Communism s Effect On Technology - 907 Words

Jalan Herbin History 102 Jeffery Leatherwood 10 September 2015 Communism’s Effect on Technology World War II began because of an invasion from Nazi Germany to Poland causing Britain to declare war on Germany. During the fall of World War II and the beginning of the Cold War, space exploration was at the top of America’s to do list. America was not the only country interested in gaining answers about the solar system and its planets. There were many times during the Cold War where the Soviet Union would have dramatic increases in science and technology. The Union of Soviet Socialist Republics also known and the Soviet Union or USSR was a nation located in Eastern Europe and Northwestern Asia and its capital was Moscow. The competition between the United States and the USSR to see who could explore space by using artificial satellites and manned spacecraft began after the launch of the first Soviet satellite. Even though the society of America wanted to pursue the competition, President Eisenhower, however, did not want increase tensions. World War II begun in 1939 and ended in 1945 and was between two groups of countries, Axis Powers and The Allies. The Axis Powers included Germany, Italy, and Japan. The Allies included Britain, France, Australia, Canada, Soviet Union, China, and The United states. After Britain and France declared war on Germany because Germany invaded Poland, World War II began. Initially the War was only between Britain, France and Germany, butShow MoreRelatedUnited States And The Soviet Union1651 Words   |  7 Pagesending in 1991. Although the war had ended, Americans were still in fear of the spreading of communism that may affect their society as a whole. Americans also feared the Soviet Union’s new technological advances such as the launch of Sputnik in 1957. In response, Eisenhower had increased science and math curriculums in educational programs. However, many other social programs were overshadowed by Eisenhower s new policies of pouring a large amount of the U.S. government spen dings into military defenseRead MoreThe Time Period Of The Cold War1387 Words   |  6 PagesCold War, made it hard for Americans to continue their optimism historian Stephen Ambrose commented. This paradigm shift is evident in the texts from the era, and by studying them we come to understand the values and atmosphere of the time and the effect those values had on the texts. The Cold War began after the end of World War II, after the atomic bombing of Hiroshima and Nagasaki by the United States of America; that continued until the early 90s with the dissolving of the Soviet Union. The twoRead MoreThe Great Depression Of The Brave New World934 Words   |  4 Pageswithin today s society. As human have become more civilized the evolution of eugenics, economies, and politics recently occurring events could lead one to believe that humans will eventually have a society like the one in Brave New World . The first example is how every country s economy is in some type of national debt. If major economy were to collapses it will cause a ripple effect throughout the world. This has occurred once in recent history, the Great Depression in the 1930’s . This subsequentlyRead MoreThe World Of The Second World War1641 Words   |  7 Pagesweapons technology, and advancement of science. I. How technology almost ended two countries at once, the not so Cold War. Technology did threaten to end the two nations at once. Historical records show the simulations of attacks and the resulting defense measures for both sides and how at the end, not one of either country would be victorious. Therefore both the United States and the Soviet Union continued to explore science to come up with better ways of defeating their enemies. Technology andRead MoreAp Us History 2001 Dbq Essay1081 Words   |  5 Pagesspread of Communism. I. General American Fears after WWII. A. Spread of Communism fear of U.S. becoming Communist. B. China Communist fear. C. McCarthyism heightened fear. D. Hesitation of action to prevent WWIII ^ fear. II. Eisenhower Administration A. Massive retaliation; nuclear weapons prevented USSR attack. B. Containment policy to prevent war/attack. C. Interstate Highway System to ^ US defense against Communism. D. CIA overthrowing/prevention of spread of Communism. E. KoreanRead MoreJulius And Ethel Rosenberg Was Spies For The Soviet Union Essay1333 Words   |  6 PagesProf. Brian Weber HIST102 I009 20161215 Julius and Ethel Rosenberg were spies for the Soviet Union. They were citizens of the United States and were convicted and executed for committing espionage. They were secretly relaying information about technology and certain prototypes relating to the atomic bombs. This is one of the most infamous cases of espionage. Just nine days after Julius was arrested, United States Forces engaged in the Korean War. It is important to understand not only how theRead MoreVietnam And The Vietnam War1711 Words   |  7 Pages â€Æ' The Vietnam War was one of the bloodiest wars in the history of Vietnam. Vietnam use to be a peaceful country until the idea of communism started spreading across Vietnam. Many wanted to stay democratic but saw what happened to the Germans and started to lean towards communism. Many also wanted to stay democratic and still had it hopes high that it will soon get their lives and economy back on track. It later exploded into a huge argument and then leads to a civil war spurring between NorthRead MoreThe Cold War Between The United States And The Soviet Union1654 Words   |  7 Pagesbetween the two superpowers was tense. To understand the underlying problems between the USSR and the United States, it is crucial to go back into history and reflect on pre World War II. Before World War II, the United States was growing weary of communism and even Joseph Stalin’s way of dictatorship over the USSR. On the other side, the Soviets resented the Americans for the delayed entry into World War II. This delay cost the Russians tens to thousands of casualties. Also the Russians disliked theRead MoreConflict Between North And South Korea957 Words   |  4 PagesConflict in Korea The U.S.’s conflict with North Korea is as old as their leader is short. It all started in the late 40’s and early 50’s with the war on Communism. The U.S. feared the rise of Communism in its neighboring states and the effect it might have on American politics; this phenomenon was referred to as the Domino Effect. As a result of this fear, the U.S. took action in an attempt to avert this perceived inevitability. One of the Nations we took action in was Korea; the North was backedRead MoreThe Influence of Science Fiction1059 Words   |  5 Pagesmessage. Even though the United States and the Allies won World War II, there was paranoia about Communism including the fear of invasion by the Soviet Union and China. This fear came from the Cold War and the failure of the Korean War. The United States had come out of the war as a world power and people felt that the U.S. had a duty to act as a police force around the world in order to stop Communism and Socialism. This lead to feelings of paranoia about what that power would bring to the country

