System of Checks and Balances in America Essay - 1215 Words

In 1787 the United States of America Constitution, written by America’s forefathers, established a revised plan of government for the United States of America. The United States of America Constitution proclaims its purpose in its Preamble: â€Å"We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defence, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.† After the Preamble, the Constitution creates separation of power by dividing the government into three separate branches. These branches include the executive branch, the†¦show more content†¦This system guarantees impartial and balanced representation to each state. In Article II Executive Powers, the executive branch of government is created. Article III of the Constitution discusses Judicial Powers of both Supreme and inferior courts ensuring that all Americans receive a justice through fair trial. The remaining articles of the Constitution, Articles IV, V, VI, and VII, focus on Procedures for Amendments, a process which utilizes the system of checks and balances to create amendments. America’s founding fathers were able to create a system of government â€Å"under God†¦of the people, by the people, for the people† (Abraham Lincoln) by creating separation of power by branches and a system of checks and balances on and over the different branches. The United States executive branch checks both the Congress and judicial branch and is balanced by both the legislative and judicial branches. The President of the United States of America is able to check and balance the legislature by the power to veto, the power to recess appointments, the power to call emergency sessions of one or both houses of Congress, the power of forced an adjournment when both house s cannot agree on adjournment. The President is the commander in chief of the military, while the Vice President is President of the Senate. The executive branch checks on the judiciary branch by having the power to appoint judgesShow MoreRelatedThe Theory, Separation Of Powers With Checks And Balances, And Divided Government1456 Words   |  6 Pageswithin three features of American government: the Hyperpluralist theory, separation of powers with checks and balances, and divided government. All these aspects of government result in gridlock, â€Å"a condition that occurs when interests conflict and no coalition is strong enough to form a majority and establish policy, so nothing gets done† (19). The first element of government that halts progress in America is the hyperpluralist theory, an extension of the pluralist theory. Edwards, Lineberry and WattenbergRead MoreThe System Of Checks And Balances Essay1446 Words   |  6 PagesThe flow of power in the system of checks and balances was created to protect the principles of democracy and sovereignty in the United States, But Even though there is a separation of powers, its clear to argue that the executive branch(President) is the most important branch and there are flaws in the system of checks and balances. II Signifigance of the Topic The system of checks and balances is an significant part of the Constitution because With checks and balances, each of the three branchesRead MoreGovernment Philosophy1327 Words   |  6 Pageswords define what are government has been created for. It was created by the people for the people and today I think America is falling away from those beliefs that are founding fathers wrote so long ago. So how does America get back on track? Well for one I think the American Government has forgotten that this country has been blessed by The Lord our God and in doing so I think America is suffering for it. That’s just one subject that I think is wrong with the American Government but I’m going to talkRead MoreThe Separation of Powers and Checks and Balances Essay518 Words   |  3 Pagespowers and checks and balances is a system that was created in America by the founding fathers in the constitution of the United States. The separation of power plays an important role of keepin g the three branches which are legislative, executive, and judicial in the government systems equal to one another and that neither branches becomes too powerful. Each branch has its very own power and duties to serve to the people and government. All three branches play a significant role in checks and balancesRead MorePresidential Power : Presidential Powers985 Words   |  4 Pagesmany issues arising of whether the President is in need of constrictions and restrictions on the executive powers or if Congress has put a big enough indentation on these powers since September 1st, 2001 terrorist attack against the United States of America. Lyons examines the reasons behind presidents expanding their powers throughout the past two centuries, which recent terrorists attacks and congressional gridlocking play a major role. She provides specific types of executive actions that recent presidentsRead MoreThe Structure And Support System Of A Person s Financial State874 Words   |  4 Pag esBanks are the structure and support system of a person’s financial state. People rely on banks to keep their money safe. Choosing a bank is an important decision and there is a