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PUBLIC RELATION AS A
STRATEGY FOR MAXIMIZING PROFIT IN AN ORGANIZATION
CHAPTER ONE
1.0 INTRODUCTION
An organization, reputation, profitability and even its
continued existence can depend on the degree to which its targeted publics
support its goals and policies. Public relation specialists serve as advocates
for business, non profit associations,
universities, hospital and other organizations,
They build and maintain positive relationship with the
publics. As managers realize the growing importance of good public relations to
the success of their organization, they increasingly rely on public relations
specialists for advice on the strategies and policies of such programmes.
MANAGEMENT FUNCTION OF PUBLIC RELATIONS.
Public relation is the management function that identifies,
establishes and maintains mutually beneficial relationships between an
organization and the various publics on whom is success or failures depends.
Furthermore, the important element of public relation are to
acquaint the client with the public perception of the client and to effect
these perceptions by focusing curtailing, amplifying or augmenting information about the client as it is
conveyed to the publics. Public relations encompass a variety of marketing
activities that strengthen organizations credibility image and develop
goodwill. There are usually targeted directly to audience, such at speaker,
special events, newsletters and annual reports. Public relation involve
communicating who you are, what you to why you do it and how you make a
difference. Public relation is essentially concerned with communication between
people, and on organization and within and between organizations.
Interestingly, public relation personnel keep management
informed of changes in the opinion of various public like employees,
stakeholders, customers, suppliers, dealers, community and government. The
professionals counsel management as to the impact of any action or lack of
action on the behaviour of the target audience. Once on organizational decision
has been made, the public relations
person has the responsibility of community their information
to the public using meted that foster understanding, consent and desired
behaviour for example, the introduction of a
new predict requires public relations planning and skills.
In this case, the successful public relations practitioner is
a specialist in communication arts and persuasion. The work involves various
functions including programming analyzing problem and opportunities, defining
goals, determining the publics activities. Writing and editing materials such
at media release, speeches, stakeholders reports product information and
employees publication, placing information
in the most advantageous way organizing special event such as media functions, award programmes, exhibits and
displays, setting up face to face communication
including the preparation and
delivery of speech providing research and evaluation using interviews,
reference material and various survey techniques and managing resources by
planning budgeting and recruiting and
training of staff to attain there
objectives.
The real tasks of public relation in the business
Africa’s large market as well as
the world’s 6th largest oil producer
and the 10th most populated nation
worldwide will be sought for market by multinational firms, especially in the restaurants. Its in this
regard that a popular fast food restaurant
known as Mr. Bigg’s restaurant came to limelight.
According to Awolabi “2004) Mr. Bigg’s as one of the biggest
Nigeria fast food industries came into the
market in 1985 when the United
African company (UAC) launched the Mr. Bigg’s brand. The fast food restaurant
brought a change to Nigerian fast food market. Awolabi (2004) Mr. Bigg’s was
like fast food revolution, an idea that was long overdue, this made some
Nigerian’s to embark the brand whole
heartedly.
Accordingly to steward (1996) “successfully implementation
customers referent strategies are a point of competitive advantage which means that the customer should of ways
be treated as being and should boost the heart of the operates of every
businesses. Also Ogunsanya (2001) states that customers service in the Nigerian
fast food restaurant context is a bit
different from what is in western countries where customer services have
already move on the stage of relationship management with companies introducing
several loyalty schemes to attract and
retain their customers.
To determine the level of some restaurant in regard to how
they relate with their customers, Awolabi (2004) states that “almost every
Nigeria fast food restaurant uses doormen and women and their main job is to
open the door for customers and give them welcoming smile”
On the other hand some of the doormen have abused their
duties by converting the front door to begging world may focus on corporate
interest on those of marketing products
or services or image creation or defence
against attack.
BUSINESS SECTOR AND PUBLIC RELATIONS
Many business sectors in Nigeria including the Kaduna Mr.
Biggs restaurant have no public relations department. As a result of this, they
may be confused if crisis occur. According to Nkwocha (1999) crisis is any
event, issue, occurrence or situation which constituted a significant breach in
the natural order of things and products
a disruptive force that can destroy an
organization”
Also Pacheva (2001) sees crisis as “a period of heightened
uncertainty that increases the used to plan and a point in time which external
and internal pressures change objectives and operational practices of an
organization” the following are some of the types of crisis that can be
obtainable in an organization, poisonous chemical leakages mass retrenchment,
and ban on essential raw material, financial crisis. Unfavourable government
policy and regulation, industrial accident.
Public relation should be see as a management function that
tackled any unforeseen problem that faces an organization. Daniel (2001) crisis
management, investor relation and community relation are some of the specialist
that exists within the field of public relations.
A fundamental technique used in public relations is to
identify the target audience and tailor every manage to appeal to that
audience. One would have thought that Nigeria, with an estimated population of
about 140 million people and esteemed position as manager.
