Invisalign Case Study Essay

Customer: The patient holds the beginning and end of the channel flow in the Invisalign process, looking for a service for malocclusion treatment from their orthodontist. Customers of Invisalign have the edge by having nearly invisible aligners, removable while eating, and hygiene of the aligners while eating and cleaning. Orthodontist: Orthodontists are the main source for the customer whether to suggest invisalign to them or not. If suitable, the orthodontist will go for photographs, X-rays, impressions of dental arches, a wax bite and an Invisalign prescription for the patient. This information is then sent to the next channel member in Santa Clara for processing. 3-D simulations were developed in Pakistan. The orthodontist will make adjustments and corrections to the proposal after getting from Pakistan. A program called â€Å"ClinCheck† is used to view the 3-D simulation, of the proposed treatment plan. Any changes made are sent back to Pakistan for correction. The orthodontist also works with the customer to maximize insurance coverage along with a payment plan to cover the cost of the treatment. Major motive why Invisalign are preferred over traditional braces include reduced labor and chair time, minimal training and potential to increase patient base. Invisalign: The Santa Clara headquarters serves as focal point between all channel members. Once Invisalign receives the patient’s information from the orthodontist, employees analyzes the data and constructs plaster and computer models of the current dentition. After completion, this model is forwarded to Pakistan for further analysis. Santa Clara is also responsible for approving the simulated treatment proposal created in Pakistan along with constructing a series of molds of the patient’s teeth for each of the 2 weeks before sending them to Mexico. Financially, Invisalign is responsible for providing monetary incentives to orthodontists that refer their business. This includes establishing pricing and discounts to provide the  service to the end customer. Software Development (Pakistan): The patient’s treatment plan is designed in Pakistan, which includes simulated tooth movements for each of the two weeks for the entire treatment process. Once approved by Invisalign and the orthodontist, these molds are then sent to the next channel in Mexico for production. Manufacturing (Mexico): Aligners are created from the molds received. They are trimmed, cleaned, polished and inspected before they are shipped directly to the orthodontist, which then forwards to the end customer. Traditional Braces Traditional braces flow channel comprises of: * Customer * Dentist * Orthodontist Customer: Similar to Invisalign, the patient starts and ends the channel flow in the traditional braces process. The patient may either inquire or be referred by their dentist to seek malocclusion treatment. The cost of traditional braces tends to be cheaper than Invisalign. Dentist: The patient visits their general dentist and if malocclusion is diagnosed, a referral is made to an orthodontist. Orthodontist: In the initial visit with the orthodontist, X-rays, photographs and dental moldings are collected from the patient. A treatment plan is created and in the next visit, brackets are cemented to each tooth and linked with an arch wire. The patient returns monthly for retightening and adjustments. At the end of treatment, the brackets are removed and replaced with plastic retainers. Some of the reasons why orthodontists choose traditional braces over Invisalign are credibility, cost and low level of patient compliance. 2. Invisalign Advertising Channel There are different functions performed by advertising channel. There are three different channels used by Invisalign for promotion, these are: 1. The sales force 2. Call centers 3. Media ads These channels are designed to increase the awareness in the customers regarding Invisalign and also to reach the customers through different ways. The target customers are the dentists, orthodontists and patients. These services are the part of marketing strategy of Invisalign to capture more and more customers through direct contact and through referrals. The sales force setup was used to target the orthodontists, who are the key focal point for the patients. Besides introducing Invisalign, sales force also used to train the orthodontists on case selection, pricing and how to use the Invisalign website and ClinCheck software. These types of trainings with orthodontists created a sense of security and care of Invisalign for its customers. Also it would help the orthodontists to get equip with the tools needed to recommend Invisalign to their patients. We can say that Invisalign uses push strategy to generate the sales. The second source was call centers. It is for those customers who are more curious in knowing about the Invisalign, these customers can call at toll free number, 1-800-INVISIBLLE. Customers will get the desired information regarding invisalign by calling this number. The third medium used was media ads. This includes direct mails, journals advertising and trade shows. In these activities customers are convinced to use Invisalign. As dentists are the main source of referrals to orthodontists, these ads also provide awareness to the dentists regarding any new development in invisalign, so that they could recommend it to their customers. We can say that Invisalign uses Pull strategy here to attract customers. Question # 3: Are there any gaps in the channel? Are channel members performing functions that invisalign intends them to do? If not, why not? Demand-Side Gaps: Capturing the Existing Market: The market of potential malocclusion customers is about 200 million individuals. Only 2 million actually elect orthodontic treatment (1 % of potential market); half of those customers (1 million) do not even go for the treatment, this is the first â€Å"gap† in the channel. This is due to the very nature of the product, since the orthodontist treatment requires dentition to be constantly observing the patient and to make corrections in advance. One of the important members of the process is the orthodontists. This member stands between the customer and Invisalign’s product, it is the responsibility of the orthodontist to recommend Invisalign to more and more customers but it found to push the product less enthusiastically than desired by Align. There might be conflict of objective here among the two members. Nominally, 25 percent of the nation’s orthodontists have not been trained on the new system. This detracts from the spatial convenience of the marketing channel. Capturing the potential market: Besides the 1 million qualifying patients in the existing market, the promise of the invisalign product is to expand into the population of non-children that have IV-treatable malocclusion (80 percent of people above the age 15), but do not seek orthodontic treatment. â€Å"Orthodontists (should) be eager to expand their patient base,† said Zia Chishti. Indeed, only a relatively small proportion of this potential population seeks treatment because of the drawbacks associated with conventional treatment, but Align’s process overcomes many of these shortcomings (as described in case study). This gap might be attributed to the orthodontists (described above) and the media advertisement, which is focused on raising awareness, and describes advantages over the conventional method (instead of brand benefits). Supply-Side Gaps: Delivery Incentives: A possible gap in the delivery of the offering may stem from the basic economic incentive for orthodontists. Profit margins were about the same for  both Invisalign and Traditional Braces ($3,600 vs. $3,500 gross, or 88% vs. 66%, respectively). So short of the orthodontists possessing very high brand loyalty or customers specifically requesting the Invisalign treatment, the promotion to customers breaks down here. In addition, the ClinCheck simulation takes 3-4 weeks to complete. This seems like a very long time. Invisalign may find a way to incentivize Pakistan to turn around the simulations faster to cut down on production time. Likewise, incentives for the sales force were designed for the objective of brand awareness (bonuses based on non-sales activities). The company is now looking for boosted sales, so it may its current plan may be affecting sales. Production Process Time: Invisalign has essentially inserted itself right in the middle of the traditional malocclusion treatment process. As, the procedures of invisalign is entirely customized (fitted) to each patient. These two facts combined create a longer supply chain this is why the entire supply chain works slowly as the order and product get routed through the various intermediaries. The Invisalign process includes three centers (Santa Clara, Pakistan and Juarez, Mexico). The entire process took up to six weeks, compared to an immediate treatment with traditional braces. As we know that Customers increasingly prefer faster delivery channels. Question # 4: Are channel power sources affecting Invisalign’s success? If so, how? Answer: yes, the channel power sources do affect the Invisalign’s success. Being the part of product flow and promotion channel, the channel members have the power to affect the Invisalign’s success. Orthodontists: The greatest power source affecting Invisalign’s success is the orthodontist. He stands in-between Align and the patient, and has the power of his expertise. The two customer segments (health conscious and beauty conscious) value their orthodontist’s opinion. Indeed, conversion seems to disappears at the stage were orthodontists are engaged: over 3,500 referrals to orthos every week from IV, but only 100 customers sign up (8,000 calls, 80% referred to ortho, 55 to 65 percent follow up, 3 percent convert to sales).  His expert power validates IV’s treatment to customers even though his impetus may lie in something non-expertise, such as his economic incentive (profit margin) or reception to change. Dentists Invisalign’s â€Å"exclusive† distribution to orthodontists prompted one general-practice dentist to file a legal complaint against Align, alleging anti-trust laws were violated. Aside from this legitimate power, dentists exercise a type of referent power. Since dentists are to refer qualifying customers to orthodontists, their choice could end up helping or hurting conversion rates for IV, depending on the referred orthodontist’s brand loyalty to IV. Invisalign Invisalign’s sales force uses a tiering structure which rewards orthodontists who are very proficient in the Invisalign process. IV commits more resources and potential business (through their call center and website) to these valued doctors. In this way, IV can extend extra benefits for performing in a manner consistent with its own objectives. Patients Patient compliance affects IV’s success because of the high degree of participation required for a success treatment (aligners were removeable at the patients discretion). Some orthodontists did not like being associated with a treatment that could fail from no doing of their own. Therefore, patients show a sort of anti-referent power–doctors did not want to be â€Å"associated† with them. Question # 5: What would you do to complete conversion? Our team proposes the IV offering is closer to the growth stage in the product life cycle than it is to the introduction stage. Marketing channels should change as the product moves along in its cycle. Our umbrella suggestion is to have dentists administer the IV treatment process. Specifics are outlined here. * Intensive distribution. There are 14 times more general dentists than orthodontists. IV should move from selective  distribution to intensive. The increased number of retailers (dentists and orthodontists) makes it easier and more likely for patients to receive treatment (enhance spatial convenience). The increased distribution should drive prices down as retailers compete for customers; dentists may be willing to accept lower margins than the orthodontists. * Better align incentives. â€Å"Being able to stimulate channel members to top performance starts with understanding their needs and wants† (pg 423, marketing textbook). Dentists are incentivized by volume of patients and perform non-specialized tasks that require less treatment, all opposite of the orthodontists. This matches brilliantly with the IV offering. In fact, some of the characteristics seen as unattractive from the orthodontists would be viewed as benefits for dentists. * Heterogeneous customers. The offering can be adjusted to match the needs/wants of the various segments of customers. This idea comes from the readings on CRM programs. Each patient segment (prior use, beauty and health conscious) has different preferences and a varied propensity to buy, as would the retailers (dentists and orthodontists). The other side to this is IV can â€Å"fire† bad orthodontists, which is another way of saying reward/coercive power can be exercised more exactly. * Brand benefits. Because brand awareness is achieved (80 percent), advertisement should shift focus from aesthetic advantages over the traditional system (the a $40 million media campaign) to brand benefits. The existing approach approach targets the existing market. We want to capture some of the potential market–the big table!

