...Research Case Study Virgin Blue ‘You can’t make a business case that you should be who you are not’ Shayne Connell Student Number: 9809317 Case Study GSBS6010 – Foundations of Marketing Theory Due: 11 March 2010 th Lecturers: Penny Crittall and Joel Goodsir Page 113 Table of Contents 1. Executive Summary………………………………………………………3 2. Situation Analysis a. Identification of case issues………………………………....…. 4 b. Analysis of case issues using marketing theory…...........……5 3. Evaluation of alternative courses of action……………………………. 7 4. Recommendations………………………………………………………..7 5. References………………………………………………………………...9 Page 114 1. Executive Summary This analysis examines Virgin Blue’s strategy to increase share of the business and government travel market. This is the third change of strategic direction for the low cost carrier since 2000. The key issues are the challenge of repositioning the company while maintaining the brand strength of the airline, and continuing to meet the needs of the leisure market while offering value to business travellers. Virgin Blue has targeted the full service market leader, Qantas, by positioning itself as an airline for executives who can avail themselves of ‘Premium Economy’ services. The situation is analysed drawing on International case examples, strategic planning principles and growth strategies to evaluate alternative courses of action. Virgin Blue needs to target the business market in the unique Virgin way to differentiate...
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...Exam cases: Kodak Virgin Australia Post Pre-seen exam information Semester 2 2012 Global Strategy and Leadership © CPA Australia Ltd 2012 Case Scenario 1 Kodak case facts Eastman Kodak Company (Kodak) was founded in the late 19th century by amateur photographer George Eastman in Rochester, New York. With the slogan ‘you press the button, we do the rest,’ Kodak gave consumers the first simple camera in 1888, making a cumbersome and complicated process easy to use and readily accessible. A major multinational organisation, Kodak was listed on the New York Stock Exchange and became a powerhouse in the photography industry. The company led the way as an innovator, launching a large range of new products and processes to make photography simpler, more useful and more enjoyable. With the rapid growth of digital photography, competition against its product and being slow to embrace the move to digital technology Kodak has fallen on hard times. In January 2012, Kodak and its US subsidiaries filed voluntary petitions for Chapter 11 business reorganisation1 in the US Bankruptcy Court for the Southern District of New York. A company spokesperson said the aim of the business reorganisation was to enable Kodak to bolster liquidity, sell off nonstrategic intellectual property, and enable the company to focus on the most valuable business lines. The process will allow Kodak to continue normal business operations while it attempts to emerge a profitable and sustainable enterprise2...
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...Exam cases: Kodak Virgin Australia Post Pre-seen exam information Semester 2 2012 Global Strategy and Leadership © CPA Australia Ltd 2012 Case Scenario 1 Kodak case facts Eastman Kodak Company (Kodak) was founded in the late 19th century by amateur photographer George Eastman in Rochester, New York. With the slogan ‘you press the button, we do the rest,’ Kodak gave consumers the first simple camera in 1888, making a cumbersome and complicated process easy to use and readily accessible. A major multinational organisation, Kodak was listed on the New York Stock Exchange and became a powerhouse in the photography industry. The company led the way as an innovator, launching a large range of new products and processes to make photography simpler, more useful and more enjoyable. With the rapid growth of digital photography, competition against its product and being slow to embrace the move to digital technology Kodak has fallen on hard times. In January 2012, Kodak and its US subsidiaries filed voluntary petitions for Chapter 11 business reorganisation1 in the US Bankruptcy Court for the Southern District of New York. A company spokesperson said the aim of the business reorganisation was to enable Kodak to bolster liquidity, sell off nonstrategic intellectual property, and enable the company to focus on the most valuable business lines. The process will allow Kodak to continue normal business operations while it attempts to emerge a profitable and sustainable enterprise2....
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...Case Scenario 2 1. Introduction to Virgin Blue – Low Cost leisure travel for Australians. - The airline was developed to service the Australian domestic leisure travel segment as a low cost airline with low prices, one class of ticket, and minimal on-board, complementary services. - In 2003, virgin blue holdings floated on ASX with core business being provision of travel services to leisure travellers in Australia and overseas - Pacific Blue in 2004 - Polynesian Blue in 2005 - Virgin Australia 2009 long haul airline servicing the trans-pacific 2. Introduction to Australian Domestic Airline Industry 1. Industry Product Segments Business Travel (57.1%) - Full fare Passenger transport by business and government travellers - Demand is based on business conditions and the need to travel - The cost of airfares is not necessarily an important factor - Video conferencing has a negative impact on growth in this segment. Leisure Travel (29.4%) - Comprises of low fare passenger transport by leisure travellers - Price is an important factor and is normally the first issue considered when planning a trip - Heavily discounted tickets are a strong driver of passenger growth in this segment Freight and others (13.5%) - Freight transport – time sensitive and high value to weight items - Others – excess luggage, late fees...
