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MEB 2011 - Dubai
My lecture at the second middle east bitumen - Dubai was on the first day of the conference and the topic was about the "compatibility of Price and Production in Iranian Bitumen Market".
Marketing Principles and Concepts-Northern Rail Market
These days the amount of journeys, specifically work journeys, between industrial cities and suburbs have risen in
In this essay there is a focus on the market of Northern Rails Co. which operates at northwest of
In the western countries, and specifically in
In this essay as mentioned before, the writer would like to challenge the service quality of Northern Rail Co which is one of the biggest transport companies in
The corporate strategy of this company is base on a good quality services, in other words they would like to deliver a high quality service, punctual and friendly environment inside their train and also at stations (Northern Rail, 2007). However, according to research, the customers were not completely satisfied (BBC, 2007). This affects customers because dissatisfaction, encourage people to think of using their own car and this effect would increase air pollution, petrol consumption and many other factors.
On the one hand, there are many comments from daily train users about unpunctuality of trains, and on the other hand, the statistic shows high improvement from 88% to 89.3% which is the highest during latest 7 years (ORR, 2007). Punctuality in this sector of service is a the main aspects (Northern Rail, 2007) because it could easily affect the customers, links to 4ps (Jobber, D., 2007) and also overhead cost but sometimes the companies would like to neglect these weaknesses, this perspective comes from the monopoly power in many fields and specifically in the service segment which we are looking at. This affects the customer because daily users which use the public transport to go to their work, they approach late and this affect their work reputation, and if we want to see this aspect wider, for companies starting late means losing money which is not acceptable.
In the next section we look at the Northern Rail Company by using SWOT analysis, which is base on the strength, weakness, opportunities and threats (Weihrich, 1982).
Strength:
Northern Rail Co. is covering a large area with about 519 stations (20% of all
The variety of discounts with different Rail cards for example Student Rail card, senior rail card, monthly rail card, family Rail card- links to Porter’s generic strategies (differentiation)( Jobber, 2007) to encourage customers to use Northern Rail services (Northern Rail 2007). Additionally, for customer satisfaction, which is an important aspect to reach companies’ goal (Darlymple, 1995), they offer new kinds of ticket and services. This links to Ansoff’s growth matrix (Market penetration and expansion) (Backer, 1996), for instance, the “Day Ranger Ticket” is the latest type of ticket which gives freedom to passenger to travel with this company in a day to visit near 1001 places in north of England and just hop up and off (Northern Rail, 2007). This affects the customer positively because they could travel cheaper by using the offers
Weakness:
Price is always a weakness in customers’ view; satisfying customer expectation is the hardest part of service companies because you should always provide the same thing what they expect (Darlymple, D. 1995). In this circumstances the price of this company comparing with other public transports is higher, however competitor of this company, Virgin Train has same price with Northern Rail. An example for this is the price of ticket between
Above all the quality of the service is very important. Groonroos (2007, P73) claims “the quality of the particular product or service is what ever the customer perceives it to be”. We could split the quality to four main aspects in this case: Fast, convenient, frequent and last point is cheap. To look at this another way, it means by comparing with other public transport how reliable it is. These aspects should measure and compare with other transport segment.
1. Tangibles: material, facilities, equipment and also the employees could influence the service quality. In this part the company’s facility is not match with world wide standard or comparing with other European countries. The age of trains is between 7 and 24(Northern Rail, 2007) more than this the maintenance is not sufficient. This affects the customer because convenient service is not provided by company.
2. Reliability: a service with out any mistakes. It is very hard to judge in this section because number of cancellation which we will read them in other parts shows about their reliability. however according to chart one the company claims their reliability is more than 99% (their bench mark)
3. Responsiveness: Respond to customers’ request. In the area according to British culture, their employees are very helpful and kind. And there are many facilities for disable people and the station the staffs help elder people too. Irresponsibly might affect the customers.
4. Assurance: give confidence to the customer about the service.
5. Empathy: understand the customer problems. These to last section is related to the employees and because of this, they can proud on their human resource to show the respect of company to their customers.
These are main aspects in SERVQUAL to measure the customer perceive of the quality (Groonroos, 2007). But in our case as mentioned before, there are many faults about each item, for example about equipment many passengers should stand during their journey at rush hours because the company does not provide more trains (Morning and evening). However, the market, links to the Boston Box is at Cash cow section (Vriesjr, 1999), they provide same service every day with out any improvement or modification and the customers use them without any objection.
