Recreation and Sports Essay Example for Free

Recreation and Sports Essay Fun-Spot Fun Park began as a small amusement park in 1985. Starting with nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot has grown into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater. My wife, Lisa, and I didnt know what we were getting into, commented Peter Smith, the owner. We just knew that weekenders coming to the lakes in our village represented a potential un-served market. Today, thousands of visitors come to Fun-Spot: families, children of all ages, and even senior citizens who enjoy walking through the gardens and arbor. Theres something here for everyone, Peter said with a smile. Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park! Heres the funny thing, Peter chimed in. We really dont know why weve been so successful! There is nothing else like Fun-Spot Fun Park in the area. We were just lucky. I think its the ambience of the park that has brought so many visitors, Lisa added. We provide a total package of entertainment. Plus, we try to change our rides and various attractions from time to time. Peter and Lisa admitted that making every visitor happy is a priority. That has always been our philosophy, they said. Like it says on the entrance to the park, Were here to make you happy! And weve always been able to deliver on that because weve never allowed ourselves to grow too big too quickly. Essay Questions: 1.How should Peter design a strategic plan for Fun-Spot ? 2.Explain how Peter can use the Product-Market Expansion Grid to plan for the expansion/future growth of Fun Spot?

Peace in Eastern Religions Essay Example for Free

Peace in Eastern Religions Essay All Eastern religions have their own ideas about engendering peace within individuals and society. Jainism and Buddhism insist on the protection of all life. Confucianism permits war whenever reality would not allow for absolute peace within society. Daoism, on the contrary, rejects war by almost equating tranquility with the true nature of humanity. It is reasonable, therefore, to pose the following questions: Do all people love peace? If so, why do we have to discuss the subverting of hatred? As a matter of fact, all people cannot find peace until and unless they have come to believe in certain peace-inducing thoughts, such as ahimsa of the Buddhists. All religions propose peace with their particular sets of beliefs. Followers of the religions are required to know the thoughts of their peace-loving leaders, however, before they can find absolute peace within themselves. There is no religion without knowledge, which is why a Jain must know the basic beliefs of his or her community before peace could be practiced in the form of complete nonviolence. I believe that the â€Å"inner peace† proposed by Buddhism is the most important definition of peace. This is the kind of peace that is available to all, regardless of our levels of education. Even before an individual has realized the peace-inducing thoughts of the Buddha, or another religious leader, â€Å"inner peace† is essentially available. Moreover, nonviolence is best practiced with â€Å"inner peace. † If this kind of peace is not available to an individual, he or she may find it difficult also to understand the nonviolent practices of the religion. After all, an agitated and wrathful mind would not be able to practice nonviolence in the best possible way. Despite the fact that Buddhism is an offshoot of Hinduism, Smith-Christopher (1998), the editor of Subverting Hatred: The Challenge of Nonviolence in Religious Traditions, has positioned the chapter on Buddhism before the chapter on Hinduism. This allows the reader to understand the origins of Buddhism after reflecting on the religion. Most importantly, however, the placement of the chapter on Buddhism before the chapter on its origins allows the reader to be introduced to the concept of â€Å"inner peace† earlier on. This is an indispensable form of peace without which no concept of nonviolence is possible to be understood. Seeing that the subject of the book is the practice of peace, it would have been appropriate also to place the chapter on Buddhism as the first chapter in the book – simply for an understanding of â€Å"inner peace. †

Manpower Planning in the Hospitality Industry

Manpower Planning in the Hospitality Industry Manpower Planning Manpower planning can be defined as the development of plan to meet the supply of worker to the availability of job at an organisation. Manpower planning involves reviewing the current manpower resource, and forecasting the future requirement of manpower. the main objective of manpower planning is to making sure the requirement of supply of individuals and skill to meets demand. This is a responsibility of the Human Resource Manager to make sure the organisation meets with the demand of manpower. Human Resource Manager when conducting a interview with the candidate has to make sure that candidate should meet the requirement of the job, like his education and qualification, Training and Experience, Personal Attributes. Source :- Buzzle.com Need of Manpower Planning Marriott gives a lot of importance to manpower planning, as they have to decide for next couple of years how many employees do they require as a plan for expansion, right for the entry level to managerial position. This will help the organisation to expand their business. Employer can plan their Labour cost and work according to it. By Recruiting new candidates will the help the organisation with new and unique ideas which will help the company to gain more market share. IT helps in internal growth of the employee within the organisation. Manpower planning helps the company to have right number employees to meet their demand. Labour Market Strategy:- The labour Market for Marriott is fluctuating, it keeps on changing as per the customer trend, but manpower strategy helps Marriott to work on a plan to calculate how many staff they require during busy time. There are four external factors which influence on the supply and quality of labour in an organisation. It is called as PEST (Political, Economic, Social, and Technology) PEST Analysis is a useful tool in understanding for companies development and its position in market, it also helps to understand the prospective direction for the business, The pest analysis is a contraction of political, Economic , Social, Technology , Legal, Environment. www.businessballs.com Political :- The Changes in the government