Saturday, March 14, 2020
Hospitality and Tourism Marketing Strategies 1.0 Introduction Hospitality and Tourism Marketing Strategies 1.0 Introduction 1.1 Porter 5 forces analysis of TravelodgeForce 1:Ã TheÃ degreeÃ ofÃ rivalryForce2: The threat of entryForce3: The threat of substitutes Force4: Buyers powerForce5: suppliers power1.2Ã Ã Ã Ã Ã Ã Porter 3 generic strategies1.3Ã Ã Ã Ã Ã Ã Value chain analysis of TravelodgePrimary ActivitiesOperationsOutbound LogisticsMarketing and SalesServiceSupport ActivitiesTechnology DevelopmentHuman Resource Management (HRM)Firm Infrastructure2.1Ã Ã Ã Ã Ã Ã Boston Box Matrix analysis2.3 Product life cycleProduct life cycleIntroduction StageGrowth StageMaturity StageDecline Stage2.3Ã Ã Ã Ã Ã Ã Market segmentationBusiness TravellersLeisure TravellersGroup Meeting TravellersOther Travellers3.1Ã Ã Ã Ã Ã Ã Creating and Developing Customer loyalty Zone 1: The Zone of IndifferenceZone 2: The Zone of SatisfactionZone 3: The Zone of DelightZone 4: The Zone of Loyalty3.2Ã Ã Ã Ã Ã Ã Network and relationship marketing3.3 Ã Ã Ã Ã Ã Viral and Guerrilla marketingReferencesRelated 1.0 Introduction The original Travel Lodge brand was first established by its founder Scott King, in 1939 by opening the first motels in southern California. During its starting phase, it highlighted itself as a budget motel chain offering functional accommodation at lower rate than other lower chain by providing comfortable beds, free TV and room phones, carpeted floors, in-room coffee pots and pools. Travel Lodge is fastest growing and most recognized budget Hotel Company in the United Kingdom. TravelodgeÃ currently hasÃ 466Ã hotelsÃ andÃ 32,477Ã roomsÃ inÃ the UK, IrelandÃ and Spain. TheÃ budgetÃ hotel chainÃ hasÃ oneÃ goalÃ isÃ to haveÃ 1,100Ã hotelsÃ in EuropeÃ with moreÃ than 100,000Ã roomsÃ in 2025. WithÃ 5,714Ã rooms andÃ 40Ã hotels inÃ theÃ capital, Travelodge,Ã the fastestÃ growing hotel chain,Ã has taken the titleÃ ofÃ beingÃ theÃ largest brand from theÃ HiltonÃ hotelÃ in London. This company was first lunched as first budget hotel brand in the UK in 1985 and is today one of the major branded hotel companies in the united kingdom with nearly 460 hotels. This chain is employing around six thousands staffs and more than seven million people stayed there in 2010 and more than eight seven booking are being made through online. Room rated start at Ã £19 per night, which is attracting the huge amoun t of customers. Travelodge is a brand champion of consumers; focus on driving prices in the hotel industry to encourage more people to use the hotels. Low prices of the chain budget delivered by commitment to operational efficiency and low cost business model. Only this year, Travelodge will offer over Ã £ 2,000,000 rooms at Ã £ 29 or less. Travelodge Heathrow Central 3 star hotel is situated on the Bath Road where most big Heathrow hotels are located. Its actually in the far east of the airport perimeter which is about 2 miles from terminals 1, 2 and 3 in the central area and terminal 4 in the southeast corner of the airport. This situation is actually quite convenient for the West London / Central London as the right side of the A4 London airport. A normal journey by car / taxi in west London takes about 20 minutes and 30-40 minutes to central areas. This location travel lodge was established in 2008 with the aim of providing budget priced accommodation in the Heathrow area. There is licensed bar cafe where breakfast, lunch, snack, dinner and drinks can be purchased within the hotel. 1.1 Porter 5 forces analysis of Travelodge Michael E. Porter of Harvard Business School developed a five forces framework for industry analysis and business marketing strategy development in 1979, which was aimed to increase the overall industry profitability. As stated by porter (1980) there are five forces that determine industry attractiveness and long-run industry profitability. These five competitive forces are: The threat of entry of new competitors (new entrants) The threat of substitutes The bargaining power of buyers The bargaining power of suppliers The degree of rivalry between existing competitors This forces and their rivalry can be best understood by the following diagram: Source: Porter (1980) Force 1:Ã TheÃ degreeÃ ofÃ rivalry TheÃ intensityÃ ofÃ theÃ rivalry, which isÃ theÃ mostÃ obviousÃ ofÃ theÃ fiveÃ forcesÃ inÃ anÃ industry, helpsÃ determineÃ the extent toÃ whichÃ the valueÃ created byÃ anÃ industryÃ thatÃ isÃ dissipated through the headÃ toÃ headÃ competition.Ã The most valuable contributionÃ ofÃ PortersÃ five forces in theÃ contextÃ ofÃ thisÃ problemÃ mayÃ beÃ its suggestionÃ thatÃ rivalry,Ã while important, isÃ just one ofÃ severalÃ forces thatÃ determineÃ industry attractiveness. The degree of rivalry is very high because Heathrow area is the busiest area where around 50 star hotels are operating among them 16 hotels are 3 stars so, but Travelodge is competing with them with its cheapest budget 3 star hotel with high standard infrastructure and service. Premier inn is the one of the largest competitor having more rooms and facilities more than but Travelodge low price strategy and global largest chain playing the great role. Force2: The threat of entry Potential and existing competitors influence average industry profitability. Unless the entry of new firm is barred, the rate of profit will fall towards its competitive level. The threat of entry rather than actual entry might be sufficient to make sure that established firm constrains their price to the competitive level. By contrast, existing entry barriers whenever difficult or not economical feasible for an outsider to replicate the position of incumbents (Porter, 1980; Sanderson, 1998). Threat of new entry is low as brandsÃ areÃ very importantÃ inÃ the hospitality industry.Ã TravelodgeÃ useÃ its nameÃ from aÃ strong brandÃ to attract newÃ customersÃ andÃ retainÃ old ones.Ã Moreover,Ã an economyÃ of scale is alsoÃ aÃ veryÃ importantÃ factorÃ inthisÃ industry.Ã TheÃ profitabilityÃ ofÃ TravelodgeÃ isÃ higherÃ thanÃ the individual operations.Ã AÃ new entrantÃ cannot competeÃ with established playersÃ in termsÃ of quality andÃ priceÃ ifÃ they canÃ achieve economiesÃ of scale.Ã BeingÃ Travelodge, a capitalÃ intensive industryÃ withÃ a lotÃ of it, tiedÃ in fixed costs,Ã makesÃ entryÃ to most difficult.Ã ProtectionÃ of theÃ GovernmentÃ for the tourism sectorÃ is veryÃ high andÃ thisÃ in turnÃ blendsÃ intoÃ theÃ hotel industryÃ and it isÃ thusÃ attractiveÃ industryÃ inÃ general. Force3: The threat of substitutes A threatÃ of substitutesÃ existsÃ ifÃ there areÃ alternative products withÃ lowerÃ pricesÃ ofÃ better performanceÃ parametersÃ for the same purpose.Ã They could potentiallyÃ attractÃ a significant proportionÃ ofÃ market volumeÃ and henceÃ reduce theÃ potentialÃ sales volume forÃ existing industries. ThisÃ categoryÃ alsoÃ relatesÃ toÃ complementary products. The mainÃ substitutesÃ for theÃ hotel industryÃ are campingÃ andÃ recreational vehiclesÃ for tourists,Ã corporateÃ guest housesÃ for business travellersÃ andÃ otherÃ informalÃ meansÃ of accommodationÃ with familyÃ and friends.Ã Compared toÃ theÃ hospitality industry, these are muchÃ cheaper alternatives, soÃ their pricesÃ very highÃ values andÃ switching costsÃ very low.