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...------------------------------------------------- Task 1: Organization and Leadership Analysis Assessment Code: C200 Student Name: Student ID: Date: Student Mentor Name: Table of Contents Organization Overview 3 An organizational overview in a non-profit description of a job is an analysis of all the key shareholders of the organization. It would ideally be a catalogue of all necessary information that would help an external party to assess the organizational fit in a better way, and understand whether he/she is in total sync with the organizational goals, and the other beneficiaries(Ko\vsnarov\'a, 2013). Generally an overview is a summary of- 3 Organization Description 4 Leadership Practices 5 Relationship Between Leadership and Organizational Culture 7 SWOT Analysis 8 For the betterment of our understanding of the given topic, we are conducting a SWOT analysis of the organization. 8 Organizational Strength 8 Organizational Weaknesses 8 Organizational Opportunities 9 Organizational Threats 9 Leadership Evaluation 10 In this context I have chosen the situational leadership theory that according to me it was the ideal form of leadership being portrayed by Mark Benioff, for his organization. It is extremely relevant in this context and we can attribute the overall success of the leadership owing to the leadership qualities shown by him. 10 Leadership Strengths 10 Leadership Weaknesses 12 Recommendations for Leadership Development 13 References...
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...[pic] Diploma of Business BSB50207 |Course Code & Title: |BSB50207 Diploma of Business | |Unit Code & Title: |BSBMKG501B: | | |Identify and evaluate marketing opportunities | |Assessments Type |Report Writing & Presentation | |Assessment No: |One | |Delivery and Assessment Mode(s) |Classroom | |Term |One | |Unit Duration |Three Weeks | Assessment 1-Report Writing & Presentation BSBMKG501B Identify and evaluate marketing opportunities BSB50207 Diploma of Business Version 2.1 Australis Institute of Technology and Education ABN 17 120 701 911 Address Level 2, 25 George St, Parramatta, NSW 2150...
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...and also two of the most influential forms of music began to develop, jazz and blues. The blues were created by African-Americans in the southern region of the United States, who drew their influence from work songs, folk songs, and another popular music genre at the time called Ragtime. Blues songs gave artists a method of expressing their emotions and feelings. As one person stated, “The emotion expressed is generally one of sadness or melancholy, often due to problems in love.” The musical elements that made blues very popular also sparked the development of a very distinct and unique style of music called jazz. “Jazz was born in New Orleans through the fusion of African-American elements such as ragtime and blues with other traditional styles – spirituals, work songs, and shouts.” What made jazz music unique was that musicians often improvised the melodies on the spot which many people thought would not work, but it in fact did. The vital role jazz and blues music played, sparked the evolution of other musical styles and the acceptance of African-Americans among the white community throughout the twentieth century. One of the earliest composers to contribute to jazz and who also considered himself “the inventor of jazz” was Jelly Roll Martin. Martin began his career playing ragtime piano in New Orleans, but as his musical style progressed, he embraced a new musical style from his blues and ragtime influence. Another important figure in the development of jazz and...
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...Italian Renaissance artist called fillip Lippi. The date which was executed is not known but many people especially the historian believe that this was the time of the fillip career which was between 1450 and 1465. It is one of the arts of Filipo which was he executed without the help of his workshop. The art is an important model which is useful for the later depictions of child and Madonna, which encompasses those of the Sandro Botticelli. It is the art of colorful faces of the Madonna and the two angels who represent the birth of Jesus by the virgin marry. Filippo uses many colors in his art to make the work of his art to be colorful and presentable. The clothing which the mother of the child wears is blue and their bodies are decorated with brown color. The cloth which the angel wears is white while the seat also has got a brown color with some decorations on it. In general, the background color is chocolate, and the sky is blue. The use of color represents a variety and the unity. He uses lines in his art to differentiate the different sections of the body and even the linings of the clothes. Also, the hair of the child and the angel has some lines which indicate their existence. Space is partially overlapping in that the other angel is seen via the hands of the mother and the child and also there is enough space which could have been used to draw the very angel. The art is asymmetrical due to the way Madonna holds the child and space which shows the background and the...