policy may affect the organisation in many ways, in early this year the government changed in Value Added Service to 17.5%, changes in national minimum wage Marriott has a organisation will have to re-plan their strategies for labour cost, changes in government policies and taxation will hamper expansion plans Marriott Economic:- Due to the Global Economic crisis , most of organisation including Marriott had to made severe changes in their development plan and labour strategies. Due to recession organisations are controlling the labour cost as the demand as gone down. Most of the organisation are facing problem of excess labour, there is more supply labour available than the demand, More than 2 million people are jobless in Britain. Social :- Marriott has to be updated with the current customer trend, Organisation has to be aware of demographic changes such as:- age, population, region. To make any changes in their policies, Marriott has introduced Graduate Programme Development Opportunities for meeting the demand for manpower. Technology: Marriott is been innovative and is spending good amount from the profit towards technology or alternative ways of service for e.g.:- online booking, self check in and checkout. Such innovation needs skilled workers and there is a tremendous opportunity for skilled workers. Marriot by Using of new technology helps proper utilization of manpower of the organisation.   [Google docs slide manpower planning Maria P]   Factors to be Considered in by Marriott to estimate the demand for manpower Organization expansion- The organization looks for expansion of business in future to meet the expectation of customer. The future plan of Marriott is look to accommodate the tourist customer in their hotel for Olympic as these can create the future demand for labour. When the expansion of the organization is more then supply and demand needs to balance. The expansion is major factor for demand for labour in future. Internal demand- The internal demand can be promotion and dismal can be the factor for organization to create the demand and supply for labour. The top management and human resource also plays the major part for demanding the labour, such as recruitment of staff requirement to met the expansion their growth. Economic factor- The economic factor plays the important role in demanding the future labour. The economic growth can create the average spending power of the customer. The business can be expand as hospitality industry has invested more during the recession as the land rate has been drop and labour cost also. The strong economic of every country can create demand for labour Salary and Benefits: The Salary and benefits can be one of the factors that can demand the manpower for future. The marriot are providing with better and higher pay with benefit were most of the employee are attracted towards Marriott. They are providing better benefit then their competitor so that they can create a demand for manpower in future with this policies and plan of salary and benefit. Labour Turnover -Number of employee leave the firm through dismissal or resignation during a period to the number of employee on the payroll during the same period. dictionary.reference.com Calculating labour turnover Number of staff leaving in a year Average number employed in the same period x 100 This method of calculating turnover helps the organisation, to calculate manpower requirement for the future. Calculating labour turnover for Marriott for the year 2009, in various department Department No of employee left the organisation New Employee Turnover % Kitchen 8 19 42.10526316 Front Office 22 35 62.85714286 Food Beverage 166 207 80.19323671 House keeping 110 150 73.33333333 Employee turnover has a crucial consequence on the supply of the labour to an organisation, the turnover can classified into two category (1). Voluntary turnover ( 2). Compulsory turnover Voluntary Turnover :- Employee leaving job as he or she has found a new job Employee leaving the job due geographical mobility Leaving the job due to pregnancy. Employee leaving the job due to ill-related problems Retirement Changes in immigration law Working conditions Compulsory Turnover :- Release for misconduct. Made redundant due to recession. Release due to medical condition. John Stredwick Effects on organisation due to labour turnover:- There is a direct expenditure involved in replacement process by the organisation for Recruiting, Hiring and Training. At times organisation have staffs which are under-performing, if the under-performing staff decides to resign, it is beneficial for the organisation as they can hire somebody who is more productive and more skilful then the under-performing staff. 2008/09 in the U.K due to recession most of the skilled/Unskilled workers were made redundant more than 2 million were unemployed during this period, As major event approaching in 2012, the hospitality industry has to invest a lot direct cost in recruitments to match with the demand. Retention of an Employee:- Means trying to stop the employee from leaving the organisation. Marriott can offer rise in salary/wages to retain the employee, depending on his skills and experience. Offer the employee an opportunities for in house training programme, which will help his development within the organisation. If the Employee is planning to resign due to the long working hours, the organisation can offer him flexible working hours. If the Employee is not keen on continuing with a particular department for example Food and Beverage(Service), and wants to explore his skills in Front Office. Marriott as a organisation do have policy in place for inter department transfer. Marriott conducts a Exit Interview before the employee leaves the organisation, It helps Marriott to understand what they need to practice or make changes in their work culture, which will help to control employee turnover. John Stredwick Forecasting for Manpower Planning Forecasting is a important action in setting up the business plan, forecasting can be from 1,2, or 5 years depending on for whom the plan is to be presented, Marriott needs consider the upcoming event in count as well. Share-holder Bank Principal of Demand and Supply of Labour Demand and Supply Demand High Supply High Demand Low Supply Low Training Development Selection Changes Organisation Policies Labour cost control Internal Placement Forecasting Redundant Recruitment Demotion Table above helps Marriott to forecast manpower demand and supply, if there is a rise in demand, and supply is high then the Human Resource Manager should recruit staff member and Manager should promote internal staff member to meet the requirement of the company, If demand and supply is low than the manager should focus on forecast and training, if demand low and supply is high then the organisation has to control labour cost. Or may go to extend redundant some of the members of the staff. In Hospitality industry Demand and Supply of labour keeps on varying depending on the Events, Market trends, and Global crisis. There are few events which can be considered by human resource manager to predict the manpower demand. members.tripod.com Major Event in United Kingdom in next 5 years 2010- Women Rugby World Cup 2011- Ryder Cup. 2012- Olympics. 