The Marketing Planning of L'Oreal Organisation Essay

The Marketing Planning of L'Oreal Organization - Essay Example This exploration will start with the explanation that L’Oreal Group is a main organization that advertises a wide scope of restorative items. The corporate items are sub isolated well so as to assist the organization with becoming a significant player in excellence industry over the globe. Despite the force of rivalry that exists, it is helpful to dissect the company’s interior and outer profile to increase a comprehension of its key arranging process. The term advertising as a trade procedure alludes to a gathered term comparable to the showcasing idea. It is initially characterized as an exchange by which at least two gatherings offer an advantage or incentive to others with the end goal of fulfilling their planned needs. Organizations get an advantage of selling merchandise through a market which fuses a wide scope of items and administrations while end-clients acquire wares they want from the market. Consequently, the two gatherings including the organizations and e nd clients/clients gain in this trade procedure. This can happen in a value-based structure which implies that a purchaser purchases a specific brand as a result of personal circumstance or in type of social trade if long haul direction has occurred. In the event of L’Oreal, it very well may be seen that the organization uses this idea when directing its business. The trade among L’Oreal and its clients bring about exchanges where the clients purchase the items offered and the organization gets cash. The primary objective of L’Oreal is to encourage and expand its business exchanges through persuading the current clients and likely clients to buy its items. In that capacity, it utilizes the showcasing trade procedure to evaluate the exchange offs it needs so as to fulfill its needs and needs, just as its customer’s needs. L’Oreal’s objective is to make protected and compelling quality excellence items for its clients. It is an organization th at qualities setting up a solid purchaser relationship.

Born into our ethics Essays

Naturally introduced to our morals Essays Naturally introduced to our morals Essay Naturally introduced to our morals Essay Moral thought processes does non require confidence We are naturally introduced to our moralss, just as we are naturally introduced to a confidence. Since the beginning we are told to act a specific way, and most, if non every one of our convictions become such a great amount of separated of our life s that it is difficult to partition our profound convictions, from our moral qualities. Individual moralss and confidence are the grapple that makes up a man. These two basic, yet complex highlights place us into a classification and characterize what our identity is, place us in certain way, and indicate what we accept. Numerous elements in today s universe set up the establishment of our confidence and moralss, and typically the estimation of moralss and confidence become so brought into 1s life that various assessments and musings meet up and get down articulations, wars, and contrasts. In view of this qualification of contemplations, one admirations in the event that one out of the two qualities can at present be polished throughout everyday life. I accept that moralss does non require confidence so as to populate an existence with great moralss and moral thought processes. As Dr. Richard H. Anderson from the University of Colorado territories, morals is a lot of conduct models from a given scene ; it characterizes the development of connections, and characterizes w hat our identity is and what we hold to be valid. This basis portrays how twenty-four hours to twenty-four hours conclusions ought to be completed, and characterizes the way one must life. In today s holy places and confidence courses, numerous ministers and clerics lecture that there can be no good moralss without confidence. This announcement is bogus. Numerous bookmans contend the theory that confidence keeps individuals in line as a result of the guarantee of Eden and the threat of snake pit. Christians of today s universe act ethically in light of the fact that they are terrified of God s rage. As Sandra lafave territories from West Valley College of Philosophy, Only the danger of expire will demoralize individuals from wrongdoings. In my opinion, this announcement does non back up that confidence is required in moralss. A nonbeliever in today s universe acts ethically in light of the fact that this is the means by which the person was raised known to mankind. The good and mora l act that nonbeliever do is finished by close to home fulfillment and cognizing directly from erroneous, non on the grounds that they are frightened of the fierceness of God. The activities that we bring out are created through larning from the clasp we are conceived, until the present. Moral thought processes is created through close to home encounters ; whether it is sure or negative, yet numerous Christians contend that it is the Ten Commandments that one can build up their moral intentions and moralss on. The Ten Commandments are a lot of good guidelines and rules. Kevin Knight, a minister from the Church of the Immaculate Heart of Marry territories, The Ten Commandments are statutes bearing on the cardinal obligations of confidence and profound quality and manifesting the uncovered look of the Creator s will according to grown-up male s entire duty to God and to his individual animals. This importance that these guidelines must be fallowed so as to accomplish ever-enduring felicity. Christians are compelled to be startled of the rage of God so as to make great. These identical principles can be polished and communicated in noticeable radiation that there is no Godhead to fear. These obviously learned and rehearsed moralss are instructed from kid goon and are utilized non in fear of God, yet so as to life an ethically right life where others will regard you. As Dr. Paul Kurtz satisfies, from the University of New York at Buffalo, there are a figure of import humanistic qualities that we should attempt to perceive in our own lives, and that we have to leave to the youthful. They are the moral strengths. These qualities incorporate freedom, insight, self-control, sense of pride, imagination, high rationale, great heath, abundance, and Joie de vivre. This rundown of qualities pushes one to encounter satisfaction and prosperity. These qualities, in the terminal, constrains one to populate a decent existence without holding to neglected the Ten Commandments which rashly is done due to the trepidation of God. As Dr. Kurtz territories, The importance of life is non to be found just after perish in some covered up, mysterious realm. In actuality, it very well may be found by eating the lavish product of the Tree of Life and by life in the present time and place with regards without limit and innovatively as we can. When moralss and confidence are seen together one may understanding as though they are compelled to move the way they do. By and by, I showcase my activities from what I was encouraged when I was youthful and what I feel is correct and mistaken and non in light of the fact that I dread the rage of God. In contrast to confidence, which rebuffs you everlastingly from mistakes, moralss is continued to get familiar with a man an ethical exercise and have this exercise comprehended and completed all through life. For outline, as a youthful child we were rebuffed in the event that we took, and we were rebuffed on the off chance that we told an equivocation and were considered responsible for our ain activities. This punishment helped me comprehend what was correct and mistaken. As an adult, I currently comprehend that I am responsible for my ain activities and this is the reason I do what I do on an everyday balance, non in light of a dismay of God. In choice, I accept that moralss does no n require confidence and that life can be adjusted through moralss and great virtue, non confidence. hypertext move convention:/www.wikihow.com/Determine-Moral-Principles-Without-Religion

