Debbie Spring’s “The Kayak” Essay

The story ‘The Kayak’ interprets the life of a 16 year old girl, Theresa, who is still yet a baby. Her desire of becoming a woman remains unfulfilled un till she meets a boy named Jamie. When I read the story, so much sympathy for Theresa arose inside me. I feel closest to Theresa in comparison with the other two characters. When I was reading this story I was thinking about the level of patience Theresa has towards life, after what she has been through. Theresa is very insecure, dependant and helpless. As you read this story, you will come to see why Theresa is insecure. â€Å"This is my special place. Out here, I feel secure† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 33) Theresa’s special place is in water where she feels secure but on land, it is the total opposite. Another reason that proves my point is â€Å"I’m not used to talking to a guy, I never had a boyfriend, who would be interested in me?† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 36). This shows that Theresa had low self-esteem, caused by the condition of life has bestowed upon her by taking away the power from her legs. Theresa is so used to her insecurity that no matter what the circumstances are, her insecurity will pop up and take control. â€Å"Jamie puts his hand on my shoulder ‘Would you like to join me and my friends at a campfire tonight?’ ‘I don’t need pity’ I retort.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 37). Theresa thinks that nothing good can happen to her because of her past. When something is happening well, she will feel as if it too good to be true and thus ignore or hide from it. That is why Theresa’s insecurity is one of the most noticed character traits in the story. Along with insecurity, readers also perceive dependence as one of Theresa’s character traits. She feels incomplete on land and nothing is in her control, but yet as she gets closer into the ware pieces of puzzle seem to come into place to complete her. â€Å"The blue boat is an extension of my legs, I can do anything, I can go anywhere, totally independent, totally in control of myself.† (Spring, Debbie Language and writing 9 -The Kayak  .International1 Thomson Publishing, 1999, 33). In the water Theresa is woman, a heroine who can save the life of others, while on land she can barely take care of her own self. † ‘Thanks for saving my skin’ Jamie says. ‘Next time, wear a lifejacket.’ Jamie doesn’t’t flinch. ‘You’re right. That was dumb.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 36). In various parts of the story, you can observe that no matter how Theresa wanted to rid herself from being dependent on her parents all the time, the trap doesn’t’t let her free. â€Å"My arms ache, I don’t want to go back to shore. Nobody lets me grow up. My parents treat me like a baby. I’m 16 years old, to old to pampered, already a woman.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 33). Theresa would love nothing more than being able to feel land, what she feels on water. Helplessness is another character trait of Theresa. Helplessness is the worst you can feel because you want to do something under any situation whatsoever, but you just are not able to do so. Theresa does feel helpless in the story a lot. â€Å"Half the kayak is on land, the rest in the water, I feel trapped, like a beached whale.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 36). After reading this sentence, I felt the depth of her pain and how it tortures her everyday, yet being able to do nothing to help her self. â€Å"I see my parents waving from shore. My father runs in the ware to help. Everything happens really fast, he takes control.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 36). She feels so helpless because she is not able to walk, so her father has to come funning to help her. Another place in the story she feels helpless is â€Å"My eyes water. Through tears, I see two images of me. The helpless child on land and the independent woman on water.† (Spring, Debbie Language and writing 9 -The Kayak .International1 Thomson Publishing, 1999, 37). That sentence shows that not only the readers conceive her helpless but she does also. I think that the author Debbie Spring did a pretty good job in expressing Theresa’s characteristics. This story ‘The Kayak’ also sprinkles around most aspects of life along with hinting out a big moral. It has some many  interesting lessons, a person can conceive such as the relationship between a parent and a child, how to overcome you biggest pains in life, in being able to let go and moving on, to see the bright side of life, seeing the glass half full and etc. I think that Theresa is a really brave and emotional character. Debbie Spring made us see everything by Theresa’s perspective, the way she feels by using first person narrator. I think if she would have done it otherwise, such as 2nd or 3rd person narrator to tell the same story, it wouldn’t’t have been as interesting as this on.

