BTEC Level 3 Diploma in Business: Unit 4 Business Communication Report

This report provides a comprehensive overview of business communication, exploring various types of business information, including verbal, written, on-screen, multi-media, and web-based formats. It delves into the sources and purposes of this information, using ASDA as a case study to illustrate practical applications. The report analyzes different methods of presenting complex internal business information, considering user needs and the effectiveness of verbal and written communication. Furthermore, it examines the production of corporate communications and evaluates external corporate communications, highlighting the importance of strategic planning and adapting to market changes. The report also addresses legal, ethical, and operational issues related to the use of business information, offering insights into security, backups, health and safety, and organizational policies. It concludes by outlining electronic and non-electronic methods for communicating business information, catering to diverse audiences.

Unit 4
Business communication

TABLE OF CONTENTS
P1 - explain different types of business information, their sources, and purposes......................3
M1 - analyse different types of business information and their sources......................................4
P2 - Present complex internal business information using three different methods appropriate
to the user’s needs........................................................................................................................5
P3 - produce corporate communications......................................................................................8
P4 - evaluate the external corporate communications of an existing product or service.............9
P5 - explain the legal and ethical issues in relation to the use of business information............11
P6 - explain the operational issues in relation to the use of business information....................12
P6. The operational issues in relation to the use of business information.................................13
Security of Information..............................................................................................................13
Backups......................................................................................................................................14
Health and Safety.......................................................................................................................14
Organisational Policies..............................................................................................................14
Business Continuance Plans......................................................................................................15
P7 - outline electronic and non-electronic methods for communicating business information,
using examples for different types of audience.........................................................................15
CONCLUSION..............................................................................................................................15

INTRODUCTION
Business communication is information sharing between people within and outside an
organization that is performed for the commercial benefit of the organization. It can also be
defined as relaying of information within a business by its people.
P1 - explain different types of business information, their sources, and purposes.
Business communication encompasses topics such as marketing, brand management,
customer relations, consumer behavior, advertising, public relations, corporate communication,
community engagement, reputation management, interpersonal communication, employees and
engagement, and event management. ASDA is a leading firm that uses different types of
business information and it is as follows: -
Verbal Information - The best way to communicate but not always the most efficient. It is
immediate and can solve most problems.
Written Information - Can be words, diagrams, graphs, and charts. Can come from a wide range
of sources - newspapers, books, trade journals and government publications.
On-Screen Information - Information may be produced on-screen. This can be seen in
multimedia TV and CD-ROMs that combine text, graphics, animation, audio, and video.
Multi-Media Information - This means multiple forms of media integrated together. Media can
be text, graphics, audio, animation, video, data etc. An example could be a webpage with
interactive guide and narration.
Web-Based Information - This displays many benefits of multimedia technology. Today's fast
broadband speeds allow you to stream sophisticated content to a computer anywhere in the
world. This allows somebody to access this information wherever they are. This can also be
accessed by smartphones.
Purpose of business communication
Updating knowledge - It is vital that businesses keep up to date with changes within their
markets. Information is required so that businesses know:
- how their markets are developing
- how labor markets are changing
- what the economy is doing
- what new laws are being passed that might affect the way they operate

All this information helps organizations to make accurate decisions based on full knowledge.
Incorrect decisions are likely to be the result of inadequate information.
Informing future developments - A business that does not adapt, develop, and grow will quickly
find itself left behind by the competition. But developments need to be based on informed
decisions. A business will not release a new product unless it has evidence that it will sell.
M1 - analyse different types of business information and their sources
As it well known, there are two main types of information in relation to business verbal & written.
On this report I am going to inform you about importance of type of information also the sources of
information and how they are related to business etc. Asda.
Applying to business, it is important to use information to achieve the purposes of Asda and also to
guarantee successful activities.
As it is mentioned above there are two type of information verbal and written which has strongly
playing part in Asda’s communication activities.
Written information is accessing personal, evidence and important information for Asda and other
participates as the verbal information is aiming to give quick answers, direct questions and build
good relationship between Asda, other organisations and individuals (customers).
Both of those verbal and written have strengths and weaknesses, although when using them together
it can ensure the perfect way of communicating.
Verbal information is important to Asda because it can give the business direct information to the
customer although sometimes can be confusing when apply to giving details, names, numbers and
other information that will need prove in case of request.
When Asda needs to create plan for expanding their business in more countries they will need to run
a face to face presentation, video or telephone meeting, this is so because the plan has to be discussed
and agreed from every participant.
Written information will give to Asda the option to have saved data on their activities e.g. when Asda
contact their suppliers they will send them written information with all the names and numbers of
products that they need, so when the supplier deliver the products, it can be checked what is ordered

