Marketing Strategy Of Virgin Atlantic Airways Tourism Essay

Marketing Strategy Of Virgin Atlantic Airways Tourism Essay It has won business and customer awards from around the world. Virgin Atlantic stands at the second largest international airline to come under the British Long Haul category. Virgin Atlantic holds a United Kingdom Civil Aviation Authority Type A Operating License, which permits it to carry passengers, cargo, and mail on aircraft with 20 or more seats. It is based out of Crawley, England. Virgin Atlantic operates a fleet of 38 aircrafts: 13 Boeing 747s and 25 Airbus A340, with a pending 6 orders of Airbus A380, and 23 orders of Boeing 787 to be delivered in 2013 and 2011 respectively. Over 9000 people are employed by the company. Virgin Atlantic has been known for its dfferent slogans, as shown. in the past: Mines bugger than yours, 4 Engines 4 Long haul, Avoid the Q, Keep Discovering Until You Find The Best, No way BA/AA. Virgin Atlantic not only provides the product and service, but adds its own style, and personality to it, which most corporations lack. Geographical market The airline industry is classified into four categories by the Department of Transportation (DOT): International Plans require 130 or more seats, and usually travel without many limitations destination-wise, and have an annual revenue of one billion or more American Dollars. National Airlines with capacities of about 100 150 people, with an annual revenue between $100 million and $1 billion; Regional Largely only used for short haul flights, these usually constitute of a total revenue less that $100 million; Cargo Airlines that primarily deal with transportation of goods, rather than passengers. PEST Analysis Political Factors State owned airlines are particularly affected by these factors. Parts of their business has to be done with consideration regarding routes, free seating for ministers, etc. Private airlines do this as/when it is convenient, and would not go out on a limb. Archaic laws apply on State owned airlines regarding labour regulations, retirement age, etc. which decreases management options due to the strength of the Union, and the controlling of the government. This affects the quality of the service delivery therefore these airlines have to think of innovative service marketing ideas which overcome their problems, while keeping them in the running against private airlines. Economic Factors Business cycles control a large part of the industry. At peaking phases people indulge themselves in travel and fares can be increased. However at economic recession, air travel is considered a luxury, and use of it is often decreased considerably, which leads to minimising business for the airlines, and lower rates. The terrorist attacks known by their date, September 11, led to a global recession, with the depression of the consumers. The loss of income for airlines led to higher operational costs due to lower demand and higher insurance costs, which increased after the terrorist attacks. This left the industry with little choice but to lay off employees, which increases unemployment, decreases consumer spending, thus decreasing their sales. Even the SARS outbreak in the Far East was a major cause for slump in the airline industry. Social Factors The changing travel habits of people have very wide implications for the airline industry. In UK, there are varied income groups, with varied ethnicities. The airlines have to recognize these individuals and should serve them accordingly. The destination, kind of food etc all has to be chosen carefully in accordance with the tastes of their major clientele, while keeping the variety in mind. Another good example would be the case of South West Airlines which occupies a solid position in the minds of the US air travelers as a reliable and convenient, fun, low fare, and no frills airline. The major element of its success was the augmented marketing mix which it used very effectively. What South West did was it made the environment inside the plane very consumer friendly. The crew neither has any uniform nor does it serve any lavish foods, which indirectly reduces the costs and makes the consumers feel comfortable. Technological Factors Internet alone has drastically changed the airline industry. Air Sahara has introduced a service through the internet, wherein the unoccupied seats are auctioned one week prior to the departure, as an example. Also, most airlines provide many internet based services to its customer such as online ticket booking, updated flight information handling of customer complaints THE COMPETITION As an independent airline, Virgin Atlantic successfully competes on all of its routes with most of the industrys major national carriers. These include British Airways, bmi british midland, American Airlines, Continental, Delta and United on transatlantic routes; BA and SAA to South Africa; BA, ANA, Cathay Pacific and JAL to the Far East; BA to Delhi. THE COMPETITORS