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Literature Review on CRM Strategies for Ryanair
LITERATURE REVIEW ON CRM STRATEGIESName:
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Table of Contents TOC o “1-3” h z u
HYPERLINK l “_Toc361826396” 1.0 Introduction PAGEREF _Toc361826396 h 3
HYPERLINK l “_Toc361826397” 1.1 Company Background PAGEREF _Toc361826397 h 3
HYPERLINK l “_Toc361826398” 2.0 CRM Strategy PAGEREF _Toc361826398 h 5
HYPERLINK l “_Toc361826399” 3.0 Dimensions of Customer Relationship Management PAGEREF _Toc361826399 h 5
HYPERLINK l “_Toc361826400” 4.0 Objectives of Customer Relationship Management PAGEREF _Toc361826400 h 6
HYPERLINK l “_Toc361826401” 5.0 Developing CRM Strategies PAGEREF _Toc361826401 h 7
HYPERLINK l “_Toc361826402” 5.1 Company strategy PAGEREF _Toc361826402 h 7
HYPERLINK l “_Toc361826403” 5.2 Consumer Strategy PAGEREF _Toc361826403 h 7
HYPERLINK l “_Toc361826404” 5.3 The Value Formation Procedure PAGEREF _Toc361826404 h 8
HYPERLINK l “_Toc361826405” 5.3.1 The Value the Consumer Enjoys PAGEREF _Toc361826405 h 8
HYPERLINK l “_Toc361826406” 5.3.2 The Value the Company Obtains and Life Span Value PAGEREF _Toc361826406 h 8
HYPERLINK l “_Toc361826407” 5.4 Information Management Procedure PAGEREF _Toc361826407 h 9
HYPERLINK l “_Toc361826408” 5.5 Performance Evaluation Procedure PAGEREF _Toc361826408 h 9
HYPERLINK l “_Toc361826409” 6.0 Conclusion PAGEREF _Toc361826409 h 10
HYPERLINK l “_Toc361826410” 7.0 References PAGEREF _Toc361826410 h 11
1.0 IntroductionCustomer relationship has been a remarkable move towards creating a mechanism that can enhance means for maintaining personal reliability. To be aware of customer relationship management (CRM), one has to value the constantly shifting nature of the customer (Greenberg 2010). There are a huge number of companies paying outing a great amount of their finances on CRM making it imperative for service firms to identify the aims of their CRM proposals and the type of payback accrued by these companies. According to Shanmugasundaram (2008) CRM is a business plan to attain, raise and maintain profitable customer relationships with the aim of building a sustainable competitive edge. CRM is a critical strategy as relationships are coming to the front position of the competitive arena. There should be a mutual win for customers and all the firms’ stakeholders including employees and business partners for instance suppliers, debtors and creditors.
The concept of CRM enhances firms to modify particular manufactured goods and services according to every consumer’s requirements. It is possible to produce a personalised customised, face to face practice that will make the customer believe that he/she is being valued by the company enhancing creation of new markets chances that are found on tastes, earlier purchasing behaviour and past buying characteristics of the consumer. A customer is placed at the middle of a firm, consumer service is one of the important components of CRM but CRM also deals with managing customer relations within all company functions, places of contact and meetings (Almotairi 2009).
1.1 Company BackgroundRyanair Ltd. is one of the pioneer airlines to offer cheap scheduled passenger services. From 1985, Ryanair followed the footsteps of southwest airlines by consequently saving costs and offering low cost flights. The airline firm headquarters are located at Dublin, Ireland and has an employee capacity of about 4,200 employees. The airline operates with a fleet size of 120 Boeing 737-800 (Ryanair 2007). They have a Mission statement that they want to be one of the Europe’s most yielding and cheapest airlines. The company has an objective of establishing itself as Europe’s an airline that offers low-fares through improving and expanding services at low-fare (Ryanair 2007).
