Antonie van Leeuwenhoek, Father of Microbiology

Anton van Leeuwenhoek (October 24, 1632–August 30, 1723) invented the first practical microscopes and used them to become the first person to see and describe bacteria, among other microscopic discoveries.  Indeed, van Leeuwenhoeks work effectively refuted the doctrine of spontaneous generation, the theory that living organisms could spontaneously emerge from nonliving matter. His studies also led to the development of the sciences of bacteriology and protozoology. Fast Facts: Anton van Leeuwenhoek Known For:  Improvements to the microscope, discovery of bacteria, discovery of sperm, descriptions of all manner of microscopic cell structures (plant and animal), yeasts, molds, and moreAlso Known As: Antonie Van Leeuwenhoek, Antony Van LeeuwenhoekBorn:  Oct. 24, 1632 in Delft, HollandDied:  Aug. 30, 1723 in in Delft, HollandEducation:  Only basic educationPublished Works:  Arcana naturÅ“ detecta, 1695, a collection of his letters sent to the Royal Society of London, translated into Latin for the scientific communityAwards:  Member of the Royal Society of LondonSpouse(s): Barbara de Mey (m.1654–1666),  Cornelia Swalmius (m. 1671–1694)Children: MariaNotable Quote:  My work...was not pursued in order to gain the praise I now enjoy, but chiefly from a craving after knowledge. Early Life   Leeuwenhoek was born in Holland on October 24, 1632, and as a teenager he became an apprentice at a linen drapers shop. Although it doesnt seem a likely start to a life of science, from here Leeuwenhoek was set on a path to inventing his microscope. At the shop,  magnifying glasses were used to count the threads and inspect the quality of cloth. He was inspired and taught himself new methods for grinding and polishing tiny lenses of great curvature, which gave magnifications up to 275x (275 times the subjects original size), the finest known at that time. Contemporaneous Microscopes People had been using magnifying lenses since the 12th century and convex and concave lenses for vision correction since the 1200s and 1300s. In 1590, Dutch lens grinders Hans and Zacharias Janssen constructed a microscope with two lenses in a tube; though it may not have been the first microscope, it was a very early model. Also credited with the invention of the microscope about the same time was Hans Lippershey, the inventor of the telescope. Their work led to others research and development on telescopes and the modern compound microscope, such as Galileo Galilei, Italian astronomer, physicist, and engineer whose invention was the first given the name microscope. The compound microscopes of Leeuwenhoeks time had issues with blurry figures and distortions and could magnify only up to 30 or 40 times. Leeuwenhoek Microscope Leeuwenhoeks work on his tiny lenses led to the building of his microscopes, considered the first practical ones. They bore little resemblance to todays microscopes, however; they were more like very high-powered magnifying glasses and used only one lens instead of two. Other scientists didnt adopt Leeuwenhoeks versions of microscopes because of the difficulty in learning to use them.  They were small (about 2 inches long) and were used by holding ones eye close to the tiny lens and looking at a sample suspended on a pin. Leeuwenhoek Discoveries With these microscopes, though, he made the microbiological discoveries for which he is famous. Leeuwenhoek was the first to see and describe bacteria (1674), yeast plants, the teeming life in a drop of water (such as algae), and the circulation of blood corpuscles in capillaries. The word bacteria didnt exist yet, so he called these microscopic living organisms animalcules. During his long life, he used his lenses to make pioneer studies on an extraordinary variety of things—living and nonliving—and reported his findings in more than 100 letters to the Royal Society of England and the French Academy. Leeuwenhoeks first report to the Royal Society in 1673 described bee mouthparts, a louse, and a fungus. He studied the structure of plant cells and crystals, and the structure of human cells such as blood, muscle, skin, teeth, and hair. He even scraped the plaque from between his teeth to observe the bacteria there, which, Leeuwenhoek discovered, died after drinking coffee. He was the first to describe sperm and postulated that conception occurred when a sperm joined with an ovum, though his thought was that the ovum just served to feed the sperm. At the time, there were various theories of how babies formed, so Leeuwenhoeks studies of sperm and ovum of various species caused an uproar in the scientific community. It would be around 200 years before scientists would agree on the process. Leeuwenhoeks View on His Work Like his contemporary  Robert Hooke, Leeuwenhoek made some of the most important discoveries of early microscopy. In one letter from 1716, he wrote, My work, which Ive done for a long time, was not pursued in order to gain the praise I now enjoy, but chiefly from a craving after knowledge, which I notice resides in me more than in most other men. And therewithal, whenever I found out anything remarkable, I have thought it my duty to put down my discovery on paper, so that all