Ryanair Case Study

Nova School of Business and Economics 2012/2013 DOGFIGHT OVER EUROPE: RYANAIR Case Study This set of questions refers to Version (A): 1. Which kind of customers was Ryanair trying to attract when, in 1999, Michael O’Leary took charge of the firm? Those with a low price elasticity of demand or those with a high price elasticity of demand? Explain.Considering that we are talking about the same product, in an industry with many firms, where producers and consumers know all quoted prices and where the consumers can identify the product as homogeneous, it is fair to say that we are talking about a scenario close to perfect competition, thus demand for the product is very elastic. So, Ryanair is trying to attract high price elasticity customers.Accordingly to the article: Ryanair marketed itself as â€Å"the low fares airline†; before open new routes, the company cared about low landing fees, low turnaround costs in order to be able to charge low fares to customers; it made a greements with secondary airports, where they did not pays fees (in fact those airports paid to Ryanair to use their locales); it tried that 70% of the available seats in the two lowest fare categories; it made fewer restrictions on its tickets (important for who had extra bags, or who wants to change the flights in order to pay less); it observe competitors, so it would be able to apply a lower fare; its customers were a mix of leisure travelers (70-75%) and business travelers, mostly from small and mid-sized businesses (25-30%). ifferences in airfares could persuade some leisure travelers to visit one destination rather than another; it has chosen the cost leadership so it seeks to be the lowest cost producer in Europe by selling standardized, mass products and Ryanair’s profit maximization was through lower fares in order to attract more customers contrarily to competitors where they maximize their profits through find opportunities to increase fares without losing custome rs. So accordingly to the customers with a high PED (price elasticity demand) following the formula (Q/P) x (P/Q): a little negative variation in prices (decrease in fares), will originate a big positive variation in the amount sold. 2. Why was cost cutting so essential for the strategy chosen? First of all it is important to refer that in 1991, Ryanair was facing a bankruptcy.In response, ‘the company removed all frills from its service, cut its costs to the bone, and dropped its fares to levels unheard of in Europe’. It became priority, to connect all the efforts to preserve and generate cash. Company’s main concern was charge lower fares in order to attract high elasticity price demand customers, with this new strategy, the company became low-cost or low-fare airlines and to maintain it within these measures the firm needed to adapt its strategy to new restrictions, which means, cost cutting. The flag airline faced a really competitive market (in 1999), and to keep competitive the firm had to keep its strategy, and for that was necessary cost cutting. Cost cutting, if it is efficiently done, brings more profits.Besides, using the model used in classes, â€Å"Bertrand – Asymmetric Model† where it says that if certain firm charges ‘P1’ for its product, and other firm charges ‘P1-e’ (because it is able to reduce its marginal cost), so the second firm will get all the demand. Well, Ryanair did not get all the demand, but is observable in ‘Exhibit 4’ that the company carried approximately 60% (353/575) and 56% (180/321) of the passengers on the route ‘Dublin-Manchester’ and the route ‘Dublin-Glasgow’ respectively. 3. Ryanair uses a performance-based pay scheme to compensate its flight attendants. Why? A performance-based payment scheme combines the interests of both flight attendants and the company. This happens because obviously, the flag airline will gain more i f the attendants are working efficiently (making an effort to sell the snacks, drinks, or whatever they have on board; being nice with the passengers, and help them as much they can), then if they are lazy during work. If a salesperson receives a fixed wage, no matter how much it sells, then he or she will not have any incentive to sell more than the expected. But, of course, if they receive an extra commission for each sale, then the salesperson will do the effort that it maximizes its utility. By having a higher effort, the workers have a higher payoff which maximizes its utility.A sector payment or an in-flight sales commission allowed flight attendants to earn 10% more than those from competitors and allowed the firm to fly to 50% more sectors than its rivals. Consequently, a higher number of flights increase the profits of Ryanair. The company’s rapid growth permitted job mobility, for instance, a flight attendant could take a job at the yield operations management on th e headquarters; job mobility was a solution for the company to avoid coordination problems. 4. Why wasn’t this performance scheme also offered to maintenance personnel? The majority of European airlines pay their employees based on the length of their tenure with the company. However, Ryanair only applied this to their maintenance and engineering personnel.As a company obsessed with cash, the most important part of the business was the operational part, the one which actually gave money to the company: flights and duty-free revenues. So, this was the only personnel where it was justifiable to apply a performance-based pay scheme. Engineering and maintenance were paid based on their formal qualifications: more qualified personnel would do the job more accurately. Maintenance personnel only represented 9,34% of the total employees as of March 31, 1999. Besides the company concerns about security: let’s say that if they receive a fee for each plane that is ‘fixedâ⠂¬â„¢, they will want to fix the maximum planes, as fast as possible, and that may not be the best for the passenger’s security.It’s more important to seek personal with higher qualification, and pay them a reasonable (but fixed) salary, because this is kind of business where mistakes cannot happen, and so, the personnel has to be focus in its work, and not in the ‘extra money’. 