Marketing Audit of ARAMEX company Research Paper

Marketing Audit of ARAMEX company - Research Paper Example This business model is in stark contrast to other companies which invest heavily in procuring assets such as aircraft and fleets of vehicles. This strategy of differentiation has significantly contributed to the success of the company in its business since it has a strong customer base. Though there are positive signs of growth of the company, it has been noted that it should take certain measures into consideration in order to improve its business. Therefore, it has been recommended that the company should ensure that it adequately trains the managers so that they can cope with the new demands of managing new business acquisitions. . It has also been recommended that the company should invest in infrastructural development such as building warehouses given that this segment of business is the most profitable compared to other segments.This paper is designed to carry out a marketing audit for Aramex Company which operates in the transport and logistics sector. The paper is divided in to various sections and it starts by outlining the historical background of the company. The main part of the paper will analyse the environmental factors that impact on the operations of the company in this sector of the industry which is characterised by stiff competition. The paper will also outline and discuss the strategies used by the company in order to gain a competitive advantage in its operations. ... The main part of the paper will analyse the environmental factors that impact on the operations of the company in this sector of the industry which is characterised by stiff competition. The paper will also outline and discuss the strategies used by the company in order to gain a competitive advantage in its operations. The last part of the paper will outline suggested recommendations that should be implemented by the company in order for it to sustain its operations in a competitive manner. 1.1 Background information about Aramex â€Å"Aramex is a leading global provider of comprehensive logistics and transportation solutions and it was established in 1982 as an express operator. The company also rapidly evolved into a global brand recognized for its customized services and innovative multi-product offering,† (Aramex, 2012). It currently employs more than 12,300 people in over 353 locations across 60 countries, and has a strong presence across the whole globe. According to Aw an (2008), Aramex specialises in six different categories of business outlined below. International express delivery This service is meant for retail and wholesale delivery and this segment includes companies, banks as well as other retail stores. The packages delivered range up to 50 Kg and the customers can track their consignment through the company’s website. Freight Forwarding These services include air, land and sea transport and the route mainly involves all major cities. . Logistics These services include warehousing, inventory management as well as supply chain management and they are offered in the Middle East and North Africa regions Awan (2008). These services can still be tracked using the company website. Domestic

Are leaders born successful or can they be trained Essay

Are leaders born successful or can they be trained - Essay Example However, to achieve such goals they must have broader skills and trait sets that allow them to think and act globally. Such traits are charisma, creativity, flexibility, achievement drive, motivation, honesty, integrity, self-confidence, cognitive ability and emotional stability (Elliot, 1994). Nevertheless, there is an issue that always arises when we are trying to understand the nature of the leaders. Are such skills and traits inherited or any of us can be trained to become a leader? Are leaders born? This controversial issue has been an object of study for centuries. There are many theories that suggest that to become an authentic leader, one has to be born with a distinct set of personal characteristics. Such as ‘The great man theory of leadership’ that became very popular since the 19th century. Many historians and scientists examined this theory. â€Å"Effective leaders are those gifted with divine inspiration and the right characteristics.† This theory is based on the study of people who were already world’s legendary leaders such us Abraham Lincoln, Julius Caesar, Mahatma Gandhi, and Alexander the Great (Bass, 1990). The conception of Traits Theory of Leadership also suggests that leaders are given special qualities that separate them from their followers. The leadership is defined in terms of traits of personality and character. To be even more precise, (Bird 1940) compiled a list of seventy-nine such attributes, from twenty psychological oriented studies (Bass, 1990). People declared as leaders, or sometimes even as heroes, presented features like superior intelligence, physical strength, moral force, charisma, self-confidence and an unbelievable desire to succeed. Those divine virtues given to them, enabled born leaders to stand out from the masses and achieve great things, regardless of setting or situation (Bass, 1990). Many scientists also consider the phenomena of leadership as the set of the right qualities or persona lity that are innate. The ability to lead is directly linked to one's personality. Moreower, there is a special brain chemistry between leaders and followers. The high levels of serotonin appear to promote leadership (Cawthon, 2006). Numerous contemporary studies have revealed that genes affect a variety of leadership abilities. The innate qualities influence your attitude toward leadership, your willingness to take leadership role and even what kind of leader a person might become. Some portion of your attitude toward leadership is hidden in your DNA. Through many studies, we know that genetics accounts for about 40 percent of the difference between people in what they think of leadership. The same genetic predispositions that accounted for our ancestors’ interest to heading up the hunting party or running the clan, it seems, the same happens today, affecting our lives in modern organizations (Shane, 2010). Professor Scott Shane (2010, pp.122-123) also suggests that the DNA influences whether you move up in your company or not. Because people tend to engage in behaviors that they are good at, those with the genes that predispose them to develop leadership potential are more likely to move toward leadership roles. Genes influence whether you become a leader through your personality traits, social