Strategic Communication - Danish Crowns Case Study - Communication Assignment Help

Assignment Task :

The assignment 

Based on the below case description, you are expected to address the following questions in your individually written take-home assignment: 

1. Applying the five Ps for strategic communication, how would you characterize Danish Crowns’ strategic communication?

2. Employing the stakeholder salience model, how would you map Danish Crowns’ stakeholders?

3. Utilising relevant theories, what are the pros and cons of Danish Crowns’ communication strategy? 

When answering you are expected to identify, outline and use appropriate theory. You are also expected to collect and analyse additional empirical material where appropriate (e.g. from the organization’s homepage, Facebook-page, rapports, news articles etc.). 

The assignment must document that the student has a proper use of academic language and correct use of references. 

See study.ruc.dk for all formal requirements and information regarding character limit, hand-in date etc.  

Danish Crown is an organization with a long and proud history. Rooted in the 19th-century cooperative movement of Danish farmers, the organization is, today, a leading actor in the global meat industry. Danish crown is Europe’s largest producer of pork products, which are distributed to customers internationally, with the Chinese market growing incrementally and accounting for the majority of exports (Attrup, 2020). Nevertheless, Danish Crown continues to be owned by the local Danish farmers who are the organization’s main suppliers of meat. 

The combination of a global market and a local ownership creates many possibilities, but also certain limitations for Danish Crown – both because of divergent trends within the market and because of tensions between the demands of customers and owners. 

At present, the organization seems to be very successful; in the financial year of 2018/2019 its total revenues amounted to 57 billion DKK and it employed a total of 23,000 people (Danish Crown, 2019). Still, the organization feels that this success cannot be upheld unless it makes significant adjustments, and it seeks to use its present position to prepare for the future. As CEO Jais Valeur explained in an opinion piece, published in Altinget, an online media for political news and analysis, in the Fall of 2018: 

Today, meat is on demand like never before. The global middle class is growing and it is a positive story of less poverty and more justice in the world. But it is also a story that questions the sustainability of the world’s increasing consumption of meat and the combined carbon footprint of the agricultural sector. (Valuer, 2018; our translation) 

The question, then, is how Danish Crown can remain successful while becoming more sustainable – and become more sustainable so as to remain successful. 

The main tension exists between the continuing growth in the demand for meat, as experienced in some markets (most notably, in China), and the rising concern among other consumers about the negative environmental impact of the meat industry (e.g. in Denmark and other so-called ‘Western’ markets). In response to such concerns, more and more people are turning to a plant-based diet (Watrous, 2019); a trend that could, eventually, reduce Danish Crown’s costumer base significantly. Attempting to accommodate the (future) demands of a changing market, Danish Crown seeks to implement more sustainable production methods while keeping production levels high enough – and costs low enough – to continue serving everyone. 

This, in addition, has to be done with respect for the farmers (remember, they own the company) who may be willing to invest in more sustainable forms of production, but need to keep making a living as they do so. Further, Danish Crown has responsibilities towards its many employees, not least those working in the slaughterhouses who have their jobs (as well as the planet) to worry about. And it has to cater to its distributors who are not always keen to choose the more expensive options of sustainably produced meat. Finally, animal welfare is a key issue, which is not necessarily aligned with environmental sustainability – although consumers seem to equate the two and certainly will not choose one over the other. 

This Communication Assignment has been solved by our Communication Experts at My Uni Paper. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.

Be it a used or new solution, the quality of the work submitted by our assignment experts remains unhampered. You may continue to expect the same or even better quality with the used and new assignment solution files respectively. There’s one thing to be noticed that you could choose one between the two and acquire an HD either way. You could choose a new assignment solution file to get yourself an exclusive, plagiarism (with free Turnitin file), expert quality assignment or order an old solution file that was considered worthy of the highest distinction.