Military Drones For Offensive Counter Terrorism Operation

Often in history when a nation develops a new technology for means of war we have seen a paradigm shift in a nation’s diplomacy, politics, and military strategy. The world has already seen this recent history with the invention and use of nuclear bombs by the US. The public understood the dangers and the power of nuclear bombs; different nations like the US brought their politicians together to form laws for a safer world. However, now there is a new weapon in warfare which is causing a massive controversy where the public doesn’t even completely understand the dilemma associated with it because the lack of transparency. The weapon is the Unmanned Aerial Vehicle or otherwise known as military drones. The public needs to understand that use of military drones for offensive counter-terrorism operation is harmful to the US, because it’s expensive, it increases psychological problems for our troops, and increases US politicians’ engagement in humanitarian inte rvention. First of all, in order to understand why drones are harmful to the US, we need to understand the application of military drones and why they are useful in warfare. One of the usages for drones is to investigate the battlefield from the sky to provide real-time data to the commanders in the field to deploy ground troop; with the help of cameras on board of the drones like the MQ-I predator and MQ-9 reaper(Mayer). After technological advancement was made, drones started to carry weapons like missiles and aShow MoreRelatedAn Effective Type Of Counterterrorism Strategy1015 Words   |  5 Pagescivilians as well as US personnel – and at a lower cost to US tax payers. The use of Unmanned Aerial Vehicles (UAVs) – better known as drones - to target these terrorists during the war that’s now winding down in Afghanistan, have proven very effective. Drones have a number of advantages that could fundamentally enhance the US’ counterinsurgency and counterterrorism operations, but first their use as a weapon of choice needs to be put into policy. 2. Analysis Define the problem An effective type of counterterrorismRead MoreMilitary Drones : The Weapon Of Choice1537 Words   |  7 Pages Military Drones: The Weapon of Choice George Servidad South University May 29, 2016 Drones, the US choice of weapon to combat ISIS. It is automated, unpiloted, and work on their own. They do surveillance, hunt, identify and kill enemies based on calculations made by the software, not decisions made by humans. They kill from a distance through technological mediation, without the shock of direct confrontation. Boyle (2013) states that drones operate with a reduce view of effectivenessRead MoreDrones : Unmanned Aerial Vehicles1246 Words   |  5 Pageswe hear the word drone, most of us automatically add the word â€Å"attack† on the end or think of something negative. That’s because mostly, drones are frequently used for surveillance, intelligence and, ultimately, offensive operations. Drones also known as ‘Unmanned Aerial Vehicles’, or UAV’s are mostly used in situations where manned flight is too difficult or dangerous, making them ideal for warfare. Increasingly, the United States has come to rely on the use of drones to counter the terrorist threatsRead MoreDrone Strikes and Their Effectiveness Essay2667 Words   |  11 PagesRELATIONS DRONE STRIKES AND THEIR EFFECTIVENESS Table of Contents: †¢ Introduction ïÆ' ¼ Question ïÆ' ¼ Hypothesis ïÆ' ¼ Drones: An Introduction ïÆ' ¼ Literature Review †¢ Body ïÆ' ¼ Main Body ïÆ' ¼ Drones: The Success ïÆ' ¼ International Perspective ïÆ' ¼ National Perspective †¢ Conclusion â€Æ' Introduction The drones all slave away, theyre working overtime. They serve a faceless queen, they never question why. Disciples of a God, they neither live nor breathe. Drones are an effective counter insurgencyRead MoreDrones : Fighting The War On Terror1873 Words   |  8 PagesDrones: Fighting the War on Terror â€Å"Dozens of highly skilled al Qaeda commanders, trainers, bomb makers and operatives have been taken off the battlefield. Plots have been disrupted that would have targeted international aviation, US transit systems, European cities, and our troops in Afghanistan. Simply put, these strikes have saved lives† (Gerdau 1). These are the words of President Obama as he spoke on the effective use of the United States drone program. Drone operations have been in effectRead MoreDrone Technology And The Issue1699 Words   |  7 PagesSeveral important ethical and moral concerns have come to the surface regarding drone technology and the issue is currently investigated and even debated in Congress. Until recently, when we hear the word drone, most of us automatically add the word â€Å"attack† on the end or think of something negative. That’s because mostly, drones are frequently used for surveillance, intelligence and, ultimately, offensive operations. Drones also known as ‘Unmanned Aerial Vehicles’, or UAV’s are mostly used in situationsRead MoreCountering Global Threats On U.s. National Interests Essay1390 Words   |  6 PagesRussian military modernization and gray zone campaigns in the Ukraine, China’s near-peer power projection and the South China Sea dispute, and Iran/North Korean hostility and nuclear credibility jeopardize U.S. national interests and regional security. Currently, the general direction of Joint Force 2025 consists of the rebalancing of commitments to Asia-Pacific while strengthening our security commitments to Europe and the Middle East, maintaining a global approach to fighting terrorism, safeguardingRead MoreDrone Strikes Justifiable, Or Are They Just The Opposite?3105 Words   |  13 PagesAre drone strikes justifiable, or are they just the opposite? Some argue that drone strikes are not the best course of action against suspected terrorists. Because of the the large amount of civilian deaths caused by the poor methods of targeting, the moral aspects of this method, and the legality of this strategy. Though, many people who would disagree with my reasoning would have other things to say about it. Arguments against these ideas are directed towards the thought of drone strikes beingRead MoreChallenges Facing The United States1697 Words   |  7 Pagesemploy traditional, unconventional, and hybrid strategies to threaten U.S. National Security.