Macbeth by William Shakespeare Term Paper Essay Example For Students

3 Steps to Acing Your Upcoming Group Interview You’ve been approached in for a board meet. Perhaps you’re threatened. Perhaps frightened. Possibly you’re not even sure you comprehend what that really involves. Whatever your degree of fear, here are three simple strides to traversing your board meet tranquilly and in one piece. Stage 1: BEFOREYou reserve the privilege to ask who will be on your board. Do this. At that point inquire about each board part as well as could be expected. You’ll have the option to make sense of a considerable amount and get ready better for what each may be generally quick to ask you. What does this specific gathering of individuals educate you regarding what the organization is attempting to assess?You can likewise ask to what extent (generally) the meeting should last. This will give you a nice sentiment for what amount to and fro conversation will be conceivable, how much space you’ll be given to pose inquiries, to what extent your answers can be, etc.Step 2: DURING Treat every individual on the board like an individual not simply one more anonymous face. This isn't an indifferent divider asking you inquiries. Every questioner on your board is another chance to make a human association and persuade that a lot more individuals in the organization what an extraordinary fit you would be.Be sure to observe everybody’s name as they are presented. Record every one if that causes you recall. When responding to questions, talk straightforwardly to the person who asked, yet then attempt to widen your answer out to cause the remainder of the board to feel remembered for the discussion.Step 3: AFTERYou’ve took in their names and put forth an attempt to interface with each board part presently thank every single one of them earnestly withâ solid eye to eye connection and a quality handshake. From that point forward, it’s the typical post-meet follow-up methodology. Be that as it may, recall that you have to keep in touch with one card to say thanks for each board part. It appears to be a torment, however it’s these little contacts that will help set you apart.The board talk with: 6 hints for previously, during, and after

Course Outline of Production Operation Management Free Essays

Bone-dry AGRICULTURE UNIVERSITY, RAWALPINDI MGT-696 â€Å"Operations Management† BBAâ€6 (A B Sections) Spring 2013 Visiting Faculty Member:M. Javed Akhtar Ex-General Manager Training, OPF Ex-Director Gneral, NAVTEC Head Office Prime Minister’s Secretariat jam431@gmail. com Office Contact/Timings: 051-2541041 (direct), 0300-5338951(Cell) (0800 Hrs. We will compose a custom paper test on Course Outline of Production Operation Management or on the other hand any comparative point just for you Request Now to 1500 Hrs. ) Course Coordinator Mr. Irfanullah Munir The Prologue This three credit Hrs. course is intended for administrations and assembling areas, fundamentally, implied for characterizing the genuine importance of the Operations Management in some random association. The essential goal of the course is to give the understudies a comprehension of the hypotheses, models, issues, issues, and procedures identified with the administration of tasks both in assembling and administration segments. This incorporates investigations of different assignments performed and choices made by activity directors, both strategically and deliberately. The tasks work assumes an imperative job in accomplishing a company’s vital plans. Since the activities work delivers the products and offers the types of assistance, it regularly includes the best bit of the organization mployees and is liable for a huge segment of the firm’s capital resources. It majorly affects quality and is regularly the noticeable essence of organization with which the client must arrangement. Client assistance, item/administration, quality issues, and the viability of numerous client connections are on the whole tasks exercises. Notwithstanding expanded universal rivalry, Pakistani firms have lost piece of the pie and have not reacted by attempting to improve both their working efficiencies and the nature of their merchandise and ventures. With this restored accentuation on tasks, it has become progressively significant that understudies have a comprehension of activities the executives and its criticalness to the achievement of the organizations where they will work. To increase a serious edge, Pakistani associations need sound creation/activities techniques. This is especially evident today, given the weights of worldwide rivalry and the need to fulfill perpetually requesting clients. Tasks capacities show up as a useful asset for accomplishing hierarchical targets and procedures. Learning Objectives The point of this course is to give a reasonable, very much organized and intriguing treatment of Production/Operations Management as it applies to an assortment of organizations and associations. The course is planned to give both an intelligent way through the exercises of tasks the board and a comprehension of the key setting wherein activities managers’ work. †¢ Strategic in its viewpoint of activities management’s commitment to the organization’s long haul achievement. We are unambiguous in treating the activity work as being at the inside to most organization’s drive to improve their intensity. Calculated in the manner it clarifies the reasons why tasks directors need to take choices in every movement. Albeit some quantitative strategies are incorporated, their essential point is to represent the hidden standards of activity choices. †¢ Comprehensive in its inclusion of the critical thoughts and issues which are pertinent to most kinds of a ctivities. †¢ Practical as in the issues and troubles in settling on activities the executives choices by and by are talked about, and for the most part the treatment of points reflects real tasks practice. This course is useful additionally that Case Exercise representing the methodologies taken by real organizations are utilized to show activities issues. Participation Policy As you may all know very well at this point the University (FUU) holds fast to extremely exacting participation approach (I. e. least 75% required participation). As regular roll will be taken toward the start of each class meeting. Nobody will be permitted to enter the study hall