Enhancing Communication Skills: A Study of Strategies and Impacts

The provided content is a collection of academic articles, books, and online resources related to communication skills for conservation professionals, medicine, business, and education. The sources include studies, journals, and publications that explore various aspects of effective communication, such as teaching and learning communication skills, attitudes towards communication, emotional intelligence, and intercultural communication. The content also includes examples of successful communication strategies from organizations like ALDI and Tesco.

Study and
communication skills

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Summary of the report........................................................................................................1
2. Comparative analysis of facts and opinions raised in the story..........................................1
3. Evaluation of key arguments in two sources......................................................................2
TASK 2............................................................................................................................................2
4. Analysis of different types of recorded business material..................................................2
5. Summary notes of the lecture.............................................................................................3
6. Comprehensive analysis of the notes.................................................................................3
TASK 3............................................................................................................................................4
A) Case study of Aldi and Lidl...............................................................................................4
B) Written argumentation supporting evidence to non-routine business problem.................4
C) Cause and effect relationship.............................................................................................5
D) Hedging and caution to the analysis..................................................................................5
E) Harvard referencing system...............................................................................................6
TASK 4............................................................................................................................................6
G. Effectiveness of participation in business situations and group works.............................6
H) Providing opportunities to others with contributing their ideas and opinions..................7
I). Strategy to improve the access of information and knowledge.........................................7
J). Appropriate presentation and non-verbal skills during business presentation..................7
K). Direct discussion to attain the objectives.........................................................................8
L). Personal performance to set future learning goals and objectives....................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Communication is considered as one of the most important elements that should exist in a
firm. Effective communication refers to transmission of message from one end to another. In
other words, an effective communication is referred as understanding of language by the parties
who are involved in the communication process (Goetsch and Davis, 2014). Regarding the
current scenario, a case study has been taken which is reviewed through different sources like
journals, articles and newspapers. Case study of UK’s largest retail sector Tesco Plc has been
explained throughout the report. Readers will enable themselves in understanding the biggest
loss situation that is faced by Tesco in the past. Overall summary of topic have been evaluated in
order to provide an easy understanding.
TASK 1
1. Summary of the report
It has been found in different articles that Tesco Plc had faced huge loss in the past
period. In the year 2014, it has been recorded that the firm has faced the biggest ever losing
situation in the history of business. As a result of such a big loss, Tesco had to terminate 45
stores in some areas of the UK. Moreover, another critical effect of the biggest loss to Tesco can
be observed in terms of loss of around 2500 jobs. Thus, loss in the firm has a negative impact on
the operation of the company in terms of job loss and fiscal deficit (Back and et.al., 2007). One
of the major reasons for such a massive downfall could be emergence of other small scaled
retailers who have began to sell their products at cheaper rates with the help of online marketing.
On the basis of article, it has been found that Tesco's new manager implemented new policies for
bringing improvement in the operations of business.
2. Comparative analysis of facts and opinions raised in the story
There are number of articles which have been used to find out the most relevant
information regarding the crisis which have been faced by Tesco during recession period. Certain
facts and information have been discussed in detail regarding Tesco's condition during under-
performing period (Fletcher and et.al., 2009).
 According to Guardian and Mail, similar information has been found that Tesco had
faced hard-bitten competition through many other small-scaled firms like Aldi during
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loss period. Low-priced and multiple products offered by Aldi and Lidl had created
problematic situations for Tesco as well.
 Guardian also demonstrated that Tesco had also faced net pension deficit wherein, the
firm had to pay sum of around 270 million pounds. On the other hand, according to the
journal passed by Mail, it has been revealed that Tesco was also liable to pay the net debt
of 8.5 billion pounds which is considered as a huge debt amount for any business
organization (Jacobson, 2009).
3. Evaluation of key arguments in two sources
Through evaluating the key arguments in two different sources of articles, following data
is revealed which has been explained as below:
 It has been found through different articles that Tesco has been domineering the suppliers
and due to this, suppliers become harsh on it. As a result, the firm could not offer
multiple products at a single point of time. However, Tesco argued against this because
they did not exercise any kind of activity in this manner and they got succeeded to escape
from penalty (Rees, Sheard and McPherson, 2002).
 Irregularity in accounting section of Tesco is another major outcome of the evaluation.
Tesco declared that accounting irregularity is one of the major reasons which led them
into losing situations. However, according to Mail, it has been revealed that Tesco never
declared their accounting irregularities in fact they manipulated their stakeholders.