† Joint Forces by 2025 will need to be leaner, technologically superior, and expeditionary to support Combatant Commanders so; they can win in full spectrum operations and defend U.S. national interests at home and overseas. â€Å"These new and adaptive Defense strategies will require making profound choices due to budget constraints and Sequestration.† There are significant risks associated with these choices, whichRead MoreGlobal Security Challenges Facing The United States Military1659 Words   |  7 PagesT here will be significant global security challenges facing the United States Military by 2025. The U.S will face multiple, coinciding security issues from state actors and regional networks all taking full benefit of rapid science and technological changes. Three overlapping conflicts which has the greatest potential to influence state and non-state actors and force the Armed Forces to restructure their formations are â€Å"Wars of Silicon, Iron, and Shadow. â€Å"The United States must design an innovative

Essay on Kurt Cobain - 1034 Words

Kurt Cobain A look Into the Life and Career of a Legend; A Proposal nbsp;nbsp;nbsp;nbsp;nbsp;Kurt Donald Cobain was the lead singer/songwriter of the band Nirvana, until April 5 1994 when he committed suicide. Troubled by depression, chronic stomach problems, and an addiction to heroin, his ailments in his personal life showed through in his music. His music evolved from the hard quot;punkquot; sound of their first album, to the intelligent quot;tell allquot; tales of his fourth and final album In Utero. Through his music he changed an era of â€Å"lost souls†, to a generation with a vision of who they were. The songs he wrote and played captured the attention of the world, but also brought him the fame and fortune that led to his†¦show more content†¦Until that moment I had no direction and felt alienated from the rest of the kids my age. But Cobains music touched on what I was not able realize at my age, that being yourself is all right no matter what the quot;trendyquot; junior high school kids thought. Though I would not understan d the impact of his music or what his words meant to him, and that those songs would pull me through the hardest times in my life. Research Question nbsp;nbsp;nbsp;nbsp;nbsp;How did his depression influence his music, and how did it show up in his work? nbsp;nbsp;nbsp;nbsp;nbsp;Outline and Source Summary nbsp;nbsp;nbsp;nbsp;nbsp;Since the first time I heard Nirvana and their music, it had an impact on my life. Though I never stopped to think about the meaning behind the actual words that were spoken. From the time that Nirvana started back in 1986, they have changed faces both on the inside and the outside. Kurt Cobain was born in a small town in Aberdeen, Washington in 1967(Wilson 2). He grew up in a broken home and had many problems along the way, because of his hyper-active nature nobody in his family wanted him(Wilson 2). He was passed around from aunts and uncles, to his grand parents. He started his creative process first through art(Wilson 2-3). Where by later he turned down two art scholarships to art school, and never did finish high-school. Then when he was 15 he started playingShow MoreRelatedEssay on Kurt Cobain1664 Words   |  7 Pagesonly because it seems so easy for people to get along that have empathy. Kurt Cobain, in his suicide note, found next to his corpse on Friday, April 8th 1994, stated his hatred towards human society. Dead at 27, he remains among one of the most monumental and controversial lyrists in history. In spite of his tempestuous marriage with drug addict, Courtney Love, reckless drug abuse, and a childhood drained of emotion, Cobain escalated to become the epitome of a rockstar - an alluring misfit who spentRead MoreNirvana, By Kurt Cobain1348 Words   |  6 PagesIf the words â€Å"alternative† and â€Å"rock† are uttered together, chances are, Nirvana immediately comes to mind. Nirvana, lead by Kurt Cobain, intend to push messages that oppose the mainstream through their music and image. Even though, at the height of their popularity they could certainly be considered rock stars, in an interview with MTV in 1993 Kurt famously says â€Å"we’re not rock stars†, he truly doesn t wish to be categorized as one. Nirvana made a conscious effort to be seen in a completely differentRead MoreKurt Cobain ( 1967-1994 ) Essay1194 Words   |  5 PagesKurt Cobain (1967-1994) was one of the most inventive and ingenious musicians not only in the 1990s—but in all of the twentieth century. He was the lead singer and guitarist for the grunge rock band Nirvana from 1987 to his death in 1994. Along with bassist Krist Novoselic and drummer Dave Grohl (who was the band’s third and final drummer) changed the concepts of hard rock, punk, and heavy metal: and brought it to mainstream media. Before his rise to fame, Cobain had a rough childhood from his parents’Read More Kurt Donald Cobain Essay examples1076 Words   |  5 PagesKurt Donald Cobain The subject of this writing, is on a man who changed music; a man on the level of Jimi Hendrix, Janis Joplin, and Jim Morrison. This individual is Kurt Donald Cobain from the revolutionary grunge/rock band, Nirvana. While some people would never consider Cobain to hold a major role in the shaping of our music and culture today, they haven’t taken the time to look around. Many people overlook the fact that music played a huge role in the lives of Americans during the 90’sRead MoreKurt Cobain And The Punk Rock Scene1998 Words   |  8 Pagesrather be hated for who I am, than loved for who I am not.