The Beginning Of Labyrinth Of Solitude By Octavio Paz Essay

At the beginning of Labyrinth of Solitude, Octavio Paz compares periods of change and growth in a nation to that of an adolescent developing a sensibility of his own being. â€Å"He is astonished at the fact of this being and this astonishment leads to reflection: as he leans over the river of his consciousness, he asks himself if the face that appears there, disfigured by the water, is his own†¦eventually these features are seen as a face, and later as†¦a meaning, a history† (9-10). â€Å"To become aware of our history,† he explains, â€Å"is to become aware of out singularity† (10). With this newly found self-consciousness, the nation continues, better able to understand its own actions and its relation to the surrounding world. It is perhaps, in this spirit that Robert Bellah and his colleagues wrote Habits of the Heart. They remark in the updated introduction that they were provoked into self-consciousness by â€Å"worries about crime, moral decline, and deepening divides of income and opportunity† (vii). In the process of self-examination, the authors identify qualities and traditions they consider quintessentially American, and call upon readers to reclaim these traditions to preserve and improve the sense of community and commitment to others they consider crucial for national preservation. In developing their own sense of Americanism, the authors of Habits of the Heart rely heavily on the classic study of American culture outlined by the Frenchmen Alexis de Tocqueville inShow MoreRelatedMexico Mask Essay1422 Words   |  6 PagesThese three issues are prevalent throughout the culture and history of the nation. They are represented and mentioned in two descriptive texts and a film. The two texts include Ridings essay The Mexicans and a chapter of Octavio Pazs book, The Labyrinth of Solitude entitled Mexican Masks . The film was presented by the National Geographic Society as an overview of Mexican culture entitled The Mexicans: Through Their Eyes . All three representations of Mexican culture describe or exemplifyRead MoreThe Labyrinth Of Solitude By Octavio Paz2410 Words   |  10 Pagesincreasingly become a Latino city as they hosted countless festivals to celebrate the Mexican cultural holidays such as Cinco de Mayo, El Dia de Los Muertos and etc. In the book , The Labyrinth of Solitude, Octavio Paz discusses the generalization of Mexicans and emphasizes the idea of them preferring to be placed in solitude due to their fear of intimacy. The book even discusses the roles of a Mexican fiesta and cultural aspects of the Latino culture. By having Mexican holidays celebrated in Los Angeles

Sex Counseling With Client s Treatment Essay - 2095 Words

Self-Awareness Human sexuality is a difficult topic for me to discuss with my peers and clients. It has only been recently that I feel more comfortable speaking with my peers about sex. Similar to others, my life experiences have formed my views on the topic of sexuality. Through my childhood development, my understanding of sex and its components have changed dramatically and with my continued growth, my knowledge base continues to expand. My life experiences are the foundation that I will draw upon while incorporating sex counseling with client’s treatment. Due to my ignorance on this subject, I will need to further my knowledge and increase my comfort level in this area. Past Growing up, my family viewed human sexuality as a taboo topic. I cannot remember ever seeing my parents kiss or hug each other, and they never taught me about puberty or sex. The first time I learned about puberty from an adult was in my fifth grade class where the girls were separated from the boys and we watched a video about body parts and menstruating. Thinking about menstruation was scary for me. My earliest memory related to my body changing that I can recall was when I was 11 or 12 on a family walk and my dad said to my mom, â€Å"You need to take Melissa bra shopping†. This statement embarrassed me because it came from my dad. Not long after, I woke up at my best friend’s house and noticed that I started my period, which mortified me. Once I finally convinced my friend’s mom to take meShow MoreRelatedJewish Religion And The Jewish Culture998 Words   |  4 Pagespleasure to encounter all types of cultures. Not just working with clients but also wi th co-workers too. However, even though I have known some who are Jewish, even worked with them in my field, I have not really worked or had an orthodox Jewish person as a client. I will explain the difference of an orthodox Jew in contrast with being Jewish later on in my paper. With that being said I began doing a little research with the topics of counseling and the Orthodox Jew. It was then I realized there was muchRead MoreRudolf K. Sanders Christian Counseling Ethics: A Handbook for Psychologists, Therapists and Pastors1213 Words   |  5 PagesChristian Counseling Ethics: A Handbook for Psychologists, Therapists and Pastors, Mark Yarhouse, Jill Kays and Stanton Jones discuss the â€Å"sexual minority† as it pertains to the field of professional counseling. This group is defined as â€Å"individuals with same sex attractions or behavior, regardless of self-identification† (Sanders, et. al., 2013, p. 252). By looking at counseling