Communication Plan
October, 2012
International Strategic Management & HRM, Module 9
Communication Plan Team 2
Skills
Communication Plan
Module 9
International Strategic Management and HRM
Group 2
Authors:
Moritz Schelges 147192
Loy Nguyen
Irina Popkov 131482
Gerlof Veltman
Michel Ruiz
Name Project Supervisor: Mrs. Blokzijl
Stenden University of Applied Sciences: International Business and Management Studies
Leeuwarden, The Netherlands
October, 2012
Contents 1. Background Analysis 1 2. Target groups 1 3. Communication goals 1 4. Message 1 5. Strategy & Tactics 1 5.1 Channels 1 5.2 Planning 1 6. Budget 1
1. Background Analysis
Syngenta AG (referred to as Syngenta throughout this report) is a company originating from Switzerland, registered as a stock corporation that has issued registered shares to investors, and was formed in the year 2000, when the two companies Novartis and AstraZeneca merged. The main foci of Syngenta are the production and selling of seeds and chemicals to the agricultural sector. Moreover, the company is active in the biotechnological field and genomic research. The markets of this company are very large and diverse, since Syngenta is operating in around 90 countries worldwide. In order to manage those markets better and have a less diverse corporate portfolio, Syngenta has just recently implemented a new strategy. This current strategy consists of the following elements: * corporate level- growth * business level- “integrate, innovate, outperform”-differentiation, product leadership, product development, and customer intimacy * operational level- centralization
Until now, the consultancy team has analyzed the company internally and externally in order to find out what the main problem is with the current strategy and whether it still fits the current developments in the internal and external environments. Using Porter’s Five Forces Framework, the PESTEL analysis, market
International Strategic Management & HRM, Module 9
Communication Plan Team 2
Skills
Communication Plan
Module 9
International Strategic Management and HRM
Group 2
Authors:
Moritz Schelges 147192
Loy Nguyen
Irina Popkov 131482
Gerlof Veltman
Michel Ruiz
Name Project Supervisor: Mrs. Blokzijl
Stenden University of Applied Sciences: International Business and Management Studies
Leeuwarden, The Netherlands
October, 2012
Contents 1. Background Analysis 1 2. Target groups 1 3. Communication goals 1 4. Message 1 5. Strategy & Tactics 1 5.1 Channels 1 5.2 Planning 1 6. Budget 1
1. Background Analysis
Syngenta AG (referred to as Syngenta throughout this report) is a company originating from Switzerland, registered as a stock corporation that has issued registered shares to investors, and was formed in the year 2000, when the two companies Novartis and AstraZeneca merged. The main foci of Syngenta are the production and selling of seeds and chemicals to the agricultural sector. Moreover, the company is active in the biotechnological field and genomic research. The markets of this company are very large and diverse, since Syngenta is operating in around 90 countries worldwide. In order to manage those markets better and have a less diverse corporate portfolio, Syngenta has just recently implemented a new strategy. This current strategy consists of the following elements: * corporate level- growth * business level- “integrate, innovate, outperform”-differentiation, product leadership, product development, and customer intimacy * operational level- centralization
Until now, the consultancy team has analyzed the company internally and externally in order to find out what the main problem is with the current strategy and whether it still fits the current developments in the internal and external environments. Using Porter’s Five Forces Framework, the PESTEL analysis, market