Indigenous Peoples and Tourism Essay

Theobald (1994) suggested that â€Å"etymologically, the word tour is derived from the Latin, ‘tornare’ and the Greek, ‘tornos’, meaning ‘a lathe or circle; the movement around a central point or axis’. This meaning changed in modern english to represent ‘one’s turn’. The suffix –ism is defined as ‘an action or process; typical behavior or quality’, while the suffix, –ist denotes ‘one that performs a given action’. When the word tour and the suffixes–ism and –ist are combined, they suggest the action of movement around a circle. One can argue that a circle represents a starting point, which ultimately returns back to its beginning. Therefore, like a circle, a tour represents a journey in that it is a round-trip, an activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business or other purposes. In 1941, Hunziker and Krapf defined tourism as people who travel â€Å"the sum of the phenomena and relationships arising from the travel and stay of non-residents, insofar as they do not lead to permanent residence and are not connected with any earning activity. â€Å"y these definitions, the tourism industry is inevitable since travelling is always a part of a person’s everyday life. Tourism can be seen as major consideration for both developed and developing countries in terms of adding up value to their potential tourism assets. Today, variety of tourism activities has evolved and is continually practice worldwide. There are also different themes or purposes why people travel from their country origin to their preferred destinations, these are visiting friends and relatives tourism, medical, health and retirement tourism, nature and adventure tourism, nautical or cruise tourism, sun and beach tourism, MICE, Leisure and Entertainment and Shopping Tourism, educational tourism, and lastly, cultural or indigenous tourism. The Indigenous Tourism This kind of tourism has a variety of components and relationships. And each indigenous tourism experience is unique in terms of time, space and participants. In 1966, a frameworks was been presented by Hinch and Butler, which highlights some of the key components of indigenous tourism. However, it was of limited value terms of identifying relationships between these components. The tourism system was been influenced by a variety of sources such as the basic geographic dimension of Leiper’s tourism system (1990), and the important role of the media which was highlighted by Ryan and Trauer, (2005). One of the distinguishing figures of an indigenous tourism system in general is the emphasis on the culture. In the indigenous tourism, where cultural overlay can be found, is much more encompassing compared to the tangible manifestation in a culturally based attraction. Basic values and principles, which were infused in the way an enterprise is operated, also reflect. The final component of this tourism system is the broader environmental context. This component also reflects the reality that tourism is not a closed system. But the main intent of the host (indigenous people), is to have income using the destination and also to export positive images of the destination and themselves. Economic Environment The strong performance of the economic aspects will result in higher levels of discretionary spending for travel and more trips, especially if it’s done in tourist market areas. On the other hand, the weak performance of the economic aspects often results in tourism actively supported as an alternative to struggling primary or secondary industries. Oftentimes, communal approach is a successful liaison with traditional indigenous communities but being questioned in places like Australia by Schmiechena and Boyle, Editor’s Note. Private entrepreneurial approaches are being pursued in indigenous communities (Wuttunee, 1992; Altman and Finlayson, 1993). The growing corporatization of the global economy may reflect in such trends in combination with evolving generational differences and changing socio-political structures and programs that can be seen in indigenous communities. Social Environment. One of the shared features of indigenous people is the â€Å"cultural poverty† in which they live (Frideres, 1988). Poverty means there is an insufficiency in participating effectively in society, not having enough to feed and clothe a family, neither a clinic nor a school to go to, or even own a land or a job to earn one’s living, and not having access to credit. It is not very surprising that the constraints and results of the development goals of indigenous people often vary from the goals of non-indigenous communities. Political Environment. Despite the substantial constraints that the indigenous people face, they become increasingly aware and active, as well as informed of their legal and political rights and have increasingly exercised them. There has been a major increase in land claim settlements which resulted in financial gain and increased resource management roles (Hinch, 2001). The internal politics of indigenous groups has political differences as one of the significant aspects which is not surprising that it is very rare to hear a unified voice speaking on their behalf. In Indigenous communities, there are two levels of governance, one imposed by the dominant culture and one embedded in the traditional practices of the community. Also, the reality of dual governing structures; one of them is an elected body while the other looks to the traditional guidance of elders, whose gonna be taking account valued communal and kinship bonds, build and process consensus in the community. And there are two levels of governance in indigenous communities: first is imposed by the dominant culture and secondly, embedded in the community’s traditional practice. Natural Environment The widespread destruction of natural areas throughout the world, actually increases the value of most traditional indigenous lands (Stevens, 1997). Most of the traditional indigenous lands has been lost due to expropriation and been the cause for the displacement of the indigenous people to peripheral places. The traditional relationship of the indigenous people to their homeland compared to non-indigenous people to their own land is also distinct (Notzke, 2006). Because most of the indigenous people believes that they are unconditionally conjugated or inseparable with the nature, unlike with the non-indigenous people who tend to see the land as a resource for human pleasure (Gary, 1991; Hollinshead, 1992). Given the importance of the environment to the indigenous people, any changes in the environment, have significance on the practice of the indigenous tourism (Gardner and Nelson, 1988). Host- Guest Relationshop and the Socio-Cultural Impacts of tourism It’s been the subject of much debate and research in a variety of disciplines such as anthropology and ethnography, as well as tourism studies. Disassociating the impacts of tourism from the boarder context of social and cultural development, is difficult in many ways. Most of the models cited with impact analysis are considered as less useful as tourists proliferate and destinations diversify. Two best-known models perhaps were (Butler’s Lifecycle Model, 1980 and Doxey’s Irridex, 1975). These models allow us to visualize the progression (more often, regression) of many global destinations, though they are by no means universal. In the past few years, the regeneration or rejuvenation of destination has become a more widespread phenomenon. Many products have been upgraded; some were diversified into new forms of tourism, and are targeting higher spending visitors. Though it is uncommon for tourist to be confined to â€Å"enclaves’ where contact with local residents is minimal. This kind of relationship allows for little spontaneity, but worth questioning how far host-guest relations have ever been truly authentic given the contrived nature and typically short duration of the average holiday. Acculturation, Cultural Drift and the Commodificaiton of Culture The fact of tourism is inevitable that the cultural changes primarily seen to the traditions of indigenous society, customs and values rather than to those of the tourist. Although tourism in some destinations, may be intermittent and seasonal. The level of visitation is constant and can have considerable impact on the social and cultural fabric of the host society. Instead of acculturation, cultural drift take place and is a kind of cultural change that appear within the society. (Mathieson and Wall 1992), states that cultural drift is a phenotypic change to the behavior of the host which take place only when they are in contact with tourists, but when tourists leave, it can go back to normal. The Genotypic behavior is a more permanent phenomenon where cultural changes are handed down from one generation to another. The fears of the culture and identity of the host can be assimilated into more dominant or persuasive culture of the tourist. Homogenization of culture is often exacerbated by tourist whose behaviors are sometimes adapted by local residents. This may simply mean to local people, that they are obliged to learn the language of the tourist in order to communicate well, but can also mean the consumption of non-local food or drink, the wearing of non-traditional fashions, and the desire to indulge in the same forms of entertainment as tourists. The majority of tourists tend to crave Western-style amenities. Not only this create economic leakages, but it also threatens the production of local goods, especially if local people develops and prefer Western-style products as well. Authenticity also becomes a key issue esp. when performing rituals in isolation from their traditional context. Staged authenticity in the form of displaced ceremonies, activities and events has become widespread. Although it is somehow important, the authenticity of tourist experience, it is more crucial to ensure that local communities with their role as performers and entertainers must feel comfortable in any ways. And of course, it should be understood as well that some religious or spiritual cultural practices, for tourists gaze, might not be appropriate spectacles. Measuring the socio-cultural impacts of tourism Culture is dynamic and it changes from time to time irrespective of human development: First, distinguishing the impacts of tourism from those of other social or economic developments is difficult. Second, in measuring socio-cultural impacts, only few reliable tools exist, and assessment is oftentimes used to gather quantifiable data. Cooper and et al (1998) suggests to use a number of techniques in measuring sociocultural impacts of tourism, but usually filtering other influences is impossible. The