LEADERSHIP & ORGANISATIONS COURSEWORK ASSIGNMENT TUTORIAL Leadership & Organisations 6BUS1001 – 0901 Semester A (2012-13) Case Study: ‘Virgin Atlantic and Ryanair’ Question: Using relevant leadership‚ management and motivation theory‚ compare and contrast the leadership styles of Richard Branson and Michael O’Leary. Critically discuss the state of affairs in the two organisations that are created or impacted by their leadership styles and behavior. Word Count: 1700 Your
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1 Executive summary "Virgin" is currently the third most recognized brand in Britain and it is commonly associated with the identity of its founder Richard Branson. Branson is not your typical corporate businessman but rather a risk-taking entrepreneur that emphasizes the fun in every activity he is driving the Virgin group into. Virgin’s best known operations are probably air travel (the Virgin Atlantic and Virgin Express airlines) and music stores (Virgin Megastores)‚ but they are also involved
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MARKET SEGMENTATION: ORGANISATIONAL ARCHETYPES AND RESEARCH AGENDAS* Mark Jenkins & Professor Malcolm McDonald Cranfield School of Management Address for correspondence: Mark Jenkins‚ Cranfield School of Management‚ Cranfield University‚ Bedford‚ MK43 0AL‚ UK. Tel: +44 (0) 234 751122; Fax: +44 (0) 234 750070 EMail: m.jenkins@cranfield.ac.uk Paper submitted to the European Journal of Marketing‚ February 1995. The authors acknowledge the invaluable comments of Professor Martin Christopher and the
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1) Do you agree with Virgin Mobile’s target market (14 to 24-year-olds) selection? What are the risks associated with targeting this segment? Why have the major carriers been slow to target this segment? - As a group‚ we all agreed to this TM. We find this strategy suit extremely well with virgins advertising budget‚ as niche market will mean that advertising can be specifically targeted towards the target market rather than as a whole. Specific media vehicles can be used such as interactive
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Segmentation and Target Market Paper MKT/571 Segmentation and Target Market Paper To obtain success‚ and then retain success‚ organizations need to determine which market segments to focus (Kotler & Keller‚ 2012). Additional consideration is necessary to ensure that the organization can effectively serve this market segment. According to Kotler and Keller (2012)‚ the finest marketing plans identify and embrace segment differentiation by determining the demographic‚ psychographic‚ geographic
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Segmentation in B2B Markets A White Paper by Paul Hague and Matthew Harrison of B2B International E-mail Web Blog info@b2binternational.com www.b2binternational.com www.b2binternational.com/b2b-blog/ WHAT IS MARKETING IF IT IS NOT ABOUT SEGMENTATION? CVS Pharmacy is one of the most successful drug store chains in America. What is the reason for this success? They understand their market and have approached it through segmentation and targeting. The company looked at its customer base
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demographic segmentation bases are the most popular and practical segmentation bases. Kotler(1984‚ p. 255) states that “demographic variables are the most popular bases for distinguishing customer groups”‚ possibly because the ease with which this kind of data can be collected. Demographic segmentation divided the market into groups of basis variables which consists of age‚ sex‚ income‚ and social class. Age Consumer needs and want usually change with the time changed.Segmenting market by age often
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Market segmentation is a long-standing strategy used especially in consumer products. It is measurable‚ accessible‚ distinguishable‚ and actionable. Observing markets in the Philippines‚ can you identify market segments for fast food‚ garments‚ cigarettes‚ alcohol‚ computers‚ passenger cars‚ and beach resort? Please show the positioning of 2 consumer products and their competition in these segments. For levels of Micromarketing 1. Segment Marketing – consists of a group of customers who
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PepsiCo vs. Market Segmentation Introduction Pepsi-Cola was founded by a druggist‚ Caleb Bradham in year 1898 (Overview‚ 2008). He came from New Bern‚ North Carolina (Overview‚ 2008). In year 1965‚ Pepsi-Cola merged with Frito-Lay in a new company named PepsiCo (Overview‚ 2008). Then‚ PepsiCo merged with Tropicana in year 1998 and also Quaker Oats Company in year 2001 (Overview‚ 2008). Those mergers have been divided in categories such as food‚ beverage and snacks. Now‚ Pepsi Brand is part of
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Summary........................................................................................ vi Potential Market Segmentation of a Brand New Product Product Potrayal................................................................................. vii Potential Market Segmentation..................................................................... viii Segmentation Profile..................................................................................... ix Evaluating The
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