Tips for Writing Scientific Papers

Tips for Writing Scientific Papers Among editors, I have the distinct advantage of having had a long, highly successful career as a scientific researcher, and having served as an editor and reviewer for several, high-profile scientific journals. I can tell you that there is no way to ensure, with one hundred percent certainty, that your paper is going to be accepted by any given journal.Having said this, I also must tell you that, in my career, I only have had one scientific paper which I failed to have published in a peer-reviewed scientific journal. In other words, it is important for you to realize that scientific journals WANT to publish good research. If your study has been well designed and orchestrated, irrespective of a positive or negative result, it is publishable. It is critical, therefore, not to let improper editing prevent you from having your papers accepted. What follows are a few tips, which stem from what I look for when reviewing a paper. You never know, one day I may be reviewing yours.Let me start with some very basic writing tips.While you, yourself, are editing your paper, read it out loud. This is something I always do and find extremely helpful.Never rush to submit a paper. Set yourself a pre-target date to have the paper written and edited, then let it sit a few days. Then pick it up and read it again. You will be surprised what changes you will think of.Never write and edit a paper without feedback from others. No matter how accomplished a writer you are, you are human. You cannot possibly think of everything that a group of reviewers will want to see. Nor can most writers pick up every potentially awkward phrase or sentence, every misspelling (even with spell checks, similar sounding words like there, their and there invariably become confused. I suggest that you have at least one other scientist in your field read your paper and one other scientist outside your immediate field read it. Why someone outside your field? Just remember that, quite possibly, at least one p erson reviewing your paper for the journal will have expertise somewhat distant from your own; if that reviewer cannot understand your writing, you may be sunk. Finally, I strongly suggest that you have a professional editor or another very meticulous writer read and edit it.Although you want all parts of your paper to be as strong as they can be, really, really make sure that its Methods and Materials section is meticulously written and edited, and that all data are presented clearly, both in the text and in easy-to-follow tables and figures. Rarely will a paper be rejected outright because of a weak Introduction or Discussion. The same is not true for weak Methods or Results.Now here are some specific tips for writing your Methods and Materials and your Results sections:Make sure that you have a very clearly stated primary hypothesis that is well justified by your introduction. This hypothesis should immediately follow the papers introduction and flow directly from it. Only after you have clearly stated your primary hypothesis or study objective, should you state or list your secondary hypotheses. Too often, I read papers in which every one of about ten different objectives is given equal importance. This is extremely confusing to reviewers and will lead them to believe that you never truly knew what you wanted to achieve. Also, the primary objective is the one which justifies your sample size.Make sure that it is very clear how you are going to analyze your data to meet each objective. When I am writing a research grant, the first thing I do is decide what my primary and secondary objectives are. Then I immediately sit down and plan my analysis scheme for each objective. This makes it easy later when I am doing the analysis on collected data and when I am writing a paper for submission. Most reviewers become extremely perplexed if they cannot draw a straight line between each objective and the analysis plan you have described. Make sure that none of your ob jectives is left without a clearly stated analysis plan. I find that using a matched numbering scheme for objectives and analyses can be very helpful. In other words, objective #1 will be met by using data analysis method #1, and so