An Analysis Of The Tui Group Tourism Essay

An Analysis Of The Tui Group Tourism Essay TUI a leading international leisure travel group which has over 200 different tourism brands around the world. The business activities of the TUI Group were attributed to the tourism, logistics and the former industry divisions. Objective of this report is to analyse the strategic position of TUI by applying various tools such as PESTLE, Five forces framework, SWOT and analyse and predict the future implications of its strategic capabilities using Generic strategy and Ansoffs matrix to the case study. Limitations of the tool applied are discussed with the analysis. 2.0 BACKGROUND TUI group earlier known as Hapag Touristik Union of Preussag launched itself in tourism market at the end of 1997 with the purchase of Hapag-Lloyd AG. TUI expended its business using the expansion strategy through acquisition, mergers, and investment through joint ventures all over Europe. TUI AG was spread in three sectors TUI Travel (tour operating, airlines and incoming agencies),  TUI Hotels Resorts  and the cruise ship business form the World of TUI. TUI AG holds, in addition, a financial investment in the container shipping industry. TUI in 2005 was the tour leaders with 3500 travel agencies in 17 countries with 37 incoming agencies. TUI owned more than 100 aircrafts and was the largest Hotelier in Europe with 285 hotels (Case study). Currently, the group owns 43,3 percent stake in Hapag-Lloyd AG. In  the 2008 financial year  TUI AG returned a revenue of à ¢Ã¢â‚¬Å¡Ã‚ ¬24.9 billion with total earnings (underlying EBITA) of à ¢Ã¢â‚¬Å¡Ã‚ ¬759 million. As at 31 December 2008 the Group had 70,200 employees (TUI group, company profile). 3.0 ENVIRONEMNTAL ANALYSIS: To understand and apply the Environmental analysis on TUI it is essential to perform an internal and an external analysis. External analysis on an industry is further sub-divided in two environment macro-environment and micro-environment. In order to understand the likely impact of these environments on the tourism industry PESTEL analysis and Porters five forces is under taken for possible impacts on the industry competitive strength and advantage over competitors. 3.1 PESTLE ANALYSIS 3.1(a) POLITICAL Political factors have a moderate impact on the performance and the growth on tourism industry. Where Political instability generates negative publicity and the risk perception influences the tourists decisions which results in an unavoidable decrease in tourist arrivals (Hall and O Sullivan, 1996). On the other side Terrorism has led serious tourism crisis, and has been affecting the financial condition significantly in recent periods (Sonmez et al 1999). Terrorist attacks, the Iraq war has reflected a decline of approximately 6.6% in TUIs tourism turnover from the first six months of 2002 to the first six months of 2003 (excluding turnover contributed by Nouvelles Frontiers, which we acquired later in 2002). Health Crisis like SARS in 2003 has also had a traumatic effect on international travel (Case study). 3.1(b) ECONOMICAL Tourism is one of the growing industries, fuelling the growth and employment and has become a critical component of the world of economy. Due to Recession, a downward momentum was seen because most of the tourism operators were handicapped by the high level of fixed assets and less able to manage their airlines and hotel industry(case study). Fluctuations in fuel costs, Exchange rates and currency fluctuations, The Growth of low cost airlines has lead to economic risk in tourism industry. 3.1(c) SOCIO-CULTURE: Change in lifestyle has changed the demands of consumer; they have become more price sensitive and has increased its demand for new experiences. Consumer has developed a new attitude of WAIT AND SEE ATTITUDE (Reisinger 2009) facilitated by last minute purchase resulting in late bookings. As tourism involve movement of people to different locations which calls for cultural clashes. Tourism has also Led to commercialization of local culture, standardization of destinations and adaptation to tourist demands (coastlearn.org) 3.1(d) TECHNOLOGY Use of information technology gave a boost to tourism business for reservations and administrative operations. With the advent of the internet, tour operators can now spread out their activities and make available appropriate information, conquering new customers (Wyner, 2000). With launch of touropa.com in Germany, TUI captured a top position in European market in 2005 with a turnover of 