Case Study Importance of Accounting Standards Essay

The importance of accounting standards A PricewaterhouseCoopers Case Study Introduction PricewaterhouseCoopers was created in July 1998 by the merger of two firms – Price Waterhouse and Coopers & Lybrand – each with historical roots going back some 150 years and originating in London. PricewaterhouseCoopers, the world’s largest professional services organization, helps its clients build value, manage risk and improve their performance. Drawing on the talents of more than 140,000 people in 152 countries, it provides a full range of business advisory services to leading global, national and local companies and to public institutions. These services include audit, accounting and tax advice; management, information technology and human resource consulting; financial advisory services including mergers & acquisitions, business recovery, project finance and litigation support; business process outsourcing services; and legal services through a global network of affiliated law firms. Five things you didn’t know about PricewaterhouseCoopers 1. To meet their growth targets they need to hire 1,000 people a week across the world. 2. They will be the largest professional services firm in critically important emerging markets: Russia and the Former Soviet Union, India, China, Singapore, Malaysia and Latin America. 3. The high technology practice will yield revenues in excess of $1 billion with over 2,500 technology clients. 4. Work with Financial Services clients will represent more than 20% of PricewaterhouseCoopers’ international revenues. 5. They are already investing $200 million a year in new technology. A global enterprise The new, combined organization is the result of the continuing growth in the international economy. Companies are seeking to re-define themselves to thrive in the market-place where mergers and acquisitions are increasingly important and many companies now operate without geographical boundaries. A large-scale global enterprise such as PricewaterhouseCoopers needs a solid infrastructure to meet its clients’ expectations. One element is a powerful  database developed by PricewaterhouseCoopers that shares ‘best practice’ information with all its offices around the world. PricewaterhouseCoopers is also harnessing all available technology to ensure any of their advisers can work with their clients anywhere in the world, allowing them to be fully effective in serving the clients’ needs immediately. They offer businesses around the world both a wider range of services and a more integrated service than has ever been possible. This service also provides a soluti on to business problems of a scale and complexity that are greater than ever before. An integrated team approach They provide a fully integrated team to tackle a company’s diverse problems. At PricewaterhouseCoopers, there are six service lines or departments which cover different areas of specialization. They are: Assurance & Business Advisory Services Management Consulting Services Tax & Legal Services Financial Advisory Services Global Human Resource Solutions Business Process Outsourcing. PricewaterhouseCoopers may work on one of these areas and find that the client requires help and solutions to issues in other areas. They are able to provide an integrated team of experts to give advice and offer a range of possible solutions. The first and largest of these service lines, the Assurance & Business Advisory Service is now considered in more depth. ABAS – Assurance & Business Advisory Services At PricewaterhouseCoopers the global practice they call ‘ABAS’ provides a broad range of services which fulfill three core business needs: 1. Assurance – They conduct audits and provide assurance to clients on the financial performance and operations of their businesses. 2. Global Risk Management Solutions – They help clients to manage their business risks and thereby improve financial performance. 3. Transaction Services – They offer advice to clients about their significant transactions such as mergers & acquisitions activity. Some of the most exciting organizations from the  world of banking, commerce and government come to them for advice. The client list is dominated by household names, with particular strengths in communications, financial services, retail, energy and manufacturing sectors. Assurance Assurance is the largest part of the UK practice for PricewaterhouseCoopers and generates income from a combination of audit and business advisory assignments. In addition to an audit, many clients require business advisory services. For example, they may provide advice on joint ventures or mergers, helping companies to ‘float’ their company on the Stock Exchange or assess whether the technology or systems in place provide an accurate means of reporting the financial data. Auditing In order that shareholders and other interested parties can make informed judgments as to the financial health of a company, it is a legal requirement that all companies have their financial facts and figures checked. This is known as an audit and must be performed by an independent registered firm of auditors. The auditors use guidance from the Accounting Standards Board to state whether in their opinion the financial information presented by the company is a ‘true and fair’ representation of that company’s financial health. The primary reporting responsibility of the auditors is, however, to the shareholders, not to the company’s directors. It is interesting to note the difference between ‘true and fair’ and 100% accurate. It is not the role of the auditors to check every individual transaction performed by a company and therefore the auditors cannot state that the figures are 100% correct, merely that, in their opinion, they are ‘true and fair’. Legislation and regulation of companies The accounts of a company are designed to show both the performance and its current financial position. All company accounts in this country need to be produced in accordance with: 1. The Companies Act, 1985 for UK, for Pakistan Companies ordinance 1984 and 2. Accounting Standards: Statement of Standard Accounting Practice (SSAPs) Financial Reporting Standards (FRSs). In essence these standards set out: What information should be included in a company’s accounts How this information should be presented. The Companies Act / Ordinance, decrees that companies must produce accounts for publication. The Accounting Standards Committee devised SSAPs. In 1991 the Committee was replaced by the Accounting Standards Board, which develops FRSs. The Board is gradually replacing SSAPs with FRSs, which are issued when the Board identifies a need. These two sets of standards encourage greater clarity so that the reader can fully understand the information represented. Accounting standards FRSs are expected as business becomes more complex. How these different standards are applied varies with the type of business conducted by a company. As for any company the shareholders’ interests must be protected. The following examples of SSAPs and FRSs demonstrate the consideration that must be given in drawing up financial accounts in order that interested individuals, such as financial analysts, can clearly judge a company’s