Narrative Report On Cebu City Tour And Hotel Exposure At Crown Regency Cebu Homework Essay Sample


The Crown Regency Hotel and Towers is a hotel complex in Cebu City, Philippines. The main building, the 38-storey Fuente Tower 1, is one of the tallest hotel buildings in the country at 140 meters (459 ft). Adjacent to this is the equally majestic Tower 2, Ultima which hosts the executive suites, dining and recreation facilities It is likewise the tallest building in Cebu City and the country’s tallest building outside of Metro Manila.

The top floors of the hotel tower feature an amusement facility which includes a roller coaster that runs around the edge of the building, and a stroll around the edge of the building with the protection of safety harnesses. It is only half of an hour away from the Mactan – Cebu International Airport. The hotel gives easy access to major commercial hubs and scenic tour destinations. This hotel offers the highest level of comfort and convenience in each of its 341 rooms and suites.

Crown Regency Hotel & Tower is only minutes away from Cebu, Philippines most finest and most popular Shopping Centers such as Ayala Center, Century Plaza, Colonnade Mall, Robinson’s Place, Rustan’s Dept. Store, & SM City Cebu; Business and Financial Districts including Cebu Business Park, Mactan Export Processing Zone; Hospitals; Transportation which includes taxis, tricycles, jeepneys and pedicabs; Centers of Tourism and Culture such as Magellan’s Cross, Fort San Pedro, PlzIndependencia, Basilica Minore del Santo Nino, Taoist Temple and beaches.


Educational tours or field trips are learning experiences outside the classroom. These trips supplement classroom learning by providing students with an opportunity to see the actual places, artifacts, flora and fauna, or phenomena that are described in textbooks and lectures. They also enrich the students’ experiences by exposing them to situations that are new to them.

Educational tours may also be undertaken by family groups, whether homeschooling or not. At the vocational and college level, highly specialized field trips may be taken in order for students to gain firsthand knowledge on their major. Field trips help students interact with what they are learning. The experience goes beyond reading about a concept; students are able to see it, manipulate it or participate in it physically. Students are able to see elements with their eyes rather than reading about it and believing what they are told because it’s in print. Visiting a farm and milking a real cow is much more powerful than reading about milking a cow. Field trips provide entertainment for students.

They often serve as a powerful motivator for students, stirring up excitement as the trip nears. Breaking away from the routine provides kids with a refresher that might make them more focused back in the classroom. Learning and fun make a great combination. Field trips are considered fun, but the children learn as well, whether they realize it or not. So our haven of wisdom conducted a field trip to Cebu City which is the capital city of the province of Cebu and is the “second city” of the Philippines. With a population of 866,171 as per the 2010 census, It is the fifth most populated city in the country. Cebu City is a significant center of commerce, trade and education in the Visayas region.

The city is located on the eastern shore of Cebu Island. It is the first Spanish settlement and the oldest city in the Philippines. Cebu is the Philippines’ main domestic shipping port and is home to about 80% of the country’s domestic shipping companies. It is the center of a metropolitan area called Metro Cebu, which includes the cities of Carcar, Danao, Lapu-lapu, Mandaue, Naga, Talisay. Metro Cebu has a total population of about 2 million people. To the northeast of the city are Mandaue and the town of Consolacion, to the west areToledo City, the towns of Balamban and Asturias, to the south are Talisay City and the town of Minglanilla. Across Mactan Strait to the east is Mactan Island.

The name CEBU came from the word “sebu” which means animal fat. Long before the arrival of the Spaniards, Cebu was a fishing village ruled byRajah Humabon. We visited the different centers of Tourism and Cultures that Cebu has. Our first destination is the Magellan’s Cross which is a Christian cross planted by Portuguese, and Spanish explorers as ordered by Ferdinand Magellan upon arriving in Cebu in the Philippines on April 21, 1521. This cross is housed in a chapel next to the Basilica Minore del Santo Nino on Magallanes Street (Magallanes being the Spanish name of Magellan) which is our second destination area, just in front of the city center of Cebu City.

A sign below the cross describes the original cross is encased inside the wooden cross that is found in the center of the chapel. This is to protect the original cross from people who chipped away parts of the cross for souvenir purposes or in the belief that the cross possesses miraculous powers.

