Business Communication Strategies: Amazon's Analysis Report

This report provides a comprehensive analysis of Amazon's business communication strategies. It begins with an introduction to business communication and its importance, followed by an examination of different types of business information, including verbal, written, on-screen, multimedia, and web-based formats. The report then delves into complex internal business information, such as Amazon's mission, vision, objectives, and values, and explores corporate communication strategies for existing products and services. It also addresses legal and ethical issues related to business information, including data protection and ethical conduct, as well as operational issues like data security, backups, and health and safety. The report highlights the importance of effective communication in an e-commerce environment, emphasizing how Amazon utilizes various communication methods to engage with its stakeholders, manage its reputation, and ensure compliance with relevant regulations. The report concludes by summarizing the key findings and emphasizing the significance of strategic communication for Amazon's continued success. This assignment is available on Desklib, a platform offering study tools for students.

BUSINESS
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Different types of business information...........................................................................3
P2. Complex internal business information............................................................................4
P3. Corporate communication................................................................................................5
P4. External corporate communication of an existing product and services..........................5
P5. Legal and ethical issues in relation to business information............................................6
P6. Operational issues in relation to business information.....................................................6
P7. Electronic and non electronic methods of communication business information............7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Communication serves as an imperative aspect for an organisation. In this regard,
business communication can be referred to as the interaction that takes place between business
and its key stakeholders. This is a process which is aimed at facilitating easier and faster flow of
information across the organisational premises (Thomas and Stephens, 2015). The present report
is going to be conducted upon the communicational analysis of Amazon that was commenced in
the year 1994 and is engaged in e-commerce and cloud computing industry. It contains various
types of business information along with their purpose. Also, it consists of legal and ethical as
well as operational issues in relation to such information. Further, it constitutes non-electronic as
well as electronic ways of communicating such data.
P1. Different types of business information
E-commerce industry is the large platform which has business entities or their supporting
entity who work with collaborative efforts. In this sector, information level is wide and have
utilised sources to use it for longer time. In Amazon, which is the leading e-commerce is
necessary information is vary from top level to intermediaries of the business. Also, role of
communication is now responsive to spread business information. The following are the different
types of business information which are discussed below:
Verbal information: In this type of information, message is used to be share using one
to one verbal, use of mouth and face to face interaction meeting and interaction. This type of
information has clear ability to be heard with proper meaning of each and every word. Verbal
information is quickly responding to receiver because this has sound. In Amazon, employees are
informed to share information using verbal sources, in order to maintain transparency of
information and ensure the secrecy of it (Mikkelson, York and Arritola, 2015). Also, people who
are working in Amazon need to have right command over using of verbal info.
Written information: This type of information is used to be communicated using written
modes such as electronic modes using Email, message devices, mobile phones etc., which assist
is sharing the information from one person to another. In this, written modes such as pen and
paper based information such as formal report, letter, application which can be kept at one place
along with check for any legal check. In Amazon, employee uses this type of information in form
of the meeting report or seminar portfolio.
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On screen information: Under this, the business information is used to be displayed
screen of the personal devices such as mobile phones, tablet and personal computer or television
in which graphical presentation, diagram or table to draw valid conclusion on information for
some common purpose. In Amazon, this information will be shown in the form of LCD projector
screens that can be easily grabbed by the customer. The purpose of this information is that
people are focussed towards the power point presentation and prepares them in advance for the
future course of actions.
Multimedia information: Multimedia is a two types of communication, in which dual
modes of sharing information to people using sound, verbal or any animated series. It is the
combination of video, sound, animation, pictures and text (Veltsos, 2017). This type of
information can be used by Amazon to shows information or document during the presentation
about the functioning and working of a business organisation in a productive manner.
Web based information: This kind of an information is useful when person is showing
any information through internet server, doing the demonstration and sharing of any valuable
data or information using YouTube and playing any video to inform about products or services
in given period of time. In the Amazon, business organisation is using it tells and teaches on its
overall booking and delivery of an order.
