SEGMENTATION APPLIED TO THE TIBERIAS HOTEL CASE STUDY

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SEGMENTATION APPLIED TO THE TIBERIAS HOTEL CASE STUDY In May 2005 the Board of World Mission of… SEGMENTATION APPLIED TO THE TIBERIAS HOTEL CASE STUDY In May 2005 the Board of World Mission of the Church of Scotland presented a disturbing report to the General Assembly of the Church of Scotland. This showed that by the end of the year the £13m (US$22m) Tiberias resort development by the Sea of Galilee would drain the Church of a further £555,000 (US$996,000). The board admitted that the development ‘inevitably has a negative impact on its work elsewhere in the world’ in forcing the Church to cut back on overseas aid and on AIDS prevention work. Dr David Watt Torrance, a young Scottish doctor, who believed in his mission to heal the people of the Holy Land, established the original medical centre in the nineteenth century. He first arrived in Tiberius in 1884, as the head of the Church of Scotland mission and, motivated by the poor health and sanitary conditions, worked day and night to serve the rapidly expanding population. In January 1894 the first Tiberias hospital was opened with the specific purpose of being available to all regardless of race or creed. During the 1950s, following Dr Torrance’s death, the centre was taken over by the Church of Scotland. As the house was located in the middle of Tiberias, only a few miles away from some of the holiest sites in Christendom, the Church decided to open a guest house for pilgrims and visitors from across the world. Although it was popular with pilgrims the new centre cost a great deal to run and maintain but did not bring in much revenue. Consequently, in 1999, Church planners decided to undertake a major refurbishment of the guest house to make the most of its beautiful location, which included a beach front site. Planners decided that it was imperative to conserve the original buildings and provide first-class service in a place of reconciliation for all people including Jews, Christians and Muslims as a tranquil multicultural, multi-racial retreat, a flourishing site of faith in a very special atmosphere. In 1999 the hotel development project commenced and since then the Board has spent over £10m (US$18m) in converting the house. In 2004, after a number of long delays, the new centre opened for business 1. Evaluate the segmentation approach adopted by the Church of Scotland with respect to the Tiberias development. 2. Given that the Church administration spent a great deal of money on this development and that it may continue to act as a drain on Church resources, you are asked to conduct a segmentation exercise as the basis of a report to the Church authorities. Having conducted your analysis, you should come up with a list of target segments and be able to advise the Church administration on an appropriate positioning strategy. 3. At present the marketing of the centre tends to be directed towards the independent traveller. How might the hotel’s marketing task differ if it targeted tourists travelling in organized groups as opposed to the independent traveller? Is the hotel wise to avoid block bookings from tour operators, as it does curre View less »

Discuss the importance of Cultural differences between Vietnam and Kenya and what is the risk for the company due to cultural differences.

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International Engineering Management (MANU 1398) Assignment 1, approximately3000(-10% – +20%)words. Individual assignment Caterpillar is world leader in production of heavy machinery. The caterpillar components are madeinmore than a 100 manufacturingplants in the world. Only in US there are 51 manufacturing facility. The caterpillar manufacturing facilities are present in 12 European countries. In Asia they are present India, China and Indonesia. In South America Caterpillar production is located in Mexico and Brazil, in Africa Caterpillar has production line in South Africa. The world headquarters of Caterpillar is located in Peoria Illinois. Most of R@D activity is also based in Peoria. In 2016 Caterpillar decided to start major reorganisation that have to include closing of many, by some information more than 30 facilities in US to reduce cost of the production, and to open some new facilities. Some of the analysis suggest opening of the new facilities inKenya for specialTrack Type Tractors, Track Type Loaders, and another one in Vietnam forArticulated Dump Trucks. TASKS 1)This Task provide an opportunity to better understand life history of some company and be able to recognise the main milestones that bring success to the company.(about 600 words) Analyse and discuss the development and growth of theCaterpillarcompany worldwide. Discuss organisation and major challenges that company faced during the long history. Caterpillar is well known and world leading manufacturer of machinery. A large amount of publications, analytical, research articles and reports are available. 2)The task has to help with understanding of cultural specificities of some country. What features are making some country unique, and how it is related to the doing business with the country.(About 1000 words) Analyse thesituation in Vietnam in Kenya as the convenient locations for the new facilities. The main part of analysis has to be related to the Cultural specificity of these two countries. The Analysis also has to include genera geopolitical characteristics of Vietnam and Kenya. The preferred sources are WordBank data, IMF data, OUN data, OECD data and research articles 3)The task has tohelp students to develop the effective way of presenting the superiority of one choice over another choice. Figures, Tables, Marking, Metrics are useful tools for this task. (About 1000 words) In task 3, students have to compare the important business factors, primarily the factors related to the cultural differences between Kenya and Vietnam. Discuss the importance of Cultural differences between Vietnam and Kenya and what is the risk for the company due to cultural differences. The students are encouraged to find effective ways for illustration of their comparative analysis. 4)This task is continuation of the task 3,and represent final conclusion (about 400 words) Make a final report to the Caterpillar board of directors, stating clearly which choice between two countries will be more beneficial for Caterpillar. It will be good idea to use some metrics or quantitative results. Your report needs to be clearly written, well-structured and well presented. You should acknowledge all sources used and provide references where appropriate. References must be presented in approved standard form (e.g. Harvard) and the reference list must be in accordance with text.

