History Essay Example | Topics and Well Written Essays - 250 words - 45

History - Essay Example Hence, implying its recognition usually ceases when one abandons the position since the power’s basis is merely from delegation meant to oversee execution of certain responsibilities. Shihuangdis reign besides his power, which was inherent in him, he managed to unite China from diverse seven warring regions to a single state prior subdividing it again (ONeill 27). Besides, utilizing dictatorship like other rulers, for illustration, Egyptian pharaohs and Persian rulers, he was exceedingly wise and diligent in all his undertakings. This was evident especially in the way he managed to homogenize the then seven regions into one state by advocating the use of a common currency, writing and devising similar measures of scale (ONeill 35). Additionally, while still alive, he came with a plan to prepare his magnificent tomb for 36 years by compelling approximately 1,000 builders, which was not comparable with any other ruler of his time (ONeill 28). Shihuangdi’s reign, its basis was not on reverent power like other rulers who according to their subjects represented gods in their lands (ONeill 34). Hence, being the recipient of all the admiration coupled with divine obedience from the natives who used to see them as close to gods. Shihuangdi’s power was charismatic, which he earned by exemplary wisdom and diligence in the manner he executed numerous roles as a king. Shihuangdi’s autocratic rule especially on his enemies whom he wanted to bring under his power was similar to other early rulers (ONeill 35). Mainly, this technique was to conquer weak territories, which proved rebellious and could augment their military power in the future thus become a threat. Besides, Shihuangdi ensuring funeral arrangement ready for his end time, he was also eager to seek immortality, though deeply aware that was impossible (ONeill 35). This is evident especially in the way he sends trusted people to seek immortality for him in other states but fails to return

Exploring Marketing with Delta Airlines as a Case Study Essay Example for Free

Exploring Marketing with Delta Airlines as a Case Study Essay Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant percentages. There is a rise of standardization with advances in manufacturing technology, and it is now possible to produce in great volumes and also, in small packages. Phrase Two occurred in the period 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername Ââ€" a brand.2 The products of this phrase not only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that will be regarded as ‘standardÂ’. 1 Richard S. Tedlow, The fourth phase of marketing: Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 19 2 Richard S. Tedlow, New and improved : the story of mass marketing in America (New York: Basic Books, 1990), p. 14 The third phrase is that of segmentation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America culture that influenced consumer demand. Commercial advertising through television showed that certain programs appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential customers who might be defined by their age, income, and education ( known as demographics) or by their lifestyle ( known as psychographics) were greatly enhanced. 3 There is a rise in image advertising in this phrase, for example, Coca-Cola had always been “the symbol of the standard bearer of changeless, ageless Americana”.4 Commericals were no longer about characteristics of the products, but of the people portrayed as using them, and this led to the development of the “Pepsi Generation” for example. All this saw the breakdown of the whole American mass market developed in Phrase Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail level. This phrase is characterized by high volume and value pricing. The key developments of the railway, telegraph, production technologies and television advertising, are external to corporations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segmentation evolved. Marketers are sensitive to changing times and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companyÂ’s objectives. This is the second proposition put up by Tedlow, that of “entrepreneurial vision”, of which risk-takers need to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, “Polaroid France (S.A.),” in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977), pp. 191-213 4 Richard S. Tedlow, The fourth phase of marketing: Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 18 5 Richard S. Tedlow, The fourth phase of marketing: Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 21 Another important proposition put up by Tedlow is that of “managing change”. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and adapt quickly to the unstable environment facing them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5 Tedlow proposes a fourth phrase of marketing and this is due to information technology. “Inventory, is the price of the lack of information; and the information revolution is lowering that price in the factory, in the distribution system, and at the point of sale.”6 This is the stage of “micromarketing”, which is hyper-segmentation, of possibly every customer as a component of a segment of one. Supply is able to increase due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming more and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketerÂ’s hope to sell any potential customer precisely what they want and to ensure they get maximum satisfaction. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing must be noted. The latter may result in an overflux of choices and consumers become confused, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products canÂ’t just keep increasing. I will now turn my attention to the U.S Airline industry, where marketing is a framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rapid expansion of fuel prices, which increased the operating costs of airlines. Slot restrictions caused by the walk-out of air traffic controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and yields. This 6 Richard S. Tedlow, The fourth phase of marketing: Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected. When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is faced with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the last world recession for the U.S airlines. One New York analyst comments that “I have never seen an industry so well prepared for a recession.” Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, such as Delta Express and US AirwaysÂ’ new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7 Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just Plane Cookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate DeltaÂ’s employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport. Delta Express releases the creative skills of their people and this boosts employeesÂ’ morale. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 “US majors aim to break the cycle,” Airline Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point service that is not part of the mainlineÂ’s network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer mix is leisure and Delta Express has since moved from three fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier remains a serious challenge. However, the advance seat reservation facility that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8 Even though the industry remains intensely competitive now, major carriers has a route system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. “All carriers are using much stronger yield management systems which allow them to offer discounts without giving away their product through ruinous price wars”, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlinesÂ’ revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of stronger yield management systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near future and a manageable level of new aircraft deliveries, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential available markets are identified and which market segments to exploit are decided, and the whole of the corporate resources are devoted to meeting the product needs of those identified market segments. This is the application of the marketing theory. But, first of all, what is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 11 There is a need to differentiate 8 “Express Yourself,” Airline Business, February 1999, pp. 56-57 9 “US majors aim to break the cycle,” Airline Business, January 1999, p. 51 10 Chris Tarry, “ Time to Break the Cycle,” Airline Business, June 2000, p.94 11 U.K. Institute of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much contact between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfie d consumersÂ’ wants and needs will surface. An airline may also consider going into a market segment where consumersÂ’ wants and needs are satisfied less than their expectations. A collection of competitorÂ’s actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firmÂ’s objectives, that include both corporate and social ones. The corporate mission is then established which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitorsÂ’ actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales of products in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The internal organization is important and thus the appropriate corporate management structure must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research. The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An important reason for product and market diversification is due to “synergy”. “It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with each firm concentrating on a single item.” 12 Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the largest segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines canÂ’t compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing Strategy The starting point of a successful FFP is to lay down the airlineÂ’s aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source of marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the opportunity for consumers to differentiate products in a world filled with too many consumer choices, as in TedlowÂ’s fourth marketing phrase. The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985), p.16 across all their strategic aims. Every department needs to recognize the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits. Flexibility is important in the unstable economy, as in TedlowÂ’s proposition of “managing change”. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield travellers, enable the airlines to keep their best customers. “A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice.” 13 For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves “Skyteam”. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing network and the best growth potential of any global alliance. SkyTeam With four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the world’s top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the world’s traffic flies. Passengers will continue to enjoy the benefits of their home airlines while traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits. SkyTeam offers customers worldwide access, improved choice and convenience, consistent service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, “ Keeping the high Fliers,” Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, Delta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better serve the needs of passengers as they travel on both business and pleasure throughout the world. Air France’s hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the Middle East. It is the best-positioned hub in Europe for transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth. Delta’s hub at Atlanta Hartsfield International Airport offers passengers more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Delta’s Worldwide Partners. Korean Air’s hub in Seoul is the best Asian hub for SkyTeam, offering service to 78 cities in Asia. Korean Air’s upcoming hub at Seoul’s new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand. SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the total market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs. History of Delta Airlines Delta Airlines began modestly, as a crop-dusting outfit in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved DeltaÂ’s headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the “big five.” Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded north with its acquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merge by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. DeltaÂ’s greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at DelataÂ’s Atlanta headquarters. In 1986, DeltaÂ’s workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but DeltaÂ’s salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blessed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reput ation for being highpriced in the new regulated environment. Hubs The question of hub-and-spoke networks has been a central issue in route planning under deregulation. Many airlines have based their planning on the idea that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of TedlowÂ’s propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights rather than those requiring intermediate stops. At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. Each of DeltaÂ’s arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14 DeltaÂ’s Mission Statement and Corporate Strategy Delta wants to be the “Worldwide Airline of Choice” and their strengths lies in the competitive edge of DeltaÂ’s people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions. DeltaÂ’s vision builds on DeltaÂ’s heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, “deltastyle ” customer service. Employees are loyal and contented members of the “Delta Family”. Delta has also led the industry in customer satisfaction ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the “2000 Grand Prix Customer Service Award”, whereby Teleperformance, a Parisbased customer relationship management company, honored Delta’s Online Customer Support Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the T ransportation and Travel category for its telephone customer