Case study Article Example | Topics and Well Written Essays - 250 words

Case study - Article Example Ultimately, it is Ms. Tranita Jackson’s unwillingness to cooperate that lead to Rhonda’s academic failures. The tension between Ms. Jackson and Ms. Lakisha Mills, especially the former’s antagonism, over the lessons and schedules jeopardized Rhonda’s opportunity to succeed in her subjects. As an administrator, it will be helpful to review the case and to conduct another IEP meeting considering all the events that transpired. It might prove more than helpful to give it another try, preferably where Rhonda will be placed in a different 3rd-grade regular teacher other than Ms. Jackson. There must be a conscious effort by those involved that the LRE is a matter of law. There are no shortcuts and an unfavorable decision to terminate it may be easier but it is not always the right answer. The same is true even if the parents themselves have already agreed to it. Where the regular class teacher may be inconvenienced by it is not reason in itself to forego of the entire system

Summery for <the contemporary global economy> Essay

Summery for - Essay Example Because of its potential benefits, governments and other stakeholders as well as advancements in technology have ensured sustainable globalization. However, critics argue that globalization is responsible for adverse socio-cultural, economic and environmental conditions in developing nations. Critically assessing chapter four, this article relates to the production of cocoa for export in Ivory Coast. The arguments in the article resonate with the story of cocoa production in Ivory Coast. In Ivory Coast, cocoa produced finds its way to foreign market, mainly the United States because of globalization. However, the cocoa is produced from small farms under forced child labor and is subject to fluctuating world market price. Farmers in Ivory Coast have no say on the prices paid for their cocoa. As such, they are compelled to seek cheap labor, which has been found on forced labor. From the article, it is apparent that globalization promotes international trade by opening up new markets for products of countries and firms. However, developed countries seem to benefit more from globalization than developing countries. As such, it would be better to implement international trade laws checking on unhealthy competition, price stability and equal benefit of all participants in international

Business Negotiation Learning Report Essay Example | Topics and Well Written Essays - 750 words

Business Negotiation Learning Report - Essay Example In such a situation, negotiation is required. The negotiator must be careful in how he develops his arguments for reducing the level of damages and the length of the defects period; otherwise he will lay himself open to the argument from the buyer that the contractor has no confidence either in his or her ability to complete on time or in the quality of his product. A proper preparation is the most imperative prerequisite to successful negotiation. Neither the negotiator’s expertise nor persuasion can make up for the dearth of preparation. An adequate preparation will provide me with an opportunity to clarify the delegation’s objectives, and acquaint the delegates with the primary issues and the parties engrossed. Adequate preparation is a step close to attaining success (Garrett, 2005, p. 32). In designing the plan, I will consider the issues at hand which are the contractor’s reputation, other completed contracts by the contractor and the damages that the owner of the building will incur after breach of contract. In addition, I will also consider each party’s interests in light of the delegation’s objectives. I will ensure that I have the required information to facilitate the negotiation since information is power (Garrett, 2005, p. 41). ... In preparing for the negotiation, I will ensure that I do not confuse my perceptions with veracity. I will be ready to examine each and every situation in the contract and consider both sides of the negotiation. In preparing for the negotiation, identification of the structure of the negotiation is vital. The structure includes setting the appropriate sequence, time and venue for the negotiation. After identification of the issues at hand in the negotiation, I will come up with a clearly written and delineated path and strategies on how to achieve the desired results. In order to address the issues effectively, I will carefully plan the order by which I will address these issues. I will either start with the least important to the most salient or start with the most significant then finish with the least important. Finally, I would decide on the responsibilities of each team member in the negotiation and consider any other relevant information that could be helpful (Garrett, 2005, p. 45). In this contract negotiation, evaluating the potential risks and liabilities is the best strategy. Such a strategy allows me to think and imagine of the potentiality for something going wrong and the unforeseen costs and expense one party will incur if the contract is breached. Such a strategy will allow me to consider the possibility of a breach and the liabilities. Every negotiator has to consider the best and the worst outcomes before the negotiation process commences. As a negotiator, I will evaluate the possibility of favorable and unfavorable outcomes. Trust, power and persuasion play a significant role in negotiations. A high degree of trust with the parties will lead to an effective negotiation in the contract

Ethical issues in business statistics Essay Example | Topics and Well Written Essays - 1000 words

