A Jetstar Asia Airways Marketing Audit Tourism Essay

A Jetstar Asia Airways Marketing Audit Tourism Essay 1. Introduction Jetstar Asia Airways is a low-cost budget airline operating in the South East Asian region. Its mother company Australias Qantas Airways found it in 2003. Unlike Jetstar in Australia, Jetstar Asia is majority Singapore in which a Singapore investment company, Temasek Holdings Limited holds 19 per cent of shares, two Singaporean businesspersons possess 32 percent, and the remaining 49 per cent of shares belongs to Qantas Group. The company is known as an airline to offer low fares, all day and every day to South East Asia customers. It has received several valuable awards, such as Best Brand Experience for Low Cost Carrier (2006), Best Low Cost Airline, Southeast Asia and Asia (2006, 2008), Top 10 Airlines by Passenger Carriage (2006, 2007), Best Asian Low-Cost Carrier (2006, 2007). The first Jetstar Asia Airways flight took off for Hong Kong on December 13, 2004. Jetstar Asia and Valuair Airways Limited were merged on July 22, 2005 (Jetstar, nd). With a fleet of seven A320 aircrafts, Jetstar Asia now offers up to 126 weekly flights from Singapore to 17 destinations in ten Asian countries. It is planning to increase capacity by more three A320 aircrafts by early next year and add destinations in India and China. This marketing study aims to provide the Jetstar Asia Airways current marketing environment. It will use primary data and secondary data and analyse SWOT and PESTEL to make clearly internal and external marketing environment. Primary data is survey of 50 people who are concerning budget airline. Secondary data is used from books, journals and websites. The report also discuss about the current market plan of Jetstar Asia Airways. From the audit process, recommendations will come out for improving Jetstar Asia Airways marketing performance in existing competitive aviation environment. 2. Background Today, global aviation industry has been divided into three major categories (Lelieur, 2003). The first category consists of large network carriers, such as United Airlines, American Airlines, and Delta in the United States; Air France, British Airway, Lufthansa in Europe. The second one is the middle size carriers such as KLM and SAS in Europe. The final category is the low cost carriers, such as Jet Blue, Westjet in North America; Virgin Blue and Australian Airlines in Australia; Ryanair, EasyJet, and Air Berlin in Europe; Air Asia, Oasis Hong Kong Airline, Jetsatr Asia Airway, and Tiger Airway in Asia Pacific. According to Weiss (2008, p.84), Low-cost carriers, also known as a no frills or discount airlines, offers low fares in exchange for eliminating many traditional passengers services. These airlines have a lower cost structures than competitors. They often operate a single passenger class and fleet, reducing training and servicing costs. In recent years, the low-cost carriers (LLCs) phenomenon has become more popular in aviation industry. The low cost airline business has experienced surprising growth in term of passengers carried and aircraft ordered. LLCs are likely to keep their price down thoroughly online booking as well as providing the minimum level of onboard services. They can be seen as a new big success in the world airline industry. According to OAGs Quarterly Airline Traffic Statistics (2007), low cost international flights have increased 20% year by year. Asia Pacific witnessed a dramatic growth in low cost sector, with an increase from 3,900 flights and 600,000 seats in 2001 to 61,000 flights and 9.2 million seats in 2007 (Abacus, 2008). The Asia Pacific low cost market now has accounted for 12% of all flights and all seats. Many Asian countries such as Singapore, Malaysia, India has opened up LCCs to attractive a large number of passengers. As an affirmation about Jetstar Airways prospect, Geoff Dixon , CEO of Qantas Airways Ltd said: Were very confident about the timing of the launch of this airline. I dont know where other airlines will end up but I can assure you Jetstar Asia will be around in four years time and will be profitable, so Temasek and our other investors can be confident. (2004). Jetstar Asia has announced its revenue increases 20% for the year ended 31 March 2008 (Jetstar, nd). These proves that low fares has become attract more travellers. The expectation of Jetstar Asia Airways about the worlds largest potential aviation market is coming true. 3. External analysis 3.1. The micro-environment 3.1.1 Description of the market (i) The world aviation market According to the International Air Transport Association (IATA), the worlds airlines are expected to lose US$2.5 billion in 2009. Industry revenues are expected to decline to US$501 billion. This a fall of US$35 billion from the US$536 billion in revenues forecasted for 2008. This drop in revenues is caused by the economic crisis and the outbreak of the H1N1 epidemic. These aspects affect to the psychology of the travelers. Yields will decline by 3.0 percent (5.3 percent when adjusted for exchange rates and inflation). Passenger traffic is expected to decline by 3 percent following growth of 2 percent in 2008. This is the first decline in passenger traffic since the 2.7 percent drop in 2001. Industry profits, US$ billion 2006 2007 2008F 2009F 2006 2007 2008F 2009F Operating profits Net profits Global 15.0 19.7 1.1 3.9 -0.1 12.9 -5.0 -2.5 excluding restructuring costs 3.6 12.9 -5.0 -2.5 Regions North America 7.3 9.3 -0.3 3.6 -2.6 5.3 -3.9 0.3 excluding restructuring costs 1.0 5.3 -3.9 0.3 Europe 5.2 6.4 1.5 0.7 1.8 5.4 -0.1 -1.0 Asia-Pacific 1.8 3.5 -0.1 -0.6 0.9 2.1 -0.5 -1.1 Middle East 0.0 0.0 -0.1 0.0 -0.1 -0.1 -0.1 -0.2 Latin America 0.5 0.4 0.1 0.1 0.1 0.1 -0.1 -0.2 Africa 0.1 0.1 0.0 0.0 -0.2 0.1 -0.3 -0.3 Source: ICAO data to 2007. IATA 2008-09 forecasts. Excludes fresh-start items. Asia-Pacific is the region most decreased in