The paper “ CPAI Group’ s Company Character and Marketing Strategy" is a breathtaking example of a case study on marketing. CPAI Group is a company that produces movies and markets them internationally. The company is located on the West Coast of the United States and focuses on making movies that are both educational and entertaining. The company has been trying to take advantage of the continual complaints from many people around the world regarding the prevalence of violence and sex in movies and has been trying to provide an alternative to people who want to watch material that is free of such elements.
Even within the United States, there is a small market of people who are fed up with what they see as a lack of concern for morality. Rather than continuing to cater to the lowest common denominator, CPAI Group has been putting out movies that are rich in plot and character but without much of the gratuitous violence and sex that has come to characterize movies made in America and other Western nations. The company also sees a certain sense of global convergence in consumption.
Just as people in Jakarta, Beijing, and Istanbul, are becoming used to having Kentucky Fried Chickens, it is clear that movies can be packaged in such a way that they will appeal to people from vastly different backgrounds. Company Character: Mission Statement: To produce movies that are highly entertaining and that can be enjoyed by families, including small children. Objectives: Making movies that appeal to a wide range of people, including people from developing countries and cultures other than that of the United States. Resources: CPAI has a talented team of producers, directors, technicians, cameramen, and women, editors, and studios that allow for the production of a vast array of movies.
Most of the movies that the company makes, however, rely on simple settings such as the home, gardens, school, and many of these can be shot at the studio. When necessary, however, the company’ s productions are shot outside of the studios. Such scenes help to lend believability to certain scenes and are therefore increasingly necessary as movie viewers have come to expect very high standards. Management style: CPAI makes sure that it hires people who have proven themselves capable in their particular fields.
The company also hires people with a great deal of potential but who may not have had the opportunity to express their capabilities. The company does not use coercion or threats in getting people to act. Also, workers are not pressured into doing things that may be unethical. After all, this company wants to be a beacon of light in a world that many perceive as having lost its way as far as respect, morality, and cooperation, are concerned.
It is important for CPAI’ s managers to find out what the motivations of employees are. Managers do not set themselves up as knowing everything and thus stifling employees from expressing themselves. Rather, managers put a great deal of trust in employees and actively seek out the ideas and contributions of these workers. Knowing what the interests of employees are is critical in helping the company and the workers move in a direction that can yield profit for both. When employees feel that they are not really doing the job they would like to do within a company, their morale falls.
The idea of moving with the flow of the workers’ energy is not as radical as it might appear. This view gets a measure of support from Mark Murphy, a leadership trainer, who writes in the article “ What Great Managers Do, ” noting, “ The greatest managers effectively diagnose their people’ s motivations and interests, and frame their directives in terms their people understand. By aligning their expectations with their employees’ interests, they influence people into taking the correct actions.
The “ kick in the rear” approach only delivers a backlash of resentment, resistance, and resignations” (Murphy 2006 16). Managers are also aware that within the entertainment industry there are people with varying temperaments. Knowing when to respond with empathy and when to communicate with facts are important. This requires that managers become attuned to the different personality types working within the company and be prepared to interact with people on the basis of their knowledge of such personalities and the realities of the moment. Managers are highly adaptable.