Ryanair uses the internet to communicate with their customers. They are well positioned with big plans for expansion, analysing their macro environment (Ryanair 2010). Tickets are sold online direct to the customers. Ryanair has been able to differentiate itself in the air industry by satisfying its customers since customers want flights to be affordable and quick. Customers not only pay less but also receive better services than Ryanair’s close competitors. Thus Ryanair has gone a mile ahead to improve both the positives that customers want when flying. Through their website Ryanair is able to reach its customers.
Figure 1 Market Positioning on the European Airline Market
Source: Ryanair (2007)
2.0 CRM Strategy
The main aim of CRM strategy is to come up with means of providing best value to consumers in more competent ways that employees identify as pleasing. The approach should be perfect for the consumer, the staff and the company. If the approach is not perfect for the customer Ryanair suffers sales and loyalty loss. The brand also has no future, it has to be good for the employee since if not they won’t be motivated to deliver the best damaging both the firm and the customers (Band et al. 2008). How good it is determines how motivated employees and customers are in continued investment. Due to competitive global market improved services are vital and the aim of the CRM strategy benefits the firm, clients and staffs equally.
3.0 Dimensions of Customer Relationship Management
CRM helps Ryanair to successfully allot available possessions to the segment of customers that is yielding most by identifying customer. CRM begins with potential consumer identification also referred to as customer acquisition. The stage aims at winning prospect consumers that could be most yielding. At this phase the lost customers due to competition can be analysed and how to win they trust again (Charalampos & Chang 2008). Consumer drawing; the step follows consumer recognition, the firms goes ahead to straight endeavour and possessions into pulling towards the intended subdivision. A component of client appealing could be express selling which is an encouragement procedure which encourages clients to place orders through various outlets (Richards & Jones 2008). Consumer maintenance; it is the essential apprehension of CRM. Exceeding consumer’s expectations is an essential condition of retaining customers (Charalampos & Chang 2008). The essentials of client maintenance are face-to-face marketing, reliability systems and grievances supervision. Face-to-face selling refers to personalised selling movements that are enhanced by sensing and foreseeing transformations in client’s conduct (Ngai et al. 2009). Client enlargement; this engages a reliable extension of business deal, concentration and client’s productivity. The element of purchaser duration worth examination is clear as the forecast of the entire net earnings a firm may look forward to achieve from a client (Kostojohn et al.2011).
4.0 Objectives of Customer Relationship Management
According to Dyche (2010) organisations pay for CRM products and services following the goals, consumer yielding and significance reproducing; Rynair is able to identify their important consumers and worth maintaining. A firm could also gauge the consumers whom are responsive to prices and those who bring small yields and low volume purchasers. Customer retention; it is vital to identify and appreciate that a portion of customers have left and specifically who they are. Identifying the reason behind their departure is a hard task. If a company loses more customers that means more revenues are lost by the firm. It is also a hard task to retain the existing one but it is much cheaper to retain them than acquiring new one (Frow 2011). Cross-selling and up-selling; this is concerned with identifying kind of products and services will add to customers total yielding. Extended-selling is trading a commodity or the service to a consumer that he/she had previously bought, the aim being to have repeated sales. Selling- more, encouraging a faithful consumer to purchase more yielding products and services. Extended-selling helps a firm trade the appropriate commodity and services to the appropriate consumers within the appropriate time frame. Behaviour prediction; firms are able to consider the most probable action of the consumer. According Ranjan & Bhatnagar (2008) data mining techniques are used to predict customer’s behaviour and foretell consumer’s prospect conduct. The important thing is a Rynair can actually identify who potential consumers could be. Personalisation is the capability of the company to tailor communication, commodity and services on foundation of the facts and tastes of the customers. This eliminates the guesswork and improving appreciative of consumers and their tastes over that client’s dealings with the firm (Tuzhilin 2012).
5.0 Developing CRM StrategiesThe development entails a double focal point to the organisation’s company plan and its client policy. How effectively the two interconnect essentially influences the achievement of its CRM plan.
