Tiger Airways Marketing Strategy

Sample details Pages: 10 Words: 3140 Downloads: 9 Date added: 2017/06/26 Category Statistics Essay Did you like this example? Executive Summary Since the late of last century, the business model of low cost airline represented by Southwest Airlines has been spreading all over the world, has influence and changed the framework and development of the world airline industry. This report is the analysis of the youngest airlines companies of Low Cost Carriers (LCC) Tiger Airwayss marketng strategy. Firstly, it is focused on the macro environmental factors affecting Tiger Airways. Next, it analyzes the competitors including direct and indirect competitors to point out the competitive advantage of Tiger Airways. Finally, this report is focused on the core competence analysis of Tiger Airways. Don’t waste time! Our writers will create an original "Tiger Airways Marketing Strategy | Marketing Dissertations" essay for you Create order 1. Introduction The low cost carrier is an airline that offers generally low fares in exchange for eliminating many traditional passenger services. The concept originated in the United States and subsequently spread to much of the rest of the world. The term originated within the airline industry referring to airlines with a lower operating cost structure than their competitors. The first successful low cost carrier was Pacific Southwest Airlines in the United States, which pioneered the concept in 1949, then this concept has been incorrectly given to Southwest Airlines which began service in 1971 and has been profitable every year since 1973.[1] Today, the low cost carrier model is applicable worldwide. One of the famous and successful airlines is Tiger Airways. Tiger Airways Private Limited is a low-cost airline which set up their headquarters in Singapores Changi International Airport. It is operated by one of the premium airlines in the world (Singapore Airline). The parent company is Tiger Aviation Private Limited that consists of The Tiger Singapore and Tiger Australia, Incheon Tiger Airways with slogan Get The Real Deal. The company was established from December 2003 to September 15, the 2004 maiden voyage.[2] It is currently the largest low cost airline operating in Singapore in terms of the amount passengers. Tiger Airways is Asia Pacifics true low fare airline. It offers the lowest fares of passenger safety and convenience of air travel. Tiger Airways from Singapore in September 2004 brought in two aircrafts in its fleet, the network of three routes. In the four years of operation, the operation of Tiger Airways from Singapore and Melbourne bases, base and third-party action in Adelaide in early 2009. Tiger Airways currently fly to over 25 destinations in nine countries in Asia. In only one year (2006), the airline served 1.2 million passengers; it is a growth of seventy five percent compared to the previous year. [3] Through the internet (the public and agents), it accounts for seventy five percent of Tiger Airways seats sold. In other words, passenger book from call centers and airport outlets accounts for twenty five percent. This indicates that the low cost carrier (LCC) model uses online marketing and technology to reduce operating costs is working. [4] 2. Macro-Environmental analysis 2.1 Technology Singapore is a technology driven country. From wireless internet to escalators, advanced technology is found everywhere in the country. People use technology here for the better quality of their lives. Under the Infocomm Development Authority of Singapore (IDA), [emailprotected]/* */ is a government initiative to build Singapores infocomm infrastructure. Working through IDAs call-for-collaboration, SingTel, QMax and iCell deploy a municipal wireless network throughout Singapore. Internet based booking adopted by Tiger Airways is one of the technological benefits. E-ticketing is the fastest way of booking tickets in the 21st century. Tiger Airways attracts most of its customers online. In addition, Tiger Airways operations are based on high-technology, and the company is constantly striving to bring customers the best services available in the industry in terms of operational efficiency, reliability and safety.According to industry standards, the on-time departure is the one that departs from the designated bay less than 15 minutes from the scheduled departure time.[5] That means they are not only doing their every effort to ensure that their planes leave on time (and get customers there on time), but also remain in tiptop condition as well, thus, customers will always get the same great experience that have come to expect, every time. 2.2 Demographic and economic The population in Singapore has increased and the visitors coming into Singapore has also increased. According to government statistics, the population of Singapore was 4.84 million in 2008, of whom 3.64 million were Singaporean citizens and permanent residents.