Segmented Marketing and Branding Big Mac Research Paper

Segmented Marketing and Branding Big Mac - Research Paper Example This paper focuses upon Big Mac, a hamburger which was introduced by McDonald’s in Pennsylvania in the year 1967 with a selling price of 45 cents. It was promulgated on a national scale in 1968. The burger was created to contend with Big Boy sandwich, a similar type of item with a bread slice in between with the purpose of holding together the stuffing and averting spill out. Over the years, it has become a signature product of the company with an exceptional brand name. It consists of two layers of beef patties merged with molten cheese and mouth watering sauce along with an onion and munch of pickle, served together in a delicious three division sesame seed bun. Iceberg Lettuce is also a core ingredient of the burger. The Big Mac is popular all over the world and is often regarded as an icon of American capitalism. In fact, the Big Mac Index is used as an indicative factor for contrasting the cost of living in countries around the world since its availability is common. This index is also considered to be Burgernomics. There exist several branding theories which identify brand as a unique feature of value proposition of a company. A branding promotion initiates with the development of a value proposition and relies on inspired apparatus along with a combination of consistency, continuity and commitment. The brand of Big Mac, ever since its establishment, has not looked back. It has been able to build its reputation not only in the United States but across 119 countries in the world. The brand of Big Mac is not just a name or a symbol. It has become a vital component of the relationship which McDonald’s has established with its consumers. For the consumers of McDonald’s in general, Big Mac, as a brand, has set its place in the hearts and minds of the consumers. For any brand, its real value exists in its ability and power to retain customer’s brand loyalty by influencing their preferences. The brand strategy of Big Mac has been so s uccessful that it has been thriving in the market as the leading hamburger choice for quite sometime. Being a powerful brand in its own domain, the brand equity of Big Mac is significant. It has been able to develop a positive differential effect upon its consumers and consequently, create a value for itself among people in different continents. McDonald’s have always made use of Big Mac’s classical taste and enriched quality in setting up its Brand Positioning. In this manner, the company has been able to devise such a competitive combination attributes, benefits, beliefs and values for the brand Big Mac that they have been able to develop the image of it in the minds of their consumers in the manner in which they wanted. Likewise, another core brand strategy

Hunting and Fishing Essay Example | Topics and Well Written Essays - 1750 words

Hunting and Fishing - Essay Example Although fundamental for man’s survival, Culture is equally fragile as it keeps changing hence across generations, certain cultural aspects have been lost in all societies. Perhaps there are no other groups of people that have rich and much told culture like the Native Indian-Americans. They possess a great history of struggle and success and many of today’s life practices of the Americans like; teepee, peace pipe and moccasins, are borrowed from the Indian-Americans2. As noted above, Food is a fundamental aspect of every culture, hence a comprehensive study into the Indian American food related practices gives sufficient information of their cultural background. The research paper will therefore focus on one aspect of culture, hunting and fishing as a source of food and the role the two practices played within the indigenous culture of the Indian-Americans. ... Boys had to learn the hunting and fishing skills early in life. A story is told of a boy 8 years of age who in his first hunt he killed a goose, took it to his father who showed it to the whole community and at 10 years of age he killed his first Buffalo and the whole community rejoiced with the family, to Indians, successes in hunting were happiness to the whole family and community at large4. The hunting tribes’ important wild animal for hunt was the Buffalo which they hunted in twice yearly; during winter and summer. During the hunting periods, particular communities the whole village could go for hunting for fear of attack from hostile tribes, carrying all they needed for the journey in ponies putting women in charge while the rest of the luggage was buried and dug up upon return. They made camps at night and in the morning again break the camp and continue with the journey. They moved in single way and young boys kept watching for the Buffalo herds which they approached w ith great care done under the leader when spotted at a distance.5 The disparities and unity brought by hunting and fishing There were a number of ways that Native Americans obtained food key among them of which included, farming and domesticating animals, hunting, fishing in lakes and rivers and gathering wild fruits6. Majority of Native American tribes took part in fishing and hunting, the Eskimos who live far North depended on fish and hunted animals to survive, the Blackfoot & Sioux were the big game hunters who were on frequent migration to follow bison and the Chippewa who also took part in hunting to obtain food. Tlingit and Salish obtained their food from fishing in rivers and lakes.7In these earlier times there were no conventional equipments or tools,