on.Dont forget to go back and fill in all the pertinent details that should fall between listing your objectives and describing your data analysis plan. The most frequently short-changed details in studies involving human subjects are those pertaining to subject recruitment. Describe in detail how subjects in each group (Treatment A, Treatment B, Placebo and so on) are recruited: from the clinic or from the community; randomly or consecutively; using a mailed questionnaire or by telephone using trained interviewers; and so on. Also, make sure that you list all of your inclusion and exclusion criteria. These lists are very important to reviewers.If you randomize subjects into subject groups, describe how. If subjects are blinded to treatment, describe how .Justify your sample size. A recent study of scientific papers published in the last decade found that the majority never had enough subjects to adequately answer the primary question being addressed. Because of this, current reviewers generally are very sensitive to ensuring adequate sample size. I find that this is a detail that is neglected in the majority of submissions, and such an oversight significantly weakens any paper (or grant) in which sample size is a potential issue.If your study involves the use of questionnaires, describe them and justify why you are using them. Have they been used by your research group or other researchers before? Have the questionnaires been published? Have they been scientifically validated? All of these details will strengthen your submission.Finally, avoid Tables and Figures that contain too much data. You DO NOT have to have all data both in the text and in a table or figure. Tables and Figures should be reserved for your most important data a nd/or data that are much more easily presented pictorially than in text.A scientific paper that flows well and is easy to read is much more likely to be accepted for publication than one which is disjointed, confusing and error-filled, irrespective of the scientific merit of the study described. Do not let your paper be rejected because of how it has been written. You already have worked far too hard to design your study and collect your data.

Company Report And Financial Analysis Essay - 4668 Words

Company Report and Financial Analysis Wal-Mart Stores, Inc. Nada Guzaiz Nouf Alharshani Wande Brewer Contents Introduction 1 Company and its Products 1 ?Stock prices of Wal-Mart of last 12 months.? 1 Analysis of financial ratio values 1 Net profit margin of Wal-Mart 2 Three-year trend of Net Profit Margin of Wal-Mart Inc 2 Financing situation of Wal-Mart 3 Three-year trend in Debt-to-Equity-Ratio of Wal-Mart3 Total asset?s turnover of Wal-Mart 4 Three-year trend of Net Fixed Assets turnover of Wal-Mart 4 Return on Equity Analysis (REO) 5 Three-year trend of Return on Equity REO of Wal-Mart 5 Summary of Wal-Mart?s overall health and ROE analysis 6 Conclusion 7 Bibliography 8 Introduction Wal-Mart is the American multinational retail corporation that is based on chain setup of different grocery stores, hyper stars, and the discount department. Wal-Mart Inc. headquarter is located in Bentonville, Arkansas. According to ?Fortune Global 500? 2016 list, Wal-Mart is the largest company with the perspective of the revenue. As of 2016, it has emerged as the highest private employer with with 2.2 million employees employed. In this year alone, Wal-Mart has grasped 62.3% total sales of the grocery retailer market. This generates US$ 478.614 billion in the US (Rankings, 2015). The President and CEO is Doug McMillan and Greg Penner is the chair person of Wal-Mart stores. Company and its Products A few products Wal-Mart sells are movies and music,Show MoreRelatedFinancial Ratio Analysis Report of Ford Motor Company1940 Words   |  8 Pagesevaluating the performance of the companies they are involved with, comparing historical figures with its industry competitors, and even with successful businesses from other industries. To complete a thorough examination of any companys effectiveness, however, more needs to be looked at than the easily attainable numbers like sales, profits, and total assets. 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Report about Comparison of Three Different Sources of Information

