Business Communication (PDF)

BUSINESS
COMMUNICATION

Contents
INTRODUCTION...........................................................................................................................1
P1. Classification of business information along with source and purpose ..........................1
P2. Presentation of complex internal business data................................................................4
P3. Production of corporate communication..........................................................................5
P4. Evaluation of external corporate communication............................................................5
P5. Legal and ethical issues....................................................................................................6
P6. Operational issues............................................................................................................7
P7. Non-electronic as well as electronic methods for business data communication ...........7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Communication is the key to business growth and success of an entity as in the absence
of this aspect, no process or activity can take place in an effective manner. This is the element
with the help of which a corporation sets interaction with customers and other relevant key
stakeholders. This results in easier and faster exchange of information within the premises of
company. Business communication provides assistance to an organisation in transmitting the
mission, vision and goals of entity to people in order to create awareness about the brand within
market place. This assignment is carried out to gain knowledge of business communication
taking place within Amazon which is a well renowned and actively engaged e-commerce
company. The report consists of types of business information as well as their source & purpose.
Further, it throws light upon legal, operational and ethical issues associated with usage of
business information. In addition to this, electronic and non-electronic business communication
methods are included.
P1. Classification of business information along with source and purpose
E-commerce is found to be one of the biggest and rapidly growing platforms where a
number of business entities operate and function in order to expand their reach. The expanse of
information within this sector is vast and thus it makes use of a number of sources depending
upon organisational requirements. Amazon being the market dominating e-commerce entity
makes use of the business information for a variety of purposes and procures it from a number of
sources. Communication has a massive role to play here. Below explained are the types of
business information that are prevalent in corporate world:
Verbal information: In this kind of information, a verbal message is shared from one
end to another end. Face to face connection, mouth and meetings are used for this. Verbal
information has enough potential to hear each and every word with proper meaning. This type of
information responds quickly to the received because of the presence of sound. Amazon asks
their employees to share the information verbally, to ensure a secured sharing and to sustain the
transparency of information. Employees working in Amazon must have a very good command
over the usage of verbal information. It is the best way to communicate but definitely not the best
way.
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Written information: This information type uses e-mail, mobile phones message
devices etc. for communication as the message in this type is transmitted in a written mode for
sharing the data from one user to another. It can be words, graphs, charts and diagrams. Pen and
paper based information such as letter, application, formal report, notice etc. which are kept at
one place for a legal check. The personnel of Amazon make use of this for portfolio and meeting
reports.
On-screen information: Within this, all the business related information is showed or
produced on the screen. That screen can be of personal devices, CD-ROMs, multimedia TV,
computer, mobile phones etc. LCD projector screens are used in Amazon to show the
information. The motive of using on-screen information is to gain the focus of people who are
aware of power point presentation.
Multimedia information: Combination of animation, text, sound, video and pictures are
used in this type of information. It supports dual mode of exchanging data amidst personnel who
are making use of sound, animated series or verbal. Amazon can use this type of information to
show important data or documents associated with business operations during a presentation.
Web based information: This information type provides assistance to an individual who
is exchanging data by way of internet server, YouTube or playing a video to create awareness
about the offerings of entity. Amazon makes use of web based information to provide knowledge
about orders and its deliveries.
PURPOSES OF INFORMATION
Valid as well as reliable data is important for each and every company as without it, the
corporation would not be having knowledge of its market, financial and sales positioning and the
manner in which to carry on in upcoming time. Corporations such as Amazon make use of
information for ample number of purposes which are briefly explained below:-
Updating knowledge: This is of significance for business entity like Amazon to
constantly keep on updating changes into market. Data is needed by business to have knowledge
of the extent of development within market, changes taking place in labour market, activities of
economies and the new legislations that might have widespread effect upon the operations and
functioning of business. This provides assistance to entity in taking appropriate and relevant
decisions for the betterment of company. The purpose of on-screen communication is to update
knowledge of personnel operating within Amazon.
