1 . Abstract This report contains an internal and external evaluation of AirAsia using various methods including a PEST, Business analysis, SWOT analysis and Porter’s 5 forces unit. The main final results of the record are: 1 ) 1 Results reached: 1 . 2 Recommendations reached: 2 . Introduction The company chosen just for this report was AirAsia. The assignment necessary that: ¢ A management record of 3, five-hundred to 5, 000 words is written on an business.
The report should illustrate, analyze and assess the effects of exterior and internal factors for the organization and evaluate the organization’s responses ¢ In relation to technical change, assess how this influences policies and making decisions, critically assess the effectiveness with the organization and recommend areas for improvement in response pertaining to the organization. The corporation has been analyzed using the above mentioned procedures and tools, and conclusions and recommendations had been reached from these tools.. Background to AirAsia 3. 1 . Organization Classification A ‘no-frills’ airline is defined as one “That uses rental and/or timetabled flights to offer bargain-basement costs. Budget flight companies usually property at and take-off by secondary air-ports, do not give in-flight foods or refreshments, and may not really offer designated seat share. Their admission prices happen to be fixed and non-refundable in the event of a termination or no-show. (i) a few. 2 . Looking at the Organization
AirAsia is one of the fastest growing aircarrier companies in the world, with a standing as a cheap, ‘no frills’ airline. It was originally a government owned business, yet, as a result of heavy personal debt, it was bought by former Time Warner executive Tony adamowicz Fernandes in 2001, which is in which the real tale begins. Their particular vision, under the slogan Now Everyone Can Soar, is “To be the greatest low cost flight in Asia and portion the 3 billion dollars people who are presently underserved with poor on-line and large fares, (ii) and their quest is, beneath the banner of Affordable Airfares, To attain the minimum cost in order that everyone can soar with AirAsia, with no compromise to Flight Basic safety Standards, and, creating a all over the world recognizable company with a ‘family’ atmosphere inside working conditions for employees. (iii) These statements clearly show AirAsia’s value. Cost advantages through operational effectiveness and performance, coupled with strong brand advertising, go straight to the consumer. Within 2 years, Tony Fernandes had attained recognition with numerous honours, including ‘CEO of the Year’ by Organization Times and American Share and ‘Developing Airline with the Year 2003’ by Airfinance Journal. iv) 4. Sector Framework Analysis. 4. you Porter’s 5-Forces Model (Appendix 1) From your analysis style, it is possible to summarize that distributor power is high due to monopolization from the industry by simply Boeing and Airbus. Nevertheless , this is countered by the relative poor functionality of airlines in the recent past. However are only two companies to get or rental airplanes from, the global problems has limited new entrants into the foreign exchange market and decreased upgrading of planes for the immediate future.
Buyer electric power is reasonably substantial because prospective customers have access to cost information through the internet and mobile technology, thus, they will find less expensive prices less difficult. Furthermore, changing from one air travel to another does not have costs and it is easily obtained. Competition competition is currently in AirAsia’s prefer. With value being the key battlefield of competition, AirAsia leads the way because of low operating costs. However , there are even more competitors coming into the market which may have major service providers as backers or owners which may result in an ‘unrealistic’ price battle in the future.
Luckily, with the Asian region being so great and with its geographic ‘make-up’, air travel is not only a viable service but also the most successful and easy. This makes the threat of substitution low to AirAsia. Travelling from, for example , Jakarta to Kuala Lumpur is a time-consuming workout. Moreover, with border regulates remaining incredibly bureaucratic in certain areas, i. e. Thailand-Cambodia, then traveling by air is easily the best option travel prepare. Finally, the threat of recent entrants can be moderately in AirAsia’s favor at present. The high capital requirements and commence up capital prevents many entrants.
