Why computer talents become computer hackers Article

Why computer talents become computer hackers - Article Example In addition, the lack of moral values plays a role in encouraging them to engage in destructive activities. Young people are rebellious in nature. For those with computer talents, hacking provides an effective channel for demonstrating their rebellion. However, an individual’s judgment determines if they will engage in hacking. Many students who have an inclination to use their computer skills for illegal activities tend to attack school systems. The failure of high schools and colleges to punish these activities appropriately misses a significant opportunity to correct this behavior (Xu, Hu & Zhang 69). As a result, the young men and women perceive themselves to be invisible. In conclusion, it is possible to prevent young people having computer skills from engaging in hacking. They are driven to the activity out of curiosity (Xu, Hu & Zhang 69). A few young hackers engage in the activity for material or financial gain. Consequently, any effort to combat the rise of hacking in the modern society must involve effective measures to channel the curiosity among young people into a productive

Alchol and beverages Essay Example | Topics and Well Written Essays - 500 words

Alchol and beverages - Essay Example As far as it is within the limit, it is permitted. MADD is on the side of moderate alcohol consumption and does not insist on a ‘no’ to alcohol according to their philosophy. The organization bases its philosophy on statistical data in Traffic Safety Annual Assessment of alcohol impaired driving fatalities. Based on the fatality rates, it is clear that the philosophy of the organization as revealed in its mission statement is valid and inevitable. The organization highlights on the innocent victims of the crime, especially school children and attempts to support them. For instance, a statistical data highlighted to support their philosophy is â€Å"In 2007, an estimated 12,998 people died in alcohol-impaired traffic crashes†¦Three in every 10 Americans will be involved in an alcohol-related crash in their lives† as put on their web site. I cannot neglect the fact that the organization’s philosophy on drunk driving has made me rethink my business philosophy. As an individual I sympathise with their philosophy and agree that things are to be put in their place when it comes to drunk driving. However, as a professional, I have a challenge to find a balance between doing justice to my business ethics and playing responsible to the

World trade and money Essay Example | Topics and Well Written Essays - 3250 words

World trade and money - Essay Example National governments can often vary the levels of protection to reflect perceived national interests, and as a reflection of which countries they prefer to trade with. Protectionism is the restriction of trade through various means and measures. Protectionist measures such as import quotas tariff restrictions, and complete bans of imports of certain products or products from certain countries have been around for a long time. There can be less formal protectionist measures such as insisting that imported products have to meet certain quality or safety standards, and in the past some countries insisted that imports were only allowed through certain ports or airports that only limited storage capacity.1 Such measures have tended to be adopted by national governments to protect their own domestic producers and businesses from foreign competition. Tariffs and import quotas have been justified by arguments about protecting jobs, vital or sensitive sections of the economy, and of course bu siness profits. The criteria or justifications for adopting protectionist measures and policies will vary from country to country, sometimes those justifications can contradict each other leading to differing levels of protectionism for differing sectors of differing economies.2 Protectionist measures can be overtly restrictive such as the imposition of tariffs, custom, and excise duty charges, import quota levels or outright bans on the importing of specific products. The imposing of overt protectionist measures can have various responses.3 Protectionism can lead to trade wars between rival countries or increasingly between rival trading blocs. The adoption of protectionist measures can lead to trade discussions between those countries and trading blocs. Trade discussions can either involves direct talks or talks through trade organisations such