† Kurt Cobain was widely known as being the lead singer and guitarist of the world famous punk band Nirvana. Not only was his band remarkably successful in their musical endeavors but they were also a big innovator in the punk rock scene. Kurt had early ambitions of becoming a huge success but personally did not expect to become so widely known, so when they quickly bl ew up Kurt didn’t know how to handle all of the attention(Montage of Heck)Read More Aberdeens Influence on Kurt Cobain Essay2021 Words   |  9 PagesAberdeens Influence on Kurt Cobain The towns of Hoquiam and Aberdeen are located on the eastern edge of Grays Harbor in western Washington state. If you are a fan of the band Nirvana, you have probably heard of these names. If not, you are about to read how a town affected a person who in turn affected many peoples lives. Kurt Cobain was the singer and guitarist for Nirvana. He was born in Hoquiam (population 9,000) and after six months of life moved to Aberdeen (pop. 16,500), an old lumberRead MoreEssay on Kurt Cobain: a Psychoanalytic Perspective of Personality1761 Words   |  8 PagesKurt Cobain was the lead singer of the Seattle based grunge rock band Nirvana. As Nirvanas lead songwriter, guitarist, and singer, Cobain took the music industry by surprise and is considered the godfather of the grunge rock movement. Cobain and his band had a prevalent influence on young teenagers of the 1990s and were considered idols by numerous individuals. Nirvana took the popular music industry by storm when they were able to revamp the genre of grunge rock and cause a dramatic shift in musicRead MoreKurt Cobain s Suicide Like It Was Yesterday1750 Words   |  7 PagesKaren McKay recalls the day of Kurt Cobain s suicide like it was yesterday. McKay remembers Kurt Cobain as an inspiring and loved artist. Kurt C obain was an accomplished lead singer and guitarist of the grunge band Nirvana, known for his appearance, stage presence, and deeply personal lyrics. At the height of his career, Cobain had ended his life not being able to handle all of the fame and glory that was bestowed upon him. He was greatly admired and a great inspiration for many of the world sRead MoreEssay Nirvana a Rock Band Formed by Kurt Cobain 922 Words   |  4 Pagesinfluential, effective and remarkable rock bands of the century. This trio from Seattle appeared in the public consciousness in 1991 with their single â€Å"Smells Like Teen Spirit† full with pure, raw emotions which was new that time. Nirvana was formed by Kurt Cobain singer/guitarist and Krist Novoselic bassist in Aberdeen, Washington in 1987. During their career, they had six drummers. Dave Grohl, who joined the band in 1990, was the longest-lasting. They released their first album Bleach in 1989; thereby theyRead More Kurt Cobain was Murdered Essay1073 Words   |  5 Pages Kurt Donald Cobain was found dead in the green house of his mansion on March 1994, cause of death â€Å"suicide by self inflicted gunshot wound† or at least what was pronounced and believed by many to this day. It is plain and simple he was murdered. nbsp;nbsp;nbsp;nbsp;nbsp;Kurt Cobain the singer and guitarist of the 90s band Nirvana which was an alternative rock band from 1988 to 1994. Cobain was born in the town of Aberdeen Washington. Aberdeen is a rural white trash town that borders Seattle

Social Media Consumers Content Of Official -Myassignmenthelp.Com

Question: Discuss About The Social Media Consumers Content Of Official? Answer: Introduction Starbucks is a global beverage brand and has evolved into one of the largest corporations in the world. Their line of various brews has achieved worldwide recognition and considerable brand identity. Social media has become one of the fastest advertising and promotional mediums available to companies (Alhabash, Mundel Hussain, 2017). As adopted by most leading corporations Starbucks too has launched various social media campaigns. Their Youtube channel is one of their most dominant social media campaigns and this report will focus on the social media presence of the Youtube channel. Discussion Titled Starbucks Coffee the Youtube channel created and maintained by Starbucks has substantial social following which can be inferred from its 153, 458 subscriber base ("Starbucks Coffee", 2018). This report will evaluate the channels releases in the last 3 months based on the seven functional blocks of Social media (Parsons, 2013): Identity: Starbucks Coffee posts various videos based on their latest product line, promotional activities and Corporate Social Responsibility initiatives. Their latest product line is the blond espresso. The comment section is where users (subscribers) can communicate. Youtube does not ideally reveal geographical locations but subscribers are more than willing to share their locations and personal experiences with the brands products. Conversations: The social aspect of social media promotion encompasses the willing of users to engage in conversations. Youtube comment sections are known to spark conversations and debates among subscribers. The Starbucks Coffee releases have vocal and conversant subscribers who repeatedly share their encounters with Starbucks. Though there are debates they seldom end in favour of their competitors. Sharing: The Youtube releases of Starbucks Coffee are frequently shared on various other social medium especially facebook. This is evident from the views of its releases which are more than three times