Communication Strategy Of Next Plc

Communication Strategy Of Next Plc To sustain a business, there must be effective and efficient communication. This means there must be efficient ways and appropriate channels of exchanging information with the stakeholders of the business, which is core to its corporate strategy. This report evaluates the corporate communication strategy adopted by Next Plc, a UK based retailer with over 180 stores spanning continental Europe, Scandinavia, Russia, Middle-East, India and Japan and with international website serving the USA and 30 other countries worldwide. The report highlights the fact that Next has got an established human resource management which continually develops and implements internal communication strategies to enable all employees receive and understand information that is timely, accurate, relevant motivational. In terms of its image, a report by Susannah Streeter(July 2010), a BBC reporter reveals that Next Plc had been breaching consumer law by not refunding delivery charges on online purchases though returned within seven days. This had a damaging effect on the companys image but they were quick to offer apologies to their customers and retrace theirs steps. Also according to a Mintel report(October 2010), Next clothing are also known for qual ity with which it scores with its customers, but the challenge it faces is that as disposable incomes come under pressure, its many young customers might turn to value retailers. However, if it tries to diversify into third party brands, it may erode the image and values of its brand. Hence, the need for effective communication strategies for corporate and brand repositioning. TABLE OF CONTENTS 1 EXECUTIVE SUMMARY 2 2 LIST OF FIGURES 3 3 INTRODUCTION 4 4 FINDINGS 5 5 Conclusions and Recommendations 14 LIST OF FIGURES Figure 1.0 Nexts Record of Sales 2005-2009 Figure 1.1 Abergs Total Communications Domain Figure 1.2 Argentis Reputation framework Figure 1.3 Cornelissens Stakeholder Model of Strategic Management Figure 1.4 Hofstedes Framework of cultural dimensions Figure 1.5 Mckinseys 7-S Model Figure 1.6 General structure of Corporate Governance. Figure 1.7 Ulrichs 4 roles of Human Resources Figure 1.8 Harvard Map of HRM theory by Beer et al(1984) Figure 1.9 Horizontal/Vertical structure of communication INTRODUCTION According to Cornelissen Joep(2008 p.5), a likely characteristic of corporate communication is that it can turn out to be complex in nature. For small-medium firms, communication complexity is quite minimal but with large corporations, if due care is not taken, communication can turn out to be cumbersome. Cornelissen J.(2008,p.95) also states that managing corporate communication requires a communication strategy that describes the general image that an organisation aims to project through themed messaging to stakeholders. As a result of this complexity, this report will aim to provide insights and explore the corporate communication strategy of Next Plc. A Proquest(2011) report tells of challenges faced by Next in the four year period to 2009 as a result of laxity over its positioning and recession. By the time it realized that trends were changing, it had lost grounds. The targeted young customers were maturing and reduced their spending due to additional responsibilities. Erosion of its brand due to over-diversification was another issue. Next has lost ground since 2005 but seems to be emerging now from the underperformance period according to the graph below: Figure 1.0: Next UK sales as a share of clothing specialists Source: Next Company Accounts and Annual Reports/Mintel 2010 An industry expert, Raoul Shah, CEO of Exposure evoked that Next should develop a higher brand profile and image and senior executives need to plan new communication strategies, be more visible in the media, give more interviews and build deeper relationships with customers and stakeholders.(Proquest, n.d). Essentially there has to be a corporate identity management in place. This report will seek to investigate the corporate communication strategy of NEXT Plc with regards to its stakeholder management, Corporate image and identity, its Human resource management among others. These will be achieved through research, recommendations and conclusions will be made based on findings from the company website, articles on the company and its industry, journals, their annual reports and other relevant materials. FINDINGS What is Corporate Communications? Corporate communication is the ability of an organisation to effectively communicate to its stakeholders. This definition gives a general overview or understanding of what corporate communication is about. Looking into a more complex and detailed definition, corporate communications would then be defined as: an instrument of management by means of which all consciously used forms of internal and external communication are harmonised as effectively and efficiently as possible, so as to create a favourable basis for relationships with groups upon which the company is dependent. (Van Riel,1995, p.26) Figure 1.1 : The total communications