Bas22 B Advanced Business Communication Assessment Answers
Questions:
2.What did the organisation do to communicate with its stakeholders?
3.Identify the ‘receivers’ with whom the organisation was attempting to communicate?
4.Describe the most appropriate channels of communication that the organisation should have used with each of the ‘receivers’
5.What barriers to communication might have hindered the organisation in its attempts to communicate?
Answer:
Background on the Company
Samsung is a mobile phone company based in South Korea and doing business in all over the world. All of the products of this particular company have gained good reviews by the users hence it has a huge customer base globally. It had launched its two flagship phones in 2016 in the UK namely Galaxy S7 and Note 7. However, despite the immense success of Galaxy S7, the issues regarding Note 7 had marred total initiative by the company. The company therefore, canceled and recalled the production of Note 7 and tried to develop strategies to cope up with this crisis of defamation.
Analysis and Reasons for Failure
Strategies to communicate with stakeholders
Samsung aimed to compare the campaign results of their rival companies working in the UK market. This is the reason why it has used public relations and earned media software so that Samsung gets empowered to identify influencers and craft as well as distribute meaningful stories. It used the competitor data regarding comparable product launches to highlight the potential of the campaigns. Proper data has been collected about the target audience especially the millennials so that the success of the campaigns of Samsung could be measured like those of Apple’s. The company centered round the survey of UKPulse that reveal the list of publications used by the targeted segment of the company. The company communicated about its product through these publications as this ensured highest reach of the target audience. To communicate the problems the company took help from these publications so that it can reach the chief customer base.
In addition to this, the company aimed to enhance the organic coverage of its campaign so that it could discuss the product’s Lifecyle following their initial launch. In this regard the company used the similar method previously used by Apple and successfully analyzed the competitor. The company has also used the open-ended tracking for identifying reputational issues in the company and its PR agencies to mitigate the negative coverage of the Note 7. In the whole process of surveying and conveying important messages, Samsung avoided using automation but used the human analysts. After the problem raised, the company continued to track media sentiment so that the actions of the company to mitigate the Note 7 problem could be reported.
Receivers in the communication:
The receivers of this communication were the customers who bought the Note 7 from Samsung and reported the issues of overheating of the phone and exploding. In addition to this, the company communicated its message to the millennials as they were the important demographic for this company. They contain the chief customer base of the company. This particular communication has been aimed to reach the media channels both online and offline who had taken initiative to report the issues regarding Note 7 to the world and target markets of the company.
Appropriate channels of communication:
In order to communicate these issues and the initiates taken by the company, it used appropriate channels to communicate. It used the media coverage such as BBC online and The Guardian to communicate their message effectively. In addition to this company used various famous faces around the world to communicate to the stakeholders. These celebrities include, Magician Dynamo, numerous famous athletes and comedian Jack Whitehall in the company’ s Olympics campaign. This was important this these communication channel will be able to reach the target audience more effectively (Poldma 2016).
Barriers to communication
In communication the message of the company successfully, Samsung faced several issues or barriers to communication. These include the incapability of Spokesperson to convey message of the company to the stakeholders, negative media coverage, critical audience especially the millennials and cross-cultural organizational behaviors. As there was no appropriate spokesperson in the company who would issue an official statement to minimize the pubic grudge, the company suffered more. The heads of the company located in the head quarter South Korea, was reluctant to make public comments on the crisis of Note 7 due to cultural reasons. However, ongoing product defaults of Note 7 continued to produce more coverage and the perceived lack of ownership led to the tone becoming strongly unfavorable (Pang et al. 2018). Hence it suffered more and faced immense ill reputation for more than nine months.
Conclusions & Recommendations
Therefore, it can be concluded that Samsung had suffered from communication issues where the failure of Note 7 ultimately led to defamation of the company globally. In order to manage this issue, the company needs to include the duty of CEO of Samsung to communicate important messages on behalf of the company every time. This will mitigate any crisis situation and help the company to recover soon. In addition to this, the company can use push messages directly to the phones of the users as they get system upgrade messages regularly. These methods will mitigate the issues of crisis regarding any of the products or services of the company in one hand and maintain good relationship among the stakeholders and the company based on loyalty and trust on the other.
References:
Pang, A., Shin, W., Lew, Z. and Walther, J.B., 2018. Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication. Journal of Marketing Communications, 24(1), pp.68-82.
Poldma, T., 2016. Communication and stakeholders. In Retail Design (pp. 161-181). Routledge.
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