MNM2607 Written Assignment 1

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Public Relations
MNM2607
Semester 1
Assignment 4
Name: Your name here
Student number: Your student number here
Date: The date of submission
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:1 (edit this by inserting the correct name, then remove additional
Boxer Super Store Sibasa is situated in Sibasa town in Limpopo. It is one of over 280 sores and counting
which are situated in every province in South Africa and in the Kingdom of Eswatini. Boxer Super Store
was founded in April 1977 led by MD Masajada and owned by Pick n Pay group. The store was initially
operating as Conventional Wholesaler specialising in essential supplies. At present Boxer store is a fully
mature Consumer Goods industry that sells its products at discount prices.
Boxer’s Super Store Sibasa’s target is middle and lower income customers. They use the traditional
marketing company of print media, television and radio advertisement including billboards. At Boxer
Super Store, they make use of Public Relation, which is an instrument that they use to manage their
relationship with the public and different stakeholders. The type of PR that they practice is Local PR in
South Africa. They modify their messages and strategies to varios regions and communities within the
country taking into account of the local cultural customs, values and language. They may hire local
Public Relations agent with skill in a given region in order to help them achive their goals.
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2 STAKEHOLDERS
In simple terms,the public that are possibly affected by or affect the business activity of the company are
regarded as stakeholders. There are internal and external stakeholders. On internal stakeholders I
selected employees and customers for the external stakeholders.
The Internal stakeholder: Employees

These are the most important resource of the supermarket. They are regarded as internal stakeholders
because they are directly connected to the store and may be affected or affect the business procedure.
At Boxer store, the decision that is taken by the management will affect employee’s personal and family
life. For example, when the store’s employeeis promoted, when the salarr is affected or when he is
dismissed, all those decision taken by the management will affect employee’s personal and family life.
On the other hand,employee may as well affect the business because of his behavour. A hardworking
employees at Boxer store, who complete their work duties on time, affect the business positively,
because they are adding value to the business, whereas those one who always want to work under
superviosion in oder to complete their tasks,demotivated and not being productive, affect the business
negatively and it become costly because the supervisor need to keep eye on them and at the same time
he have his duties that he must accomplish for the business.
The external stakeholders: Customers

These are referred as the external stakeholders because they are not directly connected with the
organisation, but they get affected by the decisions and actions of the business.
For example, an advertisement on television and on the radio is informing Boxer shopers of the specials
that they have, upon arrival at the local Sibasa store, customers are told that there is no stock. This
incident affect the shoppers negatively which can make them loose trust on the store.
Another example is of price rise on products. This decision will also affect the store’s customers and may
lead to brand switch or them leave the store all together. Therefore , cuatomers need informationwhich is
truthful and not mislideang as this affct them negatively.
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3 EFFECTIVE RELATIONSHIP
Internal stakeholders
Employees are the business’s first customers. Therefore, it is of utmost importance that they are
understood and communicated with at regular intervals about the internal decisions that may
affect them.
Boxer Super Store engage their employees with regular management updates which will inform
them on major activities that are taking place on regular intervals, they also perform employee
surveys and by this method they are able to pick up the weak and strong points of the
employee, give them feedback and therefore schedule them for skills development and training.
The training provided equips employee on how to make sound decisions, handling challenging
customers and manage work pressure.
These strengthen the relationship between the employee and the organisation,
because, employees have their trust and loyalty on the organisation that they have their interest
in mind. They become motivated and loyal. In turn, loyal employees will then give exceptional
service to customers.
External stakeholders
Customers
The theory of relationship marketing focus on attracting, identifying, maintaining and retaining
customers. To enforce that, when the store set their prices, pricing must be in such a way
thatwill encourage repeat sales, loyalty and referrals while keeping profits
purpose of pricing is to repeat sales, when the supermarket always have the price rise on
products. As already mentioned, customers will switch brands or leave the supermarket
all together because trust will not be enforced and cultivated. Loyalty will then be broken
when making marketing decisions such as advertisement, the content must sell products, but,
must also tell the truth. when the store deliver as promised, customer’s trust will be
strengthened. A promotion from Boxer Store can be seen television, heard on radio and store
catalogue upon reaching the store, customers are told that the product on promotion is only one
per customer, whereas it was not mentioned on the promotion. The store will have failed in
keeping up with the truth of the promotion, because they did not have enough stock. The store
must make sure that they have enough stock for their large target market before advertising on
those products. That will strengthenrelationship with customersand they willhave trust that the
store will delier as advertised.
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4 HEADING 1
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5 REFRENCES
Type information here (this must be on a separate page with references according to the Harvard
referencing method – Google Harvard referencing method/See under Additional Resources)

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Student number: Your student number here

Date: The date of submission

Your name here

The Internal stakeholder: Employees

The external stakeholders: Customers

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