TASK 2
4. Analysis of different types of recorded business material
On the basis of video, it has been found that there are several issues which are
responsible for the emergence of such a downfall in prices of oil. One of the major reasons that
are responsible for such issue is the diminishing global economy. The effect of changes in global
economy can be observed on many large business organizations of Europe. Apart from that,
Japan and Brazil also got affected by such a downfall in oil prices Drop in oil prices could
reshape world economy, 2015). It has been found that there is around 40% decline in oil prices
throughout the world which has been considered as a major concern for all companies. However,
from the viewpoints of new reporters and as per the articles, such a huge decline in oil prices can
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create adverse impact in the form of deflation over all other economies of the world. Reports also
showed that decline in oil prices may result in the stagnant growth of nations.
Link of video: Drop in oil prices could reshape world economy | Channel 4 News. 2015.
[Online] Available through: <https://www.youtube.com/watch?v=hddujHLG98Y>. [Accessed
on: 19 January, 2016].
5. Summary notes of the lecture
After going through the following video, it has been concluded that there are some
significant values in the report which provides useful information. Some of them are described
below:
 The focus has been laid over the prices of oil because it led a huge impact over different
economies and their growth as well. In other words, changes in oil prices have also
affected other industries which are dependent over oil industries.
 Impact of oil prices has made huge impact on different countries of the world wherein,
Brazil is the least impacted country with reduced oil prices (Credé and Kuncel, 2008). On
the other hand, nations like Europe and Japan are severely impacted with regard to their
financial dislocation.
 Dependability of these nations over oil industry is considered as the biggest cause for
such a huge financial loss.
 Another impact of oil prices reduction could be observed in the declining position of
different economies of the world. It resulted in the huge deflation in various economies
across the globe.
6. Comprehensive analysis of the notes
Main intention behind observing video is to ascertain the impact of changes in economy
and its impact over the market. With the changes in prices of oil, critical changes in the overall
economy of market can be seen (Grunig and Dozier, 2003). However, with the help of different
available resources, it has been found that impact on economy is seen in two different zones, that
is, oil manufacturing extracting nations and non-extracting countries. In this context, Brazil is the
least affected country while Europe and Japan are highly impacted because of this concern.
However, from the customer's point of view, reduced oil price is an advantage but
simultaneously it leads to reduction in flow of money as well. For this purpose, Gulf countries
will have to stop supply of oil in other countries in order to increase the prices of oil and as a
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result, the flow of currency can be increased in many economies (Hind, Wilson and Lenssen,
2009). From the viewpoint of different economists, they have commented that decrease in prices
of oil can be beneficial to certain extent for a limited time period but if this process gets
continued, people will face scarcity of natural resources.
TASK 3
A) Case study of Aldi and Lidl
In the present scenario, the case study of Aldi reflects detailed information regarding
strategies that are developed by the business organizations in order to create a differentiated
marketing position in the economy. However, the genre of Aldi's marketing strategy helps
readers to understand the tactics that are developed by business organizations at the time of crisis
(Lee and Jones, 2008). However, on the basis of case study of Aldi, it has been found that
effective marketing mix of the firm is very significant for increasing the sales turnover, marginal
revenues, market share, customer's loyalty and improved financial position.
Aldi significantly increased its market share by offering its products at very lower prices
which swiftly caught the minds of customers. Offering quality products at low price can easily
change the perception of customers and that is the only reason which is responsible for switching
of Tesco's customers towards Aldi. Increased brand loyalty of customers for Aldi's products also
provides competitive edge to the cited firm.
B) Written argumentation supporting evidence to non-routine business problem
Aldi is a well-established retail company in the market of UK since 1913 which operates
its business over 18 countries of the world. The case study of Aldi, that is, “Creating value
through marketing mix” has been considered as an effective tool for developing various
strategies regarding global expansion. In order to measure the global success of company, loyalty
of customers can also be measured easily (Cleland, Foster and Moffat, 2005). However, gaining
effective response from stakeholders, Aldi has maintained good relations with many of its
stakeholders like suppliers, customers and regulatory authorities as well. Such level of marketing
mix has benefited Aldi in developing its market position through increasing consumer awareness
and by offering number of products at lower prices. Simultaneously, Aldi put more efforts
through promotional activities like increasing direct as well as indirect communication with its
customers to make them aware about their products.
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C) Cause and effect relationship
Through analyzing the case study of Aldi, it has been identified that there is a positive
cause and effect relationship between strategies that are developed by the managers of firm and
its impact over the sales turnover (ALDI. Spend a little. Live a lot, 2015). In other words, the
enhanced marketing mix of Aldi has resulted into improved sales turnover as well as increased
loyalty of customers.
