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A Report on The Advantages of Communication Patterns At The Coca-Cola Company.

Student’s Name

Instructor

Institution

Course

Date
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To: Lara Kristie

From: Jonas Drew
Date: Monday, July 3, 2022
Subject: Request for approval of studying communication patterns in Coca Cola company

This memo is being issued to suggest a report on the advantages of appropriate communication
patterns at the Coca-Cola Company. The proposed report will deal with internal company
problems involving misunderstandings that have resulted in losses in the sales department.
Everybody has a different manner of interacting and exchanging information with others, which
is known as their communication style. An organization's communication flows according to
certain patterns called communication patterns. As per organizational frameworks, they serve as
the linkages for interaction in organizational units. The trends have to do with how well a job is
done, who is accountable upon whom, and also who communicates with whom. It also has to do
with collective decision-making and team cohesion. When people communicate in a variety of
ways. Conflicts and misunderstandings are common occurrences. recognizing the traits and
propensities of various communication approaches. can assist businesses in communicating with
employees that have varied communication styles. Numerous factors can influence how well a
business communicates. enhancing the participation, contentment, and job satisfaction of the
employees. It promotes loyalty and commitment by assisting stakeholders, consumers, and
workers in understanding the terms of the contract of their sales, membership, and work.

Identifying the problem and related opportunities

Low morale, miscommunications, wasted opportunities, disagreement, the spread of false
information and distrust, as well as an overwhelming sense of failure among workers, clients,
and stakeholders, have been highlighted as the issue. If this problem isn't fixed right away, it
might create a stressful workplace that discourages productivity and collaboration. The
relationship between staff and clients and prospective consumers is then impacted by this lack of
drive, adversely influencing the company's desire to achieve profitability. Even the slightest
mistakes can have a significant impact whenever the situation is dire. It can cost you a valuable
customer or ruin your well-deserved reputation for good. It may at the very worst result in
strained business ties. High morale has been linked in studies to enhanced effectiveness.
Anticipate morale to decline if employees get impatient with ambiguous directives or
incomprehensible information. Poor internal interaction and subpar training of front-line staff
members can have a negative impact on customer service. Irrespective of the primary causes, a
firm's capacity to develop a base of devoted consumers is constrained by inadequate employee-
customer communication. When it comes to emotional exhaustion, schedules, enthusiasm,
wellness, and the bottom line, ineffective communication may have a detrimental influence.
However, effective communication can have a beneficial and therapeutic impact. when people
communicate in a variety of ways. Conflicts and discrepancies are common occurrences. Coca-
Cola will increase trust, teamwork, relationships, work happiness, and production if its
communications patterns are fixed. and engagement, resolving issues, and managing conflicts
within the organization.
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Topics to Investigate
What connection exists between communication styles and organizational success or a part in
building a strong brand image?
What correlations have you seen between personality attributes, leadership communication
styles, and organizational productivity?
What does integrate marketing communication imply to Coca-Cola Company stakeholders,
including its workers, clients, and customers? Does it contribute to the overall success of the
business and its operations?
How does the Coca-Cola firm interact with its staff, clients, and stakeholders? What is the final
result?

Methods
The methods that will be employed in this study include observation, interviews, social media
monitoring, and internet tracking from peer-reviewed secondary sources of data. The research
will be based on previously published studies on the subject by academics as well as input from
current consumers, stakeholders, and organization personnel. Research majors in the
communication program will gather the data. The intern students at any Coca-Cola location in
Canada may have superior techniques for aiding in data collection and acquisition (if they are
there). The recommended communication patterns will be implemented to address the poor
productivity and related difficulties in the firm if it is determined that the benefits of
communication patterns exceed the downsides of communication in the Coca-Cola corporation.

Qualifications and Facilities Available

The purposeful action of interactively expressing and co-constructing perspectives, evaluations,
encounters, or abilities via verbally and non-verbal methods on this issue will be provided by my
communications major and understanding of communication patterns. The efficient
communication patterns will be supported by research from the Fanshawe College physical and
virtual libraries, periodicals, opinion pieces, media stories, personal and other published
descriptions of data.

Work Schedule
1. Analyzing communication patterns through studying Verbal, nonverbal, and visual
communication: and their significance. Week of Aug 1st.
2. Has the business previously adopted any communication patterns? If so, how effective
was it? Week of Oct 15th.
3. Complete the executive summary- week of 22nd.
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4. Organize a research information into Introduction, body, and conclusion sections. Week
of Aug 29th.
5. Formulate the recommendations, title page and final edits. Week of Sept 5th.

