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.

How Technology Has Changed Today s General Public...

Everybody utilizes innovation consistently whether it be our phones or a pacemaker in an elderly individual s body. The mechanical advances make regular daily existence simpler for everybody. Individuals would state that our era is dependent or ward of innovation. Some would rapidly make that supposition about our era. Individuals in my era could be delegated dependent on their telephones, computer games and so forth since they invest such a great amount of energy of those gadgets. Others would state it is an interest, for example, perusing a book or playing a round of golf. There are some in the more established eras are additionally extremely reliant on innovation, for instance one may have a clock on top of their solution to remind them to take the pills. It is not only the elderly that would be subject to innovation are the general population with handicaps are exceptionally reliant on innovation. Everybody has some kind of reliance on innovation in some sort of way. In today s general public innovation is all around, and new innovation is being created step by step. As I would like to think the general population who say that the more youthful era is subject to innovation isn t right. The more youthful era is simply utilizing the assets accessible to us, whether it be a PDA or a portable PC for school. The more established era is similarly as reliant on innovation whether it be prosthetic appendage or a computer game for PTSD patients. There is a myth sayingShow MoreRelatedHow Electricity And Telephone Changed The Way Of Communication907 Words   |  4 Pages In this essay Marvin, discusses how electricity and telephone changed the way of communication in America. 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What Would Life Be Like Without The Police Essay - 786 Words

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The Impact Of Music On The Heart Of New Orleans Essay

Throughout history, the rise of cultures led to the rise of cultural difference, and those differences both separated people and brought people together. Every culture must choose whether they will allow their differences from other cultures to cause political unrest and war or collaboration and growth. While most people within almost every culture strives for peace, political and religious radicals cry out that deaths of infidels will lead to the greater good. But the sons and daughters of the mothers and fathers, and the brothers of the sisters and the husbands of the wives, taken from them fail to feel justified. Though, in spite of waves of cultural differences causing ebbs and flows of the rising and falling of war and peace, the cohesive effects of music seems to ignore cultural differences by giving them reasons to celebrate their commonalities. 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Born on August 4, 1901, in the poorest section of New Orleans, Armstrong grew up with his grandparents due to his parents’ separation. On January 1, 1913 he made a mistake which turned out to be the best thing that ever happened to him. At a New Year’s celebration in downtown New Orleans, Louis Armstrong, also known as â€Å"Satchmo† and â€Å"Satch†, fired a pistol into the air and was placed in the Colored Waifs’ Home. It wasRead MoreThe Jazz Musici Louis Armstrong1078 Words   |  5 Pages â€Å"Jazz music came to seem not merely an annoyance but a threat,† (â€Å"Roaring Twenties†). The 1920’s was when Jazz became a hit: it was being played in roadho uses, dance halls and places all over the country. It’s a very fast paced sound that was different than what people had heard of before. Louis Armstrong was a very well-known jazz musician during this time. He played the trumpet and was a very good jazz musician. He was in many bands, played in Broadway and traveled playing jazz for people (Wenning)Read MoreThe City Of New Orleans1805 Words   |  8 Pagesâ€Å"New Orleans is unlike any city in America. Its cultural diversity is woven into the food, the music, the architecture – even the local superstisions. It’s a sensory experience on all levels and there’s a story lukring around every corner.† –Ruta Sepetys The city of New Orleans, Louisiana is a very different and special place. The population is about 390,000 based on the 2014 census. The city was named after the Regent to Louis XV, the Duke of Orleans in the early 1700s. It was established by

INFORMATION SYSTEMS DEVELOPMENT PROCESS Essay Example For Students

INFORMATION SYSTEMS DEVELOPMENT PROCESS Essay Oliver LinesBABS 2 OptionManaging Information Systems In OrganisationsRECENT ADVANCES IN SYSTEMS DEVELOPMENT WILL RADICALLYCHANGE THE INFORMATION SYSTEMS DEVELOPMENT PROCESSINTRODUCTIONIn recent years, there has been an abundance of new technologies in the information systems field. These new technologies have altered the very development process itself. Information systems have gone from being a series of one level databases to three dimensional reality, virtual reality, and multimedia systems. In the early days of information systems, the demands were for data, with no real function of artificial intelligence. However, as the 21st century approaches, business has taken on an entirely different function, and the need for individual information systems has grown immensely. This demand for information technology is in all areas of business: corporations, law, medicine, science and even small business. In addition, the worldwide web and the Internet have added an additional factor of c ommunications. Most information systems in use today require at the very least, a measure of Internet capability. In order to understand the changes in these development processes, the history of databases should be analyzed. BACKGROUNDDatabase Management Systems actually began in the 1950s, with what is known as the first generation, also known as file systems on tape. The major