Effective Communication in the Tesco Business Environment

This report analyzes business communication strategies within the context of Tesco, a multinational grocery and general merchandise company. The report examines the communication needs of both internal and external stakeholders, emphasizing the importance of tailored communication approaches. It explores various communication models, including Shannon Weaver and linear models, and evaluates the effectiveness of different communication systems. Factors influencing the choice of communication media, such as message urgency and cost, are discussed, along with the critical role of grammar, spelling, and conventions in business communication. The report also delves into planning and structuring communication media, overcoming communication barriers, and the application of communication theories and body language. Proofreading techniques and the identification of purpose and audience are highlighted. The report emphasizes the selection of appropriate communication media, presentation formats, and styles. It underscores the significance of adapting communication to specific audiences, adhering to business practices, and using correct grammar. Finally, it addresses the importance of identifying the nature, purpose, and audience of information, using appropriate language and body language, and responding appropriately in various situations.

Communicate in a business
environment

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1.1 Analyse the communication needs of internal and external stakeholders.............................4
1.2 Analyse the different communication models that support administration..........................5
1.3 Evaluate the effectiveness of different communication systems..........................................5
1.4 Explain the factors that affect the choice of communication media.....................................5
1.5 Explain the importance of using correct grammar, spelling and conventions in business
communication............................................................................................................................6
1.6 Explain the factors to be taken into account in planning and structuring different
communication media.................................................................................................................6
1.7 Explain ways of overcoming barriers to communication.....................................................6
1.8 Explain the use of communications theories and body language.........................................7
1.9 Explain proof-reading techniques for business communications..........................................7
2.1 Identify the purpose and audience of the information to be communicated.........................7
2.2 Select communication media that are appropriate to the audience and information to be
communicated.............................................................................................................................8
2.3 Present information in the format, layout and style that is appropriate to the information to
be communicated........................................................................................................................8
2.4 Follow agreed business practices when communicating in writing......................................8
2.5 Adapt the style and content of a communication, appropriate to specific audiences............9
2.6 Present written communications that are clear, expressed in correct grammar and reflect
what is intended...........................................................................................................................9
2.7 Meet agreed deadlines in communicating with others........................................................10
3.1 Identify the nature, purpose, audience and use of the information to be communicated....10
3.2 Use language that is correct and appropriate for the audience’s needs...............................11
3.3 Use appropriate body language and tone of voice to reinforce messages...........................11
3.4 Identify the meaning and implications of information that is communicated verbally......11
3.5 Confirm that a recipient has understood correctly what has been communicated..............11
3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards...............................................................................................................12

CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Communication refers to transferring information and knowledge to one place to other
with help of mutually understood signs, symbols and semiotic rules. It is very essential to
communicate with negotiation to achieve goals and objectives. Effective communication helps in
build strong relationship between employer and employees, which enables to improve morale
and efficiency in organisation. This report is based on Tesco which is a multinational groceries
and general merchandise company, its headquarter is in England, UK. It is the third largest
retailer in whole world in perspective of gross revenue. This report is based on communication
and its importance with needs to communicate with internal and external stakeholders. It
elaborates its models and effectiveness of communication system with relevant choice of media
and importance of using grammar, punctuation and sentence structure in right manner. It also
elaborates barriers in communication and role of theories with body language.
MAIN BODY
1.1 Analyse the communication needs of internal and external stakeholders.
Stakeholders plays very vital role in organisation growth and development, there are two
major types of stakeholder in which internal that are entities in business such as employees,
managers, board of directors and investors. In external stakeholders who are not part of business
but influence business proceedings in that consumers, regulators and investors includes (Andriof
and et.al ., 2017). Communication with each stakeholder is very important however they play
minor role. Tesco have to give relevant information by both in formal and informal way. All
stakeholders have to be updated with project status, internal stakeholders have to know about
type of business and specific details about product and procedures with problems in Tesco.
External stakeholders have to know about branding, sales and promotion with events and

