Star Alliance in the field of Marketing Essay Example | Topics and Well Written Essays - 3000 words

Star Alliance in the field of Marketing - Essay Example Alliances were an appropriate response to the market change by the leading airlines. Star Alliance is the largest with a market share of 23.6 percent followed by Sky Team, Oneworld and Wings (Czipura & Jolly, 2007). This paper will discuss how at Star, the benefits are reaped both by the customers and the airlines, the route setup and the basis, the problems and pitfalls encountered and how Star Alliance differentiates itself from other airline alliances. The Star Alliance started as a joint marketing effort between United Airlines and Air Canada in 1992 and was formed on the premise that each could derive benefits from expanding the range of cooperation. They wanted to increase the membership and devolve authority towards a more centralized and independent organization structure (Anslinger & Jenk, 2004). By 1997 Scandinavian Air System (SAS), Deutsche Lufthansa, Thai Airways International had joined the alliance. These five members signed bilateral agreements regarding code sharing, joint marketing activities, and flight schedule coordination (Czipura & Jolly, 2007). The alliance wanted to exploit the benefits of a worldwide network. By 2006, there were 18 full members in addition to several regional members and member candidates. Today it has 24 members and has a centralized set of activities and functions. The Star Alliance serves 855 airports in 155 (StarAlliance.com, 2007) countries and expects to achieve substantial savings thr ough rationalizing their operations and in the process squeezing out competitors (Boyd, 2001). Airlines have little control over fixed expenditure like aircraft and equipments and the labor costs account for almost one-third expenses in the industry. As such most airlines are looking for saving expenditure in other areas. In 2001, Star Alliance created a new and more stable management structure. Prior to this, the alliance was driven by the individual

Where the Wild Things Are Essay Example | Topics and Well Written Essays - 500 words

Where the Wild Things Are - Essay Example Initially, Sendak wanted to put horses in place of wild things, but he abandoned the idea as he realized he could not draw horses better than wild beasts and mosters. As his mother locked him up in his room without offering him supper, he had an intrinsic desire to conquer his fear of wild things. Therefore, in his subconscious, he decided to confront them. The conversion of room of limited capacity into a world as vast as accommodative of sea, jungle and the wonderland full of wild things is all Max’s fantasy. As the ship took Max to the land occupied by wild things, he visualized the most fearful images of wild things in their extreme aggression he had for long been fearful of. Particularly from a child’s perspective, the way author narrated the rage of wild things is captivating. Beasts with large rolling yellow eyes and cluttering pointed teeth are the typical images of wild things that folk tales conventionally make use of. It is so because for children, rage reflects in the eyes and jaws of wild things. However, Max’s subconscious had taken him to the land of wild things, not to get frightened, but instead, to frighten them. So he stupefied the wild things by giving them a uninterrupted stare. The author has a solid reason why Max can frighten the wild things by staring at them without blinking. The reason is that when we, as adults, sternly forbid the children from doing something, we tend to give them a stern look, and try not to blink our eyes. This conveys a solid message to the children that we mean what we say. Likewise, Max conveyed his message to the wild things that he ought not to fear them. This made him the king of wild things and he ruled them. This is when, Max conquered his fear of wild things. Although Max’s mother had punished him, yet he always knew she loved him by heart and would not leave him hungry. He did not see his mum put supper in his room. Even