Some people, however, believe that the original cross had been destroyed or had disappeared after Magellan’s death, and the cross is a replica that was planted there by the Spaniards after they successfully colonized the Philippines. After we got to Basilica Minore Del Santo Nino, we go to Fort San Pedro which is also called Fuerza de San Pedro.

It is a military defence structure, built by Spanish and indigenous Cebuano labourers under the command of Spanish conquistador, Miguel Lopez de Legazpi and the Spanish Government in Cebu. It is located in the area now called Plaza Indepedencia, in the Pier Area of Cebu City, Philippines. The smallest, oldest triangular bastion fort in the country was built in 1738 to repel Muslim raiders. In turn, it served as a stronghold forFilipino revolutionaries near the end of the 19th century. This served as the nucleus of the first Spanish settlement in the Philippines. The fort is triangular in shape, with two sides facing the sea and the third side fronting the land.

The two sides facing the sea were defended with artillery and the front with a strong palisade made of wood. The three bastions were named La Concepcion (SW); Ignacio de Loyola (SE), and San Miguel (NE). It has a total inside area of 2,025 square metres (21,800 sq ft). The walls are 20 feet (6. 1 m) high, 8 feet (2. 4 m) thick and the towers are 30 feet (9. 1 m) high from the ground level. The circumference is 1,248 feet (380 m).

The sides are of unequal lengths and the one fronting the city is where one may find entry into the Fort. Fourteen cannons were mounted in their emplacements most of which are still there today. Work first started on May 8, 1565 with Miguel Lopez de Legazpi breaking ground. We also get there at Museo Sugbu.

This is housed at what was once called Carcel de Cebu, the provincial jail of Cebu. It was designed in 1869 by Domingo de Escondrillas, the lone architect in Cebu at the time, the Carcel de Cebu was originally proposed as the Carcel del Distrito, the main prison for the Visayas District. This accounts for its relatively large size at the time it was built. After a flurry of endorsements and independent review in Manila, the project was approved and construction probably commenced around 1871. It is believed that most of the coral stone blocks from the Parian Church–which was demolished in 1878 after the Bishop of Cebu won a long-drawn court case against its parishioners in the 1850s–were used to build parts of the Carcel.

After twenty years of use, a renovation was ordered in 1892, which added more buildings behind the main structure that now serves as the first six galleries of the museum. Records are not clear as to when the second story of the main building was added. But the architectural design suggests this to be during the American colonial period.

The Carcel de Cebu housed not only criminals in its 135-year history. During the Revolution, many of the Katipuneros were incarcerated here without trial and many of them were eventually executed in nearby Carreta Cemetery. During the early years of the American period, the Carcel served as a stable for horses competing in the Hipodromo nearby. But it was eventually used once again as a prison, both for the city and the province.

During the Japanese Occupation, guerrillas were imprisoned here after enduring torture under the hands of the Kempei-Tei, the Japanese secret police. After the war, many of the collaborators in Cebu were also imprisoned here. From the 1950s to 1976, the front section of the Carcel served as the city jail, while the three structures behind were used as the provincial jail.

The Carcel changed names twice, first during the American to the post-War periods when it was called the Cebu Provincial Jail. In the 1980s, the name was changed to Cebu Provincial Detention and Rehabilitation Center (CPDRC). The transfer of CPDRC to a more spacious and modern prison complex in December 2004 occasioned the conversion of Carcel de Cebu by Gov.

Gwendolyn Garcia fittingly into Museo Sugbo, the repository of Cebuano heritage, a feat that was achieved when the first four galleries of the museum were inaugurated on August 5, 2008. On August 13, 2009, Gov. Gwendolyn Garcia and Dr. Ambeth Ocampo, chair of the National Historical Institute, led dignitaries in unveiling a National Historical Marker at Museo Sugbo.

The governor and Ocampo also inaugurated the Visayas Branch of the Museum of Philippine Political History. Directly opposite this branch museum, the governor and National Museum director Corazon Alvina also inaugurated the National Museum Cebu Branch Galleries. Both museum branches occupy separate buildings within the Museo Sugbo complex.

The 2009 event added four more galleries to the Museo, bringing the total to 10. Two more galleries are currently being developed and set of inauguration in 2010: a Provincial Art Gallery and the Cebu Media Gallery. A reproduction of prison life is also being planned within one of the bartolinas (isolation cells) in the former prison complex. One of these bartolinas is also being developed into a gift shop. We ate our lunch at ROYAL CROWN restaurant. The place is attractive to the guest because aside from the appealing ambiance of the place, the food they offer is really a mouth watering delight that zest my appetite.

