The Basketball Association And The Nba - 1635 Words

The National Basketball Association, or the NBA, is a men’s professional basketball league in the USA. The National Basketball Association was born in 1949 after the Basketball Association of America and the National Basketball League merged as one. Maurice Podoloff was elected head of the new league that consisted of seventeen teams which came from cities and towns all across the country. The NBA did not have a great start with its teams dwindling to only eight teams in the 1950s. At this point, the league transformed the game with the addition of the shot clock. The shot clock in the NBA is 24 seconds, meaning the offensive team has 24 seconds from the time they inbound the ball until the ball hits the rim on their side of the court. This addition increased the pace of the game and made it more fun for fans to watch. Their transformation worked, and the league returned to a financially stable one in the 1960/70s. Today, the NBA has millions of fans from all walks of life, all over the world. The league now consists of 30 teams from various states in North America as well as one team from Canada. The teams are divided into two conferences and then three divisions of five teams each. To play the sport of basketball there are players; five on the court at a time, coaches, a basketball, two hoops, high-top shoes to protect player’s ankles, and a court with specific lines painted out to represent boundaries. As a league, the NBA makes roughly 5.18 billion dollarsShow MoreRelatedBasketball Association And The Nba1409 Words   |  6 Pages What makes the NBA (National Basketball Association) and the WNBA (Women’s National Basketball Association) popular among their fan base? The NBA and the WNBA, feature men, as well as women’s professional basketball, therefore drawing the attention of twice as many fans. Each league plays the same sport, but contains a separate set of rules for each which causes different paced games. Both the National Basketball Association and the Women’s Basketball Association help promote each other’s businessRead MoreThe National Basketball Association ( Nba )760 Words   |  4 Pagesexposing diverse population playing its sport is the National Basketball Association (NBA). The sports league that I feel does the worst job of exposing diverse populations to playing its sport is the National Hockey League (NHL). The NBA consists of a variety of people from different cultures and ethnical backgrounds that play the game. Many great NBA players have come from different c ultures and had a great career playing basketball for the NBA such as Pau Gasol who is from Spain, Manu Ginobili who isRead MoreThe National Basketball Association ( Nba )2016 Words   |  9 PagesNational Basketball Association (NBA) was founded on June 6, 1949 in New York City and has exploded today to become one of the most popular professional sports leagues in the world, next to the National Football League(NFL). There are a total of 30 teams in the NBA, each worth about $1.25 billion, making the whole league worth about $37.5 billion. The mastermind behind the NBA’s huge profits are the white collared team owners who watch over the respected team franchises for years. In the past, NBA teamRead MoreThe National Basketball Association ( Nba )1993 Words   |  8 PagesThe National Basketball Association (NBA) is currently struggling with a widespread epidemic known as tanking. Tanking, for the sake of this paper, is a, â€Å"team s intent to do less than everything it can to win.† Teams are motivated to tank because of a system known as the NBA Draft lottery, which assigns the worst NBA teams with the best odds of winning one of the three top picks in the NBA Draft (where teams are able to select from a talent pool of amateur or previously unassociated athletes)Read MoreThe National Basketball Association ( Nba )2269 Words   |  10 Pagesconsistent annual rate of 3 % and the minimum of 23.5 billion dollars in revenue generated every year since 2010, it is safe to say that America loves its sports. The four most popular major professional sport leagues known as, the National Basketball Association (NBA), National Football League (NFL), National Hockey League (NHL), and also Major League Baseball (MLB), are responsible for most of this revenue generated on the annual basis. With carefully planned out season schedules that work around eachRead MoreNba vs Wnba1115 Words   |  5 PagesNBA vs WNBA Victor Zuniga Composition and Communication I