2.6bn euro (Case study). Similarly in Island locations high-tech venue networking was adopted to attract new visitors and to communicate to tourists (The Daily Business Buzz, Nov. 2/09) 3.1(f) LEGAL Air Travel Organizers License ATOL Regulations were imposed on any person who advertises or sells air-inclusive holidays in the United Kingdom,granted by the Civil Aviation Authority. A number of TUIs businesses operating in the United Kingdom, including Thomson Holidays and Lunn Poly, hold ATOLs. There were many European and national restrictions on airline ownership which could loss of airline operating and route licenses and cause other adverse effects on tourism business. TUIs hotels and destination agencies are subject to a variety of laws and regulations in the countries in which they operate and, on a periodic basis, must obtain various licenses and permits. They are subject to a broad range of labour, environmental and health and safety regulations in each jurisdiction in which they operate (Listing Memorandum, TUI group). 3.1(g) ENVIRONMENTAL: International tourism can play the role of both victim and villain when it comes to climate change(Holmes 2007 BBC news). To attain sustainability TUI is continuously improving on environmental performance, TUI focuses on ISO 14001 environmental standards. Hence TUI strongly supports the environmental protection policies like, species protection, nature protection and landscape protection. TUIs main area of concern is the efficient use of energy and climate protection. (TUI Group, environment management) 3.2 PORTERS FIVE FORCES FRAMEWORK: A firm needs to neutralise as many as possible of the five forcers in order to create competitive advantage.(Porter 1998) Porter defines five forces impacting a firms competitiveness- threat of substitutes, threat of new entrants in the industry, bargaining power of suppliers, bargaining power of customers, and the intensity of competition within the industry. Understanding the nature of each of these forces gives organizations the necessary insights to enable them to create the appropriate  strategies  to be successful in their market (Thurlby, 1998) . 3.2(a) Threat of New Entrants (Medium) For a new company to launch itself in the tourism industry needs a high investment and innovative ideas to sustain its presence in the highly competitive tourism market. The existing company have the capabilities of providing tailored deals on cheap prices because of their established brands and long chains of tour operator. TUI being the market leaders of tourism industry does not have much effect of threats developed by new entrants. 3.2(b) Bargaining Power of Buyers (High)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Tourism industry fluctuates with the buyers changing needs. With increase in competition, buyers have a wider range of services to choose from hence the tourism industry are forced to comply with changing demands and needs of customers. As the switching cost is not too high Brand loyalty is low and with increase in purchasing power of a buyer the likelihood of travelling also increases. Buyers even eliminate the tour operators and prefer make a direct sale from suppliers (hotels, airlines ect). 3.3(c) Bargaining Power of Suppliers (Low)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   TUI uses backward integration which means it has its own suppliers; in fact TUI itself acts as its own suppliers. 3.3(d) Threat of Substitutes (High)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   With the growing world of tourism there is a demand for strategic differentiation. Customers are looking for new experiences, diversified attractions around the world. The wide spread of TUI in Europe increases the threat of substitute due to growth of tourism industry in other parts of world. 3.3(e) Competitive Rivalry (medium) Tourism industry involves many competitors with an approach of performing better than the other. The competition level increases because of distribution of market based on the regional operators, privately owned, highly fragmented, and geographically marketed. Even though there was a moderate level of service differentiation, TUI has sustained the competition because of its brand and leadership in market 4.0 TUIS CURRENT POSITION AND STRATEGY: TUIs strategic goal is to create superior shareholder value by being a global leading leisure travel group providing customers with a wide choice of differentiated and flexible travel experiences to meet their changing needs. TUIs five