1
, Organisation Name: Cargills Food City
Subject: Corporate Digital Communications (2305)
Theme: Competitive Advantage through Customer experience
2
,Contents
1. A Organisation Background ................................................................................................................ 8
1.A.1 Type of Organisation ................................................................................................................. 8
1.A.2 Product & Service ...................................................................................................................... 8
1.A.3 Size of Organisation ................................................................................................................... 8
1.A.4 Customer Base ........................................................................................................................... 8
1.A.5 Competitor Analysis................................................................................................................... 8
1.A.6 Stakeholder Analysis .................................................................................................................. 9
1.A.7 Key customer segment .............................................................................................................. 9
1.A.8 Rationale for choosing Customer Experience (CX) .................................................................... 9
1.B Critical evaluation of Cargill’s corporate reputation, identity, and image to support achieving a
competitive advantage ......................................................................................................................... 10
1.B.1 Corporate reputation ............................................................................................................... 10
1.B.2 Corporate Identity ................................................................................................................... 11
1.B.3 Corporate Image ...................................................................................................................... 12
1.C Recommendation on ways in which stakeholders could influence Cargills corporate reputation 12
2. A Critical evaluation of Cargills’ current corporate Strategy, Structure, System and Culture,
Identification of current gap between image and identity and recommendations ............................. 16
2.A.1 Corporate positioning .............................................................................................................. 16
2.A.2 Critical evaluation of Cargills’ strategy, structure, systems and culture ................................. 17
2.A.3 Assessing the current gaps between Cargills’ image and identity .......................................... 18
2.B Recommendation of an outline strategy to develop corporate reputation to build brand equity
for the organisation’s corporate brand, to achieve customer experience including the role of
employees with this strategy ................................................................................................................ 19
2.B.1 Cargills current Corporate Architecture .................................................................................. 19
2.B.2 Analysis of current corporate Brand Equity............................................................................. 19
2.B.3 Strategies to achieve corporate reputation and build Brand equity ....................................... 20
2.B.4 Role of employees in corporate branding strategy ................................................................. 20
2.B.4.1 Recommendations for managing the role of employees to achieve CX........................... 21
2.C Evaluation of different approaches to monitoring and measuring brand equity........................... 21
2.C.1 BrandZ model........................................................................................................................... 21
2.C.2 Brand Asset Valuator (BAV) ..................................................................................................... 22
3.A Evaluating environmental trends that drive changes in stakeholders’ digital behaviours in the
market sector ........................................................................................................................................ 26
3. B Critically appraisal the effectiveness of available digital channels and evaluate key technological
developments in digital tools that could impact Cargills corporate reputation ................................... 28
3
, 3.B.1 Key technology developments on digital tools that could influence Cargills corporate
reputation ......................................................................................................................................... 29
3.C Recommendation of digital communication strategies to protect and strengthen the
organization’s corporate reputation and stakeholder relationship to support the Customer
experience of Cargills ............................................................................................................................ 30
3.C.1 Digital communication strategy for corporate reputation ...................................................... 30
3.C.2 Digital marketing strategies to achieve customer experience ................................................ 31
Refernce
Appendix
Glossary
Tables of Tables
Table 1:Size of Organisation ................................................................................................................... 8
Table 2: Cargills Key Customer Segment ................................................................................................ 9
Table 3: Cargills Organisational Objectives ......................................................................................... 10
Table 4: Analysis of Corporate reputation ............................................................................................ 11
Table 5: Analysis of Corporate Identity ................................................................................................ 11
Table 6: Analysis of Corporate Image .................................................................................................. 12
Table 7:Stakeholder Analysis ................................................................................................................ 13
Table 8:Cargills Corporate Strategy, Structure, System, and Culture Analysis ................................... 18
Table 9: Cargills ACDIC model (Balmer, 2001) .................................................................................. 18
Table 10:Cargills Gap Analysis ............................................................................................................ 18
Table 11: Analysis of Cargills Corporate Brand Equity ....................................................................... 20
Table 12: Cargills' Role of Employees in Corporate Branding Strategy .............................................. 21
Table 13: Analysis of Cargills Brand Dynamics Model ....................................................................... 22
Table 14: Analysis of Cargills Brand Asset Valuator ........................................................................... 23
Table 15:Evaluation of Emerging Environmental Trends .................................................................... 28
Table 16: Analysis of Cargills' Available Digital Channels ................................................................. 29
Table 17:Key Technology Developments on Digital Tools ................................................................. 30
Table 18:Analysis of Digital Communication Strategy ........................................................................ 31
Table 19: Analysis of Cargills RACE Model ....................................................................................... 32
Tables of Figure
Figure 1: Cargills retail revenue .............................................................................................................. 8
Figure 2: Competitor market share......................................................................................................... 8
Figure 3: Corporate reputation model (Fombrun, 1995)...................................................................... 10
Figure 4: Corporate Identity framework (Riel and fombrun, 2007) ..................................................... 11
Figure 5: Cargills Stakeholder Analysis (Mendelow, 1991) ................................................................ 12
Figure 6: Cargills Positioning Map (Author developed, 2022)............................................................. 16
Figure 7: Keller's Brand Equity Model ................................................................................................. 19
Figure 8: Creating a Corporate Story (Riel, 2001) ................................................................................. 20
4
, Organisation Name: Cargills Food City