following list suggests some of the indicators that can used to identify socio-cultural impacts: †¢ Ratio of tourist to locals †¢ Nature of interaction between hosts and guests †¢ Local perceptions of tourism †¢ Concentration of tourism in certain locations †¢ Degree of usage of local products and facilities †¢ Extent and nature of local employment †¢ Degree of commercialization of local culture †¢ Changes in family relationships and the role of women †¢ Demonstration effects †¢ Increased social problems (e. g. drug usage, alcohol abuse, gambling, prostitution). †¢ Rises in crimes Cultural Tourism as a positive development option Cultural tourism can often provide an attractive socio-economic development option for many societies. It can also raise the profile of a destination, attracting the interest of both investors and visitors. There are a number of benefits derived from tourism and have been well documented in tourism literature and may include the creation of employment, the receipt of foreign exchange, the expansion of other economic sectors, and infrastructural developments. Some are intangible benefits including the renewal of cultural pride, revitalization of customs and traditions, and opportunities for cross-cultural exchange and integration. One of the major problems with tourism development is the government of those countries, who perceives tourism as a â€Å"quick fix† solution to the economic problems. As suggested by Lanfant and et al. (1995), it is often perceived as the last chance for countries to propel themselves on to the world of stage and to compete in the global arena. International and non-local investment becomes an attractive prospect, esp. in poverty-stricken countries where there are many local entrepreneurs who are able to afford the inflated land and property prices. However, restriction of the government in the extent of outside investment is needed, as this might lead inevitably to ownership and management of facilities and services o f the non-locals and high economic leakages. Another economic difficulty is for the destinations or countries who were not able to meet demands of their tourism industry with their own local products. Other economic sectors such as fishing or agriculture can be strengthened; supply is unlikely to meet demand if tourism increases rapidly. In cases of small island economies, it might be possible to strengthen inter-island linkages, but there is still the need to import goods and still experience the inevitable economic leakages. Although most tourists do shop and buy local handcrafted goods, it is still difficult to insist the consumption of local cuisine. The need for local and tourist education is being recognized. Tour operators, airlines and Western tourism agencies were encouraged to provide info and codes of conduct for visitors. Codes of conduct may be necessary in areas where the environment of local culture is fragile or sensitive. The final point is the marketing of the destination. Most destination practice selective marketing to ensure that tourism development remains small-scale and appropriate. However, this is a delicate balance since many of the tourists may not be the most cultural sensitive. There are certain forms of tourism that are being developed in accordance with these changing trends, which are more environmentally friendly and culturally sensitive. Indigenous Cultural Tourism. According to Smith (2003), The Indigenous Cultural Tourism is used as an overarching terms for together ethnic and tribal tourism, and any form of tourism that involves contact with the indigenous people and their culture. They usually involve visiting native and indigenous people, such as tribal groups or ethnic minorities. An area that is designated cultural landscape, national park, a jungle, a dessert or a mountainous region. Foreign Studies Tourism Industry Tourism is seen as a labor intensive, seven-day-a-week industry, growing at a rate faster than any sector. It is widely accepted that tourism is gaining more and more importance with the end of 20 th century and especially with the beginning of 21 st century regarding to the changing trends. In the study â€Å"Developing Alternative Modes of Tourism† (Berne Tuzcan, 2007), World Tourism Organization has taken the concept of tourism beyond holiday-making and officially defined it as follows: â€Å"Tourism comprises the activities carried out by people during their holidays and their visit to places different from their usual environment or residence, for a consecutive period of time less than a year, with leisure, business or other purposes. † (McIntosh, Goeldner and Ritchie 1995:11). Accordingly â€Å"Tourism refers to all activities of visitors including both overnight visitors and same day visitors† (Lickorish and Jenkins, 1997: 36). Moreover, it may also be defined as â€Å"the sum of relationships arising from the interaction of tourists, business suppliers, host government, and host communities in the process of attracting and hosting these tourist and other visitors (McIntosh, Goeldner and Ritchie 1995: 9-10). † On the other hand tourists can be defined as people who are visiting a particular place for sightseeing, visiting their friends and relatives, taking a vacation, and having a good time. Indigenous Tourism Indigenous tourism is a „special interest? tourism; its essential components are: first hand, authentic and usually intimate contact with Indigenous peoples whose ethnic and cultural backgrounds are different from those of tourists (Weiler and Harron 84). Indigenous tourism affairs are location-specific, or rather, culture-specific; the history has shown that various Indigenous groups have reacted to tourism in various ways. The approaches of Indigenous communities towards tourism are influenced by a number of factors such as: former experiences with Western world, size of Indigenous population, sedentary or mobile lifestyle, diversity of Indigenous languages in an area, etc. ( Martina Horakova, 2003) Naturally, the overall analysis of Indigenous tourism would require a holistic approach; all the aspects of life in Indigenous communities are influenced by tourism and are interwoven: economic and educational issues, marketing and preservation, land ownership and traditional lifestyles. Indigenous People Indigenous communities are very diverse and specific. No matter where they live, groups from various parts of the world or clans occupying two neighboring regions, all of them are unique and their distinctiveness should be recognized and respected. Thus, to generalize insensitively and refer to all Indigenous peoples as a homogeneous group would be an immense mistake. In Australia, there are more than 700 different nations (Nielsen 213) and as quoted in the said study, â€Å"different groups are responding to tourism in different ways†. In the thesis entitled â€Å"Tourism and its Impact on Traditional Culture: A case study of Sirubari village, Nepal† by Tilak Prasad Kandel (2011) discussed the boom of tourism on indigenous people in the village tourism being practiced by the Gurung people in the Sirubari village of Syangja. For several decades now, this study recognizes the tourism industry as major source of revenue for countries, especially in the Third World. For ethnic tribes such as the Gurung people, Tourism is like a gift. They were given opportunities for employment other than hunting and fishing. Their children was given the benefits for education and they were informed of what it is like outside of their community as they interact with tourists who visited their place. They were proud of their culture but did not deny the fact, that they have the rights for changes and development if choose to. Another study, â€Å"The Impacts of Ethnic Tourism on Hill Tribes in Thailand† (Kayoko Ishii, 2011) stated the economic bene? ts of ethnic tourism for tribal households that affect the division of labor and gender dynamics in the local minority community engaged in the tourism industry. Furthermore, â€Å"Indigenous Tourism in Australia† (Martina Horakova, 2003) deals in analyzing both the positive and negative impacts of tourism in Aboriginal communities in Australia. The thesis shows that no one could really conclude that the overall effect of indigenous tourism on Aboriginal communities is either bad or good. This thesis intends to present that even though there are negative impacts, the positive ones could actually eliminate those and that indigenous tourism could give Aboriginal peoples the opportunity to re-create and state their identities through the interaction and exposure to tourists. The communication between tourists and Aboriginal peoples is productive in many aspects. It provides tourists with information that cannot be obtained elsewhere, and it helps to restore Aboriginal peoples? self-esteem and pride in their cultural heritage. Consequently, they are more willing to share their knowledge with the outer world. And, by telling their stories, they contribute greatly to the reconciliation. Thus, it could be concluded that Indigenous tourism becomes â€Å"reconciliation tourism† (Higgins-Desbiolles 223), when operated sensitively and carefully. Local Literature The Philippine Tourism According to Etravel Philippines (2000), The Philippines, Pearl of the Orient Seas, is very rich in natural resources. Filipinos are by nature creative and intelligent. The richness of the environment is an advantage for their livelihood. Around 15 million hectares, or almost half of the Philippines’ total land area, are classified as timberland. Most of the land here was densely forested before the 1900s. However, the following century saw the loss of half of Philippine forests. Statistics show that deforestation claimed 204,000 hectares per year from 1950 to 1978. From 1989 to 1995, only 116,332 hectares were vanishing annually. Environmentalist groups are trying to protect Philippine forests, but a lot needs to be done in the campaign for reforestation as well as the fight against illegal logging. Philippine forests produce timber for local consumption and for export. Hardwood products coming from these timbers are globally known for their distinct appearance and high quality, which makes them appropriate as home furnishings. Wooden furniture, such as tables and chairs, are usually made of hardwood, popularly known as narra. Most Philippine forests are of the tropical rainforest type. Besides extensive reserves of tropical evergreen hardwoods, the country also has considerable areas of pine in the mountainous regions of Northern Luzon. With a coastal ecosystem stretching almost 20,000 km, the Philippines is likely to become one of the earliest victims of rising ocean temperatures and levels. Centuries-old