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Continuous improvement is a continual process of improvement,

Continuous improvement is a continual process of improvement, which is an ongoing effort to improve products, services, and/or processes in your organization. These improvements can be seen as “incremental,” which happens over time, or “breakthrough,” which happens all at once. Why do you think continuous improvement is so important and yet does not always get the attention it deserves?
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mmunication channels will be conducted to reach and approach the target groups. The second focus will be set on the marketing communication concept to improve their appearance. This will be done through finding a marketing claim for their business and a competitive corporate identity, improve corporate design to match their identity, presentations, marketing material targeted to education institutions, support and fine-tuning of their homepage, and preparing an English version of their homepage. Organizational context 1.1 Organizational characteristics The internal and external organizational context of Cultural Connectors will be elaborated in this section. In terms of the internal organizational context, Cultural Connectors presents three essential characteristics. The first one are innovation and risk taking. According to the official website of Cultural Connectors, the mission is to connect cultures and improve cross-cultural understanding of our clients substantially and permanently. Furthermore, the brand values are clarified as enriching, intensive, human and relevant experience, (Cultural Connectors). In terms of the external organizational context, the main external communication used by the company is their official website Aside from their official website, Cultural Connectors also communicate externally by e-mail and telephone. 1.2 Internal analysis According to Svend (2008), internal factors are categorized into firm size, international experience and service. Firm size: Cultural Connectors was established by Olga Medinskaya in 2015, hence, it is new service startup. The company does not have a large number of employees. The organizational structure consists of management and support staff. The founder, Olga Medinskaya, develops the learning programme and works as a general manager and a coach. Besides that, Dr. Henk Randau helps her with strategic questions and uses his contact to attract more potential clients. Olga is also assisted by specialized coaches who work as freelancers. Additionally, Cultural Connecters hires some interns to support them with translation and research.

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