Nokia’s Luxury Mobile Phone for the Urban Rich Case Study Analysis Essay

Introduction Nokia, which is known to be a luxury cellular phone, is located in Finland and is a manufacturer of telecommunication equipment, including an extravagant mobile device. It is apparent that the cellular phone, which was originated and presented by Frank Nuovo in 1997. It appears that this luxury mobile device was directed mainly for the rich, and not the normal, everyday mobile phone user. The device is appealing to many, but is not realistically priced for the everyday individual. The manufacture of this luxury phone is Vertu, a manufacturer who aims toward luxury services, including the finest designs, engineering and manufacturing. They have put together this luxury mobile phone using innovations in the making and the technology of mobile phones, along with the normal workmanship, but at high-end prices. Vertu’s headquarters are located in England and their products are in over 500 stores, across 66 countries. Synopsis of the Situation Nokia’s CEO, Stephen Elop joined the company and within 5 months, on February 11, 2011, Stephen Elop proclaimed that Nokia was implementing a new mobile phone with Microsoft’s new Windows program, which was unconfirmed as Nokia’s main smart phone. After making this announcement on February 11, 2011, the stock dropped and the share price went down by 14 cents, because the market was not interested in a smart phone that had not proved itself. With the stock dropping, Elop went full force to save Nokia and partnered up with Microsoft to manufacture and introduce a new global ecosystem in a mobile phone. The partnership led Nokia to producing the Vertu Luxury cell phone. This luxury mobile device was created by Frank Nuovo. Key Issues Because of the 14 cent share drop in stock, Nokia had to implement a plan to better their company. Nokia’s market was decreasing and this is when Stephen Elop was hired, in order to make the changes to allow the company and the product to improve. Elop decided to utilize the newer Window’s technology in connection with the mobile device. This was something that was new to the market, and the market was not familiar with this sort of mobile device technology. The problems that Nokia was facing were explained in a memo as there being an absence of leadership, along with accountability and  collaboration internally, leading to the inability of Nokia to sufficiently, effectively and timely provide innovative products to the people. Define the Problem The problem that is at hand is that Nokia had decided to take on a new technology and operating system, allowing the possibility of things going negatively and the company’s shares dropping even more, because new technology and operating systems is what caused the shares to drop, to begin with. With Nokia operating with the Symbian operating system, it left it outdated because the software was one that was definitely outdated. Apple came in with a high technology and highly updated operating system, leaving Nokia in a position where they were not keeping up with the competition and having difficulty delivering innovative products quickly enough. Selected Solution to the Problem With this new luxury mobile device that Nokia was producing, it was rapidly growing and spreading around in the luxury mobile device market. This made the device look promising along with attracting new customers. Other brands joined the growing new market, such as Gresso and GoldVish and Mobiado. Elop knew he had to do something and he solved this problem by choosing Vertu Luxury Mobile Phone. Since both Nokia and Microsoft have been popular and present for a long period of time, they were able to join forces and develop a product which was an outstanding one. Although the cost is high and the product tends to serve just the rich, this was the plan that was put into place from the start, working and operating in an ever changing area. Apple’s phones are able to be affordable and dominate its area of services, and with Nokia joining forces with Microsoft, they were able to create their luxury line for the rich. Implementation There was originally an entry level luxury mobile device, which Nokia had propelled, before the subsidiary of Nokia, Vertu, was released. This luxury mobile device was the Nokia branded 8800 Series which sold for $1,300. The Nokia 8800 series special edition was announced in 2006, with Aston Martin and then the 24 karat gold plated device came along, the Nokia 8800 Sirocco Gold, in 2007. Nokia continued to move forward and in 2008 they presented  the Nokia 8800 Carbon Arte. As long as Nokia was able to continue to enable Vertu to lead in the high-end luxury mobile device, they were able to empower Vertu.

