Malaysian airline Essay Example for Free

Malaysian airline Essay Purposes: In general, a brand’s reputation of Airlines Company might be very important in the eye of people (society). In fact, brand is consider as a promise to customers â€Å"setting up expectations† and with a strong brand it deliver on what it promises by the development of a strong reputation (Aaker 2009, p. 3). This approach seems particularly well suited to the reputation of Airlines Company, in which their brand’s reputation as image can be describe as a very important aspect. The goal of this study is to assess and analyses on the implication of accident to the reputation of Malaysia Airlines (MAS). In this project, I will explore how the reputation of MAS is affected, after the accident on 8 March 2014 (BBC 2014). In particular, I will focus on how MAS’s reputation and brand is significantly damaged by the disappearance of Flight MH370 and how to fix and rebuilding their reputation  and brand’s image after the accident happen. Therefore, the questions arise on how to convince and ensure the safety of MAS in their future operations. Also, the study will examine, test and attempt to measure the trust level of a customer’s perspective (the situational approach) towards MAS reputation after the tragedy occurred. Background: In this age, reputation and brand is become one of essential part of business environment. According to Brigham (2010) claims a business’s most valuable asset is its good name, brand and reputation, as a result brand reputational value is irreplaceable and company must protect it (Brigham 2010, p. 1). Hence, the accident on Flight MH370 is apparently affected the brand and reputation of MAS. As a result, I choose this topic, since it was the current issue in the eye of people around the world, due to the Malaysia Airlines Flight MH 370 went missing less than an hour after take off. Also, the other reason I’m interested to select this issue, because I believe this accident will give a huge impact which can tarnish to the business reputation of MAS. Thus, this topic is important issue now, because it not just involves the company itself, but it related to international accident. Furthermore, I will conduct my study in a literature review, observe the general p eople discussion regarding MH370 Flight incident, and take a survey and interview randomly in Sydney about the mystery of disappearance of MH370. Scope: I will engage in literature review, in order to collect secondary data which is available on the news over a six-week period, from 1 April to 13 May 2014 for approximately 6 hour per week. I will typically observe the discussion of general people regarding the mystery of missing plane MH370 and stay around ten to fifteen minutes in order to observe other people perspective’s in the way they talk, feel and express about MAS reputation after the accident occurred. On some days I may come at other times of the day for survey. In this case, I will make a questionnaire regarding the people perspective’s generally of MAS reputation after the MH370 Flight incident. This questionnaire will be given to a random people whom I meet in Sydney (city area) and I will distribute the questionnaire also by email and other social networking sites. Moreover, I will schedule structured  interviews, but I will interview randomly to a general people in Sydney as informal question re garding their opinion and judgement about MAS reputation after the missing plane MH370, as needed to clarify and provide insight perspective of MAS reputation’s value into specific conversations. Theoretical framework: I will be guided most generally by the concept of branding in the International Marketing field, since branding is develop a company reputation in long term and it may be consider as one of the most important decisions made by marketing managers (Kohli, 1997, p. 206). The concept of branding leads to build a reputation in the mind of consumer as company image (identity) as seen from the outside and it about company brand is who they are, what is their strength, integrity and reputation, so its not simply on how company logo is displayed, but rather than that, it involves the emotional and intellectual response to target audiences (Stine 2008, p. 2). The corporate reputation can be consider as corporate image which is content identify, image, prestige, goodwill, esteem and standing (Wartick2002 as cited in Dolphin 2004, p. 81). Also, the corporate reputation is most influenced by the actions of an organization