SALES AND PROFIT TRENDS The airlines industry is very competitive, although the barriers of entry for new airlines are lower in a market with a lack of government regulation. A deregulated market occurs when a government does not dictate airfares, route networks, and other operational requirements for airlines. Deregulation has produced far greater competition and because of this, average fares tend to drop 20% or more. [4] The competition, combined with the freedom of pricing, limit a new airline from competing at its stage, but also acts as a major constraint on profitability for established carriers, which tend to have a higher cost base. TABLE 1: Top 25 Global Airlines Revenue 2006 Airline Lists 2006 Revenues (Million US) % Air France KLM 28,945.00 10.28 Lufthansa 24,903.70 8.85 AMR Corporation 22,563.00 8.02 Japan Airlines System Corporation 18,905.40 6.72 UAL Corporation 17,882.00 6.35 Delta Air Lines, Inc. 17,171.00 6.10 Continental AG 13,128.00 4.66 Northwest Airlines Corporation 12,568.00 4.47 All Nippon Airways Co., Ltd. 11,765.80 4.18 US Airways Group, Inc. 11,557.00 4.11 British Airways Plc 10,654.60 3.79 Qantas Airways 10,272.20 3.65 Singapore Airlines Limited 9,119.30 3.24 Southwest Airlines Co. 9,086.00 3.23 Air Canada Inc 8,934.40 3.17 Korean Air Lines Co., Ltd. 8,328.60 2.96 SAS Group 8,236.90 2.93 Cathay Pacific Airways Limited 7,823.80 2.78 Emirates Group 7,423.20 2.64 Iberia 6,473.80 2.30 Alitalia-Linee Aeree Italiane S.p.A. 5,927.50 2.11 Virgin Group 3,518.10 1.25 TAM S.A. 2,515.50 0.89 Air India 2,060.80 0.73 ExpressJet Holdings, Inc. 1,679.60 0.60 Total 281,443.20 100.00 Source : Datamonitor (www.computerwire.com) MARKET SHARE: The Companys Market Share: Year Total passengers carried Total cumulative 1984 124,711 124,711 1985 245,404 370,115 1986 289,060 659,175 1987 464,196 1,123,371 1988 626,319 1,749,690 1989 619,506 2,369,196 1990 837,136 3,206,332 1991 1,044,760 4,251,092 1992 1,239,011 5,490,103 1993 1,398,834 6,888,937 1994 1,679,403 8,568,340 1995 2,029,624 10,597,964 1996 2,293,802 12,891,766 1997 2,806,538 15,698,304 1998 3,201,795 18,900,099 1999 3,622,402 22,522,501 2000 4,280,513 26,803,014 2001 4,105,115 30,908,129 2002 3,808,687 34,720,689 2003 3,850,578 38,571,267 Source: http://www.virgin-atlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp Target Markets: Virgin Atlantic offers very individualized services to their customers, due to their belief in the importance of individuals. Virgin Atlantic has targeted upper class customers who are primarily business passengers traveling on transatlantic routes. Virgin Atlantic realized the opportunity to gain a considerable market share through effective marketing of their quality, fun, innovative, honest, and caring airline. Business travels are often those who travel several times through a year, and often tend to purchase upgraded services, which is beneficial for the airline. On the other hand, leisure travelers are less likely to purchase these premium services as they are usually price sensitive. In times of economic uncertainty or sharp decline in consumer confidence it is expected for the amount of leisure travelers to decline. The Companys Sales and Profit Trends: Y/E April 2003 2004 2005 2006 2007 TURNOVER  £1401m  £1272m  £1630m  £1912m  £2140m PROFIT  £15.7m  £20.9m  £20.1m  £41.6m  £46.8m SWOT Analysis Strengths Weaknesses -Brand image -Increased traffic -Financial strength -Declining market share in key markets -Lack of scale Opportunities Threats -Expanding passenger traffic in Asia -Increase in trans-pacific cargo -Partnership with ANA -Cargo price-fixing investigation -Rising aviation fuel prices -Terrorist attacks and scares deter passengers from flying Source: Virgin Atlantic Datamonitor Strengths Strong brand image Virgin Atlantic is a part of Richard Bransons Virgin Group, which has strong brand image, and is known across most of the world. Increased passenger and cargo traffic Virgin Atlantic recorded higher passenger and cargo traffic in 2006, as compared to 2005. The number of passengers carried by the company rose by 3.7% to 4.5 million. The quantity of cargo and mail carried increased by 9.1% to 163,165 tons. Strong financial position The company has witnessed strong revenue growth in fiscal 2006. It recorded revenues of  £1,912 million in fiscal 2006, an increase of 17.3% from 2005. The operating profit of the company was  £41.6 million during fiscal year 2006 as compared to  £20.1 million in 2005. Moreover, the operating margin of the company also increased from 1.2% in 2005 to 2.2% in 2006. Privately Owned Virgin Atlantic is privately owned; therefore, decisions can made quickly. Weaknesses Declining market share in key markets Despite strong brand image and improved financial performance, Virgin Atlantics market share has declined in most of its markets in 2006. Its market share in New York, East Coast, Caribbean, India and China has declined from 25%, 21%, 59%, 23% and 22% in 2005 to 24%, 17%, 