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.

Machiavelli’s The Prince and the Modern Executive Essay -- Machiavelli

The Prince and the Modern Executive  Ã‚      Few question The Prince’s place in the canon of western literature. That it marks a turning point in our collective history, the origin of the study of politics as a science (Pollock 43), is alone enough to warrant its classification as a "Great Book. Its author, Niccolo Machiavelli, a contemporary of Copernicus, is generally accepted as an early contributor to the scientific revolution, because he looked at power and the nature of sovereignty through the eyes of a scientist, focused completely on the goal without regard for religion and morals and ethics. Machiavelli taught that the way princes actually do govern often differs substantially from than the way they ought to govern, according to medieval Christian virtues. Sir Frederick Pollock wrote that in Machiavelli we find "for the first time since Aristotle, the pure passionless curiosity of the man of science. We find the separation of Ethics and Politics†¦Machiavelli takes no account of morality" (43). Machiave lli considers a successful ruler to be above morality, since the safety and expansion of the state are the supreme objectives. There had not been such a frank rejection of morality since the Greek Sophists. His ideas are in stark contrast with traditional church teachings. It is no wonder that The Prince was added to the Index of banned books and even today remains one of the most criticized and controversial books ever written. It is a scientific investigation into the tactics of retaining power. It is about application of power in the pursuit a greater goal. The Prince is, above all, about leadership. Though it is doubtful that Machiavelli realized the far reaching impact of his work. Its application is timeless and parti... ...l to read The Prince and, if they have already read it, read it again. As with all truly "Great Books," each successive reading reveals fresh new ideas and insights. The Prince, though disturbingly cold and frank at times, is no different.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Works Cited Butterfield, Herbert. The Statecraft of Machiavelli. New York: MacMillan, 1956. Jones, W. T. Masters of Political Thought. Ed. Edward, McChesner, and Sait. Vol. 2. Boston: Houghton Mifflin, 1947. Lewis, Wyndham. The Lion and the Fox: The Role of the Hero in the Plays of Shakespeare. London: Methuen, 1951. Machiavelli, Niccolo. The Prince. Trans. Hill Thompson. Norwalk: The Easton Press, 1980. Pollock, Frederick. An Introduction to the History of the Science of Politics. London: MacMillan, 1935. Ruffo-Fiore, Silvia. Niccolo Machiavelli. Boston: Twayne Publishers, 1982.      

A comparison of Mary Shelley’s ‘Frankenstein’ and ‘OF Mice and Men’ by John Steinbeck Essay