performance and position. Key standards will be considered in this and the following section. SSAP 12 Accounting for depreciation Companies invest in assets (such as machinery) in order to produce goods or services to sell. These are known as fixed assets. In the case of the gas or oil industry, an oil rig is a fixed asset – the company must own an oil rig to supply oil or gas. All companies have some form of fixed assets although the dependence on these assets varies with the type of business. Another example could be machinery for manufacturing a car, or a building in which employees work. In this example, Global Oil has built an oil rig for  £50m. In its balance sheet, cash will be reduced by  £50m and fixed assets will increase by  £50m. In 20 years time (the ‘economic life’), the company knows that the oil rig will need to be replaced. By the 20th year, the value of the oil rig in the company’s balance sheet will be zero. Thus, the value of the oil rig will reduce each year by a set amount ( £2.5m in this example). This is known as depreciation and the annual depreciation figure is shown in the profit and loss account. SSAP 12 states that the economic life of a  fixed asset should be reviewed regularly and should be stated in the notes to the accounts, together with how the rate of depreciation was determined. FRS 11 Impairment of fixed assets and goodwill FRS 11 is a new standard and deals with any loss in value to a fixed asset, for example through damage or downturn in the economy. This is known as impairment. For example, if a pipeline from Global Oil’s oil rig is damaged, the supply of oil or gas is reduced or stopped until repairs are made. Thus the ability of the oil rig to produce oil or gas is less than expected and the fixed asset’s value is reduced. Global Oil must therefore make a general reduction in the value of the asset and charge the loss to the profit and loss account. FRS 11 states that all companies must reassess the value of their fixed assets on a regular basis to establish whether the figure in the balance sheet is a ‘fair value’. FRS 1 Cash flow statements There are three main statements in a company’s annual report and accounts – the profit and loss account, the balance sheet and the cash flow statement. For example, while Global Oil may be highly profitable, without any cash it will be unable to pay its employees or suppliers. Clearly, when Global Oil sells oil to its customers, it needs to ensure it receives prompt payment. Cash is the lifeblood of a business and it is therefore important for a company to issue a cash flow statement. FRS 1 sets out the format and contents of a company’s cash flow statement. Accounting standards continued†¦ FRS 3 Reporting financial performance This is a highly complicated standard. Essentially FRS 3 serves to make sure the information presented in a set of accounts is clear. Companies must issue a report stating the financial performance for review by its shareholders. Consistency and ease of understanding these reports allows the reader to compare the data for similar companies. This would allow a potential investor to compare competing oil or gas companies before deciding which company’s shares to buy. In this example of Global Oil, there are three subsidiaries: International Gas, International Oil and International Petrochemicals. Each of these different companies or subsidiaries must also produce their own set of accounts as should the parent company, Global Oil. FRS 3 states how a company must set out the financial reports and accounts, the type of information that should be provided and where it should be categorized in the company statement of accounts. FRS 3 Exceptional items FRS 3 consists of several other sections including a note on ‘exceptional items’. These are one-off situations and may result in either a profit or loss to the company. These are included in a separate section in the profit and loss account. The reasons for incurring an exceptional item are various. Examples include the general costs involved in splitting up or de-merging a utility company, such as telecommunications or gas, into their separate components. In this case study, Global Oil decided to move its head office to Edinburgh. As this move is not expected to happen regularly in the normal course of business, the cost is regarded as an exceptional cost. Although this cost is included in the profit and loss account, it is clearly marked as exceptional so that shareholders realize that a marginal reduction in profit is not a result of a reduction in revenues. FRS 3 also states that exceptional charges must be shown separately in the profit and loss account and detailed in the notes to financial statements. SSAP 25 Segmental reporting Segmental information gives a breakdown of the different industrial sectors in which a company is involved and allows the reader of the accounts a much better understanding of where the money is made within the different parts of the company. This information may also be provided on a geographical basis if this is relevant. This standard is mostly applicable to the biggest public limited companies or if the company has a banking or insurance division. So for Global Oil, the financial information should detail the amount of business generated in oil refining, gas and petrochemicals. It should also provide information on the different geographic areas in which it operates. SSAP 25 states that the annual report and accounts for a company needs to provide a geographical and industrial breakdown of the following information: Turnover Operating profit and loss Net assets. SSAP 9 Stocks and long-term contracts Stock is an asset on the balance sheet and is essentially the product that a company will sell. In the case of Global Oil, its stock is oil and gas. SSAP 9 deals with how to value this stock on the balance sheet. Typically the value on the balance sheet would be the cost to produce and refine the oil into a marketable state. However, if the price of oil drops to a value below these production costs, then Global Oil cannot sell the oil at a profit. In these circumstances, the value of the oil stocks on the balance sheet must be reduced to the sale price minus all transaction costs. This is known as the net realizable value. SSAP 9 states that a company must value its stock at whichever is the lower value – the cost to produce versus the net realizable value. Conclusion The example of Global Oil demonstrates the financial reporting standards that must be considered when preparing a company’s accounts. More standards are expected as the complexities of business transactions grow and accounting practice adapts to keep up with these changes. Such changes already observed in business are the use of derivatives and financial ‘instruments’. At PricewaterhouseCoopers, the ABAS teams are experts in their field of knowledge and exercise their judgment in interpreting how these standards apply to different companies. The implementation of the standards can vary according to the type of industry and even between companies in the same industrial sector. In order to ensure the best possible interpretation, the ABAS teams need to have a good understanding of the client’s business and industry sector.