handling. DeltaÂ’s fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996), p. 80 During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin management structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side of business and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone respects one another. There is empowerment in the job and employees are motivated to work harder and be more productive. The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. “Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time.” Importance of Information Technology Delta Airlines have exploited the challenges posed by the millenium bug to overhaul its obsolete IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even contribute to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlineÂ’s ongoing Airport Renewal program to modernize and standardized DeltaÂ’s ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances DeltaÂ’s ability to recognize and regard its best customers or those needing extra attention. The system is tied to DeltaÂ’s customer database, and thus the customerÂ’s past history or possible dissatisfaction with DeltaÂ’s services could be established and corrected for in the customerÂ’s next flight. The systems greatest value will be when things go wrong and people wi ll be satisfied that they are handled well during those circumstances. Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the “Customer Experience”. Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services. Conclusion As shown in DeltaÂ’s case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by TedlowÂ’s fourth marketing phrase Ââ€" micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive. Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyoneÂ’s opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments. Delta is also very customer-oriented and that totally encompass the marketing concept of putting customerÂ’s needs and wants first. Delta is able to compete globally and become one of the ‘big fiveÂ’ in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the “Worldwide Airline of Choice”, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service. Delta concentrated also on standardizing its operations through its technology infrastructure and this is part of TedlowÂ’s Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with. 15 King, Julia and Wallace Bob, Corporate standards are key to Delta plan, Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation. Bibliography Buzzell, Robert D. and Lecocq, Jean-Louis, Polaroid France (S.A.), in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977): 191-213 Flint, Perry, Being last is not always the worst thing, Air Transport World, Volume 36, Issue 9 (Cleveland, September 1999): 68-69 Hanlon, Pat, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996). J. Paul Peter and Donnelly, James H., Marketing Management : knowledge and skills : text, analysis, cases, plans (Homewood, IL : Irwin , 1992). Jones, Patricia and Kahaner, Larry, Say it and live it: 50 corporate mission statements that hit the mark (New York : Doubleday , 1995). King, Julia and Wallace Bob, Corporate standards are key to Delta plan, Computerworld, Volume 33, Issue 24 (Framingham, June 1999):16 Shaw, Stephen, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985). Spechler Jay W., Managing quality in Americas most admired companies (San Francisco : Berrett-Koehler Publishers ; Norcross, Ga. : Industrial Engineeering and Management Press, Institute of Industrial Engineers , 1993). Tarry, Chris, Time to Break the Cycle, Airline Business, June 2000: 95-96 Tedlow, Richard S., New and improved : the story of mass marketing in America (New York: Basic Books, 1990). Tedlow, Richard S., The fourth phase of marketing: Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993): 8-35. Weaver, Nora and Atkinson, Tom, Training for Success Through Service: How Delta Air Lines Does It, in Zemke, Ron and Woods, John A., editors, Best practices in customer service (New York, N.Y. : AMACOM, 1998): 109-118

Ryanair and GE Total Quality Management (TQM)

Ryanair and GE Total Quality Management (TQM) Quality Management : History and Purpose All businesses are concerned with quality, usually because they have come to understand that high quality can give a significant competitive advantage.[2] Good quality products and services reduce the costs of rework, waste, complaints and returns and, most importantly, generate satisfied customers. [1] It is noticed that quality is considered as one of the most important factor as a competitive tool. Total Quality Management (TQM) that became popular with all types of business in the late 1970s and 1980s has its roots in earlier work by several management thinkers. Feigenbaum popularized the term total quality management in 1957. After that it was developed through the work of several quality gurus including Deming, Juran, Ishikawa, Taguchi and Crosby. TQM can be viewed as a logical extension of the way in which quality-related practice has progressed. [2] Originally quality was achieved by inspection screening out defects before customers noticed them. Then the quality control (QC) concept developed a more systematic approach to not only detecting but also solving quality problems. Quality assurance (QA) widened the responsibility for quality to include functions other than direct operations, such as Human Resources, Accounting and Marketing[2]. Quality management has also made increasing use of advanced statistical quality techniques since 1980s through Six Sigma process input-output improvement to deliver quality. Some organisations such as Ryanair, Toyota etc. suggests and favour TQM as an outstanding turn around strategy where as some organisations such as GE, GM, Honeywell etc. has attained success through laying down Six Sigma in all its functional chains and processes and they firmly believe and live Six Sigma. Executive Summary This report follows my conclusions and understanding from readings and abstract from various reliable sources mentioned in the headers, footers and the dedicated referencing part of the report. The report introduces us to the quality approaches followed by Ryanair and GE who are from different industry having different orientations. The report also suggests why Ryanair has tag on TQM and how innovations, changes in business environment and competitiveness  are affected and later it is critically discussed that improvement is necessary in Ryanairs quality management to compete. Since the fashionable peak of TQM and Six Sigma, in general there has been some decline in its status, yet, many of its ideas included in this report, have become accepted quality practice. [2] Reflection in the Report: My perception before I started my studies and research into this subject matter, the Quality, was that the quality is found only in the expensive and branded products and that the Quality Control is the out put focused single method of quality management. My tutor, Mr. Sotunde, the guide to Operations and Process Management by Slack N. and co authors, various readings from Quality and Business magazines have clarified me the concept of quality and how it can be managed