The development of a generic integrated model of promotional management for purposes of optimising organisational turnover growth and increased profits from sales promotional activities

摘要

This paper concerns itself with the devising of a model which organisations can consult when considering hosting any sales promotional activities. The success regarding profits derived from these sales promotions activities vary. These anomalies prompted a further investigation into the need for a single promotional model which could be utilized in varied business environments to optimize profits derived from sales promotions. The uniqueness of the South African environment was also taken into account when considering the various criteria in the development of the model. Sensitivity with regards to the types of barriers peculiar to South Africa is vital. The following excerpt from East Cape Weekend (An Eastern Cape newspaper) reinforces the belief that there are factors to which global environments are not exposed, and thus, the model should and will be designed to cater for these South African peculiarities by virtue of the fact that it will be based on the critical success factors of successful South African retail organisations. Resistance to technological progress due to the threat of possible job redundancy is one of the South African peculiarities that is referred to in the East Cape Weekend 09/06/2001 Michelle Pugh-Parry, “Controversial telephone technology will make paying bills safer”. Besides safety and convenience, the system can alleviate the R600m PE municipal areas debt, yet the union has outwardly rejected the plan and stormed the municipal buildings, protesting that it may cause job loss. It is precisely this type of peculiar barrier to progress that the author intends to accommodate for in the devising of his model. South African organizations will be considered when performing the empirical and primary studies in order to formulate a model that has been adapted to and caters for local needs due to its fundamental aspects being based on the South African circumstance. The information in this study contains the analysis of promotions in a broad context in terms of the following six facets of retail management, namely, operations, human resources, marketing, organizational behaviour, economics and strategies. The results of an analysis of promotional activities used by organizations in the Port Elizabeth municipal area was gained via the application of a questionnaire. An empirical study was performed and provided information that could be used in the development of a promotional model. The application of the model, benefits to whom and importance of the model was debated in the summary, conclusions and recommendations. The table of contents follows.