They offer Japanese and Filipino Cuisine Our next destination area is the Taoist Temple which is located in Beverly Hills Subdivision in Cebu City, Philippines. The temple was built by Cebu’s substantial Chinese community. With an elevation of 300 meters above sea level, the temple is a towering, multi-tiered, multi-hued attraction accessible by three separate winding routes. The temple is open to the worshipers and non-worshipers alike. A ritual among devotees is where one prays to the gods to grant one’s wish. The ritual includes washing of hands, going inside the chapel barefoot and dropping two blocks of wood. If the blocks of wood are both face up then one could make a wish.

If not then it is not yet the time for one’s wish to be granted and one has to come to the temple some other time. The temple is the center of worship for Taoism, the religion which follows the teachings of the ancient Chinese philosopher, Lao Zi. Another ritual among Taoist devotees, which is done during Wednesdays and Sundays,[3] is the climbing of its 81 steps (representing the 81 chapters of Taoism scriptures) to light joss sticks and have their fortune read by the monks. The entrance to the temple is a replica of the Great Wall of China. The temple includes a chapel, a library, a souvenir shop and a wishing well. The spacious balconies offer a scenic view of the downtown Cebu. The place is very peaceful and placid. Serenity will be observed.

We get there also at Mactan Shrine where the battle for supremacy and freedom took place between Ferdinand Magellan and Lapu-Lapu. Because of the success in Christianizing some native, Ferdinand Magellan a Portuguese explorer crossed the channel to Mactan Island in the hope to spread Christianity in the area. But even before reaching the shore, Magellan along with his 49 Christian soldiers were defeated by the chieftain of Mactan, Lapu-Lapu, along with his approximately 1,500 warriors armed with barong, spears, kampilan and kalasag on April 27,1521. Magellan and several other men were killed. This was later recognized as the historic Battle of Mactan.

The other soldiers were held prisoner. On May 1, 1521, one of Magellen’s ships, The Victoria, under the command of Juan Sebastian Elcano sailed from Cebu and anchored at San Lucar de Barrameda, Spain on September 6, 1522, thus completing the first circumnavigation of the earth. Magellan’s body was never recovered and on 1866, a marker was raised on the spot where the great explorer died. The Magellan Marker or Magellan Shrine is located inside Mactan Shrine. It is a big memorial tower approximately 30 meters high, put up to commemorate the great Portuguese explorer, Ferdinand Magellan. The spot is purportedly where Magellan was killed.


To all the things happened, knew, saw and experienced, I therefore conclude that Cebu Tour and Hotel exposure activity at Crown Regency Hotel And Tower have improved, developed and gained more knowledge and new experiences in terms. It taking us into new environment that gives us the experience of travelling in a group and teaches us to be respectful of the locations we are visited. It gives us opportunity to spend time with each other in a new environment at the same time we learned. We get to visit a place which we have never been before. This could be particularly advantageous to us who are less fortunate and don’t have the opportunity to travel.

We find that we want to learn more about the subject on which the trip focused.When we are together outside the classroom, new educational environment and new experiences are possible. We may have the opportunity to observe many things that are not physically present and available at school and only on books will be found. FUN No matter how much we learn during the tour, our favorite memories maybe based on our enjoyment of the day. Getting at a new destination is always exciting and highly anticipated.


I do recommend that the length or the duration of time of tour will be extended for two to three days for us to visit all the historical places and events that Cebu city have. This is for the reason that the more we are exposed, the more we retain and gain more knowledge and new experiences as well as more fun and excitement. This photowas taken from Museo Sugbu me and my clasmates at Cebu Port as you can see, there’s a big dragonabove me.

Gaining Power Through Effective Communication In Organization


Nowadays, human resources are no longer considered a normal resource like materials or finances in organizations. As society develops, the value of human beings becomes increasingly defined. Knowledge is becoming more and more valuable. This trend has led to a higher level of managing human resource requirements, especially for top managers. To run a business smoothly, sensemaking must exist. So how can managers make sense of their employees? Communication is the core factor!

Effective communication skills can elevate a manager’s power to a higher level. This essay will explore the strong relationship between communication and power, and how to gain power through effective communication strategies by analyzing the core of communication and power. Additionally, a case study in the final part of this essay will clearly illustrate this relationship.

