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Business Communication - Essay Example

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Group Work: Business Communication (Name) Presented to (Instructor/Tutor) (Course/Subject) (Institution/University) (City, State) (Date) Part 1: Produce a corporate communication Heineken is one of the world’s leading brands for more than 130 years. It is the next best imported beer in U.S and the best in Europe…
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Business Communication

Download file to see previous pages... The goal of the company is sustainable growth reflected in consistency and profits. In order to achieve its goals, the company need commitment to accelerate efficiency, reduce cost, focus on potential markets and implement efficient decision-making and execution processes. One of the greatest challenges the company is faces is that the beer industry is in its mature competitive stage. In the beer industry, 37% of American adults are beer drinkers. Furthermore, it is the widely purchased hot drink with a projected steady growth. The beverage is enjoyed by all types of consumers. Competition from other competitors is immensely strong. Every company tries to strengthen their global position. Some of Heineken’s rivals are InBev and Grupo Modelo. To cope with the stiff competition most companies, sorted to merging and acquisition. For example; South African PLC united with Miller, and Molson was acquired by Coors. In 2004, InterBrew merged with Ambev and later acquired Anheuser-Busch. Heineken has to ensure that it is well presented globally. It became the first company in worldwide distribution of its products aided with strategically placed warehouses. In its operations, small brewers were acquired that made it the biggest beer maker in Eastern Europe. With many brewers across the world, the company has the strength of shipping its products to local areas with minimum costs. Through the acquisition of many breweries, it managed to spread it label. The company decided not to advertise its product on TV in UK from the year 2006. This communication strategy is challenging because most corporations used media to reach homes of millions (Lin, no date). Part 2: Evaluation of corporate communication Is the communication strategy chosen by Heineken a creative corporate communication? The strategy was a right one. The aim of corporate communication is to pass your message across to clients, organization staff as well as to the stakeholders. The message preached is the starting point of discussion within the organization, and a message can be communicated through many options. The point of argument for Heineken was that TV channels cannot effectively reach targeted market because they are many. The company sought for better alternatives that were adequate and effective than TV adverts (Aashwin 2005). Heineken became sponsors of Heineken European Cup in rugby union and European Champions League through Amstel beer. Through this strategy, the company would get exposure on TV with a target of reaching its consumers. This mode of approach looks more effective than blanket TV adverts. Creativity in reaching its global market puts it ahead of its competitors. Through this sponsorship program, customers get associated with the product of the organization. Heineken incorporated other efficient ways of communication. Communication is conveyed through mission statement, packaging, logos, livery, endorsement and straplines. Part 3: Legislation Communication policy is required by organizations because it provides guidelines managers should use in daily communication with employees, stakeholders and customers. Guidelines are also issued on company spokesperson and rights of employees. A clear definition of operational methods is required because they are used in marketing and influence physical design of markets and regulations. Factors to be considered when developing ...Download file to see next pagesRead More
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