Marketing

Marketing

Role of Marketing

Market share is defined as the proportion of total sales in a particular market for which one or more businesses or brands are responsible. It is expressed as percentage and can be calculated by value or volume.

In the case of Kos, it can be related with the dining hall, since what he sells then he divided by the number of customers in order to identify his market share. In the other hand, it can be related to the hospital and university according to the preferences of the citizens of Loyka. (potential market share)

The Market size can be estimated or calculated by the total sales of all businesses in the market. In the form of value, which is the total amount spent by customers buying products, or in the form of volume, which refer to the physical quantity of products which are produced and sold.

In this case, either the hospital or the university can achieved market size in the form of what the Loykese choose. Kos can obtain market size in the form of value, depending in the amount of products that he sells to its customers in the dining hall. (exist regarding market share)

Market growth can be either rapidly or slowly, or they might contract and get smaller.

In the case of Kos, he could either expand his business and increase market or continue operating in the same form (dining hall, HORIZONTAL). Making reference to the hospital or university, they could increase market growth in the form of hiring more doctors or teacher (according to the project choose), since the citizens of Loyka would agree to apply in the projects.

A market is any set of arrangements that allows buyers and sellers to exchange goods and services. Marketing is not just selling products, but to carry out a range of activities to find out customers preferences, including market research.

Effective marketing will have certain features, in which building relationships with customers is included; customers as a result of marketing are likely to develop a favorable view of the business.

One of General Diane Pierce main objectives was based on her previous experience in social marketing, which was to improve the image of the “Olive Hats” in Loyka (36). For this to be achieved she believed the creation of a university of a hospital would be useful, as it will allow the Loykese to see a benefit from the presence of the “Olive Hats” (56).

Delegation and chain of command

The chain of command: the way authority and power are passed done in a business. Delegation: A system whereby authority passes down from the top through a series of executive positions or military ranks in which each is accountable to the one directly superior.

• General Pierce delegated the responsibility for investigating the feasibility of the two projects down the chain of command to Colonel Michael Donovan, Head of the Civil Engineering Group. (51-52)

Workforce planning

It is the process of determining the labour needs of the business now and in the future and how to achieve labour targets. The project of constructing either a university campus or a hospital would require careful workforce planning and training: some peacekeeping troops would need extra training in construction skills and safety procedures. (91-93)

• Moreover, because of the civil war, the country desperately needed engineers, school teachers, nurses and many other highly skilled professionals to help rebuild the social infrastructure.

Recruitment and selection

Recruitment and selection is present in a section of the case.

• If the main objection of the local population was the concern that most of the doctors would be male, the UWP, he argued, should do everything it could to recruit female doctors, even if only for the short term. So even though different factors are being taken into account by the managers of the project, most of the recruitment must be specialized on the preferences of the loykese, this is because the project is mainly for them, if the loykese approve the project then the mission that was established by the leader will be accomplished, the acceptance of the Olive Hats will be successful. Depending on whether a hospital or a university will be constructed different factors would need to be taken into account. The university will need to employ teachers that will be part of the staff, loykese don’t seem to have a problem with the recruitment of males or females, in the other hand, the staff of the hospital will need to be mainly people from loykese, this is because of the idea that they have about foreign doctors treating people from the country, especially male people.

Motivational theories

Maslow

Maslow’s theory consist of two parts: the classification of needs and how these classes are related to each other. The classes of needs are:

• physiological needs (food, drink, rest and activity)
• safety needs (protection from dangerous situations or threats)
• love and belonging (receiving and giving love, affection, acceptance, and trust)
• esteem needs (gaining the esteem and respect of the others)
• self-actualisation (realising your full potential)

The UWP Mission is not achieving the class of esteem needs for their troops because there is opposition to the UWP presence grew as did violence against the troops. Moreover, “the Olive Hats” in Loyka started to resent being there and motivation was beginning to deteriorate. They felt unappreciated by the local population, whom they believed they were assisting by maintaining order, peace and security. (27-30)

Herzberg

Herzberg’s theory shows two factors that influences in the causes of feelings of satisfaction or dissatisfaction at work. This factors are motivators or hygiene factors.

The motivators give workers job satisfaction, such as recognition for their effort. The hygiene factors can lead to workers being dissatisfied, such as pay and conditions, improving these factors should remove dissatisfaction. Because Herzberg’s ideas are often linked with job enrichment, this theory is applied with the creation of a new hospital or a new university campus that would remotivate the The Olive Hats by providing a change of routine, by giving them a sense of achievement, and by buildingpositive relationships with the local population. (47-49)

Taylor

Taylor’s Scientific Management says that money is what motivated people at work. Taylor felt that workers should receive a fair day’s pay for a fair day’s work, and pay should be linked to output through piece rates. Although that this may be a good motivator for the soldiers, the salaries aren’t set by the colonel, they are set by the UWP itself, so financial rewards are not an option that could be taken to motivate workers.

Glossary

Na (Later)

Categories

• Business Organization and Environment
• Human Resources
• Accounts and Finance
• Marketing
• Operations Management

References

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