Personal and Professional Development Assignment - 7

Personal and Professional Development - Assignment Example From this study it is clear that  the most common approaches to self-managed learning include workshops, seminars and conferences, social networks, internet, and in-service trainings. It is possible to learn through seminars, conferences and workshops because people use these forums for expressing their experiences and finding new ways of making changes for the future. Seminars, workshops, and conferences are effective in self-managed learning because they provide participants with opportunities for presenting their knowledge about various aspects to other people, who also learn new things from them.This essay declares that social networks provide additional forums for self-managed learning. Social networks include Facebook, Twitter, and My Year Book. People spend time chatting with friends and learning new inventions and information from others through their posts. The internet contains several articles written by various authors and on a variety of subjects, including accounting, management, economics, and marketing. The internet provides the most convenient source of information; knowledge from the internet learners can be transfer and put to practical applications at their workplaces. In-service trainings constitutes learning programs organizations plan, develop and administer to their employees. These programs are effective in self-managed learning because they are provided by the organization that exactly understands its needs and skill requirements.   Ã‚  

HR Essay Example | Topics and Well Written Essays - 500 words - 2

HR - Essay Example Forced ranking can be described as a controversial management tool that is employed in organizations in order to identify the best and worst workforce employees. This method of performance management is significantly efficient since; the hard working personnel are rewarded while the lazy ones are normally fired. In most cases, forced ranking is used by large business firms which are required to systematize their human resource (Bacal 59). The criteria used in determining the rank of an employee should be more qualitative rather than quantitative. In fact, the success of a business is normally measured by the quality of services provided. The higher the quality of services offered the higher the quantity of sales. Therefore, forced ranking cannot be effective in an organization whereby all the staff members are superstars. This method is valuable to the employee, since; they have to work hard in order to avoid losing their jobs. On the other hand, this method substantially benefits th e company since; they improve their presence in the market. In this context, performance management is the main topic of discussion. This presentation presents the importance of performance-appraisal systems that can be employed in an organization in order to improve the effectiveness of the firm. Performance-appraisal systems are critical in an organization because; without this strategy, the progress of the company is weakened. Therefore, most companies evaluate the performance of their staff in order to augment their sales (Bacal 48). Research asserts that performance management is quite critical. As a matter of fact, the progress of any company simply relies on the performance of its employees (Bacal 49). Therefore, if the employees are not serious with their work, they are likely to be relegated or even fired. Therefore, the evaluation of performance of an employee is critical in ensuring that he or she remains focused on his or her

Personal and Professional Development Assignment - 7

Personal and Professional Development - Assignment Example From this study it is clear that  the most common approaches to self-managed learning include workshops, seminars and conferences, social networks, internet, and in-service trainings. It is possible to learn through seminars, conferences and workshops because people use these forums for expressing their experiences and finding new ways of making changes for the future. Seminars, workshops, and conferences are effective in self-managed learning because they provide participants with opportunities for presenting their knowledge about various aspects to other people, who also learn new things from them.This essay declares that social networks provide additional forums for self-managed learning. Social networks include Facebook, Twitter, and My Year Book. People spend time chatting with friends and learning new inventions and information from others through their posts. The internet contains several articles written by various authors and on a variety of subjects, including accounting, management, economics, and marketing. The internet provides the most convenient source of information; knowledge from the internet learners can be transfer and put to practical applications at their workplaces. In-service trainings constitutes learning programs organizations plan, develop and administer to their employees. These programs are effective in self-managed learning because they are provided by the organization that exactly understands its needs and skill requirements.   Ã‚  

Strategic Research Project Essay Example for Free

