Communication Strategy - Term Paper Example

? COMMUNICATION STRATEGY (Scenario Five) Inserts His/Her Inserts Inserts To the Management Team: The plan highlighted below presents a communication strategy required to improve the product awareness of the company in Canada. The strategy used takes advantage of the social, economic, political and technological advantages afforded to the company in Canada to ensure that hockey sticks produced by the company get a good market share in the sports industry. The strategy is divided into the following sections: A. Purpose for the communication strategy B. Mission of the company C. Situation analysis D. Business objectives E. Communication goals and objectives F. Key themes and messages G. Conclusion and recommendation Through the sections listed above, a strategy based on internal communication, media relations and partners-stakeholders communication is presented. Thank you. A. Purpose Due to globalization and rapid economic growth, multinational firms are becoming very prevalent. Due to this, managers are faced by intercultural communication challenges. According to Hofstede (1980), culture is the software of the mind and as such it has the ability to influence behaviors and thinking patterns of people. The way people function and interact in their day to day lives is a product of mental conditioning. . According to Steyn (2000), communication offers the only way by which team members can work together to achieve the goals of an organization. B. Mission This plan aims at increasing the brand awareness of the company’s merchandise in the Canadian market. The company has garnered a lot of success in Russia and Finland has not ventured much into the Canadian market. The company thus intends to penetrate the Canadian sports industry by supplying hockey sticks. The company has already signed contracts with various Canadian sporting goods chains that will begin selling their merchandise in February 2014. While the Canadian stores will handle the point-of-sale marketing, it is important for the company to raise awareness of its goods in Canada thus creating the foundation for a strong market share. C. Situation Analysis The most important issue affecting the company is the lack of an effective marketing base in Canada. While the company has had some success in other company, entry to a new market with vastly different cultural background may prove difficult. Basically, the company has to contend the cultural gap between the two countries while also proving that their merchandise is up to par. By instituting these changes, the company itself will experience substantial growth. Communication effectiveness will also make it easier for point-of-sale marketing efforts to progress much better. Internal communication in the company is also set to improve thus improving the overall position of the company. Some of the communication issue that the company wishes to address re as follows. First, the company has to improve communication between the parent company in Pohang, Korea and various partners all over Canada. The second communication issue is raising the awareness of the Canadian market on the company’s merchandise. Finally, the company seeks to set up an effective communication channel with its shareholders thus ensuring the financing of marketing efforts progresses smoothly. At the moment, the company has access to a lot many communication infrastructures. The advent of the internet has enabled communication efforts to be simplified at a cheaper price. National media such as newspapers, television and stadium electronic boards provide another avenue the company can utilize. The implementation of the company’s communication efforts is best implemented by the Canadian section of the company. The company can utilize its various partners in Canada in order to develop an effective communications team that has a better grasp of the Canadian economic and social scene. The communication strategies employed will only be deemed successful if the company manages to secure an acceptable percentage of the Canadian market share (Lynch, 1997). The eradication of potential internal communication difficulties will signify the success of the instituted plan. D. Business Objectives An analysis of the company’s current position as well as the prevailing market conditions will enable the development of a communication plan that can be applied with respect to both the current situation as well as expected changes in the future (Kotler, 2009). In order to initiate an effective plan, it is important to assess the current goals of the organization and who the organization seeks to serve. External Environment Analysis a) Political Analysis The political and legal framework within a country usually affects how a business operates and its profitability (Payne, 2005). Canada has a very strong political system as well as favourable trade laws that make it possible for this company to conduct its businesses. The Canada-South Korea relations are also quite good since full diplomatic relations between the countries was established in 1963. b) Economic Analysis Canada is one of the richest countries in the world and has been ranked as having the 11th largest economy in the world. The Canadian enemy is largely made up of international trade and thus have a developed system that governs trading with foreign company. The ease of doing business is very good as has been ranked as the 17th best in the world (Wallace, 2002). c) Social Factors Canada has often been considered as being multicultural, very diverse and highly progressive. The country draws its culture from its diverse assortment of nationalities and policies instituted to support a just society. An important aspect of the Canadian society is its love for sports especially hockey. The sport is considered as the national pastime of Canada and boost