International Marketing Essay Example for Free

International Marketing Essay Many researches has been conducted on flight companies that are operating and connecting all the continents, but this research is about a company that started in 1940s in an Arab country in the middle east, the company is call flight Emirates, first the company was aimed to deliver flying service in United Arab Emirates and in the region, but as soon as the company raised revenues and added new shares the company thought of going further and compete in the global market. The amazing and surprising part in this company is its ability to rapidly grow and compete perfectly in the global market not only that, it has achieved its objective in that competition as you will see in the paper. The contents of this research are four parts, in the first part we will take you through how the company started and expanded to the global market up to United State of America, vision and mission of the company in the market place. In the second part you will see how the PEST and other driving forces has effect the company operations in United States and other countries, while reaching part three the research will show how the company’s segmentation, distribution, pricing and product strategy are being perform, and we shall conclude with a comprehensive summary, analysis and present the results that we have got through out our research. The unifying them in this research is the company ability to compete in a higher competitive environment like USA not only that but resulting on generating revenue and adding value to its original capital, the company also can be count as one of the biggest flight companies in the world due to its capability and differentiation in the market place. Finally, let’s hope that our research will be a vital added value to previous researches in the same matter. PART ONE: 1.1 About flight Emirate: The beginning of Emirate flight goes back to 1959 when Sheikh Rashid Saed the government official opens the Dubai international airport and announces that Dnata company with only five staff will be in charge of ground handling services, in 1978 Mr.Manrice Flanagan was appointed by Sheikh Rashid to be the general manager of dnata company which is the operating company for flight Emirates, Mr. Flanagan later on in 1984 design how the company could possibly move to serve in air service, and with acceptance of Dubai government the company requested Pakistan international airline to lease them two aircrafts, the deals were struck to fly into Karachi, New Delhi and Bombay in India. In 1985 Sheikh Mohamed gifts two Boeing 727-2005 to the airlines, these two Boeing increased the operations where the airline was able to fly to more than twenty countries. Sheikh Ahmed later on in 1990 signed an agreement with Asian Aerospace exhibition in Singapore to add airbus A310-300s to the company. In 1992 Emirate flight become the first airline to install video system in all seats in all classes in the same year the France government allow officially the flight to operate in the country, by that time the company’s work forces become 11,000 employee. Ten years later exactly in 2011 the company managed to fly to more than 120 destinations world wide, and recorded a profit of ($1.6 billion) and bought the largest Boeing in history 50777-300ER. Flight Emirate as part of its marketing strategy has sponsored number of events and competitions e.g in 2012 the company sponsor Tennis in united state and crick’s Indian premier league. As we mentioned earlier the Dnata Company headed by smart board of directors is not an easy company and the proof is that its ability to raise the capital to $ 2 billion and the workforces from 11,000 to 62,000 employees in 2012 as it was the most profitable year for the company. The company now call the Emirate group and consist two parties Emirate and dnata company and has expanded into many business for instance, hotels, workshops and tourism and the are operating all over the world. 1.2 Flight Emirate in North and South America: Flight emirates operates in North and South America challenging Americans airlines in delivering air services it flies to Brazil, Chile, Mexico, Peru, Urguay, Canada and United States, within the United States the company operate in more than six states creating a competitive environment and adding valuing advantage to this market. The free market economy adopted by United States is a difficult market to compete in if you don’t have a competitive advantage, the flight emirate with its uniqueness and appropriate tactics has a lots of winning games as we shall discuss it later on in part three, and you will realize that the company has attracted the market using different approaches. 1.3 Flight emirates management orientation toward global business: Flight emirate as we stated earlier in our introduction started as a small company call dnata in Dubai, therefore the management structure in the early 1950 was regiocentrics but after the Dubai government increased the capital and instructed many deals the company management changed in 1960s to be geocentric orientation as the views the entire world as a potential market and strive to develop their brand and integrate in global market. The reasons why we categorize the company as a transnational company are the followings: (1) The company operates in more than 100 countries and flies all over the world. (2) The company’s work forces are more than 62,000 employee spread in six continents. (3) The company assets i.e (flights, workshops, hotels etc) are not all based in Dubai. In conclusion to this regard the emirates company management can be classified as a combined of two management structures, reogiocentric a nd geocentric because in its starts the focus was regionally but later on they progress in global scale till they adapt the geocentric orientation structure. 