The explosive growth of RyanAir Company

The explosive growth of RyanAir Company The Ryanair Company is undoubtedly one of the most remarkable entrepreneurial stories of the past 10 years in Europe. Furthermore that Ryanair has developed a very outspoken communication style, using advertising and media to a great deal to publicize its revolution in air travel. Ryanair was Europes original low-fares airline and it is still Europes largest low-fares carrier. In the current year Ryanair will carry over 35m. passengers on 300 low fare routes across 21 European countries. Ryanair has 15 European bases and a fleet of over 100 brand new Boeing 737-800 aircraft, with firm orders for a further 125 new aircraft, which will be delivered over the next seven years. These additional aircraft will allow Ryanair to double in size to over 70m. passengers p.a. by 2012. Ryanair currently employs a team of 2,700 people, comprising over 25 different nationalities. Furthermore Ryanair continues a rapid growth in 2005. They started the year by launching two new bases at Liverpool John Lennon Airport and at Shannon in the West of Ireland. In February Ryanair announced orders for a further 70 firm aircraft from Boeing as well as 70 options. This takes Ryanairs total order with Boeing to 225 firm aircraft and 200 options. These new aircraft, which will be delivered between 2005 and 2012, will allow Ryanair to grow to over 70m. passengers per annum, proving that Ryanair is not just Europes original low fares airline, but remains Europes biggest low fares airline, as well as the only airline offering the lowest fares in every European market. http://www.grin.com Aims and objective: Aim of this report is to evaluate the given case study on the topic of Ryanair the low-fares airline by Eleanor OHiggins and critically analysing the current strategy of Ryanair to become successful in the European airline industry while airline business is struggling in Europe. The objectives of this report are as follows. Undertake an environmental analysis of the European airline industry with implications for the budget sector and Ryanair in particular. Analyse how Ryanair has been successful in the European budget airline industry. From the above analysis, critically assess the sustainability of Ryanairs strategy. Research methodology: In this report secondary research method also known as desk research, is being used. secondary research is the most common research method employed in the industry today. It involves processing data that has already been collected by another party. With this form, researchers will consult previous studies and findings such as reports, press articles and previous market research projects in order to come to a conclusion. The relatively low expense in comparison to primary research is the main advantage of this research, as no new research needs to be commissioned. However, its main disadvantage is that the data used in the analysis may be out-dated and therefore return inaccurate results. (www.marketresearchworld.net,) Environment Analysis: The environment is what gives organisations their means of survival. (Johnson et al 2008) We can distribute the environment into layers as follows. Source: (Johnson et al 2008) The Macro-Environment: The macro-environment is the highest level layer. This consists of broad environmental factors that impact to a greater or lesser extent on almost all organisations.(Johnson et al 2008) Macro environment is out of control of any organisation but it could influence the organisations overall activities and functions. The radical and ongoing changes occurring in society create an uncertain environment and have an impact on the function of the whole organization (Tsiakkiros, 2002). To analyse the macro-environment there is a framework which helps to analyse Political, Economical, Socio-Cultural, Technological, Ecological and Legal factors called PESTEL. This analysis of is therefore often known as Pest analysis (Johnson, Scholes, 1999). PESTEL analysis of Ryanair: Political On May 1, 2003, it will mark one of the most important days in recent European history, the continent will see the biggest expansion of EU to date when ten states become new members. For Ryanair new markets will open which suits its growth plans. Stansted airport, owned by BAA, is one of the most rapidly growing airports in Europe (www.baa.co.uk/). BAA plans to build a second runway and terminal there, accompanied by necessary rail and road infrastructure, aiming to double passenger capacity within ten years. Stansted is Ryanairs London base and an expansion would enable substantial traffic increases thereby facilitating consolidation (Johnson Scholes 2002). The Civil Aviation Authority (CAA) is responsible for setting à ¢Ã¢â€š ¬Ã‚ ¦price caps on airport chargesà ¢Ã¢â€š ¬Ã‚ ¦at airports designated by the Secretary of State (www.caa.co.uk). One of these is Stansted, which has hitherto à ¢Ã¢â€š ¬Ã‚ ¦benefited from discounted airport charges and cross-subsidy from the higher charges paid by the airlines at Heathrow and Gatwick airports (Done 18/12/03). CAAs new requirements command airport financing without cross-subsidisation on a stand-alone basis. Consequently discounts will be removed and charges possibly increased. Ryanair has protested as it will raise its costs (Done 20/10/03). Economical Opec aims to keep oil prices within the agreed band of US$22-US$28/bbl (www.opec.org). However, with crude oil now à ¢Ã¢â€š ¬Ã‚ ¦standing at close to $33 a barrelà ¢Ã¢â€š ¬Ã‚ ¦ (www.bbc.co.uk) near a 13-year high, Opec considers increasing its target. With a tight US gasoline market, low inventories and an upsurge in fighting in Iraq, oil prices look likely to remain high or rise Ryanair faces persistently high or rising fuel prices. Sociocultural Holiday home ownership in Europe is increasingly common for Britons. During Christmas sales boomed and analysts believe it will continue as customers are à ¢Ã¢â€š ¬Ã‚ ¦encouraged by the highest employment figures in 28 years, low interest ratesà ¢Ã¢â€š ¬Ã‚ ¦ (Insley 18/01/04) and other favourable borrowing conditions. Ryanair services regional airports, opening up the European countryside to buyers, and this trend means an increase in the possible customer base (Insley 08/02/04). The over-55s now represent approximately one third of most EU-countries populations, and the figure is increasing. Because of better healthcare and financial planning, a significant proportionà ¢Ã¢â€š ¬Ã‚ ¦of senior citizensà ¢Ã¢â€š ¬Ã‚ ¦ are able to indulge in high levels of leisure-orientated consumptionà ¢Ã¢â€š ¬Ã‚ ¦ (Brassington Pettitt 2003). Analysts recommend developing specific marketing strategies for this market highlighting its growing importance (Lohmann Danielsson 2001). Ryanair here has an opportunity to increase its market share. Technological New technology will allow mobile phone and broadband use on-board. Carriers, including Ryanair, can thus increase ancillary services by offering on-line shopping, TV screenings