INternational Corporate Communications in KFC Essay

INternational Corporate Communications in KFC - Essay Example Without effective communication, the business activities will become awkward and organisations will lose concentration on the operational goals. In the international corporate environment, majority of communication is external i.e. between organisation and customers, and without effective communication strategy, organisations will be unable to recognise market demand and ultimately lose effectiveness and market position (Smith & Et. Al., 1999). The paper describes the international communication strategies of KFC, which is a famous chain of fast food restaurants. The main focus of the paper is related to how KFC uses communication models, frameworks and theories in its business as well as how the company maintains its reputation and corporate ethics through proper communication media. The objective of the paper is to understand the importance and the aspects of communication in the international business environment and the way KFC has utilised those aspects in their business. Intern ational Communication Strategy International communication strategy is based on selecting the communication modes in a specific market. It is concerned about deciding communication themes in the international business environment. The choice of communication media can be achieved in terms of uniform method which indicates the application of same tool in every nation or identical selection method for selecting communication tools and media which are active in every market. Usually, an organisation requires differentiated approach as the international culture is different from nation to nation which can impact on the usage of media or availability of media (Morschett & Et. Al., 2010). The international communication strategies of KFC are targeted towards attracting the young customer segments. There are several communication tools available for an organisation in the international market such as advertising, public relations, sales promotion, direct marketing and personal selling. Adv ertising: Advertising is one of the most vital communication media used by marketers to enter in the international market. KFC has participated in several advertising cooperatives and developed advertisements for appealing customers. KFC had developed several humorous and Claymation advertisements as a means of communication. In advertisement communication, KFC uses differentiated approach by considering the culture of a country. For instance, in China, people prefer to maintain a family tradition such as admiration, care, assistance and friendship among others. Thus, the advertisements of KFC reflect the theme of common Chinese people. KFC applies localisation approach in their advertisement communication by considering the culture, values, and ethics of customers (YUM! Brands, Inc, 2010). Promotion: Promotion is the other communication media used by KFC to communicate about the products to the target customers. Promotion is the other method which can help to entice chicken lovers to the offerings of KFC. In order to attract young customer segments, KFC uses premium strategy i.e. providing gifts such as wristwatches, keychain, coffee beaker, T-Shirt, and toys. In several stores, KFC provides customers with numerous inducements to