5.1 Company strategy
It’s important to first consider business strategy before one determines the way the client policy could be expanded and the way it could change in future. The company plan procedure could start by means of an assessment of the firm’s vision, particularly as it relates to CRM (Ko et al. 2008). The industry competitive environment should as well be assessed.
5.2 Consumer Strategy
Firm objectives are under the control of chief executive officer, the board of governors and a plan manager, whereas client policy is normally the duty of the selling subdivision. CRM needs a team approach but it is regularly vested in individual based responsibilities, together with information and technology and selling (Lambert 2009). Consumer policy entails investigating present and prospect consumer foundation and coming up with types of partitioning that can be appropriate. Majority of the writers advocates in shift from a group market to that one of personalised or face to face marketing setting. Ryanair can exploit internet selling chances and essential cost-effective type of the internet to allow a great extent get into the market of partitioning. The plan expansion procedure includes a comprehensive evaluation of company plan and advancement of suitable consumer policy (Frow 2011). With this a firm is in a position to build up and put into practice its CRM actions.
5.3 The Value Formation ProcedureThe value formation procedure converts the yields of a plan progress route interested in systems that together pull out and bring significance (Ata & Toker 2012). It has three elements which includes, influencing the worthiness Ryanair could offer the consumers, focussing which worthiness Rynair airline could receive from the clients and effectively overseeing worthiness trade that engages maximisation of long-term worthiness of attractive consumer subdivision.
5.3.1 The Value the Consumer Enjoys
Worthiness obtained as of Rynair draws on the concept of the gains that improves the customer offer. Firm to firm and services selling perceives the client as a co inventor and co maker (Kim & Kim 2009). The gains might be integrated in the structure of a worth plan so as to describe connection along with the well doing of the commodity, the satisfaction of client’s requirements and the entire expenditure to the consumer (Richards & Jones2008). To conclude whether the value of plan is probable to an outcome of a better purchaser satisfaction Rynair should perform a value appraisal to measure the virtual significance that clientele set on the a variety of qualities of a commodity. Analytical tools may be used to determine customers with similar favourites considering commodity qualities. Such a tool could as well disclose considerable sell subdivisions through provision requirements which are not entirely addressed through qualities of the real offers (Frow & Payne 2009).
5.3.2 The Value the Company Obtains and Life Span Value
As of this viewpoint Rynair consumer worthiness is a result of co creation of worthiness, the utilisation of enhanced attainment and preservation plans and the utilisation of successful means supervision. Basic to this notion of customer worthiness is further research to conclude how the present and prospect consumer’s yielding differs transversely in various consumers and consumers subdivisions (Kevork &Vrechopoulos 2009). It is also vital to determine the financial side of customer attainment and consumers preservation and chances for selling between clients, inducing clients to purchase more and generating clients support should be appreciated (Nguyen & Papadopoulos 2011). These basics add to increase client’s duration. Client’s preservation corresponds to a significant piece of explore on worthiness generation. When a firm calculates the customer lifetime of various segments it is able to concentrate with the most yielding clients and client subdivisions. Worthiness generation procedure is one of the critical components of CRM since it interprets firm and consumer long term plans into particular worth offer declarations which expresses which worthiness is to be given to the client.
5.4 Information Management Procedure
This procedure is interested in compilation and application of client’s facts and in order in all Rynair’s client’s interaction areas to come up with consumers near and suitable selling reactions (Ngai et al. 2009). The main components of the information supervision procedure are the facts storeroom that gives a business recollection of consumers, IT system which comprise of the firm’s computer hardware, systems and network, examination implements and workplace face and backside office functions that supports most of the performance concerned in bordering straight with clients and supervising in-house process, running and provider dealings (Greenberg 2010).
5.5 Performance Evaluation ProcedureThe performance evaluation procedure covers important duty of making certain that Ryanair’s planned objectives in conditions of CRM are brought towards a suitable as well as satisfactory benchmark and fundamental for prospect enhancement is set up (Elmuti et al. 2009). The main components of this process are shareholder results; in order for a firm to attain the crucial purpose of CRM they opt to believe how to put up staff worthiness, client value and investor value and how to cut costs. Performance supervising; for a firm to become customer oriented they need to monitor and measure their CRM performance.