5. Can you suggest means of rewarding maintenance personnel that would induce high productivity without hindering Ryanair’s strategy? Ryanair’s strategy is keep low fares so it will be able to keep â€Å"fiercely competitive† and â€Å"ferociously cost conscious†, which implies, minimize costs (everywhere where it is possible), so increase their salaries would hurt the company’s strategy. Given this, it would be a good idea to search for some ‘non-monetary’ alternatives.First of all give them some lectures about how important is to do a good maintenance of the aircraft, aware them that a single mistake can be fatal for hundreds of people (unless they are murderers or mentally sick people they will get alert! ). They can make promises to them in the long-run like if there are no mistakes, Ryanair’s credibility increases, and that will attract more passengers, which means more revenues, which means they can increase wages (and keep the same profit). Monitoring them is a good way of keep the high productivity, this measure leads to an increase in veracity of the employee's reports, in other words, if an employee knows that he or she is being watched, then it will for sure do a better job.The creation of bureaucracy that implies the creation of rules in order to limit the employee’s actions, these rules can be benefit for the maintenance workers, for example, the creation of a rule that says it is mandatory to do a 15 minutes break, every two hours. 6. What are the likely consequences for Ryanair of a steep decrease in the price of jet fuel brought about by a significant decline in the price of oil? Consider both the direct and the strategic effect. All the airline companies are strategic complements, which mean that if one firm takes one action, the others will respond with aggressively actions (upward sloping). And they exhibit tough commitment, in other words, is a commitment that is going to have an adverse effect on the competitors.In Bertrand (this case), the company makes a tough commitment, no matter how much its rival changes the price, the firm’s price will be lower than it would have been if there were no commitment. The companies make tough commitment to avoid that new entrants increase the price competition. Given this, we built the following graph: The red line stands for direct effect and the blue line stands for substitution effect. The direct effect is the commitment’s impact on the present value of the firm’s profits, assuming that the compe titors’ behavior does not change. Applying to the case is basically the profits that all the others airline companies would earn if Ryanair would not decrease its prices as well (point 1 to point 2).The substitution effect takes into account the competitive side effects of the commitment, this means, how much does the tactical decisions of the rivals change, under the commitment conditions. Basically is the adjustment made by Ryanair after the competitors decrease their prices (point 2 to point 3). Decline in the price of oil, brings a decrease in the price of jet fuel. With this shock, all the airline companies will decrease their prices, P1*’. As it was said before, Ryanair always observes its competitors, and then make its move, so they will decrease their tickets’ prices even more, P2*’(one of the principals of tough commitment). As it says in exhibit 2, ‘fuel ; oil’ constitutes approximately 16% of its costs (6. 0/37. ), so despite it is not visible on the graph (due to lack of data related to prices), the prices of the flight’s tickets will decrease considerable, because (repeat) this is a really competitive market, and the airline companies find themselves in a tough commitment, that it will originate a decline even bigger that the one it would happen without though commitment. It is important to refer that the company’s product has a low-level of horizontal differentiation because the difference between the products of each one of the companies is based on the quality in the in-flight zone. And there are tons of people who simply do not care about that.For those ones, their only concern is to get to their destination. 7. What are the most serious threats that Ryanair faces? Explain your perspective. Europe Union’s measure â€Å"Under the package, carriers were given full freedom to set fares. Any company was allowed to start an airline provided that it had majority European ownership, adequ ate financial backing, and the ability to meet safety requirements. The package permitted any European airline to fly any route between two EU countries and, starting in 1997, any intra-country route between two European cities. † This measure means no patents’ system, which means that as long as there is positive profit, other companies will enter in the market.Without proper cautions this may lead to perfect competition, where the companies will lower their prices until it equals the marginal cost, which implies that the profit will be zero. Even worse than that is if Ryanair adheres to a new technology (in order to decrease its marginal cost), and if we are in a situation where the other companies can copy and use the technology discovered by Ryanair, the company will have negative profits. Contrarily if the competitors are able to decrease its marginal cost, and the antitrust agencies that may lead to monopoly (if there is a patented system that says that is illegal to copy and use technology of others firms). Possible merges by competitors, which would increase their market share. For example, in 2002, easyJet purchased Go for ? 374m.Ryanair may face laws taken by the antitrust agencies that may limit its actions, for example the use of ‘dumping’ strategy (‘monopolistic strategy’ where the firm sells its products below their production cost in order to eliminate competition, and when it occurs, the firm increase its prices again). Ryanair has faced aggressive marketing campaigns and charity efforts by Virgin Express, subcontracts and reliability on third parties (lower costs), total direct selling and a very informal environment by easyJet, predatory pricing by British Airways’ Go and in-flight entertainment and comfort by Debonair. The last one went bankrupt but all the others provide serious competition to Ryanair despite not achieving the profitable results desired.