their subscriber base. Thus sharing content released on the page is common practice. Presence: Youtube though location specific does not explicitly reveal the geographical locations of their subscribers. Thus, unless willingly shared subscribers cannot identify where the others are located. However, it must be noted that Starbucks makes country specific product releases and through them they subscribers location maybe inferred. Despite this Starbuck has a massive presence on Youtube and their release are even advertised as a precursor to other videos. Relationships: Starbucks manufactures high quality products and their target audience are the higher income groups like any leading conglomerate (Nicholas, Carswell Hletko, 2013). The Youtube channel promotes Starbucks coffee and their stores which act as a social hub for consumers of various ages and backgrounds. They promote the Coffee shop/caf culture in its truest sense. Subscribers are often regular customers who visit the outlets in groups and review their encounters with the products. Reputation: Being one of the best known beverage brand in the world the companys reputation may not be evaluated. As discussed above there are various users who visit the outlets and discuss their feedback online on the comments section on the Youtube channel. The comment section stands as evidence that Starbucks has positive reviews and a massive customer base. Their CSR activities are well documented and have substantial following as well. Groups: The target group of Starbucks consists of the higher income groups and millennial sections of society that have inculcated the Coffee shop/caf culture in them. These groups are featured on their advertising releases quite conspicuously and their presence on the Youtube channel is quite evident. Conclusion: Social media advertising has helped Starbucks usher in a larger customer base than ever before and they have capitalized on the opportunity to the fullest. Their well documented releases on social media are followed religiously by its loyal consumer base and well discussed in various forums on social media. Thus Starbucks' social media has grown exponentially in the past years and continues to win it fresh customers daily. Reference list: Alhabash, S., Mundel, J., Hussain, S. A. (2017). Social media advertising.Digital Advertising: Theory and Research, 285. Nicholas, F. C., Carswell, I. B., Hletko, P. M. (2013).U.S. Patent No. 8,538,803. Washington, DC: U.S. Patent and Trademark Office. Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages.Academy of Marketing Studies Journal,17(2), 27. Starbucks Coffee. (2018).YouTube. Retrieved 7 March 2018, from https://www.youtube.com/user/Starbucks/videos?sort=ddflow=gridview=0

Organizational Environment

Introduction The Jumeirah group (hotel division) owns some of the most prestigious and luxurious hotels and resorts within Dubai and the U.A.E such as the Burj Al Arab, the Jumeirah Beach hotel, the World Trade Center Residence and the Madinat Jumeirah. Prices for rooms range from 1300, 1500 to 4000 dirham’s and above due to the various luxuries and amenities available to hotel guests.Advertising We will write a custom report sample on Organizational Environment specifically for you for only $16.05 $11/page Learn More It must be noted though that as direct result of the 2008 global financial crisis (which has extended till 2012) and the current economic problems that the U.S., Europe and Asia are experiencing right now due to turbulent financial markets this has created an atmosphere of uncertainty which has actually negatively impacted the number of hotel goers that have come into the U.A.E. In fact domestic demand for hotel stays has been waning for the past several years which when combined with the gradual decline in Dubai’s booming construction industry has resulted in various hotel chains, such as the Jumeirah group, finding themselves in a situation where the various luxuries and amenities that they offer actually turns away potential guests due to their uncertainty over spending on luxuries during a time of economic turmoil. PEST Analysis Political Factors An examination of the local economy within Dubai does show a significant degree of government intervention in both the construction industry and industrial development within the area. Not only that, it was noted that changes to labor codes which allowed companies to hire and overwork workers had actually resulted in a significant degree of cost savings for government based infrastructure development. While such factors do not directly impact the operational aspects of the various hotels that belong to the Jumeirah group they are an important detail to take note of. Economic Factors One of the current economic factors that affects guest rates for the Jumeirah group is connected to the current global economic turmoil that has made consumers more hesitant to utilize the services of the Jumeirah group. This prolonged recession has actually resulted in a direct slowdown of infrastructure development within Dubai and has cast doubt over the ability of the region to continue to maintain its current level of distinction which is the primary factor behind foreign guests foregoing to stay within the country.