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A MUSICAL VOYAGE - Royal Australian Navy

A MUSICAL VOYAGE - Royal Australian Navy

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- 22 - Navy’s obligations to all of its customers must also advance; this is also relevant for the band. Implementation of a customer model, as outlined above, will assist the band to meet the challenges ahead. However, reputation management is also important. High standards of ethical and professional behaviour should be expected from all members of the band. This will be crucial for image protection and for projecting a positive image for Navy in the wider community. Consumer Buying Behaviour Consumer behaviour can be defined as; ‘behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products, services and ideas that they expect will satisfy their needs’. 15 The owners, albeit a small national sample that have direct contact with the band, make their purchase decisions habitually; they make strong brand loyalty and repeat purchase decisions. 16 There are no direct costs for purchasing the band’s services, and the owners have been educated (through prior performances) to expect a certain style of product; so there is little problem recognition or search required of them. However, a key problem exists to expanding this consumer base. The stockholder position (the band’s primary customer and its employer) is similar. The position for the stakeholder is different as potential members do conduct a limited search prior to making the decision to join the band. Their search is a result of recognising that a problem exists that has been caused by a discrepancy between their desired state and their actual state. 17 After recognising that a need exists and searching for it, the band’s potential employees evaluate alternative choices prior to making their decision to purchase employment with the band. The stakeholders also evaluate the product and search for alternative employment opportunities when considering re-enlistment options; that is, will another Defence Force Band or job offer a more attractive package? Strategies that aim to fulfil stakeholder needs may have a positive affect on retention. Factors influencing consumer buying behaviour There are many factors that influence a consumer’s decision to purchase a product or service. Listed below are some internal and external factors that have relevance for the band: • Learning. Consumers learn from their experience in the marketplace through stimulus, drive, response and reinforcement. 18 Potential audiences can be stimulated by tapping into school and other youth markets using high energy rock ‘n’ roll and popular music products. • Attitudes. Attitude models are used to study purchasing behaviour and can be formed by beliefs and characteristics of a particular brand. 19 The band can build on brand loyalty by exploiting the ex-Servicemen and women who value traditional music and ceremonial products. • Reference groups. Consumer actions are frequently influenced by those around them. Our cultural background, social class, and values and beliefs are transmitted to us through reference groups: family, friends, and workmates. Social surroundings 20 also have a significant impact on consumer behaviour and, in particular, our people (one of the three customer groups mentioned earlier). Educating the internal audience (our people) about all aspects their employment conditions, not just the negative ones, may help to engineer a positive work environment. 15 QUT GSN408 (2000) Study Guide, p 132. 16 rd Neal, Quester & Hawkins (2002) Consumer Behaviour: Implications for Marketing Strategy, 3 Ed.,, McGraw-Hill, Australia, pp. 54-55. 17 ibid, p. 57. 18 McColl-Kennedy et al, op.cit., p. 102. 19 ibid, p. 103. 20 Neal, et.al., op.cit., p. 38. Royal Australian Navy Band: A Musical Voyage