A Study of the Association between Frederick Douglass and Abraham Lincoln

A Study of the Association between Frederick Douglass and Abraham Lincoln Fredrick Douglass and Abraham Lincoln shared an unusual friendship based on the hardships Fredrick had in life and the influence Abraham had on the country and slavery as a whole. Both Douglass and Lincoln wanted to slavery to end. Both had strong influences and ties to slavery. Fredrick Douglass had a very hard life growing up as a slave. Witnessed beating of other slaves but was never beating as a child. As a child he realized that they was no getting out of the situation he was end. He had a lot of time to himself which made him a witness to a lot of things like deaths of fellow adult slaves. â€Å"To be accused was to be convicted and to be convicted was to be punished.† (Douglass 18) Mr. Gore (one of Col Lloyd’s overseer) used to beat slaves no matter how guilty or innocent they were. Mr. â€Å"Gore was a grave man, and, though a young man, he never told jokes, said no funny words, seldom smiled.† (Douglass 19) This made Douglass understand that people were really cruel and had no care for anybody that was a slave. After leaving Col Lloyds plantation Fredrick Douglass was sent to live with Master Hugh’s family. â€Å"Mistress, in teaching me the alphabet, had given me the inch, and no precaution could prevent me from taking the ell.† (Douglass 33) While living on the plantation Hugh’s wife taught Douglass his A B Cs. As soon as Master Hugh’s found out what his wife was doing he and forbid her from teaching him anything else. From then on he slowly start teaching himself to read. It got so bad every time the Hugh’s family felt like the Douglass was alone they felt like he was away trying to learn. Growing up around a lot of white friends made him kind of jealous and mad that he had to be a slave for the rest of his life. â€Å"You will be free as soon as you are twenty-one, but I am a slave for life† (Douglass 34) He also used a lot of his white friends as teachers where he learned more and more. â€Å"I often found myself regretting my own existence, a nd wishing myself dead; and but for the hope of being free, I have no doubt but that I should have killed myself, or done something for which I should have been killed.† (Douglass 36) The thought of being a slave forever was killing him he was very depressed. â€Å"Frederick Douglass never lost faith in the possibility of humankind’s improvement. He confronted, he argued, he pleaded, he bluffed, he threatened and conned — using whatever tactics might work in a particular situation. No aspect of human oppression escaped his concern or compassion.†(Abraham Lincoln and Frederick) Through it all Douglass stood strong and fought for his freedom. He eventually got free and wrote many different writing about his times as a slave that influenced a lot of white and blacks to realize how evil slavery really was. Abraham Lincoln was very influential to the end of slavery. â€Å"As a young man, Abraham Lincoln had witnessed the slave system when he twice traveled down the Mississippi River on a raft to New Orleans.† (Abraham Lincoln and slavery) Lincoln always hated the injustice of slavery ever since he was a child. As a young man he had a lot of African American friends even his barber was African American. Lincoln knew how involuntary servitude felt. It just was unfair for someone to work for someone and it was wrong to not give someone there fair earnings. Especially when you’re gaining from their hard work and labor. In his Alton debate with Senator Stephen A. Douglass in 1858, Mr. Lincoln said: â€Å"That is the real issue. That is the issue that will continue in this country when these poor tongues of Judge Douglass and myself shall be silent. It is the eternal struggle between these two principles – right and wrong –throughout the world. They are the two principles that have stood face to face from the beginning of time; and will ever continue to struggle. The one is the common right of humanity and the other the divine right of kings. It is the same principle in whatever shape it develops itself. It is the same spirit that says, ‘You work and toil and earn bread, and I’ll eat it.’ [Loud applause.] No matter in what shape it comes, whether from the mouth of a king who seeks to bestride the people of his own nation and live by the fruit of their labor, or from one race of men as an apology for enslaving another race, it is the same tyrannical principle.† (Abraham Lincolns Values) He knew how it felt to have to work in the field in a lesser way. While he was young he worked at a farm for his father. In the 1830 Lincoln was a young and poor lawyer but he, alongside with Lyman Trumbull and Gustave Koerner, together destroyed the legal basis of the Negro indenture system which amounted to de facto slavery in Illinois. (Burlingame) He worked hard to help against slavery even as a poor lawyer. He felt very strongly about slavery and worked on many cases including Cromwell vs Baily a case where he won a case for an African American slave girl named Nancy. It was a decision made by the Illinois Supreme Court which was a very historic decision and the first of its kind. (Abraham Lincoln and slavery) The decision was that an African American was free and not for sale. It took a lot of morals and strength for a young lawyer to fight for slave freedom. Lincoln served a single term in Congress. During that term he voted for the Wilmot Proviso multiple times. (Abraham Lincoln and slavery) Wilmot Proviso was law that would prohibit slavery in new U.S. Territory. During The Civil War the main point of war Abraham stuck with was to preserve the Union. . Throughout the whole 1862 he offered many southern states a Compensated emancipation to make things easier for the south which would slowly transition the slave states to Free states. â€Å"President Lincoln took a measured approach to emancipation and set a period of 100 days until he would issue the final Emancipation Proclamation – giving the South a grace period until January 1, 1863 in which to return to the Union.† (Abraham Lincoln and slavery) Lincolns plan during the war was to fight mainly to preserve the Union but to slowly push the publics influence on abolishment. Lincoln said it himself â€Å"When I issued that proclamation, I was in great doubt about it myself. I did not think that the people had been quite educated up to it, and I feared its effects upon Border States.†(Burlingame) The south never took advantage of their grace period and a lot of people thoug ht that Lincoln wouldn’t even issue you the final emancipation. Many slaves never knew they were free until years later after the war was over. Both Fredrick Douglass and Abraham Lincoln were very crucial people in ending slavery. They both influenced many people to fight. Fredrick Douglass writing was very intense and it made people really understand the hardships of the life he lived as a slave. By the end of the war in over 617,000 Americans died by the time the Confederate army surrendered. The landscape was destroyed.