the homosexual community throu gh its etiology, standards by which a counselor should proceed with treatment, and theRead MoreComparing Psychodynamic Psychotherapy and Person-Centered Psychology1735 Words   |  7 PagesComparing Psychodynamic Psychotherapy and Person-Centered Psychology The counseling profession has a broad spectrum of possibilities when it comes to choosing which psychological approach to take. The field of counseling takes many forms and offers many career options, from school counseling to marriage and family therapy. As there are numerous styles in existence, it is important to be aware of the many approaches available to take. For my research two psychological approaches, Psychodynamic PsychotherapyRead MoreProfessional Counselors : Ethics, And Maryland s Board Regulations1401 Words   |  6 PagesPaper 2 Kristen L. Pruitt Liberty University Abstract Professional counselors deal with many legal and ethical issues in the course of treating clients. Some of the issues they may come across include dual relationships, boundaries, bartering, sexual relationships, gift giving, touching a client, and how to begin or end treatment. Some of these issues may seem straightforward in theory, but they can become complicated in practice. In these cases, if possible, a counselor should seekRead MoreThe Social Learning Environment And Counseling Essay1452 Words   |  6 PagesThe Social Learning Environment and Counseling Learning is a general term, describing numerous processes involved in acquiring information (or knowledge), and skills gain through experience(s) with the environment or the self. Researchers have long placed emphasis on environmental factors, such as societal norms on shaping behavior. As an individual interacts with the environment, patterns of behaviors emerge as a consequence. Therefore the environment of an individual for example can be thoughtRead MoreSexual Harassment On The Counseling Profession, And Why It Is Not Only Unethical Essay1622 Words   |  7 Pages Abstract This paper will examine sexual misconduct in the counseling profession, and why it is not only unethical, but also illegal in half of the US states. Through exploring the harmful effects of a counselor’s sexual misconduct with a client, an enhanced perception will reveal reasons why a sexual relationship between counselor and client is unethical and illegal in 25 states. This paper will also look at the characteristics of the counselor/client’s sexual relationship, as well as theRead MorePsychodynamic Psychotherapy And Person Centered Psychology Essay1527 Words   |  7 PagesThe counseling profession has a broad spectrum of possibilities when it comes to choosing which psychological approach to take. The field of counseling takes many forms and offers many career options, from school counseling to marriage and family therapy. As there are numerous styles in existence, it is important to be aware of the many approaches available to take. For my research two psychologic al approaches, Psychodynamic Psychotherapy and Person-Centered Psychology, will be critically analyzedRead MoreEthics And Law For Marriage And Family Therapy1633 Words   |  7 Pagesmandatory responsibilities to protect the rights and to promote the welfare of his or her clients, and should take all reasonable steps to avoid harm to their clients, maintain professional boundaries, maintain confidentiality, avoid [dual relationships] with clients, [etc.] (Avasthi Grover, n.d., pp. 149-150; Margolin, 1982, pp. 789). Each therapist has a professional role to decrease the patient s symptoms, and assist in [improving] their relationships, learn healthier coping skills, andRead MoreThe father of Rational Emotive Behavior Therapy is Albert Ellis1416 Words   |  6 Pagesthe City University of New York. Ellis discovered eight years later through giving advice to friends that he liked counseling as well as writing. So in 1942, he returned to school to pursue a graduate degree in clinic al-psychology from Columbia University (Albert Ellis Institute, 2012). After earning his master’s degree in 1943, he had a private practice in family and sex counseling as he was earning his doctoral degree. In 1947, Ellis received his doctor of philosophy degree from Teachers CollegeRead MoreThe Role Of A Chemical Dependency Counselor1139 Words   |  5 Pageshow a person in treatment should be treated. He deemed these to be the most important elements in the therapeutic movement: unconditional positive regard- helps makes change happen because they feel safe and cared about, accurate empathy- it is an understanding of what they are going through, congruence- be who you are, and lastly the desire to help (Watkins, 2016). These elements are the basic ingredient needed to embark on the journey of recovery with a client. This counseling model is intended

History of Music free essay sample