Metaphors in “Master Harold”

18 January 2012 Metaphors in â€Å"Master Harold†Ã¢â‚¬ ¦ and the boys â€Å"Master Harold†Ã¢â‚¬ ¦ and the boys, is a powerful play written by Athol Fugard that allows us to analyze the complex relationship between a black man and a young white boy within the context of racism in South Africa in the 1950’s. This play is characterized by metaphors used by the author to illustrate the struggle of people dealing with racism. One of the most important themes of this play is racism, focusing on the injustice in South Africa when the apartheid system was in place.Racial segregation and separation in this time in history demonstrates to us how this system allowed unequal rights for whites and blacks. There is evidence that the relationship between Hally, the young white boy and Sam, the black man is complex due to the political system that was in place that supported racism, making this relationship complex and at the same time humanistic. The complexities of this relati onship are shown through the authors use of effective metaphors, such as the kite and the bench, to illustrate the life experiences between Hally and Sam within the racial and political time in which they lived.Through the kite and the bench metaphors it becomes evident that Hally and Sam have problems between them as a result of racism. A kite flying in the air controlled by two people extremely different on the outside but like father and son on the inside. The brown paper kite metaphor creates such a complex and interesting relationship between Hally and Sam. It also shows how much the political system creates such a huge effect on how people sometimes think of others with different grounds of race, no matter how close two people could be. During the time when Sam and Hally went to fly the kite, Hally was so excited to go with Sam.Although, at the same time, he was also hopeless and scared of what other people will think when seeing him with a black man trying to fly a brown-pape r kite made out of trash. Hally is always afraid of making a fool out of himself infront of people when around Sam. Since Sam is a black man and Hally is just a young white boy, it is not really normal for them to be out together in the public with the apartheid system going on. â€Å"Little white boy in shot trousers and a black man old enough to be his father flying a kite. It’s not everyday you see that†(Fugard 31). When together alone, Sam is like a father figure andHally loves to follow his footsteps, more than his actual father. Sam loves to make Hally feel proud of himself or even of something in his life because it does not happen often because of his coarse, alcoholic father. In front of people however, it is like they really are who they are supposed to be; a white boy with his parents servant. When Sam and Hally went out in the park to go and fly the kite, Hally did not want to hold the string and run, because he was embarrassed to see the kite not fly and f all to the ground, another thing he cannot be proud of. â€Å"The miracle happened!I was running, waiting for it to crash to the ground, but instead suddenly there was something alive behind me at the end of the string, tugging at it as if it wanted to be free. I looked back . . . I still can't believe my eyes. It was flying. . . I was so proud of us†(Fugard 30)! For once in his his life, Hally felt so proud of himself because of this kite, that he did not want to bring it down. Wanting to sit there all day and just watch it soar in the sky. Sam wanted Hally to be proud of something, proud of himself, and he gave him the encouragement for flying and climbing above his shame.Hally had one of the most amazing times flying that kite with Sam, but once he sat down on the bench, it was time for Sam to leave. Sam left Hally up on the hill, with the a sense of pride. Hally wondered why Sam had left him alone that day. The two of them were up there for a long time. Hally sat on the o ne bench up on the hill that had a sign that said â€Å"Whites Only† on it. When Hally recounts about their time together with the kite in the park and then Sam had to leave him, Sam is the one who informs him of the real reason why he couldn't stay. Hally's childhood memory is that Sam had to go to work.Hally was sitting on a â€Å"Whites Only† bench, so Sam would not have been permitted to sit there with him. â€Å"‘You left me after that, didn’t you?†¦ I wanted you to stay, you know. ’‘I had work to do, Hally’†(Fugard 30). Hally is filled with so much rage over his coarse, alcoholic father. When conflict appears, Hally lashes out on his two black friends, especially Sam. He tries to pretend they are not friends by acting strictly like a boss. Because of Hally’s status as a white person in a racially divided community, he is given the title of â€Å"Master† towards the black men.Hally asks Sam to call him â⠂¬Å"Master Harold† from now on, and Sam would only do this if they were no longer friends. This is the case for, when he spits in Sam's face, Hally becomes Master Harold to Sam. It is conquering in the corruption of another white male as Hally takes his place on the bench of segregation. â€Å"If you're not careful†¦ Master Harold†¦ you're going to be sitting up there by yourself for a long time to come, and there won't be a kite in the sky†(Fugard 58). â€Å"Master Harold†Ã¢â‚¬ ¦ and the boys is a great play involving two characters that are like strangers on the outside, but like family on the inside.The relationship of Sam and Hally is so complex, and it always has its ups and downs. Their relationship is decided a lot from the apartheid system that takes place in the play, also with the use of the authors metaphors such as the kite and bench. However, a bench is not just a bench and a kite is not just some ordinary kite in this play. They have to do a lot with the relationships of Sam and Hally and how it was resulted in their life experiences during the political times they lived together that involved with and resulted with racism. Racism can always come in conflict with two people, no matter how close they are.

Drama Wit Essay Example | Topics and Well Written Essays - 750 words

Drama Wit - Essay Example This play demonstrates every angle of this treatment. "Wit" is excellent demonstration of physical and mental situation of patient, Prof Vivian, going through very aggressive treatment. It last eight months, and during the whole course she comes across hospital staff that approached her with different attitudes. DR. Jason, former student of Prof Vivian and a clinical fellow, was very intelligent and hard working. He respects Vivian most, which is visible from conversation between Jason and Susie, but at the same time very serious about his fellowship and research. When Susie asks for lowering Vivian's dose, he refuses and sticks to full dose, for research purpose. Susie, the nurse, is very soft hearted and caring. She love Vivian and wants to help Vivian in all the way her need. She cares for her and do not like to see her in pain. It is visible from scene when she asks Jason to lessen dose for Vivian because of her physical situation. She is always there when Vivian need somebody to talk. This is understood from the conversation betwee n Susie and Vivian after whole course is over. Dr Kelekian, Vivian's doctor, is a good person. He wishes to cure her, at the same time he consider her a research. He is very strict with profession and do not allow involvement of emotions. Vivian was more a research than a patient for both Kelekian and Jason. They both insist for full dose in spite of Vivian’s bad physical condition. At the end also, although Jason knows about Vivian’s DNR status, he call code because he want her to stay alive for his research. All these conversations and actions show that overall Vivian is treated with respect and caring, but at the same time she is an object for research.... All these conversations and actions show that overall Vivian is treated with respect and caring, but at the same time she is an object for research. Through all course of action, audience is encouraged to react sympathetically towards Vivian. This was about other characters of drama. Now talk about centre charter of play, Vivian. She is a very intelligent and tough lady. She survives through 8 months long strong treatment, which no one expected. She is very strict with her profession as well, and that is why she understands Dr. Kelekian's strictness of treatment. She understands importance of research and supports all the requirements. There are many scenes in drams where her toughness is clearly visible, but at last, after all suffering, she also gives up the hope of living. She decides to become "DNR". Conclusion This play is not just about Vivian, but all the patients going through very painstaking treatments. Many times treatments give positive results, but there are some times when the treatment fails. If treatment success, every thing is fine and patient gets back to the normal life, but when treatment fails, situation of last days is very important. A person always wish to live his last days on earth with great pleasure. There can not be bad thing than spending days in hospital with hope of cure. Hope is good, only when it comes true, but spending days in a hope, when it is impossible to happen, is worse. Situation of Vivian is similar; she is spending her last days in hospital. In her last days, she is undergoing aggressive treatment, taking medicines, injections and giving exams. Is it the thing that we should offer to a person who is about to die Her cancer was at last stage, and was clearly incurable. When doctors knew it,

