Industry Analysis Report on Kmart Essay -- Business and Management Stu

Industry Analysis Report on Kmart INTRODUCTION Kmart is a huge vintage company that had peeked at one time and now is struggling to survive due to competition and other legal battles. This analysis report will describe and analyze the major forces that shape the structure and competitive intensity of Kmart. This report will look at Kmart’s history, competitors, marketing strategies, and some legal battles that have affected the company. The shaping and structuring of Kmart started more than one hundred years ago. HISTORY Over a century ago, Sebastian Spering Kresge opened a small store in Detroit, Michigan and tainted the entire setting of retailing. He built this store not intending that his store would develop into an empire of more than twenty one hundred stores and an Internet presence that reaches millions of customers everyday. The S.S. Kresge Company founded in 1899, opened its first Kmart discount store in 1962. By the next year, Kmart had opened 53 stores, on the verge of being the number one retailer. In the 1970s, Kresge began opening smaller 40,000 square foot stores in smaller towns and switched from brand name to private label goods manufactured internationally at low cost. Over the years, Kmart hurt its own development efforts by diversification into specialty retailing, which brought it close to bankruptcy. In the 1990’s, the company had to sell off its Sports Authority, Borders, Office Max and Builders Square chains. A decade later in the twentieth century Charles Conaway replaces Floyd Hall as chairman and CEO. About a year after the new chairman and CEO joins Kmart, the corporation bought BlueLight.com Internet service and soon there after Kmart Corporation files for Chapter 11 bankruptcy protection due to stiff competition, corrupt leadership, and bad financial planning. COMPETITORS Kmart filed for bankruptcy protection, once the largest retailer ever to do so in U.S. history. Most industry analysts believe the cause of the company's bankruptcy filing was due to stiff competition from WalMart, Target, and lack of marketing strategies. Besides, when WalMart and Target predictably entered into Kmart's territory, Kmart had given its customers every reason to go somewhere else. With more than 4,000 stores and insistent expansion plans, WalMart is a one of the strongest retail forces. Thei... ...les is still functioning. This analysis report described and analyzed the major forces that shape the structure and competitive intensity of Kmart. This report reviewed Kmart’s history, competitors, marketing strategies, and a few legal battles that have affected the company. Kmart needs to realize the need to developing a strong marketing strategy before they are forced to go out of business. REFRENCES Accela Communications Inc (2003). â€Å"BlueLight folding into Kmart, lays off staff.† http://www.itworld.com American City Business Journals, Inc. (2003) â€Å"Kmart reports $862M first quarter net loss.† http://www.albuquerque.bizjournals.com Fox News Network (2003). â€Å"Kmart Web Site Answers Angry Shareholder Questions.† http://www.foxnews.com InfoWorld Media Group (2001). †Benefits of a slowdown.† http://www.archive.inforworld.com Kmart Corporation (2000). â€Å"More Information about K-Mart.† http://www.kmartcorp.com Microsoft Corporation (2003) â€Å"Kmart’s 5 big blunders.† http://www.bcentral.com The Detroit News (2002) â€Å"A look at Kmart’s History.† http://www.detnews.com Where It’s @ (2002). â€Å"Kmart-Running Out of Time.† http://www.retailindustry.about.com Industry Analysis Report on Kmart Essay -- Business and Management Stu Industry Analysis Report on Kmart INTRODUCTION Kmart is a huge vintage company that had peeked at one time and now is struggling to survive due to competition and other legal battles. This analysis report will describe and analyze the major forces that shape the structure and competitive intensity of Kmart. This report will look at Kmart’s history, competitors, marketing strategies, and some legal battles that have affected the company. The shaping and structuring of Kmart started more than one hundred years ago. HISTORY Over a century ago, Sebastian Spering Kresge opened a small store in Detroit, Michigan and tainted the entire setting of retailing. He built this store not intending that his store would develop into an empire of more than twenty one hundred stores and an Internet presence that reaches millions of customers everyday. The S.S. Kresge Company founded in 1899, opened its first Kmart discount store in 1962. By the next year, Kmart had opened 53 stores, on the verge of being the number one retailer. In the 1970s, Kresge began opening smaller 40,000 square foot stores in smaller towns and switched from brand name to