Cost Leadership Strategy For Tune Hotels Tourism Essay

Cost Leadership Strategy For Tune Hotels Tourism Essay As a business development manager of Tune hotel, I have been requested to propose and justify the implementation of an overall cost leadership strategy for Tune hotels.com. this proposal is consists of preparing a strategic service vision for Tune hotels.com by taking few aspects as a consideration into account, such as the target market segment, service concept, operating strategy and also the service delivery system as well. Besides that, I have been asked to identify what are the service dimensions in setting the benchmark for service qualifiers, service winners and service losers as well. Hotel overview Air Asia is a low cost carrier (LCC) airline, with the image of making flying feasible for everybody, where it is well known for the largest low fare and no frills airline, and Tune hotel is one of another luminous thought invented by the air Asias Chief Executive Officer (CEO) and also the founder of Air Asia as well, Datuk Tony Fernandes. Tune hotels have open its first no frills hotel branch in Jalan Tuanku Abdul Rahman,Kuala Lumpur on 9th april 2007. Tune Hotel is currently operating in places such as Malaysia, Downtown Penang, Kota Damansara, Kuala Lumpur, KLIA LCCT Airport, Johor, Kuching, Kota Kinabalu, Indonesia and United Kingdom and London as well. Question 1 Target market segment As in the context of a business, target market segment is an essential element which is needed to be considered and it is important in facilitating and directing the business path in the market. Target market segment, which is targeting the audience, is very important to sustain the survival of a business or industry as well. Tune hotel which has been categorized under the service industry and it can be considered as the market leader in the no frills budget hotel in Malaysia and South East Asia. Tune hotel has implemented a creative and innovative concept to be used in Malaysia, and they differ from their competitors since no any hotel or company has claims to be in the same market segment. Tune hotel has used the geographic segmentation dimensions to influence the market opportunity, for instance, tune hotel at Kuala Lumpur, Jalan Tuanku Abdul Rahman, which is known as the budget hotel which has the similar concept of no frills Air Asia Airlines,tune hotel also adapt the same concept where it is also the first no frills hotel in Asia as well. Tune hotel Kuala Lumpur are strategically located at the central of Kuala Lumpur in Jalan Tuanku Abdul Rahman, whereby it is close to major shopping, food and beverage outlets and entertainment areas. Moreover, the location is also convenient and facilities such as LRT and bused as well. (Anonmous, n.d) Swot analysis of tune hotel Strength Tune hotel has a great strength whereby they have a reward system to those customers who have done an advance booking service through internet with them. By introducing this system, tune hotel will be able to attract more customers and maintain those loyal customers in future as well. Besides that, Tune hotel have a great central location with facilities such as LRT and buses and it is nearby shopping areas, entertainment areas, and food and beverage areas as well. This attracts and encourages those customers, especially foreigners to choose Tune hotel as well. Moreover, Tune hotel are attractive with their pricing strategies as well, in situation where most of the Air Asia customers are those tune hotels loyal customers. Weakness Tune hotel has a very limited number of customers in the region who are conscious of the Tune hotel. This could be one of the weaknesses faced by Tune hotel. Tune hotel should be able to work on their advertising method and emphasis more on their service provided. Opportunity In order to gain the competitive market and be the first market leader in service industry, Tune hotel can be able to attract more customers by improving their marketing strategy effectively to gain the customers satisfaction and their support as well in future. Threat Tune hotel receives a high competition in the service industry since it has been unique in the industry. High Competition among competitors is one the biggest threat to tune hotel to sustain in the market in the future. Outsourcing is also one of the threat to Tune Hotel since other Hotels do provide facilities which tune Hotel doesnt provide, for instance other hotels have basis necessities of customer such as the boiler, drinking water and many more, meanwhile Tune hotel does not provide all this. Service concept Source: http://www.xm-msia.com/xm/tunehotels/facilities.asp Tune hotel is unique in providing their service, compared to their competitors, and they operate a limited service concept, where they only offer single and double room for its customers. They have 5 star beds provided in each rooms feature high quality spring mattress beds with basic needs such as pillows, pillowcase and bed sheets. Each of the room consists of attached private bathrooms together with heated power showers with the minimal room rates. Tune hotel are have a central and convenient and strategic location which is nearby to shopping areas, ATM services to withdrawal purposes, food and beverage such as kopitiam outlets and entertainment as well. Moreover, Tune hotel has 24-hour security facilities as well whereby it is secure and safe to be in the surroundings of the hotel. Operating strategy Tune hotel makes use of the outsourcing as their operating strategy to save the operation cost and to improve and get better output and efficiency of the hotel. For instance, Tune Hotel in Kuala Lumpur, the maintenance, Kopitiam, 7 eleven which is available