Markets Driven vs Driving Markets Approach - 946 Words

Discuss the conflict between the â€Å"market driven† and â€Å"driving markets† approach of Microsoft. Which approach do you consider Microsoft utilizes? Customers first? Or innovation driven? Justify. By Viola Mosweu amp; Nkosana Nkomo Microsoft employs two approaches in being market oriented-a market- driven approach and a driving markets approach. Market driven refers to a business orientation that is based on understanding and reacting to the preferences and behaviors of players within a given market structure. Driving markets, on the other hand, implies influencing the structure of the market and / or the behavior(s) of market players in a direction that enhances the competitive position of the business, in this case Microsoft. Jaworski,†¦show more content†¦They introduced Microsoft office 1.0, visual basic, windows NT, Windows 95, Internet explorer, Office 97, MSN Gaming Zone, Change of leadership from Bill Gates to Steve Ballmer, windows 2000, windows vista, office 2007, windows server 2008 and visual studio 2008 and now its latest product windows 7. At each stage Microsoft began anticipating market needs and behaviors by analyzing business and end user processes, challenges and problems of end user and programming problems by developing a improved but not a perfect product that attempted to ease some of the difficulties of computing until such a point where customers begin anticipating the new product will replace the previous one with improved and salient features that make the experience of computing an enjoyable one. The magnitude of the changes were magnificent such as that in 1978 a small company was able to exceed $1 million sales mark, IN 1983 OVER 100 MILLION MICE WERE SOLD, the IPO price for its shares was $21.00 per share, 1 million sales of windows NT in 4 days, 10 million plus MSN gaming members and so on. Currently, Microsoft has a market orientation in which the two approaches are complementary since both approaches represent a market orientation that entails a focus on customers, competitors and broader market conditions (Kohli and Jaworski 1990). The two approaches are complementary, not substitute in relation to Microsoft because they are simultaneously attempting to protectShow MoreRelatedA Customer Driven Organization Is The Most Important Mission And Purpose Of Every Business1242 Words   |  5 PagesA customer driven organization is one that listens to its customers and integrates customers into its business by providing customer focused solutions. 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Strong economic growth has resulted in higher and increasing interest rates; which slows down the economy, especially the interest rate sensitive real estate industry; as mortgage rates increase

