Public Relations
MNM2607
Semester 1
Assignment 4
Name:
Student number:
Date:
I declare that the work presented in this assignment is my own work and that all
the sources that I have used or quoted have been indicated and acknowledged by
means of complete references.
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, 1 BACKGROUND ON SMALL BUSINESS
Tubestone is a leading tyre importer and distributor in Southern Africa, offering a range of precision tyre
brands to meet the needs of various industries. Tubestone imports and distributes renowned tyre brands
such as BKT tyres, Maxtrek tyres, Deestone, and Nankang tyres, along with various tube suppliers. In
addition to these international brands, Tubestone is also a wholesaler and distributor of local tyre brands
such as Continental tyres, Goodyear tyres, Sava tyres, and General Tire.
Tubestone's target customers include a wide range of businesses and individuals who require tyres,
including farmers, dealers, service centers, logistics companies, tractor and farm implement companies,
mines, and consumers who make decisions related to their company's vehicle maintenance and
logistics. The company's target market is diverse, encompassing different demographics, geographics,
personalities, and needs.
Carel Kruger, the marketing manager at Tubestone, explained that they use various tactics to reach their
target market (Kruger, C.D. 2023). Their marketing strategy focuses on the brands they sell, and they
follow each of their marketing strategies. They use social media marketing on their Instagram, Facebook,
and Linkedin profiles, where they share information about their products and services, promotions,
industry news, and the various tyre brands they represent and sell. They also attend trade shows and
events such as Farmer Days, Nampo, 4x4 events, and drifting to showcase their products and network
with potential customers.
Tubestone also uses public relations to build brand awareness and reputation for their various brands,
especially those imported from other countries. Tubestone has a joint marketing tactic with every brand.
For example, BKT tyres is a huge sports sponsor, sponsoring SA20 cricket, the rugby world cup, the
URC, Monster Jam, and many more. Tubestone will spoil the clients that support these brands by giving
them free tickets to these events since they have an arrangement with these brands to keep building
relationships with the South-African market. They work closely with the local community, sponsor golf
day prizes, and attend school fundraising events. As a community initiative, they regularly visit foster
homes and give the children clothes, stationery, coloring books, and crayons. Tubestone sends out
internal newsletters to all of their staff called "Die Binneband." This internal newsletter keeps employees
informed of company news, updates, and events. Tubestone is committed to providing exceptional
service to their clients and building long-term relationships, or as Carel describes it, "we make our clients
feel like family.".
Tubestone operates in a competitive industry but stands out through its personalized approach to
customer service, carefully selected top-quality products, reliable supply chain, and delivery
convenience. Tubestone aims to continue building its reputation and customer base through a
combination of marketing and public relations efforts.
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