The process of sending and acquiring meaning ia called communication. The message should be in appropriate manner so the device can understand the info given in the communication and give responses to the sender. Responses is vital for effective communication. You will discover two types of communication
Internal/Organisational Communication
Internal/Organisational Communication
This kind of communication occurs inside a company. When a food company (sender) sends concept to a sales director (recipient) that he should raise the amount of products for he's going to take for next 2 months and then your sales director reply(feedback) to the company to know the precise numbers he should increase. This is an example of inside communication. Communication within the business employs and suppliers. So Communication links all several activities drawn in company and confirms that the personnel are going towards similar goals and know just what their duties are and by when they have to take action. Communication should be effective for an organization to get success. Internal communication includes Directors, Professionals and Staff. Except in person it may appear through cell phone, fax or email advance company use technology to converse internally
External Communication
A company must communicate with general public and consumers beyond the business. This is known as External communication. For example a company needs to tell the consumers about services and promotions provided by the company and the business must contact banking institutions for loans. Exterior communication includes Customers, Suppliers, Areas, Shareholders and Banking companies. It can appear through fax, email, Video, words and advertisement
The diagram shows the available means of communication:
Communication can give many benefits to the company. It helps a business to stimulate its employs to work and make them a part of a company. It helps the supervisor in decision making and thus can get appropriate information about it. Good communication will increase the sales of an company and will also create a good romance with the suppliers and also gives a chance to increase financing giving information to the lender about the earnings of the company
Upward and Downward communication
Downward communication is approved by Directors to Managers and then offered to the Companys uses i. e. Directors make guidelines and procedures that happen to be then handed to the company employs and they control and monitor. Downward communication can improve efficiency of working and it can also certify that the employs will work into the same goal
Upward communication occurs in the lower level of company and then it is forwarded to the upper level it can be feedback, thoughts or ideas. Upward communication escalates the determination of the workers and makes them feel well known and valued and also informs about the views of employs.
The company i've chosen to review is J. Sainsbury plc. (Sainsbury). I have picked this company because Sainsbury was at critical level ever sold: Sainsburys have been through a stage of refusal. At that level they have got over taken by many rivals like Tesco and Asda. It's very unusual for big companies to fade away completely from UK these businesses have attained share from Sainsbury through by keeping their price low while Sainsbury was active in producing business and promoting products which have better quality instead of affordability
Now the consumers in UK began to trust the communication, quality and prices of Tesco and Asda and their consumers were increasing daily. Sainsbury was in a big threat of contending with modern retailer environment but in summer months 2004 they started a price reducing policy to somehow contend with others.
Sainsbury is wanting to respond to every challenge it faces, however the competition in the united kingdom market is becoming powerful and Sainsbury is facing difficult situations to come back to its original position. Sainsbury was left behind in competition because of its failure to draw consumers to buy products on quality basis.
Previous Marketing Strategies and their failings
The company has spent its important resources in marketing through traditional channels. Communication channels also demonstrated it successful in a way of fabricating fresher image and more youthful image for UK supermarkets, which was done by advertising on Tv set channels with a chef, Jamie Oliver. Sainsbury has failed to expand their business as a result of old image, which ultimately shows that they are expensive and advanced in brand, which then led to success of its competitors. They were challenging Sainsbury in conditions of confidence and quality with a lower price then Sainsbury plus some observer said that was the key factor involved in the problems of Sainsbury decrease.
Poorly Coded Messages
Sainsbury was compelled to to simplify their television advertising strategies when they had taken the advertsing advertising campaign made by jhon Cleese that was after became a flop with customers, the personnel also said that the message involved in that commericial was perplexing. Sainsbury was seeking to market itself as a low price, however they failed to appreciate that. They should be listening to the customers instead of speaking with them
Sainsbury always tried out to shown itself as synonymous in the quality but on the other palm the consumers said that it's more expensive than its rivals adn the prior campaign needed by them failed as a result of poorly coded note. As a result Sainsbury failed to transfer their subject matter of low priced and high quality or one of high quality and then they endured as a reult
Current Marketing
Now Sainsury's current outdoor plan is designed in providing the best quality products. They had taken the decision to work with the large raodside posters to share with the custmers about their cost effectiveness the subject matter was straightforward. It really is difficult to get many prizes but earning the consumers through simple and logical message is currently their largest plan.
Future Communications
The chain communication is in middle of a technique which is paying full attention on it revival in UK supermarket business among 2004-2008 period, they have streamlined their business and and also have introduced a cost cutting plan in summer season 2004. This activity was essential for for Sainsbury to meet the troubles shown by Tesco and Asda and the danger increased when Morrisons required over Safeway in 2004
Conclusion
Unfortunately, it is somewhat early to provide the conlcusion for sainsburys new communicaion strategy adn streamlined composition which is also difficult to make recommendations about how tominprove the communcation. In my own opinion It requires to enlarge the number of its communicaiotn self-control in lead to new developments. For instance, the web, which is quite strong communication channel. Presently, Sainsbury's communication above the line can be seen and are higly effective, whereas below the collection it looks non-existent. I am going to recomend Sainsbury to higly develop their "Below Line" communication, using websites and stores to forward their subject matter on low cost, high quality products that will then cause bringing back the business in competition with Tesco and Asda.
