by Herman Bailey | Feb 24, 2023 | Essays |
Most people wonder how successful people managed to accomplish their achievements. Steven Jobs gives insights into his journey to success and achievements and valuable lessons he learnt along the way. This paper analyzes Steven Jobs’ commentary address at Stanford University in regard to the ideas and message the speech conveyed together with his application of rhetoric techniques in speech delivery.
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Steven Jobs in his Stanford Commencement Speech in 2005 explored factors that contributes to success and makes life meaningful drawing illustrations from his own life experiences as indicated by Shanaberger ( para 1). He argued that success is a product of passion just as much as hard work; identifying one’s interests and pursuing them is important. He uses his college drop- out story to emphasize the uniqueness in people in terms of talents, abilities and desires pointing out that discovering and exploiting them is very is important. Jobs beliefs that career choices should be made based on passion. Jobs believes that life is not smooth instead is filled with ups and downs asserting that setbacks, losses and failure are extremely crucial in a person’s life and maintain achievements takes a lot more than just academic education. Jobs beliefs that failures teachers us valuable life lessons that makes us better stronger, equipped to deal with challenges of life even those concerning one’s career and jobs as implied by Shanaberger ( para 6).
Steven Jobs was also for the opinion that everything we do at any point in life is important. The likelihood of needing to apply past knowledge in the present context is high urging that we ought to learn to connect the dots by giving an example of how his calligraphy cause contributed to his inventions at Apple as stated by Shanaberger ( para 5). Moreover, Jobs beliefs that life ought to be an adventure of self- discovery into elements that makes us happy and give life meaning. Being independent minded is key to happiness as he says life is too short to live someone else’s life; he beliefs in trusting one’s own intrusion as well as guts in making personal decisions regarding what is appropriate and what not even in career choices.
Steven Jobs advices individuals to concentrate on living happily by deriving motivation to move forward in life every day from activities they are passionate about and not engage in activities for the sake. He urges therefore urges to focus on discovering their talents and interest and to pursue them. However, he emphasizes that life is not a bed roses but the key is remaining optimistic regardless of the circumstance since perceiving failures, loses and hardships positively may lead to even greater success As he acknowledges how getting fired from the company he created was devastating but fruitful in the end as he embarked on a discovery that later saved Apple from bankruptcy as indicated by Shanaberger (para 6). Jobs further urges people to be independent minded. Individuals ought to be brave in making their own choices and not rely on other people’s opinion stressing that life is too short to live other people’s lives by always having to worry about what others make of their life choices. Pointing out the power of self-believe in our abilities to succeed by following our intrusion and guts. Besides, Job urges individuals not to shun from making mistakes since great life lessons and achievements are derived from those mistakes stressing that perfectionism is unachievable and lastly, to avoid ignoring our past knowledge instead integrate the past into their present life as implied by Shanaberger (para 5).
Shanaberger (para 1) suggests that Jobs Stanford Commencement speech targeted young people. The young generation, high school students, college students, college graduates and drop-outs, have a long way to go and a lot of challenges to encounter in their attempts to lead happy productive lives thus requires advice and proper guidance. The young people have long been known to cling to misplaced goals in life most of the time ending up hopeless in unsuitable professions. This is because they are often unsure of their capabilities and requires reassurance which Job attempted to offer when he said we should believe in our guts and intrusion claiming that we are always right. Their tendency to base their life choices on pleasing others other than themselves, making unrealistic goals while shunning away from passionate activities and low self-esteem driven by ignorance are the factors Job is attempting to address since they largely contribute to their failure. Therefore, Job aimed to inspire the young to take charge and define their own lives based on interest as stated by Isaacson (para 2).
Jobs organized his ideas in three categories and accompanied them with stories to emphasize his point and make them memorable. His application of real life experiences to convey and emphasize ideas makes the speech realist and achievable as he illustrates the ideas with stories of love, loss, hardship, discovery and death. The rhetoric devices he employed lightened the audiences’ mood since the device makes the speech more interesting. His use of rhetoric questions also makes the speech simple and, easier to comprehend and remember thus made it successful as explained by Shanaberger (para 5).