Strategic Research Project Essay This paper is about a strategic overview of Medtronic Inc. Medtronic is a global leader in medical technology- alleviating pain, restoring health, and extending life for people with chronic conditions around the world. Medtronic conducts business in more than 120 countries developing and manufacturing a variety of products and therapies with emphasis on providing a complete continuum of care to diagnose, prevent and monitor chronic conditions. Mission Statement The mission statement of Medtronic Inc. is to contribute to human welfare by application of biomedical engineering in the research, design, manufacture, and sale of instruments or appliances that alleviate pain, restore health and extend life. It is evident that Medtronic is meeting their mission statement. Medtronic is providing doctors with new therapy procedures through their research and development. Medtronic is able to design and modify medical devices that assist and meet the needs of physicians around the world. In addition, Medtronic is conducting business in more than 120 countries and focused on preserving the lives of individuals with medical needs and plagued with chronic health conditions. Medtronic’s mission statement is firmly preserved in all of its employees around the world that want to alleviate pain, restore health, and extend life.† It is apparent that Medtronic has not lost focus as to their purpose by the assistance to nearly 6 million people benefiting from therapies each year. Porter’s analysis of competition for Medtronic Inc. Rivalry among competitors Medtronic Inc. participates in the development, manufacture and marketing of medical devices. There are very few competitors in this field that include Johnson Johnson, Guidant Corp., St Jude and Boston Scientific Group. Medical devices that are developed cost a considerable amount of money and if they have to be recalled these costs have to be absorbed. These recalls are viewed by competitors as an opportunity to move in a particular direction in medical device development. Because of the threats from competitors and their debatable actions dispute resolutions often transfer  to court rooms for litigation to determine rights to patents. This often leads to the delay in product development and an increase in costs associated court determinations. Potential entry of new competitors There are several obstacles that competitors will have to overcome in in the development, manufacture and marketing of medical devices. First, The Food and Drug Administration regulations are very specific and detailed. A competitor attempting FDA approval should expect a lengthy approval process. Once an approval is obtained they are not covered against product recalls that can cost a lot of money. Furthermore, recalls can tarnish the reputation of the company leading to a loss in consumer confidence. Secondly, the design and manufacture of medical products will require a solid understanding of the management of high end technologies. Next, competitors entering the market will spend a lot of money in the Research and Development in an economy where few companies willing to invest. Potential development of substitutes products Medical devices are considered a minimally invasive form of treatment and are considered a substitute for more invasive treatment procedures used in the past. Medtronic has several departments all working on product lines and are susceptible to other companies developing similar devices with the same purpose. This drives certain secureness when new procedures and equipment are developed preventing a competitor from knowledge and profit. Bargaining power of suppliers Just as the electronic industry, medical device makers send their work to a growing industry of contract manufacturers. These manufacturers do not have a lot of bargaining power due to the low customization of their work. The device makers do not rely on one manufacturer and can easily find another. This tactic enables device makers to deal with speed-to-market and the cost associated with closing plants and laying off employees. There is not an estimated increase to the bargaining power of the suppliers because new companies are not likely to develop products overseas due to the trouble in changing contracts to foreign manufactures. Bargaining power of consumers Some hospitals organize and group together to lower costs. These enables more bargaining power over the suppliers due to their collective size. This causes competitors have also to deal with the final payers that are sometimes the insurance company that try to minimize their costs and influence the type of patient care. Even if the buyers are not directly the doctors, the suppliers have to target them since they are advisers providing influence to the decision process. This gives tremendous bargaining power over the suppliers of medical devices enabling better competition and ability to absorb the pressures of the t healthcare system. Intensive Strategy of Medtronic Medtronic has seven main divisions and combines operations into a single operating segment. Market Penetration Medtronic’s market penetration in solidified in the Cardiac Rhythm Disease Management division where it is the world’s leading supplier of pacemakers. In addition, Medtronic’s holds over 50% Implantable Cardiac Rhythm Devices (ICD) Market share which contributes to 25% of Medtronic’s overall sales. Market Development Medtronic is continually moving toward innovation through their pursuit to develop markets in areas of healthcare distribution and treatments. They are have collaborative partnerships, product development and are pilots of new business models in several developing countries. Eli Lilly Company have partnered together in the field of Drug Delivery systems. Together they are working to