Concepts of Communication and Power

Definition of Communication

Before delving further into this topic, it is important to first discuss the definitions of communication and power. Communication has always been present in every individual, team, and entrepreneur. According to Dale Carnegie (cited by Clegg in 2004), communication is the process of exchanging ideas, thoughts, and any information with different meanings through various channels such as words, email, gestures or signs. Everyone has their own thoughts and ideas that they may want to share with others. The act of sharing these thoughts and ideas is considered communication; however, the way each individual shares their idea may differ.

Communication can take many forms. Some people prefer to talk face-to-face using verbal language, while others rely on body movements and non-verbal cues to convey their message. The choice of communication method often depends on the situation. Regardless of the channel used, it is important that the information sender’s message is understood by the receiver; otherwise, communication becomes meaningless. Robbins and Judge (2009) define communication as the transfer and understanding of meanings, highlighting once again how crucial meaning is in effective communication.

Definition of Power

Another key point of this essay is power. Many people define power as B must do what A requires. However, in terms of human management, A has positive power when B volunteers to do what A asked and is influenced by A. Power is the prospect of a person to realize their own will in a social action, even against the resistance of others. Power can be far more positive and less mechanical when it shapes and frames what others want to do (Robbins & Judge, 2009).

Communication Functions

The definitions of communication above have already disclosed some of the reasons why organizations need to maintain effective communication. To gain power, a business must first maintain effective communication. The core question that links to the needed answer is how to do so, and managers should first understand clearly the functions of communication. Generally, there are four main functions that communication brings to an organization: control, motivation, emotional expression, and information. Firstly, communication helps organizations control their employees. Each firm has its own policies, strategies, cultures etc., which cannot be kept for itself without letting other people know; employees receive this information through communication.

By delivering clear business strategies, employees are more likely to follow them because they understand them. This allows the organization to effectively control its employees’ job performance. Additionally, informal communication between colleagues can help the firm monitor and manage employee behavior.

Another important function of communication is motivation. Encouraging employees through verbal or non-verbal language can boost their motivation and productivity in the workplace.

A has performed well for everyone, even though he may not have received a large bonus from the company. However, he still feels happy and motivated to work harder. In this case, the company is able to motivate A by giving him a sense of pride in his own accomplishments through his hard work. Additionally, effective communication within an organization can help create emotional expression for its employees. The workplace is where social interaction and relationships are maintained among colleagues. It is also a place where employees can share their emotions with each other through various communication channels.

Positive humor in the workplace can help alleviate stress for employees during working hours. Additionally, information is one of the most crucial aspects of communication, particularly when it comes to decision-making. All employees require access to information that supports their job responsibilities, such as statistics necessary for making project decisions. To ensure the accuracy of this information, individuals must communicate with others, and it is essential for firms to provide support in maintaining and providing data. Each function mentioned above has unique features that should not be considered more important than others. To become an effective communication organization or group, each function must be optimized to its fullest potential.

Communication Process and Channels

Communication Process

After clarifying the four main functions of communication, this paragraph will show how the process of communication works and its channels. Based on these concepts, managers can observe their own perspective in improving organizational communication. According to McShane, Charles W. L. Hill and Steven L. (2008), the sender first sets a message in their mind and encodes it into words, actions or signals.

Then, the sender will transmit the encoded message to the intended receiver through some channels. The receiver must understand or make sense of the incoming message and then decode it into something meaningful. The main point here is whether or not the receiver understands correctly what the sender wants to transfer, or if there is a breakdown in sensemaking. An example of this can be seen in Midwest Manufacturing Organization in the US (P. Robbins and David A. Decenzo, Robert Wolter, 2001). This company has restructured jobs and processes which has resulted in thousands of workers being laid off.

For the luckier ones who are still working at the company, their pay levels have either remained constant for several years without a raise or have even decreased. The organization has faced problems and someone decided to lay off employees again, but not everyone agreed with this decision. Finally, the company decided to reduce pay levels without disclosing its financial problems to employees. Communication became difficult and sensemaking did not occur. Employees are dissatisfied with the company’s pay level but were not given reasons for why they were treated this way.

Therefore, they began to steal anything and everything they could from the company. If the company communicates its troubles to employees, they might appreciate it and at least leave the company happily.