June 30, 2013 Abstract We are going to talk about the differences about the National Basketball Association and the Woman National Basketball Association. Because right now the popularity on the WNBA is known than the NBA, mainly because of the excitement of the NBA brings to the fans is a lot more entertaining than the WNBA, obviously because in the NBA have more money to pay their players and to have nice venue. An interviewRead MoreComparing Basketball And The Basketball Association826 Words   |  4 PagesWNBA vs. NBA Basketball is one of the most popular sports played and watched nationwide and global. Shooting, dribbling, crossing someone up, and even dunking has caught the eye of many people around the world. Many basketball players start at young age playing at a local recreation or YMCA (Young Men’s Christian Association) to build their skills and IQ of the game. This sport also consists of two genders: male and female. One of the top associations in American sports today is The National BasketballRead MoreBASKETBALL (Wee chuan): Introduction Played indoors/outdoors by two opposing teams of five900 Words   |  4 Pages BASKETBALL (Wee chuan): Introduction Played indoors/outdoors by two opposing teams of five players each.Basketball was created in 1891 by Dr. James naismith.The space is a rectangular, indoor court. Today basketball is the most popular sports in United States and Europe. To win the game, the team must throw a 30-inch ball through a 60-inch hoop more times than your opponent does. Basketball focuses on dribbling, passing, rebounding, shooting. It consist of four basic passes, chest pass, two-handRead MoreThe Fair Labor Standards Act923 Words   |  4 Pageshours worked. The military requires a minimum age of 17 with parents consent to join. Wow a 17 year old can be allowed to carry and M16 A4 rifle and fight for his/her country. But the National Basketball Association wants to up the age to 20 years old. Adam Silver is the National Basketball Association commissioner and he is wanting to raise the age that player can enter the league from 19 to 20. Doing so would stop many college players from leaving school after one year. He has been quoted asRead MoreTaking a Look at Basketball1299 Words   |  5 Pages Basketball is a sport played worldwide of people of all ages. The game was originally invented by James Naismith, a physical education teacher of what is now known as Springfield College. The game was first created to occupy athletes at a small Northeast school. Now it is played all around the world. In this essay, the history, equipment, leaders, and rules of the game will be explained. When basketball was invented, James Naismith’s boss was Mr. Luther Gulick, chairman

Analysis Of Antoinette Cosways Defiant Journey In Wide...

The Importance of Self-Truth and Active Protest: Analysis on Antoinette Cosway’s Defiant Journey in Wide Sargasso Sea Wide Sargasso Sea by Jean Rhys calls forth ideas of feminism and self-worth in the fight against colonization during the 19th century. Antoinette Cosway lived in Jamaica her entire life, and yet, as a white woman, remains alienated from her neighbors throughout the novel. Just a few short years after the Emancipation Act, her family is still greatly suffering from the loss of slave labor and receiving the backlash due to their ties to the slave business. Antoinette is placed into an uncomfortable situation; she is torn between her past life as a slave owning Jamaican and her position as a member of the newly restructured†¦show more content†¦In a fit of rage and curiosity, Rochester angers Antoinette with unkind words about her mother and cruel accusations of madness within her. After realizing that Antoinette was close to opening up in an emotional, messy way, Rochester attempts to push the conversation to another, more reasonable time. Antoinette responds with passion of h er own: â€Å"‘You have no right,’ she said fiercely. ‘You have no right to ask questions about my mother and then refuse to listen to my answer’† (Rhys 117). With her fierce and aggressive words, Rochester eventually succumbs and listens to Antoinette’s truth about her mother’s life. Rhys portrays a defiance to the early and perpetual idea of women being regarded as a lesser sex and having a more passive, emotional, and second-class lifestyles in their relationships. This is greatly seen in Antoinette’s interactions with Rochester. Antoinette’s ability to attack Rochester’s oppressive nature with such forceful language not traditionally seen in women of her time shows her resistance to a submissive, lonely life typical for her gender. In an interest to preserve their futures and relationships with their husbands, most women would stand back and take whatever blows came their way, but Antoinette stand aside. Antoine tte’s direct opposition, specifically when she says â€Å"you have no right to ask questions†¦ and then refuse to listen to my answer† shows how she fought back against Rochester’s dominance. Antoinette’s