rather than a successful of PR campaign (Lewis 2001, p. 31). Consequently, based on research a good reputation allows a company to easily attract customers companies by the establishment of reputation for delivering high-quality products and service (Ngwese and Zhang 2007, p. 30). Research show that a firms’ reputation is consider to the success or failure of its brands, so it is very important for a firm to maintain or advance their reputation (Herbig and Milewicz 1993, p. 18). In addition, research show a good corporate reputation leads firms to enhance financial and market performance, as a result the corporate reputation appears to emerge as a critical dimension of benchmarking of a firm performance (Lee and Roh 2012, p. 649). Hence, it is very important to get a good reputation; company must be truthful, reliable and consistent about the offering product or service in order to get a customer loyalty (Melewar, Nguyen and Abimbola 2013, p. 1). Brands and brandings have such a profound impact on the society as whole a not just on people who buy or used their product and service, thus an ethical brand enhances the firm’s reputation, since such a good reputation  reinforces the brand in turn (Fan 2005, p. 341). However, any unethical behaviour of misconduct will severely damage or even destroy the total intangible asset of company, so in order to retain and advance company name, marketing managers must concern and implement 6Cs of corporate marketing which are corporate identity, corporate branding, corporate communications, corporate image and corporate reputation must be integrated under the umbrella title of corporate marketing (Fan 2005, p. 341 and Balmer Greyser 2006, p. 730). According to Kotler and Keller (2006), brands are very important for both the company and the consumers, because brands indentify the source or maker of a product and service and allow consumers either individuals or organization to assig n responsibility to a particular manufacture or distributor (Kotler and Keller 2006 as cited in Ngwese and Zhang 2007, p. 19). In this case, the brand reputation can be good or bad, strong or weak, its depend on how the company maintain their performance of reputation and it crystallizes how people feel about that reputation based on whatever information they have about the brand is regarded and respected (Ngwese and Zhang 2007, p. 31). I am exploring the meanings of brand reputation of MAS which is apparently affected after MH370 Flight incident. In this research, I hope to achieve the solution on how to fix and rebuilding the reputation of MAS Company and find the solution on how to get a trust back from customer itself. Also, find the way on how to maintain the customer loyalty after accident happen. Moreover, conclude the outcome on how far the correlations regarding brand reputation can affect the consumer’s perception. At the end, get the results regarding on the current level of customers’ confidence and trust in general people towards MAS reputation. Method: 1. Conduct a literature review on the implication of accident to the reputation of MAS. 2. Observe the discussion of general people about the mystery of missing plane MH370, for example: in collage or in a public place if somebody or friends talk about MAS Flight incident. Therefore, I will come closely and have a discussion with them in order to observe their opinion and judgement  regarding their own way on how they talk, feel and express their perspectives about MAS reputation. 3. Interview randomly to a general people in Sydney (city area) to clarify and provide insight into conversations. Thus, I will try to conduct these interviews shortly after conversation of interest to a general people who discusses regarding the accident to the reputation of MAS. The common strategy for the interviews is to begin with broad and general questions and follow up on the interviewee’s response in order to capture the person meanings and get their perception and to avoid imposing my meanings on the interviewee. I will use structured interviews in order to ensure that answer can be reliably aggregated (consistent), also it can reach a large sample, so a representative sample is possible can be used to make statements. While the interviews will not be formal but it structured, it more likely as informal and the kinds of questions I will ask include the following: a. What do you feel regarding the mystery of missing plane MH370? b. What do you think about the reputation of MAS after the accident occurred recently? c. What do you think that MAS should do in order to solve the tragedy of missing plane MH370? d. Do you still believe that MAS have a good reputation after the MH370 Flight incident? e. If you have a chance to travel going to overseas, do you still have trust to fly with MAS, despite the missing Flight MH370? f. Do you believe that MAS will improve their management of security and safety as their offered the flying service in the future? 