There are many opportunities in this market to enhance the quality of the services to attract more people to use the public transport, but it needs more investment. In this company they invested £18m to offer better quality so far (Northern Rail, 2007). Moreover, the government invested £4,456m in Rail segment between 2005and 2006 (Department of Transport, 2007). Using new technologies links to
In Four week period ending 13 October 2007 around 350 cancellations occurred due to accident and engineering problem (Northern Rail, 2007). Cancellation has two sides, one side in related to customers’ perceive and other side is about financial loss. However they decide to use alternatives, for instance using coaches in some lines but they would automatically lose their customers during the time (customer dissatisfaction).
Till now we have covered some PEST aspect (Jobber, 2007) in the SWOT model (Cannon, 1996) and we have more perspectives about the
As stated before, after several terrorist attack in UK, security control is concerned by the government (BBC, 2007) and more security controlling might cause some delays, cancellation for trains and due to those factors they probably loss some customers and some financial effect. And the effects mentioned before.
There are many economic factors which could influence the company. The most recent factor is oil price enhancement and also the diesel price (BBC, 2007). This company has 280 train and most of them work with diesel (Northern Rail, 2007).this is a major effect from economic factor and direct effect on ticket price.
Social:
Consumers’ attitude and their opinions very important concepts in a service organisation, satisfied customers have more positive opinion about company, and the company does not need to seek for new customers. To put it more simply, in the relationship between customers and company, we have “customer loyalty ladder” which divided to five sections (from bottom to top): Prospect- customer - Client- Supporter- Advocate. According to this ladder loyalty of customers increase from bottom to top, this loyalty links to social part of
Changing the train fuel system, from electricity or diesel to bio fuel is a new technology which Virgin Train has started to use for CO2 reduction in environment (Railway Technology, 2007) which the Northern Rail should use someday. It is not a direct effect for the customers but it could help the environment to be safe and healthy.
Books:
· Baker, M.J. (1996) Marketing an introductory Text.
· Blythe, J. (2005) Essential of Marketing, 3rd Ed. Essex: Pearson Education.
· Cannon, T. (1996) Basic Marketing, 4th Ed. London: Cassel Publisher ltd.
· Darlymple, D.J., Parsons, L.J. (1995) Basic Marketing Management.
· Gabbott, M., Hogg, G. (1998) Consumers and Services.
· Gronroos, C. (2007) Service Management and Marketing, 3rd Ed. West Sussex: John Wiley & sons.
· Jobber, D. (2007) Principles and Practice of Marketing, 5th Ed. London: The McGraw-Hill.
· Palmer, A. (2005) Principles of service marketing, 4th Ed. Berkshire: The McGraw-Hill.
· Ksper, M., Helsdinger, P. (1999) Service Marketing Management,
Journals:
· Cavana R.Y., Corbett, L.M. (2003) “Developing zones of tolerance for managing passenger rail service quality”, Emerald insight. Available at:www.emeraldinsight.com/0265-671X.htm (Accessed: 14 Nov.2007)
· Daily Telegraph (2007) “Green Transport” Department of Transport.
· McLennan, P., Bennetts, M. (2003) “the journey to work: a descriptive
· Weihrich, H. (1982) “The TOWS matrix: a tool for situational analysis”, Journal of Long Range Planning, Vol. 15 No. 2.
Websites:
· Association of Train Operating Companies (2007), Available at: www.atoc-comms.org (Accessed: 16 Nov.2007)
· Bank of England (2007) available at: www.bankofengland.co.uk/ (19 Nov. 2007)
· BBC (2007) available at: www.BBC.co.uk (Accessed: 16 Nov.2007)
· Department for the transport (2007) available at: www.dft.gov.uk/(Accessed 16 Nov. 2007)
· Nedrailways Co. (2007) available at: www.nedrailways.com/ (Accessed 16 Nov. 2007)
· Northern Rail co. (2007) available at: www.northernrail.org/(Accessed 16 Nov. 2007)
· Office of Rail Regulation (2007) available at: www.rail-reg.gov.uk/ (Accessed 16 Nov. 2007)
· Railway Technology Plc. (2007) www.railway-technology.com (Accessed 19 Nov. 2007)
· Serco Plc. (2007) available at: www.serco.com (Accessed 16 Nov. 2007)
FOOD
Different culture, different negotiation style
As a manger you can learn the negotiation skills, however, sometimes you should consider some culture aspects in your negotiation. First step and i believe the best step and the most significant one is your knowledge about company or person who you want to negotiate. Moreover, you should know something about the culture of that person or the company. In different societies you would confront with some troubles. If you have not prepared yourself about the cultural issues you might lose the business.
