Author: Andre Coleman

Great Treasure Wonder – is a vibrant bequest plan that is supreme for soaring achieving individuals. It comes with an amazing rewards and a regular payment. Apart from that, it also has partial sum terms, assured flow of cash all through policy term, rising fortification with extra amount guaranteed and finally cash bonuses.

Great Cash Wonder – an endowment plan especially intended for individuals who would like to witness their investments develop in the extensive term not including the obligation of an extended best imbursement term.

Great Income Plus – is a long-term monetary security and safeguard with restricted payment stage.

Great EduPlanner – is an education fund especially for children. It also offers the additional benefit of protection adjacent to life’s suspicions to ensure your child enjoys a more protected tomorrow.

Great Cash gain – offers a substitute technique to lay aside for your coming days and also gives you the benefit of protection against life’s uncertainties.

Elite Builder – guaranteed survival benefit even for a long term which is for the future.

SmartInvest Growth – Asset-linked assurance outline planned to do just with the purpose of by enhancing your protection and delicate safety net.

SmartInvest Premier – a plan that gives importance on investing money through higher portion rates and Loyalty Incentives.

(Great Eastern Life is Great, Product, 2012)

Life Protection

There are 2 types of Life protection at Great Eastern:-

Great Prime Protect – a term insurance plan premeditated particularly to provide you with reasonable life insurance coverage.

Great MaxiProtector – it’s an affordable entire life insurance plan that helps take care of future finances.

(Great Eastern Life is Great, Product, 2012)

Health Protection

There are 4 types of health protection:-

Smart Medic Enhancer – facilitates an individual to be better prepared in medical emergencies.

Smart Medic – the inclusive medical rider for investment-linked assurance policy. Smart Early Payout CriticalCare – investment-linked insurance rider, which pays upon premature analysis of a serious illness enclosed under this plan. Great MediCare 2 – an Overall Annual Limit that look after you adjacent to obnoxious bombshells.

(Great Eastern Life is Great, Product, 2012)

Life + Health Protection

There are 4 types of Life + Health Protection:-

Great Ideal Living – inclusive guardianship arrangement that accommodates guarantee.

Great Compare Care – proffer you living, vital infirmity and mishap protection for a supple coverage period.

Smart Educate Planner – so that your child may have enhanced edification chance.

SmartPortect Essential – Investment-linked assurance plan with the aim of adapting to your standard of living.

Supplementary Riders

To improve profit on your investment-linked plan, entire life plan, tenure plan or bequest plan.

Advantages and Disadvantages of Great Eastern

Mostly all the companies or organization has its advantages and disadvantages and Great Eastern is not excluded. There are many advantages that Great Eastern Company provides and it categorize in three different areas. Below are the three areas.

Advantages

1-Individual

2- Group

3-Bancassurance

1-Individual

Through individual, there are 3 different groups that provide advantages for the Great Eastern customers. Which is:-

> Savings

> Life Protection

> Health Protection

-Savings

Ultimately, a savings plan that will astonish you with its limited premium payment terms and possibly enormous total payouts. At this moment you can knowingly upsize your savings to reach better goals in life, have a regular income stream and get better protection for you and your loved ones. The commitment is of 5 years or 10 years. (Great Eastern Life is Great, Product, 2012)

(I)Great Treasure Wonder

It is a vibrant benefaction plan that is perfect for high achieving individuals like you.

Be satisfied with lavish survival profits paid out every 6 months, beginning from the end of the 1st policy year, yearly non-guaranteed cash bonuses, a growing simple sum guaranteed starting from the 2nd policy year onwards and maturity advantage of up to 160% of your basic sum assured.

With all of it, you are being protected against the unexpected now.(Great Eastern Life is Great, Product, 2012)

Limited premium payment terms(Great Eastern Life is Great, Product, 2012)

Compromises partial premium payment terms to meet your financial obligations while you advantage from long term cash investments and security. You can select the subsequent premium payment terms and procedure terms subject on your desires and goals.(Great Eastern Life is Great, Product, 2012)

Guaranteed stream of cash throughout policy term(Great Eastern Life is Great, Product, 2012)

Increase your savings more with survival paybacks paid out every 6 months, beginning from the end of the 1st policy year. Depending on your selected procedure term, you could obtain up to 145% of your basic amount guaranteed as survival paybacks. You can choose to cash out your survival paybacks or add them with the Company for even greater savings. .(Great Eastern Life is Great, Product, 2012)

Cash bonuses

You get to increase your savings even more with annual non-guaranteed cash bonuses from the end of the first policy year. With survival benefits, you can pick to cash out the cash bonuses or add them with the Company to have a superior payment upon development of the policy.(Great Eastern Life is Great, Product, 2012)

Great Cash Wonder

Less commitment and big return in rewards.

An investment strategy specially intended for those who need to see their savings cultivate in the long term without the obligation of an extended premium payment term.(Great Eastern Life is Great, Product, 2012)

This vibrant savings plan pays you the basic sum assured, annually assured survival paybacks and also annual non-guaranteed cash bonuses to meet your financial obligations in lifetime. Ahead of that, it growths your sum guaranteed up to 150% for an even larger savings growth. Besides all that, you can also enjoy security against the unexpected. (Great Eastern Life is Great, Product, 2012)

Short-term premium payments, long-term savings and coverage. (Great Eastern Life is Great, Product, 2012)

With Great Cash Wonder, you merely pay premiums for a short time, but still you will enjoy security and get your savings store to satisfy your desires in life. Choose your personal policy term, which best suits you in improving your financial safety. (Great Eastern Life is Great, Product, 2012)

Obtain guaranteed survival paybacks of up to 145% of the basic sum guaranteed.

Beginning from the end of the first policy year, Great Cash Wonder pays you a yearly guaranteed survival advantage adding to the basic sum guaranteed. On top of that, you can get up to 145% of the basic sum guaranteed reliant on the policy term selected. You can take out this cash profit to endowment your direct objectives or add it with the Company. (Great Eastern Life is Great, Product, 2012)

Cash bonuses to enhancement your savings more.

Great Cash Wonder also supports to cultivate your investments with an annual non-guaranteed cash bonus beginning from the end of the first policy year. You can choose to use it on yourself and your loved ones, or leave it with the Company to produce a larger outgoing at the development of the plan. This additional money will make it even easier for you to encounter your desires. (Great Eastern Life is Great, Product, 2012)

Up to 150% of basic sum assured for more financial security.(Great Eastern Life is Great, Product, 2012)

From the second policy year onwards, your sum guaranteed will produce incrementally, up to 150% of the basic sum guaranteed at no additional charge to you. This will upsurge your savings by the time your policy matures.(Great Eastern Life is Great, Product, 2012)

Great EDUPLANNER

Give your child the greatest of gift (the education fund)

A child is the utmost gift in life. As a and caring parent, a worthy education is one of the utmost gifts you can ever provide your children as it supports to confirm that your child will adore a smoother ride through lifetime. (Great Eastern Life is Great, Product, 2012)

Although the price of education is increasing, it will never be too late to start saving to achieve your visions for your child. Great EduPlanner comforts you by presenting how much you care for your child’s upcoming by helping to shape an education fund. Besides that, it offers the extra advantage of security contrary to life’s qualms to guarantee your child a protected future. (Great Eastern Life is Great, Product, 2012)

Bonuses to boost your child’s education fund(Great Eastern Life is Great, Product, 2012)

Great EduPlanner is a benefaction strategy that lets you to join in Great Eastern’s extra in the form of compound reversionary bonus (CRB) and terminal bonus. This means that you may obtain extra lump sum of cash at the end of the policy term for your child’s education expenditures. (Great Eastern Life is Great, Product, 2012)

Broader security with inadequate premium payment term(Great Eastern Life is Great, Product, 2012)

With Great EduPlanner, you can delight in extended exposure with a smaller premium payment term. Depending on your needs, you have the option to choose a plan of 15 or 20 years to boost your rainy-day funds for your child’s education. (Great Eastern Life is Great, Product, 2012)

-Life Protection

(I) GREAT PRIME PROTECT

Affordable protection with guaranteed refund of premiums

It is vital that you and your loved ones are effectively secured alongside life’s qualms and threats.(Great Eastern Life is Great, Product, 2012)

Great Prime Protect, a term insurance plan aimed specially to provide you with affordable life insurance coverage from as low as RM1.12 a day. (Great Eastern Life is Great, Product, 2012)

Great Prime Protect gives you the flexibility to meet your varying desires and numerous other value-added benefits, letting you to enjoy life security while you emphasis on comprehending your aims and desires in life. (Great Eastern Life is Great, Product, 2012)

Guaranteed 100% premium refund

The plan guarantees that 100% of the total annual basic premium excluding basic extra premium paid-to-date will be returned upon maturity. (Great Eastern Life is Great, Product, 2012)

The advantage that gives the security you need throughout the policy term and all your money back when you reach the end of the period. (Great Eastern Life is Great, Product, 2012)

Premium waiver for life-threatening illness

If you diagnosed with any of the life-threatening illness covered except for Angioplasty And Other Invasive Treatments For Major Coronary Artery Disease (Great Eastern Life is Great, Product, 2012)

Flexible policy terms

You can select from a varied option of policy term:

*15years

*20 years

*25 years,

*or which ever ensemble your way of life and requirements.

-Health Protection

GREAT MEDICARE 2

Medical insurance that retains up with life’s many possibilities. (Great Eastern Life is Great, Product, 2012)

Great Medicare 2 is a wide-ranging medical insurance plan that provides you the medical security you need and removes your qualms. (Great Eastern Life is Great, Product, 2012)

Great Medicare 2 even safeguards you against nasty revelations with an Overall Lifetime Limit of up to RM800, 000 and an Overall Annual Limit of up to RM200, 000, reliant on your chosen plan. (Great Eastern Life is Great, Product, 2012)

Outpatient cancer and kidney dialysis treatments. (Great Eastern Life is Great, Product, 2012)

Great Medicare 2 covers you for Outpatient Cancer Treatment and Outpatient Kidney Dialysis Treatment. (Great Eastern Life is Great, Product, 2012)

24-hour assistance and hassle-free hospital admission. (Great Eastern Life is Great, Product, 2012)

Dismiss yourself of the problem of administrative procedures. With Great Medicare 2, you can just walk into any of the hospitals section and you will be taken care off. (Great Eastern Life is Great, Product, 2012)

Coverage to all over the place.

Travel the world with wide-ranging self-confidence. Great Medicare 2 gives you emergency medical assist anyplace in the world. (Great Eastern Life is Great, Product, 2012)

Security for everyone in your family.

Be happy for protecting your family. When you sign up two or more of your loved ones, you’ll receive a 5% discount on your premiums. (Great Eastern Life is Great, Product, 2012)

2-Group

> Employee Benefits

> Retirement Benefits

> Property Reward Scheme

> Claims

3- BANCASSURANCE

Our products are generally designed and established to ensemble a wide range of financial requirements. This covers:

Single Premium Universal Life

Whole Life Plans

Endowment Plans

Term Plans

Mortgage Loan/Outstanding Credit Protection Plans

Corporate and Business Banking Plans

Disadvantages

There is no any disadvantage at Great Eastern Company because they are the Number One leading company.

Distinctiveness

The distinctiveness of Great Eastern Company is that a customer easily identifies GE products in the market because of their popularity and the high demand of the products. Apart from that, Great Eastern is also No.1 in the market share and their objective is to give much importance to the customers more than anything.

Price
Determining the price

As we mentioned earlier, Great Eastern is a company which provides insurance policy services to the people and it is also enjoying the leading position in the market. Therefore, it is understandable that the price of their policies will be a little expensive compared to other organizations that provide the same kind of service.

Firstly, the policy is decided to suit the customer mainly based on their health condition. After a health screening done on the respective customer a policy will be decided to be suit him or her according to the results of the health screening. The price of the policy will be varying according to the results. If the result says that the health of the customer is relatively good then the customer will need to pay a high price to enable the policy have coverage for the illnesses that may affect them in the future. Whereas, customers with number of illnesses will have to pay a less amount compared to the healthy customer because there will be no coverage for the existing illnesses in the policy.

