Ethical Challenges Essay Example for Free

Ethical Challenges Essay Almost any field of profession has its corresponding hardships that an individual involved in it has to face. Nevertheless, there are occupations that pose a more challenging situation due to the fact that it deals with the life or personal affairs of other people. This kind of adage is greatly applicable to the area of psychology most specifically counseling. The counselors are responsible in aiding people who are having difficulties in various areas of their lives, may it be in terms of their personal growth, relationships with other people, and many others (Hawkins et. al, n. d. ). Being the case, counselors have their own set of ethical dilemmas in doing their responsibilities especially in terms of separating their personal and professional relationships with their clients as well as giving sound judgments in times of crucial situations. These aforementioned roles could be exemplified in this case of a counselor that works in a rural setting. Counseling in this type of area entails that almost all people know each other and that they usually go and socialize to the same places. As such, being a counselor it could not be prevented that I have to socialize with my clients to some community events. This could mean ethical dilemmas such as: confidentiality, privacy and the overall boundary between a counselor and his or her client. This is why I should establish a firm distinction between my personal and professional life. I should see to it that whenever I mingle with my clients at community events I would not discuss any of the sessions that we had especially the situation of my other patients. Moreover, it is better that I do not get to attach with any of my clients to prevent any biases in their cases but I will still make sure that I establish good relationship with them. Another case involves a counselor that works in a local high school. One of her clients called her at a very distraught state and informed her that she was pregnant before and she committed abortion. She has not told anyone about it aside from the counselor. If I were the counselor, I will tell my client that it would be better that we talk the problem over face-to-face rather than in the phone. I could fetch her, as she is not in a proper state to travel. Then, we could talk at the clinic regarding her problem. I will also make sure that utmost confidentiality is observed since this is a very serious and delicate matter. I would leave the decision to her as to when she would inform her family and her boyfriend about that particular incident. However, I would also make sure that I inform her about the limitations to confidentiality (Hawkins et. al, n. d. ). In doing so, I could aide in deciding for the appropriate thing to do. The ethically appropriate action is to aide her through counseling and other means to guide her in making the right choices but I will never meddle with her decision or impose anything upon her. The role of the counselor is to help and guide the patient to make her burden easier but never to take control of the situation. In these two cases, it is clearly observable that counselors face ethical challenges in their profession. They even encounter more incidents like these because their responsibilities deal with other people’s life especially with regards to their emotional state. As such it is important that counselors adhere to ethical standards in order to help them in making sound and appropriate decisions. Reference Cornier, Hackney. (2008). Hawkins, A. , Cormier, S. , Bernard, J. (n. d. ). Common Challenges for Beginning Counselors.

Mind game Essay Example for Free

Mind game Essay Interrogation is a mind game. I will set up a friendly environment where the suspect feels comfortable to gain his trust and becomes receptive to my questions. I will play with his thoughts and emotions that perhaps what he did was unintentional or a result of unavoidable circumstance. I will not directly put the blame on the suspect but will make him fully understand the moral seriousness of the crime. Furthermore, I will tell him that there is overwhelming physical evidence that would implicate him to the crime and that there are witnesses and fingerprints found in the crime scene, even if I have to make a bluff. Then I will offer him different theories to what happened, one more justifiable than the other. Whichever he chose, guilt is already admitted. Preparation is essential for a successful interrogation. First, the surrounding should be conducive without distractions and guarantees privacy. This will also give me the opportunity to analyze the body language of the suspect. I will study the case facts which will be the basis for my questionings. My knowledge about the crime can somehow persuade the suspect to tell the truth. In addition, I will also study the personal background information of both the victim and suspect, more so about the suspect’s feelings, attitudes, and values. Finally, I will resolve the details of the documentation like forms, audiotape, and videos so that the interrogation process is not disrupted. The Miranda warning has adversely affected the procedures of police work. In its report Handcuffing the Cops: Miranda’s Harmful Effects on Law Enforcement, the National Center for Policy Analysis disclosed that the warning caused a significant drop in confessions. With few confessions, police have difficulty in solving crimes. Therefore, the Supreme Court should suspend Miranda for crime prevention to be effective and detect early terrorism threats. References Cassell, P. G. (1998). Handcuffing the Cops: Miranda’s Harmful Effects on Law Enforcement. National Center for Policy Analysis. NCPA Policy Report No. 218, August 1998. ISBN #1-56808-040-9 Fleisher, W L. Gordon, N. J. (2001). Effective Interviewing and Interrogation Techniques. Academic Press, New York. 1st edition. ISBN-10: 0122603818 Inbau, F. E. , Reid, J. E. , Buckley, J. P. Jayne, B. C. (2004). Essentials of the Reid Technique: Criminal Interrogation and Confessions. Jones and Bartlett Publishers, Inc. , MA. ISBN-10: 0763727288

Morality Towards Animals Kantian Vs Utilitarian

Morality Towards Animals Kantian Vs Utilitarian Historically, there has been some debate between Kantian and Utilitarian philosophers on the moral status of animals. This great debate over whether or not moral consideration should be granted to non-human animals deserves to be rectified at some point. Many argue that there is a resolution to this debate that can be used via a distinction between the two to clearly distinguish human beings from all other animals on the planet. But, as shall be shown in this paper, the evidence thus far for such a distinction is seriously doubtful at best. Unfortunately without such a distinction, it becomes increasingly difficult to argue, with a straight philosophical face, that non-human animals should be afforded less than equivalent moral considerations to that of human beings. After all, if no meaningful distinction between human beings and non-human animals, than we ultimately are arguing from an uncertain position that says one group should receive better treatment than the other. This paper shall examine the debate over this issue, primarily through Kantian and Utilitarian perspectives, and hopefully enlighten the problems in both positions, though particularly the Kantian one. Although the Utilitarian position on the issue of