the aviation yield with the drop is forecast about US$1.1 billion As this report demonstrates, the annual average growth rates of aviation in Asia-Pacific drop dramatically form 7.5% in 2006 to -2.5% in 2009 (forecast). All these information are uncomforted to the airline firm in the Asia-Pacific area. It is probably because the aviation market shrank in the future. Annual average growth rates, % 2006 2007 2008F 2009F 2006 2007 2008F 2009F Traffic volume (tkp) Capacity (atk) Global 5.3 5.3 0.9 -3.6 4.1 5.0 2.0 -2.5 Regions North America 2.7 3.5 -1.3 -4.8 0.5 3.2 -0.1 -5.7 Europe 4.9 2.1 1.1 -3.6 3.9 3.5 1.7 -2.5 Asia-Pacific 7.5 7.8 0.6 -2.5 6.7 6.9 2.3 -0.5 Middle East 11.8 16.4 7.6 1.2 12.6 14.5 7.4 4.9 Latin America -3.4 9.9 1.5 -4.1 1.6 6.9 3.4 -0.2 Africa 7.0 4.5 -1.9 -3.6 1.8 5.8 -3.4 -2.5 Source: ICAO data to 2007. IATA 2008-09 forecasts. Domestic and international traffic. Includes passenger and cargo by weight. (ii) Jestar Asia Airways market Jetstar Asia Airways operates as a low-cost airliner in South-East Asia. In a recent report, the Centre for Asia Pacific Aviation (CAPA) predicts that low-à ¢Ã¢â€š ¬Ã… ½cost carrier will see increased demand in terms of both traffic-growth à ¢Ã¢â€š ¬Ã… ½and earnings this year, compared to traditional airlines.à ¢Ã¢â€š ¬Ã… ½ Stormy conditions in 2008 have already helped the low-cost segment gain a à ¢Ã¢â€š ¬Ã… ½larger share of global aviation, according to the CAPA report. Now predicted à ¢Ã¢â€š ¬Ã… ½tougher economic conditions and lower fuel prices will give the sector a major à ¢Ã¢â€š ¬Ã… ½advantage in 2009. (Sharjah, 2009) According to Adel Ali, Chief Executive Officer of Air Arabia, the low cost model is uniquely attractive in these challenging economic times. According to Chief executive officer of Jetstar Asia Airways, Chong Phit Lian, the low-cost carrier is currently filling about 70 per cent of seats, compared with about 60 per cent last year. In the dark time of the economic crisis, this is the good sign for the low cost budget airline like Jetstar Asia. 3.1.2 Competitors analysis Operating in the low cost airline market in the tendency of almost of airline firm extend the low cost field brings to Jetstar Asia many competitors. Examine in the aspect of low cost airline field and operation area, Jetstar Asia has three main competitors: Tiger Airway, Lion Air, and AirAsia. Tiger Airway (Singapore): Fleet size: 10 Destinations: 27 Parent company: Tiger Aviation Company slogan: Get The Real Deal Headquarters: Singapore Tiger Airways is a low-cost airline based in Singapore, with its primary hub at Singapore Changi Airport. This is the main competitor of Jetstar. While Jetstar Asia was not very successful in the market, Tiger Airways with its strong business model had managed to make an impact in the highly competitive low-cost market. Tiger Airways mostly served secondary cities. This helped it challenge the markets, which are ignored by the major carriers. In addition, Tiger Airways followed a strict no-frills model to offer the lowest fares possible to its passengers Strengths Weaknesses Low cost operations Good position in customers mind Internet booking and e-payment Focuses on secondary city Intelligent strategic Fast development High reputation (win many awards for the low cost airline) Service resource is limited by lower costs Heavy reliance on outsourcing New entrants to provide the price-sensitive service Customer complaint Lack of destination Small fleet Lion air Fleet size: 42 Destinations: 40 Company slogan: We make people fly Headquarters: Jakarta, Indonesia Lion Air is Indonesias largest private carrier and Asias first hybrid carrier, which offers both economy and business class seating, based in Jakarta, Indonesia. Strengths Weaknesses Low cost operations Diversity of destination Huge of fleet size Maintain free meal despite the low cost. Service resource is limited by lower costs Heavy reliance on outsourcing New entrants to provide the price-sensitive service Do not have e-payment. AirAsia Fleet size: 75 Destinations: 66 Company slogan: Now Everyone Can Fly Headquarters: Kuala Lumpur. AirAsia is a low-cost airline based in Kuala Lumpur, Malaysia. It operates scheduled domestic and international flights and is Asias largest low fare, no frills airline. Strengths Weaknesses Low cost operations Fewer management level, effective, focused and aggressive management Simple proven business model that consistently delivers that lowest fares Penetrate and stimulate to potential markets Multi-skilled staffs means efficient and incentive workforce Huge fleet size provide many destination Have 3 secondary hubs Internet booking and e-payment Service resource is limited by lower costs Government interference and regulation on airport deals and passenger compensation Brand is vital for market position only fixed with asia Heavy reliance on outsourcing New entrants to provide the price-sensitive service Generally compare between Jetstar Asia and three main competitors we can recognize that Tiger Airway is the direct competitor and now is leading the low cost carrier in the South East Asia aviation market. However, recently, Tiger Airway has to face with some problems form the customers (Mathaba, 2009, Singsuply, 2009) because of their bad service. With the supply from the parent company, Qantas Airline, this is the time for Jetstar to challenge Tiger Airway. 3.2. The macro-environment: PEST analysis PEST analysis is a common tool for analysing an organisations macro-environment to identify those factors that might increase the potential for crisis. (Elliott, Swartz and Herbane, 2002). These include political, economic, social and technological factors and the analysis examines the impact of each of them on the business. 