[6] Singapore has one of the world largest GDP growths, which means that the people in Singapore are growing richer with higher rate of success. Singapore has a highly developed market which has historically revolved around extensive exports trade, in other words an export driven economy hugely dependant on export of goods to other countries. Along with Hong Kong, Taiwan and South Korea, Singapore is one of the Four Asian Tigers countries. The economy depends heavily on exports and refining imported goods, especially in manufacturing. Moreover, Singapore is also a popular travel destination making tourism one of its largest industries. There were about 7.8 million tourists visited Singapore in 2006.[7] It has also indirectly resulted in booming development of aviation industry. Singapore gets its revenue mainly through tourism and most of people coming from different nearby countries prefer these types of airline for their short travel. 2.3 Governmental Political forces are one of the most important factors for budget or low cost airlines. Forty nine percent of the shares of Tiger Airways are owned by Singapore Airlines (SIA). The chairman of the Singapore airlines belongs to the advisory council of the president which gives an added advantage to expand their network relationships with other airlines and countries. Singapore has a successful and transparent market economy. Government linked companies are dominant in various sectors of the local economy, such as utilities, media, and public transport. Singapore has consistently been rated as the least corrupt country in Asia and among the worlds 10 most free from corruption by Transparency International.[8] Apart from that, the Economic Development Board (EDB) together with the Information Development Authority of Singapore (IDA) aim to make Singapore the regions major center. Their purpose is to promote Singapore as a compelling location for companies across the entire industry value chain; creating a self-reinforcing, inter-dependent ecosystem that will continuously attract talent, capital, ideas, and enterprises to create international products and services from Singapore. [9] 2.4 Cultural Singapore is a mixture of an ethnic Malay population with a Chinese majority, as well as Indian and Arab immigrants. There also exist significant Eurasian and Peranakan who are known also as Straits Chinese communities. Around 78,000 people work in the media in Singapore, including publishing, music, broadcasting, print, film, digital and IT media sectors. The industry contributed 1.56% to Singapores gross domestic product (GDP) in 2001 with an annual turnover of S$10 billion. The industry grew at an average rate of 7.7% annually from 1990 to 2000, and the government seeks to increase its GDP contribution to three percent by 2012.[10] Singaporean cuisine is an example of diversity and cultural diffusion, with influences from Chinese, Indian, Malay and Tamil cuisine. In Singapores hawker centres, traditionally Malay hawker stalls selling halal food may serve halal versions of traditionally Tamil food. Chinese food stalls may introduce indigenous Malay ingredients or cooking techniques. This continues to make the cuisine of Singapore a significant cultural attraction. That is one of reasons why Singapore is a popular tourist country. 3. Competitive analysis The cost of competition in airline industry is high. Tiger Airways, due to its low cost nature, has cut throat competition with the rival airlines like Virgin Blue and Jetstar. The industry growth is average for switching between airline companies which brings more convenience to the customers. The fixed cost is high for the Tiger Airlines and there is opportunity for it to sell unsold seats cheaply which results in pricing wars between the rivals. Tiger Airways competes in terms of price technology, customer services, in-flight entertainments and many more areas. 3.1 Comparison of Tiger Airways with Direct Competitors Air Asia: Air Asia is a low cost airline based in Kuala Lumpur, Malaysia. This is the first airline in the region providing ticketless travel and implementing comprehensive unassigned seats. With the domestic and international flight reservation Air Asia operates 656 flights daily, 102 routes to 57 destinations in 12 countries.[11] Destinations Covered: Air Asia covers fifty seven destinations as Tiger Airways which covers only nineteen destinations. It covers three times more than Tiger Airways. Cost Analysis: Air Asia is approximately thirty percent more expensive as compared to Tiger Airways. For example, Tiger Airways ticket to Phuket is seventy two SGD whereas Air Asia charges one hundred and ten SGD. Air Asia charges one hundred and seventy SGD to Bangkok whereas Tiger Airways charges one hundred and thirty SGD. Baggage Allowance: Tiger Airways allows a maximum of fifteen Kg check in luggage and charges 25 SGD whereas Air Asia charges 7.50 SGD. Air India Express: Air India express is Indias first international airline that offers great value for money and provides convenient connectivity in the short range routes. Air India Express and Tiger Airways both connect India to Singapore and vice versa through Chennai.