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Essay / Research Paper Abstract
This 6 page paper looks at the way in which communication takes place in Coca-Cola Inc, looking at its’ use in strategy and policy formulation, communication in marketing and internal operations communication. The bibliography cites 3 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEcomcoke.rtf
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Unformatted sample text from the term paper:
as Coca-Cola the communication has both bilateral and unilateral elements that are used to determine strategy and policies as well as operational aspects. Communication is also an important element
in terms of the culture of the organisation helping to ensure that goals are met and determination the way that the employees feel about the organisation and will work to
meet the target. The communication at Coca-Cola may, at the highest levels, be seen as very constrained and limited. There are no open door policies ands although there is
the gathering of data from a range of sources the discussion making is seen as commercially sensitive and as such take place behind closed doors. There is a high importance
attached to strategy aspects that are seen as commercially sensitive and the desire to control operation. This is also the reason that many of the bottling plants. These are set
up as different individual companies, with Coca-Cola having a stake in the company, usually a controlling stake, and often acting as guarantor to o any borrowing that the bottling plants
undertake early in their lives. The compnay exercises a great deal of control over these operations which is defined both contractually and within the culture of control. The communication
regarding strategy may be seen as supplemented with data collected from communication with customer, but this is the collections of data only and not true bilateral communication. For example, the
use of different promotions are used and the communications with the market is limited to the statement of the new products and press releases as well as the marketing. The
communication of the consumers is interpreted mainly through the level of sales and the understanding that repeat sales need to develop loyalty.
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