Analysis of Communication in the Tesco Business Environment

This report provides an in-depth analysis of business communication within Tesco, a prominent retail company in the United Kingdom. The report begins by examining the communication needs of both internal and external stakeholders, including employees, managers, customers, and regulatory bodies. It then delves into various communication models, such as the Shannon and Weaver model, Schramm’s model, and Berlo’s model, and evaluates the effectiveness of different communication systems, including telephone, email, and social media. The report also explores factors influencing the choice of communication media, the importance of correct grammar and punctuation, and strategies for planning and structuring communication. Furthermore, it addresses barriers to communication, the use of communication theories and body language, and proofreading techniques. The report concludes by examining the purpose, audience, and format of business communications, including agreed business practices, communication styles, and the benefits of meeting deadlines. The report also covers the nature, purpose, recipients, and intended use of communication in the workplace, along with the importance of non-verbal communication and methods of conveying information effectively.

COMMUNICATE IN
BUSINESS ENVIRONMENT

INTRODUCTION
Communication is considered as a very important process in every organisation as
through this only people are convey their message, feelings with each other. It is an essential part
because if there will be no communication then people will not be able to talk to each other and
the work of organisation will get hampered as no one will convey important information with
each other and company will be affected by this (Annous and Nicolas, 2015). This report is
based on Tesco which is set up in United Kingdom and doing their business in retail segment.
The main aim of this report is to describe business communication models, procedures and along
with systems. Along with this various importance related with written communication, ability to
communicate verbally in company is also discussed.
TASK 1
1.1 Analyse communication needs of internal and external stakeholders
The company needs to improve its communications with its internal and external
stakeholders. Internal stakeholders are those individuals and groups within the organisation.
They include the employees, the managers and directors of the business and its owners or
shareholders.
INTERNAL STAKE-HOLDER'S EXTERNAL STAKE-HOLDER'S
 Communications with internal
stakeholders help to create a positive
attitude within the company. This is
particularly important when times are
tough as employees may become de-
motivated if they see negative stories
about their company in the media.
 Tesco is a private company. This means
that it does not have the same legal
obligations , it still keeps its owners
and stakeholders informed through
regular meetings and by publishing
 One of the most significant groups of
external stakeholders is Tesco's
customers. However, other important
external stakeholders include the
government and regulatory bodies, the
company's suppliers, the media and the
communities that live close to the
company's farms and operations
(Bovee, Thill and Raina, 2016)
 Tesco's uses written, visual and face-
to-face forms of communication to get
its messages across to external

financial statements. stakeholders.
1.2 Analyse the different communication models that support administration
Communication is a key element to business success both internally and externally. There
have been multiple models which explore how people communicate to enhance their ability to
transfer messages. There are several models that are associated with it are :-
 Shannon and Weaver Model Of Communication (1948) -This is one of the earliest
models of communication and lays out the process of conversation to evidence what
could go wrong from ‘source’ to ‘receiver’ as a message is ‘encoded’ and ‘decoded’ by
two people.
 Schramm’s Model (1954) - alters this simplistic model, showing that encoding and
decoding is not a one-sided process and that by converting ideas into words humans are
constantly encoding and decoding messages to be decoded and encoded again (Carrió-
Pastor and Calderón, 2015).
 Berlo’s Model (1960) - further alters Shannon and Weaver’s model – stressing the
relationship between the sender and receiver of messages by highlighting the
communication skills and perceptions which allow people to encode and decode
messages as they do.
1.3 Evaluate the effectiveness of different communication systems
There are a range of different communication systems/methods which are used within
business : - Telephone - Telephone calls are one of the most common forms of communication used
in business. In my work this is one of the most valuable forms of communication as by
using tone I can ensure clients/candidates understand the messages discussed.
 E- Mail: Relatively to phone calls, email is completely composed, bringing about an
absence of verbal questions and restricted comprehension of destinations, for example,
identity or states of mind.
More forms of communication include letters or internet/social media i.e. LinkedIn. These
communication forms have similar effects and structuring to email.