Communication Channels

When it comes to communication channels, there are generally two main types: verbal and nonverbal. Verbal communication involves face-to-face meetings, electronic mail, telephone conversations, written forms, and any other method in which the sender uses words to convey their message.

Nonverbal communication is the type of communication where words are not used to transfer messages, instead signals, symbols, body movements, etc. are utilized. Besides maximizing communication functions, managers must choose suitable channels to make the communication meaningful. There are two channels in organizational communication that organizations should consider before deciding how to deliver their message. The first one is a formal channel which is official and frequently used to communicate within an organization. It includes downward-upward and horizontal communication.

Downward communication is the process of information flowing from higher levels of management to lower ones. It occurs when employers want to deliver their mission, vision, expectations, job requirements, and other relevant information to employees. In contrast, upward communication involves the flow of information from lower levels to higher management levels. This type of communication typically includes project reports, feedback, and suggestions from employees to managers. Horizontal communication occurs among individuals who are at the same level within an organization. Additionally, there is informal communication which is unofficial and not established by managers.

Effective communication between individuals often leads to the creation of social relationships among employees. Formal communication is sometimes necessary to ensure accurate information exchange. A great example of maximizing information sources from employees is demonstrated by Jim Donald, CEO of Starbucks. He established close relationships with his employees, allowing them to know him well and be added to his personal network. This level of closeness resulted in employees sharing everything about the organization, including products and working environment, as if they were talking to a friend.

By doing so, he can gather a wealth of information that cannot be obtained through formal channels. By choosing the appropriate communication channel for each situation, it can be said that Jim Donald has gained power as defined above. His employees have been influenced and are willing to provide valuable information when asked by Jim.

Communication Barriers

Effective communication is essential for managers to gain power. To maintain such communication, they need to be aware of barrier factors that can affect it and take steps to avoid them. There are six biases factors that can create noise in communication: perceptions, filtering, language barriers, information overload, cultural differences, and gender differences (McShane, Charles W. L. Hill and Steven L., 2008).

People grow up in different environments, receive varying levels of education, and have unique social interactions. As a result, their evaluations of things differ from one another. In other words, their perceptions are distinct. Filtering can be easily understood as A saying what B wants to hear rather than telling the truth. Language barriers occur frequently, particularly between individuals from different countries.

For instance, there is a team working in an international organization. This team is a mixed group of employees who come from three different countries and speak different languages. Misunderstandings due to language barriers can easily occur among the members, leading to misunderstandings of ideas and thoughts.

Additionally, information overload can also be a hindrance to effective communication. When too much information is delivered, the receiver may feel tired or stressed and sometimes lose direction.

Each nation and religion has its own culture. Even every individual has their own values, and individuals often bring their values and culture into communication. That’s why culture also affects communication. The last barrier is the difference in gender. Males and females also have different adjustments to things happening around them. For example, males may prefer to take more risks than females, and if there is no agreement between them in a team working together, conflict will occur. Managers must be aware of these biases and avoid them if they do not want to lose power due to employee dissatisfaction.


Another important factor is polyphony, which should be used more in organizations to generate effective communication. Polyphony, as Clegg (2004) explains, is the process of producing creative outcomes by diversifying inputs. As previously discussed, cultural differences can lead to communication conflicts; however, different cultures can also create diverse ideas that help produce excellent and objective project results. Therefore, managing polyphony well is crucial for maximizing organizational talent and capacity.

Power Characteristics and the Relationship between Power and Communication

After discussing the importance of effective communication, let’s delve deeper into the power characteristics that influence purchasing decisions. According to DuBrin (2008), individuals have a need for power and seek to control resources such as money and people. Some strive for high positions in the workplace while others aim to be highly influential individuals. Power can be categorized into two types: legitimacy and uncertainty.

Legitimacy is the power that a manager has to use his official rights to force others to do what he requires. Unlike legitimacy, uncertainty is the ability to influence other people and have a strong voice in the team, organization, society, etc., by having unique skills. The power of uncertainty is where effective communication is most important. Even if a manager has the best skills in many fields, if he does not communicate well with employees, what he receives from them will be just willing speech but unwilling heart.” The right of a high position in a company can make employees scared and force them to comply but it cannot buy influence over them.

