Ritz Carlton marketing analysis

Ritz Carlton marketing analysis 1. Introduction: Ritz Carltons marketing conduct is a true paradigm that follows root rudiments of Marketing as a management discipline i.e. recognising, anticipating and satisfying customer needs profitability as defined by Chartered Institute of Marketing, UK (Cited in Brassington Pettitt, 2001). At same point of time, the activities undertaken by Ritz Carlton under its marketing strategy not only contribute to overall brand development but rather also exemplify innovative methods to promote products or services and most significantly how to satisfy claims promised to customers as part of the strategy. This assignment focuses to reveal current positioning of Ritz Carlton in industry, and discuss in depth important factors responsible for success of company. At same point of time, assignment will also examine the imperative factors that contribute to Ritz Carlton quality of service as perceived by customers. Finally light would also be laid down on how company tries to provide consistent -universal experience to its customer all round the world and factors that act as obstacle against it. Company Overview: Ritz Carlton is one of the most well known luxury hotels company in the world. Right from inception, Ritz Carlton has brought significant innovation in practises of hospitality industry (See The Ritz Carlton, 2010a).With history of existence and success of over 100 years, Ritz Carlton as a company currently adopts Limited Liability Company nature of ownership. Ritz Carlton LLC is subsidiary company of Marriot Hotel Incorporation. The parent company, Marriot Hotels hold as many as 18 brands including Ritz Carlton. The Ritz Carlton at presents manages 72 luxury hotels in 24 countries located in 5 different regions in the world, the USA and Canada; Mexico, Caribbean and South America; Asia-Pacific; Europe; and Middle East. Besides, the company has a number of further expansion plans specifically concentrated towards eastern world with a view to take advantage of booming market. (See Worth, 2009) Service Marketing With development of marketing as a discipline, the scope of marketing has also enhanced. Jacques et al (2007) rightly points out that it is organisations self interest that decide its future course of it action. This self interest of any organisation largely depends upon nature of business it adapts and therefore, it is extremely important to recognize with what range of organisation we are dealing with beforehand, (Like Consumer, B2B, Service, Small Business, Web based and so on) so that its marketing strategy can be woven around core goals. Ritz Carlton test on product spectrum offered by Brassington Pettitt (2007) indicates that the product that they deal with is characterised by extremely greater level of service or in fact pure services. RITZ CARLTON ritz_carlton_logo.jpg Intangibility Perishability Lack of Ownership Heterogeneity Inseparability Different customer will opine differently on their experience at Ritz. Customer involvement plays vital role. Customer need to come in contact with hotel -Service provider. No Exchange of any Items takes place as part of primary offerings. Simultaneous process of producing and consuming service. Essence of Ritz Carlton success measure depends on Experience of customers Figure 1: Position of Ritz-Carlton in the Product Spectrum Assumptions: Ritz Carlton as discussed above is not only a subsidiary of Marriot Hotel Incorporation but also a LLC that deals with various type of accommodation. This does not just include hotels but rather also involves Clubs and residence properties. This assignment specifically focuses on Ritz Carlton as chain of hotels. Moreover, analysis is completely based on its worldwide presence and not limited to any particular geographic market. This is intentionally done so as to understand marketing of Ritz Carlton as chain of hotels rather any specific unit. However, for understanding and justification purpose, region specific examples are cited in certain parts of assignment. 2. Exploring Secret behind Ritz Carltons Success: Ritz Carlton as an organisation offers its services across five continents. Right from USA to Asia its hotels at first look give us experience of beyond imagination architecture and provides stereotype of luxury and elegance. There is no doubt to the fact that physical surrounding (which include premises) in case of service industry act as one of the most important element, that define success criteria for influencing consumer behaviour (Bitner M.,1992) and portray what it stand for. Physical evidences i.e. tangible items add value to service being offered. However, it can be argued that it is not the lone measure responsible for hotels success. The basic reason behind this is, a customer never judges a hotel solely on foundation of its tangible infrastructure (Building, Technological availability, Type of Rooms etc) but rather there are number of other elements that play vital role. This part of assignments will try to identify such important factors responsible behind Ritz Carlton success. Successfully Targeting Segmentation: The need of customers varies for various reasons and therefore it is very important to identify prospective strategic customer for organisation, (Johnson et al, 2008) at same point of time organisation must also have calibre to satisfy the targeted