Subject: Corporate Digital Communications (2305)
Theme: Competitive Advantage through Customer experience
2
,Contents
1. A Organisation Background ................................................................................................................ 8
1.A.1 Type of Organisation ................................................................................................................. 8
1.A.2 Product & Service ...................................................................................................................... 8
1.A.3 Size of Organisation ................................................................................................................... 8
1.A.4 Customer Base ........................................................................................................................... 8
1.A.5 Competitor Analysis................................................................................................................... 8
1.A.6 Stakeholder Analysis .................................................................................................................. 9
1.A.7 Key customer segment .............................................................................................................. 9
1.A.8 Rationale for choosing Customer Experience (CX) .................................................................... 9
1.B Critical evaluation of Cargill’s corporate reputation, identity, and image to support achieving a
competitive advantage ......................................................................................................................... 10
1.B.1 Corporate reputation ............................................................................................................... 10
1.B.2 Corporate Identity ................................................................................................................... 11
1.B.3 Corporate Image ...................................................................................................................... 12
1.C Recommendation on ways in which stakeholders could influence Cargills corporate reputation 12
2. A Critical evaluation of Cargills’ current corporate Strategy, Structure, System and Culture,
Identification of current gap between image and identity and recommendations ............................. 16
2.A.1 Corporate positioning .............................................................................................................. 16
2.A.2 Critical evaluation of Cargills’ strategy, structure, systems and culture ................................. 17
2.A.3 Assessing the current gaps between Cargills’ image and identity .......................................... 18
2.B Recommendation of an outline strategy to develop corporate reputation to build brand equity
for the organisation’s corporate brand, to achieve customer experience including the role of
employees with this strategy ................................................................................................................ 19
2.B.1 Cargills current Corporate Architecture .................................................................................. 19
2.B.2 Analysis of current corporate Brand Equity............................................................................. 19
2.B.3 Strategies to achieve corporate reputation and build Brand equity ....................................... 20
2.B.4 Role of employees in corporate branding strategy ................................................................. 20
2.B.4.1 Recommendations for managing the role of employees to achieve CX........................... 21
2.C Evaluation of different approaches to monitoring and measuring brand equity........................... 21
2.C.1 BrandZ model........................................................................................................................... 21
2.C.2 Brand Asset Valuator (BAV) ..................................................................................................... 22
3.A Evaluating environmental trends that drive changes in stakeholders’ digital behaviours in the
market sector ........................................................................................................................................ 26
3. B Critically appraisal the effectiveness of available digital channels and evaluate key technological
developments in digital tools that could impact Cargills corporate reputation ................................... 28
3
, 3.B.1 Key technology developments on digital tools that could influence Cargills corporate
reputation ......................................................................................................................................... 29
3.C Recommendation of digital communication strategies to protect and strengthen the
organization’s corporate reputation and stakeholder relationship to support the Customer
experience of Cargills ............................................................................................................................ 30
3.C.1 Digital communication strategy for corporate reputation ...................................................... 30
3.C.2 Digital marketing strategies to achieve customer experience ................................................ 31
Refernce
Appendix
Glossary
Tables of Tables
Table 1:Size of Organisation ................................................................................................................... 8
Table 2: Cargills Key Customer Segment ................................................................................................ 9
Table 3: Cargills Organisational Objectives ......................................................................................... 10
Table 4: Analysis of Corporate reputation ............................................................................................ 11
Table 5: Analysis of Corporate Identity ................................................................................................ 11
Table 6: Analysis of Corporate Image .................................................................................................. 12
Table 7:Stakeholder Analysis ................................................................................................................ 13
Table 8:Cargills Corporate Strategy, Structure, System, and Culture Analysis ................................... 18
Table 9: Cargills ACDIC model (Balmer, 2001) .................................................................................. 18
Table 10:Cargills Gap Analysis ............................................................................................................ 18
Table 11: Analysis of Cargills Corporate Brand Equity ....................................................................... 20
Table 12: Cargills' Role of Employees in Corporate Branding Strategy .............................................. 21
Table 13: Analysis of Cargills Brand Dynamics Model ....................................................................... 22
Table 14: Analysis of Cargills Brand Asset Valuator ........................................................................... 23
Table 15:Evaluation of Emerging Environmental Trends .................................................................... 28
Table 16: Analysis of Cargills' Available Digital Channels ................................................................. 29
Table 17:Key Technology Developments on Digital Tools ................................................................. 30
Table 18:Analysis of Digital Communication Strategy ........................................................................ 31
Table 19: Analysis of Cargills RACE Model ....................................................................................... 32
Tables of Figure
Figure 1: Cargills retail revenue .............................................................................................................. 8
Figure 2: Competitor market share......................................................................................................... 8
Figure 3: Corporate reputation model (Fombrun, 1995)...................................................................... 10
Figure 4: Corporate Identity framework (Riel and fombrun, 2007) ..................................................... 11
Figure 5: Cargills Stakeholder Analysis (Mendelow, 1991) ................................................................ 12
Figure 6: Cargills Positioning Map (Author developed, 2022)............................................................. 16
Figure 7: Keller's Brand Equity Model ................................................................................................. 19
Figure 8: Creating a Corporate Story (Riel, 2001) ................................................................................. 20
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