Global Business

Global Business Assignment Elecdyne Student ID: 11071850 Name: Qingyuan Lin Submission Date: 09/01/2013 Word account: 2585 Contents 1. 0 Introduction3 1. 1 Background3 1. 2 Objective3 2. 0 STEEP table analysis4 3. 0 Country Analysis6 3. 1 country select and compare6 3. 2 Porter’s Diamond Theory7 3. 3 SWOT analysis8 3. 5 Summary of data13 3. 6Discussion13 4. 0 Type of method to internationalize13 5. 0 Conclusion15 1. 0 Introduction 1. 1 Background Elecdyne is a Tokyo corporation founded in 1990, which dedicated themselves to markets a series of televisions, CD Players, DVD players, MP3 players to their wide range of domestic customers.In recent years, with the deepening of domestic electronics market competition, the company's profit declined in the last two years, and now it is facing the uncertain outlook. Moreover, the company has to confront the chief designer leaving, growth of technological licenses fees and loss of product price advantage. It is evident that Elecdyne doe s not have the capacity to afford the license fees and recruit new R;D graduates. In order to relieve the internal and external crisis of the Elecdyne, the board of Elecdyne has decided to go international. As the European Commission (2010) views that a immediate elation between internationalisation and increased SME performance: international activities strengthen development, improve competitiveness and sustain the long-term sustainable development of companies. With regard to Elecdyne, the management team focuses on the production cost reduction, license for patent technology and market access; and cultural diversity and uncertain risk will be also considered. Though the company has never touched with overseas markets, all of the top management teams have learnt foreign language, and some of them held the oversea university diploma.But what is certain is that the Elecdyne will get the chance to redevelop its business in the globalization. 1. 2 Objective The objective of this repo rt is to analyse the global environment for the electronics industry by using the STEEP and SWOT theory for the three potential countries. The three considerable countries compared in this report are China, Thailand and the United States respectively. The report based on data comparison and pragmatic theoretical analysis, to determine the most suitable country and the optimal way to enter new markets. . 0 STEEP table analysis In order to analyse the environment of Elecdyne more thoroughly, the STEEP table will be utilized. As Venture Navigator (2008) mentioned, The STEEP model is a tool to help the user think about the broader issues that have an influence on the industry or service field as a holistic study, including five main factors: Socio-cultural factors, Technological environment, Economic environment, Ecological environment and Political factors. The following diagram illustrates a comprehensive business environment of the Elecdyne.Socio-cultural factors| 1. As Weil (2008) e xplains that after 2008, electronic products are consisting in our lives ubiquitously. People who likely to choose the electronic products to acquire external information from their Mobile phones or television. 2. Favourable population structure, rising discretionary incomes of consumer, and developing more relevant lifestyles is expected to facilitate the global consumer electronics industry. (Lucintel, 2012) 3. With the proliferation of broadband, accessing the media has become easy and rewarding for consumers.And suppliers of the electronics are constantly updating their technology innovation to keep up with consumer requirements. (ALTERA, 2012)| Technological environment| 1. With regard to electronic, technological innovation has become indispensable to adapt new marketplace competitions and cater to consumer preferences. (Accenture, 2010) 2. According to Accenture (2012) reported Smartphones and tablet PC are the â€Å"star† in electronics products market, and consumers use the virtual network to access a great deal of information. 3.With the striction in the electronics industry, producers are under enormous pressure to create new products. Since product development cycles shorten, the electronics industry is still pumping out better products. | Economic environment| 1. As Weil (2008) views the electronics industry has weathered the most recent economic recession with relatively effortless, especially when compared to other industries. 2. With the Consumer Electronics Association reports global spending on technology facilities will exceed $1 trillion in 2012, increasing by 5% over 2011’s figure of $993 billion. CEA, 2012) 3. According to Weil (2008) mentioned, Jim Feldhan said enterprises see tremendous value in electronics, and the electronic products become an extremely popular consumption product. | Ecological environment| 1. There are thousands of scrap electronic products are dumped in landfills or burned in smelters, and these discar ded electronic products have potentially serious damage to adjacent resident. (GREENPEACE, 2012) 2. Through regulation, enterprises will be required to get more used electronics back, which will improve the recovery ratio and reuse more devices. SCRC, 2012)| Political factors| 1. According to European Commission (2012) mentioned, the investment policy of European Union (EU) is emphasized to providing entire investments with legal certainty and a reliable, predictable, impartial and proper regulated environment in which to conduct their business. 2. With Foreign Direct Investment (FDI) flows have increased dramatically, the investors look at stable, predictable macro economic policy, an effective and honest government and intellectual property protection. 3.As International Trade Administration (2012) views Free Trade Agreements (FTAs) have proved to be one of the best ways to enter into foreign markets for American exporters. Trade Agreements reduce trade barriers to U. S. exports, and protect U. S. interests. | 3. 0 Country Analysis 3. 1 country select and compare 3. 11 China As BBC News (2012) reported China's Economic expansion accelerated remarkably in the 1990s due to mass privatization, reforming and the opening up of the country to overseas investment. A large number of multinational corporations crowded into this world factory to take advantage of its cheap labour force.To this day, the government of China has claimed that it welcomes foreign investment. Especially China gives incentive to investors to invest in higher value-added industry, including high-tech research and development, advanced manufacturing, and select modern services sectors. (State, 2011) 3. 12 France As the big EU member states, the French possess remarkable technology, broad market and good infrastructure, and central location in Europe. The French government affirms foreign investment is a positive method to create employment opportunities and stimulate growth.Investment regulati ons are unconstrained, and a large number of financial encouragement are available to foreign investors. In addition, the French government also utilizes fiscal subsidies and tax concessions to attract the attention of investor to France's underdeveloped regions. Preferential policies are available equally to French and foreign investors and eligibility requirements are the same. (State, 2012) 3. 13 The United States (US) The US owned the largest and most technologically powerful economy in the world. Not only do foreign investors have the freedom to make economic decisions within the U.S. economy, but also enjoy relatively low levels of regulation and taxation. Moreover, the US provides a foreseeable and transparent legal system, excellent infrastructure, and the most profitable consumer market. (AmCham, 2012) To compare with Japan, China own cheap labour power and attractive investment incentive; France has an investment preferential policy as well as remarkable technology; in add ition to above, the US offers an impeccable legal system, excellent infrastructure and the most profitable consumption market. 3. 2 Porter’s Diamond TheoryPorter's diamond model, which offers a comprehensive way to realize the competitive position of a nation in the global competition scale. And business leaders may use this model to assess in which counties to invest, and to assess which countries are most likely to be able to continue growth and development. Porter's model includes 4 determinants of national advantage, which are shortly described below: Factor Conditions For the company, the Highly skilled workforce is the key success factors. Since it will affect the development of the company.The sufficient linguistic abilities of the staff could make the operation become more effective. Cheap labour and minimum wages can greatly reduce the cost of production. Demand conditions The per capita disposable income will directly affect the demand of market. Whether the product s cater to customer requirements, it will impact the company’s performance. Related and Supporting Industries The existence or non-existence of internationally competitive supplying industries and supporting industries. Firm Strategy, Structure, and RivalryIn different nations, management structures, working attitude, or interactions between companies are shaped diversely. This will offer advantages and disadvantages for special industries. 3. 3 SWOT analysis Previous suggested by Albert S Humphrey in the 1960s, SWOT analysis is an effectively useful instrument for all sorts of situations in business and organizations to understand and make decisions. The management team could use the SWOT analysis in order to fully use the advantage and opportunities as well as weaken the threat.The detailed strengths and weakness of factor is formulated in following table. (Businessballs, 2004) Strength| Weakness| * The brand of Elecdyn has 20 years experience in producing electronics * Exp erienced employee (could speak English), some of them have a broad education background * Producing a range of electronic products * Low cost production * Elecdyne owns abundant experience competing in a large and strongly competitive market, which proves the competitive capacity ofElecdyn| * Lack of key innovation * 5% cut down on price * No growth in the last two years, and lead to key employees leaving * Increasing expenses of technological licenses * Unable to recruit R;D graduates * Lake of experiences to manage an overseas business * Elecdyne is currently at a loss . This means that the limited financial resources. | 3. 4 Weighting table – Opportunities and threats Factor weighting| Japan| Other countries| 1 to10| 0| -10 to 10| Ps: 1 = not important, 10 = very important 10 = worse than Japan, +10 = better than Japan PEST table Political| Japan| China| France| The US| Source| Corporation tax % 6| 40. 69(0)| 25. 005*6=30| 33. 333*6=18| 40. 001*6=6| Nationmaster| Political | Japan| China| France| The US| Source| Tariffs % 7| 0(0)| 10-10*7=-70| 6-6*7=-42| 5-5*7=-35| WTO| Political risk medium/long term 5| 1(0)| 2-2*5=-10| 10 *5=0| 10*5=0| ONDDA| Political stability 7| 86. 42(0)| 46. 83-6*7=-42| 82. 22-1*7=-7| 72. 84-2*7=-14| ONDDA| Regulatory quality 6| 76. 62(0)| 45. 88-6*6=-36| 85. 702*6=12| 87. 42*6=12| Global innovation index| Total| | -128/5=-25. 6| -19/5=-3. 8| -31/5=6. 2| | Economic| Japan| China| France| The US| Source| GDP growth rate % 4| -0. 80(0)| 9. 28*4=32| 1. 71*4=4| 1. 81*4=4| CIA| GDP per capita(USD) 5| 39578. 07(0)| 2634. 71-10*5=-50| 23016. 85-4*5=-20| 37691. 00-1*5=-5| CIA| Minimum Hourly Wage ($) 10| 11(0)| 2. 256*10=60| 17-4*10=-40| 15-3*10=-30| Minimum- wage| Working hours(per week) 6| 40 hours(0)| 40 hours0*6=0| 38. 4 hours-1*6=-6| 40 hours0*6=0| Prospects| Economic| Japan| China| France| The US| Source|UnemploymentRate % 6 | 4. 6(0)| 6. 52*6=12| 9. 24*6=24| 94*6=24| CIA| Interest rate 8| 0. 00(0)| 6. 00-6*8=-48| 0. 75-1*8=-8| 0 . 25-1*8=-8| Tradingeconomics| Market size Ranking 8| 4(0)| 22*8=16| 7-4*8=-32| 14*8=32| Global innovation index| Disposable income $ 8| 23,458(0)| 3,384-10*8=-80| 27,7893*8=24| 37,7089*8=72| OECD| Inflation Rate% 4| -0. 30(0)| 5. 50-5*4=-20| 2. 30-2*4=-8| 3. 10-3*4=-12| CIA| Total| | -78/9=-8. 66| -62/9=-6. 88| 77/9=15. 4| | Social| Japan| China| France| The US| Source| Population in (million) 8| 127. 6(0)| 1343. 2310*8=80| 65. 63-1*8=-8| 313. 843*8=24| CIA| Individualism 4| 46(0)| 205*4=20| 71-5*4=-20| 91-7*4=-28| Geert-hofstede| Power distance (culture) 4| 54(0)| 804*4=16| 682*4=8| 40-1*4=-4| Geert-hofstede| Social| Japan| China| France| The US| Source| Expenditure on education 8| 27. 22(0)| 11. 15-2*8=-16| 48. 792*8=16| 45. 922*8=16| Global innovation index| Uncertainty Avoidance 6| 92(0)| 306*6=36| 862*6=12| 465*6=30| Geert-hofstede| Total | | 136/5=27. 2| 8/5=1. 6| 38/5=7. 6| | Technological| Japan| China| France| The US| Source|R;D expenditure 8| 80. 53(0)| 34. 07-6*8= œ48| 51. 88-4*8=-32| 65. 00-2*8=-16| Global innovation index| University/industry research collaboration (Rank) 6| 15(0)| 28-6*6=-36| 34-8*6=-48| 36*6=36| Global innovation index| Global Innovation Index 7| 51. 7(0)| 45. 4-1*7=-7| 51. 80*7=0| 57. 71*7=7| Global innovation index| Quality of scienti? c research institutions 6| 75. 75(0)| 55. 20-4*6=-24| 72. 470*6=0| 80. 451*6=6| Global innovation index| Total| | -115/4=-28. 75| -80/4=-20| 33/4=8. 25| | 3. 5 Summary of data Japan| China| France| The US| Political| 0| -25. 6| -3. 8| 6. 2| Economic| 0| -8. 66| -6. 88| 15. 4| Social| 0| 27. 2| 1. 6| 7. 6| Technological | 0| -28. 75| -20| 8. 25| Totals| 0| -35. 81| -29. 08| 37. 45| 4. 6 Discussion Based upon the results of data analysis, the best choice for Elecdyne is the US, which having the highest mark in the result. The scores of China and France are significantly lower than America, even if they emerge slightly advantage in some items. As for China, though it had highest GDP real gro wth rate 9. % in 2011, due to the large population, the per capita GDP is dramatically lower than America. That means Chinese citizens are having not enough disposable income to consume. The French government although utilizes preferential to attract investment, the Minimum Hourly Wage is the highest than China and the US. It will be greatly increased the cost of production. On the contrary, not only the US government provides favourable policy and huge consumer market, but also the appropriate R&D expenditure and reasonable scienti? research institutions. To sum up, the US market has greater potential than the other two countries. 4. 0 Type of method to internationalize With regard to internationalize, the Elecdyne could choose the most compatible method to enter a new market. The advantage and disadvantage of the way to internationalize should be analysed rigorously by the management team on the basis of established expansion strategy. The proper methods are joint ventures, Greenf ield sites, mergers or acquisitions respectively. Joint VentureThe Joint Venture means that the cooperation of two or more individuals or businesses in which each approve to share profit, loss and control in a specific company. (Investopedia, 2012) Greenfield Sites An area of agricultural or forest land, or some other undeveloped site earmarked for commercial development or project engineering. (Businessdictionary, 2012) Mergers and Acquisitions A merger is incorporated between two similarly sized companies, which is combined to shape a new company. An acquisition occurs when one company lawfully purchases another and becomes the new owner. Investinganswers, 2012) The following table indicates analyse the advantage and disadvantage of these three methods. Type of method | Strengths| Weaknesses| Joint Venture | * The opportunity to gain new capacity and expertise * Sharing of risks with a venture partner * Access to greater resources, including specialized staff and technology| * The objectives of the venture may not fully clear and executed to each participant. * Different cultures concepts and management styles may affect integration and cooperation. Imbalance in levels of expertise| Greenfield Sites| * The environment changed from rural to urban use * Good policies of local government * Wholly owned and fully control| * More expensive housing * Demand excessive cash * Undertake full risk * High initial investment| Mergers and Acquisitions| * A merger does not require cash * A merger may be achieved tax-free. * The merger allows the acquirer to avoid many of the costly and time-consuming aspects of asset purchases * Form a scale of production and reduce production cost * Increase product awareness, enhance corporate image. * Diseconomies of scale, which may give rise to higher unit costs. * Conflict of culture between different businesses, may reduce the effectiveness of the integration. * Make a part of workers unnecessary, this may have a bad effect on moti vation. | According to the situation and background of the Elecdyne, the best option is incorporated with other electronics. In short, it will be changeover current plight, increasing profit and lower the risks. In the long run, it will be good for the company to gain prestige and more agile development space. 5. 0 ConclusionThe findings indicate that the Elecdyne confront the challenge and opportunity according to STEEP analysis. And the report also analyses the external and internal environment of Elecdyne based on the SWOT and Porter’s Diamond Theory. Through the PEST analysis, makes a compare between three countries, and finally concluded the US was the best choice for the Elecdyne to exploit the overseas market. This paper has finally advised Elecdyne to mergers or acquisitions with other countries. Reference Accenture (2010) Growth through Innovation in the Electronics and High Tech Industry.Available online at: http://www. accenture. com/us-en/Pages/insight-growth-inno vation-electronics-high-tech. aspx (Accessed: 02 Jan 2013) Accenture (2012) The 2012 Accenture Consumer Electronics Trends Study. Available online at: http://www. accenture. com/us-en/Pages/insight-2012-consumer-electronics-products-services-usage-report. aspx (Accessed: 02 Jan 2013) ALTERA (2012) Industry Trends in Consumer Electronics. Available online at: http://www. altera. co. uk/end-markets/consumer/industry/csm-industry. html (Accessed: 02 Jan 2013) AmCham (2012) Benefits of Investment in the US.Available online at: http://amchamfrance. org/theme1. php? idcontenu=110;idpage=144;idmenu=110 (Accessed: 02 Jan 2013) BBC (2012) China's economic miracle. Available online at: http://www. bbc. co. uk/news/world-asia-china-20069627 (Accessed: 02 Jan 2013) BBC News (2012) Japanese electronics giants suffer. Available online at: http://www. bbc. co. uk/news/20163754 (Accessed: 01 Jan 2013) Businessball (2004) SWOT analysis method and examples, with free SWOT template. Available online a t: http://www. businessballs. com/swotanalysisfreetemplate. tm (Accessed: 02 Jan 2013) Businessdictionary (2012) greenfield site. Available online at: http://www. businessdictionary. com/definition/greenfield-site. html (Accessed: 02 Jan 2013) CEA (2012) Global Consumer Tech Device Spending to Surpass $1 Trillion in 2012. Available online at: http://www. ce. org/News/News-Releases/Press-Releases/2012-Press-Releases/Global-Consumer-Tech-Device-Spending-to-Surpass-$1. aspx (Accessed: 02 Jan 2013) European Commission (2010) Small businesses benefit from internationalization. Available online at: http://ec. uropa. eu/enterprise/magazine/articles/smes-entrepreneurship/article_10487_en. htm (Accessed: 01 Jan 2013) European Commission (2012) Investment. Available online at: http://ec. europa. eu/trade/creating-opportunities/trade-topics/investment/ (Accessed: 02 Jan 2013) Geert-hofstede (2012) What about China? Available online at: http://geert-hofstede. com/china. html (Accessed: 02 Jan 2 013) Globalinnovationindex (2012) Japan Vs China. Available online at: http://www. globalinnovationindex. org/gii/main/analysis/headtohead. cfm