Incapacitation Term Paper Example | Topics and Well Written Essays - 500 words

Incapacitation - Term Paper Example In the cases that the criminal is not conditioned, by remaining in prison they remain unable to commit further crimes. Collective incapacitation is the implementation of crime-control effects of the present criminal justice system due to incapacitation. Collective incapacitation attempts to prevent crime by increasing the rate and length of time that a broad range of offenders spend in prison. This is done without taking into consideration possible future offenses. Selective incapacitation is an altered form of incapacitation that justifies the practice of giving more dangerous and indefatigable offenders long prison sentences, some of which can be indefinite or extend over numerous life terms. Selective incapacitation focuses more on criminals who are more likely to repeat their offenses in the future or else engage in more dangerous activity upon being released from their initial prison sentence (Auerhahn, 2003). Selective incapacitation is sometimes used on people who are less likely to commit further offenses, ensuring that their one sentence is going to be enough to rehabilitate them. Though collective and selective incapacitation both deal with the implementation of prison time to enable criminal offenders to avoid future offenses, there are differences between the two concepts. The greatest difference between collective and selective incapacitation is the purpose. Collective incapacitation is used for criminal defenders as a whole, though focuses especially on offenders that are not believed to commit further offenses in the future. Selective incapacitation is more picky, focusing on criminals that are at risk for being repeat offenders, or criminals that have no chance at repeating their mistakes after being imprisoned. The effect of incapacitation varies from criminal to criminal (Hawkins & Zimring, 1997). The majority of criminals that

A Quick Look at Castiglione and Cellini Life Essay Example for Free

A Quick Look at Castiglione and Cellini Life Essay Lawrence in his book Culture and Values A Survey of the Humanities, stated that Early sixteenth-century Renaissance culture was a study in contrasts. The period not only marked a time when some of the most refined artistic accomplishments were achieved, it was also a period of great social upheaval(332). In fact, there were many outstanding artists at that time, among them were Castiglione known for their philosophy of life and Cellini the first artist who really lived his own life. Castiglione was a well-rounded man with chivalry spirit as the author described He was a versatile man a person of profound leaning, equipped with physical and martial skills, and possessed of a noble and refined demeanor(332). The fact that he well-educated and aristocratic, he worked at the Urbino court from 1504 to 1506 and decided to write The Courtier that took him dozen years. According to the book he wrote, a true gentlemen should have brain and have adequate knowledge about history but the most important thing is do not rely in Christian. He also mentioned in his book about how to refined courtesy because when we redefined courtesy, we can clean the court. A cleaned court leads to a clean country. In addition, a well-rounded person according to Castiglione should do all thing sprezzatura means behavior in which every action is do not with effort and though about it. The influence of his book mainly impacted to the upper classes that taught what gentlemen should be. He imagined a courtiers world is a world very wealthy and aristocratic. Cellini was a talented Florentine goldsmith and sculptor whose life, frankly chronicled, was a seemingly never-ending panorama of violence, intrigue, quarrel, sexual excess, egotism, and political machination(333). He lived a period of religious, political, social and military. He was the first artist ever frankly tell about his personal life at this period. In contrast with Castiglione who wrote The Courtier, Cellinis life was very normal, he did whatever he want, he dared to love and do not care how public criticized him. In short, Cellini did not consider the most talented sculptors and nobody can deny his skill as a craftsman. An airy look of Castiglione and Cellini show us the contrast in humans way of life. In one hand, Castiglione was seemed to be perfect but in my point of view, his imaginary world was hard to be reach. In the other hand, I like Cellini who was a normal guy with his own talent. Life is short and maybe he knew it and he dated to do unusual thing despite of public opinion. Work cited:Lawrence Cunningham and John Reich, Culture and Values A Survey of the Humanities, Thomson Wadsworth, 2005.

