International Marketing Essay Example | Topics and Well Written Essays - 3500 words - 1

International Marketing - Essay Example There are varieties of options before a company when they decide to enter an overseas market. Three major issues require careful planning before venturing into another region, which include the right marketing mix, sourcing or the product and investment decisions (Qdi). Marketing mix itself involves decisions on whether to sell in the other country directly or through intermediaries and which market segment should be tapped first. Marketing mix for services is more difficult to ascertain than for products. Investment decisions and control are equally important - whether it should be a joint venture with a local partner, whether they should acquire an existing company in that country or have a global partner. Based on these factors, this report will discuss the marketing strategies of two different Companies in the service sector - DHL's entry in the China market and Vodafone of UK's entry in the US market.

Importance of Tourism in London

Importance of Tourism in London The World Tourism Organization (WTO) defines tourism as the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes. James Mak (2004) found that about 62 percent of international travel is leisure travel, 18 percent business travel, and the remaining 20 percent is for other purposes. Regardless of what the reason for travel may be there is a direct linkage of tourism and the economy. According to the latest provisional data from the International Passenger Survey in the first quarter of 2010, London welcomed 2.96 million visitors. Tourism is a vital contributor to Londons economy, generating approximately  £10.6 billion of overnight visitor expenditure in 2009 (Visit London: fact sheet). Evidently tourism represents a relevant source of foreign exchange earning a significant income, benefiting the London economy. This paper will attempt to explore the importance of tourism to the London economy focusing on different aspects in the industry that relate to the economic situation of London. In 2002, Mayor Ken Livingstone devised a massive plan to encourage tourism and thereby improve the economic conditions of the country. He saw tourism as an industry with great potential and therefore intended to benefit the economic situation by improving the efficiency of the system. Since then much of the Mayors plan for tourism in London has been revised and improved upon by the present mayor Boris Johnson. In Livingstones foreword to the publication he stressed that tourism is vital to Londons prosperity. Ours is a world city with unrivalled appeal London has assumed increasing importance as a premier tourist spot especially after turmoil from other rivals that deter tourists from visiting their country. For instance popular tourist spots like Luxor, Alexandria and Sham Al Sheik are now looked upon as hostile environments after the ousting of president Ben Ali in Tunisia and the massive street protests that followed. In an article posted by the Euronews (2011), a Spanish travelle r told reporters he had decided to leave Egypt because the situation is getting complicated and dangerous. He added: We cant go anywhere and we have three little daughters. This unrest in rival tourist countries makes the politically stable and hence safer London a prime tourist destination. It is evidently clear that London is ranked highest for international tourism. London is a city of proud historic tradition, authentic architecture, an entertainment capital as well as an important financial and business centre. Many foreign dignitaries besides attending to their official duties also take time to experience the city as tourists. Leisure activities have more flexibility and there is usually a range of places where particular leisure activities can be undertaken, and far less temporal constraints on their enjoyment, even if individuals are still bound by obligated, biological and work related time (Shaw and Williams, 2002) The Economic Development Strategy for London recognized that tourism and hospitality sector as one of the most significant forces in the London economy. Tourism and leisure are also important elements in labor markets, with tourism accounting for more than one million jobs in the UK alone. (Williams and Shaw, 1998) The London Tourist Boards Tourism Strategy for London has calculated that the number of jobs created by tourism in 1985 is around 275,000 full-time job equivalents. This accounts for some 8 per cent of all Londons employment. This calculation includes day visitor spend which is estimated to add 10 per cent to the total (25,000 jobs) Since then, the plan stresses on the fragility of the key economic statistics on Londons tourism as the structure of employment in the industry has changed considerably for example in the advancements of the information and communication technologies as well as part-time employment and capital investment. However, tourism is set to grow with th is increasing rate of tourism it will inevitably bring profit to the economic situation in London. The Draft London Plan forecasts that growth in employment in hotels and catering will be second only to financial and business services. Technical Report Thirteen on hotel capacity and demand predicts a 3.4 per cent annual increase in overseas visits to London between 2000 and 2020. The service sector has increased in importance, in both absolute and relative terms, in most economies in recent decades. (Knox and Agnew, 1998) As the service sector benefits greatly a multiplier effect comes into play which creates inter-firm linkages which all have much ado with the economy. The geography of the production of leisure and tourism services does share many features with other sectors (Agarwal, 2000). Shaw and Williams (2002) found that catering held strong links to the agricultural sector and also that there was coherence between inter-regional transport firms, as well as some forms of furniture producers. It is