group of customers. Ritz- Carltons continued success, behind the scenes depicts its ability to successfully targets it segmentation, offering perfect Marketing Mix elements. Moreover, it also ensures that modifications are made in marketing mix elements with changing scenario in market trends and both these factors act as key elements. Kotler et al (2009) emphasise on a point that, marketing is all about forming strategy towards consumer and customer needs and thereby offering service or product that satisfy those needs. Ritz Carlton as an organisation in true sense is perfect at following and applying this basic ideology. This assignment aims to identify success factors of Ritz Carlton in light of marketing mix elements with a view to jus tify above argument. Identifying Market Focus (Segmentation): Marriot Hotels has divided their business to number of segments where Ritz Carlton serves as Luxury Lodging (See Marriot Hotel Incorporation, 2008) and hence it is very evident from this fact that Ritz Carlton as a company exists to serve luxurious hospitality Ritz Carlton hotels are located at more than 70 destinations, the basic customer segment which Ritz-Carlton targets is, people with rich lifestyle in all aspects of life. Irrespective of any geographic location on earth, age, social-cultural belief, opinion of an individual, the common element that Ritz tries to concentrate is People with Lavish living. Therefore, it can be invariably noticed that Ritz Carlton adopts concentrated targeting method towards Psychographic segmentation. As Brassington Pettitt (2007) rightly points that lifestyle segmentation is very difficult to define, we came up with following attributes that Ritz Carlton try to target. (See figure 1.1). Psychographic Segmentation Ritz Carlton Figure 2 Targeting Customer Segmentation Factors Defining Success of Ritz Carlton: Perfect Offerings (Product): The product anatomy (See figure 3) of Ritz Carlton illustrates that it is not just a customary hotel which satisfies basic needs but rather, it aspires to provide unforgettable experience to its customers, which perfectly matches its target market. Most importantly, providing value added services as personalised attention very well justify its marketing appeal to customer Experience The Ritz, enabling it to exceed customer expectations. Moreover, this value added services acts as source of tremendous additional revenues for Ritz Carlton. (Baxter J, 2007) One of vital point to focus is product development undertaken i.e. offerings of special packages, with a view to attract more customers and adapt to current market situations. (See Appendix) Furthermore in hospitality industry, locations act as products, as it creates value to selling points and influence buyers behaviour as well (Brassington Pettitt, 2007). All properties of Ritz Carlton are majority placed in USA, China and Europe an countries which are strategically located as it intends to focus on top most tourism and business destinations of the world. (See UNWTO, 2006) Moreover, Ritz Carlton has its hotels at New York, London, Paris, and Dubai which are strongest cities in terms of highest occupancy rates of rooms. (Worth S., 2009) ritz_carlton_logo.jpg Figure 3 Product Anatomy of Ritz Carlton Directly getting in touch with end Customer (Place) In service industry generally, there exist direct selling between service provider and end customer and the basic reason behind this is core characteristics of service products by nature (i.e. Perishability, Intangibility, Heterogeneity, and Inseparability) as discussed above. (Cowell, 1984) The activity of providing service for hotels initiates as soon as customer triggers its efforts for bookings. Ritz Carlton recognises importance of rise in online booking which almost doubled in 2007 (Research by Travelclick cited in Baxter J., 2007) and offers easy access to its customer to book from its own website. Ritz Carlton has also entered into best available rate programmes with website as (such as Thomson.co.uk, InspiredLuxuryEscapes.com) to play with consumer confidence to get cheapest rates on web. This evidently suggests that primary focus of Ritz Carlton is to directly contact the customer which is vital need of service marketing i.e. to reach out customer and influence their behavi our encouraging them to experience your service (Brassington Pettitt, 2007). Pricing Concentrating towards Sub-Segmentations (Price) Price must convince customers perception towards compensation of service offered and value paid against it (Jacques et al, 2007) and therefore it is vital to ensure that pricing strategy is in synchronisation with segment targeted. As Javalgi et al (2006) rightly indicates that Ritz Carlton extends it services to industry executives, meeting and corporate travel planners, and affluent travellers, targeting sub-segments also plays important role. Ritz-Carlton has carved niche for itself which is evident from various range of prices its offer. At Ritz London one night accommodation costs from about  £250 up to  £3500, while similarly in USA markets the range exist between 200$ to 3000$ (As on 10 march 2010). This suggests that Ritz Carlton concentrates on sub segmentation acts as an advantage. However, base pricing is one of the areas where Ritz Carlton needs to seek improvements (See Current Positioning part) to attract more customers. Brassington Pettitt (2007) also