10 Threats to Monarch Migration

Though monarch butterflies as a species are not in danger of extinction in the near future, their unique North American migration may cease without intervention. The International Union for Conservation of Nature (IUCN) calls the monarch migration an endangered biological phenomenon. Migrating monarchs face threats throughout their journey, from their overwintering sites to their breeding grounds. Here are 10 threats to monarch migration, all of them the result of human activities. Until we change our ways, monarchs will likely continue to decline throughout their North American migration route. 1. Roundup-Resistant Crops American corn and soybean growers now plant mostly genetically-modified crops that are resistant to the herbicide Roundup. Rather than till the soil to control weeds in their fields, farmers can now plant their crops first, and then spray their fields with Roundup to kill the weeds. The weeds, including milkweed, die back, while the corn or soybeans continue to grow. Common milkweed (Asclepias syriaca), perhaps the most important monarch host plant of all the milkweeds, can still thrive in a tilled field. Ask any gardener who has planted a patch of it about how quickly it spreads, and how hard it is to keep from resprouting. But common milkweed (or any milkweed species, for that matter) cannot tolerate these repeated applications of Roundup on farm fields. Milkweed in agricultural fields is believed to have been a food source for up to 70% of monarchs in the past; the loss of these plants could seriously impact the population. Roundup doesnt discriminate, either, so nectar plants tha t once bloomed between crops have disappeared in these areas, too. 2. Insecticide Use This might seem like a no-brainer (and perhaps it is), but monarch populations can be impacted by exposure to insecticides, even those intended for controlling other insects. In some cases, the insecticide in question may be deemed safe to other, non-targeted wildlife, but often no studies exist to prove the product wont harm monarch butterflies. Fear of West Nile virus leads many communities to conduct aerial spraying programs of pesticides intended to kill mosquitoes, to the possible detriment of monarchs. Permethrin, for example, is used to control adult mosquitoes, but one study done by the Monarch Lab at the University of Minnesota showed that permethrin residue on milkweed foliage is highly lethal to monarch caterpillars, particularly in the early instars. Bt (Bacillus thuringiensis)is a bacteria that specifically targets caterpillars. It is applied aerially to forests, to combat pests like the gypsy moth, and inserted into genetically modified corn, to help the plants repel pe sts like the corn borer. Studies show that windblown pollen from GM corn can kill monarch larvae if the toxic pollen lands on milkweed foliage. Fortunately, recent research suggests Bt-laden corn pollen may not pose a serious threat to the overall monarch population. 3. Roadside Maintenance Activities Milkweed grows well in disturbed habitats like roadsides. It could be said that most monarch enthusiasts can spot a milkweed patch while driving 60 miles per hour down the highway! One would think such an easy growing host plant would give monarchs an edge, but unfortunately, the people who maintain our right-of-ways usually view milkweed as a weed, and nothing more. In many places, the roadside vegetation is mowed, often right when milkweed is at its peak and crawling with caterpillars. In some cases, roadside vegetation is treated with herbicides. As farmers eliminate milkweed from their fields with Roundup, roadside milkweed stands will be more important to migrating monarchs. 4. Ozone Pollution Ozone, a major component of smog, is highly toxic to plants. Some plants are more sensitive to ozone pollution than others. Milkweed is highly sensitive to ozone at ground level, so much so that it is considered a reliable bio-indicator of ozone pollution. Milkweed plants affected by ozone develop dark lesions on their foliage, a symptom known as stippling. While we know the quality of milkweed suffers in areas of high ground-level ozone, we know little about how this may impact monarch larvae that feed on milkweed plants in smoggy areas. 5. Deforestation Overwintering monarchs need forests for protection from the elements, and they need very specific forests at that. The population that breeds east of the Rocky Mountains migrates to mountains in central Mexico, where they can roost in dense stands of oyamel fir trees. Unfortunately, those trees are a valuable resource, and even after the monarch wintering site was designated as a preserve, logging activities continued illegally. In the 20 years from 1986 to 2006, an estimated 10,500 hectares of forest were either lost entirely or disturbed to a degree that they no longer provided suitable winter cover for the butterflies. Since 2006, the Mexican government has been more vigilant in enforcing the logging ban within the preserve, and thankfully, deforestation has decreased significantly in recent years. 