On Hacienda Luisita Essay Example For Students

On Hacienda Luisita Essay The world has offered a lot of things to explore. Human easily give in with some of those, it may be of the same field but to others, not. But what would set the line among you and the others? The endeavor you choose reflects the values you have. I’ve been eager to know almost about everything I opt to have interest with—life out of school, unfamiliar sports, or simply not just anyone will notice. I want to be unique yet extraordinary and more of a live wire than a sluggish doomsayer. With this, I have exposed myself to reality. One of this is how I gain concern on a national issue. After watching Sa Ngalan ng Tubo documentary film when I was a freshman, I started dreaming of going to Hacienda Luisita. I want to see the exact location where farmers of that hacienda shed blood and life and to know firsthand what is the current situation there. After two years, I was given the opportunity to do that so, without a second thought I confirmed my attendance. But before I continue, let me give you a brief background of Hacienda Luisita 25 years back. In 1985, the Manila RTC made a decision to order the the Cojuangcos to transfer control of Hacienda Luisita to the Ministry of Agrarian Reform, which will distribute the land to small farmers after compensating the landowners P3. 988 million. 1988, Court dismissed civil case against the Cojuancos relating to Luisita since President Aquino declared that agrarian reform covers sugar lands. Enactment of the Comprehensive Agrarian Reform Law provides stock transfer scheme as an alternative to actual land distribution. May 1989, the Stock Distribution Option agreement was signed by the TADECO, HLI and the farmers. Within 1995 and 1996, about 50% of the 6453-hectare hacienda undergone land conversion use, from agricultural to commercial, industrial and residential purposes. In 2003, Supervisors of the Hacienda Luisita filed a petition before DAR to revoke SDO since the farmers were not given their benefits. November 16, 2004, 3 o’clock in the afternoon, when the farmers were rejoicing thinking that they already overcame the military forces in the gate in front of their picket line, bullets downpour the area. The farmers were surprised when the Cojuangcos army started shooting everywhere. Seven were killed and more than 200 were injured and were shot. From then on, Hacienda Luisita gained more attention and public awareness and it did not end there, more assassinations followed. Instead of discouraging them, it even ignited the spirits of not only those who live there but also those who value â€Å"human life† and justice. Incessant flame Farmers of the hacienda continue fighting for their right to own the land they, their fathers and grandfathers have tilled, nourished and lived for. It has been more than five years and no concrete actions to implement genuine agrarian reform. The government is protecting interest of the few, the interest of the lardlords and large business industries. They say this is for the own good of our country but what We came to the hacienda the night before the commemoration of the massacre. I thought our overnight stay there would be like a sleep over a friend’s house—safe and sound, but then, it felt like it could be the last day of my life, threatened by armed people roving around. Nov. 15, about 9 in the evening, a group of students from NCR were harassed by â€Å"policemen† who were in full-combat gear. They approached the students and said that they were there to interview some people. Why should those policemen have to be in a full-combat gear, ride in a vehicle with no plate number and go around the area? I’m not familiar with the place yet but it was absurd. Until now, the military hunts and strives to all the resisting forces against the injustice in HLI. It even comes to the point of not only the farmers but also to simple students. As visitors, we were forbidden to go out of the house and to talk loudly. Over the night, we had conversations