Health and Spa Tourism Essay Example | Topics and Well Written Essays - 1750 words

Health and Spa Tourism - Essay Example As the study outlines in recent times, there has been great mushrooming of these travel agencies and the tourism industry has flourished at an unprecedented rate. With the competition becoming tougher everyday, it has become important that new strategies and plans incorporating exotic and special themes be introduced. Innovative ideas in attractive packages are being prepared for a select target thus opening a whole new vista of tourism. The exclusivity of the package has special appeal which has popularized the concept of special interest tourism (SIT). This type of tourism goes beyond the usual definition of the word and fulfils the extra demand that the body or the mind or sometimes, both, require. Tourism that caters for a specific target group with focus on one special activity has become very popular among the elite class. This discussion declares that holidays have always held a special charm for the young and the old alike. Krippendorf says ‘travel is: recuperation and regeneration, restoring body and soul’. Vacations to different places have not only provided a way to rejuvenate the mind and the body after the humdrum monotony of the routine life but they have also been a great source of information and knowledge about people and places. Though the pattern of holidays and vacations, has changed over the years, the basic aim of relaxing has remained the most important feature.

Research Paper english 101 Essay Example | Topics and Well Written Essays - 1750 words

Research Paper english 101 - Essay Example To form a union, employees must first discuss the issues that are affecting them privately and in the process lobby for support from the employees. During the private sessions the steps and plan of union creation are developing. The evaluation of the necessary requirements for the union is also addressed in the private meeting in order to sensitize the workers on the possibility of success as well as the challenges that may be met during the whole process. Such analysis will help motivate the employees to join the union being developed. During the private meeting research is conducted on the available unions and there area of operation or coverage. Legal implication and financial implication of the new union must be addressed in order to develop the understanding of the new situation. After research and evaluation of the legal implications of the union, worker can establish an appropriate bargaining unit (ABU). The ABU will facilitate indication of interest. A union can be formed onl y if at least 30% of those interested to submit official documents such as authorization card to show willingness to join the organization (Bradburn 67). The role of this step is to develop necessary support for the legislation process. After the establishment of the Appropriate Bargaining Unit, the committee must be able to obtain certification from the National Labor Relation Board. The certification can only be issued after meeting the necessary requirements for the union to be formed. The certification process ensures that the former union is legal and can protect and address issues of workers’ rights. After the approval from the national legislation, the union must conduct elections to fill the offices and help in defining the role of the leaders. The appointment of the chairman or union organizer will help when negotiations between management and the union is carried out. The chairman of the union organizer will be the representative of the union during the negotiation process thus facilitates the development of harmony between the union and company management. Research questions The following are the research question for the research Are unions important? Do the unions have a future in the changing human resource market? Literature review Unions have been able to help in the fight for workers right over the years with utmost success. The fight for workers’ rights has been remarkably successful because of the involvement of unions and trade unions that facilitate negotiations and give rise to the power of employees. The employee’s ability to succeed in the demands was made possible by the actions of the trade unions. Over the years, these unions have been able to champion for the rights of employees by lobbying for improvement of the work ethics or change in the working conditions of the people. The success of unions in protecting the will of employees Some countries still have powerful trade unions due to the inability of the gover nment to effect the employment and safety laws developed. However, some countries have a better legal system which in turn eliminates the work of unions. America has the best legal framework that covers all the needs of the workers while ensuring that the employer cannot exploit the worker through the creation of a structured legal system. The ability to handle whole issues in employment makes the Unions irrelevant. The current setup ensures that the workers’ rights are protected by the government because laws have been developed that cover all

Obesity in Childhood

Obesity in Childhood PREVENTION OF OBESITY IN CHILDHOOD Introduction In this assignment I will endeavour to tackle the prevention of obesity in childhood as an aspect of health promotion. The rationale of choosing this topic is that obesity and overweight increase the risk of contracting world killer diseases such as heart disease, cancer and diabetes .The prevalence of obesity in United Kingdom and other countries and the cost to National Health Service and economy will be looked into. An analysis of the behavioural change model and how it relates to health promotion initiatives will be discussed. The role of a nurse and other professionals with regards to heath education and health promotion will be highlighted. What is health The World Health Organisation (WHO 1986)defines health as a state of complete physical ,mental and social well being and not just the absence of disease and infirmity. Forster (2002) confirms that health is generally seen in terms of people being ill or well but indicates that this is a simplistic view, as being well or ill are not entirely separate notions but in fact overlap to some degree. Forster(2002) while concurring with the definition of health as provided by the WHO (1986) adds that this definition provides a positive view of health and suggest that health fluctuates over time along a continuum, good and poor health appearing at opposite poles of the continuum. Ewles and Simnett(2003) also suggest that health is determined by many factors such as Physical health, body function, Societal