Evaluation of types of business communications with examples from Bernard Matthews, Vodaphone and Primark.

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A good business needs to be able to communicate with all different departments of their organisation to be successful. This is because communication is vital when making business decisions, especially if you have more than one outlet as you would need to be able to clearly understand where the business is doing well and what needs to improved. Bernard Mathews is one business which does communicate effectively, and benefited from doing this to become the UK’s largest turkey producer.

To communicate effectively with external stakeholders they aimed to ‘to improve perceptions of the company and brand and to increase public awareness of turkey as a tasty, versatile and healthy meat’. Bernard Mathews must be clear and presence in the way the send and receive messages to all stakeholders of the business. To do this, they need to make sure that they understand who their target audience is for each piece of information that needs to be communicated, so that they can tailor it to be as effective as it could be. To do this, they first decided to concentrate on their core strengths and expertise, which is ‘British Turkey farming and providing great tasting Turkey’. They also sold all other parts of the business which did not concentrate on this core part of the business. This was done to give out a clear message about their business. This is a great way to communicate with retailers and customers, as they will know exactly where to go if they want Turkeys.

They also wanted to change the perception of turkey as being mainly processed food, and to change buying patterns of customers to make Turkey their main source of protein. To do this, they needed to promote Turkey as being a tasty and healthy option. They advertise in the press along with advertising on TV to get their message about their business across. In previous Bernard Mathews would advertise around Christmas time mainly as this is when most people buy Turkeys. However last year in 2011, they put their focus more on the healthy benefits from turkeys, and focused about the fact that their Turkey’s are ‘100% British’.

Deciding to do this is very beneficial for the business as it is very clear what they are about, and knowing this means that people are more likely to go to Bernard Mathews to business with them. This is a great way of communicating with existing customer and also potential customers. People who do not understand that turkey is a great healthy alternative to other meats such as chicken would benefit from this clear message sent by Bernard Mathews, and is likely to result in Bernard Mathews receiving more revenue and more profits. In recent years Bernard Mathews has received some bad press which resulted in quite a substantial drop in their sales. This could have been down to bad communication between the media and this business, as certain information might have been misinterpreted by them, which is why they are now making their core aims and strategies a lot more focused, so that people understand exactly what they are about. They now hold regular meetings with journalists to make sure that their aim is clear and tell them about how much they are aware about animal rights and their belief in having only the best healthy turkeys on sale.

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They also created an advertising campaign called ‘Change your meat. Not your menu’ in which they tried to communicate with customers through the use of celebrity chef Marco-Pierre White and Olympian Rebecca Romero. The aim of this advertising campaign was to communicate with people who are familiar with these celebrities and try to change their views into positive beliefs about Turkey.

Bernard Mathews also need to communicate with their internal stakeholders which they are also very successful with. These internal stakeholders include managers, employees and shareholders. After the business received the bad press, it is very likely that it affected employees ...

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