UNIT 4 - Business Communication Sadia Hussain
D1 - the appropriateness of information used to make important strategic decisions.
Organizational Aims / Strategic Decisions Communication methods used Information gathered / used Appropriateness of the
Objectives to identify strategic decisions to arrive at the strategic information used to make the
decision(s) strategic decision
“Strategic decisions are the There are many communication BT had used a lot of The information that BT had
Marketing: decisions that are concerned with methods that BT had used when information to make their collected from the marketing
whole environment in which the making the strategic decision on decision of rebranding the department about the impact of
BT is British firm operates the entire resources rebranding their company and company. The management their previous rebranding was an
Multinational and the people who form the coming up with the new logo at BT may have collected appropriate decision and also
telecommunications company and the interface design. BT had used verbal information from the looking at other businesses in the
holding company between the two.” Strategic communication identifying the marketing department, to same industry, as it helped them
headquartered in decisions are complex decisions strategic decision. For example, give the results of the decide whether refreshing the
London United made the senior management of the management and the CEO research taken by the brand and creating a new logo
Kingdom. BT operates an organization, for long term may have had a meeting where company, for example, what would be a good idea and what
in around 180 different benefit and to achieve the goals they discussed the ideas of were the impacts of their would the customers reaction
countries. BT’s aims an and aims of the company. These rebranding, and with the previous logo designs and would be. Looking at other
objective are to decisions will affect the company’s marketing department. The Also about other companies businesses and their logos helped
become a sustainable position in the long term. The management may have in the same industry and BT understand what they are
business leader. “We management have to make sure discussed many alternative their branding strategies. doing, and what should they do to
have a strong set of that these strategic decisions help versions of the logo, as BT’s goal Other information that BT stand out, and create a logo that is
assets, including a them move forward instead of is to create a new corporate had collected to arrive at not like the others, and something
leading position in the going backwards. Businesses use identity. BT also had used their decision would have that will help them to differentiate
UK in fixed and mobile many communication methods written communication and on been information from their themselves from the other
access networks, with used to identify the strategic screen methods, for example customers, and about their companies in the industry such as
strong and clearly decisions as strategic decisions presentations. The target market, such as their Sky and Virgin media. Without
segmented brands. We require a lot of planning and management at CEO had used wants and needs behavior, looking at other businesses and
have deep relationships discussion before they are made as presentations where they and their overall and how their branding, BT would not be
with a wide range of these decisions will impact the showcased and introduced the they have reacted to the able to see where everyone else is,
customers including business long term. Businesses also new logo design to the previous rebrands, this gives and would not know what the best
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