health living accomodation ,employment status , Spiritual health, religious beliefs and moral values or behaviours, Social health being able to sustain relationships and make friends, Emotional health the ability to cope with depression, stress and anxiety. Therefore an individuals health position along this continuum is variable but no distinct demarcation line between health and ill health exists. With regards to the definition given it is argued that health professionals interventions should focus on helping the clients ,individuals, families and communities to gain health related knowledge, attitudes and practice associated towards achieving certain behaviours. Obesity and associated problems.Obesity is a condition of excess body fat associated with increased risks such as diabetes, cardiovascular and other common diseases (Beebe 2008) and (Campbell and Haslam 2005). Like smoking eating is a complex combination of behaviour driven by social and psychological factors as well as biological compulsion (Croghan and Johnson 2005).They went on to say that people eat fast food because it is socially accepted. For example some fast foods have high fat and high sugar content and people tend to overeat them because they are the most palatable and provide pleasure. The prevention and management of obesity has been a national governmental policy for a number of years according to the Chief Medical Officer,s Annual Report 2002,(DoH 2003).Obesity has been highlighted as a health time bomb and seen as a challenge for the government as a whole (DoH 2003).The World Health Organisation,(WHO 1998) has described obesity as a global epidemic as evidenced by the growing trends in most developed countries. Obesity in childhood carries health risks in both short and long term. Marshall et al (2003) agreed with Bond et al (2004) that obesity has been recognized as a major health problem as it is linked to number of diseases such as hypertension, cardiovascular diseases and diabetes .Obesity is known as a major risk factor in the development of many diseases such as arthritis of weight –bearing joints, gastro esophageal reflux, sleep apnea and certain types of cancer,(Bond et al 2004).Therefore obesity can influence physical, intellectual ,emotional and social development influencing childhood .It is for the above reason that long term eating and exercise habits need to be promoted in health and stop obesity in childhood years. Primary care should play a leading role in obesity management and prevention. The above statement is supported by the document Choosing Health ;Making Healthier Choices Easier (DoH 2004) which identified primary care as crucial to the provision of services f or overweight and obese clients. Obesity is associated with many illnesses and is directly related to increased mortality and lower life expectancy. Tackling obesity is a government wide priority .Obesity was one the key areas highlighted in the governments white paper that needed reform and the plan to meet this target was that each primary trust should have a specialist obesity service with the clients have able to access to a dietician and able to receive advice and support on changing behaviour (DoH 2004) Possible causes of Obesity .A study by Mulvihill and Quigley (2003) has revealed that age, education, social class and prosperity have an important influence on the risk of becoming obese. Muller et al (1999) suggest that unhealthy eating habits are associated with overweight in children, they went on to say that overweight is linked with coming from a low socio-economic background, suggesting that these families should be a primary target for awareness and prevention campaigns. The figures released by the National Child Measurement programme are deeply disturbing.   The fact that 22.9% of children in year one in primary school are overweight or obese surely indicates that measuring the BMI of children should begin much earlier (National Obesity Forum 2008). How childhood obesity in England compares with other countries and the implications to the NHS and ecomony The 2002 review of the white paper (Health of the nation) target for obesity was just 6 per cent for 1992. A continuing rising trend in obesity to 2010 is predicted, when one-fifth of boys and more than one-fifth of girls will be obese,(King Fund 2007) . More recently the Munich Declaration(WHO 2000) recognized that actions need to be increased to enhance the roles of nurses and midwives in public health, health promotion and community participation. Irvine (2005) reported that in United Kingdom there has been corresponding growth in emphasis on health promotion in primary care. For example the liberating the talents policy document for England (DoH 2002) identifies the involvement of nurses in public health, health protection and health promotion as one of three core functions for nurses. In the United States the problem of obesity and overweight is a growing concern and the prevalence has nearly tripled during the past decade. The economic cost is approximately 117billion dollars annually taking into account hospitalization and the lost workdays,(Sitzman 2003)In Australlia the child obesity has increased dramatically and the contributing factors include the availability of affordable energy –dense food supply and sweetened beverages that are marketed aggressively. The studies by (Kaplan and Wadden 1986) cited (Joanna Briggs Institute 2008) has shown that obesity also causes adverse psychosocial problem such as bullying, discrimination and in older children and adolescent and low self esteem. The reduction of physical activities such as walking or cycling to school and an increase in computer and electronic games has compounded the problem (Joanna Briggs Institute 2008).Simillarly a study by Jebb(2005)has revealed that obesity and overweight continues to be a serious public health problem as it is rooted in three main areas such as excess food ,absences of controlling food behaviour and lack of physi cal activity. However the studies by ( Dietz and Robinson 2005,Kirk et al 2005 and Reilly 2006) cited by (Joanna Briggs Institute 2008) has evidence that indicates that a combination of dietary intervention, behavioural therapy and exercise will have significant impact on weight reduction in overweight and obesity children. In England the rates of obesity have increased dramatically over the last decade and if no action is not taken one in five children aged will be obese by 2010 (DoH 2003)The prevalence of obesity and overweight has a substantial human cost and serious financial consequences for the National Health Service (NHS) and the economy .In 1998 over 18 million days of sickness were attributed to obesity