1.4 Flight Emirate vision and mission: Vision: The vision of flight emirate is very simple as we mentioned earlier the company started as ground services company in 1940s but after Dubai government decided to inject more capital the business increases and ambitions become more than just being a ground service company therefore in 1960s the company decided to focus broader in flight services not only in Dubai and in the region but even globally. Now the vision is to be a â€Å"leading company in flight and tourism world wide providing excellent, safe and customer satisfaction†. Mission: The mission of the company is to ensure that the flight is the choice of every traveler and to create a business competitive environment and add valuable service to the market. Differentiation, opportunities and development of a star brand in the Gulf region and all over the world is the purpose of the company’s today’s focus. PART TWO: The Business Environment: 2.1 Political, Economic, social and Technological analysis (PEST): The business environment where the company operates is an important situation that we have an obligation to express in this research, many forces drives and affect the market place of any operating company, to analyze the situation we read the political, economic, social and technology changes. Political and Economic aspects: The country where flight emirate generated from is United Arab Emirate in middle east one of the world’s largest country in oil production, the economic growth and political stability are the sign of advancement in that country. UAE currently undergoing rapid expansion in investment and private venture, the government made number of commitments to strengthen and reform its investment regulatory and make conducive environment for exports and imports. United States and UAE are strongly partners in many political alliances, economic benefits, social and cultural activities the exchange numerous of interests in regard to these issues. Politically, the relationship between the United Arab Emirates and United States has been positive and productive for more than 30 years they are a reliable allies in many military, economic, and social affairs, the United State view UAE as source of stability, tolerance, innovation and a leading figure in the Gulf region. After the US tragedy in September 11 2001 where 2,996 including hijackers killed, the US foreign policy changed a lot including the relationship with UAE based on the fact that two of the hijackers were from UAE, immediately after the attack the background security checks for an Arab visitors was very high and research shows how some harassment and hates developed against Muslim in US. In conclusion to the political environment where flight emirates operates i,e in US there is no negative impact due to the strong and smooth relationship between the two countries. Economically, the UAE is the US single largest export market in the Middle East with $1.5 billion in 20 11 most are machinery, aircraft, industrial and other valuable items, US imports from UAE in 2011 was 2.44 billion most are crude oil, aluminum and other things. The US petroleum companies played a big role in development of UAE energy sector, more than 800 US firms are operating in the UAE investing in different sectors and injecting UAE market with new jobs and opportunities of Arab youth. The research also found that the US, UAE relationship is a long term partnership and each state in US probably has its own trade relationship with UAE. Research also found that UAE is the larger operator of Boeing 777 aircraft in the world, in November 2011 Emirate flight placed an order for $ 24 billion record breaking for 50 Boeing 777-300 ERs, before that there were number of orders for purchasing Boeing from US which make the company the most consumer of this type of flights. In conclusion to economic relationship between the two countries, the flight emirates is the world’s largest operator of Boeing 777 and serves non-stop flying from Dubai, also the robust trade and investment relationship between UAE and USA is based on the political stability and diplomatic understanding. Socially, the UAE and US have a lots of social partnership in numerous of activities, UAE is an open country for visitors and legal immigrant, its population is extremely liberal and open minded society compare to the other countries in the region, UAE attracts many investors and tourist including US citizens, the US population in UAE estimated to be 4,000 people working in different sectors of production. UAE population in USA is recorded not to be affected by any violence or discrimination against any human right because US treat and protect the entire resident equally but individual harassment does exist because of personal behavior. According to researches, after September attack where two were from UAE as we stated earlier the Americans views on Islam and Arab has changeed a bit of which number of travelers to and from Arab world has decreased. Technologically, as technology refers to the application of science and research into industrial or commercial objective, it has affect societies all over the world, flight emirate in its existent relies on technology in all its operation and has benefit so much in US market on this matter, marketing customers service and other operation are possible in flight emirate because of technology and the latest news in this regard is the announcement of the company recently that it will allow all the passengers to use their cell phone in its all f light operating in US market very soon, that could not be possible if the company was not connected with USA. To conclude this topic technology has not negatively affected the operations of flight emirate in USA, it has really been a source of inspiration for the company. 