HM and its communication strategy

HM and its conference strategyThe characteristics of the corporal intercourse of an governing depend upon the standards and the structure of market it is competing with. This report provides a critical analysis of HMs somatic Communication Strategy taking different frameworks and models into consideration and successfully applying it on the organisation. Today HM has somewhat 2206 stores widespread oer 38 countries all over the globe. So it becomes really very significant for the organisation to have an efficient communication strategy. This report portrays the efficiency of communication strategy of HM.IntroductionAccording to Joep Cornelissen (2004, p.23) bodily communication is a foc using function that offers a framework and vocabulary for the legal coordination of all means of communications with the overall purpose of establishing and maintaining favourable reputations and stakeholders groups upon which the organisation is dependent .In other words we can say that the Communication strategy of an organisation performs an essential role in the growth, unification and maintenance of different stakeholder groups, its Image, repute and Identity. Cornelissen has summarised corporate communication via historical vista. He viewed that every organisations engaged through communication with the number of groups in environment to stay economically afloat in the early 1900s. In the 20th century, the job of managing communications had been determined principally via public relations and marketing functions. But this being an intrinsically parochial approach, the contemporaneous figures of communication management have consolidated these divisions into the extensive corporate communication function. Moreover due to the shift from inflexible to flexible market scenario and growing militant marketplace, this jointly with the greater call from society for corporate citizenship has resulted in thrusting mevery organisations into stakeholder management strategie s. He specified corporate communication to be the management function that has come to fulfilment in this stakeholder era and to establish and administer relationships with the stakeholder groups upon which the organisation depends economically and socially.Riel(1995,p.26) has defined Corporate Communication is an instrument of management by means of which all conscious used form of internal and remote communications are harmonised as effectively and efficiently as possible, so as to create a favourable basis for the relationships with the groups upon which the company is dependentHM opened its rootage Hennes store in Vasteras, Sweden in 1947. At first it sells only womens clothes but in 1968 with the takeover of Mauritz Widforss, it began to sell both mens and womens clothes and the name were changed to Hennes and Mauritz.Corporate Communication Strategy of H MAt present HM is operating in 38 countries having 2206 stores (30 Nov. 2010) with 76000 employee working on the same ph ilosophy i.e. to provide fashion and quality at the best price. HM carry out its strategy by focusing on three main characteristics of business ((AR1 2008) -Price HM controls price by limiting middlemen, acquire in outsized quantity and appropriate merchandise and sustaining effectual distributing process.Design The designing of the products is done in-house and production is bely outsourced.Quality Main focus is on superiority with widespread testing and warranting less environmental harm.The Corporate Communication strategy of HM can also be well explained by The total communication domain model by Aberg, L., (1990). The model looks like a wheel having four sections-1 Support of Core Operating-HM about valued as locateds are its employers working in the organisation which could be well understood by the statement issued by its CEO. He said that it is only its employee who makes its corporate strategy possible. He stated that HM delegate a lot of corporate responsibility on i ts employers and they boost people to take own go and initiatives. (AR1, 2008)2 ProfilingHM arrange a seminar both at home and abroad in order of battle to understand various cultures, arrange exhibitions and inspires employees to say fashion magazines, watch movies and many more things.3 InformingHM informs the stakeholders about the rectifications of internal as well as external information regarding the activities.4 SocialisingHM cheers its employees of various ethnic groups to work collectively and to gain experience and acquaintance from one and all. control002External and Internal CommunicationExternal communication is the order of information outside the organisation.Bovee and Thill, 2005 The external communication links the organisation with the outside world of customers, suppliers and investors. HM use the following model for the effective external communication. HM removes all the newly made products to the customers by the medium of Newspapers, Magazines, and Websit es etc. HM dont have any industries but it works with 800 suppliers and around 2700 production units. HM keeps transparency by publishing monthly, quarterly, half yearly and annually the financial reports. It organises general meetings annually.CustomersSuppliersInvestorsHM StakeholdersEnvironment and CommunityInternal Communication is a method by which the exchange of information takes place within an organisation. Every employee of an organisation is it the director or a small employee has some information that needs to light both internally and externally. The internal communication system has transformed to downward, upward, horizontal and diagonal communication from the downward communication. HM everyone is approachable to one another and that intelligibly shows that everyone has got equal status in HM. This is known as Lateral or Horizontal Communication.HMs Internal Communication model can be explained by using Evan,1990 model.Corporate Identity, Image and Reputation-Corpo rate identity is described as the tangible manifestation of the personality of a company. (Gregory and Weichmann, 1999, p.64) has defined Corporate Identity to be a visual statement of who and what a company is. The Berkigt and Stadler model