Hamlet Meaning Essay Example For Students

Hamlet Meaning Essay Inside the play Hamlet there exists numerous jokes and expressions, which have a doublemeaning. Little ploys on words which will in general add a touch of amusement to thedialogue of the play. These forked tongue phrases are utilized by Shakespeare tocast a knowledge to the characters in the play to give them more profundity andsubstance. Be that as it may, in particular these expressions cause the peruser or audienceto think. They can show a two sided connotation that not all individuals would pickup on, which is the reason for the remarks. Little is thought about Shakespeareslife, other than he was an extraordinary writer whose works serve to merge literarycasts for a long time to come. This was his occupation, he composed and coordinated plays tobe performed. This was his sole type of salary that we are aware of, it was his wayof putting the bread on the table. In the event that individuals didn't care for what Shakespearewrote, at that point he would not win any cash. On the off chance that the individuals didnt like what theysaw, he turned into the destitute craftsman. Shakespeare composed these discoursed in such amanner as to engage both the Nobility, just as the workers. TheShakespearean theater is a physical appearance of how Shakespeare cooked tomore than one social class in his dramatic creations. These Shakespeareantheaters have a one of a kind development, which had explicit seats for the wealthy,and similarly, an assigned separate standing segment for the workers. Thisdefinite partition of the classes is likewise apparent in Shakespeares composing, inas with the end goal that the respectability of the creations talk in idyllic rhyming pentameter,where as the workers talk in standard writing. Maybe Shakespeare incorporatedthese twofold implications to the lines of his characters with the plan that just aselect measure of his crowd were intended to hear it in either its doublemeaning, or its actual importance. Nonetheless, in any event, when the awf ul legend Hamletswordplay is purposeful. it isn't in every case clear with regards to what reason he utilizes it. To befuddle or to explain? Or then again to control his own uncensored considerations? The energyand unrest of his psyche brings words crowding into discourse, stretching,over-turning and distorting their suggestions. Once in a while Hamlet needs to struggleto utilize the most straightforward words over and again, as he attempts to constrain significance to stream in asingle channel. To Ophelia, after he has experienced her in her loneliness,reading on a book, he rehashes multiple times Get thee to anunnery, differing the expression practically nothing, essentially emphasizing what wasalready said by changing get the chance to go. This well knownquote, right up 'til the present time can't be deciphered completely, for religious shelter is a placewhere nuns live, yet it is additionally a massage parlor. Hamlet appears to intentionally cast ashade of disarray into the brains of the crowd or is it in reality claritywithin disarray. That is, the crowd can all the more likely comprehend t hethoughts and internal battle of Hamlet by means of these clashing terms. After Hamlethas visited his mom isolated in her storage room and killed Polonius,after she has beseeched him to talk no more, and after his fathersghost has returned, Hamlet rehashes pleasant evening multiple times, withstill less changes in the expression than Get thee to a cloister andthose among going with words as it were. So Hamlet is by all accounts attempting to containhis contemplations even by utilization of these straightforward words, instead of authorizing a singleand basic message as a first perusing of the content may recommend; and the wordscome to shoulder further, progressively amusing or increasingly barefaced implications. It is from thesephrases, which even figure out how to befuddle the perplexing psyche of Hamlet that we beginto get a brief look into the aims of Hamlets brain, and seeing just exactlythe way he ticks. A great part of the sensational activity of this disaster is inside the headof Hamlet, and pleasantry speaks to the stunning, opposing, unsettled,mocking nature of that mind, as it is torn by frustration and positive love,as Hamlet looks for both acknowledgment and discipline, activity and tranquility, and wishesfor fulfillment and destruction inside a world he sees to be against him. He can be unexpectedly quiet or awful; he is able to do wild giggling and tears,and additionally playing respectful and rational. The story is a sort of secret and chase,so that, underneath the different appearances of his wit, we are made acutely awareof his internal disappointment, and generally expect some goals toward the end ofthe disaster, some unambiguous giving out which will report Hamletand his motivation aright to the unsatisfied among the peruser. Hamlet himself isaware of this desire as the end approaches, this despite everything further whetsour expectation for what is to turn into. A normally repeating topic throughoutthe play is that of trustworthiness. It is presented in the start of the play andas the play proceeds, its utilization turns out to be increasingly normal, just as more andmore unexpected. This subject inside the play itself is amusing, for as Marcellus saidSomething is spoiled in the territory of Denmark and this defilement wesee so displayed in the play is a long way from fair. At the point when Hamlet applies the wordhonest to the primary characters of the play, his utilization of turns out to be obviously ironic,and a great part of the dull funniness of the play gets from Hamlets pleasantry. Poloniusmarks that however Hamlets affronts appear to have neither rhyme nor reason, yet there ismethod in t. In Act II, it is Polonius that is the principal target ofHamlets incongruity of the utilization of genuine. Hamlet calls him first afishmonger which it has numerous implications, including the implicationthat Ophelia is a prostitute and Polonius is her pimp. What's more, obviously, Polonius hasemployed his girl in his plot to find the profundity of Hamletsmadness. When Polonius says he isn't a fishmonger, Hamlet repliesThen I would you were so fair a man. At the end of the day, he wishesPolonius was as fair as a basic fish dealer, or significantly all the more annoying, ashonest as the pimp Hamlet intimated he might have been. In thi s scene, Hamlet likewise usesthis amusing significance of genuineness against Rosencrantz and Guildenstern when hetells them I won't sort you with the remainder of my workers, for, tospeak to you like a legit man, I am most horribly joined in. He seemsto imply that he can't address them with genuineness, since they themselves aredishonest in their plans. Genuineness reverberates as a topic in Hamlet becausenothing may be, as it appears in Denmark. The King beguiles the world and imagines alegitimacy he doesn't have; Hamlet misdirects the court by pretending madness;Polonius, Rosencrantz and Guildenstern all attempt to mislead Hamlet into revealingwhy he is troubled, and nobody realizes what is truth and what is a falsehood. Theworld has not become genuine, as Rosencrantz claims, however exploitative, and nobody wholives in it can keep his genuineness unadulterated from the undermining air. Hamlet appears tobe the character that utilizes most of such quips and expressions in the play . History Individual Study EssayHe can be unexpectedly quiet or awful; he is prepared to do wild giggling and tears,and additionally playing amenable and rational. The story is a sort of secret and chase,so that, underneath the different appearances of his wit, we are made acutely awareof his internal disappointment, and generally expect some goals toward the end ofthe catastrophe, some unambiguous giving out which will report Hamletand his motivation aright to the unsatisfied among the peruser. Hamlet himself isaware of this desire as the end approaches, this despite everything further whetsour expectation for what is to turn into. A regularly repeating subject throughoutthe play is that of genuineness. It is presented in the start of the play andas the play proceeds, its utilization turns out to be increasingly normal, just as more andmore amusing. This topic inside the play itself is amusing, for as Marcellus saidSomething is spoiled in the province of Denmark and this debasement we see so showed in the play is a long way from legit. At the point when Hamlet applies the wordhonest to the fundamental characters of the play, his utilization of turns out to be obviously ironic,and a great part of the dull silliness of the play gets from Hamlets wit. Poloniusmarks that however Hamlets affronts appear to have neither rhyme nor reason, yet there ismethod in t. In Act II, it is Polonius that is the primary objective ofHamlets incongruity of the utilization of genuine. Hamlet calls him first afishmonger which it has numerous implications, including the implicationthat Ophelia is a prostitute and Polonius is her pimp. Furthermore, obviously, Polonius hasemployed his girl in his plot to find the profundity of Hamletsmadness. When Polonius says he isn't a fishmonger, Hamlet repliesThen I would you were so genuine a man. At the end of the day, he wishesPolonius was as legitimate as a straightforward fish merchant, or much all the more annoying, ashonest as the pimp Hamlet implied he seemed to be. In this scene, Hamlet likewise usesthis amusing significance of genuineness against Rosencrantz and Guildenstern when hetells them I won't sort you with the remainder of my hirelings, for, tospeak to you like a legit man, I am most frightfully joined in. He seemsto imply that he can't address them with trustworthiness, since they themselves aredishonest in their goals. Genuineness reverberates as a topic in Hamlet becausenothing may be, as it appears in Denmark. The King beguiles the world and imagines alegitimacy he doesn't have; Hamlet tricks the court by pretending madness;Polonius, Rosencrantz and Guildenstern all attempt to mislead Hamlet into revealingwhy he is distressed, and nobody comprehends what is truth and what is an untruth. Theworld has not become fair, as Rosencrantz claims, however deceptive, and nobody wholives in it can keep his genuineness unadulterated from the debasing air. Hamlet appears tobe the character that utilizes most of such qu ips and expressions in the play. These expressions, which have two sided connotation, could speak to the inward turmoil,which is by all accounts destroying Hamlet. By observing an unequivocal multifaceted nuance tomany expresses in the play, we can without much of a stretch see that everything isn't as it shouldbe. Villages character is tossed into disarray. He is in grieving the demise ofhis father, and afterward his mom weds his uncle. He is goaded at her, and ontop of the entirety of this he sees the phantom of his dad instructing him to retaliate for hiswrongful mu