The Effects Of Violent Music On The Youth Culture

This paper explores several published articles that embodies different explanations from research on the effect of violent music, both positive and negative towards African American men, women, and children. The articles also provides information that will support the reason how Hip-hop has such an impact on the youth culture, how Hip-hop is valued, and how the music and its lyrics are interpreted. Changing Images of Violence Rap music lyrics: 1979-1997 Hip- hop has both a negative and positive impact on African American lives. Over the past three decades, Hip-hop has arisen as a cultural and artistic aspect, influencing youth culture around the world. Hip-hop echo’s the social, economic, political, and culture matter and conditions for many youth lives. In slavery times music was used as a symbol of communication. Hip- hop speaks to many youth in a language and manner they understand. There are four essential elements included in the Hip-hop culture. The four elements are Disc Jockeying (Djing), break dancing, graffiti art, and rapping. Hip-hop has also compassed a style of dress, language and dialect, and a way of looking at the world. Police Violence Hip-hop Response White’s perspectives towards blacks in the justice system are viewed as the â€Å"prototypical criminal† who is reinforced in the media, and the general public. Police brutality against black males is defined, as â€Å"the use of excessive verbal, intimidation, and physical force.Show MoreRelatedThe Violence Of Rap And Rap1633 Words   |  7 PagesIntroduction Crime is culture. Wait, what? Believe it or not crime is a culture that has developed rapidly this past century. Rap, over the years has changed in many ways such that it went from being condemned by the public to being mainstream, it is now being used to aid teens with psychological troubles, and more. 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Music has always had a tremendous effect on cultures and societies around the world. It affects how people act, speak, and dress. In today’s society, rap music has become such a fundamental part of the lives of youth that it is aRead MoreRap Music : Hip Hop Essay1509 Words   |  7 PagesRap, or hip hop as some call it, ranks in the top ten of most popular music genres in the world. Since it burst on the scene in the late 1970s, rap music changed the landscape of the music industry, especially for African-American artists. The genre accredited some of the biggest names in the music industry. Popular artists like LL Cool J, Tupac, Notorious B. I. G., Jay-Z, Kanye West, and many others produce, or have produced, millions of hip-hop records. The sec ret to the success of hip hop centersRead MoreA Common Agreement Within The World That Deals With Men And Men1273 Words   |  6 PagesMexican-American Girls, and Gangs†, within her research she has conducted various interviews with females in gangs. From her research she has came to the conclusion that for girls, â€Å"Gang member’s behavior is determined by social structures and group culture by defining the perspective and attitude of the girl gang† (Harris 301). In other words, Harris is explaining that peer groups, such as gangs, to females tend to have a powerful influence on them by having certain rules, values, and disciplinary actionsRead MoreThe Music Of The Hip Hop1412 Words   |  6 Pagestrading music and singing folk poets and street youth who suffer from oppression, troubled physical and social conditions such as poverty, unemployment, addiction, or who the rigors of life led them to engage in the world of gangs and the drug trade. That does no t put hip-hop within narrow limits of poverty, drugs and crime and delinquency framework. Perhaps one of the most important reasons which made the music of hip-hop spread at the Arab streets is a domination of American culture through cinemaRead MoreRap Music And Its Effect On Society Essay1277 Words   |  6 Pagesthink that it is only classical music that has a positive effect on society because of its soft tune and melody, but in fact rap music can have that same effect. The reason that some people think rap music leads to violence is because gang members can often be found listening to rap music, and they dress in the urban clothing style of rappers. The reality is that rap music is greatly misunderstood. The media often portrays rap music as negative and focuses on rap music more when it is related to somethingRead MoreViolence Portrayed By The Media Essay1101 Words   |  5 Pagesportrays on adolescents. Some propose that the authors are projecting that the youth are negativ ely effected by the media. Others, however, believe that violence portrayed by the media does not have any real long-term effects on the well being on youths. The three articles selected consider their evidence for this controversial subject. According to Anderson, the discussion on whether or not media has a negative effect of the youth is being argued. He uses prime sources and conducts studies to expand theRead MoreBlaming the Media for the Worldwide Increase in Violence Essay892 Words   |  4 Pagesacceptable behaviour in this society. Media outlets include film, radio, print, music and so on; film being the most widely used medium. The media which is prevalent in every aspect of our lives, is the perfect instrument to instil ideas in the minds of the people, and the most susceptible of them all, children. During the past decade, there is an alarming increase in violence, especially among the youth. A study found that between 1993 and 2001, incidents of physical violence