4. Conduct a simple survey by a questionnaire paper regarding the people perspective’s generally of MAS reputation after the MH370 Flight incident. This questionnaire will be given to a random people whom I meet in Sydney (city area) and I will distribute the questionnaire also by email and other social networking sites. The reasons, I’m using questionnaires because it’s practical (I can do and conduct), realistic, sensible, handy, useful and convenient method. The outcome of conduct questionnaires can usually be quickly and easily interpret the result. 5. Write a research report that combines my understanding of own horizon and perception of the relevant theory and previous research with the outcomes of my empirical research. Simple Gantt chart: Limitations: Time constraints (limitation) of the semester require less time than may be ideal for research study. By collecting secondary data for only six hours a week for six-weeks, there are bound to be very difficult to evaluate the accuracy of secondary data, and the quality of internal secondary data may be exaggerated or biased, since I rely on secondary data from the news. Being an outsider may also limit what is revealed to me. The interview and survey it can be difficult to obtain reliable data on attitudes, opinion and values (unless validated questionnaires are used). Delimitations: I am choosing to not find the data from primary resources which is not available (not exist) and it’s not allowing the access of data. Thus, I’m used the secondary data from the news which is available, in order to look a broader of perspective regarding the understanding of general people in society towards the reputation of MAS. It is often cheaper and it saves time than doing primary research. Additionally, I will not use unstructured interviews because; a lot more time consuming in comparison to other research methods and it can be difficult to interview a large sample, affecting the data’s generalise and representativeness, also prone to digression and much of the data collected might be worthless. References Aaker, J 2009, ‘Building Innovative Brands’, Stanford Graduate School of Business, pp. 1-38, viewed 5April 2014, . Balmer, M.T.J and Greyser, S.A 2006, ‘Corporate Marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation’, European Journal of Marketing, Vol. 40 Iss: 7/8, pp.730 – 741, Emerald, viewed 2 April 2014 BBC 2014, ‘Missing Malaysia Airlines plane’, News Asia, viewed 1 April 2014, Brigham, A. F 2010, ‘Your Brand Reputational Value Is Irreplaceable Protect It!’, Forbes, pp. 1, viewed 5April 2014, . Dolphin, R. R 2004, ‘Corporate reputation – a value creating strategy’, Corporate Governance, Vol. 4 Iss: 3, pp.77 – 92, Emerald, viewed 4 April 2014 Fan, Y 2005, ‘Ethical branding and corporate reputation’, Corporate Communications: An International Journal, Vol. 10 Iss: 4, pp.341 350, Emerald, viewed 2 April 2014 Herbig, P and Milewicz, J 1993, ‘The relationship of reputation and credibility to brand success’, Journal of Consumer Marketing, Vol. 10 Iss: 3, pp.18 – 24, Emerald, viewed 5April 2014 Kohli, C 1997, ‘Branding consumer goods: insights from theory and practice’, Journal of Consumer Marketing, vol. 14 Iss: 3, pp. 206 219, Emerald, viewed 5April 2014 Lee, J and Roh, J.J 2012, ‘Revisiting corporate reputation and firm performance link’, Benchmarking: an International Journal, Vol. 19 Iss: 4/5, pp.649 – 664, Emerald, viewed 3 April 2014 Lewis, S 2001, ‘Measuring corporate reputation’, Corporate Communications: An International Journal, Vol. 6 Iss: 1, pp.31 – 35, Emerald, viewed 4 April 2014 Melewar, T.C, Nguyen, B and Abimbola, T 2013, ‘Corporate branding, identity, image and reputation (COBIIR)’, Marketing Intelligence Planning, Vol. 31 Iss: 5, pp. 1, Emerald, viewed 3 April 2014 Ngwese, E.R and Zhang 2007, ‘Brand Reputation in International Marketing’, Master of Science in International Marketing, pp. 1-65, University of Halmstad, viewed 4 April 2014, . Stine, G 2008, ‘The Nine Principles of Branding’, Polaris Inc. Branding Solutions, pp. 1-33, viewed 5April 2014, .

