How it was possible to communicate across multiple languages and platforms

 

Business Communication

 

How it was possible to communicate across multiple languages and platforms

 

Case Studies

CASE STUDY (20 Marks)

The challenges of communicating with nine previously independent businesses spread across a number of countries and speaking three different languages (English, Dutch and Papiamento) were significant. Hamlet had no single tool that would enable her to communicate across all the different territories. Email servers on the same network were only operational in the businesses in the English speaking locations (Trinidad and Tobago, Barbados and Jamaica), whereas the businesses in the Dutch Caribbean (Curaçao, Bonaire, Aruba and Sint Maarten) were operating different email platforms. While Hamlet concluded that there were fewer cultural differences between the countries than she had anticipated, she found that employees were more connected to the local business brands they worked for rather than seeing themselves as members of a larger group. So it was vital to Hamlet that the solution she implemented gave her the ability to communicate the group’s new vision, mission and values in a consistent and engaging way. She also needed to ensure that communications did not come across as “Trinicentric” (Trinidad being the location of the Head Office of the group) or come across as imposing to employees. Hamlet’s research into a software solution that would allow her to communicate more effectively with the distributed workforce led her to the SnapComms internal communication software and in July 2012 Guardian implemented four of the communication channels — Desktop Alert Software, Scrolling Desktop Tickers, Employee Newsletter and Internal Staff Survey tool. Instrumental in her choice was the fact that she could deploy the internal communication tools immediately and would have no ongoing reliance on her IT department to administer them. Hamlet has been pleasantly surprised by the fact that the SnapComms software delivers on its promise and really is as easy to use as it is claimed.

Answer the following question.

Q1. How it was possible to communicate across multiple languages and platforms? Explain.

Q2. Discuss about SnapComms software.

CASE STUDY (20 Marks)

The TelstraClear team wanted the tools to appear visually interesting and attractive, and to keep the text firstperson and friendly. The exception to this is in emergency situations when messages and commands require more immediacy. In these instances popup templates have been designed that relay the situation using ‘emergency’ colours of oranges and reds. A series of visual templates have also been developed for specific audiences, as well as sets of screensavers (customer profiles and staff benefits, for example) so each has a specific look and feel. TelstraClear recognized from the start that the tools, particularly the screensavers, need to be current and change regularly to maintain their impact and interest. SnapMags are now being adopted by various business groups across the organization to target specific information and news to their teams, and popup alerts are also starting to be used by project teams. They can see the value add the popups provide with instant messaging and fewer emails. Also, there is added value in being able to track who has – or hasn’t read – the popups. We’ve now go to the point where teams are coming to us and asking “can we use SnapComms too…” The bright, fun and colourful screensavers have met with overwhelming appreciation and staff are enthusiastic about new ones. They are simple to execute and are immediate and impactful.” Head of Communications, Diane Robinson

Answer the following question.

Q1. Why TelstraClear have found screensavers invaluable? Explain the benefits of screensavers.

 

Q2. Comment on the Head of Communications, statement “They are simple to execute and are immediate and impactful.”

 

 

 

CASE STUDY (20 Marks)

The way in which companies communicate with stakeholders during a crisis event is rapidly changing with the 24hour access provided by the Internet, Facebook, Twitter, and YouTube. Public relations practitioners and other communication executives are struggling to craft messages and maintain control of the flow of messages within this dynamic landscape. As Schiller (2007) explains, in “times of crisis, while corporate communication executives are preparing manicured statements, customers are [simultaneously] blogging, emailing and posting photos out of rage and desperation because the very people who should be listening to them aren’t” Bell (2010) asserts that stakeholders become “interpretive communities in organizational crisis contexts,” capable of cultivating an organization’s reputation through information they receive in cyberspace. Social media allow stakeholders to control when, where, and how “reputational meanings are born and disseminated” as “an organization’s reputation is built on the stories formed by stakeholders and spread within networks” .Nowhere is this dynamic between organizations and their publics more apparent than on video sharing sites, such as YouTube, that encourage citizens and bloggers to be the co producers of messages.

Answer the following question.

Q1. How important is speed of response rate in a digital world, particularly when an organization is facing a crisis situation?

 

Q2. Give an overview of the case.

 

CASE STUDY (20 Marks)

The office of RXL Ltd. wore a deserted look. The marketing manager ,all six regional managers and product managers were busy in a brainstorming session at a faraway location in Kerala .The main reason behind this session was to identify the future course of action for their products mattresses and pillows marketed under the brand name Dreams. The issue was to decide the approach for  the six month long promotion drive to be launched next month. The company is one the largest manufacturers operating at a national level in the market of mattresses. The retail market of branded products is estimated to be Rs.100 crores, and the unbranded market is in the tune of Rs.400 crores. The market is growing at the rate of around 10% per annum in urban areas and 18%in rural areas. At present there are six branded products in the market and Cure is the market leader with 25% market share.’ Dreams ‘is in the middle of the rung with around 14% market share. Besides these two brands, several local and regional brands operate in the market and the market is quite competitive. The company, RXL Ltd,is based in Chennai and its product range includes mattresses,pillows,carpetinlays, wall panels,foot mats,and other products. The manufacturing facility is located 30 kilometers from Chennai and boasts of an ultramodern factory and storage set up. The head office is in Chennai and six regional offices are located in all major cities, i.e.,Bangalore, Calcutta, Delhi, Chandigarh, jaipur and Mumbai. The company sells about 30% of its products to institutions such as hospitals, hotels and resorts, and government bodies. Large sales volume comes from the southern and western parts and some comes from the rest of the country. Besides this ,the mattresses, pillows ,and carpetinlays are sold in retail through dealers in around sixty cities all over the country. Presently the company has around 100 dealers who are looked after by the regional offices. The company began to advertise in print and radio in1987.the advertising theme highlighted features of the products, both in print and radio. About five years back, the company had offered a unique feature,i.e.,a guarantee card, which ensured protection against duplicate products. The company also used sales promotion to augment the efforts of advertising, and dealer efforts. Some promotional schemes offered gifts such as, towel, bedsheet, or pillow with mattresses. All these promotion schemes affected the company’s bottom line and did not find very enthusiastic response from dealers. The company thus needed a new platform to highlight its new campaign A six month promotional campaign is to be launched, with equal mix of print advertising ,consumer sales promotion, and a dealer promotion scheme. The marketing manager wishes to select a theme to portray the ads. In the light of common theme, the various options a available to the company include the lifestyle product theme, the superior quality theme, and the most healthy product theme. The entire advertising campaign is to be based on this theme selected and hence it is very important to pick the most appropriate theme.

Answer the following question.

Q1. What are the benefits of the print media as a medium of advertising?

 

Q2. What are the disadvantages of print media as a medium of advertising?

 

Q3. Do you think that promotional schemes like gifts, discount etc. help anyway to boost the sales of the company?

 

Q4. What were the shortcomings in the company in your view point?

 

How it was possible to communicate across multiple languages and platforms

 

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