Etihad Airline Creative Brief Free Essays

Advertising brief – Bill Abdul Hak Client: Etihad Airlines Background to the product and Ad campaign. -Introduction of the brand. Etihad Airline is one of the leading international aircrafts, and in just five years they have flown more than 17 million Guests to more than 50 destinations across the Middle East, Africa, Australia, Europe, North America and Asia. We will write a custom essay sample on Etihad Airline Creative Brief or any similar topic only for you Order Now With their multi national campaigns , Etihad is ranked as the number one airline. Etihad Airways has received over 30 awards since its inauguration in 2003.It has a four star rating by Skytrax and a five star rating for its first and business class product. It is currently voted the number 1 airline for having the best business class in the world. It has also dominated awards for having the best first class in the world, winning it for the second time in the last two years; which were awarded by the WTA – ‘World Travel Awards’ association. -History Etihad Airways which means (unity) was established as the national airline of the United Arab Emirates in July 2003 by Royal (Amir) Decree issued by Shikh Khalifa Bin Zaid Alnahyan.It started with an initial paid-up capital of AUD 160 million. Services were launched with a ceremonial flight to Al Ain which is a state in UAE on 5 November 2003. On 12 November 2003, Etihad commenced commercial operations with the launch of services to Beirut, and has gone on to become the fastest growing airline in the history of commercial aviation. ?In June 2004, the airline made an AUD2. 6-billion order for new aircraft in 2004, which included five Boeing 777-300ERs and 24 Airbus aircraft, including four A380-800s.The airline announced the largest aircraft order in commercial aviation history at Farnborough International Air show in 2008, for up to 205 aircraft – 100 firm orders, 55 options and 50 purchase rights. As of May 2010, the airline operates services to 61 destinations around the world from its home base in Abu Dhabi. In 2008 Etihad carried more than 6 million passengers, compared to 4. 6 million in 2007. In 2009, seat factor was 74 per cent, holding steady on the 2008 level. Etihad Airlines , also sponsors multi sports events , locally and internationally. In the year 2000 , Etihad sponsored the Melbourne premiere and multi purpose sports venue ( Etihad Stadium). Etihad Stadium branding features on giant landmark signs on the outside of the building and on all directional, scoreboard and perimeter advertising signage throughout the interior of the Stadium. In 2008 , it also sponsored the Ferrari F1 Team , formula 1 world championship holders. Also, in December 2007 it became the title sponsor of the Formula One Abu Dhabi Grand Prix .The deal was the F1 race in the UAE’s capital city named the Formula One Etihad Airways Abu Dhabi Grand Prix until 2011. -Australian Service History. Etihad Airways, has increased the destinations available for passengers traveling to Australia by expanding its code share agreement with Qantas. As part of the agreement, the Etihad two-letter ‘EY’ code is now placed on flights from Sydney to Ayers Rock (Uluru), Alice Springs, Canberra, Hobart and Melbourne and flights from Brisbane to Cairns.The expansion of this codeshare agreement with Qantas reaffirms the commitment to passengers around the world who are flying to Australia and want to visit towns and cities outside the key gateways. The new routes are in addition to the services that were part of the initial codeshare agreement, which commenced in March 2009 and include flights between Sydney and Brisbane, Sydney and Cairns, Sydney and Adelaide, and Melbourne and Adelaide, as well as Sydney to Auckland in New Zealand.More over , recently, Etihad Airways has received interim authorization from the Australian Competition and Consumer Commission (ACCC) for its proposed strategic alliance with the Virgin Blue Group. The ACCC approval means Etihad Airways and Virgin Blue will offer customers a new combined globa l flight network, connecting passengers between Europe, the Middle East, Asia, Australia and North America. The approval allows Etihad and Virgin Blue to sell, market and distribute the â€Å"joint product† to customers as well as publish aligned flight schedules, which will cover more than 100 global destinations. Positioning in Australia. With these agreements , Etihad Airlines ensures that it is the best airline that covers the entire middle east and the rest of the globe , making sure that it is the best carrier to take , especially if flying from Australia. -objectives. -Marketing objectives