Exploring Communication Methods in Business: An Accenture Case Study

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BUSINESS COMMUNICATION
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Executive summary
In this assignment, the different approach of communication facility is explained. The
different business information, its purpose and sources is highlighted. The method, which is
discussed here, are verbal, written, multimedia, communication. The complex internal
business information using three method of income statement is highlighted then the
corporate communication has been focused along with legal and ethical issues of Accenture
to be scrutinised. Lastly, the electronic and non-electronic method of communication and its
importance have been highlighted.
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Table of Contents
Introduction................................................................................................................................4
P1. Different types of business information, purposes and their sources..................................5
P2. Presentation of complex internal business information using three different methods.......6
P3. Corporate communications..................................................................................................8
P4. External corporate communications of Accenture’s products or service..........................10
Launching new campaign with Marriott..............................................................................11
Using Tiger Woods as a brand ambassador and celebrity endorsement..............................11
P5. Explanation of ethical and legal issues related to use of business information.................11
Legal issues..........................................................................................................................11
P6. Operational issues in relation to the use of business information......................................12
P7. Electronic and non-electronic methods for communicating business information by using
examples for different types of audience.................................................................................13
Conclusion................................................................................................................................18
Reference list:...........................................................................................................................19
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Introduction
Business communication is an act of sharing information within and outside the organisation
by different means. This act is performed to enable the people to know about the various
important information. Business communication is beneficial for the company commercially.
In this assignment, different communication activities of an organization will be discussed.
The purpose and sources of business information will be highlighted by means of verbal
written multimedia information.
The complex internal business information will be discussed presenting different methods of
income statement. Then the corporate communication will be explained. The ethical and legal
issues that are related with the business information will be focused with different legal acts
of the company. The operational issues or risk in the business information of Accenture will
be highlighted along with the mitigation methods. Lastly, the electronic and non electronic
methods of communication will be scrutinised by examples of different audiences.
Accenture is a public multinational professional service organisation that provides service in
consulting, operations, technology and other areas. It has headquartered in Ireland
(Accenture.com, 2019).
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P1. Different types of business information, purposes and their sources
Verbal information- It is the type of sharing information to others by using speech. This
type of information sharing is done by the spoken words in different languages (Mehrabian,
2017).The business information group of the company needs to be careful in providing
information in verbal form as the information needs to be perfect and understood by others.
Written information- This type of information is shared in written form. It includes that the
business data has to be shared in written format. The organisation needs to use written leaflets
or letter to inform any important information to the people.
On screen information- Sharing information by the method of on screen display is in the
form of pictures on the screens which is generally used by the television sets DVD and VCRs
to show the relevant information.
Multimedia information- This method of sharing information is done by collection of
different combinations of images text audios animations and videos (Mehrabian et al., 2016).
The information is shared in the form of computer-based display that has interactive contents.
This process enables the user to record and save the information in its original form and
makes use of the information later.
Web-based information- This type of information process make use of the technology such
as web and the internet connection for transferring information to the different parts of the
organisation (Ukpabi and Karjaluoto, 2017). This process involves the use of software system
to publish the data by principle of hypertext.
Purposes of information- The main purpose of the business information is to make people
aware of the important information. It is not only about the way or about about connectivity
of the communication but also indicates how well the organisation is able to deliver the
information to the people and employees in order to make them understand it clearly.
Accenture’s focus is to provide the proper information is the need to make the business run
effectively.
Sources of information-There are several sources of information collected by the businesses
they are normally from the data references internal records that the company prepares.
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Accenture’s other sources of data are from newspaper, database magazines, statistics,
manuals, internal financial activity, purchase sales, research and many other.
P2. Presentation of complex internal business information using three different methods
Different information regarding the financial activity of the internal business information of
Accenture’s have been analysed by using three different approaches:
Report- Accenture has taken many steps to undertake the goals by transforming its financial
activity. With the help of the financial statement, the summary reports are presented to the
managers and the employees of the company.
Income statement- It provides the final financial statement of the company which helps in
generating the profit loss statement of the company. The company's revenues and return is
summarised in this statement.
Figure 1: income statement of Accenture
(Source: Marketwatch.com, 2019)
Cash flow- The Company has net revenue of $34.9 billion for the fiscal year 2017 and
showed an increase of 7 percentage which is a major growth of the company in the
geographic range. Accenture generates the cash flow of $ 4.5 billion and generated 10
percentage increment in the semi annual dividend.
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Figure 2: cash flow of Accenture
(Source: The Motley Fool, 2019)
Balance sheet: The net total current asset of Accenture in the year 2019 is 14141.66 billion
and that of the year 2018 was 13833.3 billion which shows an increase in the total assets of
the company.
Financial leaflet
The financial statement of Accenture is provided in this leaflet for the financial year 2018 and
2019. It includes the financial statement of the revenues assets, which is in turn, provides to
the managers and the employees to analyse.
Income statement (In
millions of USD)
Year- 2019 Year- 2018
Revenue $11.10 $10.69
Change in net income $4.678 billion $4.06
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Cash flow statement(In
billion of USD)
Net income/Starting line $10.61 $1.18
Net change in cash $4.8 $5.1
Balance sheet (In billions
of USD)
Total assets 14141.66 13540.41
Total debt 23.99 24.62
Total equity 13737.32 12678.86
Table 1: Financial performance of Accenture
(Source: Newsroom.accenture.com, 2019)
Web page- Company has separate web pages, which they create to provide information about
the financial statements that can be accessed by the employees or the viewers to get to get to
know about the products and collection of data about the company.