2012- ICC Twenty 20 World Cup. 2015- Men Rugby World Cup. http://www.code13.co.uk Working Arrangement for Marriott as Recommended Full -Time Employee :- As a Full Time employee they are entitled to work 40 hours a week, Marriott has a ratio of 60 to 40 i.e 60% of their employee are full time, and 40% are part time employee. Full time are flexible when its comes to working hours. Part-Time Employee:- As a Part Time employee they are entitled to work 20 hours a week, Part timers do get all the benefit as an employee, As they are students in United Kingdom they can only work for 20 hrs work Agency :- Marriot should outsource labour through agency, When Marriott has event planned they can contact the agency and outsource staff for the event. Marriott can practice this format of hiring outsource staff for a event as cost would be minimal then hiring a full time staff or a part- time staff. Contract:- Marriott should employ, staff on contract. Employee on contract is beneficial for Marriott, as per the contract the employee can be associated with Marriott only last for 6 months. Contract employee would be getting the same benefit as a full time or part time staff of Marriott. Causal :- Marriott can appoint causal staff which is beneficial for the organisation, as they dont have to give contract hours, they can use these causal staff depending upon the business of Marriott. Job Sharing:- One job is Shared by two people, in this case the benefit is which organisation provides is also shared. It is beneficial to the employer. Internship :- Marriott Should hire students who are on internship through their college, this not only help their manpower planning, but also fill in the requirement of the organisation, Internship programme student get the same benefit as a full time employee. BIBLIOGRAPHY BOOKS Stredwick, J. (2005)  Human resource management.  Second edition, UK, Elsevier Buttersworth-Heinemann 55-58. Marchington m and Wilkinson(2008) A Human Resource Management at work, People Management and development Fourth Edition. INTERNET http://www.buzzle.com/editorials/9-12-2004-59200.asp Last Assessed on 17th January 2010 http://www.businessballs.com/pestanalysisfreetemplate.htm last Assessed on 9th January 2010 http://dictionary.reference.com/browse/employee%20turnover Last Assessed on 25th January 2010 www.members.tripod.com Last Assessed on January 5th 2010 http://www.code13.co.uk/index.php?option=com_contentview=articleid=141:2010-the-golden-decade-of-sport-beginscatid=39:blogsItemid=2 Last Assessed on January 29th 2010 JOURNAL Evening Standard 24/01/2010. Page 1 Marriott Handbook Legislation for an Organisation Avinash Nayak 767689 Task 2 Legislation for an organisation Recruitment and Employment :- Is a process of hiring in the right candidate for the job to met the requirement of staffing. Working Time Regulation :- This Law was brought into practice from October 1998, This law applies all the business and to all workers. Marriot has to comply with law, this law include :- Maximum Working hours should not exceed more than 48hrs a week. Employee is entitled for daily break as per the contract. Employee is entitled for weekly break. For example:- if he is working 6 days a week, he is entitled for 1 day off. Employee is entitled for Annual holidays. The law is in place for different age groups:- 16-17 and 18 16-17 They are entitled to work 40 hrs a week,(8 hrs a day) They are entitled for a 30 mins break if the shift last more than 4.5 hrs They are entitled for 2 days weekly off 18 They are entitled to work 48 hrs a week, not more than 6 days a week. They are entitle for a 20 mins break if their shift last more than 6 hrs. They are entitled for 1 day off a week. www.businesslink.com Implication:- Employer should make sure working hours and breaks regulation are mentioned in the contract. Employee are entitled to take their break after 6 hrs, at least for 20 mins. Employer should make sure they give enough rest time between two shifts i.e 11 hrs rest time every 24 hrs. Application:- A Line Manager should be appointed to monitor the daily clock in and clock out through, Muster Book, latest software where an employee can clock in and out as well his breaks. Line Manager should make sure working hours of an employee should not exceed the contract hours All Employees should be sign a copy of contract and understand the importance of complying with law, as it is beneficial for both the employee and employer. Statutory Provisions:- Health and Safety Act 1974:- This Act was brought into practice 1974 to make sure employer are providing a safe place for their employees to work. Implication :- To make sure the working environment is safe for the employees of Marriot. Training Should be conducted on all the employees, so that they are aware what do they need to do in an event of accident. Equipment in use should be safe for use, in case of accidents should be reported. Fire Exit should be free from any obstacles. Application :- Have a Health and Safety committee, conduct the meeting on periodically bases, Risk assessment should be completed on all employees. Training files should be updated on monthly basis, as well Re-Fresher course should be conducted on all the employees every 3 to 4 months. Health and Safety information should be displayed as well the contact details in case of emergency. www.direct.gov.uk Codes of Practice :- Disciplinary :- Employer use this method to tell the employee that their act or their conduct is not up to the standards as likely. Needs to be improved.It is a 4 step process-1.Verbal Warning 2.Written Warning 3. Inform the employee about the decision 4. Appeal if the employee wants to make a appeal against the decision. Implication :- Marriott