2.2 The Effect of Culture and Sociology: In United States market culture as (education, religion, values, attitude etc) play a big role in business place, flight emirate with its unique study of American’s culture has found it a useful environment to operate in, US is a multi cultural community where different ethnic groups coexist without any discrimination. US market is a free economy where competition is the only factor that can push you to the top or crash you down, flight emirate adapted those diversities and without any exclusion and that is why it has been able to compete with US fight companies in the market place, as we stated earlier the only side effect on flight emirate in US market was what follows September attack when a group of terrorist from middle east and with Islam background hijack US flights and threaten US as a sovereign country, the result on that was the reduction of travelers from and to Arab countries, raising the searching system which actually targ eted travelers from Gulf countries and individual harassments by some indigenous citizens. In conclusion to culture and sociology the company does record much challenges in US market based on these aspect but the following points are what we think to be the company’s threats in US market: 1-Flight emirate generated from Arab country therefore it might be a target of terrorist and use as a cover to make insecurity in USA. 2-Services in the flight emirate are indirectly affected by Islam as the crew do welcome passengers by Quran prayers on board, this activity does not satisfy non Muslims on board. 3-Wearing of AL hijab by Arab women is not an acceptable sign by some people. 4-Citizens of UAE started to avoid traveling to USA because of long waiting visa due to background security checks. PART THREE: THE COMPANY MARKETING PLAN 3.1Marketing (country) selection and entry strategy: Flight emirate operates in more than one hundred countries and flies over six continents, the research has an interest in US market and here are the reasons why the company chosen to compete in US industry: -The airline copes and encourages free competition with other market player using a strategy known as â€Å"the open skies strategy†. -The political environment and the strong relationship between USA and UAE encouraged flight emirates to choose US as useful market to operate in. -USA is an open economy where the market competition is the art of the game, flight emirate with its quality services and competitive advantage choses to be part of it. -US dollar is the most powerful currency in the world, since the company adopted this currency to be the company main fare in its all operations than the company got it profitable to operate and expand in US market. -Flight emirate benefit mo re from long haul flying which also save fuel consumption as well as non-stop flying from Dubai to USA is profitable. -The Boeing 777 is the major aircraft used by the company hence all the accessories, parts and maintenance is cheaper and available in United States. The above reasons plus the growing business opportunities between US and UAE has increases the demand for direct flying from Dubai to United States. 3.2 Segmentation, Targeting and positioning: Flight emirate like any other flights in the airline industry has a specific strategy on targeting and positioning its self in the market place, below are the airline targets: 1-Emirate flight is one of the big airline in the world, the rapid growth of Dubai and its good relationship with other countries especially US had given a chance to the company to position it self as the major carrier between the two countries and inside the US, the company currently operates in eight states in US market targeting the following segments: 2-The demand for traveling to Dubai by tourist and business people has increased and especially in summer session where Dubai attracts more than seven million tourists. 3-Expatriates, because Dubai is a working environment and highly paid city, the demand for people to travel to and from Dubai increased hardly, many US citizens live and do business in Dubai while the also regularly visit their homes, therefore flight emirate is playing that role of targeting those group. 4-Transit passengers, before the haul long flying strategy being implemented by many companies were suffering from waiting hours, passengers from US did fly to middle east or Dubai connecting through Europe, flight emirates made it easier to dominate this segment by offering direct flight between Dubai and USA and found it very profitable. Because of demand increase within the United States, flight emirate with its quality services and golden brand attracted those groups and the company positively responded and got it much profitable. 3.3 Information and research strategy: The aim of this strategy is to keep the company growing and competitive in the market place, the information and research are the heart of any successful company, it explore opinions and attitude of customers and allow the company to predict the future result of the company’s operations. Flight emirates value information technology and research and has invested a huge of amount approximately $200 million and deployed 2,200 employees, recruited from the most qualified institutions in the world. The company’s IT department and research after ensuring solutions for the company also provide services for other business in the region as the generate revenue to the company from that services. Research found that flight emirate invest heavily in information technology and research for smooth operation and acknowledging the customers needs and demand in US market. 