The character of Macbeth throughout the play Essay Example for Free

The character of Macbeth throughout the play Essay Macbeth is one of Shakespeares four great tragedies, which contain witchcraft, treason, and bloody murder. In the following essay, I will be writing about the way I feel towards the character of Macbeth throughout the play and the way in which he changes. Does Shakespeare present him in such a way that we can to some extent understand, even feel for this disloyal, self seeking murderer or can we relate to Malcolms description of him as the dead butcher? Our views on Macbeth change throughout the play because Shakespeare portrays him in many different ways. At the beginning of the play he is seen as a brave soldier, at the top of his profession and rewarded by King Duncan of Scotland. He is spoken about as Brave Macbeth and Worthy gentlemen after his heroism in battle, only to later become cruel and unjust. He had defeated the Norwegians and on his way home meets three witches. The audience in Shakespeares time believed in witches and their sinister side, leaving the audience sceptical when Macbeth communicates with them, leading us to believe he is connected with evil. The witches then give Macbeth three predictions: All hail Macbeth! Hail to the thane of Glamis! All hail Macbeth! Hail to thee thane of Cawdor! All hail Macbeth! That shalt be king hereafter. Macbeth is already thane of Glamis but chooses not to believe the witches because he feels that the Thane of Cawdor is alive. Soon after some messengers come and deliver, the news to Macbeth that he has been granted the thaneship of due to a treasonous crime committed on the Thane of Cawdors behalf. Macbeth starts to believe that a third prediction is likely to occur, given that the first two appear to have. Two truths are told, as the happy prologues to the swelling act of the imperial theme. Macbeths fatal flaw of ambition then overcomes him and he begins to contemplate regicide which, he feels is the only way of becoming King, My thought, whose murder is yet but fantastical. The attitude of the audience changes completely, however, the next time Macbeth meets up with the witches. Sympathy cannot be felt for Macbeth, as it is he who goes to the witches, not the contrary. At this stage, we cannot help but speculate concerning Macbeths apparent involvement with the evil forces, suggesting that he may have some evil present in him. One of the witches confirms this when admitting, Something wicked this way comes. Macbeth turns to the witches because of his insecurity. He is the subject of growing suspicion among many people, despite obtaining his ambition of kingship. On the contrary, he was enlightened when first meeting the witches that Banquos sons would be kings. This implies that children will be unable to follow Macbeth in the line of royalty and intrinsically apprehends Macbeth. In an attempt to find out how to keep his throne, Macbeth confronts the witches about his future. He is consequently granted three apparitions: Beware Macduff, None of woman born shall harm Macbeth. Moreover, Macbeth shall never vanquished be until Great Birnam wood to high Dunsinane hill shall come against him. These apparitions are all ambiguous, deliberately intended to mystify Macbeth and the audience. Why does Macbeth have to be cautious of Macduff? If no born son of a woman can harm Macbeth then who can? It is possible for a wood to move of its own accord so did Macbeth have nothing to fear? The ambiguousness of these apparitions and the manner in which Macbeth interprets them makes Macbeth over confident with regards to his safety because we later learn in the play that Macduff was not born of woman but of caesarean. We also learn that Macduff and Malcolms army cut down Birnam Wood and uses it as camouflage to get closer to Macbeths fortress without him seeing them. With the information they feed him with, the witches offer a hand of encouragement for Macbeths decisions (e.g. he kills Banquo because the witches say that Banquos sons will be kings) but are never responsible for what Macbeth does. They simply put ideas into his head, acting as a catalyst for his actions. The main influence on Macbeth, however, is his wife, Lady Macbeth, portrayed as a manipulative and domineering power. When Lady Macbeth hears about the predictions of the witches she immediately ponders murdering king Duncan. She realises, however, that although Macbeth is very ambitious, Thou art not without ambition, he is too compassionate to carry out the murder, I fear thy nature, is too full o th milk of human kindness. Lady Macbeth therefor formulates a plan. Lady Macbeth honours and loves her husband very much. She also conscious of her husbands reluctance to be thought of as a coward and when refusing to go ahead with murdering the king We will proceed no further in this business, uses the weakness to insult his manliness Was the hope drunk Wherein you dressed yourself? She therefor manipulates him into agreeing to commit the regicide. At this point in the play, we feel some compassion towards Macbeth, as he is weak in resisting his wifes ever growing influence. We become wary of the responsibility Lady Macbeth has on her husbands change of heart. Interesting to note, also, that at Shakespears time the husband would have been the dominant partner, and therefor the audience would have been cynical towards Lady Macbeth for her scheming ways and rare ability of being authoritative over her husband. In the scene just before Macbeth goes to kill Duncan he initially decides himself in his soliloquy to murder Duncan, despite the profound reasons not to. Macbeth appreciates Duncans fine qualities- his humility and his integrity in carrying out to perfection the tasks of kingship and knows that to destroy such virtue would be a crime against heaven. This leaves the audience divided in their opinions concerning Lady Macbeths influence on the plot. At this stage, I remain indefinite as to whether Macbeth really is the ruthless party in the murder or whether his wifes influence is the decisive passage. Lady Macbeths moral conscience is not as evident as her husbands. She is now the stronger of the two, and Macbeth cannot stand up to her accusations that he is a coward, lacking in manliness, and a traitor to his word. He yields to her, and in order to prove himself a man in his