five minutes after the class beginning time since it cause breaks in the class exercises. Proficient lead is normal all through the course. Other than this, It is accepted that you have perused all the strategies and rules of the University in regards to participation, scholastic unscrupulousness, cutoff times et cetera Team Work There will be significant Team work in this class. This is the need of today’s corporate world, and we need to figure out how to pull our correct leeway while working in groups. Educator just as individual colleagues, at end of the course, will assess each colleague. Some portion of the evaluation of the group project(s) will be reliant on peer assessments which is just for the formative purposes and will be kept carefully secret. Unannounced Quizzes There will be least four unannounced tests taken arbitrarily all through this course. Three best will be considered for reviewing. These tests will be given out in the start of the class gatherings and in the event that you are late in class, you will miss that test. There are positively no make ups for these tests. Contextual investigations There might be cases allocated to gatherings and these cases will be settled in collaborations. A short composed report will be required alongside the introduction of that case. Moderators will assume the job of Management Consultants and the class will go about as Board of Directors and will connect with the advisors toward the finish of the introduction to communicate their interests and feelings. Term Project or Book Review You will be given contextual analysis or in lieu thereof book surveys applicable to the field of OM, Subject to accessibility of time. When granted, subtleties will be examined in the class. Modern Visit/Seminar A mechanical visit as well as a course identifying with the topic would be masterminded. Evaluation Allocation and Breakdown |Weightage proposed by DBA |Weightage recommended by Teacher| |Unannounced tests/Book Review |10% | |Assignment(s)/introduction/investment/discipline |15% | |Midterm Examination |25% | |Terminal/Final Examination |50% | Course Contours and Schedule ? Current Academic Session fourth March 2013 ahead ? Class Work32 Lectures (four months) Teaching Time 48Hrs. first Week: ? Creation and Operations Management: An Overview second Week: ? Creation System : Issues and Environment third Week: ? All out Quality Management fourth Week: ? Need and Importance of Forecasting fifth Week: ? Subjective Methods of Forecasting sixth Week: ? Quantitative Methods of Forecasting seventh week: ? Scope organization eighth Week: ? Offices Planning ? Mid-term Examination ninth Week: ? Work System Design tenth Week: ? Overseeing Information for Operations System eleventh Week: ? Total Production Planning twelfth Week: ? Without a moment to spare (JIT) thirteenth Week: ? Booking Sequencing fourteenth Week: ? Issues in Materials Management fifteenth Week: Independent Dependent Demand Inventory System sixteenth Week: ? All out Productive Maintenance (TPM)/Computers in OM ** ? Last Examination (date to be reported later on) Recommended Readings Supplementary Readings | IMPORTANT NOTE: ? The course layout is liable to change to a tune of about 10% if need emerge. ? ** Subject to accessibility of time, the subjects of â€Å"Advanced Manufacturing Systems† and â€Å"Computers in Operations Management† will likewise be secured. â€â€â€â€â€â€â€â€ Issues in Production/Operations Management Forecasting Operations System Design Planning Scheduling Materials Planning Emerging Issues in OM** The most effective method to refer to Course Outline of Production Operation Management, Essay models

How to Write a Personal Essay - Writing the Essay That You Know Your Personal Essay Is Going To Be

How to Write a Personal Essay - Writing the Essay That You Know Your Personal Essay Is Going To BeOne of the hardest parts of writing a personal essay is learning how to write personal essays. While you might be able to read something written by someone else and do an okay job of it, attempting to write a personal essay is much different. The skills you need to have are also different from the skills you will need to have in order to get a job. If you have read some of the examples of personal essays available on the Internet, you probably can tell why writing a personal essay is so difficult.There are many different ways to approach the process of writing a personal essay. Some people write what they think is the best possible essay that they can, while others tend to be more poetic. What you need to realize is that there is no right or wrong way to write an essay.When you first start writing a personal essay, you may feel a little bit intimidated. As with any challenge that you fac e, however, there are several steps you can take that will help you succeed. In order to start out successfully, you will need to know a few things about the topic will need to be one you feel comfortable discussing.A very important thing you need to remember about any essay is that you need to avoid any negative aspects that you have to discuss. Some topics will allow you to write as if you are talking about someone you don't really know. If you have a personal experience that you feel is relevant to the topic, you need to include it, but do not focus on it too much. This can make the essay seem a little undramatic, which is not a good thing.Another thing you will want to do when you are first beginning to write a personal essay is to really get to know the person you are writing for. Be as honest as possible and let the person know how you feel about him or her. They need to know you are not judging them, but you want to put yourself in their shoes as well.Another important thing to remember is that you need to make your writing as interesting as possible. The person reading your essay is not there to learn about you, they are there to learn about the topic at hand. If you do not communicate clearly, they may be unable to follow the main ideas you are trying to convey. Remember, writing is an art, not a science. If you don't convey what you need to, you might as well give up.In order to write a personal essay successfully, you have to learn how to find the focus and flow of the essay. You need to be able to find something that will keep your readers engaged, while at the same time creating a sense of progression and meaning.

