Situational Analysis Report: Coles Newsletter Communication Strategy

This report presents a situational analysis of a Coles newsletter, focusing on its communication strategy in response to customer concerns regarding food safety and the recent salmonella outbreak. The analysis examines how the newsletter aims to address public concerns, maintain brand image, and communicate with customers effectively. The report highlights the importance of external communication methods, such as newsletters, in shaping the company's image and reaching its target audience. It also discusses the role of communication in adhering to food safety standards and regulations. The report analyzes the newsletter's content, audience, and the overall strategy to address the negative impacts of the social media outburst. The report also includes a reference list of the sources used for the analysis.

Running head: SITUATIONAL ANALYSIS
Situational Analysis
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SITUATIONAL ANALYSIS
Newsletter is a part of effectual business communication. Each company requires
communicating with its audience if there is anything disturbing happening with the brand image,
the organization requires developing a newsletter for necessary communication. A well planned
communication theory not only defines the targeted audience, but it also focuses on reaching
them in an effective way. The main purpose of developing this communication plan is to
promote the organization and further increase the revenues and communicating externally with
the target customer base.
This newsletter has been developed as Coles required communicating with its target
customer base regarding the recent outbreak of anger on the social media sites. In the summer
months, the Australians are being affected by the salmonella bacteria which are possibly coming
from the eggs. The experts have stated that the eggs in the supermarkets are supposed to be kept
under seven degrees of temperature, not in the warm shelves (Australian Grocery Stores Are
Arguing on Twitter About Whether or Not to Refrigerate Eggs, 2017). They have also indicated
to the rising rate of salmonella bacteria affected patients in the hospitals. All these news has also
given rise to the recent breakout on the social media sites where customers have posted adverse
things on the official page of Coles and it further turned out to be worse. Therefore, through this
newsletter, the organization will reach its customers and the company will clarify the issues in a
more transparent way.
The audience of the newsletter is the general targeted customer base of Coles who are
technologically advanced and are well aware of the recent issues regarding the quality of the
product quality. The main purpose of reaching them with this newsletter is that the company
would not be able to take such adverse situations which are continuously affecting its brand
image. Therefore through this external communicating method, Coles will be able to reach its

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SITUATIONAL ANALYSIS
audience easily. With the internal communication methods, the organization reaches its
management and employees, whereas the external communications mostly focus on spreading
certain information and news about cooperating with the general population, stakeholders of the
company and the customers.
Communication is the most effective way of shaping and designing the image of the
organization, potential investors and the customers. Through this newsletter, Coles will let the
general population know that the organization is adhering to all the rules and regulations of Food
safety Australia and New Zealand (FSANZ) standards. With this strategy the organization will
be able to use its resources effectively and define the public image of the brand. This also defines
the failure or success of the brand in the long run. This newsletter will be published in the print
media and will also be posted through social media so that the customers do not have any wrong
conceptions regarding the food safety.

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SITUATIONAL ANALYSIS
Reference List
Australian Grocery Stores Are Arguing on Twitter About Whether or Not to Refrigerate Eggs.
(2017). Munchies. Retrieved 29 October 2017, from
https://munchies.vice.com/en_us/article/4xban3/australian-grocery-stores-are-arguing-on-
twitter-about-whether-or-not-to-refrigerate-eggs
Parker, C., & De Costa, J. (2015). Misleading the ethical consumer: The regulation of free-range
egg labelling. Melb. UL Rev., 39, 895.
Salmonella Explained: How Putting Eggs In The Fridge Affects Your Risk Of Catching The
Deadly Bacteria. (2017). Huffington Post Australia. Retrieved 29 October 2017, from
http://www.huffingtonpost.com.au/2016/01/10/salmonella-eggs-fridge_n_8950544.html