To increase sales of airline tickets by 25% by the end of August 2011 -Communication objective To increase awareness by 20 % by the end of January 2011 -Target Audience. Demographics . M/F 16 and up working or supported by a working family with a medium to high income, -Psychographics.The target market are those who love to experience different cultures and different locations. Concerned about safety and security , and don’t mind paying for leisure services, and don’t like to waste time till they get to their destination -Behavioral and Usage. It’s for those who like to travel around , work to save money , and engage in different activities. -Current Advertising activities The current advertising shows different passengers boarding the aircraft , and each of these passengers is treated very personally depending on their personal favorite lifestyle and preference.With a voice over stating that this passenger likes it private space , and the other likes it dreamy , where another prefers it laid back and some like to dream on their own. Finalizing the ad with an open question to suit you preference saying ( how would you like to fly with the best? ) and ending it with the slogan Etihad Airways, the world’s leading airline. Also, the Formula One Campaigns that is being held in Abu Dhabi sponsored by Etihad Airlines , with F1 Logos on airplanes , tickets and website. -Competition.In general , every airline is a competitor for Etihad Airlines since they cover all destinations , but specifically a fierce competitor for Etihad is Emirates Airlines that covers almost same destinations , but an advantage for Etihad is that it home city is the capitol which is Abu Dhabi , unlike Emirates that flies from Dubai , and Etihad has slightly better ticket prices. -Brand Character. Etihad image is that of a luxury and convenience. The brand is known for being reliable , luxurious, affordable, and personalized service is offered. -Desired brand image.The desired brand image for Etihad will be a combination of luxury and comfort and relaxing . A vacation starts from departure , ensuring safety luxury and comfort till you get back home. -Positioning The Etihad service brings quality service into your holiday. Positioned in the meduim high end of the market, the Service is unique pesronilezed with different variations from economy to business to first class.. -Look and Feel The tone and manner of Etihad will highlight the brands personality and values. The tone will be smooth and elegant. SWOT AnalysisStrengths : -Strong name known to public -Strong market position -Great historical background with no accidents -It’s head quarters ( Abu Dhabi) is in the middle of all Mideast destinations. -Flies to more than 60 destination. -Best business class in the world. -Direct flights to destinations Weakness: -Ticket prices are expensive. – Economy class seats are small -Baggage allowance is only 20 kg. -Flights can book out quickly Opportunities: -Airline could become number one. – Create new seating spaces. -Affiliate a full service air and land like car and hotel. link with other airlines to destinations they don’t reach Threats: -Emirates airline is it’s fierce competitor . -Natural aircraft disasters can make people fly less. -Economical crises like oil prices going up can increase ticket prices. Creative Brief 1. Role of Advertising. Etihad Airline is one of the leading international aircrafts, and in just five years they have flown more than 17 million Guests to more than 50 destinations across the Middle East, Africa, Australia, Europe, North America and Asia. With their multi national campaigns , Etihad is ranked as the number one airline. . Target Audience: A. Demographics: M/F 16 and up working or supported by a working family with a medium to high income. B. Psychographics. The target market are those who love to experience different cultures and different locations. Concerned about safety and security , and don’t mind paying for leisure services, and don’t like to waste time till they get to their destination. C. Behavior and Usage. It’s for those who like to travel around , work to save money , and engage in different activities. D. Key Consumer Insight.I want a good price for an air ticket , and a direct flight without having to change flights and waste time to get to my destination, without compromising on safety and luxury 3. USP. vacation starts from point of departure , our service is personalized to suit your preference and luxury is generously offered. 3- desired positioning : The Etihad service brings quality service into your holiday. Positioned in the medium high end of the market, the Service is unique personalized with different variations from economy to business to first class.. 4 -Tone and manner:The tone and manner of Etihad will highlight the brands personality and values. The tone will be smooth and elegant. 5- creative strategy: beginning of summer season , when people have free time to travel and explore different nations. 6- media strategy : our media strategy should cover all mediums in terms of T. V. Radio , Print Ads , Bill Boards and specifically social Net working. 7-Timing: The timing must be mid December 2011 till end of February 2012. 8- Mandatory’s : Logo , and trademarks of Etihad’s like uniform and friendliness and hospitality How to cite Etihad Airline Creative Brief, Papers