57%, 18% and 8%, respectively, in 2006. Lack of scale The company operates 27 destinations whereas, its top competitors British Airways and Thai Airways International operates 148 and 600 destinations worldwide. Opportunities Expanding passenger traffic in Asia Pacific Driven by increased economic activity in emerging Asian countries such as China and India, demand for air travel to the Asia Pacific is rising. Virgin Atlantic already has significant presence in this region and is well positioned to benefit from increasing air travel to Asia. Increase in trans-pacific cargo The outlook for trans-pacific cargo market is positive. During 2006-2009, the market is expected to increase by an average of 7%, an increase from a 4.3% average annual growth recorded during 1999-2004. Because Virgin Atlantic operates Virgin Cargo, a worldwide air cargo business, this will allow opportunity for the company to further strengthen its market position in cargo. Partnership with ANA In September 2006, Virgin Atlantic announced that it has teamed up with one of the worlds ten largest airlines, All Nippon Airways (ANA), which allows Virgin Atlantic passengers to fly to Japan on ANAs domestic services. This new arrangement with ANA would enable the company to offer better service to its customers. Threats Cargo price-fixing investigation The US Justice Department and the executive body of the European Union have launched an investigation into allegations of price-fixing in the air cargo industry in February 2006 and one of the companys investigated was Virgin Atlantic. If the company is found to have participated in price-fixing, it may have to pay a significant fine and investor confidence could also be impacted. Rising aviation fuel prices Due to the rising oil prices globally, the prices of aviation fuel have increased substantially. This could impact Virgin Atlantics margins as it is mostly reliant on air freight business. Terrorist attacks and scares can deter passengers from flying When terrorist attacks occur, it places fear in potential customers, and can deter individuals from flying. SEGMENTATION Virgin Atlantic has two primary segments: Upper Class, and Economy class, with Economy Class segmented further to Premium Class, and Regular Economy, consisting of regular economy fare and coach fares. The premium class includes a separate economy cabin for full fares and option to pay extra for chauffeur driven cars and clubhouse lounges. The Upper Class is generally comprised of males between 35 to 45 years of age and that earn more than $75,000 a year. The Premium Economy is used evenly by business and leisure travelers, usually around 40 years of age. Marketing mix: Product For an airline, a marketing mix must be developed keeping both in-flight services, and ground services in mind, while also considering it as a tangible product, as well as a service. On the ground, transportation to and from the airport, online bookings, and check in services as well as duty free shopping, and parking options. In-flight services are most customers primary focus. Staff training becomes essential here, to allow customers to feel approached as they would appreciate, in order to to form customer loyalty and satisfaction. Price Most airlines use competitive pricing for both economy and business travellers. The ticket fare is divided like so: Basic fares; subject to availability, class and destination. Insurance; standardised. Inland Aviation Travel Tax (IATT); depending on the country intended to travel to. Passenger Service Fee (PSF); standardised. Also airlines use seasonal pricing. Tickets are usually more expensive when purchased during peak seasons such as holidays. Promotion In the UK advertising consists primarily of TV, press, magazines, outdoor posters and taxi sides, all featuring our distinctive logo. Advertising allows awareness to be raised of current products, their improvements, and new products, as well as appeal to consumers personally. Postal service allows more direct advertising to target markets and consumers, while informing known customers of improvements. During traditionally low seasons, tactical promotions and price advertising are also used to maximise aircraft capacity. Virgin Atlantic operates a frequent flyer programme, flying club to encourage loyalty in existing flyers. Virgin also markets to travel agents, who are the primary distributors of their airline seats. Along with the usual advertisements, the sales team offers various trade incentives, familiarization trips, and educational/social event deals. Conclusion: Marketing is, very evidently, the Virgin Antlantics key strength. However, the airlines limitations in destinations, is restraining their growth increase. Richard Branson, himself suggested that Virgin Atlantic will be able to reach market-leader reputation if expand from the trans-Atlantic routes, to across the world, while keeping its service, which acts as its key difference between them, and the rest.

