An Analysis of Effective Communication in the Context of Tesco Company

This report examines the multifaceted nature of effective communication, exploring various models such as the Shannon and Weaver model, the 7Cs of communication, and the Westley and Maclean model, and their application within an organizational setting. The report highlights essential communication skills, including listening, straight talking, emotion control, and open-mindedness, crucial for successful teamwork and professional interactions, using Tesco as a case study. Furthermore, it analyzes the merits and demerits of technology in communication, acknowledging its impact on efficiency and interpersonal skills. A case study involving Tesco is presented to illustrate the practical application of communication models and the importance of clear, concise, and complete messaging to avoid misunderstandings and achieve organizational goals. The report concludes that understanding and applying these concepts are essential for fostering effective communication and achieving business success.

Effective Team-work
and Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Models of communication...........................................................................................................3
Effective communication skills...................................................................................................6
Merits and Demerits of technology in communication...............................................................6
A case related to communication effectiveness..........................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals:....................................................................................................................9
Online:.........................................................................................................................................9

INTRODUCTION
Communication determines the act of transferring message from one person, place or
group to another. There always two participants in an effective communication- one sender and
second recipient. Effective communication is taken as complex subject as transmission of
information can be affected by a great number of factors. It covers emotions, mediums of
communication, cultural situation and location as well (Bullington and et.al., 2019). That is the
reason effective communication skills are taken into account as desirable by employers
throughout the globe. Technology also plays an essential role and support in effective
communication. Technology indulges various types of channels to communicate such as text
messages, live chat, face to face communication or video conferencing, social media and many
more. Tesco Company is taken into consideration to complete this report. It is a British global
company founded in 1919 by Jack Cohen. It is headquartered in Welwyn Garden City, United
Kingdom. This report will highlight different models of communication in respect of
organisation. It will also outline the various types of communication skills. Lastly, it will
consider the pros and cons of technology in communication.
TASK
Models of communication
Shannon and Weaver model of communication
This model was introduced in 1948 by Shannon and Weaver. It is designed to evolve a
great communication between sender and receiver. Moreover, they identify the factors which
impacting the process of good communication named “noise”. Earlier, this model was aimed to
enhance the technical communication between the parties (Freelon and Wells, 2020). Later, it is
broadly applies in the area of communication. It follows the communication concept in a linear
fashion from sender to receiver with the discussed steps:
 Sender: It starts with sender or information source. They are the person who has message
start with. The sender begins the process by selecting a information to send, another
person to send the information to, as well as the channel through which to convey the
message. There are many ways through which a sender can convey message, it may be
orally, body language, in written formate and much more.

 Encoder: The encoder denotes the machine in which data is converted into signals that
can be transmitted from sender to receiver. It can also be an individual that turns an idea
into written words or spoken words, or sign language to convey an idea to next person.
 Channel: It showcases as the infrastructure that gets message from sender as well as
transmitter through decoder and then receiver. For instances, internet, landline phones or
electric wires are some channels of communication (Graham and Dutton, 2019).
 Noise: It acts as an interruption which creates disturbance in the message while it is on
the way from sender to the receiver. It could interrupt the acknowledgement of
information. It can be internal noise such as misspell a word and external noise such as
traffic pollution.
 Decoder: In this stage, there is need to be device that decodes the information from
waves or binary digits into a format that can be comprehended by the receiver.
 Receiver: It is the phase where receiver finally gets the information or what is leftmost of
it after accounting for noise.
 Feedback: Feedback arises when the receiver reacts to the sender with an intent to close
the loop of communication. They might react to enable the sender comprehend they got
the message. It is subject to criticism.
7C's of communication
It defines as the checklist that focuses on the development and improvement of
professional communication skills and boost the chance that the message will be comprehended
in an exact way as it was aimed. In order to have an effective communication in the chosen
company, the following 7Cs must be understood by the leaders or manager:
 Clear: It is very important that the message should be clear in nature and simple
acknowledgeable to the recipient. The aim is that message should be on single objective
and shall not cover many ideas in one frame.
 Correct: It should be correct in language, free of spelling mistakes and grammatical
error. The message should be well-timed and rigorous.
 Complete: The information should be complete in nature. It must comprise all the
relevant information as needed by the supposed audience.
 Concrete: The message should be concrete in nature that means it should be particular
and clear. All aspects and figures should be clearly defined.

