Army & Air Force Exchange Term Paper

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This particular action would combine the efforts of both technical managers as well as innovative leaders (Daniels and Daniels, 2006).

One specific means in which the company could expand into new regions and markets is through the personal operations of various stores, retailing generic commodities. Aside from this however, it is also recommended that AAFES developed more concessionary contracts. Such a strategy would be beneficial for three main reasons:

(i) it would create shared risks and increased chances of gains with restricted investments

(ii) it would ensure diversity in operations by means of operating specialty stores in various industry sectors

(iii) it would generate partner diversity and as such support global expansion to various international regions.

b) Promotion of the company

This specifically refers to the usage of marketing strategies to create awareness of the company and to increase the levels of consumer trust and demand for the retailed products and services. The marketing campaign created for this endeavor would be based on a twofold approach:

(i) the emphasis on the products and services sold by the company, their benefits and the means in which they can improve the life of the buyers

(ii) the destination of the revenues generated by the company and as such the ability of the buyers to support the social development of the military community.

It is crucial to air the campaign on various channels in order for it to reach large audiences. Additionally, it is of the utmost importance to generate customer loyalty as the satisfaction of the loyal customer is more reliable and less costly than the continuous attraction of new customers (Daniels and Daniels, 2006).

c) Enhancement of the MWR support programs

Finally, with the expected increase in the revenues due to organizational development but also as a result of advertising, the firm should consider the expansion of its MWR programs.

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The extent of the MWR initiatives is already impressive and a list cannot as such be comprised. Nevertheless, in order to ensure even higher levels of success for the MWR programs, several actions could be taken:

The sustained research of the needs and wants of the military personnel and the assessment of AAFES's ability to serve these needs

The diversification of the programs in order to meet specific needs. In this order of ideas, since the organization deals with human needs, it has to comprehend the inability to create standard solutions and expect them to apply to all individuals. With this realization in mind, it should personalize the programs offered in order to serve the diverse needs of those who require them.

The final recommendation is constituted by the advice to invest more in the satisfaction of the needs and wants of the family members of the military personnel. This recommendation is based on the fact that the social well-being of those who serve or have served the country is not only based on their own well-being, but also on the health and satisfaction of those around them. In this context as such, the MWR programs should focus more on improving the living standards for the people around the military personnel.

In order for all the endeavors to succeed, it is necessary that the managerial style be developed and adapted to meet the specific needs (Daniels and Daniels, 2006, 2006). This is the only way in which the projects would be completed......

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