this multiplier effect that concerns the way in which expenditure in tourism filters throughout the economy, stimulating other sectors as it does so (Pearce, 1989) Although this may represent profit within the economic sector of the city Smith (1995) argues that regrettably, the abuse of multipliers often seen to be as frequent as legitimate uses thus contributing further to the industrys lack of credibility. This pessimistic view holds certain truth as corruption is well within the tourist industry, however the extent to this is not as severe as to cause a significant downfall in the economy. Another point stressed by the mayor is Londons success in the global tourism marketplace of which had a major impact on the performance of the UK tourism economy. The mayor has restated his commitment to ensuring that London continues to contribute to the wider interests of the British tourism industry. The visionary plan fittingly called Visit London will seek to sustain Londons international profile and status as a world city as it has long been established as the international gateway to the UK, according to the Tourism Company (2002), with 59 percent of overseas visitors arriving via one of Londons airports. Over half of overseas visitors spend time in London, many of whom travel by rail car and coach. This leads me to my next point, which is the importance of the travel infrastructure. Geoff Muirhead, CEO of an airport group, stressed the importance of the aviation industry in the UK economy four group airports generate more than 3 billion pounds for UK plc, and support thousands of travel and tourism related jobs. Inbound tourism is clearly good news for the British economy, while overseas travel allows UK citizens a well earned break in a sunnier climate. We need to find ways of supporting both these aspects of tourism much more effectively, given their importance to the UK economy as a whole. The hospitality and leisure development is also greatly interlinked with the development of an efficient travel infrastructure. Whitbread Chief Executive Alan Parker explained that the hospitality industry depends heavily on the infrastructure of air, road and rail links, which transport clients to the hotels. If infrastructure does not keep pace with growth, then business and tourism could drift away from the UK to other markets on the continent. In conjunction with the 2012 Olympic and Paralympic games more than 11 billion pounds of investment is set to flow into the capital between now and 2012, much of this funding goes into a range of various developments for the reconstruction of East London, particularly the transport system. Accessibility is an important aspect in tourism as tourism requires a journey, similarly the view through the car windscreen has also had significant consequences for the nature of the visual glance, enabling the materiality of the city or the landscape to be clearly appreciated (Larsen, 2001) Hence the mode of transportation is essential in creating an efficient tourist experience which undoubtedly brings revenue into the country. WTTC Chairman Geoffrey Kent commented on the infrastructural plan and said, the government must put a long term infrastructure plan with at least a 15 year horizon. The 2012 Olympic Games will provide the platform, focus and budget for this long-term plan, which will dri ve the forecasted tourist demand. The Olympic Games is not the only highly anticipated major sporting event going to be held in London as it also plays host to mass events such as tennis at Wimbledon, cricket at Lords and the Oval, and rugby at Twickenham all representing pull factors that attract the tourists. Apart from sporting activities London is also rife with entertainment, art and music scenes renowned for edge and creativity. The cultural diversity and authentic music spots such as the ever so eclectic Camden Town is just one of the many interesting places tourist visit and due to consumerism succumb to marketing ploys that inevitably benefits the citys economy. An article on Late Night London (2002) reports that 500,000 young people are estimated to go clubbing in London on a Saturday night, the club scene again gains lucratively especially as in contrast to the United States the legal age to consume alcohol in London is 18 and hence teenagers deprived of such an experience in America can enjoy in London. Tourism has brought exceptional to the city of London in terms of the economy and hence benefits the living standards of Lodoners of which become increasingly apparent. In reference to the Mayors plan, the quality of life of the locals increase tremendously with both leisure and employment opportunities. With all the development of travel and industry that is essential in fostering an efficient tourist system, in hindsight it also greatly benefits the locals, as accessibility is improved. The tourism sector accounts for 12 per cent of Londons Gross Domestic Product (GDP) and supports 13 per cent of Londons workforce. Growth in the tourism benefits London economically and crutially distributes that benefit across Londons sub-regions, communities and businesses through direct and indirect means or expenditure. In conclusion, it is evident that tourism is important to Londons economy. It is not only the source of all job opportunities but it also requires development of less industrialized areas and hence benefits not only the economy but also society. For instance the concern of addressing Canary Wharfs, located in Londons financial district, deepening infrastructure constraints, which according to a world travel and tourism council press release is jeopardizing economic prospects and seriously affects the experience of millions of travelers across the world. The development of travel infrastructure is also essential as to portray London as a Gateway to the UK and also as the travel industry is one that holds many job opportunities that can be readily distributed within the population thus increasing the quality of life of the local Londoners.