Death Investigations and the Role of the Forensic Nurse Free Essays

The International Association of Forensic Nurses website states, â€Å"Every state/ county has different needs and resources, and every state/county may run death investigations with a different approach. What matters is that every effort be made to ensure a thorough, accurate, and timely investigation. A faulty cause of death determination can significantly impact surviving family members, agencies responsible for planning public health policy, civil or criminal action, and even public safety. We will write a custom essay sample on Death Investigations and the Role of the Forensic Nurse or any similar topic only for you Order Now (Schindell, 2006) The possibility of forensic investigations may begin in first aid situations, or in the emergency department. The nurse’s first duty is to provide immediate care to the patient, but the nurse must also be prepared to preserve evidence for possible criminal investigations. (Dean ; Mulligan, 2009) This becomes andatory in the situation where the patient dies. It is very important that evidence and intormation surrounding the death is preserved The body should not be cleaned prior to transport to the morgue, and any tubes, IVs or other medical equipment should be left in place. The nurse on duty can be instrumental in making sure that everything remains as it was in order to make it easier for the medical examiner. The nurse must also be sure to document all procedures performed, including attempts to establish an ‘V, as well as noting all injury sites. (Erricksen, 2008, p. 40) Other investigations begin when a suspicious death is reported to the ppropriate agency. The death investigator will go to the scene in order to collect evidence, photograph the area, and gather information regarding the environment and positioning of the body. The investigator will also question witnesses, family members, and law enforcement officials to gather more information regarding the victim, including past medical history, condition prior to death, circumstances leading up to the death, if known, and if the body has been moved. This would be followed by detailed investigation of the body, any clothing, and clues to medical conditions such s medic alert bracelets or presence of insulin pumps, etc. (McDonough, 2013) The forensic nurse can perform or assist with all of these duties, and must be careful and meticulous in writing reports of their findings. The completion of good contemporaneous records may be vital to any statements of evidence that a nurse may be required to produce at a later date, to either the police or coroner. † (Dean Mulligan, 2009, p. 39) In many cases, if the primary investigator does not have medical training, the forensic nurse’s experience and knowledge can be invaluable. Schindell, 2006) Foren sic nurses can also apply information and practices from other areas to death investigations. Researchers in Alaska have determined that sex- related homicides can be difficult to properly identify, and may be under-reported for that reason. Calling upon the expertise of a Sexual Assault Nurse Examiner (SANE), the researchers were able to apply standard techniques from sexual assault cases with living victims to investigations of homicides. These techniques, especially examination with a colposcope to identify anogenital injuries, were able to identify exual assault related injuries, and to properly classify some homicides as being sex- related (Henry, 2009). Inclusion of forensic nurses in further sex-related homicides would be beneficial to law enforcement officials. â€Å"Forensic nurses have taken a leadership role in improving healthcare’s response to living victims of sexual assault and forensic pathologists and law enforcement would benefit from including a forensic nurse, specialized in sexual assault examinations, in the multidisciplinary response to deceased victims. † (Henry, 2009, p. 64) A qualified and trained forensic urse can even act as the coroner if there is no medical examiner available. In counties where non-medical Deputy Medical Examiners are being asked to conduct the majority of a death investigation, medical expertise should be readily accessible to them. A forensically trained nurse can be an ideal medical representative in these situations. † (Schindell, 2006) The primary goal of a death investigation is to determine the cause and manner of death. This can sometimes require detailed and pains taking investigation, not only of the immediate cause of death, but of possible comorbidities that may have contributed to the death. How to cite Death Investigations and the Role of the Forensic Nurse, Papers

Defining Racism free essay sample

Article â€Å"Defining Racism† by Beverly Daniel Tatum talks points out many issues of problem of racism in our society. She concentrates on how people are exposed to information about other races and how stereotypes about them are introduced to us. This article applies to the sociology of ethnicity and race. The best of points of the article are the paragraphs where she explains reason why people are so influenced by stereotypes. First she mentions the problem of being isolated from other racial groups. Without the firsthand experience people are not able to confirm the information we have about other races with the reality. People tend to believe what they have been told about different people without trying to verify if this information are true. People do not know all the fact about other and making assumptions on secondhand information which are very often distorted, shaped by cultural stereotypes, and left incomplete. We will write a custom essay sample on Defining Racism or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Second, the author points out the seriousness of the problem of omitting information. This issue might have similar effect to misinformation. As an illustration she gives the example of the teacher who tells student that there are no Black authors what makes student think the same way. If nobody would change this statement all student will assume that they are no Black writers because they have never been exposed to anyone. The author mentions the problem of prejudice as an effect of mentioned above misinformation and omitting information. She assumes that everyone have prejudice, not necessary because we want to have them but as a result of being exposed to misinformation about others. The author compares prejudice to smog – we do not see it but we all breathe it. Even if we do not do anything to produce the smog we are still responsible for its existence. People just cannot avoid facing the prejudice same as we cannot do anything with the fact we breath the smog with the air. The weakness of the article is that it might seem as a not fully objective. In the last paragraph the author discovers herself. She is an African American, well-educated psychologist. For some people that not familiar with the topic can assume that her statements are subjective and based on her own personal experiences. She mentions the White’s racial advantage and she refers to the term â€Å"White Privilege. She says that Whites have access to better school, housing and job and can get a lot of social benefits and privileges. She points out that White person is most of the time viewed as a member of a racial group not an individual. The author makes a few statements which might seem irrational statements like: White person can be late for meeting or is not seen in the store as a potential thief. My first reaction after I read was â€Å"this is ridiculo us. † I based my opinion on my own, everyday experience: I work at the bank and I react in the same way to all suspicious activities at my branch regardless of race of the suspect. When I think about it more I conclude that my opinions are different because of my background and the history I know. United States is very racially diverted country with history of racism, prejudice and racial segregation. I grew up in the culture where such divisions are irrelevant and they simply do not exist. Because of that I can understand if someone who is not familiar with topics of racism and social inequality might understand this article as a subjective and against Whites. I chose this article because I became really interested in racial and social problems in United States. I was always ignoring problem of racism and prejudice because I do not concern as an important. I have realized that ignoring the problem is not a solution; it is like fighting with the smoke instead of the fire. I believe it the people want to make a change and create better world they need to know the problem and its history. It is not enough to have own opinion, everyone should know how to defend own point of view and present it to others.