moral concerns for non-human animals is far from perfect, it represents a more justifiable position than the Kantians. Its not surprising that many of the people who argue are the very same people who are most interested in justifying and continuing practices towards non-human animals that cause pain, suffering and death to non-human animals (Gruen, 2003). Often the welfare opposed to the rights of non-human animals is more widely accepted which can often confuse the debate in question. People tend to argue that humans unlike animals have characteristics that clearly distinguish the differences those of which include rationality, autonomy, moral agency, language capability, free will and self-consciousness among others (Garner, 2010). Interestingly, Act Utilitarians believe that regardless of human beings and non-human animals, any action toward these is only permissible if it follows the balance of pleasure outweighing pain (Garner, 2010). Not all claims can say as much. The hope, no doubt, is that philosophical wrangling can justify and absolve them of practices that are largely recognized to be cr uel and harmful to non-human animals. Unfortunately for the groups still largely oblivious to the moral considerations for non-human animals, we find that there is no meaningful way, morally or philosophically, to separate humans from non-human animals. The result, in the hopes of being intellectually consistent, is that we need to give consideration to the suffering and moral position of non-human animals equally, as we would also do for human beings. Of course, supporters of the above position immediately argue that there is a clear division between human beings and non-human animals based on speciation alone. In this belief, we might give moral consideration to a fellow human being, but a cow or chicken? A chicken for instance, is not considered a human being (for those who have doubts) and cannot lay claim to the species-specific moral considerations that humans enjoy according to this claim. But, for the philosopher, membership in one species over the other is of utmost irrelevance, especially when considering morality. It is, in essence, considered a non-issue if we cannot in-turn provide evidence for why such species differentiation translates into a differing of moral consideration (Garner, 2010). Ultimately it would be like arguing that any accident of birth is reason enough to deny certain individuals moral concern: perhaps leaving out entirely all women, overweight people, short people or Japanese people. The division be tween human beings and non-human animals must be demonstrated on some other plain other than purely biological grounds. In as such, many have turned to the idea that human beings differ due to their possession of abilities that are unique to our species and that are concrete us firmly in place to that of the rest of the outside non-human world. But, it seems that this argument has fallen flat too. As stated in Gruen (2003), human behaviour and cognition share deep roots with the behaviour and cognition of other animals. There have been numerous examples in the non-human animal world of behaviours that are very similar, if not identical to behaviours that most humans would consider to be uniquely human. In any socially complex non-human animal species, there is evidence of what one would consider to be altruistic or familial behaviour. Family ties are often seen in many of the primate species. Primate mothers often stay with their offspring for extended periods of time. Singer (2009) notes that not only do humans have intelligence and language comprehension, but so do great apes, border collies and grey parrots. A famous gorilla named Koko has scored between 70 and 95 on human IQ tests as well as being able to understand approximately one thousand different signs. In addition, Alex the African grey parrot was able to grasp m ore than a hundred words and was able to answer novel questions presented to him on top of being able to understand basic concepts involving shapes and colours (Singer, 2009). Evidence exists of Meerkats who will risk their own safety to stay with family members who are ill or injured (Gruen, 2003). The usage of tools is also common in the non-human animal world, as is the ability to understand symbolic representations, the basis for language. Some non-human animals even possess some of humanitys less pleasing cognitive abilities, such as the ability to engage in manipulative or deceptive behaviour (Gruen, 2003). The sum of this evidence is not to argue that non-human animals are identical to humans but rather it is to show that the unique behaviours and abilities that we as human beings cling to are actually found throughout the non-human animal kingdom as well, albeit in less complex forms. Some philosophers have turned to metaphysical characteristics as a way to draw the line between the human and non-human animal worlds. Kant puts forth one of the most notable examples of this position. Kants argument is based on the idea that humans are distinguishable from the non-human animal world by power of their personhood and are thus morally considered. In his 1785 Groundwork, Kant proposed that: Every rational being, exists as an end in himself and not merely as a means to be arbitrarily used by this or that will [à ¢Ã¢â€š ¬Ã‚ ¦] Beings whose existence depends not on our will but on nature have, nevertheless, if they are not rational beings, only a relative value as means and are therefore called things (Kant 1785, 428 as quoted in Gruen, 2003). Essentially what Kant believed is that the rational ego of human beings distinguishes us from all other non-human animal life. In less distinct terms, a human being has the capability of seeing himself not only as an individual, but as a rational being able to differentiate the world that grants personhood to human beings and thus affording them moral consideration. What Kant is trying to say is that human beings are rational whereas non-human animals are not. With that being said, Kant believes that irrational animals may be dealt with and disposed of at ones discretion (Kant, LA, 7, 127 as quoted in Gruen, 2003). Kantians argue that it is the ability of human beings to question the source of their desires rationally that separates humans and animals. Whereas the non-human animal is focused only on its sensory perceptions, human beings are not only able to perceive, but question the very nature of their perceptions. According to Kant and his followers, this rational ability is the v ery reason we can justify relegating non-human animals to a lower moral position. As is obvious, there are problems with the Kantian position. Beyond the realization of an artificially imagined separation between man and beast (which is after all, the point in question), Kants position on the matter embarrassingly has difficulties with the matter of what is considered marginal humans, or human individuals that do not possess Kants rational capacity that is a prerequisite for personhood. As understood by many and supported by Singer (2009), there are some humans that fall under categories of mental retardation. For instance, the mentally challenged would have to be excluded from moral consideration by Kants logic, as they are incapable of expressing rational self-awareness that his personhood demands (Gruen, 2003). Singer (2009) demonstrates that some people with profound mental retardation have IQs lower than 