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...Composition Of Virgins Portfolio Marketing Essay The Virgin Group is a multi national corporation with a hugely diversified business portfolio. This essay examines how the Virgin Groups corporate strategy has allowed it to sustain competitive advantage. The first area that is covered is the composition of Virgins portfolio, namely what businesses Virgin is in and what is the logic of their portfolio. Within the composition section it puts forward two models that help to show why Virgin has chosen particular avenues for achieving growth and sustaining competitive advantage. The Core Competence Theory and Parenting Concept are then reviewed critically in regard to Virgin. Porters three tests are then related to the Virgin Group. Next the co-ordination of Virgins portfolio is addressed, how Virgin has managed its portfolio in its quest for growth and a sustained competitive advantage. Within the composition section of the essay is the issue of control versus the co-operation of Virgin and its business units. It then handles the four concepts of corporate strategy and how Virgin can and has used them to add value to its business units. The link between Virgins Corporate and Marketing strategy is then discussed before the other side of the argument is considered, looking at how Virgins corporate strategy destroyed rather than added value. Finally having synthesised the various diverse elements the essay concludes by using the knowledge gained to raise questions for Virgin about their...
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...2008 VIRGIN MOBILE-THINK HAT KE MARKETING PROJECT PREPARED BY:9/12/2008 September VIRGIN MOBILE-THINK HAT KE 12, 2008 Why Virgin Mobile In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. It is the only service provider which does not hold any bandwidth and mobile setup infrastructure but uses Tata Teleservices spectrum and is penetrating market totally on its branding and marketing strategy. Creating a niche brand and promoting it to specific customer segment with proper marketing has been key to success for virgin mobile across the globe. So, from marketing and customer understanding point of view, this is a very unique company to study. Understanding Virgin’s business Model Virgin has promoted itself as the brand for young India, keeping the Indian youth as its target customer segment. The idea behind targeting this segment can be found inherited in virgin’s business model. The salient features of Virgin’s business model from customer perspective are: 1) With intensive competition and reducing voice tariffs, the profit margins for voice service are decreasing day by day. So, the future profit strategy is maximizing profit margins through data services and it is youth segment which provides maximum data service revenues. 2) Future projection of increasing young and working population of India as 65% of overall population by 2020. 3) Increased use of data services in future due to technological advancements. So...
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...And to do while listening to old REM Rain is falling on the fields. We shield ourselves in acid metal pop. But there’s green all around us, and it never gives up. Harmony grows and ebbs, like it was meant to, all around us, now it’s bent too. Ghosts in the meadows, ephemeral in their gaze, they hang around, waiting for love to equate, their state. There’s a drum beat, slow, and dumb, keeping the time, almost silently. And the guitar strings, they sing melodically, in chords and tabs written, in heaven and forgotten, as some silly hooks. We burn books in our minds, but keep them on our shelves, so that we can revisit them, when we need a piece of hell. We fight and laugh, and fall in love blessed, almost every time, we meet again. while listening to old REM Rain is falling on the fields. We shield ourselves in acid metal pop. But there’s green all around us, and it never gives up. Harmony grows and ebbs, like it was meant to, all around us, now it’s bent too. Ghosts in the meadows, ephemeral in their gaze, they hang around, waiting for love to equate, their state. There’s a drum beat, slow, and dumb, keeping the time, almost silently. And the guitar strings, they sing melodically, in chords and tabs written, in heaven and forgotten, as some silly hooks. We burn books in our minds, but keep them on our shelves, so that we can revisit them, when we need a piece of hell. We fight and laugh, and fall in love blessed, almost every time, we meet again. while listening...