Case Study

To demonstrate the important role of communication in gaining power, we can look to the case of how Mohandas Karamchand Gandhi inspired Indian citizens to escape from Great Britain. Gandhi, considered the Father of India, was a powerful figure who gained respect worldwide by leading Indians in non-violent resistance against their colonial rulers. One particular case that illustrates the impact of communication on power is when Gandhi met with Darwen’s mill workers (BBC News, 2011). Upon arriving in town, he was greeted with great enthusiasm and welcomed as a god.

So why were they so admired like that? Let’s examine how he behaved and communicated with others! Guste Green, who was ten years old at the time, remembered that when she met Gandhi, he looked down at her, stroked her hair, grinned and held her. The way he handled her surprised her greatly and she could feel that he loved children. This proves that not only words can show one’s sentimental value but also nonverbal communication can do so. The point is how a manager shows their feelings; whether it is effective or not. Returning to the case, Green also mentioned that Gandhi never said a single word.

Undoubtedly, words are the most important factor that directly affects communication. Through his small actions, Gandhi had a strong impact on people’s minds. He made people believe in him and feel his sentimentality towards everyone. This helped him attract a lot of followers not only in India but also from all around the world.


In conclusion, for a manager to gain the best power, they need to be effective communicators by providing accurate and reliable information and choosing the right channels to deliver their intended message. They must also identify and overcome communication barriers while being an active listener. Additionally, it is crucial for managers to create a sense of understanding within the organization. Communication is the core tool that every manager must possess in order to maintain positive power.


  1. BBC News, 2011. When Gandhi met Darwen’s mill workers.” [Online] Available at: [Accessed 25 March 2013].
  2. DuBrin, Andrew J., 2008. “Communication in the Workplace.” In M. Carnis, ed. Human Relations for Career and Personal Success. 8th ed. New Jersey: Person Prentice Hall, p.56.
  3. McShane, Charles W., L. Hill and Steven L., 2008. “Communication.” In Principles of Management. New York: McGraw-Hill Education, p.428.
  4. Robbins P., David A Decenzo and Robert Wolter, 2001. “Motivating Followers.” In G Baure, ed Supervision Today (6th ed). New Jersey: Pearson Prentice Hall, p214.
  5. Robbins Judge (2009), Communication in Organization Behavior (13th Ed.), Personal Prentice Hall; p385
  6. Clegg Stewart Kornberger Martin Pitsis Tyrone (2004), Managing Communications in Mangaging and Organization (3rd Ed.), SAGE Publications; p326

Google –an Entrepreneurial Juggernaut:

Summary of Case: Google –An Entrepreneurial Juggernaut: The birth of Google was in 1998 by two young doctoral students from Stanford University, Sergey Brin and Larry Page. They dropped out of Stanford to start up their business. In the mid-1990s searching on the internet was not efficient and time consuming. Therefore search engines helped with organizing the internet like yahoo and Alta Vista. They still did not perfect searching on the internet, so Page and Brin analyzed Web links, and they developed a ranking system for searching on the internet, that depended on the relevance to the object of the search.

They first made this search engine available to students and faculty on Stanford campus, by word of mouth. It was very successful on campus, and required capital to grow their venture. With the help of one of their professor they found an investor who invested $100,000 dollars. They were able to incorporate the company to Google Inc. Many other invested in their company, and finally two venture capital firms invested $25 million, Kleiner Perkins and Sequoia Capital. With the growth of the company the revenues that were expected were not enough for the growing company. Brin and Page decide on using advertising to increase revenue.

They were very strict with the standard of the advertisement meaning size and type of ads. The ads that had an association with the search would pop up. They did not run ads unless they had something to do with your search. This was very smart for Google to design this type of advertisement, because it focused on a market that was interested in that type of advertisement. This was called target advertisement. Instead of focusing on a large number of people like TV, Google focuses on a targeted market those who seeked ads with a particular search for the individual user.

During the 2000 hardship in the internet, many companies laid off and bankrupted, but Google stood strong, and continued to grow. They also acquired large firm advertisement business, like Wal-Mart and Acura car dealership. In the year of 2001 Brin and Page finally decide to hire a CEO by the name of Eric Schmidt. He led Google to enter pacts with yahoo, AOL, EarthLink and Ask Jeeves. The company was running strong and had huge financial success. They finally went public and Bin and Page became instant millionaires. Apply historical and current theoretical framework:

Using the holistic marking concept is based on 4 types of markets that are interdependent to make a company successful. The four markets are the following: internal, integrated, performance, and relationship. With Google, the company itself was already very successful, but it can be more successful with the usage of this concept. The component that is missing for Google in the holistic marketing concept is relationship market. Here is an example of holistic marketing dimensions. The concentration of this concept is that the whole thing matters in marketing. It integrates the new concept with the societal marketing concept.