3.4 product strategy: Oil prices has been unstable and challenging in world’s market place for many flight companies to perform perfectly with out any conciliation or interruption, flight emirate has made it easier by signing a deal with several major oil companies to supply jet fuel to them all the time with a specific price, that deal remain unchangeable no matter what the future market may present, this fuel strategy has maintained the company profitability high among the competitors. The fight also gain a lot of profit base on product strategy through it plan of long haul flying, direct from US to Dubai because this kind of service attract big number of passengers of which the company provide cheap prices. In this strategy also the company has divided its portfolio into two, airport services and infrastructure, the airport service has to ensure the safety of passengers baggage and belonging up to the last destination, this strategy has build confident between the company and the customers. The free competition strategy that was adopted by the company enable the customers view their opinion in the services, employee training and capacity building in the company has been a successful part of the product strategy because it keeps the delivery of service in a high position. Buying new aircraft every short period is one of the promotion for product strategy and what kept the company delivering excellent services in US flight industry. 3.5 Pricing strategy: Pricing strategy is the secret of any successful company, the first thing the company does was to keep US dollar as the standard currency of exchange in the company, based on the fact that dollar is a powerful and stable currency and is convenience to all passengers regardless of their country of origin, this strategy made the company’s profit always high. The company has a sufficient strategy that enable passengers enjoy cheap pricing either in short or long haul flying, this has been a competitive advantage to the company, the company has been in the market for a short time which mean the company does not charge legacy fee in its ticket because there is no burden of pension as other companies do, the well train and qualified financial managers that the company has are playing a role of keeping the financial plan in a safe environment. The most important factor that keep flight emirate cheap and profitable is the variety of aircraft that operate in diffe rent allocation this gives the passengers the option of choosing the cheaper the can afford. All the above are supported by the fact that prices of flight are not being fixed any where because it depend on the market demand, what keep flight emirate cheap and affordable is their continuation of reading the market rightly.

Graduation Speech -- Graduation Speech, Commencement Address

Welcome fellow graduates and honored guests to the sixtieth anniversary of commencement for Stoll Community College. For those graduating, this day marks the culmination of a period of courage, commitment, and accomplishment. For these reasons, I am greatly honored to be chosen as student speaker for this outstanding class of graduates and I hope that my words will give a measure of justice to the significant event that has brought all of you here tonight. Hopefully, we will laugh a little, perhaps cry, and give some much-deserved praise. For the class of 2012, this is our night to shine, to pat ourselves on the back, to say "Well done. Good job." And as we take center stage to receive our degrees we are also going to lift the curtain and recognize the people behind the scenes. People like the three individuals I am now going to tell you about. Though you may never have personally met any of them, I am certain you have met people like them in your careers as students. They are the embodiment of why we are here tonight. Her name is Mary. She was born towards the end of the Great Depression and, while still very young, she contracted polio. Now, imagine if you can, what it is like to live in the shadow of an illness that substantially impairs your ability walk without pain or climb a flight of stairs without handrails or assistance. What would you do? How would you live your life? Mary stepped out of the shadow and endeavored to live life beyond any physical limitation. When her three children had grown and moved away, when her foster children had all found permanent homes, she enrolled in college. Reaching for what others said would be impossible, she graduated with honors from Stoll Community College 35 years ago. Two year... ... word. Most importantly, thank them for the unconditional love they continue to show. Mom, thank you for everything, I love you very much. Mi esposa, mi BeBe, te quero mucho. Feliz aniversario. Later, when all of tonight's excitement and nervousness has subsided, thank yourself. You have earned it. To graduate is a great accomplishment; whether you started ten or two years ago matters not, what matters is the determination and hard work that brought you to this moment. Your moment to shine. And so, as you prepare to walk through a new door, as you set new and challenging goals for yourselves, remember to keep your eyes focused forward because the future is sure to be adventurous, full of laughter, hope, achievement, gratitude, and inspiration. Congratulations to the class of 2006 on this, the sixtieth anniversary of commencement for Stoll Community College.