Ã ThisÃ makesÃ theÃ attractiveness ofÃ the industryÃ in terms ofÃ substitutes,Ã low. But, Travelodge is the one who is offering the high standard service at cheap price so the threat of substitutes is low. Force4: Buyers power The most importantÃ factors affecting theÃ purchasing powerÃ are theÃ sizeÃ and concentrationÃ of customers.Ã Other factors,Ã theÃ extent to whichÃ buyersÃ are informedÃ and concentrationÃ or diversity ofÃ competitors. KippenbergerÃ (1998)Ã states thatÃ it isÃ often usefulÃ to distinguishÃ the potentialÃ buyerÃ in the purchasing powerÃ ofÃ desireÃ orÃ incentive to useÃ thatÃ power, readiness,Ã which comesÃ mainly from theÃ risk ofÃ failure,Ã associatedÃ with its use. As far as the cheap price accommodation, there is low buyers power in case of Travelodge. Travelodge has numerous customers who are relatively very small in size. Loss of a single customer has little impact on it and finally this drives down the buyers bargaining power. Likewise buyers threat of backward integration is almost impossible and so is the company threat is forward integration. Force5: suppliers power The term suppliers include all the sources for inputs that are needed in order to provide goods or services. Basically the key suppliers of the hotel industries are; labour suppliers and real estate suppliers. All the suppliers in the market are defined as customers suppliers those who supply customers like travel agents, airlines companies, and other organisations where as property owners, infrastructure suppliers and housing and decoration are real state suppliers. Beside that labour suppliers have also key role to the company. Overall, supplier power is low as customers suppliers is low as it is the budget chain hotel and get customers from its chain hotels along that its cheap accommodation is also the main customer attractiveness. About the labour suppliers they have also moderate power because of the huge number of labour suppliers so they is big competition between the suppliers, on the other hand due to the national legal policy, minimum wages has to be paid so unlike other countries, this company cant hire the labour less than minimum wages. The numberÃ of suppliersÃ for theÃ hotelÃ industryÃ is quiteÃ large andÃ each supplierÃ is veryÃ smallÃ compared toÃ theÃ leadingÃ playersÃ in the industry.Ã Few powerfulÃ players areÃ essentialÃ to theÃ suppliers.Ã SubstitutabilityÃ suppliersÃ are alsoÃ quiteÃ possibleÃ and affordable.Ã SwitchingÃ betweenÃ estate agentsÃ is notÃ going toÃ affectÃ significantlyÃ the companysÃ hotel.Ã However,Ã in terms ofÃ quality,Ã training centresÃ forÃ workersÃ and producersÃ who provideÃ ICTÃ systemsÃ that forÃ property managementÃ are relativelyÃ difficult to replace.Ã Therefore,Ã in terms ofÃ attractiveness ofÃ alternativeÃ suppliers ofÃ the industryÃ is moderatelyÃ high. 1.2Ã Ã Ã Ã Ã Ã Porter 3 generic strategies PortersÃ generic strategyÃ matrix,Ã whichÃ emphasiseÃ theÃ costs leadership,Ã differentiation and focusÃ based onÃ three options forÃ businesses,Ã hasÃ dominatedÃ competitive firms strategy since Generic strategies were first presented in two books by Professor Michael Porter of the Harvard Business School (Porter, 1980, 1985).Ã According toÃ thisÃ model,Ã a companyÃ canÃ chooseÃ howÃ to competeÃ on theÃ basisÃ of matchÃ betweenÃ theÃ typeÃ of competitive advantageÃ and objectiveÃ marketÃ asÃ the mainÃ determinantsÃ ofÃ choice. Porter, generic strategyÃ typologyÃ remains a mostÃ notablyÃ inÃ theÃ strategicÃ management literature. AÃ businessÃ can maximize performanceÃ eitherÃ byÃ strivingÃ toÃ be theÃ low cost producerÃ in anÃ industryÃ orÃ byÃ differentiating their line of productsÃ orÃ servicesÃ from other companies; either of theseÃ twoÃ approachesÃ canÃ be a ccompanied byÃ a focus of organizing effortsÃ in aÃ particularÃ segment market. Travelodge business purpose is to provide its service for everyone by delivering low cost and maximum value for money accommodation to all customers and highly attractive, efficient and convenient stop-overs or stay-overs. Its overall strategy is cost leadership, this can be realised by its offer room starting from Ã £19, where as its more than 80% internet booking playing a key role to minimise its operational cost, as a result it has been possible to become cost leadership. 1.3Ã Ã Ã Ã Ã Ã Value chain analysis of Travelodge The value chain is a systematic approach to examining the development of competitive advantage. It was created by M. E. Porter in his book, Competitive Advantage (1980). The chain consists of a series of activities that create and build value. They culminate in the total value delivered by an organisation. The margin depicted in the diagram is the same as added value. The organisation is split into primary activities and support activities. Primary Activities Inbound Logistics Activities related to receiving the materials from the supplier, storing them externally sourced materials and handling them within the firm where goods are received from a companys suppliers and are stored until they are needed on the production/assembly line is called inbound logistics. Travelodge ensures the right components are delivered to the right manufacturing point at the right time and they appoint their right supplier in time with certain terms and conditions, therefore the inbound logistics is good. Operations This section includes all the activities concern with the production of products and services. In case of Travelodge, it has been divided into three sections as reception, room service and food service. Its food service is delivered thorough its restaurant, it has its own business, there is no connection with residence and food like others star hotel. As far as the customers complaints found in blog, most of them are related to cleaning and security, so Travelodge is operation is not so good its just moderate. Outbound Logistics The goods are now finished, and they need to be sent along the supply chain to wholesalers, retailers or the final consumer. These are all the activities related to distributing the final product or service to the customers. Travelodge has its unique outbound logistic system where they get customer from its travel agents, its own branches and its cheapest budget hotel policy. Because of its good outbound logistics system, travel is the one of the hotel chain, which didnt suffer of last economic downturn. Marketing and Sales In true customer orientated fashion, at this stage the organisation prepares the offering to meet the needs of targeted customers. This area focuses strongly upon marketing communications and the promotions mix. In Travelodge, this area essentially analyses the needs and desires of customers and its responsible for creating awareness among the target group about the company products and services. Travelodge is using the marketing communication like advertising, sales promotion and cheapest budget hotel strategy to attract the customers to their products. By analysis its marketing and sales, it seem to be at good position, their e-marketing is excellent because of that Travelodge is saving its huge amount of money in advertising. Travelodge subsidiaries are in throughout the world so it marketing of any part of the world to some extent affects company popularity. Recently, Travelodge has an advertising agreement with Google which is expected to enhance the sales. The new strategy has been created to differentiate Travelodge from competitors in hotel sector and to move its marketing focus beyond