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The objective of the assignment is to build off of your first in applying consumer behaviour theory to a real-life marketing case.

You will continue to research the strategy of the company in terms of the effectiveness of its communication strategy. When researching the company, you are to rely on publicly accessible information.

Company Background

Internode Pty Limited is one of the most recognizable broadband service providers occupying a predominant place in the Australian market. The primary services that this organization delivers to its consumers include voice over IP, variety and IP, web hosting, co-location (Internode.on.net, 2018). Providing superior quality of products and services is the primary mission of Internode Pty Limited. In quest of grabbing the attention of customers in the market of Australia the organization has rendered diversified networks within the services. Their products are developed to fulfil the needs and demands of both business and residential services. Therefore the primary target consumers of this organization include household customers, business firms and small and large business enterprises and so on.

This very specific study has focused to make in-depth overview about the importance of various communication strategies for influencing customers of various geographical boundaries. Based on the target customers and their necessary demands towards products the decision making process of Internode Pty Limited is highly dependent.

In order to build positive brand schema the implementation of effective communication strategy is very important (Men, 2014). The overarching term communication strategy is one of the most significant marketing tools with the help of which business experts of Internode Pty Limited would be able to reach the doorstep of customers. Among most of the significant communication strategy Internode Pty Limited used direct marketing, social media promotion, public relation events and personal selling method. With the help of marketing mix communication method the business experts have given detailed analysis on 4PS of their brands that include product, promotion, place and price.

Direct marketing is the systematic method of communicating with the target customers directly in order to know their immediate feedback. After visiting their householders as well as business firms the executives have got to know the customers’ needs and demands (Quirke, 2017). On the other hand, by organizing an event in different recognizable locations of Australia the PR activities are conducted on behalf of the marketing executives of Internode Pty Limited. However, it is undeniable that communication strategy helps the organization in building brand image and reputation (Kasper & Kellerman, 2014). On the other hand, social media communication enables the international customers to know about the brand and services. As a result, Internode Pty Limited gets the opportunity to expand their business in other geographic boundaries as well.

In order to keep a memory of their brands and gain brand identity Internode Pty Limited has chosen two communication strategies emphatically. Among those two communication strategies the significance of direct marketing and social media communication is the most prominent (Richards & Schmidt, 2014). With the help of direct marketing strategy the business experts have directly communicated with the customers interpersonally. Business experts have tracked the current needs and demands of the customers so that they can incorporate those within business services.

  • Strengths and Weakness of the communication strategy of Internode Pty Limited:

As already method directly marketing and social media communication are their key strategies based on which business experts of Internode Pty Limited tend to communicate with the customers.

Communication strategy

Strengths

Weaknesses

Direct marketing

The business experts can directly communicate with the target customers and gather necessary feedback. As a result, business experts can easily form effective business strategy for meeting customers’ needs and demands.

Direct marketing strategy is very much limited within regional boundary. Therefore, Internode Pty Limited does not have enough opportunity in expanding their entire business process in various geographical areas.

Social media communication

Social media communication can involve the global customers (Saebi & Foss, 2015). Therefore, the brand can be presented in international market as well. The scope of business expansion is highly increased consequently.

Social media communication involves mostly young generation (Quirke, 2017). Middle aged personalities may not be accustomed with the advancement of technology.

Communication Strategy Analysis

In order to build positive attitude in the mind of customers towards its offering the organization like Internode Pty Limited has decided to maintain transparency within their communication strategy. At the time of directly marketing strategy the business experts tend to provide sample of their products to gain customer loyalty (Zerfass & Holtzhausen, 2014). As a result, customers would get to know Internode Pty Limited provides high speed and secured internet connection. With the help of connection transparency the householders can easily access SKYPE, Google Duo for video conference.

On the other hand, business experts can upload few video clips in order to gain customer loyalty. These video clips are very much helpful for the customers to understand what kind of superior quality of products and services Internode Pty Limited can provide to build customer loyalty (Coombs, 2015).  Business experts can gather feedback about the response of customers from the comments they share on social media and number of their likes.

In order to maintain positive attitude the strategies that are used within communication are as follows:

  • Providing appropriate feedback of customers’ response:

After getting necessary response from the customers regarding brand quality the business experts of Internode Pty Limited have decided to give immediate feedback either directly or through social media (Richards & Schmidt, 2014). Consequently, customers would like to show their interest in using the services of Internode Pty Limited. On the other hand, this specific organization is very much professional in dealing with the customers. People belonging to different cultural backgrounds and attitudes are provided equal respect and dignity (Wu, Straub & Liang, 2015). Any kind of gender biasness is strictly avoided in organizational culture of Internode Pty Limited.  Naturally, the customers intend to show their positive outlook while using the services of this organization.