Additionally , AirAsia’s current leading role and great brand recognition make it a highly recommended amongst the current competition. Nevertheless , potential fresh entrants by full services carriers could possibly be threats in the future and permanent. 4. two External factors using PEST PEST breaks down the external influences on the business, which will a company may have some effect on, but also in the majority of the time will have to task, plan, modify and interact with with its own strategy, to be able to anticipate and analyze makes within the general environment and their impact. PEST Analysis ” Fig. 2
POLITICAL ASPECTS ECONOMIC FACTORS ¢ Political uncertainty in Malaysia with Prime Ressortchef (umgangssprachlich) Abdullah Badawi set to stage down in March 2009. ¢ Mouthpiece Prime Ressortchef (umgangssprachlich) Najib Razak is supposed to take over the ruling-coalition party, but with a cloud of allegations. ¢ Political unrest in Thailand recently when ever anti-government protesters recently obstructed flights for the week by Bangkoks primary airports. ¢ ASEAN nations have been driving Indonesia to scrap their Rp. you million ‘Fiscal’ charge to all Indonesian residents and expatriates when going out of the Republic of Dalam negri either for organization or tourism. Resurgence of violence in Southern Asia ” North Malaysian edge. ¢ Malaysia granted pursuit rights in oil-rich seas off the coastline of Borneo, increased worries with Philippines. ¢ Terrorism has occurred in Thailand and Indonesia, especially the Bali bomb of 2002. ¢ AirAsia holds 49% of Thai AirAsia with 1% held with a Thai person. The remaining 50 percent is held by Tibia Corp., owned by the previous Thailand excellent minister, Thaksin Shinawatra. Shin Corp. features financial power, synergy in information technology and telecommunications, which support AirAsia Internet and mobile phone bookings. National tendencies: Malaysias economy may increase as little as four percent last year, growth will probably be between 5 percent and 5. 5 percent this year, below the established 2008 prediction of a few. 7 percent. (v) True GDP % Growth forecast is by 5. you in 2008 to 1. some in 2009. (vi) Interest rates % dropped via 3. a few in Jan. 2008 to 2% in Jan. 2009. (vii) The inflation rate may show up below some percent prior to second half of 2009. (viii) Unemployment has always been constant at an average of three. 6% in July 2008 to 3. 1% in March. 2008.
Yet , the global credit rating crisis has raised fears that “the unemployment price could dual to 6 % by 2010 if global demand remains to be weak. (ix) ¢ Foreign trends: Malaysia ranks twentieth for its ease of doing business out of a total of 181 economies selected in the World Financial institution Doing Business 2009 report. (x) International global credit crisis has ended in increasing unemployment and ‘global trade will shrink simply by 9 percent this year’ (xi) Asian governments happen to be defending fewer national-flag providers, in order to revitalize under utilized airports and increase travel and leisure spending. CULTURAL ASPECTS TECHNICAL ASPECTS Demographics: Ethnic: Malay 50. 4%, Chinese twenty three. 7%, local 11%, American indian 7. 1%, others six. 8%. (xii) Religions: Muslim 60. 4%, Buddhist nineteen. 2%, Christian 9. 1%, Hindu 6th. 3%, Confucianism, Taoism, different traditional Chinese language religions 2 . 6%, other or unknown 1 . five per cent, none zero. 8%. (xiii) Languages: Kode Malaysia (official), English, Chinese language (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow), Tamil, Telugu, Malayalam, Panjabi, Thai. ¢ AirAsia operates in SE Asia with many countries and ‘languages’. ¢ SONY ERICSSON Asian countries include diverse nationalities and made use of, troubles continue particularly around the Thai-Malaysian border and Dalam negri. Individualism is less common than cooperation in Asian business values. ¢ Acceptance of laws and rules can vary, many Indonesians, for example , almost never abide to baggage allowance rules and these rules will be seldom enforced due to file corruption error and inertie. ¢ Estate: 7 from the top 10 the majority of populated towns in the world (>, 14 million) are believed to be in Asia by simply 2015, in line with the UN. (xv) ¢ More than 80% of AirAsia’s seats are sold on the web, thus, getting rid of travel agent fees. ¢ Ticket-less travel and ‘e-tickets’ have lowered distribution costs. AirAsia has got the youngest fleet in Asia with the new Airbus A330-300, allowing cutting edge technology and high gasoline efficiency. ¢ Information and communications technology (ICT) has allowed AirAsia to reduce working costs and offer fast, successful service in areas which includes: check flight schedules, book seats, electronic digital check-in, and pre-order foods. ¢ Fresh low cost terminal to be opened up in Labu, Malaysia by simply 2011 can incorporate modern tools, more retailers and be independently owned, ensuing inn reduced airport fees and deals and reduced government bureaucracy. 