Case Study for Coca-Cola vs Pepsico for 2009 Free Essays

LP 6. 2 Comparative Analysis Case, The Coca-Cola Company and PepsiCo, Inc. Guidelines: Go to the book’s friend site and utilize the data discovered there to respond to the accompanying inquiries identified with The Coca-Cola Company and PepsiCo, Inc. We will compose a custom paper test on Contextual investigation for Coca-Cola versus Pepsico for 2009 or on the other hand any comparable point just for you Request Now (a) What were the money and money counterparts detailed by Coca-Cola and PepsiCo toward the finish of 2009? What does each organization order as money reciprocals? Answer: On April 9, 2009, Coca-Cola Company detailed money and money proportional to be $6,816,000,000 and on December 26, 2009, PepsiCo announced money and money identical to be $3,943,000,000. Coca-Cola has made practically twofold the money and money identical than PepsiCo. Money proportionate from the two organizations by and large including their time stores and different ventures that are exceptionally sold and have developments of a quarter of a year or less at the date of as money reciprocals from the two organizations. Coca-Cola Company commonly finance a critical part of their profits, capital uses, authoritative commitments, and offer repurchases and acquisitions with money created from working exercises. They depend on outer financing for extra money necessities. The Company doesn't ordinarily raise capital through the issuance of stock. Rather, the organization use obligation financing to bring down generally speaking expense of capital and increment their arrival on shareowners’ value. Allude to the heading ‘‘Cash Flows from Financing Activities†. PepsiCo accepted that their money creating ability and monetary condition, along with their rotating credit offices and other accessible techniques for obligation financing, would be satisfactory to meet their working, contributing and financing needs. As of December 26, 2009, their activities in Venezuela involved 7% of their money and money reciprocals balance. b) What were the records receivable (net) for Coca-Cola and PepsiCo toward the finish of 2009? Which organization reports the more prominent stipend for far fetched records of sales (sum and level of gross receivable) toward the finish of 2009? (c) Assuming that allâ€Å"net working revenues†(Coca-Cola) and allâ€Å"net sales†(Pepsi Co)were net credit sales,compute the records receivable turnover proportion for 2009 for Coca-Cola and PepsiCo; additionally register the days exceptional for receivables. What is your assessment of the distinction? The most effective method to refer to Case Study for Coca-Cola versus Pepsico for 2009, Free Case study tests

7 Great Online Research Resources for Writers

7 Great Online Research Resources for Writers 7 Great Online Research Resources for Writers 7 Great Online Research Resources for Writers By Mark Nichol Doing exploration to fortify a present story or article, or to get thoughts for another one? You can google all you need and trust in a profitable return, however to take part in an engaged inquiry, attempt one of these interceded encounters: 1. Infoplease From recent developments to reference-work area assets to highlights about history, this site puts a momentous exhibit of data close enough. Advisers for the countries of the world, courses of events of political, social, and social turns of events, unique quantitative and subjective highlights like â€Å"The Worlds Most Corrupt Nations† and â€Å"Color Psychology,† and more spread pretty much anything you could consider. 2. The Internet Public Library Not at all like the other reference fixates on this rundown, the IPL is an entry to other Web destinations, overflowing with registries of connections in points like Arts Humanities. (Word reference of Symbolism? Check. Ask Philosophers? Right. Amazing Lighthouses? We got your unbelievable beacons directly here.) If you need foundation data on either fiction or genuine ventures, make a trip for a little while I simply challenge you to leave without a digressive snap or ten. 3. The Library of Congress The online nearness of the official vault of information and legend of the United States is an essential asset not just for true to life journalists looking for foundation data for themes yet in addition for fiction creators looking for chronicled setting for a current undertaking or motivation for another one. 4. Merriam-Webster Online The distributing world’s word reference of record is readily available online just as in print, with a thesaurus and Spanish-English and clinical compendia, for sure. The word reference additionally incorporates reviving can’t-we as a whole simply get-along utilization editorial. (That and which, as pronouns that present prohibitive conditions, are tradable.) You’ll likewise discover video instructional exercises on use from word reference staff, a Word of the Day highlight, word games, and an assortment of language-watch highlights. 5. Refdesk Refdesk.com, as Infoplease, is a clearinghouse for online research, with connections to feature news and ageless data the same. You can without much of a stretch lose all sense of direction in its Daily Diversions registry, which incorporates joins not exclusively to humor, games, and incidental data destinations yet in addition to increasingly decent assets like DailyWritingTips.com (whoo!). On the off chance that you have an inquiry, odds are you can discover the appropriate response on this site. 6. Snopes How would you check that this self-portrayed â€Å"definitive Internet reference hotspot for urban legends, fables, fantasies, gossipy tidbits, and misinformation† is what it professes to be? Go to the site and discover. The fine people at Snopes.com will sort you out about any of many posts each with a conspicuous critical symbol, and editorial to back it up about that one thing you think you recollect you found out about that a certain something. (For instance: Posh originates from an abbreviation for â€Å"port out, starboard home† the perfect individual areas for housing on an extravagance liner right? Signal the ringer. False.) TruthOrFiction.com is a comparative site. 7. Wikipedia This client created online reference book got a ton of fire a couple of years prior for some erroneous data posted by somebody with resentment, however that was a separated occurrence. Likewise, numerous sources caution against utilizing Wikipedia as an essential hotspot for inquire about. All things considered, don’t falter to benefit yourself of the abundance of data accessible on the site a lot of which is composed by topic specialists in the field being referred to. At that point click on one of the online sources connected in the references, or take your inquiry to one of different locales in this rundown. Need to improve your English in a short time a day? Get a membership and begin getting our composing tips and activities day by day! Continue learning! Peruse the Freelance Writing classification, check our mainstream posts, or pick a related post below:Grammar Test 1Writing the Century45 Idioms with Roll

Interactive Tools for Websites - The Writers For Hire

Intuitive TOOLS FOR WEBSITES What’s the distinction between a decent site and an incredible site? The appropriate response isn’t basic, so don’t attempt. An incredible site is straightforward, simple to explore, instructive, elegantly composed (obviously) †¦ and locks in. On the off chance that your peruser isn’t connected with, they’re not focusing on you or your site †and that’s awful. So after your peruser has wrapped up the impeccable duplicate that you’ve emptied your central core into, why not let them unwind and play a smidgen? That’s where intelligent apparatuses come in. Devices are an incredible method to energize a site and hold guests to your site engaged. They hand-off data that some web perusers probably won't comprehend when they read your duplicate, however may comprehend on the off chance that they get an exhibit. However, what makes a decent apparatus? All instruments need to have a least two attributes: they should be significant, and they should be enlightening. You don’t need to mortar a securities exchange ticker on the highest point of your BicycleWorld site, that just doesn’t bode well. Similarly, you don’t need a guide of the world indicating the entirety of your eatery establishments if you’re just situated in Florida. Consider your site †hard. How is your business? How might you compose data into a basic, fun apparatus that can get your visitor’s (and potential customers) consideration? The models above aren’t terrible devices, they’re just gravely utilized. A securities exchange ticker would be extraordinary for a monetary site, and an intelligent guide is valuable for any business that includes numerous areas inside a predetermined topographical territory. Some different apparatuses to consider: †¢ Cost-sparing number crunchers †¢ Videos †¢ Blog streams †¢ Calendars †¢ Real-time trackers †¢ Interactive outlines †¢ Counters †¢ Anything else you can think up! In the event that you don’t as of now have a cool apparatus up on your site, think about the conceivable outcomes: it’ll make your site truly pop, and keep guests on your site longer. By and large, it’s a success win for you.