3.2.1 Political environment Singapore now is as a political stability nation. It has become the prosperous nation with a widespread network of trading links. So far, Singapore political stability has leaded to a high rate of economic growth. As one of Asia most stable economics, many Singapore companies have developed well. Singapore economic has been developing services industries such as wealth management and tourism, aviation industry. Singaporean airline industry plays a key role in Singaporean economy. It now includes mainstream Singapore Airlines and two low cost airlines Tiger Airways and Jetstar Asia Airways. However, September 11th terrorist attack event in United States caused significant falling in travelling. Besides, the political instability in South East Asia region, such as Thailand, Indonesia, and Malaysia influenced negatively on aviation industry in Asia areas. 3.2.2 Economic environment The economic environment consists of factors that affect consumer purchasing power and spending patterns.(Kotler and Armstrong, 2009, p103). These following analyses will show how economic factors have an effect on aviation industry. In recent years, global economic crisis has pushed the trade-service dependent countries into worst recession. The world travel market has also been affected in this crisis. According to International Air Transport Association, due to economic recession, the global passenger traffic will decrease by 3% in 2009 and not growing above 4% until 2011 (IATA, 2008). Another major factor effects strongly on airline market, especially budget airlines, that is the increase in fuel price. From 2004, the oil price surge was a result of three main factors: increased demand, a small global excess of production capability, and the fear of supply disruption. The fuel cost increase caused of 36% rising of airline operating costs in 2008. The deadly combination of falling demand and high oil prices made a plunge of aviation industrys profitability, approximately losses of US$10.4 billion in 2008. At the same year, Asia Pacific airline industry incurred losses US$ 300 million (IATA, 2009). 3.2.3 Social environment Trends in social factors are significant component of the PEST analysis for airline industry. Firstly, some factors such as advanced medical provisions and low ratio at birth have allowed people to live longer. The average age of the population has been increasing steadily. Thus, the products that airlines offer concerning to older and disabled passengers who need help at airports. Besides, traditional family structure has been changing in today modern society. The increase of divorce rate as well as number of single-parent family has become contemporary trend that travel industry has to do to accommodate. They can be promotional and product planning policies, which offer to those who are singles or one-parent family. Furthermore, the changes in the job market have impacts for airline marketing policies. Due to work pressures, executives often have to make a day-return trip instead of two days. This has become more important for short-haul markets. 3.2.4 Technological environment As an advanced technology, Internet now plays an important role in airlines industry. All airlines have websites that allow customers to book air ticket online. In making reservation, customers can also select their seat. Utilization of internet in aviation industry brings benefits for both airlines and passengers based on cost saving. With PEST analysis as above, marketing environment of Jetstar Asia Airways has just evaluated to consider how the company operates in the todays changing environment. 4. Internal analysis 4.1. Segmentation Target Positioning 4.1.1 Market segmentation Jetstar has based on various variables to consider: Geographic segmentation: Jetstar offers flight to various destinations, such as Bangkok, Ho Chi Minh City, Hong Kong, Kuala Lumpur, Manila, Phnom Penh, Siem Reap, Singapore, Taipei, and Yangon. (Jetstar, 2009) Demographic segmentation: Jestar focuses on low-income customers, who want to travel to other countries for purpose visiting, business or studying. This segment is majority of the regularly travel by air and Jetstar can get a profitability significant through a pricing strategy efficiently to retain loyal passengers and attract new customers. Behavioral segmentation: Jetstar applies many promotion prices on special occasions to attract customers and Jestar calculates the number of passenger in seasons. Especially, in summer occasions, Christmas and Happy New Year holidays, passengers have a lot of free time so that many people go travelling or come back their home. Psychographic Segmentation: Passengers are willing spend much time to care about low-price and safety airline where they will go. Besides standard ticket price, Jetstar gives a lot of options ticket so that customers can be a flexible choice to reduce price, for examples: food, insurance, baggage, etc. 4.1.2 Targets Among many competitions, Jetstar knows that they need to get a flexible strategy to achieve success and have a service closely with the highest customer satisfactions. Jetstar has many various target markets such as low fares, expand destinations, and increase flight frequencies, minimize operation costs, focused on customer services, optimize revenue and develop new revenue streams. Furthermore, Jetstar has a marketing strategy well through mass media and telecommunication systems such as internet, television, newspaper, etc. Besides, Jetstar invests in brand name to become a strong brand. 4.1.3 Position Jetstar is a low-price carrier in the world. Jetstar has become a favorite brand with low fare, low operation cost, high safety, servicing well and friendly in loyal customer in the world. However, to retain customers mind, Jetstar has to face many completions carriers such as Lion air, AsiaAir, Tiger airways, etc through a flexible and lowest-price strategy. 