The First World War Essay Example for Free

The First World War Essay This article will discuss the First World War how it happened and its impact on the United States, both at home as well as on their foreign policy. According to the book American history by Henretta, the Second World War took place in 1939 and involved European powers this war lasted 6 years, this article addresses how the United States got into the war and the impact it had on them both at home as well as on their foreign policy It talks about the economic prosperity of the 1920 with America achieving this through business both to the Europe allies and Europe itself, new inventions, manufacture of goods and creation of employment. The great depression in 1930 is discussed here with the causes and why it was so severe. (Henretta 2007) The First World War James Henretta In his book American history notes that the First World War took place in 1914 and there were a number of reasons for these. The European countries had scrambled for many colonies from Africa and hence creating many conflicts all around the world and this led to the major European powers lack of friendship towards each other thereby forming allies in readiness for war. (Henretta 2007) According to the book American history by Henretta One major reason of the World War 1 was the assassination of the imminent heir at the time of the Austrian throne that was known as Franz Ferdinand. The archduke Franz Ferdinand was assassinated in Sarajevo by a Serbian nationalist. James Henretta In his book American history There was formation of alliances which were power alliances in order to establish a position incase the war broke out this was done in order to ensure that the alliances supported each other and hence major disputes led to major conflicts. (Henretta 2007) Many Europeans lived in empires and were thirsty for independence since there countries were part of empires hence the conflicts which eventually led to war as they hated the way they were being ruled and the conflicts also involved other nations. Nationalism was a major factor in this war as nations wished to show their power to the rest of the world and there was no better way of showing this that getting into war and winning. (Henretta 2007) James Henretta In his book American history, there was a European region called Balkans which was claimed by Austria and Russia who were eager to demonstrate their force over control of this region and this led to the war. Impact of the War on the United States of America According to the book American history by Henretta The United States practiced neutrality in this war and by doing this they benefited economically as it did business with the allies in the way as well as Europe. The Americans sold more of their manufactured goods as well as their agricultural goods. Also advancing loans to those that required it with an interest. The United States became at this time a major creditor nation. How the Unites States Got Into the War The united got into this war in 1917. This was because Germany was a land power and Britain was a naval power and hence it used this power to isolate other nations including German ships going to America. This was a blockade which was prevention of entrance and exit of commerce as well as traffic. (Henretta 2007) James Henretta In his book American history states that they blockaded the whole continent. The Germans warned Americans against using British ships or else they would sink them. They also attempted to break the blockade and this caused a submarine war which let to the sinking of ships which had passengers who were citizens of the United States. The united states were not pleased with this and sharply critisizegermany and that is how they got involved in the first world war. (Henretta 2007) Impact on the U. S Foreign Policy According to the book American history by Henretta The United States gained an internationalist foreign policy. By its intervention in major international conflicts and also extending to the European, economic assistance for the post war reconstruction. They never looked at themselves as an individual but they realizes that whatever is happening in other nations could have an impact on them and they could also involve themselves with what is happening in other nations as their concern. They sought to become a great power more than any other nation. (Henretta 2007) Causes of the Second World War According to the book American history by Henretta This war took place between 1939 and ended in 1945. One of the causes this war was the desire for revenge as well as resentment left in the First World War. The great powers that had taken part in this war has all millions of casualties particularly Germany being viewed as the sole responsible for the war. America, France and Britain had signed a treaty known as Versailles treaty since they all held Germany responsible for the war and this had left Germany humiliated and also suffering economically. (Henretta 2007) James Henretta In his book American history, states that, the United States wanted to remain isolated from the war where as other nations wanted it to participate in it. They wished to benefit economically from the war instead other than participate in it. The international community was not able to enforce the Versailles treaty’s demands notably the reduction of Germany military to 100,000 and without tanks and air force. (Henretta 2007) According to the book American history by Henretta, the Germans also lost industrial territory prompting them to lose financially. Throughout the world there was an eruption of emotions to the devastation caused by the First World War so there was bitterness and wish for revenge. Adolph Hitler wished to prove to other European nations that Germany was more superior to them and also he wanted to acquire territories which at one time