- 23 - • Situational factors. Shifting the culture to one which is performance and achievement oriented supported by peer groups and situational factors 21 will also impact positively upon the social surrounding. These factors—which influence consumer buying behaviours and their decision-making—give vital guidance for successful marketing of the band’s products. Recommendation No 3: Implement a demographically targeted and localised recruitment strategy. Recommendation No 4: Increase the band’s operational tempo in Sydney and Melbourne. Recommendation No 5: Revise the band’s cultural value statements to include a Credo. Recommendation No 6: Revise the band’s Human Resource Management Plan and include it as a key component in the Business Planning Process. MARKET SEGMENTATION Current Market Segmentation Approach Currently, the band’s marketing mix comprises two professional detachments and five reserve detachments all of which maintain similar products with varying quality based on broad-range capabilities. All detachments target similar markets. The band uses a multiple segmentation strategy 22 with its seven detachments, all of which bring common benefits to the customer: For instance: a. All detachments are resourced for ceremonial activities to meet the core needs of the stockholder (Navy) and the expectations of the owners (the Australian People). Some of the stakeholders (members of the band) also realise the importance that these ceremonial products have to the bands continued viability; however, this appears not be widely appreciated by this customer group. b. Most detachments attempt to maintain concert bands and small popular music ensembles which add value by providing wider musical support to the owners; 23 however, support tends to be with a small segment of ex- Servicemen, ex-Servicewomen, and older Australians. These ensembles also fulfil the expectations of the stockholders and stakeholders. 24 c. Some detachments maintain discrete public relation cells which add value by providing wider public relations support helping to raise Navy’s profile with the Australia people (the owners) and which helps to increase Navy’s perception regarding the return of investment that the RAN Band brings to Navy (the stockholder). This marketing mix generates value for all of the customers; however, there is significant compromise to quality as product standards fluctuate widely, and there are significant inefficiencies with high agency 25 and inventory 26 costs. For example, detachments that maintain broad-range capabilities require large instrument and music inventories and are therefore very expensive to maintain. 21 McColl-Kennedy et al, op.cit., p. 108. 22 See McColl-Kennedy, J.R. et.al., op.cit., p. 238. 23 Evidence ere is gained from external Customer Surveys and letters of appreciation. 24 Evidence here is gained from internal Climate Surveys and ormal acknowledgments. 25 Besanko D., Dranove D., and Shanley M. 2000, 2nd Ed. Economics of Strategy, John Wiley & Sons, Inc., p. 122. 26 McColl-Kennedy, J.R op.cit., p. 239. Royal Australian Navy Band: A Musical Voyage

  • Page 1 and 2: A MUSICAL VOYAGE REPORT OF PROCEEDI
  • Page 3 and 4: - 1 - CONTENTS Royal Australian Nav
  • Page 5 and 6: - 3 - SELECTED ARTICLES: RAN BAND N
  • Page 7 and 8: - 5 - SELECTED ARTICLES: RAN BAND N
  • Page 9 and 10: - 7 - COMMANDER PHILLIP CHARLES AND
  • Page 11 and 12: - 9 - REPORT OF PROCEEDINGS ON CESS
  • Page 13 and 14: - 11 - RAN Band Business Plan (2003
  • Page 15 and 16: - 13 - CHAPTER 2 ASHORE AND AFLOAT
  • Page 17 and 18: - 15 - On 5 August 1914, after war
  • Page 19 and 20: - 17 - The 2005 deployment to the S
  • Page 21 and 22: - 19 - RAN BAND BUSINESS PLAN (2003
  • Page 23: - 21 - Strengths, Weaknesses, Oppor
  • Page 27 and 28: - 25 - The current organisational s
  • Page 29 and 30: - 27 - Recommendation No 12: Contin
  • Page 31 and 32: Bibliography - 29 - • Review the
  • Page 33 and 34: - 31 - INTRODUCTION Background 6. T
  • Page 35 and 36: - 33 - • Stage Four. Relocate the
  • Page 37 and 38: • RAN Band-Melbourne (35); - 35 -
  • Page 39 and 40: - 37 - Reunion and Recreational Lea
  • Page 41 and 42: - 39 - COST BENEFIT ANALYSIS COSTS
  • Page 43 and 44: - 41 - RAN BAND DEPLOYMENT TO WASHI
  • Page 45 and 46: - 43 - BAND DEPLOYMENT TO WASHINGTO
  • Page 47 and 48: - 45 - 11. A draft music program is
  • Page 49 and 50: - 47 - ITINERARY— STAGES TWO AND
  • Page 51 and 52: STAGE ONE 90th Anniversary and ANZA
  • Page 53 and 54: Incidentals Equipment - 51 - Royal
  • Page 55 and 56: - 53 - BRIEF FOR DEPUTY CHIEF OF NA
  • Page 57 and 58: - 55 - 13. In addition to the Execu
  • Page 59 and 60: - 57 - Benefits 31. The total cost
  • Page 61 and 62: Event Manager (Front of House) Mana
  • Page 63 and 64: Scene 1 - 61 - DRAFT NAVY TATTOO (P
  • Page 65 and 66: - 63 - DRAFT NAVY TATTOO (SEQUENCE
  • Page 67 and 68: - 65 - DRAFT TATTOO-STYLED CONCERT
  • Page 69 and 70: RAN BAND - 67 - PROJECT BUDGET (NAV
  • Page 71 and 72: RAN BAND - 69 - PROJECT BUDGET (TAT
  • Page 73 and 74: - 71 - 7. The Navy Strategic Plan 2
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    - 73 - • This option will enable

