Establishing Context For Risk Management Process - 792 Words

Establishing context for the risk management process involves identifying the structure of the risk management process, including risk architecture, strategy and protocols (see Appendix, Figure 15.3.3). The company may use a FIRM Risk Scorecard to identify internal and external risk drivers that present the greatest potential for exposure (see Appendix, figure 15.3.4). Establishing context for risk criteria focuses on defining organizational standards for risk measurement and evaluation. Risk measurement develops procedures for estimating likelihood, consequences, and risk level; and identifies which categories will be used to classify risks. Risk evaluation includes understanding the prevailing risk attitude: â€Å"the organization’s approach to assess and eventually pursue, take, or refuse risk† (ISO/IEC, 2008). An organization may naturally be risk-seeking, risk-neutral, or risk-averse (see Figure 15.3.5). risk identification Once the context has been established, the first step of the risk assessment process is risk identification. Risk identification focuses on recognizing and documenting which hazards or opportunities could potentially impact business objectives. A description of each risk is recorded on a Risk Register. Risks can be identified in various ways. Managers may solicit team feedback via questionnaires or brainstorming sessions. SWOT matrices identify strengths, weaknesses, opportunities and threats; while PESTLE analyzes macro-level political, economic,Show MoreRelatedComponents of Risk Management Essay1667 Words   |  7 PagesRISK MANAGEMENT. Assessment 1: . Table of Contents: 1. Introduction. 2. Establishing the context 2.1 Internal Context 2.2 External Context 2.3 Work he 3. Risk Assessment and Mitigation Option 4. Communication and Consultation 5. Monitoring and Review. 6. Conclusion. 1.1 Introduction. Carbon nanotubes (CNT’s) are an important family of emerging nanotechnologies. This technology has to do with the manipulation of atoms and molecules in the nanoscalesRead MoreStrategic Challenges For Local Communities1212 Words   |  5 Pagesemergency management in the U.S. is the local community. Each step begins here. Threat assessments are completed on the local level. Planning, mitigation, and response are all responsibilities of the local community to support the state and Federal practice using the guidance provided by both. One of the best guidance documents for these communities is the Comprehensive Preparedness Guide 201 (CPG201). In this guide, communities will complete the Threat and Hazard Identification and Risk AssessmentRead MoreLactation Case Study969 Words   |  4 Pagesand ovarian cancer. 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In this paper we will discuss the difference between; human resources management principles compared to operations management principles and project management principles compared to operations management principles. Each of these management principlesRead MoreRisk Analysis : The American Red Cross1743 Words   |  7 PagesRisk analysis is an integral part of data safety within an organization and the analysis is vital to the mission and success of an organization. Risk analysis is used â€Å"to identify threats and then provide recommendations to address these threats† (Taylor et al, 2006). Risk analysis encompasses not only the equipment and programs used in an organization but also covers the culture, managerial, and administrative processes to assure data security. A key factor in risk analysis is to have a goodRead MoreRisk Management For Darling Harbour Water Feature3565 Words   |  15 Pages 49006- Risk Management in Engineering Risk Management Plan for Darling Harbour water feature Omar Aleassa Autumn 2015 TABLE OF CONTENTS EXECUTIVE SUMMARY.........................................................................................1 Risk Assessment Process....................................................................................2 1 Introduction......................................................................................................5 1Read MoreThe Emergence Of Risk Based Approaches1686 Words   |  7 PagesCh. 3.1 Emergence of Risk-Based Approaches Risk assessment is increasingly conducted by many groups within an organization to fulfil a variety of business and regulatory requirements. Various groups within the same organization often rely on guidance from different professional organizations to provide a framework for conducting the risk assessment. As financial organizations offer disparate approaches to risk assessment, they contribute to risk information. In this context, information systemsRead MoreApplication Of A Risk Assessment1068 Words   |  5 Pagesof a risk assessment Developing a secure ICS architecture based on the principles introduced in Module 4 – ICS Cyber Security Architecture will not in itself be sufficient to ensure ongoing protection. As time goes by, new vulnerabilities will be discovered in various ICS components, and new risks may be introduced through