Strategic Management Coursework Example | Topics and Well Written Essays - 1750 words

Strategic Management - Coursework Example The practitioners are described as blind men and the strategy is labeled as elephant (Adrian, 2000, p.92). The reason behind the labeling is due to complexity of completely understanding strategy. Subsequently, the authors stated that field can be fragmented in to 10 schools of judgments components. Moreover, it is believed that these 10 components help to create virtual vision of strategic beast. According to Volberda and Elfring, school of thought provides vivid explanation about variety of thought of particular examiners which has been preserved and crystallized. Additionally, it is understood as institutionalized paradigm (Armstrong, 2002, p.28). According to Mintzberg, strategy develops over a period of time as meanings accommodate and collide with varying truth. Consequently, one might start and conclude in certain position. Furthermore, this can be achieved by cautious crafted plan. Many other authors along with Henry Mintzberg became the advocate of devil in strategy model. H enry Mintzberg claimed that human beings are not capable enough to comprehend, analyze and understand the job of strategic assessments. Therefore, it is believed that execution of effective strategy is required to be formulated as synthesis and intuitive practices. In the words of Henry Mintzberg, the process of strategic planning is been elaboration, articulation and programming of strategies. First of all, it is vital to know the meaning of strategic management theory.

Epicurus believed that death should be nothing to us. Describe and Essay

Epicurus believed that death should be nothing to us. Describe and critically assess his principle argument for this conclusion - Essay Example Unfortunately, we can become acquainted only with small parts of his works and some letters,  which reached our times. All the fine points of  Epicureanism can be learned from the works of his followers and critics. Nevertheless, the philosophy of the thinker is valuable and worth-discussing as it presents very interesting ideas about life and death, pleasure and pain, and teaches us how to avoid the fear of death that prevents people from enjoying life. Epicurus had very interesting view on philosophy. He stated that the aim of this science was to reach the pleasant, calm life, absolute harmony without fear and hurt, full-fledged life among true friends. According to the philosopher, delight and hurt define what is good and bad, while death represents the end of everything, both the body and the spirit and that is why humans should not be afraid of it (Bakalis, 2005). The philosopher did not believe that any supreme forces can control human’s life and punish humans. According to his materialistic point of view, our world is founded on the atoms’ behavior and represents eternal system (Panicha, 1967). Epicurus considered the science of philosophy to be very helpful for people in their attempts to make their life more pleasant. The philosophy can help get rid of troubles that make our life poorer. One of the troubles that prevent us from enjoying our life is the fear of death. According to Epicurus, this fear spoils our life and in order to get rid of it, it is necessary we should understand what death really is. In order not to suffer people must feel safe. Here Epicurus is talking about the value of justice. According to the philosopher, only justice can eliminate harm and suffering completely. The philosopher talks about the justice system as about an agreement we sign with each other people make with each other to guarantee our safety. Get used to believing that death is nothing to us. For all good and bad consists in sense experience,

Mastering the three world of information system Case Study

Mastering the three world of information system - Case Study Example When an organization has established its data execution plan, it should proceed to communicate the same to various departments. Network IT comes in handy because it enables the organization to organize its communication channels and messages in order to interact with all the stakeholders like the customers. It is practical for corporates to compile an inventory of all their data before they take any significant step that pertains to the inventory. Any communication or interaction about the data so collected must use certain network infrastructure that will enable the organization to convey information effectively and efficiently. After effective communication with all the clients and stakeholders, an organization can then undertake the fundamental business process in its Enterprise IT. For this reason, all the categories of IT are critical for any organization that plans to succeed in the modern world of technological

Financial Systems and Auditing Essay Example | Topics and Well Written Essays - 1500 words

