Various marketing strategies Case Study Example | Topics and Well Written Essays - 2000 words

Various marketing strategies - Case Study Example This process starts with a Futuristic Environmental Scan and defines the ideal vision in terms of mission, values and end outcomes that the organization wishes to set for itself. Only after the statement of such Ideal Future a Current State assessment based on SWOT(Strengths, Weaknesses, Opportunities and Threats) is taken up to identify the gaps and make marketing strategies to close the gap(s).As a result of subscriber clients adopting this model it was found that clients began developing competitive edge and the organization was much clearer on what their competitive "positioning" in market place was and found themselves moving positively in that direction, to the delight of their customers(Haines,2004).Thus this process leans directly into the process of competitive marketing strategy making as it includes environmental scan both-present and future and enables movement in the desired direction.Types of Competitive Marketing Strategies The generic competitive marketing strategies and their standard objectives have abounded in literature and often include the following: (a) Overall Low-Cost Leadership Marketing Strategy: Its primary object is to find a sustainable cost advantage over rivals, using lower-cost edge as a basis either to under-price rivals and reap market share gains or earn higher profit margin by selling at going price. (b) Broad Differentiation Marketing Strategy: Its primary objective is to incorporate differentiating features that cause buyers to prefer firm's product or service over rival brands. Looking on the obverse side it implies that an organization must..."The airline industry is, by its very nature, a service industry. In a free market, the success or failure of an individual airline is largely dictated by the quality of the service it provides" (Harvard Business School, 1989).Its differentiation strategy began with the immense popularity of The Singapore Girl marketing icon. This icon evoked an awareness of warm Asian hospitality and courtesy's backed this up with its very efficient service standards and already had a winning combination on hand. However it ventured into a fairly elaborate differentiation strategy to address the changed needs of new clientele. This differentiation took the form of: - the introduction of gourmet cuisine in-flight dining with vastly improved servings for economy class passengers as well, - hiring top of the line culinary experts' panel to train chefs and execute quality checks with a future vision to make its in-flight food an industry benchmark, - multi million dollar cabin revamp with first-class cabins coming with an ambience of a mini-suite in a luxurious hotel and details covering the entire distance from custom-built seats to cashmere blankets, - launch of its Frequent Flyer Programme(FFP), KrisFlyer, - as the bulk of SIA clientele are non-Singaporeans specific trainings were organized for SIA crews to enable them to be conversant with and make announcements in the languages of the countries to which they flew.

What is an organization and why are managers important to an Essay

What is an organization and why are managers important to an organization's success - Essay Example A setting is recognized as an organization if it is created with a certain purpose that is unique to the organization. No organization can ever exist until and unless there are people within the organization because these people are responsible for attaining the purpose for which it was created. Lastly these organizations follow a particular structure to help members of the organization in recognizing their roles and tasks. For example: a school comprises of strict structure in which the school is head by the principal and the principals have certain number of supervisors that are answerable to the principle and who ensure that the aims set by the principle are followed by the teachers. The teachers are answerable to the supervisors and the teachers are responsible for ensuring that the students follow the instructions of the teachers in order to attain the aims that were initially constructed by the principle. All these individuals that work for the attainment of the purpose of orga nization are recognized as managers and these managers are responsible for the performance and the growth of the organization. All the duties that were highlighted for different individuals of an organization fall in the category of management and management is simply defined as the task of a manager. Management constitutes of supervising different tasks carries out by different members of an organization with the objective of ensuring that these tasks are being carried in an effective and efficient manner and this task of supervising the work of others differentiates an individual holding a managerial position from those who work on non-managerial positions (Fleming 9). When managers are involved in the act of ensuring that others in the organization operate in an efficient manner, they make sure that the best possible outcomes are achieved with the investment of least possible resources. This is mainly because managers have to