6.0 ConclusionRyanair has exhibited being successful in the past and not known to be second to anyone. Just like any other company Ryanair spends quite amount of their budget on CRM to win new customers and retain the existing customers. Ryanair creates an internet platform to foster their communication with their customers. They sell their tickets online minimising time wastage and they are not only cheap but deliver best airline services. For one to understand the objectives and strategies of CRM one must study the customers’ point of view and firm’s perspective. For instance for a company to win customers loyalty and profitability it has to be dedicated to the client but not vice versa for it to remain competitive. The concept of CRM provides firms with opportunities to modify specific products and services according to conformance of each and every customers need. They are able to personalise customise, one-to-one experience that gives the individual customer sense of being cared for thus creating new marketing opportunities based on preferences, previous behaviour and history of the customer. CRM dimensions help an organisation to come up with the best strategy of identifying, attracting, retaining and developing customers of lifetime. There should be a mutual win- win between a firm and its customers, that is there should a value creation in the process of CRM.
7.0 References
Almotairi, M 2009, ‘A framework for successful CRM implementation’, In European and Mediterranean conference on information systems, 1-12.
Ata, U. Z., & Toker, A 2012, ‘The effect of customer relationship management adoption in business-to-business markets’, Journal of Business & Industrial Marketing, Vol. 27, no. 6, pp. 497-507.
Band, W, Sharyn L, & Andrew, M 2008, Trends 2009: Customer Relationship Management. Forrester Research.
Charalampos, M., & Chang, Y. S, 2008, Beyond CRM: a system to bridge the gap between the customer and the global manufacturing supply chain. In Hawaii International Conference on System Sciences, Proceedings of the 41st Annual 278-278.
Dyche, J 2010, The CRM handbook: A business guide to customer relationship management. London 1st Ed-Wesley Educational publisher Inc.
Frow, P. E., & Payne, A. F 2009, ‘Customer relationship management: a strategic perspective’, Journal of Business Market Management, Vol. 3, no. 1, pp. 7-27.
Elmuti, D., Jia, H., & Gray, D 2009, ‘Customer relationship management strategic application and organizational effectiveness: an empirical investigation’, Journal of Strategic Marketing, Vol. 17, no.1, pp. 75-96.
Frow, P., Payne, A., Wilkinson, I. F., & Young, L 2011, Customer management and CRM: addressing the dark side. Journal of Services Marketing, Vol. 25, no. 2, pp. 79-89.
Greenberg, P. (2010). CRM at the speed of light. Berkeley, CA: Osborne/McGraw-Hill.
Kostojohn, S., Paulen, B., & Johnson, M 2011, CRM fundamentals. Springer
Ko, E., Kim, S. H., Kim, M., & Woo, J. Y 2008, ‘Organizational characteristics and the CRM adoption process’, Journal of Business Research, Vol. 61, no. 1, pp. 65-74.
Kim, H. S., & Kim, Y. G 2009, A CRM performance measurement framework: Its development process and application. Industrial Marketing Management, Vol. 38, no. 4, pp. 477-489.
Kevork, E. K., & Vrechopoulos, A. P 2009, ‘CRM literature: conceptual and functional insights by keyword analysis’, Marketing Intelligence & Planning, Vol. 27, no. 1, pp. 48-85.
Lambert, D. M 2009, ‘Customer relationship management as a business process’, Journal of Business & Industrial Marketing, Vol. 25, no. 1, pp. 4-17.
Ngai, E. W., Xiu, L., & Chau, D. C 2009, ‘Application of data mining techniques in customer relationship management: A literature review and classification’, Expert Systems with Applications, Vol. 36, no. 2, pp. 2592-2602.
Nguyen, A. H., & Papadopoulos, T 2011, Exploring the potential benefits of CRM systems in customer-centric age: A case study of a telecom company in Vietnam.
