Importance of Communication in Business

The assignment emphasizes the significance of effective communication in business, including its impact on stakeholder relationships, project management, and marketing strategies. It also touches on the importance of clear writing styles, grammar, and punctuation in achieving positive outcomes.

BUSINESS
ADMINISTRATION
1
Table of Contents

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse the communication needs of internal and external stakeholders........................1
1.2 Analyse the different communication models that support administration......................2
1.3 Evaluate the effectiveness of different communication systems......................................2
1.4 Explain the factors that affect the choice of communication media................................2
1.5 Explain the importance of using correct grammar, spelling and conventions in business
communication.......................................................................................................................3
1.6 Explain the factors to be taken into account in planning and structuring different
communication media............................................................................................................3
1.7 Explain ways of overcoming barriers to communication.................................................4
1.8 Explain the use of communications theories and body language.....................................4
1.9 Explain proof-reading techniques for business communications.....................................5
TASK 2............................................................................................................................................5
2.1 Identify the purpose and audience of the information to be communicated....................5
2.2 Select communication media that are appropriate to the audience and information to be
communicated.........................................................................................................................6
2.3 Present information in the format, layout and style that is appropriate to the information to
be communicated....................................................................................................................6
2.4 Follow agreed business practices when communicating in writing.................................6
2.5 Adapt the style and content of a communication, appropriate to specific audiences.......7
2.6 Present written communications that are clear, expressed in correct grammar and reflect
what is intended......................................................................................................................7
2.7 Meet agreed deadlines in communicating with others.....................................................8
TASK 3............................................................................................................................................9
3.1 Identify the nature, purpose, audience and use of the information to be communicated. 9
3.2 Use language that is correct and appropriate for the audience’s needs............................9
3.3 Use appropriate body language and tone of voice to reinforce messages........................9
3.4 Identify the meaning and implications of information that is communicated verbally..10
3.5 Confirm that a recipient has understood correctly what has been communicated.........10

3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards...........................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Communication refers as the transmission of a message from a sender to a receiver in an
effective manner. Communication help to stimulate a good working relationship between the
company and the staff members, which can in turn improve morale and efficiency. This is the
most important part within the business as to ensure organisation to achieve their goals and
objectives. The present report is about Asda Stores Ltd trading as Asda, which is a British
supermarket retailer, headquartered in Leeds, West Yorkshire. The company was founded in
1949 by Roger Burnley. This report emphasizes on communication and its importance with
needs to communicate with internal and external stakeholders (Andriof and et.al., 2017) . It
elaborates communication models and effectiveness of communication system with relevant
choice of communication media and importance of using grammar, punctuation and sentence
structure in right manner. It also elaborates barriers in communication and role of theories with
body language in communication.
TASK 1
1.1 Analyse the communication needs of internal and external stakeholders.
Stakeholders is crucial for the growth and development of an organisation, Knowing who
your stakeholders are is important, and the process initialized by developing healthy
relationships. They help to decide on issues from the first, during planning and at execution of
the project. Therefore, stakeholders should understand how the project functions, including the
project scope, milestones and goals (Bargiela-Chiappini, Nickerson and Planken, 2013) . There
are two major types of stakeholder in which internal are those who directly affected by the
project, such as employees. On the other hand, external stakeholders are not a part of the
business, such as vendors or suppliers, but have an interest in its outcome. Communication with
each stakeholder is very important however they play minor role. ASDA have to give relevant
information in formal and informal way. All stakeholders have to be updated with project state,
internal stakeholders have to keep themselves updated about type of business and specific details
about product and procedures with problems in ASDA. External stakeholders have to keep
themselves updated about branding, sales and promotion with events and sponsorship so that
they can give their possible involvement in organisational growth.
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1.2 Analyse the different communication models that support administration.