brings to notice important issue that price is an important tool to manage demand. Understanding this vital point, during recent tough time company brought out number of attractive packages to influence more customer (Like package of 2 nights stay at 449$ per family) (See Schultenover J; Strout E, 2002) and that defines companys ability to alter marketing mix elements as per relevant conditions. Balance Innovative Endorsement (Promotion): Ritz Carlton involves itself with both form of promotional activities as referred by Berkowitz et al (1992) i.e. product oriented and institution oriented. It adopts a balance promotional strategy ensuring that using product oriented approach it continuously communicates with customers regarding its USP (Unique Selling Point) and recent offerings on other hand it uses Institution oriented approach to preserve Ritz Carlton as a Unique brand with historical excellence influencing consumer behavior. Impact of Promotion on Consumer Perceptions towards Ritz Carlton: High Expertise Premium Brand Life Time Experience Symbol of Status Going Beyond Expectations Respect For Brand A matter of Pride Innovative and benchmark for Quality Figure 4 Impact of Promotion on Consumer In addition to this, Ritz Carlton adapts PULL strategy (Brassington Pettitt, 2007) using perfect medium to directly communicate with customer. With rise in concept of Social marketing Ritz Carlton has tied up with Travel Click to actively manage its promotion over web. (Hospitality.Net, 2009) To target business travellers, paper adverts are given in leading business magazines (e.g. Business Traveller) along with television adverts and advertising in airlines. One of the important observations is Ritz Carlton uses its own Website as major promotional medium. All package brochures, promotional videos, Ritz Carltons own magazine are uploaded to website. (See The Ritz Carlton, 2010) One of the significant points of observation is Ritz Carlton provides innovative edge to its promotion strategy. One of the classic examples is, it markets its biggest asset i.e. Employees. There is not a single promotional videos which fails to give importance to its own staff representing them as creators and followers of high quality standards in industry terming them as Our Ladies Gentleman (See The Ritz London, 2008; Ritz Culture, 2007). Apart from this, instead of using simple adverts Ritz Carlton has created short films which are aired on televisions, hotel rooms, and websites to make people understand what uniqueness of its services is. (See The Delay, 2008; The Last Night, 2008, New Gold Standards, 2010, Audi and Tarma, 2007). Hence innovative and a balance promotional strategy is one of the important factors responsible behind Ritz Carlton success. Staff- A Biggest Asset (People) March, J.G and Simon (1958) emphasise on vital point that organisations are primarily formed and governed by people and therefore image reflection of organisation largely depend upon actions of its staff and this is especially true in case of service industry as it deals with process of interactive marketing (Kotler P and Armstrong G, 2004; Brassington Pettitt,2007). Ritz Carlton understands this vital point and implements customer focused approach. It aims at hiring right people, providing best fit to organisations culture of Putting Customer First who are characterized with a strong sense of values and overall desire to go beyond the call of duty. (Emerald Database, 2003) Furthermore, Ritz Carlton goes step ahead, as an organisation, it strives to get known for its excellent service and that act as a key to its success. Organisation best at this must try to invest their money, talent, time and attention to strengthen their current positing (Ferrell O.C; Hartline M., 2006) and that what Ritz Carlton does by investing in its people. In this process, over the year Ritz Carlton has developed and raised bars of customer services with help of their staff which itself now act as their behavioural core competence that cannot be easily imitated by others. (Johnson et al, 2008; Bacon, 2005) Internal Values Operations (Process) It is important for service industry to pay attention to both, employees and customer to successfully implement process of service profit chain. Ritz Carlton as an organisation aims to take extreme care and respect for their employees, with an understanding that, in return they will put up efforts to fulfil even unexpressed wishes of their customer. (Kotler P and Armstrong G, 2004) The employees are empowered, trained to develop gold standards (See Emerald Database, 2002) and are considered biggest strength of the organisation which produces exemplifying services towards customer. Employees are trained motivated to develop relational exchange with customer with a view to increase loyalty and development of brand. (Jain R and Jain S, 2006) Creating Value Internal Process CUSTOMER FOCUS Figure 5 Service Profit Chain for Ritz Carlton Another important contributing factor is Ritz-Carlton has been successful in developing its own culture of servicing (Kent W, 1990) which is now considered as gold standards (Benchmark) towards quality development in servicing industry. Ritz Carlton also uses CLASS database with purpose of registering likes/dislikes, Interests, preferences, previous problems faced, attitude of every individual customer to provide personalised service. Hence, putting all together, these are innovative process that enables Ritz Carlton to fully engage employees and generate a creative delightful experience to its customer on one hand and simultaneously developing an unique core competence for itself at other hand.