Financial Systems and Auditing - Essay Example The auditor's responsibility is to form and express an opinion on the company's financial statements, while the entity's management is responsible for the preparation and presentation of financial statements. Audit in general may include the entire examination of the unit's organization, the system as well as the function including the evaluation if the audit complied with significant laws, its rules and regulations. The audit must also be in compliance to the applicable policies of University, there should be internal controls' adequacy and the operations' efficiency and its effectiveness. The focus of the audit is to determine the adequacy of procedures and the company's internal control. The adequacy in procedures is indeed a great help for the purpose of ensuring the system's objectives, the function of the company and to achieve the unit's effectiveness and efficiency. The adequacy of control is also preventing the outcome of occurrence and therefore unwanted. The available financial records in an audit are audit statements, bond issues, budget, the annual comprehensive financial reports and other financial reports. The audit statements should be selective in terms of the statement's type, not just only with the objects of specific schema where the company operates but the options must be broad in terms of the use of auditing and the consideration with the options of related actions. The audit statement must be for users' selection for the purpose of tracking several statements. Bond issues maybe through underwriting which is usually the common process. The underwriting of bonds includes one or more securities of firms and banks forming the syndicate buying the bonds' entire issue coming from the issuer then reselling to the investors. The bonds of government are said to be auctioned.Another record of the company that needs to be audited is the budget. Budget is the detailed plan, expressed in quantitative terms that specify how resources will be acquired and used during a specified period of time. Budget should be audited in order to find the most profitable direction which the operations can take and in order for the company to develop in detail the balanced and coordinated program in direction and to assist in controlling the operations in the execution of the said programs. Budget must have the complete support of top management and it must be realistic and the goals must also be attainable. The Financial Report is the statutory basis that must be prepared for audit purposes wherein this can be meeting the requirements of state finance law in order to present fairly the results for computing and certifying the Stabilization Fund' balance and the fund for Tax Reduction to report and disclose the aspects pertaining to the financial performance. The importance of other financial r

Gestational Diabetes Essay Example for Free

Gestational Diabetes Essay Gestational Diabetes is high blood sugar (diabetes) that starts or is first diagnosed during pregnancy. It is a condition in which women without previously diagnosed diabetes exhibit high blood glucose levels during pregnancy, especially during third trimester. There is still the question whether the condition is natural during pregnancy (Serlin Lash 2009). Causes, Incidence, and Risk Factors Pregnancy hormones can block insulin from doing its job. When this happens, glucose levels may increase in a pregnant women’s blood. You are at greater risk for gestational diabetes if you: are older than 25 when you are pregnant, have family history of diabetes, gave birth to a baby that weighed more than 9 pounds or had a birth defect, have high blood pressure, have too much amniotic fluid, have had an unexplained miscarriage or stillbirth, or were overweight before the pregnancy (Benjamin Pridijan 2010). Symptoms Usually there are no symptoms, or the symptoms are mild and not life threatening to the pregnant woman. The blood sugar (glucose) level usually returns to normal after delivery. Symptoms may include: blurred vision, fatigue, frequent infections, including those in the bladder, vagina, and skin, increased thirst, increased urination, nausea and vomiting, and weight loss despite increased appetite (Benjamin Pridijan 2010). Signs and Tests Gestational diabetes usually starts halfway through the pregnancy. All pregnant women should receive an oral glucose tolerance test between the 24th and 28th week of pregnancy to screen for the condition. Women who have risk factors for gestational diabetes may have this test earlier in the pregnancy (Serlin Lash 2009). Once you are diagnosed with gestational diabetes, you can see how well you are doing by testing your glucose level at home. The most common way involves pricking your finger and putting a drop of blood on a machine that will give you a glucose reading (Serlin Lash 2009). Treatment The goals of treatment are to keep blood sugar (glucose) levels within normal limits during pregnancy, and to make sure that the growing baby is healthy (Cohen-Almagor R. 2000). Watching the baby The health care provider should closely check both mother and baby throughout the pregnancy. Fetal monitoring will check the size and health of the fetus. A nonstress test is a very simple, painless test for the mother and baby. A machine that hears and displays the baby’s heartbeat (electronic fetal monitor) is placed the the mother’s abdomen. The health care provider can compare the pattern of the baby’s heartbeat to movements and find out whether the baby is doing well (Cohen-Almagor R. 2000). Diet and Exercise The best way to improve the diet during pregnancy is by eating healthy foods. The expectant mother should talk to her doctor or dietitian if vegetarian or on a special diet. In general, when diagnosed with gestational diabetes the diet should be