coral reefs are dying almost overnight, and the destruction is being witnessed not only by divers in remote spots. Regional marine science studies estimated in the middle of 1999 that the Philippines’ magnificent underwater world would be gone by around 2100. Reports say that increased sea temperatures were causing â€Å"mass coral bleaching events† in the world’s best coral reefs. Something has to be done to reduce global warming caused by the burning of oil, coal, and gas. The Philippines has extensive but small river systems and streams, which are mostly depicted by the mountain ranges. The fluvial system of Luzon is made up of (1) Rio Grande de Cagayan and its tributaries (a stream that flows into a larger body of water), which drain the Cagayan Valley; (2) the Agno Grande which drains Benguet and the valleys of Nueva Ecija, Pangasinan and Tarlac; (3) the Abra River system, which receives its tributaries from the Cordillera and drains Lepanto, Bontoc, and the Abra; and (4) the Rio Grande de Pampanga and its tributaries, which drain the fertile valfeys of Nueva Ecija, Pampanga, and Bulacan. Schoolmeester (2004), expound that most of the islands in the Philippines are very small. Many of these small islands as well as the bigger islands, have a lot to offer to tourists. There are many possibilities for typical â€Å"sun, sea and beach holidays† and for specific adventure holidays. You can even meet the whale sharks and swim close to them. For tourists who want to discover geographically interesting landscapes or who want to meet mountain tribes, the Philippines has it all! As an archipelagic island, the Philippines offers countless attractions to see, such as the famous white sand beaches of Boracay, big shopping centers of Metro Manila, rice terraces of Ifugao, diving sites of Palawan, lush forests of Bohol, heritage houses in Vigan, and the cultural attractions of Manila. Metro Manila, the national capital region of the country, is known for being one of the best shopping destinations in Asia; its wide collection of shopping centers offer a range of local and international shops. Numerous shopping malls can be found around the metropolis, especially in the business and financial districts of Ortigas Center and Bonifacio Global City, while high-end shopping centers are mostly located at the Ayala Center in Makati. Despite the rise of modern shopping centers, traditional Filipino shopping areas still remain around the metropolis. Located just approximately 315 km (196 mi) south of Manila is Boracay; it is known for its white sand beaches and has been a favorite island destination for local and foreign visitors. In 2012, Boracay received the best island award from the international travel magazine Travel + Leisure. Boracay was also named as the second best beach in the world. Aside from its white sand beaches, Boracay is also known for being a popular destination for relaxation, tranquility and for an exciting nightlife (Malig, 2012). Mindanao, the southernmost island of the Philippines is home to the country’s tallest mountain, Mount Apo. The mountain features a wide range of flora and fauna and is home to over 272 bird species, 111 of which are endemic to the area. Mount Apo is also home to the country’s national bird, the Philippine Eagle. Mount Apo is a popular destination for hiking and mountain activities. The Indigenous People in the Philippines Jocano (1998) said that the earliest known attempt of classifying Filipinos into specific racial groupings were based mainly on anthropometric measurements and ocular inspections of skeletal remains as well as the physical appearances of living populations. The inhabitants of the country could be divided into: (1) Negritos – the small, dark-skinned group, which included the Negrito of Bataan, Ata of Luzon, and Mamanwa of Mindanao; (2) Malays – the brown-skinned group, which included the inhabitants of Bicol, Bisayas, and southern Luzon (Montano suspected the Malays to have Chinese, Indonesian, and Arabic blood); (3) Indonesian group – the group similar to the Malays in complexion, which included the Samal, Bagobo, Guianga, Ata, Tagakaolo, Tagbanua, Manubo, Mandaya, and Bilaan. Group 2 and 3 were said to have reached the Philippines in two waves of migration. The Indonesians were the first to come, followed by the Malays. The Aetas in the Philippines Of the scores of indigenous communities that comprise roughly 14 per cent of the Filipino people, the Agta are unquestionably the most widely distributed geographically. Popularly regarded as aboriginal, they are variously known as Mamanua in Surigao, Ata Manobo in Davao, Ati in Panay, Ata and Ati in Negros, Batak in North Central Palawan, Ayta and Ita in Central Luzon, Ata in Western Cagayan, and Agta or Aggay along the Sierra Madre Mountain Range facing the Pacific Ocean or more accurately the Philippine Sea from Palaui Island off San Vicente in Santa Ana, Cagayan south or northern Isabela Province. Farther south of the range, in Aurora and Quezon provinces, they are called Dumagat (Galang, 2006). The Aeta live in the northern part of the Philippines on the island of Luzon. Historians and Anthropologists debate precisely when and how they migrated here, the consensus being that they crossed from the island of Borneo between 20 and 30 thousand years ago, using a land bridge that was partially covered by water around 5,000 years ago – the remaining part of which is now part of Palawan. Whatever the migration path was, they are without doubt among the first – if not the first – inhabitants of the Philippines. One area of that country where the Aetas had lived for thousands of years was Mount Pinatubo (Waddington, 2002). Aetas are known to be one of the descendants of the original inhabitants of the Philippines. They previously occupied the outlying areas near the coastline and riverbeds, but were forced to resettle in the mountains by the coming of the migrants. Belonging to the ethnic group, Negrito, these mountain dwellers are classified and identified as Aytas or Aetas — small stature, kinky hair, dark brown skin, and big brown eyes (Hiromu Shimizu, 1989). The small body of Aetas is nicely proportioned of strong, hardy stock, muscular and able to endure hardship of their life, such as going with little food for several days; they also have high forehead, prominent cheek bones, flat nose, round black eyes and scanty beard. They have highly trained and keen sense of hearing and sight since one of their sources of living is hunting. They also have bright, inquisitive minds and an extensive knowledge of woodcraft but they lack of abstract ideas and can hardly count beyond 4 or 5. Though their happiness is like a child’s happiness, they smile and laugh even if they are worried; they are kind and peaceful little folks and very devoted to their relatives, friends and with high moral standard like honesty (Wilson, 1953) The Pinatubo Aytas (Aytas in Zambales). Studies of cultural change following the occurrence of the natural hazards like volcanic eruptions usually focuses on the propensity of the stricken society to suffer from damage caused by an event, they stress the vulnerability or the condition of a society which makes it possible for a hazard to become a disaster (Canoon, 1994). According to Shimizu (1992), In the early years following the awakening of Mt. Pinatubo in 1991, there was a generalized fear that the eruption might turn into a cultural disaster for the Aeta ethnic minority of Central Luzon which was expected to be in a crisis of survival. A decade after the disaster, a certain level of cultural change has indeed been observed in the indigenous society. prior to the eruption, the Aeta in Zambales occupied only the slopes of the Mt. Pinatubo and, in particular, the tablelands stretching from the volcano to the coast range between Botolan and San Marcelino. In April 2001, Banzon-Bautista with the initial signs of the restlessness of the volcano, almost all of the Aetas communities were immediately evacuated. However, an unknown number of Aetas refused to leave their homes and perished during the eruption. According to oral accounts, a score of Aeta found shelter in caves that were eventually buried by pyroclastic flowers. According to Gaillard (2006), All the Aeta communities located on the upper flanks of Mt. Pinatubo prior to the eruption had to abandon their small villages which had been buried under these thick, hot pyroclastic and ash fall deposits, which prevent the immediate reoccupation of the settlements. Most of these Aeta have been relocated in the government resettlement sites, either on the lower slopes of the volcano or on the foothills. Today, these resettlement sites are the largest Aeta settlements. All these settlements are nowadays concentrated on the lower flanks of Mt. Pinatubo in the immediate proximity of lowland villages and towns occupied by Kapampangan people, the dominant ethnic group of the Southwestern part of the Central Plain of Luzon. Henceforth, there are no Aeta communities left isolated on the upper flanks of Mt. Pinatubo. All have established regular contact with the lowlanders. According to 1973 census, the Pinatubo Aytas covers almost majority of the 20,000 population of the Negrito groups. Pinatubo Aytas declined to accept and entertain the influence of the outside forces or the lowlanders and continually preserve their distinct culture and tradition until the Mount Pinatubo eruption in 1996 when they were forced to go down the plains and mountains and lived in the resettlement areas together with the lowlanders. These endanger their culture and tradition because they learned to adapt the ways of the lowlanders (Tubera, 2006). In line with this, they no longer possess their original language instead they adopted the lowlanders’ language called Sambal Language, thus, the acceptance of the jurisdiction of the municipal government which opened them further to the culture of the lowlanders whom they called as bawbanowa (town people). They have not just acquired the Sambal Language but also their techniques and rituals in agriculture; and their concepts of spirits, curing rituals, and burial customs. However, the Aytas assimilated only those cultural elements suitable to their social reality. This selective assimilation contributed to the stability and continuity of the Aytas’ culture. The feeling of antagonism towards the lowlanders made them preserve their own cultural heritage. Despite of being aware of the changing environment and society downhill they insisted to not to adopt and or develop a well integrated sociopolitical system beyond the family groupings and the village order. Hence, without the presence of the integrated system their history is not detailed, only those eve.