Apart form that, the price also determined according to the age of customer. The older the customer is the less they have to pay for it. Yet, this is not possible in everyone’s case. The reason the older person need to pay less is mainly because going by their age there are less chances for them to be affected by any diseases. In the cases of youngsters, they will live longer and there are chances for them to be affected by diseases or the need for them to insure some of their possessions are higher. Nevertheless, the price cannot be solely considered to determine the price of the policy one chooses. Other factors like stated above should be considered too in deciding the price.

Place
Where the company located

Great Eastern Company has many branches on its own. As we know, branch office is a place, excluding the central office, where business is conducted. Most branch offices are consisting of smaller divisions of different phase of the company. As for Great Eastern Company, there are many branches all over Malaysia. Below are the branch networks.

Alor Setar

Batu Pahat

Bintulu

Ipoh

Johor Bahru

Klang

Kluang

Kota Bharu

Kota Kinabalu

Kuala Terengganu

Kuantan

Kuching

Lahad Datu

Melaka

Miri

What is the advantages and disadvantages of their place

Place refers to the direct supply of the product. The place chosen by Company should be convenient for the customers and available as wide as possible. As for Great Eastern, it has 21 branches around Malaysia and they sell their products through their agents. Being a worldwide Company, Great Eastern has expanded their operational units and customer service all around the world (4P’S of International Marketing, 2012).

Besides that, the location of the Great Eastern headquarter, which is situated in the Great Eastern Mall in Jalan Ampang, is a strategic place and the main reason for it because it is easy for customers to come and visit the place by using the public transportation which is provided to the place. Furthermore, the price of taking a public transportation is very reasonable and people would not have any difficulties on it.

Moreover, the place of the Great Eastern headquarter is also very convenient for the customers as it is in a busy area where all the customers can easily pay a visit. Being located at a busy area, it is easier for working customers to stop by after their work.

Lastly are the facilities. The parking facilities in the Great Eastern Mall are wide. They have five levels of basement car parks with 1600 bays, which is a good advantage especially for working people. Other than that, they also have Valet parking services and 24 hours security with Closed Circuit Television (CCTV) (Great Eastern Mall, Ampang Hilir, 2012). Plus, the headquarters is located in a mall. The customers can later spend some time in the mall.

Although it is situated in a strategic place, there is always a negative part on it. As it is situated in a busy area in the city, there will always be traffic jams around that area which will contribute to road congestion. Having said that, people who use the Light Rail Transit (LRT) to Great Eastern would not be facing many problems. A sight from the traffic jams, the location of the Great Eastern headquarter is convenient for the customers and as it is situated in a Mall which means people can spare their time and have a visit to the office.

Promotion
What type of promotion they prefer
Conclusion

Great Eastern Holdings is an organization that provides insurance services to the public to insure their health and valuable possessions in their life. As we have mentioned throughout this research paper, Great Eastern is having strong grip in the market as an insurance company.

Unlike many other companies in the insurance field, which will approach it’s customers when their health or any other insured possessions challenged, Great Eastern as they term it Life Company tries to make their customer stay healthy by providing many health activities. They want to ensure that their customers stay healthy. This shows that the company’s sole goal is not making money but also to teach the people to live a healthy lifestyle.

Apart from that, marketing strategies conducted by the Great Eastern company is also laudable. They are left almost no stones unturned in their aim to maintain their numero uno position in the insurance company. They are being in this leading position for very long which is very appreciable yet they must be well prepared with new and innovative marketing strategies to face the challenges from their competitors in the future.

In short, Great Eastern is the leading insurance company in the market which provides many benefits to their customers and also providing many activities that lead their customers to learn how to live a healthy lifestyle. Considering the manpower and marketing team they have it is safe to say that this company able to withstand the competitions and proof to be successor in the field for very long time.

Hospitality Industry is an industry that has lots of competitor because it is one of the fastest growing sectors among others industry. Besides that, the hospitality industry is one of the oldest businesses in the history. Nevertheless, it changed and expending drastically in areas such as tourism, meeting and convention planning as the time goes by. The huge growth of the hospitality industry required a high qualified and trained people to fill in the rapidly opening positions in hospitality management. Other than that, it is an exciting, never gets boring and offers unlimited opportunities to the people. The African Americans had lots of experience in hospitality but not always been positive. In the past, they usually carry out the hospitality operations in a low-level managerial position and from the lowest realm in service till the realistic opportunity of becoming general managers. The usage rate is an important variable for the hospitality industry as the owner would like to have his or her productive asset in use as much as possible. Based on the business dictionary, the hospitality industry is defined as hotel, motels, inns, or such businesses that provides transitional or short-term lodging, with or without food. Besides that, to handle a competitor in the industry, it is very important to have the characteristics of the personnel working in direct contact with the guest. The person must have authenticity, professionalism, and actually concern about the happiness and well-being of the customers in order to success in competing with other competitor.

Answer for Question 1

The hospitality industry covers a huge range of organizations which have lots of categories of fields. Those fields in the hospitality industry are travel & tourism, restaurant, and recreation. Besides that, there are advantages as well as disadvantages in every businesses and people. Although hospitality industry is a very wide scope industry but it mainly focuses on the two largest establishments throughout the world. The figure below is two largest establishments in the hospitality industry.

Lodging as known as accommodation is a place that allows someone to lives or stay temporarily. The people who need the lodging for sleep, rest, safety, shelter from cold temperature or rain, storage of luggage and access to common household functions. Commonly the lodging establishment consists of recreation, food service, entertainment and personal services to the travelers. Then, lodging is done in a hotel, hostel, resort, chalet, and motel. Other than that, the goal of all businesses is to link or match supply with the demand like hotels want to sell room and other kinds of services to guest who provides their demand. Supply which is the product and services is a holistic concept and it consists of tangibles and intangibles. Examples of tangibles are hotel type and physical amenities while intangibles are the personal services that provided by the lodging staff. Demand which is the customer wants and needs is always changing and varied. Hotel can be categorized by price, service levels, guests or market segment served, and location.

Advantages of Lodging

Nowadays, people usually stay in other city or town and away from their home for some certain period of time. Lodging is the only place for them to stay during that time. Besides that, the advantages of lodging are that the guest can put away their stress on doing housework such as cleaning and laundry because in the lodging, those services are provided. Other than that, leisure places such as gymnastic room or swimming pool is another attraction for the consumer to make their choice staying in a hotel. In additional, lodging in hospitality industry on the economics angle is the ability to provide products or services of superior quality and reasonable price. Besides that, the company can provide a lower cost which can provide a lower price for the customer than the competition offers. Therefore, the hotel must always update their guest about the latest promotions and also the event organized from other competitors.

Furthermore, localization is the advantages of the lodging in the hospitality industry. In localization part, hotel can be divided in two types which is the conference hotel and hotel that nearby the vocational locations. Conference hotel is mainly targeted on businessman and it is located in the city or a conference area of the certain country. Then, the hotel which is nearby the vocational locations is hotel which is located near beautiful such as beach resort. Besides that, these hotels also located in a tourism area and mainly targeted on family. This kind of hotel is very free during the peak working hour but will be very peak during the holiday period.

Moreover, the environment is another factor of advantages in lodging. The strategic location of the hotel that can allow the guests to view nice and beautiful scenery. The guest can have a memorable view and release tension by just looking out from their room. Other than the lodging, customer also concern about the quality of entertainment such as pub, snooker center, golf field, casino and theme park. For guest who wanted to release stress and seeking for entertainment, this is the best attraction to them.

Disadvantages of Lodging

In large hotels, there are a large numbers of rooms, facilities and wide choices of dining to be chosen. All these are the advantages of lodging but it also the disadvantages of lodging. In large hotels, a long queued line at the reception area is the common things in most of the large lodging. The main reason that causes this problem is the failure of the management. As a hotelier, we must have a further planning in handling critical situation because we can’t ensure that the guest will check out on time and won’t causes the next guest to wait a period of time before they can check into their room.

Furthermore, the most common problem that will be happened in large hotels is lack staffs in working. This problem can cause the guest to get angry while waiting to be served. Besides that, the insufficient of the staff may also cause another staff to suffer. This problem can cause a big problem and complains from a guest as they waiting something from the staff while the staff is busying handling another guest.

Food service is a large industry which has connection with the preparation and service of food outside the home. Restaurant, catering a wedding party or function, and running a cafeteria are all the example of establishment in the food service industry. In this industry, the manager has to take a responsibility in ordering wholesale ingredients, maintaining the food processing and cooking equipment. The person who holds the manager position is usually gained several years of working experience in food and beverage jobs.

In United States, food service industry is one of the largest employers working as servers and managers. Most of them are under the age of 30 and more than half of them are holding a high school diploma or less. Besides that, in food industry, there are 3 types of service provided to the guest. Firstly is counter service which is the food or drinks are all ordered at the counter. Secondly is the table service which is the food or drinks order were taken by the waiter or waitress. Lastly is the gueridon service which the food is served by a trolley that is well equipped to prepare, cook and serve the food to the guest. Other than that, there are many regulations that are needed to follow in order to maintain the quality food service. Generally, the food service director is working about 12hours each day and sometimes might be longer.

Advantages of Food Service

Food Service industry is an industry that needed a large amount of human energy to carry out the work from chef position, assistant chef until the waiter or waitress. Besides that, there are quite an amount of position in between chef and waiter, therefore this condition cause the increased the job opportunities. People with a higher education can hold a position in the management level while the people with a lower education can hold the lower position such as cleaner or waiter. Due to the increase of the lodging therefore the development of the dining will be improved based on the improvement of the lodging.

Furthermore, this industry is mainly targeted on those who are finding something to consume when they are hungry. If this kind of business is located in the correct and suitable place, the result of the business will be very peak, successful, and gain revenue but if located in the wrong and not suitable place, the result will be totally opposite. Besides that, it must be easily to be found so the people who work can save their time during the rushing hour.

Moreover, a professional trained staff is the way to lead the food service establishment to a success. Therefore, the staff must get to use nowadays technology in order to make their job more efficiencies and productive. With the help of technology, the food order were taken down by electronic devices, patron seating are all contributing in an efficient fast serving.

Disadvantages

The increased of job opportunities in this industry is an advantages for the job seeker and student but it is disadvantages for the hospitality company. The reason is because of the students are just fresh graded and doesn’t have any working experience will directly affect the efficiency of the service in any establishment. Besides that, the employee should have an on-the-job training to take care the task and responsibility in a restaurant. Then, the expensive rental fee of the shop which makes the owner has to pay lots money just for the rent. In additional the shop might only get limited quantities and more competitors.

Furthermore, the long working time in the food service industry is one of the disadvantages. People who work in this industry are always demanding and grueling. In additional, the waiter and waitress must be in good attitude and won’t so easy get emotional when dealing with the guest. Hence, the salary is highly based on the tips given by the customers, and employees may have a limited access to the benefits and protections from the government such as minimum wage laws.

Then, environment is another disadvantage in the food service industry. Energy conservation, hazardous chemical disposal, and waste management are important and often appear in the food service managers. The health of the staff and the world will be affected if these agents are not used and disposed in a proper method. Many companies are finding methods to reduce the waste before purchasing it.

Conclusion

The hospitality industry is mainly focuses on fulfilling customer satisfaction. In order to achieve customer satisfaction, the good service is the most important thing. There will be more loyal customer if the customer satisfaction is achieved. Besides the individually service, there are also services that are mainly for special event planning which are mostly for social and corporate functions. Finally, hospitality industry is an honorable profession and it is the industry that mostly deals with customers’ needs and wants.

Question 2

Find out the factors that affecting travel and tourism. Explain in detail

Introduction

In hospitality industry, travel and tourism plays an important role in increasing the revenue in the lodging. Furthermore, it is mainly for recreation, leisure or business purposes. Travel can be defined as a journey that is made while tourism can be defined as the commercial organization and operation of vacations and visits to places of interest. Therefore, people who travel are called as a tourist. Besides that, there are many leisure oriented businesses with a major food service and some of the hospitality component also dependent on the traveler or tourism, such as theme park, shopping mall and many more. The importances of tourism and hospitality industry are increasing every year because tourism is health of the hospitality industry. Other than that, the tourism is the collection productive businesses and governmental organizations that serve the travelers ways from home. These kinds of organizations consist of restaurants, hotels, motels, and resorts. Then, travel trends are significant to students or family of hospitality because they represent the way in which many guests reach.