Free Essay - Rev. Arthur Dimmesdales Double-talk in The Scarlet Letter :: Scarlet Letter essays

Dimmesdale's Double-talk in The Scarlet Letter Abstract: Critics of Nathaniel Hawthorne's 'The Scarlet Letter' are wrong to attribute to Hester the means of persuading Dimmesdale to elope with her and their child. It is Dimmesdale who uses his rhetorical mastery to talk Hester into talking him into eloping. An analysis of his conversation with Hester in the forest in comparison with his sermons shows that he is using the same discursive strategy he employs to convince his parishioners that he is a sinless man. The Reverend Mister Arthur Dimmesdale is usually understood to be guilty of two sins, one of commission (his adultery with Hester) and one of omission (his cowardly and hypocritical failure to confess). This is his state through most of The Scarlet Letter; but when Dimmesdale meets Hester in the forest (Chapters 16-19), he agrees to flee Boston with her, to seek out a new life in the Old World, and, presumably, to live with her in adultery. By the lights of his community and his profession, this resolution is a far more serious sin than any he had committed to date, but most critics have agreed that Dimmesdale is not primarily responsible for his actions in the forest. Both Michael Colacurcio and Terence Martin have written that Hester "seduced" Dimmesdale in the forest,(2) and Darrel Abel argues that "Dimmesdale could not resist Hester," for in entering the forest "Hester means to persuade Dimmesdale to elope with her and Pearl," and Dimmesdale agrees to the elopement "a fter only a feeble show of conscience."(3) The forest scene is crucial in the narrative of The Scarlet Letter, and a proper understanding of what happens in the forest is necessary for any interpretation of Dimmesdale's last days of life and his final "confession." I will argue in this paper that the reading of the forest scene sketched above is mistaken; that in fact it is Arthur Dimmesdale and not Hester Prynne who is the "activating agent"(4) in the forest, increasing Dimmesdale's culpability for his most serious fall. Previous critics seem to think that Dimmesdale's much-vaunted skill as a speaker abandons him when he enters the forest with Hester, but I will show that Dimmesdale talks Hester into talking him into fleeing, and so Dimmesdale's gravest sin cannot be laid at Hester's feet at all.

