Tesco PLC And Its International Communications Strategy Commerce Essay

Tesco PLC And Its International Communications Strategy Commerce Essay Tesco plc is the fourth largest retailer in the world after Wal-Mart, Carrefour and Home Depot, and the largest supermarket retailer in the UK, McLoughlin Aaker (2010, p126). The company was founded after WW1, and is widely recognised for having expanded its services during the 1990s away from groceries. In the last quarter of 2009 the company had a 31% share of the entire UK grocery market, with a reported gross turnover of 59.4 billion for the fiscal year 2008/2009. Cornelissen J (2005, p23) defines corporate communications at its most basic level as a management function that offers a framework and vocabulary for the effective coordination of all means of communications with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependant.   Cornelissen (2004, p32) provides an alternative synopsis of corporate communications via a historical perspective, defining five central or core themes. The realisation by the 1900s that organizations so as to stay afloat had to practice and engage through communications with a number of groups in the environment. For the larger part of the 20th century, managing communications had been defined predominantly via public relations and marketing divisions, this being an intrinsically limited approach, thus contemporary forms of communications management have integrated these divisions into the wider corporate communications function. Furthermore the shift from rigid to flexible market landscapes, and increasingly competitive marketplaces, this together with a greater call from society for corporate citizenship, pushing many organizations into stakeholder management strategies, and finally the relationship of corporate communications with the stakeholder era, and the need to build and ma nage relationships with stakeholder groups upon which the organization is economically and socially dependent. In this paper, Ill discuss and talk about The External and Internal communications. Identity, reputation and image, Culture and its influence in corporate communications for Tesco, The role of technology in corporate communication, Internal-the role of HR corporate Communication. Hargie D Tourish D (2004, p3) outline the scope of communication strategy and organizational success with an emphasis on internal communications proposing a systematic approach to the construction of a seaworthy communications strategy and the rigorous evaluation of all steps taken along the way. In the same way that Cornelissen J (2005), in the context of a historical understanding defines a shift in communications strategies and practices, the authors spell out a contemporary paradigm. Quirke, (1995, p76) is cited to have defined the traditionally bound or understood terms of organizational communication, such as the announcement of management conclusions, and the ensuring of consistent information, making messages easily comprehensible, and easy to disseminate. The authors go on to cite Quirkes further suggestions relative to the attempt to widen organizational participation and involvement, inclusive of the stimulation of thinking, participation and ideas, the networking of know how and learning across the organisation, the involvement of all employees in improving processes, the identification of ways of providing additional value to customer and lastly the expansion of what all employees believe is possible, Hargie D Tourish D (2004, p19), also see Quirke, (1995, p77). Quirke is further cited in so as to summarize this contemporary view of communications, the role of communication becomes not the top-down dissemination of management thinking, but the bottom-up means of connecting those who know what needs to change to those who have authority to make change happen. With respect to issues of external communications a number of fundamental questions are defined; who is communicating with whom? Which issues receive the most attention and arouse the most anxiety? How much information are people are receiving and sending on crucial issues? how much interpersonal trust exists; and how the overall quality of working relationships can be characterized? such iss ues are among the core concerns of efforts to establish what has been termed organisational climate (Lammers, 1994). The authors go on to outline the way in which a communications audit can be implemented citing a five stage sequential model devised by Baker, (1999) beginning with the selection of a topic, followed by an outlining of desired performance in relation to criteria and standards. The third stage entailing collection of objective data, fourthly the implementation of appropriate changes to improve performance, and lastly the collection of data to check for changes induced by the model. Van Riel suggests a framework for the coexistence of a number of communications functions in a single organization, this being particularly relevant to a company such as Tesco which as a result of its product and market diversification is concerned with a number or varying communication channels. Van Riels framework relates to internal concerns of an organization or company, as described by Barker Angelopulu (p371), Van Riel proposes a framework for organizations to stimulate cooperation among all relevant communication functions by defining the baseline of corporate communication. Three ultimate stages are devised by Van Riel, the definition of common starting points, the use of common operational systems and lastly the coordination of decision making. http://www.emeraldinsight.com/content_images/fig/1680120205001.png Figure 1, Van Riel, Internal Communications Framework McLoughlin, Aaker (2010) define Tescos success and growth over the past three decades directly in relation to its strategy and image, further relating it to market segmentation. The authors outline a number of strategic initiatives such as its managed range of four differing level brand product, finest range of premium products, Tesco healthy living, value range and Tesco organic range and furthermore describing the way in which the company changed customer perceptions of the brand itself, Secondly the company mantra has shifted form maximising shareholder value to maximising customer value. While the underlying objective is naturally to make higher profits this is specifically done while focusing on customer service (2010, p127). The third term which Damien McLoughlin, David A define is that of its diversification strategy which as outlined is based on four key principles, these being the innovation and expansion into the core UK grocery market and into areas like convenience store s; innovating through expansion into non food business like consumer electrics, clothing health beauty CDs and DVDs and even developing its non food finest and value ranges; expanding into retail services like personal finance telecoms and utilities by entering into joint ventures with major players