[12] Destinations Covered: Air India covers ten international destinations whereas Tiger Airways covers nineteen destinations. Cost Analysis: Air India Express is more expensive than Tiger Airways, for example, Air India charges 306 SGD to Chennai whereas Tiger Airways charges 269 SGD to Chennai. Baggage Allowance: Air India allows a certain limit of free of charge baggage whereas Tiger Airways only allows seven Kg of free hand baggage. Lion Air: Lion Air is Indonesias largest private carrier and Asias first hybrid carrier which offers both economy and business class seating. It operates scheduled passenger services on an extensive domestic network from Jakarta to forty destinations with 210 daily flights as of May 2008.[13] Destinations Covered: Lion Air covers 7 international destinations whereas Tiger Airways covers 19 destinations. Cost Analysis: Lion Airways is a little cheaper as compared to Tiger Airways. For example, Lion Airways charges 89 SGD for a ticket to Ho Chi Minh City whereas tiger airways charges 102 SGD. Baggage allowance: Free baggage allowance by Lion airs is 20kilos for economy class and 30kilos for business class whereas tiger allows only 7 kilos. 3.2 Tiger airways facing Indirect Competitors: Indirect competition includes trains and buses as other means of transport to reach a destination. Land transport that includes trains and buses are the indirect competition to air travel because they permit far greater capacity and frequency of service which is not possible by aircraft and their schedules are less interrupted by bad weather than airlines. Tiger Airways covers destinations such as Kuala Lumpur, Bangkok, Phuket and other destinations where are also accessible through other means of transportations such as trains and buses. Trains and buses hence are an indirect competition because of various reasons, such as time, price, and luggage allowed to carry, etc,. For example: 1. Tiger Airways has daily flights to Kuala Lumpur and Bangkok from Singapore but the frequency of buses from Singapore to Kuala Lumpur are ten times more. 2. Tiger Airways charges 59 SGD for a one way ticket from Singapore to Kuala Lumpur whereas the bus charges 33 SGD. However there are few buses such as Transnational Express which costs 15 SGD. Therefore, the ticket price varies depending on the type of bus passengers choose and the place from where passengers board the bus. A slower, costlier, but more comfortable way to travel to Kuala Lumpur, Malaysia, would be by rail. To Kuala Lumpur there are two day time trains and one over night sleeper train daily. The charges vary depending on the seat passengers choose. For instance, if passengers choose a first class seat it will cost approximately 28 SGD whereas a second class seat would cost around 14 SGD. 3. Tiger Airways charges 131 SGD for a one way ticket from Singapore to Bangkok and the train charges approximately 82 SGD for second class sleeper. However there is no direct train from Singapore to Bangkok. Therefore, passengers have to change minimum two to three trains further down to Bangkok. Obviously, convenience of travel is a known fact as traveling by air is the fastest means of transportation as compared to any other means. Basically for an airlines industry the main substitutes are travelling by train, bus or car to any desired destination. The various factors affecting these substitutes are money, convenience and time. However Tiger Airlines being price sensitive lures many travelers away from these substitutes. Thus, the cost is the key consideration for many travelers. The competitive possession of tiger airlines is affected by the bargaining power of the buyers. The potential buyers can put a lot of pressure on airline business which further affects its price, volume and profit margin. Tiger Airlines flying from the Gold Coast airport is competing for the same customer, which in turn is strengthening the buying power. A lot of buyers are attracted to tiger airlines as it main strength is its price. The threaten route for Tiger Airlines in the future is determined by the existing barriers to entry. Cost of entry is the biggest barrier. The cost of buying and leasing aircrafts, safety and security measures, customer services and man power is high. Tiger Airways itself a new entrant in the Airline industry has added a lot to the competition. This means a major constraint on the profit margin for the Airline industry. 