and what is actual delivered, then if something is missing they will contact the supplier and prove
that there is missing products.
D1. Evaluate the appropriateness of business information used to make strategic decisions.
Every organisations use communication to pass information between their different departments
aiming to create a strategic plan.
The strategic plan is an idea which aims is to achieve something that the organisation wants such
as more customers. Strategic idea is set from different steps which are leading to success, of
course only if the plan is well working. At least the strategic plan to be effective, each
department of certain organisation has to play their role in an appropriate way.
On this assignment I am going to look at strategic plans of Asda.
Companies, like Asda, that enjoy long-term success, are focused businesses. They have a core
vision that remains constant while the business strategies and practices continuously adapt to a
changing world. In an increasingly competitive global environment, without a clear vision a
business will lack direction and may not survive. Asda has a seven part business strategy to help
it achieve its vision..
P2 - Present complex internal business information using three different methods appropriate to
the user’s needs.
Mission statement
A mission statement sets out the long-term direction of the organisation. ASDA's mission
is: 'to be Britain's best-value retailer exceeding customer needs always'.
ASDA
Aims & Objectives:
ASDA group Ltd aims is to provide goods and services that are cheap and affordable to the
public. Reducing packaging is one of ASDA's key objectives and they consider every option to
achieve this goal.
It intends to increase the amount of fresh products sold loose from boxes and reduce its range of
own label pre-packed products sold in its stores across the country is key objective.
To offer quality products at low price is another aim of ASDA. In order to cover this aim they
buy products from highly competitive supplier. They also use their own packing and brand name
to reduce packaging cost.

Verbal communication is best when you need to discuss something in detail, or when
complimenting or reprimanding someone.
Written
You can't avoid written communication in the workplace; it's everywhere. Emails, memos,
reports, and other written documents are all part of everyday business life (Crowley and Hoyer,
2015).
Written communication is the most appropriate when detailed instructions are required, when
something needs to be documented, or when the person is too far away to easily speak with over
the phone or in person.
Email is a lifesaver for many people, especially in the business world. If you rely on emails and
memos to conduct your business, it's very important to portray a professional image. Don't use
abbreviations unless they pertain to your field, and always use spell check and read over your
email before you send it to make sure it's clear and Verbal
Verbal communication is simply speaking. This can be done one-on-one, in a group setting, over
the phone, etc. Verbal communication is a personal means of communication and should be
utilized more than just emails or phone calls when possible (Beebe, Beebe, and Redmond, 2011).
Being able to see the person you are communicating with face to face can help you gauge their
response by reading their body language and actively participating in dialogue.
concise. Emails should be brief and to the point (Berkoff and et.al., 2011). concise. Emails
should be brief and to the point (Berkoff and et.al., 2011).

P3 - produce corporate communications.
Covered in poster
Corporate communication is a management function or department, like marketing, finance, or
operations, dedicated to the dissemination of information to key constituencies, the execution of
corporate strategy and the development of messages for a variety of purposes for inside and outside
the organisation. In today’s global corporation, this function serves as the conscience of the
corporation and is responsible for the organisation’s reputation. The department usually oversees
communication strategy, media relations, crisis communications, internal communications,
reputation management, corporate responsibility, investor relations, government affairs and
sometimes marketing communication.
Example
Jon Iwata, the chief communications officer for IBM, oversees a large department focused on both
marketing and communications for the company.
This global function is responsible for IBM’s communications to all key constituencies including
customers, employees and communities. It also plays a role in shaping and executing the company’s
Smarter Planet strategy, and initiative focused on developing sophisticated systems to make the
world a better place like smart grids and efficient water management systems.

P4 - evaluate the external corporate communications of an existing product or service.
External Communication is the transmission of information between a business and
another person or entity in the company's external environment. Examples of these people and
entities include customers, potential customers, suppliers, investors, shareholders, and society at
large.The communication that is occurred among the organisations is called the external
communication. Every organisation is required to maintain a relation with other organizations or
people with a view to achieving goals. So, when a business organization exchanges information
with other business organizations, government offices, banks, insurance companies, customers,
suppliers, leaders and general people and so on, it is known as external communication. External
communication covers how a provider interacts with those outside their own organization.
External communication with the customers, vendors, distributors, competitors, investors,
government agencies, etc., through letters, reports, memos, phones, faxes, websites, internet, etc.,
are made to introduce, negotiate, co-ordinate, explain, interact, discuss and to develop co-
operation and understanding. The external communication takes place through email ,mail, video
conferencing and in person
Therefore, corporate communication refers to a process of communication through which the
managers, supervisors and executives exchange their views, opinions, feelings, etc. with the
subordinates and employees in any corporate organisation and negotiate with the outside world
with a view to fulfilling the objectives of the organisation (Guffey and Loewy, 2010).
External communication can be advantageous because it can put a spin on something (like a
scandal or environmental disaster) that can turn a negative into more of a positive. Think about
companies that have “rebranded” themselves like Old Spice or JCrew. They completely changed
their image and are hot commodities because of how they communicated to the public.
On the disadvantages side, think about Trump. How information is communicated and
disseminated via tweets, Spicer or Trump himself has created even more negative
press. Or companies like VW that took a while to communicate internal changes so they
just dug themselves into a bigger hole. Now, through different communication and
representation to the outside world, they are beginning to rebuild their tarnished
reputation.