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    Position Number Rank Billet Descrip

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    - 77 - RAN BAND FUNDED RESERVE COMM

  • Page 81 and 82:

    - 79 - Royal Australian Navy Band:

  • Page 83 and 84:

    - 81 - HOD Posn No Rank Description

  • Page 85 and 86:

    - 83 - LEADERSHIP ESSAY BY THE DIRE

  • Page 87 and 88:

    - 85 - The one band model created a

  • Page 89 and 90:

    - 87 - In reviewing the band’s qu

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    - 89 - LEADERSHIP STYLE Core Charac

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    - 91 - Source: J. Katzenbach, Teams

  • Page 95 and 96:

    - 93 - MUSIC LEADERSHIP ESSAY BY TH

  • Page 97 and 98:

    - 95 - It has often been said that

  • Page 99 and 100:

    - 97 - REMEMBRANCE DAY SPEECH BY TH

  • Page 101 and 102:

    - 99 - And now the torch and poppy

  • Page 103 and 104:

    - 101 - Today’s Navy Band continu

  • Page 105 and 106:

    - 103 - TF44 arrived off the Jomard

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    - 105 - RAN BAND NEWS EDITION NUMBE

  • Page 109 and 110:

    - 107 - Our mission was called “O

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    - 109 - A large transit accommodati

  • Page 113 and 114:

    - 111 - The text is included in ful

  • Page 115 and 116:

    - 113 - Sand Storm (Sonya) One nigh

  • Page 117 and 118:

    - 115 - RAN BAND NEWS EDITION NUMBE

  • Page 119 and 120:

    - 117 - Singapore was a stop for re

  • Page 121 and 122:

    - 119 - The Aussie’s again were g

  • Page 123 and 124:

    - 121 - On the second morning at se

  • Page 125 and 126:

    - 123 - After two days of sight see

  • Page 127 and 128:

    - 125 - RAN BAND NEWS EDITION NUMBE

  • Page 129 and 130:

    - 127 - ANZAC DAY 2004 IN BAGHDAD A

  • Page 131 and 132:

    - 129 - It was just as well a heart

  • Page 133 and 134:

    - 131 - We arrived at Anzac Cove at

  • Page 135 and 136:

    - 133 - RAN BAND NEWS EDITION NUMBE

  • Page 137 and 138:

    - 135 - There were a couple of spec

  • Page 139 and 140:

    - 137 - We took part in café party

  • Page 141 and 142:

    - 139 - The location of the school

  • Page 143 and 144:

    - 141 - However, our role in the Re

  • Page 145 and 146:

    - 143 - Everyone is enjoying the mu

  • Page 147 and 148:

    - 145 - HMAS Anzac detachment of mu

  • Page 149 and 150:

    - 147 - The highlight of the deploy

  • Page 151 and 152:

    - 149 - With our combat body armour

  • Page 153 and 154:

    - 151 - On Monday 5 December 2005 t

  • Page 155 and 156:

    - 153 - The AFL Grand Final was wat

  • Page 157 and 158:

    - 155 - In March we embarked 11 mus

  • Page 159 and 160:

