Business Communication Strategy: BUSN20017 Report, Term One 2018

This report analyzes the business communication strategies of a multinational spice company, identifying key issues such as social media utilization, lack of quality feedback, and misunderstandings arising from intercultural communication gaps. The analysis highlights the importance of social media for marketing, customer engagement, and knowledge sharing. The absence of a feedback mechanism is shown to hinder the company's ability to improve its products and services based on customer input. Furthermore, the report emphasizes the necessity of trust and understanding within the organization and with external stakeholders. The report concludes with recommendations for addressing these issues, including implementing a robust social media strategy, establishing a system for collecting and acting upon customer feedback, and promoting intercultural communication training to foster better understanding and collaboration. The aim is to enhance the company's reputation, improve its market position, and ensure sustainable growth through effective communication practices.

Running head: BUSINESS COMMUNICATION STRATEGY
BUSINESS COMMUNICATION STRATEGY
Name of the Student
Name of the University
Author Note

1BUSINESS COMMUNICATION STRATEGY
Table of Contents
Introduction:...............................................................................................................................2
Aim of the study:....................................................................................................................2
Detail of the scope:.................................................................................................................3
Expected outcome:.................................................................................................................3
Preview of the report:.............................................................................................................4
Analysis:.....................................................................................................................................5
Social media issue:.................................................................................................................5
Lack of quality feedback:.......................................................................................................6
Misunderstanding and lack of trust:.......................................................................................7
Conclusion:................................................................................................................................8
Recommendation:......................................................................................................................9
Issue 1 Social Media:.............................................................................................................9
Issue 2 Feedback:.................................................................................................................10
Issue 3 Inter-cultural communication gap:...........................................................................10
References:...............................................................................................................................13

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Introduction:
The business organization that will be discussed in the study is about an MNC that
sells spices all over the world. The company had initially started with a small start-up strategy
that got expanded all over the world. The business was started by a restaurant chef who had a
strong idea about taste and flavour. The study will discuss about the business communication
strategy that the company must adopt the create a better place in the market. The international
market is creating wider space for this business(Brink & Costigan, 2015). The market is
creating readily accepted the product and has increased their product since the past few years.
The business had initially started only in Australia but with time it expanded from Australia
to Vietnam, India, Oman and Nigeria. The company is managing almost 8 to 10 thousand
employees. They have customers all over the world.
Aim of the study:
The study is aiming to discuss about the improvement of the company in the further
days also. The company has recently faced few issues regarding the communication skills
used by the company in social and direct level of the company. The company has reached a
certain height and now it is conducting business all over the world. However, the company is
facing few basic issues that are hampering the reputation of the company in the market. The
study will discuss about the issues that the company is facing and it will also discuss about
the relevant steps that the company might have taken to improve its condition. The study will
focus on the issues in detail and hi-light the factors that have created the issue. However, the
discussion will also discuss about the relevant steps about the issues that the company might
take to meet the issues and once again revive the condition.

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Detail of the scope:
The business is facing a lot of problem and that can be met by proper allocation and
steps taken by the organization. The business that has created a reputation in the market must
have a better influence in the future days also. Provided proper steps are taken by the
organization. The organization is aiming to create a better reputation in the market and must
make sure that they are reaching the consumer in proper way. The spice market in these
country was already surviving with high prospective. The introduction of this company has
created a better scope for the industry to grow and it will also survive. The company will be
expanding in future days, provided they analyse the mistakes and rectify them accordingly.
The necessary steps that the company might have taken to improve its condition will surely
help the company to make a better place in the market. The scope for this business to expand
in future days are very high, thus the business should consider their drawback and make
necessary steps. The business that has such high demand in market will surely succeed in
future days. Communication is a major part in every organization, to maintain a smooth
running the organization must maintain a proper communication system in the business.
Expected outcome:
It is expected if the business is maintaining these strategies then the company will
surely reach a new height in the future days. Communication plays a vital role in the business
life. Communication helps to create a better understanding in business, thus it is very
important that the business is conducting proper communication will all of their stake
holders. The business that does not have a proper communication skill might have a negative
impact in their work life(Chaney & Martin, 2013). The mentioned company is facing the
same problem. The company is lacking proper communication inside the organization with
the employees and workers. It is also unable to communicate properly with the outside world.
Thus they must consider these points to create a better workplace and reputation in the

