Principles of Business Communication Analysis at Marks and Spencer

This report provides a comprehensive analysis of business communication principles, using Marks and Spencer as a case study. It explores the importance of negotiation in a business environment, outlining different approaches and tactics. The report then delves into various types of presentations, resource utilization, and best practices for delivery and feedback collection. Furthermore, it examines bespoke documents, covering characteristics, creation factors, and legal requirements. Finally, the report discusses information system development, including stages, benefits, limitations, and security requirements. The report offers insights into communication strategies for business success.

PRINCIPLES OF BUSINESS
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Importance of negotiation in a business environment...........................................................1
1.2 Features and use of different approaches to negotiation.......................................................1
1.3 Components of negotiation tactics........................................................................................2
TASK 2............................................................................................................................................3
2.1 Different types of presentation and their requirements.........................................................3
2.2 How different resources can be used to develop a presentation...........................................3
2.3 Different methods of giving presentation.............................................................................4
2.4 Best practice in delivering presentation................................................................................4
2.5 How to collect and use feedback on a presentation..............................................................5
TASK 3............................................................................................................................................6
3.1 Characteristics of bespoke documents..................................................................................6
3.2 Factors to be taken into account in creating and presenting bespoke documents.................6
3.3 Legal requirements and procedures for gathering information for bespoke documents.......6
3.4 Techniques to create bespoke business documents...............................................................6
TASK 4............................................................................................................................................7
4.1 Typical stages of information system development..............................................................7
4.2 Benefits and limitations of different information systems....................................................8
4.3 Legal, security and confidentiality requirements for information systems in a business
environment.................................................................................................................................9
4.4 How to monitor the use and effectiveness of an information system.................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Communication is the process of sending and receiving messages through verbal or non-
verbal means including speech or oral communication, writing or written communication, signs,
signals, and behaviour. More simply, communication is said to be "the creation and exchange of
meaning." Communication is the act of conveying intended meanings from one entity or group to
another through the use of mutually understood signs and semiotic rules (Addo, 2014). Present
reports is based on Marks and Spencer, which is biggest multinational company that sell clothing
products to its customers in order to get their higher satisfaction level. In this report negotiation
is also important to maintain better business environment at workplace.
TASK 1
1.1 Importance of negotiation in a business environment
Negotiation is the process of two individuals or groups reaching a joint agreement about
differing needs of ideas. Negotiation in business allows you to:
 Understand the perspective of others
 Helps to resolve conflict
 Understand cultural differences
 Reach and agreement and achieve compromise
 Fair process
 Produce effective business relationships
 Smooth running of an organisation
 Efficient business
 Develop strategy
1.2 Features and use of different approaches to negotiation
Disruptive (competitive approach): A disruptive negotiation usually involves people who
have never had a previous interactive relationship, nor are they likely to do so again in the near
future. Its main features are:
 Competitive
 Parties interests are opposing (Bovee, Thill and Raina, 2016).
 Inflexible
Along with this uses are:
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 Gaining a competitive advantage
 Maximising own interest
Integrative (collaborative approach): Integrative means to join several parts into a whole
(Cats, 2014). Conceptually, this implies some cooperation, or a joining of forces to achieve
something together. Its main features are:
 Collaborative
 Creating value
 Interests are aligned
 Compromise is sought
 Flexible
Along with this uses are:
 Maximising joint outcomes
 All parties are ‘happy’ with the outcome
1.3 Components of negotiation tactics
There are some effective components of negotiation tactics which helps in implementing
all the effective process within the organization and also attain better results which are as
follows:
 Resources
 Data and facts
 Common ground
 Organisational policies and procedures
 Legal and ethical requirements
 Establishing priorities
 Establishing barriers (Dafouz, Camacho and Urquia, 2014).
TASK 2
2.1 Different types of presentation and their requirements
Presentations come in a lot of different forms and have a variety of purposes. In the
business world, there are six main types of presentations. Get to know them and once you
identify your purpose, choose the right type before you begin to prepare and practice your
presentation. You can always modify your presentation to meet your specific purpose (Dima,
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Grabara and Modrak, 2014). Everyone from those who present in front of large audiences on a
stage to managers who need to pitch their ideas to co-workers can improve their delivery and
impact of their message. Types of Presentations:
 Providing Information. This format encompasses anything from a team meeting that
gives updates on a project or upcoming event to a demonstration that shows product
functions.
 Teaching a Skill. Your company just installed a new system or implemented a new
process that requires people to learn how to use the new tool and apply the process.
 Reporting Progress. As you integrate the new system into your daily routine, your boss
wants to know how it’s working. You might schedule a divisional meeting or group off-
site to share the progress.
 Selling a Product or Service. A briefing like this might include a recap of the product or
service, next steps and action items, or a discussion of needs and improvements before
the product is ready to sell.
2.2 How different resources can be used to develop a presentation
 Create Better Presentations: Tips for creating better presentations from Microsoft.