Jobs argument on being independent minded is based on social perspective since people’s tendency to seek second opinions regarding their choices is driven social forces that creates fear of embarrassment resulting from failure. His notion of connecting the dots reflects a historical background of an individual’s life. Identifying and pursuing one’s dreams on the other hand is a personal decision influenced by inward desires. Moreover, Jobs’ idea of rising based on failures and hardships can be perceived a cultural development since it is a habit that can be adopted and employed in all life situations as implied by Isaacson (para 4).
Jobs’ employment of different rhetorical techniques like anaphora and epistrophe make the story more meaningful and enables the audience to infer meaningful application. His use of rhetoric question when he asked what his purpose for dropping out of college aided in attracting and holding the audiences’ attention as the audience listen waiting eagerly to hear his reasons, and helped him link appropriately with his audiences consequently as indicated by Shanaberger (para 10)
Works Cited
Darby Shanaberger. “Text of Steven Jobs’ Commencement Address (2005).” Stanford University. N.p., n,d. Web.
Walter Isaacson. Harvard Business Review-Ideas and Advice for Leaders. N.p., n.d. Web. 15 Oct.2015
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Feb 24, 2023 | Essays |
Mobile phones have literally taken over life as we know it today. To many people, the mobile phone has improved communication and provided a simple and easy avenue through which business can be transacted. Whereas, this is acceptable there is little to be seen or shown with regard to evidence on how the mobile money transfer services have impacted on the growth of the events management industry. This study aims at understanding some of the benefits accruing to events managers from mobile money transfers. In addition to this, the study will also seek to understand the challenges encountered in using mobile money transfer for events management.
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Objectives
Broad objective
To understand the overall contribution of mobile money transfer services to the events management businesses.
Specific objectives
determine the benefits accrued to events management companies through mobile money transfer services
explore the challenges encountered by events managers in making use of mobile money transfer services
Analyze the perception of event managers with regard to the effect of mobile money transfer services in the industry.
Rationale of the Study
With the mobile phone growing in popularity, there is need to understand the exact effect it will have on the vents management business. Events managers need to be made aware of the services available to them through mobile transfers, how they can make use of them and the exact benefits or challenges that their businesses will encounter when using mobile money transfers.
Today, majority of the events management companies make use of the mobile phone to record details and communicate to clients. With the accessibility of the mobile phone, businesses need to be aware of mobile money transfer and its benefits. Mobile phones are fast becoming part and parcel of the growth of a business and not just a business but also the industry. Events can actually be planned, completed and paid for without ever meeting the client. The study seeks to understand whether such convenience and speedy assessment is beneficial to the industry.
Each industry is undergoing changes and events management is no different. However, before fully throwing the entire industry into mobile money transfer, there is need to critically examine the services and ensure that they are worth the effort in change.
Methodology
Sampling: the study will make use of 50 respondents in the events management industry. Each of the respondents will either be the CEO, manager or integrated events planner. Therefore, the study sample will be selected using purposive sampling in order to allow for collection of rich information. The sample will be further categorized using the different events that companies specialize in such as corporate events and weddings. This will allow for collection of diverse information further enriching the results.
Data collection: data will be collected using interview schedules administered by the researcher. The interview schedules have been chosen in place of questionnaires because they allow for follow up questions and exploration of new avenues as questions are being answered. The study seeks both quantitative and qualitative data, each supporting and exemplifying the other.
Data analysis: the data will be coded and analyzed using the SPSS version 20 software. This software has the benefit of allowing manipulation of variables using various statistical methods. In addition, the software has proven quite helpful in identifying trends and changes in industries.
REFERENCES
Adams, C., & Privacy Commissioner of Canada,. (2014). Have money, will travel: A brief survey of the mobile payments landscape.
Ahonen, T. T. (2002). M-profits: Making money from 3G services. Chichester: Wiley.
Bowdin, G. A. J. (2001). Events management. Oxford: Butterworth-Heinemann.
Chatain, P.-L., Christen, B., & World Bank. (2011). Protecting mobile money against financial crimes: Global policy challenges and solutions. Washington, D.C: World Bank.
Ferdinand, N., & Kitchin, P. (2012). Events management: An international approach. Los Angeles: SAGE.
Pitroda, S., & Desai, M. (2010). The march of mobile money: The future of lifestyle management. Noida: Collins Business.
Raj, R., Walters, P., & Rashid, T. (2009). Events management: An integrated and practical approach. Los Angeles: SAGE
Robinson, P., Wale, D., & Dickson, G. (2010). Events management. Wallingford, Oxfordshire: CABI.