P3. Corporate communications
Corporate communication is defined as the methods that are practiced by an organisation to
maintain develop and cultivate the brand image (Crane and Glozer, 2016). This method
includes communication with the external as well as internal people to maintain a positive
working condition of the company. It is the method by which the company aims to convey a
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message by the corporate company to the audiences media and public. Accenture has
developed its corporate communication in order to execute information to the customers. The
company uses the technology of digital transformation to convey a message to the world.
Methods:- There are several methods for corporate communication that Accenture has
adopted by adopting the advanced technology . This is done by the means of email, social
media, twitter, Accenture clouds, through which the messages are passed to the employers
and the stakeholders.
Mission statement:- The other way through which the corporate communication is
performed that is by the mission statement. This statement is provided to enlist the mission of
the company to deliver and execute in future. This is provided to the employees. Accenture
has made its own mission statement in order to guide the clients.
Advertising:- Advertising is one of the most effective tools used by any company for its
promotional activity. Accenture uses the online advertising methods through television
websites or offline methods such as newspaper magazines for its promotional activity.
Figure 3: Advertising by Accenture for promotional activity
(Source: Adbrands.net, 2019)
Packaging: It plays a vital and integral role in maintaining the brand name of the company to
communicate with the customers. For true connection with the customers, the companies are
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intending on full advantages of their brand. Effective method of brand communication is a
useful tool for packaging that Accenture uses to establish its brand image.
Livery: It is an important method of corporate communication which enable the company to
perform its promotional activity. Accenture being highly advance in technology applies this
method for which is famous among the customers.
strapline:- Accenture uses the strapline of “high performance delivered” slogan.
Endorsements: Accenture has selected tiger wood to launch high performance of the
company.
Logos: Logos are the effective and attractive part of the company which influence people.
Accenture uses its own logo for company name and new technologies.
Figure: Accenture logo
( source: Capital, 2019 )
Sponsorship: This is another effective method used for advertisement of the company.
Accenture sponsored golf championship in order to promote the world's best golfers.
P4. External corporate communications of Accenture’s products or service
External corporate communication is the method of transferring information or messages of
the organization to the external environment such as through customers, investors, suppliers,
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shareholders and many others. Accenture has applied this method to communicate important
promotional message effectively to the external market.
Launching new campaign with Marriott
Accenture has launched a new campaign facility with Marriott for advertisement purpose of
the marketing strategies of the company (McErlean, 2018). The Marriott has focused on
drawing sincere experience in supporting its hospitality business. Accenture has launches this
campaign for high performance activity and to develop its brand image.
Using Tiger Woods as a brand ambassador and celebrity endorsement
Accenture has used the renowned name of tiger wood the famous personality in the field of
gulf. The company has made this endorsement to increase its performance in business
strategy much higher and to promote its brand name. The company also sponsors gulf player
to enhance its company name to the public.
P5. Explanation of ethical and legal issues related to use of business information
Ethical Issues- There are several ethical issues related to workforce which affect the work
environment The ethical issues in the workforce are the accounting practices which is done
in an unethical way which generates serious problems to the company. The other factor needs
to be considered is the social media that are considered for promotional activity of the
company but employees use it unethical to post irrelevant things that are a matter of concern
for the company. Harassment and discrimination on terms of gender sex and colour is
regarded as the unethical performance of the company. If the company practices such
discrimination and harassment, it will be a negative aspect for the company's revenue.
Legal issues
Every organisation has some legal laws and order which is to be maintained in the workforce
for safe and advanced work culture they are
Data protection Act 1998: According to this act, the data that is used by the company’s
premises needs to be protected and maintained at low rate (legislation.gov.uk, 2019).
Accenture uses this act to protect its important data and collections that are stored in
computer or online format.
The Freedom of Information Act 2000: this act enables the public to know about
information freely. This act allows the public to access all the information through public
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authority. Accenture implement this act in its organisation, which enables the public to access
the information regarding the company easily.
The Privacy and Electronic Communications Regulations-2003: this act or law states that
the information or the data that are used by the company for marketing purpose needs to be
maintained in privacy (legislation.gov.uk, 2019). It should not be transmitted over calls
without the consent of the subscriber. Accenture uses this act to maintain its valid
communication.
The Computer Misuse Act 1990: this act states that the unauthorised member cannot access
the computer. It will be considered misuse of the social platform (legislation.gov.uk 2019).
The company enables the employers to make authorised account and then access the
computer.
P6. Operational issues in relation to the use of business information
There are various kinds of issues that arise in the business which makes it less profitable. The
operation issues needs to be maintained properly by the operational managers. Accenture has
different risks which needs to be mitigated, such as the security information, backups,
business plans and health and safety.
Business plans relating to continuance: The organisation has the ability to survive in the
critical times that is best established by the business plan of the organisation. In case of risk
or issues, the operational manager takes care of the management system to resolve the issues.
Accenture has different business plan for tackling challenges faced by the company.
Security of information: This facility enables to protect the confidentiality availability and
integrity of the data saved in the computer system. It is practice by organisation to secure its
information to avoid any risk of spills.
Backups: This is an effective method to store the data as a backup so that it can be accessible
in time of any mishaps.
Health and Safety: Accenture practices the same law of health and safety which needs to be
maintained by the employees in order to maintain health and safety of the members.
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