Integrated Marketing Communications Strategy

Introduction

This paper will raise voice against the practice of live export of animals for slaughter, which involves cruelty and unethical principles. A business strategic approach will be adopted in order to provide a plan that will be helpful to make the campaign successful against this practice (Coghlan 2014).

It has been observed that every year Australian countries export around one million cattle majorly to Indonesia and even in larger number of sheep to countries of Middle East both for religious and regular purpose of consumption (Bergeaud-Blackler 2015). People from north and west part of Australia engage themselves into such occupation, as there is lack of domestic meat processing facilities. According to the study of Caulfield et al. (2014),animals face cruelty while slaughtering and most of them die during the voyage. Government remains silent whereas, horrific information about live export of animals have been highlighted by various NGOs working for animal welfare (Tiplady, Walsh and Phillips 2013). According to Juan Ding et al. (2014),legally few of the supply chains was approved to supply the meat yet lack of legal interference and desire to make more money did not help to change the situation. Government has not yet certified any export business as guilty in spite of receiving numerous complaints and evidences.

In order to change the situation a strategic approach can be considered. Those are as follows.

Australian government must penetrate regional economic condition by creating alternating jobs. As described in Ferguson et al. (2014),considering the vast culture of sheep rearing domestic units, meat-processing facilities can be developed in northern and western part of Australia to decrease the live export of animals, intensity of cruelty and to satisfy global demand of Australian processed beef.

Government must take initiative to establish a global market for Australian processed meat industry by promoting them as clean and green products to ensure less live exports than previous decade.

In order to make a change in the scenario government can arrange training sessions for indigenous and workers of meat processing units to do their jobs more efficiently and without being cruel to the animals. New joiners can opt for different opportunities of jobs within or outside meat processing industry. By creating job opportunities Australian government can control the export as well as people who go to foreign lands while exporting animals and settle for another jobs (Hastreiter 2013).

Meat processing industries and government should maintain a trustworthy relationship with investors and native cultivators to bring a change in society as far as live export is concerned. Farmers must be assisted for developing a native slaughter market in north and western region of Australia. Money can be generated from wool business as well where animals do not have to face intense cruelty.

Animals will face fewer complications if government focuses on connecting foreign locations with better roads favourable for any kind of weather. The framework has been given below.

Integrated strategy map
Source: (As created by the author)