Developing Workplace Communication Strategy: A Digital Media Plan

This report details a digital media strategy for a disability service center introducing a new day care service. It emphasizes the importance of digital media in informing clients and expanding the company's reach. The report includes an analysis of the company's organizational structure, funding sources, and future strategies. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, while a PEST analysis examines political, economic, sociological, and technological factors affecting the industry. The competitive landscape is assessed, considering hospitals, NGOs, and other service providers. The report also discusses internal and external stakeholders and recommends strategies for improving sales, such as unique service quality, social media marketing, competitive pricing, and product differentiation. The conclusion highlights the importance of cost-effective advertising through social media to promote the new product.

Running Head: DEVELOP WORKPLACE COMMUNICATION STRATEGY 1
DIGITAL MEDIA STRATEGY
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DIGITAL MEDIA STRATEGY
Digital media is any media that is electronic and is stored in binary numbers which are accessed
through computers, handheld devices and mobile phones. It requires combination of digital
technology and creative mind (Buckingham & Willett, 2013).
Digital media strategy involves ways of use of electronic media to pass information. A disability
service centre has new product to offer and therefore it should use this strategy to inform the
clients about the new product.
The goal of this company is to be a global and profitable company with variety of products to
satisfy customers. The vision of this company is to be a company which produces highest quality
services especially to those faced with disability challenges while offering people a safe and
meaningful place to work.
Disability service Company is globally structured and the company plans to further its growth
with existing customers around its location and by improving of product quality and introduction
of new products and services
An organizational structure is important especially to new employees so that they understand
how the company is organized (Miles, et.al, 2001). This structure also shows the chains of
command in the organization, higher rank being the top managers and goes down to employees
on different levels. The source of funding to this company is through its sales, it is able to run its
operations with the profits from their sales, and they are also funded by non-profitable
organizations to help them boost their performance in helping the unfortunate in the society.

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The new service introduced by this company is the provision of day care services to patients.
This is a new product in the company and through digital media advertising; the company will
inform its current and potential customers.
The introduction of new product will fit into the company because it will expand its sales hence
meeting their future strategy and increase productivity of the company.
S.W.O.T is an abbreviation of for Strengths, Weaknesses, Opportunities, and Threats. It helps
build a strong business strategy by ensuring that strengths and weaknesses have been looked into
that and utilizing the available opportunities and threats (Helms & Nixon, 2010).
Strengths and weaknesses are considered internal to the company and it can be changed any time
to suit the requirements, opportunities and threats are therefore external, for example,
competitors, suppliers and they happen on a daily basis and cannot be changed.
Businesses which have been operational uses SWOT analysis (Kim, 2005) to assess changing
environment and respond to it accordingly, while the upcoming businesses use the analysis for
their planning purposes.
SWOT analysis helps in strategic planning by building the companies ‘ strengths, reversing its
weaknesses, maximize opportunities of investing in new products, overcome threats, helps in
identifying competencies of the company.
However, SWOT analysis is not exempted from limitations. It does not stress the importance of
its aspects and does not tell a company how they can identify these aspects. There are demerits
which include; price increase because of trying to compete with other companies, inputs,
government regulations, search for new market for products without overseas market.

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This disability service centre is a company which deals with handling of patients with
disabilities, either from birth or through sickness/injuries, there are factors which affect the
running of this industry and a PEST analysis include;
Political factors are those which involve policies and regulations of the government levied on
products and services provided by the company. For countries who does importation of products
are also affected by importation laws and also government foreign relations, exports are also
affected by countries regulations, disability service centre will be faced with these challenges if
they have to import or market its services and products (Gupta, 2013).
Economic factor which affects this company is the purchasing power in that the services and
equipments to be used can be of high cost; therefore it has to invest heavily so as to offer high
quality care
Sociological factors whereby some people decide to adapt a certain lifestyles hence affecting the
sale of day care service. Another factor could be as a result of religion and attitude towards day
care services that it only belong to those who are able financially.
Technological factors has enabled disability centre to market several products at a low cost, this
is because of the upward trend of post treatment services.
The new product in the market will face all these factors and especially from other company
which provides the same services.
Some of the competitors offering the same product include the hospitals private wings, non-
Governmental organizations registered to offer the same service. Hospitals especially private
wings are mostly in towns and cities and their prices keeps fluctuating, other companies offering

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the same services are available and offer their services at a relatively low prices, other upcoming
companies also do offer the same products at a price they feel best but the quality is still low,
therefore with the introduction of this new product it will face a high competition from all the
three competitors.
Internal stake holders are entities within a company, and it comprises of workers, management,
board of directors, investors (Morsing, 2006), while External stakeholders are those not within a
business and it comprises of consumes, suppliers, regulators.
When marketing a product, one should consider the competition present and the audience. For
this case of day care service, it will face stiff competition from other companies offering the
same service. A strategy to improve its sales should be implemented by ensuring that the quality
of service provided is unique as compared to that of the competitors. Social marketing to reach
all audience is to be used because of the increase in use of social media.
Because it is a new product in the market, the company will sell it at a lower price compared to
that of competitors; do product differentiation which is not done by its competitors hence
increasing sales.
Advertising through social media is not very expensive and therefore for the company offering
new product it should invest in it to inform the market of the new product. The cost should not be
too high as it leads to loss to the company, a reasonable price should be used and hence achieve
high profits

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References
Buckingham, D., & Willett, R. (Eds.). (2013). Digital generations: Children, young people, and
the new media. Routledge.
Gupta, A. (2013). Environmental and pest analysis: An approach to external business
environment. Merit Research Journal of Art, Social Science and Humanities, 1(2), 13-17.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of
academic research from the last decade. Journal of strategy and management, 3(3), 215-251.
Kim, G. J. (2005). A SWOT analysis of the field of virtual reality rehabilitation and
therapy. Presence: Teleoperators and Virtual Environments, 14(2), 119-146.
Morsing, M. (2006). Corporate social responsibility as strategic auto‐communication: on the role
of external stakeholders for member identification. Business Ethics: A European Review, 15(2),
171-182.
Miles, R. E., Snow, C. C., Meyer, A., & Coleman, H. (2001). Organizational
Strategy, Structure, and Process. Academy of Management Review, 3(3), 546-562.

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