Marketing Week 2

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Public Relations Campaign
MKT/438

Kudler Fine Foods began from the vision of Entrepreneur, Kathy Kudler. The company is illustrious for its specialty foods with locations in Del Mar, Encinitas, and La Jolla, centered in urban San Diego (University of Phoenix, 2011). The organization’s recent aim is to further diversity in consumer options and its impeccable staff. Kudler Fine Foods will employ diversity to fortify its customer base and construct a workforce that mirrors the assortment of its merchandise. Information herein will identify public relations issues with workplace diversity, recognize the target audience for the relevant campaign, and confer about ethical implications in connection to the issues. Subsequent details will also construct a market research plan to sustain Kudler’s public relations campaign strategy development, evaluate how the campaign will shape the marketing purpose of the business, and study the parallels and disparities amid proactive and reactive public relations. Public Relations Issues with Embracing Workplace Diversity

Because Kudler Fine Foods has a detailed list of products, they are eager to create a diverse workforce. The world is ever-changing, and diversity in the workplace would create proactive responses. Minorities, roughly one-third of the US population, are expected to become the majority by 2042… Globalization, and the changing faces—in terms of language, culture, and religion—of both customers and workers will represent an even more diverse mix… Generational gaps: The new trend the trend of people living longer and retiring later, resulted in four distinct generations… Increasing number of dual-income families and single working mothers (Andrade, 2010, p.1). Kudler should create workplace diversity out of obligation, the abundant benefits that will follow: added productivity, better problem solving, attract talent, greater communication, decreases discrimination, and diversity creates a satisfied customer base (Andrade, 2010). The first step to take is to identify type of workforce desired. The workforce should resemble and complement its community. Asking for employee referrals is a good way to seek diverse individuals for positions within the organization. The Internet is also a good way to seek diverse individuals. An employer can “develop and implement an equal opportunity employment policy that follows the Federal EEOC (U.S. Equal Employment Opportunity Commission guidelines. The goal is to establish a meritorious hiring practice that is age, race, gender and minority neutral” (The Wall Street Journal, 2012, para. 5). An organization that already has a hardworking workforce can offer training and higher education to encourage diverse schooling and language training. The Target Audience

Defining the target audience of Kudler Fine Foods is vital to constructing the message and ensuring it reaches relevant addressees (Lattimore, Baskin, Heiman, & Toth, 2007). The public relations campaign discussing the company’s commitment to workplace diversity should consist of several target audiences. The employees and management are important as the policy directly affects them. Both groups require knowledge of the policy to adhere, discuss it with consumers, and confer with potential applicants. Another audience of focus is the target market. Potential customers should understand company policies on internal diversity. This will help expand the customer base and increase consumer satisfaction. One more audience is the community at large. Although the target market is part of the community, people also exist that do not fit this area demographically. The community is also a pool for potential employees - a misunderstanding in this vicinity could cause tension, dissatisfaction, missed opportunities, and potential legal action. The media is a likely target audience for this campaign as it can help broadcast Kudler’s policies. Often news programs do free special...
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