4. Core Competences Analysis In order to satisfy the visitors on the Asia-Pacific region, Tiger Airways relies on low fares and the reliable regional air services. That is a true low fare airline which operates on three customer-focused core strategies: First of all, market stimulation. Tiger Airlines creates opportunities for new travelers and empowering budget conscious people to fly more often by making travel affordable with its consistent low fares. Tiger Airlines facilitates its processes of providing effective consumer service by online sales services, they provide hotel accommodation for the passengers, car rental and travel insurance benefits to passengers online. Huge response is generated by the consumers through the process of online sales as the number of seats booked online is increasing year after year. Services provided to travelers with benefits like offering them more options in terms of increased capacity in routes. Tiger Airlines is still under process of opening more travel options for the employees. Secondly, Tiger realized the importance of stringent cost control through their operations, so that they can keep our fares consistently low for travelers. Tiger Airways empowers budget conscious people to fly more often by making travel affordable with its consistent low fares. The market share of the airlines has increased due to the low price. Tiger airways offered 100,000 seats at 9.95 for Australian destinations. To book return flights from Melbourne at Mackay at 49.95 per flight and there were no server problems as in the case of Jet star. They charge $30 for exit row seats and $8 for all other seats. Thirdly, capacity utilization maximizes the number of sectors served by their aircraft per day with efficient air traffic planning. Tiger Airways has effective workforces, who work diligently to make the airlines a success. With the increase in the number of phone customers, due to good salesmanship done by the employees working in the call centers, the airline has decided to increase the number of staff in call centers. Generally the tickets are sold online or in airports. After sale services like delivering the purchased ticket at the house of customers adds to its marketing strategy. Moreover, Tiger Airways seeks to act as a good corporate citizen at all times and undertakes contributions and sponsorship programs as part of its partnership with the community. For example, it is currently making conscious efforts to conserve wildlife and sponsors the upkeep of Winnie, a white Tiger at the Singapore Zoological Gardens for the purpose of conservation, education and recreation Tiger Airways business model is based on the success of Ryanair, which uses a very low cost competitive basis, the basis of low fares. It also involves examining every aspect of the business, in an effort to eliminate non-essential costs, but it will not cut any corner of the passenger safety and on time. However, Tiger Airways should be constantly looking for good business opportunities available to the market. For example, one glaring advantage of using YouTube is that it serves 100 million videos per day. No matter what YouTube content (unlicensed, kids falling of skateboards, etc), thats a huge number and there are tremendous opportunities for Tiger Airways to benefit in order to reach such a huge audience for any business opportunities. Changes in technology and markets on both a broad and narrow scale are opportunities that Tiger Airways can also utilize. According to Forrester Research, online consumer auction sales will reach US$65 billion by 2010. This is almost one-fifth of all online retail sales. The growth of high speed broadband, and the number of online users, has opened new windows of opportunity for reaching viewers. The aims is to find the most effective internet advertising techniques for making full use of the internets, rapidly expanding, global marketplace. 5. Conclusion Based on above analysis, it can be seen clearly that Tigers success is no accident. It is based on their effective correct marketing strategies and operation performance. Although Tiger Airway is a successful company and has achieved good brand recognition widely, it still has much to improve in order to maintain the momentum it has generated over five years in operation. From the research point of view, with the marketing mix audit, I m able to identify and provide suggestions based on the aspects which we feel have to be improved, reinforced, developed to be the most effective. Besides that, I get an obvious view of the marketing strategies employed by Tiger Airways through the macro, competitive and core analysis. Reference [1] The History of PSA, https://www.jetpsa.com/index/history.html [2] Company Overview, https://www.tigerairways.com/sg/en/about_us.php [3] Tiger Airways sees 75% jump in number of passengers. Channel NewsAsia, Janauary 2007 [4] Tiger Airways new Advertising Campaign sees sales up more than 60%, 26 October 2005, https://www.asiatraveltips.com/news05/2610-Advertising.shtml [5] On-Time Performance, https://www.tigerairways.com/id/en/on_time_performance.php [6] Singapore Statistic, https://www.singstat.gov.sg/stats/keyind.html#popnarea. [7] Record Year As Tourism Exceeds 2006 Targets With S$12.4 Billion Tourism Receipts And 9.7 Million Visitor Arrivals, https://app.stb.gov.sg/asp/new/new03a.asp?id=6243 [8] Transparency International Corruption Perceptions Index 2006. https://www.transparency.org/policy_research/surveys_indices/cpi. Retrieved on 2007-02-03. [9] Singapore Paves the Way as Trusted Global E-Commerce Hub https://www.ida.gov.sg/News%20and%20Events/20060926094702.aspx?getPagetype=20 [10] Media 21: Transforming Singapore into a Global Media City. Media Development Authority Singapore (PDF). Retrieved on 17/09/06 [11] AirAsia, https://www.budgetairlineguide.com/airasia [12] Air India Express, https://www.airindiaexpress.in/airindiaexpress/Home.asp [13] Lion Air, https://w3.lionair.co.id/ [14] Tiger Airways, https://www.tigerairways.com/sg/ [15] Cheap Airline Tickets! https://www.kipaddotta.com/travel/cheap-airline-tickets.html [16] Gross, S./Schroeder, A. (Eds.): Handbook of Low Cost Airlines Strategies, Business Processes and Market Environment, Berlin 2007