6. Water Diversion Since long before the monarchs were found clinging to trees by the millions in Mexico, Mexican families have subsisted off the land in and around the oyamel forests. Local residents need water, both for their homes and for their cattle and crops. In recent years, villagers have started diverting water from mountain streams, using plastic pipes to intercept and direct it to their homes and farms. Not only does this leave streambeds dry, but it also requires the overwintering monarchs to fly longer distances in search of water. And the farther they fly, the more energy the butterflies require to survive until spring. 7. Real Estate Development California boasts some of the countrys highest property values, so its no surprise that monarchs on the west coast might get squeezed out by land developers. Both breeding habitat and wintering sites are at risk. Remember, the monarch butterfly is not an endangered species, so it isnt afforded the protections of the Endangered Species Act. So far, butterfly enthusiasts and monarch lovers have done a good job of pleading for the conservation of overwintering sites, which are scattered from San Diego County to Marin County along the California coastline. But vigilance must be maintained to make sure the monarchs keep this prime real estate. 8. Removal of Non-Native Eucalyptus Trees Why would the removal of non-native trees impact the monarch butterfly, a native species? In the mid-to-late 19th century, Californians imported and planted no less than 100 species of eucalyptus from Australia. These hardy trees grew like weeds along the California coast. Western monarch butterflies found the groves of eucalyptus trees provided ideal protection in the winter, even better than the stands of native pines where they roosted in the past. The western population of North American monarchs now relies heavily on these stands of introduced trees to see them through the winter. Unfortunately, eucalyptus is known for its propensity to fuel wildfires, so these forests are not so beloved by land managers. We may see a decline in monarch numbers where the non-native trees are removed. 9. Climate Change Monarchs need very specific climate conditions to survive the winter, and this is why their overwintering sites are limited to just 12 mountains in Mexico and a handful of eucalyptus groves in California. It doesnt matter whether you believe climate change is caused by humans (it is) or not, climate change is real and it is happening now. So what will that mean for the migrating monarchs? Scientists used climate change models to predict what conditions at the overwintering sites will be in the near future, and the models paint a gloomy picture for the monarchs. By 2055, climate change models predict the oyamel forests of Mexico will see precipitation similar to what the area experienced in 2002 when an estimated 70-80% of the monarchs in the two largest overwintering sites died. Why is wet weather so detrimental to the monarchs? In a drier climate, the butterflies can adjust to the cold by a process known as supercooling. Wet butterflies freeze to death. 10. Tourism The very people who care the most about monarchs may be contributing to their demise. We didnt even know where the monarchs spent their winters until 1975, but in the decades since, millions of tourists have made the pilgrimage to central Mexico to see this mass gathering of butterflies. Each winter, up to 150,000 visitors travel to the remote oyamel forests. The impact of 300,000 feet on the steep mountain trails causes considerable soil erosion. Many tourists travel by horseback, kicking up dust that blocks spiracles and literally suffocates the butterflies. And each year, more businesses pop up to cater to butterfly tourists, requiring more resources and creating more waste. Even in the U.S., tourism has sometimes hurt more than help the monarchs. A motel built at one of the California overwintering locations degraded the forest and caused the butterflies to abandon the site. Sources North American Monarch Conservation Plan (PDF), prepared by the Secretariat of the Commission for Environmental Cooperation (CEC).Conservation Initiative in North America to Protect Monarch Butterfly, Convention on the Conservation of Migratory Species of Wild Animals (CMS).Monarch Butterfly Conservation in North America, U.S. Forest Service.Migrating Monarch Butterflies in Monterey County, Ventana Wildlife Society.Species Profile (Monarch), Species at Risk Public Registry, Government of Canada.The Effects of Mosquito-Control Applications of Permethrin on Monarch Butterfly (Danaus plexippus) Larvae, Sara Brinda, 2004.Lethal and Sublethal Effects of Resmethrin on Nontargeted Species, Meredith Blank, 2006.

