Marketing sample paper
The STEP analysis of the Colorado Creative Music aims at analyzing macro-environmental factors of the music business the company is engaged into. These factors fall into political, economical, social and technological groups (Pearce, Robinson, 2000).
Company Situation Analysis
The first element of company situation analysis is overview of strategic performance indicators on a yearly basis, from 1997 to 2000.
CCM, Colorado Creative Music, is music recording studio, founded in 1995 by Darren Curtis Skanson, primarily established as vanity label for producing, promoting and selling his own records, and consequently developed into microlabel with 4 product lines and 11 different albums. In 2000, the company sold 30,000 of Darren Curtis Skanson CDs and received net profit of $4,292.00. The company aims at expanding its customer base, acquire more popularity, and develop the company from microlabel to the independent one.
The value chain analysis consists of the following components arranged in sequence: artists and repertoire development, recording, manufacturing, marketing, distribution and finally retail. Such chains as manufacture, recording and retail are very often outsourced, even by the Great Five (Warner Music group, EMI Recorded Music, Universal, BMG Entertainment and Sony Music Group).
A thorough analysis and review of CCM's operations has been completed by reviewing the current and long-term problems in both the internal and external environments.
In eighties and nineties there was a growing concern that as people in the rich world would receive access to computers and all possible communication technologies, people in the poor part of the world would find themselves on the other side of the so-called ‘digital divide”. This idea of digital divide lives on until the present day. Together with that, a number of opinions focus upon the idea that cell phone is a technology that influences the development more than any other factor.
Ensuring that customers get what they want is called a service quality. Managing service delivery is the single most effective mean for differentiation among companies. Technologies and travel industry development bring people and products even closer. Service operations managers should make increasing customer participation in quality service delivery a major goal if they want to stay competitive on the market. The impact of customer participation in service delivery on perception of the quality of the product is not absolutely researched yet.
Experience is living through certain events and impression of the events on persona or animals. Today, experience has become not only psychological phenomenon, but economical term as well, increasingly popular “product” delivered to customers by entertainment industry. Experience is delivered in so-called service product, as opposed to goods. Provision of service is a kind of activity that does not result in ownership and creates benefits by facilitating change in customers, change in their physical property of change in their intangible assets.
In this assignment I, as the author, am assumed to be the CEO of a leading airline carrier, Green Jet. It is apparent that the company needs to cut customer service costs in order to retain its position in the industry. However, there is a threat of damaging company’s corporate image, which implies dramatic reduction of company’s popularity among its customers.
In this paper I, as the CEO of Green Jet, am encouraged to provide the hypothesis as to the food service costs reduction strategy.