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market. The use of social media and network helps to connect the business in every corner of
the world. The business that has a proper structured communication system with the
initialization of network and social media the business has much higher scopes in future to
create a better place in the international market(Ferraro & Briody, 2013). They do not need
the requirement of receiving feedback from the customers. This is a blunder that the company
does in case of recording performance management and business management. It is expected
that the organization must record the feedback from the clients to get a better idea about the
working standard of the business and the market condition of the business. However the
company does not perform this and has blunt idea about the necessary steps that the company
might have taken to improve their condition. A well-framed communication with the workers
and customers is much needed in every business. The communication can be through
internet, face to face, through a middle man, forms or any other strategies can be used by the
business(Jagongo, & Kinyua, 2013).
Preview of the report:
The report will discuss about the basic issues that the company faces in their daily
life. The mentioned company has been offered variety of scopes to expand and thus they
should make sure that they are using the opportunity to build a better scope in the market.
However, this company was established enough to create a better position for itself but could
not remain in the condition due to lack of proper maintenance and management. The report
will discuss and hi-light the issues and challenges that the company is presently facing. It will
also give valid recommendation that the company might follow to rebuild their image and
reputation in the market. The spice company is expected to flourish in the future days with
their new strategy and standard of product, however, if the company is not following these
strategies then there are chances that the company will remain in the present condition or see

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a further down fall. The report completely focuses on the uplifting of the company and show
that a proper communication can rebuild the entire structure of a business culture.
Analysis:
Social media issue:
The company does not use social media like blogs, social networks to support the
organization to share ideas and improve knowledge(Goleman, 2017). The introduction of
social media has enhanced the use marketing system o g every organization. The social media
is building a better platform for every business culture. It is improving the standard and
working system of the business. The social media is one of the important factor for
communication in present days. It is creating better scope for reaching the market and
informing the consumer about the product type(Jagongo & Kinyua, 2013). Present days
various business are uses different form to implement the marketing strategies to reach the
consumers. The business culture is highly dependent on the social sites and media for
informing the consumer about a new product, identifying the product, informing about the
offers and discounts, attracting customers and creating a brand image in the market(Jussila,
Kärkkäinen & Aramo-Immonen, 2014). The companies are using various hi-lighting
techniques that are attracting the consumers to buy the product or recognize the name. A
regular hammering of the product in social media automatically creates a place for the
business in the market. Thus it is very important that a business is using all the social sites to
create a better scope for business. The introduction of social media helps a business to create
business pages and record the information about the business over there. These information’s
will be viewed by the customers and they might get interested in them.
The business is highly mistaking by not using the social sites to reach the consumers.
The social media not only helps to reach or communicate with the consumers but also makes

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a better place for sharing information and building knowledge and task management. The use
of social media inform the customers about the product type and gives accurate product
knowledge. It educates the user about the product and helps them to understand about the
product and service of the company. The companies must assure a well framed social relation
using the network to create an awareness about the business. The social media plays a vital
role in building an image in the market and thus it has to be maintained. The use of blogs will
help to inform the consumer about the product quality, type and standard of the company and
the consumers will have a clear idea about it in a short span of time. The consumers can view
the product and select their preferable brand in the market. The use of social network which
is very common in present days helps to consumers to build a better scope to reach the
consumer and gain their trust in the market(Keyton, J., Caputo, J. M., Ford, E. A., Fu, R.,
Leibowitz, Liu & Wu, 2013). It will also help in task management by the company. The task
management that is used to achieve goals in life helps the business to reach the target. The
proper task management with the help of social media will help the business to expand
further and create a better place in the market. The does not uses these strategies to reach to
market thus it is facing a down fall in the market.
Lack of quality feedback:
The feedback actually shows the areas where the business has to improve itself and make
changes to reach their respective goals. There can be various issues that the business is facing
but is unable to understand or recognize. During this period of time the customer feedback
plays a vital role. The feedback got form the consumer helps to understand where the
business has to make necessary changes and what are the area that are causing the challenges
to the organization. It act as a tool to save the business from risk and damage. The business
never believed in feedback and neither did it maintained any such system. However the
business must consider the issue and make sure to receive feedback from the consumers to

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get a clear review about the product and service that they are producing in the
market(Morecroft, 2015). The product quality does not remain the same in every level of
work. There might be a gap in any scale that the company is unable to identify and rectify.
The feedback will help the consumer to understand better where the issue is and how to
rectify it. The company should assure a well framed service to the consumer, however, if the
service is not up to the mark the company must be informed about that. This is only possible
if they using feedback forms or messages. This company does not use any such forms that
gives them a feedback about the performance of the company(Pearson, 2017). There might be
any technical error, any behavioural error or any other issue that the company is unable to
understand. Thus, the company must take measurable step to identify the error and protect the
company from any misconception or miscommunication.
Misunderstanding and lack of trust:
A business foundation is based of trust and strategy that enhances the business in a
suitable manner. The business must maintain a relation of trust and understanding among
their employees, workers, clients and officials(Ru-Chu, 2013). The business must assure a
well bond of understanding that has to be reflected in the work culture. The employees should
also enjoy a proper relation of trust and understanding among each other. The relation is
highly sensitive and can affect the business organization in many ways. The reason for mal-
functioning of the business in this company is it slack of proper communication that has led
to a breakage in the bond among each other and trust within the system. It is important to get
back the previous condition where trust and understanding existed with full flow. The
primary cause of conflict in this organization is the inter-cultural work place that is lacking
trust and due to which the company is filled with chaos and misunderstanding(Sharp &
Brumberger, 2013). The company has created a workplace where culture is present but mot
maintained. It will be the company’s responsibility to rebuild the cultural value back to the

