Effective Business Communication for Holden Ltd's New Strategy Report

This report examines the business communication strategies of Holden Ltd, an Australian automobile manufacturer, focusing on a new competitive differentiation strategy. The report analyzes the need for eco-friendly vehicles, driven by government regulations and consumer demand. It ident...Read More

Running head: BUSINESS COMMUNICATIONS FOR MANAGERS
Business Communications for Managers
Name of the Student
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BUSINESS COMMUNICATIONS FOR MANAGERS
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Press Release for the Shareholders..................................................................................................4
Press Release for Consumers...........................................................................................................6
References........................................................................................................................................8

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Introduction
Holden was formally known as the General Motors Holden is an Australian automobile
importer and was a former manufacturer of automobile. It has its headquarters in port
Melbourne, Victoria. The company was founded in the year 1856 as a manufacturer of saddles in
South Australia. In the year 1908, the company diverted itself in the fields of automobiles and
became a subsidiary company under the General Motors which was a United States based
company in the year 1931. During this time the name of the company was changed to General
Motors Holden’s Ltd. and was renamed as Holden Ltd in the year 1998 and as General Motors
Holden in the year 2005 (Ewig, Wagstaff and Powell 2013).
Discussion
The government of Australia as per the Kyoto Protocol have stated to reduce the emission
resulting from the greenhouse gases and the fossil fuels. The government is in a need of such
mobility services that would help to reduce the air pollution within the country. In order to
reduce the consumption of the non-renewable sources of energy such as the fossil fuels and the
oils that are used in the running of the factories and the cars, the Australian based automobile
manufacturing company, Holden Ltd., have decided to launch its new car “Trax LTZ” which will
be running both by using the fuel and by converting the solar power into an energy (Clibborn,
Lansbury and Wright 2016). Though it is not the first company to launch such a model of the car,
the high brand value among the people of Australia will help in the development of better models
of cars that would be eco-friendly.

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Stake holders are the different groups of people who show their interest in the operations
of a business. The most considered group of stakeholders in a business are the government of the
nation, customers, communities, employees, the partners of the business and other regulatory
bodies, the actions of whom affect the business and the business strategies as well. It is really
important to evaluate the impact of each and every stakeholder and inform them prior to making
any kind of decisions in business (Lawrence and Weber 2014). In order to develop a competitive
differentiation business strategy for the company Holden Ltd, three stakeholder audiences
essentially needs to be addressed. The three target audiences that are mostly considered are the
 Shareholders- the person or a group of person who have invested a high amount of
income and are continuously researching the activities of the company.
 Consumers- they are people who purchase the products of the companies. They are the
persons whom the companies target.
 Employees- they are the backbone of any organization. They contribute a lot in the
development of the organizations.
There are various modes of communicating like business letters and articles in order to
communicate with the stakeholders to make them aware about the new business strategy
(Motoyama and Niro 2015). The company Holden have chosen two mode of communication.
The employees of the company would be addressed through the mode of multimedia
presentation as it is a very effective mode of communicating focusing mainly on the main
element of the internal environment of the organization. The shareholders and the consumers
would be addressed by the written press release which would be easier for them to
understand. The main objective of the media strategy is to provide the stakeholders the

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spread the awareness among the stakeholders regarding the competitive differentiation
business strategy of the company Holden Ltd. and promotion of the products of the company.
Press Release for the Shareholders.
Notice
Introducing the competitive differentiation business strategy of Holden Ltd.
Dear Stakeholders,
First of all, we are thankful for your constant support and contribution towards Holden
Ltd. since the years we have been to this business. You were with us in both ups and downs of
our company and it was a great honour that you were the members of our company.
As all of us know, Holden Ltd. did not have much success in Australia in the last few
years. This was mainly due to the rise in the price of the petrol. The customers started looking for
SUVs and other such small cars so that they can reduce their expenditure on petrol. More and
more customers are looking forward to save the country and we are not being able to cope up
with the demands of the customers.
A New Beginning

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It is not for the first time that our government has tried to control the pollution of our country but
was unable to do so. Now they have4 taken the pledge to overcome the problem and reduce the
level of the emissions and other pollutions from the country. Moreover, the rate of petrol have
also risen and the customers are not able to afford such a high cost. The cars we produce can
only be run by petrol and other such fuels on which the government has put limitations of use.
Keeping all the matters in mind, we are looking forward to help the government to reduce the
emissions and other pollutions by contributing a small change in our products.
Having looked at the matter4s which are of concern, we are trying to improve our products. We
are now manufacturing small sedanand SUVs which are lighter in weight and would consume
less fuel. The model, “Trax LTZ” will be covering up a kilometre in only 1.8 litres of petrol.
Besides, this the car also has a facility for using the renewable sources of energy. The sunroof of
the car will be having a photovoltaic plate that will help to collect the solar energy
andconvertand store it for future use. In this way we can reduce the emissions and pollutions in
our country.
Finally, we would be positioning our company as a safe, eco-friendly, highly economical and
high quality automobile brand. Our aim is to target both the local as well as the international
markets and customers. We highly appreciate your co-operation with our new business strategy
which will lead us to greater success in the future.
Thank You
Holden Ltd.
(Signature)

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Press Release for Consumers
Notice
Putting an End to all Your Stresses
We thank you for all your trust and support that you have been giving us these years. We thank
you for all your support and being with us for the past years. It will be a great privilege for us to
serve you better with our new range of products.
Unfortunately, Australia is one among the most polluted countries of the world. It is a matter of
great concern as most of the people of our country needs to be hospitalized every year due to
serious respiratory diseases which are on rise every year. It was surveyed and was found that the
vehicles those are consuming fuels are the root cause of pollutions that are found. Ther4efore,
the government have decided to reduce the amount of pollution in our country. In order to
achieve the desired goal, the government have ordered to reduce the use of the fuels. To obey by
the rules, we have decided to promote a two way energy producing cars that are much more eco-
friendly as compared to the previous models.
Two Way Energy Producing cars- Eco-friendly, less emissions
We are planning to look forward for a new business strategy and hope to build a relationship
even stronger than the past.
We will like to draw your attention towards the new features that we care providing to you.

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 We have brought for you a car that can run on either of the two energies.
 The car will be covering a distance of a kilometre in only 1.8 litres of petrol.
 We have made the size of the cars smaller for your convenience.
 The new range of products include the sedans as well as the small SUVs.
 The car has a sunroof/moon-roof and is covered with a photovoltaic plate so that it can
trap, collect band store the solar energy fo9r future use.
We cordially invite you to experience the new range of Holden cars and contribute a little effort
towards the betterment of our nation very soon.
Thanking you.
For more inquiries;
Contact us at
Tel: [phone]
Website: https://www.holden.com.au/owning/customer-care

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References
Clibborn, S., Lansbury, R.D. and Wright, C.F., 2016. Who killed the Australian automotive
industry: the employers, government or trade unions?. Economic Papers: A journal of applied
economics and policy, 35(1), pp.2-15.
Ewing, M.T., Wagstaff, P.E. and Powell, I.H., 2013. Brand rivalry and community
conflict. Journal of Business Research, 66(1), pp.4-12.
Lawrence, A.T. and Weber, J., 2014. Business and society: Stakeholders, ethics, public policy.
Tata McGraw-Hill Education.
Motoyama, T. and Niro, M., Ricoh Co Ltd, 2015. Method and system for remote diagnostic,
control and information collection based on various communication modes for sending messages
to users. U.S. Patent 9,015,261.