Silvers, J. R. (2008). Risk management for meetings and events. Oxford, UK: Butterworth-Heinemann.
Singh, S. (2013). Globalization and Money: A Global South Perspective. Lanham: Rowman & Littlefield Publishers
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Feb 24, 2023 | Essays |
Introduction
Currently, the economic pressures and changing political priorities allow the need for organisational change in the public and private bodies (Bauer, 2008). However, carrying out changes in an organisation is a complex process that can lead to negative and positive outcomes, thus it is important to concentrate on accessible evidence that would make the process effective and efficient. Change is considered a multi-level phenomenon. There is a gap on the literature regarding to management change in administration perceptive. Management literatures provide a number of cases of sectoral and organisational in the public sector (Sminia and Van, 2006). This indicates the relevance of exploring a number of literatures to determine the nature and range of evidence that is based on the change within public sector. This paper establishes an exclusive literature review that will provide evidence related to organisational management change (Fernandez and Rainey, 2006). This paper will explore some examples of organisational change, factors that leads to resistance to change before looking at the psychological contract concept of change. The paper will also set out research on sustainability of change and psychological change theories before concluding by exploring a number of literatures to determine in detail information on management change.
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Due to the technological development witnessed today, change is becoming an acceptable work practise in organisational life. Although a good number of organisations appreciate the need to change, most of the changes made do not achieve the intended purpose (Battaglio and Condrey2009). With the need for organisational change, various body of literature are exploring the concept of management of organisational change and the factors that may contribute to its success. One of the most sorts out perspectives of managing organisational change is called ‘planned approaches’ to change developed by Lewin. In the literature, the Lewin argues that change should involve three stages: doing away with current behaviour, making a decision to move to a new behaviour and adapting to anew behaviour. These three steps have been used for years to understand the concept of organisational change.
Over the years, the theory has been reviewed and changes made to divide the stages into more specific processes. For instance, a four stage process incorporating assessment, planning, action and incorporation was developed from the three stage processes by Bullock and Batten. However, the three stage processes for understanding organisational change by Lewin was criticised for being grounded on small samples and its assumptions that organisations make decision under perpetual conditions that can be changed and planned for. Due to the many criticisms, the theory was replaced by another concept of organisational change called ‘emergent approach’. The emergent approach to organisation change considers change as a rapid and unpredictable outcome that cannot be controlled from the top down. The approach also considers change as an alerting process where businesses respond to environmental changes. The emergent approach is focused on facilitating for change than giving planned steps for initiatives.
A number of proponents of the emergent approach suggest a layout of actions organisations should follow in maximizing the possibility of change being successful (Rusaw, 2007). Such actions include, empowering employees, developing visions, establishing strong leadership etc. (Fernandez and Rainey, 2006). An assumption developed for the emergent approach is that, for an organisation to respond to a change, the managers must critically understand the structure of the organisation, its strategies, culture etc. Understanding all this enables the managers to select the best approach to change and factors that may create barriers in the process. However, the emergent theory has faced a number of critics. Critics question the usefulness of action sequences, and their bids to inimitable organisational contexts (Holbeche, 2009). Some theorists suggest the implementation of amore ‘contingency’ and ‘situational’ approach, disputing that the productivity of an organisation depends heavily on situational variables. However, these theories have been criticised for exaggerating the role of situational variables and establishing that there lack a role for managers of business organisations.
The Psychological Contract
The psychological contract was established by a theorist called Rousseau as a belief based on the terms of a relationship between parties. Within the environment of work, psychological contract refers to the assumed balance between how a worker is treated by the leader, and what he or she puts in to the work. In addition to provision of remuneration by employers, worker’s concept of psychological contract include the provision of factors such as training, job security, and work-life balance in exchange for their hard work, loyalty and innovation from them. Research evident has discovered a positive relationship between an assumption of an equilibrium psychological contract and workers’ commitment to the business organisation. However a negative relationship was discovered with the abandonment of job duties and turnover intensions. Psychological contract has an advantage of being twofold. To begin with, the information of the contract is unwritten and informal. Therefore, both the employer and employee may have different views on the information of the contract and the level to which a task has to be fulfilled by the two parties.
