HC1021 Interpersonal & E-Communication Assignment Sample
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Executive Summary
The study aim is to discuss about the business communication strategy in order to manage the business operation in a most effective manner. However, there are two types of strategy are usually used by the firm such as electronic and non-electronic communication methods. In concern to retails firms like Adidas and Woolworth, it is found that both used different method of communication for conveying the information to its stakeholders such as customer, suppliers, distributors and employees. Likewise, Adidas used the electronic method of communication in the form of social-site and website or application to make proper interaction and smoothly flow of facts among the stakeholders. Other than that, Woolworth followed the non-electronic communication method through use of flow chart and annual report to present the facts to investors and customers so that they best purchase or investment decision. Thus, both firm used various communication tools as per the situation and structure of business.
Introduction
The key objective of this report is to critically analyze and develop an understanding of the business communication strategies usually adopted by most of the companies while managing their business operations. In the manner of accomplishing this study, there are two different types of companies that are selected as one is form the domestic country and one is from the outside from domestic countries such as Woolworth and Adidas. In addition, the main focus area of this report is to determine the key non-electronic and electronic communication methods and practices which are adopted by both the companies. At the same time, a SWOT analysis is also conducted under this report in concern of both the companies for generating the appropriate findings. On the basis of these findings, a comparative analysis is also done by assessing the communication practices of the companies and after that, some recommendations are also included for both the companies in order to improve their communication strategies.
Background of Woolworth
Woolworths Limited is the UK based company introduced by Frank Winfield Woolworth alliance in 1980 within the United Kingdom. It is located in London U.K. and it mainly operates its business in clothing, footwear, jewelry, bedding, furniture, beauty products, housewares and electronics (Woolworth Group, 2018). Furthermore, the revenue of the company is $56, 965 million along with the sales growth of 3.51% and net income is $ 1,605 with a growth rate of 187 in 2018. In concern of this, the biggest marketing advantage is that it is well established and significantly setting the benchmark in the various fields of the market (Woolworth Group, 2018).
Background of Adidas
Adidas is introduced as the multinational corporation, established in 1924 in Germany. Company has it’s headquarter in Herzogenaurach, Germany which focuses especially on designs and manufactures clothing, shoes, and accessories. In this manner, Adidas is considered as the largest sportswear producer in Europe and it is identified as the second largest sportswear in whole the world after Nike (Adidas, 2019). Moreover, Adidas has earned revenue of Increase of €21.218 billion in 2017. In a similar manner, Adidas provided employment around 56,888 in 2017.
Section 1:
Identify the key non-electronic communication methods and practices
While discussing the non-electronic communication, it is analyzed that these methods and practices are developed especially to engage the stakeholders of the company such as suppliers, customers, employees, investors, and public representatives, etc. In addition, it is also found that there are various ways of conducting non- electronic media and communication that are a flow chart, invoices, verbal communication, and letters, etc. But in oppose to this, Sklar et al. (2016) reflects that these are the cause of delay in delivering the messages and these things create the issue in front of the companies. In this way, it is identified that Woolworth adopts the non-electronic communication methods and practices in order to fulfill the objective of the information security awareness and at the same time, company also sets up an appropriate communication system protocol in respect to its staff members in which colleagues, employees, and suppliers, etc are mainly included (Dada et al., 2017). At the same time, the company also uses the flow chart technique as its communication process so that the organizational growth, as well as profitability related news, can be communicated with more effectiveness with its stakeholders.
In a similar manner to above, Salem and Ahmad (2018) defines that Adidas is also known worldwide and due to this, it is mentioned that it has effective and efficient strategies of communication so that it can communicate its important information its different offices located at different places. In this concern, it is also determined that Adidas adopts the non-electronic communication method and practices less comparative to Woolworth as it is more connected with the technologies (Steel and Togher, 2019). Moreover, Adidas focuses on non-electronic communication because it wants to engage its stakeholders with the organizational operations that is beneficial to get the high return of the profit and maintain the corporate costs.