moderate in fat and protein, provide carbohydrates through foods that include fruits, vegetables, and complex carbohydrates such as bread, cereal, pasta, rice. Foods that contain a lot of sugar, such as soft drinks, fruit juices and pastries should be avoided. If managing the diet does not control blood sugar levels, then the physician may prescribe diabetes medicine by mouth or insulin therapy (American Diabetes Association 2008). Prognosis Most women with gestational diabetes are able to control their blood sugar and avoid harm to themselves or their baby. Pregnant women with gestational diabetes tend to have larger babies at birth. This can increase the chance of problems at the time of delivery, including: birth injury (trauma) because of the baby’s large size, delivery by c-section. The baby is more likely to have periods of low blood sugar (hypoglycemia) during the first few days of life. Mothers with gestational diabetes have an increased risk for high blood pressure during pregnancy. There is a slightly increased risk of the baby dying when the mother has untreated gestational diabetes, controlling blood sugar levels reduces this risk (Serlin Lash 2009). High blood glucose levels often go back to normal after delivery. However, women with gestational diabetes should be watched closely after giving birth and at regular doctor’s appointments to screen for signs of diabetes. Many women with gestational diabetes develop diabetes within 5-10 years after delivery (Serlin Lash 2009). Prevention Beginning prenatal care early and having regular prenatal visits helps improve the health of expectant mother and her baby. Having prenatal screening at 24-28 weeks into the pregnancy will help detect gestational diabetes early. If overweight, decreasing BMI to a normal range before getting pregnant will decrease the risks of developing gestational diabetes (Benjamin Pridijan 2010).

George and Marthas Essay Example for Free

George and Marthas Essay The very title of Edward Albees Whos afraid of Virginia Woolf? has immediate connotations as to the relationship between the two main characters of the play, George and Martha. The well known nursery rhyme in fact goes, Whos afraid of the big bad wolf? As we find out in further reading of the play, the big bad wolf is obviously supposed to be seen as Martha, and the victim is George, her long suffering husband. However, in hindsight, both characters suffer just as much as each other. The title of Act one is Fun and Games. This proves to be slightly ironic as the games Martha and George play, mind and verbal matches, do not seem at all fun, but appear as more of a power struggle. Apparent simple requests from Martha become games for both her and Martha to play. Martha says, Why dont you want to kiss me? whereupon George replies, Well, dear, if I kissed you Id get all excited As one critic of the play wrote, They (George and Martha) club each other on the head with gleeful scorn and leave huge patches of scorched earth. Emotions from both George and Martha become integrated into an ongoing power struggle, and Martha dwells in Georges anger as she likes to see the stirred up effect she has on him. As the night wears on, more alcohol is consumed and the clearer it becomes that it is not blood running through Martha and Georges veins, but booze, spite, nicotine and fear. When Martha first rants about a Bette Davis film that she quotes from, Hey, wheres that from? What a dump, it seems that George almost ignores her. Marthat ahs already appeared as the stronger character in the play, but in retrospect, she relies an George for a great many things, such as the name of the film that Bette Davis was in, and the name of the professor coming to have drinks. Both characters appear to totally confront one another. Martha, according to George, brays, and George shows a passive display of apathy. However, this is not merely strength versus weakness due to Marthas obvious reliance on George. In Martha and Georges relationship, Martha firstly behaves like a mother towards George, saying, Cmon over here and give Mommy a big sloppy kiss. She then acts more childlike, with (imitating a child), Im firsty. It is as though Martha cannot decide as to whether she is the controlling mother or the child who needs protecting in their relationship. The action of this Act takes place in George and Marthas cosy yet cluttered home. In an outline, Martha is furious that George, an academic, hasnt advanced at the college where her father is President, that is, George hasnt become President himself. The fact that George didnt even fight during the War, but stayed in the History Department at the college, makes George and Martha doubt his manhood all the more. In a sense, George almost feels below Marthas father. Understandably so, as Martha calls him a flop and continues to praise her father. George and Nicks (the slightly self contained younger guest) chosen departments in the college are again an example of total contrast in the play. George appears to be bogged down in his department and not going anywhere academically or in his career. He is almost a relic of the past himself. Nick, however, is at the forefront of new discoveries and is also young, handsome and extremely successful. This is the type of man whom Martha initially wanted to marry, yet the type of man to whom George could not fit the bill. George is