private label goods manufactured internationally at low cost. Over the years, Kmart hurt its own development efforts by diversification into specialty retailing, which brought it close to bankruptcy. In the 1990’s, the company had to sell off its Sports Authority, Borders, Office Max and Builders Square chains. A decade later in the twentieth century Charles Conaway replaces Floyd Hall as chairman and CEO. About a year after the new chairman and CEO joins Kmart, the corporation bought BlueLight.com Internet service and soon there after Kmart Corporation files for Chapter 11 bankruptcy protection due to stiff competition, corrupt leadership, and bad financial planning. COMPETITORS Kmart filed for bankruptcy protection, once the largest retailer ever to do so in U.S. history. Most industry analysts believe the cause of the company's bankruptcy filing was due to stiff competition from WalMart, Target, and lack of marketing strategies. Besides, when WalMart and Target predictably entered into Kmart's territory, Kmart had given its customers every reason to go somewhere else. With more than 4,000 stores and insistent expansion plans, WalMart is a one of the strongest retail forces. Thei... ...les is still functioning. This analysis report described and analyzed the major forces that shape the structure and competitive intensity of Kmart. This report reviewed Kmart’s history, competitors, marketing strategies, and a few legal battles that have affected the company. Kmart needs to realize the need to developing a strong marketing strategy before they are forced to go out of business. REFRENCES Accela Communications Inc (2003). â€Å"BlueLight folding into Kmart, lays off staff.† http://www.itworld.com American City Business Journals, Inc. (2003) â€Å"Kmart reports $862M first quarter net loss.† http://www.albuquerque.bizjournals.com Fox News Network (2003). â€Å"Kmart Web Site Answers Angry Shareholder Questions.† http://www.foxnews.com InfoWorld Media Group (2001). †Benefits of a slowdown.† http://www.archive.inforworld.com Kmart Corporation (2000). â€Å"More Information about K-Mart.† http://www.kmartcorp.com Microsoft Corporation (2003) â€Å"Kmart’s 5 big blunders.† http://www.bcentral.com The Detroit News (2002) â€Å"A look at Kmart’s History.† http://www.detnews.com Where It’s @ (2002). â€Å"Kmart-Running Out of Time.† http://www.retailindustry.about.com

Downfall Of The American Dream in The Great Gatsby :: The Great Gatsby

Authors use symbolism in their written expressions in order to enhance the thematic interests of the novel. The use of symbolism allows the reader to interpret the story, which in turn, stimulates a more personal, imaginative, and meaningful experience. Scott F. Fitzgerald’s, The Great Gatsby, became an instant classic because of the symbolism used to enhance the theme throughout the novel. Without this symbolism, the theme of the withering American Dream would have been less than adequate, and the book would have never attained the status and popularity among readers that it does today. The most prominent and influential symbols are the green light, Gatsby’s shirts, and the Valley of Ashes. When Gatsby is first seen, “he stretched out his arms toward…a single green light, minute and far way, that might have been the end of a dock.';(Fitzgerald 26) The green light that he appears to be reaching for is the light on Daisy’s dock. In Gatsby’s early life he had a romantic relationship with Daisy. However, he went away to war and when he came back she was married to an extremely wealthy man, Tom Buchanan. Gatsby concluded in his own mind that in order to win Daisy’s love, he too had to become wealthy. After he established himself financially, he bought a house directly across the water from Daisy and her green light. He associates Daisy with the green light, and it becomes a symbol of her throughout the novel. “The whole being of Gatsby exists only in relation to what the green light symbolizes.';(Bewley 41) Gatsby becomes so infatuated with the green light that it is almost as if Daisy does not even exist. She becomes no more than a romant ic dream within the green light on the dock. At last he realizes this when he and Daisy meet and, while staring at the green light, link arms. He finally attains what he thought he wanted and the green light becomes no more than a green light. This false sense of reality brings Gatsby great melancholy when he realizes that Daisy is not as great as he thought she was. This is similar to the feelings immigrants were overcome by when they reached America. They had been told their whole lives that America was the land of opportunity and that the streets were paved with gold, but when they got there they realized it wasn’t all that different from the homeland which they so eagerly deserted.