lot to account for when looking to see which one is most beneficial. While there are lots of banks to choose from, Bank of America and PNC are two of the biggest and most commonly known. When it comes down to which is better, PNC or Bank of America, the obvious answer is PNC.PNC has lower fees, better benefits, and customersRead MoreThe System Of Checks And Balances859 Words   |  4 PagesKevin nunez Power and Politics midterm essay. DR. Zagorcheva Explain the system of checks and balances within the American government and its significance. Be sure to provide examples and discuss alternative views. The purpose for our Constitution was to implement a new government with three equal branches that balance and check each other. The three branches are formed and is important that the maintain balance in Legislative, executive and Judiciary branches in order for our government toRead MoreEssay on The Power Of The Judiciary1649 Words   |  7 Pagescreating the system of government for America, they knew that a separation of power would be necessary to protect the American people from the evils of a monarchy or dictatorship. In doing this, they created the three branches of government; Legislative, Executive, and Judiciary. The plan was to have the Legislative make the laws, Executive enforce the laws, and the Judiciary interpret the laws, and it was Madisons system of quot;Checks and Balancesquot; that would keep the three in check. No oneRead MoreEssay Federalist1178 Words   |  5 Pageswere two that played a major part in American life. The first major argument was that the powers of the government came directly or indirectly from the common people. The second argument stated that to keep the government in check there is a series of checks and balances that will not let one branch of government gain too much control. Hamilton, Madison, and Jay put forth many of the arguments in support of the Constitution, but these two stood out more than the rest. In more depth, the firstRead MoreThe Road Of Democracy For America1334 Words   |  6 Pagesroad to democracy for America was a long one. This road starts before America was its own country it was under the rule of the British Empire. Under the Monarch the colonist’s individual rights were completely compromised in return for order and stability. Colonists felt as the King was wrongfully infringing upon their rights and declared independence from the British. Down the road during the Revolutionary war America functioned through the Articles of Confederation, a system where the power was given

The Link Between Aids And Poverty - 2237 Words

The Connection of AIDS to Poverty and Societal Values in Sub Saharan Africa Sub Saharan Africa is a region located on the southern end of the African continent made up of 29 diverse countries that contain different languages, cultures, and resources. The people of Sub Saharan Africa rely heavily on agriculture and livestock as their main sources of economy. Common practices throughout the region consist of patriarchal gender roles. Although many countries are experiencing a slowing in population over the years, Africa is predicted to reach more than 2 billion people by the year 2050 (Geo Hive), but it also has the most serious HIV/AIDS epidemic in the world. Although each country varies in its culture, there is a strong correlation between AIDS, poverty, and societal values throughout the entire region of Sub Saharan Africa. Significant poverty in many of these countries is both the cause and the outcome of the high incidents of AIDS. Commercial sex, a common and widely practiced outcome of poverty has played a role in spreading the epidemic. AIDS has also been spread throughout the region as a result of the societal values practiced such as polygamy, teenage marriage, and church rulings, all contributing to making AIDS the number one killer in Sub Saharan Africa. Human immunodeficiency virus (HIV) is believed to have originated in western Africa during the 19th to 20th century. HIV is a virus that gradually attacks the immune system which effects the body s ability toShow MoreRelatedThe Government Should Not Be Taxing Us For Someone Else s Needs1709 Words   |  7 PagesThesis: Main Point; The US is already in a state of poverty and with the people that have trouble with taxes and now that we added this it is going to be almost impossible for some people to live in this economy with this tax problem. Secondary points; taxes are just to expensive that s why we need to get rid of foreign aid. This paper is about how the government is taking our tax money and giving it to people in lower income countries. Us government should not be taxing us for someone elseRead MoreThe Advantages and Disadvantages of Australian Aid884 Words   |  4 PagesAdvantages and Disadvantages of Aid to Australia – Geography Essay The purpose of Australian Aid is to help developing countries around the world eradicate poverty and to promote stability and prosperity both in our region and beyond, by providing different types of assistance and financial support. Although Australia receives a number of benefits due to aid, several disadvantages can also arise as a result of this link with different countries. Providing