Google Strategic Plan Essay

Abstract The paper aims to examine the strategic plan by Google and the company’s dominance on the internet. The report will leverage my earlier reporting information by synthesizing the information into an informed strategic plan. Scholarly articles and scientific literatures will also be used as a backdrop for the report. The findings from the report indicate that Google is sweeping the world and is currently a threat to Microsoft. The ability to provide relevant searches and link seekers to opportunities gives the company a competitive advantage on the internet. However, there are many companies competing for dominance on the same niche. Nevertheless, Google’s accomplishment is far-flung and long-standing than any other company imaginable. The report will conclude by providing recommendation with regard to Google’s organizational structure and its management systems. Additionally, in the same end, the study will provide informed recommendations for establishing a corpo rate diversification strategy for the company. Google Vision, Mission and Goals Google’s primary mission is to organize information and make it accessible and useful (Google, 2006). The company prides itself in the collection, synthesis, analysis and presentation of a range of information packages. Since 1998 when the company was invented from a minor search engine BackRub in the Silicon Valley, it has grown to serve the needs of the people around the world. Google envisions on becoming the greatest, most reliable source of web information. Through a powerful teamwork and pristine skills in science and technology, Google envisions in pursuing the edge of its expertise to come up with a competitive platform. The platform will be used in the provision of reliable information. Google’s aims to provide the best user experience through emerging technologies and geographies. Finally, the company’s objective is to attain a unique placement in search results focusing exclusively in solving problems and iteration of difficulties (Google, 2006). However, does Google live to the above promises? Is the  company’s overall strategy and operation in line with the advocated values to achieve its mission? Google employs a great team of professionals who are trained and equipped on particular areas on interest (Bamford & West, 2010). The culture at the company favors ability over experience just as stated on the company’s official website. Before a post is published into Google pages, it has to go through a selected span where it is analyzed by experts and potential flaws (plagiarism, authenticity and confidentiality of the information) identified. This requirement means that Google is committed to providing reliable information on the internet even as people grapple to present ideas online. Google’s privacy terms stipulate that keeping the web safe is a shared responsibility. As a result, it welcomes bloggers and site owners to bear responsibility in the provision of information. The Adsense program features a two-week verification process where it scrutinizes blogging information and ensures that provided articles and essays are at par with the recommended levels. What is more, the Google Safety Centre penalizes plagiarized information by giving it low preference in web search placement. Indeed, the company’s legal policy terminates any site that does not adhere to the stipulated provisions and does not use the pattern recognized by Google’s team. From the above initiatives, Google has succeeded in aligning its overall strategy to its mission and goals. Indeed, the company is every day working to improve the patent quality of its software by emphasizing on the need to transform the internet continuously by solving information needs by people (Fox, 2010). Google’s Approach to Creating a Sustainable Competitive Advantage One of the ten things Google knows as true (company’s philosophy https://www.google.com/about/company/philosophy/) is that focusing on the user comes before any other thing. Therefore, the company ensures that every change done will ultimately serve its users. The company takes complete consideration of its visitors whether trying a new interface or tweaking the look of the homepage. What is more, the company fights to ensure that placement in the search engine is never sold to anyone, courtesy of a great team. The effectiveness of this approach is unmatched and especially when it comes to evaluating the customer’s experience. The impact of clients in any organization is at best exclusive and Google offers no chances of compromise to customer service. Another approach by Google in the creation of a  competitive advantage is continued iteration of problems. The company does search and features one of the greatest research groups focused exclusively in solving problems. Because of collective efforts and teamwork, the company is able to realize results and create a competitive advantage over other Search companies in the industry (Levy, 2011). The continuous improvements realized by a committed and talented team increase the effectiveness in serving customers and ensuring that they are retained. The company’s dedication towards improving the search and placement helps the team apply what is learnt in products and services like Google Maps and Gmail. The competitive advantage leveraged by the company ensures that people access and use the ever-expanding information on a daily basis. Google believes that democracy works in the web. The Google search works because it trusts and knows that recognizing the growing need of people’s voice is critical. It, therefore, relies on the million of links and posts on the websites to help determine which contents offer exquisite value. The company assesses each website and link by using approximately 2 00 signals and a range of techniques like the RankPage algorithm (Levy, 2011). The ability to tweak each person’s expectations (a voice on the internet) with a classified technology (algorithm) has given Google a competitive edge in the Search and Placement industry. In the same vein, Google Inc. is open to the development of newer and more improved software because innovation takes place in the collective participation of informed programmers. Hence, Google’s absolute dominance is courtesy of competitive approaches and techniques. One of them believes that democracy on the internet should be acknowledged and respected. After five years in the industry, Google’s experts turned to information that was not readily available. After indexing more HTML pages, the company decided to leverage a unique approach of sourcing non-available information and exploring newer paths. This technique worked because it was a matter of identifying a person’s phone number, address and directory information on the internet. The efforts to integrate newer databases into the search allowed the company to find a breakthrough in the juggernaut that had roped the information age for decades. Over time, the company realized that these efforts required more creativity like; including academic journals, patents, news archives and millions of books and images. The above efforts allowed the company to realize a competitive advantage. While many  companies dwelt in the obvious, Google found opportunities outside the ordinary and brought information across the world (Lynch, 2006). Finally, Google has employed significant efforts and creativity to ensure its position on the web is recognized and maintained. By integrating solution providers to opportunity seekers, the company realizes the potential in connecting people. What is more, the company is every day renewing its organizational structure and business processes to ensure the web is a place for all. The company’s strategy is to ensure the variety and quality of information and services is felt even in the far-flung areas of the globe (Vise & Malseed, 2005). The next part of this report describes Google’s efforts in the corporate strategy. How does the company incorporate strategies like vertical integration, diversification and globalization? What is the effectiveness of these efforts? Google’s Efforts in Corporate Strategy Corporate strategy is a fast-growing component in production. The strategy helps a company to identify loopholes and bridge the gaps through informed decisions (Thomson & Thomson, 2012). Indeed, there exist three distinct corporate strategies; globalization, vertical integration and diversification. Luckily, Google as the web king has incorporated all the three strategies in the provision of accurate and reliable information. But how has this been achieved? I.Vertical Integration Vertical integration is a combination of two or more stages of production by separate company into one company (Thomson & Thomson, 2012). Google has formed a close relationship with Facebook and YouTube. The company holds that the best approach to maximize the value of stakeholders is to maintain a long-term focus on emerging fields on the internet. As a result, the company finds Facebook and YouTube equally powerful in connecting and influencing the web in the modest fashion. Although both platforms are formed at the very foundation of Google, they required trusted identification by people signing in. A Facebook account will demand the yahoo or the Gmail sign-up email, and YouTube is exclusively strict with the Gmail account. The vertical integration between Google and Facebook has established the internet creating a long-term economic gain alongside  serving users and providing relevant information. Google explores areas far from its path of production while at the same time owning the entire operational chain. Although Google relies heavily on Facebook and YouTube, the two platforms are formed under a basic pinnacle of Google. Users have to search ‘Facebook’ and ‘YouTube’ in Google search page to access and use the platforms. This means that Google owns the entire production chain with slight limitations to usage and exploration. II.Diversification Google has invested in a range of assets in efforts to reduce non-systematic risk. When the company launched Gmail, it realized it had more space than any other email software available (Google, 2006). The company had to employ newer teams and techniques to realize even higher standards for email storage. The above efforts have catapulted Google into the attention of a global audience with millions of sign-ups every day. The company has mixed a variety of investments within its portfolio like Google Maps, Books and Images making up a force the world will reckon. The ability to come up with newer options has dealt with the risk of changes retaining a large base of clients and users. What is more, although Google Inc. shares common goals and objectives, the entire team is highly diversified as noted in the culture section ‘we speak diversified languages and come from all parts of the world’. The nature of diversity for the company has created a 360-degree, end-to-end network. Google strives for open culture through diversity by ensuring that its employees recognize and support inclusion of cultures and languages. In its weekly-all hands meetings, the company asks questions and shares opinions and ideas on common problems. Google’s offices and cafes are located everywhere so as to encourage interactions between Googlers and other teams of people (Google, 2006). Diversification is an indispensable component for the corporate strategy. The technique allows any company to stretch beyond bounds and leverage information available outside recognized boundaries. Therefore, Google in its vision and aspiration for the future has leveraged diversification as seen in the above cases improving operational processes and performances. III.Globalization International integration in the exchange of ideas, products, worldviews and other aspects of culture is a critical step of corporate strategy. The  e-commerce platform in Google as evident by online merchants and the Adsense program shows strict adherence to globalization. Google has extended to other parts of the world by allowing everyone across the globe to come up with a blog (Blogspot) and sell merchants online. What is more, Google supports conventionally designed e-commerce platforms like WordPress and Joomla. Google Inc. recognizes that globalization is acknowledging and respecting business innovations and revolutions within the entrepreneurial sphere. Google generates every dollar from advertising sales and has continuously focused on this the market with undivided attention (Yaegar & Sorensen, 2009). Google