4. several Internal factors using a SWOT nalysis. The SWOT research is used to determine the strengths, weaknesses, opportunities and threats faced with a business and allows the business to attain its goals by simply prospering coming from opportunities, countering threats, solidifying strengths and correcting disadvantages. SWOT Evaluation ” Fig. 3 Strong points ¢ Blend of 3 strategies of proven airlines: Ryanair’s detailed, Southwest’s persons, and Easyjet’s branding. ¢ AirAsia features strong capabilities due to their multi-country position in Thailand, Malaysia and Dalam negri. ¢ Competitive advantage is strong together with the lowest miles per seat price. Strong management team consists of skillfully developed and ex-top government representatives. ¢ 50 percent stake of AirAsia Asia held by Thaksin Shinawatra enabled opening up of Thailänder market with large talk about. ¢ Quite strong brand recognition, strong advertising reach, distribution and consciousness. ¢ Strategically located in center of SONY ERICSSON Asia. ¢ Leader in IT (ICT Award). ¢ New A320 fleet, good relationship with Airbus allowed discounts upon new airplanes, thus, minimizing fuel costs. ¢ Client relations electronic. g. suggestion to have multi-lingual web-sites. ¢ Partnerships with PayPal and Citibank let easy ventures of obligations. Sponsorship works with Manchester Combined Football Club and AT&T Williams formula 1 staff increase global brand reputation. Weaknesses ¢ High energy costs have resulted in a lower than anticipated profit intended for 2008. ¢ No MRO (maintenance, repair, overhaul) facility, thus, AirAsia cannot maintain steadily its own airplanes. With a growing fleet this can be a competitive disadvantage. ¢ Large numbers of customer complaints. ¢ noncentral site of secondary airports. Chances ¢ Low priced, sustainable philosophy allows fresh routes being opened and exploit developing markets because of surging middle-classes in Cina and India.
I. elizabeth. China, India, Pakistan & Bangladesh. ¢ AirAsiaX, new long-haul paths, to The european countries, Australasia and US. ¢ Scrapping of Fiscal duty in Philippines will inspire more abroad travel. ¢ Internet creation and 3-G coverage enables bookings to get done online. ¢ Bigger fuel costs means much less profitable competition may be forced out of business. ¢ AirAsia Vis Gadget enables customers to gain access to live data direct through the Windows Windows vista interface. ¢ Partnerships with Virgin to use existing talents such as manufacturer, landing privileges and period slots. Recurrent flyer program, similar to all those used by significant carriers. Weak points ¢ Substantial fuel costs have resulted in a lower than expected income for 2008. ¢ Not any MRO (maintenance, repair, overhaul) facility, as a result, AirAsia are not able to maintain its individual planes. With an increasing fast this is a competitive disadvantage. ¢ Large numbers of customer complaints. ¢ Non-central location of secondary airports. 5. Findings and Advice. 5. 1 Conclusion and Recommendations come to from INFESTATIONS analysis. Critical, SE Asia could be in for some unpleasant times in advance.
Firstly, there is certainly political uncertainty in 2009 within just three of AirAsia’s key bases: Malaysia, Thailand and Indonesia. All three countries will be experiencing alter of government or perhaps elections in 2009. Indonesia will have its democratic elections with President Susilo Yudhoyono Bambang running pertaining to his second term. This is only the second ever before full democratic election in Indonesia and tensions have been completely running excessive. In addition , Malaysia will change Prime Minister with Deputy Prime Minister Najib Razak overpowering in business office, yet, you will discover allegations of corruption which might affect the change.
Finally, Asia has found political doubt since the ousting of past Prime Minister Thaksin Shinawatra under problem and scams allegations. The airport has been closed straight down due to presentations and unrest remains, especially, in the Muslim majority to the south, located near major traveler areas including Koh Samui and Koh Pan Nagn. However , the partnership with Thaksin Shinawatra has provided Air Asia leverage in pursuing an aggressive takeover of business in Asia. Economically, the present global crisis has damaged Asia fewer severely than the West to date.
This is possibly due to cultural aspects such as less credit rating or funding by the majority of people. Malaysia is likely to slow down economically in 2009, and also Thailand and Indonesia. However , although the markets are fairly fragile, robustness and flexibility is usually high due to awareness and experience from the 1998 foreign currency crisis. In SE Asia, the main cultural issue could be the urbanization in the populations of some of the important countries within AirAsia’s market and market. Countries like India, Chinese suppliers and Bangladesh are thriving at the moment and they are creating huge middle-classes in their respective countries.