Herman Melvilles Billy Budd - Billy Budd as Allegorical Figure :: Herman Melville Billy Budd Essays

Billy Budd as Allegorical Figure An allegory is a symbolic story. Herman Melville's Billy Budd is an example of an allegory. The author uses the protagonist Billy Budd to symbolize a superior being who has a perfect appearance and represents goodness. Melville shows the reader that a superior being can be an innocent victim of evil and eventually destroyed. In, Melville's Billy Budd, the main character is an allegorical figure who symbolizes all goodness in men. Billy Budd's image is symbolic. He symbolizes one who is perfect in appearance. Budd is strong and handsome. He is the center of attention and compared to the "Handsome Sailor." (THAAL, pg. 2512) Melville uses an allusion to compare the "Handsome Sailor" and the eye of the constellation Taurus. His comparison also shows that Billy, like the "Handsome Sailor," is popular. Also, the comparison with the "Handsome Sailor" shows Billy as a handsome character. A comparison is also made between Billy and a "mighty boxer or wrestler." (THAAL, pg. 2513) The author wants the reader to see that Billy has strength as well as beauty. He also goes on to make an allusion between "young Alexander", Alexander the Great, and Billy to create an image of a powerful figure. (THAAL, pg. 2513) Melville compares Billy's physical appearance to that of Alexander the conqueror creating an image of a superior being. Billy is an "honest soul" and wants simple peace and quiet. (THAAL, pg. 2514) The simple peace that he seeks may represent the romantic view of a noble savage, who has goodness because he is untainted by the corruption in society. Melville has interest in the noble savage and creates Billy Budd to represent this idea. Billy seems naturally good with no sins in his character. He lives a simple and serious life. For example, when Claggart makes fun of him, Billy does not understand the "humor" in his statement. (THAAL, pg. 2532) Another example that shows Billy's simple character fearfully witnesses a flogging. Billy has never experienced punishment and is afraid of this unknown. He is also naive about evil. When told, by the Dansker, that Claggart, the master at arms, is down on him, Billy is doubtful of the Dansker's words. He replies by saying: "What for?

Fashion Icon

Blake Lively, amazes everyone with her versatility in fashion. Day after day, week after week she just can't go wrong! On Gossip Girl, she couldn't get much credit because the whole cast has a fashion stylist. But, Lively manages to look fashionable off set as well. It's all about taking risk in fashion and Lively definitely does the job especially with her choice of colors. On top of the most beautiful dresses she puts on, she manages to have the right makeup and hair for every outfit.Confident, poised, stylish, glamorous. These are the kinds of words typically used to describe Blake Lively, who has become the self-proclaimed fashionista of her generation. Not only is she now the face of Chanel but also she is constantly in the spotlight for her fearless approach to fashion as well as her obvious true passion and love for it. After attending countless designer shows and taking her views of the runway to the real world there is no doubt that she has become a fashion icon to those who follow her.In fact, being chosen to be on the cover of Vogue twice in a single year is almost a right of passage to prove she is officially a top player in the fashion industry. She is a designer dream because she stays true to her vision. Teens are full of youthful energy, life and vitality, they have love and passion for fashion, drawing inspiration from celebrities. Blake Lively stands as a fashion icon for teens, as my target customer like being perceived older and like imitating the style of older people to feel more mature.All American golden girl, blake lively is known to be pretty, sweet who doesn’t get into any scandals or controversies, whatever she wears is widely accepted by my target customer, Maddy. These days there is an increasing trend that teens want to dress older than their age and Blake lively serves a good model to copy. Unlike many other celebrities she doesn’t like to have a personal stylist. She isn’t afraid to take the runway to the re d carpet, and no matter the look or designer, she always makes the outfit look effortless.Her uniqueness and individualism inspired maddy to imitate her style. Blake lively’s enthusiasum in styling herself inspired maddy to take that up as a hobby and learn to be creative and talented. Blake lively always like to change her looks and be new each time she steps out, she had a more sweeter style when she was younger now she is more lady like and sophisticated. Maddy draws inspiration from her fast fashion style and trys to look new when she goes shopping with her friends.Maddy’s preference to fast fashion products that are more in trend and are constantly changing is inspired by blake’s trendy way of changing her looks constantly and reinventing herself. Maddy follows blake’s style on tweete, facebook and keeps posters of her style trends in her room. Bold, confident and daring are the words used to describe blake, her personality is similar to who maddy wa nts to be. As blake never has a backgroung in show business and made it so big in the fashion industry, maddy plans to follow her foot steps and get in to show business when she grows up.