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company to maintain sustainability. Intercultural communication gap can be the reason for
various problems. Body language, oral language and cultural formalities are present
everywhere around the world. However, this organization has never taken a step to meet that
gap or try to solve the issues that have caused the problem. Generally communication error
occurs when an individual thinks in a particular way and is unable to explain that to other,
thus the other person gets wrong conception about this person. These cases arises when there
is a cultural and language barrier among the individuals(Treem & Leonardi, 2013). The
company could have taken initiative to clear the barrier and enhance peace in work place.
However, the company did not feel the necessity to do so. The communication gap in the
internal environment of the company has created a huge mess among the workers and thus
the productivity of the company has decreased to none. The company is facing issues where
either the messages are not conveyed in a desired manner to the required person or the
workers are not trusting each other. This is automatically hampering the reputation of the
company. Employees are leaving their job and the market is having a negative idea about the
company. Once a company that maintained 8000 workers is now reduced to 6500 workers. If
the degradation continues in this manner then it will be really difficult for the company to
continue in future.
Conclusion:
This above report has completely focused on the spice company that has started its
journey from a small industry in Australia to a multinational company that is exploring all
around the world. The company has seen new height in the past few years and has faced
many high and low time during its journey. It has become an international brand shipping
through different countries and is targeting for further expansion and success. The company
has expanded its small brand to a huge company who is conducting 8000 employees all
together and is dealing with a huge amount of consumer every day. The company has

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achieved a huge success which was unexpected by the company and now it is looking
forward to explore more countries and attract new consumers. However, recently the
company is facing some serious issues that are hampering the reputation of the company in
the market. The company has misused their reputation by not considering a proper
consideration of management in the company. The company has become very reluctant about
the communication management of the company. It did not pay attention to the
communication gap that was been created between the worker and the officials, the customer
and the company, the company and its related sources. A gap in communication led to a huge
chaos and misunderstanding that is leading to the downfall of the company. The company
should have considered these points as communication plays a vital role in our daily life.
Lack of proper communication is leading to a down fall and the company might face other
issues due to this incident. Hence it must take it seriously and make necessary changes to
improve the condition for a better future of the company.
Recommendation:
Issue 1 Social Media:
The social plays a vital role to inform and make an information viral in the
environment. The work of social media is extremely beneficial if it comes to information
sharing or knowledge gaining. It is not possible for an individual to sit in a single corner and
gather all the information at one single time. However, the introduction of internet and social
media has helped to do so in the daily life. The social media can uplift or down a company
only by its mere recommendation and review in the site. The company should take the
following steps to improve their condition in the market:
 Introduce a web site for the marketing of the company
 Inform the consumer about the product in the web page

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 Give attractive offers and discount in the web sites.
 Open pages in social network like facebook, twitter
 Give attractive gifts and free offers for the new customers
If the company is bringing new strategies and ideas through social media then there are
high chances that they will face a turning point in future and meet the gap that s faced by
them. Thus, the company must assure a better communication in social media to improve
their communication skill with the consumer and improve their condition in the market.
Issue 2 Feedback:
The feedback form the consumer helps an organization to get proper information about
the entire working system. The communication system is also enhanced with the
consumer when they are giving the feedback. In the feedback many important issues can
be covered. A well framed organization always should make sure that they are receiving
the feedback from the consumer as it is not possible every time to keep a note that how
and where the service is getting hampered or damaged. The feedback form will give a
clear idea that where the company has to make changes if required or how to achieve the
next goal with proper planning. Steps that the company might take to improve the
condition of the company are:
 The company must introduce a feedback form that will receive the information
from the consumer
 The company must conduct survey that will contain the market information about
the taste that is preferred by most of the consumer
 It should conduct survey where the expected price range of the consumers are
noted
 It can maintain feedback not only for consumer but also for the workers and get
an idea about their experience in the company

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 The feedback form should be scrutinized thoroughly to get a proper idea where
the flaws are been left.
 The company will see an automatic uplift in the entire process that includes the
employees and the consumer’s satisfaction and adjustment with the company.
Issue 3 Inter-cultural communication gap:
The inter-cultural communication defines a communication among the worker and
consumer’s who does not belong to any similar cultural back ground. The inter-
cultural difference is present in every corner of the world. The difference in culture
can be met in various ways thus the company should make sure that they are
supporting such incidents. The company is looking forward for an expansion and thus
the expansion will not be only within a limited country. It will expand through a huge
area that will include the variation in culture. To meet the variation the company has
to adopt culture of different back ground and variation. The company can take the
following steps to meet the issues faced by them:
 The company can assure a well framed communication system among the
worker
 It can encourage the workers to communicate among each other
 It can improve the communicating skill among the worker
 It can create some situation where the workers can communicate with each
other
 The teams formed in the company should be determined by the inter cultural
co-ordination. That is, it should have a combination of workers from different
culture.
 The company should adopt the culture of the nation where it is opening their
branch.