Section 2:
Determine the key electronic media and communication strategies
Apart from above, the key electronic media and communication strategies are different websites, electronic platforms, and social media platforms, etc. In this manner, these methods are used by the companies with respect to improving the interrelationship with their stakeholders who are important for all the organizations for their growth as well as development (Felix et al., 2017). In addition, while concerning about Woolworth, it is analyzed that the company uses social media strategy through different blogs, forum, and online communities, social networks, multimedia sharing, social bookmarking and RSS reader, etc. In this manner, it is also reflected that due to these electronic media and communication strategies, the digital experiences related to the product requirement under Woolworth has been changed (Berger, 2018). In recent time, the company needs the support of these digital channels to develop effective communication, transaction, and collaboration too. In this concern, social media is considered as the best options to connect with customers with no time.
Apart from above, the key electronic media and communication strategy of Adidas is website development because it helps it to maintain its brand image as well as deliver better services to its customers in an effective manner. In addition, with this strategy, Adidas compete within the competitive market progressively (Watson and Hill, 2015). Moreover, Adidas’s online promotions include banner ads and online community, current information in concern of new products as well as new services and as the most essential support activities. In a similar manner, Adidas is more associated with the electronic media and communication strategy as it adopts advance technology under its organization. At the same time, Gershon (2016) defines that its electronic media and communication supports it to reach its potential customers so that it can capture the whole the target market. Thus, Adidas is more connected with the ways of electronic communication in comparison to Woolworth. In this manner, it can be mentioned that the electronic media and communication methods of Adidas are more effective for the company.
Section 3:
A SWOT Analysis on the communication methods and practices used by companies and describe the findings
SWOT analysis of Adidas
| Strength
· Use of diversified strategy · Strong financial position · Large distribution channel · Adopt Collaboration and memberships · High skilled workforces |
Weakness
· High price range does not allow to capture the premium class people · It largely depend upon the outsourced manufacturing · Limited product line as compare to competitors. |
| Opportunities
· Changing lifestyle of people provide bright chance to tap large market. · The market development strategy help to explore new areas and regions · Expansion of product line provides huge opportunities related to customer base and high recognition in market (Kumar and Bansal, 2015). · Increasing product line for the premium customer group could assist to grab large customer · Adaptation of right set of technology assist the firm to bring more innovation in business. |
Threats
· Entrances of new player in the market can give strong threat to Adidas. · Government regulation can influences the cost of firm as their large portion of product is produced in china and Asia. · Due to majority of its production is being outsources, there is high chances of supplier dominances. |
SWOT analysis of Woolworth
| Strength
· Strong brand name with efficient operations · Use of diversified strategy · Possess more than 100,000 employees · Adopt the modern retail trade model · Offer brand loyalty schemes · Good customer tracking · Achieve segment penetration (both upper and middle class segment) |
Weakness
· Low level of global presences as compare to its competitors · Partial behavior towards certain market · Price way exist due to high competition exist in local and global market. · Low involvement in promotion and communication activities as compare to key competitors. |
| Opportunities
· Woolworth can promote the brand through include advertising, promotion and sponsorships etc (Rahmani, 2014). · It can focus on the acquisition and franchise model to gain large market share.
|
Threats
· Increasing cost of raw material affects the profit margin of firm · Frequent advancement of technology can put pressure on firm to adopt it. · Increased competition from international players affects the market share of Woolworth. · |
Main finding
In respect to Adidas and Woolworth SWOT analysis, there are various key finding are achieved, likewise, they are companies are mark their position in their respective fields and areas so this is the major strength of both of them. But at the same time, it is analyzed that Woolworth market position is not constant which previously it possess as low expansion strategy along with less involvement in promotion activities influences its revenue generation activities (SHTAL et al., 2018). On the other hand, the higher recognition in global market is the major strength of Adidas as they include diversified product strategy along with right distribution channel. This indicates that Adidas proper communication strategy helps them to grow more in global market. At the same time, it is found that Adidas has gained high market recognition but still there are various customer groups that can’t afford it. These are the premium class people who are very well known with the brand unfortunately due to less purchasing power, they can’t buy it. This limitation could restrict the firm to give strong competition to small retail companies who offer the product at low price. Other than that, the main finding is that both the firm needs to bring innovation in their respective field for giving competition to competitors (Richelieu and Desbordes, 2013). Thus, these finding presents that both firms is performing well but still they need to bring variation in their product and market strategy for obtaining future growth.