Integrated marketing is used to meet customer needs, and utilizes all resources efficiently and effectively. Relationship marketing is used to acquire permanent relations with customers. Internal marketing is used to make all associates of the company customer-oriented. Performance marketing is able to ensure financial responsibility in revenue terms. Also in the performance marketing social responsibility is practiced to promote consumer and social welfare. With Google, the problem is they are absent in the relationship marketing that is part of the holistic marketing concept.

They do not have a customer service department; they deal with their customers by an automatic response. Therefore, they do not have a person to help their customers. Because they lack a service department they lose the relationship with customers, also with their marketing channels (supplier, distributors etc. ). The goal a relationship market is to have marketing networks, which consist of customers, supplies, distributors, etc. Having a relationship market results in having a professional business relationship. The principle that one has a professional relationships and profit will follow.

This relationship marketing is to benefit customers and operations that surround the company. Overall adding value to the product or service. Google lacking customer service illustrates a gap in the holistic marketing concept, causing them to lose revenue and losing valuable customers. Identify the central strategic marketing issues: Google has a lack of customer relationship, they use automate customer interactions, which does not give customers personal contact. Customers feel negative toward their lack of customer service. This causes a problem with public relations.

How a company is perceived is vitally important this is publicity, and in large could affect the company. Since, Google is successful with their search engine and their brilliant way to advertise, they don’t feel the need to invest in good customer service. Quality customer service is a critical in a company’s ability to sustain profit and prolong success in business. Customer service creates loyalty for company, it assures customer to return and overall increase profit. Google should use “A strategic window of opportunity which is a traditional way of doing business that is successful in the industry” (Hartley, 2009).

In this case a strategic window of opportunity is satisfying Google’s customers. This is a great opportunity to gain customer retention. Investing in customer relations will help in three important ways: one is to gain loyalty from the customers, and two gains a positive reputation for Google, and the three is to increase revenues. Identify viable alternatives to strategic decision making and discuss their consequences defend one: Outsource customer service: Google may find that outsourcing customer service delivers inexpensive work costs for the identical job.

Overall work rates are less overseas. This can help with price containment. Training of new call center employees can be very expensive. The costs and materials for training are now the duty of the agency handling the customer service center overseas. This will also help free the company management to emphasis on more serious parts of the company. Customer service that functions 24 hours per day is very expensive if done in the US. When the job is outsourced globally, workers are available around the clock. Using oversees call centers can help bilingual consumers in the U.

S. Many call center jobs are outsourced to Mexico. This provides Spanish-speaking consumers of the US with customer service personnel who speak in their native language. However, if Google outsources there are negative problems from this outcome. There is a decrease in control over a key area of business. Customer service is often the first connection between a company and a customer with a problem. If the call center’s employees are not skilled to ideal levels, customers may be displeased and not return with their company.

Verbal difficulties and inadequate connections are also a problem and may push the customers away. Due to outsourcing American workers are losing their jobs, even though they are better educated, available, and have language skills. Another problem, it is harder to secure customer information for example financial information, because it is handled overseas. Create a customer service department: Google can also create customer service department, for their customers to access when needed. Customer service is an organization’s ability to supply their customers’ wants and needs.

A company’s customer service department is often the first person that contacts a customer. This point of contact establishes your business image in the mind of your consumer. “The first benefit of customer service is obtaining customer retention. Happy customers become repeat customers. This means competent, well-trained customer service representatives are needed to handle questions and issues; if the company doesn’t have this it often looks for a CRM (customer relations management) solution that will reassure customers that their needs will be met.

Representatives who excel at listening to the customer go a long way with the customer’s resolution of an issue. Support desk representatives that strive to help the customer can ultimately lead to better customer satisfaction” (Martin, 2013). Therefore, a great customer service department can give Google a positive image with consumers. It creates customer loyalty, and by having loyal customers this mean less marketing costs to attract new customers. It also gives Google an edge on competitors with good CRM, and promotes customer service employee retention.