its cheap price. New campaign the Sleep Tight will be a collection of cuddly toy animals going under the name Mr Sleep and the Z Squad. The marketing team is doing whatever is necessary to ensure a good nightÃ¢â¬â¢s sleep and the first advertisement lunched on first may 2010. Travelodge launched a new TV advert in February 2011, featuring its famous Mr Sleep and his pal Big Ted. The 30 second TV ad featured the two teddy bears travelling around the UK, staying at various Travelodge hotels. Service This includes all areas of service such as installation, after-sales service, complaints handling, training and so on. There is often required to provide services like pre-installation or after-sales service before or after the sale of the products or service. Travelodge is mostly focusing on its pre-installation service and less effort on after sales service so they are not handling their customer complaints. Support Activities Procurement This function is responsible for all purchasing of goods, services and materials. The aim is to secure the lowest possible price for purchases of the highest possible quality. They will be responsible for outsourcing and purchasing using IT and web-based technologies to achieve procurement aims. Procurement activities are running through a system, like purchasing goods is being done by the competition between the suppliers and IT infrastructure contact with big IT companies. Technology Development Technology is an important source of competitive advantage in Travelodge by using them to innovate to reduce costs and to protect and sustain competitive advantage. This could include production technology, Internet marketing activities, lean manufacturing, Customer Relationship Management (CRM), and many other technological developments. Travelodge is very good for using latest and modern mainly internet technology. Human Resource Management (HRM) Employees are an expensive and vital resource. An organisation would manage recruitment and s election, training and development, and rewards and remuneration. The mission and objectives of the organisation would be driving force behind the HRM strategy. Travelodge has its own HR department where all recruitment selection, training and rewarding system are being done. For cleaning service, Travelodge has a contract with other outside cleaning companies with certain terms and conditions and is supervising their works. Firm Infrastructure This activity includes and is driven by corporate or strategic planning. Travelodge uses the Management Information System (MIS) and other mechanisms for planning and control such as the accounting department, finance and corporate strategy which make Travelodges better company infrastructure. 2.1Ã Ã Ã Ã Ã Ã Boston Box Matrix analysis The Boston box is a classic tool of strategic planning and was developed in the early 1970s by Bruce Henderson. Matrix provides a useful tool for analysing an organisations portfolio of business units, product lines, offerings or activities. It helps businesses to identify which products to invest in and which not to invest in depending on their relative market share and the growth rate of the markets they serve. Using the BCG Box, a company classifies all its strategic business units according to two dimensions as horizontal axis; relative market share this serves as measure strength in the market this provides a measure of market attractiveness. Residential rooms are the product of Travelodge, by selling them it has been running its business and now it steps to the stage where company is getting a good profit and investing to expand its service. By dividing the matrix into four areas, four types of units can be distinguished: Stars Ã Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows. Cash CowsÃ Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit so that they continue to generate the strong cash flows that the company needs for its Stars. Question marksÃ Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. Management have to think hard about question marks which ones should they invest in? Which ones should they allow to fail or shrink? DogsÃ Unsurprisingly, the term dogs refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in. As Travelodge has high market share with a slow-growing industry and these units typically generating cash in excess of the amount of cash needed to maintain the business therefore falls on cash cow business strategic units. This company is running more than 30 years and successful business in UK hotel industry with relatively little need for investment. 2.3 Product life cycle The life of a product is the period over which it appeals to customers. The sales performance of any product rises from nothing when the product is introduced to the market reaches a peak and then declines to nothing again. With respect to the revenues generated by a product over a period of time, there are various stages that are achieved by any product. This is called a productÃ¢â¬â¢s life cycle. A product life cycle mainly consists of below mentioned four stages. Product life cycle Source: Graham R. Massey, (1999) Introduction Stage At the Introduction Stage market size and growth is slight. It is possible that substantial research and development costs have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the Introduction Stage. Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product. Travelodge created product awareness develop a market for the product. No profits were made when it was at introduction stage as development costs have not yet been covered. It took a substantial amount of time to catch on in the market before they enter their growth phases. Growth Stage The Growth Stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output economies of scale and possibly better prices. At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market. Accordingly, significant promotional resources are traditionally invested in products that are firmly in the Growth Stage. After theÃ year of 2000, Travelodge is considered in growth stage, when it was expanding throughout UK and they were investing their profit to open new hotels. Maturity Stage Currently Travelodge is in maturity stage, maturity Stage is, perhaps, the most common stage for all markets. It is in this stage that competition is most intense as companies fight to maintain their market share. Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors. The Maturity Stage is the time when most profit is earned by the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve production efficiency and quality. Decline Stage Travelodge is expected to be in maturity stage after some decades when its market is shrinking, reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to a cheaper facility, sell the product into other, cheaper markets. Care should be taken to control the amount of stocks of the product. Ultimately, depending on whether the product remains profitable, a company may decide to end the product. As travel was established before more than 25 years and it has more than 460 hotels in United Kingdom, it is making a good profit and one of the established budget hotel therefore it is in the maturity stage in the life cycle. 2.3Ã Ã Ã Ã Ã Ã Market segmentation Segmentation is the term given to the grouping of customers with similar needs by a number of different variables. Once this has been done, segments can be targeted by a number of targeting strategies.