changes to work practices, to the infrastructure itself, or to the environment in which the ICS operates. For this reason, it is critical to have in place a corporate risk managementRead MoreEnterprise Risk Management ( Erm )1726 Words   |  7 PagesEnterprise Risk Management (ERM) is the ability to identify, manage and/or mitigate risks that can affect the overall business operations down to the day to day operations of an organization (Hampton, J., 2009). The overall Enterprise Risk Management (ERM) entails the utilization of a holistic model to identify risks that face an organization. ERM is not successful when it is managed in silos. Doing so could lead to the organizat ion not having a clear understanding of risks and a misunderstandingRead MoreMajor Components of IM/IT Governance1211 Words   |  5 PagesIM/IT Analysis: Information Management/Information Technology (IM/IT) governance is an important aspect for many organizations that consists of various major components. The importance of this governance is associated with its contribution to making business decisions more accurately and timely. For health care organizations, IM/IT governance is a significant in helping them to deal with the challenges in the health system. These organizations are experiencing overarching challenges in delivering

Workplace Bullying And Workplace Harassment Essay

Introduction In today’s competitive world where every single person is trying to be better than his/her peers or subordinates, the instances of workplace aggression leading to workplace bullying and workplace harassment are very common. Work organizations are like any other social setting where scarce resources, competition, time constraints to complete goals, personality of individuals often leads to workplace bullying and workplace harassment. Bullying and harassment are situations where a worker or supervisor is systematically mistreated and victimized by fellow workers or supervisors through repeated negative acts like insulting remarks and ridicule, verbal abuse, offensive teasing, isolation and social exclusion, or the constant degrading of ones’s work and efforts (Einarsen, 1994). The literature has shown that employees who are victims of workplace bullying and harassment show more negative well-being (anxiety, depression, irritation, psychosomatic complaints) and tend to be neurotic and less agreeable, conscientious and extravert. Edelmann and Woodall (1997) found some initial effects of bullying include: a loss of confidence (reported by 44.2 per cent); physical ailments (38.4 per cent); and stress (37.2 per cent). Most long-term effects included physical or psychological ill-health (53.5 per cent), inability to cope (21.5 per cent), and low self-esteem (19.8 per cent). Furthermore a lot of research has gone into workplace bullying and harassment, their effects onShow MoreRelatedWhy Do Some Employees But Not Others, Become Victims Of Bullying And Workplace Harassment? Essay3704 Words   |  15 Pagesof bullying and workplace harassment? Introduction In today’s competitive world where every single person is trying to be better than his/her peers or subordinates, the instances of workplace aggression leading to workplace bullying and workplace harassment are very common. Work organizations are like any other social setting where scarce resources, competition, time constraints to complete goals, personality of individuals often leads to workplace bullying and workplace harassment. Bullying andRead MoreEssay about Bullying and Harassment1373 Words   |  6 PagesManaging bullying and harassment in the workplace When most of us hear the term ‘bullying’ we seem to reflect back on childhood memories of the schoolyard bully tormenting others for self-amusement, much to the distain of others around them. Unfortunately this seems not to be the only time such behaviour occurs. Workplace bullying and harassment can be defined as ‘Offending, socially excluding someone or negatively affecting someone’s work tasks. It can occur repeatedly and regularly over a periodRead MoreSexual Harassment : How Does It Differ From Bullying?891 Words   |  4 Pages1. What is sexual harassment? How does it differ from bullying? Sexual harassment is an unwanted attention that is sexual in nature. It can be a one-time occurrence or a result of repeated behaviour. In addition, harassment is viewed from the victim’s perspective and what the perceiver or affected individual would feel in the exact same situation. Workplace bullying on the other hand can be defined as an act or verbal behavior that is persistent and continuous, with intent to mentally hurt or isolateRead MoreWorkplace Bullying Mediation And Anti Bullying Training Courses Online1019 Words   |  5 PagesWorkplace Bullying Mediation and Anti-Bullying Training Courses Online in Australia and internationally DO YOU AVOID OR FEAR MANAGING CONFLICT, WORKPLACE BULLYING, OR HARASSMENT AMONGST WORKERS, MANAGERS, DIRECTORS, BOARD MEMBERS? Do you have the skills to identify, prevent and manage situations of conflict, before they escalate? If not, you may be risking harm to your workers and your organisation. Personally you may also be liable to being sued. our online Anti-Bullying course is available as aRead MoreBullying and Harassment in Australia689 Words   |  3 PagesOrganisations within Australia have a legal obligation to prevent bullying and harassment. The Fair Work Commission, Australia’s national workplace relations tribunal, states that â€Å"bullying at work† occurs when â€Å"a person or a group of people repeatedly behaves unreasonably towards a worker or a group of workers at work and the behaviour creates a risk to health and safety.