belonged to Germany and this prompted him to get into the war. (Henretta 2007) Why and How the U. S Got Into the Second World War According to the book American history by Henretta, they got into this war in 1940 after their government broke the Japanese war- time code known as the â€Å" purple† where they gained the ability to read and understand all the Japanese messages sent all over the world. James Henretta In his book American history states that, Japan, Germany and Italy signed a tripartite treaty that either of them had to respond should any of them be attacked and they should respond with declaring war on any nation that attacked either of them. The president of the United States at the time Roosevelt got into the way of Japan in 1940 after asking his commander-in- chief to establish a patrol of the pacific by stretching a wall of the American naval across the pacific and to make it impossible for Japan to reach any of their goods supply sources. (Henretta 2007) James Henretta In his book American history states that, by doing this he had miscalculated the ability of the japans and due to he pressure by America the Japanese attacked the Pearl Harbor which was an American territory hence prompting America to get into war. Impact on the United States At Home This war accelerated the American life transformation in the form of various programs. The war industries had demand for workers and this created a good opportunity for millions of Americans. (Henretta 2007) According to the book American history by Henretta, due to the large number of men who has d been drafted into the second world war there was creation of jobs for the American woman and hence transforming the domestic life. The women performed the jobs abandoned by the men when they went into war. James Henretta In his book American history, states that, previously in America, jobs reserved for men for wages could not be performed by women. Due to economic demand there was recognition of women of what is appropriate for them in the American economy. The war brought about innovations and technology. There was a massive growth of the airline industry with aerial war on a global scale. America recognized itself as the most powerful nation in the world and to think of them as part of the world. It also put America’s presidency in the public life of Americans and to lead in issues f diplomacy, peace and war. (Henretta 2007) Reasons for the Economic Prosperity in The 1920s According to the book American history by Henretta This prosperity was accelerated by the World War 1. America isolated itself in the war and opted to do business. They sold goods to the countries that were not able to buy goods from Europe as well as Europe itself. This ensured that America benefited throughout the war. (Henretta 2007) According to the book American history by Henretta, America also lent money to be paid with interest to their European allies. By the end of the war there had been an increase in the production of goods such as coal, petrol together with an advance in technology. America by isolation itself for the problems of Europe concentrated on personal growth in wealth by doing business with an aim to make the most profit. (Henretta 2007) Technology an inventions led to employment of the unemployed hence ensuring workers in industries has a steady income. This led to a steady output. The stocks and shares were also active leading to the expansion of businesses alongside positive economic independence of the American women and also low unemployment led to economic prosperity. (Henretta 2007) Causes of the Great Depression Conditions of Drought This had occurred in Mississippi valley in the United States in 1930, affecting people thus making them not able to pay taxes which are essential in running a nation. They were not even able to settle other of their debts and this led them to sell their farms at a loss. Stock Market Crash In 1929, there was a stock market crash because stock holders had lost a total of 40 billion dollars in only two months after this crash. It was not easy for America to regain even by the end of 1930 leading to the great depression. (Henretta 2007) Bank Failures In the year 1930 there was a failure of 9000 banks in America this happened at a time when cash deposits were not insured hence this led to loss of savings prompting other banks failure to extend loans due to fear of failing like their counterparts. This led to less expenditure and consequently the great depression. (Henretta 2007) Reduced Purchasing Power Peoples purchasing power was reduced leading to a reduction in manufacture of goods and also a reduction in workforce by loss of jobs. (Henretta 2007) Unemployment There was a rise in unemployment up to 25% and there was less spending and the American people were not able to pay for goods they had initially taken on installments and this led to the great depression as there continued to e less and less spending to alleviate the situation of the economy. (Henretta 2007) Conclusion According to the book American history by Henretta, the First World War took place in the 1914 in Europe and the United States wished to be a neutral party in the war in order to benefit economically through business. They sold manufactured goods to Europe and other nations in the war. In 1929 during the 2nd world war the united states prospered economically due to new inventions, technology and also manufacture goods , business as well as creating of jobs due to demand of their manufactured goods. (Henretta 2007) The great depression happened in 1930 and was caused by bank failure, unemployment, and stock market crash and also reduced purchase power of the people also leading to low manufacture of goods and consequently unemployment. (Henretta 2007) References:- James Henretta (2007), America’s History, Bedford/ St Martin’s Publishers. New York