Marketing – Positioning a New Product

Marketing | | | | Positioning a Radically New Product ForceX, Inc. has plans to create a new Situational Awareness (SA) product that is targeted towards Federal, State, and Local Law Enforcement Agencies (LEA). This new product is a clear departure from the normal Mission Execution products that ForceX, Inc. has developed in the past.Mission Execution software applications normally encompass Intelligence, Surveillance, and Reconnaissance (ISR) and Target Tracking and Locating (TTL) software products that take mission planning data and provide the operators with the functional capabilities to use the planning data in the execution of their assigned mission(s). ForceX, Inc. is attempting to diversify its customer base by moving into this market as well as achieving their strategic vision of becoming the leader in providing SA software solutions. Target MarketThe target market for this product in Federal, State, and Local LEA that conduct emergency response operations in support policin g actions or natural disasters. The customers in this market have ISR and TTL software and equipment provided by other vendors. In all cases the software applications provided by competitors fall into only one of the two categories. None of the vendors in this market provide a solution that combines the two tactical operations of ISR and TTL into one application that provides a situational awareness for operators conducting both ground and airborne operations.The total picture enables law enforcement personnel to conduct all of their tactical operations from a single â€Å"common picture†. It is imperative for law enforcement personnel to have a clear understanding of the situation as they develop their tactics for neutralizing the situation. Unlike the Department of Defense (DoD), LEA have a more stringent set of rules for the use of deadly force during violent situations, to prevent collateral damage and potential lawsuits. The more information that is disseminated to the o west levels of operational personnel the better that chance of mission success with minimum or no collateral damage. This new product alleviates the need for two separate applications and combines the ISR and TTL operations into one software package that will reduce costs. Cost reduction will be experienced in several areas such as software, training, documentation, etc. It will also enable the operators to successfully complete their missions. LEA have limited budgets and resources and ForceX, Inc. an position the new product at a cost far less than the competitor’s product offerings while solving the two highest requirements with one software application. Competition An analysis of the competition in the market shows that the competitors are capable of filling the airborne ISR requirements of the law enforcement market. Their technology is up to date and in some cases is cutting edge. However, there is a distinct lack of the capability to provide and distribute a situationa l awareness â€Å"common picture† to all elements participating in the operation.Competition in this market is fierce and current users will be hard pressed to change to ForceX, Inc. ’s application unless the cost is low and the functional capabilities are high. There are no competitors in the market that serve both the DoD and LEA. All of the competitors only provide ISR applications and most do not distribute the data to ground users. ForceX, Inc. ’s product provides a single software application that allows the ISR platform to distribute real-time situational awareness data any and all elements of the operation being conducted. Positioning Strategy ForceX, Inc. s not the first product to be offered in this market and therefore would be considered a market follower or a market challenger. It would not be in the company’s best interest to go head-to-head for market leadership. ForceX, Inc. will do better by using a strategy that exploits the weaknesses o f those currently in the market. Using its reputation in the DoD market the company can create an image that portrays the superior attributes of its software application and how the software has been combat tested and combat proven. None of the other competitors in this market can make this claim.The Role of Social Media Using social media for ForceX, Inc. would not be a viable solution based on its current customer base of DoD and Department of Homeland Security users. ForceX, Inc. ’s customers and their associated tactical operations are in some cases â€Å"Top Secret† and information posted on social media sites would have to be scrutinized by the ForceX, Inc. ’s Security Officer to insure that no classified information is being posted. The use of social media sites are discouraged by the Defense Security Service for individuals possessing a security clearance.It is their contention that what seems to be harmless data placed on a social media sites can be col lected and piece together to gain sensitive or classified information. This same axiom holds true for corporations and its employees. There is another aspect of Social Media that ForceX, Inc. can take advantage of and that is attracting new talent to come to work at ForceX, Inc. The social media that does this best is LinkedIn because of its link to professionals of all categories and all levels of ability. ForceX, Inc. needs to take advantage of this type of social media to post jobs, attract new talent, and build their brand.However, when ForceX, Inc. decides to launch its commercial product line social media would definitely provide their commercial products with the exposure they need to be successful. If ForceX, Inc. decides to use social media as part of their marketing strategy, we would recommend that they either hire a professional to be on staff or entrust their social media endeavors to a consulting firm that is an expert in the field of social media marketing. Social med ia is a relatively new tool in a company’s marketing tool chest and is quickly becoming a very important part of a company’s strategy for developing its client base.Prior to social media traditional websites were the mainstay for digital marketing efforts. Social media was designed supplement traditional websites not replace them. It is a low cost robust and responsive means to market to customers. To gain a better prospective of the role social media is playing in the market place consider the following facts extracted from â€Å"2012 Social Media Marketing Industry Report†: * â€Å"94% of all businesses with a marketing department used social media as part of their marketing platform. * â€Å"Almost 60% of marketers are devoting the equivalent of a full work day to social media marketing development and maintenance. † * â€Å"43% of people aged 20-29 spend more than 10 hours a week on social media sites. † * â€Å"85% of all businesses that hav e a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure. † * â€Å"58% of businesses that have used social media marketing for over 3 years reported an increase in sales over that period. † It stands to reason that companies can no longer avoid not have a presence in the social media realm.There are a myriad of social networking sites but our research has determined that there are four top sites that a company should consider developing a presence in, if they choose to market in this realm: * Facebook – the strategy in this social media would be to create a page for the corporation. Some experts consider this as an â€Å"interactive yellow pages listing†, which Facebook users can follow. On this page the corporation can outline the products and services the corporation offers, post deals on their products and services, launch new products and services, and build the corporation’s brand. T witter – the strategy in this social media would be to use the 140 character â€Å"tweets† to market the corporation’s products, product and services news releases, inform followers of special product and services offers, and notify followers of new site content. Twitter also provides users with the ability to search for information on a particular topic using hashtags. Hashtags allow the corporation to direct fellow â€Å"tweeters† to specific concepts or information in their business tweets. Google+ – the strategy in this social media would be to use the â€Å"Promote† option that allows corporations to create different groupings of followers that can be each marketed to differently. The corporation should also take advantage of the â€Å"Measure† feature that allows the corporation to keep track of how their Google+ page is being used. * LinkedIn – ForceX, Inc. ’s strategy in this social media would be to develop a ne twork of professionals and build brand awareness. LinkedIn allows you to establish your company representatives as industry experts and to connect with prospects, vendor partners, and peers.LinkedIn also provides companies with the ability to post jobs and search for talent. Marketing is an instrument corporations can use to inform consumers about their products and services, who ForceX, Inc. is, and what they offer. Social media accomplishes this for ForceX, Inc. as follows: * Social media can provide an identity to who the company is and the products or services that they offer. * Corporations can create relationships using social media with people who might not otherwise know about the company’s products or service or what the company represents. Social media makes the corporation â€Å"real† to consumers. If the company wants people to follow them, they must insure that they don't just talk about the latest product news, but share the company’s personality w ith them. * The company can use social media to associate themselves with their peers, that may be serving the same target market. * The company can use social media to communicate and provide the interaction that consumers look for. It is apparent from marketing studies that marketing through social media works but it must be done correctly to be efficient and effective.It is imperative that before ForceX, Inc. decides to launch a marketing strategy in social media their management must consider the following guidelines. * ForceX, Inc. cannot depend on social media cannot be your sole marketing tool. To work ForceX, Inc. must integrate it with other vehicles of marketing. While social media will create awareness, it will take time to build up a following. Building a following is a major key to success in marketing through social media, but it doesn’t happen overnight. * Success in social media is directly dependent upon how ForceX, Inc. reflects its personality.There are no written â€Å"right† or â€Å"wrong† rules when it comes to social media, only the ForceX, Inc. ’s management can determine what will work for them. * Be consistent, if ForceX, Inc. can’t be consistent don’t do it at all – it would be a waste of the corporation’s resources. * Social media must be a part of the ForceX, Inc. ’s everyday life to maintain momentum and attention. Internet Marketing ForceX, Inc. must take extreme care with the information that is placed on their website. As previously stated with social media, there is a risk associated with the information placed anywhere on the Internet.Sensitive information can be derived from pulling pieces of data from what would appear to be unconnected sites and putting it together to form information that could be detrimental to our national security. Information regarding products being developed for the DoD and DHS should be scrubbed by their Facility Security Officer (FSO) to insure that marketing information doesn’t contain any data that would violate the procedures outlined in the National Industrial Security Program Operational Manual (NISPOM).However, there is a need for Internet marketing for launching their new commercial product called â€Å"Widow† that is targeted for LEA. In this section we will address the benefits that ForceX, Inc. would gain from an Internet marketing campaign for products and services as well as and the best approach for them to achieve their internet marketing goals. The fundamental component of Internet marketing is as one would suspect; a company website that contains all of the information a customer would need to determine if ForceX, Inc. ’s products and services meet their needs. The key benefit for ForceX, Inc. ould be to promote their business and to support their branding efforts. Although ForceX, Inc. does not derive sales from their website is important that they use this to media to incre ase awareness to the products and services that ForceX, Inc. develops. ForceX, Inc. currently has a website that contains all the information that ForceX, Inc. wants its potential customers to know: from what company it is, the products and services it provides, descriptions of items being marketed, reviews by experts and customers, business partners, job postings, the company’s history, and other pertinent information.ForceX, Inc. does not have a formal marketing department and currently doesn’t have the resources necessary to support a department that does marketing only. So, in order for ForceX, Inc. to maintain their position in the market place and to compete with competitors that do have a marketing arm. Internet marketing provides ForceX, Inc. with a low cost solution to offset their competitor’s efforts to gain a bigger share of the market. This is a great benefit when they are trying to compete with bigger companies that have unlimited resources.Interne t marketing is all about perceptions and the image that the website portrays can give the perception that ForceX, Inc. is bigger and better than its competitors – good website design is the key here. There is also a huge benefit that comes from the customers that can be reached and the convenience of potential customers to research ForceX, Inc. whenever it’s convenient for them. The Internet provides access to new customers that ForceX, Inc. may not know that they exist, a good example would be a project engineer or program manger looking for a solution to their problems. A lot of ForceX, Inc. s leads come from personnel who are working with existing customers that have the same requirements or a slight variation of what they may need. Internet marketing allows these potential customers to be anywhere in the world and still have access to ForceX, Inc. ’s website. The Internet provides