The effect of foreign currency in accounting Essay

The effect of foreign currency in accounting - Essay Example It is applicable to individual persons as well as corporate entities. The disclosure procedure includes the attachment of an additional document alongside the individual’s income tax return form. Failure to disclose the proper amount or the exclusion of any particular asset from the reporting can result in stringent fines. The minimum penalty that is applicable is $10,000. After the initial penalty is charged, there is a grace period of 90 days before incremental charges start to accrue. These charges apply at a rate of $10,000 for every 30 days gone by without the proper rectification. This however is applicable after the 90 days grace period is over. Additional penalties have been declared for gross negligence amounting to 40% of the amount misrepresented or omitted without criminal intent. This is a spike of 100%, moving from 20% of the gross to 40% of the gross. A key note which is beneficial for the IRS and not so beneficial for the tax payer is that the statute of limita tions on performing audits of taxpayers has been extended two fold to 6 years. Previously, the IRS authorities only had the right to investigate the revenue generation of people and companies up to a maximum period of 3 years prior.

E-insurance in UAE Essay Example | Topics and Well Written Essays - 5000 words

E-insurance in UAE - Essay Example It looks at how e-business can reshape the insurance industry in the coming years. The research attains this end by addressing the following objectives: 1. A critical examination of the essential components of e-insurance 2. An assessment of the United Arab Emirates' business and socio-cultural terrain 3. An evaluation of the chances of successful implementation of e-insurance in the UAE. The propagation of the World Wide Web (WWW) and all other communication technology has created new dynamic channels through which insurance companies can promote and sell their services. Insurers can now provide services twenty-four hours a day, seven days a week at a low cost and over broader geographical area. Besides these opportunities, this research will highlight the problems associated with e-business in insurance sectors for both the insurer and insured, e.g. privacy issues, security payments, lack of information, the level of advice needed and other issues related to electronic business. Th e researcher will use structured questionnaires to collect data and then test results to answer and understand the questions, thus evaluating the current potential of e-insurance in the UAE market. ... This is in the interests of both parties. Chapter 2 Literature review: This component of the research undertakes the definition of the key elements and aspects of the main components of the research. This include the structures of e-business and e-insurance, the Emirati society and other relevant elements needed for the successful implementation of e-insurance strategies in a given nation. 2.1 E-business Since E-business forms the framework within which e-insurance operates, there is the need to look at it in detail. 2.1.1 Defining e-business "Electronic business can be defined as the use of the internet to network and empower business process, electronic commerce, organizational communication and collaboration within company and with it customer, suppliers and other stakeholders" (Combe, 2006). In other words, it refers to the use of the Internet and other electronic system to conduct business. This enables people to conduct business over a considerably large distance and attain the same results as those who do so in a face-to-face manner. The difference between e-commerce and e-business lies in the wider range of processes that e-business applies. Authors like Chaffey (2004) state that e-commerce can best be conceived as a subset of e- business, i.e. it represents selling and buying transactions in the wider e-business world, containing other procedures and elements, such as online customer services, electronic marketing, secure payments and other processes. From another point of view though, e-commerce can be see to be a branch of e-business. Thus, whilst e-commerce is concerned with buying and selling, e-business is concerned with the integration of major business activities, like advertising, customer care and the like

How have African-Americans Worked to End Segregation, Discrimination, Research Paper

How have African-Americans Worked to End Segregation, Discrimination, and Isolation to Attain Equality and Civil Rights - Research Paper Example Various methods have been evident in this struggle with others being dropped because of their incapability to address their needs. Most of these methods have worked and they have contributed to the success of the liberation of the black population from the discriminatory practices of the whites. There are various methods and tactics that were used to achieve equality and end discrimination and isolation especially after the end of civil war in America. The most common were based on two philosophies and were seen as very effective in achieving their intended outcomes. But, as we shall see, these methods emerged as ineffective and other tactics had to be thought of to help in the struggle. The first method or philosophy was based on Booker T. Washington ideas who advocated for the philosophy of accommodation (Dautrich, Yalof, Prindle, Newell, & Shomaker, 2010). This philosophy promoted vocational training for the African American’s and was against the aspect of confrontation wit h the white power structure that was in place in the post-civil war America. He believed that the practice of thrift, industry and Christian morality will eventually earn the blacks their rights (Sitkoff & Franklin, 2008). This was a very passive approach to dealing with the various problems that they faced as black American’s but Washington urged them to accept the current conditions of the state. He urged them to even tolerate racial segregation and other forms of discrimination. According to Washington and his philosophy it was only through engaging in law abiding practices and standing by their former white oppressors that the black American’s would get prepared for the exercise of the franchise. He said in his speech at the opening of the Atlanta Exposition on September 18, 1895 in all things that are purely social they could separate just as the five fingers, but remain united as the hand to all things that are essential to the mutual progress (Sitkoff H. , 2010) . According to various authors this philosophy of struggle fit well in the within the then dominant conservative political and economic structures of the time. His critics on the other hand saw Washington as accepting second class citizenship for his race. The speech especially symbolized his acquiescence to segregation and the erosion of Black’s rights (Korstad, 2008). Washington’s philosophy continued to influence people to avoid confrontation and only engage in peaceful activities but this stretched the people to the limit with the various discriminatory practices that were seen as continuing to be stringent (Peterson, 2003). This was evident keeping in mind that there was no other person that could help the Black Americans to advocate for their rights as the only person who was of great help Frederick Douglas died in 1895 and so they had to adopt this philosophy of self-help (Peterson, 2003). The second philosophy was in contrary to the above passive philosophy of accommodation. The agitation philosophy urged the African Americans to challenge the discriminatory practices that were affecting their lives such as racial segregation and injustice through various forms of political activity. The person that is most accredited for supporting this philosophy is W.E. B. Du Bois (Dautrich, Yalof, Prindle, Newell, & Shomaker, 2010). During the early 20th century, he and his colleagues proposed a specific platform