John Locke, Mill, And Rousseau - 946 Words

The state is a political consortium consisting of citizens that establish a community with a purpose or objective in the concern of it’s affiliates. In many cases, the government requires us to adhere to certain edicts and mandates according to their adjudication. Should we in fact comply with these ordinances? Why must we obey the state? Is there are a reason compelling enough to do what others say is best? I will be looking at the beliefs of Locke, Mill, and Rousseau to help answer the inquiry. I believe that we should not have to submit to an authority under any circumstances. What is a life worth living if you do not have the entitlement to disenthrallment? There is no rationale in duress. Citizens are independent people regardless of†¦show more content†¦There is also very good opportunity for corruption of the government if they have the power to persuade their followers that their ill intentioned requests are God’s word. Blindly following the herd becaus e of your devotion to faith is, quite frankly, one of the most uninformed decisions you could possibly make. John Stuart Mill was an enormously influential philosopher in nineteenth century Britain. Unlike Locke, he was to a greater extent focused on utilitarianism and harm reduction. (Heydt, 2006) Utilitarianism, or the doctrine that actions are right and moral if they benefit the majority, should compel the person to do the â€Å"right thing†. When an action is right, it promotes positive reaction among the individuals and if it is wrong, it will do the opposite. (Encyclopà ¦dia Britannica, 2015) Everything considered, Mill opined following the state was the morally right thing to do. But realistically, how many people would consider giving up their own personal gain for the gain of others? Humans are fairly gluttonous beings and to expect them to give up what matters to them in the interest of others is not a viable option. Not only is this an issue, but if something is detrimental to one or more persons in the group, would it not be ruinous to the community as a whole by upsett ing the balance and tenor of an area within the community? What

Traditional and Nontraditional Litigation free essay sample

Even though there are differences between the traditional litigation system and the nontraditional forms of ADR there is situations that call for both types of these litigation systems to be used in conjunction with each other. The following document compares and contrasts the traditional litigation system and the nontraditional forms of ADR. The document also examines the risks that businesses encounter when dealing with traditional litigation and when ADR might be a more appropriate measure in order for business mangers to reduce those risks. Traditional Litigation One of the main similarities of the traditional litigation system and the nontraditional forms of ADR consists of the common objective to resolve an issue between two parties. The traditional and nontraditional litigation systems require representation by an attorney or a mediator. Occasionally a mediator or an arbitrator is needed for both situations. An array of traditional and nontraditional litigations forms exists depending on the circumstances of the case. Traditional litigation systems involve suit, answer, discovery, trial, and jury. According to Barron, (2013) â€Å"The traditional litigation system, the civil suit officially commences with the filing of a complaint in court by the plaintiff† (para. 2). The defendant has 21 days from the time which he or she is served the summons to file an answer to the plaintiff. Answer An answer is when the defendant serves and responds back to the plaintiff in writing. According to Cheeseman, (2010) â€Å"In the answer, the defendant admits or denies the allegations contained in the plaintiff’s complaint† (p. 35). If the defendant denies these allegations then the case continues on. Discovery After the complaint and answer have been filed with the court a discovery will be executed. According to Cheeseman, (2010) â€Å"During discovery, each party engages in various activities to discover facts of the case from the other party and witnesses prior to trial† (p. 38). The discovery is performed with the court’s supervision and the parties involved voluntarily exchange documents and information related to the issues in the suit. Both parties use the discovery process to help them prepare for the trial, protect evidence, save