strategic priorities for sustainable development are Embedding, Climate Change, Destinations, Our People and Our Customers (TUI Travel PLC, Strategy) . Since 1998 to 2005 main focus of TUI was on achieving cost control and differentiating its product in market. This was achieved by adopting Hybrid strategy which is a combination of differentiation, price and cost control (Campbell 2002) refer to Appendix (A). TUI creates enhancing margin quality through product differentiation by creating unique travel experiences for its customers which helps them achieve brand loyalty and competitive advantage. With controlled distribution process the cost of acquisition can be reduced and flexibility is achieved. The five key elements of TUI strategy: Expand our core tourism business Exploit synergies and cost efficiencies across our markets and products Leverage the benefits of our vertically integrated tourism model and our wide distribution network Identify new trends and exploit developments in the tourism industry Continue to grow our container shipping business Over the years TUI has maintained its position as the market leaders of tourism industry by covering all the stages of tourism value chain by owning its own travel agencies, hotels, incoming agencies, airlines and cruises (Business week 2009). It has positioned itself to be its own supplies, buyers and travel services and had become a strong example of vertical integration. Vertical growth can be accomplished by forward and backward integration. Though the vertical integration does not give 100 percent success guarantee in complete value chain, TUI has successfully build its business with selection of travel agencies in European market by having Thomas cook airlines with 100 aircrafts and owning more than 3000 travel agencies (case study). Vertical integration also helps in attracting more customers, differentiate its product and gain more power in market and gain economies of scale by reducing the coordination cost and reducing the profit margins of intermediaries (Enz 2009). Other advantages and disadvantages can be referred in Appendix (B). Major strengths on which TUI had built its leadership and its weaknesses which empowered them to overcome and maintain its position. 4.1 STRENGTHS: TUIs greatest strength is its brand recognition and fully integrated business model with wide spread distribution network to provide operational advantages. TUIs confidence is based on (i) ability to recover increases in input costs, (ii) flexible business model, (iii) delivery of merger synergies, and (iv) diversity of the Groups businesses(TUI Travel Plc, third quarter report). Appropriate strategic choices with the diverse work force and economic of scale in competitive marketing and efficient distribution has proved to be its core competence. TUIs global presence provides wide variety of holiday services and has successful container shipping business. 4.2WEAKNESS TUI Travels existing shareholder loan amounts to approximately  £900 million is the major drawback for TUI (financial times 2009). The consumers are increasingly holding off on booking holidays in order to save money in recession. Whereas limited bookings transparency (growing trend toward short-term travel bookings; uncertain earnings performance) has also effected the revenue growth of TUI. Another factor is the impact of seasonality on sustained growth and performance of nature based tourism. 5.0 CHANGING TRENDS AND TUIs FUTURE: 5.1 Key Drivers of change Beside PESTLE (Appendix (C)) it is important to identify the number of key drivers of changes which are forces likely to affect the structure of a business (Johnson et al 2005). To understand the drivers of changes in tourism industry it is required to analyse the change in consumers behaviour, lifestyle and priorities. In years to come the demographic shifts (ageing population), technology penetration, changes in work pattern, time pressure and changing modes of consumption (further destinations, greater expectations, more specialization) will make heavy impact on travel and tourism industry(Lockwood and Medlik 2002). According to Peter Long, chief executive of TUI Travel (sustainable development report 2008), Sustainability is one of the four key drivers for growth in TUI, the four main drivers for a sustainability programme for TUI Travel: Aviation and climate change Protecting destinations from the impact of climate change Protecting destinations from the impact of tourism Shifting demographics and consumer trends These aspects will analyse progress of TUI which is made towards providing holidays that cause minimal environmental impact, respect the culture and people of destinations, and offer real economic benefit to local communities. 