Discuss about the Report on Business Communication Plan.
Communication is an integral part in an individual’s life. It is essential to develop a proper communication process. It helps in achieving the overall proficiency in variety of work. Employers want their employees to be function well in a diversified environment. Business provides an individual with an opportunity to interact well with the external and internal structure. Business communication is an important aspect in an organization. It is a necessity for existence (Kono&Lynn, 2007). A corporate environment involves of a structured communication process. It is done to serve the purpose of the external and internal stakeholder. It is a way through which one expresses basic needs and desires to serve the desired goals. Overall necessity of business communication is to transmit information. A company is a complex structure. It is necessary to interact with outsiders to serve the multiple purposes various people interest lies in the company’s profit and loss (Guffey,M. Rogin,P & Rhodes,K,2009).
The scope of business communication defines the overall goals of the product. It should describe the overall purpose of the product. It should give its stakeholders brief information about its benefit. It should suggest how it is different from the rest of the other products available in the market. It must serve the motive behind the launch of the product. Every product has a mission statement which describes its overall features. The product must give its stakeholders clear information about the vision attached with the product. It should comprise all the aspirations of the company (Blakeman, 2008). The strategies should serve the corporate objective of an organization. It should define the overall aim of an organization. The company must adopt a clear strategy for achieving the goals. The management should keep in mind to imbibe all the critical issues attached in good faith. The communication should be impressive and goal oriented. It should involve all the information which is important in achieving the goals (Cornelissen, 2014).
An organization has to interact with multiple stakeholders including media, government, financial institution, legislature, clients, suppliers etc. An effective two way communication will create a mutual understanding, belief and good faith. It is audience centric, it relates with the interest of the audience. It helps in delivering clear idea to solve the purpose of communication. It tries to generate a long lasting relationship with the stakeholder. It helps in building strong relationship with their alliances, partners etc. Good business communication skills will helps in achieving the purpose for the product launch (Freeman,R., Harrison,J.& Wicks,A.2007).
Integrated communication is important for a successful launch of a new car. It includes consistent communication of information about the product and its uses. There are various channels to communicate the launch of a new car or any other product. It can be carried through advertisement, public relation, publicity, promotional online techniques etc. an integrated communication approach helps in reaching to the right customer. There is a need to focus on the ongoing trends. The company should focus on the launch process by collecting ongoing business trends. Before launching a product it should focus on understanding the target market. It is important to focus on the threats and opportunity associated with the product. Business communication should describe the whole information about the product. The channel of communication should be properly made. It is important to understand the target market media preferences. For launching a new car it is important to understand latest market needs and requirements. Company must use effective tools to communicate the basic idea of the product. It is necessary to keep in mind the strategies followed by the competitors. Communication should serve the purpose of the product. If it does not serve the overall purpose, it is of no use. All the information must be crafted in an organized manner (Krizan, A.et al., 2010) (Six Tips For Developing A Communications Strategy For a High-Profile Event Or Product Launch,2016) (Dwyer,2008).
Companies are trying to find a way to engage their employees in better process. This will help in increasing the overall productivity. The most recent study shows that, the organization is using six sigma plans to enhance their overall productivity. These programs are effective in bringing down the overall cost. People are the heart and soul of Toyota. Their communication policies are consumer based. The purpose of Toyota was two folds depending on the benefit of the society and its team members. The rapid growth and diversification has lead to increase in overall productivity. Toyota has a worldwide reach and responsibility. Their common corporate culture is responsible for the overall growth of the product.
There is no other opinion about the success of the Toyota motor corporation. It is due to the strong system TPS (Toyota Production System). There system helps in making the best automobiles at the lowest price. Various organizations have adopted the strong system like Toyota. It is following a strong supportive system which is giving its employees a sense of accomplishment. Toyota invests heavily on its people. They consider their employees an asset to them. They focus on challenging the view points of their employees by understanding the difference. This behavior helps them to pull forward against the prevailing difficulties. It believes in strong internal communication. They insist their employees to use simple language while interacting with each other. They support a complex social networking because; they believe that everyone should know everything. They foster vertical relation across geographical boundaries. Employees are asked to join various clubs to enhance the overall productivity. It has its operations in more than 170 countries. Despite of its size and reach, it functions like a small town company. They allow free flow of information across the hierarchy. Personal relationships are given more priority. They are given an opportunity to understand the environment(Takeuchi, et al. 2008)( Liker,2008).
Stakeholders are the one whose interest resides with the well being of the organization. Their interest resides in the company. There are two type of stakeholder in accompany which are internal stakeholder and external stakeholder.