The zen of test prep

I used to use the words zen and test prep in the same sentence only in the most tongue-in-cheek manner, but Ive been thinking about it seriously of late, and I actually think theres a connection. First, though, lest you think Ive gotten all new-agey, let me make it clear that I am not talking about meditating in order to get yourself in test-taking mode or reduce your anxiety or anything of that ilk. There are test-prep companies that do that sort of thing, but Ill refrain from voicing my opinion about them. Suffice it to say that I am a firm believer in the principle that the best way to reduce test anxiety is simply to master the material on the test. What Im talking about is the attitude with which you approach the entire test-preparation process. One of the things Ive noticed is that students who come to me knowing that they have big gaps in their knowledge and that they dont really know what theyre doing tend to end up with higher scores in the long run than students who come to me with relatively high scores, convinced that they only have to find the one trick thatll make everything perfect. I think that this is largely because the first group has whats known as beginners mind: because they have no illusions about knowing more than they actually know, theyre wide open when it comes to absorbing new information. They simply learn it and apply it as necessary because they know its their only hope, and consequently their scores often rise dramatically. The ones who think they know it all or are convinced that they deserve a particular scorewell, they usually dont do anywhere near as well as theyd like. The other thing that characterizes my most successful students is that they never take the test too personally. That is, even though most of them have complained about it or tried to get out of it completely on occasion (Erica, how about we forget the SAT for today and just talk about Harry Potter? Come on, you know that would be SO much more fun), in the end theyre willing to accept the test on its own terms. Its really impossible to overstate the importance of that last part. Its very satisfying to rage against the College Board for making you take this horrible, stupid, unfair test with ridiculous correct answers that people only pick if they know the right tricks. (And everyone knows that of course the SAT is just about tricks.) The problem with that mentality is that while its gratifying in the short term, it can be very damaging in the long run because you never bother to take the time to learn how the test actually functions. Heres the zen part: that means giving up your ego and forgetting about what you think. Whether you agree or disagree with a particular answer is utterly irrelevant; the test isnt going to change for you. It just isnt, no matter how worked up you get. Thats a hard notion for a lot of people to swallow, but the sooner you can accept it, the sooner youll start to make progress.

Key Factors for Success - Free Essay Example

5.0 Key Factors for Success Key factors for success (KFS) are the critical factors or activities required for ensuring the success of a business. They need to be identified so that an organization can ensure that they can delivers value that meets and exceeds the expectations of its targeted customers better than competitors (Bowie and Buttle, 2007). Two key factors for success have been identified for PPKLIA hotel. The hotel physicals condition and hotel website. PPKLIA established 11 years ago, the exterior of the hotel building now seems aged and the exterior image of the hotel is in old condition with an unattractive design. At first sight, it does not bring an impression of the hotel being a 5-star luxury hotel. This can be considered as one of their weaknesses since there is often an intuitive feeling that effective design can attract customers from the desired target market segment and enable the hotel to price accordingly while operating the unit in an efficient way with the result of this greater market awareness and customer volume is increased profits (Ransley and Ingram, 2001). Hence, PPKLIA should have a refurbishment plan to upgrade the hotels design in order to achieve what had stated by Ransley and Ingram. The hotel web site is another factor which is considered critical to the hotel. To hospitality practitioners, the internet offers a means for them to sell their products to global customers without any geographical or time constraints (Huizingh, 2000). The driving force for hospitality suppliers to establish their web sites includes lower distribution costs and thus higher profits, and a larger potential market. Similarly, consumers can search for their needed information and directly communicate with suppliers at any time and in any place (Waller, 2003). Thus, the web site is an important medium for the hotel to communicate with their markets. 6.0 Mission Statement Organizations develop corporate mission statement in order to share them with their managers, employees and in many cases, customers and other publics (Kotler et al., 2006). According to Pearce and Robinson (1991), mission statement can be defined as broad statement of characteristics (product and market), goals (profit and growth) and philosophies of a business or simply its purpose and philosophies (Byars, 1984). Mission statement below is based on current situation and potential development of PPKLIA. Pan Pacific Kuala Lumpur International Airport Hotel will be regarded as the paramount leader of airport hotel in Asia exemplifying service of unmatched sincerity and professionalism. Pan Pacific Kuala Lumpur International Airport Hotel will be the best choice in serving the honorable business and leisure travelers according their different needs and wants. At here, we will treat all of our guests as our priority through the delivering of caring and efficient hospitality to create a truly unique signature service where every signature service comprises of our commitment and responsibility on the service provided. Our dedicated employees will go through a series of developing and training in an effort to mould them to become an extraordinary individual in providing a unique sense of professionalism to the guests. We will ensure that every employee is treated fairly with dignity where constantly support and caring from leaders to continuously improve productivity and customer satisfaction. As our hotel surrounded by an oasis of greenery in fusion with luxury, we committed to environmental protection and stewardship by mitigate the impacts on the environment with all the stakeholders to promote and implement responsible environmental practices and continuous improvements. We will ensure our products and services will remain in the high quality to provide satisfaction to the current and future potential customers and at the same time to breakthrough the limitation in creating competitive advantage vis-ÃÆ'Â  -vis competitors by actively expanding our presence globally, with potential developments in a number of domestic and international markets. 7.0 Strategy Formulation The task of analyzing the organizations external and internal environments and then selecting appropriate strategies constitutes strategy formulation. It is a process of taking actions consistent with the selected strategies of the organization (Hill and Jones, 2006). 7.1 Prioritize Existing and New Target Market PPKLIAs current target market composed of business travelers, airline crews, tourists and transit passenger, while 80 per cent of the hotel guests are foreigners with the largest group coming from the United Kingdom and Australia. According to Bowie and Buttle (2007), business travelers tend to be less price-sensitive, since employer generally meets hospitality and travel expenses. This has made them have more budgets to spend in the hotel. Also, they are less concern on seasonal aspects because business travelers contain business trips that are unavoidable due to their job nature. Moreover, with the recent economic downturn, many companies revised their travel spending, with companies arranging meeting near the airport in order for delegates to fly in and out on the same day (Boston Business School, 2009). This causes business travelers as frequent, or regular, users of airport hotel accommodation. Therefore, a 50 percent of target market allocation for business travelers should firstly being prioritized. Besides, a 35 percent of target market will be allocate for transit air travelers as the second group to be prioritized since PPKLIA is the preferred choice for transit air travelers with a few long hour in-between flights. Due to the nature of location of the hotel, it provides convenience to this target market to check-out the hotel and able to catch their flight by just going through a 5-minute walking distance of sky bridge that connecting the hotel and airport. Moreover, these transit passengers are mostly come from the Europe countries where they have high spending power. Thus, it should not be overlooked. Airline crew is the third priority target market group with a 15 percent of target market allocation for it since PPKLIA is an airport hotel, the high volume of intercontinental, regional and international flights, coupled with the need for airline crew to have proper rest periods between flights, has created a demand for group accommodation for hotels within approximately 15 45 minutes travel time of major airports (Bowie and Buttle, 2007). While the distance between KLIA and PPKLIA is only a 5-minute walk make it as the preferred choice of hotel for airline crew to stay in. A prediction from World Tourism Organization (WTO) on China, it expected to send 100 million visitors to other countries (Zhang et al., 2000). Thus, a 60 percent of market allocation should falls under it as first future potential target market to be prioritized. On the other hand, with the popularize by the Tourism Minister Datuk Seri Dr. Ng Yen Yen, the Japan market would permeate into Malaysia gradually by selling product-service that suit the different target market such as sophisticated office ladies and men, students and pensioners. Therefore, this market would have a 40 percent of market allocation being ranked as the second market to be prioritized. Hence, PPKLIA should grab this opportunity to adjust its products and services to prioritize these markets by cater the needs and wants for the Chinese and Japanese in an effort to enlarge its target market for the business. 