Business Communication Report: Tesco, ASDA, and Corporate Strategies

This report provides an in-depth analysis of business communication, focusing on the retail organizations Tesco and ASDA. The report examines various aspects of business communication, including different types of business information, their sources, and purposes. It explores internal communication methods through written documents, verbal presentations, and multimedia presentations, and evaluates external corporate communications strategies. The report also discusses legal and ethical issues related to the use of business information, along with operational considerations. Furthermore, it outlines both electronic and non-electronic methods of communicating business information, providing examples tailored to different target audiences. The analysis covers corporate communication strategies, including recruitment of communication executives, transparency, employee engagement, and strategic planning. Finally, the report evaluates external corporate communications, such as website presence, logos, and sponsorships, as well as legal and ethical considerations like the Freedom of Information Act and ethical codes. The report aims to provide a comprehensive understanding of effective business communication practices.

BUSINESS COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain different types of business information, where the information originates from and
the purpose of the information and analyse them........................................................................4
TASK 2............................................................................................................................................5
P2. Present complex internal business information using written document, verbal presentation
and power point as appropriate in the context.............................................................................5
P3. Produce corporate communications for your organization...................................................5
P4 Evaluate the external corporate communications of an existing product or service..............7
TASK 3............................................................................................................................................7
P5 Explain the legal and ethical issues in relation to the use of business information................7
P6. Explain the operational issues in relation to the use of business information.......................8
P7. Outline electronic and non-electronic methods for communicating business information,
......................................................................................................................................................8
using examples for different types of audience...........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Communication is the process of passing information and understanding from one person
to another to bring about commoners of interest, purpose and efforts communication as not
complete unless the receiver of the message has understood the message properly and his
reaction or response is known to the sender. The present report is based on retail organization
Tesco which provides varied kind of products and services to the end users in accordance with
the requirement. Furthermore, report covers the sources of information and important corporate
communication for meeting expectations of all related parties.
TASK 1
P1 Explain different types of business information, where the information originates from and
the purpose of the information and analyse them
Within Tesco, 4 different types of information can be communicated. As technology
improves, more ways of communicating becomes available.
Another traditional means of communicating to pass on information is to write it, which
can be used to write to customers to inform them of new products that they may be interested in.
Within Tesco, they also post web-based information on their website, so that their
customers can be quickly navigated to find information such as ‘how to contact us’,’ FAQ’s.
Tesco also use multimedia based information such as TV adverts and Magazine adverts
in order to inform their customers of new products, sales and special event days, but also to
promote their brand as a whole (Anderson and Anderson, 2010).
By providing information through the use of multimedia, when creating TV Adverts to
send information to customers about an up and coming Sale Event, allows customers to take in
the information quickly, clearly and in a method that is memorable.
The purpose of sharing information with our customers via a web-based means of
communication enables their customers to quickly navigate themselves to the information.
The information that is communicated through multimedia, when creating a TV Advert
which informs our customers of an up and coming sale will come directly from the marketing
department internally, however this information was likely to be discussed with other employers
higher in the hierarchy about future developments (Bertocci, 2009).

TASK 2
P2. Present complex internal business information using written document, verbal presentation
and power point as appropriate in the context
Present complex internal business information using three different methods appropriate
to the user’s needs In this assignment I will present internal business information using three
different types of communication methods which are appropriate to the user’s needs. The three
types of methods I have chosen are written, on screen multimedia presentation and verbal
presentations. I have chosen ASDA to do my research upon. ASDA is a global supermarket
which sells groceries, electrical equipment, general domestic equipment, toys and clothing. It is
now subsidiary of the American store Wal-Mart. Today they are the UK’s second-largest chain
by market share. Written- written communication involves any type of interaction that makes us
use the form of a written word (Bishop, 2012).
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. ASDA uses this type of communication to communicate without
different people in the hierarchy system or to one of their customers (Sigmar, Hynes and Hill,
2012). On-screen multimedia presentation- on screen presentation means any sort of information
that is presented on the screen. It can be written so the user can read it. It can be in the form of a
video clip with sound and images aswell (Clifton, 2012).
Verbal communication- verbal communication has more to do with listening then speaking as
you are always dealing with an audience. Verbal communication is best when you need to
discuss something in detail.. There are two types of verbal communication. One is through an
electrical device and the second is face-to-face. With verbal communication it allows quick
response. Asda uses verbal communication because you can say precisely what you mean
without any confusion. It allows passage of accurate information. Verbal information is used
everywhere in ASDA (Dries and Pepermans, 2012).
P3. Produce corporate communications for your organization
1. Recruit talented, senior-level communications executives with solid business skills and deep
knowledge of the company’s products and processes.