E-Commerce Offer vs Invitation to Treat - 2301 Words

Q1) Consider the legal status of Web advert and whether it would amount to an offer in law; Q2) If so, consider whether the filling in of the buy now form amounted to an acceptance of the offer; Q3) Outline the consumer buyers rights under the Distance Selling Regulations as they may apply to this sale. In this assignment I must conclude whether the advert from Surjits website constitutes a lawful offer or an Invitation to Treat. I will test this by comparing the two alternatives and assessing which is more applicable to the case study. Offer V Invitation to Treat To establish the difference between an offer by an organisation or if it is advertising an Invitation to Treat is whether the advert can be likened to that of a shop†¦show more content†¦To then complete the form would amount to confirmation of negotiations by the consumer but not acceptance of sale. At which Surjit can refuse the sale of the cameras. Surjit has not specifically stated that the sales offer was an invitation to treat. This could prove a huge problem for him because websites have not been tested against the three stage rule in the U.K of invitation to treat, offer and acceptance. It could therefore be easily argued that Surjit is bound by a contract as it seems Argos believed they might have been. The fact that Argos settled out of court raises suspicion. If the case study is to be accepted as an established offer, then Surjit would have to comply with the Distance Selling Regulations 2000 (DSR 2000). These regulations are to protect consumers by insisting that influential information is supplied to customer before and after the contract has been entered. If email has been used to provide information to the seller then it is deemed fit for this method of communication to be used to inform consumers. The information in regulation to the Distance Selling 2000 includes; 1. the identity of the supplier and (where the contract requires payment in advance) the suppliers address; 2. a description of the main characteristics of the goods or services; 3. the price of the goods or services, including allShow MoreRelatedAustralian Business Law Summary6492 Words   |  26 Pagescontracts) Topic 3b: Elements of a simple contract 1. intention to create legal relationship - presumed in commercial but not family/social relationships; rebuttable by evidence 2. Mutual agreement - often proven by identifying separate offer amp; acceptance; can also be proven by circumstances / conduct 3. Consideration - promises need to be mutual, from each party to the other. Not required for formal contracts such as deeds 4. legal capacity of all parties’ capacity (eg mentalRead MoreHistory of Common Law9609 Words   |  39 PagesHISTORY OF COMMON LAW | STATUTORY FRAMEWORK * Great Britain (E/W/S) * United Kingdom (GB + NI) * British Islands (UK + Isle of Man + Channel Isles) ENGLISH LAW = The legal system of England and Wales (â€Å"the laws of England and Wales† from 1967). These laws mainly deal with issues of property, theft, inheritance, money†¦ The legal system of England and Wales is the basis of most legal systems in the Commonwealth and the US (except Louisiana). THREE MAJOR LEGAL SYSTEMS IN THE WORLD Read MoreMarketing and E-commerce Business65852 Words   |  264 PagesComplete Listing of Chapter Opening Cases, Insight Cases, E-commerce in Action Cases, and Case Studies CHAPTER 1 THE REVOLUTION IS JUST BEGINNING Opening Case: Pinterest: A Picture Is Worth a Thousand Words Insight on Technology: Will Apps Make the Web Irrelevant? Insight on Business: Start-Up Boot Camp Insight on Society: Facebook and the Age of Privacy Case Study: The Pirate Bay: Searching for a Safe Haven CHAPTER 2 E-COMMERCE BUSINESS MODELS AND CONCEPTS Opening Case: Twitter’s BusinessRead MoreOnline Banking42019 Words   |  169 Pagescategorized in to three types: (i) The Basic Level Service is the banks’ websites which disseminate information on different products and services offered to customers and members of public in general. It may receive and reply to customers’ queries through e-mail, (ii) In the next level are Simple Transactional Websites which allow customers to submit their instructions, applications for different services, queries on their account balances, etc, but do not permit any fund-based transactions on their accountsRead MoreState and Local Tax Outline42910 Words   |  172 Pagesa use tax. 5. HYPO: if you are Wal Mart and you want to compete with Amazon what do you do? a. Create a separate entity – i.e. Walmart.com, to sell the book. Chapter 2 2. a. CHAPTER 2: JURISDICTION TO TAX Section 1: Due Process And Commerce Clause Restraints On State Taxing Jxn 1. Similar concept to jxn over person for purpose of non resident jxn, same inquiry. 