Answer for Question 2

Travel and tourism industry had become more popular leisure activity day by day. Besides that, there are two purposes for travel which is wanderlust and sunlust. Wanderlust is people who travel to see other country’s cultures and gaining experience while the sunlust is people who travel to some places to escape from climate for a while. Tourism can be divided into two types which is domestic tourism and outbound tourism. Domestic tourism is like people who travel in their own country. Outbound tourism is like people who travel away from home and visit another country for leisure or business purpose. Furthermore, people travel because of leisure and they are finding more way to relax themselves and away from busy life. Of course the most important in the tourism is accommodation which allows the traveler to stay in a night or more. The following diagram is the factors that affecting travel and tourism.

Factors Affecting Travel and Tourism

Leisure time is time that spent for ease and relaxation. The increased of the leisure time is for people to have more time off from the job or school holidays. As the world is changing, the policies in all organization are changing too. Other than that, most of the companies are providing their employees paid holidays and for the large organization, it usually provides a three-day weekends. The liberal company policies had enables the employees to go for a vacation or travel to help them away from stress and giving them a break since they had a more flexible arrangement.

Enabling factors is refers to some people that have the thought to go on a holiday but they can’t do so because of some reasons. The main reasons of that are money and time. If people can’t afford the money and have enough time, it means the people can’t go. Besides that, the availability in travel such as flight to certain location, suitable products like the range of different holidays, having transports to travel easily, marketing of a destination for bringing attention, and ease of booking. These are the enabling factors which allow people to act on their motivators.

Technology factors have always been an industry that has made extensive use of new technology equipment. In tourism, there are several changes of technology like the different factors from medical advances to the innovative tourism. Other than that, a better communication and transports such as cruise ships and new customer had the confidence in safety matter. This will be easier, quicker and cheaper service which is demand of the customer. Besides that, the shorter and efficient time period for a person to travel to another farer place. Moreover, through the technology changes, online booking which can allow people to check for the travelling packages from touring companies’ websites and direct purchase without going walking in to the company. In additional, MATTA FAIR had been successfully organized with the association and sponsored form the different touring companies and organizations. It is a fair which is an open public fair that provides discount to the travelling packages and it is affordable for that economical income family.

Income is money received on a regular basis of work or through investments. Nowadays, many women are started to work in order to maintain their family income rather than just the men. The reason for the women to start working is they wanted to find some challenges and the most mainly reason is that they want to give a more comfortable living lifestyle to her family. Besides that, for a marriage woman, they still need to take care of their children and doing some house work after a tiring working day. At last, their leisure time will be scarified. Therefore, if they had free time, they will spend their money on the goods and services that they demanded. In additional, they won’t care so much about the price of the products or their travel because the time is a bounty for them and this bounty is hard to gain. Therefore, a good rest in releasing the pressure and hectic life style, the good and quality travelling will always be their first and wise choice.

Demographic is a particular sector of a population. In America, a significant demographic change had been proven that middle age people had higher income and greater propensity to travel. The people within the age of 35 to 44 are mostly stays in the accommodations or a longer outstation trip in which for leisure or business purpose. Besides that, people after the age of 55 mostly going for leisure purpose by using their retirement pay to travel. These groups of people are the main growth in the mature market for tourism. These people within the age of 55 to 65 as the first baby boomers had move to their mature years and being very excited and active in finding new experience by travelling and enjoy the leisure moment after retirement.

Safety and security have been an important factor in every industry especially in the tourism industry. As tourism or traveler, they usually concern the safety and security of the hotels and the transportation for their journey. In hotels, the security department must ensure that customers are away from the situation such as assault, raping, larceny, robbery and fire within the premises. In order to prevent this situation, there must be lighting in every single area of the hotels. Besides that, the security department staff must be well-trained in handling any situation happened. These not only is the safety of the customer but worker as well. On the other hand, the safety transportation such as airplane, ships, train, bus and taxi are also concerned by the tourism and traveler. A good and well managed in the safety and security of the accommodation can give an good impression to the guest and they will continue staying instead intro it to their friends.

Conclusion

Travel and tourism is very important in the hospitality industry because it leads to large revenue through lodging establishment. Lots of people prefer travel by car than other transports such as airplane, motorbike, bus or train. Although travel by airplane is the fastest among other transports but it is too expensive. Besides that, the communications between airlines and tourism industry should have an agreement in lower down the price to improve the tourism industry. By adjusting the price of the airplane, more people will go for travel and only can bring the tourism industry to a new millennium.

Hospitality management is both a field of work and a field of study. In the work sense, it refers to management of hotels, restaurants, travel agencies, and other institutions in the hospitality . As a field of study, it refers to the study of the hospitality industry and its management needs. People who are interested in careers in hospitality management may opt to pursue it as a field of study so that they can start their careers on solid footing.The hospitality industry is vast and very diverse. Any time people travel, stay in a hotel, eat out, go to the movies, and engage in similar activities, they are patronizing establishments in the hospitality industry. The management of such establishments is very challenging, as managers need to be flexible enough to anticipate and meet a wide variety of needs. They must also handle tasks such as training employees, handling staff, setting standards, and so forth.

Question 1

Define the term Hospitality Industry and give examples, advantages and disadvantages of their use in the hospitality industry.

Answer Question 1

Hospitality industry is one of the largest industries in both global and national contexts. Hospitality industry is service industry that includes lodging, restaurants, theme park, cruise line, event plan and http://upload.wikimedia.org/wikipedia/commons/d/d4/Button_hide.pngadditional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple groups such as facility maintenance, direct operations (servers, housekeepers, porters, kitchen workers, bartenders, etc.), management, marketing, and human resources. The hospitality industry covers a wide range of organizations offering food service and accommodation. The industry is divided into sectors according to the skill-sets required for the work involved. Sectors include accommodation, food and beverage, meeting and events, gaming, entertainment and recreation, tourism services, and visitor information.

Examples

Accommodations

Hotels

Motels

Restaurants & Bars

Cafes

Nightclubs

Public houses

Restaurants

Travel and Tourism

Airline Cabin Staff

Travel agents

Top of Form

Bottom of Form

Advantages

Advantage in the hospitality sector is that there are a lot of entry level positions available. These junior roles can provide candidates with the relevant experience that is vital to career progression within the industry. Some of these roles include jobs like restaurant assistants, Junior Chefs, Receptionists, Bar Staff and Hotel catering staff. These roles offer the potential to progress into management if you work hard and show that you have the necessary skills and experience to take on more responsibility. Moreover, if you do decide to try a new role there is great deals of transferable skills that can be used across several different job roles in the hospitality industry. Employees working in this industry will also have to be prepared to work fairly long hours in some roles in order to prove themselves. For example Chefs and restaurant managers have to work long and sometime unsociable hours. Another advantage to working in the hospitality sector is jobs are available all over the country and they are not area specific. Obviously there is a large amount of appealing jobs available in London but there are hotels, restaurants and pubs all over the country. Therefore unless you specifically want to work in the hospitality industry in London then you will not have to relocate to get the job you want.

Advantages

Hospitality :

– everywhere, every city in the world

– requires a tendency for this sector and some G.K.

– a nice presentable personality

– a good team work

– meet new and new people, even they have something in common – they want a personal touch

– good prospect when in the higher position

– recruit new people and train them

– mix with similar people like event management etc,

– don’t be driven away by the limelights and glamours

– change to others for better pays

Disadvantages

The time factor is perhaps the biggest drawback to creating a blog. Blogs are easy to start but difficult to maintain. Publishing a good blog takes a significant amount of time. Of course, writing takes the most time, but you must also allow time for interacting with your readers.Related to the time factor is the risk of publishing a blog that damages your brand’s reputation. Fortunately, you can hedge against this by creating publishing guidelines for yourself and whoever is involved with the blog. On the other hand, it can be very dangerous to open your door to strangers for obvious reasons. For those of you who are guileless in your ways, I shall enlighten you to the ways of those that could prove to be a major threat to you if you are a hospitable, good natured person. Such people cannot help but take advantage of those who are vulnerable to them.

Answer Question 2

Find out the factors that affecting travel and tourism. Explain in detail.

Answer Question 2

Tour operators can be defined as providers and organizers of package holidays. They normally operate by making contracts with transport companies, airlines and hoteliers. After getting the contracts, they advertise assembled holidays. Travel agents are concerned with booking and advising customers. Travel agencies also sell travel related services and products to customers. They do this on behalf of tour companies, hotels, and airlines. Travel agents also deal with local tourists. They carry out travel arrangements for travelers. There are different types of travel agencies; they include Independent agencies, Miniples and Multiples. Tour operators and travel agents have continued to be dominant in the tourism sector. There are potential threats to travel agents to and tour operators especially in the hospitality and tourism sector. A close analysis to the travel and tourism industry shows that one of the potential threats to tour operators and travel agents is change in laws and policies. There are laws and policies that travel agents have to adhere to in carrying out their tasks. Every nation has got rules, laws, regulations, policies that directly affect tour guides. There is normally potential threat to tour operators when embassies give advisory policies to citizens not to travel due to factors like terrorism and bombing. When an embassy changes or advises citizens not to travel to a country due to various reasons, this becomes a threat to them because citizens normally adhere to such advice. It results to decrease in tourists and therefore their business actually slows down. Travel guides and tour operators normally help tourists to locate good hotels and tourist sites in the country. There are always instances when travel guides help tourists in locating such services but in the long run the tourists do not receive quality services. Tourists always communicate one to another and therefore this becomes bad publicity.

Conclusion

Cultural heritage is the essence of tourism in many destination areas worldwide. Every year, millions of people travel to view the Acropolis of Athens, the Colosseum in Rome and many other historic sites of international renown. These sites are of general interest to visitors, even though the visitors probably have no significant ties to the heritage sites that they visit. Although world heritage attractions draw large numbers of international and domestic tourists, for most foreign tourists these sites consist only a small part of a more extensive travel package. These attractions can evoke feelings of admiration, but they probably do not evoke feelings of personal attachment. Visits to historic sites are mostly motivated by the belief that such places (and the objects at these places) are linked to the remote past. In addition, millions of other people engage in travel to experience heritage of a more personal nature; most of the world s historic sites are not internationally known and only relatively few ever attract international tourists, except perhaps in combination with other relevant attractions. For every world renowned cultural attraction, there are hundreds of other not famous sites that are appreciated at a more local basis.

According, Gawler (2001) believed that tourism is effecting to economic and lifestyle of people in each area of tourism. Tourism has fears that is expanded to tourism and related to badly react or mass tourists. Anyway, tourism can be both positive and negative impacts on countries. Moreover, Mirbabayev and Shagazatova said that nowadays, tourism is the largest factor of economic. Tourism is evolving in economic activities. Various sectors of economy have affected from growing development rates; infrastructure development, foreign currency inflows, and new management. They can be contributed to the social and economic development in big part of the country.

Also, Lehmann (2005) explained that there are three distinct parts: direct, indirect, and induced in the total economic impact of travelers First, the direct impact is the value added of those sectors that interact directly with the visitor. Second, the indirect impact is the benefit to suppliers to those direct sectors. Third, the induced impact adds the impact of tourism-generated wages as they are spent in economy.

In addition, Rattanasuwongchai (1994) told that Tourism is the fastest growing industries and can generate national income in developing economies. Same as the other, Thailand has a tourism that is a major source of national income. Although tourism had some negative effects, it has covered all level. Otherwise, Sugiyarto, Blake, and Sinclair (2002) defined that tourism took place within a large context of the world economy. Besides, Sherpa (2006) said that tourism is a major economic activity providing livelihoods to poor people. Moreover, Bartsch (1998) said that Tourism conducted tourists visiting the village. They can get extra income and took advantage by offering accommodation to tourists. Likewise, Khadka (1996) explained that International tourism is a fast growing in economic factors. It increased in national income.

Meanwhile, Albqami (1997) said that Tourism had received more attention in nowadays. Tourism stimulated to the economic growth. Similarly, Suntikul (2008) told that Tourism has a difficult problem. Tourism is accepting as the economic and societal importance of tourism activity. However, tourism has poorly managed within its economy, social, and environmental contexts. The meaning of the ‘impacts’ of tourism cannot be properly assessed.