ABSTRACT Information security and reliability is one of the most important factors considered when selecting a communication channel. The channel must ensure that the information is free from distortion. In this report, three sources of information are analyzed, their advantages and disadvantages evaluated and a recommendation finally made about the most appropriate source that can be used to handle information about climatic change and adaptations. INTRODUCTION This report aims at analyzing a newspaper article, journal article, and a policy report. After the analysis, a conclusion is made about the reliability of the articles. When looking at the newspaper, factors like the information sources are considered. We also look at the writer and the professionalism in the article. All these factors are considered in the cases of policy article and journal article. LITERATURE REVIEW A newspaper is usually used to report on events. Such events or news are normally not first hand information and their reference citation not a requirement. A newspaper is thus suitable for current affairs. A policy article, unlike the newspaper, is written by an expert. However, it undergoes the same political influence as that of the newspaper. A journal article is written by an expert and analyzed properly. Truth is its major concern. METHODOLOGY In this report, similar information that is contained in three different articles is scrutinized for reliability. The truth in all the three articles is justified and then a conclusion drawn about their reliability. We have found out that newspapers are normally for current affairs and always have political influence; policy documents also have political influence though they are written by experts. However, journals lack political influence. ANALYSIS From the research, we have found that newspaper articles are usually not first hand information and have no proper reference. The context within which such articles are written usually lack and the method of data collection not considered. The speed with which they are written makes it completely difficult for a substantial research to be carried out so as to verify some information. Newspaper is thus suitable for very current affairs. Policy reports, as opposed to newspaper articles, are written by professionals and the arguments are clear with strong bases. However, like newspapers, they suffer from political bias. Like policy reports, journal articles are also written by professionals. In these articles, truth is of utmost importance. Thorough scrutinizations of such articles by other professionals make it possible for the truth and accuracy to be maintained. Such articles are very reliable. CONCLUSION Considering the advantages and disadvantages of the above types of articles, it is clear that journal article is the most reliable. This is due to its key aim: to tell nothing but the truth. The proper scrutiny they are subjected to by other professionals makes it completely impossible for lies. Journal article is thus the most reliable in handling issues like the climatic change and adaptations.

Risk Management Plan of Little Falls Hospital Free Essays

As the new risk manager, I have been asked to prepare a Risk Management Plan that will help to develop a culture of safety throughout Little Falls Hospital. The purpose of the Risk Management Plan is to provide guidelines and methods to assure that the broad range of both administrative and clinical activities at the facility are monitored and coordinated in order to reduce losses associated with consumer, employee, or visitor injuries, property loss or damage and other sources of potential facility liability. At this facility, Risk Management is the responsibility of every employee. We will write a custom essay sample on Risk Management Plan of Little Falls Hospital or any similar topic only for you Order Now Due to the size and complexity of this facility and its programs, it is necessary for all employees to participate for effective management of risk. Providing an ongoing, comprehensive, and systematic approval to reducing the risk of exposure is the focus of the risk management plan. The activities included in risk management are identifying, investigating, analyzing, and evaluating risk, followed by selecting and implementing the most appropriate methods for correcting, reducing, managing, transferring, and/or eliminating them. This plan requires the cooperation from all departments, services, and patient care professionals. Policies, procedures and protocols will be provided to address exposure to events such as professional, business-related, general and motor vehicle liabilities, and workers’ compensation which may be created. The primary responsibility of this risk management program is to identify, investigate, and manage injuries, accidents, and other potentially compensable events. This process will be directed by me, the risk manager, and the others I have assigned to participate in the various components of events that may occur with patients, staff, visitors, and organizational assets. To achieve quality care in a safe environment and to protect the organization’s resources, this risk management plan will influence, persuade and educate leaders within all departments—Administration, Billing Services, Human Resources, Legal Services, Medical Equipment—just to name a few. With this risk management program in place, the organization will use the patient satisfaction surveys to respond to issues the patients may have and measure the satisfaction of the patients. We will also directly participate in resolving any complaints received. Little Falls Hospital’s Risk Management Program will emphasize the following: Improving patient satisfaction Improving the safety of patients through our participation in National Patient Safety Goals, organizational safety strategies, and other patient safety initiatives Assessing systems that can contribute to the care, error and injuries of patients Educate the stakeholders on risk exposures and risk reduction initiatives as they arise Promote the quality care of patients while working to improve quality/performance activities Comply with the state-specific scope of practice, applicable laws, regulations and standards Minimize the frequency and severity of inauspicious events Improve the environmental safety for the patients, visitors and staff by participating in care-related environmental activities Achieve requirements advertised by accredited organizations Address contrary events and injuries to diminish any future losses By implementing continuous improvement strategies, this Risk Management Program is being designed to reduce potentially unsafe conditions and system-related errors. In order for this program to be a success requires there to be top-level commitment and support from all parties. This program and plan is authorized by the governing board via a resolution that will be documented in the minutes from the board meeting. As changes and issues come up, the risk management plan will be reviewed, updated, and approved daily, or as needed. How to cite Risk Management Plan of Little Falls Hospital, Essays