Conclusion/Recommendations
The interaction is flawed due to various communication methods, which may be the recipient's or
the sender's fault. Being aware of these handles is the first step to effective communication. It's
vital to choose the most effective communication channel in a given situation. Using the wrong
media dilutes the information and introduces errors. Extra care must be used while
communicating across cultural boundaries considering that nonverbal communication has varied
conventions in many cultures and certain terms will be understood differently across cultural
boundaries. Ability to listen techniques and sensitivity to the flaws pointed up in this study report
might improve the efficacy of their communications. Effective communication patterns will
improve the operations and overall functions at Coca Cola Company.

Regards,
Jonas Drew
Student Fanshawe College
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Executive Summary

This paper examines the Coca-Cola Company's internal and external communications practices

and tactics, and how these practices and strategies contribute to the company's success. In-depth

research on Coca-management Cola's strategies and the company's corporate communication activities

are just two of the many methods employed in the analytical process. In particular, those aimed at

enhancing working conditions and facilitating interaction with clients.

The company's existing business communication techniques are deemed successful by the

research. Customer satisfaction is the primary goal of every company's internal and external initiatives,

which are aligned with modern business trends. The foundation of internal corporate communication is

based on three key policies, which facilitate the open exchange of information between employers and

employees, as well as a successful organizational culture.

It is the company's external communication strategies, such as brand management and media

management, as well as public relations and media management, that ensure that its business strategy

to grow its existing brands and meet customer expectations is put into action. These business

communication methods contribute to the success of the company and the improvement of the brand's

efficacy and efficiency, as well as the "go-to-market" models used by the firm's management.

Our proposals for improving the company's communications include:

Give young employees and workers additional opportunities to contribute their thoughts that

can be an important part of the development of a productive working environment.

Put more emphasis on building international ties and attracting and retaining top-notch

employees from around the world.

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Extra care must be used while communicating across cultural boundaries considering that

nonverbal communication has varied conventions in many cultures and certain terms will be understood

differently across cultural boundaries.

Ability to listen techniques and sensitivity to the flaws pointed up in this study report might

improve the efficacy of their communications.

Introduction

Coca-Cola is an international soft-carbonated manufacturing company known for its

innovativeness and creativity; it has been in the business for the last 125 years. The success of the

company is driven by a workforce of approximately 139,600 employees spread in over 200 countries. A

large workforce requires a well-coordinated communication system that builds and nurtures team spirit;

other than the internal customers, the company has an external environment to pass messages. For the

sake of interacting with others or disseminating information, one's communication style refers to their

particular way of thinking, temperament, and sense of social reality (Norton, 1983; Kirtley & Weaver,

1999). Additionally, it may also be defined as the way that a communicator makes the audience or

listeners of a certain piece of information think about it in order to impact their actions and

comprehension (Ticehurst & Veal, 2000). Communication style is innate and culturally ingrained,

implicitly. As a result, it is very individualistic and is shaped by people's actions, perceptions of others,

and views of social reality. Because of this, interpersonal interactions in the workplace are heavily

influenced by communication style. Dominant style, in which a person assumes control over social

events, is one of Norton's 10 varieties of communication styles. Psychologists and management experts

have found a variety of communication styles, but Norton (1983) organizes them into ten categories.

The art of making one's words come to life via dramatic delivery. A combative or quick-to-challenge style

of communication. a kind of animation in which a character interacts only nonverbally, An impression-

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leaving technique in which the communicator uses readily recalled communication cues, For example, a

person may have an untroubled mannerisms style or an attentive mannerisms style in which they are

empathic listeners who aren't aware of their own nervousness.

Identifying the problem and related opportunities

Low morale, miscommunications, wasted opportunities, disagreement, the spread of false

information and distrust, as well as an overwhelming sense of failure among workers, clients,

and stakeholders, have been highlighted as the issue. If this problem isn't fixed right away, it

might create a stressful workplace that discourages productivity and collaboration. The

relationship between staff and clients and prospective consumers is then impacted by this lack of

drive, adversely influencing the company's desire to achieve profitability. Even the slightest

mistakes can have a significant impact whenever the situation is dire. It can cost you a valuable

customer or ruin your well-deserved reputation for good. It may at the very worst result in

strained business ties. High morale has been linked in studies to enhanced effectiveness.

