Lade Inhalt...

An analytical case study on existing corporate communication strategies of TESCO PLC, UK

Hausarbeit 2013 13 Seiten

BWL - Unternehmensforschung, Operations Research

Leseprobe

Contents

Introduction

Analysis and discussion

Task 1: Analysis and examination of existing communication strategy and its importance Purpose of communication strategy
Requirement 1.2: How corporate communication link to corporate objectives
Requirement 1.3: The relationship between corporate communication and corporate branding

Task 2: Planning and evaluation of corporate communication audit
Requirement 2.1: Planning of an internal corporate communication audit
Requirement 2.2: Conducting an internal corporate communication audit
Requirement 2.3: Effectiveness of current level of practice
Requirement 2.4: Planning of an external corporate communication audit
Requirement 2.5: Conducting an external corporate communication audit
Requirement 2.6: Effectiveness of current level of practice

Task 3: Development of a corporate communication strategy
Requirement 3.1: Objectives of a corporate communication strategy
Requirement 3.2: Selecting the audiences to influence with a corporate communication strategy
Requirement 3.3: Appropriate measures to monitor a planned corporate communication strategy

Conclusion

References

Abstract

Any organization needs to have a strong communication system for its development and regular activities. Basically, communication is one of the most important things in any organization by which the organizational growth and strategies are highly influenced. So, the importance of communication in the corporate world is easily understandable. Sometimes the performance of the organization is determined or selected by the corporate communication. Different terms of corporate communication and its audit are analyzed in this task. For the practical understanding of this report the researcher selected an UK based company Tesco PLC and discussed various topics regarding this research. This study analyzed and examined the existing communication strategy of Tesco PLC and its importance on the current situation. Again it was a plan that conducted the steps of an audit. Finally the steps of a corporate communication was elaborated and discussed.

Introduction

Communication within the organization is selected by the strategy of the organization. Most of the organizations have a communication strategy of their own. That strategy is used while any communication is done within or outside of the organization. So, this is important to have an effective communication strategy for the organization. That strategy should include all guidelines of corporate communication including communication within and outside of the organization (DuBrin, 2011). Most of the successful organizations have a strong corporate communication strategy to make their communication very effective. In this study the researcher has selected an organization for the practical understanding and evaluated the existing corporate communication strategies of that organization. I have selected Tesco for this study to work with.

Tesco PLC is a British company having a lot of branches in the world. It is the 2nd largest retailer in measurement of profit 3rd largest retailer in measurement of revenue in the world. It has headquartered in Chesnutt, UK. It has branches in many countries in the world. Some of the major countries of its operation include Asia, Europe and North American countries. This is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand. The company was established by Jack Cohen in 1919 in UK. Now the company is enjoying a huge profit which indicates this organization as the 2nd largest retail shop in the world.

Analysis and discussion

Corporate communication strategy helps to establish a strong communication media in the organization and strong communication leads the organizational operation to a smooth flow. Different terminologies and steps of corporate communication are relevant to understand for the organizational development and implementation of those terms in the organization (Gitman & McDaniel, 2007). Tesco is an ideal example of an organization to work with the communication strategy in the corporate world. Therefore, the researcher has divided the study into following sections in order to analyze their policies.

Task 1: Analysis and examination of existing communication strategy and its importance Purpose of communication strategy

Everything in this world should have a purpose. Without specific purpose no guidelines can be set. So, there are also some purpose for the communication strategy. According to the above mentioned authors, some of the purpose of communication strategies are-

- Corporate communication strategy helps to define the approach of the organization in the respective field.
- Corporate communication strategy sets specific guidelines for the employees and personnel to communicate in a standard manner.
- Corporate communication strategy has a purpose of achieving the organizational goal with the best suitable communication media and tools.
- Corporate communication strategy defines a work plan and helps to implement the plan for the improvement of the existing communication system in the organization.
- Corporate communication strategy is targeted to provide the best output from the available communication Medias.
- An effective corporate communication strategy helps to identify the weakness and lacking in the existing communication system in the organization and find out a way to remove the weakness.