A Tale Of Two Cities Notes Essay Example For Students

A Tale Of Two Cities Notes Essay A Tale of Two Cities Book I (Chapters 1 4)SummaryIt was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness . . .Dickens begins A Tale of Two Cities with this famous sentence. It describes the spirit of the era in which this novel takes place. This era is the latter part of the 1700s a time when relations between Britain and France were strained, America declared its independence, and the peasants of France began one of the bloodiest revolutions in history. In short, it was a time of liberation and a time of terrible violence. Dickens describes the two cities at the center of the novel: Paris, a city of extravagance, aristocratic abuses, and other evils that lead to revolution and London, a city rife with crime, capital punishment, and disorder. In both cities, the capabilities of an angry mob were a dangerous thing, to be feared by all. The tale begins on a road between London and Dover (in southern England) in 1775. Three strangers in a carriage are traveling along this dangerous road. The carriage encounters a messenger on a horse who asks for one of the passengers, Jarvis Lorry of Tellsons Bank. They are wary, because the messenger could be a highwayman, robber, or other undesirable. However, Mr. Lorry ventures out into the rain to receive the message. He recognizes the messenger as a man named Jerry, who works for Tellsons Bank, as well. Jerry tells him to wait at Dover for the young lady. Lorry tells Jerry to relay to the people at the Bank this message: Recalled to Life. Jerry has no idea what it means and rides off into the rain. Dickens then ponders how the heart of a person is a true mystery. Lorry can tell who or at least of what class the two other passengers are. Traveling on, Lorry dozes in and out of dreams. His dreams reveal to the reader that his mission is to metaphorically dig a man out of the grave. He dreams of imaginary conversations with this man he is to recall to life. Buried how long? Lorry always asks. Almost eighteen years, replies the man. Lorry brings the man in his dreams to see a woman (the young woman of which Jerry the messenger spoke). But the man does not know if he still wishes to live or if he can bear to see the young lady after having been buried for eighteen long years. Upon arriving at an inn in Dover, Lorry waits for the young lady. Here the reader learns that the sixty-year-old Lorry is a well-dressed businessman who works for Tellsons Bank. Tellsons has an office in London, and an office in Paris. Lorry is above all a man of business, and tries to reduce everything to business terms. When the young lady arrives, Lorry goes to see her. She is Lucie Manette, a seventeen-year-old orphan. Lucie believes that she must go to Paris with Lorry because Tellsons Bank has discovered something regarding her dead fathers small bit of property. However, Lorry nervously tells her the truth: Her father was a well known scientist in France, whom Lorry knew while working at Tellsons French office. Lucie vaguely recognizes Lorry because he brought her to London many years ago when she was orphaned and Tellsons Bank was put in charge of her. Lucie is shocked when she learns that Tellsons has found her father alive in Paris. He was imprisoned in the Bastille (a famous French prison) for eighteen years, but no one knows why. Lorry calls in the servants, and a strong, brusque woman (who we later discover is Lucies servant and who essentially raised her) comes in to take care of the young lady. CommentaryThe two cities are very important to the development of this novel. Both are violent cities rife with injustice. The characters travel between them throughout the novel. The cities provide two distinct settings, each with its own secrets and perils. The major themes of this novel are resurrection and revolution. The first of the two themes is introduced in this section.