The more individuals are employed in towns over 15 million people, the more require there will be pertaining to journeys to homes in the countryside. The forex market is a potential opportunity for AirAsia in the future, with the obligation cultural and nationalistic strategies made. AirAsia is leading the way when it comes to integrating scientific advances into their business model. The use of the internet to buy and sell tickets has significantly reduced working costs intended for AirAsia since ticket brokers are not needed. Furthermore, newer airplanes getting produced happen to be reducing gasoline costs and having more efficient. five. 2 Activity 2: Scientific Change. installment payments on your 1 Assess Policies and Decision Making The speed of technical change in all facets of culture is speedily changing the areas businesses work in and the global environment all together. The aviators industry has become under pressure with bigger fuel costs and client awareness of environmental surroundings in particular. In order to survive, businesses are either adapting and staying pro-active or perhaps failing. AirAsia ‘has recently been recognized as among the WORLD’s most innovative companies by Fast Company magazine, which makes it the only ASEAN brand plus the only airline to have made it on the “Fast 50 list. (xvi) Because of this, AirAsia has some current THAT systems which will allow it to gain competitive benefit. Current THIS Implementations Deliver Management System (YMS) Also known as Earnings Management System, it understands, anticipates and responds to customer behavior, in order to maximize income for the corporation. YMS functions on two levels: 1 . Seat ” the seat price is considered a way to increase income. Seats are obtainable at various rates at several points in time. Reservations carried out at a later point cost much more than 1 done earlier. 2 .
Way ” the costs for spots are modified with consideration to the require. To work effectively, equally methods are used in conjunction with one another for all seats and all ways, thus, both seat and flight will be effectively listed all the time. Laptop Reservation System (CRS) AirAisa uses CRS provided by Available Skies by simply Navitaire, and it has a new huge influence on the functioning procedure for AirAsia. Navitaires Wide open Skies technology has genuinely enabled AirAsias growth via 2 mil passengers to 7. several million people in less than 2 years. Open Air scaled easily to accommodate each of our growth. Tony a2z Fernandes CEO AirAsia (xvii) Open Air is ‘an integrated web-enabled reservation and inventory program suite that includes Internet, customer service, airport starting control features and more. ‘ (xviii) In essence, it is a program that allows AirAsia to successfully by-pass the middlemen, in cases like this travel agents, and deal immediately with the customer, thus, getting rid of sales commissions paid towards the travel agents. Consumer data is usually centralized and helps AirAsia to track bookings and schedule air travel activities reacting to requirements in current.
Furthermore, the Open Skies system integrates with the already implemented YMS, so that both equally systems can be utilised in unison to optimize pricing and revenue, by giving information on reservations and plans, and cutting down costs of operations at the same time. The latest surge in fuel prices in 2008 forced air carriers to reduce costs wherever possible to be able to survive. Fortunately, AirAsia already had the best operating costs of virtually any airline in the world. However , this did not prevent AirAsia looking into ways of steering clear of potential problems in the future.
The need for more fuel-efficient airplanes is actually an integral part of minimizing costs inside the aviation sector. 5. 2 . 2 Examine Effectiveness and Response AirAsia has utilized technological advancements, for instance YMS and CRS, in advance of it is competitors. The velocity in there response has presented them a platform that is being known in the THIS industry, and appreciated by simply its customers. YMS and CRS devices allow consumers to publication flights on-line or through mobile devices and permit the initial ticket-less travel and leisure option in Asia.
Consequently, allocation of boarding moves and abfertigung via the internet and mobile devices advanced the growth of AirAsia since ‘AirAsia’s online booking makes up about 70% of its total booking, documenting a remarkable 260 million thoughts per month. ‘ (xix) AirAsia recently anchored the purchase of fifteen fresh Airbus A320-200 planes with financing support provided by Barclays Capital. These kinds of newer airplanes are fresh in various departments: 1 . Reduce fuel burn up. 2 . Lower maintenance costs. 3. Improved capacity. 5. Wider cabin rentals. 5. Greater cargo payloads. 6.