†(Fair Work Commission 2014).The legislation in Australia, implemented from the 1st of January 2014, dictates that a worker inRead MoreThe Effects Of Mental Illnesses On The Workplace1227 Words   |  5 Pages and benefits in the workplace covering mental illness should be clearly stated and made aware to all employees in a company. Each employee has rights and every employer has a duty to accommodate, especially when it comes to stopping harassment, violence and dis crimination. As stated in section 2.3.1 - The creation and impacts of mental illnesses in the workplace, there are two types of harassment: human rights harassment and personal harassment (CUPE, 2014). 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Ultimately, one employeeRead MoreApa Essay on Sexual Harassment1094 Words   |  5 PagesSexual Harassment Sexual harassment is a demeaning practice, one that constitutes a profound affront to the dignity of the employees forced to endure it.   By requiring an employee to contend with unwelcome sexual actions or explicit sexual demands, sexual harassment in the workplace attacks the dignity and self-respect of the victim both as an employee and as a human being. Sexual harassment is well defined as an unwelcome sexual request for sexual favors and other verbal or physical conduct ofRead MoreBullying, The, And Who Might Be Affected And Why?1664 Words   |  7 Pagescommunities, across the globe and has come to the forefront is the term â€Å"bullying†. It seems that everywhere on the news you see an incidence relating to bullying. There are organizations that are looking into solutions to combat this epidemic problem whether it may be through implementing training programs in schools or through the legal system. Seems like everyone is being bullied nowadays whether it be in s chools, workplace, gays, lesbians, children, adult, transgender youth, LGBT community, everyoneRead MoreWho Is The Real Bully?1712 Words   |  7 Pagesbully? Bullying has one of the most deadly outcomes in the world; it can corrupt futures and lives. There are roughly 4,400 suicide deaths per year that are related or in results of bullying. You can save lives on a daily basis by staying aware and having an understanding of bullying and how to prevent the dangers of it. Bullying is a commonly understood topic around the world, but there are many unknown facts and situations that people aren’t aware of, including different types of bullying: bullying

Freuds Theories on Personality free essay sample

Sigmund Freud developed psychodynamic theories on personality. He believed that there are three elements to our personality. The first is the ID, the second is the ego, and the third is the superego. He believed that each element keeps the others in check; therefore if all elements are well balanced the person had a healthy personality. Freud also developed a theory in which he believed our subconscious developed defense mechanisms to help us cope with anxiety and conflict. Finally, and quite possibly the most controversial and most known of his theories, he developed what he called the ‘psychosexual stages’. According to Sean McLeod, Freud believed life was composed of either pleasure or tension, and that tension was just built up sexual energy and pleasure was the only way to release the tension. (McLeod, 2008) As you can imagine, his theories were not widely accepted and are still hot topics of debate amongst psychoanalysts today. Freud believed the only element of our personality that is present at birth is the ID. He believed it to be the unconscious and included all of our natural and primitive instincts, or survival instincts. Freud was convinced that the ID is ruled by the pleasure principle. McLeod’s impression of the pleasure principle is that when the id doesn’t receive the gratification it seeks it begins to experience unpleasure. (McLeod, 2008) For instance, when an infant is hungry it will cry until it is fed. Being fed is part of the ID because it is a survival instinct and when that need is fulfilled it provides pleasure in a feeling of being full or satisfied. If the infant is not fed he/she goes into a sort of panic and experiences the unpleasure feeling. Freud also believed this was where the vast majority of libido energy was stored. The ID could be considered the devil on one’s shoulder, encouraging them to do whatever it takes to achieve pleasure. Regardless of the risk or complications, it wants what it wants and when it wants it. In comparison to the