    - 157 - RAN BAND NEWS EDITION NUMBE

  • Page 161 and 162:

    - 159 - The BIT 2006 debut show, at

  • Page 163 and 164:

    - 161 - RAN BAND NEWS EDITION NUMBE

  • Page 165 and 166:

    - 163 - We headed up the back of th

  • Page 167 and 168:

    - 165 - I remember looking up at th

  • Page 169 and 170:

    - 167 - RAN BAND NEWS EDITION NUMBE

  • Page 171 and 172:

    - 169 - The first official function

  • Page 173 and 174:

    - 171 - Prior to meals the tables a

  • Page 175 and 176:

    - 173 - The Prison itself is situat

  • Page 177 and 178:

    - 175 - On 26 August our final memb

  • Page 179 and 180:

    - 177 - “My job has also taken me

  • Page 181 and 182:

    - 179 - Two of our people, Lieutena

  • Page 183 and 184:

    - 181 - Our first concert at Camp V

  • Page 185 and 186:

    - 183 - For a normal trombonist thi

  • Page 187 and 188:

    - 185 - RAN BAND NEWS EDITION NUMBE

  • Page 189 and 190:

    - 187 - As part of the celebrations

  • Page 191 and 192:

    - 189 - Independence Day was a free

  • Page 193 and 194:

    - 191 - The first commitment for th

  • Page 195 and 196:

    - 193 - We then headed over to Lymp

  • Page 197 and 198:

    - 195 - Many books have been writte

  • Page 199 and 200:

    - 197 - RAN BAND NEWS EDITION NUMBE

  • Page 201 and 202:

    - 199 - After the parade had finish

  • Page 203 and 204:

    - 201 - After spending the weekend

  • Page 205 and 206:

    - 203 - RAN BAND NEWS EDITION NUMBE

  • Page 207 and 208:

    - 205 - On day two, our friends fro

  • Page 209 and 210:

    - 207 - RAN BAND NEWS EDITION NUMBE

  • Page 211 and 212:

    - 209 - They seemed to focus more o

  • Page 213 and 214:

    - 211 - Over the following three da

  • Page 215 and 216:

    - 213 - RAN BAND NEWS EDITION NUMBE

  • Page 217 and 218:

    - 215 - By attending the Art Galler

  • Page 219 and 220:

    - 217 - When not busy performing, t

  • Page 221 and 222:

    - 219 - Once installed in our accom

  • Page 223 and 224:

    - 221 - RAN BAND NEWS EDITION NUMBE

  • Page 225 and 226:

    - 223 - The evening was indeed over

  • Page 227 and 228:

    - 225 - From the first rehearsal ev

  • Page 229 and 230:

    - 227 - THE SALUTE—INDIGENOUS ART

  • Page 231 and 232:

    - 229 - EMAIL MESSAGE FROM THE DIRE

  • Page 233 and 234:

    - 231 - At the time of writing I ha

  • Page 235 and 236:

    - 233 - We were all struck by the a

  • Page 237 and 238:

    - 235 - Navy Band Southwest in San

  • Page 239 and 240:

    - 237 - CHAPTER 6 MUSIC PROGRAMMES

  • Page 241 and 242:

    - 239 - HANDS ACROSS THE SEA NICK C

  • Page 243 and 244:

    - 241 - ALL HANDS ON DECK Conductor

  • Page 245 and 246:

    - 243 - THE SEAFARER 2 March 2011 a

  • Page 247 and 248:

    - 245 - A NAVAL SALUTE PROCESSION A

  • Page 249 and 250:

    - 247 - CHAPTER 7 RECORDINGS Royal

  • Page 251 and 252:

    - 249 - LIVE IN CONCERT (2002) Inve

  • Page 253 and 254:

    Woodwind Quintet Able Seaman Svetla

  • Page 255 and 256:

    Disc One Serving Australia With Pri

  • Page 257 and 258:

    INTERNATIONAL DEFENCE EXHIBITION AN

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