Racism By William Shakespeare s Othello - 1277 Words

Racism in Othello William Shakespeare wrote Othello during the wars between Venice and Turkey dating back to the sixteenth century. On November 1, 1604, Othello was performed for the first time by King’s men at the court of King James I. Race is one aspect that affects people’s lives. â€Å"Racism rejects mankind and a means of legalizing diversity† (Mutlu 135). With traces of racism, Shakespeare portrays the story of a general and his wife. From the beginning of Othello, there is a coordination of racism. Othello is shown a representative of prejudice racism. Othello is a Moor, but dedicates his life to serve the society as a solider. The people referred to him as an â€Å"other†, â€Å"old black ram†, and â€Å"thick-lips†. Before the names, bad decisions are made by the people who are considered to be Othello’s servers. The first voicing of racism begins with Iago. Iago voices his thoughts with the following verses: â€Å"Now, sir, be judge yourself/Whether I in any term am affined/ to love a Moor† (I.I.37-40.1292). When marriage is brought upon, the prejudice of Othello’s race â€Å"puts a wall in front of the eyes of others† (Mutlu 135). Discrimination and prejudice racism should not display itself as mistreating the one that is different. Iago cannot bear Othello being black and having a higher rank than he does. The marriage of Othello and Desdemona sparks the s tart of racism. It adds extra hate onto the already hatred feeling Iago has towards Othello. Iago thinks that an African AmericanShow MoreRelatedRacism By William Shakespeare s Othello1197 Words   |  5 Pagescentury, many scientists supported the belief that the human race could be categorized into different ethnic groups. Racism is generally defined as discrimination, prejudice, or antagonism directed against an individual(s) of a different race or ethnicity based on a certain belief. Every society that once lived on this Earth has essentially been affected by this global issue. Racism has been one of the most malicious aspects of the human race since the very beginning of history, and is still a topicRead MoreRacism And Manipulation Of William Shakespeare s Othello2226 Words   |  9 Pages Racism and Manipulation In William Shakespeare’s Othello Racism has been an inevitable aspect of human society throughout the centuries, from Elizabethan England to â€Å" Separate but equal, here in The United States not too long ago. Shakespeare’s tragic play Othello, portrays a young, and recently married Moor named Othello. His own demise is initiated by various deceits, such as his lofty new position as the Venetian Republic’s army general. During the time Shakespeare lived there was an overallRead MoreOthello, By William Shakespeare1140 Words   |  5 Pagesâ€Å"Othello† is a play written by William Shakespeare in 1603. In this play, Shakespeare features three major characters: Othello, Iago, and Desdemona. Othello, a black man, and Desdemona, a white venetian secretly eloped in the play. Iago shows racism and prejudice towards their relationship because of their skin colors. In the play, Iago says: â€Å"Even now, now, very now, an old black ram is tupping your white ewe. Arise, arise! Awake the snorting ci tizens with the bell, or else the devil will make aRead MoreWilliam Shakespeare s Works Of Shakespeare1126 Words   |  5 Pages Before I start right off in this essay, I believe it s only fair you should know a little back story of the author himself; William Shakespeare. Shakespeare was born April 26, 1564 in Stratford-upon-Avon, which is located in the United Kingdom. Even though his goals were to become an actor, he fell into writing and become one of the most well-known writers in his life. There s a lot of controversy surrounding Shakespeare and there s many people who believe that he, himself did not write his famousRead MoreThe Tragedy Of Othello, The Moor1720 Words   |  7 PagesThe Tragedy of Othello, the Moor the Venice: The Fall of A Man for His Race by Josà © Pineda. Professor Arzola English 2322 5 July 2015 Outline. Thesis: The tragedy of Othello, the Moor of Venice written by William Shakespeare, the author uses a characters to express the complex social circumstance of race at the time and how the white men’s ideas about black people leads to their hate and downfalls throughout the play. Sociological Approach. I. Summary plot. II. Description of the mainRead MoreOthello : Racism And The Moor1013 Words   |  5 Pages Othello: Racism and the Moor William Shakespeare’s Othello uses the racial tensions of the period to enhance the execution of the play subtly. At the time of his writing, ethnic minorities were so disregarded, almost to the point of being ignored, yet Shakespeare chooses to make the protagonist a black male who rises to power. Repeatedly throughout the play, the contrast of black and white as opposites permeates almost every plotline. When referring to Othello, the otherRead MoreOthello, The Moor Of Venice, Is One Of The Principal Tragedies1180 Words   |  5 PagesOthello, the Moor of Venice, is one of the principal tragedies by Shakespeare. This tragedy contains many themes which are important in society today. Many aspects of people s lives have changed, but the way people think is still the same . Shakespeare s Othello wants to underline the psychological and social impact of racism; and the power of manipulation as well as jealousy. These are the most important themes throughout this drama. Othello takes place in Venice, Italy. He was a black generalRead MoreOthello, By William Shakespeare1178 Words   |  5 Pagesprofitable in condition of good and immorality. Othello is presented as good and Iago as evil, but Iago and Othello’s relationship also shares a distrust of their wives. The overall logical argument is based on love, jealousy and betrayal between two lovers that ultimately leads to their separation because of Iago’s evil plan. I am using this article to agree with Berry s view on how Iago separates two lovers just so he can take retaliation on Othello by manipulating everyone to unmasking their trueRead MoreOthello, By William Shakespeare894 Words   |  4 Pagesthose that which occurred in Othello written by William Shakespeare. Throughout the play Othello, we see the struggles of a marriage that is not accepted by their society. Othello is a extremely cherished black general living in a primarily white community. The play begins with Othello secretly becoming married to a white woman named Desdemona. This reasons others who are white to become angry and excuse to dislike this black man further more than they already do. Othello is a downward spiral from loveRead MoreThe Tragedy Of Othello By William Shakespeare Essay1418 Words   |  6 Pageswork. However, for many centuries the writer has also been seen to have a diagnostic function, scrutinizing the ills of their society and portraying them for the w orld to see. William Shakespeare, 1564-1616, was an English playwright, poet and actor, widely regarded as the greatest writer in the English language and the world s most distinguished dramatist. His surviving works, including some collaborations, consist of about 38 plays, 154 sonnets, two long narrative poems and a few other verses. His