Autobiography of an Atom free essay sample

pADVENTURES of an Atom By: Nicole Zemaitis Atom-Smallest particle of an element that retains the properties of the element. Scientific discovery is how the present day Atomic Theory was made up. The current atomic theory was formed by different scientists over many years, each scientist building on or proving theories wrong. Democritus 460-370 B. C. Narrative: Hello! My name is Anna the Atom. I’m writing to you to describe the journey I went on to figure out the present day Atomic Theory. My father’s name is Democritus. He was the one who named me.I never really had a close relationship with him though, he didn’t really understand me. That’s why I moved out when I was young. I wanted to travel the world to visit my family members and see if they could tell me all about, well, me. Description: He believed matter was made up of tiny particles called â€Å"atomos†. We will write a custom essay sample on Autobiography of an Atom or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He thought atoms couldn’t be created, destroyed or divided. Most of his ideas were proven untrue, although his discovery of the atom was definitely true. Dalton 1766-1844 Narrative: The first relative I visited after I moved out of my dad’s house was my Uncle Dalton.Uncle Dalton knew a LOT about me. He told me about how matter is made up of people like me! He also told me some things my dad had already told me, which I guess meant they were true! Uncle Dalton seemed to have a lot of information to offer me at first, but after a little while, his house got boring. That’s when I decided to move on and visit another family member. Scientific Evidence: Dalton used Democritus’ ideas and revised them to develop the Atomic Theory. Thanks to advancements in technology, Dalton was able to test refine Democritus’ theories. Description

Gorillas in the mist (video) Essay Example

Gorillas in the mist (video) Essay ESSAY: is Dian Fossey a hero or a villain? Dian Fossey was a well-known person that was famous for saving the mountain gorillas in Africa.In my essay, I am going to include who Dian was, what she did and if she got along with the villagers.Was she a hero or a villain? Dian Fossey was an American speech therapist that worked with handy-capped children.Dain attended a conference in America about saving the mountain gorillas in Africa. Dain went to Africa to count the gorillas to see if the population of gorillas were increasing or decreasing.Dian had to leave the mountain because there was a civil war, she continued counting the gorillas after the war finished.She counts half as many gorillas as there was during the last count, which occurred 7 years before.She developed a passion for the gorillas over the weeks that she was counting them and found a technique of getting closer to the gorillas by imitate their movements and sounds. A variety of gorillas tried to protect a baby gorilla from poachers who were going to sell the baby to the zoo.The entire family of gorillas that were protecting the baby were killed.Dian brakes into the van where the baby gorilla was caged.The baby was going to die because it needed its mother.Dian nursed the baby or else she would have passed away because the gorilla frets over her mother.Dian made an agreement with the mayor to nurse the baby for the zoo, for three men to assist her to count the gorillas.Dain nursed the baby gorilla as it improved and then they received the baby gorilla from her and caged her up in the zoo.A year passed and the baby gorilla passed away because the gorilla missed Dian, after talking care of her she thought Dian was her mother. ESSAY: is Dian Fossey a hero or a villain? The poachers came again to slaughter another family for one baby.They sold the fathers hands and feet for ash treys and cut off the head.They also stabb

How Federal Title I Program Helps Students and Schools