Argument on Censorship Research Paper Example | Topics and Well Written Essays - 1250 words

Argument on Censorship - Research Paper Example This paper is a critical evaluation of censorship both as a positive and a negative instrument. Censorship Censorship, as stated herein, is an instrument used by governments, religious groups, and media among other groups to prevent the flow of information, which has a real or perceived capacity of destabilizing the society. The government and other interested parties such as the church, have the role of ensuring that moral values are protected in the society by all means available. This is necessary especially with the ever increasing accessibility and utilization of internet resources, not only by adults but also under age users. Apparently, the internet has got thousands of sites, which contain pornographic contents ranging from videos, photographs and texts. In this era of high HIV prevalence, every parent must be worried and careful on the kind of information their children are getting from the internet as pornographic materials have the capacity of creating curiosity which may end up being satisfied through engagement in illicit sex. In order to achieve this, censorship on such materials is essential and every internet provider should be held accountable if they do not apply filter on such contents (Heins 58). However, censorship in the past has been used as a means of keeping the citizens in the dark and protecting governments from criticism (Jansen 22). In this context, laws are put in place with the intention of gagging institutions such as the media and monitoring the internet so as to ensure that they do not broadcast information which is anti government. China for example has been criticized several times for applying censorship to protect the communist party. In this case, critics indicate that the government is keen on covering up past and present failures of the party so as to let people continue believing that their government is perfect and responsible. In addition, it is believed that censorship in this country is also used to shun penetration of western ideologies in the society especially due to the fact that most of the western nations are pro democracy and in that aspect, allowing free flow of information from their sources may open the eyes of Chinese citizens to alternative forms of governance (Barbour 61). This in itself is highly unethical on the part of the government as it enhances ignorance on matters concerning politics and also creates a platform for mismanagement of public resources and limitation of fundamental human rights such as freedom of expression and the right to hold demonstrations. It also puts media personnel at loggerheads with the authorities, which puts them in danger of being arrested or losing their operating licenses (Jansen 36). Countries such as Ireland have also in the past passed legislations promoting censorship of books and other materials believed to touch on issues that are perceived to be sensitive. These are for example the Censorship of Publications Act, 1929, 1946 and 1967, whic h restricted the publishing or possession of materials discussing reproductive health (Maurice 19). This is to imply that any information regarding contraceptives, sex, condoms, abortion among others were not to be circulated in the society, a move which was seen as favoring the

In patients with central venous catheter, does the subclavian vein Research Paper

In patients with central venous catheter, does the subclavian vein site is better as comparing with jugular or femoral sites in reducing catheter related blood stream infection - Research Paper Example Hand sanitation, as per research and studies, confirms a decrease of pathogenic agents that propagates nosocomial infections and complications in patients who are confined in hospitals (Elridge et al 2006). The fundamental conclusion that arises from relevant hospital acquired infection researches as issued by the CDC were: â€Å"1) the hands of health care workers are regularly contaminated with pathogenic microorganisms; and â€Å"2) the hands of health care workers are a major route of transmission of pathogens throughout the hospital environment and from the body of one patient to another (Elridge et al 2006).† Thus, it is recommended by the 2002 CDC Guideline that alcohol-based hand rubs or ABHRs are more effective to use in dispensing pathogenic microbes; and are quicker to use than the traditional soap and water without the usual side effect of having dermatitis (Elridge et al 2006). The understanding of the health care staff workers especially in critical units of the hospital like the neonatal intensive care unit (NICU), with regards to the essence of hand hygiene practice is significant as this is the best or one of the best ways to manage and avert contaminations which are normally present and related to health care (Cohen et al 2003). It must be clearly understood that newborns within the said unit can contract high degree of infections due to their very delicate immune system, which are not yet highly developed (Cohen et al 2003). The common transmission for the infection occurs after hand contact is established with â€Å"environmental surfaces and patient equipment† or the removal of gloves that generally happens prior to the performance of invasive procedures (Cohen et al 2003). In relation to the above circumstance, a guideline has been given out by the CDC on how proper hand washing should be done prior to any hands-on contact with patients that are critically ill or otherwise. But while the CDC Hand Hygiene Guideline has

Wreiter choice Assignment Example | Topics and Well Written Essays - 500 words

Wreiter choice - Assignment Example What could be driving these consumerism tendencies? One apparent thing is the taste! The impulse buying nature of humans is not anything new in the current society. There is a ceaseless urge to buy goods regardless of the presence or absence of money. People tend to spend money on goods such as cars and flavours, the latter the leading in consumption rate. Compulsive buying has seen our stores stocked, credit card debts amounting and a remarkably depreciated health. One could then pose such question as to what the impact of materialism and consumerism bears on the American psyche. From a psychological point of view, the urge to acquire more goods or wealth is a perfect case of discontent. Prompts arguments as if, when one is rich then the money does not make them any comfortable. Leaving the weak discrediting the materialistic aspect of life, dismissing its importance altogether (Schlosser, 561). Consumerism is likened to a culture in that many a people have adopted it as the only practice they ever experienced throughout their lives and which they cannot part with given their relationship since the origin and its entirety. Notably, consumerism has created voids in people’s lives, rendering some emptiness within them subconsciously. The advent of McDonaldization and Americanization is a factor that has come into play in shaping the consumer behaviour of the US citizens. The McDonalds, with their influence across continents, have rocked the world with its myriad flavours. It has been demonstrated that 90 per cent of the money by Americans is spent on food alone. In â€Å"Why McDonald’s fries taste so good†, Schlosser notes that flavour is a critical component if one needed to realise large sale turnover. He adds that colour matters a lot as those that are brightly illuminated are tastier compared to the bland- looking foods. It not only applies to taste but also appealing factor among the eyes of the customer (Schlosser,