M2A1 Essay Example | Topics and Well Written Essays - 750 words

M2A1 - Essay Example Dr. Samuelson, the founder and CEO of CardioFIb should accept investment from Greenhouse or not and Rudernman, the co-founder of Greenhouse should continue with this investment offer to CardioFib. These two key questions will be answered based on in depth analysis of the case study. Trends in venture capital Venture capital business is very much essential for today’s aspiring entrepreneurs for giving lives to their innovative ideas and insights. This business acts as catalyst for the any innovative innovations and risk associated entrepreneurship. It creates job opportunities, stimulates economic growth of a country or global economic growth and recovery. The venture capital industry has been undergoing in substantial transition. It is termed as rightsizing. The leading global players in this industry have been shrinking due to poor return on investment and decrease of potential new entrepreneurship to asking capital for venture. This industry enjoyed a substantial growth rate in pre dot com bubble era. The transition has been underway in quite slow motion due to frequent economic downturn in global economy. Still, the venture capital firms with wide market presence have been enjoying good return (Pearce & Haemming, 2012, p.1). Greenhouse relative to trends in venture capital Greenhouse was established at the time of global tech bubble. It missed out the pre era growth phase of this industry. The company business model is a single industry specific which is healthcare industry. Though the business operates with a narrow customer segment, but it had comparatively better opportunity and growth potentiality. The company achieved successful completion of $12 million fund raising within one and half year of establishment. Therefore, the fund raising potential of the company is very strong as it did it within an era economic slowdown in global economy due to tech bubble. Therefore, by comparing the business trend of the company with industry, it can be said th e company had developed a strong partner network to operate actively and to serve its target segment. Positioning of Greenhouse relative to venture capital industry The case describes the position of the company in early stage of 20th century and its first two years of its establishment. The company has very quickly developed potential partner network to raise fund to be ready to serve its target segment. It achieved more than its initial goal which developed considering the economic condition. But as a venture specialist for a specific and steady industry of healthcare instrument business, it was able to show quite attractive and noticeable business model to its investment network partners. The company developed its short goals by considering environmental factors to make a strong foothold in the venture capital industry. Greenhouse target "deals" relative to Greenhouse resources, relative competitive position and advantages The company has set target or business goals with a deter mination. It desired to less prediction of cash availability, accept funding after in depth scrutiny of Target Company with high consideration of crunch downs. The company also concentrated on fewer deals with comparatively stronger competition from premier deals. It can reduce the future risk of return on lower investment. It also expected few financing after initial funding to be ready next potential funding. Pros and cons for participating

Slavery in the ancient times Term Paper Example | Topics and Well Written Essays - 500 words

Slavery in the ancient times - Term Paper Example He was one of the three sons of Noah, and he just happened to see his father drunk and naked. When Noah realized what had happened he cursed Ham and his descendants. This is recorded in Genesis 9:18. The Bible tells how the sons of Noah spread out in what is now the Middle East, and founded the modern peoples that we know today. As a result of this curse, Ham was forever regarded as being inferior to his two brothers, and this curse was passed on to future generations: â€Å"God shall enlarge Japheth and he shall dwell in the tents of Shem; and Canaan shall be his servant.† (Genesis, 9:27, King James Version of the Bible). There is no mention of the color of anyone’s skin in this story, but when Jewish scholars taught the scriptures, they tended to add meanings to the basic narrative, increasingly linking the descendants of Shem with Jews (Semites) and early Arabs in the area to the East, the descendants of Japheth with Europeans to the north and west, and the descendan ts of Ham with Africans to the south and west. Unfortunately there was some confusion about the meaning of some words in the passing down of these stories, and Goldenberg reports that the word Ham became associated with the the word for the color black.

