The purpose of this paper is to identify key stakeholder groups in the Air Force. In addition to identifying these stakeholders groups, this paper will include whom in the Air Force marketing and communications programs might affect. The next paragraph will expound of who the key stakeholder groups are.
Key stakeholders for the United States Air Force (USAF) are people in the community, in every town, and every state that make up this country. In addition, other key stakeholders are personnel in congress and even the President of the United States. The United States Air Force’s marketing and communication programs have changed remarkably over the years. Since the birth of the USAF over 55 years ago, the marketing strategy has changed from the draft to the “Cross into the blue” (Air Force, 2002).
In 2002, communication to the public about the United States Air Force was received as the best place to be (Air Force, 2002). “When you Cross Into the Blue, you realize that everyone counts – that each and every member of the Air Force is in the position to make an impact. The Air Force will work to help you discover where you fit in and how you'll leave your mark. Whether you're in high school ready to join the enlisted ranks and continue your education or in college looking for a career as an officer – we have a variety of exciting and rewarding career paths. But it's up to you to take advantage of them” (Air Force, 2002). The Air Force’s communication program via web site where I retrieved this information continues on and gives listings of career fields that will be right for the stakeholder or consumer feeling excited about being a part of a team and ready to sign-up to cross into the blue.
Given the “new” Air Force communication to the public, the USAF is now marketing education benefits to make people believe by choosing an Air Force career that he or she will have a successful life (Air Force, 2002). For example, the Air Force is relaying that they are dedicated to educational development and will make it easy for a person to build on education throughout his or her career. The Air Force is offering a number of unique academic opportunities and experiences in the Air Force. The public can choose from a variety of colleges, universities, and tech training programs to complete his or her education.
Thomas N. Barnes Center for Enlisted Education (U.S.) United States. Department of the Air Force, (2012a) Change management (LM06), Maxwell-Gunter Annex, AL: Department of the Air Force
Career and technical education courses are intended to prepare high school students to enter the work force in a skilled trade. It equips the students with the experience and education necessary to succeed in an average skill level job while maintaining the student’s interest. In an article that focuses on an aviation CTE program, a “senior policy analyst at the Morrison Institute, said that Career and Technical Education provides another opportunity for students who struggle in high school.” The assumption is that students who struggle in high school presumably do not want another four years of education to attain a bachelor’s degree. Until recently, schools have been excessively geared towards college readiness. The dogma was elementary school, high school, college, without exception. With this “one size fits all” education system in place, a different education course had to evolve. CTE courses offer a break from the tedious grind by introducing career readiness as an alternative. In place of the four years in a college, CTE programs gives student...
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
My journey into the Air Force was one that started off as a business transaction which transformed into one of duty, honor, and service. I have had the distinctive honor of leading joint forces to search for downed aircrew and leading multinational forces to increase combat capability on the Republic of Korea. I know that I am a part of the Air Force lethal force and am prepared to answer my nations calling in any way required.
Hello, and welcome to my Air Force story. This paper is factual, and encompasses the humble beginnings of a poor college student and provides insight through to how I am affecting the Air Force mission today. Along the way, you will read about the circumstances that enticed a young man to join the Air Force, training received, a brief description of assignments, accomplishments, positions held, and how I affect the future leaders of the Air Force and its mission.
As a child I attended a local air show with my father and came away smitten with aircraft, and the idea of someday being a pilot. The idea of joining the Air Force, which would give me the opportunity to serve in the military while at the same time following my dream of flying airplanes, suited me perfectly. The prospect of a free college education made the idea even better! Throughout high school I devoted my efforts in and out of school to achieving this goal. My pursuit paid off with an appointment to the U.S. Air Force Academy’s Class of 2004.
Southwest Airlines has effectively used a variety of promotional elements in its integrated marketing communications, making it one of America’s largest airlines with 3,300 flights a day to 72 domestic cities. Southwest Airlines has used all four possible elements of the promotion mix: advertising, public relations, personal selling, and sales promotion, but has focused primarily on advertising and public relations to add value to the product offered to customers. Its focus on advertising and public relations is directly related to its large size and it’s nationwide reach. Also, advertising and public relations are the most cost-efficient methods of promotion, and an airline as large as Southwest is forced to have promotional elements that benefit from economies of scale.