Anticipate morale to decline if employees get impatient with ambiguous directives or

incomprehensible information. Poor internal interaction and subpar training of front-line staff

members can have a negative impact on customer service. Irrespective of the primary causes, a

firm's capacity to develop a base of devoted consumers is constrained by inadequate employee-

customer communication. When it comes to emotional exhaustion, schedules, enthusiasm,

wellness, and the bottom line, ineffective communication may have a detrimental influence.

However, effective communication can have a beneficial and therapeutic impact. when people

communicate in a variety of ways. Conflicts and discrepancies are common occurrences. Coca-

Cola will increase trust, teamwork, relationships, work happiness, and production if its
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communications patterns are fixed. and engagement, resolving issues, and managing conflicts

within the organization.

What connection exists between communication styles and organizational success or a part in

building a strong brand image?

An organization's lifeblood is good communication, and good communication is the foundation

of every successful company. In order to create the greatest working atmosphere, managers and

workers must be aware of how people act. Organizing behavior is concerned with how individuals might

be encouraged to work together in a more productive manner. Organizational communication refers to

the interactions necessary to guide a group toward a shared purpose.

It's not uncommon for us to be annoyed by ineptitude, lack of coordination and red tape in

these contacts because of poor organizational communication. In order to know what makes a company

successful, we need to know more about how people communicate with one another. The following is a

succinct summary of the significance of effective communication in the workplace: Communication

helps motivate workers by informing and clarifying what has to be done, how it is being done, and how

it can be improved if it isn't. Communication is a means through which members of an organization may

get information to aid in the decision-making process by recognizing and evaluating different options.

Individuals' attitudes may be influenced by communication as well; for example, someone with

more knowledge will have a more positive outlook than someone with less knowledge. Workers'

opinions are shaped through publications such as company newsletters, journals, and meetings as well

as other types of communication. Socializing is also aided by the ability to communicate effectively.

Without the ability to communicate, one would perish. Communication also helps to keep track of the

progress of a project. It helps in a variety of ways to govern the conduct of the members of the
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organization. Employees at a company are expected to adhere to a set of rules and principles at

different levels of hierarchy. They must adhere to the company's rules and regulations, execute their job

duties effectively, and report any issues or concerns to their superiors. As a result, communication aids

in the management's ability to keep an eye on things.

Managerial ability to send and receive messages is essential to a successful communication

system. As a manager, you must identify and assess the many obstacles to communication, as well as

take preventative measures to avoid them. This means that a manager's principal task is to ensure that

the company has a well-functioning communication system. Organizational communication, on the

other hand, refers to the ways in which people of an organization communicate with one other. There is

a direct link between an organization's ability to communicate effectively and its employees' feelings of

work fulfillment, according to research. There are a variety of ways to communicate in an organization,

from official to casual, and in numerous mediums.

Directions of Communication, Upward, downward, and horizontal communication all take place

in the workplace. Using formal means like as policy documents, rules and regulations, and organizational

charts, upper-level management and executives communicate with lower-level employees. The most

common type of upward communication is a complaint or a request from a member of the workforce.

Horizontal communication happens when coworkers get together to talk about topics that interest

them, to solve problems, and to exchange knowledge.

Relationship between personality attributes, leadership communication styles, and

organizational productivity

Behaviour acts as a foundation for this study's efforts to relate leadership communication style

and personality attribute. ' Personality characteristic is a persistent pattern of behavior, cognition, and

emotion that is reasonably consistent throughout the course of one's lifetime (Mathews et al., 2003). As
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a result, some industrial psychologists have related organizational behavior to six personality

characteristics (French et al., 1985; Robbins et al., 2009; Ajila 2014) that include:

Locus of control: In this context, people's reactions to social events or phenomena might take on

a dualistic behavior. Some individuals feel that they are in charge of their own destiny, while others

believe that they are just pawns in the hands of fate. The first scenario has an internal center of control,

whereas the second has an exterior one. As a result, a leader who feels that his life is dictated by factors

outside of his control is more prone to communicate in a confrontational or informal manner. Low job

satisfaction, alienation from the workplace, poor knowledge management, and the inability to accept

responsibility for his subordinates' bad performance are all possible outcomes. It is possible to use

dramatic, impression-leaving, pleasant and precise ways of communication if a leader thinks he can

manage his own destiny. As a result, he feels more content in his profession, is more committed, is more

accepting of responsibilities, and is better able to evaluate his own performance.