executives expect that as its presence grows in other countries, the bottom line of the company will follow suit. Luckily, without limiting options to its growth, Google has allowed many other companies to expand entrepreneurially through sales of products. EBay and Amazon are the most common merchandising platforms that offer immense value to shoppers. By connecting these platforms to the wider global community, Google’s commitment to globalization is bespoke. People have to make buying decisions every day, and Google as a company realizes that and gives everyone a chance to write a review or make a purchase for product(s). What is more, it fully supports and acknowledges ecommerce and serves to ensure that the shopping needs and concerns by people are met. Some data on Google’s financial status indicate that it receives less than two-thirds of all income domestically (Wright, 2012). However, these incomes are slated to change dramatically with changing operatio ns globally. This argument supports Google’s corporate strategy plan to globalization. What is more, it creates knowledge and insight about globalization allowing businesses to associate and interact with Google in a competitive fashion. The next part of the report examines recommendation that should be adopted by Google. These are the proposals that will serve to ensure that resources can be better leveraged in the creation of a sustainable and competitive advantage for the company. How Google Resources can be better aligned to create a Competitive Advantage Google should first take advantage of its channel function. What in the search results motivates users the most? For example, the test of Google video as offered by professionals indicated that Google sales grew up to 79% from the year 2006 (Levy, 2011). However over time, the growth rate has been consistent with limited potential for extreme growth  rates. Nowadays, Google videos are not the perfect preference by users but an alternative option (Levy, 2011). Sources like YouTube and Vimeo have taken exclusive control of this important component. Google Inc. should take advantage of its channel function by considering its first approach of verifying videos before display. Uploading of videos in Google should be a comprehensive process. Every person can upload although Google should take exclusive measures to ensure the footages meet recommended standards. What is more, each video should feature its span on the web to ensure out-dated information do not fluff Google. This recommendation supports that having standards ensures quality attracting more users and clients. What is more, Google’s BlogSpot has an excellent performance because Google terminates inappropriate and undercooked blogging platforms. The measures by Google on blogging spheres should be extended to video and footage portfolios. This would serve to ensure that YouTube and Vimeo are the only competitors who can be eliminated gradually through Google’s collected efforts. Early 2009, technicians at Googlepex designed a plan-code titled Project Oxygen. The Business Post at New York Times states that the mission by Googleplex was to design a program that was far more important than Google Inc. and the next search app (Bryant, 2011). Therefore, as the only data-mining giant, Google began to analyze feedback surveys, performance reviews and nominations for top positions at the company. The company correlated phrases, praise, words and complaints. Years later, the plan did not see the light of the day, let along being tested. The New York Times recommends Google to revisit the Project Oxygen plan as advised by its statisticians. The project will be an alternative option for the company in creating a competitive, non-challengeable presence on the internet (Bryant, 2011). Additionally, Google should consider expanding its collection of quality metrics. The acting director at the United States Patent and Trademark office Dr. Focarino recommends the company to come up with a plan that is far much inclusive (Focarino, 2013). The director identifies that the search provides more than enough opportunities for business growth. As a result, he observes that creating a team across the globe, 195 countries, will serve to ensure that the company throws the net far and wide. What is more, expanding the collection of quality metrics will serve to ensure that Google’s resources are better aligned to realize a competitive advantage in the Search Results  and Placements. There is a range of recommendations regarding Google’s dominance on the internet. Forbes states that Google as the powerhouse should initiate projects in technical universities across United States. Other recommendations are dear and near to the hearts of Google executives. There range from performance and operations to organizational structures and management systems. The next part of this study paper examines how organizational structures in Google can be aligned with management systems to realize the above recommendations. What is the relationship between Google’s organizational structures and that of its management system? How can the two be aligned to realize the above proposals? Aligning Google’s Organization with Management Systems to Realize Results The executive level at Google is uniquely positioned for the management of the company. Larry Page is responsible in leading the company’s technological strategy and developing products (Google, 2006). The executive chairman Eric Schmidt cuts the image of an executive with loyal adherence to the company from its yester years as a startup in the Silicon Valley. The list trickles down to the co-founder Sergey, Senior Vice President Brummond, Financial Officer Patrick Pichette and others like Craig Barrat, Alan Eustache, Rachel Whestone and Salar Camangnar for senior positions. The powerful executive structure means that the above recommendations like the development of Project Oxygen and creation of quality metrics can be met. Aligning organization structures with management systems involves identifying skills and pristine technology talent in people and allocating them roles in the company (Fox, 2010). The management should value talent over experience in efforts to realize a long-term goal for Google Inc. The above recommendations can be met if the company sources the exquisite talent in specified fields and supports their decisions with regard to changes and innovations. With the notion that success stems from risk, the company should bear risks and ensure that the desired expertise in management is identified and leveraged to solve common goals and meet emerging needs. Many have recommended reasons for Google’s success and some view it in complete admiration. Therefore, this means that the company is at the pinnacle of attention and adulation by any metric that you choose. The company should work to maintain the past and current success by identifying opportunities for growth as recommended. The organizational structure should ensure that  powerful programs (Project Oxygen and Expansion of Quality metrics) are realized with the right company culture. As the world of technology takes unprecedented twists and turns, the organizational executive should strive to predict the changes by recognizing talent. What is more, the working atmosphere should be designed to improve both the quality and variety of services. Recommendations for Google’s Diversification Strategy Google as a growing platform faces many opportunities for establishing a corporate diversity. However, it is equally imperative to note that any extension should be limited within the ability and scope of the company. The company should consider limiting their services to targeted audiences with no limitation to race, cultures and ethnicity. The only determining mantra should be that of usage and quality regardless of nations and divisions. What is more, Google should consider establishing itself in other areas such as commerce in software and development (Bamford, 2010). Monitoring strategic development and planning in other areas must involve contingency just in case of competitive threats. Offering support in software and development business will position the company uniquely because of it proven success. What is more, emerging companies will leverage their services because they recognize Google as a classic backdrop to exquisite technology. Google should revisit its current init iatives. The customer service and support team at the Company are exclusively automated. This means that customers who express claims are not put into direct contact with experts. Rather, they are given responses by automated systems. Although this is effective in dealing with bulky issues at the customer service desk, it falls short of quality. The WordPress community help is a classic model of what Google should consider. The community at WordPress allows experts and professionals to create profiles and offer help on behalf of the company. WordPress as a company offers incentives to ensure that the voice of customers is felt and needs addressed in the desired fashion. Google should therefore consider the above models to uphold quality in customer service and eliminate frustrations faced by automated responses. Every need and concern by clients is unique. Google diversification strategy is a close topic for this report. The approaches used by the company like those of inclusion and cultural diversity are the best imaginable. Nevertheless, they  are open to judgment. Psychologists argue that differences in backgrounds and cultures limit performances and especially if the shared goals serve the interest of many (Lynch, 2006). Google’s objective is to provide universal information and make it accessible and fulfilling. However, the foundation of the information is subject to values as advocated by varying cultures. For example, a post in Google might support why pork is the best meal for given occasions and circumstances. A Muslim professional at Google might fail to uphold and award the post’s argument although it is his best interest to serve the Company. This is just but one conflicting idea faced by the Google diversification strategy. Conclusion The report has successfully explored Google’s mission, values and goals. The study has gone further to describe Google’s approach in sustainable competition and corporate strategy. What is more, the essay has documented the effectiveness of the efforts by Google in corporate strategy in areas like vertical integration, globalization and diversification. It was within the best interest of the paper to project recommendations regarding the alignment of Google’s organizational structure with that of its management system. What is more, the study offered knowledge on the company’s senior level and their functions in the execution of strategic management. Finally, the report navigated across business areas where Google should establish itself and sections that need to be revisited. The above observation and analysis as supported by scholarly articles and scientific literatures surmises the report adding knowledge and insight into Google Inc. References Bamford, C. E., & West, P. G. (2010). Strategy: Sustainable advantage and performance. Canada: South Western Cengage Learning Bryant, A. (2011). Google’s Quest to Build a Better Deal. Business Day. New York Times. Retrieved From http://www.nytimes.com/2011/03/13/business/13hire.html?pagewanted=all&_r=0 Focarino, A. N (2013). Comments of Google Inc with Regard to Draft Operational Plan for 2014 – 2018 Fox, V. (2010). Marketing in the age of Google: A non-technical guide to search engine strategy. Hoboken, N.J: John Wiley & Sons. Google (2006). 10 Things We Know to be True. Google Inc. Retrieved From https://www.google.com/about/company/philosophy/ Levy, S. (2011). In the plex: How Google thinks, works, and shapes our lives. New York: Simon & Schuster. Lynch, R. L. (2006). Corporate strategy. Harlow, England: FT/Prentice Hall. Stross, R. E. (2008). Planet Google: One company’s audacious plan to organize everything we know. New York: Free Press. Thompson, A. A., & Thompson, A. A. (2012). Crafting and executing strategy: The quest for competitive advantage: concepts and cases. New York: McGraw-Hill/Irwin. Vise, D. A., & Malseed, M. (2005). The Google story. New York: Delacorte Press. Wright, S. (2012). Competitive intelligence, analysis and strategy: Creating organizational agility. London: Routledge. Yaeger, T. F., & Sorensen, P. F. (2009). Strategic organization development: Managing change for success. Charlotte, N.C: Information Age Pub.