Choose the Right Major

All people go throw many stages from childhood to the end of their life. They build their dreams to become something worth in their lives such as a teacher, doctor or anything else. The most important part of these dreams to become reality is to choose the right major. Many people said students should decide what they want to be before they start studying in university. I disagree with them because students at university get help from their friends or teachers to choose their career. In addition to that, many students are changing their decision of major when they start studying at the university.The first reason is, teachers encourage the student to decide the best major according to their personality. Also, their friends help them to choose their major. When students go to university, and start study they begin to communicate with other people [listening]. From those people students take some experiences, and decide what they want to study. For example, students can ask anyone from the student service to give them more information generally about the major and the majors which are available in the university, and also about the major that they want to study.The second reason is, many students change their majors when they go to university. According to the reading A, â€Å"about 80 percent of students who start college switch their major at least one time†. This is because when students start study they got more information about their majors, and they understand what they want to study so they change their majors. For example, in the university students study many subjects to help them to decide which major they want.In conclusion, in this essay I disagree that is necessary for students to know their major before interning the university because students can get some help from their friends who have experiences or from their teachers. Also, many students take time to decide what they want and change their major many times. I think in the future the go vernment will give some courses to the students before they go to the university to help them to decide what they want to study and give them more information about their major. Choose the Right Major All people go throw many stages from childhood to the end of their life. They build their dreams to become something worth in their lives such as a teacher, doctor or anything else. The most important part of these dreams to become reality is to choose the right major. Many people said students should decide what they want to be before they start studying in university. I disagree with them because students at university get help from their friends or teachers to choose their career. In addition to that, many students are changing their decision of major when they start studying at the university.The first reason is, teachers encourage the student to decide the best major according to their personality. Also, their friends help them to choose their major. When students go to university, and start study they begin to communicate with other people [listening]. From those people students take some experiences, and decide what they want to study. For example, students can ask anyone from the student service to give them more information generally about the major and the majors which are available in the university, and also about the major that they want to study.The second reason is, many students change their majors when they go to university. According to the reading A, â€Å"about 80 percent of students who start college switch their major at least one time†. This is because when students start study they got more information about their majors, and they understand what they want to study so they change their majors. For example, in the university students study many subjects to help them to decide which major they want.In conclusion, in this essay I disagree that is necessary for students to know their major before interning the university because students can get some help from their friends who have experiences or from their teachers. Also, many students take time to decide what they want and change their major many times. I think in the future the go vernment will give some courses to the students before they go to the university to help them to decide what they want to study and give them more information about their major.

Why Crusades Failed - Free Essay Example

Sample details Pages: 5 Words: 1356 Downloads: 9 Date added: 2019/08/08 Category History Essay Level High school Tags: Crusades Essay Did you like this example?   The First Crusade was during a transitional time in Western Europe. It was during a period where religion was an important construct for many people, but it was also during a time where people were starting to seek knowledge with the establishment of the first universities. In contrast, the Fourth and Fifth crusades were during that would soon erupt into religious strife. Don’t waste time! Our writers will create an original "Why Crusades Failed?" essay for you Create order The unity that the church had enjoyed at the start of the 12th century had all but disappeared. This paper will take a look at the First, Fourth and Fifth crusades and why the First Crusade went so well while the Fourth and Fifth crusades went so poorly.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The lead up to the First Crusade was marked by the Byzantine Empire suffering a number of setbacks on the Anatolian Peninsula. There was a massive loss of power on the peninsula following a devastating defeat in the Battle of Manzikert that resulted in the Seljuk Turks gaining a strong foothold on the peninsula. but he was routed by Alp Arslan at Manzikert, in eastern Anatolia, in 1071, and subsequently the whole of Asia Minor was lost (Andrew Jotischky 42). This battle also resulted in the capture and eventual death of the Byzantine Emperor Romanos IV. This directly impacts the decision of Byzantine Emperor Alexius I to send out a request for help to the papacy and the West. This wound up being addressed by Pope Urban II during the Council of Clermont in the year 1095. While there is no official transcript of what he said, there are multiple versions of the speech that have appeared. For, as the most of you have