Marketing Falls Mountain Lodge

Question: Discuss about the Report for Marketing of Falls Mountain Lodge. Answer: Introduction In this assignment, a case study report has been developed for the Dawson Falls Mountain Lodge. It is a small boutique facility of national repute located within the Mount Taranaki National Park of New Zealand. The hotel provides premier accommodation and proposes to expand the room capacity by 15 and exclusive tramping packages. Guests have the opportunity to experience spectacular scenery while enjoying exclusive adventure packages within the environmentally pristine national park. The resort helps to develop clean green environment along with peaceful relaxation. The objective of this assignment is todevelop a Strategic Marketing Plan. It is required to develop vision of the company for 3-5 years. The scope of the report is to analyze the consumer behavior for the resort in line with Tourism life cycle and sustainabilityanalysis. The website of the resort has been analyzed in order to find the possible targets for Dawson Falls Mountain Lodge. In addition, it has been analyzed which part of the market are not considered in the website. There are 5 key points have been provided to improve to the website of Dawson Falls Mountain Lodge. It has also been discussed in this report that Dawson Falls Mountain Lodge can utilize Walshs (2015) Research Opportunity Spectrum in Conjunction with Kozak and Martins (2012) to improve offerings for gold and platinum tourists. Finally a critical review of the promotional strategies for Dawson Falls Mountain Lodge has been developed that will result in channel growth, profitability and increase in revenue. At the last part some recommendations have been provided to the resort for future improvement. Development of a strategic marketing plan As Hosany and Martin (2012) mentioned that, strategic marketing plan is the written document that can be considered as the set of decisions that an organization is trying to achieve. It is a set of goal along with a set of tactics and strategies to achieve those goals. In this section, a strategic marketing plan has been developedfor Dawson Falls Mountain Lodge for three years. Situational analysis PEST analysis Political factor As Manyika et al. (2013) mentioned that, political environment that exists within a country has significant impact on the hotel and tourism industry. It has been found that politics has affected the daily life of many citizens in New Zealand. Hotels and resorts have to come up with ways to cope with the political situation of New Zealand. According to Sigala et al. (2012), the political approach has significantly affected the ability of local visitors to travel around the country. It has been analyzed thatthe business of Dawson Falls Mountain Lodge depends largely on international and local tourists. The New Zealand government has taken various approaches to determine the number of foreign tourist who will visit the country. Economic factors It has been found that the economic focus of the country is on tourism (Kang et al., 2012). The average income level of the country has affected the business performance of Dawson Falls Mountain Lodge. According to Australian Bureau of Statistics the average household income of New Zealand is $67,000 (Hamel Breen, 2013). In addition, the inflation rate has also affected the performance of hotel industry in New Zealand. It has been found that inflation rate of the country is 0.70%, which is considered as the lowest in the world (Kabani, 2013). Social factors The key social factor that affects the business of hotel industry is the consumer life style and the existing food consumption trends (Kang et al., 2012). It has been found that 72% of the total population of New Zealand lives in urban areas (Sigala et al., 2012). They are becoming more health conscious. Their opinion about food and services offered by an organization has significantly affected the business performance of hotel industry. Technological factors As Hosany and Martin (2012) mentioned that adaption of technology ahs significant impact to determine the amount that a customer is willing to pay for the hotels. Dawson Falls Mountain Lodge has improved its standard in order to meet the expectations of tourists. The company has automated its booking system so that customers can book their rooms via interne. In addition, adoption of social media marketing helps the resort to expand its business. Figure 1: PEST analysis for Dawson Falls Mountain Lodge (Source: Okazaki Taylor, 2013) SWOT analysis Strengths The hotel provides premier accommodation and proposes to expand the room capacity by 15 and exclusive tramping packages. Guests have the opportunity to experience spectacular scenery while enjoying exclusive adventure packages within the environmentally pristine national park. It helps the resort high end customers towards it. Weakness The resort is unable to attract middle income level customers due to its high price. In addition, the hotel has some issues related with security and maintenance. The resort has limited its market by not having wireless internet available throughout the hotel. Opportunities The resort should lower its price of rooms in order to attract the local medium income level tourists of New Zealand. The resort can improve its website and increase social media marketing to expand its market. The resort has to focus on product differentiation. Dawson Falls Mountain Lodge has already started too differentiate their products and services for different customers (Gold level and platinum level). Threats The major threat of the resort is the competitiveness of hotel industry. The resort has to go through constant pressure in order to improve its standard. The increasing rate of tax and changing regulations poses major threat for the resort (Manyika et al., 2013). Figure 2: SWOT analysis for Dawson Falls Mountain Lodge (Source : Trusov et al., 2012) Setting vision/ objectives for the company According to Abdulsater et al. (2014), situational analysis helps to answer the question where are we now. Setting the vision or marketing objectives can help to answer the question where do we want to go. In this stage, goals for the company has been developed that can translate the mission of the organization into easily understandable statements related with markets, sales, marketing mix and occupancy. Mission and vision of Dawson Falls Mountain Lodge The mission of the resort is to delight our guests every time by creating engaging experiences straight from our heart. The vision of Dawson Falls Mountain Lodge is to be the first choice for guests, colleagues, shareholders and business partners. Reducing price of rooms in order to attract middle income level customers 1st year Development of social media marketing activity 2nd year Looking to expand business in other cities of New Zealand 3rd year Figure 3: Objective of Dawson Falls Mountain Lodge for next 3 years (Source : Kwong et al., 2012) Development of marketing strategy As Khanna and Palepu (2013) stated that, a proper marketing mix is a crucial for the success of a hotels marketing effort. Marketing mix helps to indicate several variables to target specific category of guests. 