Harrison Company Case Study Example | Topics and Well Written Essays - 5000 words

Harrison Company - Case Study Example It is important to highlight that the company faces multiple social and ethical issues. The issues are being identified and discussed in the table below: Issue Description about the issue Association in terms of outsourcing with a Honduran company that engages unethical manufacturing practices in its units The issue of unethical manufacturing practices engaged by a Honduran company came into focus when one of the ex employees of the company spread the word in the media that the company share a buyer relationship with the Honduran company that follows slave like working conditions for its employees. The ex employee brought the accusation that Harrison Company engage in buying inexpensive clothing from the Honduran company. Lack of whistle blowing policy It can be assumed that the claim by the ex employee that he was fired because he tried to generate awareness among the top management about the unethical practices of the Honduran company as true. The reason behind considering this inc ident as a true one is because there is no possible documentation of this incident, which further reveals that the top management did not want to keep a record of this incident and preferred to keep it hidden from the employee view. The lack of a whistle policy within the organization and the option of protecting an employee who engages in whistle blowing activity for the welfare of the organization perceived as a very serious ethical issue. Lack of ability to form a union The company’s focus on restricting the freedom of the employees to form a union has to be considered seriously from the ethical angles. The inability to form a union by the company’s employees will keep themselves vulnerable to the whims and fancies of the top managements. The top management has the ability to make certain changes in regards to pay as well as working conditions which may not be on the employees’ collective favour. The lack of ability to form a union by the employees will lead to the loss of the power of the employees to engage in collective bargaining, which has the potential to develop a sustainable and healthy work environment within the company. Significant amount of donation to the charity It has been identified that the company makes a huge amount of contribution to the favourite charity of the previous president, which is located very close to the company headquarters. Since the company is facing financial difficulties in the current times, the large contributions to the charity become an indirect social issue. The reason this can be a social issue for the company is because the company is focusing on generating profits by relying on part time workers, thereby reducing the chances of full time employment for the potential employees. Significant amount of contribution to the various communities It has also been found that the company makes a considerable amount of contribution to various community specific endeavours. Since the company is facing fin ancial difficulties in the current times, the large contributions to the community endeavours become an indirect social issue. The reason this can be a social issue for the company is because the company is focusing on generating profits by relying on part time workers, thereby reducing the chances of full time employment for the potential employees. Talking in regards to a factor of environmental stability, the issue of unethical slave like manufacturing conditions within the Honduran company needs to be taken into focus. This particular issue has been considered since it has the ability to trigger a threatening situation in terms of political as well as social environment stability in the host country. It needs to be considered that the continued engagement and association of Harrison Company with the Honduran company, which already has developed a notorious reputation for slave type manufacturing conditions, will have a strong negative impact on the company’

Principles of Organizational Behavior Essay Example | Topics and Well Written Essays - 500 words

Principles of Organizational Behavior - Essay Example High scores in this category show that the person is agreeable and will take on consider ideas from other people. Conscientiousness is the third dimension used to describe human behavior. This entails a person who is responsible, dependable yet very persistent in what they are doing (Hoyle 46). Such a person sets goals for themselves and will not stop till they achieve what they want to. High scores in this show a person who focuses on a few things at a time and pushes on till they are successful. Low scores indicate a person who gets distracted easily, and is likely to give up on something before it is completed. Emotional stability is the fourth dimension of this model. A person who is emotionally stable is normally calm, no matter the situation. They are also very enthusiastic about what they are doing and carry with them an air of positive attitude (Hoyle 47). High scores in this category is an indication of a person who is emotionally stable. Low scores indicate otherwise, that the person is not emotionally stable, meaning that they are mostly nervous and will easily give up when things don’t turn out well. The last dimension used to describe human behavior in this model is openness to experience. This category entails being imaginative and very creative. These attributes make the person artistic. People who embrace new experiences happen to be very intelligent because they will always figure out a way to go through the new experience and make the best out of it. High scores here show a person who is always ready to try out new things and learn new things (Hoyle 48). Low scores indicate someone who is not interested in new innovations and ideas. They only want to dwell in what they are familiar with.   Ã‚  Ã‚  Ã‚   The student is one who is easy to work with, since they are agreeable and will take time to consider the ideas of other people. In addition to that, the student is open to experience, emotionally stable and also responsible and very

Who Benefits In Recession Essay Example | Topics and Well Written Essays - 3750 words

Who Benefits In Recession - Essay Example That would take care of the other factors in the economy and that would help to define the recession. (Brainard & Perry, 2001, Pp. 176-177). The recession has a severe effect on the economy as seen by the events during the recession. As the GDP decreases the country attracts less investment. There is a dearth of investment during the recession. There is decreased demand in the economy and the companies find it hard to make a commendable business. As a result, there is stock of unused goods and machinery. The consumption function of the economy decreases and this has a multiplier effect in the economy. As there is not a proper utilization of resources, there is a relatively higher production costs. As the production costs are high, therefore, it has an effect on the consumption. Though there is a rise in the production costs, the change in the wages is not uniform. In some cases the workers are thrown out of their jobs and the in the other5 cases there is a decrease in the wages of th e labor. In the case of the productivity, the volume of the production decreases. Therefore, the production of the companies decrease and the companies are on the verge of the extinction. From the typical recession scenario seen from the history of the world, it has been noted that the conditions of the economy needs some time to change. The economic conditions of the country are severe and the companies get closed. This effects the employment in the economy and the production. Most of the employees loose their jobs and experience a pay cut. This makes it hard for the survival of the people in the economy. The conditions are improved in the economy by the intervention strategies of the Government. The condition of the economy during the recession needs some thoughts put in by the Government and the economy needs financial support. In the modern world, most of the countries have minimum intervention strategies by the Government. But during the

Foundations of scholarship&research Essay Example | Topics and Well Written Essays - 3250 words

Foundations of scholarship&research - Essay Example This paper examines the basis for business ethics and zooms in to examine the realities in the international markets and why organisations fail to honour the high ethical standards they observe in their home countries (especially in Europe and North America) when they operate in poorer nations like Latin America, Africa, Eastern Europe and Southeast Asia. The paper examines the history of international business from colonial times. It looks at the elements of colonialism that discouraged ethical behaviour in international trade and also traces this to business in the modern era. It then goes to critically evaluate the reasons why ethical behaviour varies across the globe. This is followed by a practical analysis of how non-ethical acts are perpetrated by multinationals in the real world. The paper ends with recommendations for improvements in observing ethical behaviour amongst international businesses. Every human being and entity has two inalienable rights: the rule against bias and the need for fair hearing in judicial matters (Harris & Partington, 1999). This concept has become the basis on which constitutions and judicial systems around the globe have been founded. It is now the basis of best practices in most transactions and operations of entities around the globe. However, the way it is practised around the globe varies considerably. People and entities are required in all situations to treat other people with fairness and equality. When other people are accused of doing the wrong thing, they have the right to a fair trial and this is a two-way thing. With organisations and businesses being entities, they are expected to observe these laws of natural justice in all aspects of their operation. Organisations are legal entities that have the right to sue and be sued (Harris & Partington, 1999). Effectively, organisations/businesses take inputs from the society, process them and sell them out to external parties (Johnson, Scholes & Whittington,

