Marketing Management of Opera Australia - Assignment Example

a). Opera Australia business philosophy is basically based on its core values and mission statement. The business philosophy strongly support that the success of the company relies on the customers and that in order to achieve the set objectives, the core values must be in corporate in all facer of the company. The company vigorously measures itself against these core values that ensure that the set strategies and mission are maintained. The core values that drive the aspect of the company include solution innovation and technology platform. Under this the company has devoted itself in creating latest blogs that are detailed with images, text and to some extent some videos. These blogs are searched via database. The technology introduces another value, creating a long term relationship with the customer. The blogs offer a platform where the company can interact with the customers. For instance, when the company launches the series, the audience was invited to comment on the company’s production. Opera Australia cleared stated the purpose of the blog which was to offer a place to voice the audience thoughts, enquire and give feedback on the company shows. The blog proves the third core value of the company; understanding customers. It also proves the fourth value which is to have a high degree of availability. Indeed, Opera Australia has increased its availability through other social networks such as facebook and twitter. It is obvious from the case study that the company had several feedbacks from the audience. b). Market campaigning is a basic requirement in most companies. However, it has both advantages and disadvantage to companies and businesses. It is important to note that business usually thrive when effecting marketing campaigns are done (Kotler & Keller 2006). Marketing campaign allows the company to make aware of its services to the potential customers. As such, the potential customers are made aware of the existence of such services and are at a position to buy. Some of the marketing campaigns tools are easy and cheap to adapt, therefore, the company may not use incur huge cost in this activity. Marketing campaign creates confidence as the customers feel more confident while engaging in the services or products offered by the company. This is because market campaigning creates a sense of reputable, stable and professional. Marketing campaign gives an impression of a company being existence which may not be so if a company stops marketing. As such consistence campaigning does yield excellent results. It also gives a competitive advantage during a slow economy. Majority of clients create a sense of positive reaction towards the company as it shows its commitment to its services. However, various disadvantages are associated with market campaigns include; the cost of market campaigns may be too high especially in situations where the company is using some expensive tools such as magazines. Another disadvantage is when the marketing campaign creates has a negative impact on the audience. It will ruin the reputation of the company. c). Analysis of business portfolio using the strategic business units Opera Australia has one main line of business; presenting operas in Australia. This is also the core business that the company engages in. These businesses directly support the objectives and goals in the strategic plan and are given a priority on resources claim. Other business such as free outdoor concerts and in schools, assist in offering their main services in the two cities. These services do not have a priority claim on their resources. However, their objective is to minimize the cost and transfer the much needed resource support on the core business. In comparing the core business with the mission statement, the business directly support the objective as per the mission statement (Kotler & Keller 2006). There is a need for the company to adapt strategies that will assist them to adapt to a market where uncertainty is faced. The strategies should show high level of predictability. One of the strategies that the company may adapt is on diversifying their services. Having more business units will not only attract more customers but ensure the company is able to venture in various market segments in the country. Still, the company may increase business units that are easy to implement or fund. As such, there will be a fair location of resources to various business units involved in the company. There is also a need for the company to determine the availability of alternative coverage, that is, to c heck out whether if anyone is offering the same services. In doing so, the company will come with an effective competitive strategy. d). As a national opera company that enriches the Australian culture and excites the audiences while developing the art form, there is a need for the company to strengthen its brand and position itself in the Australian market. One way to do that is by sponsoring people or event. Indeed, sponsoring the right people and event will strengthen the company image, more so if the company is the main sponsors of events. This will assist the company to create an association between the company’s brand image and the clients who may attend the event. The company should respond quickly to the concerns raised by customers. It should make it easy for the clients to give their feedback on the services offered by the company. Indeed, it is obvious that this is one of the cheapest and easiest ways to do market testing. It is therefore, important the company respond to the customers through making the needed changes in order to establish its market in Australia. The company needs to ensure that it offers quality services and product to the Australia customers. The services should record a continuous excellent performs. This may be done through thorough test of their performances and arts before introducing it to the customers. Therefore, there is a need to do testing so as to keep the customers’ expectations and keep the standard required to venture deep into the market. Another way is through endorsement. Under this, the company should have an independent research organization or firm that tests their services and offer their endorsement. e). There are ways that Opera Australia can strengthen relations its relationship with the corporate customers and dealers. This includes; applying the service-profit chain strategy. This strategy ensures that there is a established relationship between the customer loyalty, profitability, productivity, dealers and employees satisfaction. Corporate customer loyalty will stimulate growth and profit while loyalty is a direct effect of customer satisfaction which is largely influenced by excellent services provided to the customers. On the other hand the dealer will appreciate the profit and growth in the company as it will ensure the same is observed in the dealings. Other strategies include keeping track of every stakeholder in the company, keeping in touch regularly with customers and the dealers. This is very important and it does not take much effort. Still, the company should keep the corporate clients on what happening in the company. Establishing a blog and updating the customers is one way of establishing a closed contact and a platform for the customers to give feedback on the services offered. Regular emails updates and newsletters also appropriate. While dealing with the dealer, the company needs to establish a commitment with them. As such, the dealers will feel satisfied and will create a good relationship with the company as they are assured that the company is in a position to honor the agreements. In addition, the will pride on the fact the fact the company has a sense of loyalty on them. File 2 13. Issues to consider when distributing fashion label through department stores and own-branded chain of retail stores Control of the market: it is important that every business has a level of control in the market. Most of the businesses involved in this industry tend to sell directly through their retail outlets. Indeed, while distributing through established own retails, the company is able to maintain control over its channel which may not be so in a departmental stores. Therefore, level of market control is vital issue to consider. Competitive factors: in selecting a channel of distribution, there is a need to consider how the intermediary performs in the market. One of these channels may be less competitive than the other. One of the distribution channels may also fail to promote the product and expose the fashion label as intended by the manufacturers (Robbins 2007). Producer factors: it is obvious that producers who offer broad product line and have marketing and financial resources to distribute and promote the products are likely to use shorter channel in distributing their products. In addition, companies that have financial abilities to conduct market research studies and maintain their distribution retails tend to market their products in their owned retailed stores while those companies that are financially disadvantaged tend to opt for departmental stores which help to reduce costs that could be initially be incurred by the producer (Robbins 2007). References Kotler, P & Keller, K 2006, Marketing management, 12th. New Jersey: Pearson Education Robbins, S 2007, Management, 9th Edition, , Upper Saddle River: Prentice Hall Read More