History of music from 1650 to 1800 can be described by three major periods, the middle Baroque, the late Baroque / early Classical, and Classical eras. The middle Baroque can be described as a time of developing and standardizing musical forms, styles, and conventions, and then obeying those conventions in the creation of new music. The second era found the undoing of these conventions In two Important areas, prompting the end of the Baroque and beginning of the Classical era. The final era describes a period of newer conventions, built from the changes presented toBaroque music by its creators. This evolution can best be understood by careful Investigation of musical conventions through these three periods. For perspective, we begin before 1650, with Monteverdi. His opera Refer of 1607 did not redefine any new style in vocal music, but rather served to collect existing techniques and forms of the time combining such forms as recitative, airs, madrigals, routinely, and recitative arioso. It also was significant for Its mature use of the orchestra, bringing together Instruments from all consorts n the violins, the cornets, viols, organ, roominess, and others.Refer drew from all styles of secular music at the time, achieving a unity overall through the use of routinely and the orchestra. The 1620 and 1630 saw the reinforcement of the recapitulate and aria In secular music with the development of the cantata. Rosins early cantata Enter gorge deal marvels as an excellent example of this development. The opera, being prohibitively expensive to put on all the time, found its forms set in the cantata, a sort of mini opera, consisting of solo voice and figured basso continuo.The cantata contained the forms of opera n he recitative and various kinds (strophic, bipartite, tonally) of arias, but without the stage production and orchestra. These were written for all sorts of special occasions and became quite popular. In sacred music, a similar development further strengthened the recitative and arias popularity, the oratorio. These, like Carillons Septet of the 1 asss, similarly used devotional texts not, however, taken straight from the Bible for special services held in oratories outside of regular church services.These too functioned as a sort of substitute for opera, being put especially during the mime of Lent, after end of the opera season, and also used the recitative and aria with basso. Meanwhile, these mostly Italian developments In music found their way to France, where Lully busily set upon adapting them to French tastes. Drawing from Italian opera, Lullys tragedies en mystique Armed, in 1686, displays many changes from the Italian form. First, the popularity of ballet and dance music in France had the effect of adding a advertisement to each act of the opera, a throwback to the court ballet of Louis XIV. Similarly, many new, lighter dance forms, for example, that of he minuet and gavotte, were added to accommodate the dancers. And though Lully takes the recitative and its basso continuo from the Italian style, he puts a uniquely French twist on recitative by changing the meter on a per-measure basis to accommodate the text, ensuring that a downbeat occurs on the strong stresses of the French language. Lully also used for his orchestration more woodwind instruments. Also showing French tastes in contrast to Italys preference for brasses. These instrumental music as well.In Bologna, Cornell took the sonata form, with its roots in he church (notably from Monteverdi Sonata copra Sancta Maria of 1610), and created his first trio sonatas of 1681. The structure of these sonatas apparently drew from the vocal cantatas, the separate movements (new for instrumental music then) resembled the division between recitative and aria in vocal music of the time. Coracles sonatas were both sacred and secular, the latter consisting of dance forms as its movements again, much like the differences between oratorio and cantata. Cornell further changed instrumental music, adding more instruments to create his concertos.In Coracles 1714 concerto gross, Opus 6, No. 4, we see he has taken his trio in the concerti consisting of two violins and a basso continuo n and has added to it a concerto gross, two more violins, viola, and additional basso continuo. Coracles addition of the gross was optional but his contemporary Tortellini would later use the gross fully, especially in tutu sections that required the gross for a full effect. Vivaldi also contributed to the concerto, his Opus 3, Electro armoring uses as many as four solo violins, furthering the idea of melodic interplay first developed in the trio sonatas.His No. 8 from this opus, in A minor, from 1711, also helps us draw another parallel to vocal music in its structure of repeated routinely (l), episode, routinely (V), episode, routinely (V), episode, and routinely (l) reminds us of the dad capo aria form. Bach, in his Brandenburg Concertos of 1721 followed Vivaldi example (quite literally, learning the concerto by transcribing Vivaldi works for organ) and continued on the standard set forth by the Italians. His concertos did not particularly change the form of the concerto very much, maintaining the form and in effect strengthening it.In No. , movement 1, he notably added a keyboard soloist to the concerto, giving a solo cadenza to the piano before the final cadence and routinely. But little else than that some exotic key areas, perhaps was to change the concerto in any fundamental way. The opera, as exemplified in Handels Gigolo Cesar in 1724, would similarly be well defined (and repeated) in the form of opera serial. Gigolo Cesar is a perfect example of the qualities characteristic of opera serial. Its plot, firstly, was typically drawn from classical history (in this case) or from mythological sources.The vocal writing in this Tyler stresses vocal virtuosity, with great drawn-out solos requiring much technical skill from the performer. The dad capo aria serves this purpose, as well, allowing the singer a chance to improvise the ornamentation of the A section the second time it occurs. The recitative, too, is developed into cosec recitative most familiar to us, featuring only voice and basso n and accompanied recitative, also featuring members of the orchestra for dramatic effect. These long, serious productions of Handels for became very popular and well established in England, and Handel wrote many of hem.So by now, roughly the middle of the Baroque era, we find the main styles and forms of instrumental and vocal music fairly well defined, having been developed and effectively standardized, an d used across borders by musicians to develop music fairly consistent with these rules. One can say that these standards of form and style effectively characterize the music of this period. However, we find ourselves at a turning point: the widespread standardization of these styles comes with it its undoing. With widespread use and acceptance comes the perception that these tiles are too stuffy or too old no longer in vogue.Next to emerge are two movements public consumption, something different from the establishment of opera serial and the concerto. The advent of these movements and the new developments that heralded them would signal the end of the Baroque era and the beginning of the Classical era. The first of these small revolutions started with Gay and Peachs Beggars Opera in 1728. The piece, a spoof aimed at Handels many popular opera productions in England, ridiculed the noble tone of opera serial, setting all its songs to look tunes of the day, and featuring common citizens rather than dealing with mythological or historical figures. It was met with great commercial success, and spawned a number of imitation ballad operas, also taken from folk tunes. Another response to the opera serial was the opera buffo, a lighter two-act comedic style of opera. With the Beggars Opera in England, Handel learned that the public was growing weary of the Italian operas he was producing, and later found it hard to keep his opera company afloat. Handel was quick to move out of the opera business: in 732, he debuted his first oratorio in London, Esther.Most of the elements of Handels oratorios were taken from the opera, the oratorio had an overture, recitative, arias, and arioso, it was basically an opera without the staging. The most significant change, as well as a change from the old middle Baroque oratorio, was the addition and new importance of the choral writing. Though at first the oratorios were closer to operas, with arias as the most important element, the chorus sections of Handels later oratorios later overshadowed them in importance. Handels move from operas o oratorios was a wise one: his oratorios were very popular of in great demand in England.The reaction to opera serial in England that caused Handel to stop writing operas soon had its analog in the rest of Europe, as well. European audiences soon became skeptical of the showy vocal virtuosity of the opera serial style, as well as the slow action of the plot. This did not discourage all composers, however. Clucks 1762 Refer deed Eurydice was the first of a new style of operas that were created in response to this: not opera serial, also not opera buffo n a hybrid crossing the short, fast- boning qualities of buffo with the serious subject of the serial.Cluck, in lightened serial, crafting sweet, catchy tunes for the arias, with few opportunities for the lengthy vocal fireworks and cadenzas of which European audiences had grown tired. In Act Ill, Cluck goes so far to lighten the opera as to insert a rondo, considered perhaps too light at the time in for one o f Orpheus arias, Chew faro sense Eurydice. This simple form would, ten years later, be adapted by Mozart into sonata-rondo form. A similar revolution in instrumental music n coincident with the 1728 Beggars Opera began Rica 1730 with Summations Assassin in G.The assassin, typically the name given to opera curtain-raising music n answered the popular opinion held during the Isis that the concerto was becoming an old form, and that a new, lighter music was needed for public consumption. Summations assassin (sometimes called sonatas, early on) consisted typically of four movements: fast, slow, fast, and a minuet. Telltales Difficulties in 1733 also follows in this example: light, airy, sonatas with little substance, but in keeping with the trend away from the heavier concertos.By he time of 1761 , the three- or four-movement assassin had changed greatly since Summations time, as we see in Heydays sixth symphony, released in that year. The symphony, titled Eel Mating, is similar to the form of the assassin with two movements orc hestra, with its typical makeup of woodwinds, horns, strings, and bass. Certain terms remain: for instance, that of the middle-movement trio a reference to the trio sonata settings of the assassin, but a trio in name alone, the movement contrasting Ninth the previous one, but with added backing from the orchestra. The result is not s unmemorable as the assassin of Telltale.More