Postmodernity as the Climax of Modernity: Horizons of the Cultural Futu

Postmodernity as the Climax of Modernity: Horizons of the Cultural Future ABSTRACT: Given that any society is endowed not only with a set of institutions but also with the particular pattern of self-reflection and self-description, postmodernity should be viewed as an epoch representing the climax of modernity and its self-refutation. Parting with traditional society, modernity represents the triumph of power-knowledge, the divorce between spheres of culture, the global social relations, the new institutions, the change in the understanding of space-time relations, the cult of the new, and the modernization process. While preserving the institutional set of modernity, the postmodern period casts into doubt the basic thought foundations of classical modernity. The horizons of the emerging cultural future should be viewed in the light of a positive synthesis of the postmodern reflexive pattern with the legacy of modernity. The final of the 20-th century became an epoch of the radical reconsideration of the legacy of modernity. Beginning from the fifties, the new postclassical period of development of Western culture and society appeared as a specific reality that was more radically coined by the end of sixties-beginning of seventies when, with the growth of the feeling of a radical break with the past, a pattern of postmodernist cultural reflection obtained its definite popularity. Philosophers and historians of culture are intensively debating the question whether the coming of this period marked the end of modernity or its climax opening the horizons of the completely unknown future . In any event, the change of the pattern of cultural reflection looks very important and deserves special attention for it evidently reveals... ... Baudrillard, Jean. The Illusion of the End. Cambridge: Polity Press,1994. Bernstein, Richard. The New Constellation. Cambridge: The MIT Press, 1995. Foucault, Michel. Politics. Philosophy. Culture. New York: Routledge, 1988. Giddens, Anthony. The Consequences of Modernity. Cambridge: Polity Press,1995. Habermas, Jurgen. Der philosophische Diskurs der Moderne. Frankfurt am Main: Suhrkamp Verlag,1989. Jameson, Fredric. The Seeds of Time. New York: Columbia University Press, 1994. Lyotard, Jean-Francois. The Postmodern Explained. Minneapolis: University of Minneapolis Press, 1993. Rorty, Richard. Contingency, Irony, and Solidarity. Cambridge: Cambridge University Press, 1992. Vattimo, Gianni. The End of Modernity. Oxford: Polity Press, 1991. White, Stephen. Political Theory and Postmodernism. Cambridge: Cambridge University Press, 1992.