Section 4:
Assess and compare the communication practices of both companies
In respect to compare of Woolworth and Adidas communication practice, it is found that both are consist of retail firm but they have different set of action when it come to perform business operation. Adidas is more into the technology for performing its function while Woolworth is less involvement in innovation and technology due to which they largely depend upon the human resources. In regards to this study, it is assessed that Adidas uses more of electronic media and communication strategy through make mark on social-site, website and different sites on online platform. It present itself as a digital company by promoting or communicate about its product on social-site by sending videos such as 4D shoes product specification is communicated by use of posting of videos on socials-site (Youell, 2013). However, Adidas use NBA players and football player as its sponsors for communicating about their product to global market. It is done through ask the players to promote the product on their own twitter account such as @brazuca which already has 2.2 million followers. This helps the firm to get recognition about their new offerings. However, the internet, social-media coverage is the major sources of communication strategy and this electronic not only just use for customer but it also follow for meeting the information needs of different stakeholders. Firm include customized portal for the organization in order to communicate different set of people at a time and allow the continual flow of information which support the timely take of effective decision (Lorenzo-Romero et al., 2014). Besides that, emails and online messages are also used to make communication with different suppliers, distributors and staff of varied department.
On the other hand, Woolworth limited is the firm which includes non-electronic communication for making communication with customers (Jensen, 2013). It majorly use letter format to present the information to different stakeholders along with use of annual report for the investors. This practice helps the Woolworth to share the information to various groups of people and allows them to perform the work like investor analyzes the firm position with the annual report and then take investment decision (Ducret, 2014). At the same time, verbal conversation is also used by the firm through conduct meeting for the store manager in regards to make discussion on the problem and provide solution on them. This verbal process also use by the firm to take wise decision (Garg and Garg, 2013). Thus, both the firm used different communication strategy as Adidas use the electronic mode of communication such as online platform for capturing global market while Woolworth follows the non-electronic method to make interaction with individuals. Thus, the excessive use of electronic media in current scenario push Adidas to capture global market while less focus of Woolworth on this platform would be the reason behind low market share as compare to Adidas.
Recommendations
In order to bring more efficiency in the communication network of both the firms, there are various solution will be offered. It includes the large focus on the visual presentation. It is an effective way to communicate the message or information to individual in clear manner. This mode should be use for customer majorly and it helps the firm to grab more attention of customers in short span of time. Moreover, right gesture and posture of marketer of seller in store is equally important for organization. This can be done through conduct training and development session for staff on weekly manner. It allows the staff to bring necessary skills in themselves and able to mark a strong impact in the mind of consumer (Ruggiero and Vos, 2014). This practice is majorly proven effective in the case of both firm as Adidas and Woolworth consider as a retail firm where staff have a direct interaction with customers. So this strategy can support towards making right set of engagement.
Furthermore, the development of own application can also help the firms to make direct contact to customer and take feedback on product and services which assist them to bring improvement in product ranges (McCroskey, 2015). Therefore, these recommendations prove to be useful for both Adidas and Woolworth to achieve and maintain high loyalty of customer towards brand.
Conclusion
From the above discussion, it is concluded that both firm such as Adidas and Woolworth rely on different communication strategy. Likewise, Adidas majorly focuses on the electronic communication strategy through use of social-site application, e-commerce facilities via website and emails methods are followed to capture the global market. On the other hand, Woolworth limited used the non-electronic communication method in the form of share information by using the flow chart and annual reports. However, meeting is also undertaken in order to discuss problem and take valuable decision. Thus, both the companies use the communication strategy in different way but their objective is common which to achieve the high recognition in global market. On the basis of above study, it is analyzed that Adidas is used the communication strategy in more relevant manner as compare to Woolworth in current business environment.
References
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Jensen, J.V., 2013. Ethical issues in the communication process. UK: Routledge.
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