1.4 Explain the factors that affect the choice of communication media
Each method is best used in different circumstances. More formal communication is
likely to need written communication, while verbal communication will often be more
appropriate to informal situations.
Non-verbal communication is, of course, used whenever two or more people are together.
Written word is more 'powerful' than the spoken word, because it can be read again and again
while spoken word is either heard or not (Georgescu and Popescul, 2015).
With all methods of communication, the passing of information from the sender to the
receiver in a form that makes the message clearly understood. The method chosen depends on
the urgency and complexity of the information being communicated. You will also need to adapt
your communication for different audiences, both internal and external.
1.5 Importance of using correct grammar, sentence structure, punctuation, spelling and
conventions
Spelling, punctuation and grammar are all vital to effective communication, An
incorrectly spelt, badly punctuated and ungrammatical message will give a very poor impression
of you to your colleagues if used internally and of the whole organisation if sent to customers,
clients or suppliers. Even people whose own standard of written English is poor can recognise
when they receive a badly written message.
Poor spelling, punctuation and grammar can also totally alter the meaning of your
message, potentially with serious consequences. A misplaced or omitted comma can completely
change the meaning of a sentence.
1.6 The factors to be taken into account in planning and structuring of communication media
When designing and structuring various communication media it is crucial to consider
how the message you are offering will be taken in. A key consideration is the ability of the
receiver to take on your message i.e. your message should be clear for a reader who may find
reading English difficult who might have English as a second language or suffer from a reading
disability. Consequently, it is important to make sure that any message is as concise as possible
only relevant and necessary information included within emails or conversations.

1.7 Explain ways of overcoming barriers to communication
Misinterpretation of facts, misapprehensions, cultural misunderstanding and closed door
echo with incensed noise are the common barriers of communication in realizing the targeted
level of communication. The effective communication becomes impossible due to these broadly
defined barriers which are Semantic, Psychological, Personal barriers, Cross-cultural barriers and
physical barriers etc.
1.8 Explain the use of communications theories and body language
Communication experts point out that only a small percentage of communication is
verbal whereas a large percentage is through body language. The following features of one’s
bearing or demeanour (way of behaving) is part and parcel of communication. Important features
of Body Language -
 Posture : The way a person stands or sits is his posture.
 Head motion : In oral communication, the movement of the head plays an important role.
 Eye Contact : In an oral communication context, the speaker and listener should not only
face each other but also maintain correct eye contact.
Berlo’s theory of communication takes into account the importance of senses, and
therefore body language as viewed by a receiver, in the deliverance of a message. Similarly, it
can be argued that the ‘interference’ of Schramm’s model could include such things as body
language
1.9 Explain proof-reading techniques for business communications
Proofreading is an important component of business communications. Proofreading
eliminates or minimizes the chances of mistakes, removes imperfections, punctuation marks and
looks or grammatical mistakes which makes a bad impact to the reputation & credibility of the
organization. Mistakes in the document make it hard to read and often leaves a negative
impression to whoever is referring the document. Incorporating some proofreading techniques
keeps your piece of information in good shape and improves readability and precision.
Below are some proofreading techniques-
 Identify your target audience
 Focus on Content and Style
 Proper Formatting

TASK 2
2.1 The purpose and audience of the information to be communicated
While gathering of people and reason for existing are the essayist's primary concerns, the
way a paper's motivation is offered to the crowd lies in the paper's theory, the introduction, in
composing, of the paper's principle thought.
Collecting
people
 Consider will identity perusing your work. Plan to utilize the dialect and
style that you feel your peruser will expect (and regard).
Purpose  Start by understanding your motivation for composing (Hassan, Nadzim
and Shiratuddin, 2015).
 Consider what it is you need your written work to accomplish or achieve.
2.2 Communication media that are appropriate to the audience
To determine the appropriate communication channel, it is very important to identify the
people they want to communicate with, research how they obtain information, consider the
complexity of the message they want to communicate, calculate the cost of communicating and
decide whether they want the communication to be interactive.
Selection of the right communication channel depends on an understanding of the
communication objectives and audiences, and the strengths and weaknesses of the different
channels that are available. The correct selection is vital to the success of a communication
campaign. A basic rule of thumb in the selection of the communication channel is that the more a
message needs to change behaviours and win over hearts and minds, the more it has to be
delivered using a face-to-face channel.
2.3 Information in the format, layout and style that is appropriate to the communication
Businesses commonly use multiple communication formats to reach the widest audience
possible when conveying messages. Each communication format offers advantages or

disadvantages depending on the message being delivered and the individuals receiving the
message. Also, different communication formats may cost more than others. Many small
businesses are interested in the cost of business communication because they may not have large
amounts of capital for administrative services (Hair, 2015). Businesses must tailor their message
carefully so the least amount of confusion occurs when individuals receive the message and
interpret its meaning.
2.4 Agreed business practices when communicating in written
As the innovator of their associations, CEOs are required to speak nicely with their
partners, clients and workers. If they are continuously in spotlight then requires a specific open
range of abilities.
 Keep a decent comical inclination
 Be relatable
 React in an opportune way.
 Effectively tune in
 Underscore key focuses through reiteration
2.5 Style and content of communication
Learning to identify the different communication styles - and recognising which one we
use most often in our daily interactions with friends, family and colleagues is essential if anyone
want to develop effective, assertive communication skills. The Five Communication Styles :
Assertive
Aggressive
Passive-aggressive
Submissive
Manipulative
2.6 Written communication that are clear, expressed in correct grammar
Effective written communication is an important aspect of business and personal
communication because it sends messages that are flat, lacking other elements of communication
such as tone of voice, a person’s body language and gestures (Kankaanranta, Louhiala-Salminen
and Karhunen, 2015). Written communication can be confusing, offensive and ineffective if it is
poorly written, uses vague terminology or doesn’t provide concrete definitions for the message