Moth Essay Example | Topics and Well Written Essays - 1000 words - 2

Moth - Essay Example The family Noctuidae, or the owlet moths, are not only numerous in species but also robust – and they are the largest family. They have hind wings of bright colors. They are usually flying at night. They also invade flowers as many are attracted to sugar and nectar. Moreover, their larvae are crop pests (Cutworm Moth, 2012). In Australia, the Philobota species of moth, or the pasture tunnel moths, are grass feeders (Moate et al., 2012). The so-called tunnel moths make a silk lined tunnel and that during night time or winter, the caterpillar of the tunnel moth gathers grass foliage and drags them back into their tunnels. The caterpillars are very small and may be quote difficult to notice for they measure around 35 mm long only and 3 mm across (New pasture pest, 2010). Pasture tunnel moths usually live in areas with higher rainfall, and they can cause significant damage to clovers, as well as annual and perennial grasses. The larvae are usually grey-colored in their bodies with black heads. The adult moth, on the other hand, is long and has a creamy-white color. The pasture tunnel moth usually cause the greatest damage during the months of July and August, during the rainy months, for rain has a great factors in stimulating this species of moth to feed more (Pasture tunnel moth, 2009). Moreover, the past ure tunnel moth affects cereal crops (Perry et al., 2011). The first time that Philobota species were identified in New Zealand was in February 2010 at the Ruakura Research Center in Hamilton, New Zealand. The migrant species are actually native to Australia, of which there are around 400 species, and where a number of these species are regarded as â€Å"minor pests of pasture† because it merely feeds on grass such as tall fescue trials and perennial ryegrass (Popay & Gunawardana, 2011). The aim for the project is to determine the emergence patterns of the Philobota moth, as well