experimentation was possible because of the freedom of form from the strict guidelines of the concerto. The concerto however, had not completely disappeared. Mozart piano concertos were remarkable in that no concertos had been written since the Baroque era of Bach and Vivaldi. Mozart resurrection and habituation of this form for Classical orchestra and piano in the 1773 Piano concerto No. 5 in D major was quite innovative, it provided the four routinely sections (and intermediate episodes) typical of Baroque ancestors, but also resembled a sonata with its two themes, sonata-like exposition, development and recapitulation. The piece states its exposition much like a sonata, but twice, using the first exposition as routinely material for the concerto form. The development occurs much like the development of a sonata, between the second and third riotousness, and the recapitulation arrives with the third routinely and the episode following it. During the final routinely, we find a cadenza typical of Bachs piano concertos. This synthesis of sonata and concerto forms was quite clever and goes not constitute a nostalgic return to the forms of old, but rather the creation of a new musical form befitting Mozart needs.By tracing history, we have seen the development of Baroque musical styles and conventions, and the process of cross- pollination through which instrumental and vocal music drew from each other. We have also seen the deconstruction and reformation of Baroque convention into the Classical era by the progenitors of early Classical music. The development of these new styles prompts us to ask: to wha t degree was Classical music indebted to the influence of the Baroque era?

The Virgin Blue Company

Introduction Managing the marketing process is an issue that companies have to contend with in the new dynamic and competitive environment. Performance of most businesses in contemporary environment is gradually shifting to the need of superior marketing strategies that are able to respond to the market needs in the most appropriate way.Advertising We will write a custom assessment sample on The Virgin Blue Company-Australia specifically for you for only $16.05 $11/page Learn More Therefore, this research intends to look at how management of marketing process can be enhanced in the increasing competitive business environment. The research will be a case study on Virgin Blue Company, which is an airline company based in Australia. Manage the Marketing Process Virgin Blue Company sees itself as possessing a humble background and beginning especially for being the first type of company to initiate the first and unique sustainable low far airline in Australi an skies (Virgin Blue Company n.d). The company, through steady progress, has evolved and grown to become a recognized company in the world as innovator and leader in the global aviation industry. Blue Virgin Company started its operations in on 31 August 2000, with initial two aircrafts to start with (Virgin Blue Company n.d). It operated one route and had 200 team members who collectively shared a clear and concise goal of changing in the most drastic way the air travel in Australia (Virgin Blue Company n.d). As a way of revolutionalizing aviation industry with regard to way of doing business, the company reduced the airfares by almost 50 per cent while at the same time introducing genuine Guest service to the flying public, coupled with a strong commitment to being the best in the business (Virgin Blue Company n.d). Company’ mission indicates what the company is trying to achieve, what is the purpose of the company, and why it exists, hence, mission statement constitutes a short statement that says what a company stand for and it outlines a company’s strategy that becomes a key referential tool by company’s members in making key decisions (Griffins and Goffar n.d). Virgin Blue Company’s culture has been created based on the company’s core values. For instance, the company expresses that â€Å"the big secret to Virgin culture is simple – there is no secret, where creation and maintenance of an enviable culture has been the top secret of the company and this has been done by infusing the company’s core values into everything the company does where we get that right and the Virgin culture just follow† (Virgin Blue Company n.d, par.3).Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The company’s values have been infused with everything that the company takes part in. For instance, the company works ha rd and participates in everything necessary to provide work environment characterized by the â€Å"right policies, processes, systems, communications, facilities, benefits, interesting work, fair pay, and reward and recognition to support our people and our business operations† (Virgin Blue Company n.d). Virgin Blue Company has code of conduct and practice that it has established and acts as guide to business conduct in the organization (Virgin Blue 2010). One of the director in the company summarizes â€Å"all personnel are required to support the quality of Virgin Blue and to take an active role in identifying and facilitating opportunities for improvement where the ultimate commercial success of the company is intrinsically linked to both perception and reality that the company operate safely, surpassing