aid to developing countries in the Asia-PacificRead MoreMultilateral Aid And Non Government Aid1123 Words   |  5 Pagesbillion on foreign aid links in 2012. Aid is the transfer of necessities to assist others on a local, national or international scale. International aid, which this report focuses on, is the assistance given to a developing country by a developed country, which boosts economic growth and living standards. There are three types of aid; bilateral aid, multilateral aid and non-government aid. Bilateral aid is aid provided by one government to another. AusAID is example of Bilateral aid it is the governmentRead MoreHiv / Aids And Aids948 Words   |  4 Pagesliving with HIV/AIDS. In Swaziland, 42 per cent of women attending antenatal clinics are infected, with similar rates found elsewhere in the region. Many children are affected by the disease in a number of ways: they live with sick parents and relatives in households drained of resources due to the epi demic, and those who have lost parents are less likely to go to school or continue with their education.Studies in the regions of Southern Africa and South-East Asia have found HIV/AIDS to negativelyRead MoreEnvironment and Sustainable Development1795 Words   |  7 Pagesinternational aid plays in linking natural-hazards reduction to sustainable development are crucial things to achieve. NATURAL HAZARD LOSSES The global losses can be assessed by making use of wide variety of sources from government compilations, scientific publications, and media accounts. Human deaths usually used to quantify the loss. Its counts are the most consistently recorded type of hazard loss throughout the world. Thus, it appears to be the best indicator of loss in comparisons between disastersRead MoreState of America’s Children: Child Poverty Essay1332 Words   |  6 Pagesï » ¿ State of America’s Children: Child Poverty Argosy University Online November 20, 2013 Abstract America is one of the riches countries in the world it is home to approximately 406 billionaires and many millionaires, babies are being born into poverty about every 32 seconds everyday (Children’s Defense Fund, 2010). The Children’s Defense Fund (CDF) reports one is every five children are born in to poverty and children constitute for the poorest age group in America (Children’sRead MoreTopic. The World Bank Uses A Multitude Of Corrupt Policies1393 Words   |  6 Pagesand social ordinances that ultimately harm those who are under them and more specifically the Third World. Despite initial intentions of positive social and economic change, the World Bank uses its influence as a powerful corporation to falsify the aid given to those who need it most. Tentative Thesis Statement We want to believe that human nature innately wants to do good, to change the world and save the lives of thousands, yet this is more than often not the case. When an institution gains enoughRead MoreThe Link Between Poverty and Crime1654 Words   |  7 Pagesâ€Å"Many people living in poverty do not want to be living in poverty. In order to obtain a higher level of socioeconomic status, crime is seen as the only option.† (Wilson, 1987). Crime exists everywhere in the world – in rural and urban areas in many countries, in the East and West, and among all types of people. This has led many government officials, especially those in urban areas, to focus largely on the reduction of crime among their respective constituencies and has led others to speculateRead MoreGlobalization Has Brought New Opportunities For Equitable Health1560 Words   |  7 Pagesaround the world, health equity is a common concern. Though a highly normative term, equity is used for operationalization and measurement and can be defined as: â€Å"the absence of systematic disparities in health (or in the major determinants of health) between social groups with different levels of underlying social advantage or disadvantage†¦ (Braveman and Gruskin, 2002, p. 254). While many factors influence health equity, one of the largest today is globalization; in fact, The World Health OrganizationRead MoreImf : Imf And World Bank1255 Words   |  6 Pagesof the World Bank or the IMF project that was developed is â€Å"Rebuilding Infrastructure.† It was set in motion to aid the rebuilding of Infrastructures in countries that were ravaged by, during and after World War II. The project (Rebuilding Infrastructure, under the supervision of IMF and World bank), was originally intended for, and as a principal supervisor on agendas such as poverty reduction, quality education, provision and availability of pure and clean water for all, steady development of employment

France was ruled by Napoleon Bonaparte 1799-1815 Free Essays