Economic Term and Healthcare History Essay Example for Free

Economic Term and Healthcare History Essay During history, health care economics has changed considerably. The main reason that stimulus change in health care economic are technology and medical care, however a lot has to do with evolutionary changes that the U.S. endured from the beginning. It is very essential to comprehend health care cash flow system and economic history. Administrators use this data to help organize the future of the corporation. In this paper, I plan to use the terms to elaborate on the history and evolution of health care economics and the timeline of finance. Before the year of 1990, there was not a significant health care in America. American medical association was just starting, individual were using home remedy to treat illnesses, physician was making house call and trade service for good, clinic were just getting started, and there were no such thing as health insurance. However, among the age of 1901 and 1940 health care and treatment made some significant change. Clinic became more necessary Antibiotics were found, improvements were made in cleanliness, and individuals came up with ideas for employment benefit. Also, individuals came up with ideas for health insurance. In the year of 1960 social security has been carried out, Medicare Medicaid contracted into law, and Health Insurance Company were coming up all over (PBS, 1960). In the year of 1970, HMO came in effect, and the cost of health care started going out of control and increasing. Since we place great value on health, health care end up costing a lot. Health is so impor tant to us that it go beyond the staff we have. The number of years specialist applies in training the more money government uses on public health. Also, health insurance plans provide by establishment are result as the significance society put on health care. Most important, the fact that what physician provide is important to us, we are willing to spend a lot on their training. Health care cost continues to increase over the past 50 years. This causes a problem for the elderly and low income individual. For example, elderly and low income people relatives are not able to get health treatment. During  the last 10 years, government have pushed for a national health care system. On March 23, 2010 the Affordable Care Act become enact (HHS, 2010). This is to modernize the health care business, making sure individuals are able to get health insurance and service, reduce insurance scam, and reduce the cost of health care. In the year of 2014, this is thought to be complete. Economics, microeconomics (particular aspect economic related to firm), macroeconomics (general aspect economic related to firm), Supply, demand, Inelasticity, elasticity, and gross domestic product (total market value). When concerning with Economics, it is good to explore and test ways to organize and finance the system in order to improve patient care. At its most basic level, health care is a handful of financial transactions, in which patients are obtaining insurance, physicians and hospitals provide services, pharmacies provide medications, and insurance companies pay for those goods and services. So to understand health economics, you must follow the money. When tracing the flow of funds through the health care system, its important to be aware that the money trail is constantly shifting, changing direction and size. Most important, the goal is to improve the delivery of health services, fund innovative and cost-effective medical procedures, cut the costs of health insurance, improve the nations health through prevention and better nutrition, and eliminate graft and corruption in the health care industry while raising it to a level thats steady with the rest of the world. When concerning with supply and demand, competitive markets use prices to allocate goods and services to customers who want them the most (in monetary terms) and to pay suppliers for producing those goods and services (Thomas E. Getzen, 2007). Most real markets and virtually all medical markets depart to some degree from the model of perfect competition. Nevertheless, its a useful starting point for evaluating the economic forces that shape human transactions, even when time, pain, risk, and tradition