SAGE Reference. It’s how we understand our clients’ needs and goals. Understand the key contemporary business issues and main external … All supermarket brands have designed their communications strategy to achieve this main objective. Reference this. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. *You can also browse our support articles here >. The advertisement costs for the company have been astronomically high and it has been highly criticised for it in the past (Datamonitor, 2006a). The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle. The company has the opportunity to use these two high-profile events to strengthen its brands even further. a diet coke is targeted more at the health conscious women. To begin with the report analysed the current market situation to aid a better analysis of the communications strategy employed by the companies. Some contemporary issues are useful and unifying for society like electronic banking while others can be divisive such as politics, climate issues, and more. The contemporary issues in leadership include; the "out of the box thinking" of a leader, guiding the employees by setting an example, globalization, enhance the dynamics among the groups. (Datamonitor, 2006b). Textbooks like marketing management by Kotler and Keller and the others mentioned in the reference section at the end of the paper were employed to give a sound theoretical background to all the discussions made about the communications strategies. A guide to researching the social and political issues of our time. The net profit was $4,078 million in fiscal year 2005, a decrease of 3.2% from 2004 (Datamonitor, 2006b). CQ Press. Keeping the above descriptions in mind an analysis of the communications strategy employed by the lead players in the soft-drink market can be attempted. Environmental Analysis addresses to the issues and answers question about how an environment affects business success. PepsiCo is a leading global snack and beverage company. Coke has however been the market leader for a long time now. Most of the experts entail five major modes of communication vis-à-vis Advertising, Sales promotion, Public relations and publicity, personal selling, Direct and interactive marketing (Fill, 2006). We never like to rely on one source to fuel our analyses of the problems facing business today, ... and in many cases the fast-changing business environment is what ignites these fires in the first place. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. However, overall degree of influence exerted by the Pepsi communication message seems to be lower than its arch rival. Although diet Coke was already present, it was predominantly communicated as a female drink. Exclusive T-Shirts. Political, guided by high profile figures line California’s governor Arnold Schwarzenegger, and public forces alike are pushing hard to extend the ban into High schools (Mercer, 2005). Moreover, this would also differ from product to product i.e. It is headquartered in Purchase, New York. All the above has been achieved with the aid of a very carefully planned marketing communication strategy consistently over the years. Since technology pl… WOMENS. It’s how we work together as a team to put those needs and goals into a cohesive and actionable strategy. Considering the size of the target audience the mode of communication chosen by Pepsi and Coke are justified i.e. BAED PROGRAMME CBE3116 UNIT TITLE 10 credits SESSION Dr. Evi Mattheopoulou STAFF OFFICE emattheopoulou@city.academic.gr. CONTACT. Study for free with our range of university lectures! There is not much to differentiate between Pepsi and Coke’s current campaign elements. 0. On the basis of the industry situation entailed above the next few sections would analyse the current communications strategy employed by Coca-Cola, Pepsi and the Supermarket brands like Tesco Cola. market segmentation. Should harassment or discrimination take place in the workplace, the result could be catastrophic for your organization both financially and reputationally. Comments (0) Add to wishlist Delete from wishlist. More than 60% of its products are sold outside of the US (Datamonitor, 2006a). 2. The company recorded revenues of $32,562 million during the fiscal year ended December 2005, an increase of 11.3% over 2004. Do you have a 2:1 degree or higher? Prior to diving into the crux of the report it is essential to have a understanding of the modes of communication which are generally included in the communication mix to form a communication strategy. Given the popularity of Apple’s iPod among the young audience a promotional collaboration with the computer giant sends a very strong message to the consumers. Here's a look at … Moreover, it has a barrage of competitions and opportunities to win a prize for its visitors thus providing another form of incentive. Author: Ludwig, Dean Paul, Karen: Year: 1992: Pages: 264: ISBN: 0-7734-9543-6 978-0-7734 -9543-2: Price: $199.95. The next section would provide a brief overview of the methodology employed by the author. This again reinforces the ‘health conscious’ image of the new drinks like Coke Zero. Advertising: The maximum amount of investment made by the company is in this area by employing leading personalities from sports, movies and other arenas. After several failures, BA learnt its mistakes and overcome them. The Coca-Cola Company (Coca-Cola) manufactures markets and distributes non-alcoholic beverage concentrates and syrups (Datamonitor, 2006a). We're here to answer any questions you have about our services. Technology, today, is the single most imperative weapon for a firm to procure, enabling it to combat most threatening situations, ranging from reducing the cost of production to coming up with new-fangled healthier alternatives and novel strategies for communication. Business-Week and Inter-brand, a branding consultancy, reckoned Coca-Cola as the leading brand in their top 100 global brands ranking in 2005 (Datamonitor, 2006a). Mens. Public Relations and Publicity: These are a set of communication programs designed to promote and protect the company’s image or its individual product (Kotler and Keller, 2006).. It is however the second-largest manufacturer of carbonated soft-drinks in the world, second only to Coca-cola. In South Africa, contemporary socio-economic issues include HIV/AIDS, poverty and unemployment. It can be transmitted through sexual behaviour and contact with infected blood. Click here to add your own text and edit me. Values: Actions at two levels we seldom examine In an age of uncertainty between employer and employee, there is a natural tendency to accentuate “corporate values” as a “rudder” to maintain focus and to communicate corporate intent. Personal selling and direct marketing: The