(Timmerman J, 2009) 2. Current Positioning According to Kotler et al (2009), all marketing strategy is built on STP Segmentation, Targeting, and Positioning. A company discovers different needs and groups in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the companys distinctive offering and image. Positioning is process of analysing product or service, offered in context of competitive space (includes buyers and competitors) it works out. (See Brassington Pettitt, 2007; Kotler et al 2009) It is a way of creating and engaging a place in the mind of the target market by highlighting the companys offering, brand and image. The ultimate outcome of positioning is a flourishing establishment of a consumer focused value proposition, in other words a convincing reason why the target market should buy the product (Kotler, 2003) and therefore it act as base to companys success. This part of assignment aims to explore current positioning of Ritz Carlton in market. The basic idea is to understand customers perception towards our brand and towards our closest competitors. At same point of time identifying attributes that are responsible for creation of this illusion in minds of customer Identifying relevant attribute players: The various attribute offered by the brand represents its market position, which are viewed and compared against other brand. Brands that offer similar package of attributes are deemed to be in the same competitive set (Dev C.S et al, 1995) and therefore it is important to concentrate on direct competitors rather than industry as a whole. Efforts must be laid down to identify players with similar attributes competing on same values. (Johnson et al, 2007) It is a nature of the hospitality industry that most of the attributes offered are intangible which makes it tricky for the customer to differentiate the offerings of the competitor as such things can be experience only by staying in the hotel. A part of the positioning is also subjective, as it involves customers perception towards brand. Here, analysis is based on Marketing Metrix Hospitality Index* which reveals price and level of customer satisfaction from the feedback of more than 35000 customers across world. (See appendix) There are numerous players in hospitality industry targeting luxury segment and so it is decided to firstly filter relevant players on basis of tangible attribute i.e. area of market covered geographically, as analysis is based on worldwide scenario. This enables us to get core market competitors (See figure 2) (To an extent it influences customer choice of hotel, as it defines scope of service being provided and also impacts brand creation process in eyes of customer) Hotels Area Covered Number of Properties Ritz Carlton LLC Across 5 Continents 72 Fairmont Raffles Hotels International Group Across 5 Continents Around 65 Starwoods Hotel Resorts Le Meridien 16 Countries 116 Four Seasons PLC 35 Countries Across 5 Continents 83 InterContinental Hotel Group Across 60 Countries 166 (The Ritz Carlton, 2010; Four Seasons, 2010; InterContinental Hotels Resorts, 2010; Fairmont Hotels Resorts; Starwoods Hotel Resorts, 2010) Table 1 Identified Relevant Players on Basis of Geographical area The other two most important attributes identified from view point of customer are price and quality. Quality can be judged on several others important sub attributes (As Quality of food and beverage, physical appearance and in-room facilities, helpful and courtesy of staff, Technology etc.) and therefore this aspect is judged on basis of customer satisfaction index which provides comprehensive picture of it. About MMHI*: Based on 35,000 customer interviews conducted each quarter, the Market Metrix Hospitality Index (MMHI) is the largest and most in-depth measure of hospitality company performance available today. (MMHI, 2010) Taj Hotels Resorts rc_logo_en Industry Competitors Four Seasons Hotels PLC Starwoods Hotel Resorts -ST Regis Mandarin Oriental Hotel Group Fairmont Raffles Hotels International Jumeirah Hotels Resorts Pan Pacific Hotels Resorts Wyndham Hotel Group Market Competitors Marriot Hotels Incorporation* Oberoi Hotels Resorts Rosewood Hotels group Inter Continental Hotel Group Starwoods Hotels Resorts Le Meridien Figure 6: Competitors analysis of Ritz-Carlton Starwoods Hotel Resorts*: Its Brands, St. Regis Le Meridien targets luxury segment within total of 152 properties across world. Marriot Hotels Incorporation*: Although Ritz Carlton is subsidary of Marriot Hotel Incorporation, it has got more than 18 brands and there is defiante possiblity that these brand may compete amongst each other and therefore Marriot Hotel Incorporation is also considered as Industry competitor. Perceptual Mapping: The graph represents all the players targeting luxury segment with widespread presence all over the world under hospitality industry. Yet, it must be noted that level of quality, prices offered would differ under this banner as well and it is this factor that differentiates best in comparison to average player in eyes of customer which can be clearly identfied below. Ritz Calton fall under the segment of offering High Quality with High Price. High Quality Oberoi Hotels Ritz Carlton Low Price High Price Four Seasons Inter Continental Le Meridien Low Quality Figure 7 Perceptual Mapping of Ritz Carlton Perceprtual Map enales us to find out gaps and provide us inights towards undertaking competitive action needed.