Unit 7 Perds Childcare

P7 Task 2 Write a short report on how you’re setting promotes positive images of children and reflects a diverse society. Include in your report: P7. 5 Explain how the setting promotes positive images of children and reflects a diverse society An image which presents a mixture of cultural backgrounds coming together such as an Asian and black girls playing together, this will show children that they are able to play with different races and therefore a positive image.Promoting a positive image is important especially in settings which work closely with children because once a child enters a setting they take interest in the images and objects around them, and by seeing images that celebrates different cultures and background will teach the child and allow them to see how others live and play together. To prompting positive image my setting takes pictures of the children interacting with each other through play and work. Once the child and other children see this on display the y repeat the same thing because of the positive effect it has had on them.This helps to build children’s self-esteem through play because now they will be able to interact with a range of different children and create a wider friendship group. It is important for settings such as nurseries to reflect on the way they promote positive images because the images that a child sees at an early age can influence behaviour. According to public opinion journalist Walter Lippman â€Å"the little picture we carry around in our heads†. Children will then start to relate life to that image the now have in their heads.Nurseries should incorporate images around the world so that children can have a better understanding of those around them, also that the children don't assume that the one image that they setting has is the right image for them or the characters that they see on Walt Disney such as Cinderella, sleeping beauty and snow white is the appropriate way for a young lady to d ress or behave as a damsel in distress. Walt Disney presents young ladies as sexual beings that cannot help themselves but wait for that handsome prince to come and save them.Girls are passed images like this from a young age with creates that stereotype image in their head which can affect their behaviour the way they think and act as they grow through their adolescents and adult years. Creating a diverse society by welcoming every family, regardless of their sexual orientation, family status, religion, race and ability will allow the every child and family member to feel welcome in that setting. This also allows children from an early age to understand that every child is an individual and has their own ability.This is why we have a welcome poster which has a number of ways in which parents and staff welcome each other, this encourages and shows that the setting is welcoming. P7. 6 Describe a resource which uses positive images The recent Christmas advert by M, included a child wi th Down syndrome, this images allows other children with Down syndrome and their families to see that they too can do what is considered â€Å"normal†, this image was then displayed as part of a mixture of images at my setting.An image which presents a mix of races in a family photo sends the message to children that the colour of a person skin doesn’t determine who or can be in their family. The media is a strong resource which in many ways controls the child's sub-conscious minds. Through media we are now able to see a more positive and realistic image of the world we live in. This summer was the 2012 Paralympics, showed on television live for the first time, this showed people who were deemed disabled to overcome the impossible in their lives.The Paralympics showed people without limbs, running races, swimming laps and the visually impaired playing football. The media holds many connection to what humans see and keep in their minds, what newspapers print out, what s hows advertise and how all add to the positive images we see today. At many of the settings I have worked in have book corners or library's, containing a number of books from based on different cultural background such as the well-known story ‘handa's surprise' this book shows a African girl planning to surprise her friend, this story shows children how to be kind, and nice. P7. Evaluate briefly your learning from finding information for this report For this report I researched the many different ways in which we see images, whether it be a positive or negative image. I learned about the effects on a child from the images they see in their settings, on the streets and in their homes. This report has made me to understand the effects of Barbie dolls and action figures have on a child's sub-conscious mind. Images of young vulnerable beautiful ladies who find themselves in some sort of danger and the only way to get help are through a strong handsome man, these images presented t ime and time again by Disney.But images by presented by Dream works, where the woman are able to defend for themselves, male and female are equals and they fight crime together such as Shrek and princess Fiona. This image shows both girls and boys that they are equal also that not all girls are â€Å"weak† and â€Å"vulnerable†, boys don’t have to be the â€Å"hero†. I had not realised how wide-spread gender stereotyping is. Properly because I am so used to seeing it all the time, I did not really question it or the influences pictures have on us.Images are seen through many resources such as the media which is a massive impact, what we see on bulletin board, adverts, posters in stores and parents. From this short report I was able to understand that an image might be positive or negative just by what a person says or the Picture portrays. A simple image e. g. a family with mixed races from around the world, a simple comment such as â€Å"we are familyâ €  could slowly show a child that diversity is a good thing, but if the comment was â€Å"that aren’t right, they don’t look the same†, will create in the child’s mind that every member of a family has too look the same.I think that in future when I see a new form of attraction whether through the media, books or toys that I will look closely at the aims that other I. e. parents and young children may not see. Task 3 P7. 