Go therefore and make disciples of all nations Essay

â€Å"Go therefore and make disciples of all nations.† Matthew 28.14. What does this command of Jesus mean? Thomas Kee 9/10 In today’s society people can make others into disciples without realising it. The world relies on a few people to act as examples and model Christians to set an example for others. These are people like Mother Teresa who stepped aside from the normal routine of life to give up theirs to help others. In 1948 Mother Teresa was granted permission to leave her post at the convent and begin a ministry among the sick. In 1952 Mother Teresa opened the Nirmal Hriday (Pure Heart) Home for Dying Destitutes in Calcutta. Subsequently she extended her work to five continents. â€Å"The rich young man† ( Matthew 19:16-30), A wealthy Jew asked Jesus what he needs to do to receive eternal life. Jesus answers him that he needs to obey the commandments. The man then asks him what he needs to do to be perfect. Jesus answered him that he needs to give up everything he owns and to follow Jesus. However, the man refused and walked away sadly. This story is an example of someone who cannot give up all his money to be a true disciple, but people like mother Teresa who give up everything they have to help the sick, poor and those in need. By doing this they help people on the road to discipleship by acting as examples. â€Å"Happy are those who are humble,† You can lead people on the road to discipleship by being a good Christian. You don’t have to preach to them and show off how holy you are, but be kind, generous and helpful and they will learn from you. People can recognize you and learn how to be a good disciple from you, if you do missionary work in another country. If you have the money and time you could go to a poor country and set up a school or a hospital. For some this can be too much, so even small sponsorships or helping the local parish can set an example to others and make them think how they can help. By helping your local church you can set an example, you could help the priest in preparing the sermons or you could read at masses, â€Å"Happy are those who are spiritually poor.† Matthew 5v3 You don’t have to make a great scene, but try to be discreet and people will recognize you. † Those who are ashamed of me I will be ashamed of them on the last day.† By standing up and defending the church against those who oppose it, others will notice you and follow you as an example. Thomas Kee 10/10 There are many people who have taken up the challenge of doing great good; each and every one of them is a great example to the world. â€Å"Happy are those who are prosecuted for doing what God requires.† Terry Waite was a special envoy to the Archbishop of Canterbury. He was a negotiator who was trying to free hostages in Lebanon but was taken hostage himself. For five years he was chained to a tiny cell 23 hours of the day. Throughout this time he didn’t lose his faith † I am not a man who wears his faith on his sleeves, I’ve never believed it is an insurance policy: we don’t live in a just or fair world. If you have faith you can say suffering needn’t destroy, that something good can emerge from it. But faith is there to shape your life, not to give you special protection.† Terry Waite † Go therefore and make disciples of all nations,† This commandment can present a problem in modern day context. Although it is the word of God, people may not be interested in the teachings of Christianity. For It is Gods wish and command that people should preach the word of God. By preaching you are giving others the chance to receive eternal life. There is nothing bad about Christianity, its morals are all good. People are not forced to become Christian, they have the choice. Against You may want to discover Christianity for yourself, you may not want it told to you. Preaching may put people off. It is wrong to force it onto people. In some countries it is illegal to be a practicing Christian. By preaching Christianity in these countries you are encouraging them to break the law. I believe it is a Christian’s duty to go out into the world spreading the teachings of Jesus Christ. However I understand that people will not always welcome Christianity into their lives. It is probably true that actions speak louder than words and by setting an example by being a good Christian is more effective then preaching in spreading the word of God. Bibliography Encarta 99 Class notes The Bible