eyes submits to a womans guidance. Despite this, the couple has an affectionate relationship My dearest Love. Eventually the only loyalty that Lady Macbeth and have is their loyalty for each other. Disloyalty is shown when Macbeth murders the king just to make sure he keeps the throne. Unreasonable ambition takes over, with the consequence of loosing the things that were once important to the both of them. Lady Macbeth not only influences Macbeth on the murder of King Duncan but Macbeth also advances in killing his dearest friend Banquo and the wife and children of Macduff. When hearing of these unruly murders and realising that her husband is behind them she is driven insane by the sheer grotesqueness of them, The thane of Fire had a wife; where is she now? before her eventual act of suicide. Although not greatly evident King Duncan himself is a significant influence on Macbeth. Duncan is a very bad judge of character. He trusted the Thane of Cawdor He was a gentleman on whom I built absolute trust. However, The Thane of Cawdor turned out to be a traitorous villain. Duncan then gives Macbeth the thaneship of Cawdor. This is Dramatic irony as he is giving Macbeth the title of a traitor. This is also the wrong step because it raises Macbeth above all the other lords. Duncan praises Macbeth for his bravery at war, consequently making the other lords envious of Macbeth, and raising Macbeths ego. These three influences, the witches, Lady Macbeth and Duncan contribute significantly to Macbeths change in character throughout the play. The story unfolds as follows: The first time we hear about Macbeth is when the witches mention his name. This would make the audience feel uneasy and they would wonder why Macbeth is associated with evil. Their minds are then put at rest when the captain refers to him as Brave Macbeth. Macbeth is portrayed as a hero. He defeats the Norwegians and is rewarded with the thaneship of Cawdor so the audience admires him. They think that he is a loyal and worthy subject to the king. Then the witches meet with Macbeth; the audience would begin to have doubts about his loyalty when he starts contemplating about murdering the king. Macbeth then admits If chance will have me king, why, chance may crown me, without my stir. This emphasises that he is still unsure about having to murder King Duncan and at this point feels that if the witches have predicted it then fate will make him king without him having to do anything. King Duncan then names his son Malcolm as heir with Macbeth realising that he cannot become king unless he does something about it, That is a step On which I must fall down, or else oer-leap. Macbeth thinks a great deal about murdering the king and reasons for it and in his soliloquies the audience would see his thoughts and begin to feel sorry for him because his ambition is so strong that it is having a psychological effect on him. Nevertheless, in the end, despite the many doubts ultimately decides himself to kill Duncan. The audience can no longer feel sympathy for his actions because the decision to kill the king is his own; they would feel horror and dissatisfaction because of what he has done. During the time that Shakespeare was alive and Macbeth was first shown on stage people thought that regicide was a horrific crime and he who commits it, was eternally damned to hell. After Macbeth kills Duncan, he meets with Lady Macbeth. This scene (act 2 scene 2) is the plays most tense and dramatic. At the beginning, we see Lady Macbeth by herself in an agitated state. Every small noise unsettles her Hark! When Macbeth intrudes the pace changes, with the distinct exchange of questions and answers between them. This emphasises their state of nerves. We get an insight into Lady Macbeths character and the part she has played in the murder and also a little hint of weakness on her behalf when discovering that she went to kill Duncan but couldnt because he reminded her of her father, Had he not resembled My father as he slept, I had donet. We hear how Macbeths preoccupation with not being able to pronounce amen after hearing the prayer demonstrates his state of mind his guilt and his awareness that he has sold out to evil and the powers of darkness. Because Macbeth is so tense he forgets to leave the daggers at the murder scene and when Lady Macbeth tells him to take them back he says, I am afraid to think what I have done; Look ont again I dare not. Therefore, Lady Macbeth takes them back. When she goes to return the daggers Macbeth has a short soliloquy. This gives us an insight into his state of mind. He is full of guilt, will all great Neptunes ocean wash this blood Clean from my hands? This means that he cannot rid of the guilt. As a knocking is heard on the castle gates, Lady Macbeth returns but her husband is already regretting what he has done saying, Wake Duncan with thy knocking! I would thy couldst! Duncans sons Malcolm and Donalbain then flee the country for fear that their turn to be murdered will come so Macbeth becomes king. Despite having this title he is still insecure, with the prediction from the witches of Banquos sons becoming king, Macbeth decides that he has to prevent this fate and therefor hires murderers without Lady Macbeths knowledge to kill Banquo. This shows the audience how their relationship is breaking up. We are shocked at Macbeths decision to kill Banquo because he was Banquos best friend. After Banquo is murdered Macbeth hallucinates, he sees the ghost of Banquo covered in blood sitting in his chair at a banquet. All Macbeths lords are present but they cannot see the ghost, Lady Macbeth tries to relax him when saying, you look on but a stool. She tells him that what he is seeing is merely an illusion like the air drawn dagger which led him to Duncan. This indicates that after the murders Macbeth has a guilty, unquiet mind. He fears every one and in front of all the lords, he proclaims himself unstable. To the audience it appears as if Macbeth is turning insane and they sympathise with him because he has lost every thing dear to him: his best friend, his absolute trust and loyalty to his wife and the security of lots of friends who support him. Because of this insecurity, Macbeth pays the witches a visit with them showing him the three apparitions. With theses apparitions Macbeth is re-assured, his interpretation of them leads him to