8 Describe TWO (2) examples of activities or experiences which encourage children’s awareness of their own and other’s safety One day at my setting I witnessed a child running with scissors in his hand, I stopped the child and told the practitioner; once I told the practitioner and she immediately call all the children to the carpet to talk to them.She asked them if they knew why she called them all to the carpet, many thought it were to practice for their school play, and others thought it was a game. The practitioner th en explained to children that they are sitting on the carpet because of what she was told that someone was running with scissors. She then asked the children if scissors are dangerous. The children replied in simultaneous voice, â€Å"yes†, she then asked should we through or run with scissors in our hands? The children replied â€Å"no† and where should the scissors stay when we want to move around the room? On the table†. The practitioner then explained to the children that if these rule where broken that someone could get seriously hurt. At my last lesson I was able to take part in going a school trip to the natural museum with the nursery class. The day before the trip I helped the practitioners in the class to set up a miniature road course, by placing red, yellow and green cones on either side of the playground. The three cones represented the traffic light; I also placed images of the red and green man on the floor on the opposite side of the playground.My job was to control the red/green men, as the practitioners explained to the children, the instruction and the role of each individual sign and their jobs we began the activity. I watched the practitioner get the children in to peers as they will be the next day, once the children were ready and settled the children where walked around the pretend road side, once they came across me at the traffic lights I Held over my head the red man as the practitioner as the children what the symbol meant. She also explained in detail why it is dangerous to cross when this symbol is show.Once the practitioner had finished explaining about the red man, could out the traffic light colours in descending order then swopped the red man for the green man. The practitioner then repeated the same explanation by about the green man, after she has explained she lead the children across safely. P7. 9 Reflect on the effectiveness of the activities or experiences in practice My first experience was not a pla nned activity but was effective in its own way; it was affective in a way whereby the practitioner asked the children questions to identify what they knew about running in the class with sharp objects like scissors.From asking them questions the practitioner and my self was able to see that the children did know the rules but needed to be reminded. I think that if the class had posters of the rules in the class it would remind the children. In the future we can get the children to create their own posters on road safety. I feel that my second activity was very effective because it created a pretend scenario for the children which they will encounter the next day. This activity explained the different symbols, why they are there to keep us safe.This activity also taught the children what to look out for and how to follow the road signs. By the practitioner asking the children questions she was able to notice who has started to understand the signs and who needs more explanations. If I was to repeat this activity, I would allow the children to pick which symbol or sign they think it correct for at point in time this is because it evolves the children and allows myself and other practitioners to see what the child may already know or has picked up.

Since the time of federation the Aboriginal people have...

Since the time of federation the Aboriginal people have been fighting for their rights through protests, strikes and the notorious ‘day of mourning’. However, over the last century the Australian federal government has generated policies which manage and restrained that of the Aboriginal people’s rights, citizenships and general protection. The Australian government policy that has had the most significant impact on indigenous Australians is the assimilation policy. The reasons behind this include the influences that the stolen generation has had on the indigenous Australians, their relegated rights and their entitlement to vote and the impact that the policy has had on the indigenous people of Australia. The assimilation policy was a†¦show more content†¦Children where place in institution where they could be trained to take their place in white society, and only in rare cases were children permitted to see their parents or families, such was the extent to which the separation community and culture was enforced. Throughout the early 1900s, the Australian public was led to believe that Aboriginal children were disadvantaged and at risk in their own communities, and that they would receive a better education, a more loving family, and a more civilised upbringing in adopted white families or in government institutions. However, in reality they were removed for the purpose of stoping their parents, families and communities from passing on their culture, language and identity to them. It was hoped that by separating these mixed race children from their families, community, land and culture, assimilation into white Australian society would be all the more effective, with the mixe d descent Aboriginal population in time merging with the non-Indigenous population, and effectively eliminating that of the Aboriginal