in these industry sectors; finally, expanding internally which accounted for more than 25% of sales in 2008/9 with plans for further expansion in international markets including India and China, Damien McLoughlin, David A. Aaker (2010) Considering the expansion and diversification of Tescos services and products, in addition to the widening of its potential targeted market landscape, the initially defined terms of corporate communications devised by Cornelissen J (2005) and Hargie D Tourish D (2004), central to which are ideas of integration, and the crossing of functional boundaries, seem most appropriate. Despite the broad range of services and products offered by Tesco, there are in existence a number of unifying terms to which the organization would need adhere to, such as Corporate Social Responsibility (CSR), and an overall brand value. The organizations present a number of terms which embody the core purpose of Tesco as a business, Value via competitive prices, product choice and high food quality, helpfulness via customer service, availability and customer communications, inclusiveness via the means of ensuring that the organization appeals to a broad range of customers, something for everybody, and innova tion via new product development and retails services technology. Chaffey et al (2009) outline Tescos strategy of diversification predominantly in terms of internet marketing and implementation, citing the chief executive of Tescos Terry Leahy from the Sunday Times, we will be the worlds biggest online grocery retailer and we intend to become the UKs No.1 e-commerce business (Lorenz and Nuki, 1999), further defining the way in which Tescos affirmed expansion was aligned to its expansion in providing wider products and services, in 2000, the online services diversified, offering many non food product ranges and financial services. The terms of diversification are understood predominantly in relation to internet shopping and service innovations, By 2003 96% of the UK population could shop online with Tesco.com giving the commonly 65% of the UK online grocery shopping market and further diversification of product ranges, e.g. financial services and telecoms. Specific innovations such as DVD services to the door, a rental film DVD service, the provisio n of energy utilities whereby customers can save money on their house bills, initiatives and schemes to promote better health such as online -diet services which help customers to tailor their food shopping and diets, and telephone services, Currently Tesco is focusing on the development of TESCO direct, which offers customers a wide range of non-food goods as well as launching a range of own brand computer software. Currently Tesco accounts for approximately 66% of the UKs online shopping market. Dave Chaffey et al (640; 2009). Oliver (1997, p128) suggests a communications framework in relation to IT technology which ultimately aligns terms of cultural values and beliefs of an organization with the organizations vision. The author presents a model devised by Goldberg Sifonis (1993) titled communication framework, which relies on the assumptions of management which are adopted on an intuitive basis and that need to be communicated with internal and external stakeholders, as described by the author, from that, a dynamic campaign plan or communication framework is produced which clearly represents the cultural values and beliefs of an organization aligned to its vision, Oliver (1997, p128). It is widely referred to throughout literature that the role of HR in terms of wider communications strategies is immensely under emphasised, HR departments most often not being considered under the scope of a communications department. The U.S. society for HRM asserts the way in which communications and HR should be closely related within any organizational framework, specifying the role of HR in terms of communication as a way by which to assert any given culture as alive and healthy. HR is predominantly responsible for and concerned with internal communications in this respect. Turner (2003, p20) proposes a model which adapts the traditional framework of linking HRM and performance. Turners model incorporates communications into the entire model. For example at the stage of HR strategy, the author suggests good communication as a tool by which to join up HR policies and strategies. In terms of HR practices, the author outlines, effective people management practices to be communica ted to line managers, and directly in relation to terms of financial performance, the author suggests efficient communication of a culture of good people practice, this being particularly important to an organization such as Tesco plc, which falls into the category of a dominant, large multi-national corporation, at risk of gaining a bad reputation for this very reason. In this regard, HR can come up with different strategies which can be fruitful for the organization in the long run. Apart from making different rules and regulation for the organization, HR can be the beacon of light in devising strategies to enhance corporate communication and can train its employees to effectively deal with it. To Conclude this, Pelsmacker P et al (2005, p228) define a number of channels adopted by the Tesco organization so as to communicate to as wide a consumer market as possible. For example the authors define the Tesco club card magazine, describing the aims as the creation of fun and information, managing the communicated core Tesco brand values and services. The authors further outline the engendering of lasting brand loyalty, and contribute significantly to customer awareness of new areas and lastly the increase up take of other Tesco ventures particularly in non food, the authors go onto to describe, At forward publishing, they realised very quickly that you cant talk to someone in their twenties in the same way that you would to a person in their sixties, resulting in various targeted, specific magazines. The organization identified five life stages from Club card data, creating five different copies of the clubcard magazine. This is defined as just one initiative amongst many more such as Tesco lifestyle scheme and the Tesco loyalty program which gave the organization the ability to customize and further optimize the customer expertise. As an international organization, concerned with such a diverse range of services the Tesco organization embody and epitomize the very need to diversify and integrate communications approaches, as described by Cornelissen and to implement the bottom up means of connecting those who know what needs to change to those who have the authority to make change happen as defined by Quirke (1995). Further analysis of Tesco plc in terms of corporate communications would need to incorporate quantitative data in addition to a qualitative assessment; furthermore the role of a communications strategy would need to be discussed further, directly in relation to Tescos brand and product diversification.