Schizophreni A Common And Serious Disorder Essay - 1645 Words

Schizophrenia is one of the most common and serious disorder in the United States. In their 2002 publication, â€Å"Violence and schizophrenia: examining the evidence,† Elizabeth Wals h, Alec Buchanan and Thomas Fahy discuss that, â€Å"In the United States alone there are a minimum of two million schizophrenics.† Though schizophrenia is a widely known disorder that has been common in the United States since the late 1880s, its causes are not yet fully known. Schizophrenia not only affects the patient; it can also lead to serious emotional damage to the person’s family. In their 2015 publication, â€Å"Visualization analysis of author collaborations in schizophrenia research,† Ying Wu and Zhiguang Duan state that schizophrenia is, â€Å"characterized by abnormal mental functions and disturbed behaviors, which characteristically appear as a series of clinical features such as positive and negative symptoms, and disturbances in basic cognitive functions (1 ). Schizophrenia is an extremely dangerous disorder and leaving it untreated can lead to dangerous outcomes to the patient and the people around them. Schizophrenia is a very common disorder, for some people it can appear suddenly without any warnings, but for others it comes slow, with small warnings leading to a gradual decline in functioning before schizophrenia decides to take over. Signs that usually begin to show when a person is schizophrenic is, depression, withdrawal, inability to express joy, cry, oversleeping, or insomnia, or

Marketing Plan - 3427 Words

Contents 1.0 Executive Summary 5 2.0 Situation Analysis 6 2.1 Market Summary 6 2.1.1 Market Demographics 7 2.1.2 Market Needs 8 2.1.3 Market Trends 9 2.1.4 Market Growth 10 2.2 SWOT Analysis 10 2.2.1 Strengths 10 2.2.2 Weaknesses 11 2.2.3 Opportunities 11 2.2.4 Threats 11 2.3 Competition and Buying Patterns 12 2.4 Product Offering 12 2.5 Keys to Success 13 2.6 Critical Issues 14 3.0 Marketing Strategy 14 3.1 Mission 14 3.2 Marketing Objectives 15 3.3 Target Markets 15 3.4 Positioning 16 3.5 Strategies 17 3.6 Marketing Mix 18 3.7 Marketing Research 19 4.0 Financials 19 4.1 Sales Forecast 19 4.2 Expense Forecast 20 5.0 Controls 20 5.1 Implementation 21 5.2 Marketing Organization 21 5.3 Contingency Planning 21†¦show more content†¦Although the average American woman is a size 14, the majority of clothing lines are designed with thin women in mind. Additionally, plus-size women looking for the latest trends often find themselves purchasing clothes they are not particularly fond of due to the lack of fashionable selections. Currently, plus-size women must either order their clothes from catalogs or have them custom made. In addition, Miami offers very little options in regards to physical retail stores carrying plus size fashions at affordable prices. Natural Curves seeks to fulfill the following benefits that are important to its customers. • Selection: The largest selection of fashionable plus size fashions designed with different age groups in mind. • Accessibility: The central location in downtown Miami and wide range of business hours designed to accommodate all customers needs. • Customer service: Our customers will be impressed with the degree of care that they receive. • Competitive pricing: All products will be priced competitive to the Miami/Ft. Lauderdale market. • Flattering Clothing: Natural Curves built in shape wear will make the entire clothing line flattering to all plus-size women. • Convenience: Our customers will now be able to try on clothes before purchasing them.Show MoreRelatedA Marketing Plan For A New Marketing Strategy966 Words   |  4 Pagesthe governmental legal requirements and, on the other hand, defines the organization’s policy administration. For a triumphant marketing plan, understanding the government legal approaches allows for efficient operation and inter-relationship with other organization. Similarly, internal legal policies allow the company to uphold its operation in a set manner. 4.0: Marketing Audit A market audit process is a tool that can never be neglected despite the situation. However, very few companies carryRead MoreMarketing Plan For A Small Business2998 Words   |  12 Pagesin detail. †¢ The benefits of TQM when implementing the strategic plan to meet goals or increasing profit within a small business. †¢ The economy’s motivation of small businesses stability as compared to large businesses that are well established, also the financial assistance of other organization including the government. †¢ Different categories of a company and the importance of CRM to any size business. †¢ To compare the marketing plan of a small business and a large business where it reflects theRead MoreMarketing Plan827 Words   |  4 Pagesï » ¿Marketing Business Environment Marketing Planning: An Overview of Marketing 6 main questions to ask in order to create your marketing plan: 1. Where are we now? (Business Mission, Marketing audit, SWOT analysis) 2. How did we get here? (Business Mission, Marketing audit, SWOT analysis) 3. Where are we heading? (Marketing audit, SWOT Analysis) 4. Where would we like to be? (Marketing objectives) 5. How do we get there? (Core Strategy, Marketing mix decisions, Organization, ImplementationRead MoreMarketing Plan3248 Words   |  13 PagesSAMPLE MARKETING PLAN The following pages contain an annotated sample marketing plan for Blue Sky Clothing. At some point in your career, you will likely be involved in writing—or at least contributing to –a marketing plan. And you’ll certainly read many marketing plans throughout your business career. Keep in mind that the plan for Blue Sky is a single example; no one format is used by all companies. Also, the Blue Sky plan has been somewhat condensed to make it easier to annotate and illustrateRead MoreMarketing Plan4753 Words   |  20 Pagesresponsible firm by highlighting its products based on ecotourism, community tourism and sustainable tourism. 