These are the basic purpose of corporate communication strategy in any organization. But there may be some other purpose for any organization based on the environment and situation of the organization (Schultz & Wehmeier, 2010).

Requirement 1.2: How corporate communication link to corporate objectives

Corporate communication and corporate objectives are 2 common words in the corporate world. Both of these are highly related with the organizational goals and objectives. Corporate communication is the formal system of communicating with the different stakeholders in and outside of the organization. This communication system helps to have a strong relation with the stakeholders of the organization and leads the organization to success.

Corporate objectives are related with the target and goals of the organization. Each and every organization has their own mission, vision, goals and objectives. These objectives are called organizational objectives or corporate objectives. Without specific objectives no organization can run as a boat can’t run without specific target. So, the corporate objectives are important for any organization (Arvidsson, 2010). The assessment of how a corporate objectives and corporate communication are related with other are given below-

- Corporate objectives are selected to achieve the mission and vision of the organization. Corporate communication helps to reach those objectives.
- The purpose of corporate communication is to ensure the regular flow of information to attain the corporate objectives.
- Corporate objectives are short term targets of the organization and that targets can be reached if there is a strong communication system.
- Organization should have effective communication strategy if it wants to meet its objectives within the given time schedule and available resources

Requirement 1.3: The relationship between corporate communication and corporate branding

Corporate communication and corporate branding are not directly linked with one another. But in different organizations there may be some situations where the corporate communication and corporate branding are related with one another (Abimbola, Lim, Foster, Punjaisri, & Cheng, 2010). Corporate branding is the process of prioritizing or giving increase concentration to any branded products or services for the improvement of growth or business. This corporate branding is getting importance day by day in the world market. So, there is a relation between the corporate communication and corporate branding (May, 2011).

The example of Tesco can be given in this regard. The corporate branding and corporate communication strategy can be linked in this organization. Tesco is one of the largest retail shops in the world (Samy, Odemilin, & Bampton, 2010). But it was not very large in its beginning. There were some strategies behind its growth. It sells a huge number of products and most of those are branded products. It was important to have a strong communication with the customers and clients of the organization for its growth. The branding of the retail shop was not possible without the appropriate corporate communication strategy. Again the communication strategy may not be proved successful if the branding is not given priority. So, there is a relationship available between the corporate communication and corporate branding. In case of Tesco PLC this is proved also.

Task 2: Planning and evaluation of corporate communication audit

Requirement 2.1: Planning of an internal corporate communication audit

Sometimes the organizations need to assess their ability or efficiency in different sectors (Samy et al., 2010). Corporate communication sector is one of those. Corporate communication audit are important for the organizations to assess their competence in the field of communication. This process needs to be done step by step. The plan of the corporate communication audit is the prerequisite for doing an internal corporate communication audit.

According to the above mentioned researchers, corporate communication audit plan is the blueprint of the whole audit procedure. The planning of the corporate communication audit should consider some important topics. They are-

- The size of the organization
- The number of employees in the organization
- The culture of the organization which influence the communication
- The existing communication strategy in the organization The planning procedure should have the following steps-

1. Selecting the part of the organization which will be audited
2. Selecting the auditor for the audit
3. Determining the evidence which will be collected for the audit
4. Plan for the audit evidence which will be used for the audit
5. Select the person to whom the audit report will be submitted

These are the basic planning stage for any organizational internal communication audit. The process may vary based on the organizational size, strategy and structure.

[...]

Details

Seiten
13
Jahr
2013
ISBN (eBook)
9783668226593
ISBN (Buch)
9783668226609
Dateigröße
561 KB
Sprache
Englisch
Katalognummer
v322613
Institution / Hochschule
Prifysgol Cymru University of Wales – University of Wales
Note
B
Schlagworte
tesco

Autor

Teilen

Zurück

Titel: An analytical case study on existing corporate communication strategies of TESCO PLC, UK