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Communication strategy

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Petronila A.
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documents in English
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case study
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  1. Purpose for the communication strategy
  2. Mission of the company
  3. Business objectives
  4. Situation analysis
  5. Communication goals and objectives
  6. Key themes and messages
  7. Conclusion and recommendation

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.

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.

[...] 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. [...]


[...] 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. 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. [...]


[...] 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. [...]


[...] 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. [...]


[...] 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. [...]

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