task of any computer in those days was to process data under the control of a program. This primarily meant calculating, counting and simple tasks. Second generation databases, file systems on disk, allowed use of computers in dialogue mode as well as batch mode. The development of magnetic disks allowed for more sophisticated file systems, making multiple access possible. These first two generations of DBMS were characterized by the availability of file systems only; strictly speaking these were the forerunners of database systems, the foundations. An important component of these database systems were the static association of certain data sets (files) with individual programs that would concentrate on these. There were high redundancy problems between files; inconsistencies when one program made changes that are not made in all programs; inflexibility against changes in applications; low productivity by programmers since program maintenance was expensive; and the problem of adopting and maintaining standards for coding and data formats. The third generation, pre-relational databases, started in the 1960s and continued into the 1970s. This generation is characterized by the introduction of a distinction between logical and physical information, along with a parallel need to manage large collections of data. Data models were used for the first time to describe physical structures from a logical point of view. With this distinction between the logical and physical information, value systems were developed which could integrate all the data of a given application into one collection. The fourth generation consisted of relational databases and began in the 1980s, resulting in database systems that could store data redundancy free under a central control and in a clear distinction between physical and a logical data model. Systems based on relationship modeling occurred during this period of time. The systems based on relationship modeling are provided with a high degree of physical data independence and the availability of powerful languages. Less of the system is visible to the user, with changes taking place in the background. A shift from record orientation to set orientation marks this fourth generation. As of 1991, there was a fifth generation predicted, post-relational, which we are currently experiencing, and perhaps surpassing. Other applications can benefit from database technology. The development of extensible systems, logic-oriented systems, and object-oriented systems are part of this generation. R.G. Cattel speaks of the changes seen in the last fifteen years:The past decade has seen major changes in the computing industry. There has been a widespread move from centralized computing to networked workstations on every desk. We have seen an entirely new generation of software aimed at exploiting workstation technology, particularly in engineering, scientific and office applications. In database systems, there have been major changes in products for business applications, including the widespread acceptance of relational DBMSs. However, existing commercial DBMSs, both small-scale and large-scale, have proven inadequate for applications such as computer-aided design, software engineering, and office automation; new research and development in database systems has been necessary. (Cattell 1991)The very nature of these new object oriented databases has caused changes right down to the programming level. As we near the end of this century, designers are now looking at databases that can predict the side effects of medicines, eliminating the need for human trial subjects. Other programs are being designed to put in data for architecture to check building integrity. Car manufacturers are able to input data and have three-dimensional models to experiment with, regarding stress factors and damage. With so much new technology erupting every day, some needs have developed for a standardization of protocols and a way to store all the data. DEVELOPMENTSMark Hammond (PC Week) talks about a new development for standardization. IBM has developed DRDA (Distributed Relational Database Architecture) which is a standard interoperability protocol for databases and applications. The DRDA was developed in 1989, and is finally out into the public domain and ready for use. Data warehousing is a new development on the Information System front, and is actually the culmination of new developments in data technology. Gabrielle Gagnon identifies these developments. They include entity-relationship modeling, heuristic searches, mass data storage, neural networks, multiprocessing, and natural-language interfaces. She goes on to say the data warehouse is a centralized integrated repository of information, one that can provide a vital competitive edge for product development. There are several types of data warehouses, including the operational data store (ODS), the data mart, which is of value in analyzing sales, and the enterprise warehouse, which can do both a centralized and distributed approach. The Young Years: Adoph Hitler Was Born On April 20, 1889 And Lived In EssayTHE PRESENTCost in technology is becoming less of an issue. Prices have come down significantly in the last few years. Demands on space and technology in a PC have been lowered, and concurrently, computer technology has experienced huge growth, resulting in advanced technology installed on computers at the sale point. Our friends in America spent $200 million on voice recognition software in 1997, and by the year 2001, that amount is expected to jump to $3 billion, according to the consulting firm Voice Information AssociatesThe systems development that is taking place at the end of the 20th century is vastly different than what took place in the early days of computers. Technology today requires communication between the designers of systems and their clients. Businesses want individualized systems, but these systems need to be able to cross international lines, requiring uniform standards across the board. Customer information systems are being used in industries today. These systems allow companies to understand individual consumers as well as identify new markets and develop new and innovative technology products. Companies are able to take advantage of the following factors:1. Databases are far larger today than they were even in the fairly recent past. These databases may include information on tens of millions of households. 