Advantage of tourism impact

According, Gawler (2001) believed that the advantages of tourism are economic development. Tourism is helping to support communities, particularly in rural areas. There are little dependences on urban centers and imports to sustain tourism activity as we called “decentralised”. Tourism development often brings a range of benefits to host communities. Improved infrastructure power, water, and telecommunications, services (banks, transport) and new investments, all serve to enhance the lifestyles of communities. Tourism can make a sense of community pride in their location. Tourism can exchange for cultural between communities and visitors. Tourism creates regional identity both nationally and internationally. Conservation area efforts and provides effective management of significant areas can get the fund for conservative and management. Tourism can promote the preservation.

Otherwise, Mirbabayev and Shagazatova supported that Tourism can be both a source of international peace and understanding. Here are possible positive effects of tourism: Tourism is developing positive attitudes towards each other culture and learning about each other’s culture and customs. Also, Tourism is reducing negative perceptions and stereotypes. Tourism is developing friendships and developing pride, appreciation, understanding, respect, and tolerance for each other’s culture. Finally, Tourism is increasing self-esteem of hosts and tourists.

Similarly, Lehmann (2005) said that tourism consists of share of the retail, transportation, restaurant, lodging, and entertainment industries directly contribute to the travel sector. Tourism directly gave nearly $1.64 billion in Palm Beach County on 2004.

Meanwhile, Sugiyarto, Blake, and Sinclair (2002) defined that the levels of GDP and employment are increased by tourism growth. Trade, tax and balance of payment can increase by tourism activity.

Additional, Albqami (1997) said that tourism industry is increased; the industry will need to purchase more input in the economy to produce the additional output. These purchases will stimulate additional output.

Disadvantage of tourism impact

According to, Rattanasuwongchai (1994) told that a huge number of tourists exploit natural resources. Tourism has a heavy impact on the environment. In addition, tourism needs more infrastructures, transportation and other facilities which can cause environmental suffering. Tourism caused environmental pollution from human waste, sewerage into water sources, and trash. Without strict regulations in land using, most hotel may invade the preservative areas. It can be cause of declining in participation in rural traditional.

Similarly, Bartsch (1998) explained that Tourism in Ban Chaidee is does not replace any other activity, and agriculture which is still regarded by people as most important economic activity. Environmental damage and government policies have decreased the traditional resources of the villagers. The pollution caused by tourists, noise pollution late at night.

Moreover, Khadka (1996) explained that Environmental and socio-cultural depletes may make tourism unsustainable. These factors can also be regional in their nature or impact.

Otherwise, Sherpa (2006) said that tourists had a negative effect to loss of rural culture.

In additional, Suntikul (2008) told that tourists took a critical the cultural in tourism practice, and the host culture. Tourism is introducing negative impacts to Luang Prabang.

Cruises traveling is become more and more popular nowadays. In this article, a very famous cruise–the Disney Cruises is introduced, including basic information, advantage and disadvantage analysis, and the future development trend.

Cruise Tourism is one of the major growth areas of world tourism (Peisley, 1992; Hobson, 1993; Cruise Lines International Association, 1995). Before the development of air travel, passenger liners were commonly used for overseas traveling in the 1800 ‘ s . Along with the development of the economic, people became richer and richer. More and More people like to travel far overseas for different sightseeing. So the cruise industry came into being and became a traveling method( Robert E. Wood , 2000)

For the time being, after about 200 year’s development, the cruise tourism has grown very fast and got well development ( LIBURD, J.J. 2001 ) . Cruise lines are developing new and innovative ways to attract customers.

The cruise ships for the time being can offer better rooms than hotels, for example, the rooms in cruise ships often have luxury bathrooms separately for every person with private space. What is more, the entertainment activities are various, with singers, dances, casinos and so on. The ships are designed with high-technological systems, in order to decrease the weight and provide more space.

The world famous cruises include Queen Mary 2, Voyager of the Seas, Explorer of the Seas, Adventure of the Seas, Navigator of the Seas, Mariner Of the Seas etc.. The Wonder and the Magic are also two famous ships all around the world which belong to the Disney Cruise company.

Disney Cruise Company is an American company . The Disney Cruise has the most stunning destinations-in the most exciting regions around the world– international ports of call, from the Caribbean region to Europe and beyond.

The introduction of Disney Cruises

Disney Cruise is operated by Walt Disney Parks and Resorts, with a headquarter in Celebration, Florida. It is a subsidiary of the Walt Disney Company, and the Walt Disney company is a world wild famous company which provide Disney Series products, with a sales network all over the world.

The Disney Cruise line was first produced in 1995 and it’s first operation was on July 30, 1998. Every ship, the Wonder and the Magic, has 900 staterooms with world advanced level of design. The current routes include the Bahamas, the Carribean etc. ( M Mancini , 2004 ) .

The chief executive officer of the Disney Cruises is Karl Holz. The Disney Cruises is a branch of the Walt Disney Company. Right now the Disney lines have many customers all over the world with the famous “Disney” brand.

The ships were mainly marketed for family vacations and have customized Disney traveling projects. (PF Wilkinson ,1999) .The Magic ship was first operated on July 30, 1998. And the Wonder ship started to ship from August 15, 1999. Both of the ships have luxury restaurants and entertainment balls and parties( M Mancini , 2004 ) . In recent years, the Disney is becoming more and more popular in adults. Many adults love the Disney Cruises because they can playing like kids at the same time of traveling all lover the world.

Currently, the Disney Cruise Line has two ships, the Magic ship and the Wonder ship. Right now, Disney is creating two new cruise ships. These two vessels, named the Disney Dream and the Disney Fantasy are under construction. When these ships put into use in the future, they will help to expand the Disney line’s fleet. The Magic ship is expected to set sail in 2011, and the Wonder ship about one year later, will set sail in 2012. What’s more, Disney also owns a private island called Castaway Cay, it is in the Bahamas and is used as an exclusive port of call for Disney’s ships.

Disney Cruise Destinations

The cruises lines have many destinations (Common-wealth of Australia, 1995). It sails to the most unique and beautiful places in the world. The destinations include the world most famous beaches, holiday villages and other sight seeing places. The Disney ships go travels to Caribbean Islands, Bahamas, the Mediterranean Region and so on.

The Mediterranean Region includes Spain, Italy, England, Sicily etc., actually this region receives many tourists from all over the world. In Spain region, tourists can go to the city of Barcelona and go shopping, for this is also a shopping heaven.

Speaking to other places, the Disney Cruises also travel to Barbados, Costa Maya, St. Kitts and St. Lucia. In a word, the Disney Cruises travel to the most beautiful and wonderful places in the world, that is why so many people all around the world select the Disney Cruise line and love its vacation.

The advantage analysis of Disney Cruises

There are many advantages of Disney Cruise so many people choose it for overseas traveling.

It is Mickey ! And it is loved by so many children. Disney is vacation heaven for children; it provides v ery good traveling environment and excellent kid ‘ s programs. It has about one third of the ship only for children. And most rooms are both balconies for sightseeing ( MB Sehlinger, L Opsomer, L Testa , 2009 ).

It has so many excellent programs specially customized for children. I t has many teen centers and variety of projects.

As for entertainment, it has top quality musicals. Besides, it private s island Castaway Cay . What ‘ s more, Disney is a famous tourism brand, not only for cruises, but also for theme parks. T he packages can combine Disney cruises with theme parks

Some of the tourists sad, Disney is more of an expensive cruise and they are worth every penny. Their private island is immaculate and awesome. The Disney cruise lines are different with others in many details. It provides fine accommodations, and most rooms are giving perfect experience with more space than other ships.

The Disney line has very cute decorative things loved by most children; It has variety of playing games, not only for children but also for adults.

The disadvantage analysis of Disney Cruises

The ship only has about one third of the places for adults; many places are prepared for the children. S o some people think that it is not a very proper one for adults only, better with children.

Disney is the only line for free fuel surcharge and this line offers free soda for 24 hours per day. But if comparing other costs, Disney seems more expensive

Comparing with other cruise lines, the Disney ships, both the Magic and the Wonder, are a little bit small. The Royal Caribbean ships have the scales at over 150,000 tons, however, Disney only around 80,000 tons

There is no casino on board, some passengers don’t like this.

Some tourists think that their unsavory food and impolite service are terrible. The European tourists don’t like the food. What’s more, the waiters told tourists that they are providing food mainly for Middle Americas who like eating meat loaf at the dinner. The food much better are all need extra pay for Europeans.

It has terrible service. T he work ethic and cleanliness are also dissatisfied. The staff of the Disney Cruises asks tourists for satisfaction cards, to give 1 to 5 score for their service. However, the staff bed for scores of 5 or else they will get fired. It is sad and insulting for the tourists. The tourists have to give 5 scores, with dissatisfying mood.

Some tourists think it is a terrible experience; they doubt the band of “Disney” and can not trust it any more. Other cruise companies offer better products and service, they will choose another cruise line next time.

The future development of Disney Cruises

In the next two or three years, Disney Cruises will add two ships and provide more wonderful lines ( DOWLING, R.K., ed. 2006 ). The future trend of the cruise tourism is that it will add more cruises lines with variety of lifestyles. And the ships will be bigger and bigger. As for the service, it will also become better both in quality and quantity. The cruise tourism will cover more destinations with more playing programs. So there will be a very bright future for the cruise tourism. It will be a choice for more and more tourists. As for the Disney line, will the operation of two more ships, the Disney line will receive more passengers and provide wonderful holidays. We believe that in the next few years, the cruises traveling will be selected by more people and the Disney Cruise line will have more market share and more customers with its excellent vacation design, good service etc.

Travel and tourism attention has the heading upon all sides in many countries especially due to the capability to emanate over-abundance for the economy. The industry is counted as the single of the many critical apparatus of income as well as foreign exchange. Travel as well as Tourism commercial operation especially emphasizes to magnetize the foreigners.

There have been countless examples of tourism destinations around the universe that have been adversely impacted upon by tourism development. Tourism formulation formed upon the philosophies of sustainability has emerged as the single of the many extensive as well as supposed approaches. However, the tolerable proceed to tourism formulation hinges upon dual pass caveats firstly an extended turn of mixed stakeholder appearance in the tourism formulation routine is compulsory as well as secondly, the need for the vital course towards tourism formulation (Simpson, 2001).

While Ritchie and Crouch (2000) explain that more destinations have been taking advantage of vital perspectives towards tourism development, Simpson (2001: 4) finds that although the concepts of stakeholder appearance as well as vital course have been at large permitted as profitable contributors to tolerable development, there have been no prior attempts to sign the border to that such considerations play their role in genuine universal tourism formulation processes.

The foremost impending of this investigate is quite straightforward, to coop down the tourism planning and policy of the tourist destination. The literature is mainly focused on branding, financial and product development policies of the selected destination.

Destination can be basically described as a place in which tourism is comparatively dominant business and the main economic activity that contributes to the local and national governments. The concept of destination management as a matter of fact is therefore a complex one since a particular place regarded as a destination may be covering a wide area like a metropolis, a region, a whole state or sometimes an entire nation for example the Caribbean Island.

Ritchi & Crouch (2003) indicated that running and administering places frequented by tourists is a vital component of being in charge of the effects and damages brought about by tourism. For example in tourist destinations like sub- Saharan Africa where game watching is the prominent tourist attraction, administration of such places is of essence in order to retain the natural environment where game animals live and to discourage unsustainable human activities as much as possible.

Destination management is composed of adjudication and allocation of available space, issuing trading licenses for tour operators and hotel owners, developing and implementing operational policies, safeguarding the parks or the museums, drafting government and local support programs and undertaking related relevant activities or interventions that will help in advancing progresses and day to day running of visitors destinations and associated events.

Roland & Buck (2008) Indicated that the presence of power and authority over these places as may be represented by the county councils or national governments, not for profit bodies, special interest groups, the experts and scholars on environment and the home business council form what is known to be destination management society. A group composed of tourist operators, logistic firms, lodge and bistros, sites, game parks, museums and others form a majority portion that makes a destination.

Another issue that should be taken into account is the means through which the marketing would be done. Most destinations use the internet and television. The promotions about the forth coming world cup in South Africa may be a good case study. It must be noted that management of a single destination is different from another’s because the requirements, size and the location of the area it covers and the number of interested parties may differ.

Marketing is a commerce term which refers to actions taken by a business in order to satisfy its customers on a continued basis and achieving the sales projections it set out. Marketing is a deliberate step of actions that are taken by businesses which sell its goods and services in a market where competitors are many. Customers would always want to choose the best commodities of those available in the market. To create leverage over the competitors and to attract as well maintain a desirable market share, firms must integrate marketing into their operations.