For instance, a study conducted by Kessler showed that managers hard positive attitudes towards the assessment of the employer’s accomplishment of their task more than the employees. Creating an open environment and open communication channel, the manager is able to clarify the expectations of the employees and employers (Hill and Hupe. 2009). The openness based on the psychological contracts is important in the duration of change, especially when employees worry that psychological contract change may be negative. Another way that shows the usefulness of psychological contract in organisational change is the fact that managers are able to consider the equilibrium of the contract. Thus, if an employer implements a change that is expected to affect the obligations of the employee, for instance change increasing working hours, they should contemplate on changing what they give to the employees to maintain an exclusive balance, for instance increased flexibility.
Types of Change
Every change needs a unique strategy to be implemented in order to provide effective functionality. Three major types of changes include, developmental change, transformational change and transitional a change.
Development Change
This type of change takes place when an organisation makes some improvement to the existing business strategies and structure. Organisations implement developmental changes in their business system in order to remain competitive (Kickert, 2010). This change affects the employees and thereby it lead to their re-education and re-training. Major changes in the organisation such as closing division negatively affect the employees. The employees could perceive that the organisation tried other options before considering closing the division.
Transitional Change
This type of change is considered more intrusive than developmental change. It involves replacing current organisational processes with new processes. The phase between changing from existing process to a new process is referred to as translational period. Business merger, new product development, corporate reorganisation and installation of new technology are some of the examples of translational changes. Translational change adds tension between the employees and is difficult to implement than development changes. Translational changes create personal insecurity and therefore employees’ education and training should be carried out immediately.
Transformational Change
This type of change takes place after transition period. It constitutes both development change and transitional change. When an organisation is faced with rampant technological evolutions, important changes involving supply and demand, lack of revenue, increased competition etc., cannot be resolved by developmental or transitional changes. Instead the organisation may be forced to carry out transformational changes.
Resistance to change
The success of an organisational change is attributed to its acceptance by the employees. According to Keebler-Ross, people go through five different stages of ‘grief’ in an event of change or loss. These five stages: “denial, anger, bargaining, depression, and acceptance” can apply to the management of organisational changes. After implementation of a change is delivered, workers should be given time to tackle their denial. Once they have received the information about change, they undergo a period of bargaining and dejection and thus require support to get through it all. Other employees take a different approach when it comes to change. According to Shaul Oreg, the resistance to change relies on personality and the situation in which the change takes place (Oreg, 2006). He developed and verified ‘Resistance to Change scale’ that was conceptualized as a firm personality characteristic. In the study, Shaul found that there was a significant relationship between a people’s Resistance to Change Score and behavioural resistance organisational change they experienced. The study also showed that variable factors affected the employees’ resistance to change. Trust in management played significant role in affecting behavioural and cognitive resistance.
Many management organisational change literature mention methods of reducing resistance to change (Klarner, Probst and Soparnot. 2008). One of the strategies mentioned is the involvement of employees in the organisational change. However, employee’s participation in making change alone is not enough since managers should lay a crucial role in motivating and fulfilling innovation and supporting organisational change. Kotter and Schlesinger developed an emergent approach to overcoming the resistance to change. These theorists proposed that the nature and content of the change vary tremendously between organisations and each organisation should come up with appropriate response. Schlesinger and Kotter stated that appropriate factors such as education, negotiation, direct participation and training can reduce resistance to change in any organisation.
Implementing and Sustaining Change
Implementation is described as the internalisation and execution of a change immediately it is accepted by individuals in an organisation and a verdict is made to accept the change and integrate it in the business activities (Chustz and Larson, 2006). Implementation of new practices may bring organisational change (Wiggins, 2009). However sustaining such changes is a hard task. Therefore sustaining change is an important component in organisational management change. There are factors that affect sustainability of organisational change. Such factors include leadership, political power, managerial style, cultural perceptions and project management structures (Lindquist, 2006).
Behavioural Change Literature
Concept of behavioural change approach states that it can prove to be difficult to make people change their everyday behaviour even if the change would bring benefits to the individual. Behavioural change shows that resistance to change can exist even when the leaders in organisations address existing concerns. Behavioural change model developed by Bagozzi shows that there are a number of factors that affects the capabilities of a subject to change that surpass their couscous thought processes (Darnton, 2008). Additionally, other factors like degree to which an individual believe in possibility of a specific change and the degree to which a particular behaviour is desirable, will impact the intention to change regardless of personal feeling.