time, and settle the case. Trial The plaintiff and the defendant have the right to a fair jury trial conducted in the federal court. The parties submit to the judge a trial brief that involves legal arguments for each of them regarding the case. The jury acquires the facts in the trial. According to Barron, (2013) â€Å"The jury assesses the credibility of witnesses and makes a determination of whether the plaintiff has met the burden of proof† (para. ). Jury The jurors are required and are selected to speak and seek out the truth in every case they are involved in. The attorneys for the plaintiff and the defendant are permitted to ask potential jurors questions to establish if the individual would be biased with their decisions. After the jury is selected the individuals swear in and the trial is ready to start. Risks of Traditional Litigation There are several risks businesses e ncounter when dealing with traditional litigation. According to Foster, (2013) â€Å"Lawyers’ fees alone can be substantial for a business engaged in an ongoing lawsuit, but businesses must also worry about the time spent preparing for a suit, the emotional toll of long-term litigation, and the eventual risk to the business of a substantial monetary loss† (para. 1). Losing is always a risk when using traditional litigation. Other risks are loss of trading secrets or proprietary information, and a bad reputation for the organization. Nontraditional Litigation of ADR According to Barron, (2013) â€Å"Because the expense and time-consuming nature of litigation, many parties elect to settle disputes by using ADR techniques such as arbitration and mediation† (para. 4). Other methods of ADR are negotiation, conciliation, mini-trial, fact-finding, and using a judicial referee. Arbitration Arbitration is commonly used by most businesses. With arbitration the parties involved selects an impartial third party to listen to both sides and determines an award to the dispute. The rules of arbitration are similar to the discovery process of traditional litigation. According to Cheeseman, (2010) â€Å"At the arbitration, the parties can call witnesses to give testimony, introduce evidence to support their case, and refute the other side’s case† (p. 45). Binding arbitration is when both parties agree prior to the procedure to bind the resolution and award made by the arbitrator that cannot be appealed by the court. Mediation According to Barron, (2013) â€Å"Mediation is a process where the mediator uses conflict-resolution skills, and actively encourages the parties to reach a compromise or mutually satisfactory settlement without recourse to the court system† (para. ). The mediator helps both parties to discuss the case by stressing the strengths and weaknesses of each side of the case offering opinions about the settlement. The mediator then sets up separate meetings with each party to discuss settlement offers for both sides. According to Cheeseman, (2010) â€Å"If the parties agree to a settlement, a settlement agreeme nt is drafted that expresses their agreement and this ends the dispute† (p. 45). If both parties cannot agree on a settlement they may hoose to seek judicial resolution within the traditional litigation system. Negotiation Similar to traditional litigation, â€Å"in a negotiation, the parties, are often represented by attorneys, who negotiate with each other to try to reach an agreeable solution to their dispute† (p. 44). Negotiations may either occur prior to filing the suit or after. Negotiations may also be used first before using other methods of ADR. With negotiations both parties draft settlement offers and counteroffers. Another similarity between negotiation and traditional litigation is attorneys may acquire information to help settle the dispute. Using ADR to Reduce Risks ADR can alleviate and reduce numerous risks to help companies and managers resolve disputes other than using the traditional litigation system. Some methods of ADR may be quicker than using the traditional litigation system. The company may arrange mediation actions sooner than waiting for a court hearing. The traditional litigation system may risk making a bad situation worse for both parties. It could position one side against the other where there is a winner and a loser. By using the appropriate ADR to resolve the issue businesses can help preserve a continuous working relationship with the other company. ADR is also financially cheaper than taking a lawsuit to court. The costs of ADR options may differ depending on the circumstance and the types used, but most are low-cost. With some forms of ADR each party involved may pay their own costs of the ADR. Unlike traditional litigation where the losing company must pay the other party’s costs. Conclusion When a business has a legal dispute there are two ways they can resolve the issue traditional litigation and nontraditional forms of ADR. The traditional litigation system and the nontraditional forms of ADR have several similarities as well as differences. Which ever system the business chooses to use there is advantages and disadvantages to each litigation process. Business mangers must asses the risks involved and choose the appropriate litigation procedure to resolve the dispute. References Barron, J. (2013). What is the Meaning of Traditional Litigation. Retrieved from http://www. ehow. com/about_6521858_meaning-traditional-litigation-system_. html Cheeseman, H. R. (2010). Business law: Legal environment, online commerce, business ethics, and international issues (7th ed. ). Upper Saddle River, NJ: Prentice Hall. Foster, W. (2013). Business Risks of Traditional Litigation. Retrieved from http://www. ehow. com/info_8488645_business-risks-traditional-litigation. html

