A MUSICAL VOYAGE - Royal Australian Navy

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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