(Brassington Pettitt) Gaps to be filled Up: Customer needs to be satisfied. Pricing Strategy: As discussed above Ritz Carlton concentrates on sub-segments that act as advantage however the minimum base price it offers is subject to risk. Ritz Carlton price starts at about 200$ while that of Oberoi hotels reporting maximum customer satisfaction (93.7) offers base price at 85$.Although, Ritz Carlton brand value is quite high compared to Oberoi group yet, Its a huge gap and therefore it must revise its pricing strategy. Moreover, all of its market competitors also offers relatively too low price, closest being Intercontinental group offering 156$ (See appendix). At same point of time Ritz Carltons closest rival Four Season offers almost equal quality of service (86.6) at price of just 141$ which is matter of worry as well. Improving Loyalty programmes: Ritz Carlton understands that complete customer satisfaction is one of the vital strategic to retain and maintaining long term relationship with its customer and it is best practising at that. (Bacon, 2005; Emerald Database, 2004) However, there is scope for improvement in its loyalty programmes as recent data indicates its loyalty program strength of 5% compared to industry average of 10 %. (See appendix). This will enhance its potential to gain increased customer loyalty. Attracting New Market by adapting service innovations: Ritz Carlton is aware of the fact that the key to a hotels survival is its ability to cater services with changing needs and life styles of customers. (Min et al, 2002) There is no doubt that organisation completely understands changing taste of consumers i.e. people are now becoming more casual compared to traditional formalin approach.(Gunter and Heather, 2007) But this needs to be communicated to customers and therefore, there is need for Ritz Carlton to presents itself as modern, technological hotel group supporting needs of modern, young travellers. At same point of time, as recommended by Victorino et al (2005) company must move further towards service innovation with use of technology to differentiate itself from others. Ritz Carlton has already started implementing steps towards this approach; however there is need for rapid actions and wide promotions with intentions to quickly change consumer perception towards its brand. 2000 Euros for Managing Guest Grievance A Strategic Move! Ritz-Carltons employees are allowed to spend up to $2,000 to redress a guests grievance. The employees are entrusted to spend the money to make a memorable stay for the guest in the hotel. Employees are encouraged to solve the guests complaints immediately on the spot. Permitting the employees to spend a sum of $2,000 shows how much the company trust the judgement of their employees and employees can even spend more than $2,000 with the permission from general manager. The basic logic behind such action is, with existence of fierce competition within the market it is always difficult for firms to increase their market share and therefore key to continue successful growth lies in devoting larger part of firms resources on existing customers with intention to retain them and gain their loyalty (Tepeci M, 1999) Moreover, such act adds value to brand creation and customer satisfaction and that encourages customer to become brand loyal. (Kandampully J and Suhartanto D, 2000) Most importan tly, the question of such spending exceeds overheads does not arise as it is obvious that it doesnt get used on every customer. It acts as meaningful amount yet, used rarely. (Reiss R, 2009). Customer satisfaction is the key to customer retention. A greatly satisfied customer stays loyal longer with the company and talks favourably about the company. A loyal customer is less sensitive to price, pays less attention to the competitors brand and cost less to serve than new customer. From the customers who registered a complaint, between 54% and 70% will do business again with the same company if their complaint is resolved, these number could be pulled up to an overwhelming 95% if the customer experiences that their complaint is resolved quickly. Customers who have complained to an organization and had their complaints satisfactorily resolved tell an average of five people about the good treatment they received (Philip Kotler, 1977), which indirectly contributes to attract further new customer. Expanding the customer retention rate accumulates the customer lifetime value, and therefore this means life time revenue for company. On other hand company, attracting new customers are costly as that include cost of promotions, advertising and so on which can be avoided. Therefore such action is termed as strategic Move by Ritz Carlton. There is also another point of view to this scenario which impacts internal working culture of within organisation. Allowing such amount to spend makes Employee feel that company respect them, trust them, considers them responsible and valuable and this generates feeling of empowerment impacting concept of service profit chain as discussed above. Employees get more engaged with company