Analyzing Effective Business Communication: Challenges and Strategies

This report provides a comprehensive analysis of effective business communication within a global context. It begins with an introduction to the concept and its importance in achieving organizational benefits, followed by a literature review that highlights the significance of communication in enhancing efficiency, building brand equity, and maintaining transparency. The report then delves into the communication challenges faced by various corporations, including Enron, Blackberry, British Petroleum, Star Princess Cruise Lines, and Thai Airways, identifying issues stemming from ineffective communication strategies and internal communication gaps. It further explores future strategies, addressing unique cultural factors and language barriers in a diverse workforce. The report emphasizes the need for adapting communication strategies to overcome these challenges and provides suggestions for improvement, including the use of Lasswell’s model and cross-cultural practices. The conclusion underscores the critical role of effective communication in achieving business success and competitive advantage.

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Effective Business Communication
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Effective Business Communication
Contents
Introduction.................................................................................................................................................3
Literature review.........................................................................................................................................4
Communication challenges.........................................................................................................................5
Enron-......................................................................................................................................................6
Blackberry................................................................................................................................................6
British Petroleum.....................................................................................................................................7
Star Princess Cruise Lines........................................................................................................................7
Thai Airways...........................................................................................................................................7
Future Strategies.........................................................................................................................................7
Unique Cultural factors........................................................................................................................7
Language barriers................................................................................................................................8
Under development in digital and social media platforms...................................................................8
Suggestions..................................................................................................................................................8
Lasswell’s model......................................................................................................................................8
Cross-cultural practices model................................................................................................................9
Conclusion & Implications.........................................................................................................................10
References.................................................................................................................................................11

Effective Business Communication
Introduction
The term is concerned with the transferring or sharing of information within the business
corporation so as to attain the organizational benefits. This process of exchange of information is
executed between the employees within the business entity and also who are connected to the
firm. This mechanism can also be termed as the communication which has been carried out so as
to execute promotion of the products and services (Akam, 2011). This type of communication is
specifically concerned with the general transfer of information or data which involves business
operations and functionalities. And hence the general transfer or exchange of data between the
two parties or business entities can be termed as the process of business communication. The
concept has been considered as a crucial task for the business corporation and also plays a
significant role in each and every business operation and functionalities. It aids in managing and
maintaining the data which is empirical for the success and growth of a business. An effective
business communication aids the business organization in developing a business oriented
structure and also it motivates the workforce to bring innovative and creative ideas so as to
accomplish the goals and objectives. The communication process is the connecting bridge which
links or connects all the hierarchy within the organizational structure. It provides the varied
range of aids and options to the employees so as to build relations with each other and also from
the upper-level staff. On the basis of the given scenario, the business organization is operating its
business activities for providing agricultural equipment's (Aula 2014). The business entity is
headquartered in Australia and also operates in India, Oman, Nigeria, and Vietnam. The below
executed is the report, which has been analyzed and focused on the effective communication
process which can be utilized by the business organizations for facilitating the business.

Effective Business Communication
Literature review
On the basis of the conducted research, bringing enhancement in the efficiency and
effectiveness has been considered as one of the key roles of the communication process for a
business corporation. The communication process, if executed in an effective manner will aid in
developing the goodwill and brand equity of the business corporation. A unique and distinct
image will be build which will enable the business entity in sustaining in the competitive
business environment (Azziz 2013). Effective communication maintains a high level of
transparency within the organizational structure and which will enable the business organization
in attaining the desired goals and targets. Moreover, it is of very much essential for executing an
evaluation of the adopted models or communication strategies. The best example of the
utilization of the communication process is, the superior authorities can assign the task to their
team members by making use of internal communication mechanism adopted by the business
corporation. An effective communication strategy can be developed after considering the views
and ideas of all the employees within the business corporation. And the same can be considered
as the most relevant and effective means for attaining the desired business goals and targets. In
order to adopt the business communication strategies, the plan development team of the business
entity is required to execute a detailed research over the organizational structure and the culture
(Barrelas, 2010). It has also been noted that the communication process also enables the business
corporation to solve the queries and issues of the clients and provide solutions over the same and
this will increase the satisfaction level of the consumers. A higher level of satisfaction of the
clients presents a high brand loyalty and strong goodwill. There will be an establishment of
better and strong bonds with the stakeholders which will also be proven beneficial for the
business entity as stakeholders are considered as very much significant in the execution of most
of the operations of the business corporation. Effective communication plays a crucial role in
bringing an enhancement in the sales and profits graphs which dictates the growth and success of
a business entity. It is also very much essential for the business corporation to be aware of the
needs and wants for a communication system. It has been observed by the author that, the type of
communication process depends on the organizational structure under which the business
corporation is operating its business activities and functionalities.