1) Services and facilities In order to attract potential customers and guest, the management team of the resort needs to focus on facilities and services. The resort have to select right services and facilities, develop effective promotional strategies (both online and offline) and finally needs to develop effective pricing strategy to attract middle level customers. Dawson Falls Mountain Lodge can improve product offerings like food and beverage, transportation facilities, entertainment, health and wellness facilities, parking facilities, health and wellness facilities. The resort can cater different facilities for different market segments. For example, a leisure guest on a family looks for wellness and recreational facilities of the resort. On the other hand, business travelers like to have facilities like video conferencing, internet connectivity and video conferencing. 2) Place and distribution The hotel is located at the end of Manaia Road in Egmont National Park on Mt. Taranaki. It is located in the native forest, which is itself an attraction (Dawsonfallsmountainlodge,2016). The visitors can enjoy the relaxing Alpine environment with cozy log fires and cold wet days (Dawsonfallsmountainlodge,2016). The resort can use both direct and indirect methods to reach potential customers. Direct Methods Indirect Methods Global Distribution System (GDS) Printed Media Advertisements Hotel Website Booking System Telephone calls Banner Advertisements (Facebook ads and Google ads) Event Planner Travel Agents Online Travel portals (HotelIQ, Trip Advisor) Independent travel agents Independent hotel representatives Figure 4: Direct and indirect methods to reach potential customers (Source : Mullins, 2012) 3) Communication and promotions The sales and marketing director of the resort should try to develop the most effective promotion and communication mix. As Abdulsater et al. (2014) stated that promotion is the method in which a hotel can communicate with its target customers. There is various communication and promotion channels, the resort can use to develop effective communication with tourists. They are such as Facebook Page, Brochures, Hotel websites, Twitter Channel, TV commercials, billboards. 4) Room rate or pricings As Bergek et al. (2013) mentioned that, development of appropriate marketing strategy is a significant aspect of the marketing mix strategy. In order to attract potential customers the resort has to develop appropriate price for the luxury rooms and normal rooms, food and beverage menus. If they are not priced competitively then potential guests can reject the hotel service. As Khanna and Palepu (2013) stated that rates of the hotel rooms has to be categorized in accordance to the change of season. During the peak season, the resort can charge highest (almost double of the normal rate) to the guest. Wang et al. (2012) argued that there is no defined peak season for hotels and it varies hotel to hotel. During the off-season, the demand becomes lowest. At this time, the resort has offer attractive packages for visitors such as Stay for 3 nights and pay for 3 nights. Identification of potential consumer behaviour for Dawson Falls Mountain Lodge Analysis of Dawson Falls Mountain Lodge website The website of Dawson Falls Mountain Lodge has some following in-page contents. They are such as home, rooms rates, bookings, gallery, location, packages, about us, activities and caf. In the home page, a brief description of the resort has been given along with the guest book. In the guest book, customers share various positive reviews about the company (Dawsonfallsmountainlodge, 2016).In the rooms and rates section, description of various types of rooms and their rates has been provided. Customers can book their hotels via online form this section. They are like Honeymoon Suite $230.- for Bed and Breakfast, or $340.- for *Dinner, Bed and Breakfast Package, best views book the Panorama Room 8: $200.- for Bed and Breakfast, or $310.- for *Dinner, Bed and Breakfast Package. The resort has also Spacious Room 5 with views over South Taranaki and Native Bush: $190.- for Bed and Breakfast, or $299.- for *Dinner, Bed and Breakfast Package (based on two guests) (Dawsonfallsmountainlodge,20 16). There are various other types of rooms with different prices, which are discussed in this section. For any booking related enquiry, customers should visit the booking section given in the website. In the gallery section, different images of Mt. Taranaki have been provided along with different delicious foods and luxuries available in the office. In the location section, the map of the resort has been provided along its coordinates and directions. In the "about us section, a brief description about the host has been provided. In the activity section, all the attractive spots near the resort location have been provided. It has been found that there are three major attractive locations are found near the resort. They are such as Envirofur (Possum factory), pioneer village and Tawhiti Museum (Dawsonfallsmountainlodge,2016). Possible targets for Dawson Falls Mountain Lodge based on the website After analyzing the website of Dawson Falls Mountain Lodge, it has been found that the resort mainly focus on quality rather than cost. The management of the hotel always tries to improve customer experience so that they come back again. All the facilities along with friendly behavior, high standard of foods makes it a luxurious resort. Form this analysis it has been found that, the resort is mainly looking to impress high-end customers. No effort has been provided to cut down the cost of rooms. Due to all the luxuries and facilities, the cost of rooms becomes high. For this reason, it has become almost impossible for local tourists (middle level of income) to afford a room at Dawson Falls Mountain Lodge. Hence, it can be stated that middle-income level customers are missing from the target market of Dawson Falls Mountain Lodge. The messages given by the website With the help of the website, management of Dawson Falls Mountain Lodge tries to send the message to the target market that they can enjoy the the parks natural beauty and rich heritage while relaxing in the Swiss style suites. Tourists can have the opportunity to meet with people from all over the world and share delicious foods with each other. They can expect to have a home like experience and friendly behavior form the workers of the resort. It has been mentioned in the company website that It is a privilege for our family to welcome you as guests into our home and to have the pleasure to share this beautiful part of our country. Our hope, on your way down the mountain, is that you carry with you two of lives precious gifts - fond memories and new friends (Dawsonfallsmountainlodge,2016). points to improve the website There are 5 specific points have been mentioned in which the resort can improve its website. Theyare mentioned below: 1) They need to share blogs about different interesting topics related with the lodge. It can be about the location, foods simply just about customers experience during their vacation in the lodge. These blogs can be about room deals or facilities available in the hotel that makes it special. 