ID, the second element, the ego, is more realistic and down to earth. It uses logic and reason to help control the behavior of the ID. According to Freud, the ego is both conscious and unconscious. It is driven by the same instincts as the ID but uses common sense and reasoning to try to achieve the goal. McLeod points out that Freud mentions a comparison of the ID being a horse and the ego is the rider. This comparison makes perfect sense. (McLeod, 2008) Both the ID and ego share the same goal, as in a horse a rider attempting to reach a location, but they serve different functions in obtaining it. The id is perhaps the wild side to the calmer ego. It is the egos job to meet the needs of the id, while taking into consideration the reality and logic. The final element for the structure of one’s personality is the superego. The superego could be considered our conscious. It has developed morals and learned its idea of right from wrong, usually with guidance from the child’s mentors and role models. If the ID is the horse and the ego is the rider, then then superego is like a map to guide it. It has a clearer understanding of what is acceptable in society. The superego is what provides us with feelings of pride or guilt. Just like the ego, it shares the same goals as the ID. Its primary function is to keep the ego in check and ensure that actions are socially acceptable. Even though the ID is logical, it cannot necessarily decide what is acceptable in society. The ID throws a fit and wants something, the ego determines a way to get it because it knows that a fit won’t get the job done, and the superego comes along and perfects the plan by making it normal to society so that it does not cause embarrassment. Where the ID can be thought of as the devil on one’s shoulder, the superego balances it by being the angel on their shoulder. When the ego cannot satisfy the needs of both the ID and the superego it can become overwhelmed. When this happens the ego uses a defense mechanism to help ward off the unpleasant feelings. There are several different defense mechanisms that can be used. Each helps the ego and/or the person avoid anxiety in a stressful situation. The defense mechanisms job description is to protect from the reality of the stressful situation. One example of a defense mechanism would be repression. Repression allows the ego to ignore and block distressing thoughts and feelings from becoming conscious. Repression ultimately pushes the thoughts out of the conscious mind. A person might use repression to block the memory of their mother’s funeral to avoid the feelings of grief and hurt. Another defense mechanism used by the ego is denial. Denial, unlike repression does not block the thought or feeling; rather it refuses to acknowledge its presence. The most common examples of denial would be a person in an abusive relationship. No matter how many bruises or broken bones they end up with, they will deny that there is a problem. Denial is often used by addicts. Almost everyone can recognize the statement ‘the first step is admitting you have a problem’. Rationalization is another ego defense form. When a person rationalizes something they make up a reasonable explanation for the threatening behavior. An example of rationalization would be when a person thinks that it is okay for them to cheat on a test one time because they have never done it before. Projection, displacement, regression and identification are additional examples of defense mechanisms. Defense mechanisms are very healthy for a person’s psyche as long as they are not abused. A person using denial to avoid confronting the fact they have an alcohol addiction would be an example of abusing a defense mechanism. Freud proposed a theory that a child’s personality develops in five stages. He called these stages psychosexual stages. Each stage represented a different sexual energy and was focused on certain areas of the body. Each stage also presented a challenge to the child. It was Freud’s belief that, starting from birth, sexual energy would start to accumulate and need to be released. Once the energy was released the person could then go on to the next stage. The first stage in Freud’s theory is the oral stage. This stage starts from birth and lasts until about one year old. Just as it sounds, everything in this stage is focused on the mouth. An infant’s primary focus for his or her first year is their mouth. They eat and generally form a habit of sucking on a thumb or some other object. Both the eating and the thumb sucking are pleasure releases for an infant. They draw a comfort from the actions. To bring back Freud’s ideas of the ID, when the infant is hungry he or she uses their mouth to cry and make noise so that they can achieve the pleasure they seek. Freud argued that if a person were to get stuck in this phase he would have an oral fixation. (McLeod, 2008) Examples of oral fixations include smoking, overeating, or anything in general that they use their mouth for, particularly in stressful situations. Stage two in Freud’s theory is the anal stage. This