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Social Factors One well known fact within Dubai is that most of the workers within the city are not natives, rather, they come from various countries in order to work within Dubai. While this does potentially present itself as an opportunity for local hotel industries the fact remains that due to its high prices and exclusivity the hotels of the Jumeirah group are often thought of as too expensive for even one night’s stay resulting in more people going to cheaper and lesser known hotels. Technological Factors Through the use of online advertising customers can now be reached and enticed to try out the services of the hotel. This can be accomplished using online ads and viral marketing campaigns, both of which have been proven to be cost effective methods of marketing. Environmental factors There are next to no environmental factors within the local area that would affect the hotel business within Dubai. Temperatures stay at a constant level throughout most of the year and there are no seasons or heavy pollution thus environmental factors are not an issue. Legal Factors When examining the current legal situation in Dubai nothing seems to facilitate any apparent problems with regards to the operational aspects of the hotels of the Jumeirah group. Ansoff Analysis Market Pe netration When examining the Jumeirah Group’s hotel division it can be seen that their projects such as the Burj Al Arab, the World Trade Center Residences and its various resorts has achieved a considerable degree of market penetration due to their popularity and uniqueness. Product Development While the hotel chain has sufficiently developed a great luxury hotel lineup it has insufficient affordable hotels within the Dubai and international market. As seen in various economic reports people have become unwilling to spend on luxury and have begun to concentrate on practicality which makes the Jumeirah Groups current predilection towards high end hotels a liability instead of an asset in this period of economic uncertainty.Advertising We will write a custom report sample on Organizational Environment specifically for you for only $16.05 $11/page Learn More Market Development Overall, the Jumeirah group has been noted as using online advertisement s and international commercials to attempt to gain a greater consumer base. While such attempts have only marginally worked due to the current economic problems the region is facing it has created an overall positive effect for brand recognition in international markets. Diversification In terms of diversifying its operations it can be seen that the Jumeirah group, by establishing various hotels around the world, has in effect diversified its level of performance to encompass a worldwide market and as such can be considered a step in the right direction for the company. SWOT Analysis Strength The strength of the Jumeirah group within the Dubai region is the sheer scale of their projects and the degree of popularity they have with the local populace. This creates a certain degree of â€Å"hype† in order to try the services and experience the luxury that people are talking about. Weakness The hotel chain’s relatively high prices when combined with the current turmoil in economic markets makes most guests shy away from even thinking of using the hotel’s services and is indicative of a major need to reevaluate its pricing scheme. Opportunities Several opportunities exist for the Jumeirah group in the form of expanding their hotel chain to other countries abroad, creating discounted prices to entice customers to try out the hotel as well as utilizing online marketing platforms to attempt to reach a greater consumer base. Threats One of the main threats of the Jumeirah group within Dubai is the presence of several cheaper hotels within the city that are servicing guests that want an affordable means of visiting other countries due to the level of economic uncertainty that is currently affecting financial markets around the world. Discussion Based on a SWOT analysis of the Jumeirah group it can be see that the strength of the Jumeirah group within the Dubai region is the sheer scale of their projects and the degree of popularity they have with th e local populace. This creates a certain degree of â€Å"hype† in order to try the services and experience the luxury that people are talking about (Chacko, Williams, Schaffer, 2012).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Furthermore when compared to the Ansoff analysis of the Jumeirah group’s degree of market penetration it can be seen that their projects such as the Burj Al Arab, the World Trade Center Residences and its various resorts has achieved a considerable degree of market penetration due to their popularity and uniqueness. Both of these factors represent considerable advantages for the Jumeirah in terms of hotel division being able to withstand the current financial crisis through the sheer popularity of its hotels and resorts. On the other hand it must be noted that based on the SWOT analysis the weakness of the hotel chain is in its relatively high prices which when combined with the current turmoil in economic markets makes most guests shy away from even thinking of using the hotel’s services and is indicative of a major need to reevaluate its pricing scheme. Not only that one of the threats the hotel division has comes in the form of the presence of several cheaper hotels within the city that are servicing guests that want an affordable means of visiting other countries due to the level of economic uncertainty that is currently affecting financial markets around the world. It is based on this that this report will examine possible alternatives that the Jumeirah group can pursue in order to weather the current storm of the current financial turmoil that the world finds itself in. Current Consumer Segments being targeted by the Jumeirah group An examination of the market segmentation strategy that the Jumeirah group utilizes reveals that at the present there are two particular consumer groups that it has been targeting, namely: wealthy foreign tourists and wealthy local patrons. What must be understood is that the construction boom that occurred in Dubai over a decade was a direct result of plans to turn it into a