and mobile phone usage against a fee. Furthermore, the satellite link could boost operating efficiency by being used to monitor planes, giving early warnings of problems to ground crews, thereby enhancing safety and minimising grounding (Economist 01/03/03 Economist 01/04/04). Environmental A recent White Paper emphasised à ¢Ã¢â€š ¬Ã‚ ¦the environmental importance of including aviation within the global emissions-trading schemeà ¢Ã¢â€š ¬Ã‚ ¦ (Newman 03/12/03), aimed at providing financial incentives for companies to cut greenhouse-gas emissions and to tax aviation fuel across EU. Presently an increase in air passenger tax is planned, which doubles the  £5 and  £20 economy passengers currently pay for short- and long-haul flights. This will raise Ryanairs prices, possibly deterring the most price-sensitive customers. Legal Ryanair uses mainly secondary airports which enables negotiation of favourable deals with the owners. At Charleroi Ryanair was given 50% off landing fees plus contributions to local amenities, training and marketing costs against guarantee of à ¢Ã¢â€š ¬Ã‚ ¦a certain level of business for 15 years (FT 10/11/03). However, unfair competition was claimed and the European Commission (EC) decided that discounts on landing fees and ground-handling services are illegal, and ordered Ryanair to pay back  £3m. Ryanair fears that high-fare airlines and expensive hub-airports will lobby the EC into investigating other deals, using Charleroi as precedent (Done 29/01/04). Porters Five force analysis The PESTEL factors are important in a relative way as they usually affect all firms in the industry (Bowman Asch 1987). Hence, organisations should also examine their more immediate environment/industry, à ¢Ã¢â€š ¬Ã‚ ¦the group of firms producing products that are close substitutes for each other (Porter 1980). This analysis examines five competitive forces: potential entrants; buyers; substitutes; suppliers and industry competitors, which determine level of industry competition and profitability. Applying this to the budget airline industry enables identification of opportunities and threats to Ryanair in its business environment (Johnson Scholes 2002). Threat of new entrants High start-up costs needed for aircrafts, reservation systems and promotion, negates threat to some extent (Gilbert et.al 2001). The over-crowded market means à ¢Ã¢â€š ¬Ã‚ ¦there are too many budget aircraft playing Europes skies for too little money (Clark 07/02/04). As Europes skies are congested there is a lack of slots (Hanlon 1989) forcing new entrants into secondary airports and less profitable routes. Due to incumbents cost advantages, such as economies of scale and experience curve effects, price wars can be launched against newcomers. However, the market is expanding which pulls in new entrants and reduces the effect of entry barriers (Johnson Scholes 2002). Bargaining power of buyers Price dominated short-haul market with little or no product differentiation. Buyers thus face low switching costs (Porter 1980) As price is à ¢Ã¢â€š ¬Ã‚ ¦more important to passengers than productà ¢Ã¢â€š ¬Ã‚ ¦ (Gilbert et.al 2001) there is low customer loyalty. Procurement managers are now influential in the travel patterns of their business travellers. Threat of substitute products or services Videoconferencing for business companies has not had the impact expected and is no threat (Gilbert et.el 2001). Other modes of transport are no tenable threats generally. However, Eurostar has been winning customers from airlines since its opening and many short-haul flights à ¢Ã¢â€š ¬Ã‚ ¦could be eliminated after 2007, when the fast line to the channel tunnel is completed (Wright 01/12/03). Bargaining power of suppliers The price of fuel is directly related to the cost of oil which is determined by Opec and out of control of the industry (www.opec.org). Budget airlines have work-hard cultures to keep costs down (Gilbert et.el 2001) meaning a scarce number of multi-skilled employees which à ¢Ã¢â€š ¬Ã‚ ¦can bargain away a significant fraction of potential profitsà ¢Ã¢â€š ¬Ã‚ ¦ (Porter 1980). However, carriers tend to experience economies of scale which gives purchasing power. Consequently, airlines are able to negotiate favourable deals with most of their suppliers (Johnson Scholes 2002). Rivalry among existing firms Already very competitive industry. Numerous new entrants intensify competition, although several newcomers have struggled to establish themselves and failed, Debonair and AB Airlines for example. The over-crowded market, and commodity nature of the product, means that airlines are battling to fill planes. Aggressive pricing, efficient distribution and innovative communication mixes are frequent competitive measures. However, carriers vary somewhat in segmentation by targeting different markets (narrow versus wide customer base) and offering divergent routes (regional towns versus main cities) which reduces rivalry somewhat (Gilbert et.al 2001). Nevertheless, competition is intensified as conventional carriers adopts à ¢Ã¢â€š ¬Ã‚ ¦many strategies of the no-frills carriers and continues to cut costs (Done 29/01/04). With low fares but a higher level of service (more frills and main airport servicing) they are a big threat. Mergers, acquisitions and alliances are increasingly used for consolidation and competition. EasyJet bought Go, bmibaby partnered with Germanwings (Economist 01/03/03 Hotten 13/03/04). Ryanair acquired Buzz but paid too much and was forced to close it to boost its productivity. SWOT Analysis: Key Strengths and Weaknesses Strengths Weaknesses Cost-consciousness at every level Isolation of airports Ability to drive down costs Poor judgement in route selection and acquisition Fast turnaround times Targets very narrow market Cross-utilisation of employees Poor brand image Website Negotiation skills Ability to achieve growth Use of secondary airports Key Opportunities and Threats Opportunities Threats The EU expansion The European Court of Justice ruling The Stansted expansion The Stansted expansion EUs ageing population The global emissions-trading scheme Mergers, acquisitions and alliances Low customer loyalty ANALYSIS OF STRATEGIC CAPABILITY A strategic analysis also includes investigation of the strategic capability, the à ¢Ã¢â€š ¬Ã‚ ¦ability to perform at the level required for success (Johnson Scholes 2002). Firms must understand what customers want and adopt product/service features accordingly. To succeed companies need: Critical Success Factors (CSF), features especially valued by customers and used to outperform competition; unique resources, hard to emulate and generates competitive advantage; core competences to meet the CSF, leading to competitive advantage. A number of tools exist to analyse strategic capability. Applying some of them to Ryanair facilitates identification of the organisations key strengths and weaknesses. Value Chain analysis This is a à ¢Ã¢â€š ¬Ã‚ ¦systematic way of studying theà ¢Ã¢â€š ¬Ã‚ ¦activities