2. DP: Minimum contacts, purposeful availment, and NO requirement of physical presence, fairness notion/ notice, can’tRead MoreCrm in Supermarkets30832 Words   |  124 PagesEB 2003-02 February 2003 FOOD INDUSTRY MANAGEMENT CORNELL U N I V E R S I T Y Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects Gerard F. Hawkes Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University, Ithaca, NY 14853-7801 Teaching †¢ Research †¢ Executive Education IT IS THE POLICY OF CORNELL UNIVERSITY actively to supportRead MoreAn Agreement Not Enforceable By Law Is Said To Be Void9818 Words   |  40 Pagesunjust enrichment. 4. what is offer, acceptance, consideration, consent and capacity to contract offer ; According to sec 2[a] â€Å" When one person signifies to another his willingness to door to abstain from doing anything with a view to obtaining the assent of that other to such act or abstinence he is said to make an offer. The offer is also known a proposal or it is also caller promise. The person who makes the offer is called an offeror. The person to whom the offer is made is called offeree AcceptanceRead MoreMarketing8520 Words   |  35 Pageshas been removed from this chapter, though reference to it may occur in the text. The omitted content was intentionally deleted and is not needed to meet the Universitys requirements for this course. PART II Connecting with Customers C H A P T E R 4 Creating Customer Value, Satisfaction, and Loyalty In this chapter, we will address the following questions: 1. How can companies deliver customer value, satisfaction, and loyalty? 2. What is the lifetime value of a customer, and why is itRead MoreManagement Control System13700 Words   |  55 PagesEarlier  in  1970s   Xerox  had  a  culture  where  accuracy and rigid system were more important than listening to the customers. * Unrealistic Target Setting.    WHY   NEW  TRENDS? * The original patent for the plain paper copier expired in 1970 – sending an invitation to potential competitors. NEW   TRENDS   * XEROX  Developed   Quality  Strategy   - Leadership Through Quality –     Ã‚  Competitive  Ã‚   Employee   Quality Improvement Benchmarking   Involvement    Process   * With  LTQ,  management   utilized  operational  measures  such  as  Ã‚  Read MoreThe Mind of a Marketing Manager26114 Words   |  105 Pagesaero space. At its simplest it defines where and how to compete in each chosen market, and the business model and resources which will be required in order to achieve this. * Market strategy is the core part of the business strategy, and offers marketers a higher domain in which to influence the business direction, focus and priorities. * Marketing strategy is then more functional and operational - defining how brands, prod ucts, channels and communications must be developed

Intercontinental Group Hotels Based In US †Myassignmenthelp.Com

Question: Discuss About The Intercontinental Group Hotels Based In US? Answer: Introducation Hotel Indigo is one of the InterContinental Hotels Group (IHG) launched in 2003 in US. Since then, it has experienced a rapid growth that has seen it operating in all the four regions of IHGs. It is taken a position in the sector as an upscale boutique brand which specializes in delivering a refreshing and inviting guest experience. Although it is set to double in size the portfolio in the coming years. Currently, there are 70 Hotel Indigo branches found within US and other continents like Asia, United Kingdom, Costa Rica and Canada (IHG, 2017, p. 2). There are more than 9,515 open rooms. In 2011, Hotel Indigo was ranked highest in guest satisfaction by the 2011th North America Hotel Guest Satisfaction Index Study. This was made possible by the dedicated staff at the hotel. In fact, the 2010 IHG employee survey showed that 93% of Hotel Indigo employees love working here (IHG, 2017, p. 2). Some of the services offered by Hotel Indigo include; Bar/bistro, 24 hour business center and fitness studio, spa-inspired bathrooms, plush bedding, luxurious guest rooms, gust loyalty programs and locally reflective designs. Moreover, the hotel provides a Priority Club Rewards system that has more than 61 million members (IHG, 2017, p. 2). This is the largest number in the hotel industry. Campaign strategy Developing a strategy needs an extensive research to understand the business environment and main competitors. I hereby provide three strategies that could be used by the management to move the business forward. The alternatives for the company are; concentric diversification, market development and market penetration. These strategies are built on the nature of hotel management like our clients and suppliers. If implemented well, these strategies will result to an increase in sales and the general profitability of Hotel Indigo. Then a decision matrix is provided to help arrive at the best alternative. Concentric diversification strategy This strategy involves adding new or related products to the market. For example, in Britain, the National Westminister Bank PLC bought Legal General Group PLC.As a result, the company recorded higher profits in consequent years (Christopher, 2016, p. 35). To make this strategy efficient, Hotel Indigo will need to have a strong management team that can handle change effectively. Possibly they may experience an initial decrease in hotel bookings because more customers will be reluctant to experience