Reforming Globalization

Walden university Alexandra Salsas August 3, 2014 Globalization is an objective with which all companies include nowadays; the global expansion allows firms to increase their profitability and thus consequently the profit growth. As the article mentions the pursuit of a Just society involves carefully balancing two contradictory necessities with regard to the corporate sector.Since reparations are responsible for much of the wealth and many of the Jobs in a modern economy, at the same time, however, even as the corporate sector is fostered, Justice and fairness require that these firms not be permitted to exercise disproportionate power, that is for getting the best employees and with that Increase the profit growth.When people talk about the company In the best way this Increase the profitability for this company that which one uses In a bad way Its power or act wrong with customers or employees. Global expansion arises because of the need to encourage the corporate sector, which Is rooted In the fact that corporate-driven economic development dramatically raises living standards and thereby reduces the Injustices associated with deprivation.Similarly, the people who live In poor countries legitimately seek the broadly distributed Improved levels of health, education, and material comfort that are promised by a future of economic development, globalization allows this economic development of countries around he world, and companies to increase and create more franchises need this obtaining a global country increase the offers for employees and with that people get better living conditions as it said.The rules governing the global economy emerge from multilateral talks that reflect the bargaining power of the negotiating countries, power that in turn broadly corresponds to the size of each country economy. Global expansion, profitability, and profit growth aid both the company as the country where they found.

Communication Methods Essay

There are many groups, which the organisation must communicate with such as internal groups and external groups. A type of communication that may take place would be an oral communication. There are many advantages and disadvantages, an advantage would be that oral communication tends to be faster than written forms this allows interpretation and further discussion. A disadvantage would have to be that it lacks the permanent nature of written communication this means it cannot be stored and referred to later. Oral communication includes a face-to-face meeting like interviews. An advantage of this would be that that it’s quick and saves time than writing out forums. A disadvantage would be oral communication depends on the person listening skills. If the listener is not proactive, the communication exercise fails. Oral communication also includes formal meetings; most face-to-face communication is very structured. Most business meetings are often formal and follow a set agenda. Meetings may have a chairman who decides what will be discussed and who will talk. Often a specific person will introduce a point on the agenda. An advantage is that everyone will know what is going to be discussed in advance. A disadvantage is that formal meetings take time to organise. Another oral communication is interviews were there is a formal question and answer session. They can take place in many different situations. They may be used when applying for jobs. Interviews are normally face-to-face communication. Advantage is both sides can ask questions and detailed questions can be asked. A disadvantage is that information given is not always truthful and interviews sometimes do not always show if the applicant can do the job. Another type of communication would have to be a written communication. An advantage of this type of communication would have to be that it would provide ready records and references. Another advantage would be that it is a permanent mean of communicati on. A disadvantage would be there would be too much paper work and e-mails involved and written communication does not save upon the costs. Written communication includes writing letters, and handing out notices, this includes reports. One type of written communication is letters; this is a very formal way of communication. Advantages of this would be that they are confidential, and provide a hard copy. Disadvantages of this would be that it takes time to write letters and takes time for them to arrive and  for replies to be received. Another type would be a memorandum this type of written communication is a simple note from one person to another. In business it is often written in a formalised way. It will be used when someone wishes to send quick messages to one or more people. Advantages would be that they are very quick to write and send and can also be kept as a record. Disadvantage would be people that is not intended for and cannot be useful for long or complicated information could read it. Another type is notice; these are used when a message needs to be sent to a number of people. Notices are formal, most times they are informal. They give information about social events. An advantage is that everyone can see the message, and many people can receive it at the same time. A disadvantage would be it is not confidential and most people may not bother to read it. Records are used to give information about something that has been researched or investigated. They are used in different situations. An advantage would be the formal way of presenting reports means that the reader can easily follow the points being made. Disadvantage would be that they take a long time to research and write. One last type of communication would be electronic communication. This kind of communication could lead to quite a few problems; such as the system could be hacked into therefore important information would be lost this would be a disadvantage. There are advantages of this kind of communication they are simple to use and more and more people are beginning to use the e-mailing system etc. E-mails are the process of using computer networks as a postal system. Data is created on one computer and then is transmitted. An advantage is it can be used to send a wide variety of types of message. A disadvantage is that the sender and receiver must have computers and software that is compatible. Public address is a system that uses microphones and electronically systems to warn about fires. An advantage would be staff could usually hear the message wherever they are in the building. A disadvantage is that if they are used to often staff will stop paying attention. Telephones have been used in business for internal communication. An advantage of this would be that the communication is very quick and telephones allow people to talk to each other. A disadvantage of this would be there is no written record, although telephone conversation  can be record. Another disadvantage would be cost of mobile phones are very high. Fax machine converts pictures and text into electronic pulses which are then transmitted by telephone to another fax machine. Fax machines are less popular because emails can be used instead. An advantage of this would be communication is quick and documents can be sent and received. A disadvantage is it is slower compared to emails. Tele-conferencing is when large business operates on different sites around the country. It’s difficult to get together so they make video calls; this allows them to talk to each other. An advantage would be its much quicker and usually cheaper than bringing people together. An disadvantage wo uld be that these systems are expensive to set up, meeting are more difficult to control because people are in different places.