 Consideration: It is vital that sender must take into account the perceptions, knowledge,
background and much more of receiver with an intent to have an effective
communication.
 Concise: The information should be finespun and to the point. The sender should not use
lengthy sentences and more focus on subject in the least possible words. Hence, short and
concise message is more understandable.
 Courteous: It signifies that the sender must take into account the viewpoints or
sentiments of the receiver that the information does not consist any negative or harsh
message that hurts the feelings of receiver. Also, the information should not be biased
and shows the respect for the receiver (The 7 C’s of Communication, 2021).
Westley and Maclean Model of Communication
This model defines how an effective communication takes. It implies the process of
communication for both interpersonal and mass communication. It is best famous for its
acknowledgement of the impact of environmental factors and communication subjectivity. In
case of Tesco, the nine key elements are as follows:
1. Environment: Communication begins with the environment as the person motivate
themselves by seeing factors or stimulus around them. Understanding of the presence of
the surroundings in communication supports to focus on the cultural and social contexts
that affect the ways the person sends and gets messages.
2. Sensory experiences: The communicator experiences defines the way they send their
message. If the speaker feels positivity then the message creates is positive or vice versa.
3. Source: The speaker can have conversation with one person or person that is
interpersonal or mass communication (Schiller, 2010).
4. Object of Orientation of the source : It is subjective the experiences or values of the
communicator or speaker.
5. Receiver: The person who receives the information.
6. Object of orientation of the receiver: It is the subjective experiences or beliefs of the
recipient. The message will be decoded by the person using their own experiences.
7. Feedback: This model implies the feedback loops as important element for influencing
how information are delivered.

8. Gatekeepers: It is more general in mass communication than interpersonal
communication. They implies as editors of information before they passed on to next
recipient.
9. Opinion leaders: There is one main person in the mass communication who is known as
opinion leader. For example, social media influencer or celebrities (Westley And Maclean
Model Of Communication (9 Key Elements), 2021).
Effective communication skills
In order to have an effective and successful communication, there is a necessity to have
following skills that work in bot private and workplace life. In context of Tesco, these skills are
as follows:
 Listening: It is taken as the most significant aspects of successful communication. It is
not just about written or spoken message but also a comprehension of how the speaker
senses during the communication. If the communicator senses that someone is hearing or
understanding, that can support in develop a deeper and strong bond between two.
 Straight talking: Conversation is the foundation of successful communication and must
be not avoided. Even a friendly and simple talks between co-workers can develop mutual
trust and find issues before they become serious (Wang and et.al., 2019).
 Emotion control: Feelings and emotions takes plays an essential role. Making choices
more often influences the manner one sense than other can think.
 Open-mindedness: An effective communicator should come into any conversation with
a flexible as well as open mind. Be open to hearing to and knowing the other person's
viewpoint, instead than simply getting the communication crossways. By being ready to
come into a conversation, even with people with who one argues, one will be able to have
more productive and honest conversation.
Merits and Demerits of technology in communication
Technology in communication defines the electronic systems utilised for communication
between person or persons. It provides an ease for those person or persons who cannot be able to
present physically at the same location. These technologies are telex, telephone, fax, television,
radio, video and much more are covered which based on computer technologies. The following
are merits and demerits of technology of communication are as follows:
Merits:

 Speed and time: With the help of technology or internet based communication helps in
saving time and money. It is because it is much quicker and cheaper to transfer
information around. Anyone can communicate throughout the universe through text
messages or emails.
 Job creation: It is the greatest pro side of technology in communication that it creates
new and exciting jobs. Web designers, computer programmes, system analysts, hardware
and software developers and much more new opportunities developed by ICT
(Information Communication Technology).
 Eliminates the cultural gap: The technology has aided the bridge the gap. People fro,
diverse places can simply communicate with each other, allowing the exchange of views
or ideas.
Demerits:
 Privacy: Although the technology has made the communication convenient quicker,
easier and convenient, privacy and security issues have emerged. From signal
interceptions to email hacking, extreme level people more troubles with this issue.
 Loss of interpersonal communication skills: Texting, email, cell phones and social
media have hugely replace the interpersonal or face to face conversation. One short
conversation can limit the multiple texting, emails or phone calls. The ability to select
people one interact with as on Twitter or Facebook is not the option in the workplace,
whether dealing with team-mates or clients (Zhou and et.al., 2019).
A case related to communication effectiveness
By taking an illustration of Tesco Company, it is found the effective communication
enables employees or other workers to work effectively in respect of overall goal attainment.
Leaders and managers always try to focus on successful communication with employees. There
is always a time when leaders intent to create a training and development session of their
employees in which they have to communicate with selected candidates to convey the time and
place, and decide on which modes of communication to be used in the process. But, it is seen
that message is not provided in an effective way and resulting lost the aim of communication
process. The reason is lack of clarity and understanding in the message such as they have to
communicate the time of 2o'clock in which the unclear is a.m. or p.m. Employees get confused
due to the lack of clarity and poor communication. For this reason or issue, the recommended

theory or model of communication is 7C's of effective communication (Holliday, 2020). It is the
theory which defines seven C's of communication that are clear, complete, concise,
consideration, correct, courteous and concrete. This model helps in understanding the seven key
elements which are effective and essential in a successful communication.
CONCLUSION
From the above state report, the conclusion is that communication takes between two or
more persons. It is two-way process in which one person send the message to another person or
group. It can be interpersonal or mass communication. There are various models or concepts are
covered in this report such as Shannon and Weaver model of communication, 7C's of
communication and Westley and Maclean model of communication. Communication skills are
essential for any person who speaks or communicates the message and the person who listens the
information. Some of key skills are open-mindedness, listening, straight-talking and emotion
control and much more. At the end of this report, there is a discussion based upon the technology
in communication. It helps in creating ease, convenience, quick transmission of message and
much more. On the other side, there is a threat of hacking the information or lost of data. Some
of the technologies used in communication are social media platforms, telephone, SMS and
much more.

REFERENCES
Books and Journals:
Bullington, J. and et.al., 2019. Communication skills in nursing: A phenomenologically-based
communication training approach. Nurse Education in Practice, 39, pp.136-141.
Freelon, D. and Wells, C., 2020. Disinformation as political communication. Political
Communication, 37(2), pp.145-156.
Graham, M. and Dutton, W.H. eds., 2019. Society and the internet: How networks of information
and communication are changing our lives. Oxford University Press.
Holliday, A., 2020. Culture, communication, context, and power. The Routledge handbook of
language and intercultural communication, pp.39-54.
Schiller, H.I., 2019. Communication and cultural domination. Routledge.
Wang, Y. and et.al., 2019. Fusion of the 5G communication and the ubiquitous electric internet
of things: application analysis and research prospects. Dianwang Jishu/Power System
Technology.
Zhou, Y. and et.al., 2019. Fog computing enabled future mobile communication networks: A
convergence of communication and computing. IEEE Communications
Magazine, 57(5), pp.20-27.
Online:
The 7 C’s of Communication, 2021. [Online] Available through:
<https://worldofwork.io/2019/07/the-7-cs-of-communication/>
Advantages and Disadvantages of Internet Communication, 2021. [Online] Available Through:
<https://eztalks.com/unified-communications/advantages-and-disadvantages-of-
internet-communication.html>
Westley And Maclean Model Of Communication (9 Key Elements), 2021. [Online] Available
Through: <https://helpfulprofessor.com/westley-maclean-model/>