and the total cost of obesity was 2.6 billon (National Audit Office 2001). In order to tackle the growing problem of obesity, the then Public Minister of Health Tessa Jowell set in motion a wide ranging plan of action (DoH 1999) cited by White and Pettifer (2007) which included the follow ing; Healthy school programme, living centres to be established , safe and sound challenge, to increase activity levels in children and to increase information for public ,so that they can make informed choices. The Choosing Health White Paper (DoH 2004) demonstrated this shift towards this awareness with two of the overarching principles of the policy being reducing obesity and improving diet, nutrition and increasing exercise. Role of a nurse in health promotion Health promotion is at the forefront of healthcare and the teaching role of the nurse is more important than ever (Rush et al 2005). Whitehead(2004) agreed that nurses impart healthcare related information that influences values, beliefs attitudes and motivations. It is for this reason that nurses in primary care play a pivotal role in the management of obesity. Encouraging people to change their attitude towards a health issue is an important part of any health education programme (Clark 1999). Health promotion is a process by which the ecologically-driven socio-political- economic determinants of health are addressed as they impact on individuals and the communities within which they interact (Whitehead 2004).In agreement with Whitehead (2004) , Tones and Tilford (2001) viewed health promotion as political advocacy which is aimed at representing the underprivileged sections of society by helping them to redress the imbalances in power. The WHO( 1986) also viewed health promotion as a mechanism to enhance health and to prevent ill health in order to maintain and impose better lifestyles. Health education is an activity that seeks to inform the individual on the nature and causes of health/illness and that individuals personal level of risk associated with their lifestyle related behaviour (Whitehead 2004).He further states that health education seeks to motivate an individual to accept a process of behavioural-change through directly influencing their value, belief and attitude systems . However, Quinn (2001) argues that although health education is vital for health promotion ,the nurse must acknowledge that having the knowledge does not guarantee that people will implement healthy choices and a change in behaviour. To reduce obesity nurses can engage with young people for instance routinely measuring children s height and weight in order to obtain their body mass index (BMI),to establish the level of obesity. BMI is an accepted measure of obesity and is calculated as ratio of weight to weight, using the formula :BMI =weight in kilograms/height in square meters (Hump hrey Beebe 2008).The National Institute for Health and Excellence (NICE 2006) and The Centers for Disease Control and Prevention’s ( CDC 2006) guidelines define those with a BMI between 25 and 29.9 as overweight and those with 30 and over to be obese. There are several approaches that health care professional can implement to tackle obesity in childhood. For example the interventions and strategies can be targeted at the whole population ,individuals who are at risk , children and people with mental health problems. The House of Commons Health Committee’s recommendation (2004) that all children should have their BMI measured annually at school and that the results should be sent home to their parents or carers with appropriate advice. If fully implemented it would amount to full scale population level health screening programme that is cost effective. Health promotion is a vast subject with a variety of theories, models and approaches. Piper (2005) identified, the three models in health promotion frameworks that a nurse or midwife as behaviour change agent, the midwife or a nurse as empowerment facilitator ,nurse as strategic practitioner. Nurses as facilitators of self –help and promoters of positive health , are key to initiating change in this area (Croghan 2005).The nurses are ideally placed to adopt a public health role and can identify health needs as they are in regular and close contact with individual, families , communities and other health and social bodies (Jack and Holt 2008). The above models involve the midwives or nurses working with individual and the focus is on intervention. According to Ewles and Simnett (2003) there are fives approaches to health promotion namely the medical , behaviour change , educational , client centred and societal change. The model by Ewles and Simnett (2003) identify the needs and priorities by setting the aims objectives and decide on the best way of achieving the aims by identify the resources ,plan and evaluate the methods ,set an action plan. In tackling obesity in children the medical approach would include the monitoring of the BMI. The medical approach is a reactive and opportunistic process and is adopted where the client has an existing condition or illness (Whitehead 2004) and (Ewles and Simnett 2003).The medical approach promotes medical interventions from professionals to prevent or reduce ill health and this requires the individuals to comply with preventative medical procedures. The educational approach provides individuals with knowledge and information thereby enabling them to make informed decisions and choices about their lifestyles. For example the educational approach would include teaching the children about the importance of nutrition and exercise. The behavioural change approach is targeted at the individuals ability to change their attitude and behaviour in order to adopt a healthier lifestyle. However the behaviour change theory suggests that change will not occur until the individual is ready (Kopelman and Dietz 2005).The client-centred approach takes on the idea that people should act on their own problems. It helps client to identify what they want to know and act on them. The approach aims to empower the client. The societal approach aims to effect changes on the physical ,social , and economic environment to make it more conducive to good health (Ewles and Simnett 2003).Whitehead (2004) states that health education is an activity that seeks to inform the individual on the nature and causes of health or illness and that the individuals personal level of risk associated with their lifestyle related behaviour. The approach and aim of health promotion is to focus on changing the behaviour towards a healthier lifestyle. The stages of changes in health promotion developed by Prochaska and Di Clemente (1983)cited by Croghan (2005) are