2) The management of the resort needs to modify the web page and need to add online booking option at every page. 3) They need to implement direct chatting option in the website so that they can interact with customers directly. 4) They can add some money saving packages to attract middle-income level tourists of New Zealand. 5) Give surprise offers for a certain group of customers. For example, Twitter followers and Facebook followers. Consumer behaviour in line with Tourism life cycle and sustainability analysis As Wang et al. (2012) stated that, in order to develop awareness about consumer behaviour, it is required to understand key requirements of the potential market. As Mohammed, and Rashid (2012) stated that Consumer behavior is the study of individuals, groups or organizations and the process they use to select, secure, use and dispose the products, services, experiences, or ideas to satisfy needs and the impacts that these process have on the consumer and society. It has been found that, presently tourists have become more health conscious. Quality of foods has become one of the most significant factors that can provide sustainable position to the resort in the highly competitive market of New Zealand. Bergek et al. (2013) stated that, presently tourists are looking forward to get extra facilities and luxuries in a resort. For instance, if a tourist comes to stay in a resort for any business purpose, then he or she will expect to get fast and unlimited internet access. On the other ha nd, if a couple come for honeymoon purpose then they will look forward to have luxuries like spa treatment, tourist guides. What are 5 key points on how Dawson Falls Mountain Lodge management could entice the Gold tourist to stay at the lodge? In order to become gold member of the Dawson Falls Mountain Lodge, tourists required to spend 10 nights per year. (It is required for elite status). It has been found that 10% elite bonus required for the Gold tourist. They can book rooms 50 days in advance for reward nights. The facilities that can be provided to the Gold tourists so that Dawson Falls Mountain Lodge can entice them to stay in the resort are mentioned below: Roll-in shower Free breakfast Gold level bathrooms have following accessible areas like towel racks, vanity/sink, closet poles Gold tourists can book their rooms 50 days in advance Call for help (dial 0) button is available What are 5 key points on how Dawson Falls Mountain Lodge management could entice the Platinum tourist to stay at the lodge? In order to become Platinum member of the Dawson Falls Mountain Lodge, tourists required to spend 20 nights per year. (It is required for elite status). It has been found that 25% elite bonus required for the Platinum tourists. They can book rooms 75 days in advance for reward nights. The Dawson Falls Mountain Lodge management provides 5 specific facilities to Platinum tourists in order to entice them to stay in the resort. They are mentioned below: Free airport transfers Free breakfasts Free unlimited internet access Free parking facility Dinner and champagne for special occasions Herbal spa treatments Utilization of Recreational Opportunity Spectrum (ROS) As Mohammed and Rashid (2012) mentioned that, ROS is a tool used to support definition and management of diverse outdoor recreation opportunities. It is based on the assumption that a range of factors (e.g., ease of access, density of use) contribute to recreation experiences, and through arraying various combinations of these factors, distinct recreation opportunities may be defined and managed. Prior to ROS, recreation experiences such as camping had been segmented based upon number factors, influencing satisfaction. These factors were conceptualized as a continua and it is this notion that remains rooted in ROS. It is a Four-tired framework which can link settings, activities, benefits and motivations. There are mainly three types of factors are related with ROS such as resource, social and managerial. What are the ranges of different ROS that are open to Gold tourists? The ranges of ROS open for Gold tourists are mentioned below: The Dawson Falls Mountain Lodge provides exclusive phone numbers for customer services and reservations for Gold level Canada and US tourist members only. The resort can provide various special packages and offers exclusively for elite Gold members like complimentary room upgrade, lounge access and breakfast for 4 guests. They can book rooms 50 days in advance for reward nights. They can provide 250 bonus points for foods and beverages, who stays in Dawson Falls Mountain Lodge. In case of Gold level customers, they only provide free breakfast as it is inexpensive. They have to pay extra if they want to use free internet service and airport transfer facility given by the resort. What are the ranges of different ROS that are open to Platinum tourists? The ranges of ROS open for Platinum tourists are mentioned below: The Dawson Falls Mountain Lodge provides exclusive phone numbers for customer services and reservations for Platinum level Canada and US tourist members only. The resort can provide various special packages and offers exclusively for elite Platinum members. For example, wheelchairs are provided for platinum level customers who are physically challenge. They can use unlimited internet for free. Campaigns are provided to them during special occasions. They can book rooms 75 days in advance for reward nights. The Dawson Falls Mountain Lodge provides 500 bonus points for foods and beverages, who stays in Dawson Falls Mountain Lodge. The resort provides free airport transfers, breakfasts and unlimited internet access to platinum level customers. There are some extra value added services customized in order to fit the amenities and style of the resort. They are some as free parking, dinner, and champagne for special occasions and herbal spa treatments as extra luxuries. There is a table given below to discuss the Recreational Opportunity Spectrum for normal, Gold (elite) and Platinum (elite) members. Range of benefits Normal Gold Platinum Dawson Falls Mountain Lodge reward More than 250 ways to use reward points Late check out Gift shop discounts Lounge access and breakfast Complimentary room upgrade Free local phone Platinum arrival gift Free airport transportation