Ethical issues in business statistics - Essay Example Among the four branches of moral philosophical term â€Å"ethics†- Meta, normative, descriptive and applied ethics, business ethics has itself two dimensions, such as normative and descriptive dimensions. Corporate world and professionals is regulated by normative view of ethics where academicians use descriptive method to scrutinize the corporate behavior and practices. Statistics is such kind of tools which helps to abridge large volume of data into simple number which determines a conclusion. In business statistics, which employs the techniques and knowledge of statistics and mathematics into business phenomena to make decision, is now confronted and being challenged by ethical issues of business as well as by Christian point of view towards business in western world where Christianity is dominant. From the very beginning of history, philosophers had thrown some question to the statisticians in terms of ethical investigation. They urged for determining a course of action wh ich is recommended as well as followed by others. They also questioned about the possible outcome and its impact on everyone. After that they asked for the acceptance to the statisticians itself if the decision dictated by him will direct to him. Finally, they raised the question about the neutrality of the publication if it goes publicly. Though Philosophers intend is to develop generalization of business statistical outcome, professional business statistician’s real objectives is to create processes to deal ethical issues which they arise. A statistician has an obligation to his client as he is asked to handle the data. But there will raise a question about the ownership of data as who will be the righteous to data. Even though clients give consent to publish or any use of the data, it is statisticians obligation to protect the identities and honor of his clients and his organization. On the contrary, clients may try to dictate the possible result towards his comfort zone b efore the accomplishments of any research. So, it is a dilemma for the statistician to keep the agreement which have done before with his ethical- either personal or professional- obligation. Another challenge for a statistician is to deal with outlier effect. Outlier can be explained as an observation of any occurrence which is unusually either large or small compared to real volume. Proper solution can be raised through formulation of law and its implication. It will help to deal with the two’s, that is, ownership of data and search of significance and outlier. For example, if data is owed to the clients, he cannot change the statistical findings toward his own ease as it against the public policy. In terms of outlier, though it is legally defensible if disclosed, ethically not indeed. This is because if it done, the proper accountability will be lost. However, American statistical Association (ASA) has formulated 10 point ethical guidelines for statistical practices. The m ain issues of this guideline are to follow the confidentiality of information and maintain integrity in honestly and objectively. Other thing is that the whole inquiry should be purpose oriented and should not cross the boundary limit. Fulfilling the agreement with clients should give proper importance and should inform the clients before raising any conflict or probability of occurrence of any assumed

New Challenges for Africa and the Islamic World Essay Example for Free

New Challenges for Africa and the Islamic World Essay * Songhai flourished during the 1400s and 1500s, with an empire stretching 1500 miles east to west. (from Gao to the Niger River) a. Timbuktu * Timbuktu became a major center for trans-Saharan trade. Large supplies of gold, ivory, and slaves were sent abroad. * Timbuktu was a major center of Islamic scholarship, in particular because of the Islamic University of Sankore. * Civil war over succession weakened the empire which was then destroyed by Moroccan forces. B. Other West African States * The small Sudanic kingdoms that formed after the fall of Songhai were parts of a closely linked commercial network. * For example, the Dyula moved goods by donkey and canoe, dominating the regional trade. * A few non-Muslim states, including those of the Guinea Coast, had a matrilineal social structure. a. The Kanem-Bornu Kingdom * The Islamic kingdom of Kanem-Bornu prospered from trans-Saharan trade and reached its height under king Idrus Aloma. a. The Hausa and the Trans-Saharan Trade * The Hausa had trade-oriented states in modern-day Chad, eastern Niger, and Nigeria where cotton cloth and leatherwork were manufactured for export. * Islam became dominant, but women continued to play vital social and political roles. b. Trade on the Guinea Coast * A few non-Muslim states, including those of the Guinea Coast and Volta River basin, had a matrilineal social structure, and prospered from mining and trading in gold to the north. c. Europeans in West Africa * Portuguese encountered such large trading centers as the one at Guinala, (Guinea Bissau), where 12,000 men and women met weekly to trade. C. Bantu Trading Cities and Kingdoms (East) * Bantu settlers and Arab immigrants formed the Swahili culture. * The Swahili city-states grew wealthy by trading in African goods to peoples from around the Indian Ocean. a. Trade on the East African Coast * Swahili city-states were parts of the great trading network generally dominated by seafaring Arabs and Indian Muslims. d. The Shona and the Ganda * The Shona exported gold and ivory through the city of Sofala to the Middle East and India. * The Ganda people established the kingdom of Buganda west of Lake Victoria and Buganda dominated the region by the 1700s. e. The Kingdom of Kongo * In the Congo River basin, the Bantu kingdom of Kongo became one of the first great African states to be visited by European explorers. * The kingdoms of Luba and Lunda resisted European power into the nineteenth century. f. The Xhosa and the Zulu * The Xhosa and Zulu were the main Bantu-speaking groups to migrate into southern Africa. D. Africa in the Hemispheric System * Sub-Saharan Africans lacked interregional connections. * Sub-Saharan African was cut off from European and Asian trade. * Marginally fertile soils, scarce exploitable minerals, and few good harbors impeded development in Sub-Saharan Africa. a. Africa the Unknown * West and East Africa supplied gold, ivory, and other commodities to the Middle East and Europe for centuries. * The remaining Amharic Christians in modern-day Ethiopia were surrounded by Muslims and essentially cut off from contact with Europe. g. The Opening of Africa * Europeans set out to penetrate â€Å"Darkest Africa† with the â€Å"light† of the West, while also looking for direct routes to