Air Asia Marketing Plan - 17846 Words

AirAsia BERHAD MARKETING PLAN No. CONTENTS PAGE 1.0 Executive Summary 1-2 2.0 Introduction 3 2.1 Background and History of AirAsia 3-4 2.2 Vision Statement 5 2.3 Mission Statement 5 2.4 Objectives 5 3.0 Environmental Analysis 6 3.1 PESTEL Analysis 6 3.1.1 Political Factors 7-8 3.1.2 Economic Factors 8-9 3.1.3 Social Factors 9-11 3.1.4 Technological Factors 11 3.1.5 Environmental Factors 11-12 3.2 PORTERs 5 Forces Model Analysis 12 3.2.1 Threats of New Entrants 12-13 3.2.2 Threats of Substitute 13-14 3.2.3 Bargaining Power of Buyers 14-15 3.2.4 Bargaining Power of Supplier 15 3.2.5 Competitive Rivalry 16 4.0 SWOT Analysis 17-18 4.1†¦show more content†¦It covers over 61 domestic and international destinations with 108 routes, with over 400 flights on daily bases within their subsidiary companies located in Thailand and Indonesia. AirAsia has hub in Suvarnabhumi Airport and at Soekarno-Hatta International Airport in Indonesia. (Cary Wong Pui Man, 2009) AirAsia’s philosophy â€Å"Now Everyone Can Fly† is related to their vision of becoming the largest low fare airliner in Asia and serving 3 billion customers who are underserved with poor connectivity and high fares. Their mission is to become the best company to work for; thus employees are being treated as part of a big family, to create a globally recognized ASEAN brand, to offer the lowest fare so that everyone can fly with AirAsia, to maintain the highest quality product, and innovative technology as a measure to reduce cost and enhance service. AirAsia have won various awards and recognitions. Some of the awards include the recent Airline of the Year by Centre Asia Pacific Aviation (CAPA), Best Asia Low-Cost Carrier by TTG Travel Awards 2009, and World’s Best Low-Cost Airline by Skytrax in 2009 and 2010. It also won The Budgie World Low Cost Airlines Asia Pacific’s Best Marketing Campaign of the Year 2010. (Benneth, Kueh, Teng, 2011) 2.1 VISION To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. 2.2 MISSIONS To be the bestShow MoreRelatedAir Asia Marketing Plan17833 Words   |  72 PagesAirAsia BERHAD MARKETING PLAN No. CONTENTS PAGE 1.0 Executive Summary 1-2 2.0 Introduction 3 2.1 Background and History of AirAsia 3-4 2.2 Vision Statement 5 2.3 Mission Statement 5 2.4 Objectives 5 3.0 Environmental Analysis 6 3.1 PESTEL Analysis 6 3.1.1 Political Factors 7-8 3.1.2 Economic Factors 8-9 3.1.3 Social Factors 9-11 3.1.4 Technological Factors 11 3.1.5 Environmental Factors 11-12 3.2Read MoreAir Asia-Marketing Plan770 Words   |  4 Pages  AIR ASIA Executive Summary   Strategic management has played a key role in the success of many business organizations in the world including airlines and Air Asia is no exception. Commencing in 1996, within fifteen years, Air Asia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. This paper will look at the award winning Malaysian low cost carrier-Read MoreGlobal Brand Face-Off1209 Words   |  5 Pageslaunch for Espoir is the mixed reactions to a global campaign. Mazur head of Eastern Europe marketing wasn’t thrilled by the idea at all, while Dubois head of Europe marketing supportive about a global launch surround the upcoming Diana’s she Devils sequel movie seeing as thought rival competitor Revlon used the same strategy in the James Bond film, Die Another Day. Lastly Narayan head of South Asia marketing was willing to give it a shot due to the growth in India that was mentioned with sightingsRead MoreAirbus Marketing Plan1019 Words   |  5 Pages1 Marketing Plan Sample Fà ©lina FLAM Maxime FONTAINE Anne ULRICH 2 Company profile - AIRBUS †¢ Founded in 1970 †¢ Headquarter in Toulouse †¢ One of the world‘s leading manufacturer of aircrafts †¢ Subsidiary of EADS, a European airspace company 1 Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan Marketing Budget 4. Control Procedures Criteria of Success 2 Marketing Plan - Agenda 1. Strategic analysis 2Read MoreLow-Cost Carriers vs Full-Service Airlines905 Words   |  4 Pagesthat will be used in the research are Aer Lingus and Ryanair running in a fully developed European market, and Malaysia Airlines and Air Asia currently functioning on a recent developing domestic market in Asia. After conducting the survey, results show that the younger people are more likely to use Low-Cost service carriers with Ryanair accounting for 24% and Air Asia with 47% who all belong in the age group of under 25 years. 