The Missouri Compromise

Coming back to the beginning of the American history, when the United States consisted of only thirteen states, the representatives of the northern (lets call them as â€Å"free†) and southern (lets call them as â€Å"slave†) states had almost the equal rights in the Congress. Also, it should be pointed out that slavery problem didn’t arise during that period of time. However, the situation was completely changed, when the boundaries of United States approached to West. Both the northern and southern parts were worried about the advantages in the parliament, which, as it is known, was formed on the basic of the following principles: the members of House of Representatives and two deputies from each state – the Senate. In fact, just the Senate became the main reason of the â€Å"battle† between the North and South later. It should be emphasized that in the first half of the nineteenth century two main tendency or saying in other words two main ways of bourgeois development took place in the U.S.: one – in the North, other – in the South. So, the main questions of the second American Revolution were the following: Would the further development of capitalism in the U.S. be provided with a way of slavery destruction and would the victory of a free farmer over the slave-owning system take place in the future? Firstly, the main reason of mass contradictions and conflicts became customs tariffs. The point is that, the Northern bourgeoisie was interested in selling the production and therefore demanded high customs for the manufactured goods which were brought from abroad. Slave-holders didn’t support them. So, Legislative Assembly of the South Caroline state in 1832 demanded the complete cancellation of customs tariffs, threatening to disconnect from the U.S.A. The main its argument was so-called â€Å"nullification† doctrine, according to which, states can ignore the decisions of the federal authority if they didn’t correspond the constitution. It is clear, that such kind of explanation was very profitable for the separatism representatives, especially in the South of the country. In general, collisions of interests of industrial bourgeoisie and slave-owners led to the unavoidable conflict, which afterwards caused the civil war.   It is obvious that, the given conflict became the beginning of the very tense fight between the following economical systems:   strengthening bourgeois system and weakening slave-holding one.   On the background of the given fight, the political history of America at the period between the independence and civil wars was more visible. Also, at the beginning of the 19-th century various disagreements arose between the representatives of the following political parties: the party of federalists and the party of democrat-republicans. The first party was established by Hamilton. So, focusing on the huge bourgeoisie and successful planters, federalists didn’t want to support the democratization of the constitution. As to the Republican party, at the head of Jefferson, it was highly supported among the industrial bourgeoisie, small planters, farmers and craftspeople. The main purposes of the given party included: the development of bourgeois-democratic freedoms and restrictions of the huge planter’s activity. The beginning of the long conflict was considered to be raising a question on Missouri State. Coming back, we can see that when the territory of Missouri applied for admission to statehood, the Congress and the nation were confronted with a unique substantive question that had far-reaching implications both for the settlement and for the future political status of all the states that might be carved from the vast area acquired from France in the Louisiana Purchase of 1803. Nevertheless, despite all faced difficulties and problems Missouri managed to become a state in 1818   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  (Bartelby, 2006, p.1). However, the settlers from Missouri also wanted their state to be a slave state. So, the question: â€Å"Should slavery be allowed in the new state of Missouri?† was suggested to be the most important for the citizens of that state at that moment (Blaustein, 1968, p.16).   The fact that southern slaveholders had already migrated into the Missouri territory made the question more than academic. The Congressmen from the North did not want another slave state. Also, at the same time Maine asked to be admitted to the Union ( p.17 ).   