Asian spices and silk. * Africans were shocked and dismayed upon first sighting Europeans. h. The Beginning of the African Slave Trade * Europeans looked for slaves after setting up in the Americas. * Slavery had a long tradition in Africa, which involved Muslim traders. * Europeans already had enslaved their own peoples, though not with a racialized reason. II. EUROPEAN IMPERIALISM AND THE TRANS-ATLANTIC SLAVE TRADE * Racism developed from early exploitative relationships forged by Portuguese and Dutch adventurers along the two coasts of Africa and in its southern reaches. A. The Portuguese and African Encounters * By the late 1400s the Portuguese had colonized the Cape Verde Islands and the nearby coastal region of Guinea-Bissau. * They also established a long relationship of cooperation with the prosperous Kongo kingdom of south central Africa and sent Catholic missionaries. a. Bartolomeu Dias and Vasco de Gama * In 1487 Bartholomeu Dias rounded the Cape of Good Hope and the Indian Ocean. Vasco da Gama established relations with East African Swahili trading cities. * In India, European goods could not compete with more valuable and finer products from India, China, Indonesia, and Persia. Da Gama had finally located the sea route to the east. * The Portuguese set up a network of trading bases around the Indian Ocean, and tried to limit the activity of their Arab, Ottoman, Persian, and Indian rivals. i. The Portuguese and the Kongo * The Christian King Alfonso I, a Portuguese ally, controlled the Kongo and attempted to emulate Portugal by expansion and modernization. * Slavery soured Portuguese-Kongolese relations. j. Queen Nzinga and African Resistance * After Alfonso’s death, the Portuguese conquered Kongo and Ndongo. Kongolese and Ndongo warriors were no match for Portuguese armies. Queen Nzinga of Ndongo strongly resisted the Portuguese. * Kongolese Christian kings appealed to the Pope to halt the slave raids. The Kongolese kings allied with the Dutch to curb Portuguese influence. Kongo endured civil wars, which led to the capture of more slaves. * Portuguese forces occupied several major Swahili trading cities. They eventually controlled several trading ports from the Persian Gulf to China. They used brutal methods to achieve their ends. k. The Decline of Portuguese Influence * Portuguese influence waned on the East Coast of Africa by the 17th century after they destroyed much of the trade by dissuading merchants to venture to the cities they nominally controlled. * In the late 1600s, Arabs from Oman pushed the Portuguese out. E. New Challenges for the Shona States and Ethiopia (East) * The Portuguese controlled the lower Zambezi Valley in order to dominate the gold trade. * They also moved up the Zambezi River and ended up controlling the largest Shona state of Monomotopa. * They also settled coastal Mozambique and mixed culturally, often through intermarriage. a. Ethiopian Civil War * The Portuguese forces assisted Ethiopians against their Muslim neighbors. * Jesuit missionaries converted Ethiopian king to Catholicism. * Attempts to change the Ethiopian Church did not succeed, and the missionaries and other Portuguese were expelled. F. South Africa and Dutch Colonization * Dutch settlers in Cape Town traded with the Khoikhoi, but then seized their land. They enslaved or killed all the Khoikhoi living near the Cape, then imposed white rule over Africans. * Slaves were imported from Madagascar, Mozambique, and Indonesia. * As the economy developed, Africans and Asians outnumbered whites. a. The Boers and â€Å"trekking† * Some Dutch settlers, or Boers, moved eastward to escape governmental control and look for new land to settle. * The Boers tried to take over Xhosa and Zulu lands. G. The Trans-Atlantic Slave Trade * Europeans enslaved Africans to fulfill their labor needs in the Americas on plantations and in mines. * Physical differences established racial basis of trans-Atlantic slavery. a. The Slave Trade Expands * West Africa was fragmented, which made it vulnerable to slave trading. The Europeans established trading forts from Senegal to Angola. * The Europeans traded cotton goods, guns, iron, rum, and tobacco for slaves. The Europeans often cooperated with local African chiefs to obtain slaves. * The exact number of enslaved Africans is uncertain, but it probably totaled 25 to 30 million individuals. The trans-Atlantic slave trade reached its peak between 1700 and 1800. l. Horrors of the Middle Passage * Slaves were branded, chained together, and packed into overcrowded slave ships. * Many slaves committed suicide before reaching the Americas, so slavers installed nets along the sides of slave ships to catch jumpers. There were also many attempted mutinies en route. * The majority of slaves were sold to plantations without regard to personal ties. m. Rationalizing the Slave Trade * Europeans justified slavery by claiming that Africans were inherently inferior. * Some Westerners argued that slavery benefited Africans by exposing them to Western culture, values, and religion. H. The Slave Trade and African Societies * Some coastal regions of West and Central Africa succumbed to chronic raiding, kidnapping, and warfare. * Some societies were particularly destabilized when huge numbers were enslaved. * Out of these patterns of human enslavement emerged the Atlantic System. a. The Impact of the Slave Trade on Africa * Some African societies prospered by selling neighboring peoples into slavery. The kings of Benin obtained firearms by trading cotton textiles, pepper, ivory, and beads, and prohibited the sale of male slaves. * States such as Dahomey prospered by cooperating with the slave traders. Coastal regions from Senegambia down to Angola suffered the most (ex. family damage.) * The trans-Atlantic slave trade created economic imbalances that hindered the evolution of local industries, though African societies arguably benefited from the introduction of peanuts and corn. n. Early Imperialism and Colonialism in Africa * Europeans practiced imperialism and colonialism in Africa. * The scramble for Africa intensified with industrialization in Europe. Western industrialization helped end the slave trade, but accelerated the need for African natural resources.