87% of the age group were travelling to visit friends and family and forRead MoreAdvantages and Disadvantages of Information System1415 Words   |  6 Pagesmanufacturing, marketing, human resources and other specialized systems. Each system is composed of inputs, processing subsystems, and outputs. Helpfulness of MIS to Air Asia (Online reservation system) Online reservation system is helping Air Asia to reduce cost, employees and time. Air Asia use online reservation system for customers to book airlines tickets on 24 hours, it can increase the bookings while the employees are not in front of the computers and reduce the complaint from customers. Air AsiaRead MoreTnt Strategic Marketing Plan1272 Words   |  6 PagesExecutive Summary The aim of this report is to make an in-depth research on TNT Asia region. In first part, we will analysis the internal influences by Porter s Five Forces model. In second part, PESTEL model will apply for external influences. Lastly, SWOT analysis will be provided as a conclusion. Content Page 1. Introduction 3 2. Micro-environment 3 2.1 Industry Competitors 3 2.2 Buyer 3 2.3 New Entrants 3 2.4 Supplier 3 2.5 Substitutes 3 3. Macro- environment Error! Bookmark not definedRead MoreQantas Marketing Audit Essay1144 Words   |  5 Pagesthose covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the worlds 11th largest airline in terms of Revenue Passenger Kilometres (RPKs).1 Its brands include Qantas, Jetstar and Qantas Link (as well as several Jetstar brands in East Asia). Qantas is the Groups standard fares airline, based in Sydney, while Jetstar is the Groups budget fare airline that also manages the Jetstar Asia operations, based in Singapore. Both offer Australian Read MorePest Analysis on Airasia1425 Words   |  6 PagesAirAsias competitive strategy and analyse how the strategy is implemented to gain competitive advantage. Background on AirAsia AirAsia was set up by Dato Tony Fernandes in 2001. In December 2001, Fernandes and his partners set up Tune Air Sdn Bhd (Tune Air), an airline holding company then bought over AirAsia. Now, AirAsia has become one of the most successful airlines in the Southeast Asian region and the pioneer of low cost and no frills travel in Malaysia. The airline now flies to over 40Read MoreNike Business Strategy615 Words   |  3 Pagescontinue to use as design creativity is one of Nikes core competencies. International Marketing Nike feels strongly that their biggest opportunities for growth lie in the countries on South Africa, India, Mexico, Peru, Chili, Bolivia, and several eastern European countries. Nike is planning to expand marketing in these areas in the next several years to build demand and distribution systems. Nike also plans to contract manufacture its shoes in several of these countries. Contract ManufacturingThe

The quality of financial statement - Free Essay Example

Sample details Pages: 4 Words: 1086 Downloads: 1 Date added: 2017/06/26 Category Finance Essay Type Analytical essay Did you like this example? 1. Introduction: The purpose of this assignment is investigation how credit crunch issues is widespread in the world and what is the quality of financial statement. This will be shown by analyzing the fraud in financial statement of Enron and WorldCom. 2. Methodology Analysis based on a review of the academic auditing literature, audit reports, together with articles from financial journal. Don’t waste time! Our writers will create an original "The quality of financial statement" essay for you Create order 3. Background: 3.1. The collapse of Enron and WorldCom 3.2. The financial statement Enron Corporate and The methods of Enron Corporation that used to the fraud of the financial statement From the tables above we can see clearly that without LJM1, JEDI, Chewco and the â€Å"Four Raptors† partnership. In Enron were considerable numbers of partnerships which leads to Enron hided a significant debt. This is one of the methods of Enron primarily used to cover debt. We can see from table 4, Enrons prior-year reported debt amounts are increased by both JEDIs and Chewcos borrowings. In addition, Enrons net income is reduced for specific JEDI revenues previously allocated to Chewco, relating to appreciation in value of Enron stock held by JEDI, wich eliminates upon consolidation. This, in effect, reduces Enrons share of JEDIs earnings. The net effect reduces Enrons prior-years reported net income and shareholders equity amounts. In brief, Enron did not announced adequate information in financial statement in order to reduce tax payments and blow-up income and profits and to raise the price of share (the high stock price was vital issues to the survived of Enron corporation (Peter 2002: 91) and credit rating. Furthermore, Enron created many partnerships and used partnerships to hide debts.