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A MUSICAL VOYAGE - Royal Australian Navy

A MUSICAL VOYAGE - Royal Australian Navy

- 24 - Also, local

- 24 - Also, local managers over-resource activities and attempt, particularly in the small reserve detachments, to present the same type of high value expensive products produced by the larger professional detachments. This strategy is not cost effective and achieves a diminished quality of output. A particular and pressing concern regarding the on-going insufficient level of funding for reserve salaries must be addressed. However, the likelihood of an increased allocation remains poor so other innovative strategies must be sought. This requires a close scrutiny of the sustainability of our reserve detachments in their current form. Market firms are subjected to the discipline of the market; so organisations must be efficient and innovative to survive. 27 Unfortunately though, public bureaucracies such as the Navy are shaped by politics. Democratic politics requires compromises or inefficiencies, which are different from those posed by the private sector. 28 Nonetheless, the band should adjust its marketing mix strategy to one that maintains detachments (segments) with different capability sets. Proposed Segmentation Policy Diagram 2 shows a conceptual model of the proposed marketing mix which continues with the current multiple segmentation approach; however, the key difference rests with a minor adjustment to the type of products and capabilities produced by each detachment. RAN BAND Diagram 2 29 Selecting the market segment depends largely on the market potential. 30 For instance, there is significant opportunity to improve effectiveness by developing marketing strategies based on market location. The band’s stockholder has positioned fleet units in Sydney and Perth and conducts recruit training in Melbourne; so Navy requires ceremonial outputs in these regions. 31 Why then are the music detachments in Brisbane, Hobart and Adelaide resourced for very few ceremonial activities? 32 27 Besanko D., et.al., op.cit., pp. 112-116. 28 Williamson, Oliver. 1996. The Mechanisms of Governance, Oxford University Press, Inc., p. 229. 29 Developed from a model on multiple market segmentation. See McColl-Kennedy, J.R. et.al., op.cit., p. 239. 30 McColl-Kennedy, J.R op.cit., p. 265. 31 This presents a geographic segmentation opportunity for the band. See Constantin, J.A., et.al., op.cit., p. 125. Marketing Mix Marketing Mix Marketing Mix RANBAND DET SYD (broad-range products with high capability) RANBAND DET MELB (broad-range products with medium capability) RANBAND-Reserves Detachments (ceremonial & small ensemble products) Target 32 The answer lies in the political environment where expectations to maintain this capability, in regional locations, are high. Target Target Royal Australian Navy Band: A Musical Voyage National National International Local & Regional

- 25 - The current organisational structure supports this segmentation approach; however, clearly defined purpose statements will be required to realign each detachment to organisational objectives. For instance, international capabilities and national tasking will be best maintained by the Sydney detachment through radio broadcasts and recording. This detachment currently has the professional and resource capability. It also has a significant market potential and demographic opportunity 33 through its location in the high population area of Sydney. This detachment is able to promote Navy on the national and international stage whilst at the same time providing broad-range support to Sydney based fleet units. The Melbourne detachment is smaller; however, it has similar professional capabilities but is resourced, in terms of personnel numbers, to a lesser level. The reserve detachments have lesser capability but are more cost effective; however, current and forecast salary allocations make it difficult for these part-time detachments to achieve and maintain the band’s key product differentiation—its quality. The instrumentation requirements for each detachment have never been formally identified and the billet requirements do not match positions to instrumentation requirements. Consequently, a mismatch is evident in all detachments and impacts on our ability to present a quality product. Furthermore, the current high inventory liability is exacerbated due to this mismatch and the accompanying repair and maintenance cost are not sustainable. Instrumentation lists should be developed to minimise potential for future mismatching, and to give clear guidance for recruiting and posting purposes. Increasingly, it is the case that the RAN Band is the only way in which Navy can take its message to the people of Australia—promote awareness of Navy’s critical contribution to national security. Also, the band can represent that the Navy is good value to the taxpayer and worthwhile as a prospective employer. 34 This multiple segmentation strategy represents the best way of achieving quality for all customers. Recommendation No 7: Review the organisational structure and design purpose statements that clearly set out the role for each detachment and which fits the proposed segmentation policy. Recommendation No 8: Review the billet structure and requirements of each reserve detachment to ensure on-going sustainability. Recommendation No 9: Resource detachments to meet revised capabilities. In particular, develop instrumentation lists, which match the purpose statements for each detachment. Recommendation No 10: Develop and implement a national marketing plan. POSITIONING STRATEGY The RAN Band is acknowledged by its ability to deliver quality broad-range products, which are focussed on the needs of the stockholder; this strategy has given it a competitive advantage over other Service bands and has secured the band’s continued favour with Navy in what have been very tough economic and political times. As an organisation, the RAN Band is capable of achieving world class status, and the Sydney detachment has the ability to achieve world class status in its own right; particularly, with its ceremonial and wind orchestra capability. However, standards are not consistent across all detachments and significant compromise has to be made to meet the individual needs of members of the band. For instance, posting priority is to meet individual locality needs and not the needs for maintaining balanced music ensembles. 33 Constantin, J.A., et.al., op.cit., p. 129. 34 Maritime Command Goal No 5 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 and 24: - 21 - Strengths, Weaknesses, Oppor
  • Page 25: - 23 - • Situational factors. Shi
  • 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
  • Page 75 and 76: - 73 - • This option will enable
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    Position Number Rank Billet Descrip