for 24 hours, money changer kiosk, fast food outlets such as Subway, and CIMB ATM and bureau the change are certainly part of outsourcing. By implementing this operating strategy effectively, Tune Hotel have be able to save a huge amount of their cost and this eventually helped Tune Hotel to improve on better production and productivity effectively and efficiently of their hotel. ( Batcha, 2007). Service delivery system Source: http://www.scribd.com/doc/4089502/Tune-Hotel The service delivery system in Tune Hotel is overwhelming, and core and supplementary services provided are identified through the flower of service model. The service are divided into 2 main sections, where the information, order taking, billing and payment are categorized under the facilitating services, meanwhile consultation, housekeeping, hospitality and exception are categorized under the second section named as enhancing services. TUNE HOTELS STAKEHOLDERS Source: http://www.xm-msia.com/xm/tunehotels/about_us_3.asp Tune hotels sdn.bhd is 40% owned by Datuk Tony Fernandes, 30% by Dato Kamarudin Meranun, 25% by Dennis Melka and the rest 5% by Tune Strategic Investments Limited. Tune Ventures Sdn Bhd owns 72.19% stake in tune hotels, followed by Dato Kalimullah Hassan which now the chairman of ECM avenue which is one of the listed Malaysian investment bank owns 12.03% stake in tune hotels, Lim Kian Onn the chairman of ECM avenue, also owns the same percentage as Dato Kalimullah Hassan 12.03%, and lastly followed by tune hotels employee holding sdn bhd where the company is formely owned by the key employees of tune hotel owns 3.75% stake in tune hotels as well. Question 2 Service qualifiers Tune hotel is classified to be the service qualifier since it is providing a good service which meets the requirements of a consumer. For instance, tune hotel has a clean environment around, whereby they provide housekeeping services to make sure the consumers feels safe and clean with the surrounding environment. Moreover, Tune hotel are concerned with the safety as well, where they have the 24 hour security system applied, whereby they uses electronic key card to access into rooms, CCTV cameras services, round- the- clock on duty reception staff and no access to the main lobby without a keycard pass midnight.(anonymous, 2007) Moreover, tune hotel also has introduced tune hotel insurance only in Malaysia, and said to be globally soon. Those insurance are not only responsible for the lost of travel documents, but also has take the responsibilities of being cautious of guests personal accident, medical expenses and also delayed check in as well.(anonymous, n.d). Service winners Service winners are those competitive dimensions used to make the final choice among competitors, for instance is the price. The pricing strategy of Tune hotel is from the range of RM 9.90. Tune hotels price will be different during peak seasons, promotion seasons and also a different price range for the advance booking as well. Service loser When tune hotel fails to deliver the needs and wants of the customer, they might entitle to be the service loser. Service loser occurs when there is a failure to meet the expectations of what customer actually wants. Tune hotel should be able to implement new marketing strategy as Tune Hotel is having a high competition among its competitors which is a threat to them. Question 3 Porters generic strategies Source: http://www.quickmba.com/strategy/generic.shtml Tune hotel has adopt the cost leadership strategy overall. This cost leadership strategy mainly emphasis on the low cost producer in the industry. Setting price low sometimes might influence the way of thinking of a customer, where low price may give a negative perception of the quality and the brand image of the company itself. For instance, there are not many out there are aware about Tune hotel and its services, since it is new in the market. This is mainly because the strategy used to representation about Tune hotel is done ineffectively. Tune hotel should come up with an effective strategy to expose their brand name by having advertisement about its service and facilities provided to attract not only the Air Asias customers, but also to the locals and foreigners who travel frequently. Placing Tune hotel in a strategic location with the lower price is valuable, but it should also be a place where customers feel flexible and convenient with the environment as well. Tune hotel in Kuala Lumpur, Jalan Tuanku Abdul Rahman where it is a location which is popular with prohibited immigrations and place where they gather together. The place is nearer to the place where most of the time it is famous with prostitution, drugs and offense are indivisible. This might not guarantee the safety at times and it could be one of the main problem customers will have a choice to choose other hotels as their choice. Tune hotel can improve this by making a deep study and research about those place and plan the location as well to avoid those circumstances occur. Moreover, Tune hotel has limited services where they dont provide the basis necessities such as boiler, drinking water and so on. Tune hotel save cost on this, but yet it should not be limited in providing the services since its known as the budget hotel. Tune hotel can improve on their service provided to enhance the satisfaction of the customers and maintain its competitive advantage than its competitors. Conclusion Overall, Tune hotel has been taking the efforts to reach the audience by implementing the no frills concept hotel. Since it is still new in the market, Tune hotel should implement new ideas to expose its brand name and win the local consumers perception as well to adopt their name as well.