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Partnership of Enron Corporation The financial activities of Chewco Investments, L.P. (Chewco), a related party which was an investor in Joint Energy Development Investments Limited Partnership (JEDI), should have been consolidated into Enrons consolidated financial statements beginning in November 1997; The financial activities of JEDI, in which Enron was an investor and which were consolidated into Enrons financial statements beginning in the first quarter of 2001, should have been consolidated beginning in November 1997; and The financial activities of a wholly-owned subsidiary of LJM Cayman, L.P. (LJM1), a private investment limited partnership for which the general partners managing member was Andrew S. Fastow, former Executive Vice President and Chief Financial Officer of Enron (see Note 4), should have been consolidated into Enrons consolidated financial statements beginning in 1999. 3.3.1. The system of operation to product the financial statement of Enron Looking first at how Enron can cheat in their financial statement. This will be explanation by analyzing their process of making financial statement (Peter 2002: 41-2) in the graph below in order to have clearly understanding. The culture of Enron Corporation was concentrate profit and how to create greater profits (Peter 2002: 47). Thus, every individual in Enron need do like what Directors want do including accountants and the another firms have the same benefit. 3.3.2. The methods of Enron Corporation that used to the fraud of the financial statement One of the methods that Andrew Fastow used on financial statement fraud is he set up the use of Special Purpose Entities(SPEs) so that to finance the purchases and take out of accounting report. In 1997, there are arguments in SPE issue which known like Chewco (Peter 2002: 61).   Ã‚  Ã‚  Ã‚  Ã‚  Some summary about SPEs: Original had a good business purposes Really a joint venture between sponsoring company and a group of outside investors. Cash flows from the SPE operations are used to pay investors.   Ã‚  Ã‚  Ã‚  Ã‚  However, Enron had used SPEs to: Hide bad investments and poor-performing assets (Rhythms Net connections). Declines in value of asset would not be recognized by Enron (Mark to Market) Hide debt (borrowed money was not put on financial statements of Enron) Quick execution of related-party transactions at desired prices. (LJM1 and LJM2) To report over $1billion of false income. Many SPE transactions were timed ( or illegally back-dated) just near end of quarters in order to income could be booked just in time and in amounts needed, to meet investor expectations. Mark-to-Market accounting means that it is re-assessed in the valuable in each asset and changes in value are reflected in balance sheet and income statement in the company. Forced sales in illiquid markets set prices Drive asset values to insolvent levels ( despite the absurdity that mark-down of liabilities increase profits) Risk of facing an insolvent counter-party generates runs: wholsesale and quasi-retail Table 5: The different in financial statement frauds between 2 company WorldCom and Enron WorldCom  Ã‚  Ã‚  Ã‚  Ã‚  Enron Overstating Asset Frauds  Understating Liability/ Expense Frauds The frauds was simple  Ã‚  The frauds was very complicated: many complex transactions and accounting issues 3.4. Credit crunch and quality of financial statement   Ã‚  Ã‚  Ã‚  Ã‚  3.4.1. Credit crunch There is undeniable that credit crunch reveal in the recent global recession. For find out that reason, this quite appropriate to looking at why and how credit crunch occurs. There are number of reason why this financial crisis happened (credit crunch). The credit crunch started in 2007 with the bankrupt of Lehman Brothers, which is one of the most important in the US institutions. When looking at accounting practice, some author have argued that when using fair value accounting, this led to the credit crunch has been getting worsen. This will be difficult to value what is fair value have; thus, many people who control stock market and politicians have arguments for these issues with excessive political preventive in the worldwide (Emerald 2009). On the other hand, in the collapse of Enron and WorldCom, auditors play the important role in the credit crunch occur, which received limited information with opaque reporting. In addition, auditors have change audit report and the r ole of banking, business and the ever more compound financial instruments (Emerald 2009). 