and works more responsibly ultimately resulting to exceptional customer service, which is the core aim of organisation. Appendix: Product Development by Ritz Carlton (i.e. to offer Special Packages) aims to attract more customers by influencing their behaviour and encouraging them to celebrate this important occasion with them and turn them to Life time Memories. (Festive Season Packages during Easter; Christmas, Valentine Day at Ritz, Summer Break Packages, Weekends Special, and Family Packages) Ritz Valentine photo.jpg (Rogers; Mark, 2009) Along with these Ritz Carlton also developed special packages for companies during times of recession to provide luxury at budgeted economy. Packages were upgraded to more facilities at lower price. Significant efforts were also laid down in promoting it and communicating it to end customers as well. This indicates Ritz Carlton ability to act as per changing external situations (Schultenover J; Strout E, 2002) MMHI Results: Market Metrix Hospitality index indicating customer satisfaction and average price results for hotels under luxury segment and Up Scale hotels. page0001.jpg (Source: MMHI Results, 2009) Video Bibliography: Official Ritz Carlton Promotional Videos: 1. New Gold Standard (2010) http://www.youtube.com/watch?v=IW70hBP5cIc (Promotional Videos at hotel rooms and Websites) 2. Ritz Culture (2007) http://www.youtube.com/watch?v=W_iFSAAoQ-A (Interview of Diana Oreck, Vice President Global Learning and Leadership Center) 3. The Last Night (2008) http://video.yahoo.com/watch/2296201/7207129 (Ritz Carlton Short Film in association with America Express) 4. The Delay (2008) http://www.youtube.com/watch?v=3oFz8E5fbJQ (Ritz Carlton Short Film in association with America Express) 5. The Ritz London (2008) http://www.youtube.com/watch?v=jQGlyhlhcK0 (Documentary on The Ritz London)

A Critical Analysis of Company Q’s Social Responsibility Essay

Abstract This essay is a critical analysis of the behaviors that Company Q has demonstrated with regard to social responsibility. In essence, Company Q’s behaviors, while reasonable reactions to maintain financial viability and avoid contribution to employee malfeasance, actually demonstrate a profound solicitude that results in a negative public image that will end up costing it more in the long term. I will offer solutions that will provide a cost savings while keeping Company Q from making further embarrassing errors. A Critical Analysis of Company Q’s Social Responsibility Unfortunately, Company Q has not made wise decisions as it relates to social responsibility. There are reports that the company 1) chose to close much-needed grocery stores in economically depressed (read: minority-occupied) parts of town, 2.) chose to start offering health-conscious food items only after it could locate the highest-margin products it could find; and 3) ashamedly refused to provide day-old food to the local food bank under the auspices that it was concerned that its employees would steal the food instead of donating it. The goal of this analysis is not only to highlight this absurd behavior and reasoning but also to offer solutions that are conducive to meeting social-responsibility concerns and maintaining financial viability. With any hope, Company Q will heed the counsel and institute immediate changes. Scenario 1 The news recently reported the shuttering of two of Company Q’s grocery stores in Neighborhood A and Neighborhood B. Although the company gave no public statement about the nature of these closings, public financial disclosures indicate the rationale: The stores were not profitable. Of course, in a free-market economy, companies have the option to close unprofitable stores. But in addition to being a free market, we are also an economy that operates on high social principles—or, at the very least, we  should be. Company Q apparently missed this memorandum when it was sent 30 years ago. With these stores removed from both neighborhoods, where are the residents of those neighborhoods supposed to shop? And with the removal of the stores, what impetus do the few other grocers have to keep prices reasonable for people of that socio-economic level? Scenario 1—Resolution I recognize that a possible rebuttal to any of the aforementioned questions is, â€Å"If the residents are not shopping there and putting money into the store, why would we be expected to stay open?† I would offer that such a rebuttal is wrongheaded. Perhaps a better question may be, â€Å"What are we doing to cause residents to shop elsewhere or to not spend more money with us?† Does Company Q offer the food choices these residents want? Is the layout of your stores conducive to these residents? Are the prices too high? Do the staff you employ in these stores look like the residents who shop there? If the answer is â€Å"no† to any of these questions, we will have unlocked one of many possible reasons why the store is unprofitable. It is then Company Q’s responsibility to address these issues instead of packing up shop and moving to the more affluent areas of town, where they are not concerned that a jar of pickles may cost $40. Scenario 2 With a weight epidemic ravaging the country, Company Q made its decision to offer health-conscious food fare only after it could find the foods that provided the highest margin of profit for it. That is probably why there is a dearth of health-food options in its store, and probably why the prices are nearly twice those of its competitors. This message translates to the community as: â€Å"If Company X can profit obscenely from offering health-food options to its consumers, it will then be concerned with offering healthy options. Otherwise, let the American obesity epidemic rage on unfettered—not our problem!