Marketing and consumer Essay Example | Topics and Well Written Essays - 1000 words

Marketing and consumer - Essay Example The marketers, through segmentation, aim towards precisely recognising the customers’ needs and thus considering the process as to how the customers decide to choose one alternative product or service from among several alternatives. On the other side, the customers are acquainted with segmenting themselves and generally do not observe the marketers’ segmentation of the market (Wedel & Kamakura, 2000). Aimed Market Segment of La! Radio The market segment aimed by La! Radio is that of male market segment. The Chairwoman at La! Radio claims that her company’s brand is ‘men friendly’ and mentioned that her radio station wants the men to listen to their on-air programs. Through the market survey that each marketer conducts before targeting a market segment, it has been found out by the chairwoman at ‘La! Radio’ that ‘men’ hold an urge to know more and more about ‘women’. This fact is evident from the huge number of male readership to famous women magazines such as that of the ‘Cosmopolitan’ and many others. For La! Radio, in the entertainment industry, this fact with regard to the male has instigated the prospect of the male market. Answer to Question No. 2 Definition of Stakeholder A stakeholder is an entity or a person of the organisation that has a concern or stake in the actions of the organisations. ... Possible Stakeholders of La! Radio with Justification There can be five probable forms of stakeholders for La! Radio: suppliers, customers, internal entities, external entities and other stakeholders. Suppliers are the providers of equipments required for a radio station and services related to the provision of the equipments. They would hold the stake in La! Radio because it is at its initial stage and would have purchased the equipments on credit for certain time period. The suppliers would keep a close watch at the radio station’s performance so that they can receive their term amount on time. Customers would consist of the listeners who love music and holds the habit of listening to radio programs and could not leave the habit even for a single day. The internal stakeholders would be the volunteers and paid staffs who are working for their respective purposes which can be earning needs or as a passion. The external stakeholders are the competitors, universities and schools . Competitors would always keep a close watch at La! Radio’s each step to avoid intensity in the rivalry and the universities and schools would be anxious so that the entertainment programs do not hamper the students’ educational activities. The other stakeholders consist of all those who presume themselves to be stakeholders even if the radio station does not think so. Answer to Question No. 3 With the help of PRESTCOM analysis of the environmental factors that can have an impact on the establishment of La! Radio, the following factors have been evaluated: As far as the political factors are concerned, the applicant or the La! Radio would have to be eligible for holding the license under the terms and conditions of Broadcasting Acts 1990 and 1996. La! Radio should

Managing Change (Assessment 2- Change analysis) Essay

Managing Change (Assessment 2- Change analysis) - Essay Example In the first part, the example of the organization where I was working is given whereas in the next part the example of change in my friend’s university is explained briefly. The paper ends with recommendation and findings that have been gathered from both the examples. Part A Two years ago, I rendered my services for a local telecom company. The company possesses a large market cap and is considered as one of the leading telecom companies in the country. I was working as a customer service agent in that company and my job was going relatively fine. During my employment over there, the company underwent a substantial change. That change brought opportunities for some workers, but a large number of workers were resisting change. Among them, I was also the one. The type of change which the organization experience was ‘Organizational Restructuring’. The company acquired a new and growing Internet Service Provider Company. This change not only affected the employees b ut also impacted the customers since I was the once who attends customers calls and therefore I can judge their responses. Rationale for Change The basic criteria which led to this acquisition were the deeper linkages between telecom industry and internet connectivity systems. Nowadays, almost every telecom company which is offering cellular service is engaged in providing internet services as well. Our company was lacking this area of providing internet facility to our customers therefore it instantly identified a local emerging internet service provider company and acquired it immediately. The rationale for acquiring this company was that after viewing the performance and financial position of that company, our top management realized that there are substantial chances for this company to expand and grow even more in future. In this way, it will become an additional revenue generating unit for our company and the deficiency of providing internet facility will also get fixed. Chang e Process Management The merger and acquisition which are taken place in telecom industry are called as horizontal mergers because all the entities belong to the same industry. Therefore the merger between our company and the small ISP Company was also a horizontal merger. Change management process requires taking some necessary steps at the side of top management. These steps include preparing the employees and customers about the upcoming change. For acquisition, our company had to prepare the employees who were resisting change. In this regard, HR managers conducted seminar and workshops to train employees in dealing with change. Some of our valued customers were also informed about our upcoming expansion so that more trust is built between us and our customers. Apart from this, the change management process also required to downsize where it is required. Few redundant employees were fired. Some redundant departments and operations were also closed. Response to Change Responses t owards this change varied from employee to employee. Some employees who got promoted were motivated and enthusiastic whereas those who lost their jobs were certainly very depressed. The overall responses of internal management and employees can be considered as positive because large numbers of employees were motivated, positive and optimistic about this change. Everyone was expecting that this acquisition will prove to be fall in favor of our company because the right