2. The depth of information generated from databases on individuals and households can be much greater. 3. This information can be used as part of a highly automated business function. The development of information systems needs to keep pace with these changing demands from industry. In the past, programs were designed as large, umbrella programs, meant to serve the same clientele. Today, however, there is more individualization required for information systems. This also results in the need for flexibly trained programmers and designers; they must be able to custom design systems where necessary. Even small businesses like RWH Enterprises LTD (a small import/export company in Cambridgeshire) are not content with settling for systems designed to cope with their broad sector. They require a system that will cater for all their business needs and are now employing programmers, who together with management look for any ways the business process can be simplified and made more efficient with the use of individualized systems. CONCLUSIONThere has been an ongoing evolution in the information systems area. Initially there were electronic processing systems; these were replaced by management information systems. In the 1980s, decision support systems emerged to facilitate the decision making process. These programs provide flexibility and insight into changing managerial needs. In the last decade, emphasis was placed on strategic needs, and strategic information systems emerged. One common thread throughout the evolution of these systems is the increasing need for programs that can think. That provides a challenge to systems programmers and changes the way systems are developed. Another factor affecting the development of information systems is the growing need for systems in the international market. Systems that are developed need to be standardized and a set of protocols need to be in place to ensure equal development across the board. Information systems are an area that would benefit from ISO 9000 standards; these standards provide uniform code worldwide. As the twenty-first century approaches, the development of information systems is going to continue to change. It has evolved from a strict database to multi-function abilities in just twenty years. In the last decade virtual reality, three dimensional imaging, artificial intelligence and reliance on the Internet have emerged. Developments will have to occur quickly, no longer having the luxury of being able to take years to develop. Systems will need to emerge that help and assist the systems development process. After all the world is now affectivity smaller; it now takes only minutes for something to electronically travel to the other side of the globe and this means Information Systems development will have to keep pace, staying slightly ahead of the rapid changes continuously taking place. We are now in the Information Revolution and have become fairly reliant on technology. It is a fact that 90% of the scientists that our planet has ever seen are alive today and therefore we are going to see rapid development in this area, not only in technology but also in functionality. Information Systems will rapidly emerge into a wealth of applications until it eventually becomes an extension of the person (maybe in a literal sense some day). That, I believe, is the future. BIBLIOGRAPHYCattell, R.G.G., Object Data Management: Object-oriented and Extended Relational Database Systems Reading, MA: Addison-Wesley Publishing Company, 1991. Gagnon, Gabrielle, Data Warehousing: An Overview PC Magazine, March 9, 1999. Hammond, Mark, DRDA Standard Could Finally Get Rival Databases Talking, PC Week, December 7, 1998. Mayor, Tracy, Look Ma, No Hands PC Week, July 1, 1996. Coskun, Samli A., Information-Driven Marketing Decisions: Development of Strategic Information Systems Quorum Books, 1996. Schindler, Esther, The Computer Speech Book Academic Press, Inc., 1996. Sichel, Daniel E., The Computer Revolution An Economic Perspective The Brookings Institution, 1997. Vossen, Gottfried, Data Models, Database languages and Database Management Systems Wokingham, 1991. Watterson, Karen, Blueprint For A Database Data Based Advisor, June, 1990. Category: Technology

Automatic Sentence Generator free essay sample

Not only will we be able to automatically generate sentences associated with the theme being modeled, but we will also be able to help recognize phrases and sentences. In other words, this is a module which could be part of an automatic speech recognition system, so that proposed recognized word sequences can be validated according to acceptable contexts. The system is adaptive and incremental, since models can be modified with additional training sentences, which would expand a previously established capacity. Key words: corpus, vocabulary, training, recognition, recognizer, generator, histories, context, decoder. . Introduction. The growing, unstoppable development of very high speed information processing computers with tremendous main memory capacity which we see today leads us to think that it will be possible to design and construct automatic speech recognition systems which can detect and code all the grammatical components of a training corpus. As part of our effort to make a contribution to the fascinating world of Automatic Speech Recognition, we have developed a system composed of a set of computer programs. We have observed that on the basis of a model of