effectively. Firstly, I learnt that the quality is a value in product and/or service and it can be established by the customers expectations that are to be matched with the actual product and/or service. Secondly, quality cannot be measured with price alone as price is the major factor of companies strategy to exploit or to compete in the market and it is the financial factor to affect the profitability. But, quality can be found in low price products or services as well such as in Value for Money goods and services or it is found as a value that a company can deliver in its product or services for a justifiable price. I learnt that the quality function is not limited to the out put but it can be practised through out the organisation in to all its processes to produce or provide goods and services of the consistent quality as per the expectations of the customers. As it has to be practised universally it is the responsibility of all and the value of the quality should be understood and  communicated within and outside the organisation for example to the suppliers and distributors. Additionally, there are varieties of approaches to the Quality that are practised by different organisations. Though having similar functions, organisations in the same industry or in direct competition, it is seen that two different organisations follow different quality management approach and both are successful in terms of the quality goods and services it produce or provide. Establishing quality standards and following/meeting them sincerely is not enough for the organisations to stay longer on the edge because they could be copied or imitated by our competitors or new entrants or customers quality expectation might change. So, it is very much essential for organisations that they make every effort to improve their quality aspect. I have also learnt that the quality approach developed within the organisation such as TQM by Toyota and formalised Six Sigma by Motorola are difficult to be copied exactly overnight and if concepts adopted completely than too one cant beat them in their own game because they are constantly improving their functions and process to excel the customers perceptions, keeping them always a step ahead. It is also seen that quality standards are formalised by organisations such as ISO and ISI and organisations help each other by affiliations such as EFQM to improve the quality aspects in production or provision of goods and services. RYANAIR:[3] Ryanair, currently, Europes original and still largest low-fare, no frills airline with workforce of over 5,000 employees, around fleet of 250 aircrafts including new Boeing 737-800 aircrafts provide services to around 12m passengers every year to over 1,100 low-fare routes across 26 European countries. According to the CEO, Michael O Leary, Our customer service is about the most well defined in the world. We guarantee to give you the lowest air fare. You get a safe flight. You get a normally on-time flight. Thats the package. We dont, and wont, give you anything more. Are we going to say sorry for our lack of customer service? Absolutely not. If a plane is cancelled, will we put you up in a hotel overnight? Absolutely not. If a plane is delayed, will we give you a voucher for a restaurant? Absolutely not. [The other key information about Ryanair Ltd., please refer to Appendix 1] GE: [9] GE is a diversified infrastructure, finance and media company taking on the worlds toughest challenges. From aircraft engines and power generation to financial services, medical imaging, and television programming, GE operates in more than 100 countries and employs more than 300,000 people worldwide. Their businesses fuel the global economy and improve peoples lives. Their global research team with more than 2,500 researchers working towards the next breakthrough, GE is positioned to continually innovate, invent and reinvent. General Electric (GE) says that its commitment to quality is based on the ideas of globalization and instant access to information, and products and services that continue to change the way its customers conduct business. Their quality mission statement reads, in part, Todays competitive environment leaves no room for error. We must meet our customers needs and relentlessly look for new ways to exceed their expectations. Ryanair v/s GE Quality Philosophy and approach: For both Ryanair and GE, quality means the consistent conformance to customers expectations by laying down the concepts of service quality, process management, quality assertion and quality perfection, but, their approach to quality management is quite different. Ryanair and TQM: Ryanair offers value for money, point-to-point air travel and aims nothing close to luxurious service. Quality provision at Ryanair is intended from their point of view giving adequate consideration to the expectations and perceptions of their targeted segment for the fare it is offering and it is seen that Ryanair is delivering these expectations by its on time journeys, passenger and baggage safety, good appearance and attitude of crews, the way it meets the industry challenges and resolves the service failures. Since 1997, it has adopted and living the total quality management to deliver its quality objectives through its Lowest Fares and Passenger Service Charter. [6] The up to date highlights (non-exhaustive, for complete list please follow Appendix 1) from this charter stating their significant commitments are: To offer the lowest fares at all time on all routes. To notify passengers of known delays, cancellations and diversions. To allow reservation changes. To respond quickly to passenger complaints and provide prompt refunds. To take measures to speed up check-in. The success and growth that Ryanair is currently enjoying is due to providing the best value for money service as right first time in all its functions from booking the ticket to the baggage handling. It is universally understood within the organisation that little extra effort will bring big results and these efforts do not require a huge investment in training. The Ryanair control its functions and processes through its industry benchmarking and setting its own internal quality standards. It uses Servicemail and other performance statistics to evaluate their position in their highly competitive aviation industry. GE and Six Sigma: Most of the GE business segments are involved in large scale manufacturing activities at a greater extent. In 1988 with a program called Work-Out, GE started focusing on quality issues that has helped them to open its corporate culture to established ideas from any quarter regarding quality management that later created an environment that eventually led to Six Sigma. Work-Out was used to identify and eliminate unneeded processes and tasks by development teams from multiple departments to find a solution to a problem. Now, Six Sigma is embedding quality thinking into every level of operation around the globe. These uses statistical tools and systems to monitor and control processes and functions to have outputs close to zero defects. The three key elements that GE focuses to their quality initiatives are customers, processes and