P2. Complex internal business information
Business information has a very crucial role in every entity. The internal communication
comprises of Amazon’s mission, vision and objectives of business. This type of information is
communicated to the employees and it helps them in knowing about the goals and objective of
the company. The internal communication will clear the employees about their objective s that
efficiently they are able to perform their duties (Mikkelson, York and Arritola, 2015). The
information in Amazon is communicated in the form of written work or sometimes in the form of
presentation. Some of the information which is communicated by the company is as follows:-
Mission “To provide the customers with superior quality and diverse set of products at
low prices which are affordable for people all across the world.”
Vision “To make high quality offerings accessible to customers at all times.”
Business Following are the objectives of this company:-
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objectives “To enhance the sales of organisation by 22% by the end of next 5 months”
“To increase the market share by 15% in the next one year”
Values Honesty, integrity, transparency, equality, fairness, professional ethics etc.
P3. Corporate communication
Amazon is actively engaged in production of a number of services and goods for its loyal
as well as large customer base. Here, the most important of all of these is the e-commerce mobile
application for the provision of its offerings in market place. It offers an array of commodities
belonging to various categories such as apparel, watches, consumer electronics, garden items,
kitchenware, apparel, media items, medical equipments, mobile phones and other gadgets, music
instruments etc. This application offers a convenient and simple experience for customers. It has
registration as well as log in options so that people can save time while avoiding the repeated
filling of personal and shipping details as these can be set as default for every payment. Further,
consumers can give ratings and reviews as per their perception gained from the utilisation of
Amazon's products. Customers have even got the option to add items to the wishlist which they
have a likelihood towards, but do not intend to buy at the present time. With this option, they can
view such items in later course of time-to-time and purchase as per their needs and requirements.
P4. External corporate communication of an existing product and services
The current offerings of company need regular corporate communication. This owes to
the impression that they leave on the mindsets of consumers for a long duration of time. With the
passage of time, the respective organisation strives to take into use various techniques as well as
tools for facilitating communication. With this it does promotion of company's mobile
application which offers a wide variety of products inclusive of consumer electronics, toys,
games, home articles, kitchenware, apparel, footwear, accessories, watches, general
merchandising etc. Further, if any kind of alteration is brought within any feature or attribute of
products, then this becomes necessary to be communicated by Amazon to the audience by
making use of a relevant and effective channel. For executing this, the respective company
utilises inserts in newspapers, radio, magazines and television. For provision of better delivery to
customer, corporate communication strategies are taken into use by Amazon. The information is
directly communicated to top level managers or the strategy serves as an advisor for management
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of goodwill of the respective entity. To facilitate this, organisation of presentations, meetings,
mails, newsletters is done by Amazon. This provides assistance in making the population aware
of the tactic being taken into use to build a communication with audience. The communication is
set in order to have a discussion about the interface and design of application of the respective
organisation and the alterations are done in it to gain the attention of a large number of customers
and meet their demands (Nickerson and Planken, 2015). Corporate communication within this
organisation is also largely associated with CSR. Amazon prime has distinguishing features that
most of the other services offered by this company as it provides ease, convenience and comfort
to customers prevailing in market place (Pearson, 2017). Amazon’s rainforest has been one of
the greatest initiatives undertaken by this entity and it is found to have occupied the whole forest
for the purpose of acting in the interest of environment. There are other programmes also that are
initiated by the respective organisation to give its contribution towards welfare of society, such
as provision of free education to kids in rural localities and women empowerment.
P5. Legal and ethical issues in relation to business information
The companies that are directly associated with technologies are required to abide by
certain legal as well as ethical issues. In this regard, Amazon is a company that is operating in e-
commerce sector and is largely associated with technologies. There are a number of ethical and
legal issues that are observed within companies such as Amazon and these are elaborated
beneath.
Legal issues
These are the issues associated with non-compliance of set standards and regulations in
concern with the protecting of business data. Some of the legal regulations which if not abided
by can result in negative consequences are given below:-
Data Protection Act, 1998: This act came into force in order to ensure protection of
personal information of clients as well as employees at all the times. In this regard, Amazon also
collects such data from its workforce as well as customer base. Thus, the company ensures that
such business information is acquired in a fair manner and used only for genuine purpose
(Coombs, 2015).