Similarities Between Sherlock Holmes And Buddhism

Perhaps the most widely referenced hero in popular Western culture is Sir Conan Arthur Doyle’s fictional consulting detective, Sherlock Holmes. Holmes is known for using his abilities of deduction in order to derive the truth from details that, while at first glance seem insignificant, are in actuality the most vital. However, while Sherlock is often characterized as being an unemotional, calculating, and purely logical detective, there is literary proof that seems to suggest that he may also be a deeply spiritual man. Through Sir Conan Arthur Doyle s short stories of the man with the â€Å"long grey travelling-cloak† and the â€Å"close-fitting cloth cap,† the reader will be presented with evidence that shows how Holmes both does and does not†¦show more content†¦He even tells Watson that â€Å"[t]here is a danger there—a very real danger to humanity. Consider, Watson, that the material, the sensual, the worldly would all prolong [humanityâ€⠄¢s] worthless lives† (The Adventure of the Crooked Man, 1893). In this statement, Sherlock acknowledges the first and second noble truth, that all of humanity is suffering and that suffering is caused by desire, when he says that the worthlessness and hence eventual suffering comes from the desire of material, sensual, and worldly goods. However, Sherlock in his statement, he also recognizes that this suffering may never cease when he continues by saying, â€Å"[w]hat sort of cesspool may not our poor world become?† (The Adventure of the Crooked Man, 1893). This goes in contrary to the third noble truth which says that desire and craving, and hence suffering, may come to an end because Holmes recognizes that desire and craving are all a part of human life. Therefore, since Sherlock implies that humanity is in a â€Å"cesspool† that cannot get beyond its desire for the material, the physical and the worldly, he is adopting a rather pessimistic view of humanity th at, based on the Buddha’s earliest teachings, would be incompatible with Buddhist beliefs. Nevertheless, the detective may still yet be the Buddha figure that he was earlier claimed to be. While it may be strange to call a fictional character a

Perfect Competition The Market Price Of An Product

Perfect competition describes a marketplace that no one participant can set the market price of an exchangeable product. This is generally considered an ideal, rarely found in markets today. There are some approximations, such as online auctions, such as eBay. Such firms’ demand curves are perfectly elastic. These markets are theorized to have an unlimited number of buyers and sellers. There are likewise no barriers to entry or exit. Monopolistic competition describes a marketplace offering differentiated products, and as such are not perfect substitutes. This is found in restaurants, shoes and other preference-driven goods. Such firms find a high elasticity of demand (in the long run), likely excess profits in the short term, and price†¦show more content†¦All other major carriers followed suit.). Monopoly markets have one provider for a good or service. With no competition to influence demand or supply, the monopolist offers less goods than demanded at prices higher than competitive market forces would dictate. Monopolies are notable for their market power (can raise prices without losing customers). U. S. drug manufacturers are an example of monopolies, as they have exclusive rights to sell goods in the US (even though competition exists in other parts of the world). They have a relatively inelastic demand curve (a 1% increase in price will likely reduce demand by less than 1%). Identify one real-life example of a market structure in your local city and relate your example to each of the characteristics of the market. Our local cable television service was a monopoly, with the provider paying a license fee to the cities for the right to offer cable television. Since there was infrastructure cost in wiring and retransmission, cities were traditionally granting such agreements nationwide. Once satellite television offered an alternative for localities unserved by cable, it was only a matter of time before satellite became a competitor to cable. Once Verizon invested in optic fiber delivery infrastructure, FIOS service became a viable competitor to cable. They now operate as an oligopoly, with price and