The discussion on the given problem was very dangerous for the U.S. because it could lead to the split of the country into two enemy sides. Planters tried to create the special law, according to which, the state would have to receive slave status, however they faced mass protests from the delegates of free states. Nevertheless, the given conflict was finished by the Missouri Compromise in February of 1820. As a result, the new agreement was reached, according to which, Missouri had a slave status, but the new Maine State was simultaneously accepted to statehood as a free one. Also, the territory north of 36†² 30†² north latitude was considered to be free ( p.17 ). Afterwards, the act of March 6, 1820 took place, according to which, fugitive slaves could be apprehended north of the compromise line and returned to their owners. As the American history showed, Missouri Compromise was regarded to be the most long-lived, because no states applied for admission to the statehood of the U.S.A. during the next thirty years. Coming to the conclusion, we can say, that obviously the acceptance of free states undermined the positions of the slave-holders in the Senate. In fact, the Missouri Compromise managed only to suspend the open battle between two economical systems. Later, it was broken when the question, which was connected with the future of such states as California, New Mexico and Utah, was raised. In 1854 the dispute over two states Kansas and Nebraska, which were located north of   Ã‚  Ã‚  36†² 30†² north latitude touched upon the Missouri Compromise again. As the result, the 36 °30 ´ proviso held until 1854, when the Kansas-Nebraska Act repealed the Missouri Compromise completely. References Bartelby, Inc. The compromises of 1820 and 1850. Retrieved July 20, 2006 from http://www.bartelby.net/65/mi/MissrComp.html    Blaustein A.P. (1968). Civil Rights and the Black American. A Documentary History, 9, 16-19                         The Missouri Compromise Coming back to the beginning of the American history, when the United States consisted of only thirteen states, the representatives of the northern (lets call them as â€Å"free†) and southern (lets call them as â€Å"slave†) states had almost the equal rights in the Congress. Also, it should be pointed out that slavery problem didn’t arise during that period of time. However, the situation was completely changed, when the boundaries of United States approached to West. Both the northern and southern parts were worried about the advantages in the parliament, which, as it is known, was formed on the basic of the following principles: the members of House of Representatives and two deputies from each state – the Senate. In fact, just the Senate became the main reason of the â€Å"battle† between the North and South later. It should be emphasized that in the first half of the nineteenth century two main tendency or saying in other words two main ways of bourgeois development took place in the U.S.: one – in the North, other – in the South. So, the main questions of the second American Revolution were the following: Would the further development of capitalism in the U.S. be provided with a way of slavery destruction and would the victory of a free farmer over the slave-owning system take place in the future? Firstly, the main reason of mass contradictions and conflicts became customs tariffs. The point is that, the Northern bourgeoisie was interested in selling the production and therefore demanded high customs for the manufactured goods which were brought from abroad. Slave-holders didn’t support them. So, Legislative Assembly of the South Caroline state in 1832 demanded the complete cancellation of customs tariffs, threatening to disconnect from the U.S.A. The main its argument was so-called â€Å"nullification† doctrine, according to which, states can ignore the decisions of the federal authority if they didn’t correspond the constitution. It is clear, that such kind of explanation was very profitable for the separatism representatives, especially in the South of the country. In general, collisions of interests of industrial bourgeoisie and slave-owners led to the unavoidable conflict, which afterwards caused the civil war.   It is obvious that, the given conflict became the beginning of the very tense fight between the following economical systems:   strengthening bourgeois system and weakening slave-holding one.   