Ranjan, J., & Bhatnagar, V 2008, ‘Data mining tools: a CRM perspective’, International Journal of Electronic Customer Relationship Management, Vol. 2, no. 4, pp. 315-331
Richards, K. A., & Jones, E 2008, ‘Customer relationship management: Finding value drivers’, Industrial marketing management, Vol. 37, no. 2, pp. 120-130.
Ryanair’s strategy 2007, Viewed July 11th 2013 from www.ryanair.com
Shanmugasundaram, S 2008, Customer relationship management: Modern trends and perspectives. PHI Learning Pvt. Ltd.
Tuzhilin, A 2012, ‘Customer relationship management and Web mining: the next frontier’, Data Mining and Knowledge Discovery, Vol. 24, no. 3, pp. 584-612.
CRM Ryanair 2010, StudyMode.com, Viewed 11 July 2013, from HYPERLINK “http://www.studymode.com/essays/Crm-Ryanair-295245.html” http://www.studymode.com/essays/Crm-Ryanair-295245.html
HYPERLINK “http://www.grin.com/profile/132855/sascha-mayer” Sascha, M 2007, Ryanair and its low cost flights in Europe, Munich, GRIN Publishing GmbH, HYPERLINK “http://www.grin.com/en/e-book/87815/ryanair-and-its-low-cost-flights-in-europe” http://www.grin.com/en/e-book/87815/ryanair-and-its-low-cost-flights-in-europe
Literature Review and Conclusion
Literature Review and Conclusion
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Abstract
The sunflower polymers that form a key aspect of today’s drugs as shown that the right value and ration can be induced to create the right doses for the liposomal myocet derivatives. This element also helps from the right condition of clinical chemicals that are also advanced to form key drugs. This ratio was even lower for the palm oil that adds to the value of induced temperatures. The study also showed that the higher the temperatures, the lower the Triacylglycerol ration that mainly stands at 25.7% for the 75 degrees in the final production stage. The sunflower seed process to extract cooking vegetable oil is one of the most complex process that involves largely chemical and physical reactions. More importantly is the value and comparison needed when making the right conditions like temperature, pressure and chemicals that are required in the sunflower seed processing to attain the right tone or quality of cooking oil. Sun flower seeds have been known to have high oil ration when well processed. The oil ration in line with the inclusive elements like compounds for sun flower is 1:4. This ration is always higher when the right or high temperatures are used and this is one of the considerations when making cooking oil from sun flower seeds.
Literature Review
Sunflower seeds are some of the most used in the world both for household uses and industrial applications. The making of oil and the trade of cooking oil amounts billions of dollars globally (Karagounis et al., 2019). Over the years, the chemistry behind the extraction of oil from sunflower seeds has revolutionized with advanced technology help in making the process easier and more efficient. Developed countries have made huge steps in the extraction of cooking oil from sunflower seeds that has added to the ease of the process and explanation of the business. More importantly is the value and comparison needed when making the right conditions like temperature, pressure and chemicals that are required in the sunflower seed processing to attain the right tone or quality of cooking oil. Sun flower seeds have been known to have high oil ration when well processed (Giuffrè, Capocasale, Zappia & Poiana, 2017). The impact of temperature in the production of cooking oil from sunflower seeds has been studied extensively in order to determine the right amount of heat required in the process.
Studies have shown that sunflower seeds and the production of cooking oil operates both in high and mild temperatures and this understand this variation is key in maximizing on the production (Kanti et al., 2017). Palm oil that is oner of the most considered sources of cooking oil has increasingly been considered by many companies across the world. One of the main demerits of using palm oil is that it has a lengthy process and the cost of production is always higher than when using sunflower seeds. The difference in the two processes only varies due to the chemicals used and the length of the process. Studies have shown that the cost of producing oil from sunflower seeds has flame over the years and this is due to the invention of technology that is making the process simpler (Zehra et al., 2020). This has increased the amount of oil produced and also lowered its cost in the market.