employees. Everything the company does in its quest for world-class quality focuses on these three essential elements. Customers are at the centre of GE universe and they define quality by their expectations of performance, reliability and other factors. To attain the level of quality that their customers require, GE conducts what it calls Outside-In Thinking. Outside-In Thinking calls on GE to look at its business from its customers perspective. By understanding the transaction lifecycle from the customers needs and processes, we can discover what they are seeing and feeling. With this knowledge, we can identify areas where we can add significant value or improvement from their perspective, GEs quality statement reads. The employees are a key to the quality approach and at GE, quality is embedded as the responsibility of every employee. Keeping this in mind, all GE employees are provided training in the strategy, statistical tools and techniques of Six Sigma Quality. Variety of training courses are offered at different levels including basic awareness to Six Sigma; basic tool introduction to equip employees to participate on Six Sigma teams; Master Black Belt, Black Belt and Green Belt Training for leader managers; and Design for Six Sigma training. Summing-up: Both, Ryanair and GE are trying to deliver exceeding quality products and services to both their internal and external customers, clearly understanding that quality is a consistent versatile activity having both quantitative and non-quantitative attributes such as re-visiting customer? Yes/No. They have emphasised and communicated throughout the organisation that quality is the responsibility of every individual and through these responsibility they ensures that all processes, inputs and outputs, maintain and produce consistent confirmative level of quality products and services. Is TQM really good for Ryanair? Ryanairs business strategy is based upon the product orientation for its air travel and quality strategy as the customer orientation. Ryanair is constantly trying to keep its costs as low as possible to transfer benefits of cost savings to its passenger in the form of low fares. The common misconception is that the quality comes for price. Critically, it can be argued that quality can be delivered for the low price service as well, rather again to say simply, Quality in Price. In these past 25 years, Ryanair has well balanced the expectations and perceptions by introducing revolutionary and innovative ways of providing low fare air travel. Keeping its target market in centre, they have defined and communicated the quality of their services in their own terms. Ryanairs customers know what they will get and their job is to deliver these expectations at its best by managing each and every, direct and indirect processes that are related to the passengers which are later judged by passengers experience. Ryanairs approach to its quality management as different from other successful organisations such as GE has serious implications on its innovations, changing business environment and competition. Innovations in Ryanair: Putting an innovative thought into quick action is the core competence of Ryanair. Most of the Ryanair innovative ideas have brought the revolution in the way people perceived travelling by air. For many successful companies such as GE, innovations has cost them fortune and these costs were recovered from customers in the higher prices, but, for Ryanair innovations were implementing a simple ideas bringing additional revenues that in turn benefiting customers in lowest price tickets. Firstly, with its turn around strategy of mid 1990s, Ryanair, apart from no frills has introduced no class, single model air crafts. These fleets of hundreds of aircrafts were ordered often and bought at a heavy discount. The overhead cost of training and cleaning were brought down to nominal because of these standardised aircrafts. The focus and resources were diverted to introduce new routes, increasing customer base and harnessing quality factors in its provision of services. From 2000 and onwards it started using the e-commerce tools and websites for online booking, check-in and informing customers about the special offers on its tickets. Ryanair was first to advertise third parties advertisement on its boarding pass and flights. The customer service were improved by introduction of web application, Bing, that updates air fares directly to its customers computer and by implementing a Servicemail, a point of contact and response for customers. Servicemail is then extended to collect data regarding customer choices, preferences, trend analysis and measuring KPIs. In future: The fare charged by Ryanair reflects the price of travelling from point A to B. It offers other ancillary services such as in flight meals, drinks, baggage costs etc. at a charge for those who want it. The lasting visionary CEO, OLeary has a vision that in coming years travel by Ryanair will be free and all its revenue will be streamed by providing ancillary services, third party advertisements, holidays, insurance, hotels and connections bookings sold through Ryanair website. Change: TQM approach adopted by Ryanair is a flexible approach to a change in external circumstances as it has to just focus do new thing at its best but at lower cost. Customers: Ryanair is a focused cost leader and open to customer fatigue so it has to understand that in the long run it has to move along with the taste of the customer that might be affected by pressure groups, regulators, EU and other regional governments. Currently, Ryanair is managed by an aggressive approach to capture market and in future it might require strategic rethinking, but, its approach to quality can stay the same to entice and satisfy passengers. [Please refer to Number 1 Customer Services Statistics in the Appendix 4][8] Suppliers: The advantage to Ryanair is that within UK and Europe, each major region of the countries has more than one airport, which can accommodate Ryanair at competitive rates on landing and handling fees, leaving Ryanair with the upper hand. The traffic at these secondary airports is low increasing the quality level of airport handling services and on-time departures enjoyed by the passengers. The other suppliers are caterers, maintenance and repair contractors. It is natural that Ryanair must be managing its suppliers relationship through service level agreements with a backed hefty compensation for the breach of service term(s). EU and Local Governments: The growth of the Ryanair rooted due to EUs deregulation of the aviation industry. EU court decision can negatively impact upon the way Ryanair is functioning. For instance, Ryanair was forced to refund against its non-refund policy for flight cancellations due to Icelandic volcanic eruptions and was charged 3m Euros by Italian Government for not helping passengers after its flight cancellations. To stay in business and avoid fines Ryanair has to comply with such unavoidable regulations but it could not impair its quality approach as others too have to comply. Quality and Competitiveness: Of course, quality products and services are the competitive advantage and