Ã Based on Travelodge business goal, competition and customers, they have divided their market into four segments business, leisure, group, and other as described below: Business Travellers Business travellers represent a large portion of lodging demand in many market areas.Ã Travelodge include people travelling on business representing commercial, industrial and governmental organizations. It is important to understand why business travellers are visiting the market area and how many room nights they generate.Ã Reasons for visiting a particular area might include conducting business with a company recruiting, training, management meetings calling on multiple businesses and stopping over between destinations. Leisure Travellers Leisure travellers may visit an area for a vacation, to attend sporting or social events, to shop, or to visit friends and relatives.Ã They might be staying over simply because they are travelling to other destinations. Leisure travellers may be individuals, couples, families, or small groups.Ã Travellers visiting hospitals and universities are typically included in this market segment. Leisure room demand is often seasonal.Ã In larger, Travelodge more urban market areas, leisure room demand may be limited to weekends, summer months and holiday periods. Group Meeting Travellers For Travelodge, group market consists of both leisure and business travellers but due to the size of meeting or gathering hall they limited this segment as small group meeting travellers.Ã Leisure groups include bus tours, school activities, athletic events, etc.Ã Tour groups are often brought to an area for sightseeing and attending special events.Ã Local attractions that appeal to leisure tour groups may have records of the numbers and names of tour operators who have visited their attractions. Business group meetings are typically associated with board meetings, training programs, seminars, trade shows, and other gatherings.Ã Often the sponsoring organization will be from the local area.Ã Out-of-town organizations may use logical meeting facilities because they often rotate the sites of their regional meetings.Ã Information on the group meeting market can be obtained through state chapters Other Travellers Various lodging customers cannot be classified under the categories of business, leisure, or group. These travellers may include construction workers, truckers, utility crews and others.Ã Activity at local truck stops, distribution centres, long term construction projects and other sources of demand could help you estimate the significance of this market segment. 3.1Ã Ã Ã Ã Ã Ã Creating and Developing Customer loyalty Generally, customer loyalty can be defined making customers feel that they are the companys number one priority. Competitive advantage can be achieved through customer loyalty. This is the way to gain the best kind of customers, repeat customers. Repeat customers tend to spend more money and provide the best personal advertising. Customers feel customer loyalty when they consistently purchase a certain product or brand over an extended period of time. As an example, many customers stick to a certain travel operator due to the positive experiences they have had with their products and services. In Travelodge, customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. This company believes that the individual market segments should be targeted in terms of developing customer loyalty. The Customer Loyalty Grid is helpful to understand customer loyalty better. This grid is divided into four zones, as shown in the diagram below: Zone 1: The Zone of Indifference Zone of indifference includes those services which are unstated but expected. Literally, this includes all those customer needs and wants that are basic to fulfilling the contract between you and them. For example, customers expect to be treated with courtesy and respect, and would probably be puzzled and maybe even insulted if customer asked them if this was a need. It of course is, and if dont meet this need; it will cause dissatisfaction for example sometimes travel lodge cleaning service and infrastructure are criticised by the customer. If you meet this basic and obvious need, the best you can hope for is indifference. Zone 2: The Zone of Satisfaction This is where your customer actually tells what is important to them. Meeting a customers needs here will cause satisfaction, whereas not meeting them will cause huge dissatisfaction. For example, Travelodge advertise that it has offer room for Ã £19 per night, customer think that if even they donÃ¢â¬â¢t book before, it not going to hogh price for the room but sometime it is, this cause a customer dissatisfaction. It is an expectation, simply because other organizations that the customer deals with provide this benefit. Zone 3: The Zone of Delight This is where your customer hopes for something, asks for it, but really does not expect to provide it. This is opportunity to provide something beyond their expectations and by so doing will create delight. For example, a customer might ask for something that is usually available only in a premium priced product. Not providing it will unlikely cause dissatisfaction. Therefore this is an area for particular attention in building a loyal customer base. This area is not seem to be good at Travelodge. Zone 4: The Zone of Loyalty This is an area where hotel expertise in whatever product or service you provide and the customers lack of knowledge can really give back. Providing benefits above and beyond what the customer is even aware of can create a loyal customer. This requires you to be really proactive in suggesting to customers new innovations that they can really benefit from. Many customers will be even willing to pay extra for this. In case of Travelodge, it is very careful about the hidden cost of hotel so tries to offer like welcome drinks, some gift for celebrating birthday customer. At Travelodge, Customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. If this company be careful about all the zone of matrix then of it will create and develop best customer loyalty than currently. 3.2Ã Ã Ã Ã Ã Ã Network and relationship marketing Network and Relationship Marketing has evolved as a strategic marketing approach which is oriented towards attaining long-term profitability and value creation by interactions and mutual exchange among customers, suppliers and other stakeholders. It is also can be adopted to enhance the competitiveness and profitability of a value delivery network (supply chain). Better integration and shared mutual values can be developed through relationship marketing across value delivery network. Network marketing is commonly known as multi-level marketing. It is part of the direct selling industry and is run as a business-distribution model that allows a parent company to market its products directly to consumers through a large network of distributors and consumers, thereby bypassing the middleman. Travelodge is mainly focus on relationship marketing, they have a customer record keeping system so they treat regular customer specially. They are promoting relationship marketing by developing the good relationship. Ã 3.3 Ã Ã Ã Ã Ã Viral and Guerrilla marketing Guerrilla Marketing is an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically. Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive Flash games, images, or even text messages. As travel is considered itself as a largest budget hotel in UK and investing millions of pound on marketing so Travelodge donÃ¢â¬â¢t think about adopting Guerrilla marketing.Ã But talking about viral marketing Travelodge is to some extent using if we see internet we can see many images and video clips about the service and infrastructures. Viral marketing is the Travelodge authorised company strategy as well but guerrilla marketing is not Travelodge policy. Ã References Porter, M.E. (1980)Ã Competitive Strategy: Techniques for Analyzing Industries and CompetitorsÃ , Free Press, New York, 1980. Sanderson, S. (1998) New approaches to strategy: new ways of thinking for the millennium, Management Decision, Vol. 36 issue 1, pp.9-13. Graham R. Massey, (1999) Product evolution: a Darwinian or Lamarckian phenomenon?, Journal of Product Brand Management, Vol. 8 Iss: 4, pp.301 318 Howard, Theresa (2005).Ã USAToday: Viral advertising spreads through marketing plans.Ã USA Today. Fornell, C. and Wernerfet, B. (1987) Defensive marketing strategy by customer complaint managementÃ : a theoretical analysis,Ã Journal of Marketing Moloney, Chris X. (2006) Winning Your CustomerÃ¢â¬â¢s Loyalty: The Best Tools, Techniques and Practices AMA Workshop Event(s). Misc. materials distributed related to event(s). Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica. (1999). Principles of Marketing 2ndÃ ed. Prentice Hall Europe McKenna, R. (1991) Marketing is Everything,Ã Harvard Business Review, Jan-Feb, 1991, pp 65Ã¢â¬â70
Thursday, February 27, 2020
2. What were the greatest achievements of the Italian Renaissance Explain your answer with reference to at least three works of art or literature - Essay Example Artists such as Leonardo da Vinci, Raphael, and Michelangelo thrived during this period, their works being considered masterpieces to this day. The works of the trio form the backbone of the Italian Renaissance and some of these shall be considered in this essay. One of the best-known works of the Italian Renaissance, and what can be considered one of its best accomplishments, is the fresco The Triumph of Galatea. This is a masterpiece by Raphael, which he painted for the Villa Farnesina, and is based on Greek mythology (Bruce 346). It is a depiction of how the Nereid Galatea became involved in a love situation with a shepherd. While this fresco is based on the mythology, it depicts a sight where Galatea is surrounded by humanoid sea creatures. This fresco is deemed one of RaphaelÃ¢â¬â¢s supreme masterpieces whose meaning has been subject to speculation for a long time. The second, and perhaps the most well-known, work of art of this period is Mona Lisa, by Leonardo da Vinci. This painting is not only famous, but many books, songs, and poems have been written concerning it. This is because of the famed mystery, which the painting seems to carry with it. People who have visited it or viewed it have often wondered what da VinciÃ¢â¬â¢s inte ntion for painting it was. While some people believe that it is just a regular painting, others have come up with theories concerning it, including that it holds a revered religious secret. The topic of the painting has an indistinct expression on her face. This expression has kept people interested in the painting for a long time, as each attempt to decipher its true meaning (McMullen). Art scholars continue to study it as ever-increasing theories, and myths develop around it. One of the most renowned pieces of art from the Italian Renaissance is the statue David, a monument by the sculptor Michelangelo, which is a representation of Biblical David, who was a favorite subject of Florentine artists, standing nude
Tuesday, February 11, 2020
International Marketing Strategies - Essay Example A major issue involves the organization structures that are conducive to global marketing strategy implementation (Appelbaum et al, 1998). While centralization vs. decentralization and product division vs. geographical division have received some discussion in the literature, other dimensions of organizational structure have not been investigated adequately. For example, how a firmÃ¢â¬â¢s decision to enter into international joint ventures (or any other modes of foreign market entry) affects its ability to implement a global marketing strategy, and how various knowledge management systems relate to a firmÃ¢â¬â¢s ability to implement a global marketing strategy are among important issues to be researched (Bellamy and Graham, 1987). Still another major issue in global marketing is the type of organization cultures that facilitates global marketing strategy implementation (Beyers and Lindahl, 1999). Perhaps the strength of the organization culture is an important variable, or the content of the organization culture is more relevant. Researchers need to develop sound classification schemes for organization cultures, and link them to a firmÃ¢â¬â¢s ability to implement a global marketing strategy. Empirical research in this area is particularly scarce. In addition to the aforementioned issues that relate to a firmÃ¢â¬â¢s internal organizational resources, research is also needed to identify various industry globalization drivers and the specific mechanisms through which a global marketing strategy can lead to competitive advantages for a firm.
Friday, January 31, 2020
Childcare system Essay Many parents that have kids want to stay at ome during the early years of the childrens youth, but after those years they cant afford to go back to work. Over 50% of moms that usally stay home and want to go to work but just cant afford to acording to Ms. Truss. About 17% of moms that did work couldnt earn enough to be able to have money that would last awhile. While 12% cited a lack of job opportunities. Ms. Truss believes that stuff like this shouldnt stop people from helping the 52% of moms find an affordable childcare so that they can go out and looks for an affordable job. Mrs. Truss wants to have a deregulated childcare system, unlike the other childcares, to have a sinle nursery double with the amount of children they are responsable for. Anand Shukla, Chief Executive of the Family, Parenting Insitute, and Daycare Trust wonder if carers and the self-employed will be eligible for this financial support and said something about the devil will be in detail. The Labour has warned if they cut the nursery staffing levels, it could threaten child safty of the children that are being taken cared of while there parents are working. If stuff like this keeps happening, and they do cut nursery staffing levels, i think the problem would get worse, kids might be killed from carlessness from the lowered class nursery staff, more parents would stay home to protect there kids. If they want to provent stuff like this, they cant cut the nusery staffing level and have to find something that is less important they can cut to be able to let mothers keep there jobs and so there kids can be safe. They could cut off stuff like entertainment or stuff like amusment parks, just some examples but in my oppion, taking care of the future generation is more important than these two examples. As long as they dont take drastic messures like cutting nursery staffing levels, the future for them looks pretty good as long as they cut stuff of less important value.