cause substantial deviations from the simple model. The demand curve has been discussed at length. But what about supply? Again, its vital to note that the economic concept of supply is always a supply curve. A supply curve is a graph (or schedule) that shows the total amount of a good that sellers wish to sell at each price. This curve emphasizes change, allowing us to focus on a range of replies indicating how firms will vary the amount supplied as the price increases or decreases. Just the demand  curve the marginal benefit curve showing how people the market willing pay for more unit good perfect competition the supply curve marginal cost curve showing how much paid induce the market provide more unit. Firms facing inelastic demand see that the total revenue goes down when they sell more units. Firms facing elastic demand find that profits increase when prices are reduced to sell more units. Firms facing unit elasticity see that total revenues remain unmoved. Most medical care is relatively inelastic. Pain, critical needs, fear of risk, and insurance tend to decrease the role of price in patient decision making. Note what happens to a firm that sells more of an inelastic good: Because increasing the quantity sold by 2 percent requires a substantial decline in value, perhaps 10 percent, the firm loses money. Most hospitals face very inelastic demand, especially for emergency services, yet they charge less than profit-maximizing prices. Why dont they charge more if doing so would increase profits? The reasons are many, ranging from the desire to help the poor to administrative controls over allowable changes. Also, the sensitivity to price change today is significantly less than the ultimate response to a price change in the long run. Some medical goods—especially those for which consumers have several choices and enough information in advance of purchase, such as allergy medications—are price elastic. For these goods, total revenues would decline if prices were increased. Thus, its more likely that a medical provider facing elastic demand is behaving more like a standard profit-maximizing firm. However, price controls, informal norms about overcharging, and other deviations from perfect competition may still be significant, even in the more price-sensitive medical markets. In conclusion, history health care economics has changed considerably. The primary reason that stimulus change in health care economic are technology and medical care, however a lot has to do with evolutionary changes that the U.S. endured from the beginning. It is very essential to comprehend health care cash flow system and economic history. Administrators use this data to help organize the future of the corporation. Because change healthcare improve the delivery health services fund and medical procedures cut the costs health insurance improve the nation health prevention and better nutrition and eliminate gr aft and corruption the health care industry while raising it is steady the rest the world Most significant, in this paper I elaborated on the history and  evolution of health care economics and the timeline of finance using the term. References HHS. (2010, March). Key Features of the Affordable Care Act. Retrieved from U.S Department of Health Human Services: http://www.hhs.gov/healthcare/facts/timeline/index.html PBS. (1960). Healthcare crisis History. Retrieved from http://www.pbs.org/healthcarecrisis/history.htm Thomas E. Getzen, J. M. (2007). The Flow of Funds Through the Health Care System. Retrieved from Wiley Pathways Health Care Economics: https://newclassroom3.phoenix.edu/Classroom/#/contextid/OSIRIS:42330586/context/co/view/activityDetails/activity/699329c0-2f30-4b04-b7f8-5fbcc80d8738/expanded/False

Pan Pacific Kuala Lumpur Airport Hotel Business Strategy

Pan Pacific Kuala Lumpur Airport Hotel Business Strategy 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-Ã  -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-Ã  -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. Pan Pacific Kuala Lumpur Airport Hotel Business Strategy Pan Pacific Kuala Lumpur Airport Hotel Business Strategy 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-Ã  -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-Ã  -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.