Discuss your role as a skilled and knowledgeable leader who is faced with the challenges that confront the 21st century organization.

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Reflections on Leadership and Decision-Making Within the Global Marketplace Decision-Making with in the Global Marketplace In this final paper you are to draw on all the concepts that you have gained throughout the duration of the term. Moreover, your paper is to discuss your role as a skilled and knowledgeable leader who is faced with the challenges that confront the 21st century organization. Using the Saudi Vision 2030 as a backdrop for your discussion, you are to critically reflect on how the various concepts gained in the course can be immediately applicable to your own professional leadership career.(personal example referring to the 2030 document) As you present your discussion, keep in mind that your paper should be critically reflective, yet demonstrate a strong level of scholarship and application of the various concepts covered over the last 14 weeks.(personal example with recommendations of what you need to do to improve your career potential and using concepts from the text) As this paper is based on your professional role as an organizational leader, there is considerable provision for your discussion in using real-life examples. However, it is required that you apply them to the concepts that have been presented in the course when doing so.(concepts in the text will reflect what you want to personally work on in your career preparation) NOTE: any paper that does not talk about YOU and your career will not garner full points. I don’t what to see a lot of cited research about what leaders need to do. This is not what this reflection paper is about. It is about you and what you have learned in the course. This is how you will be graded. Your well-written paper should meet the following requirements: Be 5-7pages in length, which does not include the title page, abstract or required reference page, which are never a part of the content minimum requirements. • Use Saudi Electronic University academic writing standards and APA style guidelines. • Support your submission with course material concepts, principles and theories from the textbook and at leasttwo scholarly, peer-reviewed journal articles. • Review the grading rubric to see how you will be graded for this assignment.

  Which substance(s) crossed the dialysis membrane? Support your response with data-based evidence.

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An indicator is a substance that changes color when in the presence of the substance it indicates. In this experiment, IKI will be used an indicator to test for the presence of starch and glucose.

Materials

(5) 100 mL Beakers
10 mL 1% Glucose Solution, C6H12O6
4 Glucose Test Strips
(1) 100 mL Graduated Cylinder
4 mL 1% Iodine-Potassium Iodide, IKI
5 mL Liquid Starch, C6H10O5
3 Pipettes
4 Rubber Bands (Small; contain latex, handle with gloves on if allergic)

  

*Stopwatch
*Water
*Scissors
*15.0 cm Dialysis Tubing

*You Must Provide
*Be sure to measure and cut only the length you need for this experiment. Reserve the remainder for later experiments.

 

 

 

Attention!

Do not allow the open end of the dialysis tubing to fall into the beaker. If it does, remove the tube and rinse thoroughly with water before refilling with a starch/glucose solution and replacing it in the beaker.
Note:

  • Dialysis tubing can be rinsed and used again if you make a mistake.
  • Dialysis tubing must be soaked in water before you will be able to open it up to create the dialysis “bag”. Follow the directions for the experiment, beginning with soaking the tubing in a beaker of water. Then, place the dialysis tubing between your thumb and forefinger and rub the two digits together in a shearing manner. This should open up the “tube” so you can fill it with the different solutions.