Thursday, January 23, 2020
Honor Killings Human rights violations against women have, for too long, been denied the attention and concern of international organizations, national governments, traditional human rights groups and the press. Meanwhile, hundreds of millions of girls and women around the world continue to endure debilitating and often fatal human rights abuses. These are only a few instances of abuse which occur every single day all around the world. Human rights violations against women must be documented, publicized and stopped. Ã¯â · Brazil: A man who confessed to stabbing his wife and her lover to death is for the second time acquitted of murder by an all-male jury. The acquittal is based on the argument that he acted in legitimate defense of his wronged honor. Ã¯â · India: A 10-year-old girl is rescued by a flight attendant who noticed her crying. Her father has sold her to the 60-year-old man sitting next to her for the equivalent of $240US. Ã¯â · Ireland: A 14-year-old girl, raped by her best friendÃ¢â¬â¢s father, learns she is pregnant. She is prohibited from travelling to England where abortion is legal. Only when she indicates she will commit suicide if forced to carry the pregnancy to term does the Supreme Court allow her to proceed. Ã¯â · Kenya: At a boarding school, 300 boys attack the girlsÃ¢â¬â¢ dormitory. Seventy-one girls are raped. Nineteen are trampled to death in the stampede to escape. The schoolÃ¢â¬â¢s vice principal remarks, Ã¢â¬Å"The boys never meant any harm against the girls. They just wanted to rape.Ã¢â¬ Ã¯â · United States: A 51-year-old woman is stabbed 19 times and killed by her former boyfriend as she waits inside a courthouse to extend an order of protection. Twice before he had been charged with harassment. Both times the charges were dropped by the courts. (www.equalitynow.com) One of the most horrific acts of abuse towards women is known as honor killings. In various countries throughout the world, particularly in the Middle East and parts of South Asia, women who bring dishonor to their families because of sexual indiscretions or even rape are forced to pay a terrible price at the hands of male family members. This brutal act is most commonly found among the Islamic cultures. They use their religion as an excuse for their animalistic, indecent behavior. However, Islam recognizes and celebrates the inherent dignity bestowed by God upon all human beings regardless of race, ethnicity, gender or religion. The Koran, the Muslim holy book, is explicit in its emphasis on the equality of women and men before God.
Tuesday, January 14, 2020
Nowadays, companies are looking for strategies to face the intensely competitive business arena; they are demanding newly developed behavior and competencies from employees. Nowadays, employees should demonstrate teamwork skills, cross-disciplinary communication and innovation. Underneath these skills is the aptitude to put creativity into application in handling and resolving situations and problems of the organization. In order to effectively respond to external and confusing forces, what are needed by the companies are employees who are capable of producing new ideas. (Gundry, L., Kickul J., & Prather C., 2007) Moreover, in order for a company to cutting edge in technology, the employees will need to craft new techniques in the development and production of information, goods and services. Hence, the behaviors and competencies are important to the competitiveness of the organization and to be effective on the process of creative which is how to go beyond tradition and view things differently. (Gundry, L., Kickul J., & Prather C., 2007)When the top management gives value to thinking Ã¢â¬Å"out of the box,Ã¢â¬ the processes of the organization surfaces that compensate behaviors proven to be creative and such behaviors result to new techniques and methods as well as innovations in the business. As the organizations works to become effectively reactive, they must take into account that creativity not a destination but a journey. Using an ideal comparison, creativity is like pushing water uphill, wherein one must always keep after it. This entails for the senior managers to be steadfast in supporting creativity by means of actions such as rewarding both managers and employees for great ideas, recognizing learning despite of failure, admitting mistakes, and making and asking taboo. In business, in order to keep up with intense competition, the business must always do the unexpected, they should be very creative. Promised-Base Management Managers have all their needs to execute a well-thought strategy into actions, however when halting of initiatives occurs, all the significant work were left undone. Such kind of business fall may go worst especially on the side of swift competitors. The strategy and its execution fail due to dismally common reasons, and that is the disengagement of the employees because they feel that they are not in the priorities of the company, they become unproductive and dissatisfied. One of the most difficult situations that managers encounter are improper strategy execution, disengaged employees, lack of organizational agility which stemmed out from poorly crafted or broken commitments. Such scenario can be overcome, by practicing Ã¢â¬Å"promised-based managementÃ¢â¬ which is basically the coordinating and cultivating of commitments in the most systematic way possible. (Sull & Espinosa, 2007) Problem-based management promises boost in organizational agility, increase collaboration and coordination and increase engagement of employees. In the interaction of businesses, one of the fundamental units is promises. These units bring up activities of the organization and to fuel up the passion of stakeholders, employees, suppliers and customers. At the same time as they keep the organization intact, they are as delicate as they are critical. The divergent worldviews and objectives of individuals pull persistently at the filament of promises, and unforeseen possibilities can rip uncertain agreements. (Sull & Espinosa, 2007) Hence, leaders must manage and merge organizational promises with utmost care, at the same time encouraging conversation in order to ensure the fulfillment of commitments. (Sull & Espinosa, 2007) Given that they can do so, they will be able to boost cooperation and coordination among employees, create new agility to grab new opportunities for the business and knock on the entrepreneurial energies of the employees. Communications Revisited The communication dilemmas, more of than not, cited by people are not problems in communication at all. They are in place of difficulties and symptoms at more fundamental and basic levels of life in the corporate field. Coming from a vibrant point of view, problems associated to communication in organizations usually reflect in the corporate climate as dysfunctions. The feelings people have about where or whom they work such as feelings of distrust, impotence, resentment, social inconsequence, insecurity, and all the other emotions of human does only gives implication to the climate which exist but the behavior in which communications will be handled. (Hall, 2001) Just what concerns a problem of communication is not simply established upon. The issues were approached by some theorist coming from the vantage information point of information details. Some theorists approach the issue from the vantage point of information bits concession a message; others in terms of organizational positions and roles of peripherality or centrality; while others remain to emphasize the corporate data and directional flaws. The outcome is that more people are communicating with regard to communication, while in order to achieve understanding, clarity, creativity and commitment, the communication goals tends to become limited. (Hall, 2001) The major point of the article has been that interpersonal styles are at the focus of several dilemmas in the organization such as emotional climates the quality of relationships, communication breakdowns, as well as managerial practices have been connected to some moderately plain dynamics among people. Management is not easy even if dynamics are simple. Same