Conclusion
This paper has reviewed some organisational change literatures. According to the paper, although it is possible to plan and introduce change in an organisation, it is paramount to note that employees sometimes perceive themselves to be operating within a constant environment. However, this does not necessarily mean that change cannot be implemented. It illustrates the importance of having an idea of other changes that occur in the process that can over whelm particular change. According to this literature review, change is a continuous process that incorporates different steps. Therefore, managers are required to choose a strategy based on communication, training, education, etc., that incorporate very well to the different stages of change instead of choosing a single approach for change. In addition, managers should put in mind the nature and content of psychological contract the firm has with the workers and how a specific change might impact its equilibrium. If the balance is changed or altered, managers are responsible for rebalancing it in order to avoid resistance to changes. Other factors also can result to resistance to organisational change and should be taken into account. Managers who consider implementing organisational change are advised to be more aware of organisational change literatures since they would provide in depth information on how to go about it. We have also seen that organisational changes take different forms and are classified as transformational, transitional and developmental.
References
BattaglioJr, R. P. and S. E. Condrey. 2009. ‘Reforming Public Management: Analyzing the Impact of Public Service Reform on Organizational and Managerial Trust’, Journal of Public Administration Research and Theory, 19, 689-707.
Bauer, M. W. 2008. ‘Introduction: Organizational Change, Management Reform and EU Policymaking’, Journal of European Public Policy, 15, 5, 627–47.
Chustz, M. H. and J. S. Larson. 2006. ‘Implementing Change on the Front Lines: A Management Case Study of West Feliciana Parish Hospital’, Public Administration Review, 66, 5, 725-9.
Darnton, A. (2008) Reference Report: An overview of behaviour change models and their uses Research report for the Government Social Research Unit
Fernandez, R. and Rainey, H.G. (2006) ‘Managing Successful Organisational Change in the Public Sector’, Public Administration Review, March/April, pp 168 – 176
Hill, M. and P. Hupe.2009, Implementing Public Policy. An introduction to the study of
Holbeche, L., (2009) ‘Organisational development – what’s in a name?’, Impact, 26, pp.6-9
Kickert, W.J.M. 2010. ‘Managing Emergent and Complex Change: the Case of Dutch Agencification’, International Review of Administrative Sciences, 76, 3, 489-515.
Klarner, P. G. Probst and R. Soparnot. 2008. ‘Organizational change capacity in public services: The case of the world health organization’, Journal of Change Management. 8, 1, 57-72.
Lindquist, E. 2006. ‘Organizing for Policy Implementation: The Emergence and Role of Implementation Units in Policy Design and Oversight’, Journal of Comparative Policy Analysis: Research and Practice, 8, 4, 311-24.operational governance, 2nd edn. London: Sage.
Oreg, S. (2006) ‘Personality, context, and resistance to organizational change’, European Journal of Work and Organizational Psychology, 15, 1, pp. 73 -101
Rusaw, A. C. 2007. ‘Changing Public Organizations: Four Approaches’, International Journal of Public Administration, 30, 3, 347-61.
Sminia, H. and A. Van Nistelrooij. 2006. ‘Strategic Management and Organization Development: Planned Change in a Public Sector Organization’, Journal of Change Management, 6, 1, 99-113.
Wiggins, L. (2009) ‘Managing the ups and downs of change communication’, Strategic Communication Management, 13, 1, pp20-23
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
by Herman Bailey | Feb 24, 2023 | Essays |
Executive summary
The Novo Express is a five-star hotel located in Ritorua. The hotel offers three floors with a variety of rooms, such as the junior, plus and the Presidential VIP. The Novo Express is renowned for its convenient and strategic location. Guests are guaranteed personal services, with a wide range of business facilities available. The Novo Express hotel has 98 rooms with sophisticated décor of bright colors spread over three floors inspired by luxury and technology. Additionally the hotel is known for its exotic modern space for accommodation that considers your comfort, and security. Therefore, the hotel is ideal for a family, business and corporate guests with two to three-night stay requirement. The target business section includes travelers to the city of Caracas, a tourist visiting the Caribbean Sea.
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Introduction
A marketing and sales plan is important especially in the hotel industry since it helps differentiate the kinds of services offered to those of the competitors. Customers are becoming more and more aware of their needs and would not settle for less. Poor marketing and sales strategies have continuously been linked to poor performance (Kotler & Makens, 2010). The Novo Express Hotel is a small privately owned hotel located in Ritorua. The business idea of the Novo Hotel is to provide accommodation and restaurant services to its customers.
