Q1:

Sweet Leaf Tea has an outstanding approach in communicating right from its inception. Though
it was started small as a home concept with grandmothers recipe, it went into the public pulse on
long run. SLT maintained a strong corporate strategy of communication wide Facebook and
Twitter and other social networking websites. As a matter of fact, online platform and social
networking is the best key to communicate and maintain fan clubs. Social media is the easy hit to
millions of people across the world directly. No wonder to create miracles in social networking.
Therefore Christopher had this idea to communicate strongly through social networks.
Christopher initially started writing blogs, tweets and Facebook fan page in order to market the
SLT. He further took forward by announcing a concert online, which attracted thousands of
people in a week.
I believe SLT should have focused more on the capital investments too right from the beginning
due to which I was not so highly emerging in initial days. Deliberately on time SLT acquired
name and fame across the Internet and became a known brand and finally funded by the capital
investments.

Q2
I appreciate Christophers idea of writing an open letter to SLTs stakeholders, costumers and
fans. Leaving SLT would be a challenging thing personally for him it of his personal choice. If
he doesnt write a letter it would create a remark to his personal life as well as the SLTs growth.
There could be a sudden downfall and a negative effect if he doesnt. Though his resignation
would damage the name of SLT but it wouldnt damage much if the letter were not written

Q3
After Christopher the man behind the SLT concept, it is the new managements responsibility to
maintain or work on a strategy on capturing the keeping the fan base on the same tempo. New
management has to implement new strategies to improve the brand name than how it was. The
team has to focus on advertisement in order to cope on the broader spectrum.


Q4
Corporate communication strategy always plays a major role in addressing its details, aspects,
and future prospects. The best platform for implementing is of course the social media. This
strategy can reach out millions of people directly. Social media is a virtual world where new
campaigns and new set of advertisement ideas can be implemented.

Q5
If I were a to replace Claytons position in SLT, I would have faced the biggest ever challenge
which is loosing the brand value and face of SLT. I would create a new team for corporate
communication and another team for advertising. I would assign duties and responsibilities to
them with specific guidelines. I would track the progress and monitor the teams work in
communicating and marketing to outreach the common people.
References:
Argenti, P. A. (2013). Corporate Communication (sixth edition ed.). New York: McGraw-Hill.