According to this ideology, there should be distinct levels of authority and power among

members of the same organization. Intellectually inflexible, judgemental of others, subservient to those

in authority above them, exploitative of their subordinates, suspicious, and resistant to change, leaders

in authoritarian regimes at the highest levels exhibit these characteristics. This may lead to conflicting

and domineering communication methods among high-authoritarian leaders, which can have a

detrimental impact on the capacity to carry out tasks that need empathy for others' emotions as well as

the flexibility to respond to dynamic and complicated circumstances.

There are some similarities between authoritarian rule and Machiavellian philosophy, which

holds that the objectives justify the means when it comes to governing a society. In occupations or tasks

that involve negotiation skills or big incentive for winning, he is very productive. While it is impossible to

forecast his success in professions where the aims do not justify the methods or if there is no absolute
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measure of achievement. As a result, a high-level Machiavellian leader may use a variety of

communication styles in the workplace, including those that are easygoing, combative, and

domineering.

The degree to which individuals like or detest themselves is strongly linked to their expectations

for success, which is measured by one's self-esteem. Leaders with high self-esteem have more talent

than they need to succeed in their leadership roles. As a result, they may use dramatic, relaxing,

impression-leaving, pleasant, open, and precise communication approaches. When a leader has poor

self-esteem, he or she is more reliant on the opinions of others and more susceptible to external

influences. As a result, they are less prone to adopt positions that are controversial in order to avoid

upsetting others. As a result, a leader with low self-esteem may use enthusiastic, attentive, and precise

communication approaches in the workplace.

Individuals who can self-monitor their behavior in the face of changing environmental

circumstances are said to be self-monitoring. Due of their strong receptivity to environmental stimuli,

they exhibit a wide range of behavioral flexibility. High self-monitoring leaders are able to show startling

conflicts between their public and private personalities. A person with a good self-monitoring ability

may put on a variety of "faces" for various audiences. These people will thus use dominant, lively,

attentive and friendly forms of communication. Self-monitoring leaders, on the other hand, are unable

to change their behavior. In every scenario, they show their actual character traits and attitudes, and

there is a great degree of consistency in their actions. Communication methods such as these are often

used in the workplace since they leave a lasting impact on others.

People's willingness to accept risks varies widely. Leaders' inclination to take on or avoid risk has

been linked to their decision-making time and the amount of information they seek before making a

judgment. Leaders with a high tendency for risk-taking make decisions faster and with less knowledge
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than leaders with a lower predisposition for risk-taking. They are more prone to communicate in a

commanding, argumentative, open, and informal manner. Leadership styles that leave a lasting impact

on listeners are common among high-risk leaders.

A company's productivity may be influenced by four main elements, according to management

theory. Factors such as: An organization's production is influenced by its location, political and economic

climate, and other factors. If a company cannot control the environment, it must constantly be able to

change its strategy accordingly. A company's structure, technology, and environment all impact its

efficiency as well as its production and profitability. ii. Organizational element As the leader or manager,

you need to be aware of these powerful forces. It's important to note that every business has a unique

management style that was either purposefully established or developed through time. To be a task-

focused, democratic and laissez faire "laid back" or authoritarian organization, it must be task driven.

There are several ways in which the style of management a company employs has a direct impact on its

personnel, including how the leader communicates information, whether it is via an open network or

not. It is possible that the attitude of the workers has the greatest impact on the productivity of the firm.

A company's success or failure is mostly determined by its personnel, who serve as the vehicle through

which the organization's objectives are realized. Because of this, employee attitudes, talents, and

motivation are critical to the success of any firm.

As part of their mass media strategy, Coca-Cola deployed television, print, and online banner

commercials as part of their integrated marketing mix. In addition to advertising and direct marketing,

the strategy included a combination of online and social media marketing and sales promotion

techniques.

Advertising for Coca-Cola has long been regarded as some of the most effective in marketing

history. The company's commercial campaigns have frequently had a significant influence on culture and
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society, including a hit song that was played on prominent radio stations in 1971. Because of the iconic

nature of the logo and bottle design, the company's name and image are well-known around the globe

(Wikipedia, 2015). Sodas, pop, and soda pop are all colloquially known as "Coke" in the southern United

States because of the widespread use of the brand name (McConchie, 2015). As a consequence of its

extensive advertising operations, Coca-Cola has consistently been listed as the world's most popular soft

drink. It was also the first soft drink tasted by astronauts in space (Hartlaub, 2015).