Reflection Essay Example | Topics and Well Written Essays - 1000 words - 11

Reflection - Essay Example Older adults make a big percentage of the people with chronic conditions (Lynda, 2012). They have chronic illnesses like disabilities, dementia and arthritis among others. Older adults experience hospitalizations and sometimes face poor or low healthcare. Due to their continuous illnesses, they require constant attention to ensure they are protected (Jacki, 2008). Protection is essential for the older adults because it helps in ensuring that the quality of life and wellness is improved at all times. Old people require various health care services and tend to have various complex situations and thus there is need for professional expertise to protect them against further harm to their health. Protecting the older adult in a mental health ward is an issue because the old people with mental problems can easily end up institutional care and they recover less well from any physical problems and can be vulnerable to abuse (Steven, 2011). There was a scenario I witnessed in which a male older adult in a mental health ward was discriminated by the caregiver assigned to take care of him. He feeding on unhealthy food left by his bed-side by the caregiver. Before it was established, the patient had already developed abdominal complications because the caregiver did not bother to ensure that the patient fed on clean food. This was also extended to the treatment administered to the patient because the elderly patient was not getting medication as per the stipulated time by the doctor. This eventually worsened his health condition which would have been better if the right care was given to him. In this particular scenario, the caregiver had discriminated the older adult who was slow to eat and thus he could just leave the food by his bedside because the caregiver had developed anger in handling the mentally ill older adult. Protection of the mentally hill older adults is emphasized by the government policy. Old people need to be protected from any

Principles of Data Privacy & Protection Essay Example | Topics and Well Written Essays - 5000 words

Principles of Data Privacy & Protection - Essay Example Although genetic profiling has its origins in the healthcare establishment, other establishments are warming up to the benefits of genetic profiling, for instance, education and insurance. This interest has stirred up a debate as insurance laws for example, do permit the use of medical data, which could be interpreted as genetic data for underwriting. This has led to concerns among the general public and other organisation of the use and development of genetic profiling by organisations that do not understand the concept of informed consent, and the issues surrounding the use and retention of very personal information. This paper will argue both sides of the argument, as there is a case for and against genetic profiling in each case study, however it soon becomes apparent that the same issues keep arising - namely, discrimination and informed consent. What this means for data privacy and protection is that more clarity is required, as well as a structured approach to amending the cur rent legislation, and it also means that non-medical organisations interested in genetic profiling, may need to provide the solutions to the issues raised in the argument. Data privacy and protection started becoming an issue, after the dawn of the information age. It was now very easy and simple to transfer personal data and information, without going through all the mandatory security checks. The digital age also brought with it the realities of digital crime. Privacy can be defined as "the interest that individuals have in sustaining a 'personal space', free from interference by other people and organisations (Clarke)." For example, banks operate privacy conditions, where it is not possible to access another individual's bank account as this infringes on their personal space and confidentiality. The medical establishment also practices privacy in the form of confidentiality, where a doctor cannot disclose any information to anyone else even if they are related to the patient. This disclosure is often left to the patient.Privacy has several dimensions as knowledge of personal information can be classed under four different areas (Clarke). The first a spect is the personal privacy which is concerned with the individual's body and includes compulsory immunisation, blood transfusion, and compulsory provision of samples of body fluids and tissue and even compulsory sterilisation. This deals specifically with medical notes and medical history. The second aspect deals with the privacy of personal behaviour. This involves what are considered to be sensitive matters such as sexual preferences and habits, political activities and religious practices whether or not they occur in public places. This is particularly important as these matters can subject the individual to unnecessary discrimination and/or unprovoked attacks in the form of homophobic attacks or even intimidation. One example of this in the UK is with the animal testing laboratories, where those involved in animal testing are frequently targeted by groups opposed to testing animals. The third aspect deals with personal communications where the individual can claim the right t o be able to communicate to others, using various media, without routine monitoring of their communications by other persons or organisations. This mainly applies to the wider aspect of

Good vs Evil - English Essay Essay Example for Free

Good vs Evil English Essay Essay There is neither a definite good nor evil, but only the grey area in-between. The Japanese proverb of Yin and Yang states that in all good there is some evil and in all evil there is dome good thus without good there can be no evil and without evil there can be no good. Evil was once described to me as ‘The inability to feel sympathy’ and at first I agreed with this analogy but upon further thought and deliberation I decided that it was not entirely true, for if evil is the inability to feel sympathy then that makes all acts of sympathy good. However, that analogy would make an act, one that almost the entire world agrees is purely evil, an act of good. The act in question is the destruction of the twin towers of 9/11, because the perpetrators were sympathetic. They were sympathetic towards their country and their people who, contrary to popular knowledge, had already been invaded and were being oppressed by the USA who were trying to secure their oil reserves. There is no way to moderate universally what is considered good and evil. Every man believes in some way that their own actions are just and righteous whilst also believing that their enemy’s actions are acts of evil purely because they oppose his own wishes thus making all man good in his own eyes yet evil in the eyes of those he opposes. Each and every one of us must decide for ourselves what is good and what is evil, and yet we must still conform to the â€Å"norms† of society. The definition of what is right and what is wrong may come from many different places. Some blindly accept what society tells then to where others question society and still others actively oppose society’s views. Some get their definition from the relative religious scripture and follow that without question whereas others merely see it as a general guideline whereupon to base their actions. I believe that the concepts of good and bad, righteousness and evil, just and unjust exist purely to justify man’s actions and that they have and will continue to change to fit the person whose action requires justifying. Alas, these unflinching opposing forces are bound to perpetually clash as they strive for a balance. For without either life as we know it could never exist, perhaps life at all could not exist.