think that he cannot be harmed Then live, Macduff: what need I fear of thee? Macbeth then finds out that Macduff has fled to England in an attempt to encourage Malcolm to bring an army to fight Macbeth, filling him with anger. This provokes him to get revenge on Macduff: The castles of Macduff I will surprise, Seize upon Fife, give to thedge othsword His wife, his babes, and all unfortunate souls That trace him in his line. This would horrify the audience; the modern day audience would be more horrified at this murder than the 17th century audience who would think that regicide is worse. The modern day audience would feel nothing but contempt for Macbeths act of slaughtering women and children. Macbeths character at this point is completely destroyed; No heroism, loyalty, or any good qualities that he once had are left. No sympathy can now be given from the audiences point of view or any other character in the play. Lady Macbeth commits suicide because of guilty conscience regarding what she has done and what Macbeth has done. Macbeth subsequently hears that Malcolm and Macduff are coming towards him with a great army, He is not too worried because of the witches apparitions and he says I will not be afraid of death and bane Till Birnam forest come to Dunsinane. Macbeth receives the news of his wifes death and through his soliloquy reveals that he cannot grieve for her, due to having his mind in the direction of battle She should have died hereafter. Only at this point does Macbeth realise that he has nothing left and all because of his over ambition. A messenger later comes and announces that Birnam wood is moving. The armies of Malcolm and Macduff have cut down the forest and used it as camouflage. Macbeth begins to lose hope and feels like they have tied him to a stake. In addition, he cannot fly. Nevertheless, he decides that he will fight on Ill fight, till from my bones my flesh be hacked. Macbeth then sets out to fight he kills a man and still holds on to the apparition from the witches that no one born of a woman shall harm him, Swords I smile at, weapons laugh to scorn, Brandished by man thats of a woman born. Macduff confronts Macbeth and Macbeth is not very fearful of him because of the witches apparition. He says to Macduff: With thy keen sword impress as make me bleed: Let fall thy blade on vulnerable crests, I bear a charmed life, which must not yield To one of woman born. Macduff then replies saying that he was not of woman born; he was from his mothers womb Untimely ripped Macbeth now knows that Macduff is going to kill him but he shows a last bit of courage and he fights on. The audience cannot feel admiration for Macbeth because of what he has done only sympathy because he has noting left, and he knows it. Macduff then kills Macbeth and hails Malcolm as King. At the end of the play, we see Macbeth a respected hero turned into a vengeful villain through unreasonable ambition, with the influences of people around him. He commits regicide, murder, and vengeful slaughter. After the murder of Duncan, Macbeth is horrified to think of what he has done. Shakespeare contrasts Macbeth and his wife in their attitudes of the murder. Lady Macbeth is bold and confident, because she does, not understand that the deed is morally wrong: he only concern is to destroy the evidence. Macbeth, on the other hand, awakens to a consciousness of guilt that will remain with him until his death. At times, Shakespeare encourages the audience to feel sympathy and understanding for Macbeth but at times all that the audience can feel for Macbeth is horror, anger, disgust, and contempt, although at the end of the play he shows tremendous character when facing certain death.

Operations Management Theory: Reconciling Capacity and Demand Essay

Question 3: Draw on appropriate Operations Management theory, concepts and frameworks to examine how your organization, or an organization with which you are familiar, reconciles capacity and demand. Information technology services industry is a highly competitive cost based operation sector where availability of resources, tangible and intangible is key to successful projects. This makes a significant challenge to accurately reconcile capacity and demand. OpenText is a leader in providing enterprise content management solutions and we will analyse consulting services provided in the European market along with effect on demand with today’s changing economic environment. Slack et al (2009, p.248) defines relationship between capacity and demand as: "Capacity is the output that an operation (or single process) can deliver in a defined unit of time. Demand is the quantity of products and services that customers request from an operation or process at any point in time". Managing capacity is an on-going effort in the industry by reducing cost through repeat business from existing customer and by engaging new potential customers; This while managing customer expectations and ensuring quality of service. Customer engagement and service delivery are key to OpenText’s economic competiveness in the market. Employee development and attracting highly skilled individuals to the organisation are essential in delivering quality service. When considering potential projects, OpenText need to know the resource availability to perform the tasks. This demand for resources is weighted against who is available (capacity) to determine if additional resources are required to meet the demand and if required what types of resources are needed... ...ly uncertainty. IIE Transactions 34 717-728. Slack, N., Chambers, S., Johnston, R., Betts, A.,(2009). Operations and process management: Second edition. Harlow: Pearson Education Limited Roth, A.V. and Velde ,M V D.(1991), â€Å"Operations As Marketing : A Competitive Service Strategy†, Journal of Operations Management ,Vol. 10 ,No. 3,pp 303-328 Chiang, W. K. and Feng, Y. (2007). The value of information sharing in the presence of supply uncertainty and demand volatility. International Journal of Production Research, 45 (6), 1429-1447. Hum,Sin Hoon (2000), â€Å"A Hayes-Wheelwright framework approach for strategic management of thrid party logistics services†,Integrated Manufacturing Systems,Vol .11/2,pp 132-137 Buxey,G.(1993). Production planning and scheduling for seasonal demand. International Journal of Operations and Production Management, 13(7),4-21.