5.2 Ansoffs Matrix According to Johnson et al. (2008) Ansoff Product/market growth can be used to analyse the implications of corporate strategy applied to look for the opportunities open to the industry. This matrix consists of four quadrants which are used to evaluate four types of strategic decision(Appendix (D)). It allows marketers to consider ways to develop the business via existing and/or new products, in existing and/or new markets. With an initial start in tourism business from end of 1997 to 1999 TUI saw a real scope of penetration of its business in German market with its existing products and aim to increase its market share. With a vision of new opportunities TUI expanded its horizons by stepping into European market in 2000 with complete dominance and strong market share with existing products in new markets by taking over Thomson travel group, Nouvelles Frontieres(France) and Fritidsresor(Scandinavia) developing its market. With time TUI focused on Product development and introduced low-cost travel airlines in 2003, setting up TUI china and then increased its cash flow by signing joint ventures in Russia. In 2005 with launch of a virtual tour operator, TUI captured the top position in tourism industry and was able to develop a successful brand Image. In 2005 TUI penetrated in most of the Europe, tourism division was subdivided into the five sectors Central Europe, Northern Europe, Western Europe, destinat ions and other tourism activities. TUI was diversifying geographically and that has helped to compensate the ups and downs of individual countries, which can be due to any macroeconomic factor. TUI has diversified geographically in Europe, India and China. They have also diversified in their business segments in logistics of container shipping department in order to achieve economies of scale. TUI opted consolidation for long term growth and global brand development to ensure cash flow from developed market in economic downturn hence TUI considered consolidation has one of their product and market strategy suggested by Johnson et al.(2008). 5.3 EXTERNAL OPPORTUNITIES AND THREATS OPPOURTUNITES Changes in emerging and fragmented markets provide greater opportunity for growth in TUI, acquisition and joint ventures can provide a platform to build stronger product portfolio. Improving TUIs local business, improving in marketing, sales and distribution can support growing demands for specialist holidays. Tour operators still have scope for consolidation by easing geopolitical tensions. Refer to Appendix (E) for more information about the opportunities and TUIs approach towards it. THREATS Protracted economic downturn has been a major threat to the tourism industry. Geopolitical uncertainties (terrorist attacks and natural calamities), operators relatively high debts, limited earning transparency of some companies and seasonal-led volatile earnings performances are some other setbacks for tourism industry. Less attention towards environment and global warming may cause a devastating impact on travel business. 6.0 LIMITATIONS OF TOOLS 6.1 PESTEL FACTORS PESTLE analysis is done to simplify the decision making process while following a strategy. PESTLE factors helps in identifying the past trend of an organisation on which future trends are identified. Practically PESTLE analysis makes it difficult for a company to analyse the entire macro-economic factor as it can be very time consuming and costly. In this fast changing environment, capturing adequate data might be difficult and capturing too much of data can cause Paralysis by analysis this predicted data might not be accurate. PESTLE does not help is finding out the level of uncertainty in an organisation. For effective results this process needs to be undertaken on regular basis. (Cipd, 2008). 