Precontemplation, contemplation, prepara tion, action , maintenance and relapse. This model shows the process through which people travel to change addictive behaviour.. During the precontemplation stage the individuals are not thinking about making any change in their lifestyle. Not all clients are a stage in their life where they want to make a lifestyle behaviour change (Croghan 2005).The clients may not be aware that there is a problem and could be resistant to making changes. Contemplation is a point where the individual may be aware that there is a problem and at this stage they are weighing up the costs and benefits of change. Simillarly the Cognitive dissonance theory Festinger (1957) cited by Clark (1999) is a state of tension that occurs when an individuals beliefs are at odds with their behaviours .The cognitive dissonance is viewed as a motivational state as it enables the individual to bring the behaviour in line with beliefs such as binge eating and may change attitude towards it (Clark 1999).Croghan and Johnson (2005) agreed with the above that the support package should begin with an assessment of client s readiness and motivation to change. Preparation is where the client becomes aware that the perceived benefits of change outweigh the costs, change is possible and small behavioural changes may occur. The Knowledge Attitude-Behaviour Model (KAB) proposes that as people acquire knowledge in nutrition and health areas, their attitudes change. Changes in attitude will then lead to changes in behaviours (Contento 2007). The next stage is where the individual takes action to change their behaviour and will lead to the maintenance stage where the new habits become established and the individual sustains the change in behaviour and moves on to a healthier lifestyle. The NICE guidlines (2006) came up with a Obesity Intervention Pyramid aimed at tackling obesity for all children. It starts by adopting a whole school approach by addressing the levels of overweight and obesity in school children. If children are encouraged to become healthier eaters the interventions are more likely to succeed if it is applied as a whole and monitored daily. This done by ensuring that the schools promote a culture where staff, pupils and parents or carers are encouraged to help each other to adopt a healthier lifestyle. The schools are advised to emphasise the importance of a balanced diet .A pictorial form of the balanced diet identifies those foods and drinks that should be consumed regularly and those that are high in sugar, fat and salt that should be limited. Physical activity in schools should be encouraged such as participate in sport and physical education(PE). Walking ,cycling, scooting and walk initiatives should be encouraged. This will reduce traffic outside the school thereby promoting healthy lifestyles. Avoid the blame culture that stigmatises those who are obese and overweight. Always stress the positive such as be healthy, get active, feel better and enjoy being active. The Health Schools Programme approach involves parents and carers since they are the main influence on their children lifestyle .Parents and carers are important role models for children and can help them to stay healthy (NICE 2006).The school based activity should involve General Practioners (GP),Paediatricians ,School nurses, Dietacian and other health professionals. The behavioural programme uses the behaviour change techniques such as self-monitoring ,goal setting, positive enforcement, stimulus control and relapse prevention. BENEFITS AND BARRIERS AND WHAT HAS CHANGED .The benefits of engaging the children are improved health, concentration and behaviour. Nurses must identify potential barriers to participation in health promotion and intervene to reduce those barriers such as (Padula et al 2006) Conclusion Obesity is a problem that plagues millions of people, and can be considered an epidemic. Social changes and the increase in fast food corporations are leading to an escalation in obesity. Diet companies are profiting from the unhealthy habits of individuals and creating a false sense of relief. The rise in obesity is a social inclination, and needs to be seen as more of a health issue, and not as a counter-culture way of life. With a decrease in obesity, our country will become more active, and current obese people will have a new found sense of heightened self-esteem

Comparing Gilgamesh and King Arthur :: comparison compare contrast essays

Gilgamesh and King Arthur The Epic of Gilgamesh has many similarities to The Legend of King Arthur. Although Gilgamesh and King Arthur have comparison they also have differences. The main difference is that one is an Epic and the other is a Legend. To compare and contrast The Epic of Gilgamesh and The Legend of King Arthor, one must first know what the words, "Epic" and "Legend" mean. Primarily, "epic" is a long narrative poem about the deeds of a semi-god, also known as a superhuman hero who's actions are depended on as the fate of a nation, tribe or a human race. This usually consists of an adventure filled plot and is concerned with timeless human problems such as honour, jealousy, war and hatred. These contain gods and goddesses and the setting is fixed in a far distant place at a time long past. Epics are based on legends and myths. Secondly, "legend" consists of a protagonist (superman) who manages to solve some problems that a group of people have encountered. This too consists of an adventure filled plot. In knowing the words, epic and legend there is now a better comprehension of these wondrous stories. The Legend of King Arthur is in comparison to The Epic of Gilgamesh because Arthur's closest companion was Merlin, and Gilgamesh's closest companion was Enkidu and neither Gilgamesh nor Arthur forgot their friends. Enkidu only came in contact with Gilgamesh after becoming a man. Enkidu released the animals from the hunter's traps when they ere caught, so to make him a man the prostitute slept with him so that the animals would be ashamed of him and reject him. King Arthur became aware of Merlin when he was a young man. When Arthur was born Merlin placed him in the care of Sir Ector, throughout his boyhood Arthur learned the ways of chivalry, knighthood and how to become a gentleman. At the tournament one day Arthur pulled Excalibur from the stone and this is what brought upon Arthur meeting Merlin once again. In The Legend of King Arthur, Merlin exclaimed, "it is the doom of men if they forget." Gilgamesh along with Enkidu together fought and killed Humbaba, protector of t he Cedar forest, and the Bull of Heaven, sent as punishment to Gilgamesh for killing Humbaba. King Arthur nor Gilgamesh forgot their faithful friends.