develop treatments for Parkinson’s and Huntington’s diseases. They are engineering implantable pumps that allow the delivery of drugs directly to a targeted area of the brain bypassing the blood-brain barrier that restricts drug therapy for these diseases. Medtronic is also collaborating with Ford Motor Company to develop and integrate medical technology with the Sync in-car system. This mobile health monitoring system will monitor chronic heart conditions, diabetes and transmit alerts if a driver health puts them in danger. Medtronic is also leading numerous cities and hospitals in India increasing patient access to cardiac therapy and improve awareness through health promotions. Through these initiatives Medtronic has assisted in the developed a tiered service and financing  program provides affordable health care. Product Development Medtronic has always led the way with many technologies and product lines, as shown with the first pacemaker in 1957. Medtronic has adopted policy that phases out its own products to make way for newer developments. Medtronic has a solid process of innovation improving their own products. This is accomplished by utilizing computer aided design systems that allow for an 80% reduction in the time required model complex designs and a 90% reduction in required production time. Medtronic’s product development reaches into marketing approaches in the areas of technical support, customer education initiatives and product line expansion and bundling. Collectively, this provides the motivation of lowering costs for product and process improvement. SWOT Analysis of Medtronic Inc. Medtronic engaged in engineering a range of medical devices and therapies. They have a large portfolio that is used to enhance its influence and market share. However, current and future health care policy changes may have a negative effect on the company. STRENGTH| WEAKNESSES| Diverse portfolio protecting risks- Strong Focus on RD capabilities- Product Innovation- Global presence with stable revenues| Issues with manufactured products and recalls reduce credibility of company| OPPORTUNITIES| THREATS| Global acquisitions prospects- Growth in emerging markets- Future product lines increase revenue and market share- positive demographics’ toward healthcare spending| Intense industrial competition in medical devices that affect share of market- Non-compliance with rules relating to reimbursement and regulation of healthcare services- Changing healthcare policies have negative affect on company| Strengths As a result of having a diverse product portfolio, Medtronic has a diversified stream of revenues and not heavily dependent on one particular business. For instance, during FY2011, the cardiac rhythm disease  management contributed 31.4% of the total revenues of the company, spinal (21.4%), cardiovascular (19.5%), neuromodulator (10.0%), diabetes (8.5%), surgical technologies (6.5%). Weakness In July 2011, Medtronic recalled its SynchroMed II implantable infusion pump because it had reduced battery performance. This recall if not corrected could lead life threatening withdraw symptoms to patients with these pumps. Opportunities Medtronic has a good track record of acquisitions. In January 2011, the company acquired Ardian, a privately-held company engaged in developing catheter-based therapies to treat hypertension and related conditions. This acquisition augmented Medtronics existing interventional therapies. Emerging markets are set to become the chronic disease centers of the world. By 2015, China and India will be the largest cardiac markets, and by 2017, the prevalence of type 2 diabetes in India will increase to more than 60 million cases from 28 million cases in 2007. To exploit the growth opportunities in these markets, Medtronic is expanding its presence by building distribution, training, education, and other healthcare infrastructure needed to ensure greater access to its products and therapies. Threats Medtronic is competitive in more than 120 countries around the world and encounters opposition from various product lines and markets that similar products are sold. Major competitors from Boston Scientific, St. Jude Medical, Johnson Johnson, and Abbott Laboratories add pressure to areas of product reliability, performance, quality, and price. US Department of Health and Human Services along with foreign governments regulate the devices produced and health services provided by Medtronic to ensure the cost and quality. Recent US health care legislation and policy changes re aimed at controlling costs and limit the amount that Medtronic can charge for medical devices and therapies. This is evident when,  President Obama signed into law the Patient Protection and Affordable Care Act and the Health Care and Education Affordability Reconciliation Act imposing new taxes on medical device makers. Conclusion Medtronic is a world leader in medical technology- alleviating pain, restoring health, and extending life for people with chronic conditions. Medtronic with its relentless pursuit to bring affordable healthcare through therapy and medical devices should continue with current strategies. Over the next five years, it is beneficial for Medtronic to further explore emerging markets bringing innovative ideas to healthcare officials. Continuance in research and development will continue to reform traditional healthcare with micro-sized implant devices. Continued mission focus to alleviate pain, restore health, and extend life† will further propel Medtronic as a medical development leader.