2. Situation Analysis Blaze Mountain travels and Tours has been operating for several years now. The trips have been well received, and marketing is now critical to its continued success and future profitability. Blaze Mountain travels and tours offer concepts like ecotourism and sustainable tourism to older tourists and hard adventure trips to the student tourists. This target market appreciatesRead MoreMarketing Plan3688 Words   |  15 PagesSITUATION ANALYSIS The marketing environment for LIMCOMA represents overwhelming opportunities. It also contains some challenges that the firm believes it can meet successfully. An illustration below shows a SWOT analysis of the company to highlight LIMCOMA’s strengths, weaknesses, opportunities, and threats. Strengths LIMCOMA’S dedicated founders understand the target market and products. LIMCOMA has achieved distribution in several markets with quick acceptance The firm has a very littleRead MoreMarketing Plan3847 Words   |  16 PagesA marketing plan is a comprehensive blueprint which outlines an organization s overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, strategic planning is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look atRead MoreMarketing Planning : The Marketing Plan Essay1545 Words   |  7 PagesTo attract mixed segment ther is need to marketing planning is indeed the key to the whole marketing process. The marketing objectives state just where the company intends to be; at some specific time in the future. James Quinn succinctly defined objectives in general as: Goals state what is to be achieved and when results are to be accomplished, but they do not state how the results are to be achieved. They typically relate to what products will be where in what market. They are essentiallyRead MoreMarketing Plan For Subway Marketing1516 Words   |  7 PagesExecutive summary The marketing plan has close ties with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to provide a firm return on investment. The following areas will help explain how the company plans to differentiate the business and product offering from the competition, and define the strategy that will drive its business forward. The aimRead MoreMarketing Plan1891 Words   |  8 Pagesa breakeven point in the second year after opening the store and become profitable in the third year of being in this business. In the first year, our profits will be low, due to low sales and high distribution, inventory, marketing and advertising and sales expenses. Marketing expenses will be very high in the first year. We have to inform the customers about this new product and get the consumers to try out this new concept. It will take â€Å"Just passin’ Thru† some time to build up the customer base

Aggravating Global Refugee Crisis

Question: Discuss about the Aggravating Global Refugee Crisis. Answer: Introduction: The article aims to highlight the aggravating global refugee crisis as the volumes of refugees have reached a staggering figure of 60 million. While most of the refugees have traditionally made way to neighbouring developing nations which have inadequate infrastructure, but since last year, there has been a mass influx of refugees (particularly from Syria) into various European nations. The European nations unlike the developing and underdeveloped nations tend to comply with UNs 1951 Refugee Convention and hence offer a plethora of amenities which facilitate their integration and rehabilitation. As a result, the developed nations particularly those part of the EU serve as lucrative destinations for their destinations. In the developing nations, these refugees tend to remain on fringes with very minimal facilities which further adds to the lure of seeking refuge in rich nations as has been demonstrated in the recent European refuge crisis where Syrian refugees are migrating from place s such as Lebanon and Jordan (Nutfall, 2016). The author tends to highlight the different standards of treatment given to refugees in the rich nations and the poor nations and hence indicate that such an arrangement goes against the equity principle and may not be sustainable considering the overburdening public service infrastructure in the West (Nutfall, 2016). However, as a counter argument, it is imperative to consider that West is relatively affluent and is better equipped to offer a reasonable life to these refugees who are already broken physically, mentally, financially and emotionally (Kenny, 2015). Such kind of opportunities and treatment to refuges is unreasonable to expect from the poor countries as they are not yet able to develop a public service infrastructure which is able to cater to their own citizens. While equity is a fair principle, but simultaneously, the underlying capacity of the nations must also be considered which is untouched in the article (Green, 2015). The article highlights the fact that the EU nations are making it physically difficult for the refugees to reach these nations in order to ensure that there is no crisis (Nutfall, 2016). However, this is resulting in a bigger humanitarian crisis as indicated by the pictures of corpses of children being washed off to the shore in an attempt to reach these nations. Clearly as civilised global citizens, such visuals are highly condemnable and unwarranted. A better approach could be a principled and coordinated effort on the part of the OECD nations to share the refugee burden to the extent possible and the same could be done in a phased manner. Temporary sanctuaries may be offered in the developing nations before being rehabilitated in the developed world. The rich nations are seeking suitable alterations in the refugee convention of UNCHR so as to limit their liability. But the bigger question remains as to whether they could escape their moral responsibilities given their global statu s (Kenny, 2015). The author also highlights that responsibility of providing sanctuary and rehabilitation should not be limited to only those nations which lie in close proximity with the affected area from where the refugees origin (Nutfall, 2016). I agree with this argument as the responsibility of the refuges must be shared on a global basis based on the underlying capability of the nations. A key aspect that has not been highlighted in the article and could enable resolution of this crisis is an attitudinal shift in politics and will on the part of the rich nations. Most of these nations have immigrations programs whereby they import skilled manpower from around the globe. It is imperative that the refugees must be looked upon by these nations as future assets and should be provided requisite training so that they become self-reliant and do not become a burden on the government (Soergel, 2015). For promoting this, the governments need to be incentivise the refugees in the age group to develop ski lls in shortage and thereby gradually become an integral part of the society. Further, one aspect that I find exceeding strange is the fact that these nations are calling for revision in policy with regards to refugees. It would be worthwhile if the rich countries drop their own vested interests and approach the various crisis with more humanitarian view. This would ensure that the global powers could play a constructive role in brokering peace between parties and thus bringing an end to the root cause of the refugee crisis (NND, 2015). Doing this would ensure that the refugee population would stabilise and decrease in the long term as people start migrating to their home nations. Thus, instead of bringing refugee policy reforms, it is more worthwhile if suitable reforms are brought in the policy stance of these nations so as to reduce the civil unrest. A prime example of this is the crisis in Syria which could be resolved if the big powers decide to cooperate in the wake of humanity which can save immense resources these nations are deploying in the war on on e hand and supporting refugees on the