Death Penalty Is Inhumane Essays - , Term Papers

Death Penalty Is Inhumane December 12, 1984. Georgia. After the first jolt failed to kill Alpha Otis Stephens, he struggled for eight minutes before a second jolt finished the job. The first electrical charge took two minutes. Then there was a six minute pause so his body could cool down before physicians could examine him and declare that another jolt was needed. During that six minute interval, Stephens took 23 breaths. (Radelet,1998) Countless studies have shown that the murder rate per capita has not gone down since capital punishment was legalized in 1976, but it has actually gone up. We also need to consider the fact that it costs taxpayers less to give a prisoner a life sentence without parole than it does to keep them on death row. There is no doubt that the death penalty is an expensive, inhumane, and an ineffective deterrent to crime. In 1972, the Supreme court decides that the death penalty is cruel and unusual punishment according to the eighth amendment of the U.S. Constitution. The Furman v. Georgia decision stopped the death penalty in America. Capital punishment in America went on a four year break. In 1976 it made a comeback. Two of the same justices that were in the supreme court for the Furman decision were still in the court. The case was Gregg v. Georgia, and it turned the nation around. The court now held that the death penalty does not invariably violate the Constitution. They went back on their word from four years ago. They pointed out that even the first congress of the US had enacted legislation providing the death penalty for certain crimes. So they put the enforcement of the death penalty into the hands of the states. Currently there are 36 states that practice the death penalty. Twenty-seven states use lethal injection, twelve use the electric chair, seven use the gas chamber, four still use the classic noose-and-rope technique of hanging, and Utah still uses the firing squad (though only once). (Bedau, 1997) The people that aren't being executed are spending more time on death row each and every year. The average stay in 1983 was just over four years. that number has nearly tripled since then, with the average stay being 125 months. (Tushner, 1994) Many people seem to think that by killing a person we are saving the taxpayer's money. But in reality, holding a prisoner on death row is more expensive than holding them in prison without the possibility of parole. It costs up to three times the amount to keep a prisoner on death row than it would be to keep them in prison for the rest of their lives. Capital cases cost at least $2.6 million more per execution in some states. The most extensive study in the country found that the death penalty costs North Carolina $2 million per execution over the costs of a non-death penalty murder case with a sentence imprisonment for life. On a national basis, these figures come out to an extra cost of half a billion dollars since 1976 for having the death penalty. In Texas, a death penalty case costs an average of $2.3 million, about three times the cost of imprisoning someone in a single cell at the highest security level for 40 years. (Justice For All Network,1997) A lot of the expenses come from the long drawn out appeals process that we are giving our criminals, and the court appointed attorneys that they are receiving. Speaking of which, the poor and mentally ill are being sent to death row much quicker than the rich. Why? Because they cannot afford a good lawyer. They are sent to the court and usually end up with a court appointed attorney, who could usually care less what happens in the case. Most of them also have very little experience in capital cases. Richard Lacayo's article shows that. He says that some cities are trying to change things so that the court appointed attorneys have a little help by setting up public-defender offices. But there are still so many places that rely on the list of local lawyers to draw from for their capital case attorney. (Lacayo, 1992) However, it is very hard to blame attorneys in general. According to the article, an Atlanta private attorney may be being paid $75 an hour, while a court appointed lawyer will make about $30. States like Alabama make it even worse by placing a limit on how much a court appointed

