PIA Business and Management Analysis

PIA Business and Management Analysis In 1959, the Government of Pakistan took an initiative of appointing Air Commodore Nur Khan as the M.D (Managing Director) PIA, with his effective approach and visionary leadership, PIA had shown impressive growth and success within a half-decade, acquired the market as one of the leading airlines around the globe. In the history of aviation, this short span of half a decade referred to as the golden era of PIA . The key goals and commitments for new management are development, expansion, and growth and so on by 1960, PIA introduced first Boeing 707 service from London to Karachi and Karachi to Dhaka, proved as a major success. Successful accomplishment resulted in PIA becoming the first Asian Airline to operate jet aircraft, setting examples for the future. In 1961, the airline took an extremely extravagant decision of initiating a cross-Atlantic service from Karachi to New York. PIAs services had carried some over 70,000 passengers during the first year of operation. At times, it was acknowledged as a stellar operation, equal to any other in the world. Due to couple, unfortunate accidents resulted the discontinuation of service in 1966. PIA, in 1962, the wisdom of PIA management. finding the upper winds forecast favorable, PIA set a record of fastest air travel service between London to Karachi in a record time of 6 hours, 43 minutes and 51 seconds, that remains unbroken till date, with the representation of FAI (Federal Aeronaut International). 1964 was another historic year for PIA in terms of achievements and historically acknowledged as a pioneer in the checkered history of the airline. On 29th April, 1964, a Boeing 720B, PIA becomes the first airline from a non-communist country to fly into the Peoples Republic of China. PIAs very first service to Republic of China was from Karachi to Shanghai via Canton. By next year PIA increased number of planes by introducing another Boeing 720B and two more F-27s. As a national institution, PIAs development, had become a serious reality and the PIA team continued to achieve its ambitious plans and goals for the national flag carrier. A system of feeder services linking eight points in West Pakistan was introduced in 1966 at the times the airlines viscount were proving insufficient ownership to fast growth and to be replaced by tridents and the growth curve was on high, adding two F-27s and Boeing 707s following year. In 1964-65 the top slot of PIA was taken over by Air Vice Marshal, Asghar Khan for a tenure of 3 years. The introduction of new uniforms for the air hostesses by a well renowned French designer, Pierre Cardin was the most colorful change, if not the most significant at times of highest attributes that changed the entire aviation industry in terms of crew staff and taken as storm by the world. This inspirational move leave a success mark in the industry for PIA and the new uniform was an instant hit both at home and in abroad. Another achievement of PIA was, to become the first airline to get certification (first/lnitial certification) on SMS(Safety Management System) by CAA Civil Aviation Authority Pakistan. Civil Aviation Authority Air Navigation Order (ANO 91.0032 issued in September 2008) binds all airlines operating in Pakistan to have SMS. It is the privilege of PIA, who first initiated SMS awareness and implementation in July 2008. PIA awarded initial certification on SMS in 27th February 2009 by CAA. PIA installed its first fully functional Engine Overhauling Shop, near the Head Office building, was also completed and commissioned at the same times. The PIA Training Centre previously known as The Ground Training School (GTS) was first conceived and developed during 1961-62. Initially the training was imparted in a T-shaped building which later converted into PIAs dispensary close to the Head Office building. Due to high levels of seemingly growth and visible development both in traffic and revenues in 1960s, PIA installed new equipments, adding new routes and destinations, and new technologies to support its ever-expanding operations. 1968; a new Jet Hangar for Boeing with a supporting airframe overhaul was completed and commissioned and by 1970 come up with PIAs own Flight Kitchen in Karachi, which caters, even today, to the national airline as well as other carriers. Over the years, with the airlines expansion and increased capacity, the need for a second Flight Kitchen became imperative. In early nineties PIA come up with new brighter corporate identity. In changing times PIA introduced much smarter and sportifying looks of 90s, the famous PIA green mixed and reinforced with moss green and pale blue stripes were incorporated into the new corporate identity. It was green and gold livery earlier when it was first formed back in 1974, some old-timers may remember the flutter. PIA shows its diversity by active participation and sponsoring range of national games and PIA players are always show their leading presence in Cricket, Hockey, Football, Squash, Chess, Bridges, Polo and table tennis as the stripes logo shows PIAs active participation and diversity. Early nineties progressed to a vast expansion to HAJJ and UMRAH operations and domestic flight operation to all major cities of Pakistan i.e. Islamabad, Peshawar, Lahore, Quetta, and Karachi. PIA undoubtedly continues its growth and now PIA operates globally, and cover the international destinations spread over 4 continents including all landscapes of domestic operations. As far as PIA is still a pretty young airline; shown some impressive graphical statistics since its foundation in 1955, PIA has indeed, come a long way.

