South Africa and the AIDS Crisis - 2160 Words

The AIDS crisis has been a very controversial issue in the history of South Africa beginning in 1982. During this time South Africa has made a government transition from apartheid to a democracy. Since many national issues needed to be address, the AIDS crisis was pushed aside, leaving a pandemic in the process. Many factors have contributed to the issues including: poverty, social instability, high levels of sexually transmitted infections, the low status of women, sexual violence, migrant labor, limited access to quality medical care, and a history of poor leadership in the response to the pandemic. After three decades of controversy in South Africa dealing with issues involving the government, medicine, and conflict the country is still feeling the after-effect today regarding the largest AIDS pandemic. In 1982 the first case of AIDS in South Africa was diagnosed in a homosexual white man who was believed to contract the disease while in California. 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Dawson Falls Mountain Lodge Strategic Market Plan

Question: Discuss about the Dawson Falls Mountain Lodge for Strategic Market Plan. Answer: Introduction Strategic Marketing Planning is a documented process which unveils the precise methods that a firm can adopt to compete in the most effective manner in the market. This process has a prime aim to increase the sales for the company and plan out the most effective sustainable development strategies for it. As the business world is becoming dynamic day by day, hence, to strive and exhibit operations in such competitive era, a firm is compelled to innovate such ideas that are unique to its working strategies. So, marketing plan does the same for any emerging or a leading company. The plan comprises of guidelines that explains what specific actions are to be taken by a firm in a given timeframe so that the company achieve the set objectives to be in the competition. The process of strategic marketing planning is quite different from the ones in which the decisions are pre-decided and are just implemented without analyzing the situation in times of challenges. In strategic marketing planni ng the root cause of the challenge and the prevailing situations in the market at the time of challenge, both are analyzed equally. Also, in this process, the emerging problems are looked from the customers point of view and hence the developed strategies are highly customer- oriented which collectively works with a single motive of attaining customers satisfaction (Friedman, 2010). Dawson Falls Mountain Lodge is situated in the beautiful Egmont National Park, on the slopes of Mt. Taranaki. It is considered as the best location for the outdoor enthusiasts in the mountains. The ambience of the lodge gives a great relaxing feeling to the visitors and also offers a brilliant restaurant and bar with delicacies that satiates all sorts of taste buds. Apart from being so close to the nature, good hospitality services are also reflected in the comfortable and scheduled accommodation services offered by the lodge. Due to its consistent excellent services in the Tourism Sector of the company, the firm has received an Award of Excellence by two different websites, based on the guests reviews and feedbacks (Allen, 2011). The following report is written to critically analyze the marketing strategies of Dawson Falls Mountain Lodge situated in New Zealand. Major section of this work deals with the current target markets for the firm and the potential markets where the firm could think for its further expansion. Due to digitization, most of the promotional channels for emerging businesses are Internet-based. The lodge too has an interactive website which offers a wide range of options, aiding the customers to select the best package for their holidays. Hence, this report also talks about the companys website and myriads of reformations that are to be installed in this communication channel. There has also been a discussion over the strategies that could be adopted by the firm to increase its customer base by attracting gold and platinum consumers from the lucrative foreign and domestic markets (Kobayashi, 2016, pp. 1-18). The last two portions of the report reveal a conclusion and recommendation sections which justify whether the current strategies are enough for the sustenance of the firm in the Tourism industry and if not, then what are the recommendations that are to be worked upon in order to expand and retain the important tourists coming from all over the globe. Current and Potential Target Markets Dawson Falls Mountain Lodge has focused on quality, luxurious and individualized accommodations for such travelers who want a break from their hassle life. The current targeted customers for the lodge are the ones who want an individualistic environment imbibed by the natures serene elements. The lodge followed a slogan home away from home to gather a number of return customers (Groenestein, 2015). The major market segments of the lodge include tourists who want to skip from their monotonous city life and the researchers who want to discover the secrets behind the natures beauty. As the location of the lodge is near a Nature Park, hence, the prices are also exorbitant as this Nature Park is located in a remote area where acquisition of resources is quite costly. So the people who can afford a luxurious stay could only enjoy its services. The exorbitant services offered at the lodge allow the customers to enjoy both the scenic beauty and a relaxing stay at the same time (Ivanov, 2014, pp. 15-30). The target market also includes professional visitors to the region from the forest and wildlife industries. The lodge could provide facilities for day use of conference facilities, room nights for visiting executives and long stay professional guests. According to Kozak and Martin (2012), a new set of tourists is arising which have their own individualized tastes and expectations with the destinations and their stay. Hence, the lodge could follow this principle to cater the specific needs of the people by analyzing a good range of markets both at the domestic as well as at the international level. The lodge has been successful in attracting a number of rich customers who can afford leisure over basic needs. But as the National Park area is open for all types of customers and a number of middle and upper- middle class tourists and local people visits this spot, hence, these could act as the lodges future customers. The demographics of the country unveil that the major portion of the population is formed by the middle and upper- middle class people (Paul, Arajo, Carlos, 2015). The introduction of technology and other job opportunities in the country have succeeded in improving the lifestyle of the citizens. Now, they could also spe nd a good amount of their salary over their vacations and holidays. Hence, as the company is planning to include more rooms in the lodge, so few of them could be kept at lower prices and could be opened for the families who visit the place during vacations. The