Destination marketing can therefore be defined as a conscious effort by tourism management institutions to sell a certain tourist attraction place or activities to prospective tourists, to meet their sales projections and maintain a sizable percentage of market share compared to other destinations. Several factors are considered when marketing a destination. For example, the target tourists must be identified, their needs taken into account, the competitors must be known, determining the fees and prices paid and so on.

Pike (2004) indicated that several interest groups as well as governments, who depend on a given destination, are necessary for them to come together for the purpose of marketing it. They could achieve this by agreeing on standardizing the services they offer, contributing money for joint advertisements and improving the tourism facilities in and around the destination. However there is a concern by observers that these several parties have divergent interest in the sense that they collude to market the destination they operate from while also competing amongst themselves. A point that should be taken into account is that businesses in a tourist destination are the major contributors to marketing efforts while the authorities are concerned about managing the destinations.

Destination planning can be defined as premeditated efforts by tourism businesses and authorities to arrange and prepare a tourist attraction place or activities with the aim of realizing order and harmony in their operations. According to Clare & Turgut (2006) without a plan, there would be evident disorganization with regard to service delivery. It evidently acknowledged all over the world that it is necessary to employ the use of better alternatives in setting up as well as improving the tourist attraction places. This takes two dimensions. One is of offering the tourists an excellent value for money in the services provided. The second dimension takes into account the effects of human activity on the environment. It also involves the development and improvement of communication and transport networks around and within the destination together with connecting this business to supplementary cost effective industries.

Furthermore, there is an aspect of working with and integrating the neighbouring group of residents. This is because the destination might be their ancestral land and of economic value by virtue of them working and living there. Adequate planning also checks unrestrained or illegal tourism.

Singapore as a tourist destination

Singapore is an international tourist destination with excellent basic and general infrastructure, a great range of activities, events and entertainment. It is regarded as a destination of family oriented, safe, modern, shopping paradise, plenty of sun and good food. It also features one of the most efficient airports in the world and a national airline with strong reputation for reliability and service (Wan T.W.D. & Hui T.K. 2003). Singapore has a great potential to attract tourist, as it is a stopover for many other countries and considered as a tourist hub.

The country has been ranked 5th in global competitiveness in 2009 by world economic forum, which reveals its management and marketing efficiency. Even though the country doesn’t have an exclusive ministry for tourism, the political will and support for tourism industry is great. Singapore experienced visitor arrivals of 10.1 million and tourism receipts of 15.2 billion in 2008 and the government is targeting triple tourism receipts by 2015.

Singapore tourism board

Singapore tourism board is the supreme destination management organisation (DMO) for tourism in Singapore which have four divisions namely tourism marketing, corporate services, tourism business and regional marketing, under ministry of industry and trade. Apart from tourism promotion, STB also performs the role of economic development for tourism industry. The mission of STB is to ensure the position of tourism as a key economic pillar of the country through well thought out strategy in collaboration with public and private sector stakeholders. STB also strives for exciting and innovative experience for the visitors in close partnership with small and medium enterprises. The key focus areas of STB are “enhancing position of Singapore as a leading convention and exhibition city in Asia”, “developing the country as a leading Asian leisure destination” and “establishing Singapore as service centre of Asia”.

According to the Singapore tourism board act, the functions of the management include:

Promotion and development of Singapore as a tourist destination

Advice the government on matters regarding tourism

Maximise the contribution of tourism sector to the national economy.

Regulation functions of tourism enterprises

Develop new tourism products

Develop destination marketing campaigns

Encourage investments in tourism infrastructure

Tourism policies

DMO of Singapore is well aware of the total system definition of the country as a tourist destination since its independence, which is evident from well defined, efficient and dynamic tourism policies. The management of tourism in Singapore has undergone assorted changes over decades and the current tourism strategies are based on three focuses; elevating its position as – leading exhibition and convention city in Asia with strong and dynamic business environment, leading Asian leisure destination, and the service centre of Asia. The embracing cause of opposite policies as good as strategies directed during compelling and championing tourism in Singapore has been theme to socio mercantile changes upon an internal as well as tellurian fronts. A deeper bargain of issues regarding tourism growth in Singapore necessitates an examination of a behind belligerent of these hurdles as they describe to sold amicable mercantile as good as domestic conditions of Singapore.

Singapore tourism board has sought to be variable to changes in a wider socio mercantile environment. Tourism policies as well as strategies have to illustrate mostly corresponded to tellurian forces conversion trends in tourism as well as mercantile growth and responded to internal factors such as becoming different amicable conditions in a city state.

Branding & marketing strategy

The dramatic improvement in Singapore’s technology has lead to a shift in its brand strategy where it was initially known as “instant Asia” since its independence in 1965. After a period of time, Singapore tourism board has deployed the brand “Uniquely Singapore” (government of Singapore 2006) to showcase the identity of the country, which has now evolved as “yoursingapore”. Different ministries and statutory bodies of Singapore are marketing the country with different brands using different images. For this reason, Singapore has an umbrella positioning exercise in place to coordinate the efforts of different agencies and statutory bodies.

STB has derived well thought out strategies to communicate the brand image to all domestic and overseas stakeholders and of course the potential travellers. Singapore has recognised the potential value of the brands and has well addressed the matter by employing professional marketing methods and strategies. It also realises the potential of mega events in promoting the brand and is doing the best to attract such events to the country in conjunction with the government (for example, formulae one race and youth Olympics). Initiatives have also been taken to boost up the brand image through media and technology which could bring about a great positive impact to the country’s reputation. STB communicates the brand “yoursingapore” through its 18 overseas offices and various media like advertising, photography, brochures, online initiatives and also the film industry (film in Singapore scheme). The website www.yoursingapore.com delivers a new experience that no other tourism destinations are currently offering.

STB gives equal importance to brand awareness by travellers as well as residents and several initiatives has been taken in macro and micro level to address this. It also claims that the brand is globally well known which is apparent from awareness and recall among the target markets. A few surveys have ranked Singapore’s brand among the top in terms of all roundedness, consistency, economic environment and supremacy. STB is also striving to associate the brand with positive aspects like place of opportunity, creativity, research and development. Since the size of the country is smaller, it’s comparatively easy for STB to represent the country in a holistic way without a dilemma of which one to focus on.

Singapore sees branding as a platform for marketing, advertising and public relations efforts of the country. Realising the fact that Singapore is already advanced in landscape and technology, the marketing focus has shifted from hard aspects to soft aspects like lifestyle, visitor experience and innovative tourism products and services. This is evident from a number of new tourism developmental strategies implemented to achieve the vision of tourism sector to “be a leading economic development agency in tourism, known for partnership, innovation and excellence”. The above said strategies include promotion and encouragement of diversity, experimentation, innovation, high level of customer service, IT oriented business frame, strategic alliance and so on which underpins the destination vision. The country is well addressing the issue of transforming the old mindset of international audience and market the current reality as a dynamic and culturally vivacious city.

Singapore is also an example of “glocalisation” (Foley M. et.al 2006) by increasingly differentiating visitors, by ‘invention’ of consumer traditions in terms of marketing.

Product / Facility development strategy

With the image of a high tech city, tourism products and services of Singapore has always been revolving around technology, regardless of the fact that the adoption of technology in tourism sector is comparatively low. The product and service development in tourism, hospitality and retail sector is being differentiated with the 10 year master plan of technology namely intelligent nation 2015 (iN2015). iN2015 is a master strategy to maximise the use of technology in all economic sectors including tourism across Singapore. iWealth is another management policy under iN2015, seeks to strengthen Singapore as a wealth management centre. It also promote investments and product development to enable better risk management and timely market of innovative products and services.

With a clear pragmatic vision of tourism and hospitality industry, the strategies are concentrated on three main areas. In the first strategy, the outlook has gone beyond visitor experience to superior visitor experience with seamless and personalised service. The two programmes under this strategy are digital concierge and speedy registration for visitors. The second strategy focuses on improving industry efficiency by adopting more technology and supply chain integration, where as the third policy ponder on evolution of new ideas utilising technology in the tourism industry. The funding for instigating technology in tourism is well taken care by the government with a scheme called tourism technology fund of S$10 million, which is a catalyst for iN2015 to transform the tourism industry and sustain long term. In addition, STB is also looking forward for huge projects like world’s best shopping complex in orchard road and iconic resorts to improve tourism attractions.

Financial policy

The tourism industry in Singapore has got a great level of political will and support which consequently lead to sound economic policies for developing and sustaining tourism growth. Tourism industry in Singapore is funded 100% through STB, by the government, from hotel room night taxes, (SRI international 1999) which is 4.6% of the total government expenditure. Apart from this STB also receives funds from private sector for joint ventures.

STB is a spearhead for tourism development in close collaboration with public and private sectors to adapt a comprehensive and holistic approach to build a strong economic policy to derive greater economic growth. The abolition of its long standing prohibition of gambling and casinos by the government resulted in huge increase in visitor arrivals and subsequently larger economic growth. As such, liberalisation and long-short term incentives in the transport industry have lead Singapore to emerge as a marine and aviation hub in Asia. STB in association with the government has come up with various economic policies to assist areas like investment promotion, product and industry development, financial grants and tax incentives to further develop Singapore as a tourist destination and sustain the economic growth. The economic policies are as follows;

Tourism development assistance scheme (TDAS) – to accelerate the pace of tourism development in Singapore.

Double tax deduction for inbound tourism promotion and local trade exhibitions – to encourage private sector to market Singapore in local and overseas trade fairs and exhibitions.

Investment allowance scheme for flagship concepts – to promote investments in small and medium enterprises and entertainment.

Concessionary tax rate for mega events – to attract event organisers to stage Singapore for mega events.

Film in Singapore scheme (FSS) – to encourage and attract film makers to shoot in Singapore (Consider the positive image created for Newzealand through the film “lord of the rings”).

BE in Singapore incentive scheme – to promote and expand business events in Singapore.

Assessment of strategies
Branding & positioning

The branding strategy of Singapore largely influences the way they want their target market and the tourism industry as a whole to view the country in terms of tourist attractions just as the way it should be according to Ritchie and Crouch (2003). YourSingapore differentiates Singapore’s worth tender from which of competitors; ensuring Singapore stays applicable as well as constrained to today’s travellers, as code equity as well as code recall impact visitor arrivals as well as tourism receipts. YourSingapore is an innovative judgment which focuses upon personalisation as well as an aberration of Singapore and knowledge to any visitor. It uses a smart platform, www.yoursingapore.com, to simply capacitate travellers to renovate their preferred Singapore experience into reality. Yoursingapore’s digital approach in branding/positioning, blogging, social media monitoring, and travel e-commerce can aggressively enhance pre-experience selection, such as identification, differentiation, anticipation, expectation and re assurance, while promising truth in the advertising policy as Crouch and Ritchie recommends. Consolidation and reinforcement of post -experience recollection is also successfully accomplished by the brand image of Singapore with its efficient communication network. The idea of brand umbrella also helps STB to consolidate the efforts of different agencies in Singapore to market it and at the same time coordinating and enhancing the status of the whole community.

While the brand images position the destination among the target markets, the policy of changing the brand names by Singapore from “instant Asia” to “Uniquely Singapore” and further to “yoursingapore” is to be scanned for what impacts it brings about in the mind of tourists around the globe. STB’s Assistant chief executive of marketing Ken Low justifies the policy that a brand’s life span is not more than seven years. But it should be considered that many other brand campaigns have been in action for decades and still efficient.

Product / Facility development

This stage of planning phase of singapore could be considered as efficient and effective as they are well directed towards two themes out of three, prescribed by Crouch & Ritchie such as facility planning for competent destination, new and innovative event development for tourism attractions enhancement. However, strategies for expanding and strengthening STB through memberships are not detectable in the tourism policy context of Singapore. It can be seen that the nature of Singapore tourism policies is governing the tourism sector solely by public sector with limited private sector participation, which is indeed competent.

iN2015 would be a great advantage for tourism products and service development in Singapore considering the current unprofessional operations in a major part of food and retail sector which often results in creating undesired visitor interpretations. The project is expected to provide the individual tourists with satisfying and challenging experiences to a great extend.