There are different types of communication models and from them, one is Berlo's model
in which they stresses on the relationship between the person sending the message and the
receiver. According to this model, for the message to be properly encoded and decoded, the
communication skills of both the source and the receiver should be at best. The communication
will be at its best only if the two points are skilled. Other model of communication is Shannon's
model, which refers to a person who sends a message with the use of a transmitter. The
transmitter could be any instrument today, from phones to computers and other devices (Bovee
and Courtland, 2012) . The signals that are sent and received can be vary depending on the
method of communication.
1.3 Evaluate the effectiveness of different communication systems.
There are different types of communication system in which consist of optical
communication system, radio communication system, Duplex communication system and Half
duplex system. It helps in sharing of information and knowledge to groups and individuals.
 In optical communication system, this depends on light as the medium for
communication. In optical communication system the transmitter converts the
information into an optical signal and finally the signal then reaches the recipient.
 In the radio communication system the information flows with the help of a radio.
Radio communication system works with the aid of a transmitter and a receiver both
equipped with an antenna.
 In Duplex communications system two equipments can communicate with each other in
both the directions simultaneously.
 In half Duplex communication system, both the two parties can’t communicate
simultaneously. The sender has to stop sending the signals to the recipient and then only
the recipient can respond.
So all these are effective in sharing information.
1.4 Explain the factors that affect the choice of communication media.
There are different factors that affect in choice of right media type by nature of message,
in which message should be urgent, confidential, private and important message should be
framed in ordinary, routine, open and in less important form and these factors helps in choose
right type of media.
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 Cost : The cost of sending a message is also to be considered while selecting a mode of
communication. The result obtained should justify the expenditure.
 Distance : Distance is another factor for consideration. The mode of communication to
be chosen depends on whether the message is to be sent to a nearby place or somewhere
at a long distance (Castells, 2013) .
1.5 Explain the importance of using correct grammar, spelling and conventions in business
communication.
In business communication, the aim of having correct grammar is to ensure what is
written is correctly understood. A sentence that contains grammatical errors can be difficult to
read and can cause misunderstandings. It is important to use correct sentence structure in
business communications so writing has variation and isn't all the same. Correct grammar,
spellings and conventions plays very crucial role, as written business communications can take
many shapes and forms; from the humble memo, letter or fax to a tender, proposal, application or
report, emails, websites, blogging and other social media communications. It is very important
that it should be in proper structure so that it become easy for the clients to understand.
Consideration of audience also an important factor, if they are not able to understand jargon
language and abbreviations. So both in written and verbal communication all factors grammar,
punctuation and spellings should be proper so that it can helpful in achieving organisational
goals and objectives (Charter, 2017) .
1.6 Explain the factors to be taken into account in planning and structuring different
communication media.
There are different factors that should be considered while planning and structuring
different communication media - Planning communication media : Factors of these are consumer traffic, choice and
preferences, competitors strategy analysis, target market, audience, communication
objective, message, channel, timing, preparation.
◦ Consumer traffic : This means consumer activation on different media such as
consumers mainly active on social media so ASDA focus on advertise their products
on that media channel. Competitors analysis regarding its communication channel
and from which source it advertise or communicate with their consumers.
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◦ Choices and preferences : Choice and preferences of consumers should be evaluated
so that advertisement message should be frame accordingly. Structuring communication media : Factors of these are background, basics details,
facts and figures, response or action, conclusion, close.
◦ Fact and Figures : It is impossible to convey meaning precisely, through words, from
the head of the sender to a receiver. Our goal is to be as fine as possible, which means
checking and double-checking to ensure that the figures, facts and words used are
correct (Conrad and Newberry, 2012) .
◦ Basic details : In an advertisement, basic details are necessary as because the thing
which we want to convey are covered in these details. So to communicate by any
media basic details are mandatory.
1.7 Explain ways of overcoming barriers to communication.
Communication is the key factor for the success of an organisation. When it comes to
effective communication, there are certain barriers that every organisation faces which makes it
complex, difficult and frustrating. To Overcome barriers to communication, certain points must
be followed by every organisation :
 Noise and distraction can clog up the communication process on all levels. So
communicate only that things which are needed.