range of prices would attract a wide consumer base towards the lodge. When all types of customers would be entertained in the lodge then the brand will have a good image in the eyes of the potential customers and even it would be able to retain the current ones. This would also give an edge over the similar competitors in the tourism market as nearly all the tourist resorts and lodge follow the same strategies to attract and retain their customers. They either attract the rich customers or provide services to the average earners (Prayag, 2016). A lodge catering the needs of both the customers would have a larger scope to design and implement the strategies and thus will have better revenue than the others. Critical analysis of the Companys Website The company website shows the flag of 5 countries with a message that these languages are being used in the lodge for communication. These countries are New Zealand, Austria, Germany, Switzerland and the United Kingdom. This means that the tourists and professional representatives from other continents will surely face a number of problems while communicating their requirements to the staff members. Also, supporting some particular languages over the others portrays a sort of discrimination which actually does not exist at the firm. But as these issues are quite sensitive, hence the social activists never miss a chance to use it as an element to defame the organization. Also, the Specials and packages are only shown to those customers who become a part of the website by sharing their personal details (Dawson Falls Mountain Lodge Official Website, 2016). They are then made aware of the latest packages and offers through customized mails or messages. Hence, an entirely new customer cou ld only avail this facility if he provides the website with its personal details. This could restrict those customers who are using online booking services for the first time or the ones who are less acquainted with such procedures. The website is not equipped with loopholes rather it has a wide range of unique features which is constantly helping it to survive the competition in the Tourism Industry. The types of the rooms and rates are clearly mentioned on the website with proper illustrations so that the travelers could have a candid idea of their trip and stay. Even they could plan out the budget if they need so. Even the website highlights the reviews of the genuine travelers and their experiences with the staff (Team S. , 2012). The feedbacks highlight both the negative as well as the positive aspects of the lodge which definitely helps the travel planners to take wise decisions regarding their trip to the National Park. The genuine customers are also allowed to upload their personal pictures so that the travel planners are assured about the quality of the services of the lodge. The pictures of the available rooms help the executives of the lodge to imprint a wonderful image of the scenic beauty of the pla ce. Another interesting feature offered by the website is the current picture of the Mount Taranaki which is refreshed in every 2 minutes (RudeÃ…Â ¾, Sedmak, Vodeb, 2015). This is an amazing approach of the lodge in which the site is directly linked to another site which shows the real and recent pictures of the mountain to its viewers. The site also has a link to a Facebook page where the visitors could easily connect to the lodge through a social media platform. These online platforms allow the travelers to view and share comments and photos of myriads of travelers and inquire about the lodge and its ambience (Tan, Ching-Yick, Wong, 2009, pp. 15-35). The website also offers a link to a Deutsch Website to which people of Germany, Switzerland and Austria are quite familiar. This approach clearly targets the tourism industry customers of these countries. As language barriers act as a major hurdle in communicating the exact idea and motive behind an action, hence, the executives in the Hospitality industry are required to have a command over other languages too. This makes them to connect easily with the customers in the foreign markets and evaluate their actual needs with the industry and its associated firms. A common language also helps the travelers to convey their grievances and feedbacks in a proper manner to the higher authorities without any discomfort (The International Labour Office, 2012, pp. 1-20). Improvements in the Website The above critical analysis of the website has shown that there are some inadequacies in the website which are to be met to make the website more user- friendly and attract a huge customer base. Digital marketing is the most emerging promotion method. This revolutionized approach, of reaching people, requires only few human resources at the time of creation and is also an interesting method which covers all the major target markets at a single time. However, apart from all these benefits, if the executives fail to manage these online platforms in an efficient way, then there are sure chances that the firm may lose its loyal customers. In order to maintain a good communication with the customers through online platforms, the lodge needs to include improvements in its website (Brown M. , 2016). First of all, to have a competitive advantage over the other websites, the lodge should clearly illustrate its offers and promotions for its loyal customers on the website page. This would attra ct the first time users of the website too. The website could also be optimized for better looks and attractiveness. This is crucial because as any new customer visits the website, he should be satisfies by the user- friendly environment of the website and should readily mark the site as a bookmark for frequent future references. The executives of the lodge should make it sure that the website is easy to navigate with a prominent display of the images that engages visitors to book (E-Marketing Associates, 2013). To capture a huge youth market, the webpage and booking engine could also be optimized for both mobiles and tablets. According to Google studies, 45% of leisure travelers and 35% of the business travelers prefer to browse and book hotels and lodges through their mobiles. To increase the direct website traffic, the executives could also ensure to reduce offline content and make available all the information related to the lodge and surroundings on the website. For instance, the brochures related to the website could be made available on the website in a pdf format that could be downloaded by the users. This will not only direct the traffic of customers towards the site but will also help the executives to keep a record of a number of visitors to the website and the people who have shown interest in their lodge (The structure of the strategic plan in tourism marketing, 2014, pp. 30-36). Measures to attract Gold and Platinum Customers (Associated Costs and justification) In marketing language, Silver is the potential customer who has shown interest in the works and operations of a brand. Gold customers are the ones who purchase goods and services from a firm or brand couple of times in a year. Platinum