Efficiency of Communication in Surviving in the Highly Competitive Market - Lion Nathan

This presentation discusses the efficiency of communication in surviving in the highly competitive market, with a focus on Lion Nathan, a food and beverage company in Australia. It explores the effects of globalization on the company, both positive and negative, and provides recommendations for utilizing technology in communication and product development. The presentation suggests that Lion Nathan should employ social media and other digital media for the promotion of its products, and should improvise its products according to the demand of the consumers. It also recommends the use of mobile marketing, text messages, and digital signage to capture the attention of customers and market specific products.

BUSINESS
COMMUNICATION
LION NATHAN

INTRODUCTION
• The aim of this presentation is to discuss the
efficiency of communication in surviving in
the highly competitive market.
• Lion Nathan is a reputed food and beverage
company, situated in Australia.
• This company needs to use effective
communication strategy such as technology
in communicating with the customers.

EFFECT OF GLOBALISATION
• After the globalisation the marketing strategies
of the business has changed completely.
• With changing trend of marketing, the
demands of the customers have changed
hugely.
• Globalization has led to face some challenges
developed in the field of the market as it is
reaching to the consumers more effectively.

EFFECT OF GLOBALISATION ON THE
COMPANY
• Initially globalization had a good impact on the company named Lion Nathan.
• It was seen that the organization was doing well in the market but gradually
developed some problem.
• The effect of globalization is both positive as well as negative for the
company.

POSITIVE EFFECT OF GLOBALISATION ON
THE COMPANY
• The positive impact of globalisation on the operation of the
company include increase customers base.
• Lion Nathan started to gain more opportunities for marketing
which increased its market size and recognition.
• It started to expand the business outside of Australia.

NEGATIVE EFFECT OF GLOBALISATION ON
THE COMPANY
• Globalization has changed the structure of business
operations and the techniques for reaching the
consumers.
• With different consumer behavior, production of the
products according to the requirement of the consumers
has become problematic

RECOMMENDATION
• Lion Nathan must utilise the
most important factor of
globalisation that is the
advancement of technology.
• The company must be using
different kinds of media like
social media platform and
other digital media for the
promotion of the products.
• It can provide information of
menus and offers through
social media or websites of
the company.

RECOMMENDATION
• The company needs to bring changes in the types of the products
• It must improvise the products according to the demand of the
consumers
• With changing lifestyle and preferences new menu must be added
so that people from different places or different choices get
options for food

RECOMMENDATION
• The company can indulge in the mobile marketing
to the people who do not have social media or
internet.
• Lion Nathan can use text messages to send to its
already existing customers special coupons as well
as deals on a marketing list.
• Through phone calls the orders can be taken or
booking of tables in the restaurant can be done.

RECOMMENDATION
• The company can use the digital signage
that has become a trend in the
companies.
• This may allow the organisation to
capture the precious attention of the
customers and market specific products.
• This method is helpful for restaurants or
any type of organization and this may
help to respond to changes in inventory
and introduce new offerings easily.

CONCLUSION
• Therefore, it can be concluded that globalisation has
changed the marketing procedures in various ways.
• It has affected Lion Nathan in many ways both
positively as well as negatively.
• The company has initiated to employ social media
for marketing.
• It needs to change or improvise the products
according to the demand of the consumers.

REFERENCES
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solutions for marketing in a digital era. European management journal, 32(1), 1-
12.
• Ryan, D. (2016). Understanding digital marketing: marketing strategies for
engaging the digital generation. Kogan Page Publishers. Retrieved from
https://www.sciencedirect.com/science/article/pii/S0263237313001576.
• Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social
media: Why bother?. Business Horizons, 57(6), 703-708. retrieved from
https://www.sciencedirect.com/science/article/pii/S0007681314000949.