National Sports Day in Qatar Essay Example | Topics and Well Written Essays - 1250 words

National Sports Day in Qatar - Essay Example This way the students, employees and every person in Qatar have a chance to participate in sporting events and camps organized by the government. On its, introduction in 2012, CAN-Q did not see much use of the facilities meant for sporting. Both the student body and the staff did not turn up for the events and camps. This report is going to look into the reasons as to why people did not attend the events and camps, by conducting a pestle in addition to customer and competitor, analysis. Furthermore, the report will look at market research and problems faced, and how to resolve these problems by research. CAN-Q is among the oldest colleges in Qatar that provide high learning to the local residents since 2002. The college has a staff of over 650 personnel and a student body of 4600 students. The institution has excellent sporting facilities, which range from football, tennis and basketball courts to the fully equipped male and female gyms. There are two male and female swimming pools located in their respective gymnasiums. The pools have lifeguards who work round the clock, shower and locker room facilities, maintained in top condition. The target market for these facilities is the staff and students of CAN-Q. Both the staff and student are constantly encouraged to make use of these facilities to balance work and exercise and to keep fit and fresh to perform their roles even better. The service gets a fair amount of promotion through email, posters, and flyers and even through word of mouth among the students. Moreover, the service is free of charge to all the staff and students in addition to the alumni of CAN-Q. This is the section where one conducts an environmental analysis of the situation surrounding the sports day in CAN-Q. The result of this will bring a better understanding of the pros and cons around the college. The National sports day is a political initiative made by the ruler of Qatar.  

Building a Services Brand Essay Example | Topics and Well Written Essays - 1250 words

Building a Services Brand - Essay Example Striking a balance between the customer-centered approach and the internal orientation towards the centrality of staff is the key to the development of a service brand. This paper attempts an overview of the available literature on services brand building and then correlates it with the opinions of leading-edge brand consultants. Literature Review: The existing models of brand building, by and large, are biased towards the goods sector with little or no relevance to the services sector. Aaker’s brand identity planning model (Aaker et al. 40), Kapferer’s hexagonal brand identity prism model (Kapferer 182) or Ind’s insistence on organization-wide commitment and employee-centric approach (Ind 24) hardly has any principles that can have useful application in services brand building. However, the four-dimensional brand asset management strategy proposed by Scott M Davis (Shay 438) and the four-step process suggested by Gregory and Sellers focus on a combination of int ernal and external factors and are therefore worth considering in the present discussion. Davis’s model includes the phases of developing a brand vision, determining the brand picture, devising a brand asset management strategy and devising a supporting culture. ... According to de Chernatony, the definition of brand image includes the three components – promise, emotional values and rational values (Schmid 1). Overall, there is a paucity of literature about building services brands and this could be because brand building, by its very nature, is dynamic. Moreover, new services are often included under the existing and established corporate brands. The need to build a corporate brand from scratch rarely arises. As for the question of who must take charge of the task of building services brands, the limitations in the traditional brand manager concept have already become obvious and category managers are replacing brand managers (Batra et al. 25). Considering the multi-faceted role of CEOs and the declining role of marketing departments (Hulbert et al. 55), it certainly is a good idea to have an exclusive executive and a cross-functional team with sole responsibility of brand building. Toffler ventured a little further and advocated user g enerated branding by way of prosumerism (Burmann et al. 75). In all this, the HRM has a crucial role to play as recruiting, training and motivating employees is as important as understanding and fulfilling customer needs (Thomson et al. 819). Kaplan and Norton too endorse the idea of internal / external balance through their ‘balanced scorecard’ (7). Ambler goes to the extent of saying that internal marketing should precede external efforts (113). What the experts say: With respect to developing service brands from scratch, the questions that precisely need to be answered are: (i) Who is involved? (ii) What are the stages that firms go through? and (iii) Which orientation is