can conduct the disciplinary with an employee only when there is a violation of organisation policies or in the case of employee is under performing. Marriott should have enough evidence to take disciplinary action against the employee. Application:- Marriott should follow disciplinary procedure in a formal method, everything should be recorded for reference. Proper investigation needs to be done by the employer before coming to a decision. Employee will get a opportunity appeal against the decision. Employee has the right to demand explanation for the employer, on the decision. Employer may suspend the employee during the disciplinary process is going on. www.acas.org.uk Organisation :- National Minimum WageAct:- This Act was brought into practice in 1998, the objective behind this law was to a minimum wage that the employer(Marriott) needs to pay his employee. National Minimum wage differs depending on the employee age 5.73 to 5.80 an hour for aged 22 and over. 4.77 to 4.83 an hour for aged 18 to 21 years. 3.53 to 3.57 an hour for aged 16 to 17 years. Implication :- Labour cost of Marriott would be soaring, has they will have to give out a major portion from their income towards wages. Marriott will have to cut working hours of the employee to keep a control on labour cost. Marriott may layoff few of their employees, which will lead to unemployment. Application :- Marriott should re -plan their strategy Marriott may have to increase their room charges or menu price as they have to cover the rise in employee wages. Latest changes in the wages needs to be communicated to all departments and effective date as well. During the Peak time of the business, Marriott will have to hire temporary workers to meet the demand. www.direct.gov.uk

The Dangers with Using a Cell Phone While Driving :: Expository Essays Research Papers

The Dangers with Using a Cell Phone While Driving We have all heard the debate. Is driving while talking on your cell phone distracting to the driver? If it is what should be done about it? Since the culprit of some accidents has been the cell phone, many people are calling for a ban on the use of cell phones while driving. Since 1995, at least 45 states have proposed bills concerning cell phones in automobiles, according to the National Conference of State Legislatures (15). There has been one state to put a ban on cell phones while driving and that is New York. On June 28, 2001, New York Governor George Pataki signed the legislation that banned New Yorkers from using handheld cell phones while driving (15). There have also been many countries that have banned cell phone use while driving. Statistics show that cell phones have been the cause for some accidents. Each year an estimated 2,600 people are killed and 330,000 people are injured by drivers who use their cell phones (12). However out of all the wrecks that were caused by distraction, cell phones accounted for 1.5 percent. The leading factor was "things outside the car" (13). Since these statistics were released many people think that we shouldn't rush to ban cell phone use while driving. These people think that since it is only 1.5 percent of distractions there are other things that can be improved. There are still others that think that it is a big deal and because of this many studies have been conducted on the effect of cell phone use while driving. In 2001, David L. Strayer of the University of Utah in Salt Lake City and his colleagues reported that people talking on either handheld or hands free cell phones during simulated drives ran red lights more often and reacted more slowly to traffic signals than when not talking on a phone (14). David L. Strayer has run many tests to see how people react while talking and driving. He recently tested college students and found that many caused rear-end collisions and reacted more slowly to vehicles breaking in front of them (14). There were even some shocking reports from the British. Direct Line, England’s leading insurer, commissioned a study at the Transport Research Laboratory. Direct Line is hoping their findings will lend support to a total ban on the use of hand-held mobile phones while driving.

Cyber-Learning To Make Cyber-Teachers :: Internet Education Learning Essays

Cyber-Learning To Make Cyber-Teachers Cyber-culture is a large group of people the majority of which are young. This is because the internet's prominence is new. Fifteen years ago very few people were on-line at home. Children who have grown up with the Internet are more likely to use it as a tool for learning and communicating; they had the choice of not writing by hand, of always emailing instead of phoning. People who grew up without the Internet did not have that choice; there was a time when they had to write by hand, when they had to use the phone. So there are many children who have always learned and communicated with the Internet; they are the core of cyber-culture, they are the cyber-children. The cyber-children of today read and write differently. George Landow, in his essay â€Å"Twenty Minutes into the future, or How Are We Moving Beyond the Book†, said, â€Å"These new digital information technologies involve fundamental changes in the way we read and write, and these radical differences, in turn, derive from a single fact, the physical to the virtual† (219). The fundamental changes that Landow is talking about need to be recognized; they need to be understood by the teachers that cyber-children have. Cyber-children are not going to respond to ways of teaching that were designed before the Internet. And since most of the teachers today finished school and got their degrees and teaching certificates before the Internet’s present prominence, there is a problem. Teachers need to use methods of teaching reading and writing that reciprocate the needs of cyber-children. There is a problem with the ways in which teachers teach these children who are the core of cyber-culture. Much of the problem stems from how the students learned to read and write as it differs from how the teachers learned. Cyber-children have learned to read on-line, their teachers learned with print. James Sosnoski, in his essay â€Å"Hyper-readers and Their Reading Engines†, points out differences between reading printed text and reading what he calls hypertext. He says that readers of hypertext use, â€Å" . . . filtering: a higher degree of selectivity in reading† (402). So cyber-children are geared toward the bigger picture, and they leave out details.