Ryanair keenly has laid down this aspect into it air flights and routes. The key to success of Ryanair is implementing different marketing strategies over a period of time to survive the cut throat competition in the aviation industry. Ryanair is recognised as the most punctual flight from Dublin to London and Ryanair is top rated against its close competitors such as EasyJet, Virgin and British Airways. People made it possible statement is true for Ryanair because the success of Ryanair is behind its crew members as they are in the direct contact with the passengers. Ryanair has not spent much on the training but is paying modestly to its crew and this has encouraged them to behave as pleasantly as possible on the flights. There are concerns raised from some unsatisfied customers and dissident that the ancillary services provided by Ryanair are priced high and are of poor quality. Ryanair should deal with this issue as early as possible as the success of total quality management lies upon delivering quality in all aspects of its activities. Despite all cutting corners to save on ticket prices, more and more people are flying Ryanair, which, in the end, might be the ultimate validation of OLearys assessment of what travellers really want and how Ryanair is delivering it. [Please refer to the Appendix 3: The Customer Feedbacks][7] However, TQM is not the end in itself. Ryanair should continuously strive upon improving its quality standards that can help them to further reduce costs, increase revenues, reduce risks and improve the way it helps handle complaints and dissatisfied passengers. Improving Quality in Ryanair The ultimate aim of operations and process management is the performance improvement and Ryanair should consider this as an ultimate objective to improve its quality objectives of on time flights, speed, ancillary services and dependability. Despite of all efforts to manage its quality, Ryanair is seen and blamed that it sacrifices the quality in pursuit of minimising costs and that it fails to align the interests of its passengers well. These issues could be addressed by setting the minimum performance standards and outperforming them, as well said, promise little and deliver above expectations. One way Ryanair could win its goal to become worlds biggest and cheapest airliner is by aligning all its functions within the organisations to commit to quality levels and agreeing the quality deliverables with its contractors. Kaizen aka Continuous Improvement if adopted could blend well with the current TQM approach followed by Ryanair, however, this could affect the innovations, change an d current competitive position in a favourable manner. Kaizen involves focus on small but never ending improvements that will become part of normal culture for all operations. Innovations: We are aware that since 1997 Ryanairs passenger base is growing at a tremendous 20% average every year and it still has an appetite for growth and market to expand. It has become increasingly important that Ryanair addresses the improvement issue in its quality management to satisfy this increased demand, number of new routes, destinations and growth prospects with Kaizen. Ryanair could extend or assign the responsibility towards quality improvement to the regional processes owners affecting passengers quality perception. These processes owners would identify the performance gaps and recommend actions to fulfil them by innovative actions or contribute ideas for further analysis. A close contact is required with the crew members who will bring them the stories or experience they had with customers and how they overcame the demands or problems of different customers. We have Servicemail as a point of customer contacts and correspondences, but, we may need a system for internal communications that could be called a Central Information System (CIS). Through CIS every crew teams, employees and contractors as a lean system, directly submit key ideas, stories, experience to their respective process owner, who in turn filter the messages and re-post it that shall be compulsorily viewed, shared, commented and recommended upon by all regional process owners for further analysis that may involve the PDCA cycle or DMAIC cycle approach. This simple CIS should not cost much as it could be readily available or produced upon demand by the tendering process. Assuming that majority of them are computer literate and CIS very user friendly will require bare minimum costs for informing or training. The most contributing team or processes should be measured with process excellence index aka EPI and rewarded on quarterly basis. The other direct and simple approach for improvement is to circulate a postcard size blank form on flight with two columns to list down by passengers good about and dissatisfied about travelling with Ryanair. The employees should be encouraged to identify and forward negative feedbacks only using CIS with a confidence and surety that they will not be judged in any case against negative feedbacks and that the forms will be used for general improvement of quality standards as a whole. Change and Competitiveness: The improved quality means increased revenue and profits due to increased turnover. The Kaizen approach in low cost EU and UK Airline service segment will identify, distinguish and advantage Ryanair from its competitors. If, Ryanair act now and fully implement Kaizen by December 2011 then they could become a cost-cum-service leader, a fully innovative airliner, with the cheapest fares simply covering quality cost of travel and chargeable ancillary quality efficient services with a minimum premium for those who want them. This development will help Ryanair to become a worlds popular brand and will advantage Ryanair in 2012 when the number of international passengers will increase more than double due to London Olympics. In many instances Ryanair was criticised by the regulators and competitors for not giving any or enough quality in passengers safety and ancillary services. Now, with Kaizen all will be reversed and Ryanair will be considered as the industry leader setting the industry landmarks for benchmarking. Ryanair has publicly announced that by 2014 it will enter the long haul destinations market and this will require them for a parallel strategic thinking as this segment will bring new challenges in terms of quality management. These routes are proposed to be separately managed, perhaps with most traditional form of flights and some compulsory on board services which will require Ryanair to establish new service standards. There is a scope of success in this segment if it can effectively extend and use of then well functioning Servicemail, CIS and other critical success factors such as brand, price and well established quality standards using Kaizen. Word count: Executive Summary 121 Reflection in the Report 493 Ryanair and GE Introductions 297 Ryanair v/s GE 732 Is TQM good for Ryanair 1,117 Improving Quality in Ryanair 819 Total : 3,579

Sound on the Web :: Websites Internet Technology Computers Essays

