Critically Review the Marketing And Corporate Communications Essay

Critically Review the Marketing And Corporate Communications Approaches Used By a Company Of Your Choice To Transmit Information - Essay Example Let us look at marketing and corporate communication approaches taken by Kenya Power Company to promote its image and to realize profit maximization. Kenya Power is a public utility company charged with the responsibility of retailing, supplying and transmitting electricity within Kenya. Marketing entails presenting, selling and advertising a product in the best way possible. The ultimate goal of the same is to build a good name and use the same to enhance improved and sustainable profits. On the other hand, corporate communication refers to a management function that controls and coordinates both internal and external communication with the core objective of maintaining a good reputation with stakeholders and all those the organization depends on (Cornelisen 2010, p.4.). From the definition, it is clear that marketing is closely related to corporate communications and are both meant to create and sustain a good image of an organization. The paper will critically review the marketing and corporate communication approaches that are used by the Kenya Power. To critically review is to carefully examine, express and explain disapprovals of something with the view of changing it if necessary. According to Cornelisen (2010, p.7), one of the approaches of corporate communications is the enhancement of corporate identity. Corporate identity is often coined in the mission and vision statements of an organization. ... This mission is designed to please the customers who are the consumers of the precious commodity, energy, from the Kenya power. This is a very good mission on papers but the question is, do the customers really have better lives, the answer is no since the Kenyan population still witness numerous power interruptions, electric faults causing fire outbreaks, and high prices that keep on escalating. This phenomenon is detrimental to the economic growth of the country and the company. The Kenya Power should have a mission that they live up to. The vision of this company is, â€Å"to provide a world class power that delights our customers.† This is a good desire but a lot still needs to be done to realize this vision and in so doing, customer satisfaction and quality service should be the core concern. Claywood ( 1997, p.8) states that â€Å"it is far less costly to keep a customer than to find a new one.† To find a new customer, an organization has to invest enormously in a dvertisement as an approach in marketing. Advertisement involves relaying persuasive information with the aim of luring customers to use a product. Advertisement is very critical in the expansion, sustainability and fair competition of any company. It involves the use of media outlets like television, radio, print media and billboards among others. To be able to compete fairly with other businesses, good strategies and far reaching advertisement is core. Kenya Power is a public utility company that enjoys monopoly of transmitting and distributing electricity in Kenya. This is why it has not been very aggressive in advertisement, for example, a serious issue like power