Challenges in External Communication for ABC Corporation Australia

This report discusses the challenges faced by ABC Corporation Australia in external communication and marketing effectiveness. The report identifies technological issues, poor CRM system, and inappropriate adaptation and standardization as the major issues. The report recommends the adoption of the latest technologies and marketing communication strategies to reach out to customers and attract them. The report also recommends the use of customer relationship management software and the adoption of standardization and adaptation strategies to expand globally and reach out to potential customers.

Business Communication

EXECUTIVE SUMMARY
Business communication plays important role in bridging the gap between company
and customers because it assists corporation to provide the timely information related to the
products and services. In this context, the present report shows that technological issues, poor
CRM system and inappropriate adaptation and standardization are the major issues. This has
direct impact on the growth and development of the business. Owing to this, it is crucial for
corporation to adopt the latest technologies whereby customers can be provided timely
information and their feedback can also be considered as to effectively operate the business
across the globe.

Table of Contents
INTRODUCTION......................................................................................................................1
Background.............................................................................................................................1
Problem...................................................................................................................................1
Purpose...................................................................................................................................2
DISCUSSION............................................................................................................................2
Theme1: Technology impact the Marketing effectiveness....................................................2
Theme2: Social media challenges marketing effectiveness...................................................3
Theme 3: Lack of adaptation and standardization strategies challenges marketing
effectiveness...........................................................................................................................4
Theme 4: Customer relationship management challenges marketing effectiveness..............5
CONCLUSION..........................................................................................................................6
RECOMMENDATION.............................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
The communication plays an essential role in every organization as it connects
business with clients and establishes a long-term relationship for the success. However, poor
marketing efforts and issues negatively affect the growth of the company because customers
remain uninformed about the products and services (Illia & Balmer, 2012). The present report
discusses the several external communication challenges face by ABC Corporation Australia
to improve its marketing effectiveness. Further, the report provides the solution to enhance
the external communication through which a company can easily reach out its customers as
well attract them. Moreover, recommendations have also been provided for any such
communication issues occur in the future.
Background
ABC is an Australian based global apparel organization which has several retail stores
dealing with varied types of sports and bicycle clothing. This brand is famous for the timely
delivery of product and rendering the outstanding services for a large number of customers in
Australia.
Problem
The public impression of an organization defines the success or failure of the
company in the long-run. However, the inability of ABC company to cope up with the
technologies changes in the market efforts makes it difficult to reach the potential buyers and
increase its sales turnover. This is because customers do not get the information related to a
wide range of products and services offered by the business.
Purpose
The primary purpose of the proposed report is to identify the various marketing
communications challenges faced by the company in dynamically changing market
conditions. Besides, to evaluate advanced technology and social media effectiveness for
improving marketing communication and to create a feasible solution to have better external
communication.
DISCUSSION
The external communication challenges as a result of increasing globalization are
improving marketing effectiveness in reaching their customer.

Theme1: Technology impact the Marketing effectiveness
Digitalization of communication is the progressive thing which reflect in the way of
planning and execution of programs incorporation marketing communication (Kapferer,
2012) In today's globalization era, technology play a vital role in promoting and the products
and maintaining the brand equity. In this context, today it becomes more comfortable for the
companies to reach out customers directly through the various technical communication
media such as websites, cloud computing, and online media (Mayer, Borges & Simske,
2018). So, with the changing technological environment marketer need to be top of that
advancement so they can reach out the more target customer.
However, ABC corporation is still using the traditional method of marketing in spite
of new age technology. Owing to this, a company is facing issues in communicating with
customers. In addition to this, technology provides an opportunity for companies to access
bigger markets and competes internationally (Mohr, Sengupta & Slater, 2010). For example,
customers can quickly get the products they are looking for when they are provided the
option of online sales. This makes it possible for them to get more detail about the products
and services offered by the business. By these technologies' companies get instant feedback
from the customer which is the most beneficial. However, ABC corporation face issue in
interacting with customers because of its traditional approaches; thus, it needs to update the
technologies and adopt the same to reach the customers (Fill, 2009).
Theme2: Social media challenges marketing effectiveness
Communication is a vital part of any business's marketing system as it bridges the gap
between customers and the company by offering quality information (Mangold &
Faulds,2009). At this juncture, social media plays an essential role in bridging the gap
between the customer and the company (DiStaso, McCorkindale &Wright, 2011). In this
context, social media facilitate with a better visual interface through which customer can
easily access the company products online. By using this customer can make a faster decision
about the products whether to buy or not. Furthermore, due to social media within a minute's
companies marketing campaign go live and customers begin engaging with the brand. In
addition to this, social media allows businesses to continually monitor and track the
performance of their campaigns (Kaplan & Haenlein, 2010).
Although, through social media company can easily connect with the customer
without any constraints but it becomes a threat to long-established business models and