Sound on the Web Transcript Using sound on the internet can greatly benefit and enhance a webpage (Teachernet). Sounds, rather they be background, core content, or music, create mood, theme, and help define the usefulness of the site (Farkas 94). Sounds can serve as core content. Sound can be used to introduce a site; either by music or a narrated welcome (Farkas 95). Narration can also serve as the content, like this site, or to help the viewer navigate the site and help the user make choices once viewing the site (Teachernet). Sounds can also be background noises. Rather these sounds be music, sound effects, or narration, background noise can help the user by reinforcing the website’s content (Teachernet). Narration is a very common way of adding sound to a webpage. As stated before, it can be used to welcome or introduce users to the website and can also give directions about how to use the website or inform or teach (Teachernet). But beware, using narration can be tricky. When using narration, one must be aware of the quality of sound that is being produced. As Farkas and Farkas state, â€Å"There are great differences in voice quality.† Some people may have a good speaking voice, but when recorded, it may not be clear, sound correct, or even be audible. Farkas and Farkas suggest that when using narration find a â€Å"trained† narrator, a drama, or communications student to narrate. Typically, these people have been coached on how to speak clearly and how to use techniques to record content well (Farkas 95). However, in some situations this may not be the case. If you or a certain person is required to do the narration, be sure to practice and work on the content to fit your or their particular speaking and recording style (Farkas 95). Supplemented sounds are typically background noises. These noises can be used to reinforce ideas, reward users, provide context or help explain ideas (Teachernet). By providing sound to accompany graphics, the user is able link a graphic with the context it is presented in. Using sound in this manner would either help explain the graphic or the function of the graphic within the website (Teachernet). If sound is used in a navigational sense, the sound could alert the user as to where to go on the page or what they have already chosen to do. Also, sounds can help explain ideas or teach concepts (Teachernet).

The Man To Send Rain clouds Symbolism and Obscurity Essay

In  her short story â€Å"The Man to Send Rainclouds† Leslie Silko writes about the burial of a dead native elder, stating that â€Å"he sat down to rest in the shade and never got up again† (Silko 1). Silko uses obscurity and symbolism to display her attitude towards culture. She was very open to different religions and ways of life because she was of a mixed descent.Obscurity is a recurring motif in the story. Silko uses it to show how blurred the lines of culture can really become. â€Å"The curtains were heavy, and the light from within faintly penetrated†¦Ã¢â‚¬  (Silko 2) is an example of a quote that features the motif. It showcases that because there wasn’t sufficient lighting it was hard to see, which is a metaphorical way of saying that a clear decision couldn’t be made. It was unclear whether giving the natives the holy water was right or wrong in the priest mind and this quote highlighted that fact. Another quote is â€Å"They were nea rly hidden by the red blanket,† (Silko 2). It is an example of obscurity because the blanket is blocking the view of Teofilo and his moccasins which can be interpreted as the culture itself being hidden. Examples of the motif of obscurity can be found in many parts of the short story.Symbolism is a very prevalent literary element in Silko’s work. One example is in the quote, â€Å"Leon’s green arm jacket that was too big for her,† (Silko 2) where the jacket represented the western culture. It was something that Louise was not used to and it didn’t suit her. It seemed as though it was placed into her life unwillingly but she began to embrace the different way  of life. Another example of symbolism is Teofilo; it could be argued that he represented the native culture. With his death came the breakdown of his culture. His people began to incorporate the western ways of living into their own. Symbolism is a very important part of this story because Si lko uses it to communicate with the reader.All in all, â€Å"The Man to Send Rainclouds† is a piece of literature that is written with a motif of obscurity and a lot of symbolism. Both keeps the reader entertained and betters the work. Silko maintained openness to the cultures of both the western world and the natives while showing that one was beginning to overtake the other.

13 Successful People Who Overcame Homelessness

13 Successful People Who Overcame Homelessness People so often make assumptions about what homelessness is and means and who falls victim to it. Similarly, they make opposite assumptions about success. Before you decide you know what either means in life, consider this list of rich and famous people who formerly struggled with homelessness. 1. J LoWhen Jennifer Lopez left her mother’s house when she was 18 to become a dancer and lived on her own, some nights sleeping on a cot in a dance studio until she caught her big break.2. Steve JobsYou might not realize that Steve Jobs was a college dropout. He was also homeless for a brief period, having relinquished his dorm room. Leaving college was ultimately the right call for him, but he did have to spend a while collecting soda bottles to be able to afford to buy food for himself.3. JewelJewel lived out of her car as a teenager, and only pulled herself out of that situation when she got her first record deal.4. Sylvester StalloneBefore Rocky, the film star found himself homeles s and had to sell his dog for $50. After he sold the script, he bought his best friend back for $3,000.5. Halle BerryWhen struggling to make it as an actress, Halle Berry spent time in a homeless shelter. She went on to win an Academy Award.6. Chris PrattChris Pratt reportedly spent time living out of a van in Hawaii until he launched his career with Cursed Part 3. 7. Jim CarreyMaybe his great sense of humor comes from the fact that he and his family lived in a VW bus they parked all throughout Canada when he dropped out of high school. They even spent a while living in a tent on his sister’s lawn with their van parked in her driveway.8. Dr. PhilMr. Self Help himself was once homeless, and living in a car with his father in Kansas City as his father completed an internship in psychology.9. Suze OrmanWould you believe the financial self help star was homeless for four months in 1973 and lived out of her car? She’s worth about $35 million now.10. Daniel CraigBond, James Bond used to have to sleep on park benches when he was a struggling actor in London. He’s now 46 and worth over $65 million.11. Ella FitzgeraldElla had some very hard times as a young woman. And indeed was homeless for a period of time just before she headlined at the Apollo theatre in Harlem and debuting her career in 1934.12. Hillary SwankWhen she moved to LA to start her acting career, she and her mother slept in their car.13. Kelly ClarksonThe American Idol star lost her first LA apartment to a fire and had to live out of her car or in shelters before her big audition.

