Organizational Structure The United States Army is a hierarchical structure when it comes to chain of command. To fight a war the U. S. Army deploys a variety of specialized systems and soldiers to the battlefield. To do this the US Army has adopted the divisional organizational structure. The Army is divisional but is structured as a functional structure; Army, Corps, Division, Brigade, battalion, company, platoon, and squad (Powers, 2012). An Army with a divisional structure therefore has a subset of different and specialized substructures satisfying the demands of different situations e. . size of enemy forces, terrain, intelligence etc. The benefit of the organizational structure is that the US Army is able to focus its activities into self-reliant divisions that performs major tactical operations for the corps and can conduct sustained battles and engagements (BusinessMate. org, 2010). A divisional structure groups its divisions according to the specific demands of the battlefield. Unlike functional organizational structures where the different organizational functions of the company strive to achieve activities satisfying all customers, markets and products.
The higher degree focuses is specialization within a specific division, so that each division is given the autonomy and resources, to swiftly react to changes in their specific area of operations. Each division has all the necessary resources and functions within it to sustain the demands put on the division (BusinessMate. org, 2010). The matrix organization is an attempt to combine the advantages of the pure functional structure and the product organizational structure (Visitask. com, 2011). This form is ideally suited for construction type companies that project oriented.
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Unlike the US Army’s divisional structure groups its divisions according to the specific demands of the battlefield. The matrix organization is teams working together through functional and project management with shared responsibilities (Visitask. com, 2011). The U. S. Army was honored with three Effie Awards for brand marketing success at the 41st annual Effie Awards ceremony. The awards are a global symbol of achievement for marketing communication that contributes to a brand’s success, honoring communication achievements that provide results for clients (Army. mil, 2009).
The Effie’s are the industry’s preeminent awards and regarded by advertisers and advertising agencies (Army. mil, 2009). The three Effie Awards received by the Army included a gold Effie for “The Virtual Army Experience,” (Army. mil, 2009) in the government/institutional/recruitment category. The Virtual Army Experience is a traveling exhibit providing participants a virtual test drive of the Army. It contains a computer game, rendered with state-of-the-art Army training simulation technology that creates a life-size, networked virtual world that immerses visitors in the world of soldiering (Army. il, 2009). The Pro Football Hall of Fame and the U. S. Army have made a deal to form an on-going marketing and student-athlete incentive program. The first activation will be the U. S. Army-Pro Football Hall of Fame Award for Excellence Program (Janoff, 2012). The program will be open to all sophomore and junior level high school athletes in the U. S. Athletes must have a minimum 3. 5 GPA and be active members in their communities to qualify. This new deal was unveiled at the U. S. Army All-American Bowl by Hall of Famer Shannon Sharpe (Janoff, 2012). The U. S.
Army has centered its self on brand advertising through video games and the virtual experience and warded globally for this by civilian organizations. The Army has now joined forces with the Pro football hall of fame to encourage young athletes. Both of these initiatives are powerful recruiting tools. The Army utilizes to keep a strong all volunteer force to fight wars for years to come. The Army is transforming and re-stationing entire bases to modernize its forces, due to the Global war on terrorism. This transformation is designed to grow the army by an estimated 75,000 soldiers (GlobalSecurity. rg, 2012). Realigning a large portion of the force in Europe to the continental United States will give the ability to grow the force from 42 Brigade Combat Teams and 75 modular support brigades in 2007 to 45 Brigade Combat Teams and 83 modular support brigades by 2013. The Army has organized its brigades closer to the way it fights (GlobalSecurity. org, 2012). One of the major initiatives of the modernization plan involves changing the Army from a division centered force organized around mostly large mechanized divisions, consisting of of approximately 15,000 soldiers each (GlobalSecurity. rg, 2012) . Designed to fight one or two major theater wars, toward a modular brigade centered force that is expeditionary with the ability to deploy continuously in different parts of the world. Under this plan, the 3,000-to-4,000-soldier combat brigade is now primary building-block unit of the Army (Us Army Field Manual 3. 0, 2001). The United States Army is a hierarchical structure when it comes to chain of command. To fight a war the U. S. Army deploys a variety of specialized systems and soldiers to the battlefield. To do this the U.
S. Army has adopted the divisional organizational structure. Designed to meet and destroy the enemy of the battlefield. The Army has achieved marketing excellence to sustain an all-volunteer force. The army has also re-structured to meet the demands of today’s wars and future wars. References Army. mil. (2009, June). Army wins Effie Awards. Retrieved from http://http://www. army. mil/article/22699/army-wins-three-effie-awards-for-marketing/? ref=news-home-title6 BusinessMate. org. (2010). What is a Divisional Organizational Structure.
Retrieved from http://http://www. businessmate. org/Article. php? ArtikelId=185 GlobalSecurity. org. (2000-2012). Force XXI. Retrieved from http://http://www. globalsecurity. org/military/agency/army/force-xxi. htm GlobalSecurity. org. (2000-2012). Objective Force Echelonment. Retrieved from http://http://www. globalsecurity. org/military/agency/army/echelonment. htm Janoff, B. (2012, January). The Pro Football Hall of Fame Enlists U. S. Army for marketing offensive. Retrieved from http://http://thebiglead. com/index. hp/2012/01/07/pro-football-hall-of-fame-enlists-u-s-army-for-marketing-offensive/ Powers, R. (2012). United States Army Chain of Command. Retrieved from http://http://usmilitary. about. com/od/army/l/blchancommand. htm Skyrme, D. (1999). The Networked Organization. Retrieved from http://www. skyrme. com/insights/1netorg. htm Us Army Field Manual 3. 0. (2001, June). Operations. Retrieved from http://http://www. dtic. mil/doctrine/jel/service_pubs/fm3_0a. pdf Visitask. com. (2011). Matrix Organization and project management. Retrieved from http://www. visitask. com/matrix-organization. asp