ForceX, Inc. With the ability to proliferate their products and services onlin e, ForceX, Inc. can reach a wide variety of customers quickly and easily. The benefits of Internet Marketing to ForceX, Inc. may not be as great as they are to retail companies but we believe that ForceX, Inc. would greatly benefit from a good online campaign.In order to optimize their resources and get the â€Å"biggest bang† for their buck, we would suggest that ForceX, use the following guidelines in developing a strategy for their online presence. Having a website is not enough though since internet marketing needs effective, innovative, and up to date approaches in order to generate interest and new customers for the business. There are a lot of websites that are in existence today which directly compete for the same customers as ForceX, Inc. Most of the potential customers are more than likely to use a search engine to find information relative to a problem they are trying to solve.This is where the importance of search engine enters. In order to implement an effective and successful web marketing strategy, ForceX, Inc. will need the services of search engine marketing experts who can design the right strategies and solutions specific to their business. This is an essential and cost-effective step in order to reap the maximum benefit that the web can offer. The next thing we would suggest ForceX, Inc. implement is a campaign to publish articles or get listed in news stories or write and publish online press releases that get them a larger online presence.This is essential for insuring that the search engines will pick up their site because of the increased web presence. Getting ranked at the top of the leading search engines can be accomplished by using good â€Å"search optimization techniques†, this is the key to getting noticed online. Branding ForceX, Inc. Logo ForceX, Inc. Logo The foundation of ForceX, Inc. ’s brand is their logo. Their website, packaging and promotional materials have their logo integrated which has effectivel y communicated their brand. ForceX, Inc. derived its corporate name from the military terminology â€Å"Force Multiplier†.A force multiplier is a capability that, when added to and employed by a combat force, significantly increases the combat potential of that force and thus enhances the probability of successful mission accomplishment. Instead of naming the corporation the Force Multiplier, the owner used the â€Å"X† at the end of Force to indicate the multiplication symbol thus indicating that the corporation’s use and employment of the latest software technologies was a force multiplier. The owner’s military roots were in the Special Operations community where the dagger is a symbol of unconventional warfare as well as courage and daring in combat.The dagger symbology was used to form the â€Å"X† in ForceX, and the daggers where placed behind the globe to indicate the company’s commitment to deliver their services wherever our fighting forces are deployed and to preserve the company’s heritage which stems from the Special Operations community. Anyone who has ever served in a Special Operations unit recognizes what the daggers symbolizes in ForceX’s logo and can immediately identify with what the company stands for. The â€Å"crosshairs† on the globe symbolize the pinpoint accuracy that their software applications deliver to their customers.The ForceX, Inc. logo has been recognized as the company’s promise to its customers to enhance their probability of successful mission accomplishment no matter where they are in the world. There are many ways that ForceX, Inc. could benefit from a branding strategy. Consistent, strategic branding would lead to a strong brand equity, which means the added value brought to ForceX, Inc. ’s products and services that allows them to charge more for their brand than what identical, unbranded/weak branded products command.The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, ForceX, Inc. associates its products with Special Operations Forces; hoping customers will transfer their emotional attachment from the Special Operations Forces to the product. For ForceX, Inc. it's not just the software application’s features that sell the software application. ForceX, Inc. relies heavily on the customer’s willingness to pay a license fee for their core software modules. License sales are pure profit and are vital to continuing to pursue internalResearch and Development efforts that allow them to remain competitive in the market. Building and maintaining brand equity allows ForceX, Inc. to charge a premium price for their licensable core software algorithms and insuring the customers are willing to pay this premium. We have done an analysis of the ForceX, Inc. ’s branding efforts and we recommend the following steps to enable them to maximize their efforts. * ForceX, Inc. has a great logo and we would have them place it on all media, both internal and external to ForceX, Inc. such as pamphlets, marketing material, written communications, etc. * Develop brand messaging. What are the key messages they want to communicate about their brand? Every employee should be aware of the company’s brand attributes. * Integrate their brand. Branding extends to every aspect of their business; how they answer their phones, what employees and management personnel wear during meetings and other interactions with customers, employee e-mail signatures. * They need to create a â€Å"voice† for their company that reflects their brand.This voice should be applied to all written communication and incorporated in the visual imagery of all materials, on-line and off. * Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of their brand. * Design templates and create brand standards for the ir marketing and promotional materials. Use the same color scheme, logo placement, and look and feel throughout – be consistent. * Be true to their brand. Customers won't return to them; or refer them to someone else if they don't deliver on their brand promise. * Be consistent. Be consistent. Be consistent.

Aspects of Belonging Notes

Acceptance: A strong sense of belonging within a community is reliant not only on the willingness to assimilate, but also on those already in the community to be accepting. †¢Feelings of acceptance can heighten a sense of belonging whereas rejection can alienate individuals. †¢An individual’s fear of alienation can lead them to think or act in ways that are not true to their ideology. Understanding †¢For an individual to feel that they belong to a particular person, place or group, they need to accept and understand the social expectations and behaviours of that community. Understanding the values of a person, place or group is the fundamental foundation for mutual respect that allows for a sense of belonging. †¢An understanding and appreciation of individual differences – even within a group – is essential for the smooth running of the society and thus is the origin of the sense of belonging or not belonging. Relationships †¢The need to belong to a group or community shapes our behaviour, attitude and actions. When humanity experiences a strong connection to a place the notion of belonging is strengthened and enriched. †¢When our relationship with a place is shaped by a narrow and biased view of the world, our notion of belonging can be questionable. †¢Connections with individuals, groups or places can nurture a sense of belonging through the relationship with that other person, group or place. †¢Relationships are the basis upon which an individual may feel a sense of belonging or not belonging towards a person or place. When significant relationships in life are fractured, often many other aspects related to an individual’s wellbeing will be negatively impacted. †¢Relationships come in many forms and can either allow an individual to experience a sense of belonging or hinder this sense of belonging. Notions of Identity †¢When your cultural identity is marginalised, you can feel disl ocated and displaced, and believe that you do not belong to your culture or part of the dominant culture. Our search for who we are is fuelled by a need to find a place in the world where we feel we belong. †¢Time and the passage of time can have a significant impact on our notion of identity and from that – to whom and to where an individual might belong. †¢An individual’s fear of alienation can make them act or think in ways that are not true to their ideology. †¢Our individual identity is greatly constructed by how others perceive us. †¢The community surrounding you impacts your opinion of selfhood, consequently moulding your identity. Experience We search for a place to belong, not realising that it is our perceptions and attitudes, not the place, that ultimately allows us to feel a sense of belonging. †¢Personal experiences shape our beliefs and values and hence contribute to their sense of self and ultimately where they belong. †¢Exp eriences can have both positive and negative effects on individuals depending on the extent and power of the knowledge gained. †¢The way we view and assess the experiences of life can change overtime and thus impact how we establish the present and future. Place/Landscape †¢ Strong conclusion: Strong relationships nourish belonging, whilst damaged relationships may be detrimental to the experience of belonging† It is evident that both composers represent this interpretation, but in varying ways – while Romulus focuses more on so how relationships – and barriers to these – can hinder belonging, â€Å"other related text† focuses much more on the†¦Ã¢â‚¬ ¦. and how these flourish and nourish one’s sense of belonging/ Although different, both composers effectively present their interpretation of relationships, and how these can either nourish or hinder one’s sense of belonging. OR In conclusion, both â€Å"† and â€Å"† show the various ways in which relationships with people and surroundings can impact an individual’s experience of belonging. Degrees of empathy, understanding, prejudice and sexual attraction, as shown in the examples above, clearly help determine the nature and strength of some of the relationships within the respective texts, and the extent to which they can and do impact on an individual’s broader sense of belonging or exclusion. Romantic, professional and cultural affiliation with others and his surroundings are integral to Romulus’ efforts to belong in his new country, Australia.

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Emergence of the modern civil rights movement 1950s Research Paper

Emergence of the modern civil rights movement 1950s - Research Paper Example In essence, the chorus of change was unwelcomed during this period. The activism advocated for equal rights and fair treatment of all human beings regardless of color and race. They employed tactics such as protest, legal challenges, and freedom rides to enhance protection of United States and equal opportunity for all. In essence, the African America scholars vowed with loyalty to the Nation and abolition of slavery, as well as, readmission to the nation Majority of the black people living in America developed a collective union that advocated for personal privileges as the law states. The union claims that for the reason of color the semi-white people, especially those living in developed nations such as United States have been neglected and some of their privileges denied (Renee, pg85). To begin with, the semi-whites living in Diaspora did not enjoy some of their privileges; this came about because of the color issue. Relating to this phenomenon, the whites who are the real inhabitants of the land viewed the blacks as inhabitants who had no go a head of enjoying anything good that the land produced. Consequently, they decided to join hands and fight for what they viewed as their rights. Their fight was directed against both the public authorities and social systems. The two believed there was the hindrance to the rights they deserved. Surprisingly, some whites also joined in to support this movement. It should be noted that African American people had been denied access to several things. Some of the things that they were denied access to; were the right for equality in housing, equality for equality in education, employment opportunities, therefore they thought that making headways will bring them fruits they gave been longing for (Cohen, 56). Due to the headways, they started experiencing professional sector jobs as well as white-collar jobs. To some degree, the African Americans started to get light however, they still had to continue pressing on,

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Law and Conflicting Perspectives Essay Composers represent conflicting perspectives through their own unique experiences and values as their political and social contexts. Geoffrey Robertsons self styled memoir The Justice Game written in the late 1900s heavily reflects these conflicting perspectives in the Trials of Oz and The Romans in Britain through the employment of emotive and persuasive language and ridicule in the form of satire to which convey Robertsons view through his eyes. Such conflicts also portrayed in Charles Waterstreets article Its a long fickle road to justice which similar to Robertsons use of persuasive techniques utilizes satire to challenge and question the myopic procedures of the legal system. As society develops, along with it come the changes in values and beliefs this is evident in The Trials of Oz which displays the differing attitudes and conflicting perspectives between generation gaps. The Trials of Ozs Rupert Bear was one of great offence in Robertsons time, whereas today material similar to this is everywhere and is mostly socially acceptable which parallely reflect the beliefs of freedom of speech and individuality growing within society. Robertson himself believed these values which is evident in his view put across in a metaphor for describing the legal system as â€Å" the justice game† revealing the lack of freedom of speech and individuality acknowledgement within it, which is reinforced through the chapter through repetition, arising questions for the responder. In the Trials Of Oz, Robertson uses persuasive language to describe the defendants as â€Å"honest young men† and to characterise Oz as a â€Å"harmless coffee-table magazine for the revolution that would never happen†.

