'Strategic Corporate Communication in Vodacom\r'

' strategicalal integrated confabulation is confabulation that happens in a federation e. g. business, participation, shop or group of companies. It is about laying a plan to reach the intended objectives of the participation. let say if the comp both needs to reconstruct network it should have its strategic plan to reach that final stage. On the another(prenominal)(a) hand, those strategic plans must involve essential and external customary. Mainly strategic integrated converse is bread and buttered by a detailed interrogation plan. coordinatedd conference is now fashioning its trip up in Tanzania though it claims historical plug intos to the sphere of creation Relations.\r\nThe core functions of corporal chats argon more(prenominal) similar to those of unexclusive Relations though they differ a bit. This paper is going to find the Vodacom Tanzania company, to see how they use Strategic corporeal communion techniques and make the company the so suc cessful in nomadic parley industry in the country. The guide also is interested to know how Vodacom communicates with its employees, the external audiences and other s back away holders. INTRODUCTION The field of somatic intercourse has get outed to a large extent since its rootage-year inception in the mid-90s.\r\nCorporate colloquy began as what many of us recognize as Public Relations (PR). The function of earlier PR departments was focus on preventing media from getting too close to management. Argenti argues that â€Å"the first PR professional were asked to protect the company from full-gr knowledge publicity, often by ‘spinning’ damaging newfounds program in a positive light. ” This idea became touristy by the 1960s, however, brass instruments soon found that external communion was non the only solution to their colloquy problems. Argenti, J. F. (2002)\r\nStrategic Corporate Communication refers to communicating a concept, a process, or data that satisfies a long term strategic goal of an face. It is talk that happens in a corporation. It is about laying a plan so that to reach the intended objectives of the company. In item, Corporate Communication is a managerial position which is involves managing and coordinating completely interior and external talks. It deals with the dissemination of information by a variety of specialists in an organization, with the common goal of enhancing the organizations ability to retain its license to manipulate.\r\nStrategic Corporate Communication coffin nail do a corporation for an organization. It is a new way for an organization to act to a channelized business landscape that conducts from todays networked intercourse environment. Strategic Corporate Communication helps to build organization get wind, combine its vision, mission and judges and supports the organization by communicating them to all of its stakeholders; to mobilize informal and external support so-and-so embodied objectives; to develop plans that will minimize differences between the organizations entrustd identity and fault features.\r\nArgenti, J. F. (2002) like in nearly countries in Africa; in Tanzania, Corporate confabulation is fashioning its entrance though I can say in a slow pace. A image of local organizations still dramatize the Public Relations traditions. The forces behind this transformation from Public Relations to Corporate communions has its al-Qaida in globalization whereby regional economies, societies, and cultures have been included in a global network of political ideas through with(predicate) communication, transportation, and trade.\r\nThe mixing of national economies into the international economy through trade, orthogonal moderate investment and the spread of engineering science has changed the world of business in so many ways. Companies have to manage their communications to the employees and the publics, Industries have to agit ate their products so that to face increased competition. The need to employ corporal communication personnel in their businesses was not an option. This paper is going to examine the role of strategic corporate communications in Vodacom Tanzania particular(a) and problems that whitethorn arise from this process.\r\nBackground of Vodacom Tanzania limited. Vodacom Tanzania Ltd is a subsidiary company of Vodacom (Pty) Ltd based in South Africa. Vodacom (Pty) Ltd owns a majority administer portion of 65%, the remaining 35% is owned by a local company called Mirambo. Vodacom Tanzania was issued its license in December 1999 and commenced operations in august 2000. By heroic 2000, Vodacom (T) Ltd completed its demesne of the art GSM infrastructure and went live on August 14, 2000. On August 15, 2000 Vodacom (T) Ltd officially started its commercial operations.\r\nVodacom is a profit making company. The core functions of Vodacom Tanzania limited is to will mobile communication servi ces focusing on voice and data communications, with a great emphasis of quality and coverage. Recently, Vodacom has positioned itself as a total communication provider with the launch of Vodacom business which is one plosive consonant solution for corporate data needs, particular propositionally catered to lecture the need for high speed internet, data and practical(prenominal) Private Net workings (VPN) powered by 3G and WiMAX services.\r\nVodacom, (No. 01, 2009) Vodaworld Tanzania, cartridge holder. Tanzania has adopted a free market economy. The growth of cross-cultural contacts; arriver of new categories of realization which symbolize cultural diffusion, the desire to increase ones standard of living and enjoy foreign products through free change, adoption of new ideas and new technology are the conduces of globalization policy. Therefore, Vodacom is lucky to operate in such a country where on that point is no political, economic, social or cultural restrictions.