Internal stakeholders are the part of the company. There soul interest rest with the company’s performance. These are shareholders, employees, investors, board of directors etc. External stakeholders
External stakeholders are the outside parties. They are affected by the internal decision of the organization largely. They include suppliers, government, communities and customers. They are important to achieve the goal of the company. Almost every individual are affected by the decision of the company (Hooley,2008) (Rainey,2008).
In this world of digital marketing, business communication plays a key role in increasing the overall sales promotions. Today’s, market places are more sophisticated. A sale is not the paramount issue attached with marketing. The creation of brand name has become important to survive more focus is given on building the value of the product. At the same time, communication has become a necessity to stimulate the sales. Customers buy what they see (Parente& Hutchinson, 2014). Due to tremendous increase in the communication technology marketers need to be flexible in building their communication strategies. The key to the success of promoting goods through different communication channels is to create direct interest in consumers. Most of the consumer’s decisions are based on the promotional campaign. There are lot many unseen aspects of the communication channels. Strategy enforcement while choosing the business communication process is very important these days.
A traditional communication channel uses media to tell people about the features of the product. An enterprise needs to focus their efforts on measuring the reasonable outcome. These communication channels use the old techniques to communicate the specification of the product (Walter, 2016). These channels are the oldest form of business communication which were adopted earlier to increase the sale. But with growing competition, communication pattern has changed. More focus in earlier time was given on the sales rather on building good relationship. Traditional communication does not serve the motive in this era of globalization (How to create a successful B2B new product launch strategy.2016).
Non-traditional communication techniques are growing due to innovation inn technology. Everyone has an access to the internet. With increasing global competition mode of communicating the brand launch is an important aspect for its life. Social media has become an important source of information in everyone’s life. Strategist should plan launch of their product through creating hype through social networking. Facebook, Twitter, Instagram are the modern source to advertise the detail about the product. It has more global outreach than any other traditional channel of communication. Modern channels are gaining importance in spreading information about a new product. Business communication strategies are an important aspect in creating the hype of the product. A product can only succeed on a long run if the brand promotions are carried properly (Solomon, 2009)( Gudykunst,2003).
Every organization focuses on the communication channel. The new product launch should be managed through various communication channels. The information flows within and outside the organization through different channels. There are various ways to communicate the thought either formally or informally. Both channels help in developing the structure of a launch of a new product. The management has to choose whether they want to distribute the information through formal channels or through informal channels.
Formal channels are the proper medium to communicate any information related to the business. In case of a new product launch it is necessary to address the information through a formal channel. These channels are mostly used by the organizations to communicate the formal information. The information flow through newsletter, press release is the part of formal flow of business communication channel.
Advantages of formal communication:
These are the most effective form of communication. the information flow in a systematic manner.
This communication prevails in the systematic atmosphere. The company who follow such practices achieve in a long run.
Formal communication channel are hierarchal in nature. It flows from one person to other in a proper form.
Disadvantages of formal communication:
Formal channel causes restrictions in flow of information from one source to other. They create a serious atmosphere in an organization.
Informal flow of information
The information flows in an unsystematic manner. There is no proper form or sequence to follow while communicating with the outsiders. This channel is popular these days. Most of the communication is carried informally. Earlier there used to be a proper format to communicate the information. In case of a new product launch more focus need to be given on the communication technique. Informal communication is adopted to enhance the overall capacity of an organization.
This type of communication is followed in an unstructured organization. it depends on company’s way of doing business.
Informal communication channel is gaining importance due to its simplicity. There is an easy feeling to communicate while dealing with the stakeholders. Toyota follows informal communication. It provides more power to the employees of the organization.
Informal communication can cause loss to the organization. The information is transmitted improperly.
In case of a new product launch more focus should be given on the communication channels. It should adopt all those strategies which will be fruitful in a long run. The business communication channel should focus on reflecting the features in the product. How it is different from the other products. A communication strategy needs to be implemented keeping in mind the market atmosphere. It is necessary to identify the goals of a business. It is necessary to keep in mind how the media campaign should be launched.
Firstly it is necessary to identify the goals. The purpose of communication must be discussed well before announcing it. It’s always better to draw a plan and launch it. Secondly, these days social networking is playing a significant role for promoting the interest of the company. In this age of technology it is necessary to focus on the technology. It helps in sharing the overall information about the product.
It’s better to collect market information before communicating a new product launch. It is important to understand the objectives of the product. Proper market research before business communication is an added advantage. It is necessary to read the latest market trends(Six Tips For Developing A Communications Strategy For a High-Profile Event Or Product Launch.2016).