pluto :: essays research papers

Pluto Come wander with me, she said, Into regions yet untrod; And read what is still unread In the manuscripts of God. - Longfellow Although Pluto was discovered in 1930, limited information on the distant planet delayed a realistic understanding of its characteristics. Today Pluto remains the only planet that has not been visited by a spacecraft, yet an increasing amount of information is unfolding about this peculiar planet. The uniqueness of Pluto's orbit, rotational relationship with its satellite, spin axis, and light variations all give the planet a certain appeal. Pluto is usually farther from the Sun than any of the nine planets; however, due to the eccentricity of its orbit, it is closer than Neptune for 20 years out of its 249 year orbit. Pluto crossed Neptune's orbit January 21, 1979, made its closest approach September 5, 1989, and will remain within the orbit of Neptune until February 11, 1999. This will not occur again until September 2226. As Pluto approaches perihelion it reaches its maximum distance from the ecliptic due to its 17-degree inclination. Thus, it is far above or below the plane of Neptune's orbit. Under these conditions, Pluto and Neptune will not collide and do not approach closer than 18 A.U. to one another. Pluto's rotation period is 6.387 days, the same as its satellite Charon. Although it is common for a satellite to travel in a synchronous orbit with its planet, Pluto is the only planet to rotate synchronously with the orbit of its satellite. Thus being tidally locked, Pluto and Charon continuously face each other as they travel through space. Unlike most planets, but similar to Uranus, Pluto rotates with its poles almost in its orbital plane. Pluto's rotational axis is tipped 122 degrees. When Pluto was first discovered, its relatively bright south polar region was the view seen from the Earth. Pluto appeared to grow dim as our viewpoint gradually shifted from nearly pole-on in 1954 to nearly equator-on in 1973. Pluto's equator is now the view seen from Earth During the period from 1985 through 1990, Earth was aligned with the orbit of Charon around Pluto such that an eclipse could be observed every Pluto day. This provided opportunity to collect significant data which led to albedo maps defining surface reflectivity, and to the first accurate determination of the sizes of Pluto and Charon, including all the numbers that could be calculated therefrom. pluto :: essays research papers Pluto Come wander with me, she said, Into regions yet untrod; And read what is still unread In the manuscripts of God. - Longfellow Although Pluto was discovered in 1930, limited information on the distant planet delayed a realistic understanding of its characteristics. Today Pluto remains the only planet that has not been visited by a spacecraft, yet an increasing amount of information is unfolding about this peculiar planet. The uniqueness of Pluto's orbit, rotational relationship with its satellite, spin axis, and light variations all give the planet a certain appeal. Pluto is usually farther from the Sun than any of the nine planets; however, due to the eccentricity of its orbit, it is closer than Neptune for 20 years out of its 249 year orbit. Pluto crossed Neptune's orbit January 21, 1979, made its closest approach September 5, 1989, and will remain within the orbit of Neptune until February 11, 1999. This will not occur again until September 2226. As Pluto approaches perihelion it reaches its maximum distance from the ecliptic due to its 17-degree inclination. Thus, it is far above or below the plane of Neptune's orbit. Under these conditions, Pluto and Neptune will not collide and do not approach closer than 18 A.U. to one another. Pluto's rotation period is 6.387 days, the same as its satellite Charon. Although it is common for a satellite to travel in a synchronous orbit with its planet, Pluto is the only planet to rotate synchronously with the orbit of its satellite. Thus being tidally locked, Pluto and Charon continuously face each other as they travel through space. Unlike most planets, but similar to Uranus, Pluto rotates with its poles almost in its orbital plane. Pluto's rotational axis is tipped 122 degrees. When Pluto was first discovered, its relatively bright south polar region was the view seen from the Earth. Pluto appeared to grow dim as our viewpoint gradually shifted from nearly pole-on in 1954 to nearly equator-on in 1973. Pluto's equator is now the view seen from Earth During the period from 1985 through 1990, Earth was aligned with the orbit of Charon around Pluto such that an eclipse could be observed every Pluto day. This provided opportunity to collect significant data which led to albedo maps defining surface reflectivity, and to the first accurate determination of the sizes of Pluto and Charon, including all the numbers that could be calculated therefrom.