Financial resource strategy

The rapid growth of industries reveals the efficiency of economic policies of Singapore ever since it is independent and when it comes to the new era policies for tourism economy, the constant increase in tourism receipts which reached S$15 billion in 2008 divulges its effectiveness. As recommended by Ritchie and crouch (2003) and Tourism Working Group, aggressive strategies are developed to attract global players for investment promotion, thus raising more capital through taxes from private sector for tourism growth. Investment allowance scheme, BE in Singapore scheme, and concessionary tax rates along with free trade policy are a few examples of these policies. These are key financial policies to increase tax returns with other supplementing strategies, considering that tourism industry in Singapore is 100% funded by the government through taxes from the tourism business itself. There are no visible policies of raising debt and equity capital or direct funding from private sector which is not much necessary for Singapore with greater business investments from foreign and private sector. Apart from public funding, STB also aims to encourage investments from private sector for infrastructure development and joint tourism promotional campaigns.

In contrast, Singapore has a mix of well defined public and private sector funding policies, which is an ideal model of financial resource policy. The cost effectiveness of policies like tax deduction and non tax incentives on offer is, however, open to question.

Conclusion

From the analysis and assessment, it is evident that Singapore has a proactive approach which tries to achieve a vivacious tourism destination through forward planning, timely interventions, policy and infrastructural development. Whereas, the positive outcomes of destination development may be attributed to integration, flexibility and strong aspiration of the policy and strategy. The involvement of the government in tourism has been positive and likely to be continued so.

Most policies of STB and government seem to serve the tourism practitioners better, rather than policy makers. This is a key component of policies in order to encourage practitioners to implement theoretical policies into practice. Success of Singapore as a sustainable and competent tourism destination depends mostly upon the effectiveness and efficiency of policy and planning, as far as Singapore tourism board is examined. The balanced brand strategy of Singapore positions itself in its niche markets, whereas, marketing, product development and financial policies acts as a catalyst to boost up tourism receipts at the same time, sustainably competing in the international tourism market.

Describe the major accidents and incidents that could occur throughout the duration of the programme described above. Tourist destination is the most important component in a tour package. This helps tour operator to attract tourist for their packages. Following are some of main tourist destinations tour operators use to attract tourist for their tour packages

1.1 Activities in tour packages.

Based on the type and the requirement of the consumer tour operator creates a packages. If the tour package is based on adventure tourism it will mainly consist of activity based tour itinerary. These activities are based on the tourist location they visit. As an example tour package in Africa includes a safari tour, in Dubai shopping and also safaris in deserts etc.

Following are some of main activities that include in a tour package. These activities can be change by demand of travel group. And also it is tour operators responsibility to arrange these activities with safety measures.

Safari tour

Surfing

Rafting

Horse riding

Hiking

Nature walks

Hot air balloon

Helicopter tours

Bridge jumping

Diving

Whale watching

Cruising

Historical Places Visit

Group Events in hotel

Shopping

Cultural event

Boat Riding

Another adventure events

1.2. Tourism and Transportation

Transportation is the method using for travel one place to another. Travelling is main part of any kind of tourism. No tourism take place without considering about transportation. There are four main transportation methods used when it comes to travel and tourism, they are air, road, sea and railway. Most of tour operators used following methods of transportation heavily for their travel arrangements.

Air :- Aviation

This is the most common method use for transportation within the tourism industry. This can be divide in two ways. International and domestic travel. Tour operators get this service through the travel agents.

Ground:- Coaches and Rail

These are the two methods tour operators used to travel tourist in the ground. Most tour operators manage their own coaches services with well manage staff. If not they get the service from travel agents. Depend on the size of the group coaches can be varied.

Railway is mainly managed by rail companies. They provide scheduled service within the home country. Tour operators may reserve seats for tourist group and use this service.

Sea :- Ships, Ferry

This is the transport method heavily used when people travel in the water. Ships and Ferries provide link between group of islands, or islands and a larger land mass. Tour operators get the service through the cruise or ferry operators for their packages.

1.3.Accidents in tourism

An accident is a specific, unexpected, unusual and unintended external action which occurs in a particular time and place, with no apparent and deliberate cause but with marked effects. It implies a generally negative outcome which may have been avoided or prevented had circumstances leading up to the accident been recognized, and acted upon, prior to its occurrence.(Wikipidea )

As described above even in tourism there is a big possibility to take place an accident during the tour program. Following are some major accident that could happen in the tourism industry. These accident can be divided in to several section depend on the accident type and location it happens.

1.3.1. Accident Due to Natural phenomena

Itaˆ™s a common fact that natural phenomena cause huge accident and damages to tourism industry. As an example Tsunami in 2004 December results number of deaths in the coastal area including tourist who were there at the time when it happened. Following are some of natural phenomena identified around the world

Earthquakes

Flood

Landslides

Erosion

Fire

Storms

1.3.2. Accident in the Transportation

When tour operators creating packages as described above they use various method of transportation to travel tourist. Following are some accidents that can take place while transporting passengers,

Air accidents

Sea accidents

Rail accidents

Road accidents

1.3.3.Accidents due to Activities

As we described in this article travelers are participating various kind of activities in the event. Due to these activities traveler can face to these type of accidents.

Animal Attacks

Pool Accident

Beach accident

Falling down

Overturn Boat

1.3.4.Biological

Also there can be certain incidents that a traveler may face with following types of accidents,

Communicable diseases

Food hygiene

Illness

1.3.5.Accident made by man

In a destination there can be sudden attracts or picketing that a traveler might face in to, some of them are

Political Reasons

Incident investigations

Terrorist attacks

Tour operator goes bankruptcy

1.3.6.Common Accident

Apart from all other following accident can happen to anyone including tourist at any time in anywhere,

Meat with a robbery

Lost in the way

1.4.Result of accident

Accident always brings up the bad result. Following are some of results can occur due to an accidents in the middle of travel package.

Dead of one or more in a travel group

Injured of one or more in a travel group

Trip Cancellation

Group stuck in a location

Illness of one or more group members

Delay from a schedule time

Economy problem of group members

Lost baggage.

By doing this professional profiling module I was doing a comprehensive analysis on the Jet Airways which is one of the leading airways in Indian subcontinent. For this I am going through the history of this company from the beginning to now and also the different marketing strategies they have adopted to improve their facilities and management with its competitors. To analyse this company deeper I will be doing a SWOT analysis such as their strengths, weakness, oppurtunities and threats compared to other companies. I think this will help me to know more about this company.

2. Objectives

To research and analyze how Jet Airways has reached on top position in a highly competitive market like India

To analyze the quality of service standard offered by Jet Airways.

To find out the strategies they adopted to gain their success in the industry

To find how they attracted new customers and how they build up trust between themselves and their valuable customers.

Suggest them how they can keep up their spot and how they can improve the areas where they are week.

To know more about the milestones covered by Jet airways.

3. Introduction

Jet airways was established in 1992 as an air taxi operator and later on 1993 they started their commercial operations Jet airways is the second largest air line in India and also one of the dominating market leaders in domestic sector. It has an international hub at Brussels airport at Belgium.Naresh Goyal one of the London based billionaire was founder of Jet airways. Mumbai is the headquarter of Jet airways. Jet airways were the first private airline of India to fly over international destinations. It operates over 400 flights all over the world around 67 destinations. In this 44 destinations are domestic and 23 destinations are international. They got number of awards for their services and goods. They have two low cost flights such as jet lights and jet airways connect.

Their major competitors in this field are kingfisher airlines. Indian airlines, Go air, Spice jet etc…………

Achievements

Jet air ways has a lot of achievements in this field such as,

Best first class Business class and economy class at the business traveller awards

Best programme of the year by Freddie awards in 2007 and 2008

Best overall in Entertainment at the aviation awards 2010

India’s popular domestic airline at the SATTE 2006 awards

India’s airline at the world travel awards 2006

Best technical Despatch Reliability by Beaver 2002

Service excellence award at Global Managers in Jurassic Park, Sudan

India’s most respected company in the travel and food sector by businessworld 2003

Best long haul carrier ex-Brussels award at the Tim Travel awards 2009

Business travellers best Indian Airline Award in London.

Marketing strategies

The marketing strategies introduced by Jet airways is one of the important factors that them to achieve good customer satisfaction and earn more profit. Some of the marketing strategies adopted by the Jet airways are

Good Planning

Good planning is one of the important factors for the success of Jet airways in these sectors. By proper planning and trial they were able to make changes in the services and facilities. Their first priority is always given to the customer satisfactions and need. For this they compared the past experience and improve. Because of this fact they can reach at the top position.

Marketing segmentation

The customers are divided into different classes such as Business class, ecomical class, and First class. Their target customers were Business class and economic class. The main reason is that the business travellers contribute about 66% of the revenue with 48% of travellers. Leisure travellers choose the economic class because they prefer low price airlines so they will change to the airline which gives more discounts. Therefore using the customer segmentation they find their target customers.

Promotional tactics

For attracting customers to their side they introduce some promotional activities such as offering free tickets to customers, low fare charge to students, jetlite surprises, corporate deals etc…………………

4. SWOT Analysis
Strength

Naresh Goyal the founder of the company was the strength behind the jet airways. His good knowledge in this sector and intelligence makes jet air ways as the second largest airline in india.Employees are also one of the important strength of jet airways. They have good intelligent and hardworking experienced staffs. They always give first place to the customer satisfaction this makes the company to achieve a lot of awards in this sector.

Strength of the jet airways is the customers. They have good customer reputation in front of the customers. They maintain their customers by giving good quality services and punctuality. This makes the jet airways to attract the customers all over the world in a short period of time. They have good relation with the government and all this make them at a higher position.

Jet airways are the one of the market leader with largest fleet size and have the ability to increase their profit and form a good relation all over the world.

Weakness

Even though Jet airways have lot of strengths in this sector they have some weakness in some areas. Some of the weaknesses they have in this sector are

They have decreased growth rate and loosing of domestic shares compared to other leading airline companies such as kingfisher, go air etc…….They have old fleet with an average age around 4.79 years. Also they have weak promotion and discounts compared to other airlines. Trade unions in employees is also one of the weakness of the company because of the employees strike will affect the proper functioning of the company and it will affect the reputation of the company.

Opportunities

Main opportunity for Jet airways is the field of untapped air cargo market. And they also have scope for the international tourism and services.

Threats

Now a day’s jet airways have to face lot of threats in this sector compared to the past. The main reason for this is because of the increase in the airline companies and therefore a lot of competition between the domestic airlines such as kingfisher, Go air, Spice jet, Indian airlines etc……..In order keep their top position they have to try very hard and well planning in their project. High fuel price hike is also one of the threats facing by the company in past few years because of this they have to increase the ticket price and they loss their customers to the airlines. They not only facing challenges in domestic market, they are also facing challenges in international market because they have international competitors such as British airlines, etc…….

5. PEST Analysis
Political

Some of the major political issues that Jet Airways is facing in the present days include:

Permit for International Operations: Although getting a permit for international operations for airliners seems to be not of a much big concern, still there are a wide range of procedures and standards that are to be met, to be eligible for the same. These standards and licensing services are under the direct control of Civil aviation Authorities of the respective country. The Standards laid down by these Governing bodies also varied from place to place.

International route Regulations.

Open Sky Policy.

Economical

Major economical problems which are faced includes:

Rising fuel cost and Currency Inflation.

Infrastructure Constraints.

Need of higher capital Investment.

Social

Increase in Population Growth.

Brain Drain.

Globalisation in Employment Sector.

The Status symbol attached to Air Travel.

Technological

Improved Living Standards in Developing Countries.

Higher preference for E-Commerce and E-Ticketing.

Evolution of better and improved techniques every now and then.

Environmental

Greater awareness and concern towards environmental conservation.

Dwindling Environmental Balance.

Tourism Saturation.

Legal

Inflexible and varied aviation rules and regulations in different countries.

Bilateral Treaties.

High tax charges which vary from country to country.

6. Conclusion

As the time pass by, Jet Airways is evolving in every possible domain of aircraft industry, provided that the challenges and threat are also growing along with the opportunities available in the market. Because of this there is a need that Jet Airways transform their operational priorities so that they can meet the expectation of the high and as well as the lower end of the demanding population. The division in the market, thus separating the aircraft industry into parts based upon their mode of operation has forced airliners like JET airways to do something renowned and distinct so as to stand out of the crowd.