Coca-Cola employs a wide range of direct marketing strategies. Exclusive vendor arrangements,

such as eateries and movie theaters solely serving Coke, are built into the gadgets, making them

immune to direct competition. They sponsor athletic activities using the company's facilities, such as

baseball grounds, and again market the brand's wares to the attendees. One-on-one sales conversations

with essential customers in designated dining spaces are made possible as a result. Personalized text

messages are sent out as part of mobile marketing efforts, and viral marketing campaigns depend

significantly on word-of-mouth communication from brand supporters (Wilkin, 2009).

Online and social media marketing initiatives have become standard practice. A little amount of

audience development is required since the brand is so well-known worldwide. There are around 86

million people that follow the brand on the various social media platforms. There are a variety of ways

to spread the word on social networking sites, but the overall theme remains similar. Marketing for

Coca-Cola on social media incorporates both crowd-sourced material and direct interaction (Shively,

2014). Web-based interactive marketing relies heavily on banners, videos, and public relations to

promote products and services. Coke's internet programming includes new goods, online games as well

as social, cultural and athletic events" (Darakeva, 2013). Throughout its online marketing campaigns,

Coca-Cola has made a point of focusing on audience engagement.

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Coca-marketing Cola's strategy is divided into two parts: retail and food service. Partnerships

between businesses, direct shop delivery, and POS methods are all part of retail's strategy. Because of

the lack of competition, eateries are forced to rely solely on exclusive contracts with corporations like

Coca-Cola. Mobile advertising using bright red delivery vehicles splashed with company logos is an

important step in the value chain for direct store delivery. Displays for in-store sales include brand-

specific coolers and Coke vending machines. Specialty drinks and food pairings feature prominently in

food service operations that use Coca-Cola brand goods. It is common to see Coke products

recommended as a companion to convenience meals like hamburgers, hot dogs, French fries, and the

like. Coca-Cola beverages, such as Diet Coke, Cherry Coke, and others, may be mixed with these dishes

for menu optimization (CokeSolutions, 2014).

Comparing the proportional prominence of the Coca Cola IMC components shows an iconic

marketing communication mix. Even the brilliant red and white typography of the brands Coke and Coca

Cola is instantly identifiable. This picture is used all around the globe, and it is so well-known and well-

received that even in places where the language may not be common, customers are acquainted with it

(Wikipedia, 2015). This was really the case during the NFL Super Bowl Championship's recent telecast

when the song America the Beautiful was used in conjunction with the languages of English and Spanish

along with Tagalog, Hebrew, Hindi, Keres and Senegalese-French (Indian Country Today Media Network,

2015).

That demand for the product is more than that generally connected with a thirst-quenching

beverage, according to Coca Cola IMC marketing (Dudovskiy, 2015). For an integrated marketing

strategy to be effective, each of its components must be placed in its proper place. The worldwide

presence of Coca Cola is a direct consequence of the integration of advertising, direct marketing, as well

as Web-based interactive and social media marketing and sales promotion into their IMC efforts
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throughout the years. As a direct result of the relative significance of the elements of the integrated

marketing communications mix, Coca-Cola has established itself as a major participant.

Incorporating IMC has shown to be quite profitable due to its high level of efficiency. YAHOO!

Finance (2015) reports revenue of $46 billion USD, a profit margin of 15.43%, and a book value per share

of $6.95 USD (Yahoo! Finance 2015). Annual sales in excess of $46 billion USD and a rating of #4 on the

World's Most Valuable Brands put Coca Cola firmly on the worldwide market arena. The firm was

founded on September 5th, 1919, and now sells over 500 distinct drinks on six different continents since

its founding (Forbes, 2014).

Because of their joint skill, the Coca-Cola integrated marketing communications show just how

much a single brand can do. Media indicators such as advertising equivalency, the sum total audience

that has been reached via certain media channels, statistical numbers of journalists hosted, the number

of articles published etc. may be used to further analyze the success. Coke is a household name in more

than 200 countries and employs more than a quarter of a million people worldwide, which lends validity

to its claim to be a market leader in the vast majority of these markets. It's possible to get a good idea of

how effective a website's various components are by looking at the amount of people that visit it, how

long they stay, and the search engine results they generate (both free and paid) (Dudovskiy, 2015).