Significance Of Language In Human Affairs Philosophy Essay

Significance Of Language In Human Affairs Philosophy Essay Language problems are extremely complex, perhaps comparable with the complexities of human life itself. The importance of language is essential to every aspect and interaction in our everyday lives. We use language to inform the people around us of what we feel, what we desire, and question or understand the world around us. We communicate effectively with our words, gestures, and tone of voice in a multitude of situation. Would you talk to a small child with the same words you would in a business meeting. Being able to communicate with each other, form bonds, teamwork, and its what separates humans from other animal species. Communication drives our lives and better ourselves. The importance of language is beneficial regardless if you do it for fun or for your career or even just for personal travel. It is obvious that learning languages contributes to mutual understanding, a sense of global citizenship and personal commitment. The significance of language in our lives is incomparable. It is not just restrained to being a means of communicating ones thoughts and ideas to the rest, but has also become a tool for forging friendships, cultural ties as well as economic relationships. Throughout history, learned men have reflected on the importance of language in our lives. Scholar Benjamin Whorf has noted that language shapes our thoughts and emotions and determines our perception of reality, whereas John Stuart Mill has referred language to be the light of the mind. For linguist Edward Sapir, language is not just a vehicle for carrying out expressions of thoughts, perceptions, sentiments, and values characteristic of a community, but is a representation of a fundamental expression of social identity. He also believes that language helps in maintaining the feelings of cultural kinship. The significance of language in our day-to-day living include: Language aids in developing and grooming ones personality as a whole. Since learning a language is part of our knowledge, it becomes one of the key factors in competitiveness. In the advanced industrial society of today, the basic knowledge of a single or more language has become indispensable. With the advent of the concept of globalization, people all over the globe communicate with each other and exchange ideas. Though technological advances have served as a medium for communication, you cannot deny the role played by language. Understanding of a common language has helped people to communicate, despite being from varied parts of the world. Language has become a major tool of communication between countries, cultural groups, various companies and organizations, communities and friends. Language is one of the key factors of our human developmental process, which sets us apart from the rest of the animal kingdom and knits a strong feeling of kinship amongst us. A baby is born without language, but even without formal training, by the age of five, the child knows several hundred words and grammar of a particular language. This is an inherent human tendency, which is extremely important for further growth. Any discrepancy seen in learning a language at such early stage might indicate certain illness in a child. In the developmental trajectory of a child, language plays an important role since it is connected with various aspects of a childs growth. Learning a language is directly related to emotional development. For instance, a baby gazing at his parents face is responded by cooing and few words of love by his parents. This retains in the babys mind and when he is a little older, he begins using language to express his emotions as well. Language is also connected to the moral development in a child. The process begins when the child is about 18 months old. The child learns the right and wrong by listening to what his parents or other adult authorities tell him. Imagine teaching the child the difference of right or wrong without the tool of language! Learning a language within the first five years of ones life is important. It is one of the best predictors of a childs later performance in school. A child who has significant speech or language delays has a high likelihood of eventually having trouble with reading, which may continue throughout school. IMPORTANCE OF LOGIC IN HUMAN AFFAIRS Logic is the study of the principles and methods of reasoning. Logic is generally based on deduction which is a method of exact inference. It is a study of correct reasoning that consist of language and reasoning. It explores how we distinguish between good (or sound) reasoning and bad (or unsound) reasoning. An instance of reasoning is called an argument or an inference. An argument consists of a set of statements called premises together with a statement called the conclusion, which is supposed to be supported by or derived from the premises. A good argument provides support for its conclusion, and a bad argument does not. Two basic types of reasoning are called deductive and inductive. A good deductive argument is said to be validthat is, the conclusion necessarily follows from the premises. A deductive argument whose conclusion does not follow necessarily from the premises is said to be invalid. The argument All human beings are mortal, all Greeks are human beings, therefore all Greeks are mortal is a valid deductive argument. But the argument All human beings are mortal, all Greeks are mortal, therefore all Greeks are human beings is invalid, even though the conclusion is true. On that line of reasoning, one could argue that all dogs, which are also mortal, are human beings. Misunderstandings commence from the heart of people who are not adept in expressing their needs and desires in a discreet and precise manner which sooner or later result to a more devastating damage like chaos and wars between confederations. Crimes like illegal and immoral acts are committed because of the endless sufferings of one whose needs are not adequately comprehended due to his poor ability of expressing himself. Major and minor dilemmas between friends, family members and other relationships are the aftermaths of ignorance in the appropriate and proper usage of language. These few and many more problems which we are facing today usually root from a distinct cause which is the lack of comprehension which could have been solved before it commenced if only the humanity learns how to study the structure of arguments and ascertain its validity and truthfulness. Indeed, the study Logic is a very vital necessity which could lead to a more vivid, harmonious and progressive future. These are some of the numerous good reasons why it is helpful to study of this subject. Logic learning can allow you to improve the quality of the arguments that you create. When you make rational disputes, you are apt to convince other people to agree with your claims. And people are much less likely to believe that you have a valid point by giving them accurate and logical justifications. The learning process will also give you the ability to evaluate the arguments of others. When you know how to understand arguments the way they are supposed to be constructed and the way they shouldnt be constructed, you will find all kinds of bad arguments out there that could weaken