with the youth and farmers in the area, face-to-face. The youth there do not focus only on their local issues but lso reach out to help other communities in every ways. Farmers still hope to have possession, in their own hands, the land where their shed blood. The first-hand encounter with them felt different, unbelievable. I already heard many stories about the issue and hearing it from them with my own ears was astounding and an honor. After a quite anxious almost sleepless night, we prepared to leave the house an d gather to the actual place of the massacre. A short program was in front of the Gate 1 of Azucarera de Tarlac. There, I noticed a board with words â€Å"SAFETY STARTS HERE†. It starts where? .u88461059b61b8ee4aa7ea3f4e7431628 , .u88461059b61b8ee4aa7ea3f4e7431628 .postImageUrl , .u88461059b61b8ee4aa7ea3f4e7431628 .centered-text-area { min-height: 80px; position: relative; } .u88461059b61b8ee4aa7ea3f4e7431628 , .u88461059b61b8ee4aa7ea3f4e7431628:hover , .u88461059b61b8ee4aa7ea3f4e7431628:visited , .u88461059b61b8ee4aa7ea3f4e7431628:active { border:0!important; } .u88461059b61b8ee4aa7ea3f4e7431628 .clearfix:after { content: ""; display: table; clear: both; } .u88461059b61b8ee4aa7ea3f4e7431628 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u88461059b61b8ee4aa7ea3f4e7431628:active , .u88461059b61b8ee4aa7ea3f4e7431628:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u88461059b61b8ee4aa7ea3f4e7431628 .centered-text-area { width: 100%; position: relative ; } .u88461059b61b8ee4aa7ea3f4e7431628 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u88461059b61b8ee4aa7ea3f4e7431628 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u88461059b61b8ee4aa7ea3f4e7431628 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u88461059b61b8ee4aa7ea3f4e7431628:hover .ctaButton { background-color: #34495E!important; } .u88461059b61b8ee4aa7ea3f4e7431628 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u88461059b61b8ee4aa7ea3f4e7431628 .u88461059b61b8ee4aa7ea3f4e7431628-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u88461059b61b8ee4aa7ea3f4e7431628:after { content: ""; display: block; clear: both; } READ: Hate Crime Laws EssayAfter entering the gate of the sugar factory? Huh? It’s just so ironic that the hacienda administration placed that in the very gate where the military tanks positioned and fired up farmers five years ago. Ablaze November 16, 2009, 1pm, the caravan with 100 vehicles which gathered in NCR arrived in the Hacienda. We met them through a mobilization of more than 2,000 people towards the entrance of the Hacienda Luisita to have a program on the commemoration of the 5th anniversary of the Hacienda Luisita Massacre. Various groups—party lists, workers’ union, activists groups, student councils—composed most of the crowd. About past 2 in the afternoon, the whole group went to the Gate 1 to attend an ecumenical mass lead by various religious groups like Independencia Filipina, United Church of Christ in the Philippines, etc. Their religious members and leaders who opted to serve and integrate with the masses, the farmers, and those who need them were victims of extrajudicial killings too. Following that, the seven martyrs of the hacienda were honored with freeing white doves. A cultural night followed—improvised hot air balloons touched the sky, people chanted, sang and danced. Cess Drillon of ABS CBN was at the back airing the anniversary. They lighted a hundred torches while going around the whole hacienda community, which unfortunately we did not witnessed, to end the event. Walking with them for a cause, the farmers rights, for the first time in my life, was something I could be proud of. I admired how dedicated they are in fighting for change—real democracy, equality, justice and human rights, all for the betterment of every Filipino people, especially those who are in poverty, those that ordinary citizens won’t try to reach. The people there opened their mind to what reality is as well as do concrete actions in response. They vigorously fight for what they know is right and just. My Hacienda Luisita experience had widened my vision of what reality really meant, an experience of a lifetime. I was there with my life threatened but I would not stop there. Justice must be given to them, to everyone. So I challenge all who’ll read this piece of paper, especially those in their youth, to actively take part on the issues that this country faces, be at least acquainted of what is happening outside the four corners of the room.