Analysis of Singapore Airlines Limited

Analysis of Singapore Airlines Limited Air travel remains a large and rapidly growing industry. It promotes the world trade, enhances economic growth, international investment, tourism and this perhaps makes it key to the globalisation process in other industries. The airline industry has been weighed down by numerous macro-level socio-economic factors which include rise in oil price, the Tsunami case, increase in terrorism, SARS epidemic and these have been of negative influence to the profit level of the industry (Journal of Air Transport management, 2010). Singapore Airline Limited which is the worlds second biggest airline by market capitalization with its headquarters in Singapore was formed in 1947 by British interests as the Malayan Airways but became SIA in 1972 after it split from the Malaysian airline. The company along with its subsidiaries is engaged in airlines operations, airport terminal services, engineering services and other related activities with more than 30,088 employees as at March 31, 2010. The group operates in East Asia, south west pacific, Europe, the Americas, west Asia and Africa, with 66 destinations in 36 countries on 726 weekly flights with about 106 fleets (DATAMONITOR, 2010). The group which is owned by the Singapore Government through its parent company Temasek Group owns 54.5% of the company shares. The group recorded revenues of S$12,707.3 million during the financial year ended, as on march 31, 2010 with a 20.56% decrease from the previous year. Its operating profit was S$63.2 million during the 2010 fiscal year ended which was represents a 93.0% change from the previous year also. Profit attributable to equity share holders of the company was at S$216 million with a 79.7% decrease from the 2009 financial year ended.(Singapore airlines, 2010). The decrease was as a result of low demand for airline and cargo operations as a result of the economic crisis. The primary objective of this report is to analyse the airline industry, its major market players, and alliances, examine the key driving forces of change and assess the present state of the sector in relation with Singapore airline limited. Finally this report will also concentrate on the analysis of Singapore airline limited financial statements and compare its records with one of its main competitors. 1. BACKGROUND TO THE AIRLINE INDUSTRY The airline industry had total revenue of $1380.5 in 2009 which represents an annual growth rate of 2.5% between 2005 and 2009. The airline industry volume also increased its growth between 2005 and 2009 by 2.56% to get a total of $2,002.9 million passengers in 2009(DATAMONITOR, online). The global airline industry reduced in 2009 due to the global recession but from forecasts it will develop strong growth by 5% before 2014(DATAMONITOR, online). Some of the major passenger airlines include Cathay pacific, the emirates, U.S airways, Japan airlines; air France-Klm and south west airlines e.t.c. Cathay pacific won the 2009 airline of the year title in the famous world awards replacing Singapore airlines. 1.1 AIRLINE INDUSTRY MERGERS AND ALLIANCES Deresky (2006), defined strategic alliances as partnership between two or more firms that decide they can better pursue their mutual goals by combining their resources as well as their existing distinctive competitive advantages. Airline industry mergers are formed in response to the dynamic economic conditions of the aviation industry and determine cooperate aims of competitive ratios (ECONOMIC WATCH, online). This involves leasing of airplanes and purchasing airplanes as well. For instance the case of Air France takeover of Klm in 2004 by acquiring 89% of its shares has enhanced the number of flights and offers various flight options to select from. In addition to mergers, airlines are forming alliances with one another in order to achieve network size economies through code sharing as well as scale economies in the purchase of fuel and aircraft, combining forces to make purchases serves to increase the industry players bargaining power and therefore reduce supplier power. There are 3 major passenger alliances in the airline industry which are SKY TEAM founded in 2000, ONE WORLD founded in 1999 and STAR ALLIANCE founded in 1997 with 27 members and a market share of 29.3% of whom Singapore airlines joined the group in 2000 in order to broaden its flights network and to increase its competitive advantage. Thus, this has increased SIAs global presence through code sharing as their star alliance network covers 1,160 destinations in 181 countries. 2. DRIVING FORCES FOR CHANGE/ LIMITATION Key driving forces for change within an industry are external factors which cause change to the system of interest to stakeholders in that they are considered to be beyond the control of these stakeholders. Driving forces can include changes in social, technological, environmental, economic and political factors. An examination of the factors influencing an industry is a general way to begin the industry analysis and such a study is used to develop the competitive advantage of the organization to enable it defeat its rivals. (lynch, 2006:93). This is always done by the porters five forces framework analysis. The external environment has an enormous impact on the airline industry. There has been unstable time for the airline industry. It has been confronted with a market decline in international tourism in the aftermath of September 2011 terrorist attack in the united states and more recently traffic loss attributable to the war in Iraq and several terrorist activities. 