both the competitors and the required regulation and legislation† (Virgin Blue 2010, p.1). Code of ethics at Virgin Blue outlines key responsibilities members have to demonstrate and these responsibilities have been categorized into groups of: underlying values for the company, business integrity, which stress virtues of honesty, integrity, and fairness with regard to reporting, political involvement, and competition (Virgin Blue 2010). Brett Godfrey, CEO of Virgin Blue Company observes that the company has greatly moved away from organizational structures, instead the company work more brilliantly to establish a lesser organizational hierarchical in the workplace (Brett n.d). Instead of an organizational structure and hierarchical, Virgin has instead embraced structure that is kind of pie chart and not the traditional and usual triangle structure. The CEO of Virgin goes on to state that, as a leader he lacks confidence and is non-believer in organizational charts and instead advises that all leaders in the company should view themselves to be equal to each other. The company has an established marketing department headed by marketing manager and a dedicated team that is responsible to all aspects with regard to brand, product, and retail media advertising in television, radio, and related online campaigns (Virgin Blue Company n.d). Marketing objectives at Virgin Blue are built on the principles of SMART, which stands for: specific, measurable, attainable, relevant, and timely objectives. First, Virgin Blue has pursued its marketing objectives through strategic alliances with other companies (O’Sullivan 2011). Strategic alliances have been favored by the company mainly to create extensive marketing channels and networks in region the company cannot afford to go it alone (O’Sullivan 2011).Advertising We will write a custom assessment sample on The Virgin Blue Company-Australia specifically for you for only $16.05 $11/page Learn More At the same time, Virgin Blue, upon its establishment, rested on the philosophy of endeavoring to be low cost, but offer reasonable services. In add ition, the initial marketing strategy of the company based on these objectives was motivated by prevalence of market domination by airlines like Qantas; hence, Virgin Blue adopted an aggressive marketing expansion based on low costs which in actual were about 30 to 40 per cent less that that of Qantas (Bamber 2006). As part of implementing market plan, there is need to carry out monitoring, controls and adjusts process, which can be undertaken using different tools such as â€Å"developing a financial forecast of revenue using statistical models, past sales data, executive judgment and surveys of consumer trends† (Cooper and Argyris 1998). After this has been done, there is need to carry out estimation of â€Å"costs such as market research costs, promotion costs, product development costs and distribution costs† (Cooper and Argyris 1998). At Virgin Blue Company, the management and overall organizational culture encourages working together of departments hence sharing of information is key to the success of the company. The company further encourages ‘cross pollination’ of ideas and communication, which in turn leads to working and implementation of strategies at the company more easy (Brett n.d). On large scale ‘silo mentality’ has been discouraged, which has opened up communication channels to be more easy and frequent. Evaluate International Marketing Opportunities Virgin Blue currently controls about 33 per cent of the airlines market in Australia where the company global marketing strategy has been simple perceived to largely involve offering of easy-to-understand, low priced carrier and at same time use of low-cost business model that generate high profit margins (Virgin Blue Company n.d). Virgin Blue brand stand exceptionally in a situation that has numerous opportunities only when appropriate environmental scanning had taken place. Situation analysis according to Michael E. Allen in the book titled ‘How to promote and advertise’ observes that it involves describing what is happening in the markets in which the company operates and competes and also the company’s products and distribution trends (Allen 2006). Situation analysis for Virgin Blue Company can be grouped into macro-environment situation; market situation; competitive situation; target buyer or end user situation; product/service situation; and lastly, distribution situation (Allen 2006). In order to carry out this situation analysis more effectively Virgin Blue may employ two critical situation analysis tools: SWOT analysis and PEST analysis. SWOT Analysis Virgin Blue can be assessed with regard to Strength, Weakness, Opportunities, and Threats (SWOT) as follows. The strengths of the company include: the company has relatively low cost structure; the company has out-won its competitors given its low fare offering policy; further the company as compared to the competitors boost of having a management team that possess significant and beneficial airline experience that continue to be utilized in the company (Asian Travel Tips, 2003).Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Moreover, other related strengths of the company include presence and possession of strong brand in the market as compared to some of its competitors; presence of unique culture and the overall enthusiasm of the organization that has endeavored it to customers; and lastly commitment and general productivity of its workforce (Asian Travel Tips 2003). With regard to weakness, first Virgin Blue Company is not an Australian owned company an aspect that sometimes has affected the company’s operations especially with regard to legal and political policies in the country. Second, the overall Virgin Group financial structure has continued to change and remain fluid translating into impacts in other Group’s units like Virgin Blue Company (Grant 2004). For instance the company’s structure of ‘stand-alone’ financing of each company has executed a lot of pressure on individual companies resulting into accumulation huge debts (Grant 2004). This situation has lef t Virgin Group vulnerable to bad debts in one part of the group that in turn swiftly infect the rest of the companies (Grant 2004). Being part of the Virgin Group, Virgin Blue has not been immune to these debts. With regard to opportunities, Virgin Blue Company has some opportunities in its way. For instance, the fact that international security has become an issue especially after the 2001 terrorist attack in USA, international tourism declined and this particular situation translated into the number of domestic travels increasing (Isik-Vanelli 2003). At the same time, the collapse of Ansett Company has provided unexploited opportunities which with adequate and appropriate strategies Virgin Blue can create a contingency for success. Moreover, all indications point to the possibilities that the route network and service frequencies are destined to expand, an opportunity Virgin Blue can exploit to expand in the Australian market (Isik-Vanelli 2003). Lastly, the increasing market orie ntation towards leisure travelers still has few players who can adequately exploit hence Virgin Blue Company is presented with an opportunity to venture in the area. At the same time, threats that face Virgin Blue Company largely originate from the increasing competition in the airlines market. The main fierce competitor for Virgin Blue Company in the Australian Market is the Qantas which has eclipsed Virgin Blue Company (Virgin Blue Holdings Limited n.d). Qantas airlines given its expansive network and huge financial base has continued to offer much lower fares as compared to Virgin a situation that has immensely executed pressure on Virgin Blue (Virgin Blue Holdings Limited n.d). Other threats facing Virgin Blue company has to do with the government initiatives to liberalize airlines in Australia, a situation that is going to see increased entrance of low-fare companies thus increasing the competition environment. PEST Analysis PEST is an acronym for Political, Economic, Social an d Technological factors which are used to assess the market for a business or any organizational unit (Chapman 2006). Assessing the Virgin Blue Company with regard to PEST, the following information is generated. With regard to Political-Legal effects affecting the company, it can be deduced that Australian overall liberal policy has created an environment that favor and motivate new entrants to enter the Australian market (Slide Share In. 2009). At the same time, Australian international aviation policy is seen to be ‘multiple designations’ where at the same time the deregulation that has been taking place since 1990 has led to more controlled form of competition between the two rival competitors Qantas and Virgin Blue (Slide Share In. 2009). With regard to economic factors, it can be deduced that since the events of September 11 2001 in USA, international tourism has continued to suffer as more customers hold back due to security concerns. Further, other economic issu es such as increasing fuel costs has continued to pose challenge to Virgin’s policy of low-cost fare whereby the increased fuel costs has in turn affected the basic costs of flights which in turn affects the likeability of customers to book a flight (Slide Share In. 2009). Socio-Cultural factors on the other hand that impact Virgin Blue has to do with the current situation of tightening of labor market specifically with regard to skilled fields that forces the company to increase its employee motivation. At the same time it is predicted that the demand for personnel in other and distant countries will lead to the need to initiate foreign-language training (Slide Share In. 2009). Lastly, the technological impact in the increasing information world requires Virgin Blue to institute appropriate technologies for its services. For instance, online booking is a technological aspect the company will need to explore. On overall, the growth of information industries is creating knowle dge-dependent global society and information is gradually becoming the primary commodity for the success of industries (Slide Share In. 2009). Manage International Marketing Programs SWOT Analysis and PEST Analysis forms the two critical assessment and evaluation tools Virgin Blue Company can use to identify opportunities and threats which in turn can lead to formulation of appropriate marketing objectives especially with regard to international markets. SWOT Analysis in nature concentrate on international assessment of the company, in