financial and tourist center in order to secure its future when the supply of oil within the region begins to decline (Deskins Seevers, 20 11). As such the Jumeirah group capitalized on this vision by implanting a strategy where it constructed hotels and resorts to cater to the predicted influx of wealthy tourists to the region as well as wealthy locals. While such a strategy has worked for the past several years the unprecedented nature of the current financial crisis creates the necessity of a new strategy in order to ensure that the hotel chains of the Jumeirah group continue to survive. Recommended Marketing Mixes Foreign tourists In the case of foreign tourists what must be taken into consideration is the current financial recession that has currently created a distinct economic downturn in the global economy. Tourists are more reluctant to travel and spend money as compared to previous years and as a result fewer people have been booking rooms at the various hotels within the U.A.E. For this particular marketing mix the product in question are the luxury rooms that are available yet both their price and the fact that the current economic system is unstable makes consumers rather reluctant to utilize them. Based on this the simplest solution would be to lower the price of various rooms in order to entice more consumers, both locally and internationally, to use them. While it may be true that the hotel would not be able to earn as much compared to when it would charge full price for its various suites the fact remains that it would still be comparatively better as compared to not having any guests at all. As such in order to entice foreign tourists to come to the hotel one method of doing so would be to advertise internationally using both commercial ads and travel agencies that the prices of the hotel rooms would be slashed for a certain period of time and as such people can avail of the discount. Another factor to take into consideration is what particular place the Jumeirah group should focus on in order to gain more guests. One possible market are the cities of Beijing, Shang-hai and Guan g-zou, the reason for the selection of these particular cities is due to the fact that as a direct result of global outsourcing initiatives China has now become one of the largest manufacturing centers in the world with numerous cities within China holding the distinction of being areas where various Fortune 500 companies have set up their off shored factories. This trend in outsourcing has actually resulted in the creation of a new Chinese upper class, which due to their increased wealth, have now started to spend on a variety of luxurious items, homes and vacations. By advertising the various luxurious amenities available and by appealing to the Chinese sense of vanity it would be more than likely that the Jumeirah hotel group would be able to get more than just a few Chinese guests. As such one method of promoting this would be to use various translated television commercials and Chinese celebrity endorsements in order to entice the newly rich Chinese segment of the population to patronize the hotels of the Jumeirah group in the U.A.E (External Accounts To Withstand Instability, 2011). What must be understood is that this focus on international consumers is actually keeping in line with a PEST analysis of the Jumeirah which examined how local social factors affect the degree of product demand within Dubai. One well known fact within Dubai is that most of the workers within the city are not natives; rather, they come from various countries in order to work within Dubai. While this does potentially present itself as an opportunity for local hotel industries the fact remains that due to its high prices and exclusivity the hotels of the Jumeirah group are often thought of as too expensive for even one night’s stay resulting in more people going to cheaper and lesser known hotels. It is based on this their expansion into greater numbers of foreign clientele is not only a good move but is keeping in line with proper strategies in surviving through a recess ion. Wealthy local patrons In the case of wealthy local patrons, one possible marketing mix would be to create special offers for hotels that would otherwise be outside the price range of the lower tier of the elite within U.A.E. society. For example, hotels such as the Burj Al Arab cost roughly 3,000 to 5,000 dirham’s a day, while such an amount is not necessarily that high the fact remains that with the current financial crisis more people within the area are getting more reluctant to spend money due to economic uncertainties. As such one way of encouraging more guests to try the facilities is to lower the price range to 2,000 dirham’s or less per night and promote going to the hotel in various areas such as Qatar, Oman and other Middle Eastern countries in order to capitalize on some of them being curious as to what it is like in the Burj Al Arab. Possible methods of promotion could include television advertisements specifically targeting the areas stated as well as utilizing various TV promos and limited offerings through various travel agencies as well. Difference between Marketing to Organizations and Marketing to Consumers What must be understood is that hotels don’t always market directly to consumers rather they sometimes use intermediaries such as travel agents, tourist package websites and various organizations that bundle specific tour packages for tourists. The main difference between the two is that when hotels market direct to consumers they absorb most of the cost of marketing with fees related to commercials, celebrity sponsorship agreements, musical events and various extravaganzas in order to entice people to stay at the hotel. This actually creates