new services. The management team will need to take charge and assure staff and clients that there is no need for worry because things will improve once customers have familiarized with the new services. Market development strategy This strategy involves introducing present products and services into a new geographic area. For example, Khuzendar Company that deals in tiles introduced its products in the Gulf region (Ray, 2016, p. 42). As a result, the company made more profits and instilled customer loyalty among its customers in that region. Hotel Indigo needs to apply this strategy to introduce hospitality services to markets in other regions apart from the US, UK, China and Canada. For example, there is an increase in demand for hospitality organizations in countries like Rwanda which is experiencing an increase in the number of tourists coming to see wildlife. Meaning, this industry is gradually becoming global justifying the need for Hotel Indigo to expand to other regions worldwide. However, the management should be ready to hire more staff since expansion means a larger workforce. Also, more resources are needed to do market research in terms of cultural orientations Market penetration This strategy is used by a business when it is seeking increased marketing share through intensive marketing programs. For example, Ameritrade doubled their advertising revenues to $200 million (Ray, 2016, p. 43). This move convinced consumers that the company was in a position to make wise investment decisions. Hotel Indigo should use this strategy to increase the rate of usage of services by customers. This is because the hotel and hospitality management industry is not saturated (Christopher, 2016, p. 36). Moreover, the market share of big players in the industry is gradually declining hence Hotel Indigo can make good use of this opportunity by penetrating the market more. The social marketing theory outlines elements that could be used by Hotel Indigo to increase market share. The main objective of this theory is to understand ways in which psychological and societal aspects work and lead to effective mass media campaigns. Therefore, the theory is directed towards helping identify the various social and psychological barriers that challenge the free flow of information in mass media and suggest ways to overcome the same. For the purpose of market penetration campaign strategy, it would be best to focus on three elements of this theory; creating messages, right audience target and reinforcing messages. Usually, the first step in selling an idea, behavior or product is through making people aware of its existence. This can be done through readily available channels like traditional and electronic media. Having a saturation television has for a long time been preferred as the best way of creating awareness. However, due to its high nature, people have come to adopt new media like the Internet whose main strength is it wide audience reach. Specifically, seeking the services of the Internet helps to reach young people, who do not use traditional media like television and newspaper frequently. Every type of information has its designated target. This theory holds that before packaging and disseminating information, an analysis should first be done to determine the specific audience that requires the information (Truong, 2015, p. 238). This helps in identifying the efficient and appropriate means of transmitting the message. Additionally, it helps in cutting costS and ensures that the message has reached a wide audience. Similarly, the effectiveness of a message depends on the extent of reinforcement. This is because people tend to forget new messages hence it is necessary to ensure that they are repeatedly reminded of it (Morschett, 2017, p. 85). This is the main idea of reinforcing a message; ensuring that the information does not go with the wind. Reinforcement can be done through a variety of channels such as using mass media; conducting debates over ways in the message can be reinforced, carrying out group discussions etc. Eventually, people are transformed into agents of the massage through reinforcement. To influence decisions, people may follow different paths depending on the set goals set. Theories are not only bodies of knowledge but they also aid in decision making hence often applied by many organizations to improve quality and productivity (Silva, 2015, p. 87). Social marketing theory is directed towards helping identify the various social and psychological barriers that challenge the free flow of information in mass media and suggest ways to overcome the same. Therefore, Hotel Indigo can improve its market share through making more people aware of their food delivery services and the future plans to accommodate more products in their list. Key decision-criteria Evaluating strategic alternatives is a difficult task. This is because the decision should be meet a certain criteria to be implemented. This report uses the decision matrix to weigh the three alternatives suggested. The group gives out the criteria to evaluate the alternatives. The factors to be tested are: profitability, customer satisfaction, acceptable risk, flexibility, and implementation ease and employee morale. All criteria are equal hence a simple ranking order is best for this project. We have used a 1-5 ranking. 