The hotel has 98 rooms including junior, plus, presidential VIP, and anniversary rooms. All the rooms have air conditioning, WI-FI, satellite TV, and shower. Additional services include a Jacuzzi, a mini-fridge, a bigger bed, a worktable and a couch depending on the room paid for. The anniversary rooms are furnished according to the customer’s instructions; customers are required to book such rooms ten days prior to the arrival. The restaurant services include room service, a buffet for breakfast and lunch, and a bar. This paper will develop a sales and marketing plan for the Novo Express Hotel that shall be used for the period, 2016 to 2018. The aim is also to ensure that the marketing and sales plan is ideal for the Novo Express Hotel that shall be sued in its marketing.
The importance of planning
Planning assist in differentiating the type of business service offered from that of the competition. Therefore, planning will assist the Nova Hotel from building its own brand that will attract frequent business travelers and tourists who require a higher level of personal service and recognition. There exist two kinds of market planning, strategic and corporate planning. Strategic planning is said to relate to setting the goals, gap analysis, strategy formulation and implementation (Zeithmal & Bitner, 2000). Corporate market planning, on the other hand, is directly related to strategic planning since it involves the supporting resources required to complete strategic market planning. Another role of planning is that it helps in closing the gap between the customer’s needs and the organizational needs. This is usually done through examination of the core process and using them to deliver customer value.
The roles of sales and marketing
Sales and marketing are confused terms; the terms are intricately intertwined and must be continuously aligned to achieve organization goals. Many people think of marketing as selling and advertising, however marketing consists of different activities. Kotler and Make define marketing as the set of activities, communication, delivery and exchange that have value for customers, and the society (Kotler & Makens, 2010). Sales enhance the relationship between the service provider and the customer. The perception of sales has shifted from the 20th century that concentrated on the sale of services and products to the 21st century that focuses on increasing customer productivity (Bateson & Hoffman, 1999).
The use of both Sales and marketing create greater strategic significance to the organization. Sales activities are made with the intention of building and maintenance of a long-term relationship. Therefore, take the relationship management role. Customers choose to buy a product or service based on the perception of the service from the satisfaction of previous customers. Therefore, the primary role of the organization is to market the product managing the customer relationship, and later sell the product according to the standards established by the customer. In this way, the organization is aware of the needs and demands of the customer. It is for this reason that most organization invest a larger amount of resources in customer surveys to learn the different ways of delivering superior and unique customer-valued satisfaction (Kotler & Makens, 2010).
The Basic Elements of a Successful Sales and Marketing Program
A successful marketing and sales plan has four basic elements. The elements include price, product, place, and promotion. This section shall discuss this four elements in relation to the Novo Express Hotel.
a. Product
Product is defined as the goods or services offered to the customers. In this case, therefore, Novo Express is offering hotel service to its customers. The services offered are associated with other features such as the quality and brand name. Novo should, therefore, pay close attention to the needs of the services required by its customers. The service lifecycle is another important element to consider, it refers to the different stages of selling the service. When a service is introduced in the market, it gains more and more customers as it grows. According to Nykiel, the product should meet the needs of the customers (Nykiel, 2011). For instance, the Novo is a five-star hotel, the services it offers, therefore, should meet the five-star level.
b. Price
In the previous, year’s most product sellers concentrated on making the product cheaper and accessible to all. However, as the years went by, customers were no longer attracted to cheaper products; this means that customers are ready to invest in an expensive product if it gives them value for their money. Price is how much one charges for the product or service. Price is very important since customers, deem services that are lowly priced as those of poor quality. Therefore, Novo Express has to careful price its rooms and restaurant services to portray a good image to its customers. The approach of pricing should be a reflection of the service position in the market, whereby the price covers the cost per item and a profit margin. Alternatively, the pricing approach can be based on customers demand, the service offered and the competitive environment (Bowie and Buttle, 2004).
c. Place
Refers to the location of the business and the distribution channels used to get the products from the service provider to the consumer. The Novo Express hotel is located in the vicinity of Carcass town. The place is easily accessible to customers, at the same time it is easy for the hotel management to access raw products such as food for its restaurant.
d. Promotion
This refers to the advertising and sales marketing channels. The main goal of the promotion is to inform potential customers of the services offered and how to access it. Promotion also informs the customers of your intention to satisfy their needs. For promotion to be effective, there is a need to focus on market research that will identify the potential customers. The message used in the promotion should be consistent with the marketing image to elicit the desired response. The promotional channels may include advertising, personal sales, sales promotion and public relations.