During the French Revolution the years of 1799-1815, France was ruled by Napoleon Bonaparte. Although many people feel that Napoleon is one of dictatorship, the truth is he one for the country and did what he felt was in the best interest of France. Napoleon was a democratic leader for his country. We will write a custom essay sample on France was ruled by Napoleon Bonaparte 1799-1815 or any similar topic only for you Order Now By studying his role in education, the political aspects, and the social aspects of France, one can see he did good for the country although not everything was perfect, there is no perfect person or Utopia. Napoleon set out to make France the greatest nation of Europe, and education was one of the top priorities on his list. Since Napoleon believed in a system of merit not one of family hierarchy, he felt everyone needed to be educated. The government was getting numerous complaints regarding the lack of schools in many areas, lack of professionalism among the teachers, lack of discipline and attendance by students and, in a few areas, lack of religious education (Markham 5). The problem with religious education was partially resolved by the Concordat between Napoleon and the Pope. Religious elementary schools had opened but mostly for girls. Napoleon felt that girls and boys didn’t need the same education. Girls needed domestic skills, which will be helpful once married. Although he did feel they needed to learn, numbers, writing, and the principles of their languages, as well as history, geography, physics and botany. Another part of education that was very significant to Napoleon was the idea of secondary education. He felt that boy’s education should be separated into 2 parts; under age 12 and over age 12. The first 4 classes would include general topics, once finished with that they would have to choose between a civil career or a career in the military and the rest of their education would depend on that (Markham 5). To this day the Napoleonic educational system is still very popular in France. There has been some modification in the system such as, the separation of church and state was made complete. Now religion was not part of the public school’s curriculum. The high schools know, as lycees are still there today and even plays more of an important role. Graduation from a lycee is good enough for most jobs. Napoleon also did good for the political system of France. He created a new constitution. It consisted of three consuls. The first consul assumed by Napoleon, but was voted in. Napoleon worked really hard to put France back together after the revolution. He allowed all types of political refugees back into France, and also appointed both radical republicans and royalist aristocrats to his government. (Hooker 2). While the most peerless act was to allow the Catholic church back into to France, The concordat with Pope Pius VII. While in rule he also created The Napoleonic Code. It was a complete revamp of the French law. It was based on 2 ideas: that all men are equal under the law (but not women) and all people have a right to property. The code stamped out all privileges from the law including tax laws. The code spelled out various contractual laws to ensure the inviolability of private property. (Hooker 3) Many people think that what Napoleon was doing was wrong, yet they voted him Napoleon I, Emperor of France in 1804. Napoleon also in all he did abolished feudalism, which was part of the Code. As was stated before Napoleon brought the Catholic Church back into France; Bonaparte and Pope Pius VII agreed that it was necessary for the peace of the country. Napoleon also created the Legion of Honor in 1802. It was Nobility but it was based on ability. At first not many people favored it, but by Napoleon’s downfall everyone even the Republicans favored it. (Holtman 3) Napoleon also accounted for the improvement and better treatment of the Jews. He gave them the right to worship in private and in some cases allowed them to become full-fledged citizens. Napoleon also helped create a system of measurement for the whole country now used in many places the metric system. He also created the bank of France. It aided the unification of the country and made it easy for everyone. Before Napoleon came around marriages were only allowed through the church, he allowed marriages outside the church. The church never recognized divorces but Napoleon did. Which made life a lot easier for people in France. Napoleon might have wanted to have control over many lands, but most importantly he had improved the status of France from what it was after the Revolution to what it is now. He has helped shape present day France. His ideas with education, the government, and the social revolution he created were a huge part in history. He was a democratic leader in many different aspects. How to cite France was ruled by Napoleon Bonaparte 1799-1815, Papers

Journal Hospitality And Tourism Management -Myassignmenthelp.Com