John Gardners Grendel as Hero? Essay -- Grendel Essays

John Gardner's Grendel as Hero? "'I cry, and hug myself, and laugh, letting out salt tears, he he! till I fall down gasping and sobbing."1 Â  With these words the reader is introduced to the "hero" of Gardner's Grendel, and the mood is set for the coming pages. How is one to interpret this ambiguous, melodramatic narrator, whose phrases mix seemingly heartfelt emotional outbursts with witty (if cynical) observations, and ideological musings with ironic commentaries? Perhaps this is what makes Grendel such an extremely engaging narrator. A confounding juxtaposition is established in the first pages, in which the reader must somehow reconcile a hideous, murdering monster, with an apparently philosophical, intelligent, wry and thoughtful being. It is clear from the outset, that if Grendel is to be the hero of this novel, then he will not be so in the conventional sense of the word. The Macquarie Dictionary defines a hero as, "a man of distinguished courage or performance, admired for his noble qualities."2 Grendel, Ruiner of Meadhalls, possesses no readily apparent noble qualities, so how then is he to win over the reader? As the question suggests, Grendel has many elements of character that can nevertheless win over his audience, such as his humour, and his intelligence and self-consciousness. In addition to these personal qualities, there are several external factors which elicit sympathy in the reader, and tend to illuminate Grendel by a more favourable light. These include: his indoctrination by the dragon (who encouraged him to believe him that it was his natural role and duty to harass the Scyldings), and his imposed "immortality" (his view of which can be summarised in his comment, "So it goes with me day by day and ... ...tical Review of Long Fiction. Vol. III 4 vols. Pasadena, California: Salem Press, 1991, p 1273 _______. Critical Review of Short Fiction. Vol. III 4 vols.. Pasadena, California: Salem Press, 1991. Rebsamen, Frederick. Beowulf: A Verse Translation. New York: HarperCollins, 1991. End Notes 1 Gardner, John, Grendel, New York: Vintage, 1989, p. 6. 2 Delbridge, A., Bernard, J. R. L., Blair, D., Peters, P., Butler, S., Eds., The Macquarie Dictionary, Second Ed., Macquarie: Macquarie, 1995, p. 826. 3 Gardner, p. 8. 4 Ibid., p. 6. 5 Ibid., p. 14. 6 Ibid., p. 85. 7 Ibid., p. 46. 8 Ibid., p. 51. 9 Ibid., p. 52. 10 Ibid., p. 100. 11 Ibid., p. 74. 12 Ibid., pp. 72-3. 13 Ibid., p. 75. 14 Ibid., p. 9. 15 Ibid., p. 146. 16 Ibid., pp. 21-2. 17 Ibid., p. 24. 18 Ibid., p. 173. 19 Ibid., p. 92.