undertaken by a firm (Thompson 1997) and a means of identifying how competitive advantage is, or can be, created and sustained. The value chain consists of primary and support activities that together produce the profit margin. When the most critical of these are performed better or more cheaply, competitive advantage is created. The activities are à ¢Ã¢â€š ¬Ã‚ ¦related by linkages within the value chain (Porter 1985), meaning that how one is performed affects the performance or cost of another, and key linkages generate competitive advantage. Value activities should be benchmarked, compared against those of organisations both inside and outside the industry, to learn and improve on best practice (Laverick Brown 1992). Primary activities Inbound logistics Dependency on suppliers to deliver fuel as well as food, drinks and duty-paid products to be sold on-board (Gilbert et.al 2001). These need to be stored, handled and controlled upon delivery Low-cost deals are negotiated against promise of large and growing volumes of business (Felsted 04/11/03). Operations Use of standard model plane, Boeing 737, means that Ryanair is à ¢Ã¢â€š ¬Ã‚ ¦able to obtain spares and maintenance services on favourable terms, limits costs of staff training and offer flexibility in scheduling aircraft and crew assignments (Johnson Scholes 2002). A relatively young fleet reduces maintenance, spare and fuel costs. Fast turnarounds (core competence), 25 minutes, is the most important cost advantage as it enables high aircraft utilisation (Felsted 04/11/03). More frequent departures (two more a day than competitors) with few planes increases revenue (key linkage). However, Southwest excels with 15 minute turnarounds as its à ¢Ã¢â€š ¬Ã‚ ¦activities complement each other in ways that create real economic value (Porter 1996). Point-to-point flights mean no interlinking with other carriers. Ryanair can à ¢Ã¢â€š ¬Ã‚ ¦offer direct non-stop journeys, avoiding the cost of providing through serviceà ¢Ã¢â€š ¬Ã‚ ¦for connecting passengersà ¢Ã¢â€š ¬Ã‚ ¦and delaysà ¢Ã¢â€š ¬Ã‚ ¦caused by late arrival of connecting flights (Johnson Sholes 2002). Outbound logistics Use of isolated secondary airports often requires further transport arrangements for customers. Also, some destinations are à ¢Ã¢â€š ¬Ã‚ ¦so geographically obscure that they cant support regular services (Pratley 05/02/04), as evident on some intra-Scandinavian routes for example (Done 04/11/03). This limits the level of market share Ryanair can achieve. EasyJet does the opposite and flies to big cities, but then has to pay higher landing charges which is reflected in their higher prices (Bowley 21/07/03). However, using regional airports saves costs as charges are lower, facilities cheaper and Ryanair can negotiate favourable deals. It also enables fast turnaround times, and more on-time departures as the airports are less congested (Johnson Scholes 2002). 95% of Ryanairs flights are punctual compared to 88% for EasyJet (www.ryanair.com). Marketing and Sales Heavy spending on advertising and promotions to expand its market is reduced as most advertising takes place on the website. There promotion is also used to sell excess capacity, such as two-for-one offers, which creates market awareness. Direct marketing is à ¢Ã¢â€š ¬Ã‚ ¦used occasionally with the customer database (Gilbert et.al 2001), and enables relationship marketing which produce customer retention equalling increased productivity (Ali-Knight Wild 2001). Ryanair considers branding virtually irrelevant as it believes that price is most important to customers. This is reflected in its not always so good image in the press. Southwest, contributes a large part of its success to its well established brand values (Gilbert et.al 2001), and EasyJet has won awards for its brand (Brand Strategy 2001). Over 90% of bookings are made directly, either on the website or through reservations centres. The website saves on à ¢Ã¢â€š ¬Ã‚ ¦staff costs, agents commission, and computer reservation charges, while significantly contributing to growth (Johnson Scholes 2002). Furthermore, direct booking gives greater control over sales of ancillary services, important revenue contributors, and eliminates need for tickets which reduces check-in times. Travel agencies are used on a small scale as necessary when opening new routes in unknown markets. Service Virtually no frills lower costs considerably, enable fast turnarounds and very low ticket prices (Gilbert et.al 2001). A very basic product is offered and Ryanair now plans to remove the last frills (Gow 16/02/04). The question is how much customers are willing to forgo before switching to competitors. Will it be possible to sustain the necessary load factor with an even narrower target market? Southwest is more successful than Ryanair but has not stripped away all frills (Porter 1996). The low service damages the brand which leads to reduced business. For example, Ryanair was taken to court for charging disabled passengers  £18 for wheelchair usage (Tait 03/12/03), and is known for transferring passengers to later or alternative flights without notice if original flight is not full enough (Johnson Scholes 2002). Support activities Procurement Purchasing power enables negotiation of favourable deals (core competence) with suppliers. However, these demand à ¢Ã¢â€š ¬Ã‚ ¦large andà ¢Ã¢â€š ¬Ã‚ ¦ growing volumes based on passenger numbers (Felsted 04/11/03) which is becoming difficult to sustain as Ryanair expanded too quickly. Although growth is slowed down new planes has been ordered aiming to double the fleet by 2009. Buys mostly during recession when prices are down Good buyer-supplier relationships ensure reliability and low-cost procurement of services (many functions are contracted out). Safety is guaranteed as contracted work is supervised and planned by Ryanair staff (Johnson Scholes 2002). Technology development Ryanair uses its website to monitor bookings to see how full planes are minute by minute. If numbers fall prices can be slashed immediately to attract buyers thus increasing the load factor. However, they dont hesitate to raise prices if demand is buoyant (Bowley 21/07/03) which leads to effective yield management. CONCLUSION The aim of this report was to carry out a strategy analysis of Ryanair, Europes largest low-cost no-frills airline. From this it became evident that the organisation operates in a complex environment with fast changing influences that affect its business both beneficially and unfavourably. It also enabled identification of some of the sources of Ryanairs competitive advantage: core competencies, unique resources, key linkages and the superior cost performance compared to its closest competitor. However, it also became clear that the organisation still has a lot to learn from best practice. In general Ryanairs strategies match its task environment although it fails to address certain crucial issues. If these are not dealt with they could lead to future problems and reductions in profits.