7.2 Positioning Statement The concept of positioning statement in a marketing strategy calls for the creation of an image the consumers perception of the subjective attributes of the property vis-ÃÆ'Â  -vis those of the competition. This perception may be radically different from the propertys physical characteristics and the distinction between the perception and the reality is especially important for hotel marketers (Lewis, 1981). Based on the previous internal and external analysis, a repositioning should be carried out in order to revise the marketing strategy for PPKLIA as to increase sales. As a result, a new positioning map (Please refer to Appendix I) has been developed that emphasized on offering the same quality product-service to the guests but with lower price. From the previous positioning map, PPKLIA being plotted at the highest position for the two variables since it has the most expensive room rate compared to its competitors and is the nearest to the subject location, KLIA. As in the new positioning map, PPKLIA is being proposed to lower its ranking from five to four for the price variable. In other words, PPKLIA is encouraged to lower its room rate to the range of RM 375.00 RM 450.00 in order not to have a big difference with its primary competitors while at the same time maintain its quality. Below is an overall positioning statement follow along with statements for various targeted segment of PPKLIA. Pan Pacific Kuala Lumpur International Airport Hotel is a five-star airport hotel recognized by prestige awards and accolades based on the high quality product-service offered. At here, we have world-class luxury rooms and suites which are designed to exceptional standards with an intrinsic eye to detail with sumptuous food and beverage outlets serving an extensive variety of exotic cuisine. Meanwhile, a complete facilities and services are offered as well. We also provide a broad array of meeting and banquet services for business travelers and corporate group. Our hotel is surrounded by an oasis of greenery in fusion with luxury themed hotel to boast a relaxation during guests accommodation. All employees are treated as the hotels associates where associate implies partnership and working together and thus they would bring out the best in serving the external customers our guests. Business Travelers: As one of the finest and most conveniently located hotels in Kuala Lumpur, Pan Pacific Kuala Lumpur International Airport Hotel is the preferred hotel for business travelers and corporate groups to conduct meetings and functions in our conference venues that offer enormous flexibility from a magnificent ballroom to our state-of-the-art auditoriums. Also, we provide a home away from home and an office away from the office with a complete set of secretarial services at the Business Centre to serve the needs of productive business travelers. Airline Crew: In Pan Pacific Kuala Lumpur International Airport Hotel, the hotels lush tropical landscape, water features and soothing environment make for a rejuvenating break in combating jet lagged and weary airline crew that becoming a limiting factor in aircraft operations. Transit Passengers: We are a full-service airport hotel conveniently located adjacent to the Kuala Lumpur International Airport with immediate access to the hotel via a sky bridge. It is the preferred hotel choice for transit air travelers with a few long hours in-between flights. Air travelers with early morning departures or late night arrivals will find the hotel perfectly suited to their unique needs. 7.3 Gap Analysis Ansoff Matrix Gap analysis is the art and science of computing the size of the gap between the sales objectives, and where a forecast based on the SWOT analysis of sales in the future on the identified threats and opportunities that impact on the business (Bowie and Buttle, 2007). It is an analytical tool to be used in conjunction with the Ansoff matrix which is the four alternative strategies to help determine how far each type of action will bridge the gap between initial forecasts for growth and the corporate objective for growth. PPKLIA can be considered as a business with growth-oriented that are more likely to set ambitious stretch targets that want to see the value of their investment increase. If achieved, there will be an improvement on the market value or capitalization of the business. As a result, a gap analysis and ansoff matrix (Please refer to appendix J and K) has been developed for PPKLIA to forecast the future sales that can be achieved in three years time. PPKLIA may starts improving its sales by adopting the lowest-risk growth strategy, market penetration. It is a strategy to improve sales by using the existing products in existing markets and this could increase the current customers rate of use or attracting competitors customers (Hsu and Powers, 2002). In order to do that, a plan in increasing the rooms sales of 5 percent has been suggested through the increase of frequency. Besides that, it is advisable to encourage spend from existing customers by creating more different loyalty program for different target market since PPKLIA only offers loyalty program to secretary and left out the others. Meanwhile, a frequent stay program will be offered after the creating of loyalty program where points will be awarded to guests based on their frequent of stay in the hotel. On the other hand, the hotel staffs especially from front office (front desk, operator, and concierge) should be trained on their up selling skills in order to sell the m ost profitable product to the guest to achieve maximum revenue for the hotel while ensuring total customer satisfactions. Besides, advertising and direct mail campaigns will be carried out to target at the ex-customers too. All these activities can help to boost a 5 percent of sales increase to rooms department and may bring the current hotel revenue of RM 61,709,000 to RM 78,843,093 in the future of three years time. The next strategy to be implemented is the market extension. It features the roll out of existing product-service offers in new markets (Bowie and Buttle, 2007). According to Hsu and Powers (2002), it has greater risk than market penetration because the hotel may lose its market development expenditures if the effort fails. The most common market development activity is to identify new geographic markets. From the previously conducted SWOT analysis, Chinese and Japanese target markets have been identified as the potential target markets for PPKLIA in the future and a succession of marketing communication will be carried out to capture this market. By targeting 3 percent of China and 2 percent of Japan market can help in increasing 5 percent of room sales and contribute an overall sale of RM 82,726,908. Another Ansoff strategy where it emphasized on developing new products in a hotel to increase customer satisfaction by improving the product offered. They are usually improvements and product modifications, rather than radical new product-service concepts (Bowie and Buttle, 2007). However, it is somewhat riskier than market penetration because of the costs involved (Hsu and Powers, 2002). According to Mr. Alex Chin, the director of sales of PPKLIA hotel year 2009, there is a rules of thumb where refurbishment will be carried out on the food and beverage outlets every five years and ten years for rooms because what hospitality operations offer is an experience and the physical setting is a representation of the experience offered (Hsu and Powers, 2002). The refurbishment can enhance the quality of products and hence create novelty to the existing markets. Besides, infusion of new technology into the hotel also consider as one of the tactics in enhancing the products and services offer ed. Technology features to be introduced such as the energy management on controlling rooms air-conditioner and lighting operation where the central computer determines occupancy status and adjusts energy consumption accordingly. Based on the previous internal analysis, the spa service provided in PPKLIA has the high potential to become one of the income generators to the hotel. However, it is not well managed and fully developed. Hence, enlarge its services and products by offering more variety of packages to choose from would attract more guests who emphasize on healthy living. The product development would help in increasing 3 percent of the rooms and spa sales that worth RM 3,205,787 and lead to a future total sales of RM 85,932,695 in the year 2011. When new products are introduced in new markets, diversification occurs. The diversification strategy focuses on creating new product-service offers for new target markets. This is the riskiest growth strategy, since the company has no existing customer or product knowledge to exploit (Bowie and Buttle, 2007). The tactic suggested to PPKLIA is to open a new themed restaurant to cater the Chinese and Japanese target market. The themed restaurant may offer Chinese and or Japanese cuisine since PPKLIA does not have these cuisines served on the current food and beverage outlets. If the plan succeeds, it would increase 7 percent of room sales and food beverage sales that contributes to an overall total sale of RM 90,252,325. According to the gap analysis graph, there is still gap between the diversification strategies and corporate sales objectives with an amount of RM 3,329,351. This is due to the corporate sales objectives being set in an ambitious manner and may need further revise. 7.4 Marketing Mix Objectives Marketing mix decisions is made from the marketing strategies and marketing tactics in order to achieve agreed marketing objectives. Marketing mixes for both the strategies and tactics to ensure that the organization wins sales from the targeted customers against the identified competitors (Bowie and Buttle, 2007). According to Bowie and Buttle (2007), objectives should be Specific, Measureable, Achievable, Realistic, and carried out within a set Timetable (SMART). SMART objectives provide an operational target that measure the performance of the business and act as a control mechanism in determining whether management is effective. Below are the SMART objectives set for PPKLIA to be achieved in the next three years. Annual / monthly sales Objectives: To increase sales from RM 61,709,000 in the current year (2008) to RM 93,581,676 in three years time. Customer Mix: To target Chinese and Japanese leisure market, and achieve 10% of the overall customer mix of the hotel in three years. Location: To purchase five busses in three years time to enhance the accessibility between the hotel and Kuala Lumpur city centre. Product Development To reduce 20 percent of the energy consumption from guestrooms annually. To increase 10 percent food and beverage sales in three years time by establishing new themed food and beverage outlet To increase 30 different variety spa product-service within three years Pricing To set the current room rate 25 percent lower to have similar price with its competitors within a year To offer 30 different variety of packages within three years To setup discriminatory pricing for transit air travelers can fences based on the two types of length of time staying in the hotel with two types of prices within a year. Distribution To increase bookings generated through mobile device by 10 percent in a year. To increase bookings generated through the website by 25 percent in the next 12 months Marketing Communication Objectives To increase five percent room sales through e-mail marketing within three years. To increase awareness amongst Chinese and Japanese market by allocates RM 1 million of advertising fees for three years time People To conduct stimulation training for new entrants once being employed and interpersonal customer service training for existing employee every six months. To form empowerment culture within three years time. 8.0 Marketing Mix Strategies All marketing decisions to accomplish the firms grand strategies and annual objectives can be expressed in terms of the marketing mix variables of location, product-service offer, price, distribution, marketing communications, and people. Marketing mix strategies are plans of action to show how the marketing mix variables will be used to achieve the marketing mix objectives and grand strategies (Reich, 1997). 