 Presentation Tips and Tricks: Follow these tips to make your presentation a big success.
 How to Make Presentations: A comprehensive lesson on how to create and deliver the
best presentations.
 Giving excellent Presentations: Document that contains tips for using various
presentation visual aids.
 Organizing Presentation: Make the right preparations for you presentation with these
great tips (Godemann and et. al., 2014).
 Making Oral Presentations: Learn how to make oral presentations from this website.
 Oral Presentation Tips: Things to consider before making an oral presentation.
 Academic Presentations: Guidelines for delivering good presentations in school.
 emergent Manager Presentation Skills: Helpful presentation tips for emergent managers
(Kaul, 2014).
 Designing Presentation Visuals: excellent advice on how to design presentation visuals.
 Presenting with PowerPoint: Valuable suggestions for PowerPoint presentation.
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 PowerPoint Presentation Advice: A collection of tips and tricks for making PowerPoint
presentations.
 Presentation Anxiety: Find out how you can overcome presentation anxiety.
2.3 Different methods of giving presentation
Various methods are there for giving effective presentation which all are as follows:
 Use Your Audience
 Don’t Fear the Funny
 Incorporate Music. Or Memes. Or a Dance ensemble.
 Use Projections Wisely (or Not at All)
 Take the Time to Brainstorm
Along with this there are another methods which used at the time of giving presentation
in front of audience are as follows:
 electronic
 Print
 Face-to-Face
 Teleconference
 Visual Aids.
2.4 Best practice in delivering presentation
A clear and concise presentation should be provocative and lead to an active question
and answer session. Having a firm grasp on your subject matter is vital to your delivering an
effective presentation (Klettner, Clarke and Boersma, 2014).
 Analyse your audience
 Select a topic
 Define the objective of the presentation
 Prepare the body of the presentation
 Prepare the introduction and conclusion
 Practice delivering the presentation
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2.5 How to collect and use feedback on a presentation
Feedback includes any information you receive about yourself as a speaker, or about any
specific speech or presentation. It might be non-verbal or verbal, spoken or written. It might be
brief; it might be extensive (Leathers and Eaves, 2015).
Useful feedback is any feedback you receive which helps you improve your speaking skills,
whether it be your writing, delivery, visual design, or anything else.
While comments like “good speech” and “well done” are encouraging and nice to hear, they do
not really help you improve.
 Observe non-verbal feedback during your presentation.
 Pay attention to questions during your presentation.
 Gather intelligence before, after, or during breaks.
 Solicit feedback one-on-one.
 Create a custom feedback form.
 Utilize other channels. Be creative.
Along with this there are some another points for developing a Healthy Mindset to Feedback:
 Be open to feedback, even if it isn’t what you hoped to hear
 Say that you want feedback.
 Be proactive. Take ownership of the feedback process.
 Honest feedback is more important than nice feedback.
 When you receive generic praise, ask for details.
 Strike quickly. Memories fade.
 Ignore the most glowing praise and the harshest criticism.
TASK 3
3.1 Characteristics of bespoke documents
Bespoke documents are company specific documents that are designed to create a
corporate image and increase brand awareness (Rosemann and vom Brocke, 2015). They must
be factually correct and professional. characteristic do bespoke documents need:
 Logo
 Professional style
 Fit for purpose
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 Consistent house style
 Appeal to potential customers
 Security in editing
 Distinct from competitors
 Maintains reputation of organisation
3.2 Factors to be taken into account in creating and presenting bespoke documents
Corporate factors: Branding, Use of text, Use of non-text, Clarity, Professional image,
Design, Legislation.
Resources available: Software, Hardware, Staff, Costs, Paper.
ease of use: Needs of the user, Layout and style, Fit-for-purpose, File format, Security,
Consistency,Timescales.
Other factors can include Limit to authority, review and feedback, proof-reading, spelling
and grammar, accuracy.
3.3 Legal requirements and procedures for gathering information for bespoke documents
Data Protection Act 1998
Copyright, Designs and Patents Act 1988
Remit and limits of research
Recording sources
3.4 Techniques to create bespoke business documents
A brief of the document – what are the requirements
 Research carried out – sources of information. Planning research, conducting research,
recording research
 Providing design options – knowledge and supplication of legislation, effective use of
software, appropriate document type. Document size and style, accurate data input, image
size and quality
 Approval of document – checking and proofreading, editing skills. Consultation,
feedback, approval (Torrieri, 2015).
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TASK 4
4.1 Typical stages of information system development
An Information System (IS) is a system composed of people and computers that
processes or interprets information. The term is also sometimes used in more restricted senses to
refer to only the software used to run a computerised database or to refer to only a computer
system. Types of information systems:
 Manual – Card index, filing systems Electronic - Office support systems, customer support systems, data processing systems.