Essay example --

Our world is growing! Growing in population that is, but the resources are staying the same. To help with the growing of the population that will be happening in the 21st century, science and agriculture need to work hand-in-hand. They need to stand together to make a break through together, to insure that everyone will have food on their plate. We need to work to have larger yields with the land we have. Some people say that humans need to change their diet, and others say that we should destroy hundreds of acres of wild land. According to Feed Nine Billion website, people feel that the only way things will be improving, is if everyone becomes a vegetarian. But others disagree. The people who think that this is the only way do have a good point. Grains and vegetables do produce so much faster than animal production. Then again, you can’t just assume that everyone will follow, and turn to becoming a vegetarian. Besides think of all the farmers that would be out of a job! These farmers could have been family business, just like a dairy farm that is located outside of our town. R&D dairy farm has been handed down generation after generation. Funding has to become an essential in today’s society for this new advance in technology that will be needed. We aren’t only having problems worrying about feeding the next generation; we should be concerned now. Did you know, that in the last 11 years, six of those years the population has consumed more than what was produced? The Food and Agriculture Organization of the United Nations website, just this year the cereal production has gone up eight percent. Imagine what will be expected in the 21st century. People are demanding more food now, than they ever have. Scientists say that far... ...t too expensive for the farmers. The second step is that broader awareness is required. According to Sarah Alexander, â€Å"different farmers trust different sources, such as vendors, crop consultants, and university extension services.† Farmers are going to need to be open minded to new things, in order to feed the human race. The last step is farmers need the right incentives. Farmers want to know about the good that they are doing. Farmer’s want to know how they are saving the environment, and how they are producing more food, and feeding more people than they were before. If we all work together, feeding the nine will be possible, and even likely. Farmers need to know how much they are needed, for this process and know that new ways of farming will help in the long run. People don’t have to change their diets so everyone can be fed. Together, we can feed the world.

Pan-Slavism :: European Europe History

Pan-Slavism In the early nineteenth century, Slavic peoples from multiple empires in eastern and southern Europe began to pursue a movement to protect and organize Slavic culture. In 1848, this movement became more political. It gained a reputation and an attempt was made to unify all Slavic peoples. This movement became known as Pan-Slavism. Pan-Slavism appealed to many Slavs who felt nationalism towards their race. However among the Slavs, there were many different opinions. Some believed that there was a cultural, ethnic, and political connection among all Slavs. Others argued that there was no place for Pan-Slavic goals in the present empires. Above all, the cultural and political issues in the debate over Pan-Slavism were nationalism for ones race and a quest for power. In 1871 Slavs occupied most of eastern and southern Europe. The Slavs came from many nations. They populated the Austro-Hungarian, German, Russian, and the Balkan Areas of the Ottoman Empires. However as a result of their geographic diversity, there was no single language or literature for the Slavic population. Slavs were so disunited that although they shared a common nationality, there was ignorance, hatred, and oppression of each other. Slavic nationalists wanted to unify and form a free and content Pan-Slavic Empire. They believed that all Slavic peoples should maintain a close connection to one another. They were unhappy that among the Slavs, nationality came after humanity, while the opposite of this was true for other nations. In a lecture given by Bronislaw Trentowski in 1848, he stated that if he were ever a tsar, he would destroy the Ottoman and Austrian Empires, thus liberating the Slavic peoples and hence gaining their support. He would free Poland, along with every other Slav occupied country. Some people saw Pan-Slavism as the freeing of non-Russian Slavs from their Ottoman, German, and Austro-Hungarian rulers. Not everyone agreed with the intentions of Pan-Slavism. Some people did not think that that the Slavs were one nation. Karel Havlicek, a Czech journalist shared this belief. He believed that nationality was not only determined by language, but also by customs, religion, government, and way of education. In 1848, he published an article called "Slav and Czech", in which he stated that the name Slav is and should always remain a geographical name. Bulgarian poet, Christo Boter, who strongly believed that only small federations of Slavs, in accordance to location should be built, shared a similar yet different view.

Comparing Brave New World and Handmaids Tale :: comparison compare contrast essays

Comparison and Contrast between Brave New World and Handmaid's Tale The government in Huxley's Brave New World and Atwood's Handmaid's Tale, both use different methods of obtaining control over individuals, but are both similar in the fact that humans are looked at as instruments. Human's bodies, in both novels, are looked at as objects and not directly as living things with feelings. In both societies the individuals have very little and are controlled strictly by the government. In Handmaid's Tale and Brave New World, through issues of employment, class systems, and the control of reproduction, Atwood and Huxley forewarn that in an all-powerful society, it is destined to become corrupt. Both novels treat humans as items and not as human beings. In HMT, the entire structure of the Gilead society was built around the single goal of reproduction. Gilead is a society facing a crisis of radically dropping birthrates and to solve the problem it forces state control on the means of reproduction. Controlling women's bodies can succeed only by controlling the women themselves. The society's political order requires the overthrow of women. The government strips the women of the right to vote, the right to hold property or jobs and the right to read. The women's ovaries and womb become a `national resource' to the society. Women cease to be treated as individuals and rather as potential mothers. Women internalize the state created attitude even independent women like the narrator of HMT, Offred. At one point lying in a bathtub and looking at her naked form, Offred states; " I used to thin of my body as an instrument, of pleasure, or a means of transportation, or an implement for the accomplish of my will ... now the flesh arranges itself differently. I'm a cloud, congealed around a central object, the shape of a pear, which is hard and more real than I am and glows red within its translucent wrapping." Offred contrasts the way she used to think about her body to the way she thinks about it now. Before, her body was an instrument, an extension of herself. But now her self no longer matters and her body is only important because of its `central object', her womb which can bear a child.