stage starts at around one and can last until about the age of three. This stage focuses on toilet training. Freud believed that the manner in which a child is toilet trained directly relates to his manners with authority. (McLeod, 2008) It was his belief that if a child’s parents set the expectations to high or too soon the child was likely to become anal-retentive. Anal-retentive is when everything is held in. These people like cleanliness and order. On the opposite end of that spectrum is anal-expulsive. Anal-expulsive personalities are often rebellious and disorganized. Dino Felluga interpreted this stage as one in which the child is pleased because after defecation he or she feels they have made something of their own. (Felluga, 2011) Obviously the child would have to have approval and praise from his or her parents and that would bring about a sense of gratification and pride. Between the ages of three and six children go through what Freud called the phallic stage. This has been believed to be the most important stage in the personality development theory. The genitals become the obsession in this stage. This is also the stage of gender identity discovery. He called this the Oedipus Complex. During this time the child will desire the parent of the opposite sex. In his own interpretation of the Oedipus Complex, James Phelan thought the boys would often fabricate a jealous rivalry with their father and then at some point they begin to fear that their father will discover their jealousy and render a punishment. (Phelan, 2005) The most tragic consequence a young boy can think of is his penis being taken away. Freud referred to this as â€Å"castration anxiety†. Once this fear is realized the little boy will start to connect with his father more than his mother. It was during this time he believed the most influential bonding could take place between a father and son. (Phalen, 2005) Freud was convinced that once a little girl realized she didn’t have penis she would begin to feel inferior to her father. Ultimately she faulted her mother for this and focused her attention and love onto her father. Freud referred to this concept as â€Å"penis envy†. There was concern if a person did not overcome the Oedipus Complex. In order to concur the challenge in this stage the child must concur the trust issues with the opposite sex parent. If this did not happen, as in previous stages, the child would get fixated in this stage. The direct reaction for this is trouble in relationships. Phalen thought that the males would not be intimate. In his research he also mention’s Freud’s belief that this is where homosexuality develops. (Phalen, 2005) Freud’s theories on if a female were to get stuck in this stage are weak at best. As the evidence shows, Freud did not have a good handle on females and how they developed. He assumed that if a female did get fixated in the Oedipus Complex stage it was because she was deeply ashamed and rather than face her father she gravitated towards the female sex. (Phalen, 2005). The next stage in the psychosexual stages is the latency stage, occurring between the ages of about 6 to puberty. This is the stage for learning. The sexual needs expressed in the previous stages are repressed and the child begins to focus on the reality principle. As previously discussed, the reality principle is important for the function of the ego and superego. It is during this time that a child can behave like a child. They focus on playing with children their age and enjoy learning new concepts. Usually they develop a sense of independence while at the same time learning to love and care for others. (Felluga, 2011) In general it is a calm and creative stage. The final stage in Freud’s theory is the genital stage. Simply put, this is the young adult. The libido comes back and in full gear and the goal is to find a sex object. John Garcia interpreted this stage as the stage in which the child becomes an adult and begins to seek out ways to channel his sexual energy in meaningful ways. (Garcia, 1995, p. 2). The primary focus is still the libido and that means they are on the hunt for a satisfactory partner of the opposite gender. The difference between this stage and earlier stages is that the energy is now focused on the opposite sex rather than selfish pleasure. (McLeod, 2008) In retrospect, Freud’s theories may have been too bizarre for general audience acceptance. Regardless of the sanity of his ideas, Brian Rock Peter Fonagy thought Freud to be an intellectual genius. (Rock Fonagy, 2006) Amongst other things Freud also developed theories on memory and dream interpretation. His ideas laid the groundwork for several other psychoanalysts to begin theirs. The remarkable thing about his theories is that they all played a role on each other and intertwined. The id, ego and superego play imperative parts in each of the psychosexual stages. It is clear that his basis of theory wrapped around sexual energy, or the libido. As Rock Fonagy mentioned, Freud’s ideas will be and have been helpful in exploring ourselves and are irreplaceable.