How Federal Title I Program Helps Students and Schools Title I provides federal funding to schools that serve an area with high poverty. The funding is meant to help students who are at risk of falling behind academically. The funding provides supplemental instruction for students who are economically disadvantaged or at risk of failing to meet state standards. Students are expected to show academic growth at a faster rate with the support of Title I instruction. The Origin of Title I The Title I program originated as the Title I of the Elementary and Secondary Act of 1965. It is now associated with Title I, Part A of the No Child Left Behind Act of 2001 (NCLB). Its primary purpose was to ensure that all children were given the opportunity to be provided with a high-quality education. Title I is the largest federally funded education program for elementary and secondary schools. Title I is also designed to focus on special needs populations and to reduce the gap between advantaged and disadvantaged students. Benefits of Title I Title I has benefited schools in many ways. Perhaps the most important is the funding itself. Public education is cash strapped and having Title I funds available affords schools the opportunity to maintain or initiate programs that target specific students.  Without this funding, many schools would not be able to provide their students with these services.  Furthermore, the students have reaped the benefits of Title I funds having opportunities that they otherwise would not have. In short, Title I has helped some students succeed when they may not have otherwise. Some schools may opt to use the funds to initiate a school-wide Title I program where every student can benefit from these services. Schools must have a child poverty rate of at least 40% to implement a school-wide Title I program. A school-wide Title I program can provide benefits to all students and is not just limited to those students who are considered to be economically disadvantaged. This path gives schools the biggest bang for their buck because they are able to impact a larger number of students. Requirements of Title I Schools Schools that utilize Title I funds have several requirements to keep the funding. Some of these requirements are as follows: Schools must create a comprehensive needs assessment that specifies why Title I funds are needed and how they will be used.Schools must use highly qualified teachers to provide instruction.Teachers must utilize highly effective, research-based instructional strategies.Schools must provide their teachers with quality professional development designed to improve the areas identified by the needs assessment.Schools must create a targeted parental involvement plan with associated activities such as a family engagement night.Schools must identify students who are not meeting state standards and create a strategic plan for helping those students grow and improve.Schools must show annual growth and improvement. They must prove that what they are doing is working.

Transformational Leadership Style and Communication in the New Research Paper

Transformational Leadership Style and Communication in the New Organizational Goals - Research Paper Example For a business to be successful, significant changes within the external market environment of shoe industry should be aligned with the internal business environment (Change Management. Session 1. The Context of Change (lecture notes), 2010). Given that the company’s target consumers are working men and women between the age brackets of 26 to 45 years old, Richard and Katie’s plan to shift from the focus on selling Oakes shoes from small-scale shoe shops to online selling could significantly increase the company’s annual sales and profit by expanding the business within the U.K. market to international market. In line with this, there is a strong need to provide training programmes for its staff with regards to the use of online marketing and selling, new courses on web designs, and web-based applications. As an increasingly Human Capital Centric organization, Lawler (2008) explained that the HR selection and recruitment process plays an important role in terms o f establishing a long-term business relationship with its employees. In line with this, the availability of competitive and flexible training and development programmes could encourage competitive employees to deliver outstanding customer service and remain loyal to the company for a long period of time. Since the company aims to improve its existing shoe designs and expand its market through the use of online selling, it is necessary for the company to consider the need to recruit young individuals who are technically qualified to perform online marketing and selling on a part-time basis.