Market Segmentation

Division of marketing for Kit Kat – chocolate bar, into geographic , demographic, psychographic and behavioural segmentation. Geographic segmentation The market is broadly divided into Urban (cities and towns) and Rural (villages). Kit Kat caters the high urban need by making products available that too with a variety with the help of which the rural crowd can be kept attracted. Rural needs are also kept in mind and there is nothing even required for Kit Kat to make an effort to attract rural crowd because of the price.Kit Kat’s price is very reasonable that attracts rural crowd and gives them proper quantity of chocolate as well be it the two-finger Kit Kat or the four-finger. Since Kit Kat has its price stable and has a very minor change in its price, it can still target the rural crowd by making them aware that compared to their competitors Cadbury their product is cheaper and much affordable. Demographic segmentation With the youth population getting larger, Kit Kat looks to take an advantage of that.They have also segmented the market for children, adults and aged people. Kit Kat is a type of a chocolate that is light and can be consumed by every age group. Majority of the customer base in market comprises of middle class and upper middle class. But income groups have never been a concern for Kit Kat, the prices of Kit Kat have been stable for decades and the prices are such that any income group can afford it. Psychographic segmentation Market Segmentation Market segmentation Market consists of large number of actual and potential customers. The process of splitting the market into different groups or segments based on the needs, characteristics or buyer behavior is called as Segmentation (Kotler, Brown, Adam, and Armstrong, 2007). Singapore Airlines (SIA) has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on business travelers and the price sensitive leisure travelers. The business paradigm of SIA has clearly differentiated these two segments by catering to their heterogonous need. In order to penetrate their existing market and expand their revenue base they are also focusing on additional segment based on consumer loyalty. The increasing revenue of SIA has been depicted in appendix 1. Detailed analysis of segmentation strategy used by Singapore Airline is given as below: Psychographic variables Preferences: The two major groups of business and leisure travelers differ in their preferences. It’s believed that on an average in aviation industry elite travelers contribute up to 50% of revenue though they add up to less than 20% in passenger number (Brancatelli, 2009). Hence the preference of this particular segment (Business travelers) is given additional importance. They are given exclusive in-flight service with respect to variety of cuisines being served, exotic drinks and special seating comfort (Wirtz and Johnston, 2003). At the same time since the other segment i. e. the leisure travelers form the major chunk of passengers their preferences also cannot be ignored. They too are given in-flight services which can be termed best as per industry practices. Nature of demand: Since the nature of demand varies with respect to business and leisure travelers it is used as a parameter for discriminator analysis. Business travelers demand more working space, internet and telephone connections whereas leisure travelers demand more in-flight entertainment features (Singapore Airlines, 2009) Behavioral variables: Brand loyalty: Customer loyalty can also be used as a basis for market segmentation (Kotler et al, 2007). SIA has also segmented their market on the basis of customer loyalty. Retaining an existing customer goes a long way in bringing in additional revenues for the company and this is exactly the reason why SIA has chosen loyalty as a variable for segmentation. SIA gives KrisFlyer and PPS club membership to their loyal customers in a bid to retain their loyalty. KrisFlyer silver group members, enjoy certain privileges such as they are allowed to fly on short notice even if the reservation is not confirmed. Similarly PPS club members are given privileges like free accident and travel insurance, increased baggage allowance etc. Singapore Airlines, 2009) Targeting Target marketing basically refers to the division of the market into various different segments and then focusing on prominent and significant key segments (Kotler et al, 2007). SIA targets customers based on lifestyle, income group and social class. Lifestyle SIA targets segments based on lifestyle (Murali and Murali, 2008). SIA ensures that customers, who give more importance to comfort and luxury , have a great experience on board. SIA places special focus on high end and discerning customers and targets customers accordingly. Income Group Income group is also used as a parameter for targeting customers (Murali et al, 2008). SIA is a premium airline which focuses on providing value based flying experience to the customer and it comes with a heavy price tag. Hence, SIA aims to tap the high and middle income groups which are more likely to pay for quality. Social Class SIA also targets customers based on their social class. Every social class has beliefs and attitudes, which shapes their buying behavior (Kotler et al, 2007). People belonging to the elite class will go for a high end brand, so being a luxury airline SIA targets the high social classes. Positioning Positioning can be defined as the process of framing the image of a company in the view of the target market, based on the products and services offered (Kotler et al, 2007). SIA positions itself as a premium luxury carrier. SIA portrays itself as an airline that provides all the luxuries that one may desire while travelling, be it comforts, a hospitable crew or an overwhelming in-flight experience. The primary message used by SIA, is self explanatory; A Great Way to Fly (Singapore Airlines, 2009). The marketing strategy has been consistent all the way, the message that SIA wants to send across to the target market is that; it is the best airline in its segment. SIA joined the Star Alliance in 2000, which is the first and the largest airline alliance of its kind (Singapore Airlines, 2009). The â€Å"Singapore Girl† strategy was a very influential idea that gave SIA the push it needed and went on to become a very successful brand icon (Roll, 2009). This brand personality of â€Å"Singapore Girl† further helps them reaffirm their position as an airline which provides high level of hospitality. Brand positioning for SIA is depicted in the diagram shown below. The strategy adapted by SIA is to position themselves as a high quality and high value brand and especially with the â€Å"Singapore Girl† concept they show the level of hospitality offered to the customers. SIA positions itself away from the competitors in every class, be it economy class, business class or first class. In the above diagram; AIQ – AirAsia ALK – Srilankan Airlines DLH – Lufthansa SIA – Singapore Airlines In the current scenario, where premium airlines are cutting down onboard services