8.1 Location Strategy According Powers (1990), there are three most important factors to consider when opening a hotel, location, location, and location. Without a good or excellent location the businesss chances of success are greatly reduced. PPKLIA sited on 2.25 hectares of land at Sepang which is a town and district located in the southern part of the state of Selangor in Malaysia. Formerly a sleepy town, Sepang has grown by leaps and bounds due to several recent developments such as the Sepang International Circuit and Sepang Goldcoast. However, it still lack of tourist spots that would offer sightseeing or entertainments. Transit passengers, who prefer not to rest in the room during the few long hours in-between flights, would suggest to pay a visit to Kuala Lumpur (KL). As the capital of Malaysia, it is the most modern and developed city in the country, with contemporary high-rises and world-class hotels, glitzy shopping malls, and international cuisine. It would definitely provide an ultimate guests satisfaction in the aspects of entertainments. Also, places such as Putra World Trade Centre, Kuala Lumpur Convention Centre and so on are where most of the business travelers would have their meetings, conference, or tr ade show conducted. However, guests who want to access to KL from PPKLIA may feel inconvenience since the hotel located 58 kilometers away from KL and it needs 50 minutes of car driving time to reach there. Even though there is a rail service by Express Rail Link (ERL) which is a standard gauge and electrified airport rail link in Malaysia that connects the KLIA with the Kuala Lumpur Sentral (KL Sentral) transportation hub. Nevertheless, the service is costly for guests who need often access to KL from PPKLIA with a one way ticket that cost RM 35.00 for an adult and RM 15.00 for a child. In order to enhance the accessibility to KL, a strategy on setting up a free shuttle bus service for in-house guests will be proposed. Firstly, for the first year of this proposing, two busses will purchase and performance measurement will be implemented in order to know whether the outcome of this strategy brings an increase on sales to the hotel, then only to proceed to the original proposed plan to purchase three more busses. This is because the purchasing of a bus is costly, thus, if it does not bring a good outcome, a new strategy may need to develop. There are two routes to be offer in this service where the first route will have a linkage between the hotel and the Nilai commuter station. Although there are buses at the airports bus station are offering the same service, however, the buses will stop at every bus station to pick up passengers and it would spend about 45 minutes to reach Nilai commuter station whereas the free shuttle bus service will offer direct route for the in-house guests to the commuter station with just 15 minutes with the frequency of every 15 minutes. Another route will link from the hotel to the KL city centre with the frequency of every hour. The service will only operate from 9 a.m. till 9 p.m. for both routes. 8.2 New Product Development Strategy Kotler et al (2004) define new product as a good, service or idea that is perceived by some potential customers as new. Most new product developments in hospitality operations are evolutionary rather than revolutionary (Bowie and Buttle, 2007). 8.1.1 Guests Rooms Since PPKLIA is an airport hotel that linked with KLIA, we would propose that the concept of the hotel should match with the KLIA. According to Sharp (1999), KLIA represents a fusion between nature and high technology with the concept of symbiosis, which Kisho Kurokawa, the designer of KLIA has described as an airport in the forest which is the worlds first environmentally friendly airport. As a result, PPKLIA should blend a unique amalgamation of green (environmental concern) into the hotel since its greenery surrounding provides a vantage point to become a green hotel. PPKLIA utilizes this transformation as a repositioning tool to differentiate itself from its competitors in order to maintain its leading position in the market. One of the key features in creating green hotel is to reduce the energy consumption in the hotel. Based on a study by Page and Siminovitch (2000), an estimate roughly of 60 percent of lighting energy usage occurs during 9 am to 4 pm period when rooms are generally not occupied. Hence, by introducing of key cards systems which include an energy management features that control the lighting operation where the central computer determines occupancy status and adjusts energy consumption accordingly. It keeps the room constant at a minimal comfort level until a guest requests a more comfortable temperature. It will also switch off the lightning operation in the room automatically when guests are not present. According to Mr. Alex Chin, the director of sales of PPKLIA hotel year 2009, the installation of solar film coating at Degree 24-hour Restaurant and Travellers Bar and Grill help to reduce heat from the sun light that penetrate through the large clear windows and glasses. When heat reduced, the energy cost of air-conditioning would be reduced as well. Thus, this same concept would apply in the guest rooms as well to reduce heat and at the same time the furniture and fixtures in the rooms are also protected from ultra violet damage and should last longer and look much better. To assist in the spectacular metamorphosis of PPKLIA, the transformation program will be conducted in stages so as to minimize disturbance to guests and the properties will remain open throughout the transformation. The new key card system will be installing on the first year of the implementation of the objective for the third to sixth floor; while the remaining floors will proceed in the second year. At the same time of installing the new key card system, the solar coating firm will be installing as well. 8.1.2 Food and beverage outlets One critical attribute of successful hotel food and beverage outlets is their ability to appropriately respond to the changing needs of the market while maintaining a profitable operation (Siguaw and Enz, 2007). Thus, the key concerns on product development for PPKLIAs food and beverage outlets will focus on establishing a new themed restaurant. The purpose of having this new restaurant is to serve the needs of the future potential market from China and Japan. Although both of the targeted markets are from different culture and having distinct dietary habit, however, this strategy proposed on the concept similar to the Four Seasons Hotel in Canada that using only one food and beverage outlet with two dining rooms to provide the fusion of Chinese and Japanese cuisine. By having a single food and beverage outlet, the hotel can offer two dining rooms that differ in design, but it shares the same menu, chefs, line cooks, and kitchens. Compared to having multiple outlets, this approach allows the service staff members to provide greater attention to food quality and presentation, to focus on small details, and to deliver higher service levels via a small, highly qualified staff. The new themed food and beverage outlet will build at the second floor of the hotel building by using the closed down North Indian restaurant, Ashoka. The renovation for this new restaurant will implement on the third quarter of the year 2010. When the restaurant is ready for operation with an estimation of six months time from the renovation process to the ability of fully operate, the Chinese and Japanese market already been permeating into Malaysia and would helps in increasing the food and beverage sales to the business. The reengineering of menus and recipe will implement by stages where the first stage will starts on the year end of 2009. Performance measurement will carry out monthly for duration of six months; second stage will proceed if the outcomes fulfill the objectives. On the contrary, a new strategy may need to develop. 8.1.3 Spa In the late 1990s, hotel spas started to follow the path of other operating departments and transformed from support facilities to profit centers where it functions as the complements the lodging experience, drives occupancy levels, enhances average daily rate and provides a distinctive marketing advantage (Anderson, 2007). PPKLIA as a full service airport hotel shouldnt left out the development of its spa service since the demand of spa is increasing where it can create prolonged wellness that integrates and renews body, mind, and spirit. To fully develop the spa operation in PPKLIA, one should know that spas are no longer solely about frivolous self-indulgence and luxurious pampering. PPKLIA should enhance its product-service by adding in a wide range of choices of spa packages with different characteristics for different guests needs such as day spas, medical spas, mineral spring spas or club spas. PPKLIA may need to reevaluate and repackage it with a broader emphasis on self-care, stress relief, emotional balancing, and preventative wellness modalities. Since there is a lots of types of spa, PPKLIA may introduce a few spa type for market testing starting on the year 2009 and the testing may go for a year in order to capture the market preferences and then do repositioning on the following year to offer only one or two types of spa that is the best seller on the year 2009. 