Executing Strategy in Aviation Management †MyAssignmenthelp.com

Question: Discuss about the Executing Strategy in Aviation Management. Answer: Introduction US Airline industry has been struggling in the past to earn sizable revenue and book profits for itself. Over the year rise in the number of low cost airlines such as South west Airlines, Jet Blue, Air Tran Airways and Virgin America are causing big trouble to the industry heavyweights such as United, Delta American Airlines (Goetz Sutton, 2017). The new entrants are focussing on how to bring the prices down for the Passengers and in a bid to do so , a price war has already began in the US Airline industry, with every player reducing its fares to take a pie from the market. The new entrants are using non- union labour, flying only one kind of Aircraft and have been focussing on the most lucrative routes, which brings down its flying cost to minimum, thus passing on the benefit to the customers (Ciliberto, Cook Williams, 2017). To add on the misery of large Aircraft flyers is the Internet, travel sites such as Expedia, Travelocity and Orbitz are making it easier for consumers to co mpare the price of all the Airlines and choose the most economic deal (Choi, Lee Olson, 2015). The underlying purpose of the assignment here is to do a competitive analysis of the US Airline industry and find out the reasons for its low profitability, and the advantages and disadvantages of using the Porter 5 forces framework. It has been also observed in the case that the business of US Airlines is cyclical in nature; the reason for the same will be understood in the report. Towards the end, certain strategies have to be recommended to improve the chances of the airline to ensure profitability sustainability. Overview of US Airline Industry The US Airline industry is dominated by a number of players operating in the high price and economic zones. United Airline, Delta airline and American airline form the big boys club, whereas Southwest, Virgin, Jet Blue and Air Tran form the economic club. The situation presently in the US Airline industry is the sluggish growth rate and the rampant price war which is seriously damaging the profitability of the Airline industry (Tan, 2016). It has been pointed that the fuel prices are on surge and so are the labour cost, both of them together account for almost 58% of the cost, hence, the increase in the cost is significantly impacting the profit sustainability of the industry. The era of 2000-2010 saw a number of mergers, viz,merger of Delta and Northwest airlines, merger of United and Continental airline and plan of South west airline to acquire AirTran, moreover a number of Airline have applied for Bankruptcy which can be seen as a fear gripping the US Airline industry(Rupp Tan, 2017) The present scenario also has a silver lining attached to it, there has been considerable improvement in customer service, loosing fewer passengers and losing less baggage. The US Airline is on a mission to rejuvenate the sector and turn the tables and post solid profits in the coming financial year. Almost all the Airlines are on an improvement spree and special attention has to be put on time arrivals. Five Force Analysis of the US Airline Industry Porter 5 forces model is one of the fundamental tools to analyse the competitive landscape of the business, it uses 5 forces to determine the competitive intensity and there helps to make an estimation of the profitability and the attractiveness of the industry in terms of profitability (Dobbs, 2014). The utility of the model lies in the fact that, organization can leverages on the strong position and improve on a weak point, thus preventing itself from taking wrong decisions in the future. Porter created the model to make organization understand that they have to keep a close watch on the rivals, at the same time look beyond their actions and focus on what could impact the business environment (Rothaermal, 2015). Based on the above mentioned rationale the Porter 5 forces are created to understand the business environment in terms of Profitability: The current population of US is .326 Billion which is spread across 50 states and two federal district and around 84% of the US population lives in Urban cities, the data is self-sufficient to understand the intense competition in the Airline industry. The demographic, behavioural and psychographic segmentation point towards a large amass of people flying in daily to different states and abroad, implying intense competition in the airline industry. Big airlines like Delta and United fly more or less on the same route and the amenities are more or less similar, provided people are flying economic. In premium sections the difference is easily noticeable. The competition can be further understood by seeing the low switching cost of the buyers, passengers have an option to switch from one airline to another at a relatively lower price, the penetration of websites like Travelocity, Expedia have made it easier for flyers to compare the price and book a ticket. Big airlines are losing a maj or chunk of Business to smaller airlines due to low cost, small companies do not opt for Boeing and Dreamliner, thus helping them to work on