to reduce prices in order to compete with the low-cost carriers, SIA continues to maintain their brand image. The management of SIA believes that there are customers willing to spend a good amount for quality products and services (Roll, 2009). So looking for high end customers is not an issue, rather their job is to position the brand in such a way that customers get attracted to fly on SIA, and so far SIA has been able to create, what they refer to as the Wow Effect (Wirtz et al, 2003). Market Segmentation Division of marketing for Kit Kat – chocolate bar, into geographic , demographic, psychographic and behavioural segmentation. Geographic segmentation The market is broadly divided into Urban (cities and towns) and Rural (villages). Kit Kat caters the high urban need by making products available that too with a variety with the help of which the rural crowd can be kept attracted. Rural needs are also kept in mind and there is nothing even required for Kit Kat to make an effort to attract rural crowd because of the price.Kit Kat’s price is very reasonable that attracts rural crowd and gives them proper quantity of chocolate as well be it the two-finger Kit Kat or the four-finger. Since Kit Kat has its price stable and has a very minor change in its price, it can still target the rural crowd by making them aware that compared to their competitors Cadbury their product is cheaper and much affordable. Demographic segmentation With the youth population getting larger, Kit Kat looks to take an advantage of that.They have also segmented the market for children, adults and aged people. Kit Kat is a type of a chocolate that is light and can be consumed by every age group. Majority of the customer base in market comprises of middle class and upper middle class. But income groups have never been a concern for Kit Kat, the prices of Kit Kat have been stable for decades and the prices are such that any income group can afford it. Psychographic segmentation Market Segmentation Market segmentation Market consists of large number of actual and potential customers. The process of splitting the market into different groups or segments based on the needs, characteristics or buyer behavior is called as Segmentation (Kotler, Brown, Adam, and Armstrong, 2007). Singapore Airlines (SIA) has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on business travelers and the price sensitive leisure travelers. The business paradigm of SIA has clearly differentiated these two segments by catering to their heterogonous need. In order to penetrate their existing market and expand their revenue base they are also focusing on additional segment based on consumer loyalty. The increasing revenue of SIA has been depicted in appendix 1. Detailed analysis of segmentation strategy used by Singapore Airline is given as below: Psychographic variables Preferences: The two major groups of business and leisure travelers differ in their preferences. It’s believed that on an average in aviation industry elite travelers contribute up to 50% of revenue though they add up to less than 20% in passenger number (Brancatelli, 2009). Hence the preference of this particular segment (Business travelers) is given additional importance. They are given exclusive in-flight service with respect to variety of cuisines being served, exotic drinks and special seating comfort (Wirtz and Johnston, 2003). At the same time since the other segment i. e. the leisure travelers form the major chunk of passengers their preferences also cannot be ignored. They too are given in-flight services which can be termed best as per industry practices. Nature of demand: Since the nature of demand varies with respect to business and leisure travelers it is used as a parameter for discriminator analysis. Business travelers demand more working space, internet and telephone connections whereas leisure travelers demand more in-flight entertainment features (Singapore Airlines, 2009) Behavioral variables: Brand loyalty: Customer loyalty can also be used as a basis for market segmentation (Kotler et al, 2007). SIA has also segmented their market on the basis of customer loyalty. Retaining an existing customer goes a long way in bringing in additional revenues for the company and this is exactly the reason why SIA has chosen loyalty as a variable for segmentation. SIA gives KrisFlyer and PPS club membership to their loyal customers in a bid to retain their loyalty. KrisFlyer silver group members, enjoy certain privileges such as they are allowed to fly on short notice even if the reservation is not confirmed. Similarly PPS club members are given privileges like free accident and travel insurance, increased baggage allowance etc. Singapore Airlines, 2009) Targeting Target marketing basically refers to the division of the market into various different segments and then focusing on prominent and significant key segments (Kotler et al, 2007). SIA targets customers based on lifestyle, income group and social class. Lifestyle SIA targets segments based on lifestyle (Murali and Murali, 2008). SIA ensures that customers, who give more importance to comfort and luxury , have a great experience on board. SIA places special focus on high end and discerning customers and targets customers accordingly. Income Group Income group is also used as a parameter for targeting customers (Murali et al, 2008). SIA is a premium airline which focuses on providing value based flying experience to the customer and it comes with a heavy price tag. Hence, SIA aims to tap the high and middle income groups which are more likely to pay for quality. Social Class SIA also targets customers based on their social class. Every social class has beliefs and attitudes, which shapes their buying behavior (Kotler et al, 2007). People belonging to the elite class will go for a high end brand, so being a luxury airline SIA targets the high social classes. Positioning Positioning can be defined as the process of framing the image of a company in the view of the target market, based on the products and services offered (Kotler et al, 2007). SIA positions itself as a premium luxury carrier. SIA portrays itself as an airline that provides all the luxuries that one may desire while travelling, be it comforts, a hospitable crew or an overwhelming in-flight experience. The primary message used by SIA, is self explanatory; A Great Way to Fly (Singapore Airlines, 2009). The marketing strategy has been consistent all the way, the message that SIA wants to send across to the target market is that; it is the best airline in its segment. SIA joined the Star Alliance in 2000, which is the first and the largest airline alliance of its kind (Singapore Airlines, 2009). The â€Å"Singapore Girl† strategy was a very influential idea that gave SIA the push it needed and went on to become a very successful brand icon (Roll, 2009). This brand personality of â€Å"Singapore Girl† further helps them reaffirm their position as an airline which provides high level of hospitality. Brand positioning for SIA is depicted in the diagram shown below. The