Impact Of Tourism On Penang Island Tourism Essay

Impact Of Tourism On Penang Island Tourism Essay Introduction The students of International Tourism and Hospitality Management from SEGi University College went on a case study research at Penang Island from the 12th November to the 15th November. In these 3 three days and two nights study, the students managed to interviewed as many as 60 local residents of the state to probe and investigate on the impact of tourism towards Penang Island. Literature Review- Penang Island, A Place for Tourism and Heritage! The main reason why our study trip chose Penang Island is because of the historical sites and heritage places. Penang incorporates modernity with a touch of traditions and old world charm that is sure to captivates the heart of many tourists and travelers alike. With George Town which was recently listed as a UNESCO World Cultural Heritage Site makes visiting Penang an even more eventful trip. Penang also entices the tourists with its rich and plentiful scrumptious cuisines and mouth-watering food. Home to the Baba Nyonya descendants, this beautiful state is also rich with cultures and traditions all living harmoniously under the one same roof! Penang is located at the Northwest coast of Peninsular Malaysia by the Straits of Malacca. It is the second smallest state in Malaysia right after Perlis. The name Penang is actually derived from a tree called Pokok Pinang that is widely found along the sea side of Penang Island. Generally the state of Penang could be sub divided into two geographies; the Penang Island and also the Seberang Perai. Penang which is widely made out of hilly topography has a limited low land area for development hence the land reclamation project near the coastal area. In an average day, the temperature at this place varies from 27 degree Celsius to 30 degree during the day time while the night time promises a temperature from 22 degree Celsius to 24. Since Malaysia is located on the Equator line, this place has a very high humidity and the average annual rainfall is approximately 2670 mm. All in all, the students of ITHM find that Penang Island is indeed filled with abundant of cultures and traditions that many other places in Malaysia is definitely lack off. The culture and heritage sites at these beautiful places are still intact and maintained to perfection. Tourism undeniably has change the way of life for the Penangites vastly. Here I enclosed in the Itinerary of the whole 3D2N study trip of ITHM students. (*Refer to Appendix IV) Methodology Questionnaire- Method of Data Collection During the fieldtrip to Penang on the month of November, the students of ITHM manage to compile a total of 60 pieces of questionnaires per group on the impacts of tourism on Penang Island. Local residents of Penang were informed of the survey and requested to answer 10 simple questions regarding on the issue. The questionnaire consisted of 10 questions divided into three parts: Impacts of tourism on local environment, impact of tourism on local people- socio-cultural, and impact of tourism on local economy. The answers to the questions are in the form of Yes or No and could be ticked in boxes. A total of 60 respondents were found and they agreed wholeheartedly to help us out on the mission to uncover the facts about tourism in Penang. Of the 60 respondents, the highest number of responses agreed that Tourism Penang has indeed brought about positive feedback on the economics of the state. Even though some respondents had difficulty understanding the questions given, but we manage to sort it out by slowly explaining to them on what the questions are all about. The analysis of the response was done in two ways. We divided our group member into two units, where one unit is assigned to complete the (i) 30 pieces of questionnaire by asking local hawker peoples opinion, whereas the remaining (ii) 30 pieces are distributed among the local residents whom are not working at the current moment. Nonetheless all of whom answered the questionnaire were from the local people of Penang Island. Discussion Tourism Development- Infrastructures   Unlike any other states in Malaysia, Penang is labelled as one of the leading destination in the country today and many tourists who visited Malaysia would definitely anticipate the visit to this very heritage site. The main reason why Penang has been where it is today is mainly because it also has a better and more developed infrastructure than most of the other places in the country.    Generally there are two stadiums located at Penang for the convenience of the locals as well as to attract tourists and outsiders to take part in any sports event over here. The City Stadium or more commonly known as Stadium Bandaraya Pulau Pinang is the first and oldest stadium which is still in use up till today. It was built by the British in 1932 and ever since then had become a popular spot for any football matches. The other stadium mentioned is the Penang State Stadium. This newly completed stadium back at the year 2000 has a capacity of 40, 000 spectators.    The next cutting edge design infrastructure built in Penang is none other than the Geodesic Dome located at Komtar.   