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What are the target audience and business implications for Riordan Manufacturing's PR campaign?

Riordan Manufacturing is a global plastics manufacturer employing 550 people with projected annual earnings of $46 million. The company is wholly owned by Riordan Industries, a Fortune 1000 enterprise with revenues in excess of $1 billion.

Its products include plastic beverage containers produced at its plant in Albany, Georgia, custom plastic parts produced at its plant in Pontiac, Michigan, and plastic fan parts produced at its facilities in Hangzhou, China. The company's research and development is done at the corporate headquarters in San Jose. Riordan's major customers are automotive parts manufacturers, aircraft manufacturers, the Department of Defense, beverage makers and bottlers, and appliance manufacturers.

Riordan Manufacturing is planning to introduce a new product/service in another country that is China.

I need to identify the target audience for this PR campaign and am having trouble determining exactly who it would be. I am thinking the manufacturing companies that exist in China that will be using the new product/service. Can you help elaborate?

I also need to determine the business implications.

Solution Preview

Public relation is the art and science of building relationships between an organization and its key public.

Riordan Manufacturing, Inc. is an industry leader in the field of plastic injection molding. The company is owned by Riordan Industries, a fortune 1000 enterprise. It is serving customers by its unique competencies, which are attention to detail, quality control, and high precision. Its capacities are located in many parts of the USA and in China.

At Riordan, the mission statement identifies its goals as it applies to the company's vision, to its dedication to customer relationships, and to its employees.

Identify Target Audience

Target audiences are distinct groups or segments of customers, and clearly defining your business' target audiences will help you promote the aspects of your business that are most relevant to each group (Swartz). Riordan continues its focus on the following target audiences: current employees, shareholders, new employees at the new location, political and civic leaders in the new location, and current and future customers.

Its major target audience will be the customers who will buy the products from Riordan. Hence, the organization's objectives are to ensure it processes quality products, that the customer is satisfied, and that it keeps the price at a level that is comfortable for the consumer. This can be achieved only by the partnering with the customers. Here partnering means understanding their needs and then accordingly giving them true "customer satisfaction".

Another target audience will be the local communities that have relied on the plant for assistance with the region's GDP (gross domestic profit). These local businesses have relied on the employers of the plant to bring in business. It is the goal of Riordan Manufacturing to keep all audiences informed and to allow all the current employees and shareholders to remain abreast of the actions taken place so that the company as a whole continually creates this feeling of importance.

Riordan Manufacturing has a social responsibility to the newly recruited workforce. Management within this company thoroughly understands their obligation to the community. Communicating with social and political leaders to convey their obligation regarding their recently adopted community is imperative.

Marketing Management by Philip Kotler
Effective Public ...

Solution Summary

This solution discusses public relations management in a manufacturing company.