1 refers to the method that least meets criteria and 5 indicate the method that best meets the criteria. The following is a decision matrix we used to weigh the alternatives. Decision matrix Alternatives Concentric Diversification market development Market penetration Criteria Profitability 4 3 5 customer satisfaction 2 3 4 Acceptable risks 2 4 3 Flexibility 2 2 3 Implementation ease 3 3 5 Employee morale 4 5 3 Totals 17 20 23 From this matrix, it is seen that market penetration is the best alternative for Hotel. It will help the company achieve competitive advantage through delivering a luxurious hotel experience that cannot be found in or matched with any other hotel. Also, it will help the hotel maintain its position in the hotel industry market shares. Target market for market penetration The target market for this campaign strategy is divided in three categories; demographics, behavioral and attitudinal. In terms of demographic, the target market consists of 50% male and 50% female. They should be between 35 and 54 years who are married (IHG, 2017, p. 3). They may also have children. Lastly, in this category, the market is made up of people graduates earning between $70,000 and $200,000. In terms of behavior, this campaign is directed at people who like staying at the hotel for both leisure and business. Also, it is directed at people looking for something different and brand benefits (Babbie, 2015). More importantly, the campaign is directed at people who are passionate about intimacy and personalized experience. Lastly, in terms of attitudes, the market penetration strategy is targeted at people in developed countries who are lovers of technology and use it for most daily activities. People in this category love traveling and exploring but are less worried about over the top service (Babbie, 2015, p. 57). Similarly, they have an eye for design because Hotel Indigo is passionate about customizing hotel rooms and experiences to local cultures. Competition The main competitors of Hotel Indigo are Holiday Inn, Crowne Plaza, Staybridge Suites and Candlewood suites. One of the qualities that make customers prefer competitors over them is budget. Compared to the 4 hotels, Hotel Indigo charges higher rates. This means that during harsh economic times, customers prefer competitors for offering services within their budget. According to IHG hotels survey conducted in 2010, the hotel industry experienced a shift in market share. For example, in the previous survey, Holiday Inn had a 3% market share in the hotel industry but by 2010, the number increased to make up 5% (Grant, 2016, p. 32). This shows that there is stiff competition between players thus a need for Hotel Indigo to implement a campaign strategy that will increase demand for their services worldwide. This can be made through increased marketing programs that use social media. This channel is effective because of new trends in the target population. Today, people prefer to use the Internet for activities like shopping, education and entertainment. Therefore, it is more convenient for them to search for information regarding Hotel Indigo through social media pages or referential from friends who have used the social media and watched TV adverts. Hotel Indigos main competitors have not yet implemented market penetration campaign using social media. This is a big opportunity for Hotel Indigo. If implemented effectively, it could increase its market share, productivity and profitability. Communication channels For this campaign, we shall use social media as a channel of communicating about our brand, create unique content, optimize content, follow-through and track results. Social media consists of platforms like Website, Facebook, Youtube and Twitter (Haddon, 2016, p. 8). The following diagram shows how we shall use social media to enable the market penetration strategy through providing information, starting interesting conversations online, answering customer questions and helping in travel plan: Increased and improved use of social media in market penetration will enable Hotel Indigo achieve three main things; Creating new demand, converting lookers to bookers and retaining guests. In creating demand, it will ensure that the brand is exposed to new potential customers in compelling and relevant ways (Ray, 2016, p. 46). Consequently, we will achieve more calls, clicks and visits. Similarly, it will ensure that people who visit the social media sites are persuaded to make new bookings because of finding options satisfying their needs. Lastly, using social media will help in retaining our guests. This is through ensuring that what we have promised on the sites is seen through hotel experience. Promotional mix The main element of promotional mix to be used in market penetration is advertising. It is a