4.2 Marketing plan 4.2.1 Product The product is the most important aspect of the marketing mix. The product strategies made by Jetstar Asia Airways are mainly aimed to reduce costs so that the company can provide low fares to customers, because in the downturn the number of people who prefer low-cost carriers is increasing. Firstly, Jetstar Asia only launches routes whose flying distance are within five hours from Singapore, such as Hong Kong, Taipei, Bangkok, etc (Jetstar, nd). Because flying close, aircraft can return to base in one day. It can help to save many costs, including expenses of aircraft staying at foreign airports and expenditures spending on accommodation for crew, etc. Secondly, the fleet of Jetstar Asia is consisted of only Airbus A320 aircraft (Jetstar, nd). The reason is that a single model aircraft can make training, maintenance and repair costs greatly reduce. Personnel, including pilots, mechanics and cabin crew can be deployed optionally without re-training, thus the company eliminates the deployment center and in-flight configuration can be exactly same. Finally, since Jetstar Asia is a low-cost carrier, no free food and beverages are provided. Passengers may purchase food and beverages on board from the cabin crew. Jetstar Asia cancels free meal service in order to reduce the costs on expensive catering equipment and save the time on cleaning the aircraft. In this way, aircraft need less time to stay at airports; it reduces landing fees and even the company is able to add one more flight because of the time saved. 4.2.2 Promotion Once the product has been made and the price set, it is important that potential customers be told about the product. Promotion can also be used for reassuring the consumer that the product is of good quality and persuading them to purchase the product (Kotler and Armstrong, 2009). In order to make customers convenient to obtain detail information about Jetstar Asia Airways, including price of tickets, schedule of flights, new services and routes, etc; the company uses its website to broadcast all the kinds of latest information. In recent month, it can be found that Jetstar Asia shows a new advertisement on television. It describes a travel story of a girl. In the advertisement, the girl took trips to lots of resorts such as Bangkok, Bali, etc and all these resorts are the place where Jetstar Asias flights can access. Although advertising on television cost the company millions of dollars, Jetstar Asia still confirms they can get benefits from the advertisement because it really attracts the public deeply. Jetstar Asia believes that it will encourage people to choose Jetstar Asias flights for travelling. Moreover, the company also provides tickets, which are in promotion to customers. For example, Jetstar Asia launched 44,444 free seats promotion on flights between Singapore and 11 of its destinations in its 4th birthday celebration (asiatraveltips, 2008). 4.2.3 Pricing It is very important that the reasonable price is charged for a product. The major of low-cost carriers is providing low price tickets to attract more customers. Jetstar Asia sets a low price to increase sales and market share. The company consistently strives to offer the most competitive ticket price to customers. For example, the passengers who take Jetstar Asias flights can expect to pay as low as a quarter of the current price for return tickets and sometimes it even suggests free of charge flights to certain destinations. The company also operates at budget terminals and secondary airports in order to cut costs as much as possible. Pricing strategies help Jetstar Asia become one of the biggest low-cost carriers in Asia. 4.2.4 Place Place decides where the product is to be sold. Compared with mainstream airlines, it is not necessary for low-cost carriers to have more channels to sell their seat; because more channels means it will cost more money. So almost all of flights are booked directly at Jetstar Asias website, while only a few come from the travel agencies. This online marketing model helps to reduce operating costs. Jetstar Asia does not set up ticket centers and related equipments, so there are no printed tickets for customers. It can cut expenditures on printing and distribution of paper tickets. 4.2.5 Expansion strategies Besides the four Ps strategies, Jetstar Asia also puts emphasize on the expansion strategies. Jetstar Asia Airways is planning to boost its fleet and operation as well as the company strives to expand into new routes. In the coming 12 months, Jetstar Asia Airways has a plan to grow its existing capacity from Singapore by 46% by adding three more Airbus A320 aircraft (Govindasamy, 2009). The new planes will be used for new routes or expansion. Besides extending the fleet, Jetstart Asia has announced new services between Singapore Phuket, and additional Singapore Manila flights. The company will have scheduled flights to fly directly into mainland China with the launch of Haikou, from where travellers can easily access the resort town of Sanya. It is the first mainland China destination of Jetstar Asia (etravelblackboard, 2009). Extending the service to mainland China were part of the carriers next strategic stage to build its low fare services across Southeast Asia under the Jetstar brand. This plan has also benefited from cutting unprofitable routes in South-east Asia, where competition is increasing with AirAsia and Tiger Airways. Recently, Jetstar has announced that it will double daily A320 Singapore-Phuket services to Thailands holiday resort center from 15th December. Beginning form 25th October, the existing daily Singapore-Manila will also increase by an additional three weekly services to a total 10 weekly return flights. On June 7, 2009, Jetstar Asia Airways launched a daily direct service to Penang in northern Malaysia, marking its 17th destination from Singapore and the fourth Malaysian city. With the new route, Jetstars weekly flights between Singapore and Malaysia would increase to 88. Jetstar also operates to Kuala Lumpur three times daily, Kuching in Sarawak state daily and Kota Kinabalu in Sabah state four times weekly from Singapore. From October 1, 2009, Jetstar services on the Singapore-Penang route would be expanded to twice a day, or 14 times, weekly services (BusinessWeek 2009). Jetstar Asia also plans to launch new route to India. With those recently activities, Jetstar has noticeably expended its market share in the low cost segment. Jetstar Asia says that after the growth of its aircraft capacity, the company will definitely launch more routes and ensure more travellers who will benefit from low fares of Jetstar Asia Airways (Businessweek, 2009). 