Brand Loyalty

Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as â€Å"the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. (Business Dictionary, 2012) An expression of brand loyalty from consumers can help companies to experience significant growth not only through repeat purchases, but also word-of-mouth: brand-loyal consumers who talk among their peers about their purchasing behaviour may talk positively about the brand they like, which allows these consumers to try these recommended brands – which they might not have tried otherwise – thus expanding a business’ market and increasing its profits.Since brand loyalty can play a significant role in a business’ performance, it is important that ma rketers understand the different factors that lead to consumers showing brand loyalty. One of the main contributing factors to brand loyalty is satisfaction. According to Ha, Janda and Park’s (2009), satisfaction can be achieved through a â€Å"rich employee-related customer orientation†. In addition, the perceived quality of the product on offer was found to have a positive effect on South Korean consumers’ satisfaction and brand loyalty.The need for a high level of customer orientation is further discussed and confirmed by Lee, Knight and Kim (2008), who commented that a consumer-oriented approach was crucial in market strategies to appeal to Korean consumers. In addition, the authors gave the example of Wal-Mart’s entry into the Korean market to demonstrate the need for foreign companies to adapt their strategies in order to successfully appeal and cater to Korean consumers. Yoon and Kim (2000) provide two more contributing factors to building brand lo yalty among consumers.Going on the fact that repurchasing is a part of the definition of brand loyalty, the authors suggest that a firm needs to either improve the overall impression that its firm or brand gives its consumers; otherwise, the firm must provide an incentive for repurchasing (e. g. coupons or special offers and discounts) – both of these factors, when implemented together, will provide the best chances of increasing consumers’ loyalty towards the firm or brand.The authors go on to discuss one of the important findings of their research which shows why consumers choose not to be loyal to a brand and thus switch to another. They argue that firms need to minimise or remove the factors they found that lead to what is described as â€Å"negative expectation disconfirmation†, which are listed here: avoid raising consumers’ expectations beyond the level at which the firm can consistently deliver; focus on what the customer wants and expects rather than the firm’s production constraints; respect price sensitivity, as some people feel their loyalty is exploited as prices increase.If a firm were to implement these changes in order to seek an attitude of customer orientation and improve their corporate image, how would they go about it? One of the ways this is being done nowadays more than ever is through the use of social media. Kabani (2012), CEO of The Marketing Zen Group, posted an article with the following tips for making loyal customers through the creation of social media content: interact; be helpful; make your fans the stars; offer perks; be transparent.Taking the example of the whiskey brand, Johnnie Walker, it can be seen how these tips work for an established brand to retain customers and make them loyal to the brand. Johnnie Walker, a brand which boasts international success based on a long history of creating quality whiskey blends (John Walker & Sons, 2012), has set up Johnnie Walker Facebook pages for all the major markets it caters to. Looking at the Johnnie Walker Singapore Facebook page, it can be seen that all the tips recommended by Kabani are implemented in some way.The page administrators create posts every one or two days for people who have â€Å"liked† the page to look at, share with friends and comment on. These posts are not just about Johnnie Walker whiskey products, but also sporting events (Johnnie Walker is a sponsor of the McLaren-Mercedes team in the Formula 1) and interesting facts relating to distinguished people or events. Helpful posts, such as exclusive recipes for preparing seasonal cocktails with Johnnie Walker products, are shared on this page.Johnnie Walker makes its fans the stars through competitions to win a place at the Circuit Lounge, which is the party held during the Singapore Formula 1 Grand Prix, where Johnnie Walker selects people from its list of people who have â€Å"liked† the page, to receive guest passes for the exclusive party. The names of the winners are then posted on the page. At other times, content shared by fans will be shared and re-posted by the page administrators. Besides the exclusive party invitations, Johnnie Walker posts sneak previews of new limited edition product releases or information on upcoming events related to the brand.Finally, whenever fans have questions about products or events and are awaiting responses, the page administrators promptly reply to inform them of the situation (e. g. why a letter has yet to be received). This method of interacting with consumers can be deemed successful for building brand loyalty as so many fans have posted comments about how much they love the brand and enjoy it for the special occasions in their lives (Johnnie Walker Singapore, 2012). Recommendations for Marketing ManagersIn relation to brand loyalty, a firm wishing to enter the South Korean market must keep in mind the necessity of creating a brand image that is consistent with how they wish t o be perceived, the level of service the firm can deliver consistently, and being truly customer-oriented. When South Korean consumers are satisfied with a product provided through customer-oriented service, then these consumers are more likely to show loyalty towards a brand, leading to repeat purchases, which benefits firms through increased market share and profits.Establishing brand loyalty among consumers is feasible through the creation of interesting, informative, helpful and customer-oriented social media content. A successful portrayal of the brand’s values through frequent interaction with consumers is essential to getting consumers not only to learn more about the brand, but sharing this knowledge with their peers, which leads to increased and repeated purchases. This also contributes to an increase in a firm’s market share and profits.The important thing to recognise is that building brand loyalty gives firms a competitive advantage: brand image is somethin g that is unique to each firm, and as such, it can prove to make the difference when a consumer needs to make a purchasing decision between two brands of a similar product. When the brand image of the firm entering the South Korean market shows a strong sense of customer-orientation and consistent delivery of expectations, its chances of succeeding in the market will be higher than those firms who fail to recognise how important customer-orientation is to South Korean consumers.Bibliography Business Dictionary, 2012. What is brand loyalty? Business Dictionary, published 2012, < http://www. businessdictionary. com/definition/brand-loyalty. html> Ha, H. Y. , Janda, S. , Park, S. K. , 2009. Role of satisfaction in an integrative model of brand loyalty: Evidence from China and South Korea, International Marketing Review, Vol. 26, no. 2, pp. 198-220 John Walker & Sons, 2012. Our Labels. Johnnie Walker, published 2012, Johnnie Walker Singapore, 2012. Johnnie Walker Singapore, Facebook, up dated 11 October 2012,Kabani, S. , 2012. How to build brand loyalty through social media, The Business Journals, published 24 August 2012, Lee, M. Y. , Knight, D. , Kim, Y. K. , 2008. Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan, Journal of Product & Brand Management, Vol. 17, no. 3, pp. 163-174 Yoon, S. J. , Kim, J. H. , 2000. An empirical validation of a loyalty model based on expectation disconfirmation, Journal of Consumer Marketing, Vol. 17, no. 2, pp. 120-136 Brand Loyalty Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as â€Å"the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. (Business Dictionary, 2012) An expression of brand loyalty from consumers can help companies to experience significant growth not only through repeat purchases, but also word-of-mouth: brand-loyal consumers who talk among their peers about their purchasing behaviour may talk positively about the brand they like, which allows these consumers to try these recommended brands – which they might not have tried otherwise – thus expanding a business’ market and increasing its profits.Since brand loyalty can play a significant role in a business’ performance, it is important that ma rketers understand the different factors that lead to consumers showing brand loyalty. One of the main contributing factors to brand loyalty is satisfaction. According to Ha, Janda and Park’s (2009), satisfaction can be achieved through a â€Å"rich employee-related customer orientation†. In addition, the perceived quality of the product on offer was found to have a positive effect on South Korean consumers’ satisfaction and brand loyalty.The need for a high level of customer orientation is further discussed and confirmed by Lee, Knight and Kim (2008), who commented that a consumer-oriented approach was crucial in market strategies to appeal to Korean consumers. In addition, the authors gave the example of Wal-Mart’s entry into the Korean market to demonstrate the need for foreign companies to adapt their strategies in order to successfully appeal and cater to Korean consumers. Yoon and Kim (2000) provide two more contributing factors to building brand lo yalty among consumers.Going on the fact that repurchasing is a part of the definition of brand loyalty, the authors suggest that a firm needs to either improve the overall impression that its firm or brand gives its consumers; otherwise, the firm must provide an incentive for repurchasing (e. g. coupons or special offers and discounts) – both of these factors, when implemented together, will provide the best chances of increasing consumers’ loyalty towards the firm or brand.The authors go on to discuss one of the important findings of their research which shows why consumers choose not to be loyal to a brand and thus switch to another. They argue that firms need to minimise or remove the factors they found that lead to what is described as â€Å"negative expectation disconfirmation†, which are listed here: avoid raising consumers’ expectations beyond the level at which the firm can consistently deliver; focus on what the customer wants and expects rather than the firm’s production constraints; respect price sensitivity, as some people feel their loyalty is exploited as prices increase.If a firm were to implement these changes in order to seek an attitude of customer orientation and improve their corporate image, how would they go about it? One of the ways this is being done nowadays more than ever is through the use of social media. Kabani (2012), CEO of The Marketing Zen Group, posted an article with the following tips for making loyal customers through the creation of social media content: interact; be helpful; make your fans the stars; offer perks; be transparent.Taking the example of the whiskey brand, Johnnie Walker, it can be seen how these tips work for an established brand to retain customers and make them loyal to the brand. Johnnie Walker, a brand which boasts international success based on a long history of creating quality whiskey blends (John Walker & Sons, 2012), has set up Johnnie Walker Facebook pages for all the major markets it caters to. Looking at the Johnnie Walker Singapore Facebook page, it can be seen that all the tips recommended by Kabani are implemented in some way.The page administrators create posts every one or two days for people who have â€Å"liked† the page to look at, share with friends and comment on. These posts are not just about Johnnie Walker whiskey products, but also sporting events (Johnnie Walker is a sponsor of the McLaren-Mercedes team in the Formula 1) and interesting facts relating to distinguished people or events. Helpful posts, such as exclusive recipes for preparing seasonal cocktails with Johnnie Walker products, are shared on this page.Johnnie Walker makes its fans the stars through competitions to win a place at the Circuit Lounge, which is the party held during the Singapore Formula 1 Grand Prix, where Johnnie Walker selects people from its list of people who have â€Å"liked† the page, to receive guest passes for the exclusive party. The names of the winners are then posted on the page. At other times, content shared by fans will be shared and re-posted by the page administrators. Besides the exclusive party invitations, Johnnie Walker posts sneak previews of new limited edition product releases or information on upcoming events related to the brand.Finally, whenever fans have questions about products or events and are awaiting responses, the page administrators promptly reply to inform them of the situation (e. g. why a letter has yet to be received). This method of interacting with consumers can be deemed successful for building brand loyalty as so many fans have posted comments about how much they love the brand and enjoy it for the special occasions in their lives (Johnnie Walker Singapore, 2012). Recommendations for Marketing ManagersIn relation to brand loyalty, a firm wishing to enter the South Korean market must keep in mind the necessity of creating a brand image that is consistent with how they wish t o be perceived, the level of service the firm can deliver consistently, and being truly customer-oriented. When South Korean consumers are satisfied with a product provided through customer-oriented service, then these consumers are more likely to show loyalty towards a brand, leading to repeat purchases, which benefits firms through increased market share and profits.Establishing brand loyalty among consumers is feasible through the creation of interesting, informative, helpful and customer-oriented social media content. A successful portrayal of the brand’s values through frequent interaction with consumers is essential to getting consumers not only to learn more about the brand, but sharing this knowledge with their peers, which leads to increased and repeated purchases. This also contributes to an increase in a firm’s market share and profits.The important thing to recognise is that building brand loyalty gives firms a competitive advantage: brand image is somethin g that is unique to each firm, and as such, it can prove to make the difference when a consumer needs to make a purchasing decision between two brands of a similar product. When the brand image of the firm entering the South Korean market shows a strong sense of customer-orientation and consistent delivery of expectations, its chances of succeeding in the market will be higher than those firms who fail to recognise how important customer-orientation is to South Korean consumers.Bibliography Business Dictionary, 2012. What is brand loyalty? Business Dictionary, published 2012, < http://www. businessdictionary. com/definition/brand-loyalty. html> Ha, H. Y. , Janda, S. , Park, S. K. , 2009. Role of satisfaction in an integrative model of brand loyalty: Evidence from China and South Korea, International Marketing Review, Vol. 26, no. 2, pp. 198-220 John Walker & Sons, 2012. Our Labels. Johnnie Walker, published 2012, Johnnie Walker Singapore, 2012. Johnnie Walker Singapore, Facebook, up dated 11 October 2012,Kabani, S. , 2012. How to build brand loyalty through social media, The Business Journals, published 24 August 2012, Lee, M. Y. , Knight, D. , Kim, Y. K. , 2008. Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan, Journal of Product & Brand Management, Vol. 17, no. 3, pp. 163-174 Yoon, S. J. , Kim, J. H. , 2000. An empirical validation of a loyalty model based on expectation disconfirmation, Journal of Consumer Marketing, Vol. 17, no. 2, pp. 120-136

Food Truck

Jennifer Collins Ent 1000 3-20-2013 Industry Paper Food Truck vs. Organic Trucks The street food trend has been a growing industry nationwide. According to American City Business Journal of Orlando, Fl. , â€Å"more than 3,000 street vendors made $1. 3 billion in revenue in 2010, a 12. 7% jump from the revenue from the prior year. The average startup cost of a food truck is only about $5,000-50,000 and the yearly profit potential can be anywhere from $100-250,000 per year. The list of costs for startup include fuel, maintenance, business permits, equipment, supplies, insurance, marketing and is still minimal in contrast to the fees required for a stand-alone cafe spot in a busy business area. This is good news. Organic food trucks have almost no competitive market compared to the food trucks that provide fan fair (unhealthy) fast foods. The mobility of this business provides a wider profit gross than a stand-alone brick and mortar business and the flexibility to drive wherever the c ustomers are can be a competitive advantage.I wanted to start an Organic Food truck business first rather than open a small restaurant for a few simple reasons. Startup costs are considerably less, and profit margins can be more. During my research of looking up for sale ads, I found that a used truck right now can be as low as $15,000 or a new one at $30-50,000. According to Forbes. com, I can move towards my market selling in more populated areas, whereas, â€Å"Purchasing a small cafe in my local area with twenty seats, around 2,000 square feet in size can cost upwards of $175- 300,000,† and then I am stuck in the same community for years.The basic food truck concept started way back in 1961 when New York began to regulate vendors selling food from push carts. Mobilecuisine. com- the History of American Food Truck article says, â€Å"Horse drawn chuck wagons started in 1866, sausage vendors sold quick hot foods to students at their dorms at Yale, Harvard and Princeton in 1974 and the first Taco truck in 2008 was regulated to sell food in a highly populated in Los Angeles, California. † The National Restaurant Association said, â€Å"The category tops $630 million in nationwide revenue in 2011. But when first introduced, a regular food truck selling the typical burger, taco or BBQ made about a third of that ten years ago. Currently there is no confirmed market spot for the vegetarian or organic food truck but this area is undefined. In the Western part of the U. S. , vendors who sold Asian, BBQ, or fair food sell the most products compared to the healthy foods that may be sold on a vegetarian or organic cart, yet there is a rise and a need lately in the health food industry with people trying to lose weight and eat better.Working in a health food kitchen for the past two years, I have realized how consumers have few choices in this area of eating out. Having the convenience of a healthy food truck alternative parked in â€Å"your area† is a perfect idea. Certain health risks and disease are on the rise and people love the idea now of having a gluten-free, soy or dairy-free, vegan or locally grown food choice