In this report, a brief introduction regarding the company named SALMAT Limited has been described. It is enrolled under the Australian Stock Exchange or ASX. The code name of the company is SLM. It runs commercial and professional services and the same has been recorded under the GICS industry group. It is a Sydney based company and the company was founded by Phil Salter and Peter Mattick. The establishment year of the company was 1979. The main business theme of the company is internet marketing. It has become a service provider to the companies namely Woolworth Limited, Telstra and the government of Australia. Besides the internet marketing, the company has provided services related to the loyalty programs, customer contact solution, development expertise etc. The company has awarded with many entitles including International ICT award in the year 2014.
Salmat is a one of the largest marketing companies which operates from its headquarters in Sydney, Australia. It provides its clients with multichannel marketing options. Reputed clients include the likes of Woolworths Limited, Target Australia, Government of Australia, Telstra and many more large and small companies and local government bodies or state level government bodies. The company currently employs around 4000 employees throughout Australia.
The mentioned internet marketing company came into existence in the year 1979 in the coastal city of Sydney (Armstrong et al. 2015). The main founders of the company are Peter Mattick and Phil Salter. The company had a modest beginning as just a small catalogue distributing company. The year 1984 was a historical moment for the company as it received a huge capital influx from News Limited which bought the company for $5 million for a stake of 49%. However the company was again monopolized in the year 1998 when the shares of News limited were bought back. The passage of time made the company financially sounder as the company was able to acquire new organizations like NSW printing service, VeCommerce. However Salmat’s biggest success came with the acquisition of SPA from Kodak as because SPA was the main competitor of Salmat until then. In 2012 the company changed its strategy and transformed into an Omn-channel company. Currently Salmat has revenue of around $452.8 million.
The management of Salmat is believed to be keeping a secret on the future growth strategies but it can be estimated that the company has chalked out a sustainable and efficient plan that will be one of the very best for the company to attain future success. The company aims to be a full service marketing agency with the implementation of state of the art technology in the near future (Armstrong et al. 2015). The management of the company has decided to refine the strategy of the product and make the total part simple by segmenting it into five key areas namely letterbox, contact, digital, local marketing and field marketing. The company has also plans to redesign the communication strategy to ensure more effective communication. Apart from all these things the company also aims to re design their brand value and ensure a better marketing and promotion campaign to increase their amount of sales.
The present company is an ASX listed company and the same is serving multi channel marketing system in the provinces of Australia. It is public company. It provides services in the provinces of Australia, New Zealand and Asia. According to a report the number of employees in this organisation is more than 4000. The capital injection of the company has been derived from the News Limited and the revenue of the company reached $800 million in the year 2008. The company works on behalf of the Australian Communications and Media Authority. It is a matter of fact that the digital segment of the company has helped the company to communicate with other digital channel.
There are certain property rights involved in the regularities of the company. The property rights of a company that provides internet securities can be classified as intellectual property rights and that helps to protect the business interest of the company to certain extent (Shih et al. 2013). The intellectual property includes copy right and trademark designs and helps to secure the databases and trade secrets relating to the company. Intellectual property also helped to secure the proprietary rights of the company and it has been stated that in case of the present company, the intellectual rights are applicable as the main theme of the business of the company has been mentioned under the introductory section. It is no doubt to state that the intellectual rights over the property helped to secure the trade interest of the company and it gives security irrespective of registered or unregistered company.
The identity of a company is based on the trade mark of the company and if the same could not be secured, it will cause a great loss to the business and reputation of the company. Law regarding the intellectual property helped to secure the interest of the company (Pomirleanu et al. 2013).
The company has entered into certain licence agreement with certain companies and recently the company has signed one end user licence agreement with one media giant for the development of the company and to secure the interest of both the companies. The main subject matter of the agreement was to secure the software of SALMAT under certain rights and restriction. Therefore, it can be stated that the contract that are commonly being used by the company is business agreement and licence agreement (Mathews et al. 2016).
Salmat Limited provides a vast range of marketing services to the different companies present in Australia and other countries where it operates. Currently the company has two divisions on which it works namely Media and Digital and Contact. Therefore the company usually follows the divisional organizational structure. The divisional organizational structure is best suited for the company as it selects the areas on which the company has to operate based on demographics or other such considerations (Gatali et al. 2016).
At present Rebecca Lowde is the CEO of the company. She joined the company in 2014 as the chief financial officer and became the CEO just a few days back in June, 2017. Mr. Alex Panich who works for the company has been appointed as the acting chief financial officer of the office since the departure of the former from the post of financial officer. Mr. Chris Walsh serves as the Chief Operating Officer and Ms. Kathleen Forbes and Ms. Leisa Williams are the General Counsellor and the Head of the HR department respectively.
The main roles and responsibilities of the following team are;
Preparing and guiding the development of the business operations
Preparing the successful strategies of the business
Ensuring a proper communication method
Marinating the organizational and employee performance
Other stakeholders include the board of directors as well as the people who buys the shares of the company.
The structure and functional juncture of the company has made history in the industry of internet and media management. The business criteria of the company have reached at a high level and it can be stated that the wings of the company has been spread in the provinces of Australia, New Zealand and Asia (Gangeshwer 2013). However, the company is facing certain legal issue relating to the employment law and one of the customers of the company Telstra had axed more than 700 workers during one contract session with the SALMAT. In the 2014, the company has been faced a serious downturn regarding the employees (Laudon and Traver 2013).
It is true that the company has won award regarding the work place safety though in the recent times, certain allegations regarding the work place problems were accrued to this extent.
Conclusion:
Therefore, it can be concluded that the SALMAT Company is a widely popular company and it can be stated that the report has described the structural and functional framework of the company. Brief history of the company has been discussed in this case and it can be stated that the managerial section of the company has been based on suitable structure. Certain legal issues were also cropped up regarding the various aspects of the company. However, it has been mentioned that the company is one of the popular company in the history of Australia in the field of internet security and service provider. The base of the company has been structured in a well manner and the company has taken all the necessary steps regarding the security of the trademark and copy rights. The company is trying its best to deal with all the problems and the number of awards owned by the company has borne the concept of development.
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
Gangeshwer, D.K., 2013. E-commerce or Internet Marketing: A business Review from Indian context. International Journal of u-and e-Service, Science and Technology, 6(6), pp.187-194.
Gatali, I.F., Lee, K.Y., Park, S.U. and Kang, J., 2016, August. A qualitative study on adoption of biometrics technologies: Canadian banking industry. In Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World (p. 20). ACM.
Laudon, K.C. and Traver, C.G., 2013. E-commerce. Pearson.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet marketing capabilities and international market growth. International Business Review, 25(4), pp.820-830.
Pomirleanu, N., Schibrowsky, J.A., Peltier, J. and Nill, A., 2013. Consumer behavior theory in Internet marketing research: a 20 year review. Journal of Research in Interactive Marketing Forthcoming, 7(3), pp.166-181.
Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. Retracted: an empirical study of an internet marketing strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(6), pp.528-540.
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