† Scenario 2—Resolution The above message is a clear problem, and it does not have to be. It is possible for Company Q to offer plenty of health-food options while still making a profit, though the profit may not be as obscene as the one it is currently making. Company Q can engage in more impactful negotiations with its suppliers or can shop the market for health-food competitors who would  be willing to supply its sizable consumer base with its food. In our previous reference to store closings, Company Q could also offer more health-food options in more of its stores as opposed to select ones. Or Company Q could offer the same food products but initially make less of a profit on it by offering discounts on it initially as a sort of enticement to customers to become interested and promote the food to their network of friends and family. This possibility could theoretically create increased demand for the healthy food and allow more profitability for the company in the long run. Company profitability and meeting social-responsibility obligations as it relates to our country’s obesity epidemic need not be at variance. Scenario 3 A local food bank—one that serves the indigent—requested the donation of day-old food from Company Q, but Company Q responded that it was concerned that it would lose revenue because it was concerned that its employees would purloin the food instead of donating it. Scenario 3—Resolution This response is insulting to its own employees and to the food bank. If Company Q is concerned that its employees are miscreants, the company’s bigger concern should be the integrity of its employee-verification process. There are many solutions available: have the food-bank employees collect the food themselves, designate a specific employee to handle food donations, make a tax-deductible donation in the amount of the destroyed food instead. Almost any response is better than what Company Q provided. Conclusion There is no question that every company has a right to pursue profits, and I recognize that Company Q is ultimately attempting to do just that. However, it is imperative that Company Q realize that it has a responsibility to contribute to society something other than products and services. Consumers are interested in doing business with forward-thinking companies who recognize their responsibility in propelling the â€Å"soul† of our society forward. With the counsel provided, Company Q can bring itself in line with many other companies in being truly customer centric.

Interpreter Of Maladies Summary - 1556 Words

Nicole Lopez Professor Salgado Introduction to Expository Writing and Literacy Studies October 10, 2017 The success of any relationship relies on one’s ability to communicate well. Communication is important is relationships as it allows us to share our interest, concerns, support each other; and it allows us to organize our lives and make decisions. Effective communication is based on the way we talk and listen, how we respond and our body language. In Jhumpa Lahiri’s short stories â€Å"A Temporary Matter† and â€Å"Interpreter of Maladies† lack of communication has taken place in both of the couples relationships. In both short stories the couples has a misconception about someone that leads to unhappiness. The misconception of the†¦show more content†¦Although the blackout was only a temporary matter, it brought Shukumar and Shoba together for that time being. â€Å"Something happened when the house was dark†¦They were able to talk to each other again. The fourth night they walked carefully upstairs, to bed, feeling togeth er for the final step with their feet before the landing, and making love with a desperation they had forgotten† (Lahiri 19). The blackout makes them realize that their relationship is also only a temporary matter. As Shukumar endures the revelation he has received and the one he has given, he takes the plates to the sink and then looks out the window. â€Å"As he watched the couple the room went dark, and he spun around†¦They wept together, for the things they now knew† (Lahiri 22). They are bonded to one another out of their shared hurt and misery. They are only able to bond through their hurt, pain and regret. Lahiri illustrates to the readers how the misconception of both people in the relationship can cause it to fail; the inability to meet someone’s needs or make sacrifices in a relationship destroys it. In Lahiri s short story Interpreter of Maladies, Mr. Kapasi is a workingman in India with two jobs, an interpreter for a doctor and a tour guide. He is stuck in a dysfunctional relationship after the doctor could not prevent the death of his child. One day he is assigned to the Das s, a young, irresponsible, and equally dysfunctional couple with nothing that holds them together exceptShow MoreRelatedInterpreter Of Maladies Summary1084 Words   |  5 PagesThe Malady of Division What comes to mind when one thinks of cultural assimilation? Perhaps a teenager in East Asia, strolling down a bustling sidewalk with a pair of shiny headphone pumping