Economics and Large Office Parks

Dalman and Lei need to recognize what their weaknesses, strengths, opportunities, and threats are if they are going to commit to a large-scale expansion of their business. By doing this it will allow them to focus on the things that need work on, and what can make things that are working better. This will ensure that their business will be successful. The weaknesses are, issues and problems managers might not fully understand. With the economic downfall they are unable to have businesses set up at locations that have been known to be good profitable sites, such as large office parks.The strength of the business would be that they know and understand how to run a business effectively. They have a well-known establishment with high quality brands that their customers like. With the businesses they already have, there is a constant cash flow to help start new ones. If they make a few ingredients privately owned by Sandwich Blitz it will insure that no one else can duplicate it. Dalman a nd Lei finding a perfect location to expand their business would be a great opportunity for them. If they could upgrade their current businesses this would be a good opportunity also.If/ when they build the new business they can make sure that the equipment is up to date. This will allow for more productive and faster service. With more updated equipment it will allow the opportunity to serve more customers. There are many threats that their business will face especially if they expand the business. They could have problems with hiring enough qualified personal. They could choose the wrong location. Having businesses that are offering similar products to Sandwich Blitz that are opening or may be opening if the future.

James Joyce’s The Dubliners Essay

In â€Å"Araby†, â€Å"Eveline†, and â€Å"The Dead†, three short stories featured in James Joyce’s The Dubliners, the characters struggle with whether to live their lives with a structured routine or to seek opportunities, change, and adventure. These short stories center around everyday life for citizens of Dublin, Ireland in the early 20th century, when a choice between continuing the inherited tradition of routine and structure versus seeking any other form of life or adventure could be the most important decision in the peoples’ lives. With the terrible potato famine still in living memory and with Ireland seeking a new culture and identity, many of its citizens clung to their routine as means of survival. The quotidian routine of the character’s lives suppresses and dominates the characters, preventing any of the characters’ ideas and dreams of seeking adventure. In â€Å"Araby,† every aspect of the little boy’s rou tine and everyday life impedes him from his adventurous goals of visiting the annual bazaar and fulfilling his dream of a relationship with Mangan’s sister. Despite his infatuation with his friend Mangan’s sister, the boy cannot work up the courage to spark a conversation and is pleasantly surprised when she asks him if he is going to the annual bazaar, hosted in Dublin. She then says that she is unable to attend, and the boy offers to bring her an item from the bazaar. Every aspect of the boy’s routine and everyday life seems to be trying to impede the boy from his goals, from school’s boring lessons to his uncle forgetting to arrive home early enough to give him money for the train fair because he was out drinking. Despite the adversities of his everyday life attempting to ensnare him, the boy does make it to the bazaar, but his hopes about the bazaar are not fulfilled. When the boy arrives at the bazaar, he realizes that the bazaar does not live up to his expectations. The untimely distractions that caused the boy to be late to the bazaar cause the boy to show up after most of the excitement and trade has already ended. He approaches one stall that is still open, but the owner of the stall seems to be preoccupied with a conversation with several men. The woman notices him, but the boy says how â€Å"†¦the tone of her voice was not encouraging; she seemed to have spoken to [him] out of a sense of duty†. The boy buys nothing, feeling unwanted by the woman watching over the goods. With no purchase for Mangan’s sister, the narrator stands angrily in the deserted bazaar as the lights go out, with his hopes crushed as his grandiose imagination of the bazaar is disillusioned. This realization deflates the boy’s hopes and dreams of an adventurous and exotic life, ending his wishful love affair with his friend’s sister, as well as ending his ambitions for a more adventurous life, and is analogous to Joyce’s â€Å"The Dead†. In â€Å"The Dead†, the banal and reflectively melancholy party is indicative of the monotonous routine that the Dubliners live by; however, Gabriel, the protagonist, struggles with the psychological battle with his methodical approach to life versus a more acceptin g and unconventional mindset, in which he wishes to enjoy a happier outlook on life. The motif of adventure versus routine is ever-present in this short story through Joyce’s meticulous and selective diction. During