6.2 PORTERS FIVE FORCE Porters five forces model works on relatively static market structure because of which it cannot explain or analyze todays dynamic changes (Recklies 2001). This model equally imply to all the competitors in an industry and this model cannot be applied in isolation where porter accepted that outcome by applying his framework were only relevant while the macro environment remained constant (Campbell et al., 2002). Five force analyses takes into consideration industry as a whole but it does not segregate different segments. The individual analysis of each of the segment can be of much assistance than industry as a whole. It even assumes that relationships with competitors, buyers and suppliers are adversarial. It oversimplifies industry value chains (Grundy, 2006) and It ignores the human resource aspect of the strategy 6.3 SWOT The SWOT analysis gives an overview of the subject but doesnt help to get the details. The categorization of some aspects as strengths or weaknesses, or as opportunities and threats is to some extent subjective. From the case study numerous strength and weaknesses were identified, but those all were a snapshot of the success and failure on TUI over all business performance. According to Mintzberg (1990) the assessment of strengths and weaknesses may be unreliable, being bound up with aspirations, biases and hopes. Moreover, Frost (2003) describes SWOTs downsides from a managers point of view as it would be difficult for a manager to identify strengths than things they see as wrong with the organization and managers tend to describe an effect as a weakness and do not get to the causes. (Zarkos et al., 2007) states, an opportunity can also be a threat for a company; hence the same problem appears in the distinction of strengths and weaknesses. 6.4 ANSOFFS MATRIX Ansoffs matrix is only focussed on growth of a company it focuses on the tangible aspects of products and services and very little attention is paid to intangible aspect like brand. Another weakness of the Ansoff Matrix approach is that it doesnt really address the issue of brand elasticity as a part of the strategic decision-making process.( pringle and field, 2008). the use of Ansoff matrix as a marketing tool may not be really useful as the matrix is critical for analysing the strategic path that the brand may be following, and does not essentially identify marketing options(Macmillan et al., 2000). 7.0 CONCLUSION In this report the strategic analysis is carried out on TUI tourism industry using various tools. Firstly, macro-environment was analysed to understand the possible impacts on the industry competitive strength and advantage over competitors and develop an appropriate strategy. On a corporate level hybrid strategy and vertical integration was discussed in support to TUIs success. Next segment of internal analysis described TUIs core competences and focussed on future trends of TUI. The analysis of this case study concluded high level of sustainable development which is inimitable. 8.0 REFERENCE LIST Campbell, D., Stonehouse, G. and Houston, B. (2002), Business Strategy: an introduction, 2nd Edition, Butterworth-Heinemann publication, Oxford, UK. Enz, A. C., (2009), Hospitality Strategic Management: Concept and Cases, 2nd Edition,    Haboken, New Jersey. Frost, A. (2003), The Use of Strategic Tools by Small and Medium-Sized Enterprises: an Australasian study, Strategic Change, Volume. 12, Page: 49-62. Grundy, T. (2006), Rethinking and reinventing Michael Porters five forces model, Strategic Change, Volume. 15, Page: 213-229. Hall, C. And OSullivan, V. (1996), Tourism political stability and violence in Wahab, S. and Christopher P. C.,(2001), Tourism in the age of globalization , pp-234, Routledge. Johnsons, G., Scholes, K. and Whittington, R. (2005), Exploring Corporate Strategy, 7th Edition, Prentice Hall, UK. Johnsons, G., Scholes, K. and Whittington, R. (2008), Exploring Corporate Strategy, 8th Edition, Prentice Hall, UK. Lockwood, A. and Medlik, S., (2002), Tourism and Hospitality in the 21st Century, Butterworth Heinemann Macmillan, H. and Tampoe, M. (2000), Strategic Management, Oxford University Press. Available at: http://www.coursework4you.co.uk/ansoff.htm, Access on: 21st Oct 2009, 17.23pm. Mintzberg, H. (1990), The Design School: Reconsidering the Basic Premises of Strategic Management, Strategic Management Journal, Volume. 