3.4.2. Quality of financial statement This wills obsever who is the person that responsibility for quality of financial statement. There is no doubt that with good quality of financial statement leading to do not occur credit crunch. Because financial statements include income statement, balance sheet, and so on that is open information (Jorion 2003).Therefore, How to avoid financial statement frauds is essential. One of the reason is there are an increa.e in the size and number of financial statement frauds. 4. Solution Reference Emerald (2009) Global credit crunch: the role of the auditors [online] available from https://info.emeraldinsight.com/learning/management_thinking/articles/credit_crunch.htm?PHPSESSID=brqmbrv5134rc5p7g9k9dskmr2 [ April 2009] Enron corp (2000) Annual Report 2000 [online] available from www.enron.com [2000] Jorion,P.(2003) Investing in a Post-Enron World. United States: McGraw-Hill Trade Peter,F (2002) What went wrong at Enron. Canada: John Wiley Sons https://www.sec.gov/Archives/edgar/data/1024401/000095012901504218/h92492e10-q.txt

Essay about Forbidden Love - 1076 Words

Forbidden Love The short story â€Å"Dhowli,† is a tragic tale about a woman who puts her trust and faith into a love that is forbidden, and how she is ultimately betrayed by that love. The story demonstrates how some of the choices that she made, and her own selfish pride led to the injustices she received. Misrilal is a young Brahman who is captivated by a young Dusad widow. In the Indian culture, the Brahman caste is one of the highest castes, and the Dusads are one of the lowest. Because of the difference in castes, a relationship between the two is forbidden. Although Misrilal is aware of this, he nonetheless persists in pursuing Dhowli. nbsp;nbsp;nbsp;nbsp;nbsp;Dhowli is tormented with his proclamations of love and wanton lust.†¦show more content†¦Misrilal’s family demanded that he go to another village for a month and still he reassures Dhowli that they will be together as soon as he returns. In the meantime, Dhowli has to not only suffer the knowledge that Misrilal is a coward, but she also has to deal with the fact that she is now an outcast to her own people. The menfolk plot to make her a whore for their enjoyment, and the women cease to acknowledge her. Even her own mother blames her for the difficulties that lay ahead and beseeches her to take the medicine that will â€Å"get rid of the thorn in her womb† (Devi 244). Dhowli refuses to take any such measures. She can not imagine destroying something that was created through their love. nbsp;nbsp;nbsp;nbsp;nbsp;Thrice the time has passed since Misrilal said he would return, and in the meantime, Dhowli has given birth to a beautiful baby boy. News of Misrilals impending marriage reaches her. Her heart is torn and finally the anger and bitterness set in. She now realizes that Misrilal does not truly love her and he is not coming back for her. Now she must forget him and concern herself with feeding her baby. nbsp;nbsp;nbsp;nbsp;nbsp;After the wedding, Misrilal returns and Dhowli sends for him. Dhowli asks with bitterness and regret what Misrilal is planning to do to help her raise the child now that he has ruined her and made her an outcast. Even now, Misrilal attempts to tell Dhowli that he hadShow MoreRelatedForbidden Love824 Words   |  4 PagesLove is something that can happen no matter the circumstances of the situation. Love is a very strong force that can bring two strangers together and create sheer happiness and joy; however, under certain circumstances, love can be very dangerous. Whether you are a poor boy chasing after a princess, or whether your families are hated enemies of one another, it is possible for love to take root and blossom. It also could be the simple attraction to what we cannot have. Regardless of the reasonRead MoreThe Forbidden Love1553 Words   |  7 Pageshurt. Because how can you give your dreams to someone else, yet share your dreams with me? Sometimes the truest love is the love that can never be I have met this amazing man a year ago, he completely changed my life. He made me a better person. He is my equal and he is my world. It is only when I am with him that I feel like I have come home. You are lucky to find this type of love once in lifetime. And I think we all live in hope of just finding it let alone keeping it. It sounds like a fairyRead MoreThe Forbidden Romantic Love Between Romeo And Juliet Essay1333 Words   |  6 PagesThe forbidden romantic love between Romeo and Juliet. By Ashleigh Moseley. Year 10 English: Mrs Shaw. For this anthology about love I have chosen, and mainly centred around the topic of love that is forbidden. With