Free parking Champagne for special occasions Herbal spa treatments Figure 5: Recreational Opportunity Spectrum for normal, Gold and Platinum members (Source: Chevalier Mayzlin, 2012) Critical review of the promotional strategies As Christensen and Raynor (2013) mentioned that, independent hotels like Dawson Falls Mountain Lodge do not have the same abundant resources and corporate guidance enjoyed by major business chains. For this reason the resort has carried out and devised their own marketing strategy depending on the quality and style of the hotel and target customers. Mass market promotion The resort has the reach and the marketing power to deliver big numbers when it comes to room nights sold. Most of the travelers of New Zealand are familiar with Dawson Falls Mountain Lodge. It has a dedicated website to support its marketing campaign in the global market. The resort make contract online with both large business chains and individuals to sale hotel rooms on discount. When travelers try to find out hotels near Mt. Taranaki, Dawson Falls Mountain Lodge pops up as their first priority. As Chevalier and Mayzlin (2012) mentioned that, travelers select their hotels depending on the location, facilities and special offers available in that location. Using specialized agencies as selling tools Dawson Falls Mountain Lodge uses travel agencies as the trend of selling tools. These agencies help the resort to find out new ways to compete with renowned online sellers (Rohrs, 2013). For this reason, the resort has started to focus on market niche. For examples, some agencies have specialization to attract customers during off season. They can arrange different types of discounts and special packages for the customers of Dawson Falls Mountain Lodge. It helps the resort to attract customers during the off season. Some agencies often help the resort to develop unique marketing message for tourists, in a way that mass market sellers will not be able to do. Discounts According to Christensen and Raynor (2013), discounts have almost the same effectiveness in hotel business just like any other business. The resort promises its potential guests to provide all the luxuries at lower rate compare to new customers in certain conditions. It also provides attractive discounts on extended stays and frequent visiting. As Blank (2013) stated that, offering discounts helps to improve customer loyalty for an organization. During off seasons, the resort provides on-time special discounts for new customers. It works with local government, to provide special rates in the tourist maps of New Zealand. It helps the resort to gain significant amount of traffic even from one-night-in-town set. It has been analyzed that the cost of sponsorships or promotions for the resort is low and in comparison the potential benefit is high. Partnership activity According to Blank (2013), Promotional strategies that incorporate the needs of more than one business are often cheaper to put together than solo marketing efforts, and appeal to a broader audience. For example, Dawson Falls Mountain Lodge has developed partnership with a local tourist agency. All the tourists, who are using packages form this travel agency, have to stay in this resort, when they come to visit Mt. Taranaki. It cut down the promotional cost for the both the organization as half. Value added promotions As Barrow et al. (2012) mentioned that, value added promotions are both appreciated by clients and sellers. The resort provides different rewards and facilities to the visitors depending on the number of nights they stay. It helps travel agents to sell the luxury rooms easily to potential customers. For instance, the resort provides free airport transfers, breakfasts and unlimited internet access to platinum level customers. All these facilities help the resort to become top priority for the visitors who come to visit Mt. Taranaki. However, all these three facilities are only provided to platinum level customers. In case of Gold level customers, they only provide free breakfast as it is inexpensive. They have to pay extra if they want to use free internet service and airport transfer facility given by the resort. The cost of all these facilities are comparatively but the potential return is high (De Mooij, 2013). There are some extra value added services customized in order to fit th e amenities and style of the resort. They are some as free parking, dinner, and champagne for special occasions and herbal spa treatments as extra luxuries. Social media marketing As Barrow et al. (2012) stated that, Before the guest books your hotel or resort they will probably have done some research to pick the right hotel for them. Through Facebook, Instagram, Twitter and Tripadvisor you have the ability to influence how the guest perceives your hotel or resort before they book.Depending on the customerdemography, the resort has developedappropriate social media campaign. They are mentioned below: Facebook marketing Bergek et al. (2013) stated that Facebook is a place for people to share with their connections all about their vacation pre and post-trip. The resort has developed its own Facebook page, where they share many exiting facts about the resort and its location to attract potential visitors. They have selected an appropriate cover photo for the hotel depending on the seasonality, location and uniqueness of resort. It helps to describe what visitors are going to experience in the resort. They also give updates about the new offers and packages to attract visitors. Instagarm marketing As Barrow et al. (2012) mentioned that, hashtags are the components of using Instagram marketing. As the resort is located beside the Mt. Taranaki, it uses niche hashtags to attract certain group of visitors like #taranakiview. The resort also uses photo contests for customers to show how they enjoy their trip while staying at Dawson Falls Mountain Lodge. It is an effective way to promote positive things about the resort. Twitter marketing In Twitter marketing, the resort has to send a message across in 140 words or less. As Hsu (2012) stated that, Twitter makes it easy for guests to share their experiences with friends to generate referrals. It also provides a gateway to expose guests to what your hotel or resort has to offer. Dawson Falls Mountain Lodge provides different types of offers and packages in Twitter page to attract guests. For example, We are having a Mid-Summer Sale: Buy 2 nights get the 3rd free and All guests who stay now through June 30 get 2 for 1 passes to the Mt. Taranaki. Conclusion In this assignment, a strategic marketing plan has been developed for The Dawson Falls Mountain Lodge located in the Mount Taranaki National Park. In order to analyse the strategic marketing plan situational analysis and SWOT analysis has been conducted. It has been found that the resort has to face tough competition in the hotel industry. The changing rules and regulations also have affected business performance of the hotel. Depending on the analysis strategic marketing