customers are the ones who spend on a particular brand or a firm with an open hand more than the silver and gold customers. The lodge has succeeded in attracting a huge Silver customer base, but has to plan out a number of measures to attract the Gold and Platinum Customers (Department of Conservation, 2016). As the customers falling under this category could spend a good amount on a lavish stay, hence they are easily attracted towards the uniqueness of a place. To offer exclusive services the lodge could incorporate changes in its rooms interior. Moreover, the cuisines and menu could also be amended to give different experiences to the tourists. However, this may require a pre- analysis of the tastes and cultural backgrounds of the tourists, so that t he lodge can offer them something different from their monotonous life. A unique style provides mesmerizing experiences. However, for this measure the lodge will have to keep aside a good amount of resources and money as it is an exorbitant measure. The innovations in the interior will cost around 25%- 35% of the annual revenue earned (Ministry for Culture and Heritage, 2008, pp. 15-25). The next measure is to Build Partnerships and teaming up with businesses which promise to offer complementary services to the customers. This synergy may help the lodge to offer myriads of services to its loyal as well as potential customers at a single point of time. As the lodge has a good website as a strong promotion channel, hence it can collaborate with a business that builds websites. This will help the lodge to include the trending elements in the website so that it could meet the preferences of the Gold and Platinum customers. Building and Nurturing relationships either with other businesses or with the customers will help to create a good client base (Whakatutuki, 2013, pp. 20-30). Researchers in the tourism industry have suggested a fact that the stronger relationships a brand or a firm has, the more likely the customers will tell the other potential customers about the brand or the company. Collaboration costs depend upon the type of businesses with which the lodge is con necting. Collaboration with a website may not be costly as it is a small part of promotion strategy, however, when the lodge decides to collaborate with the company that organizes the whole promotional strategies for the lodge then the costs may increase up to 20- 25% of the revenue generated (Team R. , 2015, pp. 1-10). The executives of the lodge could also be a part of some local groups, social or civic organizations or domestic market people. This will help the firm in two manners. At the first level this approach will help the lodge to interact with a wide variety of people and development of strong connections is quite pivotal in the tourism industry. The domestic market people could enlighten the lodge executives that which markets are best to be explored and about the dynamic perceptions of the consumers in those markets. The local groups also have a number of successful solutions for the common problems in the domestic markets. As these people have gained a lot of experience by working so long in the markets, hence, their knowledge and understandings about the market are quite deep and refined as compared to the ones who are quite new to the market. At the second level the social and civic organizations will help the lodge to improve its image in front of the customers as these organizations will offer a number of CSR opportunities to the lodge members (OConnor, 2015, pp. 20-35). The corporate social responsibilities often allow a firm to employ a portion of its annual revenue in the betterment and welfare of the deprived sections of the society and at the same time earn a good brand identity in the market. These humanitarian activities not only retain the loyal customers towards a firm but also compel the potential customers towards the company. The offers and complimentary services also work as a magic for the businesses in the Tourism and Hospitality Sector. The offers work in three different directions for a firm. Firstly, it lets the customers in the market to know about the existence of the lodge. Sometimes while searching for the best stays, the customers never come across such beautiful places and this is due to lack of proper promotion. Secondly, these activities may give a lodge with an opportunity to prove their potential by introducing interesting innovations in their promotion plans. The new customers always require the best services by a firm to get them attached to it on a permanent basis (Brown D. , 2012, pp. 1-14). Thirdly, and most importantly, these offers also provide the customers to try out new services at a lower price due to heavy discounts. Hence, a risk- free environment is created for the customers who are trying online booking services for the very first time. If the customers like the services of the lodge during the discount and offer period then they will readily pay for them in the coming future. Customers love offers and free services because they have nothing to lose; they just sit back, relax and enjoy the services without any risk. However, it should be made sure by the executives of the lodge that the offers must last only for a limited period and so that the firm would not have to spend some extra resources on such promotional services (Pelea, 2015). These services should also be framed to attract a specific clientele that is the best fit for the lodge services. The offers and promotions could be framed keeping in mind the specific needs of the guest and may include: complimentary parties on special occasions like Christmas, New Year and Easter, complimentary spa, beauty treatments and other relaxing activities and free lunch, dinner, breakfast and even shots in the bar. A pleasant staff and efficient managers are quite crucial for a lodge as they are the ones that directly deal with the customers. Professional attitude and a pleasant personality are the two important elements that should be possessed by all the working staff members of the lodge. This is crucial because when the customers are handled in a graceful manner, then they return again and again to the same place and even recommend others to do the same. The front desk employees need to respond immediately to the issues of the customers so that they leave the lodge with a great satisfaction. Fast responses to problems are an indication to guests that customer services are quite essential for the lodge and the lodge is working only to deliver the best services in the tourism market (Zephoria Inc., 2016). Also, the polite nature of the staff members communicates a good image of the lodge in the tourism market. The Gold and Platinum customers are really influenced by the way they are treated b y the staff members. As they have money to spend, hence, they can easily switch to other better lodges and resorts if they do not get the services according to their requirements. So, to attract and retain them, the staff needs to behave in a proper manner. Social Media is the last but the most important method that could be used to