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...The Wheels On The Racecar By Alexander Zane Bibliographic Information: Zane, Alexander. The Wheels On The Racecar. New York: Orchard Books, 2005. Element of Music: Beat, Melody, and Timbre Materials: The Wheels On The Racecar Happy children ready to sing along Student Placement: Sitting in a circle in chairs Activity: The student will sing along with the teacher to The Wheels On The Racecar The student will repeat round and round three times The student will repeat vroom-vroom-vroom three times The student will repeat go-go-go three times The student will repeat zip-zip-zip three times The student will repeat steers and steers three times The student will repeat zizz-zizz-zizz three times The student will repeat glug-glug-glug three times The student will repeat speeds on back three times The student will repeat makes his move three times The student will repeat zooms to the lead three times The student will repeat swish-swish-swish three times The student will repeat round and round three times JUMP! By Scott M. Fischer Bibliographic Information: Fischer, Scott. JUMP!. New York: Simon & Schuster, 2010. Element of Music: Beat, Rhythm, Form, Timbre Materials: JUMP! Active children ready to have fun and dance Student Placement: Standing up in a single line facing the front of the class Activity The student will hold hand on cheeks to indicate sleepy mode The student will hear frog and jump high The student will hold hand on...
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...EVENT: Black Vace newspaper – in the library 2pm on Friday 4/27 Donations to PFAU library. HBCU – groups all over the world to come together. • Mixed races – either intentional or unintentional. o Mulatto – ½ black (this is an offensive term which the root word is mule) o Quadroon – ¼ black o Octoroon – 1/8 black Video – Fisk singers and early white gospel video • Literacy was a problem – acapella singing. • Gospel – “Good news” • Fisk = HBCU in 1866 Video: the history of gospel music 02 • In the African heritage it had to be the music, the preacher and the religious. o Had to be the preacher and the response • Music was to be free but then brought Christianity which was pulled out from that they say. • Involving percussion tones • Melees tone – not singing the tone right to but to shape it. We wear the mask poem: Paul Laurence Dunbar (1872 – 1906) • Mask – façade, disguises you, hides you, masquerade, protection, performers. Performance v. rituals • Ritual o Gospel • Performance o For others/benefits o Entertainment o Image Video: Education on Minstrel – goes into the Images topic • Developed in 1820. • T.D. Rice • Jim crow presents himself as an African (black face) by performing how the Africans perform. Performance within a performance. • Compromise of 4, etc. o Paid performances • Call and response Images: • Co-opted • Corruption of the history image • Massive available – were everywhere. • The images like...
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...African-American dance orchestra band, which performed for 2 decades in the southern states. That’s leaded by Osborne with a specialty in blues music. * Being established in 1953 but was disbanded in 1974 by the turnover of musicians and Osborne’s increasing age. * There’s also studies on leadership and how Walter Osborne’s mgmt provided a relevant case just for that. * With the usage of frameworks proposed by Morgeson, Lindoefer & Loring * Lastly, with an examination of team leadership through the socio-historical model, illustrating lessons for the leaders and portraying power through the analysis. About Walter Osborne * Was a successful leader possessing spontaneous skills and was drummer of the Red Tops band, * Osborne had strict rules just like how businesses would have- punctuality for performances and rehearsals, band uniforms were to be neat and tidy and there was a renounce from drinking and socializing whilst on job. * He had strict rules of conduct and regular inspections on the members of the band. * Thus was popular for his leadership strength and rules towards his members without any biasness. The success of the Red Tops band * Red Tops success is mainly because of their disciplined mgmt, fine performance and exclusive talent * Where they entertained teams of dancers with a mix of blues, jazz and pop * Creating a fan base across Mississippi and nearby states * Performances were mainly for white audiences at...
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...“Black and Blue” by Louis Armstrong In the early twentieth century, a new style of music was being created in New Orleans. This style of music, known as Jazz, was performed with the audience in mind. It was heavily influenced by ragtime and washboard bands. Jazz is also highly competitive since the musicians wanted to stand out from the rest of the crowd. Their differences were accomplished through the use of timbres, improvisation, and many other characteristic of Jazz. Louis Armstrong’s version of “(What Did I Do to Be So) Black and Blue” illustrates the characteristics of Jazz, is completely unique to his style of preference, and advocates against racial discrimination. Improvisation was the most unique and challenging style utilized in the Jazz era. Musicians used this skill set to differentiate themselves from other artists within their original musical scores along with remakes of other artist’s songs, as no two performances of a song were the same. This is because the musicians literally made up or created the notes they played for their solos during the performance. The top skilled performers of Jazz were defined by their unique ability to create interesting solos with both their vocals and instruments. Louis Armstrong had the ability to use phrasing as a singer to capture syncopations that were prominent in early jazz. Jazz in the 1920’s was a combination of blues, ragtime, swing notes, and other European influences. Armstrong was able to capture the...
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