Customer service for Google has a negative outcome also. While customer service is significant to improving a business’s image and holding business, if customer service and the systems implemented are not accurate and efficient, it may give a negative effect to the customer. The cost of creating a customer service department is expensive. Customer service standards can be expensive to put into effect. “Time spent creating lists of standards and training staff equates to time away from those job functions that contribute to profit.

The alternative of hiring an external consulting company to assess and implement a customer service program is an added expense. If the use of customer service does not increase customers or does not increase the number of repeat customers, it might well be perceived as an unjustifiable expense. Another problem is getting an action for problems with customer service personnel. While customer service personnel are trained to respond to customer questions, most are able to make billing adjustments or issue refunds without approval from a supervisor.

This can result in a customer having to wait for any kind of action to resolve a single problem. While the customer service employees are hired to provide efficient service to the customer, their lack of authority to complete certain actions can result in delays, leading to a frustrating experience for the consumer” (lacey, 2013) Improve the automatic response: Google can improve what they have right now which is the automatic response, by making it user friendly. Google customers contact them by the web site only, by making it easy and quick, the customer will be less frustrated.

Making the customers contact link easy to use and hassle free is vitally important. The faster Google response via email the better the situation will be. They should have staff answering the emails 24 hour a day and 7 days a week. This way the customer will not be upset that they don’t have a live person to have a conversation with. By improving on their automatic response, it will be easier for the customer to use and the customer does not have to wait countless hours on the phone for an answer. Customers do not have to waste their time.

It not personal, not time consuming, it just answers to your questions. The down side of having a new and improve automatic responses that customers are still not satisfied. Many customers rather have a person to complain to. Also, the response that they receive may not answer their question or the question may have been misunderstood, therefore the customer will becomes upset. The customer may long for a customer service person to talk to directly to make them understand and get instant results. The best solution to the problem for Google is to create a customer service department.

Customer service is the service or the upkeep of the consumer before, during and after a purchase. Having customer service adds value to your product or service. Customer service is a portion of that purchase experience. The best service will create devoted, loyal and returning customer, which is the goal of the having a customer service department. This is what Google requires to continue the increase of profit. Excellent customer service is critical to businesses today. It is what Google is missing. Adding a reliable and efficient customer service department will complete Google.

They are a successful company and by adding customer service this will simply add value to their company and overall improve revenue Discuss implementation, evaluation and control issues: . Implementation on how to create a customer service department: “1 Assess your current customer service ability. Before you start a department, you need to know what you already have to work with. Once you understand your strengths and weaknesses, you can move forward. 2 Determine the needs of your customers. Identify the most common needs of your customer, and build the new customer service department around that. Create customer service policies. This sets a clear model of how you expect your employees to treat the customer. It also creates a vision for your new customer service department. These policies should be written down and posted so everyone is familiar with them. 4 Deal effectively with your customers. Handling their issues in a timely manner is good for your business and for the customer. Your new customer service department should be trained to be polite and efficient. 5 Imagine that you’re a customer for your company. Go through your procedures and policies and take the stance that a customer would have.

When you role play this situation, you’ll notice additional areas where you need to focus your attention. It’s almost like maintenance on your customer service department, and a test like this should be performed regularly. ” (Contributor, 2013) Evaluate and control issues: The Google customer is essential in telling Google how their customer service department is doing. By doing an easy survey after the customer receives customer service would give Google feedback. Customers will let Google management know how they are doing overall.

This will be a great way to evaluate the overall customer service department. Also management in the customer service department can tape and listen in on how customer service personnel are doing. Management can evaluate the customer service personnel and grade them according to standards. By doing both of these methods to ensure good customer service, Google can get feedback and uncover problems or issues that arise. Once the issues are uncovered then Google can deal with creating solutions to the issues and gain better control of the issues at hand. Bibliography Contributor, e. (2013, januaray 21).

How to Create a Customer Service Department From Scratch. Retrieved from eHow money: http://www. ehow. com/how_2123677_create-customer-service-department. html Hartley, R. F. (2009). Marketing Mistakes & Successes. Hoboken: John Wiley & Sons Inc. lacey, h. (2013, january 21). Customer Service Disadvantages. Retrieved from ehow money: http://www. ehow. co. uk/list_6728896_customer-service-disadvantages. html Martin, M. (2013, Januarary 21). What Are the Benefits of Good Customer Service? Retrieved from ehow money: http://www. ehow. com/about_5082152_benefits-good-customer-service. html

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