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Informing upcoming development: An organisation which does not facilitate growth and
development is posed to find itself lacking behind the rival firms. Developments within
companies such as Amazon are required to be largely based upon informed decision. Amazon
does not launch a new commodity until and unless it has proof that the product would be feasibly
sold. This is ascertained to be the purpose of verbal communication as upcoming developments
can be feasibly explained verbally.
Strategic Direction along with SWOT: Strategic management is defined as the procedure
whereby a company ascertains its objective, purpose and desirable performance. This renders aid
to an entity to decide upon course of action for attainment of goals within the stipulated course of
time. This gives access to Amazon to execute strategic action and examine its outcomes. To
feasibly establish the strategic direction, huge quantum of information is necessary. As soon as
this data is available, the respective organisation makes use of SWOT analysis to execute audit
of corporation and its business environment. The purpose of written communication is to serve
as a base for deciding upon the strategic direction of entity and conducting SWOT analysis.
Providing competitive insight: Every organisation is required to possess knowledge
about its rivals and their conduct to ensure that it is ahead of them. Constant R&D as well as
communication renders aid in gaining holistic information about the financial, development and
market patterns of competitors so as to decide upon Amazon’s course of action. For provision of
information regarding competitors, multimedia information serves to be the best as data here can
be presented in the form of pictures, charts, diagrams, flow charts.
Communication of sales promotion: Companies make use of various types of data as
well as methods to transmit sales promotion among people. Amazon places data about offerings
and related offers upon its website. Effective research conducted upon marketplace renders
insight into behavioural characteristics of consumers. Thus, information aids Amazon to
effectively carry out promotion of its products in order to enhance its existing level of sales. This
is acknowledged to be the purpose of web based information as such data can easily provide
knowledge of its latest offers and discounts.
SOURCES OF INFOMATION
There can be various sources of information for a company such as Amazon. Reliability
of data is the key criterion while selecting the source of data. These sources are briefly stated and
explained below:
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Internal: Here, information can emerge from a variety of sources existing within the
company. For example: Data can be procured from departments such as Production, Sales,
Marketing, Administration, Customer Service, Finance, HR etc. Verbal, written and on-screen
information can be obtained through internal source.
External: Here, information prevails in terms of collection done by a person external to
entity or published materials. Multimedia and web based information is obtained from external
source. The types of external sources are briefly explained below:-
Government: Here, data is supplied by DTI, OECD and ONS. Several governmental
publications such as Regional Trends, Monthly Digest of Statistics and Labour Market Trends
are also useful.
Commercially provided database: There are some private researchers, having
specialisation in development of database, which can serve as effective source of business
information.
Trade Groupings: This can be referred to as the group of companies belonging to same
sector which render amenities to representatives of the specific industry. They may serve as
pressure groups for initiation of positive changes within the business sector and also publish
commercial journals.
Research: Corporations constantly carry out research in order to gain comprehensive
knowledge about customers, markets and perceptions of workforce of Amazon. Market research
consists of data collection in the form of secondary or primary research or both.
P2. Presentation of complex internal business data
There are a number of methods with the help of which complex internal business
information can be presented in front of a number of persons. Such methods can include verbal
presentations, on-screen multimedia presentations, written documentation or web based. The
most appropriate and relevant method is selected on the basis of requirements of information and
organisation. In this regard, Amazon also makes use of such methods to communicate vital
information associated with entity to employees working in the premises of corporation. For
organisations such as Amazon, internal data consists of company’s vision, mission and
objectives. Internal communication provides aid in clearly stating the objectives of company to
workforce so that their behavioural characteristics as well as conduct are aligned with them at all
times. Internal information of Amazon is communicated in written form most of the times so that
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any confusion can be cleared by referring to the data again. At times, presentation is also used as
a method. The data about Amazon that is exchanged with employees is given below:
Mission: “To provide high quality offerings at low price to customers across the globe to
gain maximum satisfaction from them.”