11, Page: 171-195. Porter, M. E,. (1985), Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press Pringle, H. And Field, P., (2008), Brand immorality how brands can live long and prosper, Kogan page, IPA Recklies, D. (2001), Five Competitive Force (porter), Available at http://www.12manage.com/methods_porter_five_forces.html, Assessed on: 28th Oct 2009, 8.45pm. Reisinger, Y., (2009),International Tourism: Cultures and Behaviour Elsevire Ltd. Sà ¶nmez, F. S., Tarlow, P.,(1999) Tourism in Crisis: Managing the Effects of Terrorism Journal of Travel Research, Vol. 38, No. 1, 13-18 Thurlby, B., (1998), Competitive forces are also subject to change, Management Decision London Zarkos, S., Morgan, R. E. and Kouropalatis, Y. (2007), Real Options and Real Strategies, Strategic Change, Volume: 16, Page: 315-325. http://www.cipd.co.uk, (2008), PESTLE analysis, CIPD, Accessed on 3rd Nov 2009 at 15.56pm http://www.tui-group.com/uuid/68045be7dc26a80404db1d381be42f4b TUI Group Listing Memorandum, Accessed on 1st Nov 2009 at 19.24pm http://www.scribd.com/doc/17015152/TUI-Environmental-ReportTUI TUI Group Environmental report, Accessed on 5th Nov 2009 at 12.03am http://investing.businessweek.com/research/stocks/snapshot/snapshot_article.asp?ric=TUIGn.DE Business week 2009 , TUI AG(Consumer Directory sector, hotels restaurants and leisure) Accessed on 8th Nov 2009 at 13.33pm http://www.dailybusinessbuzz.ca/2009/11/02/pe-cutting-edge-technology-to-boost-tourism/ Daily business buzz, Cutting -edge technology to boost tourism 8th Nov 2009 at 22.54pm http://www.coastlearn.org/tourism/why_socioimpacts.html Coast learn, Sustainable Tourism : Socio-Culture Impact, Accessed on 6th Nov 2009 at 16.22 pm http://www.tui-group.com/en/sustainability/env_management TUI Group , Environment management and ecological sustainability, Accessed on 29th Oct 2009 at 16.16pm http://news.bbc.co.uk/1/hi/world/7094559.stm Holmes, S., 2007 How to make tourism greener , BBC news, Accessed on 8th Nov 2009 at 23.08pm http://www.tui-group.com/en/company/profile TUI Group, company profile Accessed on 30th Oct 2009 at 09.52am www.tuitravelplc.com/tui/uploads//TUITravelQ3Results.pdf TUI Travel Plc, third quarter report 2008, Accessed on 25th Nov 2009 at 11.52am http://www.ft.com/cms/s/0/258da2ca-acd0-11de-91dc-00144feabdc0.html Yuk, K. P., 2009 TUI Travel takes steps to refinance loan, Accessed on 7th Nov 2009 at 22.14pm http://sd2008.tuitravelplc.com/tui-sd/pages/aboutthisreport/datamaterialityTUI Group, sustainability report 2008, Accessed on 28th Oct 2009 at 20.22pm 9.0 APPENDIX: APPENDIX (A) Market price responsiveness Price insensitivity Price sensitivity Cost-based Strategy Differentiation Strategy Stuck in the middle strategy Hybrid strategies Appropriate strategic approach Adopted form David Campbell, George Stonehouse andBill Houuston , Business Strategy (2000), 2nd edition. APPENDIX (B) Advantages and Disadvantages of vertical Integration Advantages Disadvantages Can eliminate steps and reduce duplication 1)need for overheads to coordinate vertical integration Avoid time consuming tasks and negotiate contracts Burden of excess capacity if not at all output is used. Improve marketing or technological intelligence Obsolete process may be penetrated Can create differentiation through coordination process Reduce strategic flexibility due to being locked in a business Provide superior control of firms market environment May link to an unprofitable adjacent business Offers an increased ability to create credibility for new products. May not be potential for synergy Adopted from Enz, A. C., (2009), Hospitality Strategic Management: Concept and Cases, 2nd Edition. Appendix (C) FACTORS REASONS POLITICAL/LEGAL Political instability of developing countries Government regulations and regulatory reforms. High taxation policies of developed countries. labour, environmental and health and safety regulations ECONOMICAL Rise in disposable income in developing countries Currency fluctuation. Rise in fuel cost Emerging market. SOCIAL Changing priorities of consumers Health and safety concerns Urbanisation. Disposal income in consumer level TECHNOLOGY Use of information technologies systems for reservations Use of internet Implementation of new sales and distribution channels Enhanced flexibility ENVIRONMENT Natural calamities Global warming limitation on carbon emission Appendix D STRATEGIC DIRECTION ANSOFF MATRIX Existing Product New Product A Market Penetration Consolidation B Product Development C Market Development D Diversification Existing Market New Market Adapted from H. Ansoff, Corporate Strategy, Penguin, 1988, Chapter 6 Appendix (E) Opportunity Our goal Embedding into our core business Ensure our business decisions take into account sustainable development principles Operational impacts Minimise the negative sustainability impacts (particularly on climate change) of our day-to-day operations Supply chain management Support our supply chain in managing their sustainability impacts Choice editing Edit out the holiday options that do not meet our minimum sustainability standards Choice influencing Make it easy for customers to choose a more sustainable holiday