only means of direct consumer interaction seems to be the internet which has a highly interactive and colourful website. the main channel of communication is television and internet. However, since this is not a very big segment of revenues for these supermarkets, specific communications based on promoting these drinks are not found. While a consumer survey would be required to add credibility to the above statement the analysis and discussion do provide a useful insight into the communication strategy formulation process and the choice of the communication mix based on which few recommendations can be made. Businesses need to work with the government to address these problems. Harassment and discrimination are arguably the largest ethical issues that impact business owners today. Contemporary issues in the business environment. Since Coke is the market leader the communication objective does not have to attempt to change either the cognitive, affective or behavioural responses from its consumers. Hence to expand its target audience to include the males, Coke had to launch a new drink communicating a fresh unisex message. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module. Pepsi is sponsoring and flaunting a lot of sports personalities in its adverts as well ranging from rugby to cricket. Course maps and module descriptors from previous years can be found in the Course Resources Archive. This is where marketing communications strategy comes into picture. HOME. MENS. Personal selling: These include all face-to-face interactions with one or more prospective purchases with an aim of making presentations, answering questions and procuring orders (Kotler and Keller, 2006).. Develop awareness of key concepts and theories in business and economics and facilitate their application to real world examples, To provide a clear and comprehensive understanding of the functions within organisations and their impact of their execution, Present a clear depiction of contemporary business and economic contexts and illustrate associated pressures on national economies and organisations, Analyse the way organisations operate and the impact of their contextual issues, Apply numerical and non-numerical techniques to appraise economic policy and business decision-making. A student passing this module should be able to: A course map contains a list of the individual study units, called modules, that you study to complete your course. Profiles in Business Ethics: Contemporary Thought Leaders; A Succinct Theory of Business Ethics ; Business Ethics. No plagiarism, guaranteed! The company manufactures markets and sells a range of salty, convenient, sweet and grain-based snacks, carbonated and non-carbonated beverages and foods (Datamonitor, 2006b). Free resources to assist you with your university studies! Supermarket colas include the likes of Tesco, Somerfield, Lidl etc. Advertising: Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor (Kotler and Keller, 2006). The diminishing geographical boundaries and highly competitive environment … However, the carbonated soft drink category has experience overall softness the last several years (Phillips, 2006). Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. FAQ. Most frequently mentioned challenges of modern HRM are: globalization, economic and legal environment, workforce diversity resulting from both globalization and … Publicity and Public relations: As mentioned earlier, Coke as a brand has been the first one to set a trend of sponsoring big occasions and creating strong opportunities for publicity. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Followed by a thorough industry analysis current communications strategy for Coca-cola, Pepsi and the Supermarket brands were analysed. Contemporary Issues in Business 1050 Words | 4 Pages. Communication is at the heart of everything we do. Help >> Contact. A contemporary business environment maximizes … The module will also examine the factors and impact of the local and global business environment on running of businesses. Contemporary Business Issues – Special NAAS Edition Editor’s Forward I would like to thank all who volunteered to serve as reviewers, particularly those who actually participated in reviewing the articles submitted for publication in the current issue. Discover trustworthy and timely resources in American government, politics, history, public policy, and current affairs. Students will also be encouraged to be able to develop the ability to research a range of sources of information. Available online At the library. The current communication strategies in all three instances above seem to be hitting their target, however Coke as usual seems to be pulling out the best suited tricks with Pepsi just following suit i.e. Hence it is quite clear the target audience for the communication strategy is the younger generation. According to Friedman (1962), the businesses need to use its resources for getting engaged in the activities to increase its profits while staying within the rules of the game of free competition without deception and fraud. Besides this the company has launched the new range of Coke Zero, which is an attempt to meet the industry requirements of health conscious drinks. The supermarket Colas don’t have to use these as their primary aim is to communicate to the consumer that it is a cheaper alternative and it is cheap because of meagre expenses in advertising. As far as the Supermarket brands are concerned Tesco cola’s communication objective is quite straight forward i.e. As mentioned earlier the supermarket brands cannot afford a high communication budget on solely marketing the colas especially at the price they need to sell it for. It also changed graphics on Coke bottles and adopted a traditional look for its cans. On observing Coca-cola’s latest adverts and promotional activities it is clear the organisation’s target audience continues to be the young generation. Sustainability: Business and the Environment Learning Objectives. Coke’s latest message says ‘the coke side of life’, while Pepsi has been trying to woo its customers by ‘it’s the cola’ and the supermarket cola’s attempt to design the bottles similar to that of the bigger brands and add the word ‘value’ to the label. Moreover, Coca-Cola is the world’s leading brand. Imprint Lewiston : E. Mellen Press, c1992. The company websites and current adverts were the predominant source for this information. Please note this module descriptor is indicative of the structure of this course and may be subject to change. 7th Jun 2017 The module will introduce students to the key dimensions of business and work undertaken by people in business. Physical description iv, 254 p. : ill ; 24 cm. 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