heard, the Turks and Arabs have attacked them and have conquered the territory of Romania as far west as the shore of the Mediterranean and the Hellespont (Fulcher of Chartres). This call to arms led to the First Crusade which officially began in 1095 and ended in 1099 with the establishment of the Crusader States and the Kingdom of Jerusalem. The reason why the First Crusade was so successful is because of a couple of factors. The first reason is that the crusaders were more or less unified under their religion and as a result, their armies were more cooperative than the crusader armies in the Fourth and Fifth crusades. The main reason for their unity was the way that Pope Urban II had gone about delivering the message of the call to arms. During his speech at the Council of Clermont, he had made the promise that those who participated would be absolved of their sins. All who die by the way, whether by land or by sea, or in battle against the pagans, shall have immediate remission of sins (Fulcher of Chartres). Another reason why they were more successful than future crusades is that in contrast to the crusaders, the Muslim world was in a state of division. This was due to the emergence of two distinct branches of Islam, which began a series of conflicts between Muslim kingdoms. When the crusaders arrived in the East they were faced with Muslim factions that werent organized and were divided. It is apparent in future crusades that with a unified Muslim front they wound up with far less success. A third reason why they were more successful is that the crusader armies were led by small lords such as d ukes or counts and not by kings. ?his resulted in more cooperation between the armies that appears to be absent at times during future crusades. An example would be during the Third Crusade when the crusader army had been close to besieging Jerusalem they were forced to abandon the prospect of a siege due to the Kings not agreeing on a course of action. The Fourth Crusade was seen as a victory for the Crusaders but it had turned into a fight between the Crusaders and the Byzantine Empire. Pope Innocent III had called the Crusade in 1198 in the hope that they could finally recapture Jerusalem from Muslim forces. The Fourth Crusade began to fall off due to a high level of difficulty in procuring funds in order to adequately obtain both soldiers and provisions to maintain the army. This difficulty led to the crusader army being unable to fully pay the Venetians for their transit to Constantinople. The result was the crusader army attacking the city of Zara which was a Catholic city that was under control of the kingdom of Hungary. The Crusaders could not meet the terms of their treaty with the Venetians, so they were compelled to accept Venetian transport on revised terms that included the capture of former Venetian possession of Zara (Jotischky 176). The sacking of the city resulted in the crusader army and the Venetians being excommunicated by Pope Innocent III. After lifting the ban on the crusader army they later arrived at their destination of Constantinople. This was because of the promise by Alexius IV to be given a lot of money and soldiers for their crusade to Jerusalem if they put him on the throne he claims was rightfully his. After installing him on the throne they learn that he didnt actually have any of the things that he had promised them so they besiege the city and sacked Constantinople. When Alexios was unable to deliver, the Crusaders had no alternative but to sack the city in order to secure sufficient resources to fulfill their vows (Jotischky 176). The biggest reason for the blunder that is the Fourth Crusade is the lack of funds needed to get the crusade off of the ground. If the Crusaders had been properly funded then Zara and Constantinople most likely wouldnt have been sacked. Both were attacked out of the Crusaders feeling it a necessity in order to continue their journey to Jerusalem. Pope Innocent III also called t he Fifth Crusade in the year 1213. This time the Crusader destination was Ayyubid Egypt. They learned similarly to many who had invaded the Middle East that Egypt was crucial to maintaining control of Jerusalem. The Crusaders made it to Egypt in 1217 and because of their inaction initially, they are caught in the annual flooding of the Nile which wound up spreading disease to the Crusaders and by the time their reinforcements arrived their numbers had dwindled due to the disease. After nearly three of sieges and exhaustion the Crusaders had lost an immense amount of men. They also had found themselves still very far from their mission to capture Cairo. but in 1099 the final assault on Jerusalem was made possible by the timely arrival of the Italian fleet, whereas in 1221 the expected reinforcements did not arrive (Jotischky 236). The Crusade wound up ending after a disastrous defeat on the march to Cairo after the Ayyubid army under the leadership of Al-Kamil that had launched a surprise attack. A common theme between the Fourth and Fifth Crusades was that they ultimately failed in their endeavors because they lacked proper manpower and they were both insufficiently funded. Another reason why the Fifth Crusade failed, though was because of a lack of unity between the commanders, similarly to the Third Crusade, they would bicker over who gets which town or which castle instead of focusing on finishing the campaign. A final factor that contributed to the utter failure of the Fifth Crusade is that the Muslims were able to unify in their effort to repel the invading host. In conclusion, the First Crusade had been successful because of the main reasons behind it. They had set out to aid the Byzantine Empire, capture the Holy Land, and establish the Kingdom of Jerusalem. It had also been the first time that something like this had been called with the amount of fervor that Pope Urban II and the church had done. They also were facing an enemy that wasnt unified and even fighting amongst one another. On the other hand, you have the Fourth and Fifth Crusades which were complete failures in what they had been called to do. They both failed because they hadnt been adequately financed and there was a unified effort in what they had set out to accomplish.