The entire busies of oil production in the global market has therefore increased and more value is seen to come in the future. When looking at the production process, there is need to compare how and where the key inputs are applied and the role of temperature in the quality of the oil produced (Karagounis et al., 2019). One of the key pointers in this process is the role of temperature regulation in the cooking oil production when using sunflower seeds. The role of temperature is to ensure that the right chemical mix-up and the blending of the right process does not interfere with the quality of the oil produced. There is need to harness the eight controls like the temperature and the chemicals so as to ensure that there is quality and cost control when producing the oil (Bozorgian, 2020). Extensive oil production using sunflower seeds has become a norm with more companies rising up and entering the global market for the sale of this precious household product.
The many years of operation when dealing with sunflower as a crop has shown that huge steps have been accomplished and this is helping create a reliable and strong value in the production (Giuffrè, Capocasale, Zappia & Poiana, 2017). It is for this reason that the study of the process and coming up with the right controls like temperature is helping cut down on any cost overruns in the process. Compared to the vegetable oils exposed to light, the oils kept in dark had lesser oxidative alterations possibly due to the elimination of photo-oxidation and the maintenance of natural antioxidants such as tocoph-erol, pigments and phenols. The increased cultivation of sunflower as a crop has shown that there is still a broad market and business opportunity for those who wish to invest in the area (Zehra et al., 2020). A study done in trying to identifying the ration compound of the key elements that make up the palm oil showed that there was always a 2.5% difference. Control trials done on the effect of sunflower seed oil and the lipid analysis has shown that the cooking oil extracted from sun flower has many benefits (Konyalı, 2017).
In order to add value to the process, many trials are done until the right quantity and value is achieved when extracting oil from the sunflower seeds. For example, when the right temperatures and chemicals are used, there is a high degree of attaining the right value or quality of the oil needed (Kanti et al., 2017). One of the main demerits of using palm oil is that it has a lengthy process and the cost of production is always higher than when using sunflower seeds. The difference in the two processes only varies due to the chemicals used and the length of the process. Studies have shown that the cost of producing oil from sunflower seeds has flame over the years and this is due to the invention of technology that is making the process simpler. A study done on the oil ratio in compares to lipid element sin a processed sunflower seed portion showed good results that relate to the ratio or percentage concentrate (Karagounis et al., 2019). One thing to note is that the differences in the oil quality per 1 kilogram of sunflower seeds only fell within the range of 12-17. The 15% Niger seed oil showed decrease and increase in the level of lipid profile as compared to rats fed with 15% palm oil and sunflower oil (except Triacylglycerol), respectively (Bozorgian, 2020). the 15% Niger seed oil showed significant decrease and increase in body weight gain percentage as compared to the 15% palm oil and 15% sunflower oil, respectively.
Conclusion
The chart shows varying effects of Sunflower Oil and Butter on Sensory Properties of a Granola Bar. Based on the chart, the control results when compared with the experiments vary slightly in the various factors being tested. The greatest variation in the control and the experiment was seen in the flavor as one of the factors being tested. Starting with overall acceptability, the experiment showed higher results that the control indicators that was above 7. For the flavor, the effect of sun flower oil was higher for the experiment than the control results that fell at 6-8. Mouth feel showed similar difference where the effect of sunflower oil on sensory properties of Granola were higher for the experiment while the control results showed a lesser margin. The color outlook was higher for the experiment results than the control and this shows more impact of the sun flower oil on the Granola. The color results were the highest among the tested factors in the experiment. Sunflower polymers are a key gateway to uncovering the use of this plant in the extraction of vital drugs. For many years, the use of clinical elements in trying to uncover the real ingredients to making of drugs had been derailed by the slow progress in polymer development. The food industry across the world relies on cooking oil and this shows the importance of this crop and its value in the global market. The increased cultivation of sunflower as a crop has shown that there is still a broad market and business opportunity for those who wish to invest in the area. This paradigm is used by clinically approved chemotherapy formulations such as liposomal anthracyclines (e.g., Doxil and Myocet) and albumin-bound paclitaxel (Abraxane) to offer improved safety profiles over equivalent solution formulations. A study done in trying to identifying the ration compound of the key elements that make up the palm oil showed that there was always a 2.5% difference. These differences were only evident when looking at the percentage ratios of the cooking oil extracted from sun flower seeds.