corporate strategies (Hennig-Thurau & et al. 2010). However, marketing communications
under technology have both an opportunity and a challenge for companies but in ABC
Corporation facing issues due to lack of technology friendly marketing strategies. As in a
competitive environment where other companies using social media effectively for
marketing, on the other hand, ABC company need to apply additional resources for managing
online presence and marketing of products which increases marketing cost. Simultaneously,
due to lack of online presence new edge customer are not aware of the brand sufficiently as
compared to rivals which result in reduced benefits for the company.
Theme3: Lack of adaptation and standardization strategies challenges marketing
effectiveness
In the current globalization scenario, internationalization is the only way through which
companies can remain competitive. However, many businesses face the issue in their
international presence due to poor communication with its customers. This happens because
of cultural barriers where the appropriate degree of adaptation and standardization is required
to gain a competitive edge (Brei, d'Avila, Camargo& Engels,2011). In this context, several
companies follow the standardization process because it offers significant cost advantages.
According to that companies provide the same range of products, pricing and promotional
strategies to maintain the standard brand value and communicate customer easily. However,
sometimes it fails to address some of the differences such as cultural diversity, language,
environmental condition, etc. which is associated with each market conditions (Nasir &
Altinbasak, 2009). On the other hand, adaptation is a costly affair but facilitates business to
have proper communication with customers by adopting the marketing practices from a local
market environment (De Mooij, 2018).
Companies need to maintain the balance between the two for the smooth expansion of
companies in a global market (Vrontis, Thrassou & Lamprianou, 2009). In this regard, as
ABC company can use the adaptation from regional differences through which buyers would
get more information regarding the lucrative offer or quality of products and services. This
proves to be useful in gaining the attraction of buyers and meet their expectations in an
efficient manner.
Theme4: Customer relationship management challenges marketing effectiveness
Customer relationship management (CRM) is the tool used by the organization to
improve the business relationship with customers. This department ensures that customers are

timely informed regarding any of the issues occurring in their purchasing process or product
quality (Kumar & Reinartz, 2018). Besides, by implementing CRM software companies get
better customer management with increased customer acquisition because it integrates the
entire customer relationship lifecycle from old to existing and new consumers (Wang &
Feng, 2012). However, ineffective CRM of ABC might be a potential reason behind the poor
communication with customers as their feedback is not received and accordingly, it does not
get what strategies are to be adopted for increasing the customer satisfaction (Alrubaiee & Al-
Nazer, 2010). It leads the customer retention process and more returning customers which are
the sign of healthy and productive company (Khodakarami & Chan, 2014). Furthermore,
CRM provides data and meaningful information which gives marketer more visibility in
deciding for improving customer relationship process of a company. This would be effective
in increasing the competitive edge of the business and supporting the corporation in the right
direction.
CONCLUSION
The report concludes that technology and social media are the significant external
communication challenges which affect the communication process of the business with
customers. the marketing effectiveness. In the current scenario of globalization, it is must for
the organization to use the various technology and marketing communication strategies for
the retaining and attracting new edge customers. However, if the external communication
technology of the company is not updated with the current globalization market condition,
then the organization will fail to manage the customer relationship in the long run. Also, it
can be concluded that ABC company need to understand and agree to follow the current
marketing communication strategies for reaching their customer. According to the report, it
can also be concluded that the effectiveness of marketing communication and strong
customer relationship management is the main contributor to the growth and success of the
organization. Hence, the system needs to be well monitored and improved when necessary.
RECOMMENDATIONS
From the above analysis, it is recommended that ABC company should use several
communication technologies which helps in the future for maintaining the customer
engagement. For example, since the company operates on traditional marketing
communication technology so it should improve the marketing techniques to attract the new
age customer by using various communication channels such as social media, email, and

messages, etc. Further, management should create customer relationship management
software through which company can interact and maintain the databases about all the
customer and potential ones. In can help in understanding the customers current and future
requirements. Besides, for supporting and retaining the customer in the long run towards the
organization, external communication should be well implemented. To make it, the
organization should utilize professional and powerful external marketing communication
software. Furthermore, the company should adopt the standardization and adaptation
strategies to expand globally and reach out the more potential customers.

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