DDT and Ethics Essay

Introduction Paul Muller, a Swiss chemist and Nobel Prize winner was the one who discovered the DDT which was found to be very effective as a pesticide. In the 40s it was used in the agriculture sector to help kill crop-eating insects. From 1942 onwards it started being commercialized with big companies such as the Montrose Chemical Corporation at the frontline of this pioneering product. At first, the product proved to be quite a sensation drastically reducing the amount of malaria resulting in saving many lives. It also had a huge impact in agriculture with its effective control on pests. Later on there were reports of DDT being harmful to the environment, people and animals. In fact, there was a book that was published by Rachel Carson entitled â€Å"Silent Spring† that outlined the dangers of the DDT. A year after the book was published, President John F Kennedy ordered a committee to investigate the book’s veracity and it was found to be accurate and that persistent toxic pesti cides should be phased out as soon as possible. What followed was DDT being banned from the public by government decree after conclusive research of how dangerous it is to the environment. The product was however still sold to other countries outside of the US for some time before some of the countries themselves decided to ban it. The purpose of this report is to explore ethical issues and philosophies brought forth by some of the world’s ethicists and philosophers in an effort to advocate for the ban of DDT. Violation of Ethical Standards in manufacturing and selling DDT Any manufacturing business should have a code of ethics that should me more than just a set of rules set for its employees. It should go beyond the organization and be a set of rules that protects all its stakeholders and most importantly they must be enforceable. The Montrose Chemical Corporation did violate some of the ethical standards in the manufacturing and selling of DDT to the public as the case may suggest. It is evident in the case that the DDT has brought about many problems such as toxicity to some animals, cancer and spoilage of breast milk. Therefore, the company can be held responsible for the damage this has caused because they should have worked out the dangers and have predicted the risks involved for everyone’ s sake. According to Environmental Protection Agency, the Montrose Chemical Corp used heavy amounts of chlorobenzene as a raw material for making DDT  and this substance is in its innate form is non-aqueous meaning it remained in the ground and mixed with the other raw materials that resulted in making the groundwater in the area contaminated. Consequently, the surface soils around that area were found to be contaminated with DDT residues. This is something that the company should have considered and anticipated. Also, the company did not demonstrate in any way health concerns by warning people about the dangers of usage even after the publication of Silent Spring by Rachel Carson. Human life as well as animals’ should be valued and the manufacturing of DDT resulted in damages as serious as cancer based on some reports. Things Montrose Chemical Corporation should have done differently As part of their social responsibility, instead of rushing into getting as much DDT out for sale as quick as possible, the company should have paused and conducted enough preliminary research to really outline the potential dangers of this substance in the environment and also find alternative ways of fixing those problems without damaging the environment. Perhaps the company should have also provided training and education on usage so that consumers can take the right precautions when using for their benefit and for the benefit of the environment. Even after the risks started being talked about like in the book published by Rachel Carson, Montrose Chemical Corporation showed carelessness and no effort in trying to mitigate the problems caused by the result of their business’ existence. They could have at least provided financial aid for the damage caused by this product and to protect life and environment from the effects. That would have shown some sense accountability. For example they could have helped develop fish farms around the area to help with the population and maintain the ecosystem. Effective Corporate Social Responsibility is a fundamental ethical code and its initiatives should look at issues that affect its stakeholders in the long run. So perhaps the company should have revisited their CSR objectives to really improve their planning on manufacturing and selling. The Stakeholder theory coined by Edward Freeman and others argue that instead of starting a business and looking out into the world to see what ethical codes they need to be obligated to, they can begin in the world itself; they list out individuals and groups that will be affected by their operation and recognizes their right to participate in directing it. Also, the company could have been more transparent in their manufacturing operations. This  might have prompted other researchers out there to point out DDTs disadvantages much sooner and do something about it. It had to take the government’s decree to ban it in order for them to stop their activities and if that was not there they would have presumably gone on with their business. Environmental Protection Agency’s Ethicality Even though DDT was not banned in other countries, it was still very unethical for the Montrose Chemical Company to go on selling this product to them. The Righteous moralist philosophy holds that multinational home standards are the right ones for companies to abide by in foreign countries. Ethical issues arise when environmental regulations in host nations are far much inferior to the ones in the home nation. At that point, all