your opponents conclusion most especially during debates. As you argue with each other you will be able to determine the fallacies which were asserted because you will be able to critically scrutinize the rationality and authenticity of your opponents dispute. Another important aspect of Logic is Philosophical Logic and Reasoning and the importance of this in our lives include: This is essential in General Problem Solving: It helps us to analyze concepts, definitions, arguments and problems, and contributes to our capacity to organize ideas and issues to deal with questions of value. Communication Skills: Here our skills will be enhanced as we are able to present ideas through well-constructed systematic and reasoned arguments. Persuasive Powers: We will learn to build and defend our own views, to appreciate competing positions, and to indicate forcefully why we consider our own views preferable to alternatives. Writing Skills: Philosophical Logic and Reasoning teaches us interpretive writing through its examination of challenging texts, comparative writings through emphasis on fairness to alternative positions, argumentative writing through detailed portrayal of concrete examples and others. These are very important reasons why logic and reasoning matter in human affairs. They can be applied in the trained academic person life, or to the normal individual who has a desire to analyze the issues facing him/her before making a final crucial decision. Logic and Reasoning are important in career training and development on the job. In management, administration, law, finance, engineering, physics, chemistry, archeology, history and other disciplines, logic and reasoning are essential. We will be able to broaden the range of things we know and understand, be able to receive self-knowledge, foresight and a sense of direction in human affairs. We can accomplish self-discovery, expansion of consciousness, and self renewal. Therefore, when we are faced with a routine daily situation or a very difficult problem or issue to resolve, logic and reasoning are important to remember and be applied for the best or most desired results. Logic is important because it influences every decision we make in our lives. Logical thinking allows us to learn and make decisions that will affect our lifestyle. If no one thought logically, we would all be running around like chickens with our heads cut off, and nothing would make any sense. Conclusion Language is obviously a vital tool. Not only is it a means of communicating thoughts and ideas, but it forges friendships, cultural ties, and economic relationships. Language, of course, is knowledge, and in our world today knowledge is one of the key factors in competitiveness. Brains and knowledge are what create the prosperity and growth we tend to take for granted. In an advanced industrial society in an increasingly interdependent world, the knowledge of other languages becomes indispensable. Just think of how the advent of the Internet has changed our lives. For the last few years, millions of people across the world, who share common interests, are able to communicate with each other and exchange ideas. Not only are they able to do this due to the various technological advances, but also because they share a common language. The ability to think logically is of immense practical importance in our daily lives. Day after day, from moment to moment, we are busy interpreting available evidence and making predictions on what will happen next. When I walk along the sidewalk, it is my interpretation of the available evidence that leads me to the conclusion that it will be safe to put a foot forward for the next step. The moment conditions change (for example, if I hear a gunshot) I may have to reinterpret, and may then conclude that it is no longer safe to put a foot forward for a next step. Generally, logic is important in human affairs because It helps us to distinguish good argument from bad ones. It makes our thinking clear accurate. It strengthens our intellectual skills. It advances our quest for knowledge and understanding whatever is our field of interest. It enlarges our capacity to formulates argument analyse them critically.

The Hilton Hotel, Heathrow

The Hilton Hotel, Heathrow the objective of this assignment to shows the how the organisations in hospitality use the marketing strategies. This assignment presenting evaluation of the marketing introduction about Hilton Heathrow hotel, their loyalty programme, their public relations, e-marketing, viral and guerrilla marketing, segmentation marketing, network and customer relationship marketing strategies porters five forces. Definition of marketing as following: According to Philip Kotler:- marketing strategies are the combinations of all important marketing goals into a comprehensive plans, it should be from marketing research and its centre of attention should be right marketing mix to achieve maximum profit and sustainability for the organisation. Hilton Hotel and resorts is a Hospitality industry founded by Conrad Hilton in 1919 in Cisco, Texas (U.S) and has 540 hotels in 78 countries. Its first brand was opened in Business travel and leisure travel are the two marketing emphasis the company is focusing on. Hilton Hotel and Resorts are mostly located in city centres, near airports etc for the easy access for the customers. This assignment is on Hilton Hotel (HHonours) near Heathrow Airport; within Heathrow area they have three branches. Easy access from all terminals Heathrow central and terminal 5. It has partnership with different airlines and car rental companies. It just 6 minutes walk away from T4 and 10 minutes away by courtesy shuttle bus from T5. Hilton London Heathrow Airport hotel Exterior (http://www3.hilton.com/en/hotels/united-kingdom/hilton-london-heathrow-airport-LHRAPTW/index.html) Marketing: marketing strategy plays a vital role to success for business. Marketing in Hospitality industry is one of the main elements to increase profits and success of the business and it is playing very important role in hospitality. It helps the organisation to get success through understand their customers, what they want, their needs; priorities and demand from the organisation and what are their expectation level from customer service point of view, leisure and infrastructure etc. It is really easy these days through internet. The organisation can also put surveys on internet, blogs, websites, social media, etc. For example Hilton hotel is available on face book where anyone can like, comment and post their views and also customers can check their updates, offers etc. http://xzamcorp.com/quality-blog/wp-content/uploads/2012/06/Facebook-Hilton-Hotels-Resorts.jpg (https://www.facebook.com/hilton) Marketing Mix Marketing mix is a mixture of four fundamentals product, price, place and promotion. That actions used to satisfy the wants of an organisations target market and at the same time achieve its marketing objectives. (Stanton) 1994. http://www.marketingteacher.com/image/content/mmix.gif Product- this feature of marketing mix is including planning, developing and producing the right category of products and services in the market by an organisation. In short words what is the quality of the product, size of the product? How is it looks like, design of the product, value of the product, about