COMM 6002: Business Communication Report Analyzing RBI's Marketing

This report analyzes the impact of integrated marketing communication on Restaurant Brands International (RBI), focusing on its brands Burger King, Popeyes, and Tim Hortons. The report begins with an introduction to business communication and integrated marketing communication, followed by an overview of RBI's background and operations. The discussion section examines the role of employees, customer satisfaction, and sustainable environments. It then explores essential aspects of integrated marketing communication, including the foundation, corporate culture, brand focus, consumer experiences, and communication, promotion, and integration tools. Secondary research is used throughout the report, with information cited from relevant websites and the company's website. The report concludes with suggestions for organizational growth. The report includes a letter of transmittal, table of contents, executive summary, and works cited, adhering to formal business report guidelines.

Running head: BUSINESS COMMUNICATION
BUSINESS COMMUNICATION
Name of the Student:
Name of the University:
Author Note:

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A Letter of Transmittal
February 15th, 2020
City Council
City of Canada
Street Number
Canada,
Dear Council Members:
The attached report is written on the request by the Canada City Council in a letter to the
Restaurant Brands International as the prescribed date given to it was 21st December. The
following report is going to express the ideas and thoughts on the impact of integrated
marketing communication based on the required business service, Restaurant Brands
International on the city of Canada. We believe that you will discover the desired solutions to
this case study quite useful and adequate. It may flourish a massive growth in the
developmental structure of the restaurant industry connected through business
communication.
The following case study will be analyzed under the main aspects, such as:
a. Business communication.
b. Impact of Integrated marketing communication.
c. The application of essential elements.
d. The following consequences.
e. The desired solutions to the case study.
The application of secondary research has been conducted throughout the report and all the
necessary information is cited from the relevant websites and sources. Some valid and precise
details have been mentioned from the company’s website as well for a better understanding
of the main aspects along with the case study.
It is our honor to discuss the report in brief and show its desired solutions with you at your
full request. My organization, along with I take this moment to thank you for selecting us and
our organization to present this report in a precise manner.
Sincerely,
Name of the student
Senior Research Consultant
SES: mef

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Attachment
Table of Contents
Introduction................................................................................................................................4
Discussion..................................................................................................................................5
A. Business Communication:...........................................................................................5
B. Integrated Marketing Communication:.......................................................................5
C. Background of the Restaurant Brands International:..................................................6
1) Burger King:............................................................................................................7
2) Popeyes:...................................................................................................................7
3) Tim Hortons:............................................................................................................7
D. Role of Employees, Customer Satisfaction and Sustainable environment:................7
E. The Essential Aspects of Integrated Marketing Communication:...............................8
1) The foundation:........................................................................................................8
2) The culture of the corporate sector:.........................................................................9
3) Focus on the brand:..................................................................................................9
4) Experiences of the consumer:..................................................................................9
5) Communication tools:............................................................................................10
6) Promotional tools:..................................................................................................10
7) Integration tools:....................................................................................................10
Conclusion................................................................................................................................11
Works cited..............................................................................................................................12

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Executive Summary
The report is going to be discussed under three main parts including the introduction,
discussion, and conclusion. Firstly, in the introduction part, a small definition of business
communication along with integrated marketing communication. The case study on the
Restaurant brands international is going to be discussed and evaluated under this section.
Certain tools are going to be associated in order to provide the desired results. In the
discussion part, the background of the company along with its respective brands are going to
be analyzed and particulars aspects are incorporated for better understanding of the customers
including foundation, the cultural aspect of the corporate world, focus on the brands, personal
experiences of the customers, communication, promotional and integration tools. In the
conclusion part, suggestions or a kind of recommendation will be provided in order to expand
their organizational growth in the upcoming future.

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Introduction
The report is going to be discussed on the impact of integrated marketing
communication, which will be focused on organizational growth. A case study will be
analyzed on restaurant brands international in Canada so that the relevant, along with the
desired solutions of communication, can be figured out appropriately. The concept of
business communication is focused on the approach of distributing relevant information
among the clients, along with the other customers inside or outside the organization (Bovée et
al.). Thus, effective communication in the field of business can be handled successfully
between employees and management, which leads to adequate interaction in order to reach
the desired goals of an organization (Kaul). It serves as the main objective in order to
improve the organizational implementation along with diminishing the mistakes. Integrated
marketing communication is referred to as the easiest approach so that it can be linked with
all the types of communication along with relevant messages related to promotional tools in
order to make it work together in harmony (Blakeman). It produces a path for the customers
so that they can acquire a seamless experience with the organization or the brand. There are
certain essential factors that should be kept in mind, such as advertising strategies, sales
promotion, and relations with the public, direct marketing along with connection with social
media. It is one of the crucial factors that need assurance through effective communication by
erasing the negotiations so that the employees can attain the desired goals (Luxton, Mike and
Felix). The case study of restaurant brands international is one of the largest and fastest
service restaurant companies and it has been found all over a hundred countries along with
the United States territories (Rbi.com). For so many years, the company has independently
operated its brands in order to serve the customers, societies and franchisees. The primary
purpose of this report is to focus on the main aspects of business communication based on the