this type of love, comes many struggles and questions that I’m sure must go through the minds of people in this situation. This is what happens with Romeo and Juliet in the Play written by William Shakespeare in 1591. It will be a romance that will strongly challenge themRead MoreConsequences of Forbidden Love in Shakespeare ´s Romeo and Juliet1070 Words   |  5 PagesRomeo and Juliet Shakespeare shows us the true consequences of forbidden love and what it is like to love someone in a way where love cannot be expressed and the feelings are so indescribable. Love this powerful actually changes the lives and fate of two young innocent people who lost themselves in each other and couldn’t do what they wanted because of who they were. When it comes to defining love there is no true definition of love. When it comes to fate there is no true definition either; fateRead MoreExplore How Shakespeare and Orwell Present Forbidden Love and Rebellion.1449 Words   |  6 PagesExplore how Shakespeare and Orwell present forbidden love in ‘Romeo and Juliet’ and ‘1984’. Introduction What is love? What are the main similarities and differences between the presentation of forbidden love in 1984 and Romeo and Juliet? Relate briefly to the contexts of both texts. Paragraph 1 Why does Romeo love Juliet? Why does Winston love Julia? Look at how Romeo is attracted to Juliet for being beautiful and compare it to how Winston loves Julia for her lack of purity. Explore this ideaRead MoreForbidden Love in The God of Small Things written by Arundhati Roy888 Words   |  4 Pagesessay focuses on the theme of forbidden love, The God of Small Things written by Arundhati Roy. This novel explores love and how love can’t be ignored when confronted with social boundaries. The novel examines how conventional society seeks to destroy true love as this novel is constantly connected to loss, death and sadness. This essay will explore the theme of forbidden love, by discussing and analysing Ammu and Veluthas love that is forbidden because of the ‘Love Laws’ in relation to the casteRead MoreThemes Of Longing, Selections From The Ink Dark Moon Sting With Forbidden Love And Savor Of Bitterness870 Words   |  4 Pages Interwoven with themes of longing, impermanence and loneliness, selections from The Ink Dark M oon sting with forbidden love and savor of bitterness, while exploring the intricately beautiful characteristics of human emotion. Although the selected poems are brief and concise - conforming to the characteristics of brevity and succinct language in traditional ancient Japanese poetry - the carefully selected words and painstakingly constructed phrases elicit a marked emotional response in the readerRead MoreArgumentative Essay On Forbidden Love776 Words   |  4 PagesForbidden Love â€Å"The Iranian government sees trans and homosexual individuals as people with psychosexual problems, and so provide them with a medical solution†(Neha Thirani Bagri, An Uncomfortable Truth, qz). People around the world do not get the rights they deserve because the government influences and limits peoples actions. Nobody should be living in fear, feel held back, or discriminated against because of their sex, race, religion or sexual orientation. Everyone should be given the right ofRead MoreA Story of Race and a Forbidden Love1028 Words   |  5 PagesA Story of Race and a Forbidden Love Kevin Michael Albeck (KEABEC2492) ENG125 Prof. Danielle Slaughter November 16, 2012 The story â€Å"Country Lovers was written in 1975 when times were different then they are today. This story was written about a farmer’s son and one of the children of the farm’s help. There are many aspects of this story that are wrong but the most pronounced one is the racial segregation. Even though certain races are perceived as inferior toRead MoreForbidden Love Or Forced Partner?1730 Words   |  7 PagesJulissa Ruiz Prof. Hunter Intro to Afram Studies November 24, 2014 Forbidden Love Or Forced Partner? When our nation was divided because of skin color, dating someone who was not of the same complexion was seen as a criminal act. Interracial relationships between white Americans and African Americans, when slavery was still legal, was seen as taboo, and many attempted to prevent them from occurring. Laws were passed prohibiting personal relationships between the two cultures, which many paid little

Racism in the Shifting Heart and the Kite Runner free essay sample