  • Re-design the brand and services as per current market demand:

It is sometimes observed that customers sometime ask for innovative products and services. After getting an effective feedback from the customers Internode Pty Limited has launched NBN, Naked ADSL, ADSL2 and so on. The product feature of Naked ADSL implies that no phone line rental is required. ADSL2 is the advanced version of Naked ADSL. However, the product designers associated with Internode Pty Limited intends to meet current market trends (Mayfield, Mayfield & Sharbrough, 2015). Therefore, they have launched new product features for fulfilling the needs and demands of the customers.

The strength of this specific strategy is that business experts can take necessary steps after receiving complaints from the customers. As a result, customers do not lose their loyalty from the brand (Pearson, 2017). On the other hand, one of the most significant weaknesses of this strategy is that huge investment of money. While launching new product features the company has to invest large amount of money for fulfilling their demands (Saebi & Foss, 2015). As a result, the organization has to face challenges in maintaining economic balance.

In case of Internode Pty Limited post purchase evaluation is the appropriate stage when the business experts value on customers’ decision. After purchasing the products customers are free to provide their feedback, be it good or bad. Based on the customers’ decision the organization decides what kind of improvement they should render within product features and services (Killian & McManus, 2015). Based on the majority of consumers’ response the problems are identified in accordingly. Internode Pty Limited’s research and development team has to take this initiative of identifying the problem. After identifying the problems, the products are renovated and redesigned for meeting current market trend.

Forming and Changing Attitude

Post purchase evaluation is possessed with numerous advantages. Customers have already used the products and provided feedback in accordingly. Therefore, the response is very much positive ad genuine. Business experts can easily identify the problem while evaluating customers’ feedback (Jussila, Kärkkäinen & Aramo-Immonen, 2014). On the other hand, this very post purchase evaluation is much delayed process. Business experts have to wait for a long time in getting customers’ response due to post purchase evaluation. In order to redesign the product and services the business experts have to face immense challenges for that. 

After evaluating the entire study it can be sorted out that In quest of grabbing the attention of customers in the market of Australia the organization has rendered diversified networks within the services. With the help of marketing mix communication method the business experts have given detailed analysis on 4PS of their brands that include product, promotion, place and price. After visiting their householders as well as business firms the executives have got to know the customers’ needs and demands (Killian & McManus, 2015). With the help of direct marketing strategy the business experts have directly communicated with the customers interpersonally. Some of the major drawbacks have also been identified. After getting necessary response from the customers regarding brand quality the business experts of Internode Pty Limited have decided to give immediate feedback either directly or through social media (Mayfield, Mayfield & Sharbrough, 2015). Therefore in order to overcome the drawbacks few effective recommendations are provided which are as follows:

  • Internode Pty Limited should focus on maintaining public relation events as well in order to grab the attention of both young age group as well as middle aged customers
  • Internode Pty Limited should render market penetration and product diversification before launching the products in social media
  • Internode Pty Limited should make effective STP analysis before segregating the target audience. Based on the target audience of geographic, demographic and psychographic segmentation the products can be designed in according. 

Reference List:

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Internode.on.net. (2018). Australia's Home Broadband Provider. Retrieved from https://www.internode.on.net/. 

Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, 606-613.

Kasper, G., & Kellerman, E. (2014). Communication strategies: Psycholinguistic and sociolinguistic perspectives. Routledge.

Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.

Mayfield, J., Mayfield, M., & Sharbrough III, W. C. (2015). Strategic vision and values in top leaders’ communications: Motivating language at a higher level. International Journal of Business Communication, 52(1), 97-121.

Men, L. R. (2014). Strategic internal communication: Transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly, 28(2), 264-284.

Pearson, R. (2017). Business ethics as communication ethics: Public relations practice and the idea of dialogue. In Public relations theory (pp. 111-131). Routledge.

Quirke, B. (2017). Making the connections: using internal communication to turn strategy into action. Routledge.

Richards, J. C., & Schmidt, R. W. (2014). Language and communication. Routledge.

Saebi, T., & Foss, N. J. (2015). Business models for open innovation: Matching heterogeneous open innovation strategies with business model dimensions. European Management Journal, 33(3), 201-213.

Wu, S. P. J., Straub, D. W., & Liang, T. P. (2015). How information technology governance mechanisms and strategic alignment influence organizational performance: Insights from a matched survey of business and IT managers. Mis Quarterly, 39(2), 497-518.

Zerfass, A., & Holtzhausen, D. (2014). Strategic communication: Opportunities and challenges of the research area. In The Routledge handbook of strategic communication(pp. 27-41). Routledge

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[Accessed 23 July 2024].

My Assignment Help. 'Communication Strategy Analysis Essay For Internode Pty Limited.' (My Assignment Help, 2020) <https://myassignmenthelp.com/free-samples/mktg2101-consumer-behaviour/a-case-study-on-consumer-behaviour-theory.html> accessed 23 July 2024.

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