Effective Business Communication at Sainsbury's: A Report and Analysis

This report examines business communication within Sainsbury's, a major UK supermarket chain. It explores the purpose and principles of organizational communication, emphasizing clarity, adequacy, and timeliness. The report reviews literature on effective communication practices, including listening, motivation, and appropriate body language, while also analyzing Sainsbury's current communication strategies. The analysis highlights the importance of clear information, two-way communication, and understanding receiver behavior. Recommendations include implementing communication principles to improve information exchange and foster better relationships. The report concludes that effective communication is crucial for achieving organizational objectives and differentiating Sainsbury's in the market. References to relevant academic literature are also provided.

Business Communication
INTRODUCTION
Business communication refers to exchange of ideas, view, and opinion between people for achievement of company objectives. In this report Sainsbury has
been taken as company and it is the third largest supermarket chain in UK. This report describes the purpose and principle behind different form of
communication. This report evaluates communication practices of themselves and others and also presents principle for effective communication to enhance
practice.
LITERATURE REVIEW
Purpose and principal of organisational communication:
As per the view of Crestani, (2018) main purpose of different type of
organizational communication is effectively management as through
communication it is easier to explain the role and responsibilities of
individual working in the organization. Thus, communication help in
increasing the effectively of employee and play vital role in the success of
the company. The purpose of effective communication in company is to co-
ordinate the work of individual towards achievement of company goals.
Another purpose is to provide clear information so that the employee can
effectively perform their activities within the workplace. It also brings
change in organization and also helps in adaptation of new ideas. Thus, help
in building strong relationship between employees within the organization.
As illustrated by Porcu and et.al., (2017) there are certain principle of
different form of organizational communication for effective
communication. One of the major principle is Clarity that means the
message or information should be clear and to the point so that it can be
easily understood by the receiver. Another principle is Adequacy of
information so communicator should communicate adequate information to
others as incomplete information creates delay and confusion. Integrate is
also principle which means the exchange of information take place to
integrate the effort of individual towards organizational goals. Economy is
the principle that define the information should be transferred within
minimum time and incurred less cost to increase the effectively of the
information. Feedback is the last principle of communication in written
communication feedback is necessary as it helps in finding that the receiver
has understood the message in the same sense as sender wants.
Principle of effective communication to enhance practices
As illustrated by GRADINARU, (2019) principle of effective
communication to enhance practice for the success of the organization
effective communication is essential as without its effort of individual
cannot be integrated towards the organizational goals. The sender should
have knowledgeable of principle so it can use in delivering the message to
the receiver. The first principle of communication is Principle of clarity
that is the most important principle in effectively communication that the
message should be clear, simple and unambiguous so that the receiver
understand it in proper manner. Principle of language is another principle
in it the sender should provide information in simple language and use of
technical word, word having different meaning should be minimum to
reduce the chance of confusion or misunderstanding. Principle of
adequacy is another principle of communication that means the sender
should ensure that it provide complete and sufficient information to the
receiver so that it understands it properly. Principle of time and Economy
should also be followed while communication in it message should be
delivered to the receiver within time as delay in delivery of information
make it meaning less. The cost of transferring information should also be
minimum to increase effectiveness of information. Principle of feedback is
also principle of communication it is very important as it helps in ensuring
that the receiver has understood the message in the right manner. It is
crucial in written communicate as the communication has not taken place
face to face. Principle of Medium is the last principle of communication in
it the sender should use appropriate method in order to communicate its
ideas, view. The message can be communicated orally or through written it
all depends upon the importance of information and the number of people
to be informed.
Communication practice of themselves and others
As noted by Melewar and et.al., (2017) communication practice of themselves and others communication is important part of every organization as it help
in integration of individual work with goals of the company. There are many things which need to be considered to effectively communicate with others in
workplace. The first thing that should be considered while communication is Listening that means in the process of communication listening play an
important role the sender should listen to the receiver in order to understand its feeling and behaviour of individual. Listening the receiver encourage them to
open their ideas and view in front of sender thus making the information meaningful. Motivate and initiate their ideas is also effective communication
practice in it the senior executive of Sainsbury company should motivate, support and initiate the ideas of individual working in the organization thus help in
creating feeling of belongingness. Thus, it's also helps in increasing effectiveness of employee and thus the profit margin of the company. Advice is also
used in effective communication the sender should ensure it does not provide unwanted advice to receiver as it may hamper their communication and thus
create a communication barrier as the receiver may not like someone gives advice or inter-fare in it matter.
As noted by Hayes, (2018) Body language explains more than the words, it describes feeling and though of the person thus helps in conveying idea or views.
Harsh tone and unappropriated body language may lead to miscommunication or may create language barrier. So, the sender should use appropriate body
language and tone as per the requirement of the information to be exchanged. The sender should be honest, clear and open to communicate the information
to the receiver effectively. Clear and to the point information does not create communication barrier or reduce the chance of confusion and delay in
understanding. The sender should understand the feeling and behaviour of the receiver and thus give importance to it though as communication is two-way
process. For effective communication both the sender and receiver should be honest open and understand each other ideas, views.