their cost strategy and pass on the benefits to the customers. It can thus be said that however the competitive rivalry is high; the competition les between the big and small players, price definitely being the deciding factor (Flouris Oswald, 2016) Buyers or the customers have a high bargaining power due to the low switching cost, effort required to shift from one airline to other and the development of ticket booking apps which helps the customers to buy the best deal. The third party applications are becoming increasingly popular across the globe and the states, this has jeopardised the earlier business model of Airline Company wherein the people had to enquire about the rates and then book with the Airline. In the present scenario, a buyer can sit in front of the net and within a couple of minutes book the cheapest and best ticket for himself. Additionally, increase in the number of low cost airlines has helped in increasing the bargaining power of customers and they have a wide array of options to choose from. It can thus be said that the Bargaining power of customers is high in the US Airline industry (Hannigan Hamilton, 2015). Bargaining Power of Suppliers There are just two Aircraft Suppliers Airbus and Boeing, which have a plethora of Airlines to support, which increases their bargaining power. Further, the fuel cost is controlled by only handful of suppliers and market economy, thus the Airline industry has no direct control over the price of White petrol and Jet fuel, further increasing the bargaining power of the suppliers. Labour cost is controlled mostly by the labour union, thus it can be said the bargaining power of the suppliers is high in the US Airline industry (Grant, 2016). The airline industry requires a massive upfront investment and has to go on a lengthy learning curve, which makes it difficult for a new player to enter the industry space. It has been observed that no single airline have forayed in the 21st century have a market share more than 2%, leaving behind Southwest Airlines. The government regulation on the new Airline further puts obstacle in the entry of new players, additionally immense operating costs further makes it difficult for new players to enter in the Industry space (Holloway, 2017). A number of players like Jeff Bezos, Richard Branson and Elon Musk are looking for ways to enrich the experience of customer and help them to travel at an unimaginable speed. Projects like Blue virgin and Tesla are some of the significant contribution in the direction. However, at present, nothing substantial has been done in the direction and Airplanes are the fastest means to commute. However, the industry can face stiff competition from Elon Musks Hyperloop which is a great mode of transportation for shorter distance. Until then, the Airline industry is safe and has no threat from any of the substitute product. Hence the market is both attractive and profitable, the finding of the Porter 5 force model can be summarised as: Bargaining Power of customers High Bargaining Power of Suppliers High Competitive Rivalry High Threat of Substitutes Low to Medium Threat of New Entrant Low to Medium Porter Five Forces Model-Advantages and Disadvantages The model which was founded in the year 1979 despite being a useful model to understand the market attractiveness and the profitability has certain lacunae attached with it, hence in order to have a comprehensive understanding of the model, disadvantages of the model have to be discussed as well: Porter 5 forces are a useful framework, but its inability to explain the industry position in the present scenario makes it somewhat inaccurate. The model provides a snapshot of the wider industry at some point in the past, which can help in formulation of a short term strategy, but it fails to deliver a long term strategy for the organization (Solvell, 2015). External environmental factors like Globalization, liberalization and rapid technological advancement were not introduced in 1979; hence the model fails to take into account all the business environmental forces which play an important role in the present scenario (Kharub Sharma, 2017). A lot of organization use porter 5 forces to a specific company rather than the industry, which thus gives highly inaccurate results. Porter five forces is used to analyse the attractiveness of the industry and not a specific company, but people have been using it towards a specific company is a big disadvantage for the model (Adi, 2017). It is unfair to give equal attention to all the forces, because in practical scenario, one of two forces outweighs other forces, thus wasting the time and resources which are being used in the analysis of five forces. Another big disadvantage of the model is the credibility of information coming from the framework can be compromised by honest mistakes. For example Apple and Nikon are different industries, hence while doing competitive analysis on the Mobile industry one leaves Nikon, but it still is a camera company, which has a significant impact on the mobile phone industry. Thus, the model fails to encompass all the relevant industries while conducting porter analysis. Advantage of the Model It helps in understanding the forces shaping