attract a huge customer base of the Gold and Platinum customers. This promotion channel is changing the way of business in this dynamic world. The lodge is already trending on a number of Social media platforms like Facebook, Instagram, etc. As most of the Gold and Platinum users are rich enough to afford internet services and even are quite active on such platforms, hence this is the best medium to reach other customers of the same genre (Xotels Ltd., 2016). A study has revealed that over 81% of those aged between 18-45 years old use Facebook on a daily basis in New Zealand and in the current year Facebook became the first social site to surpass 1 Billion registered accounts (Shewan, 2016). Out of this huge number, almost 40-45% of the users fall under the category of Gold and Platinum customers. Hence, the social media platforms are the best channels to reach these customers. As these sites often offer fle xibility to its users to express their views and thoughts over anything, hence, through this medium the customers may get a good idea of the lodge. The reviews related to the lodge are displayed on the Facebook page with real pictures of the lodge and the surrounding scenic beauty. The social media platform could also be thought as the natural extension of the companys website keeping its search content fresh and original for search. The image search will make the lodge discoverable to the ones who are planning for a trip to the New Zealands National Park. The regular guests could be reached by inviting them to the Facebook page and requesting them to share their trip experiences and photos. These experiences could attract other customers towards the lodge. Other leading companies and tourist departments could also be linked to these social sites accounts (Milestone Internet Marketing, Inc., 2016). Conclusion The Tourism and Hospitality industry is the most competitive among the others because the success rates are highly influenced by the satisfaction of the customers. The more effectively an organization meets customers needs, the more are the chances that it will retain its position in the market. The most notable challenge in this industry is to attract and retain a huge customer base for a longer duration. The same problem is faced by the Dawson Falls Mountain Lodge and it is working in a close collaboration with its staff to provide the best services to its customers. The location of the lodge is quite competitive, but at the same time it is the most lucrative destination in New Zealand. The website of the lodge is quite interactive but needs a number of changes in order to attract the Gold and Platinum Customer bases. These customers are quite loyal to a firm and have a potential to increase the revenue of any organization at a very great pace. The current target markets include the tourists and business travelers belonging to the upper class, but, to expand the business the lodge has to attract other social classes of the markets. To remain in the competition the lodge has to satiate the needs of all possible customers and target both the domestic as well as the international markets. Recommendations The lodge has been analyzed in a critical manner in the above sections, and after the analysis a set of recommendations is to be suggested. Although, the implementation process for these recommendations would be quite complicated as the perceptions and demands of the customers in the Tourism and Hospitality industry is quite dynamic. Hence, the recommendations might change in compliance with these demands. In an industry where service is the only king, the service providers are bound to deliver the best of their abilities and satiate the needs of all sorts of customers. Hence, the lodge is required to focus more on the strategies that are framed and implemented to work for the benefits of the customers (Watkins, 2014). The firms policies should be in close alignment with the needs of the customers and should be highly flexible so that they can be amended at times when issues are raised by the customers. The lodge should also keep a good coordination with the employees and communicate with them in an effective manner. This is important because if the employees are included in every crucial decision of the lodge then they deliver their services in the best possible manners. The ideas and thoughts of all the employees should be welcomed by the senior executives. Apart from listening to them, it should be the duty of the executives to empower the team with the best possible guidance. For this, the executives could arrange for meetings and learning sessions that are headed by good and efficient leaders. The staff should be made aware of their responsibilities and their behavior towards the customers. They should be trained to behave in a polite manner with all the customers (Naseem, Ejaz, Malik, 2011, pp. 1-15). Economic uncertainties are quite common in this business world. The increasing competition in the Tourism industry has compelled its participants to include innovative ideas that can capture huge customer bases. The same is expected from this lodge as the location of the lodge is quite competitive and is surrounded by myriads of similar types of hotels and resorts. The lodge has to respond to a number of challenges that would make a huge difference in the marketplace and will also ensure a strong position among the competitors (Steyn, Petzer, Mostert, 2008, pp. 1-22). Feedback is another crucial element that gives a clear reflection of the services of the lodge. To critically analyze what the customers think about the lodge, the executives should work upon its feedback system to collect maximum reviews from its customers. The executives could raise the issues revealed in the feedbacks in the organizations meetings and could also appoint a committee to deal specially with these issues. These feedbacks could also be used to motivate and reward the employees for their commendable services. References Allen, C. (2011). What is Strategic Marketing Planning? . What is Strategic Marketing Planning? . Retrieved from https://www.allen.com/cgi-bin/gt/tpl.h,content=125 Brown, D. (2012). A Marketing plan. (pp. 1-14) Retrieved from https://grandlodgeofiowa.org/wp-content/uploads/2012/10/Iowa-Freemasonry-Marketing-Plan.pdf Brown, M. (2016). Tips on How to Improve Your Hotel's Digital Marketing Strategy. Tips on How to Improve Your Hotel's Digital Marketing Strategy. Retrieved from https://hotelexecutive.com/business_review/3260/tips-on-how-to-improve-your-hotels-digital-marketing-strategy Dawson Falls Mountain Lodge Official Website. (2016). Welcome to Dawson Falls Mountain Lodge. Retrieved from https://dawsonfallsmountainlodge.kiwi.nz/: https://dawsonfallsmountainlodge.kiwi.nz/Home/ Department of Conservation. (2016). Dawson Falls area. Retrieved from https://www.doc.govt.nz/: https://www.doc.govt.nz/parks-and-recreation/places-to-go/taranaki/places/egmont-national-park/dawson-falls-area/ E-Marketing Associates. (2013, December 30). 5 Helpful Improvements For Your Hotel Website To Bolster SEO Rankings. 