Abbott’s nutrition business emphasizes consuming healthy products to support a person’s well-being. The current shortage in baby formula is the inability of the company to provide its clients with the product and satisfy their needs, which is a communication failure. The key issues that require action are establishing adequate communication with the baby formula supplier and explaining existing problems with logistics to clients to preserve their loyalty (Provis, 2017). Understanding the needs of the target audience and the peculiarities of interacting with them are essential in effective business communication. The inability to provide clients with the baby formula is the most critical communication failure in this case because it endangers business.
These problems have affected the organization’s functioning because people cannot buy the product they need. At the same time, the lack of a clear explanation of the reasons that lead to the shortage of the baby formula causes misinterpretation of the company’s message. As a result, the company loses its loyal clients not only because of its inability to provide them with the baby formula but also due to the absence of contact with people (BiaĹ‚y, 2017). Both examples of communication failures are issues that businesses should avoid.
The organization took action to eliminate the discussed issues connected with a misunderstanding and inability to satisfy clients’ demands. For instance, Abbott’s nutrition tries to show that there is no problem with baby formula suppliers in communication with clients on social media. The choice of this communicative strategy harms the company’s image (Haase & Raufflet, 2017). It allows us to assume that communication with clients is equally important as finding ways to eliminate baby formula shortage. It is possible to state that the leaders’ actions to solve the existing communication problems are biased and do not allow the company to pursue its business goals.
References
Biały, B. (2017). Social media—from social exchange to battlefield. The Cyber Defense Review, 2(2), 69–90.
Haase, M., & Raufflet, E. (2017). Ideologies in markets, organizations, and business ethics: Drafting a map: Introduction to the special issue. Journal of Business Ethics, 142(4), 629–639. Web.
Provis, C. (2017). Intuition, analysis and reflection in business ethics. Journal of Business Ethics, 140(1), 5–15. Web.