The Global Economy Essay Example for Free

The Global Economy Essay The world economy is mostly described by globalization. Globalization is the growth and development of economies all over the world. This is integration and interactions of world’s greatest economies and the development of the emerging market economies. Globalization is not new, since it has existed for thousands of years in terms of the oldest long distance trade across Asia and Europe. Many large corporations have invested in businesses in other counties (multinational businesses) implying that the current characteristics of globalization existed even before the First World War. The recent technological developments (especially ICT-information and communication technology) and economic policies are the major stimulation factors that contributed to increased globalization (Maddison 2001). Current policies aimed at bringing about disinflation have significantly opened up countries’ economies both locally and globally. This is because after the Second World War, most nations were motivated to start developing their economies since they had lost most of the resources in the war. The most effective policy was the adoption of free market systems which significantly improved the rate and volumes of productivity in their regions of origin and opened up numerous international markets as many barriers to free trade and commerce had been reduced. Economic Growth The world economy is the concern of every nation, because every country has some dependence of others. For such a reason most countries comply with economic policies aimed at improving world economy hoping to improve their own. The world market opened up with the opening of free market in the individual states that had split from the former Soviet Union plus other nations of the Eastern Europe (Maddison 2001). The Eastern Europe was very critical player for increased globalization in the 1990s. Most of the nations in the region joined the world trade organization and played a significant role as a supply foundation in to the western countries. China’s role in the cold war was a swift one and by the time the cold war was culminating, it had established itself in Asia as the economic stronghold serving as a market and supplier to Japan and other developed nations in the region (Maddison 2001). Inflation Structural changes in the global financial market have influenced the international, market environment in terms of prices of consumer products. Development and innovative technology plus anti-inflation policies adopted by many nations also played a significant role in the disinflation development. The inflation rates in the Group of eight G-8 countries (United States, Germany, Japan, Italy, Canada, Britain, Russia and France) countries declined by about 3-4%, these countries are the greatest economies in the World (Maddison 2001). In 1990s the world experienced a change in disinflation rates reflected by a notable increase in the supply of products to the world market as a result of the rapid industrialization in the emerging market economies. Poverty Reduction The developing nations have improved considerably and have found a place in the world economy as critical players. These countries have actually increased the value of global economy as they are rapidly developing in terms of industrialization and are being termed as emerging market economies as well. Example of emerging economies are china an India, which have invested in Multinational firms that accommodate information technology and have a greater influence on the world economy, which is also supported by worldwide economic connection Information technology has played a role in facilitating economic growth in most of the countries but it has also come with some negative features which are a threat to economic growth (Maddison 2001). Globalization Condemnation It is argued that the international corporations like international monetary fund, World Bank and world trade organization have become undemocratic assuming power of decision making about economic policies. Environmental preservation is no longer a priority; detrimental labor practices like child labor and prisoner service have become the order of the day As much as the Globalization Phenomenon has been praised for the improved economies of the world, On the other hand, it has been criticized for economic problems and financial crises in other nations could easily be transferred to other countries as a result of these interactions. This was evident with the Asian currency crisis of 1997 that affected the major economies of the Asian region; the Russian financial crisis that saw countries of former Soviet Union suffer an economic depression and the disintegration of the long-term capital management in 1998 (Maddison 2001). Many countries have now undertaken a process of finding a solution to such occurrences in future and the most notable research is that conducted by the Japanese central bank. Globalization has been blamed for unfair trade by the emerging economies who introduce fake products to the international market especially the Chinese companies. It has also been argued that Globalization has brought about in equality in economies and environmental deprivation. Globalization includes interaction of communities, a concept that has been found to have a negative influence on the environment, culture as well as on political administration of some countries discriminately (Maddison 2001). Economic development has been found to be uneven around the world. Opponents of globalization argue that the creation of free markets only benefits the multi-national companies that are already established from the western nations at the expense of the local companies and people in the developing countries. The so called free and far trade is not fair after all; nations compete for international ventures where they offer low environmental standards as well as poor working conditions and low wages. The free and fair trade arrangements usually snatch power from local governance of host nations to the multi-national corporations. As these businesses are seen to control the economy and hence make up financial policies, economic changes and other corporate manipulations (Maddison 2001). Conclusion Globalization has greatly affected business around the globe and many businesses have benefited from it while others have suffered a down fall. Third world companies have been brought to the international market while inflation in several countries has been transferred to other as a result of free market. Major phenomena that stimulated economic development were agriculture and capitalist economy, but the recent and significant of them was the industrialization which has intensely revolutionized economy. In order to understand the effects of globalization, both those who are for plus those against have to come to a consensus of the effects that have been brought about by globalization. All these interactions proof that globalization is a complex subject for discussion. References Maddison A. (2001). The World Economy: A Millennial Perspective. Organization for Economic Co-operation and Development Centre

Online Travel Industry And Online Travel Agency Tourism Essay

Online Travel Industry And Online Travel Agency Tourism Essay In Europe, consumers typically have at least 4 weeks of vacation time annually compared to just 1 or 2 weeks for the average American; that spells multiple trips booked every year. It should come as no surprise then that online travel growth rates remain far higher overseas And then theres Asia. Fifteen years ago, few consumers in India and China could afford to travel outside their home nations. But thanks to a rising middle-class consumer, Asians are increasingly traveling both domestically and abroad. In fact, according to the China Daily newspaper, international travel has grown more than 50-fold in the past two decades. Rapid growth in the online travel business has helped fuel impressive sales gains for a handful of online travel companies. But thats only half the story online travel websites are also far more profitable than traditional offline travel agency operations. The reason is simple: scalability. Specifically, when a traditional travel agency wishes to expand, it has to hire more agents. Meanwhile, expanding abroad requires setting up a local office with agents speaking the local language, and that type of infrastructure can get expensive. But in the online world, once a website is designed and set up, it can handle a tremendous number of users. Growth in sales does not necessarily require commensurate growth in the labor force a handful of website designers and technicians can maintain the site regardless of the number of customers served. This scalability is behind the fat profit margins enjoyed by online travel firms. Travel and tourism are among the biggest industries worldwide, and more than 80 percent of the travel sold in the United States is now purchased online. With more consumers using the Internet to plan their vacation getaways, online travel agencies have been growing in popularity, helping to increase business in the travel industry overall. Aside from booking travel packages, many travelers go online in search of travel reviews before making a final decision about their choices. Reports show that more travelers who have traditionally booked trips offline are checking out vacation destinations, as well as travel and hotel rates, online. India Context The Indian Scenario The online travel market in India has witnessed tremendous growth and is attracting large number of national and international players. Private equity players have made huge investments in the online travel agency (OTA) segment in the past few years. Some facts : Total tickets available for sale (Only Domestic) per day are : 275,680 Total Ticket Sold by all OTAs per day =   51,690 Market size for Indian OTA Industry in Domestic Flights:   9000 crores   approximately Nearly 40% of the tickets sold are through OTA. On an average, every aircraft in India does 5.6 flights per day If airlines could further manage route optimization and do 1 more flight per day, at 6.6 flights per day, OTA Industry Sales will be up by 15% The first online portal for India was Indiatimes.com launched in the year 2002. Subsequently the following companies joined the bandwagon. Indiatimes 2002 Make my Trip.com 2005 Yatra.com 2006 Travel Guru 2006 In the pages that follow we will research on one of the most successful company in India in this Industry which is Make my trip.com. About the company and the respective concepts, impact, future Nurtured from the seed of a single great idea to empower the traveller MakeMyTrip went on to pioneer the entire online travel industry in India. MakeMyTrip has revolutionised the travel industry over the years. This is the story of MakeMyTrip, Indias Online Travel Leader. MakeMyTrip.com, Indias leading online travel company was founded