet has a large amount of borrowings, and the lowest return on capital, a more flexible cash flow as well as a proper utilization of capital could be compensations. In addition, higher PE ratio implies a potential power of growth. Thus, investment on EasyJet could have less risky than Jet2 and may probably get better profit in the future.ConclusionTo sum up, EasyJet as a growth company has adopt several strategies to compete in oligopoly market. EasyJet go for lo w cost strategy to increase it efficiency in business operation will use growth strategy to seize larger market share and expand the size of the company. However, scarification of short term profit may leads to unsatisfactions of shareholders. Moreover, by looking at the accounts of EasyJet, it can be seen that its growth plan of aircraft purchasing lead to a heavy burden on debt. EasyJet has potential risky due to the large proportion of liabilities. 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