On the background of the given fight, the political history of America at the period between the independence and civil wars was more visible. Also, at the beginning of the 19-th century various disagreements arose between the representatives of the following political parties: the party of federalists and the party of democrat-republicans. The first party was established by Hamilton. So, focusing on the huge bourgeoisie and successful planters, federalists didn’t want to support the democratization of the constitution. As to the Republican party, at the head of Jefferson, it was highly supported among the industrial bourgeoisie, small planters, farmers and craftspeople. The main purposes of the given party included: the development of bourgeois-democratic freedoms and restrictions of the huge planter’s activity. The beginning of the long conflict was considered to be raising a question on Missouri State. Coming back, we can see that when the territory of Missouri applied for admission to statehood, the Congress and the nation were confronted with a unique substantive question that had far-reaching implications both for the settlement and for the future political status of all the states that might be carved from the vast area acquired from France in the Louisiana Purchase of 1803. Nevertheless, despite all faced difficulties and problems Missouri managed to become a state in 1818   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  (Bartelby, 2006, p.1). However, the settlers from Missouri also wanted their state to be a slave state. So, the question: â€Å"Should slavery be allowed in the new state of Missouri?† was suggested to be the most important for the citizens of that state at that moment (Blaustein, 1968, p.16).   The fact that southern slaveholders had already migrated into the Missouri territory made the question more than academic. The Congressmen from the North did not want another slave state. Also, at the same time Maine asked to be admitted to the Union ( p.17 ).   The discussion on the given problem was very dangerous for the U.S. because it could lead to the split of the country into two enemy sides. Planters tried to create the special law, according to which, the state would have to receive slave status, however they faced mass protests from the delegates of free states. Nevertheless, the given conflict was finished by the Missouri Compromise in February of 1820. As a result, the new agreement was reached, according to which, Missouri had a slave status, but the new Maine State was simultaneously accepted to statehood as a free one. Also, the territory north of 36†² 30†² north latitude was considered to be free ( p.17 ). Afterwards, the act of March 6, 1820 took place, according to which, fugitive slaves could be apprehended north of the compromise line and returned to their owners. As the American history showed, Missouri Compromise was regarded to be the most long-lived, because no states applied for admission to the statehood of the U.S.A. during the next thirty years. Coming to the conclusion, we can say, that obviously the acceptance of free states undermined the positions of the slave-holders in the Senate. In fact, the Missouri Compromise managed only to suspend the open battle between two economical systems. Later, it was broken when the question, which was connected with the future of such states as California, New Mexico and Utah, was raised. In 1854 the dispute over two states Kansas and Nebraska, which were located north of   Ã‚  Ã‚  36†² 30†² north latitude touched upon the Missouri Compromise again. As the result, the 36 °30 ´ proviso held until 1854, when the Kansas-Nebraska Act repealed the Missouri Compromise completely. References Bartelby, Inc. The compromises of 1820 and 1850. Retrieved July 20, 2006 from http://www.bartelby.net/65/mi/MissrComp.html    Blaustein A.P. (1968). Civil Rights and the Black American. A Documentary History, 9, 16-19                        

Prevent Animals and Plants from Dying Out Essay

Increasing number of animals and plants are dying out, but little has been done to prevent. This problem has given rise to great public concern now. In this essay, I’ll analyse some possible causes of this phenomenon and then propose some solutions. Firstly, some people think it is waste of resource to prevent animals and plants. They suggest that the money should be better spent on human population. They want take more space and totally ignore the animals’ and the plants’. Secondly, human being is selfish and greedy, some people cannot resist the temptation of wearing the fur coat or eating the delicious food, (such as shark’s fin, wild animals etc.) though they have been aware of this problem for a long time. Based on the above analysis, I think there are some ways to deal with the problem. To start with, the sense of protection animals and plants should be enhanced. To let people know that the disappearance of animals and plants will result in serious threat to the balance of ecosystem. It is hard to imagine what our world would be like without animals and plants. Next, a healthy lifestyle should be advocated, like healthy diet, simple life, get alone well with natures. Finally the most important thing is to lay down the low to punish those who kill animals or cut plants without permission strictly. In summary, to protect animals and plants is to protect our living environment. Every individual should participate in doing something to preserve animals and plants from dying out.