Growing Up With Greek Literature Essay -- Greece Mythology Essays

Growing Up With Greek Literature Say â€Å"Greek Tragedy† to an English major and you’re likely to elicit a groan, or even perhaps a screech of terror. For me however, Greek tragedy, as well as Greek mythology, has always fascinated me. When I was younger, the Greek God’s always captured my interest, and I could never get enough of them. As I grew older, I became interested in the more refined aspects that Greek literature had to offer. Sophocles and The Three Theban Plays in particular, left me awestruck. I quickly began to realize that many of the new and inventive books and movies I had seen, had actually been written in one form or another, generations ago. I suppose my interest was first piqued when my father brought home the movie Hercules in the early 80’s. As a young boy, I was entranced by the idea of a god-like man, with superhuman powers, doing remarkable things on earth. Of course, my knowledge of Greek gods and goddesses was limited, but watching Hercules fight mythical creatures and perform heroic acts was all it took to get my young mind interested. While other kids read comic books about Superman and Spiderman, I delved into the world of Greek mythology. I was entranced by the idea that people believed that god’s actually played a first hand role in people’s lives. Unlike superheroes in the comic books, which I knew from an early age didn’t really exist, these Greek god’s were an everyday way of life centuries ago. Although I didn’t think they were real, it fascinated me that others did. Thus began my journey into the Greek culture. Of course, as a kid, I was mainly interested in fantastic stories of god’s with superhuman powers who either helped mankind, or fought against them in some form or ano... ...mocracy, Pericles was a great leader who was eventually impeached. Oedipus life, while being much more tragic then Pericles, made sense to me finally. The democratic themes presented by the chorus began to take on new meaning, and I had an entirely new perspective on the plays. An awakened mind is wondrous thing. Although I was fascinated by Greek mythology and literature as a young kid, I never understood the complexity involved in them until entering college. Perhaps it was maturity, or a well rounded education that opened my eyes to the reality that Greek literature is designed not only to tell a story, but to open the hearts and minds of the reader. Like a fine wine, Greek literature only gets better with time. The next time someone mentions the subject, instead of groaning, ask what they thought of it, and you may just be step into a whole new reality. Growing Up With Greek Literature Essay -- Greece Mythology Essays Growing Up With Greek Literature Say â€Å"Greek Tragedy† to an English major and you’re likely to elicit a groan, or even perhaps a screech of terror. For me however, Greek tragedy, as well as Greek mythology, has always fascinated me. When I was younger, the Greek God’s always captured my interest, and I could never get enough of them. As I grew older, I became interested in the more refined aspects that Greek literature had to offer. Sophocles and The Three Theban Plays in particular, left me awestruck. I quickly began to realize that many of the new and inventive books and movies I had seen, had actually been written in one form or another, generations ago. I suppose my interest was first piqued when my father brought home the movie Hercules in the early 80’s. As a young boy, I was entranced by the idea of a god-like man, with superhuman powers, doing remarkable things on earth. Of course, my knowledge of Greek gods and goddesses was limited, but watching Hercules fight mythical creatures and perform heroic acts was all it took to get my young mind interested. While other kids read comic books about Superman and Spiderman, I delved into the world of Greek mythology. I was entranced by the idea that people believed that god’s actually played a first hand role in people’s lives. Unlike superheroes in the comic books, which I knew from an early age didn’t really exist, these Greek god’s were an everyday way of life centuries ago. Although I didn’t think they were real, it fascinated me that others did. Thus began my journey into the Greek culture. Of course, as a kid, I was mainly interested in fantastic stories of god’s with superhuman powers who either helped mankind, or fought against them in some form or ano... ...mocracy, Pericles was a great leader who was eventually impeached. Oedipus life, while being much more tragic then Pericles, made sense to me finally. The democratic themes presented by the chorus began to take on new meaning, and I had an entirely new perspective on the plays. An awakened mind is wondrous thing. Although I was fascinated by Greek mythology and literature as a young kid, I never understood the complexity involved in them until entering college. Perhaps it was maturity, or a well rounded education that opened my eyes to the reality that Greek literature is designed not only to tell a story, but to open the hearts and minds of the reader. Like a fine wine, Greek literature only gets better with time. The next time someone mentions the subject, instead of groaning, ask what they thought of it, and you may just be step into a whole new reality.