In comparison to the offer that were given a couple of years ago and now, for the fares and other facilities are of no more match. Ticket fares these days have gone down to ‘0’ as well, just because of the massive competition prevailing in this sector. Another strategy that can be deployed is by achieving service quality, namely the in-flight and also the post-flight services given to the passengers. Providing extra attention to fragile areas or areas where performance qualities aren’t met, should be taken special care.

7. Suggestions and Recommendations

Weighing the strengths and weakness, Jet Airways has overcome their weaknesses and its time that they make their weaknesses their strength and overcome the prevailing and approaching threats in the market that evolve every now and then. The basic things that they should take into consideration:

To meet the growing demands of the high end users, upgrade their technology and accessories to have a better image on the public.

Try to raise the Brand name, by giving quality service to the passengers both in-flight and post-flight as well.

Establish better Tie- Ups with external agencies or carriers to have a better connection worldwide.

Launch attractive and handsome offers to attract higher end customers.

8. Appendices

In accordance with the creation of my Project Development, i met with a guy from my native place at the Changi International Airport, who happened to be a fresh graduate with a Diploma in Civil Aviation. It was from him that i could learn a lot about the Civil Aviation rules and regulations, also he did forwarded to me couple of resources which were really helpful and proved to be vital for the proper completion of the Project work. It was really helpful indeed.

9. Questionnaire

Analysing the changing trend and purchasing style of the population, how do you assess the standing to Jet Airways in the current market?

In this pre-occupied living of the people, do you think post flight services will be helpful as a market strategy?

Companies are going about brand activation at multiple consumer touch-points. How are you balancing your offline and online marketing initiatives?

To research and analyze how kingfisher airlines has retained one of the top position in a highly competitive market like India. To find out what makes them special from all other airlines in India. To find out how kingfisher airlines compete with leading airlines like Air Indian and Jet. To find out what customer tactics they used to bring more customers to the organization.

Content summary

To approach by doing SWOT and PEST analysis of the company by looking through the magazines and websites available on company.

In order to analyze the company’s strategy I will be doing 7p analysis.

In order to make my objectives a true I will be carrying out an interview with father’s friend who is working in kingfisher airlines.

I will be doing a case study on how kingfisher airline is different from and India Airlines.

I will be also proposing some new strategies which can help the organization to improve their performance more

Table of contents

Page

Table of Content 3&4
Objective 2
Content summary 2
Introduction 3
About the Company 5
History 5
Achievements 6
Marketing strategy 7
PESTEL Analysis 8
Political 8
Economical 8
Social 8
Technological 8
Environmental 9
Local 9
7 P’s Analysis 9
Product 9
Promotions 10
Price 10
People 10
Place 10
Physical evidence 11
Process 11
SWOT Analysis 11
Strengths 11
Weakness 12
Opportunities 12
Threats 12
Comparison Kingfisher VS Indian Airlines 12&13
Suggestion and recommendation 14
Appendix 14
Questionnaire
References 15
Introduction

Kingfisher Airlines Limited is a major Indian airline. Kingfisher operates more than 400 flights a day and has a network of 72 destinations, with regional and long-haul international services. Kingfisher Airlines, through one of its holding companies United Breweries Group, has a 50 percent stake in low-cost carrier Kingfisher Red, formerly known as Air Deccan.

Kingfisher Airlines is one of six airlines in the world to have a five-star rating from Skytrax, along with Asian Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and Cathay Pacific Airways. In May 2009, Kingfisher Airlines carried more than a million passengers, giving it the highest market share among airlines in India.

Kingfisher has its registered office in the UB Tower in Bangalore and its head office in the Kingfisher House in Mumbai.

History

The airline started operations on 9 May 2005, following the dry lease of four brand new Airbus A320-200 aircraft. Its first flight was from Mumbai to Delhi. At the launch of the airline, Dr. Mallya said that he is “committed to achieving our ambition of making Kingfisher Airlines India’s largest private airline both in capacity and market share by 2010.”

The airline ushered in a new era of luxury in India’s domestic aviation sector with its brand new aircraft with stylish red interiors, and smartly dressed crew and ground staff. Kingfisher was the first Indian airline to have in-flight entertainment (IFE) systems on every seat even on domestic flights. All passengers were given a “welcome kit” consisting goodies such as a pen, facial tissue and headphones to use with the IFE system. Initially, passengers were able to watch only recorded TV programming on the IFE system, but later an alliance was formed with Dish TV to provide live TV in-flight. And in a marked departure from tradition, Kingfisher Airlines decided to have an on-screen safety demonstration using the IFE system.

On 14 July 2008, Kingfisher unveiled its first ever Wide-body aircraft, a Airbus A330-200 at the 46th Farnborough Air show held in July 2008. Kingfisher’s first Airbus A330-200 was widely billed as the best A330-200 ever built by Airbus. On 3 September 2008, Kingfisher started its international operations by connecting Bangalore with London.

Achievements
Kingfisher Airlines has received three global awards at the SKYTRAX World Airline Awards

Named Best Airline In India / Central Asia; Best Cabin Crew – Central Asia

Kingfisher RED named Best Low Cost Airline in India / Central Asia

NDTV Profit Business Leadership Award for Aviation

awarded to Kingfisher Airlines by NDTV twice in two years

India’s only 5 Star airline, rated by Skytrax and 6th airline in the world

to be certified as 5 star airline by Skytrax

Ranked amongst India’s Top Service Brands of 2008

ranking by Pitch magazine

Voted as India’s Favourite Airline

in a survey conducted by an independent research firm with 46% votes compared to others

Rated as Asia Pacific’s Top Airline Brand

in a survey conducted by TNS on Asia Pacific’s Top 1,000 Brands for 2008

Brand Leadership Award

in the service and hospitality segment against several acclaimed hotels, leading banks and other airlines

Economic Times Avaya Award 2006 for Excellence in Customer Responsiveness

award is presented by the highly acclaimed Business Daily, Economic Times

India’s No. 1 Airline in customer satisfaction

Business World

Rated amongst India’s most respected companies

Business World

Rated amongst India’s 25 Innovative Companies

in a survey conducted by Plan man Media in 2006

The Best Airline and India’s Favourite Carrier

in a Survey conducted by The Times of India

Service Excellence 2005-2006 for a New Airline

by Skytrax, a UK based specialist global air transport advisor

Ranked Third in the survey on India’s Most Successful Brand launch of 2005

Under the Brand Derby Survey conducted by India’s leading business daily – Business Standard

Busiest Brands of 2005

ranked amongst the Top Ten busiest brands of 2005 and 2006 across product categories, in the survey conducted by agency faqs and The Brand Reporter

Best New Airline of the Year Award for 2005

Centre for Asia Pacific Aviation (CAPA) Award in the Asia-Pacific and Middle East region

Marketing strategies

Kingfisher Airlines has a clearly defined target audience- SEC A, SEC B+ (socio-economic class) in the age group of 25-45 years of age.

Kingfisher Airlines offers brand new aircraft, designer interiors, gourmet cuisine and in flight-entertainment (there are five channels of FUN TV and 10 channels of Kingfisher Radio, which are personalized).

Communicate with guests at multiple touch points. They use all media of communication television, print, radio, outdoor, malls, multiplexes, clubs, pubs, in-flight etc. The guests are constantly informed of their new offers.

They offer tickets to theatre screenings, fashion shows, sports screenings etc to their frequent travellers (club members).

Their Partners Program has been very successful. They have tied up with the best of brands across industries. Tata Tetley, Pepsi, Microsoft, Inox, Kenzo , IFB, Taj, Park Hotels and Oxford book stores have been some of leading partners.

PESTEL Analysis
Political

Foreign airlines are not allowed to buy a stake in domestic airlines.

International route regulations

Closing down of domestic airports

Open sky policy

Economical

Contribution to the Indian economy

Rising cost of fuel

Investment in the sector of aviation

The growth of the middle income group family affects the aviation sector.

Shortage of the infrastructure capacity

Social

Development of cities leads to better services and airports

Employment opportunities

Safety regulations

The status symbol attached to a plane travel.

Technological

The growth of e-commerce and e-ticketing

Satellite based navigation system

Modernisation and privatisation of the airports

Developing green filed airports with private sector for example in Bangalore the airport corporation limited.

Environmental

The increase in global warming

The sudden and the unexpected behaviour of the atmosphere and the dependency on whether

Shortage of the infrastructural capacity

Tourism saturation

Legal

Bilateral treaties

Airlines acquisitions and the leasing cost

In the United States, low-cost airlines often operated from small airports that charge lower fees and that did not suffer from the congestion at large airports

In India, however, government policy did not allow the creation of airports closer than 150KM from each other, and the old airports at Bangalore and Hyderabad were closed down when the new one started.

7 P’s
Product

Fleet size

Aircrafts

International foray

Promotions

Advertisements

Magazines and newspaper ads

Exposure at non-corporate events

Participation at international airs hows

Endorsing celebrities like Katrina Kaif and Deepika padukone

Price

Dynamic pricing model – multiple fare levels

Uniform rules

No hidden restrictions

Pricing models – eight different levels

Discounts provided from time to time

People

Backbone of the brand

Extensive trainings

Hospitality industry and consider their customer as guest

Interpersonal skills, aptitude, and service knowledge

Place

Online booking (official site)

Online booking – Yatro.com, make my trip.com, ezeego1.com

Credit cards and debit cards payment

SMS/call

Outlets in every major city and at every airport across the country

Physical evidence

Personal valets

Exclusive lounge space

Hi! Blitz

Gourmet cuisine

World class cabin crew

Kingfisher radio

Process

Booking the ticket – online booking or telephone – booking or from any of the kingfisher outlets and private agencies.

SWOT Analysis
Strength

First airline with full new fleet of aircraft

Quality hospitality provided to customers.

Route rationalization.

Already having training academy.

Weaknesses

Service delivery to metros and other big cities

Yet not in a high profit.

High ticket pricing

Opportunities

Under penetrated domestic market

Chances International market

Untapped air cargo market

Expanding tourism industry

Threats

Existing operators

Infrastructure issue

Fuel price hike

Economic slowdown

Kingfisher VS Indian Airlines
Areas
Indian airlines
Kingfisher Airlines

Reservation

Ticket can be booked by ringing or visiting the office.

As soon as waiting list ticket get confirmed they will call the customers on the given contact number

Passengers can make the booking first and purchase the ticket later

Ticket can be cancelled over phone or through fax 24hr before the journey

By the help of user friendly websites

Kingfisher airline office

Authorized agents

Payment can be made by the debit card, credit card, payment at kingfisher airlines office, credit note

Kingfisher airline provides the home delivery of tickets and maintains direct relation with the customers.

Fares

Special fares offered for army forces, war disabled officers, war widows, blind persons, cancer patients, person suffering from 80% and above locomotive disability.

Concessional fare to senior citizens, students etc.

Fare apply only for carriage from airport at the point of origin to the airport at the point of destination

It has 30 to 40 % lower ticket coast compared to other carrier operating in the country

Meals

Indicate the personal meal preference at the time of booking to ensure correct meal on board the flight

Special meals: provided to passengers Indian vegetarian, western vegetarian, Hindu non- vegetarian, children food items etc.

On board

Choose from the readymade food

Business class and economic class

Order what you like – freshly made on board

Equality in class , no differentiation

Low cost

On ground

More waiting time

Satisfactory handling of delays

Less waiting time

Efficient handling of delays

Suggestions and recommendation

Reduce labour cost

Simplify the flight operations

Offer more transparent pricing

Get smart on fuel

The process of acquiring spice jet if complete would make kingfisher the larget player in the aviation industry

Different modes of pricing should be taken care of

Needs to change brand perceptions

Gain optional efficiencies through alliances as with Jet Airways

Fleet size expansion

Partnering with Jet Airways and some depending brands.

Appendix

As part of the report preparation I visited my dad’s friend who is working in kingfisher and I had an interview with him. I went through many magazines who wrote articles about kingfisher’s and Dr. Mallya’s success. I have talked with some of my friends who got chance to fly in kingfisher. They explained to me the facilities they got and their rating to the flight travel.

Questionnaire

As a supplier, what major trends have you witnessed in the manner consumers in India buy travel especially air ticket?

How would you describe your target audience? How do you assess the current positioning of Kingfisher Airlines?