This progressive and advance looking dome is a multipurpose hall used for official functions, performances, states events and many other event purposes. The design of this dome comes from the concept study by R. Buckminster Fuller who is the master mind behind this partial-spherical structure. The main entrance to this dome is through the level five roof top which only makes it even more appealing to the tourists and visitors.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In terms of highways infrastructure, Penang is certainly quite commendable as well. Highways such as the Bayan Lepas Elevated Highway, Jelutong Expressway and Butterworth Outer Ring Road are the few expressways constructed for the convenience of the automobile users. And let us not forget about the advanced-looking Penang international airport. The Penang International Airport (PEN) is the main airport for the northern region of Peninsular Malaysia. At present, the airlines flying to the Penang International Airport includes AirAsia, Cathay Pacific, China Airlines, Firefly, Jetstar Asia, China Southern Airlines, Kartika Airlines, Lion Air, Malaysia Airlines, Silkair, Singapore Airlines, Sriwijaya Air, Thai Airways and Tiger Airways. This airport is also known as the fourth biggest airport in Malaysia after KLIA, Kota Kinabalu International Airport and Kuching International Airport. It has also been awarded as the Airport of the Year for 20 09 Frost and Sullivan Asia Pacific Aerospace and Defence for airports for the category of below 15-million-passenger. Economic Impact of Tourism The main economic development in Penang would most certainly relies on the tourism sector as it turns out that this sector yield major contribution towards the income and financial growth of the state. Based on the record by the Tourism Ministry, Penang has recorded a 40 per cent increase in the number of international tourist arrivals between January and June this year (2010). There were 405,932 tourists up till June, as compared to 244,146 in the same period last year. Of the tourist arrivals, Indonesians topped the list at over 92,000, followed by Singaporeans (51,392), China (16,000), Australia, Japan, Latin America and India (12,000 each), United States (10,000) and Middle East countries (1,360). The economic benefits of tourism were readily acknowledged by research participants in this study. Nearly everyone interviewed agreed that tourism led to the creation of jobs and it somewhat turns out to be the main source of income for most of the family as well. Residents of the communities commented that tourism often brings about positive feedbacks on the economics of the state and the standard of living too. A resident of the local neighbouring town said that, Without tourism, the economy would be stagnant. Another resident also noted, With the existence of tourism in Penang, we get to enjoy many top notch facilities and infrastructures such as the better public transportation system and the Penang stadium. For some there was a sense of certainty about the likelihood of tourism flourishing in this state. With so many demands from tourists all over the world, regardless of domestic or international, many believed that tourism was expected to take place whether or not local reside nts desired it. The Swettenham Cruise Terminal which was recently redevelopment has added an extra entry point into the island. Based on the statistic from Penang Economics Monthly April 2010 Issue 4.10, it states that in year 2009, a total of 680, 000 cruise passengers are recorded to have arrived in Penang. It has been estimated that this year at least 890, 000 numbers of tourists will turn up. The average cruise passenger spends anywhere between US$85 (rm280) to US$115 (rm350) a day when they come on land. Thats not bad considering they are in Penang for less than 12 hours. Penangs the perfect destination for cruise passengers with limited time, the minute they step off the pier, theyre already in a World Heritage Site, said Battistotti, PGT director, who is also the chairman of the Malaysian Association of Hotels (Penang chapter) and the General Manager of G Hotel. Another factor that contributes to Penangs thriving economic from the tourism sector is no doubt the Tourism Malaysias active courtship of the Middle Eastern market. It has been clear that 11th September incidence is a significant factor influencing the increase of Middle Eastern tourist arrivals to Malaysia. There are however other factors such as tourist expenses in Malaysia, tourist income, travelling expenses and the standard of living in this country that affect vastly on the number of tourists arrivals as well. Based on the work done by Norlida Hanim Mohd Salleh (2010, pp. 37-52), she mention that, The importance of the Middle East tourists to the Malaysian tourism industry can be viewed from several indicators such as number of tourist arrivals, tourism receipts, the average length of stay and potential of future tourism market. She also mentioned that the average spending of the Middle Easterners have a higher purchasing power than other tourists over here. According to the c ase study, the average expenditure of the Middle Easterners was RM3, 503 during the year 2003 whereas tourists from other