Impact of Industry Force Factors Strategies - MyAssignmenthelp.com

Question: Discuss about the Impact of Industry Force Factors Strategies. Answer: Introduction The communication plan is a policy-driven approach which provides information to the various stakeholders of an organization. It defines who should be given specific information regarding the delivery of content, what information can be delivered and what kind of communication channels can be used to deliver a certain piece of information (Abdullah Ahmad, 2011). The present communication plan will be presented to the top table of Uber Inc. It will include the CTO (Chief Technology Officer), Senior Vice President of Business, Senior Vice President of Operations and Regional General Manager of Australia. The communication management plan identifies what information is needed to be communicated to different audience. The plan contains various elements such as who has the authority to communicate confidential or sensitive information, which communication channels should be used and what are the modes of communication. Communication plan is important in uplifting the image of the organization or in the change management process. In the change management process, the communication plan plays a critical role in breaking down the resistance of the stakeholders or the employees. There are several benefits of the communication plan such as a documented strategy is important in guiding the employees at every point (Gold, Hahn Seuring, 2013). Other than that, with the help of documentation, the organization can assure that the objectives of the organization are met and the communication strategy will be continually improved. In this regard, the present report, is focused on the communication strategy in Uber Inc. The organization is suffering from the communication issues as it has implemented a non-conventional communication strategy. In the recent times, there have been several issues such as the accident caused by Uber driver which invited huge criticism from others. The company will also suffer in th e form of reputation and negative public image. In the present, the organization is struggling with the issue of decreased employee morale as the drivers are not given adequate employment benefits. The drivers are hired as independent contractors who are not given any adequate employment benefits during the time of the employment. In the recent times, the morale of the employees degraded as in the road accidents, the company showed no support for the drivers (Grunert Traill, 2012). Other than that, the drivers acknowledge that as they are hired as independent contractors as they will be not be provided any employment benefits which can be gathered as the permanent employees of the organization. Environmental Scanning The external environment of the organization has a substantial role in the brand image of the organization and its reputation. It is important to identify the external factors which may impact the operations and the business processes of the organization. The business organizations should scan the external factors with the help of frameworks such as PEST analysis. Political Factors: The government of Australia is skeptical of the business model adopted by the company. The company has adopted a shared economy model wherein the taxi drivers are hired as independent contractors and the company keeps a commission for each of the ride. The government is also concerned whether the rights of the drivers will not be snatched with the advent of this new business structure (Haley Haley, 2013). The company also do not want to take any financial burden which comes with the employment benefits. There are certain economic factors which may impact on the operations of the business operations. The business structure of the organization is designed such that it appeals to the price-sensitive customers. Using the ride-sharing services, the customers can reach at their destination at a cheaper price. Social Factors: There are certain social factors such as the lifestyle, psychology and the individual preference which may impact on the operations of the organization. Today, most of the customers prefer using the taxi services; therefore, the social factors are preferable for the organization. Although the drivers associated with the traditional taxi industry are concerned that the company will is taking a commission in the services provided to them. The organization is taking commission for providing customers to the drivers. It has created a dissatisfaction among the drivers. Other than that, the organization has also facing issues related to the brand image of the organization. Technological Factors: There are several technological factors which may impact on the business operations of the organization. The technology and the infrastructure of the company influences the operations of the organization (Kavishe, 2015). Although the company has adopted a simple business model, a few factors are important in the business operations. These drivers must have a smart phone, a mobile application and constant internet connection to communicate with the customers. Other than that, the customer should also have a mobile application so that they can communicate with the customers. It can be concluded from the above section that involving the drivers as the independent stakeholders is creating dissatisfaction among the drivers. It is also creating issues among the drivers as they are considering that despite them being working for the organization, they are not provided adequate safety and employment benefits. In the above section, the communication issue between the employees and the management has been discussed. This issue has created numerous problems between the employees and the employer. In this regard, Uber Inc. should develop a communication strategy which may uplift the morale of the employees and engage them further with the organization. The major issue identified with the organization is that the drivers dissociate themselves with the organization as they consider that the organization do not consider them a part. It is important to establish a communication portal or communication platform through which the organization would be able to regularly and promptly with the drivers (Lang Heasman, 2015). All the drivers of the system should be able to access the portal of the organization promptly. They must be able to login to the systems portal in a quick and fast manner. Other than that, the organization must be able to design a quick and rapid information portal wherein all the information regarding the operations and the business processes of the organization the will be updated. Other than that, it will be made mandatory for the drivers to register into the portal with the help of their email address and the phone number. All the information and the changes in the organization will be updated to the drivers and other stakeholders of the organization. Other than that, the organization will also keep the online portal so that the employees of the organization will be able to communicate and raise their queries to the customers (Matzler, Bailom, Friedrich von den Eichen Kohler, 2013). An online support chat system will be established so that the customers can directly communicate with the organization regarding their queries. It is important that Uber