BTEC Business Unit 4: Tesco Corporate Communication Strategies Report

This report examines Tesco's corporate communication strategies, using the Everyday Value range poster as a case study. It analyzes the poster's design elements, including the use of the universal design code, visual appeal, and placement of key information such as the product name and business name. The report discusses how the poster aligns with Tesco's mission statement and slogan ('Every Little Helps') to communicate the brand's identity and values. It defines corporate communication as the total communication activity generated by a company to achieve its planned objectives and differentiates between marketing, managerial, and organizational interactions. The report also highlights the importance of corporate communication in helping stakeholders understand the organization.

CORPORATE COMMUNICATION FOR TESCO
Corporate communication
Corporate' refers to complete, entire or total entities of the
organization, while ‘communication' means to impart, share or make
common. Therefore, ‘corporate communication' can be defined as a
total communication of the organization or integrating different
messages of organizations under one banner.
Definition of corporate communication as ‘the total communication
activity generated by a company to achieve its planned objectives'.
That total communication represents all the different forms of
communication that is occurring within the organization, including
marketing, managerial and organizational interaction.
Corporate communication in Tesco
The piece of corporate communication that has produced is a
poster advertising TESCO Everyday Value range of products. It
has been produced by using the universal design code that TESCO
uses. It could be a web-based advertisement or it could be non-web
based and put on billboards. As it is a poster, it needs to be simple
and eye-catching. It is used as a big image. In the centre to catch
people’s eyes and show they what the product range looks like, this
is also the reason of using this pattern. The name of the product
and business is at the top in big so people know where they can get
the product from and what the product is called TESCO mission
statement is “we make what matters better, together” and the advert
highlights is trying to encourage and show people what TESCO
can offer to them. The slogan of TESCO is Every Little Helps in its
particular font, which is memorable, and many people recognise
the branding. An organisation such as Coca Cola’s corporate
communication strategy plays an important role in aiding
stakeholders understanding of the organization and communicating
the organization's identity.