Babysitting for Sociology

Over the past seven years I have come to learn many different things about myself and about children due to babysitting. I first started babysitting when I was a about eleven years of age. I started off by watching my younger brothers when my parents went out at night. That affected my biological rhythm (274). My body was used to going to sleep around nine o’clock since I was still young, but I had to force myself to stay up so I could watch over my brothers while they slept. I sometimes found myself staying up till about midnight! Since I was so tired from staying up it seemed to have an affect on my sleeping also.It seemed like I would have more dreams that I could vividly remember the next morning (280). The next couple of nights after I babysat, it seemed like by body was on REM rebound due to the stages of REM sleep I would miss (276). Now that I am older I have trained my body to be able to stay awake and not feel like I had sleep derivation the next day (280). During th e duration of training my body to stay awake late, I learned a few things the hard way. I first thought that if I drank a lot of caffeine I would be able to stay awake longer and easier.Well that thought nearly ruined me! It wasn’t soon after I started relying on caffeine that my body became tolerant to it, and it seemed like I couldn’t go sleep without it or wake up without it (297)! At first it seemed like I was going through a withdrawal period (297). My body was craving the caffeine so badly that I felt sick without it. From that experience I have learned that doing homework or talking on the phone helps me stay awake while I am waiting on the children’s parents to get home. I am lucky that I have only suffered from addiction to caffeine and not drugs.A friend of mine became addicted to cocaine due to having to stay awake late for school. When she took that drug she said it made her feel like she could stay awake forever. To stay awake that is what a person wants to feel. Cocaine addiction is a fast track from euphoria to crash (301). Through my many years of experience in babysitting I have learned that most children fall under the category of associative learning. Associative learning is learning that certain events occur together (315). For example with most children after everything they do there is some sort of consequence.Younger kids have a tendency to get into things that they shouldn’t. Therefore, after they get into something that is off limits, they get in trouble. After watching kids fall under that category I also realized that many adults fall under it also. It seems like after every action there is a consequence. Here are some examples of kids actions and the responses they get. When a kid eats or drinks, automatically they have to use pee or poop afterwards. That is an example of unconditioned response (317). The substance the kid puts in their mouth is the unconditioned stimulus (317).A kid has to use the restro om soon after they eat because they haven’t quite learned how to control their urges. That is why they sometimes also go the bathroom in their pants. I learned a lot about babysitting through observational learning. Observational learning is observing and intimating others (341). When I was younger and I was unable to baby sit, a close family friend used to come over and watch my brothers and I. I learned a lot of from her. I learned many games from her that I now play with the kids I baby-sit. That comes in handy when I try to keep all of the kids occupied.Another thing that I learned from her that comes in handy when babysitting is patience. Patience plays a very big role. Kids repeat things over and over again, in other words they don’t know when to quit. That turns into getting on my nerves a lot. I have learned not to let it bother me as much. I have taught myself to take a deep breath when that happens and try to get the kids minds on something else. There are tw o different kinds of reinforcement I use with the kids while I baby-sit. They are positive and negative reinforcement (329).I use positive reinforcement when the kids do something that is good. For example, if they clean off their plates after they eat and get everything ready for bed, I will give them a good night treat. If the kids do something bad or if they go against what I tell them to do, I use negative reinforcement. Negative reinforcement may be they do not get a good night treat, they have to go to bed a half an hour early, or I may even give a bad report to their parents. I only give a bad report to the parents if they didn’t listen to me at all, or if they continued to back talk me.I find a lot that latent learning occurs a lot with the kids also (334). While I am baby-sitting I try to teach the kids something new every time. Sometimes they pick it right up other times it takes a while. For example, I try to teach the kids to always wash their hands before and aft er they eat. I teach them by making a point to let them know what I am doing when I wash my hands. Soon after, I will catch one of the kids trying to reach the facet to turn it on so they can wash their hands. When it comes to the kids memory, its not very long.It seems like to me that kids only remember things if they really want it. Other than that, they have short term memory. Short term memory is when you learn something but shortly afterwards you forget what it is (362). For example, when I am helping the kids clean up their room I try to tell them where stuff goes so that they can do it on their own. Well every time it comes to clean up time, they don’t remember where anything goes. When ever the kids do remember what I have said or taught them, they are retrieving memories from storage. Storage is the heart of memory (361).Through all of my years of baby-sitting and experiences, I have learned many things about myself and about the kids I watch. I am now able to predic t what certain kids are going to do or say at a certain time. I have gotten to know each of their personalities and became familiar with they things they like and the things they don’t like. I am also familiar with the things they know and what things they do not know. Through everything the kids put me through and taught me, I have learned a very important thing about myself. I love working with kids and that is what I hope to do in life regardless of what field it is in.