packaging, testing and range etc? At Hilton Heathrow hotel they have swimming pool, twenty four hour fitness centre then for relaxation they have sauna bath and steam room and beauty salon as well. They have artificial beach terrace. They have contemporary spacious room, executive lounge, executive rooms and suites. Hilton is the foremost globally friendliness company spanning the housing sector from luxurious full services to extended stay suites hotel. They mostly attract to business people as a luxurious hotel in the market. Price- To fix a right price of product is a most difficult task. Price of the product should be reasonable and affordable so organisation can sell their product easily and successfully in the market. There are lots of steps between set the right price for example: determination of unit price of the product, pricing policies and strategies, discounts, credits, cost, terms of delivery, payment, competitive price credit policy etc. Hilton hotel is quite expensive and luxurious hotel, their prices are high but still flexible according to the seasons. They give some discounts on special occasions. Place- It is called distribution channels, storage and warehousing, coverage channel, inventory management, selection channel, distribution logistics etc. Management of organisation is responsible to choose and deal with distribution channels so customers can get the product at right place at right time. They should develop physical distribution. Wholesalers and retailers are most important channels which are used for physical distribution of goods. Hilton hotel is near London Heathrow airport which is only give direct acees to the terminal 4 airport by walk and shuttle bus to terminal 5. This hotel offers fully equipped business centre of 2,590 square metre banquet hall for special events. Business conference for up to 300 guests of 30 meetings rooms. Promotion- the fourth p is promotion it does include determination about direct marketing, sales promotion, advertisements, publicity, exhibitions, public relations activity etc. Most important tools are advertisements and sales promotion which are used to promote the sale of products of organisations. The best way for advertising strategy, organisation should recognise the competitors what are they providing additional to customers. This will help to an organisation to do improvements into their values and to set marketing strategy. Promotional activities are free distribution of sample of product, contests etc. These types of tools are expressive which does help to beat the competition in the market to organisation. Advertisements are used to communicate and pass the information to customers and consumers about the features of product through television, internet, newspapers and magazines, radio, billboards, banners and posters etc. Limitations Doing advertisements or promotion is expensive tool but there is lots of advertisements on the television and internet so people can get fed up thats why mostly people ignore the advertisements on television they just skip the channels when the advertisements comes in front of them. Some people do not read the advertisements on newspapers and magazines. Now a days Hilton Heathrow hotel doing promotion by giving offer to customers because Christmas coming they are giving offer to celebrate Christmas at Heathrow with their attractive cuisine and enjoyment traditional or bollywood themed parties. Their coordinator will do the help to customer to organise party for superb occasion. At Hilton hotel in terms of the marketing mix model definitely the people, process and physical evidence are very important components of the marketing mix for service providers such as hotels. Marketing strategy to use by Hilton hotels as following: They give 20% off on advance booking on their best available rate. They do offer bed and breakfast on the weekend package. They give 1000 reasons to customers to love Hilton and earn thousands points on every Thursday, Friday, Saturday, Sunday, and Monday night stay. They are offering for Christmas party at Heathrow They are providing exclusive airport parking packages for up to 8 to 15 days. So customer can enjoy hassle free on their door step parking at London Heathrow airport Branding- branding is a unique name and identity of the company. It is a procedure of mark and stamp to the product with identify look, design and logo etc. So customers and consumers can get idea about the features of product from the name, look, logo, mark and design. Brand name or design should be attractive, which can attract to the customers. From brand name customers can recognise the product. When they give a symbol or name to the product organisation should always keep in mind there is lots of competitor in the market. Brand should be like that which is no one can copy it easily. Hilton hotel have very unique name. Hilton Hhonors have ten different brand which are as following: Waldorf Astoria hotels and resorts, Conrad hotels and resorts, Double tree inn, Embassy suites, Hilton garden inn, Hampton, Homewood suites, Hilton grand vacation and home 2 suites by Hilton. They have every type of hotel for example budget hotel luxurious hotel, business hotel etc. Customers can get know from the name about hotel for example Hilton hotels and resorts are quite luxurious and business class hotel. It is expensive. Customer loyalty- it is about to encourage the customer, attract towards brand, buy the product often and in extra amount. It is about satisfaction level of customers, confidence, and their needs and wants. Organisation should build relationship with customers using e-market via email, messaging on mobile phones, so customers can stay keep in touch with them. Organisation should give points to the customers on loyalty cards. They should show to customers to care for them what are their choices and what they do not want. Hilton hotel they have point system to attract the customers and encourage to stay with them. They have guest loyalty programme and they have membership level as following blue, silver, gold and diamond. First of all blue, which is just for enrolling. Second one is silver which is for four stays at hotel and 10 nights and then they have gold 36 nights or 16 stays and 60000 base points and the last one they have gold for 60 nights, 28 stays and 100000 base points. Customers can earn points on all their different brands in 91 countries and at nearly 3900 hotels. They can earn bonus points at airline for the same hotel stay. Customers can use their points on hotel stays, buying and receiving, on travel and transport, exchange with family and friends at dining. Customers can donate their points to supporting charities for non profit. Network and customer relationships marketing strategies- networking is an important factor for an organisation. Stakeholders and employees with employers and staff of an organisation should inter connect with each other. Marketing take place in public relationship. For an organisation should have good and strong relation with society to fight the competition in the market. They should build strong network into the market with stakeholders. Now a days every organisation have customer care department to sort out the problems of customers and they have call centres as well as they have online customer care facility via