Question: Discuss About The Journal Hospitality And Tourism Management? Answer: Introduction Marketing play an important role for the contemporary business organizations in surviving in the current competitive business scenario. In addition, having effective marketing strategies also helps in cutting off the intensity of the competition and helps to stay ahead over the competitors (Gronroos and Gummerus 2014). However, prior to the implementation of the marketing strategies, it is important to determine the current market position along with the current market segments. In accordance to that, marketing strategies should be implemented. There are various models and concepts related to the marketing can be used in order to determine the market needs and requirement and to implement effective strategies. Emirates airlines is one of the leading airliners in the world based in Dubai, Abu Dhabi. Emirates are the largest airliner in the entire Middle Eastern region in terms of the passenger traffic and flow of the airlines. In terms of the passenger traffic, Emirates are currently standing at rank four globally (Emirates global 2018). Currently, they are having their presence in more than 80 countries and fly in all the major cities around the world. However, in the recent time, they are facing huge competition in the market due to the presence of various global brands and established players. In addition, other airliners from the Middle-eastern regions such as Ethihad airways and Qatar Airways are posing serious threat for Emirates airlines. Therefore, it is important for Emirates airlines to effectively determine the current market position in regard to the competition. In accordance to that, they should identify the marketing objectives along with the target market. This report will discuss about the current position of Emirates in the market. In addition, this report will also discuss about the ideal marketing mix of Emirates, which will help them in having better position in the market. Current market position of Emirates The first step of determining the marketing strategies of Emirates is to identify the current market position of them. In this case, BCG matrix will be used in order to identify the exact area where Emirates is currently standing in front of their competitors (Rudnicki and Vagner 2014). The above diagram is showing that Emirates airline is belonging in stars where none of their competitors are present. This denotes that the current market share as well as the current market growth rate is favorable for them. Thus, Emirates airline should design their marketing strategies in such way that it will help them to attract new customers as well as retaining the existing ones. On the other hand, it is also identified from the above diagram that Lufthansa can be considered as one of the key competitors. This is due to the reason that Lufthansa is currently standing in the Cash cow element, which denotes that they are the market leader but not having the growth rate as Emirates airline. Moreover, Qatar airways are having less market share than Emirates but they are also having growth rate. Thus, it can be concluded that currently the growth rate of Emirates is favorable but they not in the top position in terms of market share. The marketing strategies should be implemented i n order to retain the existing customers. Brand positioning map Brand positioning map will be used in order to identify the current positioning of the brand of Emirates and how they are being perceived in the market against their competitors. The above brand positioning map shows that Emirates Airline is being positioned as high cost and high quality airliner. On the other hand, it is also being seen that Ethihad is having higher price structure compared to Emirates with having higher service quality. Moreover, Qatar airways are having similar service quality with Emirates but they are having lower price point compared to the other two. Air Asia and Ryan air is having much lower price points compared to others but they cannot pose much challenges to the Emirates due to the reason that Emirates are being positioned as long haul and quality airline over the budget carriers and show haul flights of Ryan air and Air Asia (David 2013). Thus, from the above map, it can be concluded that the key competitors for Emirates are the Qatar airways and Ethihad airways. Moreover, due to the fact that all these players are being based in the Middle Eastern regions, the competition is much higher. Identification of the marketing objectives The above sections have discussed about the current market position of Emirate airline over their competitors. Thus, the ideal marketing objectives of them in accordance to their current market position will be discussed in the following sections (Lee, Kozlenkova and Palmatier 2015). The objectives will be discussed for 3 years period. The first marketing objective should be the overtaking Lufthansa in terms of the market share. This is due to the reason that the core objective for any marketing strategy is to increase the customer traffic. Thus, according to the above analysis, Lufthansa is way ahead of them in terms of the current market share. Hence, the marketing objective for the next three years should be overtaking them. The next objective will be increase the brand position in the mind of the customers in terms of the service quality. This is due to the reason that, in the above analysis it is seen that Emirates is trailing behind Ethihad in terms of service quality (Hussain, Al Nasser and Hussain 2015). Thus, the marketing strategies should be designed and implemented in such a way that the diverse service provided by Emirates should get properly communicated to the target customers. The last marketing objective of them should be entering in the untapped regions. There are still various potential regions where Emirates airline is not having their presence. Thus, in the next