The Comedy of Stephen Crow Essay Example For Students

The Comedy of Stephen Crow Essay Enter the second decade of 21th century; Stephen Chow’s new movie Journey to the West: Conquering the Demons has won more than two hundred million dollars box-office, which became the second best-sold film in Chinese film history. Stephen Chow and his comedy style once again became the focus that media and people pay attention to. Stephen Chow, this name may be not that familiar to western audiences. However, as a comedian, Chow began as an extra for the television station. He became quite well known for his movie The Final Combat (1989). After this, he initiated his â€Å"Mo Lei Tau† comedy style. We will write a custom essay on The Comedy of Stephen Crow specifically for you for only $16.38 $13.9/page Order now He created more than 30 comedian characters in 1990’s Hong Kong film and became Hong Kongs undisputed No. 1 comedian. As a director, his â€Å"Mo Lei Tau† comedy style became more meaningful and serious. His films again and again refresh the box-office. Time magazine once said he is the hero of Asian, because his films not only rescued Hong Kong film market in 1990’s but also reflected part of Asian culture in that period. This research is focus on his comedy style, especially â€Å"Mo Lei Tau† style and its influence. â€Å"Mo Lei Tau† is a Cantonese term that may be loosely translated as â€Å"with no source†, but is generally used to mean â€Å"makes no sense†. Regarded as an integral part of Hong Kongs popular culture, it is considered by some as being unique and untranslatable. Compared to Wacky Comedy film for a Western cousin, â€Å"Mo Lei Tau† movies have a greater attention on puns and other Cantonese word tricks1. Mo Lei Tau is not just funny, the funny thing actually implies a profound cultural connotations. Through the odd funny Mo Lei Tau way of expression, his films convey his profound thinking of modern circumstance. As for â€Å"Mo Lei Tau† comedy, which is characterized by a â€Å"nobody† protagonist, happy ending, golden straight men, post-modernism and serious topics, etc. In this research, three Stephen Chow’s classical movies will be used to analysis its style. A Chinese Odyssey (1995), King of Comedy (1999) and Kong Fu Hustle (2004) are three representative works. In these three films, â€Å"Mo Lei Tau† style’s characteristics are distinct and remembered by all audiences. A â€Å"Nobody† Protagonist Almost each Stephen Chow’s movie has a â€Å"nobody† protagonist. The roles Stephen Chow plays in these movies are always common, ordinary, even inferior which are close in identity and cognition to us that could express our inner voice and appeal covertly, implicitly as the man of people in his movies. Stephen Chow’s â€Å"Mo Lei tau† comedic type has a great relation with his personal experience. Stephen Chow grew up in the grass-root class, so he knows the living conditions of the grass-root people from the hardships of rough life. Although he comes from the grass-root class, but Stephen never give up his dreams. In A Chinese Odyssey, Stephen Chow acts two roles in this film. One is Joker, the other one is Monkey King. As we can see, in this film, Joker is just a bodgie. He runs a gangster inn and has nothing to do all day long. The only source of income for him and his gangs is to rob his tourists. However, all tourists come to his inn are full of power and magic. As a result, ironically, as a gangster, Joker becomes the â€Å"weak† one to serve his tourists. Instead of abhorring him, audiences have a sense of sympathy to him. In The King of Comedy, Yin (Stephen Chow), the protagonist regards him as an actor. He likes performance. His obsessive dedication to every tiny aspect of his acting roles irritates everyone around him and scuppers his chance to land a bit-part in an action movie. He acts as a background actor for the film, but he always makes trouble to them. Nobody respects him. .u06c6399d2a0c4b1e311781da1cd25b68 , .u06c6399d2a0c4b1e311781da1cd25b68 .postImageUrl , .u06c6399d2a0c4b1e311781da1cd25b68 .centered-text-area { min-height: 80px; position: relative; } .u06c6399d2a0c4b1e311781da1cd25b68 , .u06c6399d2a0c4b1e311781da1cd25b68:hover , .u06c6399d2a0c4b1e311781da1cd25b68:visited , .u06c6399d2a0c4b1e311781da1cd25b68:active { border:0!important; } .u06c6399d2a0c4b1e311781da1cd25b68 .clearfix:after { content: ""; display: table; clear: both; } .u06c6399d2a0c4b1e311781da1cd25b68 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u06c6399d2a0c4b1e311781da1cd25b68:active , .u06c6399d2a0c4b1e311781da1cd25b68:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u06c6399d2a0c4b1e311781da1cd25b68 .centered-text-area { width: 100%; position: relative ; } .u06c6399d2a0c4b1e311781da1cd25b68 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u06c6399d2a0c4b1e311781da1cd25b68 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u06c6399d2a0c4b1e311781da1cd25b68 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u06c6399d2a0c4b1e311781da1cd25b68:hover .ctaButton { background-color: #34495E!important; } .u06c6399d2a0c4b1e311781da1cd25b68 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u06c6399d2a0c4b1e311781da1cd25b68 .u06c6399d2a0c4b1e311781da1cd25b68-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u06c6399d2a0c4b1e311781da1cd25b68:after { content: ""; display: block; clear: both; } READ: The Ancient Greek Mythology Of Bond Films EssayOn-set caterer is continually denying him the lunchbox. Even whores are calling him â€Å"stupid extra†. This is a typical â€Å"nobody† character. This role seems like a deeply personal film for Chow, one that harks back to his early days as a struggling unknown. In Kong Fu Hustle, this characteristic is also distinct. Sing (Stephen Chow), a loser in life who aspires to join the Axe Gang. At first, this character is rebarbative. Because older kids bullied him in his childhood, he is also trying to bully the kind people when he grew up. This kind of â€Å"Nobody† figures become foundation stones to these f ilms. All of those characters can be deemed to losers of life. However, Stephen Chow always gives people hope in his film. Instead of becoming corrupt, those characters all become heroes at the end of the films. What’s more, this refers to another characteristic of Chow’s comedy, which is the happy ending. Happy Ending Comedy, wins a reputation for â€Å"ALL’s well that ends well† through sudden and unlike reversal of fortune, for example, ending happily, falling in love with each other or getting married. Comedy is a serious act. Comedians usually wear a poker face. Comedy can solely be â€Å"savored† and â€Å"digested† within specific contexts, including how we expect and assume the world in which we live because â€Å"nothing is just comic: thing are comic in particular ways and for particular reasons. † Stephen Chow’s movies can be the best epitome of this aspect. In A Chinese Odyssey, he defeats all the demons when he transformed into Monkey King. With transforming back to Joker, he at last falls in love with Zi Xia faery. In King of Comedy, after a somewhat successful sting, Yin finally becomes famous through a performance of the Thunder Storm. In Kong Fu Hustle, at last, Sing becomes a master of Kong Fu. He not only defeats the worst gangster, but also wins the young lady’s heart and falls in love with her. Those movies all end consummately that the villains get their just deserts. Good overcomes evil. The male and female protagonists fall in love with each other or enjoy marital bliss. Those all reveals people’s desire toward the positive, the pessimistic and the nasty which are rooted in human’s nature. We all laugh for the blessing of the good and the contempt of the bad. These kinds of themes are full of Stephen Chow’s other movies. Golden Straight Men Apart from Stephen Chow’s excellent acting ability and performance talent, the golden straight men in his movies further complement and consummate the sense of humor and elicit more laughter from the audiences. Stephen once said that there is no extra in his film. Every actor has his own characteristic in his film and audience will remember each of him or her. When mentioned about Stephen Chow’s movies, there is another actor that cannot be ignored. Wu Mengda, Stephen Chow’s best straight man. They had worked together in a series of â€Å"Mo Lei Tau† movies. There is a saying that without Wu’s sacrifice? Stephen Chow couldnt reach such a success today. Most of those characters that Wu acted are harlequins. With his exaggerated performance, he also owes much of his popularity. In A Chinese Odyssey, Wu acts as Joker’s second-in-command in that gang. He is a man full of wicked ideas, a flattering and a faithless man. However, in a comedy, everything seems possible. Contribute by this kind of character design; audiences regard him as an un-alternative role. He is the most important person who pushes plots forward. In King of Comedy, he is just the on-set caterer who is continually denying Chow the lunchbox. This plot leads to another storyline of film and pushes the whole story to the climax. Among those straight men, Li Jianren is another unforgettable â€Å"buffoon character† with his branded gesture- picking his nose, which leaves the audience an ineradicable impress. Each appearance in Stephen Chow’s movie, he goes with this same character, which becomes a symbol of Chow’s â€Å"Mo Lei Tau† style. In Kong Fu Hustle, he also acts this role.