a small corpus made up of sentences in a particular context, we can automatically generate a great quantity of grammatically correct sentences with this context. Also, our system can effect a linguistic discrimination to the point of rejecting, as out of context or grammatically incorrect, those word sequences with words or word histories not registered in its memory. We believe that a system that processes information in the way we describe in this paper can work successfully in recognition tasks of a variety of context whose vocabulary size extends to thousands of words. . Terminology. Training corpus. The set of sentences and paragraphs used to construct the context model used for the generation and recognition of phrases. Vocabulary. The set of distinct words found in the training corpus. Training. Process which results in the creation of context models. Histories. Sets of words that appear contiguously in the training corpus, [1] . For example, if the following sentence is part of the training corpus â€Å"there are three reasons which seem to be the origin of this fact†, then a history of two words could be â€Å"the origin†, and a history of three words would be â€Å"the origin of†. Context. Knowledge area to which belong the sentences and paragraphs of the training corpus. Recognition. The processing of a word sequence and deciding whether it is a valid sentence with regards to the grammatical rules which have been established in the context model. Sentence generation. The process which creates a sentence based on the context model. Grammatically valid sentence. A sentence which has a structure which follows the grammatical rules that have been detected in the training corpus. Sentence hypothesis. The set of possible sentences corresponding to a word sequence that is to be recognized or generated. 3. Context model generator. In figure 1, we show the principal elements of the system, the inputs, the outputs, and a graphical indication of how the elements interact. A word sequence Linguistic decoder Recognized sentence Training corpus Context model Vocabulary Generator of sentences Genered sentence Figure 1. System structure. To create a model, we begin with a grammatically correct set of sentences and paragraphs pertaining to the context which we wish to model. We model the context, even though we believe that if we feed the model incrementally, we could eventually obtain a good model of the language to which the training corpus belongs. The training or modeling of the context consists basically of the search, coding and saving of the occurrence of contiguous word histories corresponding to the sentences and paragraphs of the training corpus. We create coded blocks of word histories. The words in the histories are coded by way of whole numbers. In figure 2, we give an idea of how we code the histories in the training corpus. The first word that appears in the first training corpus (recall that we can work incrementally with various corpus) is assigned the number 1, then, the next different word is assigned the number 2, and so on. The nth different word is assigned the number n. text to whole numbers histories of two words the origin . . . . . . . . the origin of . . . . . . . 9 10 .. .. .. .. .. .. .. .. 9 10 11 .. .. .. .. .. .. .. .. text to whole numbers histories of three words Figure 2: Examples of histories blocks taken from the training corpus. The following blocks are formed: A block which has a coded list of the words which begin sentences in the corpus; this block is used by the generator of sentences and is called Block 1. A block which has a list of histories of 2 words. This block may be used by the generator of sentences as well as by the linguistic decoder. We call this Block 2. A block which has a list of histories of 3 words; like Block 2, it may be used by the generator of sentences as well as by the linguistic decoder. This block contains triplets of words in the training corpus. We will call it Block 3. A block which has a list of histories of 3 words like Block 3, but with the difference that these histories only include the ends of sentences and paragraphs of the corpus. This will allow the sentence generator to know how to finish sentences. This is Block 4. The coding of the training corpus in Blocks 1, 2, 3 and 4, facilitates the creation of sentence hypotheses for linguistic recognition, for sentence generation, and to make data processing more agile. Once these blocks have been created and coded, some histories are discarded to reduce some redundancy in the coding, and to accelerate the programs that recognize sentences and generate sentences. History elimination is somewhat arbitrary; for example, some experiments were performed, on the one hand, eliminating the histories of two words of low frequency, and on the other, saving the histories of 3 words which began with these two words. Suppose the combination â€Å"subject to† appears only once, and the sequence â€Å"subject to conditions† also appears; then the 2 word combination would be eliminated. Whereas if the combination â€Å"the history† appears seven times, then it would be saved. Working in this fashion, we hope to assure that even those histories that have low frequency will still be accounted for when we do recognition and generation. It is clear that if we exclude many histories of 3 words, overall system performance will degrade. Another option is to add more sentences to the corpus with the sequences that are being eliminated, which would require additional training. This is the one we prefer, since the model which is created in this fashion is more complete, adaptive and incremental, and allows us to repeat the procedure with another training set, without losing information obtained during the previous passes. So that in an incremental fashion, we can enrich not only the model vocabulary, but also increase its capacity to generate sentences and perform recognition. The process of retraining or adaptation is done after we have created a model based on a corpus which we will call Corpus 1. We can select other sentences of the same context, different from the original, and thus make Corpus 2. Using this new corpus, we code all its histories, and add the frequency of appearance to those that appeared in Corpus 1, thus creating an accumulated frequency for these histories. We see that we have thus created an extension to the model created with Corpus 1, to which we are adding new histories and even new words to its vocabulary. This process can be repeated as many times as considered necessary for our applications. Nevertheless, finally, we only store in Blocks 1, 2, 3 and 4 the histories of two words that have the most frequency, plus the histories of three words which initially contain those two word sequences that have been eliminated. 