ingenious people might be informed thereof. He did not editorialize on meanings of his observations and acknowledged he was not a scientist but merely an observer. Leeuwenhoek was not an artist either, but he worked with one on the drawings he submitted in his letters. Death Van Leeuwenhoek also contributed to science in one other way. In the final year of his life, he described the disease that took his life. Van Leeuwenhoek suffered from uncontrollable contractions of the diaphram, a condition now known as Van Leeuwenhoek disease. He died of the disease, also called diaphragmatic flutter, on August 30, 1723, in Delft. He is buried at the Oude Kerk (Old Church) in Delft. Legacy Some of Leeuwenhoeks discoveries could be verified at the time by other scientists, but some discoveries could not because his lenses were so superior to others microscopes and equipment. Some people had to come to him to see his work in person. Just 11 of Leeuwenhoeks 500 microscopes exist today. His instruments were made of gold and silver, and most were sold by his family after he died in 1723. Other scientists did not use his microscopes, as they were difficult to learn to use. Some improvements to the device occurred in the 1730s, but big improvements that led to todays compound microscopes didnt happen until the middle of the 19th century. Sources â€Å"Antonie Van Leeuwenhoek.†Ã‚  Famous Biologists Antonie Van Leeuwenhoek Comments, famousbiologists.org.Cobb, M. An Amazing 10 Years: The Discovery of Egg and Sperm in the 17th Century. Reproduction in Domestic Animals 47 (Suppl. 4; 2012), 2–6, Faculty of Life Sciences, University of Manchester, Manchester, UK.Lane, Nick. The Unseen World: Reflections on Leeuwenhoek (1677) ‘Concerning Little Animals.’  Philosophical Transactions of the Royal Society of London Series B, Biological Sciences 370 (1666) (April 19, 2015): 20140344.Samardhi, Himabindu Radford, Dorothy M. Fong, Kwun. (2010). Leeuwenhoeks disease: Diaphragmatic flutter in a cardiac patient. Cardiology in the Young. Cardiology in the Young. 20. 334 - 336.Van Leeuwenhoek, Anton. Letter of June 12, 1716, to the Royal Society, quoted by the University of California Museum of Paleontology, Berkeley.Vision Engineering. Later Developments.

Ethics in Modern Marketing - 1383 Words

Ethics in Modern Marketing Abstract: The success of every marketing company depends upon their involvement towards their customers. The modern marketing concept mainly stresses the importance of developing a good relationship by every marketing company with its customers to enhance their business and to withstand in the competition. During the last two decades, marketing professionals were increasing their awareness of customer/ client relationships; society has become much more aware of ethical issues. As competition increases, the marketers are involved in some unethical activities to compete and attract the customers. But the customers are more aware and they have more options for every product. They are giving high importance for†¦show more content†¦Another responsibility of marketing in direction of ethics is influencing the value system and the promotion of non-values. Products advertised are not always perfect, and the ads are not designed with original concept and do not reveal the reality of the produ ct. Ethical issues in marketing are an important consideration for a modern business. First consider marketing, our understanding of what is required of a marketing professional has changed over the last decade. It used to be adequate to discuss product, promotion and price. A modern marketing professional is also expected to develop his/her relationship with the customer or client. TOP 5 ETHICS ISSUES IN MARKETING Every business relies on marketing to attract customers and to sell products or services. The problem is that marketing can sometimes promote products or services in unethical ways. What can businesses do to follow ethical standards in their marketing strategies? What are the top 5 ethical issues in marketing? 1. HONESTY The news of corporate scandals seems to be a daily occurrence. 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Yet they are successful in theirRead MoreAdvertising : The Positive Impact Of Ethical Advertising1000 Words   |  4 Pages In the modern day society, advertisements have huge influence everywhere, especially those through the media. Advertising through the media is pervasive and powerful in shapin g up attitudes and behaviors in the contemporary world. Advertisement does have profound impact on peoples understanding of life, the world and themselves, particularly regarding values and choices in life. Today, there is increasing literature focusing on ethical and moral issues that advertisement can and does actually raiseRead MoreProduct Quality1288 Words   |  6 PagesAn essay on: â€Å"Marketing and ethics are like oil and water – they just don’t mix. There is no place for ethics in the cut-throat world of marketing†. Discuss The success of a product is always determined by how well it’s marketed. In that case marketing has an important role in every product that we produce. But when ethics is associated with marketing, it can’t go on one direction. It is like