I received 85% for this module and wish you the best of luck!
This assignment:
Practically applies the SEVEN (7) stages of the PR process to Imperial Logistics
Discuss THREE (3) developments that need to be considered in direct marketing before a direct marketing campaign can be launched and dis...
1. INTRODUCTION...........................................................................................................
2. QUESTION 1 - SEVEN STAGES OF THE PR PROCESS...........................................
2.1 SITUATION ANALYSIS...........................................................................................
2.2 SETTING GOALS AND OBJECTIVES....................................................................
2.3 DETERMINING THE TARGET GROUPS...............................................................
2.4 DEVELOPING THE MESSAGE...............................................................................
2.5 PLANNING THE ACTIVITIES..................................................................................
2.6 ESTABLISHING A BUDGET....................................................................................
2.7 REVIEW AND EVALUATION...................................................................................
3. QUESTION 2 - THREE DEVELOPMENTS IN DIRECT MARKETING BEFORE
A DIRECT MARKETING CAMPAIGN CAN BE LAUNCHED...................................
3.1 ADVANCES IN TECHNOLOGY...............................................................................
3.2 DATABASE DEVELOPMENTS...............................................................................
3.3 CONSUMER NEEDS...............................................................................................
4. QUESTION 3 - DEVELOP A MESSAGE USING MARKETING
COMMUNICATION TOOLS......................................................................................
4.1 THE SUZUKI BRAND VALUES...............................................................................
4.2 THEIR SAFETY PROTOCOLS................................................................................
4.3 AND PROMOTING THE S-PRESSO......................................................................
5. CONCLUSION...............................................................................................................
6. REFERENCES..............................................................................................................
i
, 1. INTRODUCTION
In this assignment I will be speaking about 3 companies and how they have managed to further
their company as well as some ways they could improve. The first company I will speak about is
Imperial Logistics, I will highlight the seven stages of the PR process and what they have done
to complete each stage. I will speak about The Foschini Group and how developments and
advancements effect direct marketing and how The Foschini Group has utilised them. The last
company I will speak about is Suzuki Auto South Africa and how to form a compelling message
that includes their brand values, Covid safety protocols as well as how to promote their latest
car, the S-Presso.
2. QUESTION 1 - SEVEN STAGES OF THE PR PROCESS
2.1 SITUATION ANALYSIS
The situation analysis determines the organisations current situation by analysing the internal
and external factors of the organization. “It allows you to use market research to evaluate
projected growth, define your potential customers, assess your competitors and evaluate the
state of your business” (Indeed.com). In order to understand your organisations situation better,
a SWOT analysis can be conducted. A SWOT analysis looks at the strengths and weaknesses,
which are usually internal factors, and opportunities and threats, which are usually external
factors. Imperial Logistics strengths are that it comprises more than 100 member companies,
has six divisions, international operations, offers a multitude of services, containers, vehicles,
and warehousing capacity. According to MBAskool.com, this allows Imperial Logistics access to
multiple industries, countries, and clients as well as have a good market position and remain
strong financially. According to MBAskool.com, Imperial Logistics weaknesses are that it is
highly diversified but has low penetration as well as Imperial Logistics not being as widely
known as its international competitors. Having operation spanning 14 countries in Africa could
prove to be a opportunity for Imperial Logistics as they can directly affect infrastructure in Africa
which could boost intra-African trade and bolster development. Imperial Logistics weaknesses
could be petrol prices rising, the lack of cash flow after the pandemic has increased
unemployment and decreased job opportunities, as well as smaller freight companies offering
lower prices.
2.2 SETTING GOALS AND OBJECTIVES
1
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