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Essay / Research Paper Abstract
A 6 page marketing analysis of AAFES, the company that manages and operates post exchange – PX – stores on military bases and wherever US military personnel are found. The paper examines AAFES' marketing mix and strengths, and assesses the company according to Porter's Generic Strategies. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgAAFES.rtf
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Unformatted sample text from the term paper:
Amy and Air Force Exchange Services (AAFES) is the company that operates post exchange - PX - stores on military bases and wherever US military personnel are found. The
War Department issued an order in 1895 for post commanders to create and maintain an exchange at every post where such an entity would be practical. The Army Exchange
Service was organized in early 1941 when control of the service became centralized. It was reorganized in the 1950s to take on its current form. Its motto is
"We go where you go," and AAFES strives to uphold that motto. It sells prepared food and consumer goods to members of the armed forces and their families at
prices much lower than those available to the general public. Proceeds from operations are donated to "morale, welfare and recreation (MWR) programs" (History, n.d.). Mission Statement
AAFES mission statement reads, "Provide quality goods and services at competitively low prices and generate earnings to support MWR programs" Its vision is "To be
our customers first choice" (Our Mission, n.d.). AAFES goals and means of operation provide military families with greater buying power for their income
than they could find outside the PX. It provides items both of necessity and those that lend an air of luxury, and though its prices are far below public
retail stores prices, it still generates enough profit to donate significant sums of money to MWR programs. In FY04, AAFES donated $242 million to various MWR programs, retaining $102
million of the total earnings of $344 million on revenues of $8.3 billion (Fact Sheet, 2005). Products Only military personnel and their dependents
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