Acid Rain Essays (1840 words) - Inorganic Solvents, Acid Rain

Acid Rain annon INTRODUCTION: Acid rain is a great problem in our world. It causes fish and plants to die in our waters. As well it causes harm to our own race as well, because we eat these fish, drink this water and eat these plants. It is a problem that we must all face together and try to get rid of. However acid rain on it's own is not the biggest problem. It cause many other problems such as aluminum poisoning. Acid Rain is deadly. WHAT IS ACID RAIN? Acid rain is all the rain, snow, mist etc that falls from the sky onto our planet that contains an unnatural acidic. It is not to be confused with uncontaminated rain that falls, for that rain is naturally slightly acidic. It is caused by today's industry. When products are manufactured many chemicals are used to create it. However because of the difficulty and cost of properly disposing of these products they are often emitted into the atmosphere with little or no treatment. The term was first considered to be important about 20 years ago when scientists in Sweden and Norway first believed that acidic rain may be causing great ecological damage to the planet. The problem was that by the time that the scientist found the problem it was already very large. Detecting an acid lake is often quite difficult. A lake does not become acid over night. It happens over a period of many years, some times decades. The changes are usually to gradual for them to be noticed early. At the beginning of the 20th century most rivers/lakes like the river Tovdal in Norway had not yet begun to die. However by 1926 local inspectors were noticing that many of the lakes were beginning to show signs of death. Fish were found dead along the banks of many rivers. As the winters ice began to melt off more and more hundreds upon hundreds more dead fish (trout in particular) were being found. It was at this time that scientist began to search for the reason. As the scientists continued to work they found many piles of dead fish, up to 5000 in one pile, further up the river. Divers were sent in to examine the bottom of the rivers. What they found were many more dead fish. Many live and dead specimens were taken back to labs across Norway. When the live specimens were examined they were found to have very little sodium in their blood. This is typical a typical symptom of acid poisoning. The acid had entered the gills of the fish and poisoned them so that they were unable to extract salt from the water to maintain their bodies sodium levels. Many scientist said that this acid poising was due to the fact that it was just after the winter and that all the snow and ice was running down into the streams and lakes. They believed that the snow had been exposed to many natural phenomena that gave the snow it's high acid content. Other scientists were not sure that this theory was correct because at the time that the snow was added to the lakes and streams the Ph levels would change from around 5.2 to 4.6. They believed that such a high jump could not be attributed to natural causes. They believed that it was due to air pollution. They were right. Since the beginning of the Industrial revolution in England pollution had been affecting all the trees,soil and rivers in Europe and North America. However until recently the loses of fish was contained to the southern parts of Europe. Because of the constant onslaught of acid rain lakes and rivers began to lose their ability to counter act their affects. Much of the alkaline elements; such as calcium and limestone; in the soil had been washed away. It is these lakes that we must be worried about for they will soon become extinct. A fact that may please fishermen is that in lakes/rivers they tend to catch older and larger fish. This may please them in the short run however they will soon have to change lakes for the fish supply will die quickly in these lakes. The problem is that acid causes difficulties the fish's reproductive system. Often fish born in acid lakes do not survive for they are born with birth defects such as twisted and deformed spinal columns. This is a sign that they are unable to extract enough calcium from the water to fully develop their bone. These young soon

Controversy Essay

Controversy Essay Controversy Essay Controversy Essay: Choosing Controversy Essay Topics To write a good controversy essay worthy of attention, you need to start the process of writing with a careful choice of a good topic. The first and the most important issue to keep in mind is that such topics as abortions, gay adoption, or animal experimentation are no longer interesting to explore. Your instructor wants to see fresh topics and fresh ideas. Therefore, start your research and be creative: One of the important elements of controversy essay writing is the value of being indifferent to the topic. While it is hardly possible to have no opinion on the issue, avoid choosing the topics that make you too passionate. For example, if are strongly against smoking in public places, you will fail writing a good controversy essay at least because you have to present both sides of the argument. The second critical aspect of successful controversy essay writing is organization of your ideas. The most recommended structure is the following: introduction, your strongest point, second strongest point, opposing point, refutation, third strongest point, and conclusion that restates your key points. Of course, you will not succeed in writing strong controversy essay if you do not include specific examples to support your points. Therefore, devote enough time to read different articles, look through books, and surf the Internet. Do not forget about citing all borrowed information! You do not want to get F for plagiarizing, do you? Use Custom Essay Writing Services for Your Benefits If writing a controversy essay is a real headache for you, we offer an opportunity to take advantage of our professional custom essay writing services. We will help you with the choice of the topic, outline, research, writing, and editing. Therefore, you do not have to spend endless hours in painful search of the topic and drafting of your controversy essay. Of course, you should never commit yourself to the service that raises concerns about legitimacy. We are among the few sites that fulfill their promises. We meet deadlines and we do not work with ESL writers. Working with our professional team, you get the best results within the shortest deadline. Yes, we can deliver a 5-page controversy essay in 24 hours! It should be noted that we do not resell delivered essays. In other words, your essay is original and written from scratch. Moreover, no client will ever be able to get access to your controversy essay. We treasure the trust of our clients, and try our best to meet requirements of every customer. Read more: Science Research Paper Research Papers Proposal Research Paper Thesis Research Paper Ideas Research Paper Format