places only spent RM2, 013. In general, tourism has a variety of economic impact on the Penang Island. All these could be explained using the Multiplier Effects Theory. From the work done by Daniel J. Stynes (1997, pp. 11-14), he mentioned that; The most direct effects occur within the primary tourism sectors lodging, restaurants, transportation, amusements, and retail trade. Through secondary effects, tourism affects most sectors of the economy The study might use a sales multiplier of 2.0 to indicate that each dollar of direct sales generates another dollar in secondary sales in this region. This clearly shows us that tourism the main the effect of this Multiplier theory where with tourism it brings about the development of other industries as well such as restaurants, shopping malls, and theme parks. However there are still numerous negative impacts of tourism for Penang Island. For one, a country that relies on tourism industry alone as their main source of revenue could be risky and dangerous. Economic dependence should always be versatile and all-rounded in order for a state to prosper and flourish. This is because tourism business is very seasonal. During peak season, tourist arrivals will increase tremendously especially during the year end period. Conversely the number of tourist will dropped drastically during off-peak season. And this can post immerse danger to the states wellbeing as it might create a high rate of unemployment. Environment Impacts of Tourism    It is important to understand that although tourism has boosted the economics of Penang vastly but one shall never forget on the value of the environment and natural habitat of the very island. For what we know, land is a very scarce resource in Penang Island. This is mainly due to the fact that Penang is largely made up of hilly topography and most of the low land area has already been accommodated and developed.    Based on the research done by Ngai Weng Chan (1998, pp: 305-318), he also mentioned that the efforts at industrialization and the development of other economic sectors had bring about the improvement of the states urbanization. Unfortunately this had also caused greater pressure on the land usage. As a result, the Government act upon on the land reclamation as a solution but it is still not enough to satisfy the high demand for land in the island. At present, many developers have already resort to the remaining hill land and also the reclamation area on the island for their next huge projects. Example of such project would be the Waterfront City Project (*refer to appendix I), which represents one of the highest proportions of leisure-based services anywhere in South East Asia. Promising as it may seem, this project which is to be built on the 338 acres of reclaimed land along Penangs eastern coastline will majorly impact on the condition and status of the islands wellbeing. To begin with, placing fill in a reclamation area could disturb the water quality of the adjoining sea as well as threatening the flourishing existence of fish stocks and habitats found in coastal seas and connecting lochs and lagoons. Another example of project built without the heed and consideration of the environmental issues would be the Tanjung Bungah suburb which is situated between Georgetown and Batu Ferringhi. This village was built at the hill land areas which could post many dangers to the environment and also on the inhabitants over there. Based on the journal written by Adrian M. Steinberg (2010, pp. 318-340), he mentioned that, There are many environment risk by project at hill site areas in Tanjung Bungah, Batu Ferringhi. Tanjung Bungah used to be a peaceful village only lodged by small groups of families and fishermen. However over the years, many huge corporate chose this very spot to build commercial buildings for tourism purposes. Example of these recreational structures includes the Tanjung Bungah Floating Mosque and also the Penang Water Sport Centres. Hence, the quality of the sea water deteriorates due to the discharge of raw sewage and the resulting pollution makes it a breeding ground for jelly fish. As a result, the sea all along the northern belt is no longer suitable for swimming anymore.   Penang Hill which is another famous tourist destination spot is an example of tourism development at hill land area. Located high above the land, Penang Hill is perfect as a holiday sanctuary due to the breezy and cooler environment. The state Government permitted this development because it brings forth higher monetary and fiscal policy to the states economy. Based on another case study by Ngai Weng Chan (1998, pp. 14-27), he mentioned that, Massive hill development, especially the clearing of vegetation and the cutting of hill slopes will bring about increased and accelerated run-off, increased soil erosion and a high probability of landslips and landslides. In the event of heavy rainfall, such as that which coincided with Tropical Storm Ryan on 18 September 1995, landslips and landslides would occur. In fact, a total of about 60 landslides were reported along roads on Penang Hill and its vicinity after the heavy rainfall during the above storm. This clearly shows that without a proper planning and