other (Kenny, 2015). Hence, while the global refugee crisis is real and it is causing issues with the economy and available infrastructure of rich nations, but the solution suggested in the article with regards to twisting the rules relating to refugee convention and the developing nations sharing more burden is not appropriate. The poor countries are already bearing major brunt of the crisis as majority of the refugees tend to migrate to these nations and only a selected few are able to reach the doors of the rich nations (Perry, 2016). However, in wake of the recent refugee crisis in Europe, it is imperative that drastic measures are required. But these should be taken in a coordinated manner and should aim at ending conflict in the interest of humanity. Additionally, the developed country should continue to rehabilitate refugees in a phased and calculated manner which is quite possible under normal circumstances. Further, these refugees should be looked at opportunities and not burden and therefore sh ould be adequately trained so that the burden on the government is eased as these people become self-sufficient and start contributing to the economy of rich nations. References Green, L 2015, The Refugee Crisis is not aboutFairness, Les Green Website, Available online from https://ljmgreen.com/2015/09/05/the-refugee-crisis-is-not-about-fairness/ (Accessed on July 22, 2016) Kenny, C 2015, Blame the Rich World for the Global Refugee Crisis, Bloomberg Website, Available online from https://www.bloomberg.com/news/articles/2015-06-22/blame-the-rich-world-for-the-global-refugee-crisis (Accessed on July 22, 2016) NND 2015, Peaceful conflict resolving only long term solution: Dalai Lama on refugee crisis, NewsGram Website, Available online from https://www.newsgram.com/peaceful-conflict-resolving-only-long-term-solution-dalai-lama-on-refugee-crisis/ (Accessed on July 22, 2016) Nutfall, T 2016, Looking for a home, The Economist Website, chttps://www.economist.com/news/special-report/21699307-migrant-crisis-europe-last-year-was-only-one-part-worldwide-problem-rich (Accessed on July 22, 2016) Perry, J 2016, Oxfam: Poorest nations shouldering responsibility for world's refugees, CNN Website, Available online from https://edition.cnn.com/2016/07/18/world/oxfam-richest-countries-refugees/ (Accessed on July 22, 2016) Soergel, A 2015, Refugees: Economic Boon or Burden?, US News Website, Available online from https://www.usnews.com/news/blogs/data-mine/2015/09/15/would-syrian-refugees-be-an-economic-boon-or-burden (Accessed on July 22, 2016)

Marketing Strategic Analysis Report on Intercontinental Hotel free essay sample

Executive Summary This report is a strategic analysis report for The InterContinental Hotel Wellington (ICW). The ICW is branded from the largest global hotel company in the world, The InterContinental Hotels Group (IHG). The ICW is Wellingtons only internationally branded 5 star hotel and is in the luxury hotel market. It offers rooms for business and leisure travellers however the majority of its visitors are business men. The target market for this hotel is the wealthy older male, the male: female ratio at the hotel is 2. : 1. This report will provide an in-depth analysis of the internal and external factors at play which affect The ICW’s marketing capabilities. The market analysis, competitor analysis and macro-environment analysis will be used to perform a TOWS analysis, and make recommendations for the business to grow. These recommendations include becoming the market leader in the hotel industry for sustainable business practices, and increasing competitiveness by gain ing an award of Excellence from Hospitality New Zealand. We will write a custom essay sample on Marketing Strategic Analysis Report on Intercontinental Hotel or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Introduction This report aims to scan the macro and micro environments of the hotel industry in Wellington in order to come up with recommendations for The InterContinental Wellington for future growth strategies. There is a limitation on the amount of data available for the hotels customer base so an observational analysis was completed, and assumptions/ approximations have been made on the ages of the customers. Mission statement: â€Å"With a portfolio of preferred brands in the best developed and emerging markets, our talented people are focused on delivering Great Hotels Guests Love and executing a clear set of priorities to achieve our Vision of becoming one of the great companies of the world,† (ihgplc, 2012) Situational Analysis Market Analysis The overall aim of the market analysis is for InterContinental Wellington to gain knowledge and insight into the hotel industry and hotel market. Wellington tourism industry Research done by Colmar Brunton, concluded that Wellington is currently New Zealand’s most popular destination, (Positively Wellington Tourism, 2012). Tourists’ spend NZD$1. 2 billion annually in Wellington and tourist numbers are increasing, 14% more Australians arrived into Wellington in 2011 which is six times the national growth, (YouTube. com, 2012). With this high spending from tourists Wellington’s hotel industry is set to benefit from these increases in tourist numbers. Increases in tourist arrivals correlates to increases in the accommodation sector, of which the hotel industry is a sub-sector. Direct economic effects of tourism on the hotel industry include directly increasing room sales in the hotel sector, (Stynes, 1997). ICW: Business and brand The Intercontinental Hotel Wellington is part of the global company, The InterContinental Hotel’s Group, (IHG), (IHG, 2012). The InterContinental Hotels and Resorts brand is a global business unit for IHG. It is aimed at delivering value to its customers by expressing the knowledge and understanding of each destination it is operating in, this is achieved by providing authentic cultural experiences for guests, (IHG, 2012). The InterContinental Concierge program ensures guests are provided with unique local experiences which increase the enjoyment of their stay, (IHG, 2012). The InterContinental global brand image is one of responsible business practices; this involves preservation of the natural and cultural heritage of local communities, and environmentally sustainable business practices which aim to manage water, waist and energy usage in an efficient manner, (InterContinental, 2012). The InterContinental Wellington (ICW) is an internationally branded 5-star hotel, and the only one in Wellington which is a major point of difference from its competitors, (WellingtonNZ, 2012). It is a hotel based in the centre city of New Zealand’s Capital city and is luxurious, contemporary (modern), and exclusive, (Appendices, Appendix A). It attracts a high proportion of wealthy customers who are predominantly older males; the male to female customer ratio is approximately 2. 