Awareness raising Help customers appreciate the sustainability impacts of tourism, driving demand for more sustainable holidays Changing behaviour   Encourage customers to change their actions in a way that maximises the positive and minimises the negative impacts of their holiday Innovation and product development   Develop new, more sustainable experiences in response to demand   Collaborating with our industry   Share best practice with others in the tourism industry where our competitiveness is not affected   Advocacy   Use our influence responsibly and in line with our commitment to sustainable development   Putting something back   Put something back into the environment or community wherever we cannot avoid a negative impact   http://sd2008.tuitravelplc.com/tui-sd/pages/ourapproach/ourstrategy?whoareyou=addstudent=truesubmit=Submit Threat of new Entrant Innovative ideas Wide range of holiday packages Threat of substitute Worldwide tourism attractions

Blood Imagery in Macbeth Essay -- Macbeth Essays

Shakespeare’s Macbeth is a story taken from Scottish history and presented to the Scottish king James I. Shakespeare took this gory tale of murderous ambition, however, and transformed it into an imaginative tale of good and evil. Shakespeare brought about this transformation by relying upon â€Å"imaginative verbal vigor† that imbeds itself in the brilliantly concentrated phrases of this literary work. Critics have dubbed it his darkest work, along with King Lear. In his critique of Shakespeare’s works and plays, Charles Haines describes Macbeth as â€Å"one of Shakespeare’s shortest plays, containing just 2,108 lines.† He further states that it is a vigorous, headlong drama, a relentless spectacle in red and black. (Haines, p. 105) This red and black spectacle reveals itself to the reader and audience through the use of blood imagery. Blood, or the imagery attached to it, appears 42 times in this play. This imagery of blood begins as a representat ion of honor and progresses into one of evil, then guilt, and finally returns to represent honor.   Ã‚  Ã‚  Ã‚  Ã‚  The symbolic use of blood roots in the opening lines of Macbeth when Macbeth accepts honor for his bravery in battle. Duncan sees the injured captain and says, â€Å" What blood is that?† (Act I, Scene 2 line.1) The captain says that Macbeth’s sword â€Å"smoked with bloody execution.† (Act I, Scene 1, line. 20) Here the captain describes Macbeth’s sword that is dripping with warm enemy blood and steaming in the cold morning air of the battlefield. The blood on the sword signifies valiant fighting by a brave soldier. At this point, King Duncan glorifies Macbeth. The bloody sword gives birth to this reverence. In his unique style of presentation, Shakespeare’s two references to blood allude to the honor that Macbeth earns in battle for his king. This was the highest of honors for a soldier. At this point, he becomes â€Å"brave Macbeth.† King Duncan rewards his bravery and victory by giving him the title of Thane of Cawdor. Ironically, this title was available because the previous Thane of Cawdor experienced execution for treason. Therefore, the first bloodshed earned Macbeth respect and a title. (123helpme.com, PG 1)   Ã‚  Ã‚  Ã‚  Ã‚  After this advantageous victory, Macbeth listens to the three witches as they make predictions of the immediate future. Macbeth and his lady then set forth a chain of... ...ctions to the blood they have spilled. Finally, in a true Shakespearean twist, blood once again represents honor and victory at the end. This tragedy therefore ends with the same form of blood imagery as it began. However, the character that kills Shakespeare’s first character to gain honor through the shedding of an enemy’s blood wins the honor. Works Cited 1.) â€Å"Use of Blood Imagery in Macbeth.† 123helpme.com 23 April 2012.   Ã‚  Ã‚  Ã‚  Ã‚  https://www.123helpme.com/view.asp?id=5720.htm. 2.)  Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Macbeth.† Zecscrab 24 April 2012.   Ã‚  Ã‚  Ã‚  Ã‚  http://www,zekscrab.users.50megs.com/Cummings/Shakespeare/Macbeth.html. 3.)   Ã‚  Ã‚  Ã‚  Ã‚  Shakespeare, William. â€Å"Macbeth.† Elements of Literature. Holt, Rinehart, and Winston.   Ã‚  Ã‚  Ã‚  Ã‚  Austin: Harcourt Brac & Company, 1996. 301-382. 4.)  Ã‚  Ã‚  Ã‚  Ã‚  Haines, Charles. William Shakespeare and His Plays. New York: Franklin Watts, Inc., 1968. 5.)  Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Shakespeare’s Macbeth.† CliffsNotes West, Alex. Foster City: IDG Books Worldwide,   Ã‚  Ã‚  Ã‚  Ã‚  Inc., 2010.

