Environmental Protection and Sustainability The WritePass Journal

Environmental Protection and Sustainability Introduction Environmental Protection and Sustainability ). Meridiana’s membership in the AEA shows that it is committed towards achieving sustainability in the aviation sector. Marketing Mix Despite its success in some areas of the domestic market, the company has experienced heavy losses in recent years. With its ageing fleet, subscale international network, and its dependence in the domestic market, the company is facing very stiff competition from some of Europe’s leading low cost carriers (CAPA, 2013). Taking these into consideration, Meridiana has to improve its current marketing mix in order to increase sales and remain competitive. Effective marketing strategies can have a significant influence on society; thus, it is important for the company to apply the appropriate marketing mix to achieve their objectives. Product Meridiana’s major strength is its competitively priced business class seats for long haul destinations, targeted at leisure travellers. As a medium service carrier, it offers elements of both full service and low cost carrier. For example, it provides food and drinks like full service carriers but its price range is comparable to low cost airlines. Meridiana should utilise this mix and use it as a competitive advantage. The airline needs to focus on its domestic flights and its short/medium haul destinations in Europe. The current marketing strategy fails to reach out to the business community. Their marketing strategy should emphasise services for both holiday/leisure and business purposes. The company should target SMEs and become the airline of choice for small and medium-sized companies. This can be done by offering discounts and incentives for companies who want to purchase multiple seats or flights. Price Meridiana needs to use a competitive pricing scheme to attract customers. Its price point should be not too high from low cost carriers, but lower than traditional networked airlines. Although low cost carriers have lower prices, Meridiana should differentiate its slightly higher price point by offering better customer service. The aim is to have a mid-range price point, which can attract middle class consumers and SMEs. Place Meridiana has been highly successful in Sardinia and Sicily. The company should replicate its success by building stronger presence in other parts of Italy and in key international airline hubs such as London, Dubai, Beijing, Singapore, Narita, Paris, and New York. This can be achieved by improving airport check-in services and making their internet reservations website more attractive and easy to use. Promotion As a hybrid airline, Meridiana operates both as a low cost carrier and a network airline (Sansonetti, 2010). It needs to be highly competitive by keeping it unit costs down. This can be achieved by enhancing its internet and social media channels. Meridiana should upgrade its website to make it more attractive and user-friendly. It should improve its tie-ups with hotels, resorts, car rentals, and other tourist services to attract more customers. People Meridiana should improve its services to customers in order to attract more consumers and gain more customer loyalty. Excellent customer service can be a competitive edge, especially when low cost carriers offer cheaper rates. Meridiana should also highlight their people and the value of customer service in their marketing strategies. Process Meridiana should ensure that its online reservations are always efficient and that customers can easily access the airline through phone or email. The airline’s systems should be designed for the benefit of customers. Physical Evidence Meridiana should also ensure that its flights are always on time; its planes are spotless; and its service crew are highly efficient. Its check-in and guest lounges in airports should be clean and the services of both ground crew and in-flight staff should be excellent. Promotional Mix Meridiana should focus on tapping customers from the mid-market socio-economic segment and business people, especially from SMEs. The elements of the promotional mix must integrate different strategies. It should use a combination of various promotional strategies, particularly, advertising, public relations, sales promotions, and internet/online promotions. The integration of different promotional tactics will aid in achieving a more successful result. Advertising should be enhanced in traditional channels such as television, print, and radio in order to target domestic consumers in areas where Meridiana is not the market leader (i.e. Milan, Turin, Naples, Marconi, Rome, and Verona). To increase presence in international markets, the airline should advertise in popular travel magazines and international cable channels (i.e. BBC, CNN, NHK, etc.). In terms of public relations, the airline should improve its relationship with Italian businesses and local government. It should also improve its public image by doing CSR activities and being more active in environmental protection. The company should emphasise their support for green aviation and sustainability in the airline industry. Meridiana should also launch sales promotions on its ticket prices. It should conduct seat sales in which the flight fare is a fraction of its original price but customers can avail of the ticket only for a limited period. For example, the seat sale gives an 80% discount on ticket prices for 50 seats in the plane and the sale will be ongoing for 3-5 days only. Meridiana should also prioritise internet/online promotions and strengthen its social media presence. The airline should improve its advertisement and tie-ups with online travel sites such as Expedia, Kayak, and Orbitz. It should also effectively make use of social media sites such as Facebook and Twitter. Meridiana should advertise in these sites and encourage customer feedback through social media. The company can also utilise viral advertising by putting very creative and highly memorable adverts in YouTube or other video sharing sites. References Agarwal, R. (2010). Sustainable (Green) Aviation: Challenges and Opportunities. SAE International Journal of Aerospace. 2(1), p.1-20. Anna Aero. (2013). Meridiana fly and Air Italy complete merger, as Meridiana turns 50 under new CEO; combined fleet shrinks for S13. Available: anna.aero/2013/06/19/meridiana-fly-and-air-italy-complete-merger-as-meridiana-turns-50-under-new-ceo/. Last accessed 12th January 2014. Association of European Airlines (AEA). 2013). AEA welcomes Meridiana as new airline member. Available: http://files.aea.be/News/PR/Pr13-036.pdf. Last accessed 15th January 2014. CAPA Centre for Aviation. (2013). Meridiana: how to escape the impact of loss-making Italian airlines? Available: http://centreforaviation.com/analysis/meridiana-how-to-escape-the-impact-of-loss-making-italian-airlines-120241. Last accessed 12th January 2014. Chartered Institute of Marketing (CIM). (2013). Marketing and the 7Ps: A brief summary of marketing and how it works. Available: cim.co.uk/files/7ps.pdf. Last accessed 12th January 2014. Cooper. C et al. (2013). Tourism: Principles Practice 5th edition. London: FT Prentiss Hall Denton, N Dennis, N. (2000). Airline franchising in Europe: benefits and disbenefits to airlines and consumers. Journal of Air Transport Management. 6(4), p.179-190. Green, JE. (2003). Civil aviation and the environmental challenge. The Aeronautical Journal. p.281-299 McCabe, S. (2009). Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Amsterdam: Butterworth Heinemann Meridiana. (2009). Meridiana Group Ethical Code. Available: https://www.meridiana.it/cms/deploy/1/IGGJ_Documenti/IT/Codiceetico/MeridianaGroupEthicalCode.pdf. Last accessed 12th January 2014. Meridiana. (2014). About us. Available: https://www.meridiana.it/en/company_informations/Company_AirItaly_quality.aspx. Last accessed 12th January 2014. Middleton, V. (2009). Marketing in travel and tourism. Oxford: Butterworth Heinemann Sansonetti, A. (2010). The European Airlines Transformation: Hypercompetitive and Long Tail Effects. MCIS Proceedings. Paper 76. http://aisel.aisnet.org/mcis2010/76 Upham, P. (2003). Towards Sustainable Aviation. London: Earthscan Publications Ltd Walker, S Cook, M. (2009). The contested concept of sustainable aviation. Sustainable Development. 17(6), p.378-390