8.3 Pricing Strategy Price is a component of the marketing mix and the vehicle used in free enterprise to allocate limited resources. Therefore, organizations should put a great deal of effort into formulating their pricing strategies that integrates marketing and finance in an attempt to create an atmosphere of mutual satisfaction. The product-service attributes are combined with price to provide enough value to satisfy customers, while enabling the organization to cover costs and make adequate profit (Reid and Bonjanic, 2009). 8.3.1 Competitor-Based Pricing From the above competitor set analysis, it can clearly be seen that PPKLIA has the highest pricing when compared to its three other direct competitors. Therefore, PPKLIA should adopt competition-based pricing approach, which is the establishment of price based largely on those of competitors, with less attention paid to costs or demand. The firm might charge the same, more, or less than its major competitors (Kotler et al., 2006). According to Kotler et al. (2006), firms feel that the going price represents the collective wisdom of the industry concerning the price that will yield a fair return; meanwhile holding to the going price will avoid harmful price wars. PPKLIA may need to lower its room rate 20 to 25 percent with which mean the lowest available room rate should be in the range of RM 375.00 RM 400.00 considering the pricing of its main competitors is also close to this price range. A 5 percent of the current room rate will slashed for the first year and it can be adjust grad ually to a certain level that profitable to the business as well. There is another major reason to cut prices, as Kotler et al. (2006) stated, companies cut prices in a drive to dominate the market in the hope of gaining market share through larger volume. The price cutting of PPKLIA would lead its customer to perceive there is better value being offered in the hotel, thus increasing demand. 8.3.2 Product-Bundling Pricing The hotel should also implement product-bundle pricing where it combines several of hotels products and offer the bundle at a reduced price. Price bundling can promote the sales of products consumers might not otherwise buy (Kotler et al., 2006). From the previous analysis, the spa service in the hotel is designated as Dog under the BCG Matrix. This means that the spa service in the hotel is low in demand. Bundling the Spa service with other products in the hotel like room and meal and sell it as a package at a reasonable price would help the spa service to gain demand. A target of thirty packages that includes accommodation, breakfast, buffet lunch meal, and spa service with mix and match method to suit different target market needs and wants the at a competitive price will be offered and introduce to the customers within three years time. 8.3.3 Discriminatory Pricing This strategy refers to segmentation of the market and pricing differences based on price elasticity characteristics of the segments. In discriminatory pricing, the company sells a product or service at two or more prices, although the difference in price is not based on differences in cost. It maximizes the amount that each customer pays (Kotler et al., 2006). Transit air travelers tend to be more price elastic since they are not choosing a direct flight which will cost more than changing flights at other country so that they are not required to go through customs or immigration formalities that may lead to have a cheaper flight. This perception would apply on when choosing the accommodation during their few long hours in-between flights too. They would not pay a room with high price just to pass the time during this short period. Normally, they would rather spend more to have a better accommodation when they reach the exact destination. As a result, PPKLIA may establish different sets of price to fences transit air travelers who have different length of time of in-between flights. For example, transit air travelers who have less than six hours of in-between flight can have a cheaper price without complementary breakfast compare to those have more than six hours in-between flight will need to pay a higher price but with a complementary breakfast. By implementing this strategy, different guests needs are fulfilled. 8.4 Distribution Strategy A distribution channel is a set of independent organizations involved in the process of making a product or service available to the consumer or business user (Stern and El-Ansary, 1988). Development of a distribution system starts with the selection of channel members; the selection of appropriate channels of distribution is basic to the development of successful sales strategies. Once members have been selected, the focus shifts to managing the channel (Kotler et al., 2006). The following will discuss on the enhancement of current marketing intermediaries of PPKLIA. 8.4.1 Mobile Technology A recent survey conducted by EyeforTravel Research (2009) demonstrates the impact Mobile technology will have on the travel distribution landscape in the next 6-12 months with the results explains the challenges and opportunities created by new mobile technologies and the ever increasing used by travel consumers. It was emphasized that the use of mobile in travel distribution in future is unavoidable and it is the key success of any travel business in the future. According to Googles studies on consumer research and buying habits across the Internet, 25 percent of business travelers are more likely access information about travel sites from their mobile phone (Sullivan, 2009). For example, this Mobile Travel Technologies has been adopted by Hilton hotel in the UK and Germany. The launch of this innovative mobile service automatically directing customers to a view of the site optimized for their particular device. The site has been developed with a usability focused User Interface, with minimized clicking, typing and scrolling required. A free-text search allows travelers to quickly locate a particular hotel, find directions or check hotel facilities, and the site has click to call capabilities throughout for those users who want to speak to the Hilton call centre (Mobile Travel Technologies, 2009). With all these supported studies and a real case from one of the hospitality organization, it indicates that this mobile technology is a potential plan to be implemented for PPKLIA. PPKLIA may design a mobile interface website that can load quickly in a mobile phone with web surfing function. Users can access to a range of service and reservations functionality such as room reservation, access and change bookings and view hotel images and information whilst away from their personal computer. In order to implement this strategy, PPKLIA would need to have its own mobile interface website with all the functions mentioned need an approximately a year to develop and may introduce to the public in the year 2010. 8.4.2 Internet The Internet is rapidly becoming an important distribution channel with relatively low costs, allowing the independent operator to gain access to world markets (Kotler et al., 2006). According to Googles studies on consumer research and buying habits across the Internet, in order to find the best deals, consumers will search the Internet for information more often than any other source (Sullivan, 2009). Hence, PPKLIA should focus on improving its website and adding more features in it since it is a central online destination, the web site must provide a wide range of information to satisfy all types of customers who may be at different points in their purchase process. Information such as detailed product descriptions, suggested related products, best seller lists, customer comments and ratings, product support, retail locations, company information, and returns information should be clearly stated as well. Besides, the hotel may provide restaurant seat reservation function on its website, as it is now lacking of this function. By adding this feature, it is possible to meet the distribution objective of increasing the hotel reservation through website. Customer can easily make reservation of all the three FB outlets in the hotel. Since a picture tells a thousand words, PPKLIA should provide more rooms and facilities photographs on its website, so that the customers would know what the hotel looks like, and have a better cognition of the hotels rooms and facilities before they make reservations. Besides, travel videos have also become important as people plan trips. They help people to visualize the surroundings and make better choices on where to stay and what to do (Sullivan, 2009). PPKLIA may consider creating videos to introduce the hotel and its facilities and services. It allows the potential customers to have a more understanding of the hotel and it would help a customer to make their decision whether to stay in the hotel. This is a channel for the hotel to showcase and display itself to the worldwide potential customers, and this function should not be neglected. 8.5 Marketing Communication Strategy The endless goal of most marketing communications is to influence demand and generate sales. To influence demand and generate sales successfully, marketing communication needs to raise the target markets awareness of the hospitality brand and help form their expectations of the hospitality experience (Bowie and Buttle, 2007). PPKLIA marketing communications end goal can be achieved in the following method. 8.5.1 E-mail Marketing E-mail marketing is a direct marketing where targeted e-mail messages targeted e-mail messages based on past behavior enable marketers to create more personal, relevant communications and this should result in higher revenues. Better-targeted communications can break through clutter and help marketers enhance their relationships with customers (Cohen, 2007). PPKLIA might need to send out electronic mails to its ex-customer, the frequent customers and the potential customers as a way to retain the customers by introducing and promoting the current and new products and services offered in the hotel such as packages, special events and so on. Thus, the content of the e-mail is very important to act as a tool to convey the info to its customers and it needs to include the features such as search box to provide convenient when searching for the hotel product-service easily. When customers attempt to buy those products, a Buy Now! button should be included for direct access without going through a complicated purchase process. Some users might wish to recommend those products to his or her friends, hence, a forward-to-a-friend functionality can be added in as well. A Contact Us link or button can provide an indirect communication between the potential customers and the hotel. A design of the interface for the electronic mail need to use a year to develop based on all the functions mentioned above and may use as a marketing tool to capture the target market starting on the year 2010. 