Financial Report Essay Example | Topics and Well Written Essays - 1500 words

Financial Report - Essay Example Arsenal is a renowned football club and it has received widespread popularity among the football supporters. In the recent decades, football clubs have gained enormous publicity because of the commercialization of the sports. According to Morrow (1996), football clubs are generally involved in three major activities. Firstly, they involve themselves in commercializing by selling tickets and receiving broadcasting fees from media. Secondly, they involve themselves in active trading and disposal of players. Finally, they develop in-house talent through mentoring and training from the beginning. Arsenal is listed as a commercial organization which derives its revenues from football fixtures, broadcasting and real estate development. In fiscal year 2010, football accounted for 59% of the revenues while real estate development proportion accounted for 41% of the revenues. The Arsenal group reported a profit before tax figure of ?55.96 million in 2010 which was very impressive for the shar eholders (Arsenal Holdings Plc, 2010). The organization is committed to a long term strategic plan by carefully investing in talented players and developing them. At the heart of Arsenal lies its Emirates stadium where it aims to continue investing so that it stays best-in-class and has a clear identity as Arsenal’s home. ... However, they do not include any current value for their players or any value at all for ‘home grown’ players. Although it may sound ridiculous to include human as assets but they can be accounted as intangible assets if they fulfill the definitions put forth by financial reporting frameworks. A salaried person is generally expensed in the income statement whereas professional sports players are treated in a different manner in the accounting statements. Wagner (2007) in his publication mentioned that human resources are one of the most critical factors which investors look for while evaluating a company. Thus, we can metaphorically consider every human as vital for the organization and he may be regarded as an asset for the organization but it is not done practically since it differs from the definition formulated by the financial reporting frameworks. We will be analyzing and interpreting this aspect from International Financial Reporting Standards. As per the definiti on of an asset, it is anything that can be controlled by an organization or entity and it expects future benefits will be flowing to the organization from that asset. An asset is controlled if the organization is entitled to certain rights over that asset particularly restricting others from utilizing that asset for their own advantage. The definition of asset is applied in the case of Arsenal as it holds right over its players for a certain period due to the legal agreement arranged between the player and the club. The players are supposed to provide their services to the club according to the terms of contract. Arsenal expects that future benefits will flow from these players as they will be playing for Arsenal, and Arsenal will be deriving its revenues through fixtures and

Life Cycle Analysis Of Paper Production Environmental Sciences Essay

Life Cycle Analysis Of Paper Production Environmental Sciences Essay During the typical life of a product, it will progress through 5 stages . At each stage there is interaction with the environment. In many cases the material processing and manufacture will occur in the same factory. The interaction between the product and the environment can be direct or indirect. For example, the pulping of the wood into paper will release emissions that are directly related to the paper. On the other hand, the transport of the paper will have an environmental impact from the emissions of the vehicle however this emission does not come directly from the paper. A Life Cycle Analysis (LCA) takes these emissions into account as well as other environmental impacts such as the destruction of habitat and can be used to quantify the environmental impact of a product from its original raw materials to its eventual fate (cradle to grave). The whole life cycle has to be considered, as the environmental impacts of different products will be greater at different parts of the c ycle. For example, paper will have a bigger environmental impact during the material extraction and material processing stages than it will for the use stage of its life cycle. However, an electrical item such as a washing machine will cause most of its environmental impact during its use stage because of its consumption of electricity, the majority of which are generated by the burning of fossil fuels. The life cycle must also consider the potential for the product to be recycled, remanufactured and reused. Reusing obviously has the lowest environmental impact as it requires less energy to convert the useless product into a usable product again. life cycle.gif Figure 1: The product life cycle showing the five phases and the potential to recycle, remanufacture and reuse products (Tarr, c. 2007) Paper is an essential product that the modern world relies upon. It is a highly functional product and is used to fulfil a variety of functions. It can be manufactured into many practical goods, with varying properties. It