domain(Aberg 1990) Source: Van Riel (1995) Principles of corporate communication. Van Riel(1995) supports Aberg (1990) that all communication activities within an organisation must be integrated so as to support the achievement of the organisations aims and goals. This is where care must be taken so to address communication complexity effectively and efficiently. It is about the reputation of the organisation, people being able to identify with the organisation and about the formal systems of communication at the highest level. Please see Appendix 1 and 2 for a history and timeline of Next Plc. Image Identity and Reputation Image is the picture of an organisation as perceived by target groups while identity is associated with the way in which a company presents itself to the target groups, by the use of symbols, communication and behaviour(van Riel,1992). Argenti (2007) also states that image is a reflection of an organisations identity. These definitions shed light on the fact that there is but a thin line between image and identity as the former sees from the outside while the latter projects from the inside. It was reported that Next was breaching regulations by not refunding online delivery costs to customers even if they return goods within seven working days. This would have damaged Nexts corporate image, but the companys executives were quick to offer apologies to redeem its image.(BBC Business News, July 2010). According to Richard R. Dolphin(1999), people learn to identify with a company by noting everything it does. In terms of image, whether Nexts customers decide to use the Next Directory or website, visit a Next retail store, the strength of the brand continues to be a powerful attraction in terms of design consistency, value and quality their customers know they can trust. To support this, Richard R. Dolphin (1999) says organizations communicate with those that they perceive as stakeholders because they desire an enhanced awareness, understanding and appreciation of their identity and their core beliefs as well as of their products and their services. Next has an outstanding record of achievement as a result of continued success of innovative shopping concept. Nexts greatest assets are its exclusive designs and distinctive styling that have given it a strong brand image. Figure 1.2 Reputation Framework Source: Argenti, Paul. Corporate Communications(2007) George Davies, a retail entrepreneur, believed in the 80s that tailored jacket could establish Next, as long as it represented fantastic value for the price and high quality (identity). This was their brand positioning at the time. In February 1982 Next opened its first seven shops and the sales were two and-a-half times what the company had originally estimated. Davies found a ready market for his merchandise(as customers were able to identify with the positioning) providing what he called affordable collectables, which represented good design at reasonable prices(image). (Fashion encyclopedia) Next was able to give the public a better product in terms of their expectation of quality at the price point. Also, Next logo has been changed from time to time in terms of the use of upper and lower case letters and also background colour probably as a brand repositioning strategy. Even the name Next suggests something to look forward to which essentially says a lot about how the company wants to be perceived or positioned in the minds of its customers hence translating into the image as conceived in the minds of its various stakeholders which over a period of consistency earns the company a reputation. This relationship is supported with Argentis Reputation framework (figure 1.2). Management of stakeholders Cornelissen J. (2008, p.42) defines a stakeholder as any group or individual who can affect or is affected by the achievement of the organisations purpose and objectives. Next addresses environmental, social, ethical and business related impacts on its stakeholders as a way of managing and bringing value to them. (Next website) NEXT has a strategy of addressing the issue of the organisations reputation as there are different expectations from different stakeholders. The Board at Next represents and promotes its shareholders interests. The Board gives account of the performance and activities of the Group and then communicates this with its shareholders with respect to the business activities.(Ezine Articles 2009). The company recognizes a need to address every kind of stakeholder it has. Figure 1.3 Stakeholder model of strategic management. Source: Cornelissen Joep, 2008. p.39 Next adopts and implements a code of conduct that delivers benefits for its workers across the globe by which means it fulfils its responsibility to uphold international labour laws with its suppliers. The company sources the products it sells from many countries around the world. It recognizes the responsibility it has to work closely with its global suppliers, and is committed to ensuring its products are made in a clean and safe environment, in accordance with all relevant local and national laws and legislation, and by workers who are treated with respect and paid fairly for the work they do.