high numbers of men, women and children at several levels of competition. A long time tradition in the country is Hockey Night in which games from the Canadian NHL series are televised nationally on Saturday nights (Petty, Sherbert & Gerin, 2006). d) Technological Factors Canada is a developed country whose main revenue comes from the manufacturing industry. The country has very good technological facilities that enhance trade and transport. Computerization has spread widely and is used in many shops and retail outlets for both communication and carrying out business transactions. E. Communication Goals and Objectives According to the theory proposed by Marslow, when the communication trends of a given corporation are unable to meet the perceived needs of the individual, the individual will uphold previous practices in order to find satisfaction. This company seeks to promote its brand thus enticing consumers from other brands (Kami, 1984). In order to develop an effective communication strategy, it is very important to recognize personal motivations in this communication (Pepall, Daniel & Norman, 2005). This involves carry out a WIIFM (what’s in it for me?) analysis. This involves looking at the various characteristics of the target audience of the communication and the challenges they pose. The audience that mainly pertain to this company are sport teams and their players, sport goods chains, the general population and investors. The first important audience that we review is sport teams. The Canadian hockey industry is very strong and is composed of very many teams. Sport teams have engaged in many contracts with sports equipment manufacturers and retailers. Sport teams are basically companies that target reduction of cost, acquirement of high quality goods and maximization of profits. The second audience to consider is retailers and sport goods chains in the country. The company is somewhat unknown in the Canadian market and one of the best ways to change this is to improve its image to sport goods retailers in the country. Retailers in the country have a lot of power on determining the success of a particular brand as they promote point-of-sale marketing and are also responsible on the wares they sell. By setting up a good communication channel with local retailer, the company can be able to move more goods therefore in essence improve its image to consumers The third audience to the company’s communication strategy is the general population of Canada. Hockey is the national sport for Canada and thus it is ingrained in many aspects of Canadian citizens. From friendly games and local leagues to national championships, Canadians are much vested in the developments in the sport. The general population is mainly driven by hype, advertisement and word of mouth to determine what they purchase. The customers want high quality goods that are both affordable and offer a sense of belonging. The final important audience targeted by this communication is the investors. Tibble (1997) noted that it is possible to enhance the value of a given institution by simply improving communication with investors. F. Key Themes and Messages In the previous sections, we have considered various aspects that directly determine the effectiveness of the communication channel employed by the company. From this information, it is important for the management team to develop a set of statements that will convey the main information of the initiative i.e. brand improvement. The messages generated can become the principal theme for the company’s materials and activities (Pepall, Daniel & Norman 2005). The messages developed can be used as talking points with team members, for slogans, drop-in articles, and as basis for radio. In developing the message design, the channel and purpose of communicating information are very crucial. Information can be designed to alter behaviour, convey new facts, change attitudes and encourage involvement in decision-making (Moss & Warnaby, 1998). It is important to note that for the public to be motivated they should receive information, understand the information, trust it, agree with it, and finally act on it. For this company it is important to ensure that the following aspects are considered: Clarity: The messages developed should convey what the company wants in a clear manner that will assure the understanding of the public and to limit chances for inappropriate action or misunderstanding. Consistency: The messages should be the same even when interpreted by different parties. Main Points: the main points dealing with brand promotion should be well visible and not hidden among jargon. Tone and appeal: the messages should be able to reassure, challenge and alarm its target in order to meet its function. Public need: The messages should be based on what the audience believes to be necessary and not what the company believes (Kami, 1984). The communication messages are usually geared to specific audiences and thus we shall look at the individual target audiences. I. General Consumers The first target audience to consider is the general consumers. The barriers that may impede brand awareness among the general population includes reliance on the status quo (resistance to change), lack of sufficient information about the offered merchandise and low level of trust. In order for the awareness of the company brand to improve, there has to be a considerable change in consumer attitude. The company needs to change the reliance of the consumers to locally produced hockey sticks. Steps should be taken to show that hockey sticks produced by the company are better and more reliable than those locally produced. However, the company should be careful not to antagonize the consumers by negatively attacking local companies. The next attitude that requires change is ignorance of the company’s goods. While the company