Case Study for marketing strategies of Courtyard Marriot Hotel Chain

Executive Summary Marriott Hotel Chain is one of the worlds leading hotel groups in the world. In India, the company has been expanding its operations and has opened up several hotels in some of the major cities of the country. Courtyard Marriott is one of the popularly known hotels in Ahmedabad. The Hotel boasts of luxury and is equipped with the latest seamless blend of comfort and convenience. The following report begins with a detailed analysis of the existing infrastructure of the Hotel and evaluates the marketing segmentation strategies applicable to the Hotel. After defining the Mission and vision of the Hotel, the report provides the objectives of its marketing strategies in the coming years. The report elaborates on the marketing strategies of the company which is based on the target market and the objectives the company has. Finally the report offers a strategic plan which needs to be implemented in order to achieve the laid down objectives (Pacifica Companies n.d.). In order to carry out the above research, the important concepts and tools of marketing have been utilised which offers the basis for determining the path which the Hotel needs to adopt in order to achieve their goals and objectives. The positioning strategies in particular offers the details regarding the segment of customers which the Hotel needs to target. Overall, the report below is a comprehensive marketing plan of the Courtyard Marriott Hotel in Ahmedabad. Mission Statement The One liner which the Hotel uses for promotion of its services is Connected to Meet Your Needs. Therefore, the mission statement of the company is to offer a new customer experience which is redefines the state of comfort and convenience to its customers. The Hotel pledges to surpass the needs of its customers by leveraging upon its image and experience which it has built over the years. Goals and Objectives Courtyard by Marriott is located in a prime location in the commercial capital of Gujarat. The Hotel bestows with a range of innovative and high-tech amenities for both the leisure as well as business travellers. The Hotel offers 164 different contemporary rooms and suits and offers high level of perks which includes in-room safes and high-speed internet access. SWOT Analysis In order to come up with the relevant goals and objectives for the hotel in the coming 12 months, the SWOT Analysis needs to be conducted which offers the Strengths, Weaknesses, Opportunities and Threats which is related to the Hotel. Strengths Weaknesses Is a part of a world leader in the business of Hotel and Leisure Industry Equipped with the best infrastructure which is second to none in the city. Its online discounts and bookings have increased considerably over the years (Indian Coast Guard 2013). Offers a world class customer service Staff Turnover has been considerably high. Profit margins of the Hotel has been reported to have declined in a period of 5 years. Opportunities Threats There has been an increase in number of international customers coming to Ahmedabad. A significant customer segment is willing to spend more and avail of the 5 start facilities Increased business summits for example Vibrant Gujarat attracts business visitors from home and abroad (Vibrant Gujarat 2013) Affordable alternatives to the hotel in the nearby areas. Economic slowdown has been one of the major concerns for decrease in occupancy rates. The primary SMART goals and objectives of the company can be summarized as below: Courtyard extends to make its guests feel relaxed and refreshed to be perfectly ready to face every new day. Increase occupancy rate by 20% Redefine its image and focus on its core business Add affordable and low-cost products and services in its offerings. Increase responsive time and enhance the ambience Reduce cost of operations and increase efficiency The above objectives are for the coming 12 months as the hotel seems to have lost a considerable market share due to its policies and marketing strategies which have gone a bit beyond their core business objectives. The competition has beefed up and especially in Ahmedabad the number of 5 star and good quality of Hotels have raised in the last couple of years. With increased footfall, and people visiting the city for more than one or more reasons, the Courtyard Marriott needs to lay emphasis on increasing its market share and offer better quality services. The Hotel has been criticized at times to give way with some necessary leisure services in an attempt to reduce its costs and fight the competition. Hence, the target should be to work on these areas and improve upon the complaints and criticisms in the next 12 months. Market Segmentation Strategy It is not possible to handle customers as a big single sized market. For any kind of product or service, it is critical that perfect market segmentation strategies are used which recognizes the ways in which each segment of customers differ from the others in terms of needs, lifestyles, and attitudes. By using the following market segmentation strategy, Courtyard Marriott could prepare the roadmap to achieve the objectives mentioned above. The strategies would be subdivided on the basis of different segmentations used: Geographical: The major visitors to the Hotel is from within the country and comprises of the high income group segments. In order to make sure that the hotel could target this segment of customers, it needs to appear a value for money proposition. This can be done by highlighting the level of comfort and convenience the Hotel has on offer for the price it charges. Another segment of customers are from abroad. For this segment, the marketing strategy needs to leverage upon the brand of Marriott and increase the visibility using the social media and