Performing Personal Hygiene Rituals Without Gravity

Performing Personal Hygiene Rituals Without Gravity There are many things we take for granted here on Earth that take on a whole new aspect in orbit. On Earth, we expect our food to stay on our plates. Water stays in containers. And, we always have an ample supply of air to breathe. In space, all those activities are a lot more difficult and require careful planning. Thats because of the microgravity environments that astronauts live in on orbit. Astronaut Ed Lu uses chopsticks to hold his food and a drink packet to keep fluids from escaping before he drinks them.   NASA The Complexity of Life in Space All human missions have to deal not only with feeding and housing astronauts, but taking care of their other bodily needs. In particular, for long-duration missions, the management of ordinary daily habits becomes even more important since these activities require sanitary conditions to operate in the weightlessness of space. Space agency folks around the world spend a lot of time designing such systems. Taking a Shower There used to be no way to take a shower on an orbital craft, so astronauts had to make do with sponge baths until they returned home. They washed with wet washcloths and utilized  soaps that do not require rinsing. Keeping clean in space is as important as it is at home, and even doubly so since astronauts at times spend long hours in space suits wearing diapers so they can stay outside and get their work done.   Astronaut Karen Nygard shows how an astronaut can do a shampoo in space. NASA Things have changed and nowadays, there are shower units on the International Space Station. Astronauts jump into a round, curtained chamber to shower. When theyre done, the machine suctions up all the water droplets from their shower.  To provide a little privacy, they extend the curtain of the WCS (Waste Collection System), the toilet or bathroom. These same systems may well be used on the Moon or an asteroid or Mars when humans get around to visiting those places in the near future.   Brushing Teeth Its not only possible to brush your teeth in space, but its also essential since the nearest dentist is a few hundred miles away if somebody gets a cavity. But, tooth brushing presented a unique problem for astronauts during early space travel. Its a messy operation- they cant really just spit in space and expect the environment to stay tidy. So, a dental consultant with NASAs Johnson Space Center in Houston developed a toothpaste, now marketed commercially as NASADent, that can be swallowed. Foamless and ingestible, it has been a major breakthrough for the elderly, hospital patients, and others who have trouble brushing their teeth.   Astronauts who can not bring themselves to swallow the toothpaste, or who have brought their own favorite brands, sometimes spit into a washcloth. Using the Toilet One of the most-asked questions that NASA receives is about bathroom rituals. Every astronaut gets asked the question, How do you go to the bathroom in space? The answer is, very carefully. Since there is no gravity to either hold a toilet bowl full of water in place or pull human wastes down, designing a toilet for zero-gravity was no easy task. NASA had to use air flow to direct urine and feces.   The toilets on the International Space Station  are designed to look and feel as similar to those on Earth as possible. However, there are some important differences. Astronauts must use straps to hold their feet against the floor and pivoting bars swing across the thighs, ensuring the user remains seated. Since the system operates on a vacuum, a tight seal is essential. Beside the main toilet bowl, there is a hose, which is utilized as a urinal by men and women. It can be used in a standing position or can be attached to the commode by a pivoting mounting bracket for use in a sitting position. A separate receptacle allows for disposal of wipes. All units use flowing air instead of water to move waste through the system. The human waste is separated and solid wastes are compressed, exposed to vacuum, and stored for later removal. Wastewater is vented to space, although future systems may recycle it. The air is filtered to remove odor and bacteria and then returned to the station. This is the toilet device used onboard the Russian Soyuz craft.   Maksym Kozlenko, CC BY-SA-4.0 Future waste-removal systems on long-term missions may involve recycling for onboard hydroponics and gardens systems or other recycling requirements. Space bathrooms have come a long way from the early days when astronauts had pretty crude methods to handle the situation. Fast Facts Personal hygiene tasks in space are a lot more complex than here on Earth. The low-gravity environment requires more care.Shower systems have been installed on space stations, but they require very careful attention to make sure water does not stray into the crew compartments and electronics.Toilet facilities use suction and other devices to direct materials for safe storage and away from the walls and electronics. Edited and updated by  Carolyn Collins Petersen.