internet so customers can call them or email them regarding their problems. In an organisation network and customer relationship is how does effective staff deals with customers and employers with employees. Hilton hotels have network and customer relationship strategy to using point system and social media. Customers can earn points with them and they can use their points on lots of things with them on travel transports etc. They are using digital technology for example electronic media Customers can stay keep in touch with them using social media. Hilton Hotel Company appreciates the value of its staff and uses internal marketing to retain them and make them feel valued. At the Hilton organisation management realises that the companys team member added value and quality to the business. In fact it is the people working for the organisation that makes the Hilton hotels corporation such an international success. A hotel is an actual physical product, but a lot of the experience of visiting a hotel relates to the service offered by its staff to the customers. At Hilton hotel organisation management realises that staff treat customers with about same degree of respect as they themselves are treated by their employers. If staff are not treated and valued well they in turn will not respect or treat customers very well. Obviously this is very bad for an organisation. The Hilton hotel corporation invests a lot of time and money in its staff. It takes training and staff development very seriously. It involves staff in all aspects of it s marketing plans and strategy so that everyone knows what is going on and how they make contribution. Organisation gives rewards to its staff for effort with awards and promotion. It includes its staff by allowing them access to extranet which is also share with its business partners. Management offers a comprehensive befits packages to its staff, including: medical, dental and vision care coverage, life accident and disability insurance, the Hilton stock purchase plan, the flexible work arrangement. Other benefits including vacation and holiday pay plus and special privileges when staff stays at Hilton hotels. At the Hilton group management really try to retain good staff and do everything possible to make working for the Hilton hotel organisation rewarding and satisfying experience. Marketing communication activities and strategies-marketing communication is a way which is used by an organisation to change the behaviour of stakeholders towards product. They present to product into the market in such way, people can get information about the product from designing, promotion, exhibitions, advertisements, newspapers, magazines, mobile phone marketing etc. Marketing communication can be develop by direct marketing and indirect marketing. Personal selling, sales promotion, advertising, public relations these are all marketing communication. Those all tools are used for communication about product, which tells to public about the features of product. Organisation use marketing communication to achieve the market objectives and target sales. Communication is messages between one person to other person and in marketing it is between seller and buyer. With Hilton hotel customers can stay keep in touch with them using social media. E-marketing- e-marketing is an internet marketing, which is also called as an online marketing, web-marketing. Now a days every organisation use electronic technology for advertisements to gain the objectives. Technology plays a vital role for an organisation such computer based technology. Organisation create their websites, they send information about products online. Internet offers unique opportunities for organisation and customers to communicate with each others. It is a good way to build relationship with each other. Companies do promotion by direct email, advertisements on internet, by text messaging on mobile phones as well. People can know about the organisations and their manufactured goods to visit on their websites through internet. Organisation can do advertisements through social media for example: face book, twitter etc. On other hand some people do not trust on online information. These types of people prefer to go to the organisation personally so they can get information about the product from someone face to face. Hilton hotels and resorts have their own website so people can get easy access with them using internet. They have join in option on their webpage so people can create their account over there. Hilton hotels have account on face book as well so people can follow them using social media. They do their updates on their website and on social media regarding their discounts, offers, whats new at hotel etc. Thus people can get information through online using internet. Guerrilla marketing activities and strategies- this type of strategy is a weapon for marketers and it is not very expensive it is low cost strategy. Guerrilla marketing is a unusual methods of promotion. This type of marketing does not focus on sales just focus profits, on primary success. It does expect highest results from minimum resources. But sometimes these methods of marketing represent the false image of brand, which is not good to get success for an organisation and survive for long time in the future. Viral marketing- it is blog marketing, forum marketing, email marketing and article marketing. This type of marketing is passed from one person to another person for example messengers are used for viral marketing. Social media is the best way for viral marketing. People can join to Hilton hotel to create an account on their website so Hilton organisation can send them direct email regarding their products, promotions, discounts, new packages etc and they can follow them using facebook and tweeter as well. Public relationship strategies:-Public relation strategies are one of the promotional Mix (advertisement, personal selling, sales promotion, corporate image and Exhibition). According to Bill bernbach:- People cant believe you if they dont know what you are saying and they cant know what you are saying if they dont listen to you, and they wont listen to you if youre not interesting. Any news, planning, presentation, job advertisement etc organisation wants to give to public and any feedback organisation want from public different media such as speaker opportunities (conferences, seminars, public forums), trade show support (press appointments, private demos), public launch, magazines, newspaper, (articles, report), TV, internet, PR blogs (such as face book, twitter, online Pr) etc. Public relationship is a relationship of sharing information relation to organisation not only between organisation and customers; it is also with employees, staff, consumers, general public, competitors etc. Public relation plays a very important role and its essential to make public aware and up-to-date about new policies, procedures, jobs, vacancies etc. Hilton hotels to create public relation they promote their organisation through media news on the news papers, television, internet, magazines, articles etc. They share their information there. So people can know about them. Hilton global media centre users stand for 85 languages English, French, Spanish, Turkish, Chinese, and Japanese etc. Segmentation marketing: segmentation of marketing is