Scrillex. Maybe an African woman in Nigeria straightening out her hair in an attempt to match models she sees in an American magazine. In both of these cases, cultural assimilation is seen as something that brings unity and blurs boundaries between people and cultures. Yet, despite this common definition, culturalRead MoreInterpreter Of Maladies Summary1352 Words   |  6 PagesThe book, Interpreter of Maladies, by Jhumpa Lahiri, is a collection of short stories that shows the culture and immigrant experience of Indians. Lahiri paints a picture of what the Indian diaspora was like. We are able to step into the footsteps of the book’s characters, and we can see what it was really like to live during their time. Now, let us move onto the review of this book. I think that it would be best to start off with the weaknesses of this book. I view the style of this book as a bigRead MoreJhumpa Lahiris Interpreter of Maladies: Summary of This Blessed House1517 Words   |  7 PagesSUMMARY When moving into a new house, newlyweds Twinkle and Sanjeev find Christian icons everywhere. The first is a porcelain effigy of Jesus found next to a bottle of malt vinegar left in the kitchen by the previous owners. Sanjeev tells his wife to throw both away, reminding her that they are not Christian. He feels that he has had to remind Twinkle of the obvious several times when moving in. But Twinkle is attached to the figurine and places it on the mantle – which Sanjeev notices needs dustingRead MoreInterpreter Of Maladies1587 Words   |  7 Pagesauthors; Interpreter of Maladies by Jumpa Lahiri (1967) and Imaginary Homelands by Salman Rushdie (1947). Jhumpa Lahiri is an Indian descent, born in London and raised by Bengali parents. Salman Rushdie is a British-Indian novelist who was born in Bombay, India. All his writing inspiration came from traveling experience. His books have been translated into over forty languages and he has received many awards for his books and novels . Summary of the Interpreter of Maladies â€Å"Interpreter of Maladies†Read MoreIndian Writing in English1144 Words   |  5 Pageshave a two sided vision and they try to establish themselves in the bicultural universe. Her works bring forward the issues that Indians settled abroad face in America My topic for dissertation is â€Å"Feminist Perspectives in Jhumpa Lahiri’s ‘Interpreter of Maladies’†.I have chosen this topic because Lahiri has portrayed some very strong female characters in her book . It is one of her finest anthology of short stories. An international best seller, it has also been awarded some The Pulitzer Prize forRead MoreA Temporary Matter by Jhumpa Lahiri. Adaptation for a Short Film3250 Words   |  13 Pagescollection, Interpreter of Maladies (1999). The collection won the 2000 Pulitzer Prize for fiction, a rare achievement for a short-story collection. The story takes place over five days, beginning March 19, at the suburban Boston home of a married couple, Nadia and Ali. During this week, when they must cope with a one-hour power outage each evening, the grief and alienation that the two have suffered since the stillbirth of their child six months earlier builds to a climax. Plot Summary The storyRead MoreA Descriptive Study of the Practice of Music Therapy in Hong Kong17388 Words   |  70 PagesTherapy Selected Music Therapy Techniques Use of Music in a Music Therapy Session 30 30 32 35 38 CHAPTER IV Traditional Chinese Beliefs and Attitudes toward Disabilities Professional Status Local Health Care System 41 41 44 47 CHAPTER V Summary Conclusion Recommendations 53 53 55 56 APPENDIX A APPENDIX B BIBLIOGRAPHY 58 60 77 1 CHAPTER I INTRODUCTION: ORGIN OF MUSIC THERAPY Music is an art deeply rooted in human nature. From the ancient to the present, music seems to beRead MoreProject Mgmt296381 Words   |  1186 PagesOrganization Considerations Project Considerations 77 77 Organizational Culture 79 Summary 16 What Is Organizational Culture? 79 Identifying Cultural Characteristics 82 Chapter 2 Organization Strategy and Project Selection 22 The Strategic Management Process: An Overview 24 Four Activities of the Strategic Management Process 26 Implications of Organizational Culture for Organizing Projects 84 Summary 87 Chapter 4 Defining the Project 100 102 Step 1: Defining the Project ScopeRead MoreFundamentals of Hrm263904 Words   |  1056 PagesDecentralized Work Sites 8 Skill Levels 8 A Legal Concern 8 Employee Involvement 20 How Organizations Involve Employees 20 Employee Involvement Implications for HRM 20 Other HRM Challenges 21 Recession 21 Off Shoring 21 Mergers 22 A Look at Ethics 22 Summary 23 Demonstrating Comprehension: Questions for Review 24 Key Terms 24 HRM Workshop 25 Linking Concepts to Practice: Discussion Questions 25 Developing Diagnostic and Analytical Skills 25 Case 1: Work/Life Balance at Baxter 25 Working with a Team:Read MoreManagement Course: Mba−10 General Management215330 Words   |  862 Pagessupervised. organic structure An organizational structure in which authority is decentralized to middle and ï ¬ rst-line managers and tasks and roles are left ambiguous to encourage employees to cooperate and respond quickly to the unexpected. Summary and Review In this chapter we examined the evolution of management theory and research over the last century. Much of the material in the rest of this book stems from developments and reï ¬ nements of this work. SCIENTIFIC MANAGEMENT THEORY The