attempting to be sent. Effective written communication should use appropriate spelling,
punctuation and grammar.
2.7 Purpose and benefits of meeting deadlines
It's important to meet deadlines because it saves time, money, and resources and we
always want to be ahead of our competitors. The purpose and benefits of meeting deadlines are
you save on the financial things like cutting costs, and saves you precious time. If deadlines
aren't met, you spend more money on the work that is pending completion and it affects the
overall turnover thereby affecting your budget drastically. Its benefits are :-
 Keeping Clients Happy
 Enhancing Employee Morale
 Good Business Credit
 Good Vendor Relationships
TASK 3
3.1 The nature, purpose, recipients and intended use of the information to be communicated
When conveying in a workplace, the nature is to impart truthfully, in briefly and in an
effectively edible style. In the event that a man is imparted non-verbally, e.g. a letter, the data
should be pertinent, exact and be displayed professionally. Realizing what is attempting to be
accomplished from a discussion is fundamental for a fruitful discussion (Klapper, Love and
Randall, 2015). person's need to ensure that the data which is depicting or that is being depicted
is exact.
3.2 Language that is appropriate for the recipient's needs
Among the top ways to building sound relationships with customers is effective
communication and this is possible when a company is able to tailor its messages to suit the
target audience. It is imperative for a company to ensure that the language and tone for customer
communication aligns with the customer’s expectations and the culture of the company. When
customer communication is effective, it would engage the audience quickly and produce optimal
results.
Since every company would have all kinds of customers, adapting language and tone for
customer communication is quintessential to the success of its communication strategy. The aim

of every communication should be to achieve certain goals, get across to a target set of
customers, and help customers to get valuable information, which they can use to their benefit.
3.3 Use body language and tone of voice to reinforce messages.
A tone of voice is an expression of a company’s values and way of thinking, and it’s not
to be considered lightly. Just how the tone of your partner’s voice when speaking can instigate
hurt feelings, or even an argument, the wrong tone of voice in your content can also put off
potential customers (Sekaran and Bougie, 2016).
By becoming more aware of this body language and understanding what it might mean,
anyone can learn to read people more easily. This puts them in a better position to communicate
effectively with them. What's more, by increasing your understanding of others , people can also
become more aware of the messages that they convey to them.
3.4 Implications of information that is communicated verbally
The sharing of information between individuals by using speech. Individuals working
within a business need to effectively use verbal communication that employs readily understood
spoken words, as well as ensuring that the enunciation, stress and tone of voice with which the
words are expressed is appropriate.
Verbal communication is not just about how you communicate your thoughts, responses
and ideas effectively, it is vital for developing a business and forging relationships with
colleagues, customers and suppliers.
3.5 Confirm that a recipient has understood correctly what has been communicated
It's not advisable for leaders to assume that when they send a message, it will be received
and understood with the intention it was sent. For example, a large percentage of verbal
messages get deleted, forgotten, distorted or generalized (Kolko, 2015). Simply asking the
receiver what he or she heard or read can save a great deal of time and frustration.
How effectively a message is received depends on how the message is transmitted. Routine
interactions, such as those made face-to-face, have less chance for ambiguity, while non-routine
communications have more chance to be misunderstood.

3.6 Situation and in accordance with organisational policies and standards
In many cases, while doing communication on phone, data can be misinterpreted because
of the speaker's voice. Here, it should be noticed that person is able to talk comfortably on phone
or their voice may shiver. shivering can change the manner of speaking to make sound
neighbourly and this may disturb the whole conversation as the listener will be able to
understand anything and thus the company may have to loose their clients in such cases. So, the
person who is talking should be relaxed so that whatever they are saying is conveyed and
understood properly by the listener.
CONCLUSION
From the above report it has been concluded that it is very important to communicate in a
business environment but the communication should be in a proper manner so that the other
party is able to understand it and interpret the message correctly.

REFERENCES
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Klapper, L., Love, I. and Randall, D., 2015. New firm registration and the business
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Kolko, J., 2015. Design thinking comes of age. Harvard Business Review. 93(9). pp.66-71.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Online:
Importance of Verbal Communication in Business. 2018. [Online]. Available through:
<https://bizfluent.com/info-7876762-importance-verbal-communication-business.html>.

REFERENCES
Books and Journals: