Business Communication Report: Asda Analysis

This report provides a comprehensive analysis of business communication strategies within Asda, a British supermarket retailer. It covers internal and external communication processes, strategies to improve communication with suppliers, customers, and stakeholders, and the managerial skills necessary for effective communication. The report also delves into the importance of data collection and dissemination, the effectiveness of management information systems, and ways to improve information storage. Additionally, it includes a personal plan for developing communication skills and references relevant academic sources.

Business Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
3.1 The internal and external processes of communication........................................................1
3.2 The strategies to improve communication with suppliers, customers and other
stakeholders.................................................................................................................................2
3.3 The managerial skills among the managers to ensure effective communication is
maintained...................................................................................................................................4
3.4 Personal plan to develop the own communication skills......................................................5
TASK 4............................................................................................................................................8
4.1 The importance of data collection and dissemination...........................................................8
4.2 The management information systems and their effectiveness.............................................9
4.3 Ways that could improve the method of collection and storage of information.................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Index of Tables
Table 1: Personal plan to develop skills .........................................................................................5
Illustration Index
Illustration 1: Internal communication method ...............................................................................2
Illustration 2: CRM strategy .........................................................................................................10

INTRODUCTION
Business needs to communicate its actions in order to accomplish their operations and
processes. The actions are to be communicated with the workforces and management team of the
organisation. It is necessary that connectivity should be strong and accurate with the person
whom the action or the message has been communicated. A business should have a proper
communication network and all the factors that are chains of the network should have effective
skills and methods of communicating the message (Arvidsson, 2012). The report is covering
information about benefits and methods of developing communication processes, along with this,
the ways of improving the systems that are related to information and knowledge.
The report is providing brief knowledge for useful processes and methods of business
communication in the context of Asda. It is British founded supermarket retailer that is dealing
with various products and offering different types of services. The company is also caters
services in financial market and owns a mobile phone company with the network of
EE(Everything Everywhere).
TASK 3
3.1 The internal and external processes of communication
It is examined that an organisation needs to have proper network of communication in
order to function effective operations and processes throughout the business. For this, the
organisation needs to develop a better network and improve the set of communication skills
present in the managers and other workforces. Considering this aspect with Asda industries, it
has been evidenced that the company uses effective methods of communicating the actions and
commands among the internal and external sources (Barker, Valos and Shimp, 2012). The
individuals that are working within Asda forces efforts on reducing all the barriers to
communicate in a proper and effective manner. The internal communication method is based on
flow of messages from the sender to receiver without the guarantee that the person who receives
the message would understand the content or not. The project groups of Asda aiming for
identifying such issues and implementing changes in order to overcome these issues.
The external process of communication is also important for Asda for conveying
messages and information to their receivers and stakeholders. It helps them to notify or inform
their changes in legal policies, regulations and other organisational framework (Blanc and
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Bouillon, 2012). For this, the management needs to implement better and effective
communication skills among their managers and employees. They are using the ways of
communicating the messages to their individuals by the method of mails, advertisements,
website blogs, public releases, etc. By these methods, Asda convey the useful information to
their external sources.
Illustration 1: Internal communication method
(Source:Orna, 2015)
3.2 The strategies to improve communication with suppliers, customers and other stakeholders
It is evaluated that an organisation needs to adopt an effective communication network to
connect with the different sources and essential elements of the organisation. In that case, it is
essential for Asda to implement better communication network among their suppliers, customers
and other stakeholders. It would be beneficial in properly executing their business operations and
implementing the action plans to achieve the organisational objectives (Chakravorti, Daniels and
Lassar, 2015). For this, the management of Asda can consider various strategies to improve their
communication network with the suppliers, potential customers and other stakeholders like
investors and shareholders. The effective strategies in that context are:
For developing communication network among Suppliers Supplier relationship management software – The organisation could invest their capital
in adopting the SCM software from the market or could develop itself as per their usage
and functioning. This type of software has various valuable features and attributes to
perform many tasks related to the supplier's management (Choo, 2010). It includes
activities like managing the supplier's profile, updating them regularly, monitoring their
performance and techniques for distributing the products, identifying new suppliers from
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the market. Its main aim in regard to Asda is to maintain the level of inventory and stock
in the company. It tracks all the functions and supplies made by the suppliers, improvize
them as per their results. Build up better communication line – It is important for every organisation to build up
better communication and relationship network with their suppliers (Edenius and
Borgerson, 2013). For this, the company could adopt various strategies like organising
meetings, managing business events and parties, etc. in order to share information about
the new products and building up better relations.
For developing communication network among Customers Share information through public relations - The customers are termed as the most
significant member of an organisation. The continuity of the business of an organisation
is directly linked up with the relation and communication network with them. In that
scenario, the organisation should implement better network from their targeted customers
and related market in order to accomplish all the desired objectives (Fill, 2015). The
organisation could use the strategies to improve their customers relation by using the
methods of social media interaction, online forum to resolve the conflicts or issues,
feedback blogs on websites, etc. Customer care emailing and phone calls – The management team of Asda needs to
implement strategies like developing a medium of connecting with their customers. For
this, the method for communicating with the customers are emails and telephonic
conversations. This gives both the parties to convey their views, issues, suggestions and
assumptions for the company and their products.
For developing communication network among other Stakeholders
Considering the current method of Asda to communicate the information to their targeted
audiences are through four websites. Their aim is to promote and publicize new range of
products and maintain a perfect relation with all the stakeholders (Grönroos, 2014). The four
websites are focusing on various aspect and that are:
 A company's website that provide information about the business and their annual reports
which is beneficial for all the investors and shareholders.
 Supermarket website where the consumers can place their orders.
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 A website that provides information about a products and services offered by the
company.
 A promotional website, which supports the products and drive the attention of customers
towards the benefits of the products.
3.3 The managerial skills among the managers to ensure effective communication is maintained
Managerial skills to ensure effective communication
The managers of the company are required to have a high level of communication skills
for communicating better messages and information to the subordinates and the board of
directors (Hugstad and Durr, 2015). For this, the skills which are to be present in managers are:
 Listening and speaking skills
 Interpersonal skills
 Presentation skills Linking the management with the workforces
The importance for improving communications
It is necessary for Asda to develop the specified set of skills among their managers in
order to build an effective communication network within their business and management. The
importance for improving such communication skills are: Listening and speaking skills – The managers are the individuals that are responsible in
generating better results from all the business operations. For this, the managers needs to
take several actions and decisions which are beneficial for the organisation (Kadlec,
2012). In that case, it is essential that manager should listen to their subordinates and
other staff members for identifying the best decision. Interpersonal skills – They are termed as the behaviour and attitude which are present in
the managers. The managers should develop a formal as well as the informal way of
communication among the management members. For this, the managers should concern
various aspects like emotional intelligence, creating humour, treating people equally,
resolving conflicts, maintain a positive attitude and smile on the face, as all such
perspective develops better relations with the members. Presentation skills – The managers are responsible to motivate and improve the
workforces working in the company (Khosrowpour, 2011). It that case, the person should
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have better to present itself, minimize the stress, encourage the confidence level and
motivate them for better functioning.
 Linking the management with the workforces – In an organisation, managers are
determined as the link between the top level management and the lower level of
management. Thus, they work as a connecting source within the company (Lee‐Foster,
2010). For this, the manager needs to implement skills to manage activities at both the
level, communicating message in difficult situation and dealing with criticism.
3.4 Personal plan to develop the own communication skills
Table 1: Personal plan to develop skills
Skills Present skills Targeted plan Time
duration
Evidence
Verbal skills to
communicate
I evidenced that I have
a good knowledge of
technical description
but lack flair in
presenting my critical
thinking
Good descriptive
writing and
satisfactory critical
writing (Maier, 2007).
Within 1-2
months of my
academic
period.
Through self
assessment
method or by
evidencing
the change of
connectivity
with the
people.
Technical
skills to
communicate
I have high interest in
technical fields, but
still have less
knowledge and
experience in technical
department.
Generating higher
practical knowledge
about innovative
technique.
In the time
period of 1-2
months of
summer
holiday would
be enough for
me to develop
the skills.
Technical
efficiency to
handle crisis
and take
actions.
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Group
communication
skills
I like working with and
as a group. But,
generally I likely desire
to lead the team.
Needs to develop skills
to work for the team,
generate more
reliability, positivity
and competency
among the team
members and on
personal sense as well.
Within the
time period 30
days
Create higher
abilities to
handle the
team and
their working
level.
Managing
skills for
communicating
the people
Lacking in confidence
generally demotivate
my spirit of handling
the situation and
delegating the work. In
addition to this,
drawback of
inefficiency in
monitoring the
operations results
negative outcomes.
I require proficiency
skills and level for
delegating the work.
Evaluating better
abilities to increase the
confidence and
competitive spirit
(Pattinson and
Anderson, 2011).
As per my
concern 3-4
month of time
period would
be sufficient
for me.
Reports
generated by
overall group
activities.
Presentation
skills to
connect with
the people
I am competent enough
for classroom, but
nervous for
professional standard
I need to attain better
classroom and on the
stage presenter. To
achieve skills to attract
the audiences
(McKenzie, J. and
Winkelen, 2014).
By the end of
the academic
year.
Presentation
skills in
college
annual
function or in
general
competitions
of inter
college meet
(Massingham
, 2014).
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TASK 4
4.1 The importance of data collection and dissemination
It is ascertained that an organisation needs to collect information about their customers
and business. Such information is very private and require to be properly secure by the
management (Vries and Diana, 2015). Data dissemination is termed as an idea or suggestion
which is proposed by management for improving the usage and valuation of information and
promoting an easier access by the research community, within the framework of an enabling
legislation and of a formal dissemination policy. In that respect, data collection and
dissemination is highly significant for Asda and their management to take actions and decisions.
The process of taking decision needs high level of information and a clear view of possible
outcomes.