2.1 Porters 5 Forces frame work on Airline industry Threat of New Entrants. Youll need to look at whether there are substantial costs to access bank loans and credit. If borrowing is cheap, then the likelihood of more airliners entering the industry is higher. The more new airlines that enter the market, the more saturated it becomes for everyone. Brand name recognition and frequent fliers point also play a role in the airline industry. An airline with a strong brand name and incentives can often lure a customer even if its prices are higher. Distribution is not easy for new entrants as there is need for establishment of online booking system, and relationships with the sales intermediaries. Power of Suppliers. The airline supply business is mainly dominated by Boeing and Airbus which has high power. Supplier power in this industry is so much that airlines have to go into contract with the suppliers of the aircraft. Constant increase in oil price also tends to boost the supplier power of the industry. In 2010 year ended, Singapore airlines reported that 33% of its cost was fuel (DATAMONITOR 2010). Another factor that boosts the supplier power has to do with the maintenance of the aircraft as a result of cost of funding staffs, mechanics for routine check on aircraft. Power of Buyers. The bargaining power of buyers in the airline industry is on the high side. There are over a hundred of airlines companies which operate in the Asian region and as a result of this, there are numerous choices for the individual to choose from and at most times would go for the low carriers. Availability of Substitutes. For regional airlines, the threat might be a little higher than international carriers. When determining this you should consider time, money, personal preference and convenience in the air travel industry. Competitive Rivalry. Highly competitive industries generally earn low returns because the cost of competition is high. This can spell disaster when times get tough in the economy. 3. SINGAPORE AIRLINES STRATEGIC POSITION. As Porter (1986, cited in Philips and Fox, 2003) stressed that, Competing internationally is a necessity rather than a matter of discretion for many firms, this states that the success of almost every international company will depend on how effectively they can compete on an international scale. This section aims to identify the current strategic posture used by Singapore airlines limited successfully, within the era of globalisation. In the airline environment, Singapore airline has always outperformed its competitors. It has never posted a loss on annual basis, has achieved substantial and superior returns compared to its industry and has received hundreds of achievements awards for its service quality. This success has been achieved by the company through the dual process of differentiation through service excellence and innovation coupled with cost leadership among its peers. Singapore airline has achieved sustainable competitive advantage and has consistently out performed its competitors through out its three and half decade history. The key success to this may be said to be the fact that it manages to navigate through two poles which most companies think are distinct. At cooperate level, Singapore airlines works with diversification. The airline group has 36 direct subsidiaries and associated companies which includes Singapore airline terminal, Singapore engineering company and Singapore airlines cargo.(Singapore airlines,2008). Its airline subsidiaries which include 100% ownership of Silk air, 49% of Tiger airways and 49% of Virgin Atlantic is said to cover the customer areas within the industry in terms of domestic and international distance. As part of its international strategy, SIA in 2000 joined the star alliance which has been noted earlier in the report. Strategies of differentiation and cost leadership have necessitated different and incompatible investments and organizational models. A strategy of differentiation implies high quality offering and significant investment in innovation, staff development and branding which results to high cost. SIA achieves these but with a low cost. The table below outlines many of elements in relation to the dual strategy of integrating elements of differentiation and cost leadership in SIA. Table 1 Elements of differentiation and cost leadership strategies at SIA Differentiation Positioning of service excellence and superior quality, brad equity(marketing strategy) Developing the Singapore girl( hr development policies) In-flight experience(young fleet, entertainment system, gourmet cuisine-operations strategy) Cultural values and practice of constant innovation and learning. Changi airport one of the worlds best(related infrastructure) Premium pricing in Singapore and in