Coca-Cola’s Communication Strategy

Coca-Cola is an international company that manufactures soft carbonated drinks ( Dudovskiy, 2015 ). The company has been in operation for more than 120 years. Because of its large workforce, it is important to have an effective communication strategies. In addition, apart from internal communication within the organization, the firm has an external environment to which it communicates. The external environment comprise of customers. One major key contributor to the company’s success is its communications strategy (Dudovskiy, 2015) . Coca-Cola’s communications strategy aim at creating an effective internal and external aspects of its communication system. This is founded on developing a work environment that is conducive for all the company’s workers. In addition, it is based on free flow of ideas both at the management and employees levels and ensuring a successful relationship between the company and its clients and stakeholders.  Analysis of the Communication Strategy

According to Kotler and Keller (2009), communication mix comprise of six different channels. The communications mix channels are advertising, sales promotion, public relations, direct marketing, personal selling, events and experiences (Kotler & Keller, 2009). An effective communication strategy improves promotion of sales and clients can easily understand the product or service being offered. The company has its communication developed in a way that ensures clients receive relevant and attractive information about the company’s products and services. Coca-Cola’s communication strategy impacts it on four main levels. These are services, sales, value chain, and continuous improvement. Services include all the intangible products that are offered by the company. A communication strategy has a direct influence on the services provided by Coca-Cola. Communication determines if the services offered by the company are effective and satisfying to consumers. Although the Coca-Cola deals with production and supply of goods, services such as inquiry or placing an order are offered by the company. In addition, after sales services are offered by the company in for a successful business relationship with customers. Communication between the company and its clients has contributed to its success throughout the years. Value chain is defined as all the activities that an organization implements from buying raw materials, manufacture products, and supply the manufactured products to consumers in the market (Kotler & Keller, 2019). The activities include product designing, manufacture, marketing and supply of products or services. The services include after sales services too. The value addition activities of Coca-Cola’s value chain are connected to one another and structured in a way that produces the best products in soft-carbonated drinks industry. This has given the company a competitive advantage in the industry. A company’s competitive advantage depends on integration of the value chain (Kotler & Keller, 2019). Coca-Cola ensures coordination and collaboration in its value chain and this helps the company ensure client loyalty. The company’s communication strategy positively influences the value chain. Updated communication both in the internal environments contributes to better performance the company’s value chain. Effective communication helps ensure that work is done in an efficient and appropriate manner. Continuous improvement refers to ongoing enhancement of a product, service, or a process by increasing it or innovations. It determines the culture of an organization and influences stability. Coca-Cola’s communication strategy ensures effective communication at all levels from the management to employees and vice versa which positively affects continuous improvement. It also ensures that employee improvement is effectively achieved. Both the internal and external communication strategies of Coca-Cola have an impact on sales. The external communication strategies used by the company include brand management, public relations, and media management. The external communication strategies adopted by Coca-Cola are appropriate and effective for the company’s target market. As a result, Coca-Cola’s has been recoding an increase in its sales over the years and subsequent increase in the revenue generated. 

Problems/Potential Problems Coca-Cola’s Communication Strategy

Although Coca-Cola has a successful communication strategy that contributes to the company’s success in the market, there are some existing problems that need to be addressed. The organization does not provide an adequate opportunity and motivation for its young employees to present their ideas with other employees or the management. The company’s infrastructure is not flexible hence it is difficult for their ideas to flow freely. Coca-Cola lacks sufficient orientation towards maintaining its relationships with stakeholders both in the local and foreign context. The company should pay more attention to its partners and customers throughout the world through enhanced international communication. 

Integration Techniques

Coca-Cola can address its communication strategy problems by integrating its communication strategies in communicating its vision to employees. This can help in motivating employees towards innovation and better performance. In addition, the young employees in the company should be motivated to share their ideas or views in a free manner. Some of them may possess ideas that the company needs in order to move to the next level of its growth and performance. The techniques would enhance the working environment at the company which can further contribute to the company’s success. Furthermore, employees should be encouraged to share crucial information on consumers/clients and have smooth flow of information between the various departments. 

Coca-Cola’s communication strategy is successful and contributes to the company’s performance. Effective communication strategies are an essential competitive tool for any company that wants to be successful. The company’s communication strategy creation of outstanding teams and positive relationship with clients. Addressing the current problems in the company’s communication strategy would further enhance performance and success in the industry throughout the globe. 

References

Dudovskiy, J. (2015, February 12). Coca-Cola Marketing Communications: A Critical Analysis. Research Methodology. Retrieved from https://research-methodology.net/coca-cola-marketing-communications-a-critical-analysis/

Kotler, P., & Keller, K. L. (2019).  Marketing management . Boston: Pearson.