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    - 77 - RAN BAND FUNDED RESERVE COMM

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    - 79 - Royal Australian Navy Band:

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    - 81 - HOD Posn No Rank Description

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    - 83 - LEADERSHIP ESSAY BY THE DIRE

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    - 85 - The one band model created a

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    - 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

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    - 93 - MUSIC LEADERSHIP ESSAY BY TH

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    - 95 - It has often been said that

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    - 97 - REMEMBRANCE DAY SPEECH BY TH

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    - 99 - And now the torch and poppy

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    - 101 - Today’s Navy Band continu

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    - 103 - TF44 arrived off the Jomard

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    - 105 - RAN BAND NEWS EDITION NUMBE

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    - 107 - Our mission was called “O

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    - 109 - A large transit accommodati

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    - 111 - The text is included in ful

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    - 113 - Sand Storm (Sonya) One nigh

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    - 115 - RAN BAND NEWS EDITION NUMBE

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    - 117 - Singapore was a stop for re

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    - 119 - The Aussie’s again were g

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    - 121 - On the second morning at se

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    - 123 - After two days of sight see

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    - 125 - RAN BAND NEWS EDITION NUMBE

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    - 127 - ANZAC DAY 2004 IN BAGHDAD A

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    - 129 - It was just as well a heart

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    - 131 - We arrived at Anzac Cove at

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    - 133 - RAN BAND NEWS EDITION NUMBE

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    - 135 - There were a couple of spec

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    - 137 - We took part in café party

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    - 139 - The location of the school

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    - 141 - However, our role in the Re

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    - 143 - Everyone is enjoying the mu

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    - 145 - HMAS Anzac detachment of mu

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    - 147 - The highlight of the deploy

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    - 149 - With our combat body armour

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    - 151 - On Monday 5 December 2005 t

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    - 153 - The AFL Grand Final was wat

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    - 155 - In March we embarked 11 mus

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    - 157 - RAN BAND NEWS EDITION NUMBE

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    - 159 - The BIT 2006 debut show, at

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    - 161 - RAN BAND NEWS EDITION NUMBE

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    - 163 - We headed up the back of th

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    - 165 - I remember looking up at th

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    - 167 - RAN BAND NEWS EDITION NUMBE

  • Page 171 and 172:

    - 169 - The first official function

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    - 171 - Prior to meals the tables a

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    - 173 - The Prison itself is situat

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    - 175 - On 26 August our final memb

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    - 177 - “My job has also taken me

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    - 179 - Two of our people, Lieutena

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    - 181 - Our first concert at Camp V

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    - 183 - For a normal trombonist thi

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    - 185 - RAN BAND NEWS EDITION NUMBE

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    - 187 - As part of the celebrations

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    - 189 - Independence Day was a free

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    - 191 - The first commitment for th

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    - 193 - We then headed over to Lymp

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    - 195 - Many books have been writte

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    - 197 - RAN BAND NEWS EDITION NUMBE

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    - 199 - After the parade had finish

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    - 201 - After spending the weekend

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    - 203 - RAN BAND NEWS EDITION NUMBE

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    - 205 - On day two, our friends fro

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    - 207 - RAN BAND NEWS EDITION NUMBE

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    - 209 - They seemed to focus more o

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    - 211 - Over the following three da

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    - 213 - RAN BAND NEWS EDITION NUMBE

  • Page 217 and 218:

    - 215 - By attending the Art Galler

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    - 217 - When not busy performing, t

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    - 219 - Once installed in our accom

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    - 221 - RAN BAND NEWS EDITION NUMBE

  • Page 225 and 226:

    - 223 - The evening was indeed over

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    - 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

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    - 231 - At the time of writing I ha

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    - 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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