Vision: “To become market leader in e-commerce market by making high quality and
low priced goods accessible to people.”
Objectives: Below mentioned are the objectives set by Amazon for next 1 year:-
“To raise revenues of company by 21% by next 6 months”
“To enhance the share in global market by 10.5% by the end of 2020”
P3. Production of corporate communication
Every business organisation has a primary activity in which it is involved. For Amazon,
this activity is manufacturing of offerings for its huge customer base. The most significant and
relevant activity or process of this company is its e-commerce application that is used for
delivery of order to end users. It offers diverse set of commodities such as apparel, consumer
electronics, baby products, garden articles, kitchen items, jewellery, watches, shoes, accessories,
food, health and personal care, mobile and other media products, music instruments and many
more. This app provides a simple, safe and lucrative experience to customers. It contains
registration and log in options which provides convenience to buyers and eliminates the time of
repeatedly filling the personal and shipping detail on every purchase. Also, it has a section which
shows reviews and ratings given by consumers who have used the same product previously.
With the help of such reviews, people can easily make decisions regarding whether or not to
purchase a commodity. Also, customers have an option to add the items that they do not intend
to buy presently but in future, in app's wishlist. This application renders benefits such as special
offers and discounts for its loyal customers, i.e., those who hold an Amazon Prime account.
Amazon Prime is found to possess unique features such as comfort, ease and convenience for
customers in terms of delivery time and other benefits.
P4. Evaluation of external corporate communication
It is essential for each and every business entity to constantly evaluate the external
corporate communication in order to identify if it is successful in rendering the desirable
outcomes in terms of accomplishment of objectives. In this regard, the mobile application of
Amazon requires constant corporate communication. With inflexion of time, this company make
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use of several methods and techniques for executing the process of communication. In case any
modification is brought about in the application, it is transmitted by Amazon to people with the
usage of an effective channel such as newspaper insert, radio, commercial magazines and TV.
Information about e-commerce mobile application of Amazon is transmitted with the help of
techniques and methods of communication. To ensure optimal delivery of commodities,
corporate communication strategy is used by the respective organisation. The data is directly
transmitted to top management and the strategy acts as an advisor for maintenance of brand
image and positioning. To feasibly execute that, meetings, mails, newsletters and presentations
are organised by Amazon. This renders aid in creating awareness among people about the
method taken into use for communicating with target audience. It is evaluated that
communication occurs for having an in-depth discussion about design, features and interface of
the app along with the alterations or updates that are required to be brought for gaining the
attention of bigger quantum of people
P5. Legal and ethical issues
Every organisation has to follow ample number of legal and ethical laws with respect to
business information at the time of sharing their data with business related person. With
reference to Amazon, it has been analysed that the company is following certain kinds of legal
and ethical laws on order to reduce number of issues related to business information. Some of the
common among them are described as below:
Data Protection Act, 1998: This act clearly states that business organisations are required
to take care of the data collected from employees as well as customers in order to ensure them
that all of the information collected from them is safe with the company. In addition to this,
corporations are also accountable to ensure that the information will be used for genuine reason
only and it would not be misused in any case. In context of Amazon, it has been analysed that
specific author of the data considers this act at the time of collecting information from customers.
Along with this, they also ensure that all of the collected data will not going to be misused for
longer period of time with the company.
Freedom of Information Act, 2000: As per the provisions of this statute, every
individual has right related to approaching information for federal agency. It also shows that
each person owes right to ask the entity about their federal agencies. With reference to Amazon,
it has been analysed that corporations such as Amazon are responsible for communicating with
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numerous of public authorities so that required information could be provided to individuals
within 20 upcoming operational days.
