Communication strategy

Petronila A.

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Communication strategy

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Communication strategy, Canadian market, globalization

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Abstract

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.

Purpose for the communication strategy
Mission of the company
Business objectives
Situation analysis
Communication goals and objectives
Key themes and messages
Conclusion and recommendation

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[...] 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. [...]

[...] 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. [...]

[...] 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. [...]

[...] 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. [...]

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