(Nextplc.co.uk). Every company has got its own reasons for being in business. For whatever reason for which a business might be in existence, it must take into consideration its responsibility to the environment in which it trades which includes its stakeholders (Government, shareholders/investors, suppliers, customers, etc) and the world at large. Please refer to the bibliography for a full statement of Corporate responsibility from Next and how it relates with each group of stakeholders. Role of Culture According to Tourish and Hargie (2004), culture can be defined as a collective (for example society, organisation, group or sub-group) interpreted for its sense of social integration, differentiation, and fragmentation. It is the culture of Next to have the interest of its people(including stakeholders) at the centre of its business. Figure 1.4 Hofstedes Framework of cultural dimensions. Source: Hofstede, G. (1994). Cultures and Organisations, London: Harper Collins As a result, the company had its business strategy implemented within a genuine organisational culture and continuous investment in its employees. This in essence gives employees a sense of security and loyalty towards the organisation and in essence help to relax the power distance(Hofstedes power distance) between employees and their bosses. A multi-national organisation such as Next, by reasons of its geographical dispersion will work with and employ people from diverse cultures, hence the need to possess a sensitive communication strategy. Cornelissen J.(2008, p.71) describes an organisations culture as the values as felt and shared by all employees of the organisation. For instance, to contain the situation of cultural differences and language in its countries of operation, Next has a multi-lingual website for its online home-shopping, Next Directory. This is a good step in the right direction in terms of communication strategy. With regards to Hofstedes concept of individualism, Next plc supports collectivism rather than individualism. It encourages employees to be integrated to a single corporate group rather than individual groups. It has in place a training and development team which designs and implements interventions to drive forward the fun, fair and rewarding culture of working together. Role of Technology According to Tourish and Hargie (2004), a torrent in recent years resulting from the surging river of technology is a key feature of the organisational landscape. Technology has proven to be very dynamic in nature and for an organisation that wants to reach and connect with a vast majority of its stakeholders or even expand its customer base in a competitive world, it must also be technologically pro-active. Tourish and Hargie (2004,p.74) supports the views of Clampitt and Downs()993) and Hargie and Tourish(2000), that communication has been at the centre of successful organisations, causing a challenge to create a communication system that is efficient and effective when it comes to addressing the needs of its customers and external and internal stakeholders. Internet popularity and new media reception offers enormous opportunities for NEXT to improve its communication strategy. According to Tourish and Hargie (2004, p.74), technology alone does not solve problems, it only offers opportunities so it must fit into already existing communication strategy. Next increased its customer base to over 2 million with the launch of the Next Directory internet shopping in 1999. The website also has multi-lingual features which helps to translate to other languages to aid user friendliness. This strategy will help Next to influence its customer behaviour. Next is a people oriented organization. Even employees may have instant access to senior managers via their e-mail address, which in essence reduces power distance as Hofstedes cultural dimension illustrates. Human Resource Management Beardwell et al (2004,p.6) supports Legge(1995) that the analysis of HRM in terms of style has revolved around whether it can be regarded as hard or soft. Soft HRM according to him is often viewed as developmental humanism in which the individual integrates into a process of work that values trust, communication and commitment while Hard HRM emphasizes cost minimization strategies. With regard to the Soft HRM, NEXT employs over 58000 people and sees its employees as valuable assets to the organization and is committed to their development by providing a working environment in which they can to achieve their full potential and accessing opportunities for both personal and professional development.