business/first class and higher load factor as differentiation indicators. Cost Leadership Young fleet (fuel efficiency, lower maintenance costs, effective fuel hedging, paying cash for planes. Labour costs compared to major competitors (16.6% vs. 30%); continuous drive for productivity, cost reduction programmes. Related diversification through efficient subsidiaries that contribute to bottom line. Cultural values; cost consciousness, obsession with reducing wastage. Innovations not only to increase differentiation but also efficiency. Changi airport as one of the most efficient(related infrastructure) L.heracleous, J.Witz. Journal of air transport management (2009) Singapore Airlines Ltd maintained its leading position in air through stellar marketing campaigns, cutting capacity while increasing passenger load and by constantly innovating in offering the latest technology for its new products and services in-flight 4. SINGAPORE AIRLINES FINANCIAL ANALYSIS IN THE LAST 5 YEARS. Singapore airline over the past 5 years has experienced growth until the 2008 economic crisis which decreased its revenue growth by 20.56%. In terms of return on assets, the airline company experienced a downturn last year. Despite this they still show a decent ability to generate profit from each asset controlled. The 2010 ROA figure which is 1.13 is lower due to the previous years economic crisis. This is also the case of ROIC which stood at 1.71 at the end of the FY 2010(Thomson one banker), showing that the allocation of resources and investments has justified Singapore airlines. From the view point of last five years; the company has experienced growth. From the gross profit margin point-of-view the company has experienced a slight increase to 14.75 over last years 12.83. 4.1 QUICK AND CURRENT RATIO OF SIA OVER THE PAST 5 YEARS SIA over the past 5 years has made an increase in its acid ration other than in 2009 when it dropped due to the global economic crisis. in the year ended march 2010, they were able to operate a ration of 1:33 which makes it able to meet current obligations using liquid assets. on the other hand, the current ratio of 1.45 as at march 2010, is acceptable. From the financial analysis it is clear to see that even though the Singapore airlines enjoyed constant growth almost in every aspect in the analysis, the year 2009 was very difficult as earlier noted due to the financial crisis but records from the FY ended march 2010 shows its on the recovery. 4.2 COMPARISON OF SIA FINANCIALS TO CATHAY PACIFIC AIRWAYS Following the financial analysis of Singapore airlines highlighted above, a brief comparison of its finances with Cathay pacific Airways with regards to Sales, Return on Assets and Return on invested capital. SIA recorded a net sale increase of 0.15% in 2009 and 20.56% decline in 2010 where as Cathay Pacific Airways recorded a net sales decline of 22.63% in 2009 financial year. On Returns on Invested Capital, SIA recorded a 1.71% growth rate in 2010 over the 6.69% growth rate in 2009 whereas Cathay Pacific recorded 7.31% growth on Return on Invested Capital. (Thomson One Banker, 2010). This record perhaps shows the effect of SIAs business strategy and its effects on competitive advantage in the airline industry. 5 SINGAPORE AIRLINES AND ITS SOCIAL RESPONSIBILITY This is concerned with company ethics and social responsibility. Singapore airlines took many activities to maintain company ethics. For instance it is the first airline in the world to fly the new Airbus A380 which is preparing for the first commercial flight of the double Decker jumbo jet from Singapore to Sidney and return. It took place in October 2007 and in a first time move, all proceeds from the sale of tickets on the first flight was donated to charity organisations. Singapore Airlines Ltd considers environmental awareness to be very important, and in 2009 introduced initiatives to reduce 550, 000 tons of carbon emissions (Singapore Airlines,2010) The companys efforts included studies on the effectiveness of carbon offsets, the maintenance of a young and modern fleet of aircraft which was environmentally efficient and the establishment of a Fuel Conservation Committee that looked into fuel efficiency, waste management and water-saving devices. SIA also took delivery of 12 new aircraft which are quieter and boast substantially lower fuel burn per-seat-kilometre and lower carbon emissions. CONCLUSION In response to the adverse business conditions within airlines, SIA planned to reduce capacity by 11% to match demand, translating to suspensions of flights on a range of routes such as to Amritsar, and use of smaller aircraft on others. Secondly, it reduced fuel surcharges on short and medium-haul segments by around 5% to 21%, with highest reduction for short haul segments in economy class, which was the most active segment in the downturn. Thirdly, it negotiated a delay of delivery for eight A380 aircraft on firm order with Airbus. Fourthly, it drastically reduced airfares and engaged in various promotional activities. This has continually kept it in top priority among its peers in the airline industry and perhaps there has been a positive forecast of the companys growth in few years time.