Effective Business Communication
For instance, Coca-Cola is a multinational corporation and is a manufacturing firm, which is
executing the business operations in beverages and fast food items. The business entity has
introduced an advertising campaign named Coca-Cola Ambassador (Coombs, 2014). This
advertising campaign was concerned with providing training sessions to the employees of the
entity regarding new and better ways to communicate with the stakeholders that can be internal
as well as to the external stakeholders of the organization (Bery et al., 2015). Moreover, a
mechanism was also introduced for communicating with the consumers and the other
stakeholders who are facing some issues. This mechanism was introduced so as to so address and
solve the queries of the consumers, which resulted in an enhancement in the satisfaction level of
the consumers. Apart from Coca-Cola, there is a number of multinational corporations who are
utilizing the internal communication mechanism and also the business corporation has adopted
the feedback policy which has been enhancing the communication processes effectively and
efficiently. By the development of an effective communication approach, the business entity will
be able to develop a feeling of coming together, working together, think together and grow
together within an organization. For each and every business organization adoption of an
effective communication system is of very much essential as it aids the business entity in
sustaining in the business environment and also in gaining competitive advantage (Shockley-
Zalabak, 2014).
Communication challenges
There is a number of reasons for the failure of the interpersonal communication
mechanism and these reasons can be considered as the challenges for the business entity. There
is a number of business corporations who are facing various issues and problems due to lack of
efficiency in making use of the tools and techniques of communication (Peter, 2015). There is a
number of barriers which may occur at any stage of the communication process and this may
lead to your message becoming distorted and this will result in wastage of time and money by
causing confusion misunderstanding between the employees and the clients. For addressing the
business challenges which have risen due to the non-adoption of the appropriate communication
strategies or the issues can be from the internal communicational process system. The below
presented are the examples which have been illustrated for proving the effectiveness of the
communication strategies and systems which have been used by the below-mentioned business

Effective Business Communication
corporations. The companies have been selected from various sectors such as energy,
transportation, telecommunication and mobile phones.
Enron-
Enron Corporation is an American multinational entity, which operates its business
operations in energy commodities and services based activities. In the last few years, the
business corporation was facing several issues due to the communication mechanism which has
been adopted by the business entity (Austin & Pinkleton, 2015). The communication strategies
and process were not capable of aiding the business management and this also affects the
operations and functionalities. The business entity was facing a number of issues due to an
adoption of the inappropriate communication system in the organizational structure. So as to
avoid the problems faced, the business entity adopted better and improved business strategies
and approaches (Cornelissen & Cornelissen, 2017). These strategies were made focused on the
‘communication-based leader responsibilities’ and the main objective of these strategies is
meeting the desired goals and objectives of the business organization.
Blackberry
The business entity is one of the well-established brand names in the industry of cell phones and
other electronic appliance (Krum, \2013). The business corporation was enjoying one of the top
positions in the mobile industry due to the demand for the products and the services. Moreover,
most of the products of the business entity were premium products. For instance, the cell phones
were installed with the features, which were proven useful to the business class people and
therefore the phones were also known as the business class phones (Brandler & Roman, 2015).
After the introduction of an Android operating system in the mobile market, the business entity
started losing its market share by the passing time. Failure in the adoption of this operating
system in their functionalities was one of the reasons for the decreasing market share of the
entity. Moreover, the internal communication within the business organization was also one of
the reasons for the issues faced by the entity. But on the basis of the recent survey conducted on
the market conditions of the company, it has been observed that the business entity has been
trying hard to gain their position back and for doing the same the business entity have adopted
number of contemporary communication strategies and mechanisms for tackling the issues faced
by the business (Taleghani & Liyasi, 2013).