How Does Nutrition Affect Athletic Performances Physical Education Essay

How Does Nutrition Affect Athletic Performances Physical Education Essay Athletes are dedicated to their sport. They exercise daily, train with professionals, perform weight lifting, engage in team practices, and athletes compare their performances with opponents. All this commitment is an effort to make the human body work more efficiently. Continuous exercise and training strengthens the muscles to work better in conjunction with the bones. Baseball pitchers would want to train the arm muscles to throw a blazing fast pitch, long distance runners would work to control the respiratory system in order to finish strong at the end of an extensive race, and football players build on agility and muscular endurance sequentially outrunning the opponent. Todays athletic generation has cause competiveness in sports to reach unprecedented levels. However, are athletes consuming the right foods to fulfill these activities? Adequate nutrition is an integral aspect to athletic performance. Athletes that demand for higher performance in their sports or training, should have a high nutritional value in relation to their activities. This will require healthy eating habits between activities. It is critical to maintain a balance healthy diet before and after performance in order to achieve maximum performance. A good diet with adequate nutrition such as calories, vitamins, minerals, protein and water will help provide the energy required to carry out the activity. Athletes acquire energy from the foods they eat. Food can be further divided into two categories: macronutrients and micronutrients. Macronutrients supply an athlete with direct sources of energy for daily life activities and physical exercise. Macronutrients include proteins, carbohydrates, and fats. Micronutrients aid in the processes of life, such as digestion and food metabolism. They are not able to provide energy, but they are essential in generating energy for the human body. Examples of micronutrients are: vitamins and minerals. Protein is a macronutrient involved in many chemical processes of life. Proteins are specialized for different organs and species. Proteins are combinations of amino acids that combine in various ways to make muscle, bones, tendons, skin and many other tissues. When proteins are broken down by the body at ingestion, amino acids are formed. There are 20 amino acids which help form human proteins, however only 9 are essential. Meaning 9 out of the 20 proteins are supplied by the food we eat, because the human body is unable to produce them through synthetic processes in the cell. Protein is one of the components in body tissues, necessary for cell growth and repair, as well as in hormones, enzymes, the immune system, and body fluids. Athletes need protein primarily to repair and rebuild muscle that is broken down during physical exercise. It also aids in optimizing carbohydrate storage. Protein is the last source of energy used when other macronutrients are available. When the body lac ks adequate carbohydrate, the body turns to protein as a source of fuel for physical activity. During extreme physical activity, muscle tissue becomes an energy source because there is an insufficient amount of fat and carbohydrate consumed. Therefore it is necessary to maintain a balance of protein intake everyday, to make up for the protein lost in the muscle tissue during an increase in intensity when training. Research has shown an amino acid known as creatine can help enhance athletic performance. Derived from other amino acids, glycine, arginine, and methionine, creatine is stored in the skeletal muscle as creatine phosphate. The job of creatine phosphate is to help facilitate the production of energy. With an increase store of creatine phosphate in the body, the ability to produce energy during high intensity training is improved. As well, the googelpeed of recovery after the exercise will improve. Athletes can obtain creatine primarily from meat and fish. Carbohydrates are the primary fuel for the exercising muscles and are essential for supporting an athletes training and performance. They are the major energy source for anaerobic and aerobic activity. Carbohydrates are broken down into glucose molecules and stored in our skeletal muscles and liver as glycogen. The amount of glycogen stored affects stamina and endurance. After an athlete is done training, glycogen is released from the liver into the bloodstream to restore the glucose levels in the blood and glucose is transported to cells for energy. If the blood glucose levels are low, athletes may feel irritable, tired, and lack concentration interfering with their performance. Glycogen stored in the skeletal muscles provides fuel for the exercising muscles during high and low-intensity activities. There are limited carbohydrate reserves in the body and exercising causes the glycogen stores to become depleted very quickly. During exercise, muscle cells run out of glycogen, the musc les lack energy and fatigue sets in. The performance will suffer, but will vary depending on the sport and its intensity. Therefore, daily carbohydrate consumption and training is necessary to maintain glycogen for optimal performance. In order for athletes to obtain enough energy to maximize athletic efforts, carbohydrates also aid in fat metabolism. The presence of carbohydrates is essential in utilizing fat for energy. In general, endurance athletes use up more carbohydrates than athletes that use energy fro strength and power. To explain this, because endurance athletes are participating in physical activity over a longer period of time, a greater amount of carbohydrates is required by the body to supply the energy for the duration. Whereas athletes involved in strength and power events require less amount of carbohydrates needed by the body to supply a sudden burst of energy for powerful but short-lived physical actions. Athletes should choose foods that provide the most carboh ydrates per calorie. Adequate intake of carbohydrates will prevent protein from being used as energy. When protein in used as a subsidiary, it is broken down to make glucose for energy. As a result the body limits its ability in developing and maintaining tissues, because protein is stressed upon for energy. Ideal sources of carbohydrates include: whole-grain cereal, pasta, brown rice, and bread products. As part of a healthy diet, athletes should include at least two carbohydrate-rich foods accompanying each meal, and at least one with every snack. Prior to competitions, athletes like to load muscles with glycogen to delay fatigue that occurs during endurance events. A diet that contains high nutritious carbohydrates of 55-65% of total calories, is sufficient enough to provide adequate glycogen storages that will help support the athlete in the duration of their performance. Fat is the predominant fuel source during prolonged exercise. The body has unlimited storage capacity for fat, which makes it the largest reserve of energy in the body. It is integral for many metabolic processes including energy production, synthesis of vitamin D, cholesterol, hormones, and transporters of lipid soluble vitamins. Fat can be classified into two categories based on its structure: unsaturated and saturated fats. Unsaturated fats are obtained from plant sources. Advantages of unsaturated fats include lowering cholesterol and reducing the risk of heart disease. Saturated fats on the other hand, come from animal sources and cheese. Saturated fats are not recommended in large consumption to athletes, because an excess of this macronutrient will raise cholesterol or lipid levels in the blood