Education: Bachelor’s Degree and English Course Essay

What do your parents do? How much money they can earn per year? My parents are working in a coal corporation in China. They can earn 400 thousand Yuan per year. 3. Who will support your study in UK? My parents pay for part of my expenditure in UK, I also have some saving. 4. How much money have you prepared for your study? 500 thousand Yuan. 5. How much is the tuition fee for your English course and your master course? The tuition fee of my English course is That of my master course is 6. Why do you choose UK to study? Uk has colorful culture and beautiful nature senery. And its education is very good. 7. Why do you choose INTO UEA to study the English course? I think that the INTO UEA can promote my English level. 8. What are you going to do in the UK? I want to study in Newcastle University for my master degree. 9. Which university are you going to study in the UK? Newcastle university. 10. How long will you stay in the UK? 1 year / as soon as I get my degree , I will be back. 11. Where is the university? Newcastle †¦ 12. What are you going to study? International Marketing. 13. Please state the length of the course? 1 year 14. What is the start date and finish date for the course? 15. How many hours per week? 16. What will you learn for your course? What is the specific curriculum? 17. What is your purpose to study this course? 18. How do you know this university? 19. 6 9 What will you do between June to September? 20. When did you graduate from your university? 21. What did you do after you graduated from the university? After I graduated from university, I worked in Beijing university of post and telecommunication and prepared the Newcastle University application. 22. Why do you want to study English course in the UK after graduation? I think I can 23. What will you do after you finish the English course? 24. What is your master course? 25. What is the start date and finish date for the master course? 26. What will you learn for your master course? What is the specific curriculum? 27. Why did you withdraw your visa last time? 28. Why did you change your study plan? 29. What are you going to do after you graduate from the university? 30. Where would you like to work? China or UK? Why? 31. What are you planning to do in the future? 32. When/where did you get your Bachelor degree? I got my bachelor degree in century college of Beijing university of post and telecommunication. 33. What is your major? My major is computer science and technology. 34. , Please state the exam date and scores for your two IELTS exams. 4. 27 6.

Gender Socialization by the Toy Industry

The message of gender socialization being imposed upon young children subliminally becomes quite obvious when one observes the Wal-Mart toy department from an unbiased viewpoint. Normally when I venture into the toy department, which is almost always against my will, I’m on a swift mission. Find a toy to reward my 3 year old nephew with after a good week of daycare and get the heck out of there. However, when you’re child free and walking the aisles, you become bombarded with gender driven propaganda. You enter an aisle that might as well say â€Å"For Boys Only† at the entrance. Taking a look around you see cars and trucks packaged in oversized, brightly or dark colored boxes splattered with images of little boys happily playing with the toy all over the box. You pass fire trucks, police cars, race tracks, cowboys, astronauts and construction toys, all clearly portraying them as â€Å"Boys Toys† so vividly all they’re missing is a button one can push that will shout â€Å"This is so not for girls! On a trip to the next aisle over you become overwhelmed by bright pink or pastel boxes, decorated with flower images or sparkly pictures of little girls playing with the toy. You pass Barbie with her plastic blonde hair and plastic blue eyes, next to her obviously less popular brunette friend, Teresa. Clearly this shows little girls what the â€Å"ideal gorgeous woman† should look like. Barbie shows a woman can conquer the world if she’s wearing the r ight outfit. She can be a CEO, flight attendant, lawyer, nurse, doctor, dancer, princess or astronaut and all she has to do is stand still, look pretty, have monstrously oversized breasts, and wear the right clothes. Who really wants their daughter to believe this is the ticket to success? You see the Easy Bake Oven with a big glossy picture of two young girls baking a small desert. You see tea sets and baby dolls and all you come to find is that girls are being subliminally trained they are to be subservient, attractive, domestic and beautiful. They should be demure, domestic, and trained to raise children. I left the toy section a little nauseous. As a child I was given Hot Wheels cars and Barbie’s. I had a black big wheel with flames on it and an Easy Bake Oven. I had an ant farm and a doll house next to each other in my childhood bedroom, and I think I turned out alright. It’s sad to see children’s genders being shoved down their throats by propaganda, especially now that we have male nurses and women in congress; however, pink is for girls and blue is for boys according to the advertising and toy industries, and I doubt that will ever change.

A Very Short History of Chad, Africa