Assessment 4.2

P2 - Present complex internal business information using three different methods appropriate to the user’s needs

In this assignment I will present internal business information using three different types of communication methods which are appropriate to the user’s needs. The three types of methods I have chosen are written, on screen multimedia presentation and verbal presentations. I have chosen ASDA to do my research upon.

ASDA is a global supermarket which sells groceries, electrical equipment, general domestic equipment, toys and clothing. It is now subsidiary of the American store Wal-Mart. Today they are the UK’s second-largest chain by market share.

Written- written communication involves any type of interaction that makes us use the form of a written word. It is one of the main types of communication used. Written communication is used a lot in a business as written communication involves reports, letter, instruction, agreements, memos and policies. Written communication is the most appropriate when detailed instructions are required, when something needs to be documented, or when the person is too far away to easily speak with over the phone or in person. ASDA uses this type of communication to communicate without different people in the hierarchy system or to one of their customers. It is appropriate to the user’s needs because written communication is precise and explicit. It also allows the manager to get in contact with someone easily without hassle.

On-screen multimedia presentation- on screen presentation means any sort of information that is presented on the screen. It can be written so the user can read it. It can be in the form of a video clip with sound and images aswell. This can be used by the board of directors and managers when showing key information about the business. It is appropriate to the user’s needs because it allows you to show information and has a variety in ways which you can do so. The data can be in any form.

Verbal communication- verbal communication has more to do with listening then speaking as you are always dealing with an audience. Verbal communication is best when you need to discuss something in detail. There are two types of verbal communication. One is through an electrical device and the second is face-to-face. With verbal communication it allows quick response. Asda uses verbal communication because you can say precisely what you mean without any confusion. It allows passage of accurate information. Verbal information is used everywhere in ASDA. From directors all the way down the staff stacking shelves. This is appropriate to the user’s needs because it allows quick responses. Also it is clearer. Verbal can be used formal and informal. This is great as there is no barrier.

P3 +P4 -Produce corporate communication and evaluate the external corporate communication of an existing product or service. THE KELLOG’S COMPANY
Kellogg Company was formed when production of Kellogg’s Corn Flakes began at W.K. Kellogg’s newly formed Battle Creek Toasted Corn Flakes Company in 1906. The ready-to-eat cereal innovation would change the way people eat breakfast worldwide. W.K. Kellogg’s product innovation and drive for market expansion influences the Kellogg Company and the food industry around the world today. W.K. Kellogg began worldwide expansion of the company in 1914. By 1938, Kellogg had build plants in England and Australia. After W.K. Kellogg’s death in 1951, Kellogg continued to expand its operations, building plants in Latin America and Asia. In 1958 Tony the Tiger won a contest over Katy the Kangaroo to become the sole spokes-character for Kellogg’s Frosted Flakes and a mainstay in American culture. Breakthrough Kellogg food innovations include breakfast convenience foods like Pop-Tarts pastries, Eggo frozen waffles, and Nutri-Grain bars. Kellogg has established itself as an industry leader with health-conscious, innovative breakfast choices like Special K, All Bran and 19 cereals. Kellogg continued to expand its operations and innovate by acquiring the vegetarian-based food group Worthington Foods in 1999 and the organic-based food group Kashi Company in 2000.

The Kellogg International business focuses almost exclusively on the cereal and wholesome snack categories within the respective regions. The European business includes cereal brands such as Special K and Crunchy Nut Cornflakes and wholesome snacks such as Special K bars. The Latin American business also focuses predominantly on cereal, including brands such as Zucaritas and Kellogg's Cornflakes, and wholesome snacks such as All-Bran bars. The Asia Pacific business includes cereals such as Kellogg's Bran Flakes and All-Bran in Japan and Nutri-Grain in Australia. Our snack brands in Asia Pacific include Special K bars, Nutri-Grain bars, and Muesli bars. Kellogg’s corporate communications primary objective is to encourage and support physical activity among all sectors of the population by using resources to sponsor activities and run physical activity focused community programs for its consumers and the public in general. With that, it seeks to increase the association between Kellogg and physical activity. Kellogg’s also use the cereal packs to communicate the ‘balance’ message to consumers and has introduce food labelling that would enable consumers to make decisions about the right balance of food.

Effective communication is vital for any strategy to be successful. Kellogg's success is due to how well it communicated its objectives to consumers to help them consider how to 'Get the Balance Right'. It developed different forms of communication to convey the message 'eat to be fit' to all its customers.

External communication

External communication takes place between an organisation and the outside world. As a large organisation, Kellogg uses many different forms of communication with its customers. For example, it uses the cartoon characters of Jack & Aimee to communicate a message that emphasizes the need to 'Get the Balance Right'. By using Jack & Aimee, Kellogg is able to advise parents and children about the importance of exercise. These characters can be found on the back of cereal packets.

The company has also produced a series of leaflets for its customers on topics such as eating for health and calcium for strong bones. These are available on its website.

Internal communication

Internal communication takes place within an organisation. Kellogg uses many different ways to communicate with its employees. For example, Kellogg produces a house magazine which is distributed to everybody working for Kellogg. The magazine includes articles on issues such as getting the balance of food and exercise right. It also highlights the work that Kellogg has undertaken within sport and the community. To encourage its employees to do more walking, Kellogg supplied each of its staff with a pedometer. Such activities have helped Kellogg's employees to understand the business objectives and why the business has created them. It also shows clearly what it has done to achieve them.