oil and water which does not mix together. What is marketing? Marketing is a societal process byRead MoreLeadership in Modern Times Essay735 Words   |  3 PagesModern day public relations seem to be ever changing. In order to be successful in a face paced, competitive industry there are essential characteristic an effective public relations professional must possess. While there are a myriad of characteristics and skills that are necessary for public relations professional needs to be effective, I will specifically highlight five. With a plethora of characteristics, the ones that I believe to be high raking are as follows: An Effective public relationRead MoreEssay about Legal and Ethical Considerations of Marketing1697 Words   |  7 PagesThe Legal and Ethical Considerations of Marketing in America Paper Evolution of the Market Orientation explains why marketing is a driving force in the modern global economy. First of all, the first stage was covered up until the early years of the 1920’s, in the United States, called the ‘production era’. Goods were scarce and buyers were willing to accept virtually any goods that were available and make do with them. The ‘sales era’ picked up right after the early 1920’s to the 1960’sRead MoreOnline Advertising Methods For Advertising1719 Words   |  7 Pages Online Advertising Methods Background Every day, marketing professional come up with new ways in which they can market their products to consumers successfully. Marketing of products has significantly changed following the invention of the internet. The enormous popularity of the internet in the past decade has opened doors for marketers in a manner that one could not have imagined twenty years ago. Marketers utilize the internet for the purpose of advertising products in a great way than otherRead MoreCompanies Are Impacted By Competition Through The Price Of Their Resources929 Words   |  4 Pagesbusiness and ethics do not belong in the same sentence. History has proven that we are making a valiant effort to change that way of thinking. For instance, if we look back at how some of the biggest cases in America that dealt with ethical business practices, we can see that America is taking a stand against unethical behavior in business. Organizations such as Enron, has single-handedly destroyed our faith in ethical busin ess practices. This also rings true when discussing ethics as it relatesRead MorePutting Theory Into Perspective On The Field Of Marketing916 Words   |  4 Pageson topics in the field of marketing. This paper will synthesize studies/theoretical frameworks that can be cited as part of research endeavors in the field of marketing. This paper will also discuss scholarly views related to what constitutes a theory. In addition, the ways that research, both qualitative and quantitative, can contribute to theory will also be discussed. Finally, this paper will explore the criteria that explain how theory adds to the field of marketing and will analyze two areasRead MoreThe Culture And Practice Of Good Governance1338 Words   |  6 Pagesmoney laundering, racketeering, and wire fraud. FIFA officials, including nine of its high-ranking officials and five sports marketing executives, were implicated in the said scandal (Jennings, 2011). These scandals involved the individuals’ involvement in a series of bribery cases as well as other backdoor deals that were aimed at securing tournaments and FIFA events’ marketing rights. The concerns of the Association of Institutional Investors (AII) about the risks associated with investments in theRead MoreCoca Cola Environmental Factors Paper1224 Words   |  5 Pagesenvironmental factors that could possibly affect their marketing both globally and domestically. The Coca-Cola Company and Subsidiaries have many environmental factors that affect their global and domestic marketing decisions. These factors include; global economic interdependence alongside trade practices and agreements, demographics and their importance on top of physical infrastructure, cultural differences, social responsibilities, ethics versus legal obligations, political systems and international

Development of Community Partnerships

Question: Identify and discuss strategies which an early childhood educator/leader could use to develop community partnerships to the benefit of the children. Answer: Teachers play a unique role and position due to their profession that they are able to guide and present the students throughout the path of learning and discovery. Mentors, Educators, parents, as well as, communities all play an important role in accomplishing different milestones when regarding the closing of the achievement and literacy gap for the students belonging to different social, cultural, and economic backgrounds in the pursuit of knowledge (M. Faitar, 2011). It has been observed that low socioeconomic status has an influence on the early literacy and educational achievement of the child. Poverty also influences the academic levels of the student and generally have problems in their schools in comparison to middle-class and upper-class students. Moreover, the culture also affects the development and understanding of the education they receive (Kendra, 