4. Sentence generator. Based on the model described previously, the system is capable of randomly producing sentences with the given context. The algorithm for generating sentences is as follows: 1. A word from the Block 1 list is randomly selected, say w1, and is shown on the system monitor. For example, the word â€Å"This† is selected from Block 1. 2. From Block 3, those histories which begin with the word w1 are grouped into a new block, the subblock 31. To continue the previous example, we would then have â€Å"This specification should†, â€Å"This declarative sentence†, â€Å"This sentence belongs†, â€Å"This distinction allows†, â€Å"This plays a†, etc. 3. If the subblock 31 is not empty, then one of the alternatives is randomly selected, and the next two words which follow w1 are shown on the system monitor. For example if the history â€Å"This sentence belongs† was selected, then â€Å"sentence belongs† appears on the screen. 4. We then proceed with a search for histories in Block 2. The ones of interest in this block are those who have as a first word the last word which appears in the history selected from subblock 31, when this is not empty, say histories that begin with w3. If subblock 31 is empty, then the histories of interest are those that have as an initial word w1. In this way, a new subblock, subblock 21, is formed. Continuing our example, we might have only â€Å"belongs to†, and subblock 21 would have only one entry. 5. If subblock 21 is not empty, one of its entries is selected randomly, and the second word of this history is shown. Following the previous example, the word â€Å"to† appears. So far we have the phrase â€Å"This sentence belongs to†. 6. The process continues with a search in Block 4 which contains sentence ending histories. The ones of interest would be those that begin with the last word in the last history previously selected. We then form subblock 41. For our example, the histories of interest would be those that begin with â€Å"to†. If no histories are found that begin with this word, then subblock 41 would be empty. 7. If subblock 41 is not empty, then one of its entries is randomly selected, and the last two words of the sentence are shown. In this way, a sentence generation has been completed. . If subblock 41 is empty, then w1 takes the code associated with the last word. In this example, the coded associated with to. 9. Go to step 2. In our example, after going to step 2 and when the process is completed, we got the sentence this sentence belongs to a syllabic rhythm. The majority of the sentences that are produced in this fashion are not to be found in the training corpus, but rather have been formed from an appropriate linking of coded histories. The sentence that we formed in our example does not exist in our corpus, but others do that we indicate as follows : a. â€Å"This type of sentence belongs to a neutral annunciation without expressive aspects and specials appellative†. b. â€Å"It belongs to the last syllable bearing of lexical accent in the melodic group†. c. â€Å"This declarative sentence is formed for three tonal units†. In summary, the sentence is generated through a successive search of words in the histories of Blocks 3, 2 and 4. The process ends when at least one history from Block 4 is found or when no history exists in any of these 3 blocks to continue the sequence. This may be the case when a history has been selected which in the corpus is at the end of a sentence, and is not ppropriate for forming a continuing sequence. For this work, the sentence generator descr ibed was designed and implemented as a computer program, in order to have an idea of the sequence of words that could be recognized by the linguistic decoder, which we would develop later on and which we will describe in the next section. At this moment, we can suppose that the context model is a network of coded histories that contain the sentences that can be recognized by the linguistic decoder. The utility of the sentence generator in this work was foreseen only to show the sentences present in the model and that therefore can be recognized. . Linguistic recognizer or decoder. The part of a speech recognizer that converts acoustic data from a pronunciation to a sequence of linguistic symbols (as for example, a sequence of phonemes, a sequence of words, etc. ) is called an Acoustic Decoder, while the Linguistic Decoder is that part of the speech recognizer which determines if that sequence of symbols corresponds to a valid sentence in the language. [2] As can be surmised from Fi gure 1, in this work we only develop a linguistic decoder so that any tests suppose the existence of a sequence of words as generated by an acoustic decoder. The procedure by which the system can recognize a sequence of words (w1, w2, , wn) [2] as grammatically correct based on a context model, is described as follows: 1. Receive the first word of the sequence, w1. 2. Determine if w1 is part of the vocabulary. If w1 is not part of the vocabulary, then it is rejected, as is also the sequence, since it is out of context. If it is part of the vocabulary, then it is shown on the system monitor. 