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A MUSICAL VOYAGE - Royal Australian Navy

A MUSICAL VOYAGE - Royal Australian Navy

- 26 - The specific

- 26 - The specific product attribute, 35 which is based on quality, should not change. However, the acknowledged benefits attribute, 36 which is based on broad-range capability, needs to be adjusted to take account of severe budgetary conditions. Furthermore, pro-active measures must be taken to ensure the band continues to be perceived by its customers as an organisation that supplies quality cost effective products; and importantly, the marketing effort must support its positioning strategy. After all, successful product positioning requires an organisation to ensure that all components of its marketing mix are consistent with its advertising messages. 37 Also, the band must ensure that training packages remain relevant for today’s band, and support the product attribute. Training goals should align with category goals. Importantly: • The band’s current promotional material is outdated and poorly presented. The promotional material must be updated, redesigned, and presented in a professional format suitable for all forms of media. • The positioning strategy must also be effectively communicated to its external and internal customers; an important consideration here is the first line of exposure or the ‘people to people’ interaction. • A thorough training review should be conducted, which examines category training liability, course design and content. Further positioning opportunities can be achieved by producing recordings and marketing them throughout the national library networks, radio stations, and the school system. Live to air radio broadcasts present further positioning opportunities; this form of media also generates a perception of quality. Furthermore, participation at major community events will achieve wider regional and national exposure. Brand Navy is about Navy’s people, values, image and reputation – it is about the way we as a Navy present ourselves to the Australian community and the rest of the world. Our brand is Navy’s brand and is about who we are and what we promise to deliver. Through effective branding we can improve public perception of Navy whilst increasing their awareness of our role and achievements. Brand Navy is about taking control of our image, improving our reputation and presenting ourselves as professionals. We need to support and be proud of our brand, but also understand that if we damage the Brand we damage the Navy’s reputation. The RAN Band seeks to be a world class military organisation which provides quality ceremonial, musical, and public relations support for the Royal Australian Navy. It must implement benchmarking standards by comparing its product with national and international organisations, measuring and evaluating its performance, and readjusting strategies when required. 38 Recommendation No 11: Updated the band’s promotional efforts to standards that reflect a world class organisation and include: • annual recordings—which demonstrate the product quality and diversity— to be distributed free of charge through national and community libraries, secondary colleges, and commercial and community radio stations; • a newsletter to inform the wider community and current audiences of its activities; • a professionally produced brochure which annunciates the bands role and values; and • a national mailing list and website. 35 McColl-Kennedy, J.R op.cit., pp. 266-267. 36 loc.cit. 37 QUT GSN408 (2000) Study Guide, p. 73. 38 ibid, p. 170. Royal Australian Navy Band: A Musical Voyage

- 27 - Recommendation No 12: Continue the band’s national radio exposure through association with ABC Classic FM, and by seeking a higher level of exposure in community radio networks. Recommendation No 13: Promulgate all tasks of national or international importance as benchmark activities, and resource them to standards that are consistent with world class standards. Recommendation No 14: Promote Brand Navy by taking control of our image, improving our reputation and presenting ourselves as professionals. Recommendation No 15: A thorough training review should be conducted, which examines category training liability, course design and content. MARKET RESEARCH Marketing Information System Effective marketing relies on a two-way information flow between the marketer and the prospect. Demographic and life-style information will provide a valuable source for understanding the market and can enable an organisation to more effectively determine market segments. 39 Therefore, the band must use an effective Marketing Information System (MIS) to collect, store, and retrieve information that can be used to aid its strategic marketing decisions. 40 Information can be gathered from external and internal sources prior to selecting the marketing areas that will provide the greatest competitive advantage. 41 An effective MIS balances information from three key areas: the internal reporting system; the environmental scanning system; and the marketing research system. 42 However, the research process requires that a problem must first be defined; 43 that is, what are the market research objectives? Currently, the band’s market research objectives measure: • the degree of external customer satisfaction, and • national outputs. For example, how do the owners and stockholders rate and value the band’s achievements based on producing quality ceremonial, musical and public relations support for the RAN? 44 However, these objectives do not measure a key component of the customer model—the band’s stakeholders. The band’s current internal reporting system comprises quantitative data 45 in the form of ‘on-occurrence’ statistical information including: • number of tasks; • number of commercial and Navy media hits; and • letters of appreciation. 39 Bessen, J. (1993) ‘Riding the marketing information wave’, Harvard Business Review, September- October, p. 152. 40 The information can come from our external environment, our industry and from within our organisation. See See McColl-Kennedy, J.R. et.al., op.cit., p. 164. 41 Constantin, J.A., et.al., op.cit., p. 373. 42 McColl-Kennedy, J.R. et.al., op.cit., pp. 164-165. 43 Constantin, J.A., et.al., op.cit., p. 95. 44 RAN Band Mission. 45 McColl-Kennedy, J.R. et.al., op.cit., p. 183. 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 and 26: - 23 - • Situational factors. Shi
  • Page 27: - 25 - The current organisational s
  • 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
  • Page 77 and 78: Position Number Rank Billet Descrip
  • Page 79 and 80:

    - 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

  • Page 91 and 92:

    - 89 - LEADERSHIP STYLE Core Charac

  • Page 93 and 94:

    - 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

  • Page 107 and 108:

    - 105 - RAN BAND NEWS EDITION NUMBE

  • Page 109 and 110:

    - 107 - Our mission was called “O

  • Page 111 and 112:

    - 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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