A Mother Daughter Relationship Essay

Most parents expect many things from their children but most importantly wish their children to be successful and happy, but parents hold different expectations based on their child’s gender. The expectations that both mothers have are common because both of them have daughters. These differences in expectations of gender can be seen in literature such as Girl by Jamaica Kincaid where she will list everything a women is expected of doing in the house and in Where Are You Going, Where Have You Been? by Joyce Carol Oates, the mother argues with her daughter to be more like her sister which is portrayed to be perfect. Both of these mothers have high expectation in their daughters and show them tough love in their parenting. Mothers expect more from their daughters to be successful and by satisfying gender roles that society has made for them. Both mothers in the literature show their interest in their daughters by pleasing certain gender roles. In Girl we can tell her mother is listing what her daughter is expected to do in the house to become the perfect housewife and she must also act a certain way into becoming a lady. In Where Are You Going, Where Have You Been? Connie’s mother always compares her to her sister June; the mother favors June over Connie and wants her to be more like her sister. June is everything her mother wants in a daughter while Connie is not. â€Å"A traditional gender role orientation emphasizes differences between men and women and assumes that each sex has a natural affinity to particular behaviors. Those who maintain a traditional gender role orientation are likely to be influenced by the rules and rituals of the generations that came before them, by their parents and grandparents† (Blackstone 335). This quote from Amy Blackstone explains that gender roles are affiliated with previous generations of the family, which can indicate that the mothers are passing down to their daughters what they have learned from their childhood with their own mothers. Mothers often want their daughters to follow their footsteps and have certain types of criteria that have to be met by them. In most cases, this creates a communication barrier between the  two and often leading them to have conflict among their relationship. We see this happening more in the literature of Girl when her mother states â€Å" this is how you iron your father’s khaki pants so that they don’t have a crease†¦ this is how you sweep a corner; this is how you sweep a whole house; this is how you sweep a yard† (Kincaid 47). The mother teaches her daughter how to iron and clean the way she knows how to, implicating that she must follow her mothers footsteps because this is the right way and that she must do it when one day she gets married or has a house. But not all daughters have the same opinions as their mothers, which can result in having a communication barrier as we can see in Where Are You Going, Where Have You Been? the story states â€Å"Connie’s mother kept picking at her until Connie wished her mother was dead and she herself was dead and it was all over.† (Oates 324). Connie’s mother picks on her daughter so much in the story that it makes Connie not want to have any relationship with her mother by wishing both of them death. According to Estherann Grace who has a masters degree in adolescent medicine said, â€Å"The strength of the mother/daughter bond contributes to the intensity of the emotional response both negatively and positively. This closeness stems somewhat from the expected psychological identification of a developing adolescent becoming a woman, following in her mother’s footsteps. The teenager needs to clarify the differences to establish her own identity.† (Grace 414) In order to solve their differences Connie needs to talk to her mother about the problems they both have and talk to each other about their point of views and figure out the underlying message why her mother and her don’t get along. Both mothers from the short stories show tough love for their daughters as one of their parenting techniques. For Girl the mother tells her daughter â€Å"on Sundays try to walk like a lady and not like the slut you are so bent on becoming† (Kincaid 47), she tells this to her daughter because she secretly cares about how her daughter will turn out to be as a woman. The mother uses a form of reverse psychology so her daughter can prove her wrong that she will not become a slut that her mother thinks she will become. In Where Are You Going, Where Have You Been? her mother proclaims to Connie saying â€Å"Why don’t you keep your room clean like your sister? How’ve you got your hair fixed- what the hell stinks? Hair spray? You don’t see your sister using that junk.† (Oates 323) The mother complains to Connie to her because she wants her to become  just like her older daughter since she seems to believe that her oldest became successful and that Connie is doing the complete opposite of the mother’s expectations. But in Connie’s point of view she rebels to being anything like her sister because she has her own personality and doesn’t want to follow someone else’s footsteps. According to Gregory Patterson â€Å"Kids need more parental involvement. Whether it’s in setting high expectations and then holding children accountable, or by being closely and continuously involved as you set and hold high standards.