3: 1, (Appendices, Appendix A). Current Target market The global InterContinental brand’s main target market is male, wealthy and married with kids, (Internationalist awards, 2008). Furthermore this market segment wants to gain value from their travel experiences with authentic, local experiences, (Internationalist awards, 2008). This is also reflected in the Self-made Observational Analysis in Appendices, Appendix A; where it was observed that the majority of The InterContinental Hotel Wellington’s customer base was male (male to female ratio of 2. 3: 1). The travel patterns of this target market include business and pleasure travel roughly ten times a year, (Internationalist awards, 2008). The age of the market is approximated at between 45 and 64 years due to the observational analysis in appendices, appendix A, (This is a rough estimate as there is no statistical data). This age group are known as the ‘baby boomers,’ (Charbonneau et al, 2012). The accepted retirement age in New Zealand being 65 years old also supports the estimation of the age of target market, as a high number of the customers at The ICW are business travellers, so are most likely not at retirement age yet, (Work and Income NZ, 2012). This is an attractive target market segment for ICW because of the higher income levels of this age group, (The Coast, 2012). Potential customers Customers seeking luxury and prestige Over recent years, there has been increasing dynamic growth within the luxury product and service market, with these products reaching a larger range of consumers, (Hennigs, Siebels, Wiedmann, 2007). As shown in Appendices, Appendix A, The ICW is a luxurious establishment. It offers its customers a lavish lobby area which is the first impression customers have as they walk through the door. As shown by the Academy of Marketing Science, the number of consumers purchasing luxury products and services is increasing, giving ICW an opportunity for further growth within this market, (Hennigs, Siebels, Wiedmann, 2007). Environmentally conscious consumers In an increasingly ecologically conscious market place consumer perceptions are changing and buying behaviours are affected by the environmentally sustainable image of businesses, (Emerald Insight, 2012). Modern businesses are increasingly looking for ways to decrease their impact on the environment. As well as this, many businesses seek to increase their environmentally friendly image to consumers. The Intercontinental global brand focuses on the idea of responsible business and lessening environmental impacts by managing water, waist and energy more efficiently, (InterContinental, 2012). This presents an opportunity for ICW, to attract customers who are environmentally conscious. Competitor Analysis Competitors Strengths and Weaknesses Table The Wellington Hotel industry is highly competitive so in order for The ICW to be successful it is important to undertake a competitor analysis, which identifies information on microenvironment competitors, (Charbonneau et al, 2012 p63). Microenvironment competitors are product alternatives to The ICW which members of the target market may decide to choose, (Charbonneau et al, 2012 p63). Outlined below are The ICW’s closest competitors which represent product alternatives for The ICW’s target market. Competitor’s strategies, strengths, weaknesses, competitive advantages, pricing and Qualmark star rating will be analysis on the next page in figure 1. Company| Current Strategy| Strengths| Weaknesses| Competitive Advantage| Pricing and Ratings| The Bolton Hotel, Wellington| The Bolton Hotel aims to cater to its guests in a boutique and luxury manner and to be the only 5 star hotel in Wellington of its kind. -Hospitality New Zealand Award winners; best re-developed accommodation hotel 2005, Excellence in Marketing 2006, Excellence in Customer Service 2006, (Hospitality NZ, 2011), and Certificate of Excellence 2012. -Ranked number 1 hotel in Wellington, (Trip Advisor, 2012). -Onsite restaurant, Artisan, won restaurant of the year 2010, 2009 Team Gold Award winner and 2011 Beef and Lamb Excellence Award. -New Zealand’s first car stacker making g uest parking quick and efficient, (Bolton Hotel, 2012). These help to position The Bolton as the market leader for boutique luxury hotels in Wellington. | -Is the only one of its kind in the world as it is a boutique hotel, so it does not reach a broad target market easily and is solely responsible for its marketing on a national and global scale. | -Bolton Hotel has a product advantage as it is well known locally in Wellington and nationally in New Zealand for being a high class, luxury, boutique hotel. It has a five star rating and has won numerous hotel and restaurant awards over the past 8 years. -Qualmark 5 star rating and Enviro- Gold rating for environmental sustainability. -Pricing from NZD$199. 00, (New Zealand, 2012). | The Rydges Hotel Wellington| To be the landmark hotel in Wellington which offers a mid to upscale hotel product to corporate travellers, couples and families alike. | -Hospitality New Zealand Award winners; Excellence in Marketing Award 2009, (Hospitality NZ, 2011). Finalists; Excellence in Customer Service, Best Accommodation Hotel, Excellence in Marketing Award, 2012, (Hospitality NZ, 2012). -Premium member of Conventions and Incentives New Zealand. This has positive marketing implications as this membership enables The Rydges Hotel, Wellington, to reach out to a broader target market of business travellers, (Conventions NZ, 2012). -Rydges Hotels and Resorts is an international brand meaning marketing is delivered to a much broader target market through a network of hotels, resorts and the associated advertising/marketing campaigns. -Wellington’s newest and largest hotel built en route from the railway station to the city, (Studio Pacific Architecture, 2007). | -Formally branded with the InterContinental Hotel Groups company, Holiday Inn. This could have negative implications including the risk of their hotel being associated with the Holiday Inn brand and the financial loss of the changing image such as loss of customers and the costs of advertising the new brand/ownership, (Studio Pacific Architecture, 2007). | -Rydges Hotel has a marketing competitive advantage. -Excellence in Marketing Award winners 2009, finalists 2012. -Premium member of Conventions and Incentives New Zealand. -Part of International Rydges Hotels and Resorts brand. -Its premium inner-city location means a higher exposure to a large target market of business and leisure travellers. -Qualmark 4+ star rating and Enviro-Bronze rating for environmental sustainability. -Pricing from NZD$149. 