therefore understandable threatened by Nick and his young, liberal way of thinking. George pretends to shoot Martha in another of their games, but this is almost the opposite to the restrained George we are used to seeing. Laughter and arguments between the characters of Martha and George demonstrate to us the dialectic of love and hate in Act one. When Martha demands a kiss from George, a display of affection to his own wife, George knocks it back and rejects her. The fluctuation in their relationship demonstrates that hating each other hasnt precluded form simultaneously loving and needing one another. Illusion appears to be a very important part of the play. George and Martha both had an illusion of what life would be like when they got married; they saw George becoming president of the college and living a happy married life under its roof. Clearly this did not happen, and both feel somewhat bitter for it. Honey and Nick also appear almost as an illusion of a happy marriage, so it seems. They seem to slip into the background in that they both pretend not to notice George and Marthas arguments and laugh at things that they dont particularly find funny. Another example of an illusion is that of Marthas and Georges apparent son. Martha is always very keen to talk of him whereas George is not so, almost closing down the subject. We never actually see the son in Act One and there is even confusion between the two as to when his birthday is. The supposed perfection of the boy, blonde hair and blue eyes, and the fact that George refers states, Dont bring up the bit about the boy, depersonalises and deludes his actual existence. This is obviously a particularly sore point of conversation between George and Martha, as it results in a number of heated arguments. Martha and George constantly hurl abusive and hurtful words at each other, as though throwing knives. In striking out at those closest to them, that is each other, they represent the typical dysfunctional couple. However, in doing so the romantic notion of love keeps their relationship almost together. Both saw each other as the way to a new, perfect way of life yet the fantasy was not fulfilled, and in verbally abusing each other, they take the blame from themselves and place it on each other. Albee has captured perfectly the way two completely different people can come together and the dramatic consequences it can have on each other, not always in bringing out the negative.

destination marketing plan

destination marketing plan 1. Background (270) China has become one of the worlds most important tourist destinations since China adopted its open door policy in 1978. And the self-financed international leisure travel has been made possible since the early-1990s. Chinese outbound travel grows fast after that and jumped to 31 million by 2005 (Breakey, Ding Lee 2008). The current growth and future predictions of outbound travel from China had impacts on global travel for numerous countries, including Australia. Whilst North Queensland (QLD) region has been one of the fastest growing tourist destinations for both domestic and international travel markets and the industry environment has been recognized as a dynamic business system subject to the influences of global circumstances, government and business priorities, changing communities and market trends. In recent years, international marketing has become an important issue in tourism industry. The Tourism White Paper, which was released by Australia Government in 2003, emphasize d the importance of international marketing. To ensure an effective and successful international campaign to attract international tourists, governments have invested significantly in international marketing. Funding for the improving the international marketing has averaged around $92 million per annum for Australian Tourist Commission over the past 5 years, and the Australian Government commits significant additional funds to tourism through the Department of Industry, Tourism and Resources regional development and business assistance programs (Tourism White Paper 2003, p: 4). In response to this travelling potential of China and the increasing competition of the tourism industry, this marketing plan developed to improve international marketing strategies and effectiveness, increase North Queenslands international competitiveness as a tourism destination and increase Chinese visitation across North Queensland. 2. Goal Setting _ Mission (47) This strategy is developed as a destination marketing plan aiming at attracting Chinese tourists to North Queensland. The plan is a market segment strategy that delivers on the vision and actions and provides marketing advice to tourism bodies across South East Asia. 3. Marketing Audit (1374) 3.1 North Queensland Tourism Audit In tourism industry, the comparative strengths or weaknesses for destination are the products, services and amenities available to the tourism visitor. It is therefore necessary to consider what range of products and services are currently available to visitors within the North Queensland region so that gaps can be identified and strategies developed to fill these gaps. The tourism audit process has been undertaken using a combination of sources including data of Tourism Research Australia as well as searches of tourism literature. 