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assignemnt:Critical Evaluation Of Coca Colas Corporate Communication

时间:2015-06-16 10:34来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

沟通的媒介对于现代企业而言是极为重要的,企业通过必要的操作找寻重要的资源,访问他们所需要访问的内容。没有有效的组织和综合通信系统将无法为其公司开发一个适当的传播结构和传播策略。鉴于公司的沟通交流需要有选择地组织利益相关者的观点和目标,因此它可以被描述为一个密钥管理策略。这份报告将批判性地评估可口可乐的企业沟通策略,通过沟通的评价框架和模型对其进行具体分析。它将看可口可乐公司组织的内部结构以及公司如何利用企业传播策略概括他们的企业形象利益相关者并提高他们的声誉,也会着眼于公司的企业伦理和文化,提高企业沟通管理。
 

1. INTRODUCTION
 

Communication is the medium through which companies' both large and small access the vital resources they need to operate (van Riel 1995). Without effective and integrated communication systems an organization will be unable to develop an appropriate structure for its corporate communication strategy. Given that its corporate communication entails selectively communicating the organization's views and objectives to its stakeholders (whom it relies on for the success of its business), it can therefore be described as a key management strategy.
 

This report will critically assess Coca Cola's Corporate Communication strategy through the evaluation of communication frameworks and models. It will look at the internal structure of Coca-Cola's organization and how the company utilises corporate communication strategies to both epitomize their corporate identity to stakeholders and improve their reputation. It also looks at the corporate ethics and culture of the company and the impact of Corporate Communication management on the organisation
 

1.1 Background Information
 

The Coca-Cola Company:
 

Coca-Cola was invented on May 8, 1886, in Atlanta, Georgia by Dr. John Stith Pemberton. It was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was then patented in 1887, when another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. It was registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States.
 

By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.
 

Today the Coca-Cola Company operates in more than 200 countries and markets nearly 500 brands and 3,000 beverage products. The company employs over 92,400 associates worldwide and has a consumer serving (per day) of nearly 1.6 billion, with a net operating revenue of over $31.9billion (as of December 31, 2008). Throughout the world today, no other product is as immediately recognizable by its brand as Coca-Cola.(责任编辑:BUG)



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