a procedure which is focus on a group people whose have common expectations, needs and wants. Market segmentation is first action to apply the strategy of marketing. When segmentation applied, then organisation recognized the groups of customers with appropriate marketing mix so as to arrangement the product , brand, place, promotion, physical evidence and environment etc. Market segmentation aims at one or more homogeneous groups of customers and the marketers try to develop different marketing mix for each segment. The purpose of this segment is to satisfy them all. There may be different demands in different market segments. Marketers may produce higher sales in markets where they have monopolistic conditions by segmentation. The step towards developing a segmentation is to locate base for segmenting the market. There are different variables which are used for this purpose. The variables relates to consumer demographics, geographical, psychographic and behaviour. Bases of market segmentation as following: Geographic segmentation Demographic segmentation Psychographic segmentation Behavioural segmentation Value based segmentation Geographic segmentation- this segmentation focus on the area, the capital size, its majority whether town, city, or country and the (type of weather warm, cold, muggy, dry, windy) because it does matter a lot in segmenting the market on the basis of geographic segmentation. The most important benefit of this segmentation basis that is reflects physical location of the market. Demographic segmentation- it divides the marketplace on the base of period of time, era, gender, marital status, earnings, education, culture, family unit, family life cycle, profession, religious conviction and ethnic group. Demographics as a base for segmentation is working as a proxy for finding similarity in behavioural patterns. Psychographic segmentation- this base of segmentation is widely used by marketers. A persons life style, social class, cultural and personality rest at his mind. But this basic instinct can be tapped by marketers when they appeal for their products. However the geographical or psychographic segmentation is mind level. It might not click for marketers. Behavioural segmentation- here the geographical, demographical or psycho graphical boundaries do not approach jointly but become more relevant for marketing. The clients and customers are segmented on the base of their behaviour in the course of require inspiration, awareness, knowledge participation, attitudes, events, profit, user position, usage charge, loyalty rank and consumer willingness period. Behaviour segmentation is based on the consumer response to his requirements. Value based segmentation- the promotion idea prescribes that segmentation have to the result of competition connecting the goods quality and the needs or wants of the customers or clients. The marketers have to in actuality segmenting their clients so as to separate persons who give the for the most part to their profits. The marketers are required to compute total lifetime value of their customers and discount it to arrive at the net present value. Michael porters five forces: with porters five forces marketers can do strategic analysis of an organisation. They can find out the way how organisation attracts to different industries. Porters five forces does work as a guide to an organisation before enter to market. Michaels five forces are as following: Industry rivalry Power of buyer Power of supplier Threats of substitute Threats of new entry Industry rivalry- if enter into the market is very easy it means there is very high competition. Then customers can change their mind easily to go one from another. When competition is high in the market then there is not much difference into the products which are customers getting from the companies. All competitors using same strategies, and they have same sizes of product. If situations are like this as mentioned above then it is very hard to leave the industry for an organisation because they have been already spent lots of money. Hilton hotel has number of competitor near Heathrow which are as following Marriott hotel, Renaissance hotel, Ramada hotel, etc. They are also big organisations, but Hilton hotel has his own unique identity and popularity in the market as a luxurious hotel. Power of supplier- to get success for an organisation bargaining power of suppliers is a most important side. Supplier provides raw material to an organisation. If they are the only supplier for firm and there is no power of substitute of that raw material and there is no alternative option, they can refuse to provide raw material to an organisation. In that case supplier has much power. Power of buyers- customers can change their mind easily if they have another offer in same price and they go from one to another to get the product. Customers have the power to give pressure to the firm to change the price of product. Power of buyers come when there is not much difference between the product and they can get same product with low price. When customers buy the product they are very possessive about price of the product and they do comparison as well. Mostly business people, couples, and families are customers of Hilton hotel. Threats of substitute- if organisation provides such products which is already have in the market so there is threat of substitute is high. Because customers have another option. They can get another product. Threats of new entry- for an organisation to enter into new market are a bit risky because there are some barriers for entrance but for big organisation it is not much risky. When an organisation enters into the market looks at following points: do they earn profit or how fast, will government give them approval to do business, do they have enough supplier for outputs of their products. Recommendation As we know around Heathrow airport there lives mostly Asian community Indians, Pakistanis, Bangladeshis etc. it is suggested to Hilton Heathrow hotel they should give them some discounts and offers on their special festivals and occasions. For example to Muslims on their special festival Eid they should offer them discounts on their parties. To Indians they should also give offers and discounts on their special occasion diwali like Christmas they offer special packages and discount for special event. Conclusion As everyone knows hospitality is a huge industry in the market and Hilton hotels have their own unique name and identity in the market. According to the above mentioned strategies in the assignment marketing mix, branding, loyalty programmes, network and customer relationship marketing strategy, marketing communication activities and strategy, e-marketing, public relations, guerrilla and viral marketing, marketing segmentation and Micheal porters five forces, which were applying to the Hilton hotel they are doing best things to beat the competitors and they are doing their promotion in best ways such as their loyalty programmes. Hilton hotel is a luxurious and expensive and they mostly attract to business people and families so mostly customers of Hilton hotels are business people, families, couples and this hotel doing everything to do their best in the market. They are using digital technologies for example electronic media according to the demand of modern era.