Companies are going about brand activation at multiple consumer touch-points. How are you balancing your offline and online marketing initiatives?

How tough is it in the current environment to build connect with consumers?

How successful has been your Partners Program, a forum where like-minded brands to Kingfisher Airlines can come on the same platform and achieve respective marketing objectives?

The hotels are constructed to provide visitors meals provisions, asylum but beside this some big hotels do provide bar, entertainment , casino, tour and travels, swimming pool facilities etc. hotels do provide all the customized furnished household that make relax travellers or visitors. Historically hotels are used for many functions, serving for business purposes, for social activities, for public assembly, for political purposes, for vacations, and for permanent residences. In short hotels are a vast industry.

Hotels can be categorised into two kinds:-

Chained hotel: – when there are a numbers of hotel with the same brand name around the globe and all hotel possess same name and identical features. Its brand name is shared by many proprietors in return of fixed payment. (According to the tri hospitality consulting) The UK Chain Hotels sample is composed of 489 hotels with an average hotel size of 185 bedrooms. For example -Hilton hotels in UK.

Independent hotel: – Hotel that are run and managed by itself. It may have many other hotels by the same name at the different location but it does not allow other proprietor to use its brand name, For example -Burj al Arab(Dubai),white swan inn inyorkshire,42 the calls in Yorkshire etc.

ABSTRACT

Results of which kind of hotel industry is best suited to survive in a slowing economy is depends on market factors whereas other factors have less influence as cost drivers are restricted by the slower economy .chained hotel industries is very like the globalisation whereas independent hotel industries are very like to small business entrepreneur. Customers always expect “responsive” policies in terms of the facilities and services given to them. As a result the integration, strategy, proper planning for the expansion and analysis based on the information system always allows the proper coordination and proper measurement of the all factors which may act as constraint in the growth in the slower economy.

SECTION 1-

Any hotel, retail store and relevant business can be opened in two ways: –

Set its own name and create its own brand name. This way independent market strategy can be set up its own term and condition for all the policy. A hotel set in this way is termed as the chained hotel or a part of the independent hotels.

Whereas another way is to buy a franchise and act according to the parameter set by the brand name owner. In the way, branding cost and advertisement cost get reduce down and cover the maximum number of the geographical area. A hotel set according in this way is termed as “chain hotels”. Example of the chained industries -MacDonald’s, Intercontinental, Whitebread, permira , Here Macdonald’s is presented in all areas across the UK and any proprietor can buy a franchise of the MacDonald’s in return of the fixed payment.

Hotel industry is getting shirked because of the depression in the spending power of the consumers and decrease in the room occupancy in the all hotel. Various company also decreasing the number of business trip by its executive in order to cost cutting so that respective company can survive in the recession.

Bob Bailey, partner, Baker Tilly said: “It is predicted by forty percent of European hotel executives that more than five hotel chains will go into insolvency in the coming year

Following are the way to fight with the slowing in the economy:-

The best way to fight with the recession is to increase share of the hotel in the market.
Create packages for the premier tourist company or power company
By creating loyalty to a particular group of the company so that these company will be the first to see the offers and add on provided by the hotel group.
Hotel should talk to the supplier in order to get sum up marketing and advertisement.
Hire entrepreneur who invent new idea as live in accommodation for the general staff in order to increase efficiency.

COMPETITIVE THEORY MODELS: –

According to the porter, following five points are key point of the analysis of the complete market for planning, business development, making business development, analyse the competitors.

Porter’s Five Forces of Competitive Position:-

Existing competitive rivalry between suppliers
Threat of new market entrants
Bargaining power of buyers
Power of suppliers
Threat of substitute products (including technology change)

Factor which do affect the competitive approach of any hotel:-

Analysis of the competitor hotel: –

Analysis of the competitor shows the growth of the competitor hotels and their approaches, strategy, available hotels and their specific services in the particular ares, breakup of the fixed cost, and trends of the competitor hotels.

New players in the hotel industry: –

Positive and negative point of the entering into the hotel industry at the particular time, Where is the geographical structure of the area, population breakup of the area, Resistance while entering into the competition for example -a hotel is going to open in the oxford city and the normal rent for 24 hours in that area is 50 pounds, so till the point that hotel is not going to enhance the services provided or lower the rents, the success of hotel is not guaranteed.

Power of the Enterprises/hotel: –

This Factor including the reputation of the brand incurred in the market in that geographical area, type of the hotel i.e. is it a small-medium or a chain hotel? Geographical coverage of the hotel in the area, quality of the rooms and services.

Customers buying power: –

Buyers choice, buyers number in that area i.e. ratio of the hotel to the customer, importance of the services i.e. some particular service (luxurious service) is required or not.

Threat of the substitute: –

Legislative’s change and implementation in the particular area change in the fashion with the change in time. One more factor involve in this very much as change in the market distribution.

One more method SWOT (Strength, Weakness, opportunity, threat) analysis is an important part of the strategic planning model. The throughout environmental scan is divided into two parts:-

INTERNAL ANALYSIS: – STRENTHS or positive parts of the hotel/entrepreneurship are listed down. For example – Cost advantages in the fixed cost, strong brand name, good reputation among power customer.

WEAKNESS or negative parts of the hotel/entrepreneurship are listed down. For example-Bad location of the hotel, high cost structure, poor reputation etc.

EXTERNAL ANALYSIS: -OPPORTUNITY may reveal the certain new opportunity for the great increase in the profit percentage of the hotel. A sense of increase in the luxury, Implementation of the latest technology for the measurement or human convinces.

Osbourne (1995) argued that the entrepreneur must first identify an opportunity and then create a marketing and financial plan to capitalise on the idea.

THREATS: -changes in the external factor which causes the harm to the firm or hotel is known as threats. For example – A change in the regulation of the hotel or firm.

CHAINED HOTEL INDUSTRIES: –

According to the DELLOITE & TOUCHE (UK budget hotel survey) 35% are leisure tourist, 57% are business transaction and almost all these transaction occurs in the chained hotels.

Following is the chain penetration of the UK hotel industry: –

Whitebread( hotels-361,rooms-27555), Intercontinental ( hotels-188,rooms-25000), Hilton group (( hotels-75,rooms-14,794), Permira( hotels-231,rooms-12596),BIL( hotels-56,rooms-10761), Accor( hotels-79,rooms-10003), Premier lodge( hotels-131,rooms-8130), macdonald’s, CHE and Jarvis hotels.

In short, total these hotels contains 1,30K number of rooms.(source: Mintel company data)

To some extent, the evidence-represented by the growth of multiples, especially in the fast-food and accommodation sectors over recent decades – is incontrovertible. However, the extent to which multiples have taken market share and will continue to grow at the expense of smaller operators is more questionable. As several commentators have pointed out (for example Morrison, 1998)(reference-Alison Morrison and Rhodri Thomas)

INDEPENDENT HOTELS STRETAGY: –

Peacock (1993) provides an alternative outlook in terms of the dynamics of the small business sector. He argues that standardisation – inherent in chain operations -stifles innovation. As a consequence, dynamic small firms might continue to thrive, even in prime locations. Given the low barriers to entry, and the highly segmented nature of demand (reference-Alison Morrison and Rhodri Thomas)

It is critical to recognise that a different and significant range of the management concern in the small hotel industries. Specially , the role played of the marketing ;quality section of the management ;importance and implementation of the information technology; the relationship between the business strategy and small independent hotel; business planning and growth ; and entrepreneurship.

Webster (1998) states that “strategic management plays the most important role in the growth of the independent hotel industries”. A independent hotel seems to grow when feature of the firm and strategic decision taken by the firm overlaps. Although strategic decisions are important but if the other critical factors are absent:-

Small hotels marketing is more distinctive than acknowledged

Incorporation of the quality management with the operation and financial identity of the independent hotels

When the bond between proper implementation of the strategy and implementation lacks.

According to the strategy maps (book by HBS press) if an entrepreneur cannot measure the growth, you cannot hold it.

In short, business growth occur only when for the independent hotel industries when there is proper synchronisation between ownership, firms characteristics , strategic decision made.

STEP TO BE TAKEN BY INDEPENDENT HOTEL INDUSTRY IN THE ECONOMY SLOWDOWN TIME: –

In response to the slowed economy time, most independent hotelier lowered rates and slowed down the all kind of cost on the short term basis. It is not enough to compete with the chained hotel industries that have greater financial power to stay longer in the competition.

Direct sale:- sale people always comes to meet their target as there is great demand for the respective hotel but if the demand is not appropriate in that case ROI falls for the sale representative . In that scenario, an independent hotel industry needs to fix a database for the potential businesses and contact them for the hotel usage.

Example – Case study(Hospitality e-business strategy)

Key Customer Segments: Number of Searches on Major Search Engines in 07/08

The major hotel chains simply do not have the bandwidth to market to these locally based audiences. Itis up to the franchised hoteliers to identify and approach these local markets. As mentioned, the Internet is the preferred communication and marketing medium for all of these important customer segments. If you do not “speak” to each of these audiences, you will lose most of them to your competition.

Technology: – For example – free local phones and now a days a guest travel with the latest gadget so to survive and maintain the growth rate.

Locally present:-chain based hotel industries main customer base is outside the community where the hotel is present. In order the positive points of the independent hotel is the cost factors. Independent hotel need to be a good active part of society as a result society will advertise that hotel in return.

Internet:-Internet is the most cost effective and way to reach the potential users .here opportunity is equal for the chained hotel as well as independent hotel. The Positive side is this that -Independent hotel have less content, as a result they can keep updating their site as soon as possible than the chain hotels.

Best services on the block:- Great services can overcome the price resistance and any loophole of the hotel. Hotel owner should maintain warm and service oriented people.

Traditionally, it has been assumed that small businesses should use the same

Management techniques as their larger counterparts (Welsh and White, 1981).

However, research carried out on the relative effects of planning on the sales and profit performance of small businesses have shown both positive relationships between the planning function and sales/profits (Ackelsburg and Arlow, 1985; Bracker and Pearson, 1986; Jones, 1982; Schwenk and Shrader, 1993) and no relationship between the use of planning activities by small business owner/managers and performance

(Gable and Topol, 1987; Robinson and Pearce, 1983; Robinson et al., 1986; Sexton and van Auken, 1985).

LIMITATION AND THE CHALLANGES OF THE HOTEL INDUSTRIES: –

The controls to monitor progress so that corrective actions can be implemented as and when

A way of evaluating success and progress

The controls process

Set goals – what do we want to achieve?

Measure performance – what is happening?

Evaluate performance – why is it happening?

Take corrective action

Fast changing world gives many challenges to the hotel industries. The success of the hotel industries depends upon the forces that will get changed by synchronisation with the world.

To identify those driving force is the most compact and critical part for the surviving in the slow time of the industry. These driving forces may include the globalisation, knowledge based environment, employees, add on services, value addition to the customer who are repeating the experience.

E-commerce is the main player of the hotel industry and hospitality industry.

Hotels and tourism industry are interlinked so there is a need of well structured information system or intelligence system facilitate to access the hotel related to the tourism industries but many times information is highly fragmented and users are not able to extract the required information,

In the hotel industries, usability and reusability is the measure of the consumers experience but research regarding users experience should properly analysed and implemented for further customers satisfaction.

Globalisation is also the main challenge in these days as every company is expanding its consumer’s base as a result every domestic company is getting converted into multinational company. Tourism companies are making their base to the all countries as a result customer demands their known hotel to the other country as well. In that scenario, chain hotels industries do survive as there is no scope for the independent hotels.

Renewal of services and those services get liked by the customer who are experiencing the same hotel second time as expectation keeps growing with the time.

Employees and their stabilization with the same hotel: – as employees increase their time with the same hotel, they expect increment in the salary but as salaries of the employees get high then cost also gets increase as a result profit decreased.

Share-holder’s expectation is to rise in the rates of the return of the investment in the hotel industries by the financial institutions, For example-According to the International Union of Food, Agricultural, Hotel, Restaurant, Currently the ten largest international hotel chains average 12.3% returns to shareholders and are under pressure to match financial market leaders like Shangri-La and InterContinental Hotels Group (IHG) which return 16% to shareholders every year.

As a result more pressure on the hotel industries to cut cost and increase profit.

Continuous restructuring and employment insecurity: -frequent and fast change in the ownership and management as a result of the private equity funds increase the insecurities among the employees.