Christianity Distinctiveness Essay

Christianity Distinctiveness Essay Christianity Distinctiveness Essay Religions are broadly defined as the quest for an experience of the Transcendent. There are similarities and differences between religions; each having differences to make that religion unique. Christianity has a few characteristics that make it distinctly different from other worldly religions. From the Bible passage John 8, 1-11, one can see some of these differences. For example, the passage gives us a personal relationship with God through Jesus Christ. We have his son as a pathway to knowing and loving God. No other religion can offer that. Islam believes in Allah, a sole God. They cannot create that personal connection with God because he could not send anyone to be with them. Same with Judaism, they believe in a single God, not the trinity that Christianity believes in. This is one way Christianity differs from other religions. Another point one finds from the reading of John’s gospel is how kind Jesus is to the woman who committed adultery. He states that the one perso n who has not sinned can cast the stone at her. Since everyone has sinned, no one casts a stone and Jesus does not condemn her. Instead, he just encourages her to not sin. This is different from Buddhism’s concept of suffering. They think that the world has a constant suffering that people must end by using the Noble Eightfold Path. Christians are not given specific steps like the eightfold path to end suffering. Instead, they find guidance from Jesus to stop sins, and when they stop sinning, they have less suffering. Jesus did not

Critical Review Paper Expansion Term Example | Topics and Well Written Essays - 2500 words

Critical Review Expansion - Term Paper Example Their views are important for international political thought, because they influenced present international political economy theories and helped paved the debate on political ideology, particularly shaping the discourse on the concept of â€Å"civil society† and the rise of nation-states vis-a-vis â€Å"civil society.† Kant, Rousseau, Locke and Hobbes have diverging views on the relationship between the government and civil society, as well as the notions of slavery, sovereignty, direction of international politics, and peace, but they share somewhat similar beliefs in the role of education and the state of nature of humanity. Locke and Hobbes have diverging views on the relationship between the government and civil society. Hobbes believes that Europe has changed as a civil society through the evolution of the social contract. The Commonwealth only exists because of the Covenant between the people and the government or the state. Hobbes says in the Leviathan: â€Å" Essence of the Common-wealth; which (to define it) is ‘One Person, of whose Acts a great Multitude, by mutual Covenants one with another, have made themselves every one the Author, to the end he may use the strength and means of them all, as he shall think expedient, for their Peace and Common Defense.’† This statement shows that the main goal of the government is to ensure peace and national defense. The covenant or social contract, however, for Hobbes is absolute, where the state incorporates the wills of the individuals; the state is the body and individuals are just parts of it: â€Å"The only way to erect such a Common Power† is â€Å"to confer all their power and strength upon one Man, or upon one Assembly of men, that may reduce all their Wills, by plurality of voices, unto one Will† (Hobbes). This statement underscores that the social contract binds all individuals. On the one hand, it enforces plurality of wills. On the other hand, it means the precedence of the state over civil society. Locke confirms the same views as Hobbes and argues that Europe also changed because of the need for the social contract. Unlike Hobbes, Locke believes that people take part of social contracts merely to help adjudicate disputes between individuals or groups. He says: â€Å"And this is done, where-ever any number of men, in the state of nature, enter into society to make one people, one body politic, under one supreme government†¦to make laws for him, as the public good of the society shall require†¦Ã¢â‚¬  (Locke, Two Treatises on Government). From here, it is clear that Locke believes that it is the people or civil society that legitimizes the state; while for Hobbes, it is the government that legitimizes the existence of a peaceful civil society. My criticism of Hobbes is that he overlooks that the people make the government. The social contract binds the people, but the people can unbind some laws too in order to make the contract fit their changing needs and issues. I agree more with Locke, who reminds governments of their servitude to the civil society. It does not mean, however, that the civil society will also abuse its rights and fully void the social contract without due justifications. Moreover, Locke and Hobbes diverge on the notion of sovereignty. Locke argues that civil