three years, they should initiate their marketing strategies in order to tap the new markets. Identification of the target segments Emirates being one of the largest airliners in the world are having diverse and vast customer segments. This report will identify three key customer segments for them and will discuss the strategies that can be initiated in order to enhance the loyalty of the respective customer segments (Cross, Belich and Rudelius 2015). Segmentation process will be done in terms of only usage and behavioral characteristics of the customers. This is due to the fact that gender segmentation and age segmentation are not applicable in the case of Emirates. Corporate flyers Corporate or professional passengers comprise of the major portion of the revenue of Emirates. This is due to the reason that professional people tends to travel more for their job or business. These passengers travel single in majority of the cases and are frequent flyers. Thus, they should have the loyalty with the airliner in order to retain the frequent flyers. One of the key strategies that can be initiated by the Emirates airline in enhancing the loyalty of this segment is to promote them frequent flyers list (Ashton 2015). This will enable the corporate passengers to have huge array of services and discounts along with other offers year around. Passengers in the frequent flyers list will be able to have certain fixed discount every time they book tickets with Emirates. Therefore, if the corporate flyers are being given fixed discounts over the standard charge then it is likely that they will prefer Emirates over their competitors (Meyer-Waarden 2013). Another strategy that can also be initiated is the pick and drop facility to and from the airport as a complimentary service. Majority of the corporate travelers travels on very tight schedule. Thus, if Emirates provide them pick and drop facilities, then it will be easier for the travelers to reach to their destination in minimal time and comfortably. It will motivate the travelers to book their flight with Emirates in further time also. Seasonal tourists Apart from the corporate flyers, there are seasonal tourists who mainly travel in groups with friends and families for only tour purpose. Among them there are number of frequent flyers also who travels in groups for at least once in year. The key advantage that is being gained by Emirates from this segment is the bulk bookings. One of the key strategies that can be initiated by Emirates in enhancing the loyalty of this segment is to provide them guidance of their tour destinations (Terblanche 2015). In majority of the cases, tourists are having less or no idea about their destination as they are visiting for the first time. Thus, Emirates can provide the guidance service to this customer segment about how and where they should visit. It will make the tourist feel more comfortable prior to the visiting to their destination. Another strategy that can be initiated by Emirates in enhancing the loyalty of the seasonal tourists is the seasonal bonus and offers. Festivals such as Christmas witnesses huge traffic in tourism. Hence, providence of added bonuses and discounts will further attract the existing customers to aging book their flights with Emirates. During the seasonal festivals, special vouchers, goodies and wishes can be given to the travelers as part of the customer relationship management. This will ensure the high brand recall among the existing customers. First time flyers Out of the all the customer traffic of Emirates airline, there is huge portion of first time flyers also. These first time flyers are having both corporate and group tourist also. However, the strategies in relation to the first time flyers should be more customized and different from the existing strategies. The key reason for this is that first time flyers are not having any idea about the international flights and the norms and regulations to be followed in the airports. There is always a sense of insecurity works with this segment. Thus, Emirates should have support facilities for the first time flyers along with having some sort for added engagement activities for the single flyers also (Chen and Hu 2013). This will made the travelers feel easy and comfortable. It will help in creating positive image among the first time flyers and the first impression will be long lasting and will help in enhanced loyalty of them. Recommended marketing mix The current market position as well as the target segments for the next three years is being identified in the previous sections. Thus, in accordance to that, ideal elements of marketing mix will be discussed, which will further help to solidify the brand in the global market (Mintz and Currim 2013). Product In the case of the Emirates airline, the product is their airline service. It is recommended that they should have different types of aircraft to suit the different needs of the customers. For instance, they can use the narrow body aircraft for the shorter distance, which will also cost low for the customers (Kuo and Jou 2014). On the other hand, wide body aircraft should be used for the long distance travel. This is due to the reason that in