Racism is the discriminatory or abusive behaviour towards members of another race. As Australians we have witnessed firsthand the devastation that comes along with racism and degradation of people, that being the oppression of the Aboriginal people in our society and to a lesser extent, that of the Italian and Asian migrants after World War 2. Our history is riddled with numerous accounts of racist behaviour and our literature reflects as much, racism is evident not only in our history but in our present time, the message portrayed through both present and past literature is that racism is not something that needs to happen and is therefore unnecessary. Other cultures also have examples of racism and degradation in their pasts and literature. The message transcends cultural barriers and is relevant out of its original context. The Shifting Heart by Richard Beynon and The Kite Runner by Khaled Hosseini are two texts which come from not only different time periods but also different cultures, but still presents an insight into the psychology of racism and its victims and that the use of racist oppression and degradation is unnecessary and bears a negative effect on both the people and the society which it stems from. The Shifting Heart by Richard Beynon focuses on the oppression of Italian immigrants in Australia, in the 1950s after the end of World War Two. Focusing on that of a family who wish to integrate into Australian society, it seems as though the society they wish to integrate into is mostly unaccepting of them. The two fences are representative of the two sides of the society they are integrating into, one side is completely closed off – the fence with the barbed wire – and shows that some parts of the society will never change and never accept people of a different race. The other fence – the broken down picket fence – shows that even though on the outside there may seem to be acceptance, behind it there is still unsureness and uncertainty, shown through the drunken, wayward neighbour Donny Pratt. The Bianchi’s wish to be accepted is almost unnoticed by their new society and is overridden by their culture and differences to the stereotypical Australians. The Bianchi’s seem to not understand why they aren’t accepted, Poppa believes they have done everything right to fit in and yet they are still racially oppressed. The use of â€Å"Momma Macaroni† and Poppa’s reaction to the use of it â€Å"why don’t they call her Mrs Steak and Eggs, huh? † shows that there is a separation between the two people and cultures. The separation of the Bianchis’ and the Pratts’ is just a further example of how the racial oppression occurs in many ways and affects the people it is aimed at. The Australian society which seems to overlook this is represented as cold and unforgiving. Khaled Hosseini’s The Kite Runner also comments on how a group of people attempt to integrate into a society but are pushed aside, the Hazara people in Afghanistan are looked on as inferior and are treated as such even though they are attempting to be a part of the society fully. The antagonist Assef describes the Hazara people as â€Å"dirty[ing] our blood† saying that the integration of them into his culture is ruining the purity of his nation, this idea of people wanting to integrate into society, willing to try and adorn our attitudes and values, only to be rejected is still relevant in other contexts. The use of the racial slurs such as â€Å"flat nose† by Assef and his friends shows that they are completely unaccepting and closed off to the idea of the Hazara becoming a part of their society. This is still evident in modern society as well, with the arrival of asylum seekers and immigrants from other countries who are segregated and treated as inferior. Violence seems to be on par with racism and the degradation of other cultures. The use of physical intimidation to put off and belittle others is something depicted in many literary texts, Beynon in The Shifting Heart shows violence at its peak, when the character of Gino is brutally bludgeoned to death by a group of Australians who do not like his involvement in the local dance scene. The use of violence in this text helps to consolidate that the idea of racism not only affects the individual negatively but the society as well. The text seems to portray the stereotypical Australia alpha male as violent and physically imposing, ergo presenting the society as one that promotes this (by having this as the stereotypical male). The violence is shocking for the Bianchi family, who seem to have not experienced this form of presenting one’s superiority before. The character of the police officer only further imposes the idea that Australia is not welcoming of this different society, as he says â€Å"this one’s hot blooded by