2015). Research have shown that the critical time for children for developing foundational capabilities is until 5 years of age of the child since his/her birth. These foundational capabilities are those on which the entire subsequent development of the child builds. This period is the crucial time for the children as the most dramatic progression of the cognitive and linguistic gains are produced. Emotional, moral, regulatory, and social dimensions are also enlaced during the early developmental phase. Hence, each of these areas needs focused attention for the development of the children in an appropriate manner (Individualist, 2009). One such step is the development of the community partnerships for the improvement of the various outcomes of the children. Community partnerships will help in the positive results for the early childhood services related to their education, school, families, as well as, the community because children will experience better and effective support throughout their early years of childhood. Educators and leaders play a vital role in developing community partnerships. One such approach is that the early childhood leaders and educators could discuss the data based on the development of the children of the community with the stakeholders for engaging them in action to gain help for the improvement of the outcomes of their communitys children. The early childhood educator can raise the awareness and knowledge about the importance of early childhood development with schools, families, and communities. As the early childhood educators are well expertise in the development of the children and factors influencing it. They are in a well-position for generating the momentum of the community towards improving the developmental outcomes of the children in the local community. Moreover, they can help the communities to effectively understand the concentration and degree of the various developmental vulnerability, as well as, the requirements of the children living in the community. By having a better understanding of the development of the children, early childhood educators, as well as, communities could initiate the examination of the environmental or ecological factors, which may influence the outcomes of the child-development period in their community (Wisneski Goldstein, 2004). Hence, by these strategies and with the help of a well- expertise early childhood educator, the community partnerships will be developed, which, in turn, would increase the outcomes of the early childhood dev elopment. References Individualist (2009).How Do Socio-economic Factors Affect Early Literacy?.HubPages. Retrieved 18 September 2016, from https://hubpages.com/education/socio-economicfactorsofearlyliteracy Kendra, C. (2015).The Psychology Behind How Kids Tick.Verywell. Retrieved 18 September 2016, from https://www.verywell.com/what-is-child-psychology-2795067 Faitar, G. (2011). Socioeconomic status, ethnicity and the context of achievement in minority education.Journal Of Instructional Pedagogies,5. Wisneski, D. Goldstein, L. (2004). Questioning community in early childhood education.Early Child Development And Care,174(6), 515-526.

Internal Pricing Performance

Question: Write an essay on Internal Pricing and Performance? Answer: The global aviation industry has witnessed so many remarkable milestones in the last decade. Various players tried their hand in the industry but two of them have gained much importance and went on to dominate the global market. These two are Boeing (which is an American company) and Airbus (the aircraft manufacturing division of the Airbus Group, situated in France). Boeing was the market leader for a very long period until 2002, when Airbus took over them for the first time. However, both of them have created a duopoly situation in the market. A series of mergers globally by both the companies has made these two companies the market leaders and arch rivals. As a result of the mergers various competitors such as the Lockheed Martin, Convair and Fairchild Aircreaft of the US and a few companies from Europe were completely eliminated from the competition and the market. History of competition between Boeing and Airbus William E. Boeing was the founder of the Boeing Airplane Company which mainly manufactured sport and military airplanes. It grew and touched heights during World War II. Its most striking and successful product was the B-29 bomber which helped the company gain supremacy in the industry. Airbus was founded in the 1970s. Its first leap of success was the manufacture of A320, which was much more economical than its competitor the Boeing 737. During the years, Airbus revolutionized its model which offered much more ease and economical advantages to the company. Ultimately the introduction of the A380 gave them the position of the market leader. Current position of the competition The rivalry between Airbus and Boeing has being going on for a long period of time. But the recent years has witnessed it to be intensified to a great extent. Presently, there is a neck to neck competition between the two companies. Airbus is the leader in narrow body aircraft category while Boeing leads in the wide body category. But aircrafts such as the A330/340 has been very much effective in the wide body market. As stated earlier, both these major corporations have created a nature of duopoly in the aircraft manufacturing market. The different modes of competition can be evaluated on the following points which reflect a true picture of the nature of competition between the two: Currency: Boeing being based in the US deals with UD dollars as compared to Airbus which being a European company uses Euro. Due to fluctuations in the UD dollar value, the cost of production of a Boeing aircraft increases with a decrease in the value of US dollar. Airbus on the other hand has an upper hand in this case and has priced its products in various markets in various currencies. Outsourcing: As a common practice, procurement of aircrafts by different countries is mainly a political decision which is taken according to the political criteria of the concerned country. Both Airbus and Boeing tend to exploit this situation by subcontracting the manufacturing of component parts to companies of the buying countries. This gives them a competitive edge. Thus, both the companies are in a constant vigil to exploit the market conditions of the buying country. Technology: Airbus introduced the extensive use of composite material in its model A330 which was a break through point for the company. Further it automated the flight engineers functions which revolutionized the aircraft industry. Both the companies compete with each other on technological advancements. Presently their main focus is on weight reduction and fuel efficiency of their products. Engine Choices: The choice of engine in an aircraft has a considerable amount of influence on the competition scenario. Both Airbus and Boeing direct their constant efforts to procure a single source engine which is most advanced in the market. General Electric, Rolls-Royce and Pratt Whitney are the leading manufacturers and suppliers of aircraft engines in the market. All the above factors determine the nature of the competition prevailing in the market. But there are new players in the market too, which are giving a tough competition to the leaders. The market share of the global aircraft manufacturing can be represented by the following charts: The above figure represents the global market share of aircraft manufacturers. Market Situation as on 2014 The recent trends in the manufacturing show that there is an approximate increase of 8.7% in the narrow body segment of Airbus. On the other hand the numbers for Boeing increased by 10% but was set off against a decline in the manufacture of 737s by a steep percentage of 6.4%. in the wide body segment Boeings increase in the 777 fleet is about 8.5% which gave them the dominant position in the market. The new entrants are flourishing gradually. One of the notable one is the Brazilian Embraer. Embraer is developing at a constant rate year after year at an approximate rate of 8.2%. Embraers E-Jet series crossed the 1000 mark in the year 2014. Another rival in the field is Bombardier. It had a hike of 7.5% in its CRJ series which was unfortunately set off by a decline of 11% in its 50 seat products. Another regional player is the ATR which enjoyed a growth of 14.6% in its fleet strength. Other companies such as the Beechcraft 1900 and the de Havilland Canada Twin Otter tried tough to maintain their position in the top list. The position of the Russian manufacturers continued to decline. Thus, it is clear that the market is hugely dominated by Airbus and Boeing. The following figure shows the overall global ranking of the aircraft manufacturers. The status of deliveries of Boeing (Boeing.com, 2015) and Airbus (airbus, 2015) can be represented by the following figure: Both Airbus and Boeing are in a constant race to gain market share and occupy a dominant position. This has a severe effect on the market price of their products. Their prices vary with the quantum of demand. Further, often there is a huge difference between the listed price and the market price of the products. Though recently, the price of Airbus products have increased a little, but both the companies offer huge discounts to the buyers and the lessee in order to boost their sales. They tend to focus on short term goals. Thus, the price game plays an important role in determining the market situation (airbus, 2015). An approximate appropriation of total costs involved in the manufacture of an airplane can be illustrated by the following figure: As discussed earlier, the nature of competition exerts immense influence on the pricing of an airplane. In the above case, the main competition is between Airbus and Boeing. Duopolies always tend to reduce the market price. Both the companies constantly review their pricing policies to boost their sales and capture the market. Globalization of the market gave rise to opportunities for competition to grow which in turn diminished the prices of aircrafts even if there is an increase in the overall cost of production. In such a condition it is impossible for an aircraft manufacturer to charge a high price. Both the companies are constantly re-engineering the pricing policies to gain a competitive advantage over the other. Cost advantages enable them to offer a product at a cheaper rate than the competition. The table below will illustrate factors determining costs of aircrafts (Doganis 2010) Air-travel has increased many folds. This is due to the fact that the airline companies are in a constant vigil to offer more and more facilities to the customers. The target group has also expanded as they are able to avail these services at a much lower cost nowadays. Airline companies have started new routes at lower prices. This is the most influencing factor for new passengers to go for air travel. This opening up of the market has resulted in the increase in demand for commercial aircrafts. The factors influencing the demand for commercial aircrafts can be roughly summed up as follows: Increased volume of passengers: an increase in the air traffic has made the airliners to start new routes to various destinations. This has in turn increase in the demand of the commercial aircrafts. Constant efforts of airlines to gain market dominance: tough competition the dynamic market scenario has increased competition. This has led for the airliners to provide better and unique services to its customers. Technological advancements in the aviation industry: airplanes tend to become obsolete and there is a constant demand for newer and better aircrafts which are technologically advanced. Increase in business relations among different nations beyond geographical boundaries: globalization of the world economy and liberalization of the international regulations has encouraged the aircraft industry to explore new destinations. This is an important factor which has increased the demand for commercial aircrafts. Economic factors: business growth has prompted the airline industry to gain economies of scale by increasing their operations. Increased business operations gave rise to the demand. Economies of Cost: increased operations have resulted in an increase in sales. Increased sales tend to bring down the cost of production which helps the companies to employ the excess funds in the acquisition of additional capital assets. Thus, the induction of low cost carriers and various other factors have brought a boom in the aviation industry. Aircraft manufacturers forecast this demand to grow in the future at a constant rate. As a result, manufacturing is being undertaken at a large scale to cope up with the demand. Though the aviation manufacturing industry is dominated by Airbus and Boeing, new entrants to the industry are also giving a tough competition to the market leaders (Boeing delivers first 787 Dreamliner, 2011). Bombardier, Embraer and Chinas Comac are the most notable ones. Among these three new entrants Canadas Bombardier (Bombardier CSeries aircraft takes shape, 2011) is the most promising with its C series, CRJ series and Q series of commercial aircrafts and is all set to give a tough competition to Airbus and Boeing (Global commercial aviation industry looks to MEA for effective and environment-friendly aircraft, 2009). The company forecast of their demands can be compares as follows: Airbus Boeing Bombardier 32,600 by 2034 36,770 by 2033 15,000 by 2034 Airbus forecasts the global oil price to be low which will increase the passenger traffic. It assumes the demand will be for approximately 31,800 passenger and 800 freight aircrafts. Apart from that 13,100 passenger aircrafts will be required to be replaced. It assumes that the demand for single-aisle will be 70% while wide bodies will represent 55% of the total value. Boeing forecasts the GDP growth at 3.2% which will increase the passenger traffic to 5% annually. Its forecast of 36,770 aircrafts will worth $5.2 trillion. Among this 42% of planes will replace the existing ones, and the remaining will serve the purpose of increasing fleet strength. Single aisle requirement will be of 25, 680 aircrafts and wide body fleet will comprise of 8,600 new aircrafts. Bombardier expects the fleet strength of 60-150 seats to be 6,900 by 2034 and that of 100-150 seats to be 8,100 aircrafts. It also estimates that the revenue of 60-150 seat aircrafts to be $48 billion (Bombardier.com, 2015). In such a situation, where the industry is dominated by two major players, new entrants have to price their products carefully. As the leaders already have the capacity to eliminate them from the competition, new players must attract the customers with much economic prices along with impeccable after sales services. Usage of improved technology and faster disposal of customer grievances will also boost the image of the new entrants. There are generally four elements of a marketing matrix. These are known as the four Ps pf marketing which constitute the marketing mix. The four Ps are as follows: Product: the product decisions are the first and the foremost decisions which are to be taken by a company. In the aviation industry aircrafts are the products. Product decisions will contain determining the nature of the aircraft according to the present demand and requirement of the industry. It should be technologically advances to cater to the needs of the customers. Aircrafts are segmented as narrow body, wide body, single aisle, etc. the needs and demands of various segments are to be fulfilled by the manufacturer. Price: the second element is the pricing of the aircraft. Various pricing policies are adopted by the manufacturer according to the market situation. The pricing has to be such that there is a constant and increasing demand for the product. This will generate revenues and ensure long term sustainability of the company. Place: place means the place where the product is to be introduced. It basically comprises the target customers and market. An ideal place is a market here the manufactured product is most appropriate. Promotion: promotional strategies and policies have to be drawn to promote the product in the target market to sell the product. Promotional plans are to be drawn carefully and executed keeping in mind the market sensitivity. Thus, in the aviation industry, there has to be a constant effort for research and development of the product. As technological developments render one product to be obsolete, it is very important to keep pace in the development process. Next comes the pricing decisions. There exists a duopoly in the market with the two greatest manufacturers competing to outgrow each other. Thus, pricing has to be competition sensitive. The one, who offers a technologically advanced aircraft at a cheaper price, will obviously gain market dominance. Thus, there has to be a constant effort to bring down the cost of production. The next element is the place or the target market. With globalization and opening up of the economy, the whole world has become a playground for the business concerns. Both the companies are in a constant effort to tap into new markets and increase their market share. The last element is the promotional strategy. The main promotional strategy used by both the companies is the offering of huge discounts to the buyers. As mentioned earlier, the buying decision is mostly political and the companies offer various discounts to the sellers in order to boost their sales figures. Thus, the whole marketing mix should be carefully designed (Gent, 2014). The following figure depicts the market reach of Airbus and Boeing. The projected financial performance of Airbus, Boeing and Bombardier, based on their projected sales figures are as follows: Airbus Projected Financial Performance (refer to Appendix 1) 2015 2016 2017 2018 2019 2020 Revenues 63599 66980 71233 84472 99110 102200 Gross Margin 11178 12450 12033 21172 32330 31279 Profit before tax and finance costs 6073 6633 5303 13643 23761 21490 Total Finance Costs 853 1338 1889 2875 4147 5439 Income Taxes 1088 1856 2688 3766 5117 6254 Profit 4132 3439 726 7002 14497 9797 Boeing Projected Financial Performance (refer to Appendix 2) 2015 2016 2017 2018 2019 2020 Revenues 61250 65880 71224 78678 84887 98326 Gross Margin 9268 12652 12986 13948 17133 22436 Profit before tax and finance costs 6094 9191 8884 9306 10852 15492 Total Finance Costs 631 1129 1482 2451 3304 4616 Income Taxes 1587 1866 2788 3866 4837 6434 Profit 3876 6196 4614 2989 2711 4442 Bombardier Projected Financial Performance (refer to Appendix 3) 2015 2016 2017 2018 2019 2020 Revenues 14759 17365 20536 26666 32558 35568 Gross Margin 5823 6978 7660 11341 12860 14268 Profit before tax and finance costs 3537 3988 3941 6602 6162 6559 Total Finance Costs 408 819 1223 1646 2074 2825 Income Taxes 1022 1158 1355 1765 2537 3234 Profit 2107 2011 1363 3191 1551 500 The following figure illustrates the total production rates of Airbus and Boeing by 2020: It is evident from the above figures that though Bombardier is projecting the lowest figure in sales over the next two decades, its revenue projection is the highest among the three. It has a cutting edge advantage of the most advanced aircraft in the form of the C series, which is anticipated to fetch maximum market share for them in the near future. On the other hand, an increase in the demand of wide body aircrafts will increase the sales volume of Boeing aircrafts. Single aisle aircrafts are meant to do the trick for Airbus it projects a 70% increase in that segment. Thus, the projected financial gains of these companies show a healthy growth of the aviation industry (Iata.org, 2015). References Airbus, (2015).Global Market Forecast 2015-2034| Airbus, a leading aircraft manufacturer. [online] Available at: https://www.airbus.com/company/market/forecast/ [Accessed 28 Jun. 2015]. Boeing delivers first 787 Dreamliner. (2011).Reinforced Plastics, 55(6), p.4. Boeing.com, (2015).Boeing: Commercial. [online] Available at: https://www.boeing.com/commercial/ [Accessed 28 Jun. 2015]. Bombardier CSeries aircraft takes shape. (2011).Reinforced Plastics, 55(4), p.14. Bombardier.com, (2015).Commercial Aircraft - C series, CRJ Series and Q Series - Bombardier. [online] Available at: https://www.bombardier.com/en/aerospace/commercial-aircraft.html [Accessed 28 Jun. 2015]. Gent, E. (2014). News: Airbus unveils budget rival to Dreamliner.Engineering Technology, 9(8), pp.10-11. Global commercial aviation industry looks to MEA for effective and environment-friendly aircraft. (2009).Aircraft Engineering and Aerospace Technology, 81(2). Iata.org, (2015).IATA. [online] Available at: https://www.iata.org/Pages/default.aspx [Accessed 28 Jun. 2015].