Essay on Deforestation - 2202 Words

Deforestation is a major global problem with serious consequences to the planet. These consequences have a negative effect on the climate, biodiversity, the atmosphere and threatens the cultural and physical survival of life. Deforestation is the permanent destruction of indigenous forests and woodlands. It has resulted in the reduction of indigenous forests to four-fifths of their pre-agricultural area, so that now indigenous forests cover only 21% of the earths land surface. The world Resources Institute regards deforestation as one of the worlds most pressing land use problem. It is now so bad that every minute an area of forest equal to 20 football fields is lost. Rainforests cover less than†¦show more content†¦Logging tropical hardwoods like teak, mahogany, rosewood and other timber for furniture, building materials, charcoal and other wood products is big business and creates big profits. Several species of tropical hardwoods are imported by developed counties, including America, just to build coffins which are then buried or burned. The demand, extraction and consumption of tropical hardwoods has been so massive that some countries which have been traditional exporters of tropical hardwoods are now importing the wood because they have already exhausted their supply by destroying their native rainforests in slash and burn operations. It is anticipated that The Philippines, Malaysia, The Ivory Coast, Nigeria and Thailand will all run out of rainforest hardwood for export within the next five years. In addition to logging for exportation, rainforest wood stays in developing countries for fuel wood and charcoal. One single steel plant in Brazil making steel for Japanese cars needs millions of tons of wood each year to produce charcoal that can be used in the manufacture of steel. Then there is the paper industry. 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Rabbit Proof Fence By Sally Morgan Essay - 1911 Words

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Advertising Old Spice Opens With Isaiah Mustafa - 944 Words

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Revenue Management Hospitality Industry

Question: Discuss about the case study Revenue Management for Hospitality Industry. Answer: Introduction Revenue management for the Hospitality Industry should be inimitable part of the study and is an area best studied by those with a concrete understanding of how services and products are sold in the thrilling hospitality industry (Kimes Wirtz, 2016). As it indeed to develop, the management of revenue will certainly develop more of its own principles, theories and practices. Therefore, the revenue managers need to know information and a basic understanding about why and how consumers use scarce financial resources to make purchasing decisions. There are several fundamental approach such as supply, pricing, demand, consumer rationality are conventional topics for revenue managers and for this reason, this report will discuss several economic concepts, giving more prominence on the sensitive relationship between premeditated pricing, and an efficient management of the revenue. Based on the above concepts of revenue management, the revenue manager of Novotel Sydney on Darling harbor will present a report to the hotel general manager that recommends a revenue managements strategy for the financial year 2016-2017. The critical considerations would be the analysis of market segmentation, the competitive aspects, forecasting of demand and lastly, the global distribution channel analysis. The purpose of this report is to understand how hospitality industry determines prices and how their consumers recognize prices. Thus, the fundamental understanding of principles and concepts of revenue management will be discussed and analyzed throughout this assignment to develop the appropriate strategies for the Novotel Sydney. The report will address changes in the companys business practices and attempts to demystify the management of revenue as an uncommon business practice. Analysis of market segmentation: Business details: Being the part of almost four hundred hotels around the world, Novotel is perfect for family vacations and weekends away. Novotel Sydney is engaged in high profile hotel business operations with background of the beautiful views of Darling Harbour and the Sydney city skyline. This is the perfect destination for delivering the spacious accommodation ad newly transformed concept bar and restaurant (Ovchinnikov et al. 2013). This hotel itself is situated in the heart of Darling Harbour which is within walking distance to many of best attractions of Sydney. On the other hand, the location of the hotel has great transportation facilities. This premium hotel destination is known for its luxurious 4.5 star accommodation facilities. In addition to stunning views, the hotel provides a gym, pool and floodlit tennis court. Incorporating all this services, Novotel Sydney offers the most feature-rich Smartphone application in the Australias hospitality industry. With providing all this exposures, Novotel Sydney has recognized as one of the best restaurants in Sydney. Large portion of the success is superior human resource management services as they ensured that their customers felt welcome. Environmental analysis: Political factors: Novotel is one of the hotels in the Accor group (Novoteldarlingharbour.com.au, 2016). In globalized environment, Novotel Sydney hospitality service provider is widely affected by the legislative and political conditions of Australia. The major political factors that could affect Novotel Sydney are the danger of terrorism, the political climate and the danger of the terrorism. On the other hand, legislations have the important effect on the structure of the Novotel as the regulation is imposed at the state level; the business effects due to the structure of the industry can vary considerably across jurisdiction. Economic factors: Presently, hotels of Australia collectively employ around 300000 people