internet marketing channels (Typepad n.d.). Demographic: The demographic segmentation of customers divides them into two different members. The leisure travellers and the business travellers. In order to attract the leisure travellers, the marketing strategy needs to highlight the facility and infrastructure the Hotel offers in terms of comfort and convenience. For the business travellers, the unique location within the city and the convenience the hotel offers for business meets and travelling around the area would be prime element of marketing and promotion. Psychographic: The division as per this variable segments the customers into 3 different classes. They are socially, lifestyle and personality. For the socially and personality conscious customers the marketing strategy needs to be presenting the hotel as a prime venue which is affordable yet bestows all the features of a 5 star facility. For the lifestyle customers, the hotel segmentations strategy is to market its services and the added comfort facilities they offer (Siimt n.d.). Behavioural: This segmentation is done based on the attitudes and response towards the services offered by the customers. There are two segments here as well. One is price responsive while the other is feature rich customers. For the price responsive customers, the hotel needs to market its services with lucrative offers and deals which attracts the customers and avail the discounted services of the premises. For the feature rich customers, the highlight of the marketing strategies need to produce the range of infrastructure conveniences and add-ons which the hotel offers for a selected range of services (Neelesh War Hermitage n.d.). Positioning Strategy Courtyard Marriott is a dedicated brand of Marriott hotels which extends to offer the pleasure of staying inside a Hotel with added amenities and having an elite experience within. After evaluating the segmentation strategy and the different market segments, the following can be summarized as the different market segments to the Hotel which are a part of high income groups: Business Travellers Leisure Travellers Price Conscious Guests Feature Conscious Guests Courtyard Marriott Ahmedabad would be positioned largely like any other Courtyard Hotel which is designed for frequent business travellers who like to enjoy their breaks from the daily routine which travel offers. It would be positioned as a smart, dynamic hotel which helps its guests to make the most of their time when outside. The different elements which would constitute of the positioning strategies of the Hotel would comprise of: Smart: It would be placed as a hotel which understands the mindset of its guests. Here the management would be proactive and based on their experiences offer each and every anticipated service by different class of customers. Multidimensional: Here the Hotel would try to acknowledge their guests as an individual 1st and as a business person next. For the leisure group of travellers, it would be the focus to add comfort and convenience for their stay with their loved ones. In touch: The management needs to exhibit a clear understanding of the needs of its guests and stay pre-equipped with the resources required. It would be integrated with the goals and objectives of the company. Stay grounded: The next element of focus would be ensuring that the Hotel does not promise what it cant deliver. It needs to position itself as a 5 start facility which offers a range of specific services. Magnetic: A humble and warm team which makes every effort to bring a smile on the face of their customers. This would be done by guests being able to discover something new and different with every visit they make to the hotel. Open: Lastly, the positioning would need to be open to all suggestions and recommendations of guests. Moreover, the hotel would need to be patient and not appear pushy in any aspect. To conclude and summarize, Courtyard Marriott would be an ideal destination which offers a world class facility and matches up the global standards set by the Marriott group of Hotels. The positioning would largely comprise of a 5 start facility which is equipped to meet the latest needs and expectations of the customers from both within and outside the country. A customer coming to the Hotel would develop a perception about the hotel to be a value for money location. Irrespective of the purpose of travel, the management would need to highlight its core values and leverage from the brand image the hotel chain has developed in different parts of the world (Soeagra 2012). Strategic Action Plan A strategic plan offers the roadmap of implementing a range of marketing strategies in an expectation to meet the goals and objectives set by the organization. In case of Courtyard Marriott, the action plan for achieving the above mentioned objectives would be summarized as below: Planning The 1st step of implementing changes and ensuring that the Hotel is aware of the goals and objectives they need to achieve is planning. The top management would need to come up with a list of changes and define the roles of each member of the Hotel. Once the management is clear about what the organization needs to achieve and who are the primary elements who would act as the critical elements for the implementation process, the next step would be to train and inform its entire team. It would be wise to move collectively and ensure that the employees within the organization are valued. Take Feedbacks and suggestions Once the Hotel has carried out its planning and briefing, the next step is to take inputs from the members of its entire management. This would help in getting information about the challenges or problems which any element within the entire system might have been having. Also, suggestions from the on-field employees makes sure that