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case study so that the readers can understand the factors and can stimulate their ideas
appropriately.
Discussion
A. Business Communication:
The concept of business communication is defined as the collaboration of information
among individuals and groups of individuals in a company or being out of the company.
Healthy communication can be stated as an effective model for distributing goods and
services in any organization, and the desired goals can be achieved by the employees and
management (Bovée et al.). The company’s primary objective is to promote their services and
improve organizational implementation so the company can rectify their mistakes in the
upcoming future. Effective communication is a consistent approach that can be useful for
customers to interact with the employees of the company (Kaul). It will benefit the
relationship between a customer and the staff members, which will help in the increasing
factor of its sales along with goods and services. The readers can relate the concept in a
broader aspect, which is linked with various topics such as brand management, marketing,
and relationships with the customers and behavior of the customer, advertising strategies, and
interpersonal communication, and so on.
B. Integrated Marketing Communication:
Integrated marketing communication has been defined in the previous section, and it
will be associated with multimedia marketing. The concept has been ensuring all sorts of
contacts along with messages, which are interconnected with each other (Blakeman). It has
been assimilating with all the equipment of promotion, in order to work and cooperate
together in harmony (Luxton, Mike and Felix). For example, the company dominos have
been allowing its customers to send a message or a tweet through their individual

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smartphones, smartwatches, and smart Television. The company launched a new campaign
for attracting the customers by Anyware.Dominos.com, through which the customers will be
able to learn innovative ways to order their individual food and about the company as well
(Comm and Dennis). The campaign went on to become a successful venture in exceeding
their business, and they even provided awards to the customers through social media. The
company has reached a profit of two billion via social media and through some of the famous
shows like Ellen, Jimmy Fallon, along the Today Show.
Integrated marketing communication has played a significant role in executing a
compelling message to all the customers through several channels in improving
organizational growth. In this way, it may attract the customers appropriately, and it may
raise the level of profits (Kotler). A single message has been delivered to the customers all
across the marketing channels in various countries through television, radio, hoardings,
banners, and so on. The strategies have helped in developing the position of the brand in
order to utilize the appropriate message (Luxton, Mike, and Felix). Thus, companies use their
medium to attain the desired goals in the field of business. It provides the capabilities to
acquire essential and corporate branding, which will help to deliver the desired results
(Blakeman).
C. Background of the Restaurant Brands International:
Restaurant brands international in Canada is one of the largest and fastest service
restaurant organization in the world. It has crossed for about thirty-two billion dollars in its
system of sales as well as has spread its branches in twenty-six thousand restaurants all over a
hundred countries. It has been fully occupied in the United States territories. Restaurant
brands international has been the owner of three most notable as well as iconic fastest
supplier restaurant brands, including BURGER KING®, POPEYES® along with TIM

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HORTONS®. The organization has been providing its goods and services independently to
its old and new customers, communities along with franchises for several years.
1) Burger King:
It was founded in the year 1954, and it has been identified as the second best and fast
food hamburger industry in the whole world. For such long years, it has been
operating for more than seventeen thousand and eight hundred locations in hundred
countries and so on (Burgerking.ca). The whole brand has been operated by their
independent franchises and the company has been operating their individual system
for many years.
2) Popeyes:
It was discovered first in the region of New Orleans in the year 1972, and it has been
serving for almost forty five years and maintaining their tradition for such long years
(Popeyeschicken.ca). The customers are highly satisfied with their goods and services
and they intend to come back again and again for chicken items.
3) Tim Hortons:
It is one of the most huge restaurant chain, which provides fastest service to the
customers. It has been founded in the year 1964, and it serves a huge range of
delicacies with all types of drinks like coffee, tea, and cold drinks (Timhortons.com).
They are famous for serving delicious eatables, which are quite healthy and tasty food
items.
D. Role of Employees, Customer Satisfaction and Sustainable environment:
The organization is quite anxious to manage their individual customers by providing
hardworking as well as kind staff or employees to serve them adequately and efficiently.
They are intending to join the customers with their loyal staff through effective and healthy