But the question is how you could be the successful person in the negotiation. I would like to combine some academic advises and practical one. Having said that you should know everything about yourself and your company, this means you should prepare yourself. Never ever go to a meeting without knowledge. Try to anticipate the meeting, questions and answers, make a proper strategy for your meeting. Inspire people at first sight; you could do this by your clothes, by your manner, by your sentences or even by your business card. It depends on your characteristics. Never go to a meeting with casual clothes
(Jeans or T-shirt), your clothes show your reputation and your character; we do recommend to wear smart clothes. In an interview or a business meeting you should sale, sign a contract, get a job, buy something or etc, and you don’t like to be the loser, if so, act as a professional manager with inspiring manner. Good luck
2009
I am a PC
"I am a PC" is a new,unique Microsoft advertisement which enable all users to record their video or photos and upload them on the Microsoft website.This $300 million advertise is also displayed live on the Microsoft website and even on the massive TV/billboards all around the world.Without a doubt their motto "Life with out walls" is a significant concept in this campaign which use all potential they have. In fact they use their users to help them to be unique. Their marketing strategy by using millions of users is really fascinating. Microsoft is one of the the most beloved and consistently popular brands all around the world,and they know very well people like to be in the thick of action and this works.Enable users to show themselves by uploading and just say "I am a PC "and what ever they like.
In terms of Marketing for such a stunning brand like Microsoft ,advertise should impact other people who use other products because everyone knows what is it about and how good that product is. It is just matter of competitive advantages and the popularity. In this case Microsoft use their users to influence others to join Microsoft family and use it. As a marketing manager when you want to design an advertisement you should think about everything, and meaningless concept is as important as the important one.See everyone,from age 0-120,male and female, unemployment and pilot,child and matured,everyone could be a potential customer for your products. Think again before any decision about your advertisement.believe me or not but it works.
Happy Yalda Night
Professor awarded for contribution to entrepreneur institute
At the 31st ISBE annual conference in Belfast Professor Ritchie, as senior Vice-President of ISBE responsible for Conferences, was presented with a Waterford Crystal vase by HRH Prince Michael of Kent. He was presented with the award at a special luncheon during the three day conference to acknowledge his work for ISBE and the success of the previous four conferences held in the UK.
Commenting on his award and the conference Professor Ritchie said: “I am honoured to receive special recognition for my involvement, I truly believe in what the conference is trying to achieve in promoting, disseminating and debating small business development and entrepreneurship.”
Institute for Innovation, Enterprise and Entrepreneurship
The University of Central Lancashire (UCLan) was responsible for presenting five academic papers through the work of members of the Lancashire Business School Institute for Innovation, Enterprise and Entrepreneurship (i2e2).
UCLan team members also facilitated a plenary session on academic and practitioner engagement and chaired several specialist track sessions.
Professor Ritchie added: “Sponsoring the innovation track at the conference has helped UCLan gain more exposure and recognition for our activities in knowledge transfer, incubation, entrepreneurship and small business support.”
More than 900 delegates attended the conference and were officially welcomed by the Northern Ireland Assembly. Next year’s annual ISBE conference will be held in Liverpool 3rd - 6th November 2009.
http://www.uclan.ac.uk/lbs/professor_awarded_for_contribution.php
Salary negotiation
Salary is an important aspect of a job interview which you should know how to deal with it. Every thing in this world is negotiable and salary is one of them. Most of employers before any interview want to know your expectation in terms of remuneration. When you want to go for an interview, think you are a business man and you are looking forward to selling something. Your good is yourself,your knowledge and your experience, yes that sounds weird but you are going to sell yourself to that company to be able to work. First of all before any negotiation find some information about that company. I know internet knowledge doesn't work always,however you have something in your pocket about the company. If you are a fresh graduate without any experience,never ever talk about the salary, if you want to ask some amount of money, your behaviour shows you are committed to the money rather than company. Anyway try to negotiate with your employer. Never sell your self cheap and never expensive. Try to sell your product for its price. You get what you desire.
This is a story about a salary increase negotiation,hope you enjoy .
HOW TO ASK YOUR BOSS FOR A SALARY INCREASE..?
Dear Bo$$
In thi$ life, we all need $ome thing mo$t de$perately. I think you $hould be under$tanding of the need$ of u$ worker$ who have given $o much$upport including $weat and $ervice to your company.
The next day, the employee received this letter of reply:
I kNOw you have been working very hard. NOwadays, NOthing much has changed. You must have NOticed that our company is NOt doing NOticeably well as yet.
Manager