as the fact that individuals can and do change their interpersonal style and in so doing sets in proposition a complete chain of events with emphasized corporate significance. Structure is not Organization In the pursuit of diagnosing and solving organizational problems, the aspect to take consideration at is not only to the structure of the organization, factors related to it should be highly regarded; a framework where structure is connected with other factors is needed in the quest for resolving organizational problems. In the midst of multiple competing and complex demands, the decision making by the organization may surface to be irrationally handled. Hence, merely using the structure of the organization as a strategy to resolve problems will most likely turn out to be an ineffective medium for organizations to achieve excellent effects. (Waterman, Thomas & Phillips, 1980) The new view of organization, which involves the Ã¢â¬Å"7Ã¢â¬â¢sÃ¢â¬ variables, makes up the framework that proposes to take issues by heart and give attention to the variables when in managing an organization. The Ã¢â¬Å"7Ã¢â¬â¢sÃ¢â¬ variables are strategy, skills, staff, style, systems, structures and superordinate goal, these variables are believed to be directly observed and more likely be gauged. (Waterman, Thomas & Phillips, 1980) All of these variables are important in carrying out major changes in the organization, they are very much vital in attaining the goals of adopting changes. Using only structure as the basis for resolving tricky problems in the organization, or even using it with strategy is still insufficient and most likely inefficient. Failure is rooted from the lack of ability of structure and strategy to show as to why the organizations may be slow and unresponsive in change adoption. Such scenario will need an excellent style of management, binding goals and having shared purpose. (Waterman, Thomas & Phillips, 1980) In conclusion, if company has the seven variables all geared together to one shared direction, such company can be described as organized. What Great Managers Do? There is an underlying difference between managers and great managers as well as between great leaders and great managers. Great managers are those who value and know the distinct and varied abilities and eccentricities of the people working with them, as great managers, they know the secret of effectively integrating them to one synchronized plan of action. (Buckingham, 2005) On the other hand, great leaders digs and utilizes what is laid universal and the uses those as the capital. Basically, their job is to rally their subordinates into the direction of a promising future. This can be successfully achieved by the leaders if they can meddle into age, sex, nationality, personality, and race and by celebrating heroes and using stories. Meanwhile, as for the job of the manager, they shape and hone each talent of an individual to performance. They can be successful if they can determine and delegate the diversities of the employees, challenging each one of them to stand out in their own ways. This does not claim that leaders cannot become managers or either way, but in order to excel at one or both, awareness of the requirements in each role is very significant. (Buckingham, 2005) A tremendously powerful tool is capitalizing on each personÃ¢â¬â¢s uniqueness. This can be done by determining and capitalizing on the uniqueness of the person. Doing so will save time and furthermore making each person accountable. It creates a sense of team as it forms interdependency. (Buckingham, 2005) In order to excel in managing other people, it is necessary to have insights in actions and interactions. It should always be kept in mind that release is what about great managing, and not transformation. It is all about continuously fine-tuning the environment in order for the unique contributions, needs and style of each employee to be given the chance to shine. As a manager, the success will entirely depend on the ability of doing these. How Do You Motivate Employees? Having motivated employees is a great factor for an organization to succeed. Motivation drives them to perform and excel and give their 100. However, there will be times that they will be unmotivated and it is the role of the management to keep them ardent as they take part in the pursuit of an organization for success. According to Frederick Herzberg, there are various factors which instill motivation to the employees. Such factors may work as expected or may fail due to employee resistance.(Herzberg, 1968) First are the KITA (Ã¢â¬Å"kick-in-the-assÃ¢â¬ ) factors, which is also associated with hygiene factors, such are extrinsic to the job. It includes administration, policy of the company, working conditions, security, supervision, salary, and interpersonal relationships. On the other hand, the factors of motivation are job intrinsic, which includes the work itself, recognition for achievement, growth or advancement and responsibility. These factors are all interconnected with job dissatisfaction and job satisfaction. According to studies, the primary source of satisfaction is the motivators while what cause unhappiness in the job are the hygiene factors. (Herzberg, 1968) The factors of motivation are associated to job enrichment, which is characterized as a continuous function of the management. This should be lasting in long period of time and long term effects are also expected. However, all jobs are not necessary to have enriched, nor they can be enriched. The returns of efforts in job enrichment are economic gain and human satisfaction leading to large dividends that society and industry can yield through better personnel management. An argument summed up quickly goes: Ã¢â¬Å"If you have someone on a job, use him, ff you canÃ¢â¬â¢t use him, either via automation or by selecting someone with lesser ability. If you canÃ¢â¬â¢t use him and you canÃ¢â¬â¢t get rid of them you will have a motivation problem.Ã¢â¬ (Herzberg, 1968) The Science of Persuasion Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã In organizations, it is essential to have a thorough understanding of the techniques of persuasion in order to recognize strategies and be able to evaluate offerings and requests. The task of the organization is to maintain persuasion among accountable professionals for the application of the six powerful motivators of persuasion (reciprocation, consistency, social validation, liking, authority, and scarcity) and be able to purchase services and products, support proposals in politics or to give donation given that they were truthful all throughout the process. The Six fundamental tendencies of human behavior sets in producing a positive response as these six tendencies guides to manage the dealings of the business, the involvements in society, knowledge of the rules of persuasion and personal relationships, can truly be considered of as empowerment. Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã Accordingly, the agents who influence the use of these principles is actually doing a favor for business people. For instance, an ad campaign is focused on scientific evidence favoring the clientÃ¢â¬â¢s headache product, genuine weight of the authoritative; all people will yield profit including the audience, agency and manufacturer.