3. Look for histories that begin with w1 in Block 2 and Block 3. In this way, we generate 2 new blocks of possible parts of sentences which, depending on the language being modeled, could be formed starting from w1. One of these blocks is a consequence of the search in Block 2, and will be called Block 21, and the other, a consequence of the search in Block 3, called Block 31. In this way, we generate partial hypotheses of sentences. We believe this constitutes a way of speeding up the process, since the search for the next word in the sequence is limited to Blocks 21 and 31. It is possible that there are no histories that begin with w1, that is, it is ossible that Block 21 and Block 31 are empty. In this case, in the model there are no words that can follow w1, and the recognizer will not admit the sentence and will finish the task of recognition. 4. We receive the next word of the sequence, w2. If it is part of the vocabulary, we search for its occurrence in the entries of Block 21 and Block 31; if not, we reject the sequence. 5. We discard from Blocks 21 and 31 those histories that do not have w2 after w1. If we still have entries that contain w2 following w1, then we show w2 on the screen. If not, we reject the sequence, and the recognition task is terminated. . We return to step 3, working now with w2 instead of with w1. In other words, each time that the decoder arrives at this point, one repeat a sequence of steps, working now with the last word recognized in the process. The recognition of a word sequence can end in two ways: a rejection when the decoder determines that the model is not valid or the sequence is out of context, or else, when the symbol $ is received which is the indicator of end of sentence, in which case we have a grammatically correct sentence. There can be a case in which sequences are rejected that are in context and are grammatically correct. This can be resolved retraining the model with new corpus of the same context. We can observe that the recognizer checks the word sequence received for correctness from the point of view of the grammatical rules associated with the context, and at the same time, if it is part of the context being modeled. Although the context models described can be thought to be a combination of bigrams and trigrams, in this work, we cannot talk about n-gram stochastic models, nor of finite state stochastic automatas [2], since the way in which decoding is done does not use probabilities as they do. In fact, this decoder does not measure the probability that the sequences are being modeled or not, but rather simply determines if it can form a sentence which is in the model, and if not, rejects it. 6. Tests. The following tests were performed: 1. An initial test was performed with a corpus consisting of 160 sentences and paragraphs of different lengths. We worked with lengths that varied between 3 and 63 words. The sentences were taken from a Spanish text about linguistics. The corpus had a total of 2563 words. . The vocabulary that would be handled by the recognizer module and by the generator module was determined. The vocabulary started out with 816 different words. 3. A search was performed on the text, to find Block 1, Block 2, Block 3 and Block 4, which form the context model. This process lasted approximately two hours to execute on a PC Pentium 133 Mhz. 4. Sentence blocks were generated. This process was repeated 30 times. Each block generated consisted of 10 sentences. 5. Sentence recognition was performed. To perform the test, word sequences were given, and then we had to determine if such sequences could re recognized using the context model 6. Some small corpus of 10 to 20 sentences was taken anew, and the process was repeated. 7. Results. 1. Additional corpus can be incorporated incrementally without losing the information codified in previous training. 2. The generated sentences are generally shorter than the ones used in training. 3. The number of sentences generated depends on the size of the training corpus. 4. The number of sentences generated which are valid with regards to grammar and context is 70% of the total that were generated in the tests. 5. The number of recognized sentences that are grammatically correct and that correspond to the context is close to 90% when they are selected so as to be similar to the ones in the corpus. 6. About 90% of the generated sentences are not present in the training corpus, with the exception of some short sentences, made up of 2, 3, 4 and up to 5 words. 7. It is not possible to recognize all the sentences and paragraphs, as they appear in the training corpus. . Conclusions. In incremental fashion, it is possible to obtain ever greater robustness in the recognizer module as in the sentence generator module. This modification of the model is obtained at the price of speed during the adjustment, which will depend on the application and the machine. In the same way that a large number of sentences can be generated, also a large number of sentences can b e recognized. Due to the large quantity of sentences that can be generated, it is also possible to recognize a large uantity of sentences and phrases that do not necessarily pertain to the context being modeled, but do pertain to the same language of the corpus. It is not possible to recognize all the sentences and paragraphs, as they appear in the training corpus, since not all the histories present in the corpus are coded in the system memory. This defect could be corrected by saving all the histories that appear in the text, but this would lead to slower searches when performing recognition or generation tasks. We could say we are doing language modeling, since we believe that the modeling of contexts in this fashion can be extrapolated to the language associated with the contexts. This type of linguistic decoder could work in recognition applications where the size of the vocabulary is on the order of thousands.