Business Taxation. See uploaded guidlines Essay

Business Taxation. See uploaded guidlines - Essay Example Research and development (R&D) tax credits are a company tax relief which can either reduce a company’s tax bill or, for some small or medium sized companies, provide a cash sum’. Through a different definition it is noticed that ‘Research and development tax credits are a company tax relief which can either reduce a company’s tax bill or, for some small or medium sized companies, provide a cash sum; the R&D tax credit works by allowing companies to deduct up to 150% of qualifying expenditure on R&D activities when calculating their profit for tax purposes’ (The Small Business Portal, 2006). It should be noticed that the above scheme can lead to the benefits stated above only if specific terms and requirements are met (as it will be explained below). The benefits offered by this scheme to firms across the country can be differentiated. Specifically for small businesses it is noticed by the UK HM Revenue and Customs that the particular scheme can lead to a reduction of the tax bill up to a percentage of 15%. On the other hand, it is also supported that ‘some SME companies not in profit can surrender their R&D tax losses for cash (in the form of a payable credit) of up to 24p per  £1 of actual expenditure within specified categories’ (UK, HM Revenue and Customs, Small Businesses). The level of the benefit can reach up to a 100% of capital allowances for small firms that make a relevant capital expenditure. In order to understand the benefits offered for small businesses in UK under the particular scheme it is necessary to refer primarily to the definition of R&D scheme at least regarding its general characteristics. In this context, it is noticed that ‘broadly, in order to qualify, activities must be creative or innovative work in the fields of science or technology and undertaken with a view to the extension of knowledge and breaking new ground, whether that be through resolving some uncertainty or creating a new or substantially improved

Child Abuse Critique Essay Example | Topics and Well Written Essays - 500 words

Child Abuse Critique - Essay Example tatistics released by the Virginia Department of Social Services Online Automated Data System (2007) physical neglect is far more prevalent in Virginia accounting for 54.5 percent of child abuse reports for 2007. Physical abuse rates second in reporting history representing 26.2 percent of child abuse reports in 2007. (Virginia Department of Social Services Online Automated Data System, 2007) The prevalence of physical abuse and physical neglect dictate that educators remain vigilant for the purpose of detecting and identifying signs of both physical neglect and physical abuse. Legal definitions of child abuse and neglect however are inadequate for the purposes of recognising and circumventing child abuse and neglect. To this end educators are more appropriately guided by what is termed â€Å"operational definitions.† (Child Abuse and Neglect: Recognizing, Reporting, and Responding for Educators) Operational definitions are utilized by reference to indicators. (Child Abuse and Neglect: Recognizing, Reporting, and Responding for Educators) For instance the legal definition of physical abuse is such that it â€Å"causes or threatens to cause non-accidental physical injury.† (Child Abuse and Neglect: Recognizing, Reporting, and Responding for Educators) The operational definition of physical abuse indicates that conduct by a parent, guardian or any type of caregiver is such that it causes â€Å"physical injury or a particular behavior.† (Child Abuse and Neglect: Recognizing, Reporting, and Responding for Educators) Put another way: Physical indicators may be manifested in a variety of ways. These indicators include â€Å"questionable bruises and welts, or other injuries†. (Child Abuse and Neglect: Recognizing, Reporting, and Responding for Educators) These types of injuries will typically appear on the child’s face, lips, mouth, torso, back, buttocks and thighs and will be in â€Å"various stages of healing† and â€Å"clustered.† (Child Abuse and Neglect:

European History Essay Example | Topics and Well Written Essays - 750 words - 1

European History - Essay Example The ideas of these same great leaders, however, triggered the outbreak of two great wars – the American and the French Revolutions – in the latter part of the 1700s. These people had high regard for man, being superior over all of God’s creations because of his ability to reason. Relatively, they contrasted reason with what they believed were in dominance during the Middle Ages – the uncritical acceptance of authority, together with superstition and ignorance. These individuals also blamed the leaders of the Roman Catholic Church for keeping the people in the dark in order to satisfy their personal ambition, which was to stay in power. Among the products of the Enlightenment Age was Francois-Marie Arouet, popularly known as Voltaire. A native of Paris, France, and a son of a lawyer, Voltaire studied in a Jesuit school wherein most students came from the nobility. His company was sought by the Paris society due to his extraordinary ability to write verses, as well as his ability to make people laugh and because of his natural cleverness. Voltaire became extremely wealthy through inheritance and wise investment. He also became popular and was considered to be the greatest French playwright of his time. However, in 1726, his success came to an end when the Chevalier de Rohan a young and influential nobleman had him beaten by his men before having him thrown into the Bastille again as prisoner. According to historians, it all started when the Chevalier de Rohan asked for Voltaire’s name in a mocking manner; the former’s question implied that the latter was claiming to be of noble descent when in fact he was nothing but a commoner. During the time he was in prison, Voltaire was allowed to choose between remaining a prisoner in France or to be put on exile. Upon choosing the latter, Voltaire left France and lived in England for three years, where he found

In What Circumstances Can a State Lawfully Resort to the Use of Essay

In What Circumstances Can a State Lawfully Resort to the Use of Military Force in Response to an Attack from a Non-State Actor - Essay Example Understanding the details of the circumstances as well as how one can respond to specific attacks is essential not only with the mechanics of how to respond but also with how this associates with the different effects which occur when one responds. This research study will investigate the basic regulations, exceptions and the different laws which create alternative mechanics toward responding from an attack of a non – state actor. Legalities of Military Force Article 51 of the United Nations charter is the basic concept that identifies when one can respond to another with self – defense. In this article, it states that if the inherent rights of the individual are attacked then there is the right to react with self defense toward the non – state actor. However, there are also implications of international peace and security with the expectation that one will pass the attack through the UN before beginning action. The need to restore and keep international peace an d security then become important with the self – defense and the way in which this creates a specific alternative to the international needs. While there is the ability to act with group or self – defense, the concept of international peace and security remain as important when deciding to use military force against an individual1. The first implication which allows one to respond with self defense is if the approach is an armed attack, which makes one a victim to the attack. An armed attack is inclusive of a military attack or operation that uses force in another state. This also includes bombardment with the use of weapons, blockades of another state, an attack with armed forces, acts of aggression and mercenaries that are sent to perform military actions. Each of these instances causes one to become a victim of the actions and constitute the right to react with military force against the other state for self defense. It is noted that there are instances which do not consist of military or armed attacks, including diplomatic missions, cyber attacks, supplies of financial or intelligence resources or frontier incidences. These do not cause one to be a victim of the attack and do not justify countermeasures as they are not proportionate with the violations that occur. There are also implications that the attack must be toward territory or warships and not toward nationals or diplomats as these are not a threat to the self defense of a country2. The use of self defense and the legalities which are associated with this continue with the requirements that are met for a reaction. The first of these is the necessity, meaning that there is no alternative means of redress, such as a treaty or other form of diplomacy. The second is based on the proportionality. If there is another means of changing the process from self defense, then the attack must not be repealed and proportions need to be altered. The need to have immediacy is also a part of the regul ations with the understanding that this needs to be flexible until there is permission to move forward. It should also be noted that the actions cannot take place unless an action has already caused the state to become a victim. One cannot act preemptively before the threat or the attack occurs as there is not an understanding of

Matt Cruse Essay Example for Free

Matt Cruse Essay Free essays botnet Free sample essays for human being Skip to content * Home Free Essay on â€Å"Nuclear Weapons And Defense† Free Essay on â€Å"Airborne (Book)† Posted on June 11, 2011 by Essay fuhrer bot Free essay on Free Essay on â€Å"Airborne (Book)† found Airborn Joseph Campbell`s theory is used in this essay to determine that Matt Cruse is the hero in Airborn by Kenneth Oppel. Kenneth Oppel has developed the main character, Matt Cruse, very well using Joseph Campbell`s theory on the archetype of the hero`s journey. The novel`s main character, Matt Cruse, is a hero because of his call to destiny, his journey in the book, and the return, reward and reintegration in to the society. Firstly, the evidence that proves that Matt Cruse is a hero in this book is the fact that he was called to his destiny. There are two evidence that lead up to Matt Cruses` destiny. The two evidence are when he rescued Benjamin Molloy and when Benjamin was about to die, Benjamin Molloy said about magnificent creatures that he saw but Matt passed those predictions as the ravings of a dying man. The second evidence that proves that he was called to his destiny is the fact that Kate De Vries, second female character, comes on board the aurora and tells Matt that the man that Matt saved a year before was her grandfather, Kate trusts Matt enough to let him see her grandfather’s diary. Matt reads about what Kate’s grandfather saw and gets amazed and starts to believe that the creatures really exist. Matt rescues Benjamin Molloy, Kate’s grandfather, in the first chapter where all the characters are introduced and the captain asks matt to go in an arm that is aboard the aurora and rescue the damaged man in the hot air balloon. Hero’s are always brave and so is Matt. â€Å"â€Å"Mr. Cruse, I look at you, and of all the men, you’re the one who shows not the slightest hint of fear. Am I right? â€Å"Yes, sir. I have no fear of heights. † Matt said †