a significant degree of cost for the hotel with no distinct certainty that they will be able to break even as a direct result of such actions. Not only that the marketing capabilities of hotels are limited to certain areas and cannot encompass all global locations. For exampl e, while the Jumeirah hotel group advertises its amenities to locations such as the U.S., Britain, France and Germany it lacks market penetration in places such as Japan, Australia, Canada, Russia and South America (Evans, 2009). This is not due to a lack of trying but rather a lack of resources to be able to effectively market their hotels to all areas around the world. In cases though where a hotel chain such as the Jumeirah group markets its products and services to organizations such as tourism agencies, tour groups and other tourist organizations it is able to ensure that consumers from all around the world are given the option of going to hotels owned by Jumeirah in the U.A.E. instead of hotels owned by other hotel chains (Hoping for an Obama effect, 2010). While it may be true that travel agencies and tourism organizations don’t directly advertise their services via commercials or ads the fact remains that most people go to such organizations in order to effectively pl an their trips and vacations. By marketing directly to such organizations and giving them a commission based on bookings the Jumeirah hotel group is in effect able to expand its market reach without having to utilize expensive marketing campaigns. This particular strategy is important to take note of due to the fact that with dwindling numbers of guests going to their various hotels it is necessary to find alternative cost effective solutions to reach a wider customer base and as such marketing to organizations provides the necessary means of doing so. Difference between International and Domestic Marketing In order to understand the difference and importance of international and domestic marketing it is important to first take note of the theory of consumer behavior in order to understand what drives consumption of a particular product or service. The theory of consumer behavior revolves around the concept of the perceived value or satisfaction that a consumer derives from the cons umption/ use of a particular commodity. In terms of actually understanding the demand side of market consumption/utilization the theory of consumer behavior uses two distinct methods of measurement, namely Total Utility (TU) and Marginal Utility (MU). Total utility is defined by various experts in the field on consumer behavior as being the equivalent to the total level of satisfaction that a consumer can get from the use/consumption of a particular good or service. In the field of analyzing consumer behavior marginal utility is basically described as an add-on, namely it is the additional form of satisfaction that a consumer /hotel guest can get from the use/consumption of an added portion of a particular good or service. It must be noted though that while total utility increases with the overall level of quality, at some point due to the continuous consumption of a particular product or use of a type of service the overall yield will result in smaller and smaller levels of additio nal utility towards the consumption (Leà ³n-Darder, Villar-Garcà ­a, Pla-Barber, 2011). To illustrate this point one can imagine a person buying a scoop of dark chocolate ice cream at an ice cream store due to the hot weather. While initially the total utility and marginal utility are equal if the person were to go back and kept on buying the same product in order to stay cold the total utility would increase due to the consumption however the marginal utility would decrease over time as a result of the continuous consumption of the same product. This is based on notion that continuous consumption of the same product would eventually cause a person to get tired of consuming it thus the added value continues to decrease over the course of consumption. In the case of domestic marketing the fact remains that most marketing campaigns take into consideration the theory of consumer behavior of diminishing returns as a result of continuous use of a particular service, there are only so many times a person can stay at the same hotel and resort before they get tired of it. As such in the case of domestic marketing what is done is usually limited marketing campaigns targeting particular seasons or days such as holidays, special events etc. however these campaigns don’t run throughout the year since it is inevitable that even if the hotel chain were to significantly increase the level of advertising it does domestically it still doesn’t automatically mean that the consumers who already go to the hotel will frequent the establishment even more. Another factor to consider is the fact that due to the high prices of the hotels of the Jumeirah group the number of local consumers is further limited to a select group. Thus in this particular case international marketing becomes a necessity. In the case of international marketing, while hotel chains don’t have to worry so much about customers getting tired of visiting their hotels the fact remains that in ternational marketing efforts actually have certain problems as well. There are considerably increased costs, the fact that it is harder to properly target the right consumer segments and the fact remains that marketing to different cultures also brings a certain degree of problems in relation to proper cultural compatibility with the services the hotel offers (Lafferty van Fossen, 2005). Examining Current Strategies of the Jumeirah Group (hotel division) in sustaining a competitive advantage One of the inherent problems in running a hotel business is that no matter how good