Today's businesses must have an integrated marketing communications strategy in place that

can be implemented and managed at all times (Perner, 2008). Coke's IMC strategy has established a

benchmark that is admired throughout the industrial landscape in terms of its performance in achieving

its stated goals. The company's record-setting sales and revenues, brand awareness and recognition,

and worldwide market position are all evidence of the company's Herculean achievements. Retail and

in-store advertising for Coca-Cola products has been methodically planned and executed. Throughout its

almost 130-year history, Coca-Cola has ascended to the top of the industrial food chain.
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It's no surprise that consumers have embraced IMC because of its integrated strategy's

emphasis on component significance and efficiency, as well as because of the strategy's general appeal

to them. Using this integrated marketing communications approach, Coca-Cola will continue to be a

market leader and a household name for years to come.

Business Communication in Coca-Cola

Coca-Cola has been a huge success story from its founding in 1886 by Dr. John Stith-Pemberton.

This success can largely be traced to the company's inventions in non-alcoholic beverages, snacks, and

soft drinks, as well as its innovative marketing methods. Additionally, Coca-Cola has achieved great

popularity in recent years because of how they communicate with their customers.

However, the corporation has been vulnerable to the multiple global difficulties that have

plagued the majority of countries throughout the world, such as growing living costs, the downturn of

the global financial market and the unpredictable economic environment in which Coca-Cola operates.

When the financial crisis struck in 2007, a new CEO, John Brock, sought to articulate the company's

strategy for dealing with a rapidly changing business climate (Cisco, 2007).

As a result of Brock's efforts, the management of the company was able to communicate

effectively with their employees about the type of leadership agenda they would embrace and the style

of communication structure they used to do so. The new CEO's goal to keep Coca-Cola relevant in

today's quickly changing business climate prompted the need for a new business communication

strategy.. Customers' shifting preferences, retailer consolidation, and growing production costs all

played significant roles in the company's decision to pivot. An successful business communication plan

was all that was required for the company's employees to understand and accept this new concept:

(Cisco, 2007).
 17

Dividends have risen steadily for the last half a century and the company's revenues and profit

margins are both at historic highs. A company's ability to maintain effective channels of communication

both internally and externally is one of its key differentiators (Coca-Cola Official Website). This article

examines Coca-internal Cola's and external communication methods.

The Coca-Cola Company's communication strategy used language ideas that were adapted to

the company's worldwide market while keeping the integrity of the company's operations (Neuez,

2003). Strategic priorities and a fresh vision were at the heart of the executive communication strategy's

major goals. Coke's strategic initiatives were increasing the value of existing brands and expanding its

product line, re-engineering its business model to increase its efficacy and efficiency, and attracting,

maintaining, and developing an extremely diverse workforce.

There were business issues Brock and his senior managers at Coke faced, such as ensuring that

the company's employees understood the company's new strategic orientation and developing an

unified lexicon to assure consistency in messaging and other communication methods. Additionally,

Brock faced the task of keeping a personal connection with Coca-70,000-strong Cola's workforce.

On the other hand, in order for executives of Brock to communicate with their employees, they

used live video feeds, audio and video conferences, broadcast voicemails and emails, as well as

broadcast voicemails, in their business communication plan. In Coca-business Cola's communication

structure, they focused on the brand positioning, which involved improving the physical quality of their

goods in order to meet the needs and expectations of global consumers; on their brand idea and design,

which involved creating products that met the needs and expectations of consumers today; and on their

brand voice, which was intended to communicate to all of the company's employees a sense of pride

and purpose.
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Other components of Coca-communication Cola's structure included media relations,

advertising and marketing efforts, public relations activities, and promotional programs aimed at

promoting the company's products to various markets throughout the world .A 5 percent increase in

product awareness in Coca-target Cola's markets was one of the primary goals of the company's

communication structure. Considering how well-known Coca-Cola is around the world, a modest

fraction of the company's profits made sense. An additional purpose was to emphasize the contrasts

between Coca-Cola goods and those of its rivals in its business communication structure. With its Coca-

Cola beverages and soft drinks, the firm had been able to maintain product distinction for many years

because it had kept the formula for developing the Coke brand a well guarded secret .