AirAsia

AirAsia Abstract AirAsia was the first successful low cost airline in the Southeast Asian region. This case study discusses the factors that contributed to AirAsias success. It studies the influence of culture and leadership at AirAsia, the factors contributing to its operational efficiency and the strategic orientation of the airline. It also discusses the threats to the long-term success of the airline with reference to increasing competition in the region and the need to overcome certain service shortcomings. The case concludes with an assessment of AirAsias future plans. To study the growth of the pioneer of low cost airlines in the Southeast Asian region To analyze the reasons for the success of a low cost airline in Southeast Asia, a region where analysts felt there was no market for low cost services To understand the operational model followed by the airline and how it contributed to its success To examine the relationship between leadership and culture and the need for a strong and dynamic leader in a startup organization To understand the threats to the airlines long-term success and how these may be overcome To analyze the growing low cost trend in the Southeast Asian region and the market potential for the same AirAsia was not the first budget carrier in Asia (although it was the first in the Southeast Asian region). The low cost trend actually started in Asia in the 1990s, when two budget airlines Air Do and Skymark Airlines were launched in Japan. However, neither of the airlines succeeded as their operational model was weak and they were soon out discounted by Japans major airlines Japan Airlines, All Nippon Airways and Japan Air System. Another budget airline, Cebu Pacific Air, operated flights between Hong Kong and Seoul to the Cebu Islands in the Philippines, but its operations were limited. Otherwise, it was the national flag carriers that dominated the region According to analysts, AirAsias main appeal was its low fares. By offering fares that were a fraction of what major airlines charged, AirAsia created a new market in the Southeast Asian region. People who could otherwise not have afforded air travel began to fly AirAsia Analysts generally agreed that AirAsias success had significantly changed the dynamics of the Southeast Asian aviation industry. However, they said it would be premature to call the airline an unqualified success. AirAsia was set up in 2001, which was a bad time for the global aviation industry. Despite this, it managed to develop a successful business model. However, the airline industry had witnessed a number of cases where airlines started off well but later experienced a downturn In early 2005, AirAsia Sdn Berhad (AirAsia) announced that it would give away 10,000 free seats on its flights to select Southeast Asian destinations.The airline said that was its way of celebrating the completion of three years of successful flying and of saying thank you to the people for their support. AirAsias accomplishments and success today is a reflection of the publics trust and faith in the company,said Tony Fernandes (Fernandes), CEO of AirAsia. The airline also wanted to thank the public for making its late-2004 shares issue a huge success. One of the most successful airlines in the Southeast Asian region and the pioneer of low cost, no frills travel in Malaysia, AirAsia was often in the news for its low fares and fast growing operations Until AirAsia proved them wrong, airline analysts believed that budget carriers would not find a market in Asia. They said the Asian airline industry was different from the industries of the US and Europe airline passengers in Asia looke d on air travel as a luxury, and expected to be pampered by the airlines. For this reason, no-frills travel would not appeal to them. In addition, Asian countries had a great amount of red tapism, which made it difficult to start any new venture, not least of all, an airline. Major national airlines in most of the countries also enjoyed government backing and were too powerful to allow competition to flourish. Therefore, when AirAsia was set up in 2001, it was greeted by a large amount of skepticism. The airline industry was not a good place to be in at that time, reeling as it was from the combined effects of the September 11 terrorist attacks, Severe Acute Respiratory Syndrome (SARS), and economic downturn. However, within three years of operation, AirAsia changed the dynamics of the Asian airline industry. It not only managed to compete with major carriers like Malaysian Airlines (MAS) and Singapore International Airlines (SIA), but it also became the benchmark for several other low-cost airlines in that market. So great was AirAsias impact that analysts said the airline, with its minimal fares, was living up to its tag line which said Now Everyone can Fly. Against All Odds In 2001, Dato Sri Tony Fernandes Fernandes started his career as a music industry executive, working at Virgin Records and Time Warner Music It was his childhood dream to run an airline, but he did not consider the idea seriously until he saw easyJet, a London-based low cost airline, on television. Fernandes was impressed with what he saw of easyJet and decided that he wanted to explore its operations further. He spent two days at easyJets headquarters in Luton airport, talking to staff and passengers and learning how the airline was run. Fernandes had always believed that a low cost airline would be successful in the Southeast Asian region, and his experience at easyJet convinced him of the potential of his idea. He resigned from his job at Time Warner Music and returned home to Malaysia . Fernandes had no prior experience in running an airline, nor did he have enough money to start one. He raised money by mortgaging his house and using up his savings. He also roped in three of his associates Datuk Pahamin A. Rajab, Abdul Aziz Abu Bakar and Kamarudin Meranun who believed in his vision for a low cost operator in Malaysia. Getting an airline license was not easy in Malaysia. The partners set up a meeting with the Malaysi an Prime Minister, Dr. Mahathir Mohamed (Mahathir), and presented to him the major features of their business model along with Dato Pahamin Ab. Rajab (Former Chairman, AirAsia), Dato Kamarudin bin Meranun (Deputy Group Chief Executive Offi cer, AirAsia) and Dato Abdul Aziz bin Abu Bakar (Current Chairman, AirAsia) formed a partnership to set up Tune Air Sdn Bhd and bought AirAsia for a token sum of RM1.00. With the help of Conor Mc Carthy (Director, AirAsia; former Director of Tune Air Sdn Bhd and former Director of Group Operations, Ryanair), AirAsia was remodeled into a low cost carrier and by January 2002, their vision to make air travel more aff ordable for Malaysians took fl ight. Valued at RM2.3 billion, AirAsia is today an award winning and the largest low cost carrier in Asia. From a two aircraft operation of Boeing 737-300, AirAsia currently boasts a fl eet of 78 aircraft that fl ies to over 60 domestic and international destinations and operates over 500 domestic and international fl ights daily from six hubs located at Low Cost Carrier Terminal (KLIA), Johor Bahru, Kota Kinabalu, Bangkok (Thailand), Jakarta (Indonesia) and Bali (Indonesia). AirAsia is fast spreading its wings to create a bigger and more extensive route network through its associate companies, Thai AirAsia and Indonesia AirAsia. The airline has carried, thus far, over 61 million guests since its fi rst day of operation. At AirAsia, we are bringing people closer by bridging boundaries through our philosophy of off ering low fares. It has sparked a revolution in travel, as more and more people from all walks of life are now able to fl y for the first time, while many others have made air travel with AirAsia their preferred choice of transport. We are consistently adding new routes, which include city pairs that never existed before, in our relentless eff orts to create a seamless bridge of unity across Asia. It is something very close to our hearts as we continuously strive to promote air travel and create excitement amongst our guests with our range of innovative products and personalised services. Corporate Vision, Mission and Values Vision-To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. Mission To be the best company to work for whereby employees are treated as part of a big family Create a globally recognized ASEAN brand To attain the lowest cost so that everyone can fl y with AirAsia Maintain the highest quality product, embracing technology to reduce cost and enhance service level Values Safety Adopting a zero tolerance to unsafe practices and strive for zero accidents through proper training, work practices, risk management and adherence to safety regulations at all times. Valuing Our People Committing to our peoples development and well-being and treating them with respect, dignity and fairness. Customer Focused We care and treat everyone in the same manner that we want to be treated. Integrity Practicing highest standards of ethical behaviour and demonstrate honesty in all our lines of work in order to command trust and mutual respect. Excellence in Performance Setting goals beyond the best and reinforcing high quality performance standards and achieving excellence through implementing best practices. Commitment To Excellence AirAsia is committed to excellence. We intend to excel in everything we do by achieving exceptional results. We have set high standards, but no higher than our customers expectations. Day after day, our people do their best so that we meet these expectations. In all our eff orts, there are five fundamental values: Safety, Passion, Integrity, Caring and Fun. They provide a frame of reference for the AirAsia experience and a corporate culture in which we live and deliver peak performance. The business models AirAsias success has taken flight through the continued confi dence of our guests who prefer a no-frills, hasslefree, low fare and convenient option in air travel. The key to delivering low fares is to consistently keep cost low. Attaining low cost requires high effi ciency in every part of the business and maintaining simplicity. Therefore every system process must incorporate best industry practices. We make this possible through the implementation of the following key strategies: Safety First Safety is the single most important criteria in every aspect of the operations, an area that AirAsia will never compromise on. AirAsia complies with the conditions set by regulators in all the countries where the airline operates. In addition, AirAsia partners with the worlds most renowned maintenance providers to ensure that its fleet is always in the best condition. AirAsia has committed itself to a program of reducing risks and hazards normally associated with our industry through a Safety Management System. This commitment is extended to ensure the full integration of a safety culture, safety policy and safety objectives in a proactive approach to aviation safety. In short, our Safety Management System is not just an add-on but a core part of our business process. It is the way we do business. The critical safety functions of senior management are in the areas of strategy and leadership. Senior management will provide a vision for safety management and provide adequate resources to achieve this level of safety High Aircraft Utilisation AirAsias high frequency flights have made it more convenient for guests to travel as the airline implements a quick turnaround of 25 minutes, which is the fastest in the region. This has resulted in high aircraft utilisation, lower costs and greater airline and staff productivity. Efficient Fleet, AirAsia continues to invest in new aircraft. As of the end of 2008, the Group received a total of 56 Airbus A320 aircraft and the deployment is as follows. Malaysian operations has received 46 and is now a fully Airbus A320 aircraft feet. Thailand operations has received six and Indonesian operation, four. Our fl eet is among the youngest in Asia and we will get even younger as we take delivery of 14 Airbus A320 aircraft and retire nine older Boeing 737-300 Classics aircraft in 2009. These Airbus A320 are ultra modern, more fuel effi cient and environmentally friendly aircraft with unparalleled levels of passenger comfort, serviceability and reliability. We have received positive feedback that our passengers love this aircraft. These aircraft have reduced operational cost signifi cantly and helped to deliver strong