25; have an ability to understand that exceeds their ability to speak and may only have the capacity to follow basic directions, and yet these people would c ertainly never be passed over for moral consideration. Whereas, dogs, horses, dolphins and pigeons have been trained to follow basic directions and perform useful work, have IQs over 25 and have an ability to understand that which exceeds their ability to speak, are. Kantians have responded to this concern in a variety of ways; as human beings, we could consider our behaviour towards these marginal individuals as indicative of our own moral sense. Or perhaps, these individuals, because they possess the capacity to become rational individuals, must be treated with the same moral consideration as all other human beings. But, by far the strongest response to the Kantian position comes from the Utilitarians, who reject rationality outright as a marker of moral consideration just as we have already rejected other supposedly unique human attributes (Garner, 2010; Gruen, 2003). Utilitarians argue that the only moral consideration worth considering is one that focuses on promoting happiness and the satisfaction of individual interests, and reducing suffering and interest frustration (Gruen, 2003). Jeremy Bentham was one of the strongest supporters of this position on moral concern. He wrote in 1781: Other animals, which, on account of their interests having been neglected by The insensibility of ancient jurists, stand degraded into the class of things [à ¢Ã¢â€š ¬Ã‚ ¦] What else is it that should trace the insuperable line [between humans and nonhuman animals]? Is it the faculty of reason, or perhaps, the faculty for discourse? [à ¢Ã¢â€š ¬Ã‚ ¦] The question is not, Can they reason? nor, Can they talk, but, Can they suffer? (Gruen, 2003). According to the Utilitarian position, our moral concerns for non-human animals should be extended as far as the animals capacity to suffer and experience pain in all the ways they are capable of suffering. With the rise in populations, the need to provide mass quantities of food has created an animals nemesis. Factory farming is the most common method used to produce food for human beings, and it is done at an alarming rate. An estimated 8 billion animals in the United States are born, confined, biologically manipulated, transported and ultimately slaughtered each year in methods that create great amounts of suffering (Gruen, 2003). This position has been highly defended by modern Utilitarians who continue to argue that there is no morally justifiable way to separate humans from non-human animals when non-human animals are clearly capable of suffering. Any being capable of suffering should have its interests taken into account and should be granted the same moral consideration regar dless of being human or non-human. Sometimes the Utilitarian position is mistaken for more of an animal rights position than a morals position. Although both positions are similar, the animal rights position believes that there is no circumstance under which an animal should be subject to the will and whim of human beings. As Garner (2010) points out, the animal rights position is more for the equality between the species. One thing to note, however, is that this is not entirely the Utilitarian position. In regards to the Utilitarians belief that non-human animals should not suffer and be extended moral consideration, the Utilitarians also believe that the same would be extended to a human being. But the Utilitarian position allows for the satisfaction of the greater good in all moral matters. If, for instance, more good is done than harm by a particular action, then the Utilitarian would take up the position that the action is morally justifiable. A simpler way of perceiving this is that the Utilitarian could morally justify killing human or non-human animal, if it would save the lives of two other people. Ultimately, the Utilitarians goal is to always reduce harm and suffering, but they unfortunately (when it comes to non-human animals) are not vegetarians. Utilitarians believe that If an animal lived a happy life and was painlessly killed and then eaten by people who would otherwise suffer hunger or malnutrition by not eating the animal, then painlessly killing and eating the animal would be the morally justified thing to do (Gruen, 2003). Seemingly is seems that there are some good and some bad to both positions. Take for example the Kantian position; Emmanuel Kant did not support cruelty towards non-human animals, he just believed that they did not warrant the same moral considerations that human beings do. According to Kant, non-human animals were non-rationally thinking creatures and thus not afforded moral consideration but, he did argue that for the human beings that cause unnecessary suffering to animals. Kant believed that non-human animals were subject to the will and whim of human beings but that when they were put to work for us, they should not be strained beyond their capacities, he also believed that human beings had the right to kill non-human animals as long as it was done quickly and without pain (Kant Gregor, 1996). In essence, Kant felt that although non-human animals did not merit moral consideration, human beings had some type of a duty to them. Clearly, like the Kantian theory, the Utilitarian approach of moral concern for non-human animals is not without its own flaws. The Kantian argument fell apart because of a false distinction between human beings and non-human animals. The Utilitarians, base the fate of individuals and their relative happiness on a type of mathematical equation. Though contrary to some degree, at least on the question of extending moral concern to non-human animals, the Utilitarians recognize that there is no meaningful distinction at play between human beings and the rest of the animal kingdom. In this regard, the Utilitarians will always win out in this philosophical debate, at least for this author. Basing an arbitrary distinction between human and non-human animals just to justify cruelty and suffering is utterly beyond defence from a moral perspective. To ignore suffering because it challenges human beings imagined superior position in the world is not acceptable. Where, then, does that leave the argument of whether to extend moral concern and consideration to non-human animals. Clearly this author rejects the unsubstantiated evidence for drawing a distinct line between human beings and non-human animals, but cannot quite accept the extreme Utilitarian position that all matters of moral concern can be written like a equation. Perhaps it would be wise to investigate the work of other philosophical theories, such as ecological feminists, who argue that the entire approach to the issue is flawed because it fails to grasp the institutional culture of dominance upon which our actions are built (Gruen, 2003). Within this larger context, both the Kantian and Utilitarian positions can be seen as justifications (to vastly different degrees) for a culture that projects its will onto the entire world with dominant force. The bigger question for future consideration of this issue is to not simply question whether or not non-human animals are deserving of the same moral considerations that are granted to human beings, but whether or not human beings have moral authority in the first place to dictate such concerns and arbitrarily impose their will on the rest of the world.