M2 - analyse the legal, ethical and operational issues in relation to the use of business
information, using appropriate examples.
So far the evidence you have produced has related to the positive elements of setting up a
business. There have to be constraints that can be seen as necessary but may appear negative.
You need to make your clients aware of these.
Produce a staff handbook to explain the “do’s and don’ts” regarding ethical issues within a
business. You could personalise this for use by potential employees of SBL Communications.
Include a section in the handbook about legal issues relating to business information. Using
information gathered from an organisation of your choice highlight the principles and penalties
involved in adhering to the following legislation:
Data Protection Act - read this article about the issues facing schools
Computer Misuse Act
Freedom of Information Act
Copyright Act
Discrimination Acts
Sex Discrimination Act
Race Relations Act
Disability Discrimination Act
Age Discrimination Act
D2 - evaluate the effectiveness of business information and its communication as key
contributors to the success of an organisation, using examples to illustrate your points
For a company to be successful, it is essential it has a efficient communication and information
management system. Aldi, in the last decade, have become globally dominant within the
supermarket sector. Their communication strategy is said to be one of the factors that contributed
to this success. Information between internal and external stakeholders is essential and proper
communication can make the difference between success and failure. In a dominating
supermarket, like Aldi, it’s not unusual for internal stakeholders (employees) to become loyal
external stakeholders (customers). For a company to be successful, it is essential it has a efficient
communication and information management system. Aldi, in the last decade, have become
globally dominant within the supermarket sector. Their communication strategy is said to be one

of the factors that contributed to this success. Information between internal and external
stakeholders is essential and proper communication can make the difference between success and
failure. In a dominating supermarket, like Aldi, it’s not unusual for internal stakeholders
(employees) to become loyal external stakeholders (customers). Stakeholders for Aldi may
include Consumers, Employees, Suppliers, Government, Financial institutions. Media Being an
international company, for the communication to be effective, it’s essential that cultural
differences are taken into account.
P5 - explain the legal and ethical issues in relation to the use of business information.
Legal and ethical issues information and also I’m going to explain operational issues as
well in the last park of the task I going to analyses the legal ethical and operational issues using
appropriate examples .
Most people do not feel safe in putting or giving their personal details on different social
networks like Facebook and Twitter and another organization who uses the personal detail from
the people or customers , the reason being of many hackers invading other people's privacy this
also can happen with many businesses as well such as Asda, Asda e.g. if they do not have a
security (Harvie, Bohdan and Murphy, 2010).
his is a law in the UK that legislates against certain activities using computers, such as hacking
into other people's systems, misusing software, or helping a person to gain access to protected
files on someone else's computer. It is split into 3 sections and makes illegal:
✓Unauthorized access to computer material
✓ Unauthorized access to computer systems with intent to commit another offence
✓ Unauthorized modification of computer material
Ethical Issues
Business ethics are moral principles concerning acceptable and unacceptable behavior by
businesses. Codes of practice exist in organizations to maintain business ethics on:
✓ Use of email
✓ Internet
Whistle-blowing
Organisational policies

Information ownership
Picture
Use of email
Many organizations today have a code of practice on the correct use of email.
Internet
Many companies also have a code of practice on the use of the internet and what their employees
can and cannot use the internet for (Holliday, Hyde, and Cullman, 2010). There are also codes of
practice which govern selling on the internet, which many businesses adhere to.
P6 - explain the operational issues in relation to the use of business information
Organizations must store and manage countless pieces of information, with some being
far more important than others. Lying at the heart of any information system are two
fundamental issues of ensuring that:
 The organisation receives the information it requires
 The appropriate member of staff receives the informalities task I’m going to explain the
legal and ethical issues in relation to the use of businesses information and also I’m going
to explain operational issues as well in the last park of the task I going to analyses the
legal ethical and operational issues using appropriate examples .
Most people do not feel safe in putting or giving their personal details on different social
networks like Facebook and Twitter and another organization who uses the personal
detail from the people or customers , the reason being of many hackers invading other
people's privacy this also can happen with many businesses as well such as Asda, Asda
e.g. if they do not have a security (Harvie, Bohdan and Murphy, 2010).
 his is a law in the UK that legislates against certain activities using computers, such as
hacking into other people's systems, misusing software, or helping a person to gain access
to protected files on someone else's computer. It is split into 3 sections and makes illegal:
✓Unauthorized access to computer material
✓ Unauthorized access to computer systems with intent to commit another offence