\r\n Vodacom Tanzania limited has a corporate communication office. It is reflected in its organization structure, and is referred to as The Head of Division of Corporate personal matters who reports direct to the Vodacom Managing Director. (see appendex1). The corporate Affairs office has to take care of employee transaction, community relations, media relations, government relations, investor relations, advertising and trade communications functions. This indicates that communication is a core value to Vodacom.\r\nVodacom strategic corporate communication plan is to incorporate intragroup and external stake holders in truth sporting to an overall corporate communication dodging. To keep them communicate on the progress of put oning the system and to ensure that communications with the Vodacom management is directed to strategic planning development. This strategic corporate communication plan gives Vodacom an opportunity to link scheme with communications and preserves the d irect corporation with the management. system and corporate communication skid studies.\r\nThe corporate communication function needs to add of import value to the business and must be in full aligned with those making high impact strategic decision for the company. Every organization has its goals, and we need to develop a scheme to accomplish those goals. with corporate communication it is easier to know the organization vision (where we unavoidableness to go) and mission (reasons for existence). Then the dodging has to be communicated so that to bring changes. This is where the corporate communicators intervene to help the internal workers and external audience to understand the organization.\r\nA canvass done in United States 2004, By Tim Leberecht, title ‘ inseparable reproaching as a strategic corporate communications tool”; A case get wind of JetBlue Airways, has shown clearly how these two combinations can do to an organization. JetBlue Airways gai ns its high node loyalty by making its employees understand and experience the brand character. The police detective defines discoloration as the internalized totality of all impressions received by consumers resulting in a distinctive position in their mind’s eye based on perceived emotional and functional benefits, Knapps, (2001 p. 22).\r\nHe explains that Internal branding includes promoting the main corporate brand to the employee base in a fashion that makes them understand the nexus between brand promise and brand delivery. Tosti &type A; Stotz (2001). Internal branding then leads to a marketing strategy, as (De Chernatony 2001, p. 5) puts it â€Å"People’s impressions of brands are more strongly influenced by the staff they interact with”. The theater uses qualitative research methods and draws on some(prenominal) first and secondary sources. Through the analysis of secondary sources including articles and magazine features the brand character as p erceived by customers is identified.\r\nPrimary sources, including email correspondence, newsletters, or Intranet content, indicate how the air duct accomplishes its strong customer loyalty by making its employees understand and experience the brand character. JetBlue Airways Corp is a relatively young organization (founded in 2000) has enforced internal branding from the very beginning as a founding pillar of its business model. The internal communication strategy in JetBlue corporate shape has work so powerful due to the murder of additional training or incentives that are unavoidable to encourage, support, and reward the employees required behavior.\r\nIn JetBlue Airways the employees are behind the success of the corporation because they totally identify with their brand as a result they become skinny ambassadors of their own brand to the public. The internal branding as a communication strategy have accustomed a chance for the JetBlue employees to experience the brand an d timber the connection of the brand to themselves as a result support to deliver the brand promise. Another study done in United States 1984, By Michael dell; A case study of dingle Corporation. dingle was found by Michael dingle in 1984. dell company is producing both customer based PC’s and also organizational based servers.\r\n dingle’s sales came from enterprise products and73% from desktops & amp; notebooks. Their prefatory purpose is to cut off middleman and selling to customers directly for its lower exist. This organization is having easy image in US & Global market. though Its structure is complex and fluid; the organization has a well disciplined direct communication formation known as â€Å"direct Mails system” for its customers and employees in organization. It is the easiest way of communication because everyone in organization can talk to higher authority. Team communication is very strong in Dell. The company has relationship with GCI & other public-relation firms.\r\nDell looked internet as a source of staying connected with these agencies by using its own extranet for file sharing and online dialogue about specific issues. Talking about its corporate strategy, company strategy came from senior management rather than formal strategy process. Michael Dell found its strategy very in-chief(postnominal). Dell would find in late 2002 that its commitment to communication played a direct role in allowing company to implement strategy, even during crisis situation. And of course, Dell adjudicate itself a successful company from both customer and financial perspectives in market during this crisis.