Aldi, through undertaking different promotional activities like effective communication,
has increased the awareness among its customers and this has led to enhancement in marginal
revenue of the firm. Moreover, cheaper rates of products have also knocked the minds of
customers to get diverted towards cheap and qualitative products of Aldi. On the other hand,
focusing over high level of desires has also helped the cited firm to achieve great success in its
operational time period (Guffey and Loewy, 2010). The marketing mix of Aldi undertook
research and development activities effectively in order to acknowledge the needs and
requirements of customers.
D) Hedging and caution to the analysis
In academic writing, hedging and caution are considered as one of the most effective
tools for reflecting uncertainty of certain facts and figures which have been revealed during
investigation. The main advantage of using hedging and caution in the analysis is that, it makes
the content more clear and less complex. However, the current case study has applied hedging
and caution through describing the following points:
 It reveals that major portion of customers like to use lower priced products that are
offered by Aldi (Fallowfield and et.al., 2002).
 The focus area of Aldi is to give more publicity to its “Like Brand” campaign which will
increase its market share in a swift manner.
 It has also been revealed that the cited firm tends to keep layouts of its stores in order to
maintain the operating cost and for increasing benefits.
Through the help of above points, it has been ascertained that there has been effective use
of hedging and caution language to understand the case study easily.
E) Harvard referencing system
Referencing is considered as one of the most important aspects which help to certify the
relevance of content. In other words, referencing helps to ensure the readers that information
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collected has been taken from a relevant source. It also ensures that the context of academic
writing have not been written on self-assumption or self-interpretation but each and every
information is true and valid (Kurtz and et.al., 2005). From both academic and business point of
view, reference is an important aspect of report writing which indicates that the whole
information has been perceived through a reliable source of data. An example of Harvard
referencing styles has been mentioned below:
Tesco, Asda sales fall as discounters like Aldi, Lidl advance: Kantar Worldpanel. 2015. [Online].
Available through:
<http://articles.economictimes.indiatimes.com/2015-08-25/news/65847223_1_discounter
s-aldi-and-lidl-kantar-worldpanel-asda-sales>. [Accessed on 10th September 2015].
F) The present case study of Aldi, that is,” Creating value through market mix” assists the
readers as well as academies to understand the actuality of strategies made by business
organizations while facing stiff downfall (Kavanagh and Drennan, 2008). However, the genre of
selected sentence points out those readers that can easily understand the intention behind
preparing the report.
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TASK 4
(4.1) G. Effectiveness of participation in business situations and group works
Participation is an important aspect of business which provides understanding of business
situations faced by companies and work groups in different time intervals. Business
organizations can effectively understand the impact or attitude of an individual towards business
scenarios. Managers can understand their behavior regarding a particular situation to assess the
extent to which they can participate in business decision makings in a well manner (McNaughton
and et.al., 2008). Moreover, participation in business operations helps to enhance the
understanding about critical situations that are faced by management at different platforms. In
the support of this, it can be said that the team work activities are beneficial for effective
accomplishment of presentation and information gathering. It also provides valid and reliable
information that can resolve various queries in effective manner. y participating in group, the
personal knowledge and skills gets developed which is an individual advantage for every
member. It also provides accuracy in data gathering by accessing diverse sources. It is also
advantageous for effective coordination in team activities so that tasks can be accomplished in
appropriate manner.
Nonetheless, importance of participation can also be measured in the development of
analytical skills in an individual. Hence, this gives a golden opportunity to members to prove
themselves in a particular business situation. In nutshell, it can be said that participation of an
employee in business meeting can develop his or her employability skills and simultaneously, it
leads to enhancement of knowledge about the corporate world (Jenkins, Fallowfield and Saul,
2001).
(4.2) H) Providing opportunities to others with contributing their ideas and opinions
Group effort is the key element in every business organization where ideas and opinions
of team members can contribute to a greater extent. Participation of group members can help the
business organization in gaining lots of ideas and it can deliver number of opportunities to prove
their knowledge level as well (Silverman and et.al., 2005). Group efforts can lead to creative and
long term solutions which can be helpful in the future situations. Along with that, ideas shared in
a group can be compiled together to form a combined and feasible solution.