References
Bozorgian, A. (2020). Study of the Effect Operational Parameters on the Super critical Extraction Efficient Related to Sunflower Oil Seeds. Chemical Review and Letters, 3(3), 94-97.
Giuffrè, A. M., Capocasale, M., Zappia, C., & Poiana, M. (2017). Influence of high temperature and duration of heating on the sunflower seed oil properties for food use and bio-diesel production. Journal of Oleo Science, 66(11), 1193-1205.
Kanti, V., Günther, M., Stroux, A., Sawatzky, S., Henrich, W., Abou‐Dakn, M., … & Garcia Bartels, N. (2017). Influence of sunflower seed oil or baby lotion on the skin barrier function of newborns: A pilot study. Journal of cosmetic dermatology, 16(4), 500-507.
Karagounis, T. K., Gittler, J. K., Rotemberg, V., & Morel, K. D. (2019). Use of “natural” oils for moisturization: Review of olive, coconut, and sunflower seed oil. Pediatric Dermatology, 36(1), 9-15.
Konyalı, S. (2017). Sunflower Production and Agricultural Policies in Turkey. Sosyal Bilimler Araştırma Dergisi, 6(4), 11-19.
Zehra, A., Sahito, Z. A., Tong, W., Tang, L., Hamid, Y., Khan, M. B., … & Yang, X. (2020). Assessment of sunflower germplasm for phytoremediation of lead-polluted soil and production of seed oil and seed meal for human and animal consumption. Journal of Environmental Sciences, 87, 24-38.
Literary Works United Against Abusive Leadership
Literary Works United Against Abusive Leadership
Introduction
Works of literature have always been used to identify the nature of the societies within which the authors lived. This is especially considering that authors and playwrights usually made works of literature in an effort to depict the societies within which they lived, come up with ideal societies, or even expose and criticize the ills of their own societies. This is especially with regard to the governments of the day, or the individuals who were in power, who mostly ended up corrupt, power-hungry and ruthless individuals, who would stop at nothing to save their own skins eve if the entire society was at stake. Of course, there are variations as to the techniques that the authors of the literary works used in depicting the ills of their particular societies. This, however, is the case for the works of Marcia Marquez, Ionesco and Mahfouz, namely “Death Constant Beyond Love”, “The Lesson” and “Arabian Night and Days” respectively. These works offer some of the most vivid criticism of the corrupt, tyrannical and abusive leadership prevalent in the societies within which the authors and playwrights lived. Placed in the order of the most effective and forceful works in depicting tyranny and abusive leadership, “The Lesson” would rank highest, followed by “Arabian night and Days” and lastly, “Death Constant Beyond Love”.
“The Lesson” is a play set in the office of a 50-year old professor, who is expecting a doctorate student aged 18. Once the student arrives, the professor’s maid aged around 40 receives her, but is worried about the health of the professor. She is also worried about the manner in which the professor drives the lesson. Initially, the professor is extremely meek to the pupil and takes his time to pay attention to the musings of the patient. In fact, the professor tells the pupil that he is her servant not the other way round, in which case he is at her disposal (Ionesco 50). On the same note, he appear pretty calm and patient with the student when she makes mistakes in mathematics, taking his time to explain concepts without apparent irritation as one would expect. However, this changes eventually, with the professor becoming ruthless and not caring about the health of the pupil. In fact, when the pupil initially insinuates that she has a toothache, the professor states that they cannot stop the lessons due to something that minute (Ionesco 63). Eventually, his responses turn ruthless with the professor barking at the student and becoming openly rude when she mentions the toothache. Eventually, the student has varied parts of her body aching and cannot grasp the concepts, to which the professor stabs her citing her ignorance (Ionesco 75). This being the climax underlines the tyranny that leaders visit upon their hapless citizenry, year in year out. While they initially may seem to care for the welfare of the citizenry, they later on turn ruthless and turn the state machinery on them. It is worth noting that the girl depicted in that play was the fortieth victim for the day. In fact, immediately after her corpse has been cleared, another student appears and is received in the same manner as the initial girl, in which case the reader can assume that the same cycle will be repeated.
