Reference no: EM133937102

Question

BAs a start up the new team will have to start with marketing and promotion immediately.

1. Explain what is meant by marketing communication.

2. Advise WhereIsMyTransport on the five elements of marketing communication. Include examples of each element.

1. Identify and briefly discuss the four (4) generic employment relations strategy options and identify the generic strategy adopted by BRS. Remember to substantiate your answer by referring to the case study.

2. Comment on BRS's approach to worker involvement and participation practices in terms of the following:

a. Internal or external participation (2)

b. Statutory or voluntary participation (2)

c. Direct or indirect participation (2)

EMPLOYMENT RELATIONS AT BIG RETAIL STORE

Big Retail Store (BRS) is the leading clothing, footwear and textiles retailing group in South Africa and has grown to eight retail brands trading in over 1 500 stores in South Africa, Botswana, Namibia, Swaziland, Lesotho, Mozambique and Zimbabwe. Its brands include lifestyle products, ranging from fashion, jewellery, accessories and cosmetics to homeware. Its vision is to be the customers' store of choice for the products that it sells and in the markets in which it trades. In line with this vision, its mission is to maintain its leadership in retail operations and to reach momentous growth through innovation, new developments and expansion. Its success can be attributed to the continuous development of its products in order to meet its customers' needs, together with a directed enlargement and upgrading of its store base, which ultimately leads to the improvement of the customer's experience. Its strategy of reinventing, spreading and revitalising its brands has repositioned it with new store models and revitalised products. Its strategy in respect of its employees is focused on the continued development and wellbeing of its employees. Employees are seen as its most valuable asset. Therefore, management welcomes the involvement of the Southern African Clothing and Textile Workers' Union (SACTWU) in creating a caring organisation. Management has created permanent structures for co-operating with SACTWU and information is freely shared. This also enables employees to participate in the decision-making process of the organisation. They also follow an approach of joint-problem solving with SACTWU.