Critical Appraisal of a Marketing Topic - Essay Example

? Critical Appraisal of a Marketing Topic Table of Contents Table of Contents 2 Introduction 3 The Dynamics of Maritime Businesses 3 Recommendations for Marketing Strategic Projects 4 Recommendations for Business Improvement and Information Systems Projects 5 A Look into Costa Cruises 7 Implementation of Strategic Initiatives for Costa Cruises 7 Role of Relationship Marketing 8 Role of Internet Marketing 9 Conclusion 10 References 12 Introduction Within the present times, it is of paramount significance to know that the marketing of different projects worldwide is necessary because it asks the potential customers to get in touch with the organizations under consideration. This is important as the need to reach out to diverse audiences is all the more necessary in the growing age of global businesses. It helps the business to grow as a whole, and makes the entire exercise of conducting the business a viable one. It is for this reason that the business improvement and strategic marketing ranks are being monitored closely now than ever before in the past. The organizational top heads have realized where they have gone wrong all this while, and what more could be done to bring sanity within their own ranks. This has called for clear cut strategic directions and policies that must be developed in the wake of changing marketing, management and business initiatives. New products and services get introduced with each passing day (Cooper, 2001). What is important is to discern the exact basis of growth and productivity within the related realms. This is needed because the marketing can only come about in full circle when there are all-out efforts and endeavors made by the management concerns. It would solve the anomalies present within the system of conducting business and resolve issues that could be from the smaller to the magnanimous ones. This paper touches upon how maritime businesses have been able to depict their true place within the globally changing dynamics of conducting business operations. The Dynamics of Maritime Businesses The maritime business is comprised of the handling of vessels as well as its different components. These revolve around the debate of having enterprises that are doing their bit at the relevant business realms, manufacturing, designing and repairing of the vessels and so on. It has developed into a full-fledged industry and many different organizations are working worldwide to extract the immense benefits that lie within their folds. The maritime businesses have been largely focused on the sea operations as it is the first and foremost requirement indeed. Without a sea or even a river, the maritime business would not be able to come about in entirety. The maritime businesses have made it big because the management realms within their concerns have realized how big a market it is for the investors, stakeholders and retailers. They have also come to the reckoning that the maritime business is a consistent process and does not come to a standstill at any point in time. It is much similar to the aircraft industry or even a road transport system that is in place all over the world (Elkin, 1998). Different shipping lines, cruise companies and brokerage services are under the aegis of the maritime business that has made it a huge hit in the time and age of today. There are the marine railways, freight forwarding services and related undertakings within the maritime businesses. Also merchant navy works under the same aegis and not to forget the maritime professionals who have literally made this industry a giant one. Recommendations for Marketing Strategic Projects It is important that the strategic projects within the marketing dynamics are handled in an adequate way so that any shortcomings that exist within the related fore are taken care of. The strategic projects are only successful when their marketing realms are handled properly where concentration is on deriving the maximum possible value. These strategic projects can only come about when they are given the room to be exploited. This will smooth up the operations within the office realms and give the employees something to ponder upon, as far as their working manifestations are concerned. What is important within the marketing of strategic projects is to make sure that the resources are made available as and when there is a need for the same. The marketing of any company can only be carried out if there is a purpose behind any such activities. If the mission is to manifest the truest message in terms of growth and development for the sake of the organization, then this means that the strategic direction is on the right path. However, if there are any negative implications related with the same, then this can have long-lasting ramifications for the sake of the organization. The recommendations that are deemed as pivotal for the marketing strategic projects is comprised of an understanding that the companies will grow if they have the vision to expand beyond their means (Lowson, 2002). This will mean that they want to move out to other zones and areas around the world, and not be grasped in their own entirety. This is clear in the case of the maritime businesses which have expanded immensely within the last few decades and there is an enormous buzz within the related settings. This is so needed because it sets the ball rolling for the organizations which are working under the related aegis. The maritime business is one of the most booming ones today and it would not be wrong to suggest here that particular emphasis should be paid towards their operations, the customer focus, the retention levels of the employees, and so on. What remains to be seen is how these businesses shape up to the changing dynamics that are coming up with the advent of time. The maritime business has to move forward to welcome the strengths that lie within its folds and turn the grey areas into ones of strength in the times to come. Recommendations for Business Improvement and Information Systems Projects Then again, there are the recommendations for improving how business realms work and what Information Systems projects could bring towards the organizational settings. Within the maritime business, it is pertinent to note that the business has to be enhanced with the passage of time to make sure that the problems are taken care of as and when required. It would mean that the understanding for the problems has to come from the top, put forward by the strategic management group present in one such organization. The Information Systems projects bring together the intended customers for the maritime business with the organization that is offering them a host of services (Shenkar, 2004). This is so needed because it sets the ball rolling for the diverse customer base and they know well in advance what kind of services they can avail when they contact one such organization. This is true in the case of cruise lines and shipping organizations all over the world which have emphasized on the due role of the customer retention through provision of state of the art services, bundled with facilities and amenities which are top notch and state of the art in their own right. Therefore the recommendations that can be given for the business improvement in the organizations of today rely heavily on how things shape up, and how these embody the basis of growth and development for the sake of their own selves in the long range scheme of things. Also it implicates for the immense success that the stakeholders, management realms and the end consumers derive from the steps that are undertaken in terms of business improvement and the proper incorporation of the Information Systems Projects (Handy, 1993). It must be remembered here that the Information Systems ranks can only be deemed as fruitful if the communication mechanisms within the workplace are working to good effect and when the results are being derived in a productive manner nonetheless. This is in line with the comprehension that there would be efforts and endeavors to make sure that