5 Helpful Improvements For Your Hotel Website To Bolster SEO Rankings. Retrieved from https://www.e-marketingassociates.com/5-helpful-improvements-hotel-website-bolster-seo-rankings/ Friedman. (2010). Marketing Planning, Strategic Planning and the Marketing Process, Sales Forecasting. Marketing Planning, Strategic Planning and the Marketing Process, Sales Forecasting. Retrieved from https://academic.brooklyn.cuny.edu/economic/friedman/mmmarketingplanning.htm Groenestein, C. (2015, May 05). Dawson Falls Lodge sees growth new chef. Dawson Falls Lodge sees growth new chef. Retrieved from https://www.stuff.co.nz/taranaki-daily-news/news/south-taranaki-star/68282404/Dawson-Falls-Lodge-sees-growth-new-chef Ivanov, S. (2014). Hotel Revenue Management: From Theory to Practice. Zangador. (pp. 15-30) Retrieved from https://books.google.co.in/books?id=ZSrJAwAAQBAJpg=PA56lpg=PA56dq=kozak+and+martin%27s+theorysource=blots=4LbsYbEfbzsig=XVJa7ssB9TnOzdn1pauAZ_S57jghl=ensa=Xved=0ahUKEwjYmaCd3ubOAhUELY8KHbblDjUQ6AEIIzAB#v=onepageq=kozak%20and%20martin's%20theory Kobayashi, D. (2016). Tourism Marketing Strategy.(pp. 1-18) Yukon. Retrieved from https://www.travelyukon.com/sites/default/files/tourism-marketing-strategy-2013-2016final.pdf Milestone Internet Marketing, Inc. (2016). Social Media Marketing for Hotels. Retrieved from https://www.milestoneinternet.com: https://www.milestoneinternet.com/what-we-do/social-media-marketing Ministry for Culture and Heritage. (2008). New Zealand Arts, Cultural and Heritage Tourism Strategy to 2015. (pp. 15-25) Retrieved from https://www.mch.govt.nz/sites/default/files/New%20Zealand%20Cultural%20Tourism%20Strategy.pdf Naseem, A., Ejaz, S., Malik, K. (2011, August). Improvement of Hotel Service Quality: An Empirical Research in Pakistan. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY SCIENCES AND ENGINEERING, 2(5). (pp. 1-15) Retrieved from https://www.ijmse.org/Volume2/Issue5/paper10.pdf OConnor, h. (2015). Newzeland tourism strategy. MBIE Gov. (pp. 20-35) Retrieved from https://www.mbie.govt.nz/publications-research/publications/tourism/nz-tourism-strategy-2015.pdf Paul, V., Arajo, N., Carlos, P. (2015, January). Assessing visitor satisfaction with a pioneering agritourism project: vegetable tourism in the Parc Agrari del Baix Llobregat (Barcelona). Assessing visitor satisfaction with a pioneering agritourism project: vegetable tourism in the Parc Agrari del Baix Llobregat (Barcelona). Retrieved from https://www.researchgate.net/publication/282855415_Assessing_visitor_satisfaction_with_a_pioneering_agritourism_project_vegetable_tourism_in_the_Parc_Agrari_del_Baix_Llobregat_Barcelona Pelea, Z. (2015, September 16). Facebook NZ Demographics and usage stastics. Facebook NZ Demographics and usage stastics. Retrieved from https://www.firstdigital.co.nz/blog/2015/09/16/facebook-nz-demographics-usage-statistics-2015/ Prayag, G. (2016). The Relationship Between the 'Push'and 'Pull'Factors of a Tourist Destination: the Role of Nationalityan Analytical Qualitative Research Approach. Academia . Retrieved from https://www.academia.edu/391978/The_Relationship_Between_the_Pushand_PullFactors_of_a_Tourist_Destination_the_Role_of_Nationality_an_Analytical_Qualitative_Research_Approach RudeÃ…Â ¾, H., Sedmak, G., Vodeb, K. (2015, May). Visitor structure as a basis for destination repositioning. Visitor structure as a basis for destination repositioning. Shewan, D. (2016, May 16). 7 Niche Marketing Ideas for Specialized Businesses. 7 Niche Marketing Ideas for Specialized Businesses. Retrieved from https://www.wordstream.com/blog/ws/2014/10/28/niche-marketing Steyn, T., Petzer, D., Mostert, P. (2008). Competitive marketing strategies of selected hotels: an exploratory study. (pp. 1-22) Retrieved from https://www.unisa.ac.za/contents/faculties/service_dept/docs/sabvi122chap1.pdf Tan, A., Ching-Yick, E., Wong, C. (2009). Manual on Elective III Hospitality Marketing. The Chinese University of Hong Kong, School of Hotel and Tourism Management. (pp. 15-35) Retrieved from https://www.edb.gov.hk/attachment/en/curriculum-development/kla/pshe/nss-curriculum/tourism-and-hospitality-studies/marketing%20english.pdf Team, R. (2015). Key Consumer Insights for Effective Hotel Marketing Strategy. (pp. 2-16) Retrieved from https://www.reznext.com/rez/Key-Consumer-Insights-for-Effective-Hotel-Marketing-Strategy-July-2015.pdf Team, S. (2012, November 21). 7 Email Marketing Tips for Hotels, Guesthouses and Lodges. 7 Email Marketing Tips for Hotels, Guesthouses and Lodges. Retrieved from https://blog.springnest.com/7-email-marketing-tips-for-hotels-guesthouses-and-lodges/ The International Labour Office. (2012). Promotion and markeing in tourism. ILO.(pp. 1-20) Retrieved from https://www.ilo.org/wcmsp5/groups/public/---ed_dialogue/---sector/documents/instructionalmaterial/wcms_218329.pdf The structure of the strategic plan in tourism marketing. (2014, June). International Journal of Academic Research in Environment and Geography, 1(1), 30 36. Retrieved from https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.682.4073rep=rep1type=pdf Watkins, E. (2014, July 30). 8 ways to improve guest satisfaction. 8 ways to improve guest satisfaction. Retrieved from https://www.hotelnewsnow.com/Articles/23354/8-ways-to-improve-guest-satisfaction Whakatutuki, H. (2013). New Zealand tourism sector outlook. Crown.(pp. 20-30) Retrieved from https://nzier.org.nz/static/media/filer_public/84/bd/84bd02f2-13f3-4f4a-8e60-fa5aa51de9ec/tourism-forecasts-2013-2019_mbie.pdf Xotels Ltd. (2016). Top 10 Social media marketing tips for hotels. Top 10 Social media marketing tips for hotels. Retrieved from https://www.xotels.com/en/marketing/top-10-social-media-marketing-tips-for-hotels Zephoria Inc. (2016, July). The Top 20 Valuable Facebook Statistics . The Top 20 Valuable Facebook Statistics . Retrieved from https://zephoria.com/top-15-valuable-facebook-statistics/.

Mirage by Camel free essay sample

The only band that comes close to Pink Floyd style. Camel is a band much like everyone except Rush, comes from the UK and was in the classic prog rock era of the 70s. Mirage is one of their most popular albums of all time, if not, the one. Mirage also brings something interesting to the table as well, using more instrumental sessions and creating a more desert atmosphere that no one else could pull off. 7 tracks are what it take for this album and most range in the five/six minute range but one is about nine minutes and the last track, Lady Fantasy, is 28 minutes long making for one heck of an epic. You may notice the high level of repeating segments and riffs in this album as well, especially in Lady Fantasy, but that just adds to the atmosphere but that much more. I dont see that issue if you have it. We will write a custom essay sample on Mirage by Camel or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page If you like reading, especially the Kane Chronicles by Rick Riordan, you will love this as a backdrop for your reading so try it out sometime. But if you dont just listen to it and all its glory, and theres alot if glory in this album. I have to firmly give this a clean 8.5/10. I am the Grim Reaper, signing off.

