Introduction
Business communication is a source of sharing the information between the people within an organisation. It is beneficial for the organisation to earn the profit and grab the high market share (Cardon, 2014). There are two types of communication such as internal and external communication in the business. External communication is the sharing of information between a business to the other business and the other person such as customer, suppliers, investors and shareholders. But the company face the challenges due to external communication at the time of marketing such as different mentality and culture (Johannsen, 2018). In this report, Wesfarmers is taken into consideration to analyse the external communication challenges face by the company. Wesfarmers is a supermarket in Australia, it was established in 1914. The company earned $65.98 billion in the financial year with the help of 220,000 employees. Shareholders and customers are the source from which the company share the information (Wesfarmers, 2018).
The main purpose of this report, the discussion is made on the external communication challenges faced by the Wesfarmers and what are the steps the company has to be taken to do reduce these challenges. In the starting of the report, the challenges of external communication will be faced by the company. In the end of the report, a plan is made to improve the communication and reduce the challenges.
Discussion
Effective communication helps to communicate with the customer and the other organisation but due to many reasons the company did not reached or communicate with the peoples. It has been seen that the organisation face the effective communication challenge to improve the market effectiveness to reach their customer. The reason behind the effective communication challenges such as increasing globalisation, different culture and language.
Increasing globalisation
Increasing globalisation increased the business opportunity, increasing sale and establish the market in the new economies. But conflicts and diplomacy are also a part of globalisation because different country has different culture which creates the conflicts in the market. Increasing globalisation means the increasing interaction with the companies and customers helps to expand the business in the new economies. It is difficult for the company to communicate with the new economies at a time because the different country has different way and mentality has to accept the things are a challenge for the company. It is necessary to accept the rules and regulations of different country that is difficult for the company and the challenge which affects the marketing (Giddens, 2018).
Moral and Values
It has been seen that the different country has different culture which is difficult for the companies to communicate with the customer with the different point of view. The company face the external communication challenge because it cannot fulfil the requirement of the different country. There are some countries who believe on feminist society and some believes on masculine society these differences make the communication ineffective due to the company face the barrier at the time of marketing (Gillespie, & Riddle, 2015).
Different communication channels
Due to different rules and regulation of the countries the company has the responsibility to communicate with the customer beyond the government permissions. There are some countries are banned radio and some are banned to show the different culture advertisement on television. Channels are the main source to reach their customers that is why it is necessary for the company to communicate with the different customer with the different channels which is difficult for the companies. This is also a reason behind the external communication challenge (Men, 2014).
Conclusion
From the above analysis, it has been concluded that the company face the external communication challenge in marketing the product due to many reasons. Increasing globalisation, Morals and values and the different communication channels are the reasons due to which the company face the challenge. The above scenario raised the question that how the company can reached to the large number of audience. It is necessary to find the solutions for the company to expand the business at the international level. Till now the company face the communication challenge but it is necessary to find the solution to solve the issue which is recommended in the last section of this report.
Recommendations
To improve the communication is necessary to reduce the external communication challenges. There are few steps to improve the communication to promote the product in the market and grab the high market share by reaching at the large number of audience.
Understand the stakeholders
It is necessary for the company to understand the stakeholders; the company has to analyse the culture and believes of the customers. So, that the company can communicate with the stakeholders as per their morals and values which is beneficial for the company as well as the stakeholders of the company (Wirtz, Pistoia, Ullrich, & Göttel, 2016).
The company can also follow the communication plan for the effective communication with the stakeholders.
Formal communication Plan
Understand the communication challenge: The Company has to analyse the challenges which is face by the company.
Define the objective: Set the goal which is the main objective to communicate with the customers.
Audit your current communications: After analysing the challenges the company also has to analyse the current communication then audit the work.
Back your plan with research: The Company can use the audit as an opportunity to engage the customers directly and ask them how they feel about the company’s messages. It can also conduct the general research to analyse the goals and use these insights to design your plan.
Tailor the message: In this stage, the company can improve the message which it learns from the research and attracts the customers.
Determine how to measure success: It is necessary to measure the success of plan.
Roll out the plan, then rinse and repeat: After these entire steps, roll out the plan and start measuring the success (Austin, & Pinkleton, 2015)
References
Austin, E. W., & Pinkleton, B. E. (2015). Strategic public relations management: Planning and managing effective communication campaigns. Routledge.
Cardon, P. W. (2014). Business Communication: Developing Leaders for a Networked World (3e). McGraw-Hill.
Giddens, A. (2018). Globalization. In Sociology of Globalization (pp. 19-26). Routledge.
Gillespie, K., & Riddle, L. (2015). Global marketing. Routledge.
Johannsen, F. A. (2018). Process-related value propositions of enterprise social media use for the external communication with end consumers. Business Process Management Journal, 24(1), 183-215.
Men, L. R. (2014). Strategic internal communication: Transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly, 28(2), 264-284.
Wesfarmers. (2018). Our Businesses. Retrieved from: https://www.wesfarmers.com.au/our-businesses/our-businesses
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business models: Origin, development and future research perspectives. Long range planning, 49(1), 36-54.