may be combustible or be made fire-resistant. It may be a carrier or a barrier or a filter. It may be tough enough to withstand acid or soft enough for a babyà ¢Ã¢â€š ¬Ã¢â€ž ¢s skin (Confederation of Paper Industries, 2010). Paper is a multipurpose commodity that can be used utilized to do anything from being printed on to deliver daily news to the masses, to create bank notes or even to make air and oil filters for cars. The worldwide consumption of paper in 2007 was about 300 million metric Tons (PaperOnWeb, c.2007). An LCA is a way of linking the inputs and outputs of any product to the environment and provides an insight into possible solutions to lower the environmental impacts of that product. A typical paper production process and each stageà ¢Ã¢â€š ¬Ã¢â€ž ¢s environmental impact are shown in figure 2 (below). recycling paper.jpg Figure 2: shows the stages in the life cycle of paper: the logging of wood in the forest and the environmental impact of this, its conversion to fibres, the processing of the fibres to make paper, the distribution of this paper to the consumers, the collection of waste paper, after which it is either recycled back into paper fibres or it is removed from the cycle and sent to incineration or landfill. Adapted from (Axel Springer, 1998) The paper industry uses a great deal resources and as waste paper is continually removed from the process, the paper industry is only viable if fresh fibres are constantly added. This means that trees have to be persistently cut down and removed from forests. This could lead to unwanted climate change due to their being less trees to absorb the CO2 and from the emissions from the manufacturing process and from the vehicles that are transporting the raw material. This wood could also have been used to generate energy, so removing it to create paper could lead to energy depletion. The trees used to produce paper should only be purchased from companies that will ensure that the trees are harvested and grown in a sustainable manner, as deforestation of local forests is unacceptable. If the trees were not harvested in a sustainable manner, and the trees were removed and not replaced the soil that would normally be held in place between the trees could be washed away when there is rainfall . During periods of exposure to the sun the soil would be dried out and the nutrients would be removed from it. This soil erosion would cause the land to become useless. Non-sustainable management of the forests will cause a disruption of the water cycle reducing the biodiversity of the forest. The paper industry is a very energy intensive one so carrying out an LCA on paper would allow us to see how much damage is being done to the environment by the paper industry. If the LCA shows that the paper industry is causing a significant environmental impact, it could cause a campaign for conservation. Goals The goals of this LCA were to assess environmental impacts of paper produced in Portugal, which is mainly exported and consumed in Germany, in order to discover what processes contribute the most to the environmental impacts. The environmental impacts being considered are the global warming over 100 years, acidification, eutrophication, non-renewable resource depletion and photochemical oxidant formation. The secondary aim of this LCA is to compare the environmental impacts of paper production, if the market was changed from German market to the Portuguese market. Limitations The LCA is limited by a few factors; firstly there is no data on the effectiveness of CO2 sequestration, so it was assumed that the CO2 released from renewable energy sources balanced the CO2 absorbed by forest growth. Secondly, even though fibres are recycled it is not clear how many times the original fibres can be recycled before they are too short to form a decent product, so it has been assumed that the paper is recycled 4 times at most before being sent to landfill or being incinerated. Thirdly, the materials that were present in less than 1% (in mass) in 1 tonne of paper of 80 g/m2 were ignored. Finally, the construction and maintenance of equipment, machinery and buildings were not included in the LCA. Inventory Analysis The first stage of an LCA is to carry out an inventory analysis. Here the overall life cycle of paper and the inputs required to make it are split up into smaller sections which are then broken down into individual processes and outputs which can be analysed. The life cycle was split into; forestry, paper production, distribution, final disposal in Germany and final disposal in Portugal. This is shown in figure 3 (below). Input: Raw Materials: Wood, Water and Chemicals Energy: Coal, Diesel and Electricity Forestry Paper production Distribution Final Disposal Germany: Landfilling 17% Incineration 8% Recycling 75% Final Disposal Portugal: Landfilling 53% Incineration 18% Recycling 25% Composting 4% Output: Usable Products Paper By-products e.g. wood for domestic purposes Output: Environmental Impacts Airborne Emissions Water Effluents Solid Wastes Figure 3: A diagram showing how the life cycle of paper was split into forestry, paper production, distribution, final disposal in Germany and final disposal in Portugal and how the inputs and output interact with each stage. Each stage was now separated into individual processes so that an