Anubis - God of the Afterlife essays

Anubis - God of the Afterlife essays Anubis was the god of embalming of the dead. Since jackals were often seen in cemeteries, the ancient Egyptians believed that Anubis (a god in the form of a Jackal) watched over the dead. Anubis was the god who helped to embalm Osiris, after Osiris was killed by his brother, Seth. Thus, Anubis was the god who watched over the process of mummifying people when they died. Anubis is said to be the son of the god Osiris, the first king or pharaoh on earth, and his sister Nephthys (Isis). After, Osiris was killed by his brother Seth, Anubis embalmed the body and wrapped it in linen bandages making Osiris the first mummy. After his own death, Osiris became ruler of the underworld. Anubis later defended the corps of Osiris against the attacks of Seth. Anubis was one of the most important godly officials when someone died; he guided the deceased through the underworld into the presence of Osiris and oversaw their judgment. In the Book of the Dead, he was depicted as presiding over the weighing of the heart of the deceased in the Hall of the Two Truths. The Ancient Egyptians believed that when you died, you traveled to the Hall of the Dead. There, Anubis weighed your heart against the feather of Maat. First, he steadied the scales to make the weighing fair. If your heart was heavier than the feather then it was eaten by a demon. We still talk of a heart as light as a feather to mean car-free, and heavy-hearted to mean sad. In his role as psychopomp, he was referred to as the Conductor of Souls into the afterlife. ...

Violence in the Nursing Profession Essay Example | Topics and Well Written Essays - 3000 words

Violence in the Nursing Profession - Essay Example It has been noted that nurses are easily exposed to violence in certain scenarios in the course of dispensing their duties, thereby increasing their vulnerability (Carter, 2000). The healthcare sector is faced with many challenges including limited budgets, low work motivation, low pay and understaffing. These challenges on their own create tension in the work environment and in most cases; nurses bear the brute of the frustration. Violence is in many forms including physical, psychological, sexual harassment, isolation and intimidation. The patriarchal medical model has contributed a great deal to this vice as nurses are seen as doctor’s handmaidens (O’Connell et al 2000).In this sense, doctors may form a condescending and intimidating attitude toward nurses whereby they feel their qualification and status is superior to those of nurses. Nurses also face violence from hospital visitors and patients, some of who express their grief, frustrations and misgivings to the nurses, who tend to be more available than doctors. Horizontal violence is also rampant, where nurses themselves administer violence on each. Studies show that nursing students during their clinical assignment in their courses are the most vulnerable to violence (Randle 2003). CASE STUDY 1 SUMMARY The first case study will look into the article dubbed â€Å"Aggression in the Workplace: A study of Horizontal Violence Utilizing Heideggerian Hermeneutic Phenomenology.† The article sought to ascertain the existence and rampant widespread of horizontal violence amongst nurses in healthcare institutions. One or more group members towards another member or section of the larger group (Duffy 1995) define horizontal violence as hostile or aggressive behavior. Studies show that the prevalence is high but majority of the cases go unreported due to fear of stigmatization and/or retribution (Farrel 1997).This case study also seeks to identify the impact of horizontal violence on the victims’ work performance and relationships with others. Study Design The Heideggerian hermeneutic phenomenology was the chosen method of research in this article. This qualitative approach by Heidegger, a German philosopher, proposes that all knowledge comes from people in t he world and the attempt to understand other people in the world. It thus means that we are always within the hermeneutic circle of Interpretation (Leonard 1989).With this design the researcher has a preliminary understanding of horizontal violence (Leonard 1989) and will be able to add personal experience and understanding to the research (Walter 1995). Sampling Strategies and Data collection In compiling information for this article, the use of questionnaires was employed. The sample size comprised of two registered nurses who had consensual agreed to take part in the study based on their expertise in the field (Field and Morse; 1985). The sample size was relatively small but since it was a qualitative analysis, sample size depended on the accuracy of the information given by the respondents and their abilities to do so. Data collection was done using recorded audio tapes. This method was the

Strategic Review of Kepak Essay Example | Topics and Well Written Essays - 2000 words

Strategic Review of Kepak - Essay Example To analyze the current strategies followed by the firm internal business analysis has been done by using TOWS Matrix which analysis the strengths, weaknesses, opportunities, and threats of the organization to produce accurate and strategic solutions and approaches for a better business outcome. Table of Contents Table of Contents 3 Introduction 4 Industry Analysis 4 PESTLE Analysis 4 Porter’s Five Forces 5 Success Factors Driving Beef Industry 6 Company Analysis 7 Competitive Stance 7 Differentiation 7 Positioning 7 Value Chain Analysis 7 Strategic resources 8 Critical strategy 9 Introduction Kepak is one of the three largest beef producers in Ireland. Noel Keating founded the company in mid 1960s and is headquartered at Meath, Ireland. The Business divisions are Kepak Convenience Foods (KCF), Kepak Meat Division (KMD), and Agra Trading. Started as a retail butcher’s business, it soon expanded as a wholesale supplier selling beef to the food service sector and other lar ger markets (Bell, Mcloughlin and Shelman, 2011). The company is facing some challenges as well as some significant opportunities due to the changing business and economic environment in Ireland. Industry Analysis A business environment consists of three major components (American Accounting Association, 2013). These are suppliers, competitors and customers. Kepak’s external business can be assessed by using pestle analysis and porters five forces model. PESTLE Analysis Economic The current gross domestic product (GDP) of Ireland is $191.5 billion and the purchasing power parity is $41,700 (CIA, 2013). The agri-food sector is considered as one of the major indigenous manufacturing sector in Ireland (Department of Agriculture, Food and the Marine, n.d.). Around 85% of the food supplies are exported to a large number of countries. Ireland is considered as Europe’s largest net exporter of beef and is well known for producing highest quality beef (Ukfg, n.d.). Almost 1 lak h Irish farmers are involved in cattle rearing and out of these almost 70000 are categorized as specialist beef producers (Bell, Mcloughlin and Shelman, 2011). In the wake of the current economic crisis, the Irish government has identified food and agriculture business as the major sector which will significantly increase the country’s growth in exports and imports. Social 62% of the total population in Ireland lives in urban areas getting access to the most of the daily requirements. The average age of farmers kept on increasing. In 2007, 51% of the family farm holders were above 55 years old and only 7 percent were under 35 years of age (Bell, Mcloughlin and Shelman, 2011). This was because of a significant change in the occupational trends of people, who gradually shifted from agribusiness to other alternatives for a more stable and secure life. Beef consumption in the European market has fallen since 2007 (Bordbia, n.d.).Various reasons accounted for this. Because of the economic crisis the consumers started cutting back their beef purchases and changed to lesser expensive alternatives such as protein supplements and dairy products. Environmental High waste-water discharges, air emissions associated with energy consumption, solid waste and order and a moderate to high