preparation, many inadvertent events might occur. Paya Terubong used to be a predominantly agriculture area. As the years gone by, it slowly turns into a working-class neighbourhood in the central part of Penang Island. Based on a case study by Ngai Weng Chan (1998, pp. 14-27), he found that there is a total of 60 landslides reported along the roads of Penang Hill after the destructive Tropical Storm Ryan which happened back at 18 September 1995. Landslides not only harm the residents of an area but, in fact, it post tremendous dangers to motorists as well. In addition, it might pollute the river and in long-term run, may results in flood at low land area. The massive expansion project at Paya Terubong is the most apparent example of hill land development at Penang which is rather an impulsive and foolish action. The project which mostly accentuate on housing, infrastructure and a new township is actually one of the main tourist attraction at Penang Island at current. According to the Malaysian Law however, hill land with slopes of more than 20 degrees should be safeguard and conserved in its natural state, generally as a forest reserves. Ngai also stated in his case study that the Paya Terubong hill land development is a major failure of the state island by saying, According to the Consumer Association of Penang (in its April 1996 issue), the Paya Terubong housing project is an invitation to a disaster, possibly comparing the Majestic Heights as similar to the Highland Towers which collapsed in 1993. Soon after this report, the extensive mudflows occurred in early May 1996. Chan (1997) has demonstrated how rapid development on the hill slopes of the Paya Terubong valley in Penang has given rise to landslides, mudflows, sedimentation of rivers and downstream flooding. (*refer to Appendix II) Culture and Heritage Impacts of Tourism Even though the official religion of the country and state is Islam, the residents in Penang are all given the freedom and rights to follow on their personal beliefs. Buddhism is still the main religion over here. As such, the Peranakan or more commonly known as the Baba Nyonyas made 5% out of the 2 million residents of Penang. The Baba Nyonya is actually a descendent of the Chinese immigrants who partially adopt Malay customs with a touch of Chinese as well. This made the Penang Island rich with an abundant of cultures and traditions. For Penang Global Tourisms (PGT) new managing director Ooi Geok Ling, she exclaimed that if she were to describe Penang as a dish, she would go for the Rojak; All the individual fruits and veggies retain their individualism, and the rojak sauce brings everything together. This is what makes Penang so unique, our diversity and our pride in being Penangites. This clearly indicates that Penang has a presence of people from so many ethnicities and religions living together in harmony. All these could be reflected in the many festivities that are being celebrated throughout the year, ranging from the Chinese New Year to the Indian Festival, Thaipusam. Besides, Pesta Pulau Penang which is an annual carnival event makes the city all vibrant and vivacious. Besides that, Penang is also famous with the Dragon Boat Festival. Since 1979, it has been a culture to hold the International Dragon Boat Festival over the Teluk Bahang Dam. Besides attracting international tourists during the period of this event, this amazing festival also strengthens and tightens the bonds between the each and every citizen. Another remarkable festival held yearly over this state would none other be the Chingay Festival. This interesting event which all started back at 1919 to celebrate on the birthday of Kuan Yin, the Goddess of Mercy displays a wonderful act of skill in the form of a procession. (*refer to Appendix III) George Towns entry into the Unesco World Heritage Sites listing is a big recognition of Penangs unique history. This big recognition was declared back at July 2008. George Town which was one if the first British colonies to be established back many years ago is indeed filled with many historical sites. Besides that, Penang is also famous for many other historical sites that some even dated back at centuries ago. All these factors contributed to the rising numbers of tourist arrivals into the state regardless of domestic or non-domestic. Conclusion After all the investigations done on the impact of tourism on Penang Island, we found that tourism has indefinitely brought about many changes to the used-to-be-peaceful island. The most apparent changes would definitely be on the environment of the island. Noted as one of the best and most relaxing destination in Malaysia, Penang was once a very serene and calming place to holiday at. Currently however, many unplanned and unorganized development had cause many environment degradation. In terms of states economic, there is no doubt that tourism plays a major role in sustaining the monetary of the country. Tourism brings positive impact on economy by providing more job employment for the local peoples. With proper action and care from the Government and the residents of the state. Penang will definitely continue to flourish and blossom into a more majestic and magnificent state in Malaysia!