I will be comparing the novels ‘Frankenstein’ by Mary Shelley and ‘Of Mice and Men’ by John Steinbeck. I will focus on how the main outcasts in each book feel and how their emotions are presented and what effects this has on the reader. The novel Frankenstein is about a man Victor Frankenstein, who grew up in Geneva, Switzerland as an eldest son of a quite wealthy and happy family. His parents adopted an orphan Elizabeth, who later becomes his wife. Frankenstein wasn’t very popular although he had a good friend called Henry Cleval. At a young age he found the need to learn and at 19 he went to a University in Ingolstadt, Germany. Here he found his need to learn even greater and his interests soon became an obsession. After four years of intensive studying he took his work further and created life from different parts of the human body taken graveyards, slaughterhouses and dissecting rooms. When the creature awoke he realised that he had created a monster, but what Victor hadn’t realised was that it had feelings like any other human being. Out of his nervousness when the monster disappeared, he caught a fever which his good friend Henry Cleval nursed him back to health. As he went home he was informed of his brother’s death, and when he saw the creature again he knew it was the monster. Scared of what his family might think he decided not to tell them but he let his knowledge of the real killer mentally torture him, especially when Justine a good friend of the family was accused and hanged for murder. He left the house and went wandering in the valleys, there Frankenstein’s creation meets him and tells him his life story. After leaving Frankenstein’s laboratory, the monster went and found himself in a village where he was by attacked villagers because of his appearance. He then found refuge in the country side and stayed in a small hovel next to a house occupied by a blind man and his two children. Here he learnt to speak and read by reading the family’s books. Then longing for some companions he speaks to the blind man which he knows won’t judge him on appearance. He gets in a friendly conversation but then the man’s children come back and it all goes wrong. The monster filled with anger and rage then runs of into the forest Here he meets Frankenstein’s younger brother who he strangles, knowing that it will hurt Frankenstein. The monster has only has request from Frankenstein, that he makes him a wife so he won’t be lonely all his life. Frankenstein is moved by this and agrees, knowing that the monster will carry on killing if he doesn’t. Victor leaves for England with Henry Cleval to finish off his work, promising to Elizabeth that he will marry her on his return. Victor started to work on his second creation when he starts to get doubts and destroys his work while the monster is secretly watching. The monster then swears revenge and tells Victor that he will be with him on his wedding night. The next day the body of Henry Cleval is found and Victor is accused of murder. He sees the body and eventually gets cleared of the charge and he heads back to Geneva very unwell, knowing that the monster has claimed another victim. He then gets married to Elizabeth promising to tell her the secret after there wedding night, but she gets killed by the monster. After another member of his family is lost he tracks the monster which eventually leads him to the artic, where he gets taken aboard Walton’s ship. Exhausted he tells Walton his story and asks him to kill the monster if he dies. The ship gets free of the ice where the crew decide to go home, Victors health decreases until he eventually dies and the monster visits his dead corpse. He then talks about his suffering and how he hates himself because of all the people he has killed. Finally with no meaning to life left he talks about building his funeral pile and leaves the ship. The book ‘Of Mice and Men’ has two main characters, George Milton and Lennie Small. George and Lennie work together going from ranch to ranch as labourers. Lennie is a huge man, gigantic in size but has a brain of a child whereas George is a small man but is highly intelligent; they hang round and work together using Lennie’s strength and George’s brains. They both recently escaped from a farm in Weed where a woman accused Lennie of rape, when he was supposedly only feeling her dress because he likes soft things. Lennie loves George telling him about his dream of having small farm with a vegetable patch and a rabbit hutch. The rabbit hutch is the only part of the plan that Lennie constantly remembers because of his limited memory span. The two head off for a ranch in California, when they are almost the George tells Lennie that if there is any trouble he is to hide in the brush near the river and wait for George to find him. When George and Lennie reach the farm where they will be working, they meet an old man called Candy who shows them their beds and tells them that their boss is angry because they are late. The boss speaks to Lennie but finds it suspicious because George keeps speaking for Lennie. After the boss leaves, his son Curly enters the bunkhouse looking for his wife. Curly has a new wife who everyone knows that she always flirts with other men. Later that evening Curly’s wife comes in and starts flirting, later on curly returns and starts picking on Lennie in an attempt to start a fight because he likes to think he is tougher than everyone else. After the first day at work, all the men return to the bunkhouse where Slim, a kind man gives Lennie a puppy. The other men leave for the Whorehouse and Lennie goes and visits Crooks, a black stable buck. Crooks makes Lennie realize how alone and isolated he would be if George abandoned Lennie. The next morning Lennie is playing with his new puppy when he accidentally kills it, Curly’s wife then enters the barn and lets him feel her soft dress, with his huge size he gets a bit forceful and she begins to scream. Trying not to get into trouble he covers her mouth and accidentally breaks her neck. Lennie runs to hide in the brush where he hopes George will save him. The other men then find her dead body and hunt Lennie down to kill him. George knows where Lennie is and points them in the opposite direction. George steals Carlson’s gun and finds Lennie, he calms him down but then shoots him in the head. The others then find him and George tells them what happened. Both stories end in tragedy, and have as a central figure as an outcast due to a mental or physical defect. In â€Å"Frankenstein† the writer starts of by making Victor seem happy and jolly person to help contrast the change in his mood and his way of thinking later in the book, much like George telling Lennie about the small farm they are going to own. In â€Å"Frankenstein† the Monster had the potential to be good or bad and for the majority of the book he was trying to be good and get some friends â€Å"I, Should first win their favour, and afterwards there love† Due to his defects though, none felt sympathy for him, he was just a ‘monster’ this was what drove him to the killing .He tried making friends with the blind which went very well until his children came back and they say him â€Å"Felix darted forward, and with supernatural force tore me from his father† . He soon began hatred for all man kind, for them being so predigest against h ow he looked. In both stories the writer creates sympathy for the two characters, Frankenstein’s monster is an outcast because of his physical defects and Lennie because of his mental defects. The writer creates sympathy for the monster by giving it hideous looks where even the creator Frankenstein can not bare to look at it â€Å"he was ugly then; but it became a thing such as Dante could not have conceived† The fact that monster had the potential to be good or bad but turns bad because of the way people treat him adds more sympathy. There are loads of other points in the story where sympathy is created for the monster, a main point is when Frankenstein goes back on his word and decides not to make the monster a partner so it will not be lonely. Also the monsters talk with Frankenstein on why he wants another one like himself gets a lot of sympathy from the reader. â€Å"I thought with a sensation of madness on my promise of creating another like him, trembling with passion, torn to pieces the thing on which I engaged. Mary Shelly keeps adding sympathy through the novel as she uses very dramatic and descriptive language to show the monsters agony. Later on in the novel the sympathy soon runs out for the monster as he turns evil and makes his soul purpose of his existence to seek revenge on his creator. Lennie gets sympathy in a whole different way, he is not totally rejected by society like Frankenstein’s monster but still does not fit in like other people due to his mental intellect. Throughout the novel Steinbeck emphasises Lennie’s two main defects, his incredible strength and mental intellect of a child and when put together these can be a very dangerous combination. Steinbeck constantly reminds the reader of Lennie’s child like attitude and his lack of adult awareness e.g. when he kept the dead mouse in his pocket as a pet. The way Steinbeck writes throughout the novel about how Lennie is an incredible worker and can lift twice as much as other men emphases Lennie’s incredible strength. The way Lennie always talks about the rabbit’s gains him a lot of sympathy from the reader as it is the kind of thing a child would talk about. Another time Steinbeck makes the reader feel sorry for Lennie is when he accidentally kills the puppy which he loved dearly, this shows that he does not always follows George’s commands and it can get him into trouble. During the story the writer does not want the reader to hate Lennie even through he commits a serious crime the reader still feels sympathy for him as he acts in the only way that he knows how.

How Alzheimer Is A Disease That Affects Your Cognitive And...

When Alzheimer’s knocks at your front door Alzheimer’s is a disease that affects your cognitive and behavior abilities. Millions of people are diagnose worldwide. It is very common to know someone that has a love one or friend diagnosed with this disease. However, everything changes when you happen to know that someone very close to you will be diagnosed with Alzheimer’s, my grandmother. My memorable journey onto the Alzheimer’s world begins in my late twenties. I used to work as an activity director in a retirement home for senior citizens. I just knew for protocol that more than a quarter of the total population of the residents was diagnosed with Alzheimer’s as a secondary diagnose. Every day was a joyful and fun experience for me; the interaction with the residents was so deep that became a personal on an ethical way. We’ve always begin our day with our daily chair fitness exercises. Every time I did something with them, I have always put a big, wide and wierd smile on me. 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