Gibbs-Donnan Effect on Resting Membrane Potential

Gibbs-Donnan Effect on Resting Membrane Potential How the Gibbs-Donnan equilibrium conditions and diffusion through a semipermeable membrane are involved in creating the resting membrane potential Introduction The resting membrane potential (RMP) is an electrical potential difference in cells, occurring across their plasma membranes. The cytoplasm of the cell is electrically negative in comparison to the surrounding extracellular fluid, this difference in electrical charge gives rise to the RMP. The RMP is essential for the functioning of many electrically excitable cells including, neuronal cells, smooth and skeletal muscle cells, as well as cardiac myocytes, which through electrical impulses control the contractility of the heart. During this essay the generation of the resting membrane potential will be explored, including the effects of the Gibbs-Donnan equilibrium conditions, the structure and function of the plasma membrane, and how, with the diffusion of ions through a semi permeable membrane they give rise to the RMP. (Levy, N. et al.2006) Plasma Membrane The plasma membrane asserts tight control over the interstitial environment of the cell, this is achieved through the formation of a phospholipid bilayer containing protein constituents (ref). Phospholipids are distributed into two leaflets within the bilayer, with the hydrophobic portions facing inwards and the hydrophilic tails of the phospholipids facing the aqueous environment, the presence of phospholipids give the membrane its capacitance. Integral membrane proteins and ion channel proteins span the length of the membrane, like that of the Na+-K+ pump and Sodium-Potassium leak channels discussed later, which aid in the conductance of the cell membrane. The inter and extracellular surfaces of the membrane are negatively charged, due to the presence of acidic phospholipids and the anionic nature of proteins at biological pH, this negative charge on the outer membranes with respect to extra and intracellular fluid is known as the zeta potential, which causes the formation of a sma ll electrical field (ref); This electrical field works to achieve electroneutrality with opposing charged particles, and by doing so aids in the formation of concentration gradients. Changes to surface charges within the plasma membrane, such as ionic concentrations, can therefore effect the resting membrane potential and the ability of a cell to reach threshold (Sperelakis, N. 1998). Concentration gradient and Electrical Potential To understand how the flow of ions contribute to the RMP, the formation of a concentration gradient and electrical potential must first be understood. Molecules diffuse from an area of high concentration to an area of lower concentration, if two aqueous compartments separated by a membrane were formed, containing equal concentrations of the X molecule then no diffusion would occur between compartments (Figure 1). However if the concentration of X increased in compartment A, then the ion would flow down its concentration gradient into compartment B until equilibrium is reached between compartments. However diffusion is more complexed in biological compartments as ions are found in the form of cations and anions. If an X+ion was placed in compartment A, which contained a higher concentration of X+than compartment B, then X+ would again flow down its concentration gradient into compartment B, however X+ now also flows against its concentration gradient back into compartment A, due to th e electrical potential difference across the membrane, generated by the loss of cations from compartment A, causing an increase in negativity, and an increase in X+in compartment B, increasing electrical charge opposing cations (Figure 2); This movement of ions causes a potential difference to arise between compartments, increased movement of X+ down its concentration gradient, increases the potential difference, and decreases the ability of X+ to move against its electrical gradients, thus an equilibrium is reached between the concentration gradient and electrical gradient, known as the equilibrium potential (Aidley, D.1989). Gibbs-Donnan Equilibrium The cytoplasm of eukaryotic cells contain permeable ions as well as many impermeable ionised molecules that cannot penetrate the cell membrane, such as proteins, nucleic acids and glycoproteins. Many of these intracellular molecules are negatively charged at physiological pH, causing a notable effect on the concentration gradient and electrical potential of permeable cations and anions across the plasma membrane. The effect of impermeable intracellular anionic molecules therefore influences the resting membrane potential, this is known as a Gibbs-Donnan equilibrium. Again consider two aqueous compartments separated by a semi permeable membrane, compartment A contains Na+ and proteins (Pr-), compartment B contains Na+ and Cl- (Figure 3a). The semi permeable membrane is permeable to Na+, Cl- and Water but impermeable to Pr-. Compartment A and B contain 0.1 molar solutions of Na protinate and NaCl respectively, as the concentration of Cl- is higher in compartment B it diffuses down its concentration gradient into compartment A, this is turn causes the creation of an electrical potential as compartment A increases in negativity due to the anionic properties of Cl-, prompting a flux of K+ down its electrical gradient from compartment B to A. Equilibrium will eventually occur between compartments so that the concentration of Na+ and Cl- are equal (Figure 3b): [Na+]A[Cl-]A= [Na+]B[Cl-]B This is known as Gibbs-Donnan equilibrium conditions (Sperelakis, N.1998). However it must be noted from the equations that only the permeate ions satisfy the gibbs-donnan equilibrium conditions, the impermeable Pr- are not included as they are unable to diffuse and reach equilibrium (Sperelakis, N.1998). Applying the Nernst equation for either Na+ or Cl- results in a negative electrical potential, this is due to the impermeable protein ions in chamber A (Sperelakis, N.1998), these negative impermeable intracellular anions therefore contribute to the negativity of the cytoplasm in relation to the extracellular fluid, contributing to the resting