Situational Audit
The primary role of a marketing and sales plan is to obtain essential information the Nova Express Hotel market. With the information, it shall be easy to assess the situation of Nova, its current market situation. The situational analyses are divided into external and internal analysis. The external analysis includes information of the hotel’s business environment for instance its main competitors. Therefore, external analyses are those factors the hotel has no control over but is still affected by them. Therefore, we analyze this to prepare the hotel in advance (Middleton et al. 2009). On the other hand, external analysis includes the services distribution of the hotel. Here we shall use sales figures, the prices over the years. Through this, we shall establish the strong services of the hotel (Bowie & Buttle 2004: 322)
SWOT Analysis
The gathered information about the Novo Express Hotel sales and marketing plan shall be used in the form of SWOT Analysis. SWOT analysis stands for strengths, weakness, opportunities and threats. It is the first planning stages that assist the company to focus on key issues and identifying development areas SWOT analysis combines both internal and external factors.
The company strengths form part of the internal factors. They may include the hotel resources and capabilities that form its competitive advantage. For instance, the Novo Express is a brand name known for its good hotel services. Additionally, it may extend to the hotels reputation among its customers. The weaknesses, on the other hand, include poor customer relations and the high cost of services. The best way to identify both strengths and weakness is to conduct a consumer research to learn from the customer feedback (Kotler &Makens, 2010).
Opportunities, on the other hand, from the external factors in the analysis. For instance, development of a nearby road that would enable easy access to the hotel is an opportunity to get more customers. Consequently, development of new technology that would quicken WI-FI access in the hotel rooms is an opportunity for the hotel to satisfy its customers. When opportunities are unavailable, we say the hotel business is at threat. Threats could arise from any form of competition, for example, when a new hotel is established adjacent to the Novo, this would be a threat to the Novo and would be required to work extra hard to maintain its customers. It is, therefore, important for the management of the Novo to be aware of the possible threats to its business in the external environment and prepare well for it.
Marketing Objectives
In the situational audit, we were determining where the Nova is at; in this section, we shall determine the way forward for the hotel. It is important to set the goals of the hotel that are in relation to its mission and vision. In addition, it is important to define the target customers of the hotel (Bowie & Buttle, 2004). Therefore, the objectives need to be accurate, attainable, and measurable actionable within a set timeframe (Middleton et al., 2009). The objectives are of two types, financial and marketing. The employees and hotel management should sue the sales and marketing plan for direction (Bowie & Buttle, 2004). The financial objectives are usually in terms of the net profits of the hotel, and then they are later converted into marketing objectives.
Implementation and control of the Objectives
When the objectives have been set, we focus on strategic planning, for the purposes of maintaining a link between the employees and the hotels visions. The implementation is usually specific, for instance to ensure customer satisfaction all employees at the Nova should undertake client relations training every year. Such a plan is simple and easy for the management to execute. To ensure sales the Nova should give a discount to its customers especially in the low season months to ensure that customers stick to the hotel, in this way they will counter competition.
Conclusion
The report presented a sales and marketing plan for the Novo Express Hotel. The plan emphasizes on how the hotel could improve its marketing. The plan is a framework on how the hotel should proceed with marketing, and what current aspects should be improved. The plan includes Hotel Novo Express paying greater attention to the threats and opportunities it has to maximize on acquiring more customers. Additionally the report provides the roles of marketing and sales that the Novo Hotel should focus on. From the report, it is expected that the strategic plan of 2016-2018 will greatly improve the profits of the Novo Express Hotel.
References
Bateson, J. E.G. & Hoffman, D.K. (1999), Managing Services Marketing, 4th edition,
Bowie, David & Buttle, Francis. 2004. Hospitality Marketing; an introduction. China. Elsevier Ltd.
Kotler, P., B, J., & Makens, J. (2010). Marketing for hospitality and tourism (5th ed.). New Jersey: Pearson Education, Inc.
London: Dryden Press.