As part of the company's business communication initiatives, Coca-Cola also worked to preserve

the brand preference of non-alcoholic beverages among its consumers, by rebranding its soft drinks. It is

largely because to Coca-intensive Cola's marketing campaigns that Coca-products Cola's have become

the world's most recognized soft drink brand. ' Marketing and promotional operations have been

bolstered by the company's use of the media, which includes print media, television, online ads, and

billboards with billboard banners.

The Success of Coca-Cola’s Business Communication Strategy

This new strategy for business communication relied heavily on Brock's success in persuading all

of Coca-employees Cola's to buy into the new direction. With 40,000 field personnel and the various

managers of Coca-affiliate Cola's companies worldwide, Brock had to convince them to accept his new

strategy for the corporation. The CEO had the daunting challenge of ensuring that all 74,000 Coca-Cola

employees were aware of the company's new vision and goals and could direct their own efforts toward

attaining the company's overall plan. Managers at the company had a tough time communicating the
 19

company's worldwide market strategy because of the inconsistent and unstructured nature of the

company's internal communications (Cisco, 2007).

Brock and his colleagues devised a business communication strategy aimed at fostering

teamwork among the company's leaders and workers. Brock established a Communications Council that

would represent Coca-senior Cola's management in the development of an acceptable communication

framework for use by the company's managers. As part of a strategy to communicate the new strategic

direction of Coca-Cola to 74,000 employees, the council hired Cisco Corporate Systems in the United

States to design a business communication strategy that included a common vocabulary (Cisco, 2007).

Using a live video feed, Brock and the company's executive leaders addressed their employees

in February 2007 as a result of the corporate communication process. Brock was able to convey Coca-

intended Cola's course of action in order to increase sales and expand the company's product line while

also enhancing operational effectiveness and efficiency.

The immediate feedback from the live video showed an overwhelming response from the

company's employees who were pleased with the new communication technique employed by the

organization. Being able to see and hear their CEO in real time through a video feed gave the company's

employees a more personal and concrete relationship. Coca-new Cola's strategy emphasized the

significance of communication as a key enabler of its operations (Cisco, 2007).

While communicating the company's strategic goal to Coca-Cola employees, Brock exemplified

an organized approach to business communication. Increased employee satisfaction with new

communication channels provided by CEO led to an increase in trust among Coca-Cola employees.

According to an internal study, 89 percent of Coca-employees Cola's believe Brock will be able to

implement the company's new strategic direction, which will lead to increased product sales and

profitability (Cisco, 2007).

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Conclusion and Recommendations

Coca-Cola has an efficient internal and external communication system that enables the growth

of its teams at its many outlets and the development of good interactions with its consumers. Effective

communication is a critical business competitive tool that must be carefully handled. With this insight,

the corporation has adapted its external communication to suit customers' psychological demands in

order to better understand their wants and preferences when it comes to purchasing things, as well as

how they make their decisions. The management makes care to use the appropriate language and tone

while communicating important information. A company's long-term success depends on having an

effective integrated marketing communications plan and the ability to effectively execute it. Coca-

integrated Cola's marketing communications strategy depends heavily on media. Newspapers,

periodicals, the internet, television, the cinema, radio, and posters and billboards are only some of the

media outlets that the corporation employs. Consuming Coca-Cola is trendy, and drinking it is part of a

lifestyle, according to an analysis of the imagery and language used in recent Coca-Cola marketing

campaigns. These marketing efforts try to express three distinct themes. All of these advantages,

however, are only a matter of perception for Coca-consumers. Cola's The claim that Coca-Cola is the

best drink for quenching thirst is one that should be treated with extreme skepticism. Coca-Cola does

not, in fact, make somebody hip, fashionable, or cool, as is abundantly obvious. Despite the fact that

Coca-Cola primarily provides perceived advantages to its consumers, the firm was able to become one

of the world's most successful multinational organizations via the effective selection and efficient use of

components of integrated marketing communication.

Our proposals for improving the company's communications include: Give young employees and

workers additional opportunities to contribute their thoughts that can be an important part of the

development of a productive working environment. Put more emphasis on building international ties
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and attracting and retaining top-notch employees from around the world. Extra care must be used while

communicating across cultural boundaries considering that nonverbal communication has varied

conventions in many cultures and certain terms will be understood differently across cultural

boundaries. Ability to listen techniques and sensitivity to the flaws pointed up in this study report might

improve the efficacy of their communications.

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References