Case study analysis of communication strategysummarize the communication strategy of your chosen organization, b) analyze the communication strategy of your chosen organization, and c) explain...

In this assignment, you will need to a) summarize the communication strategy of your chosen organization, b) analyze the communication strategy of your chosen organization, and c) explain how you would integrate the communication strategy into the current organization where you work or into a former organization where you have worked.

A. Summarize the Communication Strategy

Locate an article that discusses the communication strategies used by your chosen organization. After reading your chosen article, you may find the exercise below to be helpful in developing a summary paragraph. Identify the author(s) of your chosen article, and complete the following exercise:

[Insert author’s name here] discusses how innovative communication processes have helped [insert name of the organization here] resolve [insert issue here].

The top reason [insert author’s name here] holds that position is __________.

A second reason [insert author’s name here] holds that position is __________.

A third reason [insert author’s name here] holds that position is __________.

After filling in the blanks, you should have a list of the positions and claims made by the authors about your chosen organization. Shape your notes into a summary paragraph. (Do not simply include the list that you completed in the exercise above.)

Remember that the summary paragraph is where you will present information from the source. You will provide your analysis and interpretation in the following section of the paper.

B. Analyze the Communication Strategy

Be sure to include how the communication strategy impacts the organization on multiple levels. Feel free to use the four levels of sales, services, value chain, and continuous improvement as a model, which was discussed in the case study on the Dell Computer Corporation in the Unit VI Lesson. (Note: Your categories may be different.)

In the analysis portion of the assignment, discuss any problems (or potential problems) with the communications in your chosen organization, and provide potential solutions based on your research. Include ways that effective management could help to provide a solution.

C. Explain Integration Techniques

Finally, explain how this communication strategy could be integrated into your current or former workplace.

You will need to reference at least two academic sources.

Use the standard five-paragraph format (introduction/body/conclusion). APA format should be used. The assignment should be a minimum of three pages in length. Content, organization, and grammar/mechanics will be evaluated.

Answers

My selected organization of analyzing the communication strategy is FedEx. It is a multinational corporation in America which deals in tracking, shipment and printing industry. FedEx is my preferred choice since its a multinational organization that has immensely integrated its communication strategy to ensure it gains a competitive advantage over its peers. Prashanth (2003) discusses how innovative communication processes have helped resolve issues in human resource management of FedEx. FedEx (2010) provides that a two-way communication between the top level management and employees is essential for the organization. It has adopted a downward communication approach to matters of human resource management and development to ensure employee are well briefed on all trends in the organization. Additionally, the management reports to employees on strategies it wishes to implement which it seeks recommendations of the staff. Being a complex industry that depends on the efficiency of its employees, FedEx always seeks for ideal strategies which it can communicate with it staff in a friendly way.
Analysis of the Communication Strategy
Murphy (2011) states that communication strategy is prime in marketing. It engages a brands audience to achieve efficiency. Four models are discussed below.
Sales
Kotler and Keller (2009) states that the communication mix consists of six channels namely: advertising, sales promotion, public relations, direct marketing, personal selling, events and experiences. Ideal communication activities enhance the sales promotion activities. They also make it easier for customers to understand the product and its features. Moreover, they try to improve sale by proposing to customers on the available products. A number of organizations have structured their human resource management functions specifically on tactical communication to ensure customers get relevant and appealing information on products of the market.
Services
Services entail intangible goods offered by the organization. Communication strategy influences a lot services offered. Firstly, it embeds the satisfactory service which is essential in an organization. Services are needed when dealing with goods. For instance, before a customer buys goods, he or she needs to make an inquiry at the customer service desk. After making a transaction, after-sales services are also prime to seal a successful bid. Courteous customer service attendants that lay out concise communication between customers and the management lead to brand loyalty.
Value chain
According to Ensein (2001 p. 1) competitive strategies in the organization are based on integrating the value chain. Value chain consist of all activities that take place in an organization, from the start up to the end of production. Some of the activities of value chain are: research and innovation, marketing and production. Therefore, there is a lot of integration between the value chain activities which need coordination and collaboration. Updated communication between the departments ensures all of them are overhauled with the new techniques both internally and externally. Communication transmitted faster in a convenient manner enables all departments to access information in a timely manner which makes them work efficiently.
Continuous improvement
Continuous improvement shapes organizational culture and determines its stability (Bessant, Caffyn & Gallagher, 2000). It starts with assessing, developing and evaluating the performance of employees in an organization. In most cases, communications made on all stages of continuous improvement enable the appraisal exercise to be meaningful in in depth.
Problems with the communication strategy of FedEx
One of the major problems with the communication strategy of FedEx is that most of the commands are only proposed to the management level which does not prefer taking concerns from the employees. It has adopted autocratic communication style that renders the staff inadequate in communication strategy. Secondly, most of the inquiries are made electronically denying customers a chance to seek more clarification and human interface on certain issues that a machine cannot handle. Therefore from the analysis above, FedEx should adopt an upward communication style that is friendly to the staffs. Employees’ concerns should be given priorities because they interact directly with clients and understand their needs well. Also, FedEx should streamline information on the customer service department to ensure the queries made are addressed in a fast and efficient manner. This is because customer service determines the number of potential sales of an organization.
Integration of communication strategy in FedEx
The problems caused by FedEx can be solved by integrating the communication strategies into various departments of FedEx in an appropriate manner. The Upward communication style is eminent for FedEx. In essence employees from all departments can be allowed to air their views freely. The management should encourage the employees to lay crucial information about the clients and observation in their workplace. Besides, high hierarchical communication levels should be discouraged. Many levels that employees need to pass in order to reach the top level should be scrapped. In conclusion, FedEx can train their customer service staff adequately and encourage to ensure they are courteous. Horizontal communication can be adopted to ensure the value chain activities run smoothly. Every department should be able to communicate with each other in order to streamline communication which can make the organization to become successful.

chris10 answered the question on March 31, 2018 at 19:48

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