has had a lot of success in countries such as Russia and Finland, Canada still remains a challenge. The company should ensure that as many people as possible fully understand what the company has to offer. Finally, the company is relatively new thus most customers have low levels of trust on their product. The company should ensure that their messages touch on this fact and seeks to redress this issue. The company should ensure that hockey sticks delivered and sold are stamped with approval from regulatory bodies from within the country and their advertisement efforts should also state this fact. II. Sports Teams and Players Hockey sticks produced by the company are meant to be used by sportsmen both at the amateur level and at the professional level. Professional hockey is a lucrative industry thus the company should target specific sport teams in their initiative. Barriers that may prevent a successful promotion of the company’s brand to sport teams include over-reliance to already known brands, lack of exposure to the company’s merchandise and price differences of the merchandise. If the company manages to reach this audience, we may benefit from cheap advertisement as the general population may be swayed by the trend adopted by the teams. Reaching sport teams is very important as it creates the basis with which the company can penetrate the Canadian hockey industry. In order to solve these facts, the company should ensure communication to sport teams illuminate success enjoyed by the company in other countries where hockey is played at a professional level such as Russia. The company should also put forward what they can offer that other competitors cannot deliver. In order to increase the level of exposure of hockey sticks produced by the company, the company should initiate a means to present its portfolio to prospective teams and the level of success its goods have received in other areas. The company produces very good hockey sticks hence the company can set up a way in which players can have a feeling of what the company offers such as promotional exercises. The company in this case can invite players to use their sticks for a game and collect their views on what the players think about their goods. To ensure a clear and integrated approach at the corporate level is established where responsibilities are clearly assigned, a dedicated communication capacity exists and a co-ordinated communication effort exists, it is important for the company to set a corporate communication team. III. Local Retailers The hockey sticks produced by the company will be sold by local retailers who will also be responsible for over-the-counter marketing. The company communications to the retailers should be both informative and also promotional. Local retailers are also used to dealing with certain manufacturers and may find it hard working with new people especially those from a different culture. The company should therefore be able to deliver and support effective internal communication between the retailers and the main manufacturing plant. This can be best instituted by setting up gatekeeper responsible for collecting and disseminating information between the two groups in a manner that fosters cooperation. There is also the risk of stylistic differences in personal communication that may arise due to huge differences between the two cultures. The company should ensure that their communication efforts display both tolerance and respect for difference in culture. IV. Investors In order to increase product awareness in Canada, the company needs the backing of investors. Investors are mainly worried about the bottom-line and whether they can trust the management team. The company should thus communicate to all stakeholders the key role involved improving product awareness. The next important implementation is facilitating partnership through appropriate and effective two way communication. The company should ensure that the investors are given regular updates on the progress made by the company. Conclusion The strands of this strategy include internal communications, media relations and partner and stakeholder communication. The strategy strands will be instituted in an integrated manner with each having a specific focus as highlighted in the previous section. The objectives of each communication strategy have also been defined and plans to measure success will be utilized. The channels for communication available to the company include the internet, new conference, stadium electronic banners, television, radio, virtual meetings, face-to-face meetings, websites, newspapers and electronic newsletters. References Hofstede, G. (1980). Culture's Consequences: International Differences in Work Related Values. Beverly Hills, CA: Sage Publications. Kami, M. (1984). Strategic planning for changing times. Dayton, Ohio: Cassette Recording Co Kotler, P. (2009). Principles of Marketing. New York: Prentice Hall. Lynch, R. (1997). Corporate strategy. London: Financial Times Pitman Publishing Moss, D. & Warnaby, G. (1998). Communications strategy? Strategy communication? Integrating different perspectives. Journal of Marketing Communications, 4:131-140 Payne, A. (2005). A Strategic Framework for Customer Relationship Management. American Marketing Association, 69: 168-170 Pepall, L., Daniel J. & Norman, J. (2005). Industrial Organization, Contemporary Theory and Practice. Ohio: Thomson South-Western Petty, S., Sherbert, G. & Gerin, A. (2006). Canadian Cultural Poesis: Essays on Canadian Culture. Toronto: Wilfrid Laurier Univ. Press Steyn, B. (2000). Model for developing corporate communication strategy. Communicare, 19(2):1-33 Tibble, S. (1997). Developing communications strategy. Journal of Communication Management, 1(4):356-361. Wallace, I. (2002). A Geography of the Canadian Economy. Don Mills: Oxford University Press Read More