 Slang and casual language can be fun with your friends, but with your co-workers it can
create a significant barrier to effective communication, so should avoid slang.
 To communicate effectively, you need to be open-minded and willing to ask and answer
questions that may seem frustrating.
1.8 Explain the use of communications theories and body language.
Communication theories and body language plays very important role to make
communication effective. This gives guidelines, how to people communicate with each other.
Communication theory refers to information theory that studies how information is carried out
between two groups of humans. Like, the process is simplified and includes only two actors,
sender and receiver. They transfer a single message between themselves and it travels through a
medium. On other hand body language is more effective than verbal language, in this physical
behaviours as opposed to words are used to convey the message. This behaviour includes facial
expressions, gestures, body posture, etc. Audience respond in more effective way when
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presenters body language is alive and energetic enough (Ferraro and Briody, 2013) . That's the
reason as this is so important in communication as this has a very strong influence on how
people perceive the information.
1.9 Explain proof-reading techniques for business communications.
Proof reading refers to examine the text carefully to find and correct typographic
mistakes an errors in grammar and spelling, which impacts the reputation of organisation. This
helps the organisation to improve the quality and readability of the documents. This makes the
writing of organisation error free and professional. Proof reading techniques - These methods
strengthen the proofreading process and knowledge of organisation. Step Away, Then Focus - Whenever possible, step away from the document before
proofreading. Explain or Remove Jargon - Specialized terminology or acronyms should be used
sparingly, if at all, in business writing. When used appropriately for the reader, they still
must be explained.
 Check Sentence Structure - A proper sentence must have a subject, a verb, and express a
complete thought.
TASK 2
2.1 Identify the purpose and audience of the information to be communicated.
Knowing the purpose and audience helps to determine the strategy of organisation. While
communicating, the purpose is not what the firm want to do; instead, it is what firm want their
audience to do as a result of reading what firm wrote or listening to what they said. Thus, it
involves the audience to communicate effectively (that is, to achieve your purpose), you must
adapt to audience. Therefore, organisation must know their audience. In case of ASDA, aimed to
re-launch of its entire own label Asda food and drink brand, consisting of more than 3,500
products. The purpose of re-launch is that consumer focus should give customers confidence in
the brand quality and provide value across the range (Fleischmann and et.al ., 2012) . While re-
launching or to launch a new product organisation have to share information of new product in
which features, size, quantity and brand name from which it is associated and price in
comparison to their competitors a important and relevant information should be shared with
consumers so that they connect with consumers by selecting right media type.
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2.2 Select communication media that are appropriate to the audience and information to be
communicated.
To get attention of large consumer base, it is necessary to opt right media to communicate
and attain the target and goals. According to above scenario ASDA target audience is children's
and young people so their needs and preferences should be considered. ASDA opt the
communication channel that is TV and internet because children's give mostly time on watching
TV and internet is also suitable mode to reach at large no. of consumers as social networking
sites are playing important role in humans life. In TV, right time and space should be selected so
that potential outcomes can be achieve on time. Right content and message is also an important
variable that brings desirable outputs.
2.3 Present information in the format, layout and style that is appropriate to the information to be
communicated.
The format of advertisement should be in appropriate manner which can be understood
easily, and should be precise and appropriate for suitable communication. According to the
consumer base product advertisement should be feasible and attract lot of consumers and give
proper information so that they can select best products out of range of the mass of the products.
The format should be in informal way to convey the message so that the customers can connect
directly. Style should be imperative in which their aim is to believe on self and should have the
skills to deal with adverse situation in a proper manner. In this scenario, the communication and
advertisement media section towards the consumers should be appropriate and clear so that the
organisation can easily attain their business goals (Gloor, 2012) .