or luxurious a hotel is the fact remains that consumers are not isolated to coming to that particular area. While Dubai is considered to be one of the most well planned cities in the world with extensive infrastructure development it is still just one city in a world where there are quite literally hundreds of metropolitan centers in countries such as the U.S., Germany and China. Businesses are not isolated in one particular area, they scattered throughout the globe with various consumers utilizing hotels as a home away from home. This statement is based on a PEST analysis regarding economic factors which contribute/ hinder people staying at the hotel. It specifically indicates that based on the economic factors of the PEST analysis one of the current economic factors that affects guest rates for the Jumeirah group is connected to the current global economic turmoil that has made consumers more hesitant to utilize the services of the Jumeirah group. This prolonged recession has actually resulted in a direct slowdown of infrastructure development within Dubai and has cast doubt over the ability of the region to continue to maintain its current level of distinction which is the primary factor behind foreign guests foregoing to stay within the country. Taking this into consideration it can be seen that one of the main limitations of the Jumeirah group in Dubai is the fact that due to the nat ure of the hotel business the product, namely the hotel, cannot go to the consumer rather the business has to wait for the consumer to come to it. Based on an Ansoff analysis regarding product diversification and market development it can be seen that overall the Jumeirah group has been noted as using online advertisements and international commercials to attempt to gain a greater consumer base (Middle Eastern hotel trade shows resilience to downturn, 2011). Unfortunately such actions have not been as successful with such attempts have only marginally worked due to the current economic problems the region is facing. It is due to this that in terms of Ansoff product diversification one way in which the Jumeirah group has mitigated this problem is to expand beyond its current customer base within the Middle East into countries such as Germany, China and the U.S. With hotels located in such areas the Jumeirah group is able to sustain a certain degree of competitive advantage as it is a ble to access consumer groups it was not able to before and as such is also able to raise brand awareness by a certain degree (Sidron, 2001). Based on a SWOT analysis of possible opportunities that the Jumeirah group can pursue their subsequent expansion into foreign markets in this particular manner is indicative of a positive utilization of existing opportunities which should help the company survive the current recession. Arrangement of Distribution Currently, the Jumeirah distributes its services across a wide array of different types of hotels, resorts and price schemes. Each hotel and resort, while luxurious, provides differing price schemes and packages that are prearranged to suit a variety of different budgets. This makes it easier for consumers to pick particular packages in what they believe would be more affordable to them. Prices, market conditions and organization objectives After the global financial recession occurred in 2008 hotel guest rates have been abysmally low within the past 4 years with fewer people willing to travel or stay at a hotel due to financial uncertainty (Smeral, 2009). Taking this into consideration the Jumeirah group has actually implemented special discounts available through their online websites where consumers can get up to 20% off for staying at particular hotels and resorts. While hotel rates still range between 1000 to 5000 dirhams and above the fact remains that the discounted hotel rates have actually encouraged an influx of consumers looking to take advantage of the decrease in prices. Based on an examination utilizing Ansoff which examined the degree of product development within the Jumeirah group hotel division is the fact that while the hotel chain has sufficiently developed a great luxury hotel lineup it has insufficient affordable hotels within the Dubai and international market. As seen in various economic reports people have become unwilling to spend on luxury and have begun to concentrate on practicality which makes the Jumeirah Groups current predilection towards high end hotels a liability instead of an asset in this period of economic uncertainty. Another interesting aspect to take note of is the fact that while prices at the various hotels of the Jumeirah group have gone slightly lower they are still considered rather high when compared to hotels of a lesser caliber. The reason behind this is rather simple, the Jumeirah group prides itself in providing luxury services for its clientele, that is its main objective and as such it is a necessity to charge commensurate prices in order to provide such services. While such a scheme has worked in the past it has run into major problems in the present due to the current level of economic turmoil in international markets hence the fact the Jumeirah group attempted to continue providing luxury services while encouraging guests to come by slightly lowering prices. It is based on the Ansoff analysis of the current product development scheme currently being utilized by the hotel that it can be seen that the focus of the Jumeirah group on luxury has come back to hurt them in an era where people are searching for practicality and a such is indicative of the need to change the hotel chain’s current approach towards getting customers. Reference List Chacko, H. E., Williams, K., Schaffer, J. (2012). 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