Analysis and Discussion
It can be analysis and evaluate that effective communication play an important role in the success of the company (Thompson, 2018). The purpose of
communication is to co-ordinate the work of individual towards organization goals and provides clear information to employee so that they can work
effectively. Principle of communication is used to make communication effectively and thus increases the efficiency of employee within the organization.
The principle of communication is it should be clear, adequate, receive within time, consistency, economy, feedback, medium and language to be used
while communicating. By following this principle the sender can easily send right information to the right person in right manner. Thus, help company in
achievement of its objectives and predetermined goals (Underwood, 2019). For effectively communication the sender should possess the ability to listen to
the receiver thereby making him comfortable in sharing its opinion and views. The sender should also use its body language and tone as per the
requirement of information so that the receiver understands in the same manner as sender wants. The sender should initiate and motivate the receiver so it
can easily share its ideas and view that are helpful in achievement of company objectives and reduce communicate barrier. As the process of
communication is two-way so both sender and receiver of information should understand each other feeling and thoughts for attainment of company
objective.
Recommendation
Sainsbury Company by use of principle of communication can effectively
exchange information between senior management and its employee and its
customers. Sainsbury senior management should provide clear and accurate
information to reduce the chance of miscommunication or confusion. The
medium of communication, body language and tone should be appropriate
chosen as per the importance of the information to maintain its quality.
Process of communication is two-way so both receiver and sender should
understand each other accept the idea, view or opinion. The senior can
motivate and initiate the ideas of various employee in the organization by
using effective communication. The process of the communication should
be speedy, fast and economical in nature so that the information does not
losses its meaning. Sender should not provide unnecessary advice to its
receiver as may create barrier in the communication. Sender should possess
the ability to listen instead of speaking continuously as it will make
receiver comfortable in bringing new ideas and innovation in the company.
Thus, effective communication play important role in assigning
responsibilities and coordination of work towards the achievement of
organisational objectives.
CONCLUSION
This report concluded that effective communication plays an important
role in success of the company. Various principle are to be followed for
effective communication of information in the organization. It also
concluded various practices followed by the company in exchanges of
information. Thus, speedy and accurate information help in taking first
move advantage in the market and thus help in differentiating it from
others.
REFERENCES
Crestani, I., 2018. Feeling valued: the role of communication in
preparing employees for change.
Porcu, L. and et.al., 2017. Do adhocracy and market cultures facilitate
firm-wide integrated marketing communication (IMC)?. International
Journal of Advertising. 36(1). pp.121-141.
Melewar, T. C. and et.al., 2017. Integrating identity, strategy and
communications for trust, loyalty and commitment. European Journal
of Marketing. 51(3). pp.572-604.