and lead to heart diseases. However fats do hold its place in sports nutrition. Fats are less oxygen-rich, but they can release a greater amount of energy at a greater speed than other nutrients. This will provide an athlete with a concentrated source of energy. Fat becomes calories that are less accessible to athletes performing short-lived activities. Fat is essential for longer and lower intensity endurance exercises. Fats play a second major role in the body, insulation. Fats assist in insulating and protecting vital organs and parts of the body. Athletes can obtain fat from food sources such as milk, butter, meat and oils. Athletes need to carefully monitor the type and the amount of fats they eat. Vitamins are essential micronutrients athletes need to produce energy. Mostly vitamins come from the food we eat, with the exception of vitamin D. Instead of participating in the metabolic processes of nutrients, vitamins help to regulate the reactions in metabolic processes. Vitamins are responsible in facilitating energy release and synthesizing bone and tissue. Absence of a vitamin prevents certain metabolic processes to occur in the cell, and eventually affects the metabolic balance in the body as a whole. Another micronutrient occurs naturally on earth. It is found in the earths waters, soil, and the plants we eat. This micronutrient is known as the mineral. There are seven key minerals: calcium, potassium, phosphorous, magnesium, sodium, chloride, and sulphur. Two minerals that deserve special attention from athletes are iron and calcium. Iron is a main component in the blood. It is critical for red blood cell formation, function and myoglobin composition. Iron operates in the blood as oxygen carriers, a key role in sport performance. If iron levels are low, athletes develop signs of tiredness, poor appetite and an increase in resting pulse rate. This results because inefficient supply of oxygen is distributed to parts of the body. Oxygen combines with glucose to form ATP molecules, the main source of energy for muscles. The greater amount of ATP is stored in the muscles, the more powerful they will be when it performs work. However, when iron levels are low in the blood, muscles do not receive enough oxygen to support exertion. This results in lactic acid being produced and the athlete to endure pain and fatigue in the muscles. Also excess amounts of oxygen in the body help athletes to metabolize lactic acid back to useful energy molecules after exercise. This allows the muscles of athletes to recover faster and be able to carry out physical activity again without resting for long periods of time. Iron can be obtained from many food sources including cereals, red meats, and bread products. When athletes want to develop stronger bones, they think of calcium. Calcium is a micronutrient from the popular dairy food group, comprised of milk, yogurt and cheese. 99 percent of the calcium in our body is stored in the skeletal system, while the remaining 1 percent is accumulated in the muscle cells. During muscle contraction, calcium ions are released to trigger the process. Calcium ions are released into the sarcoplasm and then they find their way to attach onto the troponin molecules. Without the attachment of troponin molecules and calcium, the interaction of actin and myosin leading to muscle contraction will not occur. Thus, if muscle contractions are not generated, athletes are unable to perform their activity. Low calcium levels in the body are in relation to developing low bone density. This causes the bones of the body to become more fragile and vulnerable to stress fractures, as the limiting amount of calcium will be used for muscle contraction. Therefore in order for athletes to withstand intense physical activity, an adequate amount of calcium should be included in their meals. Lastly athletes need to stay hydrated for optimal performance. The human body consumes energy during physical exercise and creates heat. The bodys temperature would rise drastically, causing the body to overheat if heat was not released. In conjunction with the release of heat, the bodys sweat glands discharge fluid to the surface of the skin and evaporate. This overall process is an effort to cool the body, however the body must pay for the cost of dehydration. Water comprises 50-60 percent of the weight in human bodies. This portion of water in the human body helps to regulate heat and maintain a constant body temperature. Water helps to transport nutrients to cells and extract waste products. Water distributes the heat generated by physical activity throughout the body and enables the body to perspire. In general fluids, not just water, are lost when humans perspire, urinate, through feces, and respiration. This is particularly important for athletes because they are under physica lly active conditions. A constant replacement of fluids is necessary for the human body to continue to operate and achieve its optimal performance. Research have discovered when athletes sweat, they lose 1-2% of body weight which is linked to a decrease in blood volume. This process manipulates the heart to work harder to circulate the blood, building up muscle cramps and dizziness. Athletes establish proper hydration by drinking the right fluids during physical activity. This means drinking fluids properly throughout the day when thirsty, and especially before an activity begins. In the course of a long competition, where fluid is being lost in sweat, sport drinks are good subsidiary fluids and electrolytes. The sodium levels in the drinks are ideal replacements of sodium secreted in sweat. Low sodium levels can affect concentration. In general it is not advised for athletes to drink sport drinks such as Gatorade, on a regular basis or every time they participate in physical activi ty. These fluids can interfere with the body absorbing the proper nutrients. The principle that underlies healthy eating and enhancing sports performance is to maintain a balance between the food we eat and the amount of energy that is going to be used for work. Since athletes participate actively in physical exercise, they will need to absorb more energy in the foods they eat. The above principle is expressed as an energy equation: Energy storage = Energy intake Energy output. Energy storage represents the amount of energy left in the body after the amount of energy used is reduced from the amount of energy taken in by the body. If athletes absorb insufficient amounts of energy from food sources, optimal performance will not be achieved. Muscles will weaken without nutrients and negative health consequences become a concern for athletes. Athletes spend many hours training and undergoing physical activity so the body can excel in sport performances. It is important that athletes keep their bodies nourished in order to supply fuel for athletic endeavours. It is necessary for athletes to develop a focus on maintaining proper nutrition, so the hours spent during physical activity and rest are not subjected to waste. Good nutritional habits are necessary to achieve optimal physical performance, however it does not mean that we should differentiate foods into good or bad. To maintain a healthy lifestyle, athletes should consume foods from various food groups and make better food choices at the same time. Daily food choices should include macronutrients such as protein, carbohydrates, and fat, micronutrients such as vitamins and minerals, and most importantly fluids, commonly water. Athletes are better equipped to meet their maximal athletic potential if the right foods are taken in the right amounts to fuel the body. Great athletic accomplishments are determined by good nutrition.