profi ts. Low Fare, No Frills AirAsia targets guests who are prepared to do away with frills such as meals, frequent flyer miles or airport lounges in exchange for fares lower than those currently off ered without comprising on quality and service. Guests have the choice of buying exclusively prepared meals, snacks and drinks from our in-fl ight service at an aff ordable price. While onboard AirAsia the best thing to do, of course, is to eat and drink. We will help you do that by off ering a vast selection of food and drinks without punching a hole in your wallet. And our fun and friendly crew will ensure the merriment part of your travel experience. Streamline Operations Making the process as simple as possible is the key to AirAsias success. We are working towards a single aircraft fl eet; this greatly reduces duplicating manpower requirements as well as stocking of maintenance parts. There is only one class seating, i.e. fi rst class, and passengers are free to sit where they choose. Lean Distribution System AirAsia off ers a wide and innovative range of distribution channels to make booking and traveling easier for its guests. AirAsias ticketless service provides a low cost alternative to issuing printed tickets. Simple Distribution System Simple is good, simple is what we want and simple is what we all need. Bearing this in mind, we have worked very hard through countless hours of research and development to ensure that our distribution system is, simple. It is ironic that so much work is required to be simple but bear in mind that simple is a relative word when you are catering to the needs of millions of people across the world. We have developed a comprehensive, yet simple distribution system. One that is capable of handling the most technologically savvy customer to the most technologically deprived. Our website www.airasia.com is available in seven languages and our call centre is conversant in the major spoken Asian languages. For those always on the go, you can book a fl ight using your mobile phone at www.mobile.airasia.com We have recently upgraded our self check-in machines with a simpler and more powerful version. The transaction takes not more than two minutes to complete. This new machine also has an advanced security feature which eff ectively cuts the risk of fraud. We have also expanded our web check-in facility to all stations and destinations. You can now use the web check-in facility even if you have baggage (previously web check-in was only for passengers without baggage). Simply stroll over to the baggage drop off counter every station has one and then proceed to the departure hall for your fl ight. If you have not tried any of these convenient services, I recommend you do so the next time you fl y with AirAsia. Not only will it save you valuable time and eliminate the stress of queuing up, it will also reward AirAsia in the form of lower cost and thus lower my stress. Its amutually healthy proposition! Point to point network The LCC model shuns the hub-andspoke system and adopts the simple pointto-point network. All AirAsia fl ights are shorthaul (four hour fl ight or less). The underlying business is to get a person from point A to B. On Time Performance, Nothing irks airline passengers more than a delay. Often, these delays are caused by factors beyond our control when Mother Nature throws a fi t, for instance but we can try to mitigate these occurrences by ensuring that we take actions within our control to do so. One of the benefi ts of a young fl eet is reliability. AirAsas On Time Performance (OTP) has improved by nine percentage points since the fi rst Airbus A320 aircraft was inducted into our fl eet. The graph below indicates OTP will rise with more Airbus A320 aircraft in the fl eet. We will back test this conclusion and aim for 92% OTP in 2009. If we succeed, it will make us the most punctual airline in the world. In line with our confi dence in achieving this goal, we have launched a revolutionary campaign called On Time Guarantee (OTG). In a snapshot, this campaign compensates a passenger inconvenienced by a substantial delay due to our fault at no additional cost. We believe this pioneering and unique campaign will help to boost the retention rate and raise our brand equity. AirAsia Today AirAsia flies over 100 routes across 12 countries in Asia. The fast-growing airline has become Asias eigth-largest airline in six years, and is now the largest low-cost carrier in Asia, with the lowest cost base of any airline in the world. According to AirAsia, the key to delivering low fares is to consistently keep costs low which requires high efficiency in every part of the business, with every system process incorporating best industry practices. How they do it Ultimately, it is our guests who have made us what we are today. A passion for exceeding our guests expectations is what spurs us to relentlessly pursue innovative ways to enhance the service we provide. Constant innovation is the tool we use to expand our guests freedom to travel so that Now Everyone Can Fly. In 2008, a total commitment to innovation enabled us to stay ahead of the game and once again win an array of prestigious awards. In the years to come, the same commitment will see us successfully navigate the ongoing global economic turbulence, broaden our horizons and not only survive but prosper. In 2009 we will unroll a series of initiatives designed to boost customer service while keeping fares down. So it is apt that this years Annual Report focuses on innovations which will enable AirAsia Berhad (AirAsia) to retain its pole position as the worlds preferred low fare airline. Above all, it is appropriate for us to acknowledge the support our guests give us by making Thanks to YOU the key message of this report. The Asia-Pacific aviation industry is enjoying strong passenger demand. According to the International Civil Aviation Association, passenger numbers in the region grew more than 12 percent in 2007, supported by rising economies, increasing business travel, and growing disposable incomes. Making Innovations Just for You Why is AirAsia performing so well? The answer couldnt be any simpler: AirAsia grows because it saves money for people. Nobody wants to part with their money whenever possible, but I am certain that almost everyone likes to travel. So, sensibly, people look for the lowest cost option with fi rst class service. Providing fi rst class service is imperative for any service oriented company, customers simply wont have it any other way. We realise this importance and have consistently upgraded our service level, and succeeded in doing so without any compromise to effi ciency and cost. I will explain in the following pages our initiatives present and future to enhance customer service delivery. Some are innovative ideas inspired by the talented people of AirAsia and some are simple but functional moves that came from other sources. Expanding the Route Network In 2008, we achieved many milestones. The one closest to my heart is our entry into Singapore. For too long, passengers on the Malaysia to Singapore route were burdened with high fares extracted by the monopolistic nature of the route operators. This is no longer the case AirAsia introduced unheard-of low fares on a route that has proven to be high-yielding and is expected to deliver sustained profi ts. We have six destinations linking to Singapore at the end of 2008 and this number will double by the end of 2009. For years, we have gazed upon India and waited for an opportunity. That day fi nally came and our maiden route, Kuala Lumpur to Tiruchirappalli, has been a resounding success. There is plenty more to come, we currently have on our radar screen to commence services to Coimbatore, Kochi and Kolkata. India presents a fantastic opportunity for AirAsia and I envisage it as one of our biggest markets in years to come.of growth with 39% more passengers carried than the year before. This signifi cantly outpaced the domestic Malaysia passenger numbers that grew by 13%. While we continue to see and capitalise on opportunities in Malaysia, we expect the higher rate of growth in international sectors to continue. With the launch of AirAsia X, AirAsias route network has evolved from being Asia-centric to include Australia and Europe. The impact of this connectivity for instance, connecting Australia and London by providing an alternative, aff ordable version of the so-called Kangaroo Route is being felt not just by AirAsia but by Malaysia. Our route connectivity and the frequency of our fl ights is now turning Kuala Lumpur into the premier regional hub for low-cost travel. Our services in boosting tourism in Malaysia are helping to alleviate some of the pain infl icted by the global economic downturn. Our investments in these new routes and in boosting the Malaysian economy demonstrate our unwavering commitment to the nation and its people. The Chanllenge Implement low cost promotions with high efficiency and best industry practices Create and implement print and web campaigns on a very tight delivery schedule Integrate and implement internationally across multiple languages and media Benefits Accelerated creation to delivery model High quality implementation at a low cost 50 percent increased productivity in creative turnaround and output Industry Overview and Challenges The Asia-Pacifi c aviation industry is facing one of the most challenging period since the 1997 Asian financial crisis. According to the International Air Transport Association (IATA), passenger numbers in the Asia Pacifi c region shrunk by 1.5% in 2008 and is expected to contract by a further 0.6% in 2009. Financial loss projections paint an even more dismal scenario Asia-Pacifi c airlines posted a US$500 million loss in 2008, with the loss forecast to balloon up to US$1.5 billion in 2009. The competitive environment has gone awry amid confusion. Many airlines have terminated underperforming services, deferred scheduled aircraft deliveries and frozen excess capacity in an attempt to reduce their cost base. Legacy carriers are also slashing fares on main routes, often putting themselves in direct competition with low-cost airlines such as AirAsia. I am confi dent, however, that we will more than hold our own. AirAsia is not just about low fares. Our route connectivity, the frequency of our fl ights, Industry leading punctuality, the 5-Star quality of our service and our determination to excel in everything we do provides our customers and guests unparalleled value We welcome fair competition conducted on a level playing fi eld because we are confi dent we can triumph over all comers. In fact, we are noticing an upsurge of interest in fl ying AirAsia by the corporate sector as it seeks to cut travel costs for its executives by switching to us instead of using legacy carriers. This is just one example of how the current economic downturn has benefi ted us and we have good reason to believe there are many more. Our market share will likely grow in 2009, partly because much of the rest of the industry is in acute distress. Going forward The critical qualities needed to navigate through the current economic turbulence are a focus on innovation, maintaining tight discipline in line with the low-cost model, creative marketing and an unwavering self belief. As many of you are aware, I am an incorrigible optimist. I look for silver lining in any situation and I am confi dent that the economy will rebound. I am also a person who fi rmly believes in lighting a candle rather than cursing the darkness. Which is why we made the painful decisions we made and have put in place strategies that will see us through this uncertain period and continue to deliver long-term value to our customers, shareholders and all our other stakeholders. Unit cost is expected to reduce substantially stemming from our decision to purchase fuel on the spot market, the benefi ts of a younger fl eet and economies of scale. The current price of fuel is substantially lower than the US$128 per barrel that we paid in 2008. The benefi t of the lower fuel p rice goes straight to the bottom line. With these gains in hand, 2009 will be a strong year for the Group. Its been an extremely eventful and exciting year. The Board of Directors and I are pleased and proud to be leading our talented and committed employees as we begin this new chapter in the history of AirAsia. We have every confi dence that the future will be both successful and full of opportunities.