5. SWOT analysis A SWOT analysis is an in-depth examination of key factors that are internal (strengths and weaknesses) and external (opportunities and threats) to a business (Pinson, 2008, p.33). SWOT analysis helps a business to concentrate on those areas that present the greatest opportunities and those competencies in which it is strongest. That business look into ways to diminish its weaknesses, develop strategies to defeat threats. The following analysis focuses on Jetstar Asias SWOT. SWOT ANALYSIS OF JETSTAR ASIA AIRWAYS Internal Strengths Weaknesses Flexible ticket price structure Growth in market share One type of aircraft Performance Narrow flight-destinations. Limited fleet. External Opportunities Threats Strengthen competitive capability. Increase in short-haul travelling. Growth in Singapore tourism Increase of fuel price Unpredictable disaster factors Swine flu spread. 5.1 Strengths Flexible ticket price structure: Jetstar Asia Airways has applied flexible ticket price structure that allows customers can choose any kind of ticket, depending on customers demand. Customers can purchase which ticket with or without luggage. By this application, Jetstar Asia Airways desires to meet customers diversified demands. Growth in market share: The Company is going to launch its first service into China on December 16, 2009 (BusinessWeek, 2009). After that, it will offer new destination in India. Moreover, with three additional A320 aircrafts, it will expand its current capacity by 46 per cent by launching twice daily services on the Singapore-Phuket route. One type of aircraft: Thanks to exploiting one type of aircraft Airbus A320- Jetstar Asia Airways can save cost of fuel consumption, cost of maintaining other aircrafts and reduce cost of staff training, leading to lower operation cost. As a result, Jetstar Asia Airways can make up competitive advantage to lure more customers by offering low- ticket price. Performance: One of the most important factors affecting customers choice in airline industry is on-time performance. Understand this; Jetstar has used the computerised Aircraft Communication Addressing and Reporting System (ACARS) to assure the accuracy of departure time and arrival time. In 2008 and 2009, Jetstars on-time performance always achieved from 92% to 98% (Jetstar, nd). 5.2 Weaknesses Narrow flight destinations: So far, Jetstar Asia Airways has just exploited its aeronautic routes to 17 destinations across 10 countries in Asia Pacific (Jetstar, nd). Meanwhile, Tiger Airways has operating with 27 destinations, and Air Asia has 66 destinations. This can be seen weaknesses of Jetstar Asia in aviation competition to attain customers. Limited fleet: Due to the limited fleet of seven A320 aircrafts, Jetstar Asia Airways has some difficulties in expanding its market share to new destinations. 5.3 Opportunities Jetstar Asia Airways has focused on not only individual passengers but also business travellers. It has set up several kinds of privilege services for business travellers to increase number of passengers year by year. From only 50 firms in 2004, now Jetstar has 400 corporations travelling with it (Baoying, 2009). More and more businesses, even multinational companies, are likely to choose low cost airlines to save their business cost that create potential low cost market for Jetstar Asia Airways. Besides, trend of short-haul travelling is increasing in number of Asian tourists; instead of long-haul holidays, because it enables Asian people travel more regularly in year. Focusing on these subjects, Jetstar Asia will catch more opportunities to expand its market share. In addition to this, in Singapore, two integrated resorts the Marina Bay Sands and Resorts World Sentosa will be opened in 2010. At that time, number of travellers visit Singapore will increase dramatically. There will be about 15 million visitors coming to Singapore (integratedresort, nd). Such general trends as mentioned above will bring prospect for Singapore airline industry, including budget airlines and mainstream airlines. 5.4 Threats

The Election of 1860

By the election of 1860 profound divisions existed among Americans over the future course of their country, and especially over the South's â€Å"peculiar institution,† slavery.During the presidency of James K. Polk (1841-1849), the United States had confirmed the annexation of Texas to the Union, negotiated a treaty with Great Britain for the Oregon territory up to the 49th parallel, and, as a result of the Mexican War, added California and New Mexico as well. The American eagle now spanned the entire continent, a source of nationalistic pride to those who thought expansion was the fulfillment of both God's will and America's mission to spread its republican institutions.But national exuberance turned sour when Americans confronted the issue of whether slavery should follow the flag into the new territories. During the 1850s, different views about slavery's expansion and its place in America's future fueled suspicion and bitterness between northerners and southerners. In Kans as, the question of whether the territory would be opened or closed to slavery erupted in violence and political unrest.