in over 6000 hotels and successfully generate between $11 billion and $14 billion per year in domestic financial activity (Butler et al. 2013). Thus, the hospitality industry has the capacity to grow and contribute more to the national economy. Novotel Sydney has followed the right policy framework and considered to be a large contributor of the market. Tourism Australias long term strategy has identified a need for new investment in infrastructure, including hotel accommodation, in order to capitalize on the opportunities presented by the rising economies of Asia. Social factors: Novotel Sydney has followed the collaborative framework of Australia Hotel Association and the government of Australia. This has ensured that the hotel has maintained a fair and equitable workplace relations that helps to make a better accommodations at the 24/7 culture of this industry (Novoteldarlingharbour.com.au, 2016). The simple and fair social dealing or accessibility makes easy to employ overseas workers by Novotel Sydney. Current situation indicates that Novotel provide good service for customer by using seven language through the online, maps also adding value to booking experience due to the reason of the varies of the social changes (Vulcano Weil, 2014). Due to demographic demands and changes of the ageing population, the company believes an equal exposure at the heart of the strategy of Novotel. Technological factors: To hold the maximum customer satisfaction of this hospitality industry of Australia, Novotel Sydney has used several technologies including the development of the hotel booking and design of websites, updating system and electronic media card and many other cases. Trend Analyses: The premium hotel industry has grown over the last five years. This industry has recovered from subdued demand conditions in the wake of the financial crisis globally. Industry of the hospitality has faced heavy competitions from other forms of accommodation over the last five years. The growing desire to adopt more westernized standards of living and holidaying potential for the domestic and inter-religious tourism markets across the Asian field. Emerging domestic business travel which is the major revenue streams for larger hotels has further supported the industry over the period and as a result, revenue of the industry is expected to grow at an annualized 4.8 over through 2016 to 2017 (Butler et al. 2013). According to the survey, hotels of Australia are provided a ranges of services, both for racing and other entertainment, pool and billion tables, entertainment values and conference and meeting facilities. (Source: Butler et al. 2013) Majority of the hotel and resorts of Australia are locally owned. Thus those hotels are often contributed in the local communities financial and other activities. The most common area for financial support and sponsorship provided by the hotel manufacturers is for sporting teams/clubs. This supporting figure has been reached $8792 per hotel in 2015. In relation to the group of communities, the average level of support was $4733. On the contrary, few of the hotel companies have provided their supports towards health, religious, health, education and other groups. (Source: Butler et al. 2013) Over the year-to-date Dec 2014, the trend ensured that major Australian city hotels saw revenue per available room accommodation increase by an average of 2.8 per cent with a huge divergence in the performance of individual market (Lorna Wang, 2012). Furthermore, there are general trend has been improving revenue and a tightening in capitalization rates especially at the top end of the market. Analysis of the competitor set: The Australian hotel industry has grown at an extraordinary rate becoming more competitive as international hotel groups make inroads in the growing number of destinations. Thus there is a huge competitive pressure Novotel Sydney is surviving with and this has led to a pressing need for establishment to provide a high quality service to patrons. According to the STR Global research data, there has been shown a steady growth in the sales activities in the hospitality industry. However, Sydney hotels have been ensured the highest occupancy rate which included 80 percent occupancy in 2014 similar to 2013. Thus Novotel Sydney is always trying to trade close to capacity. The average tariff of their room accommodations were the highest in the country, but relative growth was modest at 3.5 percent approximately. It is estimated that there are nearly 21500 hotel rooms available within Sydney. The biggest competitors of Novotel are Meriton Haymarket, The Darling Hotel, QT State Theatre. (Source: Novoteldarlingharbour.com.au, 2016) In the service industry, it is indeed requires to modify the service structure and constantly evaluate the process of delivering services. Thus it is significant to maintain a competitive advantage over its existing competitors. Being providing the strong performance, Novotel Sydneys greatest competitive advantage is its passion for hospitality. Complementing the Accors Network in Australia, Novotel Sydney provides range of tourist services including: Blue line cruises: Sydney Awarded Showboats and the Mejestic Cruises The Summit Restaurant and Orbit Lunge Bar in the Centre business district of Sydney Novotel premier Vocational club Sydney Convention and Darling Harbours Exhibition centre To increase the competitive advantages and generating more customer acceptance, Novotel has the extensive involvement in Travel distribution, catering and the service provision client and public authorities. Competitive market of Novotel Sydney: New Entrant Barriers Low Operating license of the hotel Requirement of capital Building distribution network Requirement of human resource Rivalry- High Availability of the premium hotel services at Sydney High exit barrier Power of Suppliers- Low Multiple suppliers availability Low switching costs Advance technology Substitutes Low Readily available and price attractiveness Low comparability Competitors Analysis: Novotel Sydney Meriton Haymarket The Darling Hotel Star Rating 4 4 5 No of Rooms 96 247 171 Last renovation N/A 2011 2004 Meeting rooms 3 6 5 Restaurants 1 1 2 Room service 24/7 24/7 24/7 Bars 1 2 2 Free WIFI YES YES Only in public area Fitness/Pool Fitness only Fitness+ Pool No Facilities of leisure Yes-play ground, SPA, bar (changeable for all) Yes SPA treatment, Casino, free bar for members No Car parking YES AUD 12 a day Free Free (Source: Escudero et al., 2013) SWOT Analysis: Strengths High brand reputation and top market presence Luxurious service provider ensuring high quality Well trained and skilled human resource Management control and discipline High occupancy rate among others Weaknesses High competitive price challenges and revenue management space High labor turnover Low affordability Associated with high repair and maintenance costs Opportunities Industrial growth of Sydney Hotel business Primary market from Asia Pacific region Emerging tourism market in China and India Usage of high technological exposure Threats Consumer demand fluctuations Volatile customer needs for cheap hotels (Vulcano Weil, 2014). High market competitiveness (Source: Masiero et al., 2016). Strengths: Internal resources of Novotel Sydney are the biggest strength of the hotel which is operating in the Sydney hotel market (Masiero et al. 2016). This market is the largest in the country so it wont be hard for the company to maintain high occupancy rates. Currently, Novotel Sydney represents 80 percent occupancy rates. Weaknesses: The higher fixed costs other than businesses may create problems when the demand in hotel decline (Wang, 2012). Improving technological exposures into their services, Novotel Sydney is likely to be requirement to remain competitive but the competitive price challenges and revenue management space can become the biggest problem for this luxurious hotel (Kimes, 2016). Furthermore, the luxurious services of the hotel are not affordable for everyone. Thus, the company has been served for the limited consumer base. On the other hand, the nature of the work in hotel tends a regular job which creates little challenges to staffs and results in the growing number in employees turnover rate. Opportunities: Novotel Sydney has the opportunity to exploit their international business more effectively. The company has developed the sponsorship actions; it ensures more primary market opportunities in the Asian market (Novoteldarlingharbour.com.au, 2016). On the other hand, the advancement of the technological services increases integrated communication system which will help to develop add-on services of the hotel. Threats: Due to Novotel operated in high turbulence environment maintaining the standards, this company may require flexible and flattens structure of the organization to follow the flexible consumers demand. However, the availability of several competitors such as The Darling Hotel, Barangaroo, Darling Harbour South, makes the entire hospitality industry more competitive. Strategy development to make competitive SWOT analysis: Before discussing the development process, it is need to be understood that revenue management is of particular value in situations where the proportion of fixed costs is high compared to proposition of variable costs. Thus the strategy will be to maintained less variable cost to add more revenue which will contribute to overall profit. To maximize the revenue and stay competitive in the market, Novotel Sydney needs to increase occupancy percentage. For this reason, the company needs to expand their infrastructure to increase the number of rooms for their customers. Secondly, Novotel System needs to provide their car facilities and leisure facilities at free of costs for their members to establish long term customer base. This would be counted as the competitive advantages for Novotel Sydney Forecasting Demand: This is the core element of revenue management approach and application. According to Bayoumi et al. (2013), pricing and yield tactics cannot be effectively applied if the company does not consider an accurate forecasting into their management policies. Novotel Sydney will propose their demand forecast to calculate by taking the actual number of reservations on hand (actual number of rooms books at a date) and adding the predicted number of rooms that will be booked (Pereira, 2016). By considering the rate of average occupancy percentage, and the volume of loyal customer, the company needs to identify the demand and estimated service requirements of Novotel Sydney. Using the Percentage Growth method, Novotel Sydney will forecast their demand: For calculation, the assumption underlying this method is that data in hand follows the volatility of trend. Now the value of the Room Night of the last five years is as follows: Year Room Nights 2011 900 2012 1100 2013 1250 2014 1200 2015 1340 The total percentage change in Room Nights is (1340- 900)/900 = 48.88% The yearly percentage change = 48.88% / 5 = AUD 9.776 Therefore, the forecasted Room Nights for year 2016 is for Novotel Sydney, AUD 1340 *(1+.09776) = AUD 1470 Room Nights The above figure indicates that Novotel Sydney needs to fix up their Room nights rate at AUD 1470 for the financial year 2016-2017. On the other hand, the hotel needs to forecast their number of clients availability by assessing the demand for product or service that the hotel provided for sale. Here it is important to consider each segment willing to pay. This willingness is all about price sensitivity which driven by the value hat each consumer places upon the service or product (Ivanov, 2014). To evaluate an effective yield tactic, the hotel needs to apply some fundamental changes in their ongoing service facilities provided to their customers. Firstly, the room reservation will be restricted to a minimum duration. However, the room limit availability will be discounted for special occasions such as Christmas. This will increase the revenue and ensure highest occupancy rate. Secondly, the reservations shall not be permitted with