makes all the substantial efforts to promptly respond to the employees of the organization. The communication strategy is developed and established as the employees of the organization are getting demoralized due to the recent accident cases and the response of the organization towards them. In the present case, it is important that the organization design the communication message so that it can directly uplift the morale of the employees (McGrath, 2013). It is important to acknowledge that the communication message is designed such that the drivers get motivated and engaged with the organization. The theme of the communication message should be as such that that the drivers feel motivated with the message and the remains engaged with the organization. Uber should also communicate that it is very much concerned about the drivers as well as other stakeholders of the organization. The business organization should also communicate that engaging in contractual form with the drivers is a win-win situation for both the organization and drivers. The monthly income of the drivers is directly connected to the number of rides they take (Morris, Shirokova, Shatalov, 2013). If a driver take more rides regularly, he can earn more. Therefore, with this scheme of the organization, the drivers can increase their income. The reputation of the organization will be enhanced with the help of this approach. The organization would be able to communicate that it is concerned for the employees as well as the customers of the organization. When this message will be transmitted to other stakeholders of the organization including the customers, it will uplift the reputation of the organization. The organization will be recognized as a socially responsible business organization which takes into consideration the benefits of different stakeholders of the organization (Oraman, Azabagaoglu, Inan, 2011). The business organization should be able to transmit the message that it is concerned about the wellbeing of the employees and other stakeholders of the organization. It should be able to communicate that the organization is concerned about all the stakeholders connected with the organization. Communication Matrix Goal Objectives Message Target Public Channels Tactics The communication goal refers to the objectives which are aimed to be achieved with the help of communication strategy The communication objectives are precise, specified and measurable goals which are needed to be achieved with the help of communication strategy (Paul, Rana, 2012) The communication message is written to inform the public or other stakeholders something. It is the most important part of the communication strategy The target audience refers to the people on which the organizations message is focused It refers to the communication channels through which the company reaches the target audience (Tavitiyaman, Qu, Zhang, 2011) The activities which the organization uses to transmit its message to the audience To increase the morale of the drivers associated with the organization To increase the number of drivers associated with the organization by 10% in the next months To increase the market share by 10% in the Australian market The message will be written to persuade the drivers to remain associated with the organization The target audience of the organization is the drivers associated. The communication channel of emails and online portals will be used. The organization will use number of tactics such as diversified response to address the situation Reach and Impact It is important to determine the reach and the impact of the communication message and the communication strategy. The organization should develop a unique and singular strategy to reach out to the drivers. It should focus on sending a unique message to all the drivers so that a common message is sent to the all the drivers. It should post the message to the social media website of the organization. Other than that, the organization should post the same message to the official website and the blog of the organization. It is aimed that the organization will reach to all the active and the registered drivers of the organization. It will also be able to send a unique to all the drivers. Other than that, the message should have a profound impact on the drivers so that they remain connected to the organization (Tavitiyaman, Qu, Zhang, 2011). The drivers must be able to work for the benefit of the organization. Currently, a large number of drivers employed with the organization are switch ing to the local competitors due to the brand image of the organization. It is important that the organization establishes a brand image such that the drivers want to work with the organization. In the development of the communication strategy, it is important that the organization develops a communication plan through which it can transmit its message effectively. It is important to identify that the message of the organization is effectively communicated to the drivers. The organization can create an evaluation measure to examine whether the communication objectives of the organization are met or not. It can be done with the help of meeting certain evaluation criteria. In the present, the business organization will develop a communication criteria with the help of which it can assess the efficacy of the communication plan. The company will use a survey to assess the opinu8ion of the drivers. A survey will be beneficial to assess the responses and the perspective of the drivers towards the organization (Paul, Rana, 2012). It will also be beneficial in assessing the viewpoint of the drivers and gaining the suggestions which will be beneficial in uplifting the standards of t he organization. The viewpoints gathered from the drivers should be inculcated in the operations of the organization. It will assist the organization in keeping the drivers of the organization happy and engaged. It will also increase the satisfaction level of the employees and they will perform in a much better manner. Other than that, the organization will also evaluate that the communication objectives of the organization are met with the communication plan. Conclusion It can be concluded that the organization needs to create an effective strategic communication plan for achieving the business objectives. The organization should also examine that there are certain issues in the communication between drivers and the management. The business organization should make efforts so that the business objectives of the organization are met. Uber should develop a strategy so that a unique and common message can be sent to all the drivers of the organization. Uber should also create a specific communication plan such that it can communicate with all the drivers in an instant. An online portal should also be designed so that the drivers can communicate their queries and problems with the customers. The business organization should assure that the communication strategy will be able to increase the market share of the organization and increase the driver retention rate. The drivers should become engaged and happy with the organization. They should not seek alli ance with other local competitors. It is aimed that the current communication plan will increase the market share of the organization. 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