In this audience analysis, I have addressed a situation in which I am called on to present quarterly sales information at an in-person meeting to a group of stakeholders, including managers, salespeople, and customers. I will explain how I will address the communication to this audience by answering the following questions: (1) What characteristics of the audience must I consider?, (2) What communication channels are appropriate? (3) What are some considerations to keep in mind given the diversity of the audience?, and (4) How would I ensure that my message is effective?
At the July Association of the United States Army (AUSA) Conference, LTG Ostrowski, the Army Acquisition Executive Lead, conveyed the Army’s need for future network solutions. It was also shared in the FY16 Presidential Budget that the Army has several budget requests for Communications systems and upgrades totally over $1.2B (Keller, J. , 2015). This is an opportunity for the Comms BU to expand its customer base in the U.S. Army market place. Northrop Grumman was ranked in the Top 5 of Aerospace and Defense Companies in Forbes America’s Best Employers list (2017). They were ranked over larger companies such as Boeing, Lockheed Martin and Raytheon. Their commitment to their employees, diversity, their customer and even the environment drives their culture. Northrop Grumman’s competitive advantage is leveraging the technology already developed and tested for the services (Air Force and Navy). Their experience with the Army is via services work where our people have gained the expertise to be the right people for working with the Missile Defense Agency. After analyzing both the internal and external environment of Northrop, their competitors and the analysis of their financial position, Northrop has developed a sustainable competitive advantage. They have done this through the use of product differentiation. The value they receive, the knowledge they gain and patents they own by acquiring other companies expands their portfolio to offer products and services not comparable to their competitors. Their respective strategic position establishes a value to their customers that is differentiated amongst their competitors, allowing them to offer a higher premium for their products and
I grew up near Atlanta, Georgia where there were no active duty Air Force bases nearby. I also come from a family with no military background and was never encouraged to join the Air Force. I joined because my own personal internal reasons and nothing else. I played on my high school baseball team for four years, and in that time I grew to love the hard work, commitment, team work, and sportsmanship that it took to succeed during the season. In fact, between my junior and senior year of high school, the traits I learned from playing baseball stopped becoming traits and they started becoming my complete persona. I wanted to find a career field...
1. Issues 2. American Airlines’ objectives 3. The airline industry 4. Market 5. Consumer needs 6. Brand image 7. Distribution system 8. Pricing 9. Marketing related strategies 10. Assumptions and risks
With all the independence and freedom that recent high school graduates possess, they should carefully ponder the possible options that exist. Through abiding by the “check the destination before the ticket is purchased” adage, high school graduates can competently guide their personal journeys in college life or the real world. Regardless of the path chosen, college students and those who immediately enter the workforce will ultimately decide their future destinations. In addition, while graduates pursue their dreams, goals must be set and diligently fostered. The necessity of a college and/or career game plan is crucial, and should not be disregarded. Before Dr. King ended his “I Have a Dream” speech he declared, “Nineteen sixty-three is not an end, but a beginning.” Similarly, high school graduation is not a finish line, but a starting gun.
Like the rest of my Air Force brothers and sisters-in-arms, my career has been profoundly shaped by September 11th and the subsequent wars. A Hollywood blockbuster started my Air Force story but it has become something far more profound and meaningful to me. It is an honor and a privilege to continue to serve with so many men and women willing to sacrifice their happiness, safety and even their lives in defense of their nation.
...d growth opportunities at all levels in the Air Force (Tactical, Operational, and Strategic). This makes my job hectic and demanding and requires great customer service skills.
2. Bell, Sandra F., Gabrielle M. Anderson, Herbert I. Dunn, Brian G. Hackett, and Joseph W. Kirschbaum. "Military Education: DOD Needs To Enhance Performance Goals and Improve Oversight of Military Academies." . GAO, Sept. 2003. Web. 13 Feb. 2011. .