plan has been developed for next 3-5 years. In the next stage, the consumers behaviour for the resort has been analysed for different customer segments. In order to analyse consumer behaviour, the website of the resort has been reviewed. Some recommendations are also provided to the resort to improve its website. There some key points have been provided on how Dawson Falls Mountain Lodge management can entice gold and platinum tourists to stay at the lodge. Finally the critical review of the promotional strategies f or the Dawson Falls Mountain Lodge has been done. Depending on all the issues some recommendations have been provided for the resort, so that they can improve their business performance. Recommendations Form the above discussion it has been found that running day-to-day operation of a hotel is not a easy task. The management of a hotel has to develop appropriate policies in order run day-to-day operations smoothly. The hotel management has to make sure that all the hotel guests are treated fairly and equally. For this reason, there are some recommendations have been provided for the Dawson Falls Mountain Lodge to improve its business operation. Development of efficient HVAC system In order to conserve more energy, the hotel management needs to tell their guests that they cannot keep their rooms as cool as they like. It has been found that the hotel management spendmore than 50% of the operational budget on heating and air conditioning. It has been found that using highly efficient High Voltage Alternative Current (HVAC) can helps to save cost for air condition. It uses fewer kilowatts and less energy to heat and cool a room. Taking care of employee welfare Hotel industry is a service oriented industry, where it is important that employees project an outgoing and friendly behaviour towards the customers. The management of the resort has to treat employees fairly and recognizing employees in accordance to their achievement. They need to provide communication training and technical training to the employees so that they can behave properly with their customers. Making differentiation with competitors Providing some unique benefits and facilities can help the resort to differentiate it from their competitors. For instance, the resort can extend the checkout time up to 3 pmor give extra 10% off on every room during off seasons. Focus on customer satisfaction Customer is not always right. It is not always just a catchy phrase. It is also a fundamental strategy of hotel business. If the guests are satisfied with the service, then they will pay positive dividends.On the other contrary, if the guests are not satisfied, then they will give negative posts on hotel review sites. Hence, it will cause loss of customers. Provide better opportunity to the important customers From various statisticalanalyses it has been fund that 20% of the visitors of a hotel are account for 80% of their revenues (Hsu, 2012). As the resort has many large corporate customers, the management of the resort needs to focus on providing direct attention in the marketing campaign for important customers. Reference list Abdulsater, A., Balasubramanian, A., Wang, B., Madani, F., Mansour, M., Talla, R. (2014).Technology Road Map for Tesla Motors Sedan EV.Planning and Roadmapping Technological Innovations.Springer International Publishing. Barrow, C., Barrow, P. Brown, R., (2012).The business plan workbook.Kogan Page Publishers. Bergek, A., Berggren, C., Magnusson, T., Hobday, M. (2013). Technological discontinuities and the challenge for incumbent firms: Destruction, disruption or creative accumulation?.Research Policy,42(6), pp.1210-1224. Blank, S., (2013). Why the lean start-up changes everything. Harvard business review, 91(5), pp.63-72. Chevalier, J. A., Mayzlin, D. (2012). The effect of word of mouth on sales: Online book reviews.Journal of marketing research,43(3), pp.345-354. Christensen, C. Raynor, M., (2013). The innovator's solution: Creating and sustaining successful growth. Harvard Business Review Press. Dawsonfallsmountainlodge,(2016).Dawson Falls Lodge.Dawsonfallsmountainlodge.kiwi.nz. Retrieved 28 August 2016, from https://www.dawsonfallsmountainlodge.kiwi.nz/ De Mooij, M. (2013). Global Marketing and Advertising: Understanding Cultural Paradoxes: Understanding Cultural Paradoxes. Sage Publications Hamel, G., Breen, B. (2013).The future of management. Harvard Business Press. Hays, S., Page, S. J., Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239. Hosany, S., Martin, D. (2012).Self-image congruence in consumer behavior.Journal of Business Research,65(5), 685-691. Hsu, Y. L. (2012). Facebook as international eMarketing strategy of Taiwan hotels.International Journal of Hospitality Management,31(3), 972-980. Kabani, S. (2013). The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. Benbella Books. Kang, K. H., Stein, L., Heo, C. Y., Lee, S. (2012). Consumers willingness to pay for green initiatives of the hotel industry.International Journal of Hospitality Management,31(2), 564-572. Khanna, T., Palepu, K. (2013).Winning in emerging markets: A road map for strategy and execution. Harvard Business Press. Kwong, C.C., Thompson, P. Cheung, C.W., (2012).The effectiveness of social business plan competitions in developing social and civic awareness and participation.Academy of Management Learning Education, 11(3), pp.324-348. Line, N. D., Runyan, R. C. (2012).Hospitality marketing research: Recent trends and future directions.International Journal of Hospitality Management,31(2), 477-488. Line, N. D., Runyan, R. C. (2012).Hospitality marketing research: Recent trends and future directions.International Journal of Hospitality Management,31(2), 477-488. Manyika, J., Chui, M., Bughin, J., Dobbs, R., Bisson, P. Marrs, A., (2013).Disruptive technologies: Advances that will transform life, business, and the global economy. San Francisco, CA: McKinsey Global Institute. Mohammed, A. A., Rashid, B. (2012). Customer Relationship Management (CRM) in Hotel Industry: A framework proposal on the relationship among CRM dimensions, Marketing Capabilities, and Hotel performance.International Review of Management and Marketing,2(4), 220. Mullins, J., (2012). The new business road test: What entrepreneurs and executives should do before writing a business plan. Pearson UK. Okazaki, S., Taylor, C. R. (2013).Social media and international advertising: theoretical challenges and future directions. International marketing review, 30(1), pp.56-71. Rohrs, J. K. (2013). Audience: Marketing in the Age of Subscribers, Fans and Followers.John Wiley Sons. Sigala, M., Christou, E., Gretzel, U. (2012).Social media in travel, tourism and hospitality: Theory, practice and cases. Ashgate Publishing, Ltd.. Trusov, M., Bucklin, R. E., Pauwels, K. (2012).Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site.Journal of marketing, 73(5), pp.90-102. Wang, C. H., Chen, K. Y., Chen, S. C. (2012). Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors.International Journal of Hospitality Management,31(1), 119-129.