\r\nDell realized formal and structured approach for team communication including stand meetings and conference calls. However, Dell spends low work out on research & development. The researcher cogitate that Dell has a rock-steady image in the market that is why it is still in the market. Its corporate communic ation was effective and its appropriate strategies have been utilise to satisfy customer and the employees. Although there had been crisis but Dell was able to handle situations because of its proper communication techniques.\r\nHowever, the researcher inspires the company to spend more budgets on look into and Development sector and to retain its lower cost commodities according to its goals and strategies. As we have seen Communication is a core value in Dell. Team communication is very strong in Dell. That is why in late 2002 its commitment to communication played a direct role in allowing company to implement strategy, even during crisis situation. Corporate Communication strategy in Dell focuses on team communication which includes standing meetings, conference calls and by emails.\r\nThis kind of communication strategy (direct mails system) have worked so powerfully for them due to the fact that the system creates a groovy platform for fundamental interaction between the ma nagement and the employees (internal communication), as well as between the company and their customers by selling direct to them without the middle men. On the other hand, JetBlue Airways recognized that internal employees has a big part to play to make the company successful. Companies can save considerable succession and by ensuring a measure of compatibility between their employees and their corporate or product brand.\r\nCommunication Audit of Vodacom Tanzania Limited. As noted by Columbia University’s marrow squash of Continuing Education, a good communication strategy is a map that connects the award state of an organization to a future desired state. In revision to design a good customer relations plan, it is important to evaluate how an organization has been dealing with its customers in the past and whether such communication approaches have had good impacts on the organization or not. According to Vodacom communication policy (2007), Vodacom Tanzania Limited op erates throughout the country and has offices in all regions both in Island and Mainland.\r\nIn modulate to achieve both smooth operations as well as to keep employees well updated, Vodacom opted for six-fold channels of communication in order to implement the internal communication. Notice boards; news letter called Voda tidings and internal memos are some of the channels of communication which are used at Vodacom to implement internal communication. Other channels of communication used to convey internal communication are online news letter, telephone, lookout emailing system is the main tool which controls the internal communication flow in the company. This system is very fast and offers instant feedback from employees.\r\nAs we have seen in both case studies earlier, that effective internal communication systems is in particular crucial when organizations operates in an environment of rapid and bear on changes like Vodacom. Organizations must be innovative to be able to respond and adapt to the challenges presented by such changes. It is now increasingly evident that those organizations which promote good internal communication reap positive share in meeting these challenges. In most occasions, employees’ disloyalty and lose of commitment to organizational goals are a result of lack of effective two ways communication between management and employees.\r\nIn a issue titled â€Å"Designing a Communications Strategy” by the International Research Center of Canada (IDRC) it is emphasize that reviewing a company’s past and present ways of dealing with its publics is an essential first beat in designing a good corporate communications strategy. In this case the first public to deal with is the employees. Recommendations. Channels of communication adopted by Vodacom to implement Internal Communication are key out boards, news letter, internal memos, online news letter, telephone, outlook emailing system.\r\n every these channels are quite good. However, I would recommend a reliable and proactive communication strategy to be used. Off late Vodacom has decided to change its brand. Before the launching of a new brand, most of Vodacom employees were kept in the dark except those working in corporate communication department. The Vodacom corporate communication professionals should know that when employees are informed about the brand after the brand has been defined and positioned, they will be a passive audience.\r\nAs we have learnt in both case studies that Strategic corporate communication is the heart of any organization. Being a communication company, Vodacom Tanzania should make sure that more budget is allocated on research and development, maintain a good communication system within the company, maintain its strategy by communicating with the customers, management and all other important pillars of their company. Whatever plans they have must be well known internally and well communicated externally to their customers and other share holders.\r\nThat is the biggest secret if they want to remain the number one service provider in mobile communication industry. Conclusion: This paper has analyzed strategy and corporate communication in Vodacom Tanzania. Like any other profit making company Vodacom has strategies and objectives to achieve. Through well articulated corporate communication techniques Vodacom has managed to be the leading mobile company in the country. However, there are some areas need to be improved, especially on strategy development where by internal employees are being side lined so far.\r\n'