2.4 Follow agreed business practices when communicating in writing.
To achieve the business goals and set of objectives, organisations should put
communication as on the first priority, As because good writing is necessary in a infinite ways,
including letters, advertising copies and presentations. M&S must follow the below business
practices when communicating in writing :
1. Focus on Clarity or Lucidity – The message should be written in such a way that readers
and average persons must understand the intended meaning.
2. Avoid the latest jargon - Write in such a way that impress readers, some writers
mistakenly use the latest buzz words or phrases. It won’t impress articulate senior
management.
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2.5 Adapt the style and content of a communication, appropriate to specific audiences.
In case of ASDA when they aimed to re-launch its entire own label Asda food and drink
brand for which they has to communicate with target audience as to known their needs and
requirement through appropriate media. Their target audience is children's and young peoples, so
they have to choose style of message that is simple to understand and informal so that it connect
consumers directly (Grunig, 2013) . In their message visuals, display and animation should be
display through which the customers can easily be attracted towards the product. The Content
should be in proper format and precise, so that they can know each and every information that is
delivered by organisation about their product and services.
2.6 Present written communications that are clear, expressed in correct grammar and reflect what
is intended.
We are glad to inform you that our organisation aimed to re-launch of its entire own label
Asda food and drink brand in the market of UK to give you delighted experiences. Our
main objectives is to satisfy our customer's need by providing them quality services. We
provide new product on all outlets and stores from 1st of March.
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Hence advertisement should be precise and clear towards the target audience so that they can
attract towards products and services more.
2.7 Meet agreed deadlines in communicating with others.
Deadlines are very important for achieving goals and missions at appropriate time in
business communication. While commencing something new need to set meeting and end date of
that project because without deadlines work should not be managed in proper way and
appropriate results also not achieved. In case of ASDA it aimed to re-launch its entire own label
Asda food and drink brand, so for that all activities should be in appropriate time frame so that
outcomes should be attain at desirable time period (Guffey and Loewy, 2012) . Organisation
have to advertise its products approximately 1 months before its launching and distribution of
brochures before two weeks of launching of products. Further communicate with stakeholders
should be during the planning phrase of product so that they can give consent over it.
TASK 3
3.1 Identify the nature, purpose, audience and use of the information to be communicated.
The nature and purpose of communication should be clear and in precise format, ASDA
targeted the children's and young peoples to communicate. The nature of information should be
informal and not mouthy so that it can be understand by consumers. The Purpose of
communication is to spread market share and grab large number of consumer base by observing
their needs and requirements. With the help of advertisement campaign they can increase their
goodwill and complete their chain of products so that they can increase the consumer base.
Hence nature, purpose and objective should be clear and precise towards everyone who have
major contribution in the development of organisation.
3.2 Use language that is correct and appropriate for the audience’s needs
Language is an essential component that needs to considered by company while re-
launching products or carrying out expansion in the current product line of enterprise. Database
sharing information for customers should be necessary so that they know about the products and
services which is launched by the organisation. ASDA has targeted children's and young
generation because entity wants to observe customer's needs and requirements (Law, Buhalis and
Cobanoglu, 2014) . Language should be in favour of people's way so that they can easily
understand company's policies and their goals. When ASDA re-launching their products in
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market, they have to keep correct data & information for the advertising frame accordingly and it
will helps to share data and information (ASDA, 2019) .
3.3 Use appropriate body language and tone of voice to reinforce messages.
Body language is an important attribute which have the conscious and unconscious
movements and postures by which attitudes and feelings are communicated. This is used in our
daily and business life so it is all about gestures movements and expressions made by people to
deliver a specific message to other people. In case of ASDA it shows that their advertisement by
visual graphics and other communication methods results in positive aspects and enhance
enthusiasm in consumers to get their products. Message should be innovative enough and give
clear message to consumers about the product (Pearson, 2017) .