Compare & Contrast Argumentation on Visual Art and Musical Art Essay

Compare & Contrast Argumentation on Visual Art and Musical Art - Essay Example Below are two instances of artists and their visual artwork they have performed in this world’s nature. Spencer Tunick is an American artist internationally known for organizing and photographing enormous nude conversations in public spaces. His profession has generated excellent controversies regarding the public space juxtaposition, nudity an art. Tunick refers to these occasions like temporary site-specific installation. Spencer Tunick established an international project named as Nude Adrift that objected to executing at least on enduring installation in all seven continents. The project was differently undertaken in each destination composing the tannery. Tunick was backpacking with his girlfriend in some countries and a small group of people. At those countries, he did not have any organizational support and the installations resulted in most personal portrait. However, in some other nations, his installations were possible due to a partnership that museum and arts organizations such as the Musee d’Art are contemporizing in Montreal and the Melbourne Fringe Festival which gave him funding and structure. His installations surprised all expectations in all the countries he attended grouping 2000 volunteerism Montreal and over four thousand in Melbourne5. His artistic work made him succeed in all of his works he performed. (Louise et al 22-23). The aspiration of Christo and Jeanne-Claude is to build major public works of art for New York that started when they emigrated from Europe in 1964. In the 1970s while creating projects elsewhere but continuing to live and toil in New York, they remained perpetrated to succeeding in completing major fieldwork of art in the city. Their attention turned towards the vast flow of people walking through the streets. The resulting proposal was the Gates that was a project directly linked to the human scale to be sited in central Pak. The projects temporally quality are an artistic decision.

Discuss the tea party movement, identifyig its positive (or nebative ) Essay

Discuss the tea party movement, identifyig its positive (or nebative ) features, depending on your own political viewpoint. utilize any of the ways of thinking about political ideology your in - Essay Example Rick Santelli of CNBC has been given a high credit when in February 19, 2009 he raised his voice against the administrative proposal of the Obama government, which aimed to purchase the mortgaged securities so as to inject the capital into the economy in response to the sub prime mortgage crisis. (Rowen). However, though it is generally argued that the Tea party movement is a modern political movement staging the protests against the government in a revolutionist way, the criticisms of such movements are also emerging rapidly. The tea party movement with its progress has also mystified the people on the left and right issue. The protesters frequently try to raise them as the true patriots who are working for strengthening the public opinion over limited governmental control, free market mechanism and lower tax policies. However, we can criticize the movements, as the members of the party are very confused over the issues on which they protest. We can also say that with its activities the tea party movement has also brought and conveyed the act of racism. (Conan). However, in many conservative blogs the bloggers have tried drawing the attention of the people in favor of the tea party movement. In the blog like ‘HOT AIR’, Mr Allahpundit has raised his arguments that Mr. Obama also knows the significance of tea party movement in America and he has deliberately use the term â€Å"teabaggers† before the media. (Allahpundit). But in the more liberal blogs like ‘Fred’s Humboldt Blog’ the justification and evaluation of such movement has been discussed more generously. In this blog the blogger has raised his support towards the tea party movements by arguing that there are thousands of people now involved in this movement and it may force the government to go for lower tax and smaller government policies. (The tea parties). Notwithstanding, we may argue that at present there are many crises, which are gradually taking

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.