More broadly, companies need to give communications chiefs the titles, reporting relationships,
access, and resources to be effective companywide. And that means investing in senior
communications roles for the long-term.
2. Learn to trust and understand the communications function. Management can’t get away with
listening to its communications leaders with half an ear.
3. Let communications leaders advise and educate the C-suite. If corporations need to listen
better to their communications leaders, then the reverse is also true. Communications execs need
to help other leaders understand why they’re important (Ehrich and English, 2012).
4. Eliminate command-and-control communications. “The best companies are transparent, and
when they are wrong, they promptly admit it rather than hide behind ‘corporate speak,
5. Let employees be ambassadors, Clark advises. Don’t gag them on social media. “Smart, far-
sighted companies recognize that if employees are using social media anyway, you might as well
tap that power,” she says.
The Strategy Imperative
The Strategic Communication Imperative" illustrates how critical long-term planning is
to effective corporate communications. The article argues that the "tactical, short-term approach
to communicating with key constituencies" that so many large corporations employ may actually
do more harm than good.
Implementation
The first step toward creating a strategic corporate communications plan itself relies on
strong communications. Gather key management, human resources and marketing personnel to
present the case for formal planning and seek buy-in. Next, work together to outline key areas of
concern. Focus on communication challenges and successes (Jogulu, 2010). Next, create a
formal plan that specifies how key business functions will integrate and share information
externally and internally. During this process, be certain to align the voice and messages
promoted with the company's larger strategic mission, vision and objectives.
Misconceptions
Some business professionals have considered communications strategy a "soft" business
area, suggesting that this type of planning was nice but not necessary to efficient and profitable
operations. Studies conducted over the last two decades suggest otherwise. Formally

documenting a company's communication strategies does positively impact the bottom line. In
fact, consulting firm Watson Wyatt found that companies with the "highest levels of effective
communication experienced a 26 percent total return to shareholders" over a four-year period as
compared to the "-15 percent return experienced by firms that communicate least effectively," as
reported in "The Essentials of Corporate Communications and Public Relations," published by
the Harvard Business School Press (Manning, 2003).
P4 Evaluate the external corporate communications of an existing product or service
External business communication is the exchange of information and messages between
an organization and its external customers outside its formal structure.
One way McDonald’s communicates to its external customers is their website.
Marketing communications and graphic designs are applied to the surface of the package
and the point of sale display. A logo is a visual symbol of an organisation, this could vary from
the signatures of the Coca-Cola and Cadbury’s to the pure creation of the golden arches (The
yellow ‘M’ that symbolises McDonald’s. this is a communication tool that is a basic need to
building a brand and communicating with the target audience. Logos are a necessary part of a
company’s image and the key to their marketing success (Communication, 2017).
Endorsing a famous or well-known person like a celebrity is not cheap; many of them
demand high fees. People will believe an outside person that they know, which they can relate to;
about a business that they are not related to such as Jonathan Ross is a TV presenter of his own
family show.
Sponsorships work like this; an organisation supports an activity, event or another
organisation by giving them money and or other valuable recourses which may relate to them
and in return they may want advertisement on space on their boards or area of event. And if it is
another organisation than it generally requires advertisements space.
TASK 3
P5 Explain the legal and ethical issues in relation to the use of business information
Legal issues
There is also Freedom of Information Act 2000 (that came to effect in 2005) this
includes
Right of access to information held by public authorities. This is when a person request