in their own back yard where they can feel good about what they eat. Someone is looking out for them. According to Wikipedia. rg 2013, locally here in downtown Tampa; Mayor Bob Buckhorn organized a monthly food truck rally drawing thousands of coinsures. Saint Pete followed suit in 2011. â€Å"The biggest buyers of foods from mobile vendors are adults age 25-34 spending an average of $44 per month. † In Theresa Ehrlichs online article, she also ads, â€Å"major market area analysis shows that 55% of trucks park at a street corner, other venues or events such as rally’s are 18%, construction work sites 15% and shopping malls contribute to 12% of locations served. Right now, the phenomenon is gained so much buzz, that it’s difficult to accurately track the national sales. Yet as should be a ssumed with any business the first year, there are political, environmental, social-cultural, technological and competitive threats. Upon further analysis of my industry (Industry code #722211 mobile ready to eat pay first food service), and my industries trade associations (mymfva. org. Mobile Food Vendor Association MFVA or The NAC National Association of Concessionaires at naconline. org. , they outline a more extensive overview of the PESTC for further forecasting. POLITICAL: Some of my industries opportunities say that you will not have to purchase a separate kitchen to cook food in, as all the cooking can be done on the truck. There are rumors though, that these laws may change in the near future. Many truck owners may see parking tickets an s apart of an overhead cost. Parking at a free event saves cost of such fees. Permits to operate in the city are often affordable and I already possess a National Food Management License that is required by the state.I’m personally not ready to open a food truck but a few years from now when I am, permits and standards may change. ENVIRONMENTAL: Recently the economic state has plummeted and consumers are watching there money. They may not be able to afford eating out at ritzy cafes. A food truck offers unique food concepts at a more affordable price. Currently 70% of Americans are too busy to cook at home so they eat outside. On the other hand, if food truck owners do not keep up with trends and good locations in local areas to sell, consumers may not be aware of new foods.They would have to keep up with social media and marketing to promote themselves properly. Some vendors say they are using Twitter and Facebook to let customers know which location they will be serving next. SOCIO-CULTURAL: In my own experience with eating from a food truck, I see street vendors as fun and find the process is much like a â€Å"foodie groupie† in the game of searching out the locations where they may be this week. It b ecomes a fun weekend hobby. In the past Trucks were called â€Å"roach coaches. † I suspect that this stereotype deters some people from trying out a food truck.Owners must work extra hard to gain a positive reputation. TECHNILOGICAL: Technology is always changing and the prices increase for such equipment that may be needed to keep up with the times and customer demands. A food truck only has enough room for so much food, storage and equipment which is made to travel as simple as possible. Basic kitchen equipment based off of a standard menu is only required yet there may not be room for high tech registers or credit machines. Most food trucks use â€Å"Square†, with their mobile phone to process credit card payments.You won’t waste time counting cash or change for the customers and it works out just as quickly as any other process. COMPETITIVE: A competitive threat the local community might include a copy cat food truck that would force a new truck to step up his game, but as far as the threats of the environment in a competitive nature, I don’t see a lot. On contrary, the niche of having healthy food services is that it’s probably in no league of high competition with an actual restaurant. Because it’s mobile, this provides a direct link to the customer and find the most profitable areas to work in.If one area isn’t great, they can simply move on. Strengths within the food truck industry of â€Å"ready to eat foods†, I include lower overhead, creative menu options that can be changed, high brand recognition and lower start up costs that would also be affordable to maintain. Opportunities, I feel, are based on the individual business owners’ future goals. Moving into a tourist town where there are few trucks and less competition, offering something unique or replacing a truck spot that has just closed could bring more customers.Rising food costs or lack of expertise in financing or managing could pose as a Weakness. Rising gas prices, traveling expenses and county changes or restrictions could also become a Threat in the food truck business. On a better note, trends right now in the street food vendor industry are growing in our local area and are all the rage in western states. It is a competitive yet fun concept. In my personal opinion, the opportunities out weight the threats in this field so I look forward in learning more and producing a creative aspect to the ideas I already have in place.With the reputation that this concept first started with compared to the revenue its generated in the past recent years, the potential seems profitable enough and worthwhile. Food trucks have been around since 1866 selling ground chuck burgers and sausages but the vegan, vegetarian, organic trend has not been around too long making the potential gross profit almost unknown. I think this concept is a good thing to risk moving forward with. I see it as a win! BIBLIOGRAPHY â€Å"The co st of starting a food truck. † Forbes. com. Web. 27, September. 2012. Investopedia. Anjail, Fluker. Orlando Commisary Forms Association for Food trucks.Orlando American City Business Journal. Web. 14, March. 2012. Myrick, Richard. The history of American Food Trucks. Mobile Cuisine magazine. Take the Cannoli Productions L. L. C. MCM 2010-2013. Web. 2, July, 2010. Theresa, Ehrlich. Best Customers: Demographics of Customer Demand. 2008. Web. SBCC. net Pon, Jackie. 5 Things you should know About Starting Your Own Food Truck. Pbs. org. 2013 WNET. org. Web. 15, October. 2010. Myrick, Richard. Running a Food Truck for Dummies. Dummies. com. 2013 John Wiley and Sons, Inc. Web. Wikipedia. com. Food trucks in Tampa. 14 February 2013. Web.