Ã (Cialdini, R. 2001) Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã Ã Given that we recognized a vital distinction in our communication with persuasive arts practitioners, hence we will seldom permit ourselves to fall into trap. In its place, organizationÃ Ã can give themselves better and ideal option and being informed when saying yes. (Cialdini, R. 2001) Furthermore, if we apply our distinction to our pursuit to be of influence to others, then we can logically have it accounted to the six principles. In the efforts to persuade, pointing to genuine expertise and its presence, pertinent commitments, real opportunities for cooperation and growing validation, thus coming out persuasive enough to enhance communication and evoke understanding among diverse parties. Three Cultures of Management The learning problems within an organization can be directly interrelated to the lack of alignment amongst three cultures, two of which are based occupational communities first is, the culture of engineering, followed by the culture of CEOs, and the third is the culture of operators, the three cultures should be shared assumptions that arise in the Ã¢â¬Å"line unitsÃ¢â¬ of a particular organization as it tries to operate safely and efficiently. There are three occupational cultures which organization will have to learn effectively and confront the implications. However, executives, operators and engineers found that they have been using different languages and thus arriving at different assumptions concerning what is very significant, but grasping the essence of the three cultures in management, they learn to treat them as normal and valid. Organizations will not learn effectively until they recognize and confront the implications of the three occupational cultures. Until executives, engineers, and operators discover that they use different languages and make different assumptions about what is important, and until they learn to treat the other cultures as valid and normal, organizational learning efforts will continue to fail. (Schein, 1996) The key to organizational learning either in helping engineers and executives learns how to learn, how to analyze and evaluate their own cultures, and how to develop those cultures using their strengths. These communities may learn in different ways, and we will have to develop correct tools for learning for each community. Learning should be well thought-out along the lines of industry through association of learners instead of along individual organizational lines. And business and engineering education itself will have to evaluate as to whether the suppositions of academics are developing at a satisfactory rate in order to with realities in the present. (Schein, 1996) Organizations have long way from having to resolve problems of learning, but concerning the cultures of management and occupational communities will start to compose these problems to find the solutions. References Ã Buckingham, M. (2005). What Great Managers Do?. Harvard Business Review. Cialdini, R. (2001). The Science of Persuasion. Scientific American.Vol. 284 Issue 2. Gundry, L., Kickul, J. & Prather C.(2007). Building the Creative Organization. Elseveir Science Publishing Company Inc. Hall, J. (2001). Communication Revisited. California Management Review. Herzberg, F. (1968). One more time: How do you motivate employees?. Harvard Business Review. Schein, E. (1996). Three Cultures of Management. Sloan Management Review Fall. Sull, D., Spinosa, C.(2007).Problem-Based Management.Harvard Business Review. Waterman, R., Thomas, P., Phillips, R. (1980). Structure is not Organization. Business Horizons
Monday, January 6, 2020
The Martin Luther King Jr. Memorial is the newest memorial to be built in Washington D.C. The memorial was finished with construction in the summer of 2011. This memorial celebrates the life of one of the most influential leaders of the Civil Rights era, Dr. Martin Luther King Jr. This is a reminder of Dr. KingsÃ¢â¬â¢ powerful impact on the country and even the world. It was only right that a memorial was built in Washington D.C. to honor the life of this powerful man. Dr. KingsÃ¢â¬â¢ memorial is located on 1964 Independence Avenue. The street number represents the Civil Rights Act of 1964 that Martin Luther King had a huge role in. The vision in adding the Martin Luther KingÃ¢â¬â¢s memorial was to have a Ã¢â¬Å"line of leadershipÃ¢â¬ which is the combinationÃ¢â¬ ¦show more contentÃ¢â¬ ¦The author tells the reader that this speech is taught in school and is in every history book. The author assumes that everyone knows about this speech. The author also assumes that every one would be able to identify the speech with just a few lines of it. Because this speech is well known, they found no need to include it in the memorial because everyone should know the words. Once again the author reaches the audiencesÃ¢â¬â¢ pathos because they talk about how this memorial will make a person feel and this can change the feeling of the reader because the reader will now expect to feel what the author is describing. They trust that what the author says will be how they will feel when visiting this memorial. The author also reaches the readers logos because they are trying to persuade the reader that because Martin Luther King was so influential, there is so much about him we can learn, just from walking through the memorial site. Hundreds Celebrate First Anniversary of Martin Luther King Memorial text says, Ã¢â¬Å"We are so pleased that millions of people have come to visit this memorial,Ã¢â¬ said Johnson, who calls Houston, Texas home. Ã¢â¬Å"I think itÃ¢â¬â¢s evident that when you come here you see people of all hues, races, creeds and colors. WeÃ¢â¬â¢re excited about it.Ã¢â¬ The author is quoting a man who feels this memorial is bringing together people from all walks of life.Show MoreRelatedMartin Luther King Memorial in Yerba Buena Gardens1146 Words Ã |Ã 5 PagesBuena Gardens, except in one particular location. In one corner of the gardens stands a Martin Luther King Jr. memorial. The memorial is breathtakingly beautiful with a fifty foot high and twenty foot wide waterfall that falls over Sierra granite. In the MemorialÃ¢â¬â¢s hallway, visitors read quotes from Dr. King himself that are engraved on glass panels and set in granite. The physical beauty of the memorial is undeniabl e, however many people are not aware of the symbolism lying beneath the memorialÃ¢â¬â¢sRead MoreMartin Luther King Jr.1078 Words Ã |Ã 5 PagesMartin Luther King, Jr., was a very strong person, constantly fighting for what he believed in, which was equality for African Americans. He was not scared to stand up and tell the world what he wanted for society. He was fearless and did everything in his power to prove a point. Martin Luther King, Jr., was the strongest individual of his time, for he fought until death, which proves how much he was willing to risk his life to make the world an equal place. Growing up, he had a very interestingRead MoreMartin Luther Kings I Have A Dream Speech1538 Words Ã |Ã 7 Pages Martin Luther King Jr.Ã¢â¬â¢s legacy is one that is hard to forget due to the impact he had on thousands of African-American individuals and American society as a whole. 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Martin Luther King Jr. was one of many civil rights activists that came out during that period, in the middle of the 20th century. Ã¢â¬Å"I have a DreamÃ¢â¬ speech symbolized the chaos in 1963; Martin Luther King Jr. used it to give hope to the hundreds of thousands of African-Americans who marched for freedom, and also to createRead MoreCivil Rights Movement Essay797 Words Ã |Ã 4 PagesUnited States. It all started with Mahatma Gandhi, leader of the Indian independence movement against British rule, who inspired Martin Luther King Jr. due to the similar struggles and values they both shared. Following the knowledges of Gandhi, Martin Luther King Jr. was a leader of the Civil Rights Movement who acted by non-violent protest for equality. Martin Luther King Jr. thought that this act was the most effective against a prejudiced and unfair society. One of them was, Ã¢â¬Å"The Montgomery BusRead MoreI Have A Dream Speech By Martin Luther King Jr. Essay1115 Words Ã |Ã 5 PagesActivist and leader in the Africa American Civil Rights Movement, Martin Luther King Jr, speaks at the Lincoln Memorial to more than 200,000 people where he gives his famous Ã¢â¬Å"I have a DreamÃ¢â¬ speech, where he calls for the need of equal rights between blacks and whites. KingÃ¢â¬â¢s purpose is to convince the American people that segregation is wrong and should be changed for future generations, encourage all African Americans into fighting until the end, and that segregation is wrong. He effectivelyRead MorePolitical Cartoons By Dave Granlund1064 Words Ã |Ã 5 PagesDave started drawing cartoons since he was sixteen for his schoolÃ¢â¬â¢s newspaper. The cartoon that I chose demonstrates how MartinÃ¢â¬â¢s work was left unfinished and it is still unfinished to this day. 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