in the year 2000 by Deep Kalra. Created to empower the Indian traveller with instant booking and comprehensive choices, the company began its journey in the US-India travel market. It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support. After consolidating its position in the market as a brand recognised for its reliability and transparency, MakeMyTrip followed its success in the US by launching its India operations in 2005. With the foresight to seize the opportunities in the domestic travel market, brought on by a slew of new airlines, MakeMyTrip offered travellers the convenience of online travel bookings at rock-bottom prices. Rapidly, MakeMyTrip became the preferred choice of millions of travellers who were delighted to be empowered by a few mouse clicks! MakeMyTrips rise has been lead by the vision and the spirit of each one of its employees, for whom no idea was too big and no problem too difficult. With untiring innovation and determination, MakeMyTrip proactively began to diversify its product offering, adding a variety of online and offline products and services. MakeMyTrip also stayed ahead of the curve by continually evolving its technology to meet the ever changing demands of the rapidly developing global travel market. Steadily establishing itself across India and the world, MakeMyTrip simultaneously nurtured the growth of its offline businesses like its franchises and affiliates simultaneously, augmenting the brands already strong retail presence further. Today, MakeMyTrip is much more than just a travel portal or a famous pioneering brand it is a one-stop-travel-shop that offers the broadest selection of travel products and services in India. MakeMyTrip is the undisputed online leader, with its share of the travel market extending to more than 50% of all online sales, a fact evinced by the trust placed in it by millions of happy customers. Remaining reliable, efficient and at the forefront of technology, MakeMyTrips commitment and customer-centricity allows it to better understand and provide for its customers diverse needs and wants, and deliver consistently. With dedicated 247 customer support and offices in 20 cities across India and 2 international offices in New York and San Francisco (in addition to several franchise locations), MakeMyTrip is there for you, whenever and wherever. MakeMyTrip Limited, the parent company of MakeMyTrip (India) Private Limited and MakeMyTrip.com Inc., Indias largest online travel company1, today announced that it has priced its initial public offering of 5,000,000 ordinary shares at a price of USD14per share. The companys ordinary shares will begin trading on the NASDAQ Global Market on 12 Aug 2010 under the symbol MMYT. The companys services and products include air tickets, customized holiday packages, hotel booking, railway tickets, bus tickets, car hire and facilitating access to travel insurance. Through its primary website, www.makemytrip.com, and other technology-enhanced platforms, the company provides access to all major domestic full-service and low-cost airlines operating in India, all major airlines operating to and from India, over 4,000 hotels in India and a wide selection of hotels outside India, Indian Railways and several major Indian bus operator Makemytrip.coms three-month global Alexa traffic rank is 1,823. Visitors to the site spend roughly 51 seconds on each pageview and a total of three minutes on the site during each visit. It is located in India. Approximately 43% of visits to the site are bounces (one pageview only). Makemytrip.com has been online for more than ten years. MakeMyTrips Products: International and Domestic Air Tickets, Holiday Packages and Hotels Domestic Bus and Rail Tickets Private Car and Taxi Rentals MICE (Meetings, Incentives, Conferences Exhibitions) B2B and Affiliate Services Management: A young company that has quickly become the leading travel service provider in India and the most trusted name in the industry, MakeMyTrips spectacular success is in no small part due to the unblinking vision of its senior management team and the dedication of its employees. MakeMyTrip employs over 700 Trippers from the travel, tourism, hospitality and technology industries. Deep KalraFounder Chief Executive Officer Mohit GuptaChief Marketing Officer Rajnish KapurChief Innovation Officer Mukesh SinghSenior Vice President Technology Development Anand KandadaiSenior Vice President Outbound Tours Keyur JoshiCo-Founder Chief Operating Officer Rajesh MagowCo-Founder Chief Financial Officer Amit SomaniChief Products Officer Amit SaberwalSenior Vice President Retail and Business Development Rohit HasteerVice President Human Resources Summary Name Age Since Current Position Kalra, Deep 41 Chairman of the Board, Chief Executive Officer Magow, Rajesh 41 Group Chief Financial Officer Singh, Mukesh 34 2009 Senior Vice President Technology Department Joshi, Keyur 37 Group Chief Operating Officer Gupta, Mohit 36 Group Chief Marketing Officer Somani, Amit 38 2010 Group Chief Products Officer Adusumalli, Ravi 34 2005 Director Aggarwal, Sanjeev 50 2006 Director Guleri, Aditya 45 2007 Director Wolf, Philip 54 2005 Director Gowrea, Gyaneshwarnath 44 2009 Director Janally, Mohammad 27 2009 Director Gour, Vivek 47 2010 Independent Director Lalonde, Frederic 37 2006 Independent Director MakeMyTrip Values We, at MakeMyTrip, abide by our companys core values in our every endeavour. It is these values that have taken us where we have been and will take us where we are going! Excellence: We must strive for excellence in whatever we do. Focus on continuous improvement in interactions with people, efficiency of processes, and the wellbeing of the organization. Customer Centricity: We must maintain focus on our customers, both internal external, by giving them priority. Strive to exceed their expectations in terms of the value and quality delivered. Integrity: We must ensure consistency between our words and actions, always delivering what we commit. We can thereby maintain transparency, trust and accountability. Accountability: We must feel responsible and accountable for the commitments we make and the quality of the results we deliver to all our stakeholders. Innovation: We must continually apply intelligence, reason and technology to our work and environment. This will allow us to take informed risks and champion new ideas to improve our business as well as the community. Teamwork:  We must foster an environment wherein we can efficiently utilise the abilities of all team members to achieve goals. We should work on the premise that the whole is greater than the sum of the parts. [emailprotected]: We must create and maintain an atmosphere of fun while at work, making work a happy place we can all look forward to. Empowerment:  We must give fellow colleagues the opportunity and freedom to think and act in ways that will allow them to get the job done, and yet be consistent with the processes laid down. Passion for Winning: We must have a can do attitude, not take no for an answer and believe that nothing is impossible. This will allow us to work relentlessly toward achieving our goals and honouring our commitments. Respect for People: We must give everyone, with whom we interact, respect and consideration. Awards Recognition Not without reason, MakeMyTrip has garnered the trust of over two million satisfied customers as well as the respect and acclaim of the entire travel industry and business world. Travel Business : Great Places To Work 2010 2nd Best Company to Work for #1 in Professional Services Superbrand India 2009-10 Great Places To Work 2009 #2 in Professional Services Best Travel Website CNBC Awaaz 2008-09 Most Visited Travel Website comScore 2005-09 Most Preferred Online Travel Agency Travel Biz Monitor Survey 2008 Number One Online Travel Agency JuxtConsult 2008 Gold and Silver Abby Award 2007-08 Among the Top Ten Websites visited by Indians comScore 2007 Nominated World Travel Awards WTA 2007 Among 100 IT Innovators NASSCOM 2007 Best Online Travel Company Galileo Express Travel World 2007 Emerging India Award ICICI Bank CNBC TV18 2006 Asias Hottest Technology Startup Red Herring 2006 Airline : Air Canada Outstanding Performance 2008 Singapore Airlines Top Passenger Agent 2007-08 British Airways Outstanding Revenue Contribution 2007-08 Air Mauritius All India Top Ten Agent//Top North India Sales Award 2006-07//2007-08 Cathay Pacific Outstanding Performance 2007 Malaysia Airlines Top Agent Award 2007 Lufthansa Outstanding Performance 2006-07 Kingfisher Airlines Outstanding Performance 2006-07 Indian Airlines Achieving Highest Domestic Passenger Sales 2006-07 Air India Outstanding Contribution to Passenger Sales 2005-06 Jet Airways Award of Excellence 2005-06 Gulf Air Continuous Support Impact There was a time when Indian families would plan their annual trip six months in advance, after spending long, sweaty hours queuing up in front of ticket booths. It sure wasnt easy. But in 2005, Deep Kalra, CEO and founder of MakeMyTrip.com, changed all that. He brought the concept of Online Travel Agents (OTA) to India and revolutionized the way the Indian middle class travels and plans their vacation. Today, the rise of Internet credibility coupled with falling rates of air travel has helped OTAs catapult to glorious success. And with a turnover of Rs 2,200 crore, MakeMyTrip.com has been a pioneer in the OTA success story. With over 50 percent market share, its the single most recognized and trusted player in the OTA industry. Future FUTURE : Focus on Advertising Strategy: Aim of MMT is to establish the brand. The focus is not just to provide cheap tickets. Advertising helps in getting your message across to the target audience more effectively. And with more and more players entering the segment, it is necessary to advertise to ensure you have captured sufficient mind-share. Again, the product basket that MMT offer is growing and our customers have to be updated accordingly. Expansion of Capacity : MMT is trying to expand capacity with caution, especially because the sector is capex hungry for the suppliers. We, at MakeMyTrip, have learnt that our suppliers are very important. Unless we make sure our suppliers business is profitable, we wont be profitable. Revenue breakup between MMT businesses: Between hotel and air, air captures a much higher percentage two-thirds of MMT business. But other product lines are growing fast, especially hotels and buses. The effort is to reduce reliance on a single line of business. While MMT lead the sector in terms of air tickets, MMT are continuously focusing on non-air products to increase their share of revenue as well. competing players Travelguru: A revolutionary online travel solutions destination, Travel Guru India has set the benchmark in the industry. With our affordable plane tickets and air tickets reservations, our travel gurus offer the most economical solution for every travel need. The travel guru mantra is based on the concept of making air tickets