arrival on a particular day. In this way, the hotel can reduce the risk percentage which is associated with long stay false bookings. Channel Analysis: The term distribution identifies to how sell their inventory and the different channels that a client can use to book (Koupriouchina et al. 2014). The proper distribution channel is all about electronic channels. Novotel should maintain the direct voice channels and the global distribution system. According to Lorna Wang (2012), there are variety of distribution channel and increase their competitive reach. The strategy should be provided for communication to each client of Novotel Sydney through the suitable channels and with the right message. The strategy will be taken for accurate message segmentation that the hotel message does not become confused or distorted. Reservation evaluation: To make an effective revenue strategy, Novotel Sydney shall permit advance reservation for their local as well as international clients. Such reservation shall be taken at one day in advance. However, the reservation process will not consider valid till the payment process completed by the client. GDS: In this competitive hospitality industry, Novotel Sydney needs to maintain a centralized and computerized network which is all about single point access. This will be used for booking rooms and the services for their clients. By using this, the company will provide their services more efficiently. System of property management: In this next fiscal year, Novotel Sydney will use Optima PMS for enhancing the quality of customer service. This is a Window based Property Management System that includes the latest in advanced technologies. This would be perfect for Novotel to manage their large customer base because Optima PMS consists with sophisticated Front office system which is linked with hotel computerized hotel application (Abrate Viglia, 2016). Cost of the distribution: The cost of the distribution will be managed by reducing the variable cost and increasing the occupancy percentage in the next fiscal year (Mauri, 2016). Channel selection: Connected through internet distribution sites will be maintained by mentioning room rates, clauses, and availabilities. This must offer a wide network which will be handled by tour operators, specialist, and online travel agent and so on. Thus the real time data will be maintained for keeping track of demand. Conclusion with recommendation: Based on the above discussion this can be concluded that the revenue management for the hospitality industry is a challenging task for revenue manager. However, this is an emerging field of study and certain tools and practices must be maintained to manage it properly. In this assignment, the certain revenue strategies are considered for Novotel Sydney for the fiscal year 2016-2017. The report has recommended several new strategies for critically considering four aspects including market segmentation, competitor set, forecasting of demand, and channel management system. As per the recommendation, the hotel must improve their occupancy rate for reducing the variable costs. Delivering advanced customer services, the hotel needs to forecast their room rates considering the on0going trends of the market. Furthermore, the advanced technologies shall also be incorporated to maximize the revenue of hotel. References: Abrate, G., Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue management.Tourism Management,55, 123-132. Bayoumi, A. E. M., Saleh, M., Atiya, A. F., Aziz, H. A. (2013). Dynamic pricing for hotel revenue management using price multipliers.Journal of Revenue and Pricing Management,12(3), 271-285. Butler, J. R., Wong, G. Y., Metcalfe, D. J., Honzk, M., Pert, P. L., Rao, N., ... Brodie, J. E. (2013). An analysis of trade-offs between multiple ecosystem services and stakeholders linked to land use and water quality management in the Great Barrier Reef, Australia.Agriculture, ecosystems environment,180, 176-191. Escudero, L. F., Monge, J. F., Morales, D. R., Wang, J. (2013). Expected future value decomposition based bid price generation for large-scale network revenue management.Transportation Science,47(2), 181-197. Ivanov, S. (2014).Hotel revenue management: from theory to practice. Zangador. Kimes, S. E. (2016). The evolution of hotel revenue management.Journal of Revenue and Pricing Management,15(3-4), 247-251. Kimes, S. E., Wirtz, J. (2016). Revenue Management in Restaurants: Unbundling Pricing for Reservations from the Core Service. Koupriouchina, L., van der Rest, J. P., Schwartz, Z. (2014). On revenue management and the use of occupancy forecasting error measures.International Journal of Hospitality Management,41, 104-114. Lorna Wang, X. (2012). The impact of revenue management on hotel key account relationship development.International Journal of Contemporary Hospitality Management,24(3), 358-380. Masiero, L., Pan, B., Heo, C. Y. (2016). Asymmetric preference in hotel room choice and implications on revenue management.International Journal of Hospitality Management,56, 18-27. Mauri, A. G. (2016). Pricing and revenue management in hotel chains.The Routledge Handbook of Hotel Chain Management, 262. Novotel Sydney on Darling Harbour | Darling Harbour Hotels. (2016).Novoteldarlingharbour.com.au. Retrieved 9 August 2016, from https://www.novoteldarlingharbour.com.au/ Ovchinnikov, A., Boulu-Reshef, B., Pfeifer, P. E. (2013). Revenue management with lifetime value considerations: balancing customer acquisition and retention spending for firms with limited capacity.Forthcoming in Management Science. Pereira, L. N. (2016). An introduction to helpful forecasting methods for hotel revenue management.International Journal of Hospitality Management,58, 13-23. Vulcano, G., Weil, A. (2014). Joint Optimization of Virtual Capacities and Bid-Prices for Revenue Management. Wang, X. L. (2012). Relationship or revenue: Potential management conflicts between customer relationship management and hotel revenue management.International Journal of Hospitality Management,31(3), 864-874.