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Cole's food chain store has a market share of 24% of the total market share in Australia. The communication strategy that has enabled Coles to conduct its business is investing on website communication. (Elmuti & Kathawala, 2013). In the Coles websites, they update their wide range of offers and relevant product information needed by clients in their websites they put their social links for the public to reach them. They also have a platform through social media where they can directly deal with their customers. Use of Facebook and Twitter they get direct responses from customers and know whether they are satisfied with their services. For non-electronic communication strategies, they call meeting with suppliers and employees for discussions and provide business information. Through the meeting held by stakeholders, they engage all the teams on the issues facing the business and provide relevant information (Vidyarthi, Arora & Wachter, 2014). Another non-electronic communication is through the financial reports where the public can get information on Coles as well as investors who are looking for information on the value of the enterprise.
On the other hand, Aldi food chain stores communication strategies are through Medias like TV, newspapers, and magazine (Liberati, 2013). They heavily engage their customer through this media and less on the use of social cites that why it has less market share than Woolworth and Coles. They also give information on their product in their websites for customers review. They mostly believe in promotional strategies to communicate to their customers and the public on the existence of their products. Aldi does not extensively use social media, but it gives updates on its products on their websites. (Haig, Sutton & Whittington, 2011)
Therefore it is clear that the two competitors use different communication strategies to their customers. Social media and websites are mostly used by Coles that has helped them to gain loyal customers. Aldi uses promotional strategies way of the communication strategy to its customer and the public. (Churi, Mlozi & Casmir, 2012).
The cheapest and fast way to engage them is electronic communication which includes websites, social media, and other electronic platforms. (Fulk & DeSanctis, 2015). Woolworth food store usually uses social media to reach their customers (Dawson & Sparks, 2015). They have the conversation through the social media to know what they need and get direct responses from them on their services. They have a platform through customers care services that respond to the customers'. To engage their employees across all parts of their business operation they use emails to involve them in planning. They upload information on the store's website for suppliers to access the information regarding the company (Wright & Lund, 2013). It also holds conferences with supplies there engaging them in business activities. The hold meetings with employees and physical engage customers through rewards programs.
There are various gaps in communication that Woolworth needs to improve to meet the need of suppliers, customers, and employees. The management should create a platform where the larger society should be considered (Klein, Mueller & Wehmeyer, 2016). They should be given room for engagement in planning. The company recognizes suppliers, customers, and employees but ignores engaging the public ( Dörnyei, 2010).
For Woolworth to improve the communication between customers, employees, vendors and the public they need to create a platform that they can interact. Giving attention to the stakeholders is the best way to improve communication ( Harris, Coles & Dickson, 2012). This will help the business to learn what stakeholders want and give suggestions on business operations. Communication strategies put In place be able to get responses from the customers, suppliers, and the public on the product they provide. This will help them know whether customers has problem with those products. Information on the websites should reflect the truth of the product, and it uses. (Bennett, Coles & McDonald, 2013)
Bennett, P., Coles, D., & McDonald, A. (2013). Risk communication as a decision process. Risk communication and public health, 207-221.
Churi, A. J., Mlozi, M. R., Tumbo, S. D., & Casmir, R. (2012). Understanding farmers information communication strategies for managing climate risks in rural semi-arid areas, Tanzania. International Journal of Information, 2(11).
Dörnyei, Z. (2010). On the teachability of communication strategies. TESOL quarterly, 29(1), 55-85.
Elmuti, D., & Kathawala, Y. (2013). The effects of global outsourcing strategies on participants’ attitudes and organizational effectiveness. International Journal of Manpower, 21(2), 112-128.
Haig, K. M., Sutton, S., & Whittington, J. (2011). SBAR: a shared mental model for improving communication between clinicians. The joint commission journal on quality and patient safety, 32(3), 167-175.
Fill, C. (2015). Marketing communications: engagements, strategies and practice. Pearson Education.
Fulk, J., & DeSanctis, G. (2015). Electronic communication and changing organizational forms. Organization science, 6(4), 337-349.
Klein, S., Mueller-Lankenau, C., & Wehmeyer, K. (2013). Developing a framework for multi channel strategies. An analysis of cases from the grocery retail industry. BLED 2004 Proceedings, 9.
Vidyarthi, A. R., Arora, V., Schnipper, J. L., Wall, S. D., & Wachter, R. M. (2014). Managing discontinuity in academic medical centers: Strategies for a safe and effective resident sign?out. Journal of Hospital Medicine, 1(4), 257-266.
Treweek, S., Oxman, A. D., Alderson, P., Bossuyt, P. M., Brandt, L., Bro?ek, J., ... & Liberati, A. (2013). Developing and evaluating communication strategies to support informed decisions and practice based on evidence (DECIDE): protocol and preliminary results. Implementation Science, 8(1), 6.
Keller, P. A., & Lehmann, D. R. (2012). Designing effective health communications: a meta-analysis. Journal of Public Policy & Marketing, 27(2), 117-130.
Wright, C., & Lund, J. (2013). Supply chain rationalization: Retailer dominance and labour flexibility in the Australian food and grocery industry. Work, Employment and Society, 17(1), 137-157.
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