8.5.2 Advertising Advertising, as defined by Kotler et al. (2006), is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. From the previous analysis, the Chinese and Japanese markets are regarded as potential markets and have been prioritized; in order to create awareness among these two markets, advertising is the most suitable marketing communication method. Therefore, PPKLIA should implement informative advertising, it is used heavily when introducing a new product category and when the objective is to build primary demand (Kotler et al., 2006). The hotel should advertise itself and its product in Chinese and Japanese language respectively, this can create affinity between the hotel and the two target markets. The hotel can have its advertisements placed in KLIA, Chinese/Japanese airline companies, and in the airports that have direct flight to KLIA in China and Japan. PPKLIA can also advertise in the magazines and newspapers that are always available and provided in the Chinese/Japanese airline and airports. The advertisement will mainly in a form of printing materials such as posters, sales kit, brochure, advertisement in tourism magazine, newspaper and so on. A RM 1 million of advertising fees will be allocate for this strategy whereby RM 30,000 of the fees will be allocate for the first year, the remaining fees will be allocate for the second and third year if only the outcome of this strategy is success, otherwise, a contingency plan may need to implemented. 8.6 People Strategy To have satisfied customers, the firm must also have satisfied employees is the basic premise to be achieved by treating employees as customers (Ahmed and Mohammed, 2002). This could be done by adopting marketing techniques to recruit, communicates and motivate employees, and this approach is called internal marketing (Varey and Lewis, 2000). PPKLIA might need to have a culture change to instigate a feeling of ownership and liberation among staff. It is everyones job to provide a service to customers, whether the customers are paying guests or other departments in the hotel (Watson, 1996). 8.6.1 Training Riley (1996) estimates that 64 percent of the jobs in the hotel, restaurant and catering sector are unskilled or semi-skilled and this lead to the indication of low skills profile of jobs. Most of the hospitality employees do not have any educational background in this industry and usually accumulate experiences through their working life. As a result, in order to improve the situation stated by Riley, training is the most suitable method to be carried out as it is apparent that training at all levels would bring long-term benefits to the organization. For new entrant, training would be a must for them since we do not want them to practice their skills on the customers. Instead, a stimulation practice would develop in an effort to have them practice in an environment that similar to the real workplace. For example, a waiter trainee can practice taking orders in a training restaurant comprised of other servers, the trainer, and a manager, or provide other service situations they will eventually have to deal with it. Besides, PPKLIA may also set up a front desk check-in simulation to allow trainees to practices registering guests. They can go for the real position when they have mastered the skills or methods and are comfortable with this kind of situations that arise when dealing with customers. This stimulation forms an environment into a real world that the trainees need to face, but without real customers, thus allowing the trainee to make and correct mistakes that will not harm the business. Stimulation is generally used for practicing and testing rather than initial instruction (Jazzy and Dunk, 2003). For the existing employees, training should be constantly given in order to maintain and improve their skills level. Training may focus on development based programs such as interpersonal customer service. This program may emphasize on the up selling skills where it helps to achieve maximum revenue for the hotel while ensuring total guest satisfactions. This technique should be trained on employees from front of house such as front office employees and servers by encourage guests to use the best product-service that fit their needs, and enhance their experience during their stay in the hotel. 8.6.2 Empowerment Empowerment involves responsibility to ensure customers are satisfied with the service encounter. This responsibility needs to be matched with delegated authority and supported by appropriate resource such as technology, training and budgets (Bowie and Buttle, 2007). As stated in the previous internal analysis, empowerment is not implemented in PPKLIA and the occurrence of problems may affect the business. This can be solving by adopting a succession of training program on empowerment. The employees are encouraged to empathetic towards customers needs and wants especially they are facing some problems with their rooms, transportation and so on. When employees stand in the customers point of view, they will have a different understanding and may take different actions compare to just to pass the responsibility to the middle managers. Employees should learn that guests need to be acknowledged whilst waiting; want to be treated as individuals; want to see employees who they know and who like their job; and, most importantly, do not want hassle when they are staying in a hotel or dining in a restaurant (Bowie and Buttle, 2007). 9.0 Monitoring, Control, and Contingency Planning The penultimate stage of this strategic marketing planning process is to design a system to monitor and control the plans implementation (Bowie and Buttle, 2007). The key to control is based on SMART objectives. Monitoring measurement can be carried out based on quantitative and qualitative data. Dey (1993); Healey and Rawlinson (1994) stated that quantitative data is based on meanings derived from numbers with the collection results in numerical and standardized data and the analysis conducted is through the use of diagrams and statistics; while qualitative data is based on meanings expresses through words with the collection results in non-standardized data that require classification into categories and the analysis conducted is through the use of conceptualization. The annual / monthly sales objectives can be measures based on sales from each department especially rooms and food beverage outlets. Both of these departments are the income generator, the sales earned would directly reflect the hotels business condition. The customer mix of the hotel business can be measured based on the customer mix ratio. Location objectives will be measure based on the customer feedback from comment card to analyze the customers point of view on the distance between the hotel and the desire destination to go. The product development objective can be measured based on customer satisfaction index to measure satisfaction of customer where interview to be carried out to ask about their satisfaction with the new product-service they have used and consumed including durable goods, non-durable goods and services. Pricing objective can be measured based on the volume of room and spa sold. It indicates whether guests are being attracted to the lowered price and different price sets offered. Distribution objectives can be measured based on the number of booking generated and number of hits on the website whereby more hits indicates the website is being visited regularly. Marketing communication objective can be measured based on the strategies that lead to change in brand awareness and brand image. This can be seen from the improvement of hotel sales. People objective can be measured based on evaluation, appraisal, and employees satisfaction level where the job performance will directly reflects the way employees being treated and it can be analyze through evaluation. In order to control on these measurements on every objectives, a group of committee can be formed by each head of department to carry out the control process in order to see how is the measurements have been effectively measure the outcome of each objective. The control process may conduct every six months in order to keep the controlling process up to date and to take corrective actions if the outcomes does not reach to a satisfactory level. Contingency planning recognizes that the key assumptions upon which the marketing plan is formulated may be incorrect, and contingency plans are formulated on what if? scenarios (Bowie and Buttle, 2007). PPKLIA can collaborate with ERL company to provide cheaper ticket price for in-house guest to enhance accessibility as the contingency plan for the location strategy. Meanwhile, the product development will focus on replacing those old furniture and fixture, and amenities in the guest rooms with brand new design, while a change of concept for current food and beverage outlets will be carry out with the provision of a selection of food and beverage portion to choose from to suit different eater. In the spa operation, it will concentrate on serving medical spa with variety packages. On the pricing objectives, PPKLIA may need to perform penetration pricing for rooms in order to attract new customers. Spa operations should increase the length of time for the spa service while remaining the prices to create value for money concept. Since transit air traveler only rest in the room while waiting for the few long hours in between flights, they might seldom use the amenities in the room, thus, PPKLIA may provide rooms with lesser features and amenities for them as one of the method of cost control as well. Distribution objectives contingency plan may aim to have booking through SMS for those users who prefer quick and convenience service. In addition, discount voucher will be given away to those who make online booking to increase the market coverage. Marketing communications contingency plans includes being involved in corporate social responsibility to create brand awareness through the charity and so on. Also, advertisement will advertise in the Chinese and Japanese tourism website to gain market from these markets. Finally, the people objectives may increase employees involvement in decision making and could encourage creativity ideas; while a practice on having the General Manager to meet face to face with randomly selected employee every week to understand the current situation of the employee as a way of caring to them (Please refer to Appendix L for the monitoring, control and contingency planning table).