Factors That Has Helped Four Seasons Hotel Tourism Essay

Factors That Has Helped Four Seasons Hotel Tourism Essay The main reason behind the preparation of this assignment is to analyse the case study about the factors that has helped Four Seasons hotel to succeed initially and understanding and appreciating the different growth strategies that are adopted and implemented by Four Seasons in order to be one of the successful operating company in hospitality industry. This assignment also discusses the various downturns that the hospitality industry has faced over the years and how Four Seasons dealt with the situation in order to survive in the business. Moreover, in the assignment, the unique business model of Four Seasons hotel is compared and relate to different theories such as value chain analysis which shows how Four Seasons hotel is able to manage their stakeholders expectations. In addition, I have given some recommendations for Four Seasons hotel, to sustain in the hotel business. Company Profile: Four Seasons Hotels and Resorts, the worlds leading operator of luxury hotels with a history spanning four decades and a portfolio that extended worldwide. It is one of the worlds biggest and finest chains of luxury hotels which have developed from one motel started by Isadore sharp 1961 in downtown Toronto Canada, to 82 luxury hotel properties in 34 countries worldwide. Four Seasons owns its own hotels, principally under the Four Seasons and Regent names, as well as some others, including the Ritz-Carlton in Chicago and the Pierre in New York. About half the companys earnings come from management fees, and half of it from properties it owns directly. Their highly admired service quality helped them to become benchmark in luxury hotel market. The basic operational policy of Four Seasons hotel is Treat others as you would like to be treated. Highest quality of service to the customers is acquired by Four Seasons by maintaining and improving their service standards also with an innovative approach and continuous development and an eye for detail every single time of service. The company shifted from hotel owner to hotel operator in 1990s the companys 95% of the shares are owned by Bill Gates the founder of Microsoft and Al-Waleed Bin Talal (Prince of Saudi Arabia equally). Rest of the shares are owned by Isadore sharp CEO and company founder. Establishment of Four Seasons: Four Seasons Hotel Chain was founded in 1961, by visionary Isadore sharp with the opening of 126 rooms Inn on the Park in downtown Canada. Sharp was a degree holder in architecture and not from a hotel management background thus Sharp was totally new to the Hotel Business. Sharp describes himself a builder who joined his fathers business after graduation. Joining a hotel industry business was not at all in his mind or his intention till he was working on a project to build a motel. He got an exposure with the motel project and he realised about the upcoming market of luxury hotels. The need of personalised service round the clock with the booming economy made him take a decision to get into Hotel business. The hotel he opened is named as The Four Seasons motor hotel which he opened with the help from his brother in law. The hotel became famous amongst the business travellers and celebrities as it had a innovative design it was different from other hotels as he built all rooms facing inwards giving a view of inner courtyard and swimming pool instead of the outside neighbourhood. Growth and expansion: With the initial success of his first hotel, the big break through which Isadore Sharp was waiting for came in 1970 by opening first Four Seasons Hotel in Hyde Park area of London. Comparatively the room rates were higher than the competitors in the 270 room hotel but then also Four Seasons enjoyed 95% occupancy through out the year. The success came with an innovative idea of hotel equipped with latest amenities unlike old traditional hotels in London. In 1972, Sharp opened a massive 1600 room hotel convention centre in Toronto, Canada in partnership with Sheraton. It took a long time to complete the project, almost 10 years. In 1980 the economy was booming and the demand for luxury hotels increased , and thus Sharp started building hotels across the North America, later in almost every major US city, also to take an advantage of real estate deals. In three decades by 1990, Four Seasons already opened 23 hotels in three countries with net earnings of $15 million. Four Seasons became Global leader in 1992 with acquisition of Regent International hotels. further strong financial base to build and buy hotel properties worldwide came in 1994 when Saudi Prince Alwaleed Bin Talal bought 25% of companys shares. They also signed a contract with Carlson Hospitality to develop and expand regent brand worldwide through establishing management contracts and franchising agreements. Initial Success Factors of Four Seasons: To combine best of small hotels with the best of large hotels Isadore Sharp He came up with the idea of opening the medium sized hotels which was enough to give a touch of personalised service providing with a range of luxury amenities and services. Running business from Customers Perspective: The most effective initial strategy for Sharp was to look at the business from customers point of view. He was a innovative thinker to fulfil customers needs in terms of luxury. Example When Four Seasons came into existence the trend was to use flimsy towels in bathroom, he replaced that we 100% cotton towels which worked really well. With experience of opening the first hotel, Sharp realised customers are ready to spend for one thing thats service. And as Four seasons most guest were business travellers and with the experience he came to a conclusion that for them Service means luxury. Luxury Redefined: Maintaining high quality service can also be a brand if delivered constantly according to Sharp. This idea provided him with the initial success in medium sized luxury hotels which gives commitment of providing homelike comforts and personalised service. Thus luxury was redefined as Service and not as decor and architecture. Quality of service comes before the hotel decor and architecture for the customers. As most of the customers for Four Seasons were business travellers Sharp commented They are mostly executives, often under pressure fighting jet lag, stress and the clock. We decided to redefine luxury as service. Thus the key towards Customer satisfaction was achieved by Sharp and he knew what the customers wanted unmatched service quality will give them competitive edge. Although Four Seasons charge 20% extra room rate than the closest competitors but still they were successful of maintaining high occupancy rates. Further Sharp wanted the highest personalised service quality for the guest which was possible only if employees are motivated and happy they will deliver it. Thus employee motivation, mutual respect and empowerment played a vital role in achieving customer satisfaction. And thus he introduced the golden rule. Golden rule: Sharp refer to his first business rule as Golden rule treat your customers as you want to be treated. This became the operational policy for Four Seasons. Every employee is a member of customer service and in charge of it. And he believed employees are the most important part of Four Seasons hotel because there is very limited time in which service encounter takes place unlike other industries. And the employee has to give his best to maintain proper service standards thus lot of screening and interviews are done to ensure the right candidate is selected for right job. Innovation: Innovation contributed a lot in the initial success of Four Seasons. Most of the luxurious amenities and services like Shampoo in the shower, bathrobes, 24 hour room service, two- line phone in guest room, pressing iron, 24 hour secretarial service, big well lit desk were the First to be introduced by Sharp and Four Seasons. The Custom made mattresses is now became the standard of luxury hotels which was Sharps favourite. Vision of Isadore Sharp: Provide each and every thing in the guest room that will make the customer happy. Growth Strategies adopted by four seasons: Initial success for Four Seasons did built a platform for them to grow world wide. It created a network of mid sized luxury hotel in almost all key financial cities all over the world. During this process Four Seasons adopted many different growth strategies as follows: Brand name is competitive advantage: The biggest asset for Four Seasons group was their brand name which was not responsible for their initial success but also a part of their global expansion strategy. The core business strategy for four seasons was to continuously improve their market position and profitability to ensure the competitive advantage while obtaining new management contracts worldwide. Strategic relationship with investors: With the help of strategic relationships with many small private institutions earlier helped them to expand their opportunities worldwide. Prince Alwaleed bin Talal bought 25% of company shares and with his major investments in Four Seasons which helped them to enter in new markets as well the ownership was not of Four seasons so it served their primary objective of being a management company. From Hotel owner to Hotel operators: Their unique business development model stated they wanted to be a hotel chain operator than hotel chain owner. It has ownership of only three hotels out of their sixty three hotels. Under this unique business model Four seasons hotel doesnt have a burden of ownership, the major capital is brought by the partners with whom Four Seasons developed strategic relationships. There is wide range of management fees (base fee, incentive fee, sales and marketing charge and reservation charge) for providing these services to the owner. How Four Seasons responded to economic downturns? Four Seasons faced economic downturns in different years in four decades 1970, 1980, 1990, 2000 in the following years 74, 81, 91, 2001. And all of them made a significant impact on Four seasons strategy. The hotel business during the time of recession were mainly affected by Increased interest rates and Decrease in market prices With the increased airfares and the increased occupancy rates the tourism was badly affected. Executives of the company were travelling less and the leisure facilities were decreased for the executives which affected the hotel and tourism market. Furthermore increased terrorism affected hotel and tourism market. There were drastic steps taken by different hotel operators by cutting labour cost, lowering prices buy Four seasons believed that the industry is going to return to normal soon and Isadore Sharp adopted exactly the other way. He took the challenge