English dream to reality

‘I'd like to welcome y'all to the rap states battle where the best freestyles from everywhere around the world have come to compete against the best' the adrenaline rush paced his veins as the enormous, high pitched voice from the Rap Battle host announced the welcome. The crowd cheered as a shiver ran up his spine, this was the chance for Shorty to gain his respect as a known MC. Round one and up went the first contestant, up against one of the best, Nas, the challenger was practically chewed up and spat out. Now Shorty was getting weary, he began to see what would happen to him if he failed. ‘Give it up for my main man Shorty! ‘It was now Shorty's turn, as he walked up to the stage the microphone was put to his mouth and the crowd in their thousands were shouting ‘choke, choke, choke' at that same moment Shorty threw back the microphone in disgust, he had ruined it all, there was no chance of him becoming a known MC around the world. It was now the champs turn, after a few long agonising minutes, the crowd roared out with cheers Shorty had been put down like a dog. It was now or never Shorty's whole rap career depended on this, he decided to have another go, again the crowd shouted ‘choke, choke, choke' As Shorty starred at the hating crowd the stage went quite, suddenly the silence was broken ‘Blood I aint hating on you, so why you hating on me? ‘ Shorty had words spilling out of his mouth like water running out of a tap, hope now turned into anger and anger into words, the words being expressed were very strong and passionate. After a long 30 seconds of pure MC'in the battle was over, now all Shorty could hope for was fate being on his side. Put your hands together for my man Nas! ‘ loud cheering from the crowds of thousands and thousands of people were ringing inside of the ears of Shorty. ‘Now put your hands together for Shorty! ‘ silence. ‘I know many of you have come here tonight to see young MC's being ripped apart but I am glad to say we have a new Champ, it's the one and only tongue twisting Li-‘ The piercing sound of the fire bell was ringing inside the head of Shorty, his head was a big church bell banging side to side. Ahh,' he gave a little scream and then began to scream ‘I won' repeatedly as he came back to the light of reality from his dream. The class suddenly turned to face him, a long silence hovered over the cold, dull classroom this was soon broken by the bellowing voice of Mr Crankbrook, ‘Pardon? What did you say? ‘ Here sat the greatest MCing lyricist. Shortys head went from pale and dead to a bright hot red as he had the loud voice of Mr Crankbrook's shouting spinning around his head doing circles. Shorty replied in complete confusion with a simple grunt and shrugged his broad shoulders. As the lesson progressed, Shorty's ball of anger against Mr Crankbrook for his embarrassing outbreak raged deep within him. For the remaining part of the lesson Shorty stared aimlessly at the ceiling. ‘Are you ready to die? ‘, ‘No, p-please gimme one mo chance' cried the tall shady man who was practically on his knobbly knees begging. ‘I gave you many chances Crankbrook, you chose to blow them back in my face! ‘ ‘Shorty†¦ Nooo! standing coolly and calm, Shorty, in his ice white suit lit a cigar, seconds later he laid a long grubby finger on the trigger of his P90 Rugar, Cranbrook looked at the gun in disgust, a shot was fired, in a slow motion the 9mm bullet came out of the gun like a spitting snake and the surrounding went dead a split second after the gun shot a finger of lightening lashed out aimlessly in the dark night sky. Crankbrook who was now dying from lack of blood breathed his last breath a further eight ear splitting gun shots were fired simultaneously which drained away the screaming of Cranbrook. In a deep cold voice Shorty muttered his final words ‘Whats mines is mines, what's yours is mines, sometimes people tend to forget that' the final gunshot was fired. The atmosphere of the scene died down and Shorty dropped down on his knees as his conscience came crawling back to him, Shorty, now the most respected thugs of LA, sat on the damp grass in disbelief to what he had just done. ‘Haha†¦ Shorty you just wet yourself you just wet yourself! ‘ shouted a boy passing, ‘what? Shorty replied ‘Get outta my way home boy, I want my food' exclaimed the plump, Dennis the menace look alike boy, pushing Shorty out of the lunch line. Shorty grasped his money in his hand with a firm grip and clenched his fist. The boy, a waddling pig, then squealed out, ‘gimme your lunch money' and shorty gave up his money within seconds not considering the fact that he could say no. for the rest of the day Shorty thought about what had happened and how stupid he had acted to give up his lunch money, ‘Get out my way shouted a passenger walking by' and moments later Shorty found himself in a big puddle of murky mud. Shorty looked at the computer shop and saw the new computer hacking game for his games console he wanted for a mighty long time. ‘Shorty we got someone tryin' to hack into our server, they go by the name-‘ ‘I aint got time for this' butted Shorty ‘but sir' ‘but nothing end of discussion' Shorty took control straight away. ‘Lets get down to business men' Shorty picked up a remote control and moved swiftly across the gigantic table, he clicked a button and the coughing of the room of hackers got drained away by the sound produced by the presentation. Shorty began to explain their assignment, ‘right my fellow hackers we are going to have to act quick on this, the government of the white house are planning to get rid of peer to peeer networking and it is up to us to prevent this' a big dark haired man wearing a jet black cape like coat spurted out, ‘Sir don't you think this is a bit, well way out of our league' a streak of sweat dropped slowly down Shorty's face as he snapped ‘Hush, impossible is nothing' as the long hours passed the hackers became weary and tired. I've found something, I've Found something,' shouted Neo. The specifications of the governments' computers showed that they had a total of 100 firewalls, this meant the the hacking team had to act quicker. ‘Use Denial of System to hack into the main framework of the computers, I'll write a backdoor Trojan for remote access to the generic host' explained Shorty as he wiped his sweaty forehead with a hankerchief, who was working the hardest he had ever worked before. After a stressful three quarters of an hour of death defying hacking, the team finally got through the hundreds of security software that was holding the precious government documents. This was time for Shorty to shine, he began writing his backdoor Trojan after a realm of debugging and source code writing the Trojan was complete and it was time. The Trojan began to do its works. Success the intense moment broke into cheers of laughter, ‘98% of downloading content complete†¦. as the percent downloaded gradually increased the crew became more uptight, finally 100% complete. Shorty, Neo and Morpheus the first to ever hack into the White House stood staring amongst each other. ‘Kid, you aiite? ‘ asked a concerned stranger, Shorty starred ahead of him into the busy street and saw the reflection of the moon on the wet, damp road, ‘I'm fine' he replied, and then continued to gaze into the night sky.