00, (New Zealand, 2012). | The Amora Hotel Wellington. | -To focus on superior comfort, luxury and contemporary styling. Providing business class accommodation and superior service, catering for business conferences and leisure travellers, (Amora Hotels and Resort s, 2012). | Hospitality New Zealand Award winners; Best New/ Redeveloped Accommodation Hotels 2011, (Hospitality NZ, 2011). -Trip advisor Certificate of Excellence winner 2012. -Award winning Grill restaurant on site. -Largest hotel ballroom in Wellington. No booking fee and flexible cancellation policy. -Location offers great value in the centre of the city near Te-Papa Museum, and Wellington Festival and Conventions centre, (Amora Hotel Wellington, 2012). -Part of an international brand meaning higher brand recognition on a national and global scale. | -The Amora Wellington was branded on febuary 1st 2011, formerly the Duxton Hotel Wellington, (Wellington NZ, 2011). -The challenge of changing the Hotels brand image in the consumers/custom-ers perspective. | Marketing advantage: -International branding which has positive marketing implications on a national and global level. Product advantage:-In the centre city. -The largest hotel ballroom in Wellington for events on a large scale, therefore reaching a large target market of business and leisure travellers. | -Qualmark 4+ star rating. -Pricing from NZD$149. 00, (New Zealand, 2012). | James Cook Hotel Grand Chancellor Wellington. | To provide a luxury standard and friendly, professional service to discerning business and holiday travellers, (Grand Chancellor Hotels, 2012). | Hospitality New Zealand Award winners; Excellence in Customer Service 2003. -Partnership with Air New Zealand Environment trust: Shows good practice. Qualmark Enviro- Silver rating. -Silver Earthcheck certification from EC3 Global: Shows good practice. -Community outreach and charity fundraising. -Part of an international hotel brand. (Grand Chancellor Hotels, 2012). | -Located a short work from the centre city so cannot compete as competitively with more centrally located hotels, (Grand Chancellor Hotels, 2012). | Marketing advanta ge:-Environmentally sustainable business with two Enviro- business accreditations. This means that the business is more positioned to attract customers who are environmentally conscious. -Qualmark 4+ star rating and Enviro-Silver rating. -Pricing from NZD$220. 00, (New Zealand, 2012). | InterContinental Wellington’s competitive advantage Internationally branded The ICW is part of IHG, the largest hotel company in the world. This provides The ICW with numerous competitive advantages. With being part of a large global corporation like IHG, there is a large source of capital for supporting the business in its operating and marketing capabilities, (AXA, 2005). Marketing efforts carried out by IHG on a global scale benefit The ICW. This is because the marketing material is distributed over many global markets so global brand recognition of IHG is high, leading to a high brand recognition for The ICW. This is a competitive advantage which is sustainable into the future because IHG has good past performance and is expected to continue operating into the future. This therefore provides surety for ICW and its customers that the brand image, the services provided and the overall business will remain operating into the future and continue to deliver value to its customers through exclusive, luxurious, 5 star hotel accommodation. In conclusion The ICW being part of the largest global hotel company provides customers with brand recognition and the chance for them to become accustomed to the high class services provided, thereby increasing the chance they will visit in the future. Macro-environmental Analysis Economy The business cycle. The New Zealand Economy is currently coming out of a recession. One News, reported that New Zealand is experiencing slow but gradual economic recovery from the recession, (2012). Comparatively, a new IMF report indicates modest growth within New Zealand’s economy, (Stuff. o. nz, 2012). With the business cycle in recovery there are positive indicators that consumer confidents will begin to rise again, as an improvement in production will result in increasing income levels, seeing an increase in the spending of discretionary income within the hotel industry, (Charbonneau et al, 2012 p61). Household income levels. Research undertaken by Research New Zealand, shows that house holds earning over $70,000 are less effected by the economy and changing business cycle than those households earning less than $40,000, (Research New Zealand, 2008). This shows that the higher income bracket is less likely to be effected by economic recessions. The target market for ICW is this higher income bracket so this is of potential for market growth strategies. Demographic market opportunities The number of New Zealand male residents aged between 45 and 64 (ICW’s target market) has increased 65. 8% from the period 1991 to 2011 as shown in appendices, appendix C. This presents an opportunity for growth for The ICW, within the domestic tourist market. Baby Boomers, those born between 1946 and 1964, represent a large proportion of the population, and their numbers are increasing! They also represent ICW’s target market because as shown in appendices, appendix A, the majority of customers at The ICW are aged between 45 and 64 (approximation). Socio-Cultural factors and the role of the media Sustainability Awareness. In an increasingly environmentally conscious market place consumer perceptions are changing and buying behaviours are affected by the sustainability of businesses, (Emerald Insight, 2012). In a study done by Research New Zealand, it was indicated that 83% of New Zealanders see the idea of sustainability as important and that 28% of New Zealanders follow the issue closely, (Research New Zealand, 2007). This is an important idea for The ICW because it shows the idea of sustainability is becoming more important in society and sustainable business practices should be implemented to keep up with this. There is rapid growth in the market of environmentally concerned consumers and this represents a growth opportunity for The ICW, (Research New Zealand, 2007). Impact of social media. Social media as a tool for marketers allows product brands to interact with users over a period of time, it has been shown to increase brand awareness and dialogue with customers, (Huffington Post, 2012). Social media such as Facebook, Twitter, blogs, LinkedIn and YouTube are valuable ways to add value to business and the increasing trend of the use of social media in the context of business is an important idea for marketers. This is because as consumers become more technologically savvy and use social media more, it becomes easier to find out information on a company and what other people think about particular products and services. An example of The ICW using social media to their marketing advantage is the Facebook page which includes information on promotions, events, customer reviews and has received 496 ‘likes,’ (Facebook, 2012). TOWS Analysis Opportunities and Threats Opportunities| Why? | Threats| Why? Strategic Plan? | -Become the market leader in sustainable business practices In the luxury hotel segment. Thereby expanding