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communication. Their respective customers have always loved their food and services and
because of their altruistic behavior, the customers tend to invest their money again and again.
They have been remembered for creating magic on their desired services and have been
rewarded for their useful contributions (Blakeman). The employees have been a massive part
of their organization who are willing to provide delicious eatables and are the primary reason
behind their superb brands. They have distributed several opportunities for their employees
so that they celebrate their individual differences and similarities. They have been serving for
about five billion guests for so many years.
The company is based on a sustainable environment where they believe in serving
affordable, delicious along with accessible meals. They are always working hard to provide
delicious food, along with making their guests happy through hard work. The company has
been highlighted for its healthy and effective communication, which is required in the field of
the restaurant business (Kotler). The staff members need to be kind towards their customers
and responsible for their work so that they can provide essential effects on increasing the
company’s standard and growth in the upcoming future.
E. The Essential Aspects of Integrated Marketing Communication:
Therefore, in order to communicate with the clients will appear in the form of an
organization, where companies will try to communicate with their clients, customers,
employees, via specific websites, periodicals, and reports (Kotler). Thus, a need for internal
communication is required in order to facilitate the operations and systems and the employees
need to maintain the desired fundamentals such as the foundation, the corporate culture, focus
on the brand, experience of the consumers, tools related to communication, promotion and
integration equipment. Thus, the primary essential aspects that are necessary while
maintaining healthy communication in the field of business communication are as follows:

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1) The foundation: In this component, the strategies, as well as policies, are linked with
the understanding of the goods and services including the market. In this way, it will
include certain transformations in the field of technology, attitudes of the buyers, and
in their individual behavior. Other aspects are going to be counted where anticipated
moves of the competitors are highlighted as well. It defines the stage the development
of certain elements can be seen such as in-depth analysis of both the goods and
services along with the target market. The essential aspects are required to pay
attention and marketers should understand their individual brand, its offerings along
with end-users. The desired company need to focus on the necessities, attitudes, and
their individual expectations towards the target consumers. All the companies should
keep in touch with competitors and their individual activities.
2) The culture of the corporate sector: There is an increasing factor among the brands,
which can be recognized as unified through the personality, vision, abilities along
with cultural backgrounds of the organization. The characteristics of the goods and
services need to be kept in one line along with the cultural background of the working
areas of the company (Naeem, Muhammad and Uzma). Every company has its own
vision along with the importance of the marketers’ need to think about the designs
related to the goods and services. Like for example, a company may intend to promote
a clean and healthy environment by utilizing eco-friendly goods and services. In this
way, the company is engaging the customers in their desired vision so that they can
make a right and apply the right decisions related to all the goods and services.
3) Focus on the brand: The Company’s logo, identification, tagline, style factors, along
with in-depth messages that the brand has always incorporated through their goods
and services (Kotler). The Brand name is the main focus of every company and
therefore, they should think about all the problematic aspects that have been creating

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obstacles. It should be rectified immediately and should not affect on the image of the
brand.
4) Experiences of the consumer: The personal experiences that the customer is dealing
with their individual choices of the products such as packaging, quality, and so on.
Customers’ satisfaction is highly essential in every business, and this will help them
to determine whether they are working on the relevant issues and rectifying their
individual mistakes in the field of managing the customers. Therefore, to sustain the
customers, the company needs to satisfy them by providing quality products so that
they do not get associated with other brands.
5) Communication tools: The tools are categorically different from one organization to
another organization, but in one aspect, they are almost and that is modes of
advertising, communication via social media along with direct marketing. In this way,
the brand is trying to communicate with the customers so that they can spread their
goods and services appropriately.
6) Promotional tools: This aspect has been dealing with the promotional events of
trade, promotions for the consumers, personal selling, marketing via database, and
relations with the consumers. In this process, it may also include specific public
affairs and programs related to sponsorship (Freeman and Kelley). In this way, the
company intends to strengthen its bonds with the customers as well as with the
external clients.
7) Integration tools: It is related to software management that will help to recognize the
behavioral issues by the customers and particular effectiveness through campaigns. It
is definitely associated with the relationship management of the customers, software
analysis and management, web analytics, inbound marketing aspects of software
management along with marketing automation (Zabeen, June and Xiangnan). It will

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enable all the required options that help in connecting marketing with their respective
work in order to spread and promote goods and services adequately.
Conclusion
Therefore coming to the conclusion, integrated marketing communication will help in
the progress of the company, and it will benefit them in various ways. The company,
Restaurant brands international need to follow the essential components that constitute their
business. In the restaurant industry, the process of effective integrated marketing
communication does not only depend on the organizational skills of the staff members but
also presenting a pleasing ambiance for the customers. Therefore, implementing some
valuable policies of the marketing system that will gain the attention of the old and new
customers in the existing company. Restaurant Brands International should utilize all the
effective tools in order to expand their business and it will help them to improve their
situations and may help them to attract more customers in their respective business. Thus,
communication and marketing goes hand in hand and it will help the industry to flourish in
the upcoming years.