Similar tyranny is seen in “Arabian night and Days”, where the Sultan is used to killing virgins after deflowering them. He, however, spares the virgin this time round and even goes ahead to marry her, something that becomes a hot topic in the town. The story then switches its focus to a noble merchant, who is tricked by a genie into killing the governor. The visit by the genie turns the merchant Saanan from a religious and upright individual to an entirely dark individual. He rapes a young girl and kills her, before milling the governor in cold blood in an effort to save the genie. However, the promise by the genie to save him from the fix had a double meaning, as Sanaan would become the hero who eliminated the corrupt governor but end up lowering his chances of leaving the governor’s home alive (Mahfouz 537). While there may be varied interpretations to the works, the Sultan may be a representation of the foreign influence that seeped into the author’s country (Egypt). Foreigners entered the country and destroyed everything that was beautiful and pure represented by the virgins, leaving in their wake a trail of blood and destruction. The corrupt governor may be the local officials influenced and corrupted by the foreigners’ ways, in which case they only thought about their own gains and not the due process. This is seen especially when Sanaan rapes and kills a young girl. Initially, the governor does not call for action. He only does that after public outcry. Even then, he does not want proper investigations done, rather he wants all beggars and vagabonds tortured to admitting they committed the act (Mahfouz 533). Sanaan, on the other hand, comes as a representation of the sane individuals in the society, who use deceit to underline their goodness but are driven to evil as a way of strengthening themselves against foreign influence.
In the case of “Death Constant Beyond Love”, Garcia Marquez criticizes the ways of the corrupt Senator Onesimo Sanchez. Sanchex has six months and 11 days to live. While making a trip in the town dishing goodies, he comes across Nelson Farina, an escaped convict who has been seeking the senator’s help in obtaining a false identity card unsuccessfully. However, Sanchez promises to do this after seeing Farina’s beautiful daughter, Laura, with whom he wishes to have intercourse (Marquez 3). His advances, however, turn fruitless as Laura has a padlocked chastity belt whose key is in Nelson’s possession. However, it is apparent that Sanchez would not have offered to help Nelson, were it not for Nelson’s daughter who he wanted. On the same note, Sanchez has been corrupted and desensitized to the plight of the poor to such an extent that he was disdainful for individuals struggling to shake his hand and had no remorse for the barefooted Indians (Marquez 1).
In conclusion, literary works are usually aimed at depicting the ills of the society. Such is the case for the three works, which, in varying degrees, underline the corruption and tyranny and abuse that leaders visit upon the citizenry. In “The Lesson” the professor is initially calm and helpful to the student but eventually becomes rude and does not care about her illness. Ultimately, he ends up killing her, making her his fortieth victim. This is the same way leaders are prior to and immediately after elections, after which they become ruthless and beastly. In “Arabian night and Days”, Mahfouz brings out the tyranny visited upon the citizenry by foreigners (The Sultan), who destroys the purity and beauty of the land, as well as the local government officials (the governor) who abuse power and takes actions that only suit them not for the welfare of the people. In “Death Constant Beyond Love”, the Senator Sanchez only agrees to assist Nelson obtain a FALSE id after seeing his daughter not because it was right. In addition, he has been desensitized to the plight of the locals and is disdainful of the “barefooted Indians” craving to shake his hand.
Works cited
Marquez, Gabriel Garcia. Death Constant Beyond Love. New York City: W. W. Norton & Company, Inc., 1970. Print
Eugkne, Ionesco. “The Lesson.” In Four Plays, translated by. Donald M. Allen. New York: Grove, 1958, pp. 43-78. Print
Mahfouz, Naguib. Arabian Nights and Days. Cairo: The American University in Cairo Press, 1995. Print