the dangerous effects of this product were proven and known yet they still carried on selling to people across the world. The reason it was banned in America was because of the hazardous effects it had overtime affecting people, animal life and the environment as a whole. With this information conclusive and very well documented, the company should have ceased manufacture and selling of this product not just in America but to all the other countries that were getting this product. Instead they knowingly continued manufacturing and selling, disregarding compl etely the dangers that other people are going to face. It is also important to mention that even if the company did not know about the studies that revealed all the effects of DDT, they had a duty to be aware of it to avoid the carelessness that they ended up showing resulting in the harming of people, animals and the environment. They cannot simply ignore the dangers the people, animals and the environment are being put in even if it is beyond their borders. The Environmental Protection Agency had no choice but to ban the whole operation because the DDT had been proven to having caused damage to the environment and harm people and animals as well. Even though this probably meant many people losing their jobs, the ultimate damage that the company’s operation would have brought about would have been far more overwhelming. If they hadn’t done that, naturally the company, being a business might have gone on with the selling of DDT and that’s a possibility that is not worth the risk. After all, at that point, they had not shown any signs of stopping anyway because in the ten years between the Silent Spring publication by Rachel  Carson and when the EPA officially banned the use of DDT, business continued as usual in other countries continents such as Africa, Asia and Europe. Also, according to the EPA official website, the quick success of DDT as a pesticide and broad use in the United States and other countries resulted in many of the insect pest species mutating and developing a resistance to DDT and so finding new ways of dealing with the problems would be what’s next. In a nutshell, the EPA would have to be answerable to the damage caused in the environment and so this was the right step. Muller’s award discussion Muller’s award for his work on DDT should not be taken away from him because first and foremost, Muller had demonstrated a high level of understanding in chemistry and he did it in an honest way. For that alone he deserved the award because it is something remarkable in the field of Chemistry. In fact, his product helped solve many problems in Agriculture and even health care and so this is only more of a reason to celebrate his great work. He cannot be held responsible in any way for the misfortune DDT has brought about. His intention was good in that he was trying to find a way to protect human life from insect borne diseases. Many other advantages followed such as pest control in the agriculture sector. It was only when this product started being heavily commercialized did the problems of land pollution, toxicity and cancer came about. How the discovery was used cannot be blamed on Muller. Prior to DDTs commercialization, Mueller did express his concerns about the inherent nature of DDT ; of how stable it is, meaning it would not be able to decompose harmlessly in the environment so from that, people should have been more careful at how they manufacture and sell DDT. Also, Muller did not take part in its commercialization that led to the environment’s deterioration. Therefore taking Muller’s award away from him would only be unfair and outrageous. Saving lives versus environment risk The ability to save lives is not worth the risk the environment has to be put in. From the case, it may seem that DDT is worth it as it helped control pests and saved a lot of lives but this is only a short termed and a smaller issue compared to the entire ecosystem in the long run. The utilitarian and the Kantian philosophy brought forth by David Hume and Jeremy Bentham argues that the moral worth of actions or practices is determined by the  consequences. If the effects are desirable then the actions are worth it. The continual disposal of DDT cumulatively resulted in cases such as cancer, contamination of soil and water; toxicity in milk and egg shells in birds not properly formed for birth. This in the long run disturbs the ecosystem which is essential for all life forms. The cancer only means more deaths and toxicity in milk could as well have the same result, poor health at the very least. Preserving the environment provides a more sustainable future for life and its maintenance. Conclusion In spite of all the credits that DDT probably deserves, the damage that the environment as a whole cumulatively ends up having makes further operations ethically unacceptable and not worth it. As a company with such activities, they have the responsibility to look after its stakeholders and the environment at large. Montrose Chemical Corporation was very careless about how they handled their manufacturing and selling of DDT and it ended up costing damage not only in the US but even in countries outside of the US. More research should have been done to anticipate this and more acts of accountability should have been shown to help mitigate the situation. By placing emphasis on ethical issues at every point in their manufacturing process, the company will ultimately do more good in the long run. A theory that was once proposed by Thomas Hobbes called the theory of social atomism states that individuals always act for their own selfish interests, and in the pristine state of man, there a re no rights. This kind of attitude must be suppressed if there has to be any progress in protecting interests of stakeholders.

