Niche Theory Analysis of Sustainable Strategic Relationships among MICE Destinations: A Case of New Zealand

This study aimed to analyze the competitive relationship among meetings, incentive, convention and exhibition (MICE) destinations with reference to the notion of niche businesses in New Zealand; and to explore the existence of cooperative strategies between neighboring destinations. The data were collected from Ministry of Business, Innovation and Employment Reports on the Convention Activity Survey (CAS) in New Zealand. The study contributes towards an innovative and better understanding of the dynamics of sustainable destination competitiveness. It broadens the scope of MICE industry research by exploring new insights on the notion of destination competition and makes a theoretical connection between niche theory and the importance of coopetition. By investigating the case of MICE destinations of four northern central islands in New Zealand, this study provides information on the strategic significance of niche marketing for global destinations preparing for entrance into this market.

EVALUVATION OF SINGAPORE AIRLINES USE OF NICHE MARKETING TO GROW IN THE AMERICAN MARKET

Singapore Airlines is a globally established airline operating out of Singapore. They have a fleet of 129 aircraft flying on 62 routes around the world. In 2018, they were ranked as the world’s best airline by Skytrax. In the early 2010s, in accordance with the ambition to grow, Singapore Airlines expanded the American market with flights to the USA. This posed a challenge for the airline because of the geographical distance between Singapore and North America With the A350-900 ULR, Singapore Airlines restarted its route to New York with the same ambition of expanding into the American market. However, this time the route only offered business class and premium economy to target, using segmentation as a means to grow in the American market. Thus through secondary research, I aim to find out: How effective has been Singapore Airlines’ decision to reopen the New York route to expand in the American Market through segmentation? This research paper aims to evaluate the effectiveness of Singapore Airlines’ strategy to expand into the American Market by targeting a new market segment. The success of failure of this strategy implemented by Singapore Airlines would determine whether or not the strategy of segmentation on ultra-long-haul flights can be replicated by other airlines. Hence, this research is significant as the findings may predict the future of ultra-long-haul flights such. The research found that the nature of the cities of New York and Singapore, innovation leading to the birth of the A350-900ULR, and an effective marketing mix employed created the perfect storm for Singapore Airlines to use segmentation to grow in the American market successfully.

PELATIHAN MINI MBA SECARA DARING TERHADAP PEKERJA MIGRAN INDONESIA DI TAIWAN

Pengabdian masyarakat merupakan suatu kewajiban Tri Dharma Perguruan Tinggi. Selama ini umumnya kegiatan Tri Dharma dilakukan secara tatap muka. Akan tetapi, bentuk kegiatan pengabdian kali ini dilakukan secara daring (online) akibat pademi covid-19. Judul besar (judul utama) kegiatan pengabdian yang dilakukan oleh Program Studi S1 Manajemen Universitas Nasional Karangturi ini adalah Pelatihan Mini MBA terhadap Pekerja Migran Indonesia di Taiwan. Dalam kegiatan ini dipecah menjadi beberapa sub judul kegiatan. Salah satunya adalah pelatihan Niche Marketing dan Marketing 4.0. Para pekerja migran diberikan pelatihan yang disesuaikan dengan kebutuhan industri saat ini. Hal ini bertujuan supaya para pekerja migran yang telah menyelesaikan kontrak kerja di Taiwan dan kembali ke Indonesia akan dapat memiliki ketrampilan pemasaran yang bermanfaat pada saat memulai suatu usaha sendiri. Pelaksanaan kegiatan dilakukan ini selama satu bulan penuh secara daring (online) dengan menggunakan aplikasi zoom meeting.

Food Retail in the Rural Periphery Using the Example of Germany

Using a mixed-method approach, the author documents processes of decline in food retail on the spatial meso-scale of a northern German federal state and investigates the attitudes and patterns of demand of households dealing with the loss of local retail. Cluster and discriminant analysis are used to identify five relevant sub-groups, all of which are characterised by an ongoing discourse concerning the local retail structures. The five sub-groups define their (dis)interest in local retail using very different spatial, temporal, and substantial criteria. These criteria are drawn upon by local retailers to develop strength and weakness profiles and identify learning potential in an attempt to use innovative forms of niche marketing to better attract non-users or minimal users. Expert interviews with village shopkeepers and local producers of fresh goods indicate which solutions are being implemented to secure the commercial success of rural local retail in the long term and to distinguish such retail from the offerings of ubiquitous chains of supermarkets and discounters.

“Tell it slant”: Postcoloniality and the fiction of biographical authenticity in Hanif Kureishi’s My Ear at His Heart: Reading My Father

In Postcolonial Writers in the Global Literary Marketplace (2007), Sarah Brouillette expands on Graham Huggan’s exploration of the current entanglement between “the language of resistance” inherent to postcolonialism and “the language of commerce” intrinsic to postcoloniality (Huggan, 2001: 264). Connecting the successful marketing of postcolonial writing with the regime of postcoloniality, Brouillette argues that such a regime requires or projects a “biographical connection” (2007: 4) between text and author so that even postcolonial fiction can be thought of as offering a supposedly authentic or unmediated access to the cultural other. This article discusses Hanif Kureishi’s My Ear at His Heart: Reading My Father (2004), in which the British Asian author narrativizes his ambivalent relationship with his father and retraces the latter’s trajectory from India to the UK of the 1960s and 1970s. My aim is to show how this memoir is very much concerned with the relationship between postcolonialism and postcoloniality even as it foregrounds issues of genre, authorship, and (af)filiation. Highlighting the ambiguities and impossibilities inherent in any referential pact (see Lejeune, 1975), My Ear at His Heart not only complicates the demand for “biographical authenticity” that is seen by Brouillette to condition the niche marketing of postcolonial literatures, the memoir also alludes to the reception of Kureishi’s own work, which was framed by “autobiographical” readings of his early novels. Through an analysis of the ways in which My Ear at His Heart re-places issues of postcoloniality and genre at the heart of the father–son relationship, I wish to suggest that Kureishi still has “something to tell us” about the commodification of “minority” cultures, provided that postcolonial scholarship starts taking issues of form seriously.