the industry space. TO a good extent the framework helps in understanding the landscape of the competitiveness and the competition dynamics of the industry. Helps in making decision if the company should enter in the market or not, very useful in creating short term strategy for the company. The model provides an estimation about the attractiveness of the industry in terms of profitability which can be put to use by investors on deciding whether to invest in the business venture or not. Economic Performance of US Airline Industry The US airline industry is highly cyclical, which implies that the business depends on the economic growth of the country. During period of economic prosperity people have higher purchasing power and they spend those on discretionary items such as Air ticket, on the contrary when there is a period of economic contraction, people tend to save money and look for alternatives to travel. The weakest periods are seen during the quarters ending in the month of March and December when the entire economy is volatile and so is the populations purchasing power. Due to this Airlines feel the need of short term cash requirements for meeting their operational costs which are caused by the fluctuation in the economy due to the uneven traffic flow. Other factors such as fuel prices, high cost of ticket, inflation and the general economic conditions also affect the Airline industry. Thus, all these factors are responsible for the cyclical business of the US Airline industry, during these tough times, Big Airlines due to their deep pockets are able to sustain in the market, however the maximum impact is felt by smaller Airline service providers(Wensveen, 2018). It has been mentioned that US Airline is not performing according to its maximum potential, most of the reasons for the low profitability can be substantiated to the low price offering by the low cost Airlines and the evolution and penetration of the ticketing apps which compare the price and gives customers a cheap range of options to choose from while buying a ticket. Some of the strategies which can ensure Profitability in the Airline Industry are: Upselling services to the customers These days a number of Airlines are not competing on the Ticket prices but are competing on offering better services to the passengers. Some examples being fast track boarding, lounge access and extra leg room, checked bag fees and many more, the upside of offering such services is that it earns profit for the Airlines and they can also compete in terms of price with other low cost airlines. The year 2012 saw US airlines earning an amount of $ 12.4 Billion USD from such ancillary services (Ater Orlov, 2015). A lot of airlines are following the normalcy concept, which is sticking to their core services, transporting passengers from Point A to Point B. However, the ecosystem is changing rapidly and airlines are providing travel solutions rather than just transporting people. People have different needs when they travel, some travel for leisure, some for holidays, some for business meeting and many more, and it is advised that Airline understands and interprets their specific requirement and provide them with customized solutions. Customers do not refrain from spending money if they find value in the services, hence the airlines have to focus on augmented services and provide value to the customers. It is seen and proven that the companies which are focussing on augmented solutions are doing really well; the same strategy should be implemented by the Airlines to foray into sustained profitability. US Airline industry is going through a great turmoil owing to the entry of Low cost airlines which are solely competing on the Price strategy, these airlines are giving major Airlines like Delta United a run for their money. Low cost airlines are carefully planning the route and carrying the business operation with smaller aircrafts which help them to save cost, benefits of which are eventually passed to the customers. However, the Airlines have a good chance to move into sustained profitability if they focus on providing augmented services to the customers besides improving the core service parameters. Conclusion US Airline industry comprises of Low cost Airlines like AirTran, Jet Blue Southwest and high cost Airlines like United Delta, however the low cost Airlines are doing fairly well in comparison to the latter. It has been possible due to growing penetration of ticketing apps which provides the customers with the cheapest solution to fly and the economic fluctuations in the US economy. At the same point in the time, the Porter five forces analysis of the industry is attractive in terms of the profitability, despite high competitive rivalry, high bargaining power of suppliers and the customers. In the recent past the Airline industry is bringing a lot of radical innovation to move into the path of sustained profitability, they are providing ancillary services to earn revenues. At the end, it can be said that cost leadership and service differentiation can change the shape of US Airline industry and help them in sustaining the business momentum References Adi, B., 2015. 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