form of non-personal promotion. Therefore, the company will be required to pay various media outlets to promote the features of Hotel Indigos services. Because the company has hotels worldwide, it would be best to use a medium that has a wide coverage. For example, it could international TV stations like CNN and BBC. Using these channels will equally contribute to increase in demand for our hotels in regions where we are not yet established. It will also make customers used to our hotel experience to continue booking us. Advertising will contain information on the locations of the hotels, website, booking processes and neighborhood features finanacial. This element of promotional mix will increase the rate of bookings thus increasing profitability. In addition to advertising, the hotel could also employ public relations. This method will not only reinforce the advertising messages but also create customer loyalty and favorable image for the hotel. For example, the hotel can give regular news releases announcing its progress. Also, it can take part in community projects. Key Performance Indicators To know the progress of a strategy, it must me measures against to show its success, failure or weakness. In this section of the report, the KIPs of market penetration strategy are explained. Occupancy This is the percentage of available rooms occupied during a particular period. This metric is essential in measuring the performance of a strategy by demonstrating the efficiency and effect on the operations of the hotel (Jorgensen, 2016, p. 339). In context of market penetration strategy, it will help in identifying the increase in Indigo Hotel bookings. Average Room Rate (ARR) This metric is used to measure the average price paid per available room. This way, it enables the hotel to measure profitability and financial performance of the strategy (Jorgensen, 2016, p. 340). If the prices of rooms go higher because of increase in demand resulting from the company having new visitors and customers, then the strategy would be effective and should continue to be implemented. Revenue Per Available Room (RevPar) It is used to measure the average room revenue per available room. It is best suited for conducting a comparative study of past and current performance (Jorgensen, 2016, p. 342). It is usually viewed using other factors like profitability and financial performance. In the context of market penetration strategy, this metric helps in understanding comparing the cost of the marketing programs and revenue generated from rooms. Market occupancy This metric is used to measure the demand for rooms using the average supply in a particular market (Jorgensen, 2016, p. 343). This is made possible by data on the performance of hotel industry on internet sites like Trending. If there are increases in demand for Hotel Indigo rooms in a particular region, this would mean that the hotel is making progress in that area hence contributing to the general profitability of the hotel. Market penetration index This measures the occupancy of the hotel in relation to market occupancy levels. It helps in indicating the market control of hotels based on operational parameters (Jorgensen, 2016, p. 344). This KPI enables companies to assess performance in comparison to competitors in the market. It helps in improving competitive advantage. Budget Item Price days Total 1 Website designer $650 4 $2600 2 Advertising on CNN $5,000 for 30 seconds 30 $150,000 3 Website (Home page lead feature) $1500 4(per week) $6,000 4 E-newsletter $100 4 (per week) $400 Total monthly budget $159,000 This program should be run for 3 months. The web designer is necessary to improve the outlook of the hotels website and other social media pages. In conclusion, this report proposed and analyzed the market penetration campaign strategy to be used by Hotel Indigo. Also, it provided the communication channels best suited for market penetration and Key Performance Indicators to be used in assessing the performance of the strategy. Implementing a strategy is a process that needs cooperation and collaboration to be successful. Therefore, I would recommend that all stakeholders be included in the process. References List Babbie, E. (2015). The Practice of Social Research. Nelson Education . Christopher, M. (2016). Logistics supply chain management. Pearson UK. Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley Sons. Haddon, L. (2016). The Social Dynamics of Information Communication Technologies. The Journal Of Internet Banking and Commerce , 5-12. Hubble, E. (2017, February 7). 7 Food Delivery Industry Trends for 2017. Retrieved July 22, 2017, from https://www.veinteractive.com IHG. (2017). Our Story. Retrieved August 30, 2017, from IHG: https://www.ihg.com Morschett, R. G. (2017). Determining the Target Markets. In Developing International Strategies , 85-104. Ray, J. (2016). Abercrombie Fitch: A Strategic Position. Silva, E. (2015). Social marketing for women's health control. Journal of social marketing , 89-97. Truong, V. (2015). Social marketing quarterly. Elsevier , 230-248.