Success in College Essay -- essays research papers

Section One Managing Your TIME   Ã‚  Ã‚  Ã‚  Ã‚  The frist thing that a new college student must learn how to do is to stay organized and learn to decipher their priorities. By doing so you will make sure you never; miss an appointment, forget to do a homework assignment, and loose sight of time when doing a project or paper. (Waiting to the last minute never allows for your best work to be done) A planner is the best way to keep everything in order and well organized. Withier it be a monthly schedule or weekly or even daily, the use of a planer is huge tool for your success.   Ã‚  Ã‚  Ã‚  Ã‚  Now you might ask your self, â€Å"what goes into a planner besides, my homework assignments?’ And good answer would be your daily appointments, a list of all your test and quiz’s, even final dates. With every class there is always syllabus and on the syllabus is a list of project and papers and a number of test. If you read closely you will find the dates of ever paper, project and test. This information is very useful in planning out your week and monthly schedule. If you know that you have a test in your history class on Friday and a religion paper due the same day you can plan out time to prepare for both. The best type of planner to use is one that is well equipped with a small month calendar that you can write on and a large weekly and daily schedule that is easy to write on with lots of space. Another easy way to stay organized to keep a semester calendar in your dorm room over your desk with all the important dates on it such as test dates, due dates for papers and project due dates. The purpose to be organized is to make you life a lot easier, and more efficient, with the planner you can now be prepared for what lies ahead at Calvin College. Section Two Reading Your Textbooks   Ã‚  Ã‚  Ã‚  Ã‚  When it comes to textbook reading, preparation is just as important as reading the material. It is easy to find yourself just reading the textbook and then looking back at what your read and not remembering anything you just read. Not every class demands a thorough reading of the textbook, so it is very important to ask the professor to see what he/she will be testing on, either notes in class or the readings form the textbook. For example in a psychology class the professor expects his/her student to know the textbook inside and out... ...great programs reaching out to student in need of proof reading paper to getting coaches to help set up daily plans. Do not let your pride or ego get in the way of asking for help.   Ã‚  Ã‚  Ã‚  Ã‚  One of he biggest stressor can be a computer that doesn’t work, and one of the things you can do is always save as you work, and know that there are computer labs all over on campus that have printers and internet connection. Any and all technical help can be dealt with in our amazing ITC department. If there is any program that you are unfamiliar with just make an appointment and they will be more then happy to help you. Using the tools on campus will help you to relieve the stress that you feel. Section Seven Taking Care of Your Health   Ã‚  Ã‚  Ã‚  Ã‚  It is easy to forget that a huge part of your success in college is staying healthy, keeping a sharp mind and sound body. It is very important to eat right and to maintain a routine sleeping schedule. Staying active and making sure you get enough sleep so that you can keep yourself healthy. A recent study found that walking once a day increase your memorization, which in turn helps you to do better studying.

Depression in 1920s Essays -- essays research papers

How was Australia affected by depression in 1920’s? Australia was one of the countries deeply affected by the Depression. This was due to the fact that Australia heavily depended on the imports, trade and investment intake from overseas. The economy was already unstable and was in trouble during the 1920's. The wealth of the economy was only based on the high prices of Australia's exports and primary products, a growing volume of exports and a continued stream of investments into Australia. Any serious reduction to the price and volume of exports and reduction of overseas loans would cause problems. An indication of danger was Australia's large and rapidly increasing overseas interest bill. By the late 1920's, the prices of Australian's exports were also falling. With the continuation of the declining price, Australia would have a difficult struggle to pay for its imports and repayment of loans. Australia was affected so severely as its primary source of income was taken away. Employees in public works, building and construction lost their jobs, as loans were no longer being funded for these projects. This also reduced the demand for goods produced in other industries. Australia's workmen had a severe lost of jobs and wages. How was the government responding and assisting the population? â€Å"Susso† Those who were unemployed were entitled to the application of the 'susso', a sustenance or dole payment. A person seeking this assistance had to register and demonstrate that th...

Birth Defects Essay -- essays research papers fc

Birth defects, or congenital malformations, are the faulty formation of structures or body parts present at birth. Sporadic, hereditary, or acquired defects may be immediately observed or may become manifest later in life; they may be visible on the body surface or present internally. Birth defects may be life threatening and require surgical correction, or they may interfere with function or appearance. It is estimated that about 3% of all children are born with major defects; minor defects or variations are estimated to occur in 10% to 15% of births. Malformations may be single or multiple. Multiple malformations that occur in a regular recognizable pattern are referred to as syndromes--for example, the FETAL ALCOHOL SYNDROME sometimes observed in infants of mothers who drank heavily when pregnant. Birth defects may result from the action of genes, chromosomes, or the environment on the developing fetus, but often the cause cannot be determined. Inherited Defects Abnormal genes cause a significant number of different birth defects. Some can be identified as a single-gene disorder that is inherited in a simple Mendelian mode, that is, either a dominant or a recessive pattern. For example, lobster claw deformity of the hands and feet (split hands or feet) is inherited and results from the effect of a single dominant gene. A person who has this deformity runs a 50% risk (1 in 2) of bearing offspring who will inherit the gene and will therefore also be affected. Autosomal rece...

