Communication Skills for Business: Sainsbury's Case Study Report

This report provides an in-depth analysis of communication skills within a business context, utilizing Sainsbury's as a case study. It begins with an introduction to communication, emphasizing its importance in exchanging information for effective decision-making. The report then explores various communication models, including Aristotle's and the Shannon Weaver model, highlighting their key elements and functions. It further examines different communication systems like optical and radio systems, and duplex and half-duplex systems. Types of communication, such as verbal, non-verbal, written, and visual communication, are discussed, alongside the increasing use of technology like the internet and wireless communication in modern business environments. The report also outlines core principles of communication, including clarity, attention, and feedback, and identifies common barriers to effective communication, such as environmental and social factors. In conclusion, the report underscores the significance of communication for achieving business goals and objectives, emphasizing the value of both oral and written communication.

Unit 3.26 Communication Skills
for Business (TASK1)

INTRODUCTION
 Communication skills refers to a process by which information is
exchange by two individuals in significant manner. There are two
crucial parties such as sender and receiver involve in
communication. In business, communication is important to
exchange necessary information for taking effective decisions. In
the present report the company which is considered is Sainsbury.
It is a well known organization of UK which deals in groceries
and general merchandise at global level.

COMMUNICATION MODELS
 Aristotle’s model
 It is a well known model of communication in which main focus
is on speech & speaker. As per this model, speaker is the most
crucial part of overall communication that is responsible to deliver
speech to audience. In this, five major elements are considered
such as speaker, speech, occasion, effect and audience. These all
elements help in making communication effective so that all the
parties can transmit necessary information in better manner. In
addition, it also enhances overall credibility, capability of
connection in communication process.

CONT..
 Shannon Weaver model:
 This is a model which includes different elements such as sender,
encoder, channel and at the end receiver. Here, main emphasis is
on encoding as well as decoding of message so that both the
parties are able to get proper outcomes. It is often seen that there
are different kinds of disruption occurred during encoding of
message which make it difficult for receiver to interpreted
message in an appropriate way.

EXAMPLES OF COMMUNICATION SYSTEMS
 Optical communication system: It is considered crucial for
various types of networks as well as telecommunications. In this,
there is a transmitter which encodes message into optical signal.
With this optical signal receiver is able to get the message in
timely manner.
 Radio communication system: In this, information is exchanged
between two parties with the use of radio. It is stated that radio
communication system works with transmitter and electronic
waves. There is an antenna which works as a transmitter to
generate signals by using wave. On other side, receiver also
connected with such antenna for getting signals in timely manner.

CONT..
 Duplex communication system: As the name suggest, there is two
equipments are used in this method which are connected with each
other. Here, sender make sure to use proper signal for sending
information to receiver. On other side receiver also receive signals
for providing proper feedback.
 Half duplex communication system: In this, both the parties
cannot use signals simultaneously. For this, sender has to stop to
sending signal so that receiver can respond in an efficient manner.
In this, at a particular time only one party can use the signal for
the purpose of communication.

TYPES OF COMMUNICATION SYSTEM
 Verbal communication: In this, words are used for transmitting
information from one person to another. It can be done through
written as well as oral communication. It is commonly use way
which is adopted in business setting for communicating with
different individuals in an appropriate way.
 Non verbal communication: Unlike verbal communication, there
is no words are used in non verbal communication. Rather, it is
based on using facial expression, gesture for transmitting
information between different individuals.

CONT..
 Written communication: It is often used for business
communication where emails, letters are used for exchanging data
and information. Main advantage of written communication is the
evidence of communication which can be used for future
reference.
 Visual Communication: In this, visual content such as charts,
photographs and more are used to convey message to another
party. Sometimes, visual methods are more powerful then verbal
communication.

DISCUSS USE OF TECHNOLOGY FOR DIFFERENT TYPES OF BUSINESS COMMUNICATION
 In current scenario, use of technology in business is increasing
rapidly. There are different types of technologies are used in
business environment for exchanging necessary data and
information in an efficient manner. With this, it is easy to convey
information from one person to another. Now, effective networks,
internet are used by companies for communication purpose. For
this purpose, different types of techniques used by organizations
are mentioned as under:

CONT..
 Internet: Now, all the individuals are highly depend over internet
for performing different task. In business, internet plays a vital
role in transmitting information. In current business world, video
conferencing has become a crucial part of daily operations.
Companies often use video conferencing to conduct meetings in
an efficient manner. It is only possible with the use of internet
facility.
 Wireless communication: Now, there are a lot of wireless
methods such as emails, fax and more are used for transmitting
information within work place. Emails are considered as one of
widely used medium of communication in professional setting.
So, companies use a lot of wireless techniques for business
communication.

PRINCIPLES OF COMMUNICATION
 Principle of clarity: As per this principle the message need to be
clear so that receiver will be able to interpreted it an proper
manner. It also helps to get appropriate feedback.
 Principle of attention: It is often seen that people are in different
emotions while getting message. But, receiver is required to pay
appropriate attention while getting message in order to avoid any
kind of misinterpretation.
 Principle of feedback: It is stated that receiving feedback is
important as it ensure that receiver has been interpreted message
in correct way.

BARRIERS OF COMMUNICATION
 Environmental barrier: These barriers are related to
environmental conditions. It includes climate changes, noise,
environmental constrains which create problem in effective
communication.
 Social Barrier: It is stated that it is not necessary that receiver as
well as sender both have similar values, thoughts, perception.
They might differ in various social aspects such as status, social
class and more which can create barrier in communication.