Computer Misuse Act, 1990: According to this act, it can be said that it mainly protects
information that is being related to numerous of computers. This is because, there are probable
chances that information can hacked from computer related systems. In context of Amazon, it
has been analysed that IT manager of this corporation ensures that non related person will not be
able to use the files which are protected in computer. Along with this, they also ensure that the
software used by the company is not be misused by anyone else.
Ethical issues
Ethical issues are mainly concerned with the principles and morale that are accepted by
business organisations so that they can identify what is right and what is wrong. In context of
Amazon, it has been seen that the company is using internet, electronic mail, information
ownership, whistle blow and effective organisational policies. The company uses all ethical code
of conduct so that security and safety of the company can be secured in effective manner.
P6. Operational issues
Business information refers to the essential part of every business organisation as it helps
them in avoiding chances mishandling of data for security motive. It has been analysed that there
are numerous of operational issues related to business information which are faced by Amazon.
These are described in brief below:
Backups: It has been analysed that Amazon is dealing with numerous of customers who
includes huge collection of data. Therefore, in order to secure this data for long term, it is
essential for this company to use Backups so that their data can also be secured at the time of
hacking.
Health and safety: Health and Safety of employees is considered as the main operational
issues that could be faced by business organisation like Amazon. It is essential for human
resource department of this company to focus on conducting regular based medical checkups so
that their health issues can be avoided at preliminary stages.
Organisational policies: In this, main focus of Amazon is upon organisational policies so
that confidentiality of their data can be managed in an effectual manner. Usage of these policies
helps them in avoiding the situation of manipulation or misuse of data.
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P7. Non-electronic as well as electronic methods for business data communication
Business communication is a technique with the help of which data is exchanged within
organisation and its target customers. In this regard, Amazon makes use of the below explained
methods to transmit important and relevant data effectively:-
Electronic communication: This method makes use of several techniques such as
Telephonic calls and video conferencing to interact with customers and making them aware
about the offerings of entity. This method is quick and facilitates ease for Amazon. The
respective company carried out promotion of Amazon Prime Video in past through YouTube,
pop-up, Twitter, Instagram etc. The audience for this kind of communication are the general
people that the company is intending to target for enhancing its sales.
Non-electronic communication: This method makes use of letter, fax, memorandum,
publicity materials, email, SMS, screen based, flow charts, worldwide web in order to facilitate
communication in a written format. Amazon makes use of this method to reduce its reliability
upon social media and other digital tools for having an interaction with customers. The audience
for this method include consumers, shareholders, investors, employees, creditors, suppliers etc.
A number of technologies are taken into use to facilitate such communication within the
premises of company. In this regard, Amazon also makes use of touch screen, DVD, computer,
digital broadcasting, WAP and internet to give pace to the process of business communication.
CONCLUSION
The assessment of above stipulated information concludes that communication is the key
to an organisation’s growth. This is an aspect that provides assistance to set relevant connection
with target audience to create awareness among them regarding offerings of corporation. Further,
it is analysed that business information is essential yet protection of such data is the most
supreme task that lays down pressure on corporation to restrain misuse of content as it may result
in adverse outcomes for the company.
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REFERENCES
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collaboration and team communication. International Journal of Business
Communication.52(3). pp.273-293.
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communication research. Business Horizons.58(2). pp.141-148.
Kernbach and. et. al., 2015. The use of visualization in the communication of business strategies:
An experimental evaluation. International Journal of Business Communication.52(2).
pp.164-187.
Mikkelson, A. C., York, J. A. and Arritola, J., 2015. Communication competence, leadership
behaviors, and employee outcomes in supervisor-employee relationships. Business and
Professional Communication Quarterly.78(3). pp.336-354.
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Pearson, R., 2017. Business ethics as communication ethics: Public relations practice and the
idea of dialogue. In Public relations theory (pp. 111-131). Routledge.
Thomas, G. F. and Stephens, K. J., 2015. An introduction to strategic communication.
Veltsos, J. R., 2017. Gamification in the business communication course. Business and
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