In that case, the management team needs to analyse the market and collect the helpful
information accordingly. It is beneficial for the company in various aspects but the main
perspective which is highly advantageous is the process of decision making. The management
generally uses this method to take effective decisions and attain better reports from all the
business operations. Data collection and dissemination process helps the management in
determining action and activities that are extremely required in each of the business functions.
These business functions are sales management, marketing strategies, productivity, supply chain
management and various others (Ward, 2012). Considering that viewpoint, data disseminating is
also important and the management needs to emphasize their efforts on protecting the data
related to their company and their business.
There are various aspects that the organisation, like Asda, mostly uses in attaining
information about their business and stakeholders. The methods for collecting data are: Mails – It is determined as the method of generating direct information from the person
or individual which are engaged with the business operation of Asda. The main aim of
mailing is to communicate and implement an interpersonal relation with the person. Such
actions would help the company in attaining better information for taking decision
(Arvidsson, 2012). Feedback – The process of generating feedback is one of the best method of attaining
information about the issues and views of the customers. In this regard, it is highly
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significant for the company in allocating the areas that are impacting the business and its
reputation in negative way.
 Website blogs – It is also a useful method for addressing the information which is very
vital for the company. The management of the company needs to identify the factors that
are affecting their market value and reduces their market share (Flensburg, 2010). On
website blog, any of their stakeholders can post their suggestion, comments and other
information.
The management has to assess all the information from the specified sources and take
accordingly take appropriate actions which are beneficial for the company. The team should
examine the possible outcomes prior from taking any decision or implementing changes in the
strategy.
4.2 The management information systems and their effectiveness
The process of managing the information system has an integrated set of components
which are focusing on collecting, storing, creating, processing, distributing and assessing data of
business operations and their activities. They are typically dealing with various aspects that are
in digital format generated by the management and other stakeholders. It is based on the
combination of hardware and software which are organised by business personnel in order to
facilitate the company in strategic planning, better controlling, coordinating the work and
effectively making the decisions (Shumon, 2010). In that case, the method used by Asda to
manage and control the infrastructure of the information is via MIS (Management Information
System). It is one of the best method for assessing, addressing and storing the information related
to the management. The system of storing the information is also beneficial in protecting the data
and content of the company's business and their management personnel.
In addition to this, the management could use various other methods also in managing
and organising information of company. The other effective information systems and
effectiveness are:
 CRM (Customer Relation Management) – It is examined that the process of processing
and storing information through CRM technique is a strategical method of managing data
of multiple departments, channels and various disciplines (Davey, 2014). It is extremely
significant in leading the management, manage the information of the existing clients and
customers more effectively, improving marketing communication and the quality of the
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products. It is the strategical method which supports three major aspects of the
management that are sales, marketing and service. In that situation, Asda needs to
determine all such aspects in order to implement better CRM strategy.
 Decision Support System – The system that integrate tools and techniques that help the
companies to assess helpful information and resolve business issues and conflicts in
particular time and in effective manner. It is effective system which assist the
management in analysing the situation and implementing best set of decisions.
 Knowledge management system – It is method of applying knowledge from previous
practices and experiences through decision making process (Choo, 2010). The activities
of decision making is highly significant in this process as all the possible is outcome is
measured and monitored accordingly in order to take effective decisions.
4.3 Ways that could improve the method of collection and storage of information
There are various methods which can be use by an organisation to collect the data and
store it in a better manner. For this, the organisation needs to identify the most suitable and
beneficial method as per their business and working conditions. The management team is
responsible for this identification and implication of process (Chakravorti, Daniels and Lassar,
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Illustration 2: CRM strategy
(Source:Blanc and Bouillon, 2012 )

2015). In respect to Asda which uses MIS system to manage, store, process and collect their
business information. However, it is a helpful process in collecting and storing the data but, stills
the company and their management could adopt various ways to improve the method of
collection and storing the information. The advantageous ways of improving the method of
collecting and storing the information are: Participation in social media – Considering the current trend of market and business
environment of Asda, it is termed as the best method of attaining and assessing the source
of effective information (Choo, 2010). In this method, the company needs to participate
in all the activities of social media which is related with the business and market of Asda.
The management team has to concern various post, comments and pictures that are
depicting the information about Asda. The company needs to direct its efforts on users
posting information on Facebook, Instagram, Twitter, etc. Centralisation of data collection – The focus of the company is to attain helpful
information from various perspectives and sources. In that case, the team has to centralise
the information through various sources and then finally in the end, needs to address all
the data at a single source and take appropriate actions.
 Introduction of a new storage system – It is also a helpful way of improving the method
of data collection and analysing them to take best set of actions (Grönroos, 2014). For
this, the company needs to introduce new system of storing the data like storing the data
in two-way storage system, back up storage system, centralised storage system, etc.
CONCLUSION
The report is concluding information about the importance of communication and
managerial skills. Both of the skills are highly significant in generating better and effective
decisions for the organisation. In addition to this, the report is articulating ways of management
information systems and assessing sources of attaining meaningful data about the business and
their operations.
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