Discussion Movie Review Example | Topics and Well Written Essays - 500 words - 6

Discussion - Movie Review Example In color science and art, Seurat had great interest in dividing color into its components. Seurat understood that mixing colors would be imperative in producing natural colors. The idea of mixing colors relates to an optical mixture of technique that have the capability of producing original color of natural objects. Seurat achieved optical mixture by designing sketches that he finally used in painting the final picture. Sunday on La Grande Jatte art represents the impression of Seurat painting style. The art has an illusion of space through, which Seurat carefully manages between his objects in the art. Receding diagonal line within the art depicts illusion of space within Seurat paintings (Smarthistory 3:20). In addition, Seurat art represents classical, traditional painting with alternating shadows and light that gives the illusion of space. However, Seurat’s painting style represents ambiguity of class and time that existed in France. Ambiguity in Seurat’s painting of Sunday on La Grande Jatte was his idea to mix various social classes within the same art. Mixed class in the art results from the difference in quality of clothes (5:30). In addition, Seurat’s painting was different from what other artists believed in mainly due to his objects that never interacted within the art (Smarthistory 6:00). However, the classical and monumental nature of Seurat’s Sunday on La Grande Jatte painting received support from various artists and viewers. Sleuth discusses Van Gogh paintings, his life, and presumed madness in the art. The discussion presents Van Gogh’s art in three main parts. The first part of the discussion explores whether the art represents spontaneous product of madness. Van Gogh’s night landscape dates from 1889 when astronomy attracted enthusiasm. Spiral nature of the sky in Van Gogh’s starry night resembles a factual nebular as outlined in ancient

Arthistory Paper Essay Example | Topics and Well Written Essays - 500 words

Arthistory Paper - Essay Example Examples of oppositional dressing include punks, zoot suits and clothing that were made of skinheads. In most cases, they did arise where there was oppression and ill-treatment of the masses by the dominant groups. A practical case and instance is the zoot suits which was worn by the servicemen of African-American origin in protest to the white domination and racial discrimination. Similarly, people who lived in similar locality and geographical region had their social destiny bound together. Thus, in any case there was any change and shift from the popular culture, then people in same area moved together in that respect. For instance, when fabrics and puinks hit the ghettos, it was the in thing and every person who wanted to show solidarity with the masses blended with the culture. In retrospect, oppositional dressing relates to subculture in that, it was part of a behavioral or sectoral pattern of behavior within the large cultural spectrum. This is to say that the people who blended with the opposition dress shared similar culture, and the oppositional dress code that they adopted was just a part of the culture in terms of dressing. The term, notion and concept of dandyism refers to a culture where a human being places a lot of attention and weight on the physical and outward appearance. This is to say that the person would take a lot of time and resources to ensure that he or she appears nonchalant at the very least. In most instances and cases, dandyism was a cloud word used to discuss how the men stressed on their masculine principles to try to imitate the aristocrats. This is to say that a man would use refined language, often engage in leisure activities which are conventionally regarded as royal or aristocratic. In the period of the early 19th century, a dandy was a person who was self-made and strived hard to fit into the highest class of the society, (Wilson, 112). This was done regardless of the