Organizational Behavior and Management

Introduction Directorial behaviour is the study that investigates the blow on persons and groups behaviour in companies undergoing change. This is very important because the resulting knowledge is used to improve the effectiveness of an organization during change (Martin, 2010). Organizational change on the other hand, is the modification in the ranks in an organization.Advertising We will write a custom term paper sample on Organizational Behavior and Management specifically for you for only $16.05 $11/page Learn More Change is inevitable since organizations operate on open systems which interacting with the dynamic external environment. In the following paragraphs, the themes and statements in the â€Å"Eight Stages† in Kotter’s book â€Å"Leading Change† will be compared and contrasted with specific concepts discussed in the Ivancevich textbook. Stage 1: Establishing a Sense of Urgency Kotter speculates that for change to occur, 7 6% of a company’s population needs to embrace change for it to happen. If the whole company is convinced about the need for change, the easier it will be to implement it (Kotter, 1996). One way of creating a sense of agency, is having an honest and convincing dialogues; especially on the market trends and competition activities. The big idea here is that if many employees are involved in the change, the urgency to implement will be fuelled by the employees themselves. Likewise, Ivancevich points out that motivating the employees is important to initiate change. This is because if some employees are motivated, they are bound to motivate their mates (Ivancevich, 2010). When employees talk about the impending change, they will be actually be promoting it. A proper channel should be chosen for communicating matters related to the impending change. This will make sure that all aspects of the change are understood and avoid the spread of wrong information in form of rumours. Wrong information has the potential of creating unrest and this should be avoided. Step Two: Unite a Powerful alliance In order to convince employees that change is crucial, a strong leadership and visible support from the directors should be established. A coalition of professionals from different disciplines should lead the change. Some of these leaders would be needed for their expertise, status and political influence (Kotter, 1996).Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Once the leaders in the organization have been identified, they should be urged to be fully committed up to the emotional level. The coalition formed should then work as a team so as to balance out their weaknesses. This is very important since individuals from different disciplines are bound to disagree and have shortcomings. However, Ivancevich points out the need of recognizing the impact of an informal orga nization in implementing change. There is need to use informal leaders to help initiate change, since formal organizations are usually resistant to change. Communication is much widespread and free in an informal setting than in a formal one. This means that people will be aware of the change in a more casual way and easily adapt to it. Also, communication channels in a formal setting are slower and usually appear dictatorial. On the other hand, an informal way is more welcomed. Step Three: Create a Vision for Change The third step in effecting change, involves setting of a clear vision which can help everyone in the organization understand why and how the change is needed and implemented. The management must ensure that everybody in the organization understands everything regarding the impending change. People tend to accept directives as long as they understand them; therefore proper vision statement is vital for change (Kotter, 1996). In this step, the values that are vital to th e change are determined and a short summary that sets out the future of the organization is developed. Also, everyone in the organization should understand the methods needed to execute the vision created. Ivancevich supports this stage since he emphasizes on the need to have a clearly set vision, mission and plan for change to be successful. This is important as people work best when they know what is expected of them. Step Four: Converse the idea After the mission has been set, it needs to be spread in a very influential way. Since there are usually many messages communicated daily in an organization, the vision of the change has to be communicated in a way that is bound to leave an impact. Therefore, the change vision should be stated powerfully and frequently.Advertising We will write a custom term paper sample on Organizational Behavior and Management specifically for you for only $16.05 $11/page Learn More It should also be embedded somewhere ever ybody in the corporation has a high chance of reading it (Kotter, 1996). During meetings, the change leaders should mention the vision or at any other suitable time. Additionally, the vision should be the basis of making the current decisions and solving the present problems. By keeping the vision fresh on everyone’s minds; it will be a reminder of how to proceed with the current duties. Most importantly, the leaders should be the role model when it comes to adopting change. Ivancevich addresses this issue on his theme of communication. Step Five: Removal of Resistance Kotter’s fifth step in organizational change, points out to the need to remove opposition to transformation. If most of the employees have already embraced change, the few resisting should be eliminated for change to proceed smoothly. It is important for the leaders to identify individuals who are embracing change and those who are not. Once they are identified, the leaders should do their best to convin ce them on the importance of change. If they are still resistance, they should be let go. Rewarding individuals embracing change can be used to encourage the resistant to follow suite. Ivancevich outlines reasons of resisting change: certain employees usually see a change as a form of the bosses to benefit themselves. Others resist simply because there are uncertainties surrounding the whole issue of change. Therefore, due to fear and selfishness, they oppose change. Ivancevich also recommends that the individuals resisting change to be enlightened on the benefits of the change. One of the differences between Ivancevich and Kotter is that Ivancevich recommends the use of force to ensure that change is implemented. Ivancevich therefore, partially supports this stage. However, both of them agree that resistance should be uprooted. Step Six: Create Short-term Wins Success is the best motivator, and therefore employees should be given a chance to celebrate every success in implementing change. Short-term goals in the change process should be set with the aim of achieving the greater change (Kotter, 1996). The goals that are reasonably achievable should be evaluated to see if everything is going according to the plan (Pitts, 2006).Advertising Looking for term paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More For example, by observing sure-fire projects that will not receive any strong critics or expensive, leaders will be able to asses the success rate of the change. Also, they will be able to predict the speed of implementing rate and its efficiency in operation (Kotter, 1996). Finally they will be able to analyze the potential pros and cons of the intended change. If the early targets do not succeed, the entire change process can easily be shattered. In comparison, Ivancevich states that employees like being rewarded for work well done. This is achieved if targets are well set and rewards, either in verbal form or promotions, are given to those contributing to change (Martin, 2010). Step Seven: Capitalizing on the Change Kotter reasons that a lot of change programmes are unsuccessful because triumph is announced prematurely. Quick wins are only the beginning of what needs to be done, consequently, after every win, it is wise to analyze what went right and what can be worked on as far as the next set targets are concerned. To continue building on the momentum already achieved and to keep ideas fresh, new change agents and leaders in change coalition will be needed (Kotter, 1996). In support of this step, Ivancevich points to individuals who act as catalysts and assume the responsibility of managing change activities; they can be managers or employees. Step Eight: Attaching the Changes in the Company’s Traditions At last, to make any change solid, it should be a part of the company’s main business. Because company culture often dictates its activities, the values behind the change vision must be noticeable in the daily work. As a result, efforts to guarantee that the change is experienced in each and every aspect of the organization should be made. This is bound to bring about change in the company’s culture (Kotter, 1996). Ivancevich describes culture as the manner things are done around a certain society. Therefore if change is incorporated in the company culture, it is likely to stick and be accepted as a norm. References Ivancevich, K. (2010). Organizational Behaviour and Management. Boston: Harvard. Kotter, A. (1996). Leading Change. New York: Harvard Business School Publishing. Martin, J. (2010). Business and Economics. New York: Macmillan. Pitts, J. (2006). The Effects Of Managerial Communication and Justice Perceptions. Seattle: Yellowstone. This term paper on Organizational Behavior and Management was written and submitted by user Jovani S. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.