Effective Business Communication
British Petroleum
The business entity is a multinational brand name in the sector of oil and gas. The corporation
was facing a number of issues due to lack in the internal communication system and due to
which there were communication gaps between the employees and the management and they
were not able to transfer the relevant and significant information (Goetsch & Davis, 2014). And
this was the reason due to which the business entity faced a number of issues and to tackle from
the same the business has turned on the way to adopt effective communication strategies.
Star Princess Cruise Lines
Communication plays a significant role in every organization, but Star Princess Cruise Lines,
which is one of the leading cruise lines service provider failed in operating the business
operations in an effective manner (Kumar, 2014). And the main reason was an ineffective
communication system and strategies which were adopted earlier by the company. Due to this,
the business entity suffered huge losses such as reduction the market share and decline in the
client base. And for sustaining in the competitive environment the business corporation adopted
contemporary mechanisms and approaches of communication.
Thai Airways
Thai Airways International which is a public company Limited, and is operating the business as
Thai. The business corporation’s communication system was so ineffective that it became the
reason for a number of issues and as a result of which CEO of the company was forced to resign
from his post (Goss et al., 2014). Due to a lack of the control over the managerial activities
within the organization, various crises were experienced in the workplace. And so as to bring
improvements in the same then, management adopted better and improved communication
strategies.
Future Strategies
As observed from the above-given scenario it has been noted that the future strategies are linked
and will be developed after considering the communication strategies for the corporation. The
below mentioned are the challenges which are faced by the business entity:
Unique Cultural factors
A corporation has been executing business operations in diverse regions and that with unique
cultures and this is the reason for the diversity found in the workforce (Vashurina 2017). To

Effective Business Communication
cope-up with such a diverse workforce, the business entity will be facing a number of issues
while developing the communication strategies. This can be proven problematic for the business
corporation as the entity will have to develop and design the strategies after considering all the
requirements and cultural factors of the employees.
Language barriers
Language is one of the main components in the communication process and is also one of the
reasons for the issue (Sanoff, 2016). As the business organization is an Australian based firm and
the local language used in Australia is English, moreover, in the nations like Nigeria, India, and
Vietnam the same language is not used as compared to Australia as their local languages are
different. And in this case, the business entity can face problems while operating business in
these regions.
Under development in digital and social media platforms
Digital and social media are the two contemporary and most effective mediums of
communication strategies and adoption of the same will bring an enhancement in the
productivity and attainments of the targets are possible (Iliff 2016). But there can be problems if
the business corporation is unable to adopt these mediums as the communication strategy. And
due to this, the company is also failing to meet its customers' need requirements.
Suggestions
On the basis of the analysis which has been executed on the above-mentioned business entity, it
has been concluded that organization requires the adoption of improvement measures for
attaining the goals (Austin & Pinkleton, 2015). The business entity is required to adopt the
combination of communication theories and the models, in relevance with the achievement of
goals and sustain an image in the global market.
Lasswell’s model
This model is concerned with the development of the communication strategies and this involves
the adaptation of the media as a tool for enhancing the various mediums of communication
within the business corporation (Rahmanjmc 2015). The following are the main components
which are the reasons for the model development of who says what, in which channel, to whom

Effective Business Communication
and with what effect. According to this model, the business organization has been making use of
the updated and contemporary mediums such as the internet, television, radio, etc. so as to
develop the communication process with the clients and for attracting the consumers (Ulmer,
Sellnow & Seeger, 2013).
Figure 1 Lasswell's Communication Model
Source: Lasswell’s model of communication, 2017
Cross-cultural practices model
The communication model is concerned with dealing the issues and problems which are faced by
the business organization due to the distinct and unique cultures followed by the different
regions. The model has been segmented under three types of practices which are as follows,
sociocultural, reflective and the critical practices (Arnold & Boggs, 2015). Under the reflective
practice model, an evaluation of the past experiences is carried out by the organization so as to
enhance the performance level. The second is the sociocultural practice under which a business
corporation can adopt the strategy of considering the feedbacks as the significant source, from
the customers so as to develop and increase the productivity. The business entity can build its

Effective Business Communication
strengths so as to attain the competitive advantage and a lead in the competitive environment and
also over the competitors (Kasper & Kellerman, 2014).
Conclusion & Implications
In the limelight of the above-executed analysis it has been inferred that effective business
communication is one of the empirical components which has been considered as very much
essential in the success and growth of the business entity (Kasper, G., & Kellerman, E. (2014.
The above carried out analysis has been made focusing on the challenges and the issues which
are faced by the Australian business corporation which has been dealing in the agricultural
products and services. The business entity has been facing a number of issues due to the adoption
of inappropriate approaches of communication and to overcome the same challenges the business
entity is required to adopt various models and practices of communication.
 The major concern for the business entity should be an adoption of the contemporary
means and mediums of communication and also an implementation of effective tools of
communication should be done.
 Collective conflicts due to lack of internal communication measures, reduction in the
client base and minimization in the profitability due to inappropriate communication and
the information provided to the management, etc. are some of the issues over which some
practices and policies are required to be implemented within the workplace concerning
the strategies of communication. This will enable the business organization in the
attainment of the desired goals and targets.

Effective Business Communication
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Effective Business Communication
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