Analysis of Biochemical Compounds in ‘gynura Procumbens’

Analysis of Biochemical Compounds in ‘gynura Procumbens’ Extraction of Biochemical Compounds in ‘gynura Procumbens’ Using 3 Mixture Design and Gcms Name : Syazliana Syamira Binti Hashim NOVEMBER 2014 Gynura procumbens or known locally in Malaysia as ‘Sambung Nyawa’ or in chinese, it is called ‘Nan Hui Ye’ is a plant that was found in South East Asia usually inThailand, Indonesia and Malaysia.This plant belongs to the Asteraceae Family.It is a famous traditional herb in South East Asia for the treatment of diabetic, high cholesterol level, cancer, high blood pressure, kidney discomfort and inflammation.The present study aims to study the antidiabetic activity of Gynura procumbens leaves to manage diabetes and to study the potential toxicity for many of the biochemical compounds in this plant leaves by using the three mixture design and analysis by CGMS technique. In a mixture experiment, the independent factors are proportions of different components of a blend. The fact that the properties of the different factors must sum to 100% complicates the design as well as the analysis of mixture experiments.In this work,a mixture design will be applied to optimize solvent mixtures for selective extraction of biochemical compounds from Gynura procumbens leaves.Pressurized solvent extractions(PSE) will be performed at 313K and 20MPa,using homogeneous,ethanol(EtOH) and O solvent mixtures.The operating conditions to extract biochemical compounds from Gynura procumbens leaves will be optimized.The ranges of extraction temperatures and pressures are 25 60 and 8 – 25MPa, respectively.GC coupled with MS detection will be used to characterize the extracts. Introduction The modern lifestyle has become a major threat to the health of people around the world.There are many cases that involve arteriosclerosis, obesity, diabetes mellitus and cancers and these diseases remind us about our unhealthy lifestyles and thus give rise in circulatory system diseases such as hypertension, pre-hypertension and heart disease in developed countries (Johnson and Turner, 2005; Kearney et al., 2005). From the previous time,plants have often been used to cure human diseases (Stepp and Moerman,2001; Yesilada, 2005).Today,with the arising threat of intractable diseases,a research is to focus on the finding bioactive molecules from plants(Amos et al.,2003; Fatehi et al.,2005).The one such plant is ‘Sambung Nyawa’ or its scientific name is Gynura procumbens is a member of the Asteraceae family(Wiart,2002). Gynura procumbens is commonly used as a traditional medicinal plant in Malaysia to treat many diseases. Recently, the use of herbal medicines for complementary treatments of some diseases has been popular and researchers have shown that these herbs are commonly used by cancer patients to manage their diseases (Riboli and Norat, 2003; Van Duijnhoven et al., 2009). Pharmacologic studies also have proved that Gynura procumbens possesses anti-herpes simplex virus, (Nawawi et al.,1999), anti-ulcerogenic activities (Mahmood et al., 2010) anti-inflammatory (Iskander et al.,2002), and anticancer properties(Agustina et al.,2006). Problem Statement : Gynura procumbens had been given attention in the pharmacology of antidiabetic medicinal plants probably because of its solid evidences and efficiency in the traditional management of diabetes mellitus.But in contrast,the scientific reports on the antidiabetic activity of this plant had their own conflicts and inconsistent.For example,Zhang and Tan had reported that 95% ethanol extract improved glucose tolerance in STZ-induced diabetic rats, but not in normal rats(Zhang and Tan).These authors also reported that its aqueous extract to exert significant anti hyperglycemic action in STZ-induced diabetic rats.But after that,Akowuah et al., on the contrary indicated its glucose lowering effect in normal rats(Akowuah et al.,2001).In the most recent study, the extract of Gynura procumbens was reported to generate significant elevation in the fasting blood glucose(FBG) levels of normal rats but a decrease in diabetic rats(Hassan et al.,2010). Eventhough Gynura procumbens is useful in the treatment of many ailments,however there is a little toxicological information that is available regarding to the safety due to the repeated exposure.Thus,a study need to be conducted to improve these reports and give more useful informations about its widespread uses.Therefore,the present research is to study the antidiabetic activity of Gynura procumbens leaves to manage diabetes and also to study the potential toxicity for many of the biochemical compounds in Gynura procumbens leaves. Objectives : To study the antidiabetic activity of Gynura procumbens leaves to manage diabetes. To study the potential toxicity for many of the biochemical compounds in Gynura procumbens leaves. 2.0 Literature Review 2.1 General Overview of Gynura procumbens Gynura procumbens that is well-known in South East Asia has traditionally been used to cure rash, eruptive fevers, kidney disease, constipation, migraines, diabetes mellitus, hypertension and cancer(Perry,1980).Recently, pharmacological studies have state that this plant has anti-hyperglycaemic(Akowuah et al.,2001; Akowuah et al.,2002),anti-hyperlipidaemic(Zhang and Tan,2000),anti-inflammatory(Iskander et al.,2002) and blood hypertension reduction capabilities(Lam et al.,1998; Kim et al.,2006). The advantages of the traditional use of Gynura procumbens leaves have been supported the isolation and identification of several possible active chemical constituents from this herb, including flavonoids, tannins, saponins and terpenoids(Akowuah et al.,2002).Gynura procumbens is usually used as a traditional medicinal plant in Malaysia to cure many ailments. It is an annual ever- green shrub with a fleshy stem and purple tint.In Malaysia,this plant is called as ‘Sambung nyawa’, and it is commonly used in South-East Asia,especially in Malaysia, Indonesia, and Thailand. In spite of the various uses over long time periods, little toxicological information is available regarding safety following repeated exposure to Gynura procumbens. Currently, Malaysian authorities are paying more attention to the safety and potential toxicity of botanicals, including medical plants and edible materials. Therefore,the objective of the present study was to provide scientific data on the safety of Gynura procumbens, that focus on the acute and 90days (13weeks) sub-chronic toxicity of a methanol extract that was orally administered to Sprague Dawley (SD) rats. Gynura procumbens has recently received particular attention in the pharmacology of antidiabetic medicinal plants,probably because of its admitted empirical evidence and efficiency in the traditional management of diabetes mellitus.Besides that, these study designs are not targeted at natural product discovery or production of standardized herbal forms. Satisfactory research on medicinal plants beyond screening for biological activity should be conducted with the objective to systematically standardize and possess them into natural products or dosage forms which should effectively complement or supplement existing conventional measures(Ali et al.,2012). 2.2 Current Research of Gynura procumbens There is currently a good deal of research interest to utilize plant compounds against human diseases, that includes hypertension. The present study investigated the effects of different extracts and fractions from leaves of Gynura procumbens on rat atrial contraction in vitro. Isolated left and right atria were mounted in a 20-ml organ bath and they were allowed to equilibrate for 15 minutes before the application of the extracts or fractions. The extracts ( methanol extract (ME) and petroleum-ether extract (PE) ) and the fractions (chloroform fraction(CHL), ethyl-acetate fraction (EA), n-butanol fraction (NB) and water fraction (WA) of the methanol extract) were tested at three concentrations (0.25, 0.5 and 1.0 mg/ml), with a b-adrenergic agonist (isoprenaline) as a control. All the data on the contraction responses were log-transformed and had been analyzed. When exposed to the different extracts, both atria tended to exhibit greater contractive responses with the NB whereas cardiac contractions had a tendency to be reduced with most other extracts. For a given extract, the contraction responses were particularly greater at 0.5 mg/ml for the right atrium and at 1 mg/ml for the left atrium. For the further analysis is to focus on the NB fraction revealed that positive inotropism was greater in left atria exposed to highly-concentrated F2 and F3 sub-fractions. Taken together,the results suggest that NB extracts and fractions from the Gynura procumbens-leaf methanol extract have positive inotropic activities and, hence, can be considered as an alternative or traditional medicine against increased blood pressure in humans or can be used in strategies aimed at finding antihypertensive biomolecules from an accessible source. In each of these studies, the approach was not bioassay directed, an approach basis to the discovery of novel natural products from their natural sources and or to increase their standardization preparation to formulate into dosage forms for human usage after clinical trials. In summary, there is little analysis on the importance of the different extracts and fractions of Gynura procumbens on heart tissues. Therefore, the present study examined the effects of Gynura procumbens leaves extracts and fractions of the active extract on the contraction of left and right atria (LA and RA, respectively) isolated from Sprague Dawley (SD) rats with the aim of exploring the possibilities of its standardization or industrial scaling up for natural products against hypertension. 2.3 Functions of Gynura procumbens In South-East Asia, this plant is widely distributed and has often been used to treat diseases. In Indonesia, leaves of the Compositae family are routinely used for treatment in kidney diseases, eruptive fevers, rash, hypertension, diabetes mellitus, and hyperlipidemia(Perry,1980). In Thailand, where this plant is empirically used against topical inflammation, rheumatism, and viral ailments, Iskander and colleagues have reported the anti-inflammatory actions of its extracts(Iskander et al.,2002). Recently, pharmacological investigations in Singapore have shown that extracts of Gynura procumbens reduced serum cholesterol and triglyceride levels in streptozotocin induced diabetic rats(Zhang and Tan,2000). In Malaysia, evidence exists that Gynura procumbens has antidiabetic properties(Akowuah et al.,2001; Bohari et al.,2006). In this country, the currency of hypertension is high, but the levels of awareness, control, and treatment are still low(Rampal et al.,2008).This species has been used as a traditional medicine to treat inflammation, cancer, rheumatism, and viral infections. Among the various ethnobotanical practices of this plant, the application as a poultice for diverse skin diseases was found to be a universal usage in many countries (Perry, 1980). The leaves of this plant are not toxic(Rosidah et al., 2009). Gynura procumbensfrom Asteraceae family has been used as a traditional remedy for various skin diseases in certain areas of Southeast Asia(Junoh et al.,2011). 2.4 Related Diseases There were many attempts to control increased blood pressure that have been used as strategies to control arterial hypertension(Collins et al.,1990; Lang et al.,2001). Eventhough the treatment of arterial hypertension has been shown to be quite efficacious in reducing cardiovascular mortality and morbidity (Collins et al.,1990), hypertension control at the population level has been generally considered as not enough yet. In the United Kingdom, for instance, 94% of hypertensive patients still have their blood pressure higher than the normal(Colhoun et al.,1998), whereas in the United States, there is only 27% had a normal blood pressure following treatment(Burt et al.,1995). This intractability of hypertension has not changed, and recently there is a noticeable increase in hypertension cases(Kearney et al.,2004); about 26% of adults worldwide in 972 million are known to have hypertension(Kearney et al.,2005). Current optimism based on pharmacological therapy, which consists of developing drug formulations, is severely impeded by drug interactions, dose dependence, and adverse effects such as the possibility of depression. All in all,it is clear that the development of alternative strategies complementary to existing control methods is needed. 2.5 Acute and Sub-chronic Toxicity The Gynura procumbens methanol extract was suspended in 1% (w/v) carboxylmethylcellulose (CMC) and it was administered orally (1250, 2500, and 5000 mg/kg) in single doses to both female and males rats (n = 10; 5 males and 5 females). The rats need to fast overnight due to dosing. The general behaviour of the rat was continuously monitored for 1 hour after dosing, periodically during the first 24 hour (with special attention given during the first 4 hour), and daily thereafter for a total of 14 days. All animals were humanely killed by inhalation after 14 days.The selected vital organs were excised, weighed, and macroscopically examined(Ghosh,1984). Healthy rats of both sexes were randomly assigned to control and treatment groups (n = 10; 5 males and 5 females). The Gynura procumbens methanol extract was suspended in 1% CMC and administered orally on a daily basis for 90 days (13 weeks) at doses of 125, 250, or 500mg/kg. Based on the report by Suharmiati (2003), traditional healers typically prescribe seven leaves each day for an adult, which is equivalent to a 125 mg/day dose. Therefore, doses ranging from of 125–500mg/(kg day) were selected as the tested doses. All rats were anesthetized under inhalation at the end of 13 weeks. Blood samples were collected via cardiac puncture into non-heparinized and EDTA containing tubes for biochemical and haematological analyses, respectively (Winarto, 2003; Petterino and Argentino-Storino, 2006). After cardiac puncture, the rats were killed by clavicle dislocation.Those vital organs were excised, weighed, and macroscopically examined and then they were fixed in 10% formalin for hi stopathological study. 2.6 Diabetes Mellitus Diabetes causes oxidative stress through the autooxidation of glucose, protein glycation and lipid peroxidation; and as a consequence, structural and functional alterations occur in the lungs of diabetics, as well as other organs like the heart, brain, eyes and kidneys. There is growing, well-established evidence regarding such changes in diabetic lungs(Gulay et al.,2014). Oxidative stress plays an important role in the pathogenesis of diabetes mellitus, contributing not only to the development, but also to the progression of diabetes and its related complications. The immunosuppressive and antioxidant effects of resveratrol in attenuating the increased oxidative stress due to responses of ÃŽ ²-cells to leukocyte activation have been implicated in the prevention of type 1 diabetes mellitus. Resveratrol affords advantageous effects by decreasing the oxidative injury and the recruitment of the nutritive precapillary arterioles in the context of disease states associated with insulin re sistance, such as metabolic syndrome, pre-diabetes, and type 2 diabetes mellitus. Globally, more than 366 million individuals currently live with diabetes mellitus, with this figure expected to rise to 552 million by 2030 (Whiting et al., 2011). The World Health Organization estimates that around 1.1 million deaths occur per year as a result of the disease (World Health Organization, 2011). There are around 2.9 million individuals in England currently have diagnosed with diabetes, a currency of 4.5% (NHS The Information Centre, 2011). Projections for England estimate that by 2030 over 4.5 million people will be living with diabetes (APHO, 2011). The number of individuals that are living with diabetes means that if there was found to be an excess in mortality caused by the disease, this could result in a large number of premature deaths. The relation between diabetes and increased all-cause death, particularly from cardiovascular disease (CVD) and renal disease, is well recognized. C There is a limited amount of evidence relating to diabetes and respiratory disease mortality (Dawson et al., 2008;De Marco et al., 1999andMurugan and Sharma, 2008).Current evidence suggests a biological link between inflammation, reduced levels of adiponectin within the body and the development of diabetes and respiratory disease (Sevenoaks Stockley, 2006). De Marco et al. concluded that these may be caused by differences in the severity of diabetes or differing in national treatment cultures (De Marco et al., 1999). Therefore, research is required that further explores the relation between diabetes and mortality from cancer and respiratory disease. Current research indicates that, for mortality from a number of causes, it may be diabetes-related comorbidities that increase an individuals risk of death rather than the diabetes itself. ( Mohammadi et al., 2007) Morbidity and mortality of type 2 diabetes mellitus (DM) is closely related to development of cardiovascular disease (Haffner et al.,1998). Although the manifestations and complications of diabetes mellitus have been extensively studied, the knowledge regarding the effects of diabetes on bone mineral metabolism is still limited and inconsistent. Since Albright and Reifenstein(Anwar et al.,2008)first reported the occurrence of osteoporosis in patients with poorly controlled diabetes in 1948, many authors have attempted to describe alterations of bone mineralization in diabetic subjects by using various techniques and biochemical markers(Asbun and Villareal,2006). The types of diabetes caused by other conditions or found in increased frequency with other conditions (imply an etiologie relationship) be considered a third subclass of diabetes mellitus that is the diabetes that associated with certain conditions and syndromes. This subclass has been divided according to the known or suspected etiologie relationships.The class gestational diabetes has been restricted to women in whom glucose intolerance develops or is discovered during pregnancy (National Diabetes Data Group,1979).