A Marketing Plan for The London Aquarium

This document outlines a Marketing Plan for the London Aquarium. The latter is a suitable choice for such an exercise, as it has significant untapped potential as a tourist attraction in the highly competitive environment of our famous metropolis. The Marketing Plan surveys the environment, and tries to bring all seven elements of the Marketing Mix to bear on strategy for achievement of specified objectives. The website of the London Aquarium serves as the primary source of information for this Marketing Plan. The Environment London has been a leading metropolis of the world for centuries. Its stature as the seat of the British Monarchy and of the Government is enhanced by leading positions in the worlds of finance, international trade, and tourism. The latter is most relevant for the London Aquarium, which is the object of this exercise. The vast numbers of people from all parts of the world, who visit London as tourists every year, are the most important opportunity available for the London Aquarium. The city also attracts significant numbers of domestic tourists. Future prospects are bright as London’s selection for the Olympics augurs well for a steady and growing inflow of tourist traffic. Adverse events in July 2005 have raised questions of security in London. However, city authorities and the national Government have taken a number of effective steps to contain the threat. There are many other cities in various countries that compete with London for tourist revenues and traffic. They probably pose a more business-like threat to the popularity of London as a tourist destination. The London Aquarium does not have the rich historical background of some better-known tourist attractions in the city. Neither does it have the devoted following of some of the most famous annual sports events that are held here. The London Aquarium is privately owned, and therefore subject to more severe requirements in terms of cash flows and the returns it must generate on investment. These are a few weaknesses from which it suffers, relative to other tourist attractions in London. The Aquarium has important advantages as well: the romance of aquatic life attracts virtually everyone. Diverse animal forms can attract more than one visit by each person. Local residents are also potential customers, apart from tourists. The London Aquarium has a convenient location, and is relatively easy to reach from any part of the metropolis. Objectives The Objectives of the Marketing Plan that the London Aquarium may like to consider are: 1.   Ã‚  Ã‚   To register an annual increase in the number of visitors which is not less than the change in tourist arrivals in the metropolis 2.   Ã‚  Ã‚   To increase the number of revenue lines by offering new services to visitors. 3.   Ã‚  Ã‚   To increase the awareness about the Aquarium in the public eye 4.   Ã‚  Ã‚   To improve visitor satisfaction and to respond positively to feedback and complaints 5.   Ã‚  Ã‚   To build further on the quality and diversity of aquatic forms of life in the collection of the Aquarium Strategy How can the London Aquarium use its strengths and the opportunities of the tourist market to achieve the Objectives stated above? One possible approach would be to improve the Interactive Marketing experience. There should be incentives for past visitors to record their experiences and for potential visitors to visit the Aquarium at the next opportunity. This interactive strategy can find applications in all seven elements of the marketing mix. Product Responses from visitors on the Internets lament that the London Aquarium does not offer shows. The Aquarium website does mention educational activities, group facilities, and hire of the site for private functions. The Aquarium could open its Animal Husbandry Department to the public, install digital kiosks that provide information on the exhibits and conduct seminars and workshops throughout the peak tourist season. Overall, there is scope for the Aquarium to shift focus from the tangible elements of its product, to enhancing visitor experience. Visitors should be able to stay in touch with the Aquarium: the website should provide electronic newsletters and sponsor web logs. Internet sites show that some visitors miss marine mammals at the London Aquarium. The management should consider this concrete feedback on technical grounds. Video feeds can serve as an alternative if space constraints prevent the Aquarium from keeping aquatic mammals. Promotion The London Aquarium needs to do more to spread awareness of its charms. It can copy the Euro rail example and use the international network of Travel Agents to make tickets to the site widely available. It would help if Tour Operators could have incentives to bring their clients to the Aquarium. Heathrow, Gatwick and hotels can all help to remind arriving visitors to include the Aquarium in their itineraries. Most tourists would sample fish and chips during their trips: this is another innovative medium to use to remind people to drop in at the Aquarium. Feeds from the live web cameras should be on display at or near key transit points such as Oxford Circus and King’s Cross. Such displays would help at visa offices worldwide. Big Ben and other ‘celebrity’ attractions near the Aquarium can serve as magnets to bring visitors to the Aquarium in droves. The promotion element always requires a mass media element. Television and the print media have influential roles in determining how people spend leisure time in London. The Aquarium could arrange for media coverage of its educational activities, and offer feeds from its live cameras. The promotion element should include the domestic and resident segments, apart from foreign tourists. The Aquarium can make a concerted attempt to draw in crowds from people who visit London from other parts of Great Britain, as well as from the large metropolitan population that is always on the lookout for new diversions. There is tremendous scope for the London Aquarium to promote its many attractions more extensively and persuasively. This is the single most important element on which the Aquarium can concentrate for short-term gains in the number of visitors. Price It should not cost almost $10 for a child to visit the Aquarium. The family price of $50 probably keeps many people away. The Aquarium should consider staying open beyond 6 pm in summer and aim for drastic volume growth. Pricing for large groups and for children needs review. The Aquarium can expand on its offerings of mementos to build a full-fledged retail outlet, as well as to provide for catering. It should not count on ticket sales alone for revenue. Place The basement of the County Hall is not enough for the London Aquarium to compete to its full potential. It should consider awarding franchises for independent operators to offer aquatic exhibits, using the London Aquarium’s goodwill and expertise. The Aquarium has a wealth of knowledge on habitats. It also has unparalleled genetic resources. Many services and institutions in London that depend on tourism, can spread their overheads better by offering displays, exhibits and shows, under the London Aquarium umbrella. The aspect of ticket sales covered under the promotion element earlier in this document has implications for distributions as well. Distribution, as with promotion, has high scope to improve the Aquarium’s volume of business. It can also change the nature of the enterprise, keeping the possibilities of high technology in view. The Aquarium can also benchmark its practices against famous hotel and food chains, and excel in franchise management. Such an approach will help the Aquarium leap over space constraints at its present location. People It may be that the London Aquarium depends mostly on biologists to run the enterprise. It will be useful to recruit or to outsource Services Marketing expertise. The Aquarium may also wish to engage people trained in Interactive Marketing, to provide information to visitors and to ensure that they all enjoy their visits. Operations should be seen from a marketing standpoint and not merely in technical grounds. Process Visits to the Aquarium, educational programs, private events, live web cameras, and the website are the main points of interaction between the institution and the international public. Each of these types of transactions can do with the benefit of process analysis, to strengthen Internal Marketing. Employees will need both material resources as well as emotional support to make a success of the new strategy. The process element can ensure that the Aquarium arranges for such provisions comprehensively and affordably. Physical evidence The indoor location of the Aquarium is a constraint in terms of physical evidence. The Aquarium should try to build networks with the Zoo, Botanical Gardens, and authorities responsible for the Thames, to use outdoor locations and thereby improve the physical evidence element. This matter has also been discussed under the distribution element. Conclusions The vast size of the London market for tourism leaves scope for the London Aquarium to review its marketing strategies and to plan for a bigger future. It has excellent material resources in terms of specimens and expertise. The Aquarium has kept abreast of cutting-edge digital technology, with a colorful and informative website, and with live web cameras. It can now upgrade and coordinate all seven elements of the marketing mix to provide an enriched and highly responsive experience for customers. The Aquarium should develop a Service Mission to enthuse its staff. All personnel should commit to the Marketing Plan Objectives. A pervasive determination to provide visitors with superior experiences, and to compete with other London attractions, will make a grand success of the new strategy. Works Cited About us, The London Aquarium, not dated, retrieved November 2005: < http://www.londonaquarium.co.uk/about/index.html>