(Nextplc.co.uk). Nexts recruitment is done online via the HR department. Figure 1.5 McKinseys 7-S model. Source: www.Mindtools.com Nexts human resource approach is a mixture of both the Hard and Soft approaches in line with McKinseys 7S model(pictured above). Employees enjoy an environment of support and respect, fair treatment, listened to, welfare and motivated to achieve their full potential, which is the core of its human resource management. Next applies the soft approach of recruitment policies, development and training of employees and is also committed to investment of time and resource for support, engagement and motivation of employees to feel valued, developing rewarding careers and want to stay with the company. There are reward systems for employee motivation as a hard approach. As the business continues to develop, Next understands that effective and committed employees will help to continue delivering excellent quality products and services to its customers. This suggests an output-based HRM. Ulrichs model of HRM can be substantiated with Next in that, most of its top people (executives and non-ex ecutives alike ) have been with the company for many years and this is because Next makes its employees feel valued thereby gaining their loyalty and they, over the years, work through the four roles till they become strategic partners. Figure 1.6 Ulrichs 4 roles of HR Source: Ulrich, D.(1998) Human Resource Champions. The Harvard HRM framework as developed by Beer et al(1984) explains that every organization must recognise all groups of stakeholders. Most of Nexts success can be attributed to its business strategy infused with stakeholder centred HRM strategy which can be confirmed with its statement of social responsibility. (Appendix 3) Figure 1.7 Harvard Map of HRM territory, by Beer et al(1984) Source: Beardwell et al(2004) Corporate Governance An enforced and well defined corporate governance provides a structure that works for the benefit of everyone concerned(at least in theory), by ensuring that the enterprise adheres to formal laws, best practices and to accepted ethical standards. Next has got various committees and officers overseeing its many business units in order to ensure smooth running and effective corporate communication flow. Figure 1.3 below further explains the general order or structure of corporate governance which also explains that of Next Plc. Next has a four-member audit committee which reviews the risk management process thereby refering significant risk issues to the Board for handling. Next Board is responsible for major policy decisions whilst delegating more detailed matters to its committees and officers including the Chief Executive. (Next Plc, Corporate Governance). The Board at Next represents and promotes the interests of shareholders (Ezine Articles, n.d) and also other arms including the HR and PR departments are there to help ensure communication strategies are effectively implemented. Figure 1.8 General Structure of Corporate Governance. Source: Johnson et al (2011) Exploring Strategy. Conclusions and Recommendations In conclusion, the organization has to be sustained and successful so effective corporate communication strategy is very essential in tackling its communication challenges. As a result of the unpredictable nature and diversity of stakeholders, drawing up a corporate communication strategy can in fact be very challenging. Sometimes stakeholders still lack commitment to an organization no matter how the organization tries to keep them informed or involved. The management of Next Plc had trivialised this important fact and went on playing on their customers intelligence by breaking consumer law in failing to refund delivery charges on goods bought online even when returned within seven days. The media got a hold of this activity and then made it public. This singular act could make it difficult for Next to achieve its own objectives with its stakeholders. The effect of it was damaging on the companys image and reputation but the management was quick to offer apologies to their customers before any further damages could be made.. Also with the concept of cultural division, Next as a multi-national organization employs and works with people of diverse cultural orientations and backgrounds who sometimes may see different meanings to the same words or statements. Multi-national companies may not always be able to adapt to all the cultural differences and at the same time maintain consistency in portraying their corporate culture but they would have to make strategies that inculcate cultural common grounds. It is sometimes difficult selecting the appropriate channels as well. For instance, Next plc has a multilingual website, though not all languages are included. This also poses a challenge as some cultures might feel left out. Next Plc is committed to abiding by rules and regulations in countries where it operates. Changes in laws and regulations of different countries are also unpredictable as most of the times they may run counter to an organizations strategic interest. These changes sometimes create difficul ty in maintaining its performance culture; for this reason it is confident but cautious at the same time. Against all odds of adverse circumstances and social rethinking, Next has continually moved forward the high standards of quality and processes of improvement using its keen minds. Thereby managing communication complexities arising in relation to it stakeholders. Hence, its ability to synchronise image, identity, reputation and human resource management.