Plato on Education as the Development of Reason Essay -- Educational P

Plato on Education as the Development of Reason ABSTRACT: Socrates' great educational innovation was in ascribing moral worth to the intellectual activity reflectively directed at one's own life. His concept of eudaimonia was so different from the ordinary that talking about it took on sometimes a paradoxical air, as in Apology 30b3. For him, reason is not a tool for attaining goals independently thought worthwhile; rather, rationality itself, expressed in the giving of reasons and the avoidance of contradictions, confers value to goals and opinions. Persons are reasonable, but obviously not the empirical human being. But education is aimed at the empirical man or woman and inevitably employs psychological means. How then is it possible that the result of education should grow out of the depths of each individual and be nevertheless valid for all individuals? In the Symposium, Plato gives Aristophanes the crucial move. Each of us is only half the whole person and we are moved by our desire for what we lack. In this context, to cla im that the soul is immortal is to claim-at least-that the soul has a non-empirical dimension, that its real objects are not the objects of desire as such, and that a person's sensible life is not the true basis for the evaluation of his or her eudaimonia. However, in the soul which is not free from contradictions there is no advantage to right but unexamined options. There is in the life of the naà ¯ve just an insecurity which is not merely pragmatic. Even if a person never falters to the end of life, this is no more than moral luck. One is still guilty on the level of the logos, and liable to blame and punishment not for what one does, but for what one could have done. 'The unexamined life', says ... ...ra, e.g., T.Irwin, Plato's Ethics (New York and London, Oxford University Press, 1995), 301f. (6) Cf. J. Mittelstrass, 'On socratic dialogue', Platonic Writings / Platonic Readings, ed. C.L. Griswold (New York and London, Routledge, 1988), 126-142. (7) Cf., e.g., Callicles: 'I care nothing for what you say, and even those answers I gave you because of Gorgias' (Gorgias 505c5-6); Thrasymachus: 'To appease you, since anyway you do not let me talk. What else do you want?' (Republic i 350e6-7). (8) Diogenes Laertius vi 24. (9) So, for example, Phaedrus 246 ff. (10) Phaedrus 271d ff. (11) Cf. H. v. Arnim, Platon's Jugenddialoge (Leipzig, 1914); S.Scolnicov, 'Friends and friendship in Plato', Scripta Classica Israelica xii (1993), 67-74. (12) Cf.Phaedo 89b10. (13) Cf. S. Scolnicov, Plato's Metaphysics of Education (London, Routledge, 1988), ch. 12.

Denying Premise :: Philosophy

The quest to find out who we are, where we came from, where we will go after we die and what, if anything, controls our world has fascinated mankind throughout the centuries. Famous philosophers have devoted their whole lives to developing theories, and yet the closest any have come to success has been to not have their theories disproved. With the knowledge that no theory has been proven to fact, â€Å"I don’t know† may be the only true answer to one of civilization’s oldest questions. The idea that we can never know the answers to these and many other questions leads to the theory of Skepticism. This theory maintains that we must doubt every single one of our empirical beliefs, as they are from our perceptions like our material body. We doubt them because they are seen from the lens of our own prejudices. For example, just as our senses can deceive us, or our dreams seem real, our experiences can also deceive us. Therefore, we cannot with certainty say that anything is true, and we have no knowledge and we live in the unknown. However, Skepticism is contrary to one of the most basic of human instincts: the fear of the unknown. The desire to define the world and make order out of chaos and the refusal to accept â€Å"I don’t know† as the answer has motivated both scientists and philosophers. Rene Descartes (1596-1650 was one such man. Though brilliant, and the author of Mediations, feared being skeptical of the external world. Descartes wanted to disprove the skepticism theory. To do so, he first developed two premises for the skepticism theory, and then rejected it by disproving one premise. The first premise is that of Naà ¯ve Empiricism. This premise states that all knowledge rests on our perception, our own experiences, and therefore all our knowledge is true. The second premise is the method of Doubt. Descartes claims knowledge is something that is indubitable. That is, for each body of evidence, only one conclusion can be reached. With those two premises, Descartes derives the sub-conclusion that if we do have unique knowledge, then the evidence of our senses must rule out all other possibilities. In short, truth is derived entirely from the empirical evidence we collect. However, Descartes also had a third premise which undermined the first two. This premise is that of the Evil Demon. This theory states that even with all our empirical knowledge, that there is still no material world.

The Power of Title IX Essay -- gender equity in sports

Title IX is a law passed in 1972 that requires gender equity for boys and girls in every educational program that receives federal funding (U.S. Department of Education, 2007). No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subject to discrimination under any educational programs or activity receiving federal financial assistance. – From the preamble to Title IX of the Education Amendments of 1972 (U.S. Department of Education, 2007). The actual Title IX document was based on 10 key areas: (1) access to higher education (2) employment, (3) athletics, (4) career education; (5) education for pregnant and parenting students, (6) employment learning environment, (7) math and science, (8) sexual harassment, (9) standardized testing and (10) technology (titleixinfo.com.2011). Title IX legislation has been subject to over 20 additional reviews and proposed amendment revisions due to the different inte rpretations and lifestyle changes that present themselves in their various court cases. History of Title IX Title IX is historically related to the social changes that were becoming increasingly noticed after the Civil Rights laws were coming to light. These social changes represented a national commitment to end discrimination and establish a mandate to bring the excluded into the mainstream (U.S. Department of Education, 2007). It was the federal government that utilized these laws, created by Title IX, to deliver the promise of all people’s equal opportunities and rights guaranteed by the United States Constitution to develop their talents. As an early example of the barriers set up before Title IX, Luci Baines Johnson, daughter of President J... ...opportunities in athletics and extra- curricular activities. A woman should never be forced to do anything different then a man just because of her sex. This author agrees with the decision that the woman in this case should not have been sent home for a mandatory leave of absence. This is prejudice at its best. Participating in the pre-game activities of Super Bowl XLV, there was a young girl who won a contest that presented her the opportunity to carry the game ball out on the field before the coin toss. This young girl stated in an interview that it is her life long goal to become a kicker in the National Football League (NFL). This is Title IX at its best. A young girl with a dream; a dream to do something that no other girl has ever done before; a dream to step foot in a man’s world and be allowed the equal opportunity to accomplish HER dream.

Cell Phones While Driving Essay

Are cell phones dangerous while driving? Do you know hoy many deaths occur per year because of the cell phones? Everyday people die in car accidents for using cell phones while driving. According to NSC. Org â€Å"Drivers that use mobile phones are four times more likely to be involved in an accident†. Even though some people think that hand-free set is safe but it still dangerous. People should avoid talking while driving; those who defend the phone use often say that it makes no difference whether someone is talking on a phone or not. Some people who work depend on a cell phone like lawyers or businessmen. They always have to be available to answer the phone in order to keep their business running. However, their habits can create dangerous situations like a collision or an accident. Business issues can be stressful and hazardous while driving because it can cause emotional reactions that can lead to tragedies. Do to the fact that while they talk with someone of their coworkers they might get upset and this can lower their driving ability that can chief to lose control over the car. If people do not make the decision to leave aside their cell phones their routine can harm innocent people. Like mentioned before, other people say that hands-free set is safety. However, hands-free devices do not eliminate the risk of causing an accident and even worsen it by suggesting that the fact of using it is safe. Researches from the state Department of Transportation, show records that using headset can be as dangerous as holding a phone because the conversations distracts drivers from focusing on the road. Scientists had proven that people talking over the phone image person who they talking to and that does not interfere with driving. The problem is when a car swerves unexpectedly or pedestrian step into traffic, and the mind lacks the processing power to react in time. So the problem is not in holding the wheel and cell phone at the same time the cause is the lack of reaction at the particularly time People in favor of the use cell phones, say that it is a good option to do it in case of an emergency. However, I believe that it is a wrong thought. It is an illusion of safety because when people need them, the most their cell phones r they can not either reach them or find them because they could be stuck or hidden in some part of the car. People shouldn’t fully depend on cell phones owing to that fact that they are not reliable; the trusty solution for the difficult situation it could be OnStar. Which is a service that in case of an accident or an emergency will contact you. If you are not able to answer, they will contact the police department, the hospital or the fire service. Therefore, nowadays cell phones are unnecessary devices because they are unreliable in emergency situations while you are in a car accident. In conclusion, I think drivers should be more conscious about using the cell phone while driving. As I said it earlier hand-free device is not safety at all, because requires the brain to be multitask. If drivers do not give up cell-phones the number of mortalities on the roads will continue to increase.

