Business Communication Case Study – Harrods
Established in London since 1853 by Charles Henry Harrod, Harrods is a department store for luxury branded merchandise. Voted as the ‘Luxury Retailer of the Year 2013’ Harrods has a reputation of always delivering the highest standards of customer service as well as expertise in luxury goods. Harrods is currently owned by Qatar Holdings, with the head being Hamad bin Jassim bin Jaber Al Thani, a former Prime Minister of Qatar. Harrods was sold for a whopping £1.5 billion during the early hours of May 8th 2010. To become the giant of a departmental store it is today, Harrods had been buying out a lot of its competitors in London, Manchester, Birmingham and Liverpool during the 20th century. In doing so, Harrods has become a powerful world renowned brand where the rich and famous will most certainly visit during their stay at London.
External communication – Social Media
One of the strategies Harrods used to maintain a positive Public Relationship is through social media. This channel of communication enables Harrods to directly communicate to a worldwide audience. Harrods sees its audiences as not only customers but contributors to social conversations about its brand. Furthermore, social media provides Harrods with the opportunity to create social content to differentiate itself from other brands. This is particularly important in the retail sector where companies are often selling similar products. Using methods of communications such as Twitter, Facebook and Instagram, Harrods was able to reach a more diverse and younger audience while at the same time turning new customers into loyal supporters. Weakness of Social Media
Having a diverse audience also means having a wide market of different cultures. Culture influences the way people perceive the world and how they respond to others. In other words, a good way of communicating with one person might not be acceptable for another. The...
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