Commentary on Wilfred Owen’s “Dulce Et Decorum Est” Essay

In this commentary, we will take a deep look into this poem that Wilfred Owen wrote. In the poem, a group of soldiers are described, and their emotions. Using three guiding questions, this will be an introduction into the way Owen writes his poems. Answering these guiding questions will give the reader the full package that the poem has to offer. The first guiding question that is to be answered is: How are the feelings amongst the soldiers described? First of all, one can say the soldiers all feel as if they were torn apart. This is notable in the way the soldiers ‘cursed through sludge’, and how the ‘men marched asleep’. Despite their fatigue, the group of men still have a strong bond, as they did not think only of themselves while shouting ‘gas! GAS! Quick, boys! ’. This explains they are prepared to share their senses, and not keep them to themselves only. The bond between the soldiers is also notable when they all watch their mate slowly die, while they can do nothing about it. The way the soldier feels while seeing his friend’s death, makes him (and probably his mates) feel that dying for their country, and seeing others die, isn’t all that honourable. The second aspect of the poem that needs to be looked at is the atmosphere that the writer calls up. This atmosphere can be described as a dynamic one. It goes from the gray and darker mood to a fast-paced one, while ending in the depressing situation of a friend’s death. The gray and dark atmosphere is found in the way the soldiers ‘limped on, blood-shod’ through the land. The group was ‘drunk with fatigue,’ and didn’t have the energy to walk in a faster pace. In line 9 however, the mood shifts as the ‘green sea’ of gas approaches the soldiers. Described as an ‘ecstasy,’ the men fought against the time and put on their helmets as soon as possible, to avoid death. The poem starts it’s depressing atmosphere in line 15, where the soldiers behold the death of their friend. They want to do anything to save him, but were hopeless, so they ‘flung him in’ the wagon, and watched ‘the white eyes writhing in his face. ’ Owen leaves the reader with the same emotions the soldiers felt, the fact that they felt betrayed by their country. Lastly, a look needs to be taken into the poetic devices in the poem, and how they contribute to the message. The most notable thing in this area is the way Owen shocks the reader. The message itself describes ‘the old lie’ that dying for your country would be sweet and fitting. Owen wants the readers to understand how many people really care for one soldier’s death. In the last paragraph it’s almost clearly stated how one would feel while dying for their country. The dying soldier leaving behind ‘his hanging face, like a devil’s sick of sin’ would give an image of how he would be dying his painful death. The reader could imagine the pain the soldier has, and how the other soldiers around him would feel. These three given answers on the guiding questions should give you a more in depth look into the poem, and give one understanding to the questions the reader might have himself.

Top Choices of Teenage Argumentative Essay Topics

Top Choices of Teenage Argumentative Essay Topics Type of Teenage Argumentative Essay Topics Within the LearningStudio Module, it is known as the Argumentative Essay. When you're prepared to develop a thesis, take a look at these Argumentative Thesis Statement Examples. The aim of the Proposing a Solution essay is to persuade, but it's a distinctive sort of argumentative essay. Citations and extracts from several sources have to be formatted properly. At the conclusion of these list, you are going to discover links to a range of argumentative paragraphs and essays. Even in the event you know the subject very well, you ought to use external sources. It's important to select debatable argumentative essay topics since you need opposing points that you may counter to your own points. The Secret to Teenage Argumentative Essay Topics In this kind of situation, it's more convenient to discover ready-made essays and use them as an example. A superb topic should concern actual problems to pull reader's interest. Researching the topic will permit you to find out more about what fascinates you, and should you pick something you truly like, writing the essay will be more enjoyable. There are a few great topics to take into consideration when selecting topic for your argumentative essay. Please bear in mind that the next examples only represent a small section of the unique ethical arguments that philosophers have made throughout time. When picking a definition, remember that there are many kinds of ethical arguments and that the direction you argue for your specific claim depends in large part on how you define your terms. To put it differently, an ethical argument tries to demonstrate that a particular issue is either morally right or wrong. After picking your subject, you have to have the five kinds of arguments at the rear of your head throughout your writing. Basically however, the concept is to refrain from making assumptions that very few or no acceptable individuals would make. When you're picking your topic, remember that it's much simpler to write about something which you currently have interest ineven in case you don't know a great deal about it. Now, a lot of people don't know the best ways of tackling gre essay topics. The very first thing you ought to do is decide on an excellent topic for this essay and you wish to pick out a topic that's unique, relevant and that is going to interest readers but that's also in your teacher's guidelines. The Downside Risk of Teenage Argumentative Essay Topics Please ask me for help in case you have questions. Though the response may start to tackle the assigned task, it provides no development. As a result of simple fact that all of the solutions you discuss in the essay will be plausible and feasible, it's unlikely that you'll be in a position to utterly and entirely refute all them. You may continue to keep your argumentative essays for your upcoming job portfolio in case they're highly graded. Should you need professional help with argumentative essay topics, don't hesitate to speak to us. If you are in need of a very good essay but have zero opportunity to write it yourself, visit our site and purchase it. Although this essay is apparently carefully organized, it doesn't comply with the directions for the assigned task. Examine the list to choose the topic which can help you compose a creative essay for your middle school class. If you would like, your topic can be associated with any of your other topics, but it doesn't necessarily need to be the specific same topic you wrote about. Topic could be related to politics. The topic is quite important. Topic of argumentative essay shouldn't be obvious. Position essays are extremely typical in high school. If you don't understand how, we can assist you out. Please also utilize MLA format, as your grade is dependent on it. Valentine's Day isn't a holiday.