Essays on World Mythology

1. The battle within the individual between the greater good of the community and personal desires is just about as old as time itself; the decision that Gilgamesh made to leave his kingdom unattended while he pursued the gift of eternal life for his friend, Enkidu, could have had disastrous consequences, but he decided to do it anyway. The Epic of Gilgamesh is one of the oldest works of literature that we still have today, and the same battles rage within us today. Many of the myths and tales that we have read show this to be true as well. In particular, the greed of Paris when tempted by Helen, the desire of King Menelaus for revenge and the desire of King Agamemnon for personal prestige brought tragedy on themselves and others in Homer’s Iliad, the telling of the Trojan War. According to all accounts, Helen was the most beautiful woman on the planet – even more beautiful than Aphrodite, at least in the opinion of Paris. While the resulting jealousy on Aphrodite’s part allegedly had a lot to do with the next decade of death for the Greeks and Trojans, the decisions that the major players made also were primary factors. First was Paris’ decision to take Helen away with him. Despite the fact that he had to know that war would ensue, the lust that Paris felt for Helen overwhelmed the other factors in the decision, and he spirited her away at the end of a diplomatic mission. King Menelaus, Helen’s (much older) husband, obviously took exception at what he viewed at the theft of his wife, and raised and army throughout the Argive lands to go and get his wife back. While one could argue that Menelaus would no longer have commanded the respect of his people if he had not gone after his wife, the fact remains that it was his choice to g ather the other Achaean kings for war, and it was his decision to chase Helen across the Aegean Sea. Agamemnon, Menelaus’ brother, also put personal desires over the good of others. When he had to give the young woman Khryseis back to her father, in order to appease the gods and get the winds going so that the Argive ships could head to Troy, he insists on getting the woman whom Achilles had claimed from their prior war, Briseis, as compensation, feeling that a king should not have to give up any privileges just to appease the gods. Achilles is so angry about this, though, that he refuses to fight on the Greek side well into the war, which means that there were many more casualties than there might have been otherwise. Agamenon’s selfishness extends the tragedy of Troy much longer than it needed to be extended. 2. A true hero must have an actual quest, and that quest must both be worthwhile and must allow the hero to prove himself or herself. The hero must show courage in accomplishing the quest as well. Odysseus, the central character in Homer’s Odyssey, thinks that he will be able to make his way back from Troy to Ithaca simply, but his refusal to acknowledge Poseidon’s role in helping the Greeks carry the battle means that he will spend the next 20 years fighting against Poseidon to cross the sea back to his home. Odysseus faces and passes many tests along the way, such as avoiding the trap at the island of the Sirens, evading the snare of Circe, defeating the Cyclops, and overcoming the loss of the Aeolian winds. Also, Odysseus grows in character over the course of the story, going from the brash braggart boasting from the ramparts of Troy to the proud yet humble man who, upon finally arriving on the shores of Ithaca, takes on the trappings of a beggar in order to return t o his former splendor on the throne. Lancelot had many heroic qualities, but he ultimately failed to meet the definition of a hero. He was brave, and he did complete many quests, but his ethical failing that results from his affair with Queen Guinevere keeps him from possessing the true title. An actual hero would have remained true to his king, no matter what the temptations; while heroes do exhibit flaws throughout literature, they ultimately overcome them. Instead, Lancelot is drawn into intrigue with Mordred to overthrow Arthur, and it is this treachery that keeps Lancelot from holding the title of a true hero. Many heroes in modern popular culture come from the world of sport. For many baseball fans, as well as former addicts, the professional baseball player Josh Hamilton fits the definition of a hero. He has great talents (which is often another sign of a hero), but his quest is internal rather than external – to overcome the demons of addiction to alcohol and painkillers. In 2004, he faced the loss of any opportunity to play baseball as a career, but he finally decided to set drugs aside and return to the game that he can play just about as well as anyone else on the planet. The closer he gets to completing his internal quest, the better he will be able to play. For those who follow his career with interest, watching him take up the mantle of hero, that he had almost cast aside while falling prey to his addiction, will either confirm his status as a hero, or mark him as a failure who threw opportunity after opportunity away. 3. Most of the ancient creation myths have several commonalities, and the same is true for the Hebrew, Greek and Seneca stories of the origin of the universe. For example, all three stories begin with an emptiness or void that is waiting to be filled. In the Seneca and Hebrew myths, all that is in the darkness is water; in the Greek and Seneca myths, birds are the only creatures that exist before the creation of the world. In the Hebrew myth, the spirit of God is hovering above the waters, instead of a bird. In the Seneca myth, there is a heaven already; in the Hebrew myth, the existence of a heaven is implied by the fact that God felt the necessity to talk in order to bring items into creation – the implication is that there is an audience to hear the things that God has to say. The purpose of creation is the most intriguing in the Seneca myth. The daughter of the mighty chieftain (the ruler of heaven) was sick, and the only way to cure her was to send her through a hole dug near a massive tree, sending her into the void below. The waterfowl below saw her falling and caught her, but wearied from her burden. Conspiring with the turtle and the toad, they created land, and the woman soon conceived a child. That woman’s daughter would give birth to the twins who would start life spreading on the planet, before one slew the other. This is similar to the Hebrew myth in a couple of ways. First, there would be a pair of brothers who would come into conflict, and one would kill the other. Also, the idea of conception without sexual union is part of the Hebrew story, but not until much later, when, according to the New Testament, Jesus was conceived without sexual union. The Greek myth also features a pair of brothers bringing forth people and animals onto the planet, as Prometheus made people and Epimetheus created the animals. Both the Hebrew and Greek myths contain the element of there being a transgression that would damage the fellowship between the gods and their creations. The decision of Adam and Eve to try the fruit from the tree of the knowledge of good and evil ended their stay in the Garden of Eden. Two similar events happened in the Greek creation myth, as Prometheus decided to give man the gift of fire, which led to Prometheus’ eternal punishment. Zeus also gave Pandora the gift of curiosity, as well as a box that she was never to open. When she opened the box, all of the evils in the world spilled out of it, leaving only Hope behind. Both myths explain how evil enter the world; in the Seneca myth, the possibility for evil is already present in the boys.