An Individual Detailed Analysis on the Style, Editing Techniques Mise-En-Scene and Cinematography in the Film “Eternal Sunshine of the Spotless Mind”

An individual detailed analysis on the style, editing techniques Mise-en-scene and cinematography in the film â€Å"Eternal sunshine of the spotless mind†. Michael Gondry’s Eternal sunshine of the spotless mind (2004) is not your typical Hollywood rom-com. Its cinematic style is very original and by far out of the ordinary for its genre. The use of techniques and the way the film is produced is the reason why it is so memorable. The non-linear narrative is based around a middle-aged guy who falls in love with a woman, who, after a while into their relationship decides to erase every single memory and feeling towards him.The story is told in flashbacks that slowly reveal the time and space the couple spent together and all the events that made up their relationship. Silvey states that â€Å"The innovative use of narrative, mise en scene, cinematography, editing and the soundtrack in the film all serve to convey the tenderness, confusion, miscommunication, pain and hope that accompany romantic endeavours. † [SILVEY 2009: 139]. I will be discussing and critically analyzing the exact same concepts as above in my argument and how they contribute to such a stylistic storyline. I will also be comparing techniques used in this film to such ones in other films.Eternal sunshine of the spotless mind is a mind-blowing story about a man called Joel Barish who finds himself in a life-changing situation when he accidentally discovers that his long-term girlfriend, Clementine Kruczynski has undergone a brain procedure which erases someone from the mind, in this case clementine erases Joel from her memory, leaving her with no memories what so ever of him. He decides the best way to cure his broken heart is to undergo the same process and erase Clementine for good. But as his memory loss commences he finds himself trapped in his own memories, watching them as they disappear.Half way through he realizes he no longer wants to erase Clementine and tries his ver y best to keep hold of his living memories. The style of editing in Eternal sunshine of the spotless mind is undoubtedly the most recognizable aspect that separates this film from a ‘normal' love story. It has the typical love narrative moments but the way it is pieced together with its innovative narrative style is what puts it at a whole new level of originality. The film begins just like any other straightforward storyline would, but as the film continues it becomes clear to the audience that it is a non-linear narrative.For the first couple of scenes the film doesn't give away any signs that it is beginning with the end of the film as their are no use of flashbacks or unusual techniques involved, but when Joel goes to sleep you realize that he is watching himself in his own dream, like he is having a flashback of himself talking to his neighbour about valentines day just hours after he had gone to sleep. He seems anxious and uncomfortable with the topic of conversation, es pecially when his neighbour mentions Clementine’s name.This is the point where you start to realize that the film is possibly in a non-linear narrative as his neighbour mentioned Clementine being Joel's girlfriend but the audience have only seen the couple together as friends and at the start of their friendship. From then on the film is told in flashbacks from the memory of Joel Barish' mind as he makes the decision to have the same procedure as Clementine did. As he watches his memories of Clementine fade away he realizes he is still in love with her and no longer wants to erase her so he tries everything he can to stop the procedure and keep the memories alive.The story of Joel and Clementine is then told through Joel’s memory erasing but it feels as if the story is being told backwards as each memory fades away. Objects, locations and people just disappear in front of Joel’s and the audience’s eyes. The editing in the film makes the storyline more com plex then it actually is. As Silvey writes â€Å"It plays a crucial part in the construction of the circular narrative† [SILVEY 2009: 1]. The misleading techniques used when Joel’s memories start to disappear give the audience an understanding of the confusion and frustration that Joel is going through.There are plenty of examples of continuity editing in Eternal sunshine, both temporal and spatial are used. Discontinuity is used throughout the memory erasing scenes with the deliberate use of ellipsis as Joel relives his memories in flashbacks. Some of the shots from Joel’s memories are put together in a montage edit; this is another example of discontinuity editing. There are multiple uses of crosscutting in the film, which is when there are a series of shots that keep cutting back and forth from one shot to another shot, this occurs in a lot of the flashback scenes.Also there are several jump cuts, which brakes the †continuity edit† as in order to achieve a smooth and non-noticeable cut from one shot to another the camera must move 30 degrees or more to attain the continuity in the movement of shots. But a jump cut is deliberately shot without using the 30-degree rule. Therefore when you put the shots together they make a â€Å"jump† affect and it brakes up the continuity of the edit. In this case, Gondry intentionally directed the crosscutting and jump cuts in order to express Joel’s reactions to the procedure.At the beginning of the film the editing picks up a rhythm and runs smoothly, giving a perfect example of continuity editing, but as the film goes on it begins to switch between continuity and discontinuity as the edit balances out the changes between reality and the distorted memories. There are a variety of editing techniques that are used in the film, the use of Jump cuts, fast paced scenes and the different varieties of camera angels give a real sense of Joel’s life. The purpose of the variatio n and different techniques is to deliver the feelings of emotion, confusing, frustration and regret that Joel is experiencing in his memory loss.The memory erasing begins with Joel’s most recent memory spent with Clementine; it then works its way backwards ending with his memory of when he very first met Clementine. There are slight uses of special effects in each memory loss scene as everything in the memory disappears. Joel is watching all the objects and people around him dissolve in front of his eyes. Some scenes are sped up in the edit and some are slowed down and certain shots are reversed. The use of light and sound are two main sources that build up the scenes to make them look as if Joel is experiencing something out of the ordinary.When a memory of him and Clementine begins to be erased, it gets darker and there are spotlights that focus on Joel and Clementine. The sound is very disturbing and almost irritating but this is done on purpose to describe how frustrating the process is for the characters and how uncomfortable the experience is for Joel, just like it is for the audience to hear the sound and watch the fast cut scenes. The eye-line match technique is frequently used when Joel moves from one memory to another, as he is constantly moving from different events he