information to public authority, the authority has to be informed in writing by the public
authority whether it holds information of the description specified in the request, and if that is the
case, to have that information communicated back to them (Anderson and Anderson, 2010).
The Computer Misuse Act 1990 it is a law that does not allow certain activities when
using computers, this include: hacking into other people's systems, misusing software or helping
a person to gain access to protected files on someone's else's computer. Recently we have seen
on the BBC news on how they were hackers on Tesco and how there was no password protection
on users Tesco as the flaw meant that many accounts were viewable with only on click. Below is
the website you can find more information.
Ethical issues
There are also ethical issues that are dealt with using organisational policies and codes of
practise such as: use of email, internet and whistle blowing. These go under business ethics
meaning moral principles concerning acceptable and unacceptable behaviour by business.
Tesco has code of practise when people use their website or internet relating to them and what
the users can and not use Tesco for. For instance users are not allowed to post anything offensive
that can hurt or affect another user (Bishop, 2012).
Whistle blowing is also one of the ethical issues users can use and relate to. This is when
an employee raises a concern about a business practise either to management within the company
or to an outside organisation like the press. In this case Tesco users will be reporting or whistle-
blowing to the owners of Tesco if there is any kind of danger like crime, cyber bullying, fraud or
posting posts that offend other users.
P6. Explain the operational issues in relation to the use of business information
TASK 4
P7. Outline electronic and non-electronic methods for communicating business information,
using examples for different types of audience.
Electronic methods
 It is globally used and can be accessed to anyone. It is primarily used as a medium for
communication to ANYONE. The subheading of electronic communications are the

screen-based and email. The target audience is basically anyone with access to the
Internet. There are massive amount of information on the WWW (Clifton, 2012). It is an electronic form of letter. It is used heavily nowadays. It is however a double
edged as one person can view an email as factual and precise whereas other can view it as
rude and blunt. It is not very reliable form of communication. It is only used for Q&A.
The audience target are the young people and teens (Communication, 2017).
 Non-electronic methods
It is the most efficient form of communication between anyone. It allows both parties to
express what do they want to say and responding to each other. It also enables both
parties to exchanges hard copies as well. The target audience is pretty much wide.
 The invoice lists the quantity of each item, the prices, service description, and a contact
address for payment. It is a legal document which can be used as evidence of an incurred
debt (Dries and Pepermans, 2012).
 It must be of high standards of communication. It must be clear with the information and
should have introduction, details, and how should the reader respond to the letter. It may
give rise to the legal liability. It can be formal or informal, specialised or simple,
impartial or emotional, and/or reasoned or strongly advising. The audience can be anyone
as long as they have literacy skill.
CONCLUSION
The aforementioned report concludes that communication is the most important aspect
through which all business activities are integrated and business can work in the upward
direction. It can also be concluded that electronic and non-electronic communication channels
are helpful for accomplishing the long as well as short term objectives of the business.

REFERENCES
Journals and books
Anderson, L. A. and Anderson, D., 2010. The Change Leader's Roadmap: How to Navigate
Your Organization's Transformation. John Wiley & Sons.
Bertocci, I. D., 2009. Leadership in Organizations: There is a Difference Between Leaders and
Managers. University Press of America.
Bishop, W., 2012. Leadership, an ulterior motive. Journal of Strategic Leadership. 4(1). pp.61-
64.
Cardy, L. R. and Leonard, B., 2011. Performance Management: Concepts, Skills, and Exercises.
M.E. Sharpe.
Clifton, J., 2012. A Discursive Approach to Leadership: Doing Assessments and Managing
Organizational Meanings. Journal of Business Communication. 49(2). Pp.148–168.
Dries, N. and Pepermans, R., 2012. How to identify leadership potential: development and
testing of a consensus model. Human Resource Management. 51(3). Pp. 361–385.
Ehrich, C. L. and English, W. F., 2012. What can Grassroots Leadership Teach us about School
Leadership?. Administrative Culture. 13 (2). Pp.85-108.
Jogulu, D. U., 2010. Culturally-linked leadership styles. Leadership & Organization
Development Journal. 31(8). pp.705-719.
Manning, T. T., 2003. Leadership Across Cultures: Attachment Style Influences. Journal of
Leadership & Organizational Studies. 3(9). pp. 20-30.
Online
Communication. 2017. [Online]. Available through:
<http://mbanotes4begginers.blogspot.in/2012/11/business-communication-and-its.html>.
[Accessed on 6th May 2017].