Meaning of Inshallah - Free Essay Example

Sample details Pages: 2 Words: 563 Downloads: 5 Date added: 2019/10/10 Category Religion Essay Tags: Islam Essay Did you like this example? When Muslims state inshaAllah, they are discussing a celebration that will definitely take spot down the road. The actual significance is actually, If God wills, it will take place, or God eager. Alternate punctuations include inshallah and also inchallah. An instance would be, Tomorrow our experts will leave behind for our holiday to Europe, inshaAllah. InshaAllah in Conversation The Quran tells enthusiasts that nothing occurs apart from through Gods will, so our team can not be genuinely sure that an offered occasion will definitely or will certainly not occur. Muslims strongly believe that it is big-headed of our company to commitment or urge that something is going to take place when in truth we possess no management over what the future carries. There might regularly be circumstances past our command that obstruct of our strategies, as well as Allah is the utmost planner. Don’t waste time! Our writers will create an original "Meaning of Inshallah" essay for you Create order Making use of inshaAllah is derived directly coming from among the fundamental maxims of Islam, a view in Divine Will or serendipity. This phrasing as well as the prescribed for its usage happened directly from the Quran, as well as is actually thereby its use is actually obligatory for Muslims: Do certainly not say of everything, I shall perform such as well as such tomorrow, without incorporating, InshaAllah. And call your Lord to mind when you neglect (18:23 -24). A different wording that is actually often made use of through Muslims is actually biithnillah, which suggests if Allah pleases or through Allahs leave. This words is additionally discovered in the Quran in flows like No human being can easily perish other than by Allahs leave. (3:145). Each words are actually also utilized through Arabic-speaking Christians as well as those of other faiths. In typical utilization, it has concerned imply hopefully or possibly when talking about events of the future. InshaAllah and also Sincere Intentions Some people think that Muslims utilize this specific Islamic key phrase, inshaAllah, to avoid performing something as a courteous technique of stating no. This does from time to time happen the usage of inshaAllah when an individual wishes to refuse an invite or accept out of a commitment but is as well courteous to point out therefore. If one performs certainly not later follow up on a social devotion, as an example, you may regularly claim it was Gods willpower. And also sadly, it is actually also real that a person who is actually insincere coming from the beginning may comb a situation off through saying the key phrase, comparable to using the Spanish words manana. Such persons utilize inshaAllah delicately or actually, with the unspoken effects that the event will never ever happen. This allows all of them to move the blame as though shruging off the shoulders to say what could I perform? It had not been Gods will, anyhow. However, use the phrase inshaaAllah becomes part of Muslim culture and also process, and believers are actually increased along with the expression frequently on the lips. InshaaAllah is actually codified in the Quran, and this is actually certainly not ignored by Muslims. When you listen to the key phrase, it is most ideal to analyze it as a phrase of an individuals legitimate objective in addition to their acquiescence to the willpower of God. It is actually improper to utilize this Islamic words insincerely or sardonically or to analyze it in such a means.