inventory analysis could be carried out. This is summarised in figure 4 (below), which shows all the materials used and links them to the processes that occur. Stages Processes Forestry E. globulus forest Pine forest Paper Production Pulp production Chemical production Energy production in the grid Transport of wood to the pulp mills then to the paper mill Transport of chemicals Paper Distribution Transport of paper to Germany Paper distribution in Germany Paper distribution in Portugal Final Disposal in Germany Landfilling Incineration Recycling Energy production in the grid Transport of wastepaper from the user to the several disposal alternatives Final Disposal in Portugal Landfilling Incineration Composting Recycling Energy production in the grid Transport of wastepaper from the user to the several disposal alternatives Figure 4: A table of the processes involved at each stage of the paper life cycle, adapted from (Dias et al., 2007) To complete the inventory assessment data on the growth and harvesting of forests in Portugal would have to be found. It would also have to be known whether the paper mills in Portugal import trees from Scandinavia, as this would then change the size of the emissions generated from transporting the raw material to the paper mills. However, as the raw material is coming from Scandinavia there is a possibility that the emissions could be lower because the average emissions of CO2 from an articulated lorry carrying a load of 40 tonnes is 2.68 kg of CO2 per litre/km, where as a the emissions from a ship carrying the same amount of material would only be 0.4 kg of CO2 per litre/km (Davies, 2003). This means the material brought in by shipping can come from nearly 7 times the distance that it can if it is brought by road and still only have the same amount of overall emissions. A disadvantage of shipping raw material to Portugal is that the trees will still need to be transported from the port to the paper mill. This would not generate a significant amount more of emissions if the paper mill was located near a port. However, if the paper mill is located far from the port, the environmental impacts of transport will increase. The amount of pulp produced and the emissions that producing the paper pulp release would also have to be found. If the pulp is bleached to make it whiter, then there will be additional emissions with respect to wastewater. The paper making process is a very energy intensive one, so data would have to be found on the energy requirements of the paper making machinery and equipment. If the paper mill used some of its useful by-products to generate its own electricity, this would also have to be taken into account, as it may reduce the emissions generated by the plant as it will require less energy from non-renewable sources. However, it could cause an increase in the amount of particulate matter dispersed in the air from the paper mill. The environmental impact from the transport and distribution of the paper would have to be considered. As the paper is distributed in both Portugal and Germany, the environmental impacts of the distances involved in the distribution would have to be accounted for. The average distance for paper distribution in Portugal could be considered to be 200 km, for Germany this could be considered to be 2700 km. The environmental impacts of the final disposal of the paper in both Portugal and Germany have to be considered, as the policy for dealing with paper waste varies with country. In Germany, it is deemed that 5.8% of the paper produced is retained as archives. Seventy five percent of the paper that is discarded in Germany is recycled, 17% is landfilled and 8% is incinerated (Dias et al., 2007). In Portugal again it is assumed that 5.8% of the paper produced is retained as archives. Of the paper that is discarded 53% is landfilled, 25% is recycled, 18% is incinerated and 4% is composted (Dias et al., 2007). Using this information the environmental impacts of landfilling, incineration, composting and recycling could be calculated. The environmental impacts of the transport required to transfer the used paper to the recycling facilities would need to be determined in order to gain a more accurate representation of the environmental impact of the paper making process. Impact Assessment The impact assessment gauges the damage that will be done to the environment by the paper making process. The categories that could be considered are global warming over 100 years (GW), acidification (A), eutrophication (E), non-renewable resource depletion (NRRD), and photochemical oxidant formation (POF) (Dias et al., 2007). Figure 5 (below) shows the impact categories and factors that affect them. The factors that affect the impact categories are non-renewable CO2, CH4, NO2, emissions that are generated from renewable and non-renewable energy consumption, as well as chemical oxygen demand (COD) and adsorbable organic halogens (AOX). impacts of paper.png Figure 5: A table showing the impact categories and the parameters that affect each category (Dias et al., 2007) Using these weighting factors and the data collected in Dias et al. (2007), both an inventory analysis and an impact assessment were carried out. Each graph shows the analysis for both the German market and the analysis if the paper was to only be sold to the