Log cabin equipped with state-of-the-art touch screen management. 7. Improved entertainment system. The Airbus A320-200 allows AirAsia to use at cut costs due to the lowering of fuel charges and operating costs. In addition , they will be capable of increase capacity on flights and maximize profits per flight. five. 3 Realization and Advice reached from SWOT examination. There is very much strength pertaining to AirAsia right now. To begin, strategically it is strong with an organized supervision team, founded ‘low-cost’ way of thinking with personnel, and a sound ideal vision.
Additionally, AirAsia has cemented by itself as a entrance runner inside the low cost market with its early on conception and aggressive product branding and marketing methods. It has used IT to it is advantage with the aid of the internet and newer aircraft. Finally, it truly is beginning to create its name and brand within the world stage with impressive and intelligent sponsorship discounts. Yet, where there is durability for AirAsia there are also several weaknesses. These types of weaknesses, however , do not appear to be overly dangerous.
Higher fuel costs around the globe, and rising and falling, unstable markets have made functional costs higher, especially for the airline industry. However , this also means that companies with less income than AirAsia may become unnecessary in the future, thus, opening up customer bases previously unavailable to AirAsia. In addition , AirAsia provides a relatively poor reputation with customers, especially due to their airline flight times and cancellations. Advancements need to be produced in this area without increasing working costs. Chance is the glowing word wherever AirAsia is involved.
With the dramatic increase in midsection income earners in Chinese suppliers and India especially, there is certainly much potential for AirAsia to expand their routes and frequency of flights. Rest of the ‘ASEAN Open Skies’ laws signifies that, with AirAsia’s established leading position, inexpensive, strong manufacturer and technique execution, it really is firmly founded to defeat potential fresh entrants and increase market share in the future. Furthermore, increased access for Cookware people to the internet, coupled with new and producing IT solutions allow AirAsia to strengthen its popularity as an innovative and leading organization when it comes to IT.
Potential threats to AirAsia can be found in the form of potential fresh entrants into the market by established full carriers like Singapore Air carriers. However , affordable companies just like AirAsia are positioned well to face up to any competition in this area. There always are threats coming from areas outside of AirAsia’s control such as terrorism and global conditions. Finally, AirAsia has to be aware that system failures with all the internet could seriously harm operations intended for such a technologically dependent company. Recommendations i. http://www. businessdictionary. com/definition/budget-airline. tml ii. http://www. airasia. com/site/au/en 3. http://www. airasia. com/site/au/en 4. http://www. airasia. com/site/au/en v. www. bloomberg. com mire. www. ft. com vii. www. tradingeconomics. com viii. www. tradingeconomics. com ix. www. feet. com by. http://www. areadevelopment. com/international/nov08/Malaysia-strong-economic-fundamentals. shtml xi. http://www. ft. com/cms/s/0/a044cba0-0a1a-11de-95ed-0000779fd2ac. html xii. http://www. globalcrisisnews. com/general/wto-sees-global-trade-collapse-by-9/id=680/ xiii. http://www. indexmundi. com/malaysia/demographics_profile. html code xiv. ttp: //www. indexmundi. com/malaysia/demographics_profile. html xv. http://www. un. org/esa/population/publications/wup2007/2007WUP_Highlights_web. pdf xvi. http://www. airasia. com/site/my/EN/pressRelease. jsp? id=1226b07f-7f000010-1203b970-221df5f5 xvii. http://www. navitaire. com/res_and_dist/openskies. asp xviii. http://www. navitaire. com/res_and_dist/openskies. asp xix. http://www. airasia. com/site/my/EN/pressRelease. jsp? id=1226b07f-7f000010-1203b970-221df5f5 Bookmark/Search this post with: delicious|digg|reddit|google|yahoo|technorati Related Essays
To Fernandes, the “no-frills attitude of the finances airline also applies to the corporate culture. This everyman CEO demands, contrary to Asian cultural norm, that any kind of employee in the company is able to climb the ranks for the top. Fernandes himself consistently works as baggage handler, ticketed clerk, or perhaps flight worker, slipping in to the shoes of his workers to drive his message home. Can The Spending budget Airline Style Succeed In Asia? Can the Spending budget Airline Style Succeed in Asia? 1 . What opportunities are present in the Asia-Pacific region pertaining to the access of new low-fare airlines?