Bio 101 Review Questions

Review Questions 1. The organic molecule produced directly by photosynthesis is b) sugar 2. The photosynthetic process removes E) carbon dioxide from the environment. 3. The process of splitting water to release hydrogen and electrons occurs during the _____ process. a) light dependent 4. The process of fixing carbon dioxide into carbohydrates occurs in the ____ process. b) light independent. 5. Carbon dioxide enters the leaf through b) stomata. 6. The cellular transport process by which carbon dioxide enters a leaf (and by which water vapor and oxygen exit) is ___. ) Diffusion 7. Which of the following creatures would not be an autotroph? c) fish 8. The process by which most of the world's autotrophs make their food is known as ____. b) Photosynthesis 9. The process of ___ is how ADP + P are converted into ATP during the Light dependent process. c) chemiosmosis 10. Once ATP is converted into ADP + P, it must be ____. b) recharged by chemiosmosis 11. Generally speaking, the longer th e wave lenght of light, the ___ available energy of that light. a) smaller 12.The section of the electromagnetic spectrum used for photosynthesis is ___. d) visible light 13. The colors of light in the visible range (from longest wavelength to shortest) is ___. a) ROYGBIV 14. The photosynthetic pigment that is essential for the process to occur is ___. a) chlorophyll 15. When a pigment reflects red light, _____. d) red light is reflected, all others are absorbed 16. Chlorophyll a absorbs light energy in the ____color range. e) b and c 17. A photosystem is ___. b) a collection of photosynthetic pigments arranged in a thylakjoid membrane. 8. The individual flattened stacks of membrane material inside the chloroplast are known as ___. c) thylakoids. 19. The fluid-filled area of the chloroplast is the ___. b) stroma 20. The chloroplast contains all of these except ___. e) endoplasmic reticulum 21. The chloroplasts of plants are most close in size to __. d) bacteria in the human mouth 22 . Which of these photosynthetic organisms does not have a chloroplast? c) cyanobacteria 23. The photoelectric effect refers to ____. c) emission of electrons from a metal when struck by any wavelength of light. 24.Light of the green wavelengths is commonly absorbed by which accessory pigment? b) chlorophyll b 25. The function of the electron transport proteins in the thyakoid membranes is ___. c) Pumping of hydrogen into the thylakoid space for later generation of ATP by chemiosmosis. 26. ATP is known as the energy currency of the cell because ____. a) ATP is the most readily usable form of energy for cells. 27. Both cyclic and noncyclic photophosphorylation produce ATP. We can infer that the purpose of ATP in photosynthesis is to c) supply energy that can be used to form a carbohydrate. 8. The role of NADPH in oxygen-producing photosynthesis is to ____. b) supply carbon to the carbohydrate 29. The dark reactions require all of these chemicals to proceed except ___. e) oxygen 30. Th e first stable chemical formed by the Calvin Cycle is _____. c ) PGA 31. The hydrogen in the carbohydrate produced by the Calvin Cycle comes from ___ b) NADPH 32. The carbon incorporated into the carbohydrate comes from ___. c) carbon dioxide 33. C-4 photosynthesis is so named because _____. b) it produces a four carbon compound as the first stable products of photosynthesis.

Aids A Serious Disease - 2734 Words

What virus could infect almost 30 million people and kill over seventeen million more (Bage 3)? AIDS is one of the most deadly diseases in today’s society. It is estimated that 25-30 million people are living with AIDS in Africa alone (Nolen 16). There are millions of men, women, and children whose lives have been dramatically altered by the existence of AIDS, and it is not just those who have the disease themselves. An estimated eleven million children have been orphaned as a result of AIDS, and there is almost nothing they can do to make their lives better once their guardians are gone (Bage par 3). AIDS first made its debut in the 1970’s and has been a growing problem ever since (Nolen 7). AIDS is an extraordinarily serious disease and scientists have failed, thus far, to find a cure. AIDS, or acquired immune deficiency syndrome, develops from the human immunodeficiency virus, HIV (â€Å"What is AIDS† par 3). HIV is not the same thing as AIDS; HIV merely turns in to AIDS after a certain amount of time (â€Å"What is AIDS† par 4). HIV is also not a curable disease. HIV is a special type of pathogen, known as a retrovirus. This virus has to attach to a host cell in order to live and spread. What makes AIDS so deadly is that it targets the body’s lymphocytes, the cells that normally fight off infection (Nolen 4). Lymphocytes have CCR5 and CD4 molecules on their surface, when HIV enters the body, it attaches itself to these molecules. (Nolen 4). Once the virus has attached to theShow MoreRelatedHiv And Aids : A Serious Disease1395 Words   |  6 Pages HIV and AIDS is a very serious disease in this world and will continue to fester within our population because of ignorance and lack of knowledge about this infection. AIDS is recognized as an international health catastrophe. It is the first outlandish and unique widespread of communicable diseases. 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