membrane potential (Donnan, F). Another property of Gibbs-Donnan equilibria should be noted, looking at figure 3b it can be seen that the net concentration of NaCl in chamber A is greater than that of chamber B, this is due to the presence of protein anions in chamber A when establishing electrochemical equilibrium between ions, and is a general property of Gibbs-Donnan equilibria (Levy, N. et al.2006). Finally it is important to mention the equilibrium state of water, as previously mentioned chamber A contains a higher concentration of ions than chamber B, therefore there is a large osmotic gradient between the two chambers; This leads to a flux of water from chamber B to A, however, the osmotic effects of water influx on chamber A acts to dilute ion concentrations building up within the chamber, therefore hydrostatic pressure in chamber A would be insufficient to oppose water influx, leading to a depletion of water and NaCl ions from chamber B (Sperelakis, N.1998); However this situation does not resemble true Gi bbs-Donnan equilibrium conditions, where by the build up of osmotic pressure in chamber A would resist the further osmotic influx of water, resulting in swelling of the chamber, if it were to be enclosed, such as a living cell (Sperelakis, N.1998). If unopposed gibbs-donnan equilibrium would cause the cytoplasm of living cells to have an osmotic pressure greater than that of the surrounding extracellular fluid, as water enters cells, control over cell volume may be lost (Sperelakis, N.1998). However this is not the case due to the cells ability to transport ions (Levy, N. et al.2006). Ion transport The resting membrane potential within skeletal muscle cells is around -80mV, this is due to the differing ion concentrations between the cytoplasm and surrounding extracellular fluid (ref), this difference in ion concentrations is maintained by the active transport of ions against there electrochemical gradient, powered by metabolic energy (ref). The ion pump of most importance to preserving potential difference across the cell membrane is the Na+/K+ATPase, this pumps out three Na+ in exchange for two extracellular K+, through the hydrolysis of a membrane bound ATPase, this ratio of 3:2 leaves the cytoplasm negative in respect to the extracellular fluid, and is therefore termed an electrogenic pump (Huang, F.et al.2009). Although the Na+/K+ATPase is responsible for only a small amount of the RMP between 12-16mV in skeletal myoblasts (Sperelakis, N.1998), overtime inhibition can lead to lack of cell excitability due to the accumulation of small depolarisations. Ion Diffusion To understand how Na+, K+ diffuse across the plasma membrane causing the RMP, their intra and extracellular concentrations must be established (Figure 4). Each ion is capable of establishing a RMP, therefore the potential depends on several factors, the permeability of the membrane to each ion, the intra and extracellular concentrations of each ion and the polarity of the ions (Guyton and Hall.2000). Firstly if the membrane is only permeable to a certain ion then that ion will be solely responsible for the generation of the RMP, for example, in a nerve fibre K+ concentration is greater in the cytoplasm than the extracellular fluid, if the membrane were only permeable to K+, then K+ would diffuse down its concentration gradient into the extracellular fluid until opposed by its electrical gradient, this would leave the cytoplasm with a negative charge of around -94mV with respect to the extracellular fluid, thus K+ would be responsible for a resting membrane potential of -94mV, as this is the Nernst potential for K+ (Guyton and Hall.2000). However the RMP cannot be caused by one ion alone, as the nerve cells has a RMP of -90mV, and the Nernsts potentials for K+ and Na+ are -94mV and +61mV respectively, therefore if the RMP was caused by one univalent ion it would be equal to that of their Nernst potential (Guyton and Hall.2000). Due to the Nernst potential of K+, it can be assumed that this ion is the major contributor to the RMP, the cytoplasmic concentration of K+ is 35times higher than that of its extracellular concentration, and it diffuses through the membrane via Potassium-Sodium leak channels in which its is 100 times more permeable to than Na+ (Guyton and Hall. 2000). However Na+ also contributes to the RMP by low amounts of Na+ diffusing through the Potassium-Sodium leak channels, this small amount of diffusion leads to a ratio of 0:1 Na+ in the cytoplasm to the extracellular fluid, giving a Nernst potential of +61mV (Guyton and Hall. 2000). Using the Nernst potentials for Na+ and k+ in theGoldman-Hodgkin-Katz equationtheir contribution to the RMP can be established, this results in an internal membrane potential of -86mV (Guyton and Hall. 2000). The remaining -4mV comes from the contribution of the previously mentioned electrogenic Na+-K+ pump, leading to a RMP of -90mV in nerve fibres (Guyton and Hall. 2000). Conclusion To conclude, the RMP arises due to a combination of several factors most of which have been covered in the preceding discussions. The cell membranes structural properties allow for the capacitance and conductance of electrical charges, as well as the generation of electrical fields due to the negatively charged outer membrane, this works to aid in the formation of concentration gradients by which ions flow. In the presence of ionic species which are unable to permeate the cell membrane, such as anionic intracellular proteins, a Gibbs-Donnan equilibrium occurs, in which the distribution of permeable ions favour the intracellular environment due to the presence of impermeable anionic molecules, this disruption of ionic concentrations across the plasma membrane coupled with the presence of impermeable anionic molecules, brings about a negative intracellular environment, and thus a potential difference across the membrane. However in a closed system such as the eukaryotic cell, the Gibbs -Donnan equilibrium leads to a greater intracellular osmotic pressure, if unopposed this would lead to a loss of control over cell volume, therefore ion transporters are in place to dissipate ion concentration, like that of the Na+-K+ ATPase. The exchange ratio of 3:2 potassium for sodium respectively, performed by the Na+-K+ ATPase also contributes to the electronegative intracellular environment, and thus the resting membrane potential. The major cause of the RMP is however down to the diffusion of potassium into the extracellular fluid via Sodium-Potassium leak channels, coupled with the low extracellular diffusion of sodium and the aforementioned Na+-K+ ATPase and Gibbs-Donnan equilibrium conditions, the resting membrane potential is formed. References Sperelakis, N. 1998. Cell Physiology Source Book. Second edition. Californa: Academic Press. Aidley, D. 1989. The Physiology of Excitable Cells. Third Edition. Cambridge: Cambridge University Press. Levy, N. et al. 2006. Principles of Physiology. Fourth edition. Philadelphia: Elsevier Mosby. Huang, F. el al. 2009. Distribution of the Na/K pumps turnover rates As a function of membrane potential, temperature, and ion concentration gradients and effect of fluctuations.Journal of Physical Chemistry B113(23), pp. 8096-8102.