Roleof Women in the Things They Carried - 2644 Words

The Rose of the World Why do we blame Helen’s beauty for the Trojan War or Eve’s curious nature for Adam’s choice to eat the apple, thus beginning the mortal human civilization? Throughout history men have found it convenient to hold women responsible for their own weaknesses and intolerance. The apathy of anti-feminist and conservative movements showcases the reality of the Stockholm syndrome and medieval serfdom. Men have been the captors and the masters of the women for time in antiquity, but we still see empathy in women. Henry Kissinger could not have summarized it any better when he said, â€Å"Nobody will ever win the Battle of the Sexes. There is too much fraternizing with the enemy.† Tim O’Brien’s The Things They Carried is neither†¦show more content†¦One word is too often profaned For me to profane it; One feeling too falsely disdained For thee to disdain it; I can give not what men call love; But wilt thou accept not. The love stories of Jimmy Cross, Mark Fossie, and Henry Dobbins end in either rejection or despair. These stories are more about cathartic redemption and courage rather than failure and pain. Jimmy Cross is transformed into a dutiful and responsible leader after detaching himself from Martha. The author assumes an introspective tone as he discloses Lieutenant Cross’ transformation in the following excerpt: There was the new hardness in his stomach. He loved her but he hated her†¦No more fantasies, he told himself. He would accept the blame for what had happened to Ted Lavender. He would be a man about it. He would look them in the eyes, keeping his chin level, and he would issue the new SOPs in a calm, impersonal tone of voice, a lieutenant’s voice, leaving no room for argument and discussion† (O’Brien 24-25). Henry Dobbins unlike Fossie, is able to keep himself together after his girlfriend leaves him, and now those stockings around his neck symbolize his resolve to withstand the pain of desertion and turn it into the strength to fight and stay alive in the war. Dobbin’s commendable light-heartedness after reading his girlfriend’s break-up letter is evident when he

