In this report I will be analysing the types of information used in the company coca cola which is an American multinational corporation retailer and marketer selling multiple types of carbonated beverage (including coke zero diet coke sprite and etc) governed by the 5 communication forms: verbal, written, onscreen, web based, multi-media and both internal and external factors. with a huge geographical spread and product portfolio coca cola has five main strategic actions: revenue and profit growth investing brands and business becoming more efficient simplifying the company and refocusing on the core business model.
Beginning with the revenue and profit the business improves (in a developing market) profitability and offers small more premium packages to promote and entice consumers to buy in doing this the organisation has multiple examples of web based, onscreen and multimedia promotion promoted by the marketing team with profits and statistics handed out by the accounting team . social media/social media personalities advertising the products such as famous athletes and celebrities with huge followings and also 2011 share a coke endorsement (and many more) with the personalised name on the bottle of coke with a then 2% increase in sales #shareacoke trending number 1 on social media this is all an example of web based/on screen communication which is done online or on the screen of any piece of technology and is an informal active approach that has more advantages than not as this can be specifically tailored to a certain demographic and or a wide range of people from simply being interested in social entrepreneurship to even political preferences.
Also using the written form of communication which is words on paper the company uses are news article and magazine to promote leading to growth and profit using article advertisement for over 100 years proving to be exceptionally reliable for consistency (causing customer loyalty) and better to come products also page long advertisement in magazines maximizing positive impact of marketing incentives this form again has huge advantages as the magazines have a long life meaning they can appear more frequently in offices/waiting rooms/magazine racks etc and people will pass it on increasing exposure however the disadvantage are including things like costing due to colouring and lengthy deadlines that have to be booked months in advance requiring a marketing team able to keep advertisement up to date constantly. another communication form the business uses is multi-media communication which is showing information in multiple media formats including image video audio and text. This for coca cola is both tv adverts or video adverts in general for example the famous 2012 move to the beat campaign for the Olympics targeting teenage consumers by taking advantage of the coming together and celebration of the Olympics using the sound of the sports equipment to make a song. The main elements of this campaign were he song the apps created around this campaign (the digital beat) and tv commercial this in turn created a huge turn out in increase in statistics
25 million video views on desktop and mobile
1220 people subscribed to the channel
Was the second most talked about brand at the Olympics (which includes an element of verbal communication being that it is word of mouth communication)
39 million impressions on Facebook, 546,000 impressions on YouTube
Attracted 1.5 million fans for coca cola on Facebook and 21,000 on twitter
The advantages of this form of communication are its multi-sensory all in one its interactive and it can be shown to many individual/groups which is good for a mass corporation however a disadvantage is that this takes time money and specific training for the marketing team to come up with an idea that will have all interesting qualities.
The second strategic objective is investing their brand and business in better marketing to improve quality and quantity of the business spending over 250 million on advertisement as well as improving in their beverage portfolio to overall continue and expand the business. The third objective is becoming more efficient this include investing in better marketing and also financial flexibility so increasing efficiency and decreasing cost a way of doing this was to start zero based work where at the start of the year budgets start at zero not carrying on the profit made from the previous year proving to have more than 600 million in productivity improvement in 2015. The source of this information are annual reports swot analysis market research and financial accounts.
The company has also announced a marketing campaign putting coca cola, diet coke, coke life and coke zero under one umbrella advertising lower sugar no sugar and no calorie called one brand. The organisations advertisement strategy is very original its different with design and print increasing by 1 billion in 2016. This then followed by the original campaign ideas such as share a can and sing for me. With a range of sales marketing Ideas coca cola adds incentives as a reward for buying their products such as a free cooler bag with a minimum price spent seasonal Christmas caravan pack including souvenir products and 2 for 1 promotions during sport season and other events whilst global restaurant offer coke free as promotion like on monopoly McDonalds tickets you can win a free coke.
The fourth object is simplifying the company this has been achieved by delayering to become more efficient and by removing any other unnecessary roadblocks to improve effectiveness. And finally, the last objective to refocus on core business model which is the expanding on their beverage portfolio with more than 500 brands. All five of these objectives are to help grow and maintain a efficient established company.
Both external and internal features causing the business to either fail or succeed depend on the overall management and communication of the company. This is where the 5 points of communication come in. The internal factors are the issues effecting the performance within the company which includes employees and managers money and resources company culture and the external factors are the outside influences that impact the business which include the economy competition from other businesses politics and government policies and customers and suppliers. For coca cola ways to overcome the negative impact on the company by these factors and change them into positive is employee engagement. Success depends on the motivation and commitment of the employees through verbal communication (word of mouth) of constructive dialogue with employee representatives groups and employee surveys (which can be written on paper or on screen written on a computer).
This is to make the employees feel like they play a part in helping the team encouraging them to stay further in the organisation this source of information comes from the management team. Another way is through a key management team HRM this team handles anything do with people’s issues in the organisation. To avoid the negative internal impacts HR handles the recruitment stage of employment this would require a formal letter including job description and what you are required to have skills wise as a candidate. The purpose of this would be to hire the right people will advanced skills in an area to make the company improve with its new found efficiency serviced by highly skilled employees another way could be implementing new laws which is sent to hr through a formal letter by the government this is then passed on to senior management and with their knowledge of internal personal and external factors of the company they come up with efficient ways workers can work around using the new law to their advantage whilst improving performance and quality of work life. coca cola also uses web based (online communication) to keep in touch with employees, customers and clients, one way of doing so in through share point.
This is virtual data base communication externally as well as internally it allows the coca cola team to find information of different projects share point has collaboration and messaging tools allowing instant connection around the world and offers deskless working environment with all info sourced by senior management. Also the organisation uses on-screen communication to pass out information by using video conferencing (which is also a form of multi-media as it uses audio sound a sometimes text) and phone calls by upper management with maybe clients overseas physically meeting the other person improving relationships in the business which is an advantage as time and money isn’t spent travelling to far away locations.
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