of corporate identity (Cornelissen, 2nd edition, p.67) explains the HMs corporate identity. The model illustrates HMs organisational culture, its mission, vision and how it wants to be recognised as by the stakeholder groups outside organisation. The HM communication aspires to assemble the brand in the long and the short term as well as communicating its offer. Costumers should be acquainted with what HM stands for, i.e. Fashion and Quality at best price. HM do a lot of heavy marketing of its diverse products to attract its targeted audiences and convey them what HM stands for.CUsers21119444AppDataLocalMicrosoftWindowsTemporary Internet FilesContent.IE5BUHE4KG2p%200011.jpgThe Birkigt and Stadler model of corporate identityAccording to Dowling, 1986, Corporate Image can be defined as a set of meaning by which an object is known and through which people describe, remember and relate to it as a result of interaction of a persons beliefs, ideas, feelings and impression about an object. The corporate image of HM can be explained by applying the corporate image model of Dowling. HM provides its employees an open door policy in order to put beforehand any work related issues to the management HM consider open and constructive dialogue with the trade unions as an essential expression and it has a positive experience of it. Examples include its agreement with Union Network International and European Works Council (AR1, 2008).HM gives key focus on learning development of its employees by providing training on customer service, CSR, garment handling etc. (HM, CSR, 2008, p.47).Formal Communication PoliciesEmployees image of the companyExternal group image of companyOrganizational cultureExternal interpersonal communicationPrevious product experienceSupport by the members of distribution channelMarketing media communicationAccording to Balmer, 2001 Corporate Reputation is enduring perception held of an organisation by an individual, group or network. HM uses its brand image and reputation for taking avail over its competitors and to satisfy the different stakeholders.Internal- The Role of HR and corporate communicationIt is always seen that the work of role of HR is never given much prominence in wider communication strategies. HR departments are mostly excluded from the spheres of departments of communications.HM is operating its business in 38 countries and their staffs come from culturally widespread background. Whenever HM opens any new store anywhere, it employs the topical anesthetic staff. Right form the process of recruitment to the process of rotating jobs, rewarding employees, developing guide classs etc, HR plays an important role. Turner (2003, p20) has given a model that links HRM with perform ance. Here the author has suggested good communication to attach the HR policies and HR strategies. For the HR practises the author has suggested effective management of people to the line managers and for performance he has suggested effective communication of good people practise which is quite important for HM which is a big MNC.Role of technology in corporate communication-Oliver (1997, p128) has given a communication framework related to the IT technology. The framework shows the cultural values and beliefs aligned with the vision of the organisation. He has put forward a model which is designed by Goldberg and Sifonis named as Communication Framework which depends on hypothesis of management taken on intuitive ground and should be imparted using internal and external stakeholders. HM is using smart technology like semacode bar through their mobile phones so that they can products shown in the advertisements instantly. It is an big(p) utilization of the technology.Culture and its influence in corporate communicationThe culture clarifies the models of hypothesis and behavioural statements by humans for their environment whether it is a state, a local community, a market or an industry. No doubt a firm render guidelines, hand-outs and norms in the indigenous language but still it requires more than besides the translation. To tackle it HM chose and recruit present and future employees on the basis of culture where it is operating. This help in creating organisational culture in HM which in work out helps in efficient management, inspires employees for effective teamwork and provides opportunities to them for growth. HM venerates the local customs. HM has a task oriented culture. It pays much emphasis on local recruitment so as to fit in the countries organisational culture. Think globally and Act locally is the success reason for HM or we can say HM is Glocal.Determinants of efficacious Communication of HM can be demonstrated as (Linda Beamer, Iris varn er 2001 p,351)-1 HM trains Employees at different level so as to farm their intercultural business communication skills.2 HM send top employees to foreign subsidiaries which is more productive.3 HM starts training employees from the age above 16. This means the employees are more flexible and easy to afford.4HM carefully looks for employees not just with the technical skills but also the one who can fit in the culture and stimulating frameworks.5 More important, HM creates an atmosphere where the employees much freedom to express, speak and be open minded.Determinants of Effectiveness of MessageConclusion.The various Frameworks, the models and the Approaches shows the advantages and the disadvantages which depends on the organisation on which these frameworks and models are applied. HM functions in a very high competitive environment. HM enjoys outstanding corporate identity, image and reputation. The various frameworks and models used evaluates the intensity level of HMs communi cation policies and its communication internally and externally. They also reflects the comprehension of the various communication policies and reflects the requirement for efficient communication in modern era. HM is using latest technology for its effective corporate communication. HM is a glocal brand that works globally but acts locally.To conclude wecan say that HM has a very effective operational communication model to administer near about 76000 employees from 38 countries working in 2206 stores.