Moreover, with an improved focus on team work, every member can have equal
opportunity to accomplish objectives effectively by using gathered information. Communication
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system can also be improved within organization and information can be communicated to every
member of organization. It also plays a key role in building confidence so that key needs can be
meet in appropriate manner. Other than this, team work is also beneficial for creative solution
that are available within group as it improves the organizational opportunities. Opportunities for
individual can also be enhanced by effective focus on team work.
Furthermore, there is always a very high tendency of acquiring enhanced problem solving
measures through effective team work. Therefore, business firm should adopt such kind of
activities which involve each and every team member in the decision making process and many
other activities of the firm which can deliver outstanding ideas and problem solving measures
(Locker and Kienzler, 2012).
(4.3) I). Strategy to improve the access of information and knowledge
In order to achieve success in the desired manner, it is essential to make effective
strategies regarding improvement of information and knowledge. Customers are also considered
as a crucial element of business. Business firms keep focus over customers and their needs and
requirements; therefore, it becomes essential for the managers to make a strong relationship with
them through electronic means. In simple terms, it can be said that adopting electronic customer
relationship is a good way to maintain the flow of information between customers and the firm
(Kavanagh and Drennan, 2008). Moreover, effective use of research and development process
can also deliver outstanding results to company. However, in order to keep up to date
information, the market research of firm should be performed at a very high level so that relevant
data can be gathered easily. Hence, this is the most effective and reliable source of information
collection for a business organization.
With an improved focus on market research the management and team members can
easily understand the key trends and needs of market. It is beneficial for effective design of
strategies that can build trust and accessibility among customers. In this, it is also essential for
management to ensure about validity of gathered information as market needs and requirements
is changing rapidly. Company can also focus on innovative methods to improve customer
relationship such as latest technological tools to communicate information. Effective
development of electronic system is also significant for improvement in communication system
and accomplish task in desired time period.
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(4.4) J). Appropriate presentation and non-verbal skills during business presentation
While giving presentation in a business organization, having adequate presentation skills
in the presenter is a very important requirement. He should be able to convince the people
towards his words. In other words, it can be said that presenter should keep a dominating
approach while presenting the presentation (Guffey and Loewy, 2010). Another major factor
which is to be considered while giving the presentation is length of the proposal. It depends upon
the existence of number of members in the meeting.
In context of non-verbal skills, for providing a dominating presentation, the presenter
must make effective use of gesture and attractive postures for impressing the candidates that are
present in the meeting. Moreover, he should have powerful eye-contact with the members so that
everyone can understand the meaning of his words clearly. Para-language used by the
representative also plays an effective role in the presentation ceremony.
In the support of above statements, it can be said that the verbal communication is consist
of diverse factors such as individual must have good communication skills to accomplish task
effectively. But in non verbal communication needs observation skills so that he or she can easily
understand the gestures used in non verbal communication. Moreover, the presentation should be
made with attractive pictures and valid data in order to have effective understanding of message.
(4.5) K). Direct discussion to attain the objectives
The most difficult task in a business organization is top generate and select appropriate
ideas. Selecting a particular idea becomes an important task for the individual because it may
include many threats or risks. Apart from achieving benefits from those selected ideas, analysis
of their drawbacks is also important. Therefore, making long discussions for choosing the most
appropriate idea is a very important task to do. Hence, for having effective discussion, good
coordination and communication between team members and subordinates is crucial (Lee and
Jones, 2008). Through mutual consent of each and every individual, it becomes easy to select
any particular idea. In some situations, it can be seen that due to long discussions,
misunderstanding arises between employees that leads to wrong decisions. Therefore, effective
presenters are required to control all of them. Thus, requirement of effective and sound presenter
is very crucial for presentation ceremony in a business organization.
In order to have effective accomplishment of organisational objectives, it is necessary for
business firm to focus on business plan and various commercial ideas. With an assistance of
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business plan the operational activities can be accomplished in effective manner. It will also
provide information about significant sections or subjects so that team can have effective
operational activities. Moreover, direct discussion with employees is also beneficial for
organisation as it will improve the understanding among employees and facilitate management to
identify various ways to accomplish task. Presentation and feedback process is also
advantageous for direct discussion and effective accomplishment of objective.
L). Personal performance to set future learning goals and objectives
Regarding personal performance, in order to complete the report, analysis of future goals
and objectives has been done. One of the major outcomes of presentation can be seen in
improvement in comparative analysis. Through various sources of information, comparative
analysis has been improved to a greater extent. On the other hand, excellent knowledge about
global understanding has been gained. Contemporary market issues and trends have been
acknowledged in a well manner throughout the report (Hind, Wilson and Lenssen, 2009). All
such issues address the happenings or changes that occur in the economy. Apart from that,
through this presentation report, there has been a lot of improvement in personal communication
skills. Furthermore, conducting study does not require enough time and money but when
question comes to make comparison between two different sources of information, it becomes
necessary to conduct a deep study over both the sources of information. Hence, it has been learnt
through the report that the deep study is required to enhance and improve the personal skills
including the proficiency of communication.