nature†, insinuating that because of his heritage, Gino was more prone to violence. This is called â€Å"victim blaming† and the race of an individual in this case is used as a reason to blame the victim. This also happens in The Kite Runner after the rape of Hassan; Assef rationalizes his raping of Hassan by saying â€Å"it’s just a Hazara†, the use of the terms â€Å"it† and â€Å"just† show that Assef is completely uncompassionate towards his victim and uses his race to make the other boys accept what he is doing as right. After the event, nothing is done and no one comes forward, Hassan changes completely, but it is not only Hassan but Amir, Ali (Hassan’s father) and Baba who change as well. These characters begin to fall into their â€Å"proper† social standings, where they â€Å"belong†, Hazara as servants and Pashtun as their superiors. The brutality of the situation shows the â€Å"true colours† of the Afghan way of thinking, that the Hazara are â€Å"just† things, lesser beings. The use of violence in both of these texts indubitably expresses how the true psychology of racism lies not only in those who are blatantly racist, but in those who live in a society which condones such acts. Even those who are accepting of other races may have been raised in a society which does not. In times of grief or hardship they may look down on the people they care about, their relationships becoming strained by the issue of race. It seems as though, when strangers are racist towards them it means less than if someone who is supposed to be loving or caring towards them use their race as a way to put them down. The Shifting Heart looks at this idea towards the conclusion of the play, after the death of Gino and the visit from the police officer Clarry begins to argue with Poppa saying â€Å"the way you’re talking†¦anyone’d think I married a whole race†. Clarry hasn’t come to terms with the fact that his marrying an Italian woman, means he has married her culture, her background. The effect of Clarry’s unacceptance is blatant in the reactions of the family to his comments. Poppa says â€Å"it only takes one to accept†, he believes that Clarry should â€Å"lead† the fight for acceptance for his wife’s people. This idea of how the actions of those who are close to those of another race is important as it shows a window into the society. Clarry is worried he’ll be judged for having a â€Å"wog name† on his truck, but the Bianchi’s don’t understand that. To combat racism, we must learn to forget our position in our own society and be willing to accept those who are different, Clarry is not fully able to do this and it takes nigh on the whole play for him to come to terms with what he has inadvertently become a part of by naming his new son Gino. Relationships being affected by race is also evident in The Kite Runner, after the rape of Hassan, Amir runs away, showing his cowardice and it is in that moment that we know their relationship will never be the same. He was just a Hazara, wasn’t he? † Amir is conditioned to believe that this race is inferior, that they are allowed to be bullied, beaten and abused and be no more than servants. Hassan was still loyal to Amir (as were the Bianchi’s to Clarry) and yet Amir still ruined their relationship and used race as an excuse to ignore Hassan. Amir was worried about his standing with his father and the Afghan society, a society which was openly morally corrupt, focusing on wealth, race and stature as the most important parts of their society. The use of racism in both of these situations shows that the person and society are negatively presented by their use and acceptance of the use of racism. Racism is a universal issue, whether it be white and black suppression or two seemingly similar cultures, it is everywhere. The idea is constantly presented as negative and a destructive tendency, not only in past literature but in modern literature as well. The message surpasses cultural barriers and seems to show a negative impact on not only the person who is racially degraded but the society which condones it is presented in a bad light. The Shifting Heart by Richard Beynon and The Kite Runner by Khaled Hosseini are two prime examples of how racism can affect people and society and how the constant conditioning of people will cause them to have underlying issues, such as racist tendencies and intolerance. They show the psychology of racism is underpinned by social values and a â€Å"mob mentality†, both texts portray accurate representations of racism in the time but also show how we can use this hindsight to move towards a society which has no racial intolerance.