This report discussed about the communication processes of Nestle which is one of the leading organizations in the food industry across the world. The repost included various communication strategies of Nestle that involving external and internal. There is also a discussion about some of the communication issues being faced by the company for which appropriate recommendations have been provided accordingly.
Background of Nestle
Communication issue and its analysis
Organizational communication has a significant role to play in the management of business activities as it tends to serve as a foundation for planning and is also a platform to implement the changes in the future strategies (Deiman & Szalay, 2015). Communication is one of the approaches to facilitate motivation by transferring transparent information about various activities taking place as well as improvement required for effective performance. The organizational communication of Nestle is extremely effective that has managed to perform efficiently with the help of web communication. This report discusses about the various communication strategies of Nestle which is only effective with its employees but also with the customers and suppliers.
Nestle is considered to be one of the largest food manufacturing organizations in the world which is headquartered Vevey, Switzerland (Roulin, 2014). The company was established in 1905. The growth and development of the company could be experienced at the time of First World War and later on decided for further expansion of its operations during Second World War with the enhancement in the products offered. The presence of the company has been marked in more than 86 countries all over the world with the employees approximately being 2,80,000 in total.
Nestle has adopted various communication strategies keeping in mind its policies, corporate culture, mission and vision that exists within the internal environment having a center of attention over the environment of external and internal communication.
To attain the trust of the consumers Nestle has adopted advertisement as one of its strategies of communication in the form of posters, newspapers and hoardings. Moreover, the packaging used by the company is extremely informative which out performs against its competitors.
As a responsible organization, there are certain regulations to which the company has subscribed helping it t communicate with the customers in well-defined manner. The main emphasis of Nestle is to attract younger generation through healthy advertisements that gets aired on television, radio or any other source of communication.
Nestle uses health promotion communication strategy through which promotes the information of good health and healthy taste with an aim to refine the lifestyle of its consumers (Porter et al. 2015).
Nestle also have some opportunities to educate the health professionals that would be beneficial for the customers to make sensible purchase of the product for their children. Apart from this, Nestle uses effective labeling to communicate about the basic information of its products being offered to the target audience. The products of Nestles are labeled as per the guideline Daily amount, GDA. This signifies that all the useful information related to its product has been mentioned on the packets helping the buyers prefer amongst the distinct varieties. Nestle is considered to be one of the companies to be listed for putting label of GDA on its packs of cereals which explicitly illustrates the sugar content, slats, fats, saturates, calories and other aspects.
The work environment of the company is informal that makes motivates the employees to communicate effectively with their colleague (Calonego et al. 2014). The process of communication is facilitated by Nestle between all managerial levels. Moreover, suggestions are encouraged coming from different levels since it believes that fresh and innovative ideas can even come from the workers at the bottom position wherein they could see the situation internally. Employees are motivated for participating in distinct activities as well as decision making processes offered on the daily basis by the company.
Furthermore, Nestles use ICT to communicate information all over the departments of the organization. Nestle has various open channels for communication since the employees can contact through phone or emails. Moreover, in case the company has to take critical and major decisions, the general management board members communicate with each other followed by cascading the information to the lower level employees. It also consists of the provision of conferences and meetings for discussing any issues or matters employees and staffs.
One of the major issues that can be identified in the communication process of Nestle is that the company majorly focuses on children or younger generation. Moreover, the company was once accused for its unethical business practices as it was engaged into some kind of critical boycotts that led in ruining the overall reputation of the company (Basenko, Lurkina & Sennova, 2019). Nestle was involved into the marketing of artificial baby milk which many believed that the company through its marketing campaign is misleading and encouraging the mothers around the globe by offering them free sample of milks and also to adopt bottle feeding method instead of breast feeding (Sasson, 2016). There have been various reports that provide information about Nestlé’s method of direct advertisement with the mother all over the world as target audience. This was considered as one of the unethical approaches of communicating and promoting its products and was suggested to stop such kind of marketing strategies.
Some of the recommendations for Nestle would be that the company should use certain communication principles that would help in communicating the message effectively to its target audience in a well-defined manner. One essential recommendation for Nestle would be that it should not create any kind of unrealistic expectation among its consumers which can lead in the failure. The advertisements they make for attracting their target audience should be such that it does not mislead them and encourage them for something which is not healthy for them and they should also not focus more on the potential benefits (Singh & Alazmi, 2019). Additionally, Nestle should not mislead and target children only as their target audience. It should restrict its advertisement of offerings by focusing or depicting more on the nutritional values.
With the above facts it can be concluded that there are different communication approaches being implemented by Nestle that are quite effective in sharing the messages with its various stakeholders. However, apart from the existing approaches, it should also consider the provided recommendations in order to build its position globally. The recommendations provided for the company would be beneficial to avoid any type of risk that may tend to hamper the reputation growth of the company.
Basenko, Y., Iurkina, K., & Sennova, A. (2019). Nestlé: The Baby Formula scandal//International Journal of Student Research, No. 1, 2018/OEAPS Inc.(Open European Academy of Public Sciences); Chief Editor Elisa Boanini-Lion, France. 26.12. 2018: OEAPS Inc., 2018.-pp. 22-28.
Calonego, R., Coelho, A. R. S., & Okada, A. (2014, September). Social, open and personalised environments for communication and knowledge management between business and educational organisations. In Proceedings of the 14th International Conference on Knowledge Technologies and Data-driven Business (pp. 1-7).
Deimen, I., & Szalay, D. (2015). Information, authority, and smooth communication in organizations.
Porter, M. E., Kramer, M. R., Herman, K., & McAra, S. (2015). Nestle's Creating Shared Value Strategy.
Roulin, A. (2014). Sustainable nutrition and consumer communication. Voluntary Standards for Sustainable Food Systems: Challenges and Opportunities, 143.
Sasson, T. (2016). Milking the Third World? Humanitarianism, Capitalism, and the Moral Economy of the Nestlé BoycottMilking the Third World?. The American historical review, 121(4), 1196-1224.
Singh, A., & Alazmi, F. K. (2019, October). A Case Study on Nestle. In Journal of International Conference Proceedings (Vol. 2, No. 2, pp. 80-85).
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