any negativity that might arise within the workplace realms are easily taken care of and any pending problems are kept away at a safe distance from the smooth working dynamics of the organization (Kotler, 2010). The role of the human resources management department and indeed the top management concerns within such quagmires of the organizations is an important one and the same cannot be denied its due role within the relevant scheme of things. A Look into Costa Cruises Costa Cruises has been in operation for the last 60 years. It gives Italian hospitality to its visitors, which is unmatched all over the world. Its vessels are sailing all over the world. Costa Cruises looks after its guests in the most apt manner possible and gives them a feeling that is inseparable from their best times which are there within the holiday seasons and the vacations that the people take every now and then. It is a market leader within Italy as well as across a number of nations within the European continent. Some of the most sought after values within Costa Cruises include the fact that there is special emphasis on pioneering innovation, respect for the environment in meticulous, as well as indulgence of the Italian style and grandeur that is renowned all over the world. It is indeed a complete experience for the travelers all over the world as they go towards an expedition which is one of the distinctive values at Costa Cruises. From the organization’s perspective, Costa Cruises believes in the enthusiasm and skills of the people who are geared to work for the company. Costa Cruises offers excellent career opportunities to the people who aspire to work for it. Implementation of Strategic Initiatives for Costa Cruises As far as the strategic initiatives for Costa Cruises is concerned, the focus should be on building upon the organization more than anything else. The implementation of these long term initiatives for the sake of Costa Cruises would come about in full circle when the resources are made readily available towards the working ideologies of the company. This would mean that the Italian style and grandeur is reinforced upon in the coming times through a vision of the organization that wants to be the best cruise line in the world. The strategic initiatives for Costa Cruises would pave the way for the organization and give it the required lift which is needed at this point in time. It will also settle the issues that are rampant today, but might not be present in the times to come (Watson, 2005). This could be done through an adoption of technological manifestations which are quintessential to comprehend and understand. Its proper usage would mean that the visitors and travelers from all over the world are given what they direly require when it comes to their vacations and sight seeing trips. What must be understood is how the strategic initiatives are for the long term, and how these shall comprise of success, both from the company’s stature stance as well as from the fiscal one. Role of Relationship Marketing Within the dynamics of Costa Cruises, relationship marketing will work wonders. This is because it creates value for the sake of the organization and gives the customers something of worth that they can take with them and come back again to enjoy the cruises. The hospitality and traveling elements are some of the most significant ones that could be summarized under the aegis of value proposition. The relationship marketing aims to build solid and long-lasting links with the customers because the maritime business knows that its customers will revert if they like the services that are being sent their way (Hughes, 2000). They also know that it would be hard to bring back a disgruntled client; hence they give in their best possible efforts to make sure that the shortcomings are taken care of, in an acceptable manner. What is even more interesting is the fact that Costa Cruises would have to find the exact ways and means through which its loyal customer base derives value and this is only possible when the organization talks to them on a consistent basis. This is understandable within the realms of relationship marketing where the entire premise is to find out how the organization places its trust within the customers, and in return the extent to which the customers are looking forward to relying upon the organizational undertakings, processes, tasks and activities (Johnson, 2000). In essence, relationship marketing at Costa Cruises would only help the cause of the organization to grow as a whole, and thus earn the immense benefits that lie within its linkage understandings. This is something that shall reap rich dividends in the near future as its clientele would not only be satisfied but also increased as there are people who like to endorse good and hospitable services across the board. Role of Internet Marketing In relation with how Costa Cruises has been able to shape up the ranks of their customers, reaching out to them in a number of different manners is something that is deemed as very important. This is because touching those points where they come most frequently would be the viable procedure behind asking them to avail the cruises that are on offer. One such mechanism is through the incorporation of the Internet as it helps in marketing and disseminating information to different areas and avenues (Chapman, 2008). This essentially asks for a proper understanding of the subject that comes directly under the realms of Internet marketing. The tickets that are sold over the Internet could be bundled out which would mean that the earlier a customer buys, the lesser he pays, and other discount packages so that the word of mouth regarding Costa Cruises is there for one and all to see. Internet marketing works like magic under situations which ask for proper propagation of information to the audiences which are being catered to as well as the ones which will be tapped upon in the future (Thomas, 2002). This will make the reaching out of the Costa Cruises towards its selected audiences in a very easy manner, and would put to rest the equation of the inconvenience related with purchasing of tickets, discerning information regarding cruises, determining how much distance would a cruise comprise of and so on and so forth (Kitchen, 2004). For the sake of Costa Cruises, this works to good effect because its customers hail from different parts of the world, and it is only natural to allow them to get in touch with the organization as and when they require. The Internet angle allows these customers to have a good idea about the working dynamics of the business and how it reaches out to newer markets. Conclusion Hence, in the times of today, it is of paramount importance to comprehend how maritime businesses will make it big so that they could earn profits and cater to a larger segment of audience than these are doing at the present. By following the above-mentioned pointers, one can be sure that Costa Cruises can do itself a favor as its vision would be clear and thus the objectives would be set in accordance with the same dictum. There is a dire need to realize that the marketing strategic initiatives should always be such that the company grows as a whole and not just limit one’s own self towards tactical and short term gains (Peterson, 2002). It is a famous philosophy within the marketing realms that only those companies survive and eventually gain which look after their customers well, and that too on a long term basis. Costa Cruises would be benefited if its top management draws the line between what is deemed as acceptable and what is just not doable (Fahy, 1996). However, the manner in which the doable aspect is made clear is something that needs to be properly scrutinized, analyzed and talked about at length. All said and done, the management must do its due and understand the nuances that are related with the maritime businesses and more significantly with how Costa Cruises is being able to make its point get heard within the thick of things. References Chapman, C., 2008. 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