3.4 Identify the meaning and implications of information that is communicated verbally.
In business environment communication plays very important role to achieve desirable
outcomes. Verbal communication can be used to correct a wrong, where powerful words are
more effective than an action. It can also be used as a tool of communication and creates
opportunity for debate, stimulates thought and creates new relationships. In organisation,
individuals need to effectively use verbal communication that employees readily understood
spoken words as well as ensuring that the enunciation, stress and tone of voice with which the
words are expressed should be appropriate. For example, to achieve a short term goal, we can
use verbal communication and can convey the information that how much important the goal is
for the organisation by using gestures and by expressing the feelings.
3.5 Confirm that a recipient has understood correctly what has been communicated.
It is very important for organisations to observe their customers and stakeholders while
communicating to them, that they are understanding it or not (Scheer, 2012) . Here, it is very
important for ASDA before re launching their products, to communicate and take feedback from
their stakeholders about the product, which will help them in making changes according to it.
When organisation get success that means that, their stakeholders understood what has been
communicated to them.
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3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards.
In an organisation, several problems can be occur like lack in coordination,
communication gap and mismanagement, this all can happen when proper communication do not
take place. In such conditions, organisation have to deal the situation with peaceful mind and not
have to create any confusion, for this they have to find the root node of the problems so that they
can find some appropriate solution (Union, 2014) . For achieving desirable results, organisation
which have employees of different culture have to provide proper training and development
sessions to them. For ASDA, while launching a product it is very important for them to find the
root of problem, so that they can find solution for it and can provide guidelines according to it. In
context with this situation, organisation policy and standard of equality act, 2010 is used to solve
the conflicts and should provide the rights of the employees, as this act legally protects people
from discrimination in the workplace and in wider society.
CONCLUSION
From the above report, it has been concluded that communication in business helps for
enhancing the growth and success of the organisation. In communication, Internal and External
stakeholders know how the project functions, including the project scope, milestones and goal.
Models and communication channels helps in communicate with target market and eliminate
distraction that arise while communicate in business. Punctuation, grammar and style of writing
should be simple and precise, so that it comes out with the positive outcomes, also the methods
to overcome barriers are discussed so that effective results should be accomplish.
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REFERENCES
Books and journals:
Andriof, J., and et.al ., 2017. Unfolding stakeholder thinking 2: Relationships, communication,
reporting and performance. Routledge.
Bargiela-Chiappini, F., Nickerson, C. and Planken, B., 2013. What is Business Discourse?. In
Business Discourse (pp. 3-44). Palgrave Macmillan, London.
Bovee and Courtland, 2012. Business Communication Today, 10/e. Pearson Education India.
Castells, M., 2013. Communication power. OUP Oxford.
Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
Conrad, D. and Newberry, R., 2012. Identification and instruction of important business
communication skills for graduate business education. Journal of Education for
Business. 87(2). pp.112-120.
Ferraro, G.P. and Briody, E.K., 2013. The cultural dimension of global business. Upper Saddle
River: Pearson.
Fleischmann, A., and et.al ., 2012. Subject-oriented business process management. Springer
Science & Business Media.
Gloor, P., 2012. Making the e-business transformation. Springer Science & Business Media.
Grunig, J.E., 2013. Excellence in public relations and communication management. Routledge.
Guffey, M.E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp.727-750.
Pearson, R., 2017. Business ethics as communication ethics: Public relations practice and the
idea of dialogue. In Public relations theory (pp. 111-131). Routledge.
Scheer, A.W., 2012. Business process engineering: reference models for industrial enterprises.
Springer Science & Business Media.
Union, I., 2014. Communication from the Commission to the European Parliament, the Council,
the European Economic and Social Committee and the Committee of the Regions.
Brussels.
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Online
ASDA, 2019. [Online] Available
through<http://www.harpers.co.uk/news/fullstory.php/aid/11901/Asda_revamps_own-
label_wine_range_with_new_mid_tier.html>./
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