Marketing Plan for Crown Plaza Hotels & Resorts Essay

Competition among hotel and hospitality business has increased enormously as customers are getting more educated and fashionable. They’ve been demanding more luxurious services and products which urge organisations to focus on better marketing and strategic planning. Hotels and firms now believe that personal and strong relationships with potential customers is key to competitive advantage in today’s competitive business environment. The idea of developing and upholding the relationship between customers and organisations through comprehensive marketing plans took a while. Before, organisations were more vigilant to improve their line of products and services only. Strategic Marketing planning was introduced by theorists and policy makers when they identified the need and scope of long-term relationship with individual customers and it greatly influenced the market. â€Å"How internal and external factors are essential for hotel and hospitality business and how they possibly can affect the business in positive or negative way†? To answer these questions, this research study will mainly focus on some key factors of hospitality business and they will be discussed at length in order to establish a more explicable analysis (Steven Pike, 2008). Table of contents Executive Summary2 Introduction3 Critical Evaluation and Major Findings3 Conclusion3 Recommendations3 References3 Introduction Crown Plaza Hotels & Resorts is prestigious brand of InterContinental Hotel Groups chain which operates in more than 100 countries all over the world. Crown Plaza shares its mission statement that â€Å"To create great hotels guests love† and has earned great competitive advantage over its competitors in Hotel and Hospitality business. Undoubtedly, some hotel of such prestige and luxury cannot afford to disappoint its base of customers and will keenly observe those parameters and strategies which help keep the customers revisiting the hotel. The essential need for marketing planning can be perceived though this idea and therefore this research study will incorporate the concept of strategic marketing for Crown Plaza hotel. For this, I will meticulously study the existing practices of marketing planning in Crown Plaza Hotel and carefully observe all parameters so that this study can help other hotels and the organisation itself in future (Abdullah and Zahir, 2009). To maintain competitive advantage and keep organisation out from critical business situations, Crown Plaza needs efficacious marketing plans to evaluate and determine potential risks and threats, thus devising strategies for flourishing development. The comprehensive marketing plan would facilitate Crown Plaza hotel to determine its current position among its competitors, its strengths, its weaknesses, opportunities and threats associated. The determination of weaknesses and subsequent planning to neutralize, even turning them into strengths will help organisation to meet its corporate mission (Mumel and Snoj, 2007). As hotel and Hospitality business is full of opportunities and promising business environments, Crown Plaza hotel can earn great benefits from such opportunities. And last but not least, threats and risks associated with hotel industry which can seriously damage the reputation of Crown Plaza hotel it gained through the span of time. All these circumstances provoke the need of an integrated, well-structured and analytical approach. SWOT analysis is one of the acute solutions available for critical evaluation of market needs (Anja Bà ¶hm, 2008). Broad information is required from Hotel, its competitors, its business environment and overall market to acquire a resourceful market analysis. Obviously it will require performing environmental and competitor’s analyses as well to add comprehensiveness to the study. SWOT analysis is one such tool that can easily compact and present the process of analysis by critically evaluating internal and external factors associated with Crown Plaza hotel. It will, therefore, provide combination of all results that will help Crown Plaza hotel to observe its resources and capacities against competitive and business environment in which it operates. It will also help hotel to develop generic strategies basing upon careful observation of various factors associated with it and their critical analysis. SWOT analysis is an integrated instrument which comprises key organisational and environmental attributes. Potential strategic plan development is among key objectives of SWOT analysis which examines strengths and weaknesses within the organisation (internal factors) and threats and opportunities that come along the way (external factors). The main objective of this study is to provide an essential added value to Crown Plaza’s strategic development while delivering an analysis gadget to hotel’s management to process its internal and external factors. In this regard, SWORT analysis in close vicinity of micro and macro analysis tools will serve the purpose. This assignment is furthermore aimed at analyzing valuable approaches and practices to discuss explicit issues associated with Crown plaza hotel in specific, and hotel and hospitality business in general including employee loyalty, increased sales, customer satisfaction etc (BNET Staff, 2007). Critical Evaluation and Major Findings To convey SWOT-driven analysis and marketing plan for Crown Plaza hotel, it is essential to acquire information regarding its potentials, its competitors, environment and other associated factors. The potential analysis of Crown Plaza hotel can be identified independently by analysing current market situation. This analysis could serve as valuation method for organisation to develop new range of products and services. The potential market analysis will help the Crown Plaza hotel to use its investment assets effectively. It needs to invest a handsome amount of money and resources into customer relationship management so those potential customers become loyal to brand and products. There are seven skills which can be employed by crown plaza to build a strong and long-lasting relationship