a very normal routine of dinner, the food is on â€Å"rival ends† of the table, divided by â€Å"sentries of fruit†, and watched afar by â€Å"three squads of bottles†. This militaristic diction transforms a seemingly harmless dinner table into an adventurous battlefield filled with action and excitement. The â€Å"battlefield† is not the dinner table, but the story in itself. The war is not between sentries and squadrons of bottles, but between the routine of life versus the hunger for opportunity. After dinner, the guests begin to dance. The guests partake in â€Å"memorized dance steps† and fall into habit and routine, one after the other. These structured dance steps rob the dancers of their individuality and creativity as uniform seizes the dance floor. The dancers are either forced to abandon their creativity and join in on the synchronized march of the automatons or be excluded from the group. Later on in the story, Gabriel learns from his wife about a previous lover. Gabriel enters a pensive and reflective state, in which he muses on the mass snow covering all of Ireland, which most likely covers the grave of Michael, his wife’s ex-lover, as well as the graves of all future Dubliners. The snow, the culmination of millions of individual and unique snowflakes melting together to form one entity of uniformity, became a metaphor for the all-encompassing routine of the characters in Dubliners, covering them in life and in death. Gabriel’s reflections towards the end of the novel give the short s tory its name of â€Å"The Dead†, which is what all of the routine and structure does the characters in The Dubliners. Despite all of the negative occurrences that the routine of the evening and of life bring upon Gabriel, he summons the courage to change his bleak outlook on life, vowing to have a more optimistic and open view on the world. In â€Å"Eveline†, the protagonist Eveline is faced with a rare opportunity to move away from Ireland to Buenos Aires with her boyfriend, Frank, but the routines and memories of her life ensnare her and prevent her from making the choice to seek adventure and excitement. This decision is an important crossroads in Eveline’s life, to continue with a life of an abusive father or an uncertain future with her boyfriend. The story begins with Eveline reflecting upon her childhood and contemplating the difficult decision that lies before her. She first has an epiphany, realizing that she cannot stay where she is, stuck in the autonomous life of routine and then becomes sympathetic to her father, saying how he was not all that abusive to her. Soon after th is thought, Eveline hears an organ playing in the street, reminding Eveline of her mother. This recollection of her mother immediately compels Eveline to decide that she cannot live her life the way her mother did, being swallowed up and forgotten by the routines of cooking and cleaning, all but forgotten in a sad and monotonous life. Eveline decides to head to Buenos Aires with Frank. As they are about to board the ship, Eveline resorts back to her routine by praying. The familiar chanting of the prayers versus the desire to flee with Frank renders Eveline in a state of paralysis, stripped of confidence after the destructive battle raging in her head between the two waging sides of her life, fiercely battling each other for superiority of Eveline’s subconcious. Eveline is left on the docks while Frank boards the ship. Because she does not move away from her routines, she is stuck forever with them. Her momentary epiphany regarding her mother and the monotonous routines of her life will go in vain, and she will end up living the exact life that her mother did. The vicious cycle of repetitive and mundane routine leaves the Dubliners helpless and lonely. Often, the routine forces the character into a state of unrequited love. In â€Å"Araby†, the routine leaves the boy in love with Mangan’s sister, never to know whether she shared any of his feelings. In â€Å"Eveline†, Eveline is left in the abusive and vicious cycle of her life, while her love is sailing off to Buenos Aires. In â€Å"The Dead†, Michael is literally buried under the mass routine of the snow, while his lover lives on, loving someone else. These protagonists each face difficult situations, of which they are not sure how to solve. As a mechanism of coping, they seek repetition, comfort, and conformity that only the routines of their average lives can bring. Without ever taking chances, they are sure to never achieve more than an average life. The characters in The Dubliners never take a chance to succeed and triumph over mediocrity. In doing this, they never give themselves a chance to fail, but they also never give themselves a chance to succeed. These characters have an opportunity to try to lift themselves up from the routinely abusive cycle of their lives, but cannot free themselves from their shackles, simply adding a few more degrees to the circle of false hopes and adventure that defines these misfortunate and disillusioned characters. Works Cited: Joyce, James. â€Å"Dubliners.† Project Gutenberg. N.p., n.d. Web. 14 Nov. 2012. .