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Marketing Plan. Riordan Manufacturing Essay

1984 words - 8 pages

Riordan Manufacturing PAGE 1
Riordan ManufacturingGidget WatersUniversity of PhoenixMKT 438Public RelationsPJ RoschDecember 24, 2007IntroductionThe following will describe a manufacturing company named Riordan Manufacturing, Incorporated. Riordan is an industry leader in their commodity of plastic injection molding. They have state of the art design capabilities, and create innovative plastic designs that have earned them international acclaim. Riordan's attention to detail, extreme precision and their attention to quality have kept Riordan Manufacturing the leader in their industry. Riordan has facilities in San Jose, California, Albany, Georgia, Pontiac, Michigan and Hangzhou, China, and capacity to fulfill any job whether standard or unique requirements. Riordan Manufacturing believes their customers are the lifeblood of their business and the reason they are successful and the leaders in their industry. Riordan Manufacturing is wholly owned by Riordan Industries, a Fortune 1000 enterprise and is looking to expand their product line in another country. Riordan Manufacturing will develop a strong public relations campaign team to achieve the goal and objectives of the company and to assure overall success of this new venture.Organization's PR issuesSome of the PR issues that Riordan faces are first the possible outsourcing of jobs into China. Riordan will also have to worry about the perception of using child labor, since overseas companies are perceived for the use of child labor. Riordan must continue its PR campaign with automotive parts manufacturers, aircraft manufacturers, and appliance manufacturers. They must also keep a positive image with Beverage makers and bottlers. Because of the for heart valves, medical stents, and health care services, they must always be aware of failures within those medical devices and address those issues with the baby boomer group which includes more than one-fourth of the population in the United States. The Department of Defense is another customer that must be aware of the products that are being offered. The final pr issue that will need to be addressed is the amount of waste the plastic produce. Riordan must have a positive recycling program in place.Target AudienceThe target audience is almost the same as above in the PR issues. In terms of the beverage and bottling makers, they must know what kind of product is made and through marketing analysis, the most popular designs with the public. With the medical devices and stent, both the public (baby-boomers) and healthcare providers must be a target audience. The Department of Defense is also a target audience. The final members of the target audience include the automotive parts industry, aircraft manufacturers, and appliance makers.Ethical Implications - GidgetRiordan, a global plastic manufacturer which employs over 500 people with projected annual earnings of over $46 million mission is to strive to be a solution provider for their customers and...

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