Other than this, it is also necessary for individual to have improvement in analytical skills
so that reasons behind decisions can easily identified. It is also beneficial for effective
identification of various issues as it will provide innovative ways to overcome that problems.
Moreover, it is also essential for professional to have effective communication skills as per
industrial standards. It can easily be identified by improved level of focus on presentation in
team.
CONCLUSION
With the help of above report, it has been concluded that for preparing a business report
over a particular topic, effective communication skill and study over the subject matter plays a
crucial role. In the current report, deep study over financial crisis faced by Tesco Plc has been
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explained in a broad manner. For presenting the report, effective communications skills and
studying over the subject matter have been taken into account.
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Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence.
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Grunig, J. E. and Dozier, D. M., 2003. Excellent public relations and effective organizations: A
study of communication management in three countries. Routledge.
Guffey, M. E. and Loewy, D., 2010. Business communication: Process and product. Cengage
Learning.
Jacobson, S. K., 2009. Communication skills for conservation professionals. Island Press.
Kurtz, S. M. and et.al., 2005.Teaching and learning communication skills in medicine. Radcliffe
Pub.
Locker, K. and Kienzler, D., 2012. Business and administrative communication. McGraw-Hill.
Silverman, J. and et.al., 2005. Skills for communicating with patients. Radcliffe Pub.
Journals
Back, A. L. and et.al., 2007. Efficacy of communication skills training for giving bad news and
discussing transitions to palliative care. Archives of internal medicine. 167(5). pp. 453-
460.
Cleland, J., Foster, K. and Moffat, M., 2005. Undergraduate students' attitudes to communication
skills learning differ depending on year of study and gender. Medical teacher. 27(3). pp.
246-251.
Credé, M. and Kuncel, N. R., 2008. Study habits, skills, and attitudes: The third pillar supporting
collegiate academic performance. Perspectives on Psychological Science. 3(6). pp. 425-
453.
Fallowfield, L. and et.al., 2002. Efficacy of a Cancer Research UK communication skills training
model for oncologists: a randomised controlled trial. The Lancet. 359(9307). pp. 650-656.
Fletcher, I. and et.al., 2009. A pilot study assessing emotional intelligence training and
communication skills with 3rd year medical students. Patient education and counseling.
76(3). pp. 376-379.
Hind, P., Wilson, A. and Lenssen, G., 2009. Developing leaders for sustainable business.
Corporate Governance: The international journal of business in society. 9(1). pp. 7-20.
Jenkins, V., Fallowfield, L. and Saul, J., 2001. Information needs of patients with cancer: results
from a large study in UK cancer centres. British journal of cancer. 84(1). pp. 48.
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Kavanagh, M. H. and Drennan, L., 2008. What skills and attributes does an accounting graduate
need? Evidence from student perceptions and employer expectations. Accounting &
Finance. 48(2). pp. 279-300.
Lee, R. and Jones, O., 2008. Networks, Communication and Learning during Business Start-up
The Creation of Cognitive Social Capital. International Small Business Journal. 26(5).
pp. 559-594.
McNaughton, D. and et.al., 2008. Learning to listen: Teaching an active listening strategy to
preservice education professionals. Topics in Early Childhood Special Education. 27(4)
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Rees, C. E., Sheard, C. E. and McPherson, A. C., 2002. A qualitative study to explore
undergraduate medical students' attitudes towards communication skills
learning. Medical Teacher. 24(3). pp. 289-293.
Williams, T. R., 2005. Exploring the impact of study abroad on students’ intercultural
communication skills: Adaptability and sensitivity. Journal of studies in international
education. 9(4). pp. 356-371.
Online
ALDI. Spend a little. Live a lot. 2015. [Online]. Available through: <https://www.aldi.co.uk/en/>.
[Accessed on 10th September 2015].
Tesco, Asda sales fall as discounters like Aldi, Lidl advance: Kantar Worldpanel. 2015. [Online].
Available through:
<http://articles.economictimes.indiatimes.com/2015-08-25/news/65847223_1_discounter
s-aldi-and-lidl-kantar-worldpanel-asda-sales>. [Accessed on 10th September 2015].
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