Computer Misuse Act, 1990: This law within the confines of UK is enforced with a
view to protect the data from activities such as hacking and misuse in order to ensure protection
of important business information at all times.
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Ethical issues
These are the moral guidelines that are taken into account to decide upon “what is right
and what is wrong”. Amazon utilises internet, whistle blowing, e-mails, organisational policies to
ensure an orderly code of conduct within the premise of company (Cardon and Marshall, 2015).
P6. Operational issues in relation to business information
Business information can be said to be an essential part of any entity and thus needs
effective maintenance at all times in order to ensure security and avoid data mishandling. In this
regard, a number of operational issues are noticed in context of organisations such as Amazon
and these are briefly explained below:-
Data Security: This can be referred to as the unauthorised as well as illegal access of an
unknown person (Kernbach and. et. al., 2015). It is required by the management team of Amazon
to enlist the names of individuals who would be responsible for maintenance of security within
the entity so as to avoid the use of information by any unauthorised person. IT department is
handed over this responsibility as data is crucial as well as confidential for company.
Back-up: It becomes essential to maintain backup of information at all the times so as to
ensure safety of information in an instance of hacking. In this regard, it has been analysed that
Amazon takes time-to-time backup of information for avoidance of loss of physical data loss in
relation to emergence of processing issues while execution of software update.
Health & Safety: This is yet another crucial issue that needs to be taken into account by
the organisations operating in the modern era. Health and safety of workforce becomes essential
so as to ensure timely execution of activities in an organised manner (Addams and Allred, 2015).
In this regard, Amazon undertakes adequate and relevant safety measures so as to secure the
employees and also arrange frequent medical check-ups for them.
Organisational Policies: The policies of confidentiality as well as data handling are
devised by Amazon in order to ensure smooth and orderly organisational conduct. With this, the
activities and processes of entity are executed in a timely manner.
P7. Electronic and non electronic methods of communication business information
Business communication can be defined as a technique to share information between a
company and its targeted customers as well as engage them with a business for longer period of
time. In context with Amazon, for communicating with its potential customers it can use
following methods of communication for enhancing sales and profitability:-
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Electronic ways of communication: This method of communication is considered as
best due to efficiency of speed connection (Bovée, Thill and Raina, 2016). Here, it offers various
techniques like phone calls emails, video conferencing and more to Amazon for increasing
awareness among customers about its services and products in wider manner. The organisation
promoted Amazon Prime Video via pop-ups, Twitter, Instagram and YouTube. This is usually
intended for audience comprising of people who can be potential buyers of company's offerings.
Non-electronic ways of communication: Here, this method of communication will help
Amazon in promoting its business through word of mouth, either by publishing the
advertisement in magazines, newspapers and other modes. As this company mainly focuses on
each and every segment of a nation, therefore, non electronic ways would help in reducing
excessive usage of social media tools for making communication with targeted audience. This
type of communication is usually used by Amazon for interacting with investors, suppliers,
employees, creditors and other key stakeholder. Customers are also sometime contacted with
non-electronic ways of communication.
CONCLUSION
It has been concluded from this assignment that for promoting business of a company at
wider manner, a company needs to adopt an effective communication tool. This would help in
making appropriate connection with targeted audience and aware them about new products and
services of a company widely. Further, it is analysed that business information is essential yet
protection of such data is the most supreme task that put pressure upon company as misuse of
any kind of content may result in negative consequences for the entity.
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REFERENCES
Books and Journals
Addams, L. H. and Allred, A. T., 2015. Business communication course redesigned: All written
and oral communication assignments based on building career skills. Academy of
Educational Leadership Journal.19(1). p.250.
Bovée, C. L., Thill, J.V. and Raina, R. L., 2016. Business communication today. Pearson
Education India.
Cardon, P. W. and Marshall, B., 2015. The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication.52(3). pp.273-293.
Coombs, W. T., 2015. The value of communication during a crisis: Insights from strategic
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.
Nickerson, C. and Planken, B., 2015. Introducing Business English. Routledge.
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
Professional Communication Quarterly.80(2). pp.194-216.
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