Procedure

  1. Measure and pour 50 mL of water into a 100 mL beaker. Cut a piece of dialysis tubing 15.0 cm long. Submerge the dialysis tubing in the water for at least 10 minutes.
  2. Measure and pour 82 mL water into a second 100 mL beaker. This is the beaker you will put the filled dialysis bag into in Step 9.
  3. While the dialysis bag is still soaking, make the glucose/sucrose mixture. Use a graduated pipette to add five mL of glucose solution to a third beaker and label it “Dialysis bag solution”. Use a different graduated pipette to add five mL of starch solution to the same beaker. Mix by pipetting the solution up and down the pipette six times.
  4. Using the same pipette that you used to mix the dialysis bag solution, remove two mL of that solution and place it in a clean beaker. This sample will serve as your positive control for glucose and starch.
    1. Dip one of the glucose test strips into the two mL of glucose/starch solution in the third beaker. After one minute has passed, record the final color of the glucose test strip in Table 3. This is your positive control for glucose.
    2. Use a pipette to transfer approximately 0.5 mL of IKI to into the two mL of glucose/starch solution in the third beaker. After one minute has passed, record the final color of the glucose/starch solution in the beaker in Table 3. This is your positive control for starch.
  5. Using a clean pipette, remove two mL of water from the 82 mL of water you placed in a beaker in Step 2 and place it in a clean beaker. This sample will serve as your negative control for glucose and starch.
    1. Dip one of the glucose test strips into the two mL of water in the beaker. After one minute has passed, record the final color of the glucose test strip in Table 3. This is your negative control for glucose.
    2. Use a pipette to transfer approximately 0.5 mL of IKI to into the two mL of water in the beaker. After one minute has passed, record the final color of the water in the beaker in Table 3. This is your negative control for starch.

Note: The color results of these controls determine the indicator reagent key. You must use these results to interpret the rest of your results.

  1. After at least 10 minutes have passed, remove the dialysis tube and close one end by folding over 3.0 cm of one end (bottom). Fold it again and secure with a rubber band (use two rubber bands if necessary).
  2. Make sure the closed end will not allow a solution to leak out. You can test this by drying off the outside of the dialysis bag with a cloth or paper towel, adding a small amount of water to the bag, and examining the rubber band seal for leakage. Be sure to remove the water from the inside of the bag before continuing.
  3. Using the same pipette which was used to mix the solution in Step 3, transfer eight mL of the solution from the Dialysis Bag Solution beaker to the prepared dialysis bag.
Figure 4: Step 9 reference.
Figure 4:Step 9 reference.
  1. Place the filled dialysis tube in beaker filled with 80 mL of water with the open end draped over the edge of the beaker as shown in Figure 4.
  2. Allow the solution to sit for 60 minutes. Clean and dry all materials except the beaker with the dialysis bag.
  3. After the solution has diffused for 60 minutes, remove the dialysis tube from the beaker and empty the contents into a clean, dry beaker. Label it dialysis bag solution.
  4. Test the dialysis bag solution for the presence of glucose and starch. Test for the presence of glucose by dipping one glucose test strip into the dialysis bag directly. Again, wait one minute before reading the results of the test strips. Record your results for the presence of glucose and starch in Table 4. Test for the presence of starch by adding two mL IKI. Record the final color in Table 4 after one minute has passed.
  5. Test the solution in the beaker for glucose and starch. Use a pipette to transfer eight mL of the solution in the beaker to a clean beaker. Test for the presence of glucose by dipping one glucose test strip into the beaker. Wait one minute before reading the results of the test strip and record the results in Table 4. Add two mL of IKI to the beaker water and record the final color of the beaker solution in Table 4.
Table 3: Indicator Reagent Data
Indicator Starch Positive
Control (Color)		 Starch Negative
Control (Color)		 Glucose Positive
Control (Color)		 Glucose Negative
Control (Color)
IKI Solution   Dark Purple  Black n/a n/a
Glucose Test Strip n/a n/a  Light Green  Yellow

 

 

 

 

 

Table 4: Diffusion of Starch and Glucose Over Time
Indicator Dialysis Bag After 1 Hour Beaker Water After 1 Hour
IKI Solution
Glucose Test Strip  Purple

 

Post-Lab Questions

1.       Why is it necessary to have positive and negative controls in this experiment?

 

 

2.       Draw a diagram of the experimental set-up. Use arrows to depict the movement of each substance in the dialysis bag and the beaker.

 

 

 

 

3.       Which substance(s) crossed the dialysis membrane? Support your response with data-based evidence.

 

 

 

 

4.       Which molecules remained inside of the dialysis bag?

 

 

5.       Did all of the molecules diffuse out of the bag into the beaker? Why or why not?