corporate communication strategy of an organisation( Dangote group))
Executive Summary
Corporate organisation strategy differentiates between macro or corporations, micro or business-units, enterprise as well as their function and active strategies which are depended on identity, culture, strategy and product. With reference to the above, each corporation or business-unit operates at different levels and structure but to achieve the organisational goal, their communication strategic processes must be coherent and consistence.
The concept of corporate communication strategy as a functional strategy has provided focal point and direction to the corporate communication function. As a functional strategy used to develop communication plans and implementations, it showcases the relevant of its function to the organisation strategic management process revealing the connection between the corporate mission, values and other communications plans.( see appendix 1).
Argenti (2009) stated that the application of corporate communication strategy has been achieved through careful strategic thinking process of the public relation practitioner and the top management of the corporation that takes strategic decisions on the organisation, its constituency and the messages. He further affirms that for effective corporate communication strategy to be achieved, it must start with the organisation. Dangote group of companies Nigeria, has a strong strategic management value aimed at seeking and developing new businesses, inventing new techniques to retain their market leadership. The group generated employment and goods for the public’s through constructing and operating large scale manufacturing facilities in Nigeria and across Africa. The corporation gives high returns to their stake holders. The group has seen an explosion of growth since inception. It started initially as a trading business in cement and diversified over time into a conglomerate in Nigeria and the sub- sahara Africa with over ten (10) subsidiaries. The subsidiaries products
Corporate organisation strategy differentiates between macro or corporations, micro or business-units, enterprise as well as their function and active strategies which are depended on identity, culture, strategy and product. With reference to the above, each corporation or business-unit operates at different levels and structure but to achieve the organisational goal, their communication strategic processes must be coherent and consistence.
The concept of corporate communication strategy as a functional strategy has provided focal point and direction to the corporate communication function. As a functional strategy used to develop communication plans and implementations, it showcases the relevant of its function to the organisation strategic management process revealing the connection between the corporate mission, values and other communications plans.( see appendix 1).
Argenti (2009) stated that the application of corporate communication strategy has been achieved through careful strategic thinking process of the public relation practitioner and the top management of the corporation that takes strategic decisions on the organisation, its constituency and the messages. He further affirms that for effective corporate communication strategy to be achieved, it must start with the organisation. Dangote group of companies Nigeria, has a strong strategic management value aimed at seeking and developing new businesses, inventing new techniques to retain their market leadership. The group generated employment and goods for the public’s through constructing and operating large scale manufacturing facilities in Nigeria and across Africa. The corporation gives high returns to their stake holders. The group has seen an explosion of growth since inception. It started initially as a trading business in cement and diversified over time into a conglomerate in Nigeria and the sub- sahara Africa with over ten (10) subsidiaries. The subsidiaries products