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by Herman Bailey | Feb 24, 2023 | Essays |
Introduction
Shakespeare play Macbeth reflects the importance of history of Scotland in the eleventh century. The play is premised on strength, masculinity, mystic forces and aspirations. Macbeth is a story of a good man who is becomes evil because of his aspirations, the play tells of his downfall. The language of the play is playful and imagery is used to make the readers understand the play even more. The language used is for the purposes of supporting the theme, symbolism and creation of imaginary pictures as one reads the play. This paper shall analyze the language in Passage B of the play, found in pages 110-125 of the play. The analysis shall run from sentence to sentence and word by word, explaining why Shakespeare uses certain words instead of others.
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The passage sentence when Macbeth says,
“…Who can be wise, amazed, temp’rate, and furious, Loyal and neutral, in a moment? No man: Th’ expedition of my violent love Outrun the pauser, reason. Here lay Duncan, His silver skin laced with his golden blood, And his gashed stabs looked like a breach in nature” (Shakespeare 110).
The words in the sentence, such as wise, loyal neutral, are descriptive words that the character uses. Macbeth goes on to describe Duncan; saying that his skin is laced with silver and has golden blood, here uses a simile to equate Duncan’s blood to gold. In this passage, Shakespeare uses similes to compare things of different categories. Stabs are linked to a breach in nature, in the phrase Macbeth illustrates that although Duncan was stabbed to death none of the stab wounds is visible and that they look like Duncan died from natural causes or a natural death. The way Macbeth compares Duncan to gold illustrate the respect he had towards Duncan that even after he is dead Macbeth still respects him. Shakespeare uses the word th’ instead of the, perhaps to shorten the sentence, making it easier for the character to pronounce all words. If the word the, was used the meaning of the sentence would not be altered. In addition, there is use of onomatopoeia, the word gashed illustrate the sound made by blood when one is stabbed and blood is oozing from the wound.
The other language device that Shakespeare uses is allusion as described in the passage below.
“…For ruin’s wasteful entrance: there, the murderers, Steeped in the colours of their trade, their daggers Unmannerly breeched with gore – who could refrain, That had a heart to” love, and in that heart, Courage, to make ’s love known? LADY MACBETH Help me hence, ho! (Shakespeare 115).
Words in the first sentence of the passage illustrated an illusion to the reader that murderers are coming; the second sentence further explains the first sentence better. The phases unmannerly breached with gore-who could refrain pose a question to the reader explaining the murderers are to be feared. Further, the words in the sentence that follows, describe the murderers deeply, illustrating that they are murderers because they have a heart, with no love and courage in the heart has overpowered love, and courage is also personified. No other word would replace the words used in the passage and Shakespeare used those words to describe the scene in a better way.
Rhyme is also evident in the following sentence Unmannerly breeched with gore – who could refrain, that had a heart to” love, and in that heart, Courage, to make’s love known. Shakespeare uses rhyme to distinguish character. Rhyme is mostly uses to give more information of the character or meaning to a sentence. For example, in the phrase, rhyme illustrates more about the heart and that it has both courage and love (Shakespeare 120). .
Macduff, who says, speaks the next passage, the sentence Illustrates direction, it is a command asking the rest to look at the lady. The word to in the passage can be replaced by the word at and retains its meaning.Top of Form
“Look to the lady” (Shakespeare 120).
The side word spoken by Malcolm to Donalbain, illustrate voice, the sentence by a question, which questions their loyalty. Donalbain continues to answer Malcolm’s question. In his answer, he uses the metaphor hid in an auger-hole. The metaphor means that their fate has already been sealed and that there is nothing they can do to change it. Further, Donalbain uses the metaphorical phrase; our tears are not yet brewed. The metaphor illustrates remorse, tears are primarily associated with sorrow and the circumstance that the phrase was uttered is a sorrowful one. In this phrase, it means that they are not ready to face their punishment yet. The metaphor exemplifies the fear that Donalbain has for punishment and that he thinks they should have been prepared before being punished (Shakespeare 120). .
Conclusion
The play Macbeth uses a variety of language devices to illustrate more information about the character to the reader. From the words spoken by the different characters, it is easier to tell the kind of characters they are, for example when Macbeth describes Duncan, we can tell that he has admiration for Duncan. He is also in denial of the actual manner that Duncan died; he equates the stab wounds to death by natural causes. Donalbain is in fear for what they are about to face as punishment for their actions.
Work Cited
William, Shakespeare. “Macbeth”. Ed. Thomas Marc Parrott. New York: American Book Co., 1904.Bottom of Form
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