has to re-focus and this is when the eye-line technique is used.The scene where Joel is chasing after Clementine in his car after they have an argument was a big give away to the non-linear structure as at the beginning of the film you see Joel approach his car in the morning where he notices the damage in which he then leaves a â€Å"thank you! † note on his neighbour’s car to suggest that his neighbour did it, but in actual fact it was Clementine who created the damage but due to his memory erasing he cant remember as this scene is actually the morning after his procedure. The structure of the edit in the car scene isn’t very straightforward and discontin uous, which may confuse viewers slightly.You see Joel climb into his car and reverse away from the bollard that Clementine parked up against, chasing after her in the car as she walks along the street alone. He then stops and follows after Clementine on foot but as he runs after her the tracking shot of him is slowed down and then confusingly he is no longer running towards her and ends up in front of his smashed car at the other end of the street that he parked it at. He stops in confusion and turns around to see Clementine walking the opposite direction, so he beings to follow her again.The cinematography in this scene is very realistic, it is hand held which would have been carried out with a stead-cam, Director of photography Ellen Kuras mentions in â€Å"forget me not† by John Pavlus what Gondry wanted â€Å"In one of the scenes, he wanted me to shake the camera so we could see it was a handheld effect in camera, as opposed to a locked-off superimposition effect or doub le exposure. † [PAVLUS 2004: 1] The movement of shots makes the scene more realistic rather then having static shots. The purpose of this is to make the audience feel they are involved in the scene rather then just sat there watching it.The style of cinematography in the film is very similar to the techniques that would be employed to produce a documentary. There is a lot of hand held camera work involved and the camera angles and shots have the documentary feel to them. The changes in focus are noticeable and in this case intentional as Gondry directs this style of camera work to give it that documentary feel. Use of pull-focus from one character to another is often seen in this film, for example Clementine is stood in the foreground and Joel is stood in the background as the camera pull-focuses from Clementine onto Joel.Particular shots are out of focus such as objects and people in front of Joel, the reason for this is to show the distortion and deterioration of Joelâ€℠¢s memory. Crane shots are used in the scene where Joel is left alone on the iced over lake, he is looking up at the sky whilst pleading for the procedure to end. This high long shot signifies how little Joel is compared to everything around him, and how impossible it is for him to call the procedure off by simply shouting into the sky. It also signifies how alone he feels, being left behind when everything around him is dying.As Corrigan says â€Å"In any film, from the most realistic to the most theatrical, there are specific properties of the mise-en-scene at which to direct your attention. † [CORRIGAN 2010: 54]. This quote from the book ‘A short guide to writing about film’ gives a precise example of the way the mise-en-scene contributes to this film. The mise-en-scene plays a big significance to the story and characters in eternal sunshine; the effort and thought put into the sets is so complex. The film relies on the imaginative use of mise-en-scene to unfo ld the story bit by bit.The thought behind this is to the balance between the real world of reality and the dream world. Although Joel is experiencing real life memories, he is also asleep, therefore all the random scenes which don’t completely make sense is the â€Å"dream world† balancing out with reality because in your dreams you experience real life situations but often with the occasional random events which lead to a completely different subject and it throws you off track. And that is exactly what Joel is experiencing whilst re-living his memories.The most memorable scenes and uses of mise-en-scene were the snowy beach scene where Joel and Clementine end up in their double bed together. This scene is so dream like with it being on a beach in the middle of winter, with snow covering every inch of the shore and just them two led there in their double bed in the middle of this isolated location is definitely something you wouldn’t come across on a normal da y, therefore it is another dream like situation and a very significant scene. The scene where Joel and Clementine rush into Dr. Howard Mierzwaik’s office is extremely surreal. It’s the type of thing that would pop up in a dream. The scene is dark and the only light is a shinning bright spotlight on positioned on each character. The camera is eye-lined positioned in front of Joel and Clementine following them into Dr. Mierzwaik’s office. This is an example of the use of an eye-match edit, when Joel reaches the office he looks at something off screen, then the shot changes to what he is looking at which is Dr. Mierzwaik sat at his desk.As Joel begins to discuss that he no longer wants the procedure to continue to Dr. Mierzwaik colleagues at the surgery appear and their facial features are non-existent. All you see is a plain face with nothing on it. Joel begins to freak out and you can understand the terror he is feeling. The darkness of the scene and the small co nfined room that it is set in provides the viewers with a sense of how Joel is feeling, a definite atmosphere of being trapped and the thought of knowing that there is no escaping the process.Every scene in this film is so detailed, built to its individuality and pieced together with such original editing techniques, which is why each scene is gratifying to watch because the amount of creativity that Gondry has put into it all. This film is very unpredictable; it goes from one scene to a completely different scene when you least expect it. As you sit and watch this movie you feel so engaged with the story and the characters and personally The reason behind this is all down to its style and filmic techniques.This quote by Timothy Corrigan illustrates this: â€Å"In a movie, it is the camera that eventually films a mise-en-scene: when you watch a movie, you see not only the settings, actors, lighting but all these elements as they are recorded and then projected. † [CORRIGAN 20 10: 61] what Corrigan is saying is that cinematic practices make the most integral contributions to the construction of a film and Eternal sunshine of the spotless mind serves as an exceptional example of this.BibliographyCORRIGAN, Timothy. 2010. A short guide to writing about film. Seventh Edition. New York. PAVLUS, John. 2004. â€Å"Forget me not†. American Cinematographer. [online] Available at: http://www. theasc. com/magazine/april04/cover/index. html [accessed 2010] SILVEY, Vivien. 2008. ‘Not your average love story: film techniques in Eternal sunshine of the spotless mind'. Screen education. [online] Available at: http://gateway. proquest. com/openurl? url_ver=Z39. 88-2004;res_dat=xri:iipa:;rft_dat=xri:iipa:article:fulltext:iipa00527918 [accessed 2010].