reservations an easy and quick process for every traveller. With the help of travel gurus, travellers can access the best fares for Travel Guru India and Travel Guru international holidays, business trips and corporate travel. The Travel Guru signature services guarantee a trip of a lifetime to any destination in India or across the globe! A trendsetter in the travel industry travel guru com offers the benefits of safe, comfortable and convenient travel at affordable fares. At travel guru com travellers can book affordable plane tickets and make domestic and international air tickets reservations. The travel gurus can also assist you with selecting a luxurious hotel to complement the travel guru air booking service. Just log on to travel guru com to book affordable plane tickets and hotel rooms for worldwide destinations. Get all the benefits of the travel guru services with just the click of a mouse! With Travel Guru India and Travel Guru international have a range of unmatched services at your fingertips. The Travel Guru services include: Air ticket Booking: Travellers can search for, compare prices and book affordable plane tickets for their chosen sectors of travel at the website. You have a comprehensive choice of airlines for low-cost, affordable plane tickets as well as for full-service airlines. Once youve made your selection just click for any air tickets reservations. Leave the rest to the travel gurus and get set to take off into the skies. Hotel Reservations: While on holiday come home to a luxurious hotel, at affordable rates. Travel Guru offers include domestic and international hotels at discounted rates with no compromise on quality, services and comfort. Take your pick from the wide selection of premium hotels that include Travel Guru India and Travel Guru International options and get your Travel Guru booking in an instant! Yatra:- Yatra Holiday Lounge is a premium, one-stop-shop for all your travel needs. Located at a convenient point within your city, the Yatra Lounge is where customers can walk in and plan their travel in privacy and comfort. When you visit a Lounge, a trained Yatra Travel Experts assists you with all aspects of your travel: booking flight tickets, hotels, cars, buses or holidays. We can even assist you with travel insurance and visa processing. The Yatra Travel Experts can also help you create customized holiday packages. The Holiday Lounges are open from 10:00 am to 7:00 pm, Monday to Saturday. Cleartrip:- MyTripYatra is dedicated to help customers to build their clear trip and cruise along with their Yatra to nirvana. As our name suggests Yatra we extend our services to provide facility for convenience of our clients to choose gamut of services like cheap air tickets on air Deccan, jet airways, Indian airlines, spice jet airlines, and air India. My Trip Yatra is a unique concept of taking offers from various online travel agents like makemytrip.com, cleartrip.com, yatra.com, travelguru.com to their customers. There are online discounts with cheap flights and hotels across the globe. Here you are free to see cheap fares, discount on airlines, offers on hotel bookings, holidays, at affordable prices for your yatra. For Cheap Air travel trip or planning Goa holidays, or looking a hotel in Goa, our way of make my trip endows you the chance to make your own cleartrip. We will add cheap hotels across the country and keep on adding different destinations like cheap flights from Delhi to Mumb ai, cheap flights from Mumbai to Delhi starting from 500 Indian Rupees.Coimbtaore FlightsAizawl FlightsColombo flights In order to spread wings of My Trip Yatra, we have affiliated ourselves with Yatra.com, one of the leading travel agents of India. Yatra.com provides cheap flights of Air Deccan, Indigo airlines, Spicejet airlines, Jet airways, Kingfisher airlines, paramount airways, go air, jetlite airline (formerly known as air Sahara airlines). Yatra.com provides unique features of At Yatra, we pay for your flights delay offers, thank you coupon code worth RS 250 if you book again with Yatra.com, various cash back offers with ICICI bank, Master Card, etc. Yatra.com also provides Yatra miles a proprietary product to redeem those miles against discount on cheap flights, cheap hotels, holidays and other packages such as Honeymoon packages, adventure packages. Yatra.com has been funded by Network 18 group that operates online websites like Moneycontrol.com, storeguru.com, buzz18.com, josh18.com, ibnlive.com, indiwo.com etc. It has also been funded by Reliance Anil Dhirubhai Ambani group. We are proud to be an affiliate of Yatra online Pvt. Ltd. Yatra online has given us platform to promote their products online. Yatra online makes seamless transaction of products like flights, hotels, holidays, Buses, and cars. Yatra online thru its website Yatra.com makes a perfect partner to any online travel agent. Cleartrip is premier travel company of India that offers exclusive facility to travelers in planning of your trip. You can plan your holiday or business trips with Cleartrip and you will get many advantages over other travel planners. Cleartrip provides many benefits to travelers such as expediency, various options for booking, great competitive prices and in-depth details of many travel options, destinations and support. You can book flights, hotels, train tickets, complete holiday packages, travel insurance and much more from Cleartrip. Cleartrip provides booking facility for over 5,500 domestic hotels and around 109,000 international hotels. Clear Trip was launched on 4 July, 2006 and within a span of 4 years it has established itself as a premier travel planner company. Cleartrip start providing SMS based ticketing service that allows you to book tickets using mobile phones. From 2008, clear trip also started providing rail tickets in India with cooperation with IRCTC (Indian Railway Catering and Tourism Corporation). Clear Trip has won many awards for its great services. It was given best travel website award in 2006 and 2007 consecutively. Clear trip is known as Google of Travel Websites as it provides tons of useful information about travel sector. In 2007 it also won the prize of most user friendly website of travel sector. Since its inception in 2006, Cleartrip has become a market leader in travel sector for providing simplest and most diverse travel planning options and best deals. You can get higher discounts on flight tickets if you choose Clear trip as your travel planner. Getting travel and tourism information had never been so easy before Cleartrip. You can find every specific detail about all cities in India along with travel options available, hotel available in that city, flight services, car rental services and main tourist attractions in that city. Online flight ticket booking is very easy with Clear trip services. You can just feed the departure and arrival destinations and timings and its internal search engine will provide you a detailed list of all flights available for your journey. You can easily compare flights of different service providers such as Jet Airways, GoAir, kingfisher, Air India and many more. If you are booking your tickets well in advance then you can also get many Cleartrip offers that will help you to save huge money on your travel. Cleartrip started its operation with a goal of making journey planning easier and hassle free and with its state of the art services it has surely achieved its goal and continue to growing with a fast pace. use the company balance sheet 3 years for the references and figures figures could be sales volume, business volume, market penetration, product mix, pricing of the product over the years v/s competition Customer Profile end users who are they- customer opinion In a cut-throat industry like OTA, how do you maintain competitive advantage? Deep Kalra, Founder CEO: Creating an experience for the customer is very important. Every OTA player today is focusing on providing more value for the customers time and money. The focus this year for MakeMyTrip is to move beyond customer satisfaction and towards creating customer delight. Also, we take pride in our customer relations; we have customer testimonials that speak very highly of our customer care executives. Being ahead on the technology curve is what gives us an edge. Its very important to keep on upgrading and reinventing new processes to enhance customer experience. Whats behind your advertising strategy? Deep Kalra, Founder CEO: Its very important to establish the brand. For us, the focus is not just to provide cheap tickets. Advertising helps in getting your message across to the target audience more effectively. And with more and more players entering the segment, it is necessary to advertise to ensure you have captured sufficient mind-share. Again, the product basket that we offer is growing and our customers have to be updated accordingly. Whats the revenue breakup between your businesses? Deep Kalra, Founder CEO: Between hotel and air, air captures a much higher percentage two-thirds of our business. But other product lines are growing fast, especially hotels and buses. The effort is to reduce reliance on a single line of business. While we lead the sector in terms of air tickets, we are continuously focusing on non-air products to increase their share of revenue as well. Criticism Some customers complain about Makemytrip not giving the complete terms of ticket (baggage allowed, flexibility to change date of travel or cancel the ticket) before booking the ticket. Some complain about false promises before booking the ticket. They warn potential customers to get the terms of the ticket in writing or email before going ahead with the phone booking. Refunds to credit cards are sometimes delayed. It is believed that calls to customer care in case of booked tickets is low priority in call queues compared to calls to buy tickets. There is undue delay in getting service in case of getting help on already booked ticket. The escalation process in case of complaints is not published on their website. Estimated waiting period or the position in the call queue is not announced. Other customers have warned that the websites Believe It Or Not promotion is indeed too good to be true. While MakeMyTrip promises you free domestic air travel once youve arrived in Inda, all such ai r travel must be booked 21 days in advance of the trip. And even if you attempt to arrange it that far in advance,  Make My Trip  makes this process very difficult, if not impossible. You will be booked on overnight flights, trips that should take three hours will wind up taking two days, and in some cases you will wind up paying taxes and fees that exceed the actual cost of the ticket, had you booked it yourself.   Customer Opinion As per various feeback posted on the website following is the broad feeback given : The call centre agents are well trained and they know their job Phone / Voice Menu is customer friendly Quick Customer responses where required on email