the management is aware of the ground realities and issues. Implementing the changes The next step is to implement the proposed changes and introduction of the new systems in practicality. The implementation strategy would comprise of the following elements in respect of the above different goals Goals and Objectives Strategies Courtyard extends to make its guests feel relaxed and refreshed to be perfectly ready to face every new day. The Hotel would need to increase their response time to the service requirement of the customers and that too around the clock. Middle level managers would be responsible to ensure that things are addressed and the responsible staff members are catering to their respective duties. Increase occupancy rate by 20% In order to achieve this target, the Hotel would need to adopt several marketing strategies. Advertisements would be released on a monthly basis in leading newspapers, leisure magazines, and business magazines. Social Media Promotions and Internet Marketing needs to be beefed up. This would be done by increased promotions online by using AdWords and other advertisement platforms over the internet. On the other hand the company would need to come up with offers and discounts from time to time which needs to be informed to the customers by using the social media profiles. Offer membership options for frequent customers and local residents. The frequent customer membership would offer substantial discounts to the customers on every visit they make. While for the local residents, the Hotel would promote its leisure activities and offer them the option of availing discounts for staying and using the different facilities within. For instance, a local resident after membership would be offered discounts on food items to a considerable level. Redefine its image and focus on its core business There has been a shift in the way the Hotel has been promoting its services. It needs to shift back to its core business image of offering high class convenience and comfort for the period a guest stays within. With every booking the hotel would start to provide surprise add-ons which would only be revealed after the customer books. This way the customer can anticipate and be excited about the additional benefits which they might get for the bookings and period of stay they make. This should be a premium service and offer the customer the sense of being valued (Club Marriott n.d.). Add affordable and low-cost products and services in its offerings. To target a considerable chunk of customers from the middle income group who aspire to take a facility of a 5 star experience, the hotel would need to come up with discounted offers for specific periods each month. The management needs to evaluate and come up with relevant dates of discounts each month. It would be based on the past data of the duration of low occupancy. It further needs to ensure that for each month the company announces the offers in about two months in advance. Besides, additional affordable bookings for the members could be a top-up for attracting the customers to become members. Increase responsive time and enhance the ambience The management needs to consistently evaluate the manpower required based on the occupancy they have. To increase the response time, adequate staffing would be done for each levels and departments. To enhance the ambience, the Hotel would implement different blends of decorative elements and curtains to suit the seasons. For instance, the decorative elements and curtains used for winters could be a blue look while for summers a bright combination would be a winner. This would help in attracting customers to come to the hotel in anticipation of a new feel and atmosphere for each visit. Reduce cost of operations and increase efficiency The Hotel would switch to installation of LED lights inside and solar panels in the outer areas of the Hotel. This move would be done for reducing the energy costs. Increasing efficiency would be facilitated by introduction of advanced cleaning tools, delivery systems, and options to reach the respective divisions by the customer. Establish a process Review The next step after defining the strategies with respect of each goal above would be to establish a review process which would include the evaluation measures and the people responsible to evaluate the entire process. This review process would further be utilized to evaluate and compare with the achieved standards with respect to the each move suggested above. Courtyard Marriott would also need to establish the process of collecting data and relevant feedback from the visitors. The data would be an essential element which would be handy for being used as control mechanisms and implementing the corrective measures as mentioned below. Control and implement corrective measures The senior management would be responsible to supervise the above strategies and direct the respective employees responsible for carrying out each task. An audit would be performed each month and the progress and data recorded would be compared with the set standards. In a scenario where there have been issues or diversion to the primary objectives of the company, the corrective measures need to be implemented. Timescale The above marketing strategic plan lays down the things which has to remain the prime focus for the hotel in the coming 12 months. The processes suggested would be a regular practice and needs to be repeated with each month. Therefore, besides setting the timeline for planning and setting the date for the above changes rest of the processes needs to repeat on a monthly basis. The time taken to make the entire planning and implementation arrangements is set to be 20 days after which the Hotel would start implementing the above changes. 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