ASX Historical Market Statistics

Question: Discuss about the case study ASX for Historical Market Statistics. Answer: Introduction: 1. Share market is a place where the buying and selling of shares and other securities takes place. There are three parties involved in a share market, the investor, companies whose shares are bought and sold and the brokers who do the buying and selling. For a companys shares to be traded on ASX, it should be listed with ASX. All the buyers and sellers in the share market have uniform information as the ASX requires companies to disclose any vital information likely to affect its share price. Hence, no one investor can take advantage of company information. In a share market there are two prices bid and an offer. If shares are bought of a company, the order is called bid and if shares are to be sold, it is called offer. The ASX has a computerised trading system which matches the bids with offers and a trade is created. The buyer and seller will inform to the stock broker about the quantities and best price of shares they are willing to trade. Or they may also be prepared to take whatever best price is selling in the market. Once buying and selling takes place, the shares will be recorded as bought or sold and the ownership of the shares will be transferred from the seller to the buyer in three days. The shares are traded through a licensed stock broker as they are only authorized to sell in stock market. The brokers charge a brokerage for the services provided which is usually a small percentage of the transaction amount. The current top 20 shares by value as provided on the website of ASX is presented below: Company $ Value traded Woolworths 291,305,380.05 CWLTH Bank 152,107,479.65 ANZ Bank 111,859,506.07 BHP Billiton 109,208,937.53 Westpac 103,152,945.81 CSL 85,058,382.95 Telstra 79,218,155.65 NAT. Bank 78,820,604.01 Newcrest 75,667,764.68 Wesfarmer 72,947,052.13 Rio Tinto 69,608,749.71 Woodside 59,531,824.17 Spark INFR 50,935,054.40 AGL Energy 50,152,765.44 Macq Group 46,676,133.11 AMP 42,448,301.88 Fortescue 41,098,662.69 Stockland 39,395,918.79 Scentre 35,458,955.96 Bramb Ltd. 34,882,361.49 There are 2204 companies listed on ASX as on June, 2016. There were 2223 companies listed on ASX in the year 2008. (ASX, 2016). There has been a decrease of 0.8% in the number of listed entities. 2. Financial accounting is the process of recording, summarizing and presenting the transactions of a company for a specific period in the financial statements which include balance sheet, income statement, cash flow statement and changes in equity. The financial statements are external in nature as they are prepared for third parties i.e. investors, suppliers government etc. since the statements are used by different people, there are certain accounting rules according to which they should be prepared known as accounting standards. The managers of the company can use these statements to evaluate the companys performance. the various tools that can be used by the managers to analyze performance and thereby help in decision making include ratio analysis, break even analysis, contribution margin, cost volume profit analysis and operational leverage. Management Accounting is the process of collecting, measuring and communicating the information in such a way that the information is used by the top management to formulate policies and strategies for the organisation. Also the information helps management to plan and control the operations of the company. (Malik, NA). Management accounting helps the managers in managing the resources and people to create value for the organisation and provides the necessary information which helps in decision making and ultimately leads to attainment of organisational goals effectively. (Kidane, 2012). The various tools include ABC costing, quality management tools, SWOT, PEST, Balance Scorecard, porters five force model etc. (CGMA, 2016) 3. An incorporated business is an entity separate from its owners. Though incorporation involves a lot of paperwork and is an expensive process, however there are many advantages to incorporation which are discussed below: Limited Liability the liability of the owners/shareholders is limited i.e. the shareholders is personally not liable for the companys debts. The shareholder is liable only for the amount that he has invested in the company and a creditor cannot sue the shareholders or directors for any company liabilities, rather he can seek payment only from the company assets. The company exists as a separate legal entity. Lower taxes corporation tax is different from individual tax and is usually lower. Moreover the corporation can reduce its profits by deducting all operating expenses, employee benefits, health benefits and contribution to pensions and retirement plans for employees, thus reducing the profit and therefore taxes. Easier access to capital it is easier to raise capital through issue of shares by corporations. Also corporations can easily avail loans from banks. With so many alternative of capital sourcing, corporation can expand and develop its business. Perpetual existence corporations are separate legal business entity and do not come to an end with the death of its managers, shareholders or directors. As such corporation can undertake long term planning and thereby a favourable financing. 4. In todays competitive world, it is very important to have the basic ethical principles intact in a person in carrying out business. Ethical principles are standards of the right and wrong behaviour of an individual or a company that they should engage or not engage in. In order to be a good business executive, it is important to have a good character and reputation in the company because the ethical practises of senior leaders establish the ethical standards in an organisation. There are twelve ethical principles that one should abide by which include honesty, integrity, fulfilling commitments, loyalty, fairness, caring, respect for others, commitment to excellence, law abiding, maintain company reputation and accountability. In the present case there are three courses of action, ethical issues and principles for each course is discussed below: 1. If the manager declares his interest and steps out of the decision making process, he is being honest and maintaining his integrity as by declaring his interest, he would lose the opportunity to win the tender for his interest company and thus may lose making money. However by stepping outside the decision making process, the manager is not being loyal to the company. A manager is said to be loyal if he can make professional judgements independently. The interest of the company should be over all other personal interests. By not participating in the decision process, the manager is not being committed to the company. 2. If the manager declares his interest and participates in the decision making process, he is exhibiting loyalty, integrity, honesty and fairness ethical principles. 3. If the manager does not declare his interest and continues being part of the decision making process, he is being unethical since he is hiding a material fact from his company which may have an influence in the decision making process. This shows he is dishonest, disloyal and not being fair in his dealings. 4. Declaring his interest and participating in the decision making process is the best course of action for the manager as this would be the most ethical behaviour where he would have been honest by declaring his interest and also loyal by abiding by his duties as a senior business executive. The manager should keep the companys interest above his personal interest in carrying out his duties. 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