IT INFRASTRUCTURE Essay Example | Topics and Well Written Essays - 3000 words

IT INFRASTRUCTURE - Essay Example In the Middle East, BDB is one of the leading service providers in gas, power, water and chemical industries providing maintenance, rehabilitation, construction, O&M and lifecycle services (Boudreau, 2008). It has an asset base of over  £500 million and order intake of  £58 million. It has over 1300 employees operating from Saudi Arabia, United Emirates and Kuwait. It parent company Bilfinger Power Systems GmbH AS AT 2012 had over 10,000 employees and an order intake of  £1.178 million For it to operate more effectively and serve a wide base of clients, BDB realized that it requires a network that will facilitate seamless communication between its diverse locations without compromising security of its resources. It has a number of departments including sales with 300 employees while other 900 employees are spread across Finance, Operations, Human Resources, Marketing, production and corporate office in 10 offices in United Arab Emirates. BDB network consist of a backbone, campus, data center, branch/WAN and Ethernet edge. Of late, it has reported a number of vulnerabilities and security breaches in its networks. Due to recent security breaches in the campus network BDB took a major step in 2012 and deployed a secure network provided sufficient security for its operations. Remote access will allow telecommuting employees to access to the main office resources without being necessarily being there. Security is a major concern for remote access and should be treated as such during network design process. Because of the demands for seamless network access for remote and in-house users as well as security of internal resources, BDB contracted the services of a technology contractor to analyze the business needs and recommend a company-wide solution. The contractor recommended the deployment of a IPSec-based VPN and the process of planning

Rhetoric Criticism Article Example | Topics and Well Written Essays - 750 words

Rhetoric Criticism - Article Example entitled What it Means to be Colored in the Capital of the U.S. at the United Women’s Club, expressing her views about what was happening then. In this speech, Terrell used Aristotelian forensic rhetoric to present her version of injustice towards colored people in order to increase awareness to their rights and to acquire them. According to Aristotle, forensic rhetoric uses facts to attack or defend, making the audience a judge of what has been done in the past. In Terrell’s speech, she talks about various challenges she has been through as a colored woman and the experiences of others as well in order to show the injustices committed against colored men. She begins with the instances that happened to her or those which she observed and considered to be most possible in her condition as a Black woman. She mentions that there is no other race treated as the Blacks, who may walk the streets to the White House without being fed or accepted in a house, hotel or restaurant. She exposes that even if one has money to buy food or pay for a decent room to stay for the night, if that person is Black, he would not be entertained at all. In a rather ironic tone, Terell points out that even if she were to enter the house of God where color and culture should not be a problem or where love and equality should be most evident, she, as a colored person, would not be given a welcoming reception as expected. This shows that even the very persons who proclaim equality and love, can be void of what they preach when it comes to colored people and the speaker considers this as an injustice. Concerning work, America has always been perceived as a land of promise because of its vast lands and various opportunities. However, to the Blacks, it is not so. According to Terell, there are many able and qualified Black men and women who are highly qualified to do white collar jobs. Nevertheless, color seems to be a hindrance to them. The writer speaks further about this issue by presenting the experience of a young woman who was a rising literary star. She applied to work as stenographer at a company and proving herself to be the best candidate for the job; she was invited in for the interview. Contrary to what the young Black woman expected, she was not given the job because of her color and instead, she was advised to do menial work as that is what the society expects from colored people. Such are the facts Terrell knew about a colored man’s life which she expressed in a compelling manner. â€Å"Her speech isn't as long as others, but it is effective in getting her message across, that there is an abundance of prejudice in America† (Johnston, 2001). She did not merely state examples of injustices that happened to her or a handful of her people but includes the whole community of Black people regardless of their economic status, religion, education and views. Terell used the Association theory by expounding on a specific experience of one person before proceeding to include others in her discussion. For instance, after mentioning the highly qualified applicant who was not given the job of a stenographer, she goes on to speak on a general note, including all the colored women in her discussion of employment opportunities. She says that Black women are not given the fair chance to get employment