So how does15404 demand for low-fare service vary in the Asia-Pacific region and in North America and Europe? The Asia-Pacific location offers various opportunities intended for the entrance of new low-fare airlines. Expert revealed that low fares in many cases are the deciding factors to get budget-conscious travellers in Southeast Asia. The Pacific Asia region symbolizes a huge human population, which offers low-fare airlines an enormous market with promising revenue. China’s enormous population alone offers an excellent market pertaining to low-fare air carriers. Demand could differ for low-fare services involving the Asia-Pacific place and in The united states and European countries.
In the Asia Pacific place low air travel is the main driving force for choosing a great airline company. In Western and American customers look for a more traditional airline which offers factors such as ease and comfort, food, hygiene, etc¦ installment payments on your Do government authorities pose a significant obstacle for the expansion of low-fare airlines in Asia? Yes Government authorities do present a significant obstacle to the expansion of low-fare airlines in Asia. Authorities airline regulations in Asia prohibit competition to take place amidst airline providers, allowing the us government opportunities to be manipulated and bribed.
The manipulation of the government simply by competing flight companies can limit the growth for alternative airlines to offer in order to Asia-Pacific locations, leading Asia to have couple of choices amidst air carriers. a few. Compare AirAsia’s strategy while using strategies of South west and Norwegian air. How could it be similar to and various from the tricks of those service providers? Southwest Flight companies was the leading pioneer in adopting a low cost airline model. Southwest methods core strategies focusing on the client, having more of a “people technique. Norwegian air is more technological and concentrates on their detailed strategies.
All airlines get their own History Of Air Asia Firm Background AirAsia Berhad as know because AirAsia is a Malaysian low-cost airline. It operates scheduled domestic and international uflights and is Asias largest low fare, simply no frills aircarrier. AirAsia started low cost traveling in Asia. The aircarrier was established in 1993 and started procedures on 18 November mil novecentos e noventa e seis. A government-owned conglomerate DRB-Hicom originally founded it. Upon 2 Dec 2001, the heavily-indebted airline was purchased by ex – Time Warner executive Tony adamowicz Fernandess firm Tune Atmosphere Sdn Bhd.
AirAsia is definitely the first aircarrier in the region to implement fully ticketless travel around and unassigned seats. Nevertheless , as of 5 February 2009, AirAsia provides implemented allocated seatings around all AirAsia flights, which include in their sibling airlines, Indonesia AirAsia and Thai AirAsia. In the year 2003, AirAsia opened a second hub at Senai International Airport in Johor Bahru near Singapore and introduced its 1st international flight to Bangkok. AirAsia provides since began a Thailänder subsidiary, added Singapore alone to the vacation spot list, and commenced plane tickets to Dalam negri.
Flights to Macau made its debut in June 2005, while flights to Mainland China (Xiamen) and the Thailand (Manila) made its debut in April june 2006. Flights to Vietnam and Cambodia adopted later in 2005 and also to Brunei and Myanmar in 2006, the latter by Thai AirAsia. Its main base is a Low Cost Jar Terminal (LCCT) at Kuala Lumpur Airport terminal (KLIA). LCCT will primarily handle 10 million travellers a year. Its affiliate air carriers Thai AirAsia and Indonesia AirAsia include hubs for Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively.
The airline is also taking into consideration founding Hong Kong AirAsia in the future. AirAsias signed up office is at Petaling Jaya, Selangor while the head office is on the grounds of Kuala Lumpur Airport terminal in Sepang, Selangor. Inspite of all his accomplishments, he remains humble and you can locate his personnel talking to Fernandes the same way they talk to their very own friends and colleagues. Fernandes, who has zero background inside the airline sector, readily confesses to not understanding everything. The fifth partner, who originated from Ryanair, (director) Conor McCarthy, is very much my personal sifu.
And i also learn from the staff themselves. Yet most of the time, I actually learn by doing the job. I actually dont pretend that to know every thing. Stuff My spouse and i dont find out, I just ask. And there is no replacement for hard work, this individual said. I love becoming different close to the procedures. I enjoy working with people and half of my personal job should be to motivate my own staff. Since no matter how very good I was, my staff are the ones who make me who We am, Fernandes said. Our company is only as good as the people under us. Devoid of my staff, we are nowhere fast.Get your custom Essay