â€Å"Bleeding Kansas,† the treatment of fugitive slaves, and other issues involving slavery strained and then shattered the nation's two-party system which had served for a generation to weld sections and interests into two powerful national institutions. Of the two major parties, the Whig organization totally succumbed in the mid-1850s to the sectionalizing effects of the slavery issue and ceased to operate as a national party.Like the country, the Whig party could not exist half slave and half free. Meanwhile, the Democratic party managed to remain intact throughout that decade, but slavery acted like a solvent to weaken its bonds. Increasingly, its powerful, predominantly southern wing was at odds with a smaller, northern contingent.The campaign of 1860 accurately registered the country's precarious condition after a decade of sectional turmoil. The lead ing political organization in the North was the Republican party. It was composed of former Whigs, a smaller number of ex-Democrats, as well as members of other parties, including some who had previously supported antislavery parties, such as the Liberty party, which had sought to end slavery by political means.Like any party, the Republican party contained a broad spectrum of opinions on many issues, including slavery. But most Republicans were, like Lincoln, moderates who were positioned between the more radical and conservative elements of their party.The key to the Republican party's success was its position on slavery. It opposed the expansion of slavery and called upon Congress to take measures, whenever necessary, to prevent its extension. It condemned slavery as an immoral institution, a relic of â€Å"barbarism,† and most Republicans thought that by confining slavery within its present boundaries, the institution would be placed on the road to eventual extinction.The party was, therefore, a genuine anti-slavery party, but most Republicans rejected a more radical stand that would associate them with abolitionism.The party, for example, upheld the constitutional sanctity of slavery within the South, and a significant minority (including Lincoln) were willing to support a constitutional amendment forever guaranteeing against congressional interference with slavery in the states.Republicans also acknowledged the legitimacy of the fugitive slave clause of the Constitution and accepted its enforcement by proper laws. Republicans, therefore, separated themselves from abolitionists who agitated for a quicker, immediate, end to slavery, and the adoption of measures, such as the emancipation of slaves in the nation's capital, which would render slavery insecure in its present boundaries.At the same time, moderate Republicans also distinguished themselves from the more egalitarian racial program of abolitionism. Most Republicans accepted the principles of the Declaration of Independence as assuring black people certain rights now and, perhaps also, as ultimate goals to be fully realized sometime in the future.But they disavowed measures that would immediately bring about true equality between the races. Lincoln, who may have been somewhat more conservative than the core of his party, declared himself against equal rights in voting and officeholding, and he advocated the colonization of blacks to lands outside the United States, an idea that was anathema to abolitionists. Southerners, however, hardly distinguished between the different antislavery and racial views of the Republicans and abolitionists.The Republican party's opposition to the expansion of slavery, therefore, encompassed a distinctive moral protest against slavery itself, but also contained, at least for many Republicans, a racial concern that the territories be reserved primarily for free white people. In addition, the Republican mainstream associated a free labor soci ety with economic opportunity, hard work, upward mobility, liberty, morality, and other essential elements of a true republic.Slavery, on the other hand, was associated with economic backwardness, aristocracy, violence, illiteracy, intemperance, and immorality. Worse yet, Republicans viewed slavery as an aggressive institution, whose leaders, in alliance with sympathetic northerners, were conspiring to spread this cancer throughout the nation.This idea of a â€Å"Slave Power Conspiracy,† which Lincoln boldly proclaimed in his â€Å"House Divided† speech to the Illinois Republican convention in June 1858, identified the party with democratic ideals and provided a shorthand expression of northern resentment against the South's political clout. Although a minority section, the South had disproportionate influence in national politics, and frequently scuttled measures desired by many northerners, such as higher tariffs to protect manufacturing, or homestead legislation to provide free land for western settlers.VIDEO: A House Divided (1.9 MB)In May 1860, the Republicans gathered in Chicago for only their second national convention and nominated Lincoln as their candidate. The platform held that the â€Å"normal condition† of all territory was â€Å"freedom.† The platform also endorsed measures to encourage industry, a homestead act, and a transcontinental railroad.VIDEO: Lincoln's Nomination (2.1 MB)As for the Democratic party, the corrosive effect of slavery finally made itself felt on this national institution. For years, Democrats had united behind the doctrine of popular sovereignty. Popularized by such prominent party leaders as Lewis Cass, its nominee in 1848, and Stephen A. Douglas, Illinois's eminent and ambitious United States senator, popular sovereignty left the question– whether slavery should be permitted to expand into a territory– up to the people in the territory.Popular sovereignty promised to keep the subj ect of slavery out of the hands of politicians in Washington, and to give it, instead, to the people, the territorial citizens, most directly involved. The doctrine sounded democratic, fair, and practical.But popular sovereignty proved