Portuguese market. Figure 6 (below) shows the results of the inventory analysis. Figure 7 (below) shows the results of the impact assessment. The negative values for various categories and stages of the life cycle reflect the parts of the process which have beneficial environmental impacts. Figure 6: A graph showing the results of the inventory analysis (G = German market, P = Portuguese market). The FU is the functional unit, which in this study is 1 tonne of paper (Dias et al., 2007). Inventory analysis results The area of the paper life cycle that uses the largest amount of renewable energy is the pulp production. However, the negative contribution is larger for Germany as more of the waste paper is recycled in Germany than in Portugal. This shows that the production of paper from recycled fibres consumes much less energy than the production of paper from fresh fibres. The majority of the non-renewable energy is consumed by the paper making process. The amount of non-renewable energy consumed by paper distribution is also greater for Germany than it is for Portugal due to the fact that the paper mills are located in Portugal so the paper has a large distance to travel before it is distributed throughout Germany. The non-renewable CO2 emissions are in similar proportions to the non-renewable energy consumption meaning that the paper production is the major contributor to non-renewable CO2 emissions. The paper production and distribution are the main sources of NOx emissions due to the energ y used from the national grid and the transportation of the paper. The SO2 emissions are mainly caused by the paper production stage of the life cycle, due to the energy production. On-site energy production provides a small negative contribution for NOx and SO2 emissions in Germany. The pulp production of the paper making process causes the largest contribution to COD emissions; however by recycling paper the final disposal stage can provide a slight negative contribution. Due to the chemicals used in the bleaching process of the pulping stage the AOX emissions are mainly created from the pulp production. Again from recycling the paper the final disposal stage can provide a negative input. Figure 7: A graph showing the results of the impact assessment (G = German market, P = Portuguese market) (Dias et al., 2007) Impact Assessment The most significant contributor to global warming in Germany is the paper production due to the high non-renewable energy usage and CO2 emissions. However in Portugal it is the final disposal that has the largest impact on global warming, as most of the paper waste goes to landfill which produces a lot of methane. As the paper production requires energy which produces high SO2 emissions, it is this part of the process that contributes most to acidification. The high COD and NOx emissions mean that the pulp production stage is the greatest contributor to eutrophication. A large portion of the eutrophication potential is down to the NOx emissions released due to the paper production stage. The electricity used during the paper production stage is the main contributor to the non-renewable resource depletion. Recycling the paper provides a positive impact to acidification and eutrophication, due to less material being sent to landfill and so fewer trees have to be removed from the forests. The amount of acidification, eutrophication and non-renewable resource depletion is greater for paper distribution in Germany due to the fact that the paper mills are located in Portugal so the paper has further to travel before it is distributed throughout Germany. The disposal of paper into landfill causes the release of CH4 which is a major contributor to photochemical oxidant formation. As Portugal sends more if its waste to landfill the impact of POF is greater. Conclusions The inventory analysis shows that Portugal consumes a larger amount of renewable energy and has higher emissions of SO2, COD, and AOX than Germany, this is due to the larger amount of paper sent to landfill. Therefore to change from the German market to the Portuguese market is less environmentally beneficial. However, the impact assessment shows that the acidification, eutrophication and NRRD are smaller for the Portuguese market due to the reduced transport required to distribute the paper. The pulp and paper production stages are major contributors to all the categories and environmental impacts due to the large energy requirements that are satisfied by both on-site energy production and consumption of electricity from the grid. From carrying out this LCA it has become apparent that the forestry stage does not provide any significant environmental impacts. Paper consumption in Germany is more damaging environmentally in categories in which the paper distribution stage has a consid erable input due to the large distance that has to be covered in order to distribute the paper. However, due to the smaller amount of recycling that occurs in Portugal, the global warming potential and photochemical oxidant formation are greater. This LCA has shown that the best area of the life cycle of paper to approach in order to reduce the environmental impact of paper manufacture is the pulp and paper production stages. The environmental impact could be reduced by more efficient treatment of flue gases and liquid effluents.