Nworah (1997) testified to this notion by saying “it is now
usual to see the door men beg and
sometimes harass a customer to give them money which is caused by their rude
attitude that can sometime be unfriendly.
HEALTHY MEAL
The trend of growing fast food restaurant is the introduction
of healthier meal menu. This decision was influenced by the outcry from
government official and members of the public over the worsening situation of obesity, which
is attributed to the fatty food served
in most restaurant (Nworah 1997)
Furthermore, it has been observed that there are a lot of fast industries in Nigeria that
attract customers and Mr. Bigg’s brand
if one of the biggest establishments.
Whenever and wherever meant is made to the restaurant, it becomes a household name to many people irrespective of
age, sex educational status and
nationality.
In this aspect, despite Mr. Bigg’s does not have public
relation department, it uses public relations strategies to persuade its customers, acceptance, loyalty and patronage.
Marketing uses public relations concepts, principles and varieties of
techniques in profit maximization. Public relations, builds protect, protect
an organizations, credibility image and
good will.
Additionally, some of the competitive weapons of Nigeria fast
food restaurant includes taste, variety, class, sensation, visibility and
availability of parking space.
1.1 STATEMENT
OF THE PROBLEM
Kaduna and Zaria Branches of Mr. Bigg’s are increasing in
popularity and rapidly making progress, yet they do not have public relation
unit of their own, but uses certain strategies to keep up with their success.
These research work is therefore aimed at finding out the
public relation strategies used by these restaurant to attract customers and
maximize profit.
1.2 OBJECTIVES OF
THE STUDY
The general objectives is to find out how Mr. Bigg’s
restaurant are succeeding while the specific objective.
a. To
determine the organizations relation with their external public such as
customers and communicates
b. To also
determine the extent of the positive internal
relationship in the organization
c. To find out
the segment of the public whom the food is meant for
d. To find
out why people patronize Mr. Bigg’s
e. To know
whether the restaurant have both local and international dishes.
f. To find
out whether people will continue to be patronizing Mr. Bigg’s.
Finally, to determine the public relation techniques and tools used in attracting and retaining old and new customers.
1.3 STATEMENT OF
HYPOTHESIS
Ho: A proper use of public relations concepts, principles,
techniques and tools by an organizations will help in the attraction of more
customers and profit maximization.
Ho: The adequate use of public relations concepts by Mr.
Bigg’s will not continue to enable the restaurant excel in all fronts.
1.4 BACKGROUND OF
THE STUDY
First of all, the Mr. Bigg’s restaurant will be in position
to ascertain their weakness and strengths from this research output.
Also, other competitive restaurant in Nigeria and abroad will also see this research work as useful in order to
make some adjustments. Furthermore, shareholders, policy makes, economist,
psychologist, sociologist, lecturers and student of public relations, entrepreneurs customers
and government will benefit from this research work.
1.5 BACKGROUD OF THE
STUDY
The growing need to satisfy customers need in a highly
competitive market is increasing. Nowadays, notably large firms, like NNPC,
Coca-cola, strive for public relations, even small scale enterprises play an
active role in ensuring public acceptance. Public acceptance will in turn
produce maximum return in a biz
sector.
Therefore, the research is justified because companies no longer rely on product standard and
highly product benefit but strive
to create favourable atmosphere and good image in order to stand out in the highly competitive market.
In this case, the use
of various public relations strategies such as community relations customer
relation employee relation investor relation become the order of the day in
gaining high return on investment (profit). Also, this study is justified because research is cardinal to the individuals, biz
organizations and government.
Thus fast food restaurants, due to the nature of their
research on how to please customers vis-Ã -vis profit maximization need to know
various public relations strategies in order to meet their goals.
1.6 SCOPE OF THE
STUDY
Mr. Bigg’s restaurant are abolished all over Nigeria with
various branches in almost every part of the state including defender capital territory (FCT)
Abuja, due to this wideness, the researchers is unable to cover the entire country. They decided to
limit their self to Zariah Kaduna branches of the organization.
The research is designed to examine the staff and customers
of the restaurant. The findings may how ever not be applicable to every branch
of Mr. Bigg’s establishment due to
differences in environment setting and
situation.
1.7 DEFINITION OF
TERMS
1. Brand: Hart and
Stapleton (1981) “Brand is a established product name, wholly of a proprietary
nature and usually listed within the register of products”.
2. A business:
Johnson and Zandoi ( 2004) business is an organization that generates profits,
usually for its owners.
3. Profit:
Wallancet Flynn (1984) “profit is the result of more money coming in from the
sale of the product or service than all the costs related to it.
4. Strategy:
Wallance & Flynned (1984) “strategy is a plan for reaching certain targets
over period of time”
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