a hollow idea. Most northern Democrats assumed that, under this doctrine, slavery would never actually expand into territories. Climate, terrain, the swift movement of free state settlers into the West, and other considerations would discourage slaveholders from entering the territories.Thus, the initial settlers in a territory would favor free labor and would take measures to keep slavery out. Fairly applied, popular sovereignty would hold the territories (or virtually all of them) for the North without insulting the South by explicitly excluding slavery under federal authority.Republicans, however, denounced popular sovereignty as inadequate to prevent the spread of slavery, and morally bankrupt because it implied that a decision for slavery was mor ally equivalent to one against. Equally problematic was the view of most southern Democrats, who interpreted popular sovereignty to permit and even protect slavery in the territories throughout the entire territorial stage.Southerners insisted that slaveholders had the same constitutional right as nonslaveholders to bring their property, including slaves, into the territories. Moreover, since the territories were the common property of all the states, slaveholders must have equal access. For the South, the question of whether slavery would actually go into a territory was of less moment than establishing the principle that slavery must have equal standing to free labor.Honor and security demanded that slavery be treated as no less sacrosanct than freedom. Southerners, therefore, interpreted popular sovereignty to mean that only at the very end of the territorial stage, after slavery had been permitted to take root, could the citizens of the territory declare against the institution. There could be free states in the United States, but no free territories.These different definitions of popular sovereignty, which actually expressed variant attitudes towards slavery itself, came to a head when the Democratic party assembled in Charleston, South Carolina, in April 1860. Southern Democrats insisted that the party endorse the idea of a federal slave code for the territories.This would secure the rights of slaveholders to enter the territories throughout the territorial period. When the majority of delegates refused to accept the southern position, delegates from the deep South states, plus a few from the upper South, marched out of the convention. The remaining delegates, after failing to nominate a candidate, adjourned to meet again in Baltimore in June. The only political party with a truly national constituency was now split asunder.The following June 1860, efforts to reunite the Democratic party failed, and Democrats met in two separate conventions in Baltimore. The predominantly northern wing nominated Douglas, and adopted a platform upholding popular sovereignty without mentioning a federal slave code, and leaving it to the Supreme Court to determine the specific powers of a territorial legislature. Herschel V. Johnson of Georgia was selected as Douglas's running mate.The southern Democratic wing nominated the present vice president of the United States, John C. Breckinridge of Kentucky, as its presidential candidate, and Joseph Lane of Oregon as his running mate. The southern Democratic platform affirmed the right of the federal government to protect the slaveholder's equal right to settle in a territory.Further complicating the election was the formation of a fourth political party, the Constitutional Union party. Composed of conservative members of the moribund Whig and Know Nothing parties, the Constitutional Union party denounced the major parties for inciting sectional divisions, and appealed for a popular, patriotic rallying to th e cause of the Union.Its convention, which met in May 1860, also in Baltimore, nominated John Bell, a Tennessee Whig, for President, and Edward Everett of Massachusetts for vice president. The party's conservative appeal attracted a following, especially in the border states; throughout the South, it constituted the main opposition to the Breckinridge ticket.The campaign of 1860 demonstrated that a national political system was no longer operating. The contest was actually two elections, one in the North and one in the South. In the North, the Lincoln and Douglas forces vied for victory; in the South the contest was between Breckinridge and Bell. The sections were insulated from each other.Lincoln did not even appear on the ballot in most southern states, and only in a few northern states did Breckinridge muster any discernible support. In the end, Lincoln won the election by carrying seventeen free states, while Breckinridge triumphed in eleven slave states. Neither candidate captu red a single state in the opposite section. Bell and Douglas trailed far behind.The highly sectionalized nature of the campaign meant that northerners and southerners waged battle against a shadow opponent. Lincoln refused to issue public assurances to the South that he would uphold slavery in its present confines. Nor did southerners have to pay heed to the Republican party's official denunciation of John Brown's raid on Harper's Ferry, Virginia.This attack on a federal arsenal in the fall of 1859, by the Ohio abolitionist did not provoke the intended insurrection of slaves, and ended in Brown's capture and hanging.The raid sent shock waves through the South. Despite Republican disclaimers, southerners readily linked the party to abolitionism and the violent overthrow of slavery. Similarly, northerners, swept up in the renewed Lincoln-Douglas contest, paid insufficient heed to the intensity of anti-Union feelings in the South.Although neither Breckinridge nor Bell threatened secess ion, they often challenged each other in the South as to who was the more loyal to southern rights and interests. The air was filled with frequent warnings that Lincoln's election would justify secession.

