ASSESSMENT 2

TASK 1
1. Communicating international marketing objectives across the SAMEX
organisation in ways suited to culture, customs, level of knowledge,
experience and needs of personnel
Integrated Marketing Communications is a concept that SAMEX use to
communicate across the organisation. The concept will ensure that all forms of
communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we’ll
call it, means integrating all the promotional tools, so that they work together in
harmony.
Promotion is one of the Ps in the marketing mix. Promotions has its own mix of
communications tools.
All of these communications tools work better if they work together in harmony
rather than in isolation. Their sum is greater than their parts – providing they
speak consistently with one voice all the time, every time.
This is enhanced when integration goes beyond just the basic communications
tools. There are other levels of integration such as Horizontal, Vertical, Internal,
External and Data integration. Here is how they help to strengthen Integrated
Communications.
 Horizontal Integration occurs across the marketing mix and across
business functions – for example, production, finance, distribution and
communications should work together and be conscious that their
decisions and actions send messages to customers.
 While different departments such as sales, direct mail and advertising can
help each other through Data Integration. This requires a marketing
information system which collects and shares relevant data across
different departments.
 Vertical Integration means marketing and communications objectives must
support the higher level corporate objectives and corporate missions.
 Meanwhile Internal Integration requires internal marketing – keeping all
staff informed and motivated about any new developments from new
advertisements, to new corporate identities, new service standards, new
strategic partners and so on.
 External Integration, on the other hand, requires external partners such as
advertising and PR agencies to work closely together to deliver a single
seamless solution – a cohesive message – an integrated message.
2. Delegating and allocating agreed roles, responsibilities and
accountabilities plan for stakeholders

Stakeholder Expectations Power and Common

and objectives influence interests
Directors and Guide the team to Make final Alignment with
managers meet SAMEX’s decisions shareholders of
objectives. dividend linked to
profit
Staff and unions Follow Ability to influence Bargain with
instructions of customer shareholders
management satisfaction and
team to satisfy the ability to strike if
marketing significantly
objectives dissatisfied with
changes or a lack
of changes
Suppliers Orders, payments Pricing and Seek orders
quality of
products
purchased by
SAMEX
Customers Reliable supply of Revenue derived Seek best deal
products to meet from customers
needs
Government Ensure that Regulations, Maintain social
organisations subsidies, and economic
operate legally taxation and stability
and pay taxes planning
3. Communication strategy
There are various communication methods. Two important factors have to be
considered when selecting the communication for SAMEX are: type of product
and its stage in the product life cycle. These two factors influence the consumers
buying behaviour and therefore the mix has to be adjusted to fit these conditions.
Pre-testing is important especially for a totally new product, to check if the
message sent is conceived as intended by the target market. Testing will help to
determine the optimum mix between imagery and copy and reduce the risk of
failure in general. Testing with test audiences who represent the general public
and the target audience should include concept, style and creative strategy of
all intended communications and executions. A share of the budget has to be
allocated for pre-testing.
 Public relations: are useful because they enjoy a high credibility at a low
cost. This communication form will be of major importance for SAMEX
campaign as many buyers draw their information from the media. Being
represented, talked about in those will be an essential step in at least
being considered as a choice. Press releases and press conferences can
create positive public relations. These can be used for the launch and
early stages of SAMEX’s products to raise awareness and create interest
for the new product just as educate the public about the SAMEX products’
working and advantages. Effectiveness will be increased when PR
appears in media consumed by the target market. Considering the
SAMEX red meat revolutionary technology media will be prepared to talk
about this product and even a certain amount of requested coverage could
be expected.
 Personal selling: will be carried out by the local dealers who in advance
should have been trained to be familiar with SAMEX’s products and how to
overcome objections. It will also be of major importance when targeting the
corporate buying segment, because these customers buy in bulk, they will
expect to be given a presentation by a SAMEX’s representative to
convince them that SAMEX red meat is suitable for their company.
 Sales promotion: is most effective to trigger a decision or purchase. It is
useful at the beginning of the product life cycle to increase acceptance or
provoke a trial.
 Advertising: A paid form of non-personal mass communication from an
identified sponsor, should be the major communication mix ingredient for
this campaign. Advertising is controllable, but expensive. Advertising can
be used to increase awareness, create interest and inform about SAMEX
products. Customers are reached by placing adverts in their target media.
The use of TV, Print, Internet and Outdoor seems most promising to reach
and affect the target market. The creative strategy will used to place
advertising in target media, with slightly different executions to meet each
of the three mindsets in their individual media. Advertising will go through
 different stages to aware, educate and interest the target audience and
then hopefully result in a supplier visit.

TASK 2
1. Monitoring product/service, pricing and distribution policies in relation
to market changes, and overall SAMEX requirements
Post-testing (during and after campaign) is important because it helps to evaluate
the actual success of the campaign (was the money worth spending, were
objective achieved) and feedback can also help when planning future campaigns.
Post-testing will be conducted by an agency that specialises in conducting survey
to determine the public’s reaction to the communications. These tests should
include the recognition/ awareness of adverts, recall rate and how it has
influenced people’s feelings/ attitude. Was the target group reached and was the
right message received? These results can then be compared with results
measured before the campaign launch to state the impact the campaign had.
Budget has to be allocated for this.

2. Monitoring overall progress against performance targets to ensure

activity, quality, cost and time requirements are met
The performance are analysed by comparing the current collected data with the
set goals and determining whether the following goals are being achieved.
 Timelines: were all the actions completed within stipulated time frame?
 Resources: were all the resources used efficiently and effectively?
 Costs: did the cost of implementing activities stayed within the developed
budget?
 Sales: did the campaign achieve the desired sales figures?
A brief feedback form was circulated to all appropriate personnel weekly for all
employees to note customer satisfaction, events or problems that need to be
addressed, as they happen each day. Staffs are required to record action taken
when customers aren’t satisfied with products or services. A summary of these
internal feedback containing relevant comments on improving customer
satisfaction (or solving customer problems) were circulated each week to all
employees to inform, educate, and improve total organisation problem. This
assisted in improving communication. Surveys are sent to customers to gather
their input on how well SAMEX is satisfying their needs. A monthly or quarterly
review with specific customers to determine:
 Summary of sales information
 Customer service problems, detailing what they were and steps that were
implemented to resolve the issues.
 Customer service improvements summary
The entire campaign are monitored on a Gantt chart which illustrated the start
and completion dates of each self-contained stage in the project. The chart
revealed the process sequence and highlighted the dependencies of some
processes on other processes.

3. Analyse, review and revise marketing objectives, outcomes and

performance gaps according to the SAMEX objectives
SWOT analysis
Strengths Opportunities

 Trusted suppliers for importers of  Increased demand from Asia

meat products markets
 ‘Clean green’ products  Attainment of greater efficiencies

 Major exporter

Weaknesses Threats
 Volatile global commodity markets  Input prices

 Concentration of processing  Disease risk

capacity
 Climatic variability  Different climate

4. Document the review marketing performance against key performance

indicators in accordance with SAMEX requirements
To inform organisation personnel and relevant stakeholders of marketing
progress, marketing reports need to be prepared and presented including
marketing progress towards specified marketing objectives.
Documenting and reporting on promotional activities allows you to assess the
success of a promotion. Recorded information about promotions will also
contribute forecasting and future planning of the business. Documents can be
recorded manually, using a formatted promotional sales sheet or electronically.
Records include:
 Sales figures
 Transportation strike
 Competitor promotions
 Seasonal changes
 Complaints
 Customer comments
 Supplier issues