race. On the 16th of November, 2009 the prime minister of the time, Kevin Rudd made a formal apology to the Forgotten Australians and former child migrants. â€Å"Today we honour the Indigenous peoples of this land, the oldest continuing cultures in human History. We reflect on their pastShow MoreRelatedThe Word Assimilation785 Words   |  4 PagesThe word assimilation has many different meanings. Its interpretations range from the digesting of nutrients to the transfer of similar sounds. However, when sifting through the various definitions of assimilation, there is one concept that always seems to stand out. No matter what the source is or how it’s worded, there is almost always a reference to cultural groups. Whether it’s the acceptance of a group or the alteration of it, the customs of contrasting cultures continuously come up. One suchRead MoreEssay about Assimilation and Accomodation in Every Interaction562 Words   |  3 PagesAssimilation and Accomodation in Every Interaction The two processes that are involved in every interaction are assimilation and accommodation. Assimilation means gaining some knowledge and making it fit in with what you already know. This is a necessity in order to develop our cognitive structures. This is a process that everyone encounters even though they may not be aware of when it is happening. Our perceptions of things are enhanced when something of the outside world is assimilatedRead MoreCultural Assimilation And The American Culture1989 Words   |  8 Pagesto them, and develop a sense of unity with America. If immigrants wish to break the currently controlled system of power and privilege in America and truly become a part of American customs, they must learn to assimilate culturally. Cultural assimilation is the process by which a foreign party becomes engulfed in and a part of a host nations culture. Throughout America’s history a pattern exists of immigrants coming to the land of the free and becoming an essential part of our culture. At firstRead MoreCrash the Movie Assimilation764 Words   |  4 Pagesthey come, and try to assimilate to the U.S. culture. The first part of the assimilation cycle is an immigrant coming to the United States. In the movie this is depicted by the Chinese immigrants in the back of the van driven by Ludacris. They probably didnt know what was going on because none of them probably knew any English at all. When Ludacris dropped them off in China town he is trying to complete the assimilation cycle, by not giving into the urge of making the money that he could of madeRead MoreThe Organizational Assimilation Theory ( Oat )2329 Words   |  10 Pagesignored. Individuals need to understand the process of the Organizational Assimilation Theory (OAT). This theory provides an understanding of how individuals progress to a state of belonging in an organization. Feeling a sense of belonging in an organization is an important part of life. The stages of the OAT: Anticipatory Socialization, Encounter, Metamorphosis and Disengagement are all part of the organizational assimilation process that describe the steps to fitting into an organization. The scenarioRead MoreAssimilation, Amalgamation, And Accommodation989 Words   |  4 Pagesnation, several theories have resulted. This chapter looks at assimilation, amalgamation, and accommodation. The values of the dominant culture includes how those in America should look, speak, and act. However, when these standards are not met by the immigrants it becomes difficult for them to fit in comfortably. On the other hand, diversity allows for greater possibilities and unexpected relationships to form. First, assimilation is discussed as immigrants forming within the dominant groups,Read MoreCultural Assimilation Of Hispanic Immigrants996 Words   |  4 PagesCultural Assimilation of Latino Immigrants in the United States Latino immigrants have always had many obstacles when coming into the United States, the difference between the American and the Latin cultures is what has caused a huge hurdle that immigrants have found hard to overpass. This obstacle has caused many generations to go through cultural assimilation. Mize et al. (2012) explain that cultural assimilation is the adaptation of immigrants to unfamiliar cultural patterns, which includeRead MoreCultural Integration And Cultural Assimilation1038 Words   |  5 PagesCultural Assimilation is a procedure by which a person’s culture is transformed by another culture. Throughout the world, many cultures are being assimilated into the Western way of life. The cultures of ethnic groups in the United States and other countries are constantly influenced by the Western culture through movies, singers, clothing brands, food companies, and new technology inventions. Immigrants are expected to resemble the dominant culture in terms of norms, b ehavior and values. The threeRead MoreAssimilation : Theory And Evidence1124 Words   |  5 Pagessuccessful acculturation. In this globalized generation, every country has many people come from another country. Because of variety reasons they have to work, to study, to live in a different cultural country. Intercultural interaction brings Assimilation and acculturation. They study these theories and refer to Sue’s experience in order to facilitate deferent culture adjustments. Reference list Mesidor, J. K., Sly, K. F. (2016). Factors that contribute to the adjustmentRead MoreEssay about Immigrants and Assimilation into American Society1202 Words   |  5 PagesImmigrants and Assimilation into American Society Several years ago, America was taught to be a melting pot, a place where immigrants of different cultures or races form an integrated society, but now America is more of a salad bowl where instead of forming an incorporated entity the people who make up the bowl are unwilling to unite as one. America started as an immigrant nation and has continued to be so. People all over the world come to America for several reasons. Most people