Closing Paragraph in Career Goal Essay Samples - an Introduction

Closing Paragraph in Career Goal Essay Samples - an Introduction Since there are various requirements followed in each level, there are general rules which will help you to turn into successful leader. It is crucial to demonstrate clear comprehension of the use of MBA program in your upcoming career and why exactly you are considering pursuing it. The secret is to be brief, particularly if you haven't been asked explicitly about your career progress. You will have to talk about technical abilities, analytical abilities, focus areas, and more. Business schools want to understand how you are going to make the company world better once you leave their campuses and what your special mark will be. Custom writing means a significant company with high standards. Alumni networks from my existing university and future one is going to allow finding professional workers who will assist fulfill my long-term career objectives. By pursuing the next educational targets, students ought to be progressing towards the route of fulfilling one's potentials. My mother will be quite proud seeing me at the border of the planet very profitable. Before you commence producing your work, you have to plan in thoroughly. One's career ought to be suiting the purpose of somebody's life and passion besides relying on one's greatest skills. The History of Closing Paragraph in Career Goal Essay Samples Refuted Whatever you pick, do not waiver. You can take advantage of this paragraph to summarize what you discussed in the past few paragraphs. If you haven't ever met, then you need to be extremely descriptive with your introductory paragraph. The first thing you have to do before you get started planning your essay on career targets and aspirations is to ask yourself a couple questions. You've got to bring up all goals you're going to achieve later on. Last, outline a plan for how you'll achieve your aims and earn a difference on earth. Think of the job of your dream and define which steps that you have to do to reach goals. One productive way to start an MBA career goals essay is to start with a very clear overview of short-term and long-term career targets. Last, you must discuss why NOW is the ideal time to receive your MBA and pursue your ends. Next, you must discuss how an MBA can help you attain both your short-term and long-term objectives. High school isn't free in Kenya. Such a career goals essay can have to write in high school together with college and its key purpose is to discover whether you have understanding of earth away from the education system. Short term and long-term career targets. Short-term career goal suggestions for fresh graduates. Life After Closing Paragraph in Career Goal Essay Samples You have to make your essay personal. Essays could possibly be lightly modified for readability or to defend the anonymity of contributors, but we don't edit essay examples before publication. Your essay should begin with an introductory paragraph, a human body and a conclusion. In the end, ensure you compose an essay that's crystal clear and simple to read. Now that you know all the elements of the essay, it's time to get started writing. Therefore, if you're looking for free topic essay ideas, then you have arrived at the proper spot. It's possible to find assistance and deliver top-notch essays. There are six pieces to the career goals essay which you'll want to think about before you start writing. Innovation area is something which will sometimes demand taking risks. Education is occasionally occurring below the direction of educators.

The Effects Of Mexican Immigrant Families On The Mexican...

People demonstrate their culture through symbols, attitudes, behaviors, ideas, and values (Brown, Rogers Kapadia, 2008). Cultural factors are believed to be the largest contributor to long-term marriages in the Mexican culture such, as Familismo, Marianismo, Machismo, and Religion (Castillo Caver, 2009). A generally belief is that the highest levels of family cohesion and Familismo are presented in the most recently immigrated groups and that these levels neutralize as the families become more acculturated. Mexican immigrant families have a great emphasis on family reasonability, respect, and support. These desires are interrelated with family unity and connection (Hardway Fuligin, 2006). High patterns of Immigration are presented in the Gonzalez-Elizarraras Genogram (refer to Appendix A), in pursue for a better life for their family and educational opportunities for their children, and to avoid poverty and danger. Family cohesion is evident in the Elizarraras family due close pro ximity of residency, most immigrated to Anaheim, CA. Mexican culture is known for the unified nature of the family. The term â€Å"Familismo† refers to the emphasis on family rather than the individual. The emphasis is on family responsibility to care for one another, loyalty, interdependence, and cohesiveness (Sam Berry, 2010). Familismo has been identified as important among Latino populations. The roles of the parents in Mexican culture are generally well defined, with the father acting asShow MoreRelatedImmigration, The Land Of Opportunity For People1478 Words   |  6 PagesOver hundreds of years, immigration has shaped America into who she is today. July 4, 1776, was the day immigrants first stepped onto North American soil and claimed the land as theirs. 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