Typical stages of information system development:
 Analysis – what data is going to be managed e.g. employee or customer records, policies
and procedures, promotional materials, financial records
 Feasibility study – what is the potential for success e.g. strengths and weaknesses,
resources needed, technical constraints, confidentiality, security, retention of information
 Design – what are the detailed features and operations e.g. business rules, system
requirements (input, output, storage, processing)
 Development – what is the specification e.g. are you meeting identified needs, budget
controls. Other consideration including checks against specification, reviewing process.
 Testing – is it fit for purpose e.g. is it reliable and accurate, does it se qualitative or
quantitative data, issues are recorded
 Deployment – once the specification is accepted the following occurs e.g. installation of
the system, operational procedures created, hand over project team to operations.
 Evaluation - analysis of the testing is carried out e.g. looking at costs and benefits against
the original spec, feedback from users, review, modify.
 Maintenance – monitoring the performance, problem solving, customisation to changing
user needs, additions to functionality.
4.2 Benefits and limitations of different information systems
Benefits of different information systems which leads in enhancing the overall
productivity level in most effective manner and also helps in formulating better information
within the business environment.
 Everyone has experience of manual systems
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 Relevance to user
 Reduce information overload
 Lower risk of data loss
 simplicity
Along with this there are some limitation of manual information system which are as follows:
 Speed
 Time
 Efficiency
 Physical space requirements
 File naming conventions
 Archiving requirements
 Degradation of physical records
Benefits and limitations of electronic information systems.
Benefits:
 Storage capacity
 Time
 Simultaneous access to multiple records
 Combination of other data
 Presentation of information
 Business efficiency
 Integration of multiple systems
 Report generation
 Ease of amendment
 Addition or deletion of records
Limitations:
 Capital investment
 Updating software
 Technology change
 Data loss through technical error
 Security threats
 System upgrades
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 Server storage space
 File naming conventions
 Quality of data input
 Resistance to change
 Training
 Information n overload
4.3 Legal, security and confidentiality requirements for information systems in a business
environment
Legal Requirements: Laws protecting public and private sector information – Data
Protection, Freedom of Information, Licensing arrangements, Accuracy of information.
Security and confidentiality Requirements: Levels of access, Lockable security facilities,
Security of keys, Use of policies and procedures to monitor systems, Use of
passwords,Protection of computer systems (Vom Brocke and et. al., 2014).
Transfer of information: Internal and external to the organisation, Codes of practice,
Clear desk policy.
Freedom of information Act 2000 states - An Act to make provision for the disclosure of
information held by public authorities or by persons providing services for them and to amend
the Data Protection Act 1998 and the Public Records Act 1958; and for connected purposes.
Copy design and patents Act 1988 states - An Act to restate the law of copyright, with
amendments; to make fresh provision as to the rights of performers and others in performances;
to confer a design right in original designs
4.4 How to monitor the use and effectiveness of an information system
 Have timescales for implementation and review
 Obtain feedback from users e.g. ease of use, functionality
 Timing of usage e.g. look at peak time usage for potential overload of system
 Fit for purpose e.g. is it achieving the planned functionality
 Gain early knowledge of faults
 Have reporting systems in place
 Identify user training requirements.
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CONCLUSION
From the above mentioned report, it can be concluded that effective communication is
one of the effective concept which helps in formations all the information in order to attain
higher success at market place. In this context various methods also used by the manager to
preset their presentation in front of audience to promote their information which leads in
enhancing the overall brand image at market place and also capture large marker share form its
rivals. With the help of this company attain competitive place in most effective manner.
REFERENCES
Books and Journals
Addo, M. K., 2014. The Reality of the United Nations Guiding Principles on Business and
Human Rights. Human Rights Law Review. 14(1). pp.133-147.
Bovee, C. L., Thill, J. V. and Raina, R. L., 2016. Business communication today. Pearson
Education India.
Cats, O., 2014. Regularity-driven bus operation: Principles, implementation and business
models. Transport Policy. 36. pp.223-230.
Dafouz, E., Camacho, M. and Urquia, E., 2014. ‘Surely they can't do as well’: a comparison of
business students’ academic performance in English-medium and Spanish-as-first-
language-medium programmes. Language and Education. 28(3). pp.223-236.
Dima, I. C., Grabara, J. and Modrak, V., 2014. Sustainable logistics and business
competitiveness. International Letters of Social and Humanistic Sciences. 15(2).
pp.148-156.
Godemann, J. and et. al., 2014. United Nations supported principles for responsible management
education: purpose, progress and prospects. Journal of Cleaner Production. 62. pp.16-
23.
Kaul, A., 2014. Effective business communication. PHI Learning Pvt. Ltd..
Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability:
Empirical insights into the development, leadership and implementation of responsible
business strategy. Journal of Business Ethics. 122(1). pp.145-165.
Leathers, D. G. and Eaves, M., 2015. Successful nonverbal communication: Principles and
applications. Routledge.
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