Strategic Management: Strategic Directions Folloed by Virgin Atlantic

Contents 1)Executive Summary 2)Introduction of Company 3)External Environment 4)Company Financial Performance 5)Competitive Strategy 6)Strategic Direction of Development 7)Methods of Development 8)Conclusions and Recommendations 9)Resources 10)Appendices 1)Executive Summary This report aims to evaluate the current strategic directions followed by Virgin Atlantic. Initially we discuss the organisation’s mission statement and identify how the vision of the company is reflected though the strategic objectives. It is established at CSR plays an important role one Virgin Atlantic as it is seen to have principles and high standards on acceptable behaviour, BBC News (2009). External factors are evaluated using a PESTLE analysis and it is made clear that the Airline Industy as a whole is suffering financially in the economic turndown. With the well publicised fear of global warming and the level of emissions airlines are giving off is resulting in the government putting pressure on Virgin Atlantic and others to find ways of reducing their C02 output by increasing fuel costs, Virgin Atlantic (2009). Social trends are examined to determine the appeal of air travel and why consumers continue to fly with luxury airlines like Virgin Atlantic over smaller no frills airlines. The financial performance of Virgin Atlantic is analysed over a 5 year period looking at key ratios to determine the sales and profitability of the organisation. These results are compared to British Airways financial figures as well as Ryanair’s to get a better understanding of how financially secure Virgin Airline is financially in comparison to its competitors. An analysis is then conducted of the organisations competitive strategy which identifies, using Porters 5 Forces, that Virgin Atlantic fall under ‘differentiation focus strategy’ as they offer premium priced products for a high quality service. Results from Ansoff’s growth vector determine the strategic direction of the Airlines development. The airline’s growth remains competitive through demand in existing markets with existing products as well as newly developed ones. The methods of development are identified as code-sharing agreements between different airlines, allowing them to make use of each other’s resources at minimum costs. It was concluded that, due to the success of Virgin Atlantic’s current 3 year strategic direction, the airline should extend this strategy. Other strategic concepts where recommended regarding the fight for climate change and they way in which the airline positions itself through branding. 2)Introduction to Company Virgin Atlantic was launched by founder Richard Branson on the 22nd June 1984 Virgin Airline (2009). . 1. The vision of the airline was to offer high quality services combined with good value for money. Working in Music industry for many years Branson himself knew little about the aviation industry therefore he used the advice of his partner, Freddie Fields to manage the venture along with his technical manager Roy Gardner Management Today (1998). As a result of working in the Music Industry Bra nson was all too familiar with celebrity obsessed culture and thus he packed the first flight was between London and Newark Liberty with some well known celebrities. Virgin Atlantic credit the use of the famous faces seen travelling on the inaugural fight as one of the factors of success in launching the airline, Virgin Atlantic (2009). 2. 2. Virgin Atlantic employs a three year strategy which thus far has proved successful. The success has been down to their sound business model which is defined by their Mission Statement: â€Å"To Grow a profitable airline, where people love to fly and people love to work. † Virgin Atlantic (2009) Low cost airlines offer a typically narrow service where as Virgin Atlantic, through their code-sharing agreements; position themselves as offering a broad range of exotic destinations for people who are willing to pay premium prices. This business model has the key understanding that the way in which the product is positioned and the experience provided travelling by virgin Atlantic, will ensure customers will travel again and again thus allowing them to achieve their long-term strategic objectives of increasing profits and shareholder values. 2. One of the key factors in the business model is ‘how’ Virgin Atlantic provide a unique flying experience, virgin maintain this positive feeling with the friendly flight attendants and the positive attitudes they show customers. The airline ensures the happiness of staff with fair wage, discounts on fairs as well as loyalty schemes. The most public display of loyalty towards staff was in 2009 when Virgin Atlantic employees were given 2 free flights to any of the airlines destinations as part of the 25th anniversary of Virgin Atlantic Daily Mail (2009). This generosity towards the staff has the same principles applied by its airline services, the idea of luxury onboard the aircrafts and the knowledge that you will be taken care of. 2. 4. Thomson and Martin (2005) believe that customers play a key part in an organisations business model as they are ones who the services are specifically tailored to. In the 80’s when Virgin Atlantic’s vision was launched, the glamour of air travel had distinguished and air travel was seen as an expensive means of getting from a to b. People had forgotten what air travel was all about, and the ideal of jet setting across the world in luxury was seen available only to those who where famous. The vision introduced encouraged people to pay more but have better value for money and made the whole air travel experience pleasurable. Virgins Growth is testimite to how effective the initial vision of the company was and shows that their mission today is exactly what customers are looking for in a service provider. 2. 5. Corporate Social Responsibility also takes a key stance in Virgin Atlantic’s business model. The company’s strong stance in responsible business is heavily publicised by the media, especially when it comes to environmental factors. Richard Branson has publicly pledged to invest profits of his travel organisations into the research and development of alternative fuel and renewable energy Mallen Baker (2006). â€Å"Virgin Atlantic is committed to reducing our environmental impacts where we can by becoming a more efficient business, leading the industry to practical and technical solutions and engaging, inspiring and empowering our staff and customers to help us meet this challenge† Virgin Atlantic (2009). . 6. The airline was also the first of its kind to trial an alternative fuel which was created from a combination of coconuts and Brazilian Babassu nuts, BBC News 2008. Virgin Airline also have strong policies on equality and avoiding discrimination, this was pushed into the media when 13 of the airlines staff where sacked after describing the passengers as â₠¬Ëœchavs’ on the social networking site Facebook, a spokesperson for the airline stated â€Å"It is impossible for these cabin crew members to uphold [our] high standards of customer service†¦ f they hold these views. † BBC News 2008. This very public stance on social responsibility, especially when it comes to environmental factors, enforces the public interest that Virgin Atlantic employ especially when it comes to decision making and setting their strategic objectives. Reidenbach and Robin (1995) have produced a spectrum of 5 ethical/unethical responses and I believe that Virgin Airline would fall under Ethically Engaged and, â€Å"Actively want to do ‘the right thing’ and be seen doing so† The companies mission states that they want to be a profitable airline & their CSR stance assures the consumers that Virgin Atlantic have principles and although they want to be a profitable airline they will not achieve this strategic objective expense of the planet and the people who inhabit it. 3)External Factors There are a number of external factors which can affect not only the environmental stability of Virgin Atlantic but the attractiveness of the airline industry as a whole. Such factors can be determined by conducting a PESTLE Analysis, a PESTLE Analysis is a business model designed by looks at 6 different factors (Political, Economic, Social, Technological, Legal & Ethical Issues) and aims to evaluate the impact these factors will have on the Organisation. 3. 1. Political &Legal Factors The main political factors which affect the airline industries stability and attractiveness is the current tax policy employed by the government. Due to the rapid decrease of sustainable fuels and with concerns of global warming stronger than ever the Conservative party plan to increase the Air Passenger Duty (APD) up to 113% by November 2010 if they win at the election, Virgin Airline (2009). This will mean an increase in fares thus affecting the attractiveness of the air travel & may have significant impacts on Virgin Airlines profits. Interest rates set by the government may affect any loans that the Airline have taken out. The exchange rates on currency may also provide issues when the company need to trade currency for customers on board an aircraft moving between the uk and America etc. Legal factors which may affect the attractiveness of the airline industry would be legislation on health & safely, wages and airline regulations in terms of training and quality standards. Code-sharing agreements, which we have established plays a key role in the success and growth or Virgin Atlantic, may be put in to jeopardy if there is conflict between countries which could potential affect the air space in which Virgin Atlantic travels. It would be important for the company to have alternative routes put in place allowing them to still get to their chartered destinations in case this type of situation were to occur. Starting in 2012, the EU union will require all airlines to hold emission permits in order to operate; this was designed as a means of reducing the production of greenhouse gases. This is something which will effect Virgin Atlantic & they will have to do research into the costs of the permits & analysis how this will affect the company financially. 3. 2. Economic Factors The economic factors affecting the airline industry as a whole would be mainly the current economy. With less disposable income the demand for travel has fallen The Times (2009), and the airline may to look at competing with low budget airlines in 2010. The business side of air travel is the most expensive to run and has been affected the worst with the rises in fuel costs Mintel Report (2007). Branson has stated publically that the airline would no doubt overcome the recession but that the first class aspect of air travel would dwindle, Daily Mail (2009). The financial information reported, which will be addressed in the next section ‘Company Financial Performance’ , indicates that Branson’s prediction is correct and that that Virgin Airline will remain stable despite the current recession. This is one such scenario which Virgin Atlantic must address and research in order to determine the environmental stability of the organisation and the ability for it to achieve the 3 year strategy in place. As a result of the recession, Virgin let go off 7% of all employees in 2009 and may have to consider the possibility of letting more go in 2010. The airline is not alone as their main competitor British Airways let 4000 jobs go, Daily Mail (2009). 3. 3. Social Factors & Ethical Issues The main social trend which could impact the airline industries attractiveness would be attitudes and emphasis on safety. After the terrorist attacks in September 2001, the thought if flying was unbearable to most. There is still the threat of terrorism and thus it’s no surprise that many individuals are still concerned about their safety when flying. Virgin Atlantic would have to make sure that they have procedures in place to deal with such situations and ease any concerns individuals have about flying. They have set up a course for those individuals who have a fear of flying which takes place in Local Airports Virgin Atlantic (2010). As previously stated there is an obsession with the celebrity culture and the ideal of traveling to exotic locations in luxury, going into the next decade it is important that this trend of social status remains important and ‘popular’ as this is the brand image which Virgin Atlantic is associated with. If this social factor was to change it would severely impact the attractiveness of the airline industry and subsequently the demand for Virgin Atlantic’s services would be affected. The main ethical issue which is affecting the attractiveness of the airline industry is the emissions let of by the aircrafts. Aviation is responsible for 2% of emissions worldwide and global warming is a huge issue in today’s society, with many individuals dedicated to the social trend of ‘going green’ in a bid to save the planet. Virgin Atlantic remain actively involved in the research and development of alternative sustainable fuels and have joined a voluntary agreement proposed by the airline industry to reduce emissions by 50% in 2050 compared to that of 2005 . 3. 4 Technological Factors Virgin Atlantic has been at the forefront of technology, starting in the eighties when it was the first airline to have individual Televisions for its Business Class Passengers, Virgin Atlantic (2009). With technology in the aviation industry developing from year to year, from new air craft models which reduce emissions to efficient means of checking in customers nd the great entertainment facilities on board makes air travel is very appealing. Virgin Atlantic offer great entertainment systems as well as spacious and luxury air travel in their Airbus A380, which is the world’s first twin deck aircraft offering a fully functioning restaurant’s and bar’s, Boston (2009). This level of technology in the A3 80 sets the airline before is competitors such as BA and low budget airlines can simply not compete with the level of comfort provided on board. 4)Company Financial Performance Despite harsh conditions of the external environment, namely the recession, Virgin Atlantic have remained a successful and profitable airline. In this section, the financial performance of the airline will be analysed over a 4 year period and compared to its main competitor British Airways as well as popular low budget airline Ryanair. 4. 1. The first area we will look at is turnover. The turnover indicates the level of business that each airline has achieved over a yearly period, changes in turnover can be impacted by changes in external factors which result in a decrease of sales. Virgin Atlantic’s turnover is much less compared to their competitors. This is not a true indication of the financial performance of an organisation but the money they derive from sales can indicate the demand one airlines service over another. Although a company may have a high sales turnover, the real profitability is determined by taking the pre-tax profits and dividing these by the turnover, Thomson and Martin 2005. 4. 2. Pre-tax profits To establish the financial success of the Virgin Atlantic we will firstly look at the pre-tax profits of the airline & that of its chosen competitors. Pre-tax profits – Ryanair (thousand 000) Ryanair (2005/9) Pre-tax profits- British Airways (Millions ? ) British Airways (2005/9) They key factor to note in all three pre-tax profits charts is that the recession in 2008 has impacted both low frills airlines and British Airways. Both airline reported losses, the most significant being that of BA at ? 401 Million. Despite the external factor of climate change Virgin Atlantic has managed to not only sustain its financial performance but to almost doubled their pre-tax profits from the previous year, with recorded pre-tax profits of ? 68. 4 Million. 4. 3. Profit Margin Virgin Atlantic is the only one to have maintained their profit margin over 2008. Ryanair & British Airways have made significant losses, whilst Virgin Atlantic’s profit margin is growing. This just shows how much of an impact the economy has on the airline industry and means that Virgin Atlantic will have to keep cost of sales, administration, the selling and distribution costs of tickets down in order to remain profitable. 4. 4. Gearing Ratio The average gearing ratio in the airline industry is around 150% while some companies who are struggling in the recession are as high as 380%. Another key statistic in determining Virgin Atlantics financial position is the gearing ratio. The gearing ratio measures the return on capital employed and indicates any financial risks. The principle is that the higher the gearing ratio the more vunerable the company is. Year Gearing (%) 2005 284. 76 2006 209. 82 2007 199. 92 2008 189. 44 2009 183. 18 As you can see from the table above Virgin Atlantic is slightly over the recommended average in the aviation industry but their vulnerability and financial risk is decreasing year on year following the demand for their services. 5. Competitive Strategy A clear competitive strategy is key in the success of an organisation meeting its strategic objectives. In order to establish Virgin Atlantic’s Competitive strategy we will be using Porters Generic Strategic Framework, a diagram is shown below. According to Porters theory there are 5 forces used to analyse the industry; 5. 1. â€Å"Threat of New Entrants. † As with any industry the more new airlines that enter the market, the more saturated it becomes. The most important factors in the airline industry in retaining loyalty are brand name recognition and frequent fliers point s. Virgin Atlantic have spent the past 25 years building their polished and somewhat sexy image which is so appealing to flyers today. Virgin Atlantics strong brand name and discounts for loyal air travellers will give them the power to gain a customer even if its prices are slightly higher than its competitors. 5. 2. â€Å"Power of Suppliers. † Boeing and Airbus are two of the main air craft manufacturers. Their aircrafts are used by Virgin Atlantic and majority of its competitors, therefore there is no real competition between them. 5. 3 â€Å"Power of Buyers. Due to there being a low choice in suppliers in the aviation industry and taking into account that switching all Virgin Atlantics 38 air crafts to another supplier would be very costly, the airline do not have power over the suppliers. 5. 4. â€Å"Availability of Substitutes. † Substitute products and services may be a concern of some airlines, especially smaller regional firms. However when it comes to Virgin Atl antic they have routes to some of the best locations in the world, of course there are other premium fare airlines which go to the same destinations but they will not have the same brand image as Virgin. It would just be up to the individual travelling and probably concern the cost difference between Virgin Atlantic and its Competitors. 5. 5. â€Å"Competitive Rivalry. † There is a certain degree of rivalry in the aviation industry, especially between Virgin Atlantic and British airways. The affects of the competition are more clear in a economic turndown, for example BA’s loss of 401 million the year ending won’t be helped by Virgin Atlantic’s 25th Anniversary which was celebrated all though 2009, offering special promotions and discounted rates. 5. 6. This Analysis would indicate that Virgin Atlantic would fall under differentiation focus strategy. By offering premium priced products for a high quality service Virgin Atlantic has an advantage over its competitors. Porter (1980) 6. Strategic Direction of Development The main strategic direction flowed by Virgin Atlantic in to increase the airlines market share. This growth has been the main strategic objective since 2008 when it was introduced in a 3 year plan. According to Ansoff’s Matrix there are four main types of growth, Ansoff (1987). Virgin Atlantic’s strategic direction would fall under both market penetration & Product Development. The existing market which Virgin Atlantic operates in continues to have a growing demand for the current services which the airline offer. The growth in demand is due to several of the external factors which were discussed earlier, namely the social trend of luxury air travel and the idea of jet setting around the world with a company associated with celebrities and seen to been sexy. The growth in demand is identified in the increased ticket sales over the past few years despite the current recession which is affecting other premium airlines Virgin Atlantic continue to out-grow its competitors. The strategic direction of increasing market share could not come at a better time for Virgin with British Airways in massive dept and in a very vulnerable position. It is no secret that if BA were unable to operate that Virgin Atlantic would see a significant increase in the market share. Despite the success of the existing services in the existing markets, it is well known that Virgin Atlantic drive for innovation in product development. As established in the external environmental analysis airline have been at the forefront of technology since they launched in the eighties. By continually updating their fleet of air crafts with the newest gadgets and luxuries, the airlines passengers have a better experience on board and are more likely to travel time and time again with the airline. 7. Methods of Development 7. 1. In order for Virgin Atlantic Airline to grow it entered into a code share agreement with some of the larger names in the airline industry these included Continental Airlines & Jet Airways iloveinda. com (2009). Code sharing agreements are used by companies to make the most of each other’s resources and according to the Air Transport Association, Code-sharing agreements allow two (or more) airlines to offer a broader array of services to their customers than they could individually. These marketing arrangements enable an airline to issue tickets on a flight operated by another airline as if it were its own, including the use of its own two-letter code for that flight. These arrangements allow airlines to market expanded networks for the ir passengers at minimal expense† Air Transport Association (2009) 7. 2. In 1999 Virgin Atlantic also partnered with Singapore airlines who now own 49% of the company, Richard Branson signed the deal as he believed it to be an effective way of offering their customers a wider range of destinations at competitive rates BBC News (1999). 8. Conclusions and Recommendations The diagram created by Rowe et Al in 1989, can be used to determine Virgin Atlantics Strategic direction and determines what type of strategy the airline should undertake going forward. Rowe et Al developed this model based on which he considered to be four important variables. The financial strength of the airline and the advantage it has over its competing airlines makes up the internal strategic direction and the stability of the economy along with the attractiveness of the airline industry as a whole. Throughout this report, the strategic direction of Virgin Atlantic has been discussed and the methods of development evaluated alongside airlines financial performance, taking into consideration the external environment. As a result of this analysis and though Rowe at Al’s Space Analysis we can conclude that the airline is not only using a aggressive strategy but that their approach is highly competitive. The current strategy employed by Virgin Atlantic is very successful and is essentially the reason why the organisation has remained profitable in such times as a recession. I would recommend that Virgin Atlantic extend the current strategy over a longer period of time, all of the areas in this report echo the success of the strategy and how well it fits into the organisations business model. They must make sure that they continue to brand themselves as having a unique selling point with an emphasis on value for money in order to remain competitive. Another recommendation would be to keep the economy boarding which they have on flights, i believe that if this element was stripped away altogether then the airline would further narrow their market further and reduce the potential market shares. With the voluntary target set in the airline industry on cutting emissions by 2050, I would encourage Virgin Atlantic to take a more public stance and be actively involved in the research and development of bio fuels by pairing up with the lead organisation. This would enforce the airlines stance of ethical issues regarding global warming. The way in which the organisation brands itself, being sexy & tongue in cheek, has been constantly one of the most important factors in the airlines success. I recommend that message conveyed with the airlines ’25 years still red hot campaign’ is carried on throughout 2010. Page 12 References Airline Network (2007) ‘Virgin Atlantic Passenger Traffic Increase’ Online at http://www. get-packing. com/news/flights/archives/august-2007/virgin-atlantic-passenger-traffic-increase. html (Accessed 19th November 2009) Air Transport Association ‘Airline Handbook, Chapter 2, Code Sharing’ online at http://www. airlines. rg/products/AirlineHandbookCh2. htm (Accessed 1st January 2010) Boston (2009) ‘Virgin Atlantic’s Airbus A380’ online at http://images. google. co. uk/imgres? imgurl=http://cache. boston. com/bonzai-fba/Third_Party_Photo/2005/01/18/1106063427_8542. jpg&imgrefurl=http://www. boston. com/business/gallery/airbus/&usg=__tA9Pr Cq_sbXx6TAWpndBbvcOSrc=&h=333&w=508&sz=28&hl=en&start=7&um=1&tbnid=wm5v998e2jOptM:&tbnh=86&tbnw=131&prev=/images%3Fq%3Dvirgin%2Bairbus%26hl%3Den%26rlz%3D1T4TSEH_enGB359GB359%26sa%3DN%26um%3D1 (Accessed online 20th November 2009) BBC News (2008)’Airline in first biofuel flight’ online at http://news. bc. co. uk/1/hi/7261214. stm (Accessed 10th of December 2009). BBC News, ‘Branson sells 49% of Virgin Atlantic’ online at http://news. bbc. co. uk/1/hi/business/572516. stm (Accessed 19th November 2009) BBC News (2008) ‘Crew sacked over Facebook posts’ online at http://news. bbc. co. uk/1/hi/uk/7703129. stm (Accessed 10th December 2009 The Daily Mail (2009) ‘Like A Virgin (Pin-Up): kate Moss Dresses up In A Red Playsuit As She Joins Branson for Virgin Atlantic’s 25th Birthday’ online at http://www. dailymail. co. k/tvshowbiz/article-1194691/Like-A-Virgin-Pin–Kate-Moss-dresses-red-joins-Branson-Virgin-Atlantics-25th-birthd ay. html (Accessed 20th November 2009) The Daily Mail (2009) ‘Virgin Staff Get Bonuses While Ailing Rivals BA Urged to Take Pay Cut’ online at http://www. dailymail. co. uk/news/article-1194942/Virgin-staff-bonuses-ailing-rivals-BA-urged-pay-cut. html (Accessed 19th November 2009) Iloveindia. com ‘Virgin Atlantic Airways’ online at http://www. iloveindia. com/airlines-in-india/international/virgin-atlantic. htm