other words, it largely dwells on micro-environment analysis of the company. On the other hand, PEST Analysis makes assessment of the external environment of business where the emphasis shifts from micro-environment to macro-environment evaluation. Therefore, the results generated from the two assessments become critical in postulating the company’s marketing and overall strategies especially with regard to corporate strategy of the company. Vi rgin Blue after successful assessment of SWOT and PEST, the following international marketing objectives of the company can be pursued. According to Richard Branson, the Virgin Group founder asserts that â€Å"Virgin Blue has already proven its ability to operate successfully in a competitive market and the directors are confident that this will continue in the future† (Asian Travel Tips, 2003, p.1). Given this observation it can be deduced that Virgin Blue company need to create and develop business travel market that has focus on fulfilling the needs of leisure travel market (Asian Travel Tips, 2003). At the same time, with increasing entrance of new competitors Virgin Blue can create new and unique ultraslow cost carriers so that it can be in position to challenge its competitors offering low fare services such as Qantas and JetStar (Asian Travel Tips 2003). Another marketing objective that can be formulated in the future involves instituting a new carrier such as Virgin L ight Blue that has potential and capability of serving regional airports that in the current state are not served and this should also include secondary metropolitan airports. Furthermore, Virgin Blue need to formulate marketing objectives that reflect desire to provide domestic air services in all parts of Australia and also international services to countries like New Zealand, Vanuatu, any many more (Asian Travel Tips, 2003). Lastly, the marketing objective Virgin Blue should concentrate on involve online marketing and this should involve implementing a better IT system that enables customers to book ticket and holiday much easier through the web (Asian Travel Tips, 2003). In order to manage risks which in large part are presentable in threats the company face. Managing risks will need the company to increase the quality of its services and products in order to out-perform the competitors. At the same time, offering low fares should be within the economies of financial position of the company. The Asian market appear promising and prospective with forecasting indicating that any venture in the market has the potential to realize about 20 per cent increase. But how well can Virgin Blue exploit these opportunities given its current position? One possible and viable international marketing operation structure the company can adopt involve joint venture with an Asian countries airline. Virgin Blue needs to bring on board new airline partners to penetrate and exploit the Asian market. This aspect is necessary given that all indications point to the fact that international cooperation that in turn will results into growth of the market size (Asian Travel Tips, 2003). In order to successful succeed in international market; Virgin Blue Company needs to develop an international marketing communication strategy that will be critical in the promotion of the company and its products and services. The main aspects that the communication strategy should have include: asse ssment of marketing communication opportunities, analysis of marketing communication resources, setting marketing communication objectives, developing and evaluating alternative strategies, and lastly, assigning specific marketing communications tasks (Czinkota and Ronkainen, 2007). Conclusion Increasing competition in the Australian airline market has resulted into companies adopting various marketing strategies that are intended to position their businesses at an advantageous level in winning customers. Virgin Blue Company has adopted cost leadership strategy, which in turn has been rewarding for the company. In summary what the company need to know is that, airline market is becoming more competitive, dynamic and price elastic while at the same time not compromising quality of the products and services offered. Therefore the company needs to device other marketing strategies based on the market situation, customer needs, company objectives, consumer needs, and overall business en vironmental situation. International marketing is challenging but again the company needs to create and implement an international marketing communication strategy that is able to incorporate the corporate strategy of the company together with external environment the company face. 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Web. Available from: http://www.virginblue.com.au/AboutUs/Virginbluecorporateinformation/TheVirginBluehistory/index.htm . Virgin Blue Company. N.d. Culture and Values. Web. Available from: http://www.virginblue.com.au/AboutUs/Careers/Cultureandvalues/ . Virgin Blue Holdings Limited. N.d. Top Competitors of Virgin Blue. Web. Available from: http://www.hoovers.com/virgin-blue/– ID__103709–/freeuk-co-factsheet.xhtml . This assessment on The Virgin Blue Company-Australia was written and submitted by user Issac Spencer to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.