the recent time, concept of city breaks are becoming popular and having shorter flights with narrow body aircraft will suit the need and affordability of the customers. Moreover, providing wide body aircraft in the long distance will offer comfortable flight for the customers. Thus, service variations should be there in order to meet the varied customer requirements. It is also being suggested that Emirates should have added facilities in their aircraft such as internet facilities, personal entertainment facilities and different cuisines (Wu and Cheng 2013). This will further create satisfaction among the customers and will help them to create distinctive image among the market. Price In order to stay ahead in the competition, cost leadership should be promoted by Emirates. Though the target customer segments of them are mainly from the top and middle of the pyramid but having cost leadership will help them in increasing their profitability ratio (Kaliappen and Hilman 2013). It is evaluated in the earlier sections that price of Qatar airways are less compared to Emirates even delivering same service quality (Chung and Petrick 2013). Thus, achieving the cost leadership will help Emirates to beat Qatar in terms of the pricing also. The more will be the cost leadership, the more capital will be with them to invest in providing added facilities to the customers. Hence, the brand value will get enhanced in terms of service quality. Place The more locations will be covered by Emirates, the more exposure they will get in the market in terms of their brand value (Buil, De Chernatony and Martinez 2013). Thus, it is recommended that Emirates should enter the markets where they are currently not operating. This will increase their passenger traffic as well as their brand value. In addition, facilities such as online ticketing system and web check-in will help in creating positive brand image among the passengers (Skeen et al. 2015). Thus, it is recommended that Emirates should use their place element in enhancing the convenience of the passengers in order to create positive image in the global market. Promotion Promotion is the most important element in the marketing mix, which will be the most effective in enhancing the brand value of Emirates (Severi and Ling 2013). This is due to the reason that, promotion activities will determine whether the service provided by Emirates is being effectively communicated to the customers or not. It is recommended that Emirates should involve Omni channel marketing strategies in order to reach out to maximum number of customers around the world. Having online marketing mediums will help in reaching to the customers from the regions where Emirates are not having market presence (Balakrishnan, Dahnil and Yi 2014). On the other hand, offline promotional activities such as in flight activities and airport promotions will help in drawing more passengers and to communicate the brand value to the potential customers. Ansoff matrix Ansoff matrix is having four key components including market development, market penetration, product development and diversification. In the case of Emirates, it is recommended that they should opt for marketing penetration and market development in to retain the existing customer base along with tapping the new markets. These two strategies will help them in having dual benefits (Malysheva et al. 2016). Market development strategy will help in increasing the market share globally and market penetration strategy will help to retain the existing customers and market. Conclusion Thus from the above discussion, it can be concluded that the key challenge facing by Emirates airline in the recent time is the increase in the competition in the global market. BCG matrix and brand positioning map is being used in order to determine the current market position of Emirates as against its competitors. In accordance to that, this report discussed about the target segments that should be considered in order to increase the market share in the next three years. Various strategies are being discussed in order to increase the loyalty of the identified target segments. In addition, an ideal marketing mix is being discussed in this report, which will help Emirates to enhance their market share as well as brand value. Reference Ashton, D., 2015. Frequent vs. Infrequent Flyers: An Example of Perceptual Segmentation. In The 1980s: A Decade of Marketing Challenges (pp. 135-138). Springer, Cham. Balakrishnan, B.K., Dahnil, M.I. and Yi, W.J., 2014. The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, pp.177-185. Buil, I., De Chernatony, L. and Martnez, E., 2013. Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122. Chen, P.T. and Hu, H.H.S., 2013. The mediating role of relational benefit between service quality and customer loyalty in airline industry. Total Quality Management Business Excellence, 24(9-10), pp.1084-1095. Chung, J.Y. and Petrick, J.F., 2013. Price fairness of airline ancillary fees: An attributional approach. Journal of Travel Research, 52(2), pp.168-181. Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531-536). Springer, Cham. David Mc A, B., 2013. 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