during the time of recession and saw the opportunity to develop the hotels. He told his executives about his thoughts that when our competitors are lowering standards we will raise ours The different actions taken by Four Seasons as an answer to economic downturns are: Four Seasons followed their words to look after their employees: During the time of recession most of the hotel operators cut down their labour cost but Four Seasons tackled the situation the other way, they responded by cutting the overhead costs but not the labour costs. They aimed for maximizing labours value instead of lowering labour cost. Sharp explained this strategy to his executives, And we also know that what we must do to meet that goal, is to lower costs and raise service and product quality. But cutting costs and raise service and product quality. But cutting costs by cutting labour, if carried too far, lowers quality. The only way these seemingly conflicting aims can be reconciled is by responsible employees committed to working smarter. Instead of minimizing labours cost we should maximize labours value: by convincing our employees that our purpose merits commitment. Four seasons offered Flexible Contracts to the employees rather than job cut, in which employees will be called on duty as per the demand of the business which replaced working four days a week instead of five days a week. It was in the agreement of the employees and all the employees were in favour of the decision furthermore the salaries and the bonuses of the managers was also affected. This all resulted in sharing a common policy in heading towards companys goals. Improving the products: Most of the hotel operators paused the construction or running of a hotel for a temporary period but the property business is really high during the time of recession because the properties are sold out on lower rates thus Four Seasons tackled the situation by renovation and refurbishment to improve the products. Isadore Sharp believed that providing quality service to the guest are a necessity and not a service by itself. And if the hotel wants to sustain in the market the new trends in the hotel industries should be followed to keep up with the market. Thus to accommodate these changes and provide customers with quality service. During recession the room occupancy is the lowest thus the inconvenience caused to the guests are very less and thus the guests get a royal out of the world service. They followed this strategy during recession period which gave them a steady growth over the decade. Advertising costs: Most of the competitors of Four Seasons hotel kept cutting their advertising and marketing costs, but Four Seasons didnt cut their advertising and marketing budget to maintain the brand recognition as they had a very good recognition in the Hospitality industry. It is easy to maintain the momentum rather than restart it. This strategy helped them to gain a competitive edge over their competitors in maintaining their brand recognition. Property market: During recession the supply in the market for the land was than the demand on low prices. Four seasons took the advantage of low prices of the land and they picked the premium locations which would have been difficult to buy them in normal times. Thus this strategy paid off to Four Seasons during the time of recession and they came with the finest of the hotels in top locations after recession. How four seasons managed various stakeholder expectations? Stakeholder: Person, group, or organization that has direct or indirect stake in organization because it can affect or be affected by the organizations actions, objectives, and policies. (www. businessdictionary.com) There are three most important aspects of managing stakeholder expectations: Know your stakeholders Know what exactly they except from you Make them accountable for realities of project by making them aware of risks and consequences. (According to Dr. James Brown, president of the project management company Seba Solutions). Different stake holders of Four Seasons hotel are Stakeholders play a vital role for a company to survive thus the company or organisation needs to implement a strategy for managing their stakeholder expectations. Thus Four seasons implemented following strategy for managing their stakeholder expectations: STAKEHOLDER MANAGEMENT Managing the stakeholders expectation is a step by step process: After identification of stakeholders, the second step is to identify their needs. Needs and expectations of the stakeholders of Four seasons can be described as follows: Owners: Returns on investment by profit Management: Management fees on the basis of gross revenue. Employees: Empowerment, Career opportunities and job security. Customers: High quality service and luxury. Society: Corporate social responsibility. Their strategy to manage stakeholder expectations can be summarised with relation to value chain analysis as well value_chain_analysis Value chain analysis is a concept to create competitive advantage and sustaining superior performance. Owner: Expectation of the owners are really high on returns in terms of profit because they are the one who made the capital investment in the projects. The different aspects of value chain used by four season hotels are like Infrastructure of the hotel, the most innovative idea of the initial strategy was to come up with medium sized hotels, and it worked really well. It was made possible and successful by Isadore Sharp who was the degree holder in architecture and he knew the latest designs of buildings and hotels like building rooms facing inwards to avoid view of neighbourhood made significant contribution to it. These innovative designs really helped Four Seasons to come up with the highest occupancy among the travellers. Thus they were successful in managing owners expectations by giving returns on their investments in less time. Management: To ensure a good gross revenue it is vital to get higher occupancy with good average room rate throughout the year. Sales and Marketing and technology come into picture from Value chain analysis. The marketing strategy for Four season hotel is to target the luxury segment of the market. 69% of their business comes from business travellers and groups. So almost all of their advertising and marketing programmes were designed to enhance the awareness of luxury service provided by Four seasons hotel. Technology played a vital part in achieving their goal by newly designed website and superior reservation system. They gained an advantage over other hotels by Global reservation system which gave an option to the guests to be comfortable with their own local language in North America, Asia and European Network. Example: There are so many hotels in Hyde Park area but over 30 years Four Seasons has gained and enjoyed the highest occupancy in the area with their strategy. Employees: Employees expect Mutual respect and Empowerment from Four season hotel. Employees are the most important stakeholders of the organisation, if they are happy to work for the organisation the whole business cycle can run smoothly, If Employees are happy then the customers are happy with their service it leads to word of mouth publicity and the organisation gets a repeat business. Employees deserve a mutual respect from the management. Human Resource Management from value chain ensures that employees should get what they deserve and expect. And most importantly the Golden Rule of Four Seasons is treat others as you would like to be treated also they believe that if employees are happy then only they can make customers happy. Four Seasons has maintained empowering their employees, and the best outcome and results can be obtained from their employees by empowering them. Im sure weve all read reports on the productivity gains achieved by empowering employees. And we all know the workplace has to change to attain this. And in a survey of 264 big company chairman, 62 percent agreed that one of the most important business issues facing them was building and keeping a qualified workforce. -Isadore Sharp d.) Customers: The expectation of the customers is very high as Four Seasons targets luxury segment of market. Service factor from Value Chain is wisely utilized by Four Seasons to manage expectations of luxury for the customers. They redefined luxury as service. Four Seasons gained a competitive edge by provided high standard of service with personalised touch. Customers got what they expected from Four Seasons. And they are very successful in making customers happy. E.) Society: As Society expects some corporate social responsibility(CRS) from all the hotels and organisation, their expectation for four seasons towards society is really high as well. CSR includes encouraging activities for development of society and avoiding practices which causes harm to the environment. Four Seasons explain how they help and take initiative towards community by various training and mentoring programmes for young people and helping whoever in need in their website www.fourseasons.com . Example: They donate organic food to local farmers to feed their animals (Costa Rica) and also providing shelter camps to Urban Elephants(Golden Triangle, Thailand), Raising significant funds for cancer research and awareness programmes. Recommendation: Four Seasons has a strong portfolio in the Hotel Industry but to sustain they should focus on few things which are as follows: Four Seasons should concentrate on building more brands and focus on all the categories like upper-scale, middle and budget hotels. Unlike Accor group of hotel they have segmented their hotels and created a brand focusing the needs of its customers such as Etap, Ibis, Novotel, Sofitel etc. To compete with other leading brands Four Seasons should come up with more hotels all over the world for more brand recognition and for customers to have a taste of their service. Furthermore Four Seasons should continue the effective management of the hotel the way they are doing it to sustain in the market. CONCLUSION With the base of the case study and research on Four seasons hotel, Canadian based business has an excellent brand recognition all over the world. The company is moving ahead with excellence along with strong financial and operational management. Different innovative ideas of Four Seasons hotel helped them grow in this hospitality business over the years furthermore during the time of recession Four Seasons hotel did really well, thus it says Fours Seasons Hotel has turned economic down turn to a competitive advantage over their competitors by coming up with different properties with prime location after recession (they responded very well to economic downturn). They took the down turn as an opportunity to expand and thus they are achieving excellence in their business.