Kellogg's will produce a number of trial batches before considering whether to put some branded flakes into each box to guarantee authenticity. If the system is successful it could be used on Kellogg's other best-loved brands including Frosties, Special K, Crunchy Nut and Bran Flakes. The discourse analysis of the Global Corporate Responsibility Reports On 7 April, Kellogg’s Company released its second global Corporate Responsibility Report, a comprehensive accounting of its strategies, key initiatives and future direction in the environment, marketplace, workplace and community. "On what would have been our founder's 150th birthday, Kellogg Company is proud to report on our continuing efforts to further W.K. Kellogg's legacy of building a stronger business while doing the right thing for the environment and society," said David Mackay, president and chief executive officer, Kellogg Company. Particular attention has been paid to an in-depth review of the role of corporate communication discourse in identity formation of Kellogg’s. Rather than acting as an instrument to transport consistent visuals and messaging, corporate communication discourse is explained as a mode of active participation in affectualized work. In this, corporate communication discourse can potentially balance symbols and substance as two sides of the same coin – the company’s overall purpose. In this last report, Kellogg emphasized the good progress toward its environmental goals by continuing to embed sustainability practices into every aspect of its business. Since 2005, the company has decreased its energy use, greenhouse gas emissions and water use per metric tonne of food produced by 5.7, 8.9 and 7.4 percent, respectively, and decreased total waste sent to landfill by 41.5 percent per metric tonne of food produced. Important to this progress is the company's focus on transportation-related energy use and CO2 emissions. The company also recently increased the amount of product on each truck to reduce miles and save fuel. In addition, Kellogg has worked with contract carriers to reduce diesel fuel consumption by 39 percent compared to 2005, or 10.9 million gallons per year. Kellogg’s discourse focus on improvements in this area by reducing the number of vehicles in its fleet, continuing to drive fuel efficiencies and other initiatives. Working with its partners and suppliers to reduce their environmental impact is also an important part of the company's corporate responsibility discourse. Kellogg’s continues to engage with suppliers on this issue as a part of its responsible sourcing framework, which was launched in 2009 and is discussed in detail in the report. Along with these environmental stewardship initiatives, the report also underlines the progress toward its other corporate responsibility goals and objectives. "Social responsibility has been a key part of our heritage since Kellogg Company's founding more than a century ago," said Celeste Clark, Kellogg Company's chief sustainability officer and senior vice president, global nutrition and corporate affairs. "We continue the commitments of W.K. Kellogg by investing in our communities and assisting those in need." Over the last 18 months, Kellogg has shifted its community investment programs to focus even more strategically on needs that best align with its objectives as a global food company, specifically concentrating on nutrition (including malnutrition) and physical fitness. A prime example of these initiatives occurred in June 2009, when Kellogg made the unprecedented donation of an entire day's worth of U.S. cereal production – or 55 million servings – to Feeding America, the nation's largest hunger-relief organization. The company also supports the development and promotion of school-based breakfast programs in the U.S., and sponsors breakfast clubs in a number of countries where government-sponsored breakfast programs do not exist. In the U.K. alone, Kellogg supports breakfast clubs serving more than one million morning meals to young people every year. These efforts will continue to be a priority. The intercultural approach of the Kellogg’s corporate strategy Many of the cereal products have taste and texture profiles widely accepted across cultural boundaries. For example, Kellogg’s Cornflakes can be found in all of the countries where Kellogg’s distribute their products. The manufacturing techniques have been standardised across the world, giving the product their unique and uniform taste across the global market. However, due to trade constraints and geographical limitations the Cornflakes distributed across Europe are produced using a different type of corn from those in the USA, which means that the texture and appearance of the product alter. If you were to buy Kellogg’s Cornflakes in the USA, they would be paler yellow compared to the more golden brown Cornflakes distributed across Europe. Kellogg’s global marketing expertise, combined with expertise in grain and fruit technology, has positioned Kellogg’s to develop cereals and convenience foods that will meet the unique preferences of the selected high potential markets. For example, Kellogg’s products which have a chocolate coating are produced using the same Kellogg’s product as a base (i.e. Coco Pops are produced using Rice Krispies as a base); however, the chocolate coating placed on the product alters dependent upon the tastes of the country or region. The Spanish prefer a sweeter type of chocolate than consumers in the UK, whereas consumers in Greece prefer a chocolate that is less sweet. Kellogg’s adjusted their development strategies in emerging Asian markets to better respond to local taste preferences; however, they found that introducing breakfast cereals into India was a slow process as only 3 per cent of Indian households ate such products. Other corporate communication techniques

Having created an aim and set objectives, Kellogg put in place a process of planning to develop a strategy and a series of actions. These were designed to meet the stated aim and range of business objectives. In the area of food labelling, Kellogg introduced the Kellogg’s GDAs to its packaging, showing the recommended Guideline Daily Amounts. These GDAs allow consumers to understand what amount of the recommended daily levels of nutrients is in a serving of Kellogg’s food. Working with a group of other major manufacturers, Kellogg introduced a new format in May 2006, with GDAs clearly identified on brand products and packages.

For many years Kellogg has been working to encourage people to take part in more physical activity. The company started working with the Amateur Swimming Association (ASA) as far back as 1997, with whom it set some longer term objectives. The ASA has been a good organisation for Kellogg to work with, as its objectives match closely those of the company.

To achieve this aim, Kellogg set out measurable objectives. It developed a corporate communication strategy that engaged Kellogg in a series of activities and relationships with other organisations.

http://www.thetimes100.co.uk/downloads/kelloggs/kelloggs_12_full.pdf

http://www.corporate-eye.com/blog/2009/05/kelloggs-sustainability-might-produce-results

http://www.kelloggcompany.com/company.aspx?id=32

http://www.kelloggcompany.com/uploadedFiles/KelloggCompany/Corporate_Responsiblity/Kelloggs%2009CRR_FullReport.pdf