with its customer base and they are; targeting, preparation, assessing, committing, connecting, solving, and last but not least managing. To â€Å"keep† customers, it is essential for hotel industry to keep track of all these eight factors which will ensure a definite success. (Keller, 2008) As far as competitors analysis is concerned, the Crown Plaza hotel has many rivals in the market thus it will require hotel’s management to keep an eye on various marketing strategies developed by its competitors and how they implemented them successfully. For example, CLASS was among successful strategic plans implemented by Ritz Carlton Hotel, principally aimed at providing the loyal customers with three basic amenities, Recognition, Personalisation and Status. These three services were core factors in success story of the Ritz. As concept of developing strategic marketing plans is directly related with customer satisfaction, the management of Crown Plaza hotel should provide a great line of products and services to satisfy its royal customers. They cannot afford to let customers suffer poor quality products and services. It won’t only be a threat to business but â€Å"culture† of the Crown Plaza hotel. For sustainable income and reputation of the hotel, the role of strategic building process is never dying and there is always a need to identify key factors upon which customer satisfaction is dependent (Saunders et al, 2009). In this regard, Recognition builds huge levels of loyalty among customers as they think of their association with one of world’s greatest hotels whenever they enter into it with a strong belief in their hearts that they are recognised. And surely they will be treated as important guests and will be provided with superior services and facilities. Personalisation is basically another giant step towards customer retention which should be aimed at providing more customized services to the customers. Services not only provided but designed according to taste of customers which they find amusing and satisfactory. A customer goes happily and is more willing to revisit if he knows that this one particular service or one particular staff members can satisfy his appetite. Lastly, the status earned by the Crown Plaza must be shared and celebrated by its loyal customers. They should not only feel the prestige whenever they step into Crown Plaza but pride themselves to be a part of it. Status is in fact the most important factor of luxury segment of world’s greatest hotels (Ferrel and Hartline, 2008) Based on SWOT analysis of internal and external environment and business factors associated with Crown Plaza including assessment of internal factors through 7S framework and 5Ms, and external factors through PESTEL analysis, following results were carried out; Internal FactorsStrengthsAspirational Hotel’s Locations all over the world, Luxury environment, PrioityClubRewards, confirmed suite upgrades, online reservations, organized hotels chain, mini bar etc. WeaknessesGlobally acknowledged strategic plan, not enough hotels as compared to associated brands, less valuable travel packages, costly packages etc. External FactorsOpportunitiesPeak tourist seasons, long-term potential growth of hotel industry, unique experience of plaza hotel in heritage hotels. ThreatsEconomic conditions, changing trends, increased competitive environment etc. All these factors can be addressed with help of a comprehensive marketing plan which is equally applicable to scattered chains of Crown Plaza hotel all over the world. Nevertheless, The Crown Plaza hotel has substantially earned a position in global hotel industry by focusing on the better relationship with customers. The policies including customized services, reward points, gift certificates, privacy concerns etc. have helped the management to retain increased amounts of profits to the organisation. These policies were formulated to engage the customers in the future and assured of their revisit (Ezinemark, 2012). Conclusion This Study not only determined those key factors but challenges that can affect Crown Plaza’s business in future. Hotel industry in 21st century cannot survive without taking care of certain parameters and in hotel industry customer satisfaction is key parameter. If you cannot satisfy your customers, your competitors will. No organisation Crown Plaza hotel has substantially earned a position in global hotel industry by focusing on the better relationship with customers. The policies including customized services, reward points, gift certificates, privacy concerns etc. have helped the management to retain increased amounts of profits to the organisation. These policies were formulated to engage the customers in the future and assured of their revisit (Smithers, 2009). Apart from luxurious services and products, that one thing Plaza customers admire most is privacy given to them. Crown Plaza has successfully managed to provide its customers with VIP suites and rooms which they find private and relaxing. More big suites were announced by management with highlighted â€Å"privacy†. This one step could actually retain maximum number of Ritz customers in the future. There are number of factors which can be contributed as weaknesses of Crown Plaza hotel. Nevertheless, these factors are generally associated with hotel industry all over the world and certain demographic and economic conditions are responsible. Crown Plaza hotel have potential to overcome such weaknesses, thus it can be accounted as powerful strength for Crown Plaza hotel in the future (Paul and Richter, 2007). Recommendations Hotel and hospitality industry contributes heavily to world’s economics and business and most basic element of this industry is its loyal customers. Any organisation failing to achieve customer retention cannot and will not survive in today’s market for sure. To serve this purpose, organisations invest unhesitatingly in strategic planning practices which ensure greatest customer satisfaction. This research study will also prove helpful contribution to hotel and hospitality industry, especially its luxury segment. 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