Film and Television Genres Essay Example | Topics and Well Written Essays - 2000 words

Film and Television Genres - Essay Example There are so many different film genres that are present in the media world today, and although some of them certainly have their similarities, they even more so have their differences, and by understanding about both the similarities and differences of each film genre, we will be able to get a much more aware and critical understanding on each and every one. What is even more, by analyzing all the different film genre's we will not only be able to become more knowledgeable on the genres, but on the world of media as a whole as well. By doing this we will be able to come to a much more understanding and knowledgeable viewpoint on the subject matter at hand overall. This is what will be dissertated in the following. There is really a multitude of different film genres that exist, and in film theory specifically, the term 'genre' refers to that of the primary method of film categorization, and it is a term which is basically used in order to allow separation between films, not only in order to make it easier for movie watchers to be able to predetermine the type of film that it is, but as well so that each film can be more specifically and properly identified and criticized. "A 'genre' generally refers to films that share similarities in the narrative elements from which they are constructed" (Wikipedia, 2007). 'Setting', 'mood', and 'format' are all terms which are used in the film genre classification process: the setting is where the film takes place; the emotional charge which is carried on throughout the film is known as the mood, and the format is the way or manner in which the film was actually shot. Each of these three terms is just as important in the next in regards to the process of c lassifying a film's genre, and they must all thus be taken into account in order to properly assess a film's genre. Film genres are considered as being various forms or identifiable types, categories, classifications, or groups of films which have similar or recognizable patterns which associate them as being in a particular subject area. There are film genres, and then there are genres which are considered as being non-film genres. Some of the most popular and well-known film genres would include that of: action, adventure, comedy, crime/gangster, drama, epics/historical, horror, musicals, science fiction, war, and westerns; some of the most popular and well-known non-film genres would include that of: animated films, British films, children's/kids/family films, classic films, cult films, documentary films, serial films, and silent films. The main difference between film genre and non-film genres is that the film genre titles are more specific and more often used, while the non-fil m genre titles are more subtle and for the most part less popular. The more conventional definitions of genre tend to, for the most part, be based on the notion that they are able to properly constitute for particular conventions of content, and this would include issues such as the theme or setting for instance, or any other film genre subjectivity. It is incredibly important to realize that the attempt to define particular genres in terms of necessary and sufficient textual properties is truly very necessary, and that although it is often seen as being theoretically attractive, often times it can be extremely difficult to complete this process,

Hazard of your choice Lab Report Example | Topics and Well Written Essays - 1000 words

Hazard of your choice - Lab Report Example While the centre of the storm is the calmest with light winds, the further parts of the storm are very violent. When this comes to land, it leads to heavy rains, large waves and strong winds that can damage property, land, buildings, trees, cars and result into heavy flooding leading to loss of animals and human life. The magnitudes of the impacts of hurricanes can be understood from the meteorologists â€Å"Saffir-Simpson Hurricane Wind Scale.† In this scale, the magnitude of hurricane is categorized in a scale of 1-5, however, this scale do not address the impacts of such magnitudes. According to Kislow (21), category one consists of winds ranging from 74-95 mph and result into minor damages to property, falling debris, limited flying and minor injuries to people and animals. Category 2 consists of winds ranging from 96 to 110 which have potential to result into heavy property damage. According to Kislow (21), this category of hurricanes consist of winds with high velocities which carry debris thus poses threat to animals, humans and significant damage to apartment buildings, mobile homes, shopping centers and result into extensive power outages. Category 3 consists of heavy winds of approximately 111 to 130 mph and can result into extensive property damage. This category of hurricane has potential of destroying even well built homes, cause extensive inland flooding and damage to electricity and water sources and lines. Category 4 hurricane consists of winds ranging from 131 to 155 mph and can cause serious catastrophic damage to humans, property and animals. As stated by Vecchi et al (5341), it can cause significant catastrophic damage to apartments, frame homes, as well as shopping centers and include long term water shortages and power outages of up to few months. Category five consists of winds that ranges from 131 to 155 mph and can course complete destruction to property, apartments, trees, shopping malls, and land. It is also important

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.