strategy adapted by SIA is to position themselves as a high quality and high value brand and especially with the â€Å"Singapore Girl† concept they show the level of hospitality offered to the customers. SIA positions itself away from the competitors in every class, be it economy class, business class or first class. In the above diagram; AIQ – AirAsia ALK – Srilankan Airlines DLH – Lufthansa SIA – Singapore Airlines In the current scenario, where premium airlines are cutting down onboard services to reduce prices in order to compete with the low-cost carriers, SIA continues to maintain their brand image. The management of SIA believes that there are customers willing to spend a good amount for quality products and services (Roll, 2009). So looking for high end customers is not an issue, rather their job is to position the brand in such a way that customers get attracted to fly on SIA, and so far SIA has been able to create, what they refer to as the Wow Effect (Wirtz et al, 2003). Market Segmentation Market segmentation Market consists of large number of actual and potential customers. The process of splitting the market into different groups or segments based on the needs, characteristics or buyer behavior is called as Segmentation (Kotler, Brown, Adam, and Armstrong, 2007). Singapore Airlines (SIA) has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on business travelers and the price sensitive leisure travelers. The business paradigm of SIA has clearly differentiated these two segments by catering to their heterogonous need. In order to penetrate their existing market and expand their revenue base they are also focusing on additional segment based on consumer loyalty. The increasing revenue of SIA has been depicted in appendix 1. Detailed analysis of segmentation strategy used by Singapore Airline is given as below: Psychographic variables Preferences: The two major groups of business and leisure travelers differ in their preferences. It’s believed that on an average in aviation industry elite travelers contribute up to 50% of revenue though they add up to less than 20% in passenger number (Brancatelli, 2009). Hence the preference of this particular segment (Business travelers) is given additional importance. They are given exclusive in-flight service with respect to variety of cuisines being served, exotic drinks and special seating comfort (Wirtz and Johnston, 2003). At the same time since the other segment i. e. the leisure travelers form the major chunk of passengers their preferences also cannot be ignored. They too are given in-flight services which can be termed best as per industry practices. Nature of demand: Since the nature of demand varies with respect to business and leisure travelers it is used as a parameter for discriminator analysis. Business travelers demand more working space, internet and telephone connections whereas leisure travelers demand more in-flight entertainment features (Singapore Airlines, 2009) Behavioral variables: Brand loyalty: Customer loyalty can also be used as a basis for market segmentation (Kotler et al, 2007). SIA has also segmented their market on the basis of customer loyalty. Retaining an existing customer goes a long way in bringing in additional revenues for the company and this is exactly the reason why SIA has chosen loyalty as a variable for segmentation. SIA gives KrisFlyer and PPS club membership to their loyal customers in a bid to retain their loyalty. KrisFlyer silver group members, enjoy certain privileges such as they are allowed to fly on short notice even if the reservation is not confirmed. Similarly PPS club members are given privileges like free accident and travel insurance, increased baggage allowance etc. Singapore Airlines, 2009) Targeting Target marketing basically refers to the division of the market into various different segments and then focusing on prominent and significant key segments (Kotler et al, 2007). SIA targets customers based on lifestyle, income group and social class. Lifestyle SIA targets segments based on lifestyle (Murali and Murali, 2008). SIA ensures that customers, who give more importance to comfort and luxury , have a great experience on board. SIA places special focus on high end and discerning customers and targets customers accordingly. Income Group Income group is also used as a parameter for targeting customers (Murali et al, 2008). SIA is a premium airline which focuses on providing value based flying experience to the customer and it comes with a heavy price tag. Hence, SIA aims to tap the high and middle income groups which are more likely to pay for quality. Social Class SIA also targets customers based on their social class. Every social class has beliefs and attitudes, which shapes their buying behavior (Kotler et al, 2007). People belonging to the elite class will go for a high end brand, so being a luxury airline SIA targets the high social classes. Positioning Positioning can be defined as the process of framing the image of a company in the view of the target market, based on the products and services offered (Kotler et al, 2007). SIA positions itself as a premium luxury carrier. SIA portrays itself as an airline that provides all the luxuries that one may desire while travelling, be it comforts, a hospitable crew or an overwhelming in-flight experience. The primary message used by SIA, is self explanatory; A Great Way to Fly (Singapore Airlines, 2009). The marketing strategy has been consistent all the way, the message that SIA wants to send across to the target market is that; it is the best airline in its segment. SIA joined the Star Alliance in 2000, which is the first and the largest airline alliance of its kind (Singapore Airlines, 2009). The â€Å"Singapore Girl† strategy was a very influential idea that gave SIA the push it needed and went on to become a very successful brand icon (Roll, 2009). This brand personality of â€Å"Singapore Girl† further helps them reaffirm their position as an airline which provides high level of hospitality. Brand positioning for SIA is depicted in the diagram shown below. The strategy adapted by SIA is to position themselves as a high quality and high value brand and especially with the â€Å"Singapore Girl† concept they show the level of hospitality offered to the customers. SIA positions itself away from the competitors in every class, be it economy class, business class or first class. In the above diagram; AIQ – AirAsia ALK – Srilankan Airlines DLH – Lufthansa SIA – Singapore Airlines In the current scenario, where premium airlines are cutting down onboard services to reduce prices in order to compete with the low-cost carriers, SIA continues to maintain their brand image. The management of SIA believes that there are customers willing to spend a good amount for quality products and services (Roll, 2009). So looking for high end customers is not an issue, rather their job is to position the brand in such a way that customers get attracted to fly on SIA, and so far SIA has been able to create, what they refer to as the Wow Effect (Wirtz et al, 2003).