10 in demand skills you NEED to get hired

10 in demand skills you NEED to get hired If you feel like your job hunt is floundering or you find yourself in a position where you need to find a new job ASAP, one of the best things you can do is focus on your skills. Even more than experience, skills are often what gets you into an interview- and, ideally, into a new gig. LinkedIn recently did a survey of hundreds of thousands of job postings on their site and identified the skills most in demand by today’s employers. If you’re looking to get more impact on your resume and job applications, these skills are a great place to start. Hard skillsHard skills, or the specific, teachable skills that you’ve acquired through school, training, or experience, are the hardest to â€Å"fake it ‘til you make it.† Typically, these skills can be boosted through specific training or education, but this also makes them an easier skill type to build because they’re so specific. All of these skills can be learned through online courses. According to LinkedIn, these are the top five hard skills sought by employers.Cloud computingAll the data lives in the cloud now, which means people with engineering skills who can wrangle, understand, and leverage the massive amounts of cloud data in an efficient way will be highly valued.Artificial intelligenceFrom digital assistants in our home to hiring platforms, artificial intelligence is the method of choice for making work more efficient and accessible. Machine learning is taking over in every industry, as employers look for ways to reduce human effort (and human error) in their processes.Analytical reasoningNow that every corporate decision seems to be data-based, that means people with the skills to take all of that raw information and turn it into meaningful, impactful decisions will be in high demand with employers.People managementSomething that will never change is the need to manage people at all levels of an organization. And although â€Å"leadership† is a soft skill (more on that in a bit), you can build very specific skills that will make you a better manager and leader.UX/UI designUser experience design, or UX design, is crucial for the way people receive information, shop, organize their lives, browse online, or use devices. As companies put more resources into finding the right app layout or the best customer experiences, having design skills will make you a strong candidate in our digital-first society.Softs skillsThese are the less concrete skills- the people skills. Soft skills are the personal attributes you need to work with others and be successful in the workplace. Although they’re not as easy to learn as, say, a specific software platform or mastery of a tool, you can still build these as well through courses and practice. According to LinkedIn, these are the top five soft skills sought by employers.CreativityCreativity, or the ability to solve problems with basic human ingenuity, is one of the things that all the AI and data in the world won’t be able to replace completely. It’s also a challenge if you’re not already a creative problem solver. However, courses about the creative process, and how to generate ideas, can help train your brain to think more creatively.PersuasionAlways be selling, right? Whether you’re selling your team on an idea or a product to a customer, you’ve got to be able to identify why they need it, how it benefits them, and why it saves time/money/effort/etc. And oh yeah, you also have to present it in an engaging way. Persuasive skills will also help you when it comes time to negotiate for a raise or a promotion, by the way. Courses in human behavior or consumer behavior can help you refine your pitches and build your persuasiveness.CollaborationEvery employer out there wants people who can play well with others. You can hire all the hot shots you want, but if everyone’s butting heads all the time or doing their own thing without regard for others, no real work is going to get done. Collaboration and teamwork are one of the fastest-growing skills identified as high-priority by hiring managers. If you’re a lone wolf type or just want to learn how to interact with people more effectively, courses in effective communication, professional collaboration, or team dynamics can help.AdaptabilityLike teamwork, adaptability is highly prized by employers, who want to be increasing efficiency and results all the time. Adaptability is also a key element of innovation, another big-ticket priority for most employers. Flexible thinking may not be your default mode, though, so if you find yourself clinging to â€Å"the old way† of doing things, seminars on strategic agility and developing adaptability in yourself and others can make you a more flexible thinker and worker.Time managementThis is one of those skills that just about everyone could stand to improve. Balancing projects, balancing work and life, and managing deadlines so that things get done well and on time are all crucial skills in every industry. Building this skill is not quite a simple as writing up a calendar or schedule, but there are courses on finding time management strategies that work for your personality that can help you manage your time and count it as a marketable skill.Whether you don’t yet have these skills or just want to shine them up so that you can feature them proudly on your resume, online courses are an effective way to do that- especially if you’re feeling a time crunch. The more time you spend developing these skills now, the sooner you’ll have the most in-demand skills and opportunities rolling in.