3.1.1 Accommodation Profile There is a wide range of accommodation available in the North Queensland including hotels, motels, backpacker/hostel, luxury, resorts and apartment accommodation, self-catering, caravan parks and camping grounds. Smits (2004) reported that almost 25% of all accommodation establishments in Australia are in Queensland and around 17% of Queenslands stock is held within Tropical North Queensland, with no less than 78% of this is located in either Cairns or Port Douglas. There are over 10,000 available guest rooms in North Queensland which vary from serviced apartments and short-term hire residential villas, as well as a limited complement of luxury resorts and several new luxury resorts currently under development. Serviced apartments and holiday flats and units are continued increase in room supply; however, the boost in available hotel rooms was not met by growth in room nights sold, which remained stable in 2007. Consequently, the room occupancy was declined by 3 percentage point in the year 2007. While the room occupancy for serviced apartments was falling, those kind of apartments were the only form of accommodation in Tropical North Queensland to have strong growth in room nights sold, with an increase of more than 5 percent. The average daily room rate for the Tropical North Queensland region remains above the Queensland average, ranging from $109.25 to $172.04. However, the occupancy rates of Tropical North Queensland in 2007 were below the rates of rest in Queensland. 3.1.2 Transport and Tours Like the accommodation, there are a number of varying and different types of transport and tour can be utilised through the North Queensland, which include coach, coach, varying water-based options and aviation. Major access to the area for international tourists is aviation services. The international seats to cairns downs 21 percent on last year with 9 percent average annual decline from 2004 to 2009. In the year 1985, the Cairns Airport has developed as an international airport based on the tourism attractions of Tropical North Queensland, which is the second most visited destination by international holiday visitors to Australia (Prideaux 1999). However, until now no direct international services are available between mainland China and North Queensland. Chinese visitors are presently required to either transfer flights at Hong Kong or transfer upon arrival to Sydney, with several hours of undesirable backtracking. Getting about Tropical North Queensland is easy, with varying mode of transport including rental cars, bus services, taxis, limousines, aircraft, boats and trains. Bus shuttle services are regularly available to pick up and set down travellers at most hotels and accommodation establishments. Besides, private transfer buses are offered in many hotels and motels. The Limousine Fleets is unique in North Queensland, with excellent service and sight seeing. Major Car Rental companies are represented at the airport and many additional rental companies have offices in Cairns and other major towns around North Queensland. 3.1.3 Attractions and Natural Resources Attractions and Natural Resources are an integral part of the tourism product for any destination, including North Queensland. There is a diverse range available for the tourist spread throughout the North Queensland, including the Cassowary Coast, the Tablelands, Cairns and surrounds, Port Douglas, Mossman, Daintree National Park, Cape Tribulation, and, of course, excursions to the Great Barrier Reef and World Heritage listed rainforests. These attractions provide a blend of activities such as the opportunity to relax and to do heaps of activities in spectacular natural settings as well, which encourage tourists to increase their length of stay or act as a motivation in drawing visitors to the region. The attractions are mainly based around the attributes including: World Heritage reef and leading reef experiences, Tropical splendour and climate, World Heritage rainforests, national parks and wildlife, Savannah, Tablelands/highlands, Islands, Luxury resorts and service, Local tropic al cuisine, Aboriginal and Torres Strait Island, which will be discussed later in this report. 3.1.4 Summary of Activities Following the audit of the tourism assets in North Queensland, it is identified that the region provides the following activities: 3.1.5 Visitor Information Centres Visitor Information Centres (VICs) is an important issue in the contemporary tourism industry which plays a significant role in the dissemination of information to visitors travelling within the local area. A key goal of tourism marketing is to encourage visitation by tourists to local operators, including accommodations, tours and attractions and to facilitate longers stays within the region. Fesenmaier (1994) stated that the tourist information center acts as one of the most important communication channels with which to modify travellers behaviour and to educate travellers about the benefits of visiting the state, and consequently attracts them to increase the number of days spent in the regions as well as the level of visitor expenditures. There are a number of significant VICs in major tourism areas throughout North Queensland such as Cairns, Cairns Beaches Palm Cove, Port Douglas Daintree, The Cairns Highlands, The Reef Tropical Islands, The Tropical Gulf Savannah, Mission B each The Great Green Way, Cooktown Cape York Peninsula, and Australias Tropical Rainforest that have large visitor volume. 3.2 China Outbound Tourism Overview 3.2.1 China: Outbound Tourism Trend and Visitors to North Queensland According to the research conducted by Graff and Hu (2008), with more than 13 billion people, at least 159 million people have an enough income level to afford travel abroad. China registered 28.85 million outbound travellers in 2004, 34 million in 2006 and 41 million in 2007 (CNTA 2007). According to the statistical analysis of Tourism Research Australia (2008), China is Australias fourth largest inbound market, with 356,428 visitors from China traveling Australia in 2008. Main purpose of Chinese visitors traveling Australia is holiday, visiting friends or relatives, business and education. In fact, China is forecast to be Australias largest source market by 2017 (DITR 2006), with almost one million expected arrivals by 2015 (TA 2006) and over two and a half million predicted for 2025 (DITR 2006). The top five destinations for Chinese passengers in 2001 were Asia, Europe, Americas, Oceania and Africa. Among them, there were 56,000 Chinese visitors traveled to North Queensland, accou nting for 7% of international visitors to the region (Tropical North Queensland Regional Update 2007). New Zealand, Japan, UK, USA, China and Europe account for 86 percent of international visitors to North Queensland. In contrast to the decline in Japanese visitors to North Queensland, there was a significant increase in visitors from China traveling North Queensland, up 30 percent trend, from 2006 to 2007. 3.2.2 The New Holiday System from 2008 The School vacations take place around winter, 4 weeks in February, and in summer, July and August. From May 2008, new public holidays were introduced. Following the list of new holiday system from 2008: 3.3 International Promotion Tourism Tropical North Queensland (TTNQ) and Tourism Queensland (TQ), in partnership with the local tourism industry, are currently responsible and undertake marketing activities for Tropical North Queensland (TNQ). Tourism Australia (TA) is seen as the key players in international marketing, it is important that TQ, TTNQ and tourism operators contribute to the promotion of the destination in Chinese tourism market. The international marketing activities are focused on the major agencies in Beijing, Shanghai and Guangzhou and marketing aspects including the development of a unique brand based on nature and wildlife; advertising on television and print, online campaigns, television programme and film such as The Australia. The media in China is not fully privatised and is usually controlled by government. All legal television, radios and new agencies are owned by state and controlled by government. The internet usage has been booming in the past decade. The internet content is under a high degree of censorship and restriction from government. The main internet portals in China are sina.com, sohu.com, 163.com, online.sh.cn, tom.com and 21cn.com. 4. SWOT Analysis (534) The following situational (SWOT) analysis is a summary of the perceived Strengths, Weaknesses, Opportunities and Threats of the North Queensland. McDonald (2002) argued that a SWOT analysis is a useful way to organize the major findings since as provides an opportunity to impartially assess the competing business environment. It is important to clearly identify these elements since they formulate the platform for the marketing strategies to be achieved based on equipped with the regions capabilities relating to the market. Key Discussions in SWOT North Queensland has diverse landscape and unique World Heritage Areas including the strengths of a sense of security, sightseeing opportunities, beautiful beaches, and opportunities to visit the Reef, adventure opportunities, the option of seclusion, rainforests, and untouched natural environment. Moreover, internationally recognized icon the Great Barrier Reef, world Heritage listed, enjoys a strong reputation in China and excellent word-of-mouth, which is important factor in Chinese decision-making. International Competitors: Regarding with Chinese target market, the major competitors of Australia are European Union and America, which representing western culture like Australia. The official count of Chinese traveling to Europe from the China National Tourism Administration (CNTA) was 1.8 million in 2005, comparing only 0.25 million for Australia in the same year. USA is always the list of top ten destinations for Chinese, with the advent of a bilateral agreement signed between the US and China in 2007. Chinese visitors traveling to America can be mainly attributed to multi-culture society, diverse civilization as well as its good price of luxuries. However, the growing Chinese community in Australia, due to the increase of immigrants and international students, provides the opportunity for Visiting Friends and Relatives travel and helps to ensure Chinese visitors feel at ease in Australia. America is considered one of the favorite destinations for Chinese, regarded as its diversity culture and exciting nightlife as Ever Bright City. Graff and Hu (2008) pointed out in their report that Chinese visitors gain positive experience in Hawaii from such things as access to casinos, to luxury goods and to its exciting nightlife. Compared with America, Chinese people thought Australia as a destination with less exciting things. However, Australia is regarded as more safety than America and the positive image continues to grow. National Competitors: Sydney Opera House, the Great Barriers Reef, and the beaches of the Gold Coast are registered as the main attractions of Australia. Consequently, the Gold Coast is regarded as the main national competitors of North Queensland, considering its similarity of destinations with beaches, and both of them are thought as coastal tourism, which providing tourists with beaches, diving and surfing. Gold Coast offers Australia best theme parks, such as Dream World, Sea World and Movie World. In contrast, North Queensland has its strengths, offering more combinations of nature and wildlife. Opportunity: The aviation development of Cairns international airport increases the access, which means more opportunities. Threaten: Americas weakened currency against the dollar attracts more Chinese tourists, considering its lower price of the inclusive package as well as the good price of products shopping in America. The New holiday systems, which changed two long-haul holidays into short break, encourage Chinese people traveling closely to their home instead of outbound tourism. 5. Planning Assumptions (177) Whilst there are some external factors that beyond control, in this report a number of points have been identified disclosing any assumptions made. These are listed as following: There are no significant political conflict between China and Australia government. It is the fact that there has been a gradual liberalization of the travel market. However, the Chinese government still maintains a high degree of power in term of controlling over outbound travel by its citizens. The economic environment is favorable in China, no serious financial crisis in recent years. Australia is seen as a safe destination to travel to by Chinese tourists. There is no significant increase of Chinese dollar exchange rate against Australian dollar. The comfortable climate, stable politics, clean water and unique tropical resources are not changed duo to undesirable reasons such as climate change. The importance of the Chinese outbound travel market and the continued growth forecasts has not changed, with increasing attention focused on the characteristics and travel behavior of outbound Chinese tourists by government and academia. 6. Strategy Formulation (1656) Market Evaluation/Market Research Since Australia was the first western country to be granted Approved Destination Status (ADS) in 1999, the visitor numbers have been continued increase, consequently China entering the Top Five visitor source markets in 2004. Commonly travellers can be segmented by the two main purposes of travel which are official, business and leisure travel and three main markets including Seniors, Families and Young People (Du Dai 2005). 6.1 Leisure travel 6.1.1 Seniors The Seniors market accounts for about 15 percentage of the total population of China and growing in number. Since the retirement age of China is 60 for men, 55 for women, which is fairly early, seniors are still healthy and have time to travel, with good savings levels to finance their travel. This market segmentation is likely to traveling on inclusive packages and during the off-peak seasons due to their limited English and appreciated tour guides. Cooperation with travel agency in China is very important when marketing targeted in this segments. Travel Agency in China According to the survey conducted by Du and Dai (2005), more than 80 percent of Chinese outbound tourists travel Australia on inclusive packages during their long-haul holidays. By 2006, there had been more than 15300 travel agencies in China, among which 672 are permitted to handle outbound travel (CNTA 2007). Key issues: TNQ has been packaged with a number of different destinations including the Gold Coast, Brisbane, Sydney, Northern Territory and Melbourne. Based on the analysis above, North Queensland needs to continue to develop its packages and marketing to the Chinese travel agencies, considering the feature of Seniors market that they prefer traveling in group and are usually organized by travel agency. Besides, this age of Chinese is more likely to watching television program. It will be great if a television program or advertisement relating to North Queensland is announced during the period of their TV time, 8 to 10 oclock in the evening. Recalling in the year of 2003, there was a television program, Triumph in the Skies, contributes to the good reputation of Australia, especially Adelaide because of its nature beauty in the program. (http://en.wikipedia.org/wiki/Triumph_in_the_Skies) Furthermore, the Seniors market always subsidized or suggested by their children who want their parents to see the world. Achieving recognitions of their children is also helpful in attracting Seniors to North Queensland. Product: The Seniors group is usually interested in sightseeing, shopping (gifts for friends), meals, services, and amenities related to their home country. The product developed should concentrate on these aspects aiming at increasing satisfaction with North Queensland holiday; moreover, these factors should be promoted among marketing in Seniors. Pricing: The good price of package is vital in Senios market decision-making of destination. Since the major competitors within this group are Europe and North American, the price of the package tour would better lower than Europe and North Americans. Promotion: Key Brand/Positioning Message: 1) Gateway to one of the seven wonders and World Heritage-listed rainforest; 2) North Queensland offers a range of nature-based and soft-adventure holiday options, providing life-enhancing tropical moments; 3) Good price comparing to Europe and North America. Marketing Methods: Campaigns, Television Programs, Advertisement Promotion through travel agencies in China 6.1.2 Families Families market is the group with some high income families traveling abroad annually, or even twice a year. Du and Dai (2005) reported that family travel is growing and Southeast Asia such as Japan is a popular destination for family travel because of the good prices, close to home and convenient for shopping. The opportunity of North Queensland to this target market is to lifting the profile for shopping of luxury and business tourism combined to the key brand of North Queensland, considering the features of this target market. The new holiday system mentioned above should be taken into account since traveling with families during the holiday is considered a popular choice for spending time together and an educational experience for child as well. Shopping is one of the highlights of traveling abroad, since the prices of luxury of commodities are usually at least 20 to 30 per cent higher in the mainland compared to Hong Kong or Europe due to the high import tariffs and consumption taxes. Chinese consumers are generally price conscious and pretty likely to seek the lowest price when they consuming luxury goods. Graff and Hu (2008) pointed out that Europe is considered one of the favorite destinations for Chinese, regarded as a multi-culture society and diverse civilization, and of course its good price of luxuries contributing to the popularity among groups with high income. Shopping of luxury goods is an important aspect of Families market, especially the females. Since the price and variety of luxury price is hard to compete with Europe, the cooperation with Hong Kong makes the goal possible. North Queensland can promote the campaign of traveling package including North Queensland and Hong Kong. Firstly, most Chinese have to transfer from Hong Kong or Sydney, because there are not direct accesses from mainland China. If they are permitted to shopping for several days during their transfer, the inconvenience of lack of direct access is properly declined and more important, it increases the desirability of traveling North Queensland. While the males from Families group usually are successful business men, boosting the number of business events and providing business opportunities and views ill increase the pull factors of North Queensland, regarding to the males of Families group. Key Brand/Positioning Message: 1) Gateway to one of the seven wonders and World Heritage-listed rainforest; 2) North Queensland offers a range of nature-based and soft-adventure holiday options, providing life-enhancing tropical moments; 3) Luxury Shopping and Business events, opportunities and views. 6.1.3 Young People: The youth market, aged 25 to 35, is also on the rise. This segment may include students who go overseas during their summer holidays, honeymoon couples and others who travel overseers during their long-haul holidays. According to the research which conducted by Du and Dai (2005) analyses that this kind of group usually prefers adventure tourism and enjoys Free Independent Travel. Queensland offers significant opportunities for adventure tourism development and is Strategy has been developed. Queensland Adventure Tourism Action Plan 2008-2010 has been proposed aims to provide industry stakeholders, government and Tourism Queensland with a clear direction for the future development and marketing of the adventure tourism segment over the year 2008 to 2010. The product of adventure tourism in North Queensland is variety including Aviation (scenic/joy flights), Ballooning, Bungy Jumping, Scuba Diving and many more. By the late-1980s, Australia had become the number one honeymoon destinations in Japan and the position still remains until now (Australia-Japan Research Centre, 1992). And now China is forecast to be Australias largest source market by 2017 (DITR, 2006), the honeymoon tourism will be an great opportunity for North Queensland, considering its good reputation among the youth which recognized it as pure, natural and unpolluted destination. Since the word-of-mouth and social media are considered an important information source for the youth, they should be seen as the major sources when promoting North Queensland. Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the process of destination selection, such as Murphy, Mascardo and Benckendorff (2007). The information from friends, relatives or other travelers will influence and determine consumer behavior. So it is important to increase the visitors satisfaction with North Queensland holiday. On the other hand, the promotion of travelers good experience can lift the perceptions of the North Queensland and aims to attract more visitors. The popular social media in Chinese young people include MSN, KaiXin, Tianya and Sohu, where are considered as important channels to marketing North Queensland and dissemination of information.