†(Patterson 4) With this being said, Patterson would approve of the relationships that both mothers have with their daughters because it makes the parent become more involved with their children lives since its giving the child to hold high expectations of the parent which later on will lead to positive outcomes to the child. Although these mothers have unique ways of parenting, other parents might say this type of parenting can result of psychological abuse to their daughters. Psychological abuse is the parent’s behavior that can aggressively harm their child’s mental health (McCoy and Keen 123). We can see this psychological abuse for both literatures, in Girl her mother refers to the daughter to be turning into a slut, which will deliberately hurt the daughter’s feelings. Where Are You Going, Where Have You Been? the mother tells Connie to stop acting like she’s pretty because she’s not. Connie states that these words are familiar to her indicating that her mother verbally attacks her often which results into a psychological abuse. As stated by Monica McCoy and Stefanie Keen, â€Å"parents with good intentions may become verbally aggressive†¦whether the parent deliberately ignored the child, intended to harm the child with harsh words, or behaved out of ignorance.† (McCoy and Keen 125) The quote explains that even parents who have good intentions to their child can still accidently harm them with harsh words that can cause the psychological abuse towards the children. In conclusion, mothers expect more from their daughters to succeed in life with what the mother has provided to them varying from everyday life to academics and also by satisfying gender roles that society has made for women. While some of these gender roles can be protested by their daughters, it will most likely create communication barriers between their mothers relationship and cause several problems between the two. As a parenting  technique both the mothers have portrayed themselves as very harsh and heartless mothers but in all realty this points out that they have good intentions for being so strict on their daughters. Both mothers use though love in their parenting to show what their daughters are expected of and to hopefully guide their daughters in life with what the mother has taught them. Works Cited Blackstone, Amy. â€Å"Gender Roles and Society.† Human Ecology: An Encyclopedia of Children, Families, Communities, and Environments, (2003) 335-338 Grace, Estherann. â€Å"Mothers and Daughters: The Challenge of Communicating.† Journal of Pediatric and Adolescent Gynecology, 19.6 (2006): 413-414. Keen, Stefanie M., and Monica McCoy. Child Abuse and Neglect. New York and London: Psychology Press, 2014. Print. Kincaid, Jamaica. Girl. Backpack Literature: An Introduction to Fiction, Poetry, Drama, and Writing. Ed. X.J. Kennedy and Dana Gioia. 4th ed. New York: Person Longman, 2012. 46-50 Oates, Joyce Carol. Where Are You Going, Where Have You Been. Backpack Literature: An Introduction to Fiction, Poetry, Drama, and Writing. Ed. X.J. Kennedy and Dana Gioia. 4th ed. New York: Person Longman, 2012. 323-337 Patterson, Gregory A. â€Å"Tough Love is Two Words – and Two Necessities.† Phi Delta Kappan, 93.5 (2012): 4.

Essay on The Rise of the American Empire - 1639 Words

WWII has a ripple effect across the globe causing changes both internationally and domestically. Internationally, The sun finally began to set over the British Empire with the majority of her majesties colonial possessions gaining independence in the years following the war. Britain’s stage left exit from its hegemonic role resulted in the start of a new â€Å"Great Game† between two burgeoning superpowers. A new world order began to take shape with the United States and USSR vying to establish their own hegemony. Aside from causing a major shift in geopolitical power, WWII also solidified the integral role oil played politically in national security. However, following the war the United States was no longer the world’s largest oil producer†¦show more content†¦Accordingly oil played a significant role in the United States rise to power in the Middle East. Before the War ended President Roosevelt met with the King of Saudi Arabia where it was establishe d the relationship between the two countries would be about oil. America’s power in the region was primarily directed through oil companies such as Aramco. So was the United States an Empire? This isn’t an easy question to answer. I think part of the reason it’s so hard to answer definitively is that we don’t have a concrete definition of what an empire is. Definitions of what constitutes an Empire vary and the word has been used in many different contexts over time. The definition we came up with in class is a good one to start with in trying to determine weather or not the United States was empire with regards to the Middle East after WWII. Empire: Using power to affect somewhere else to further your self-interest at the expense of the somewhere else. This isn’t a perfect definition of empire, but it does capture two important elements of the nature of imperialism. 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