The current communication practice is based on developing formal channels in between various parties. This practice helps in developing the overall focus of an organization. the business communication channel is made to serve the purpose of the product i.e. the Car. Company should adopt a consumer centric approach to deal with the focused customers. In this competitive world it is necessary to focus on the overall business strategies. The business communication provides with a series of guidelines to plan the future of the organization. The consumer plan should be:
Consumer centric (it should focus on their consumer class)
Goal oriented (strategy driven) (Lewis. et al. 2006)
Conclusion:
The business communication is an essential activity to serve the interest of the newly product launch. The major practices followed inn business communication of car is based on the consumers. Every business organization should focus on building a strong communication structure which is appealing for the audience. This report focuses on the business communication strategies which will be beneficial on a long run. It is important to adhere to the measure necessary to be taken care while launching any new product. Business strategies should focus on reflecting all the new features. It also differentiates in between the Toyota communication system. It has focused on the formal and informal business channels. Lastly the business communication should focus on overall business goal. It is necessary to understand the importance of the growing competition. Globalization has lead to excessive competition. Business communication act as an important tool to address the needs of the product. It is based on the current necessity and goals of the company.
With rising global competition and diversification of market business communication techniques should be more attractive. It should be based on the prospective customer. The marketing strategies need to be competitive.
The report discusses all the necessary ways of communication both formal and informal channels. The non-traditional techniques are gaining importance due to its outreach. Company must focus on reaching their customer by promoting their brands on social networking.
Internal communication and external communication is essential for the survival of the organization. It should focus on building a robust system. Toyota plan should be followed while developing the market strategies.
Non-traditional communication should be given more preference in launching a new product. Promotion should be based on the stakeholders. Different stakeholders have different preferences. Cross-cultural communication should be based on the market. Strategist must focus on the cultural environment. It is necessary to conduct a market research before establishing
A comprehensive market research is necessary before launching any product. Every market has a different culture. The culture in Asian countries is different from the rest of the world. It’s better to conduct the market research before building communication strategies.
References
Blakeman, R. 2008. The Bare Bones Introduction to Integrated Marketing Communication. UK: Rowman & Littlefield Publishers
Cornelissen, J.2014. Corporate Communication: A Guide to Theory and Practice. SAGE
Dwyer,J.2008. Communication in Business: Strategies and Skills. Pearson Education Australia
Freeman,R., Harrison,J.& Wicks,A.2007. Managing for Stakeholders: Survival, Reputation, and SuccessSeries in ethics and leadership. USA: Yale University Press
Gudykunst,W.2003. Cross-Cultural and Intercultural Communication. SAGE Publications
Guffey,M. Rogin,P & Rhodes,K.2009. Business Communication: Process and Product.USA: Cengage Learning
Hooley.2008. Marketing Strategy and Competitive Positioning.USA: Pearson Education
How to create a successful B2B new product launch strategy.2016. Online. Retrieved from: https://www.avenue-inc.com/ave/how-to-create-a-successful-new-product-launch-strategy/Accessed on 16 September 2016
Kono,T.&Lynn,L.2007. Strategic New Product Development for the Global Economy. Germany:Springer
Krizan, A.et al., 2010. Business Communication: Business Communication Series. USA: Cengage Learning
Lewis,P., et al. 2006. Management: Challenges for Tomorrow’s Leaders. USA: Cengage Learning
Liker, J.2008. Toyota Culture.USA: Tata McGraw-Hill Education
Papa,M. Daniels,T& Spiker,B.2007. Organizational Communication: Perspectives and Trends. USA: SAGE Publications
Parente, D. & Hutchinson.K.2014. Advertising Campaign Strategy: A Guide to Marketing. USA: Cengage LearningCommunication Plans
Patel, N.2015.8 Elements of a Robust Product Launch Strategy .Online. Retrieved from: https://www.forbes.com/sites/neilpatel/2015/03/16/8-elements-of-a-robust-product-launch-strategy/#713ee7556851 Accessed on 16 September 2016
Rainey, D.2008. Product Innovation: Leading Change through Integrated Product Development.UK: Cambridge University Press
Six Tips for Developing A Communications Strategy For a High-Profile Event Or Product Launch.2016. Retrieved from: https://www.forbes.com/sites/forbescommunicationscouncil/2016/04/21/six-tips-for-developing-a-communications-strategy-for-a-high-profile-event-or-product-launch/2/#402da93566fe Accessed on: 16 September 16, 2016
Solomon, 2009. Launch! Advertising and Promotion in Real Time. USA: Flat World Knowledge
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Takeuchi,H., Osono,E. & Shimizu,N.2008. The contradictions that drives Toyota’s Success.Online. Retrieed from: https://hbr.org/2008/06/the-contradictions-that-drive-toyotas-success Accessed on 16 September 2016
Walter, V.2016. Crowd funding for Sustainable Entrepreneurship and Innovation Advances in Business Strategy and Competitive Advantage. USA: IGI Global
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