target market. -Increase competitiveness in the Hospitality New Zealand Awards for Excellence program. | This is an pportunity for The ICW because consumers are becoming increasingly aware of sustainability and to many this is an important issue. Environmental sustainability for the ICW would increase the positive associations with their brand and an environmentally friendly business image. This would build upon the current Qualmark Enviro- Gold rating for sustainable business practices. -This would increase their competitive advantage as this is an area where The ICW la cks in comparison to its competition. Every one of The ICW’s competition have won awards through this program over the years. Most distinguishingly The Bolton Hotel which has won 4 of these awards. This is a potential opportunity to increase the marketing capabilities of The ICW because receiving an award from this program would create positive media attention and would be a title benefitting the business for years to come. | The ICW’s competition increasing their sustainable business practices. -Competitor Hotel affordability. | There is nothing stopping competing hotels such as The Rydges and The Amora from increasing their environmentally and business sustainability practices to receive the Qualmark Enviro- Gold rating. This would undermine The ICW’s efforts to be the leading environmentally sustainable business. A strategic planning idea for The ICW to counter this is to act fast in securing the number one position for the most sustainable hotel in Wellington, hotel policies around sustainability would be improved and positive media attention would help to get the message to consumers about The ICW’s increasingly sustainable business practices. If The ICW’s competition were to present the market with more competitive pricing strategies to try and undercut The ICW, this could result in a loss of customers. To counter the possibility of this The ICW needs to further demonstrate through its value proposition and marketing the superior value of The ICW brand compared to its competitors. It is an exclusive, luxury hotel. | Strengths and Weaknesses Strengths| Why? | Weaknesses| Why? | The only Internationally branded 5 star hotel in Wellington. The InterContinental Concierge program, a point of difference. | This provides The ICW with a competitive marketing and product advantage. -Its marketing capabilities are increased due to being part of the largest global hotel company. Product advantage due to being the only one of its kind in Wellington. The ICW’s Concierge program provides guests with authentic local experiences, this is a differentiating strength for The ICW when compared to its competition. The likely impact of this program is that it will ensure The ICW’s visitors enjoy the overall experience of the hotel more than other hotels they have stayed in. | High price relative to competition. -Competitors offer a more ‘awarded’ service| The ICW’s room pricing starts at NZD$210. 00, (New Zealand, 2012). This is high relative to the competition, therefore this will not be affordable to most consumers. The ICW’s competitors all have Hospitality New Zealand Excellence awards. If The ICW received one of these awards this would benefit the company greatly. | Recommendations Future target market I believe the ICW should continue to target the ‘male baby boomers’ market. The population of this market segment is increasing. The ICW’s target market is also wealthy and affluent so are more likely to spend higher amount of discretionary income on luxury. This is an attractive target market segment for ICW because of the higher income levels of this age group, also it has always been the target market for this hotel so existing knowledge of this market segment and the experience The ICW has with delivering their product to this market can be used advantageously. Corporate strategy- Market Penetration The ICW has a stake in wanting to increase market share of its target market segment. I recommend The ICW implement a market penetration strategy coupled with improvements to their existing product offering. This will seek to grow the business by increasing sales of its existing product to their current target market, including current users and users of competing brands, (Charbonneau et al, 2012). I think this idea will be successful because this Target market has worked well and proven to be profitable for The InterContinental brand in the past and based on the situational analysis conducted in this report, the market for wealthy, affluent, male travellers between 45 and 64 who are seeking luxury experiences is a predominant market. In order to achieve Market Penetration, The ICW will need to convince consumers that the value created, delivered and received from their product is better in some way than the competitors in the luxury hotel market. Value Proposition The ICW will need to satisfy the needs and wants of their target market the baby boomers to further penetrate the hotel market. They will need to build on their reputation as Wellington’s only internationally branded 5- star hotel and deliver value through improvements on their product and being the market leader in luxury hotels in Wellington. An opportunity presented in the TOWS Analysis is for The ICW to become the market leader in sustainable business practices in the luxury hotel segment. This will create a competitive advantage because consumers are now concerned with sustainability more than ever and positioning The ICW in this way will attract a growing number of consumers who are concerned for the environment. This will create value for ICW because consumers are willing to pay more for environmentally friendly products so profit margins will increase. Value for The ICW’s customers will increase; they will gain ethical and moral value knowing they are helping support the environment and sustainable business practices. Another opportunity identified in the TOWS analysis is the need for The ICW to increase competitiveness in the Hospitality New Zealand Awards for Excellence program. This is an area where the competition is doing it better, shown by the fact that all of the competition has won an award over the past ten years. In order for The ICW to be more competitive and achieve its goal of being the market leader, it needs to increase its chances of winning an award. This would create value for the business because of the positive media attention this would create and the winning of an award being remembered for years to come. Customers and consumers would benefit from this because they would know of the award and feel further informed about the hotel. Therefore value will be added to The ICW’s product offering if they win an award of Excellence from Hospitality New Zealand, and become the market leaders in Wellington for luxury, environmentally sustainable hotels. These will add value to both the business by and to its customers by benefitting them.