sponsorship so that both can give their potential participation in organisational growth and give
relevant suggestions (Bargiela-Chiappini, Nickerson and Planken, 2013).
1.2 Analyse the different communication models that support administration.
There are different types of communication models in which Shannon Weaver that was
designed of mirror functioning of radio and telephone technologies. In initial stage of three
primary parts consist sender,receiver and channel. In that model channel was telephone itself
from that one person hear others. There some static interference while listening a conversation
with others. Other model of communication that is linear model in which communication occurs
in one way. In that model sender encode message and receiver decode it in presence of noise. So
every organisation follow these communication models to share relevant information and
knowledge to get better results (Bovee and Courtland, 2012).
1.3 Evaluate the effectiveness of different communication systems.
There are different types of communication system in which consist of optical
communication system,radio communication system, Duplex communication system and Half
duplex system. It helps in sharing of information and knowledge to groups and individuals. They
play crucial role in sharing information in optical communication system transmitter transform
information in to signals. In radio communication system information share with radio in which
transmitter and receive connect by antenna it is helpful for organisation to share information to
their target audience’s. In duplex communication system two communication equipments
connect with each other in both direction and helps in communicate in smooth manner it is an
effective tool to deliver potential information. In half duplex communication system two parties
can not communicate simultaneously, at a time only one person can send its message by giving
message to other party . So it is also an effective system in sharing information (Castells, 2013.).
1.4 Explain the factors that affect the choice of communication media.
There are different factors that affect in choice of right media type by nature of message,
in which message should be urgent, confidential, private and important message should be
framed in ordinary, routine, open and in less important form and these factors helps in choose
right type of media. The another factor is cost, cost of sending message is major factor that also
depends on spending power of organisation. If save and record of data is important for an
organisation then it should be best to select written mode, other wise oral communication is

sufficient to attain goals. Distance is other factor while selecting right communication media,
channel should be selected whether it is far or near.
1.5 Explain the importance of using correct grammar, spelling and conventions in business
communication.
In business communication correct grammar, spellings and conventions plays very major
role written communication should be framed according to organisational standards and
formality. It is very important that it should be in proper structure so that it become easy to
understand. In case of grouping information appropriated to use headings, subheadings according
to topic that helps in easy to read and understand well. Consideration of audience also an
important factor, if they are not able to understand jargon language and abbreviations. In case of
written form of sharing information, need to use right grammar and spellings that impact on
reader and make it understandable. So both in written and verbal communication all factors
grammar, punctuation and spellings should be appropriate so that it can fulfil organisational
goals and objectives ( Charter, 2017.).
1.6 Explain the factors to be taken into account in planning and structuring different
communication media.
There are different factors that should be considered while planning and structuring
different communication media in which consumer traffic, choice and preferences, competitors
strategy analysis and target market. Consumer traffic means consumer activation on different
media such as consumers mainly active on social media so Tesco focus on advertise their
products on that media channel. Competitors analysis regarding its communication channel and
from which source it advertise or communicate with their consumers and on other hand choices
and preferences of consumers should be evaluated so that advertisement message should be
frame accordingly (Gonrad and Newberry, 2012.).
1.7 Explain ways of overcoming barriers to communication.
Communication in which many types of barriers occurs that should be overcome by
different ways by eliminate noise and distractions that arise when communicate with someone.
Sometimes sending GIFs or memes to co-workers create distraction that affect productivity. In
that case workers have to encourage to communicate what is needed and appropriate. To

overcome from barriers of communication needed to avoid use of slang and casual language in
both written and verbal communication (THE 7 BARRIERS OF COMMUNICATION. 2019.). To
make communication effective need to eliminate cultural differences so that workers come
together and contribute for organisational goals. Also another way to communicate effectively
organisation and workers have to ready for questions and answers, ready to give answers of co
workers when they feel communication gap (Cerraro and Briody, 2013).
1.8 Explain the use of communications theories and body language.
Communication theories and body language plays very important role to make
communication effective. It enables to develop understanding of technical aspect of
communication. It gives guidelines how to people communicate with each other. It gives
mathematical framework to foster insights of complex nature of human communication. On
other hand body language is more effective than verbal language, human communicate verbally
but sometimes it communicate with body, gestures, postures so if it not appropriate according to
situation then it gives negative mean and spoils communication objective. Audience respond in
more effective way when presenters body language is alive and energetic enough. That helps in
communication in most effective way and very impressive also (Fleischmann and et.al ., 2012).
1.9 Explain proof-reading techniques for business communications.
Proof reading is significant component to eliminate probability of mistakes, eradicate
imperfections and grammatical mistakes which badly impacts on organisation reputation. There
are some proof reading techniques that helps in improve in communication that is always use
simple language by use active voice and avoid slang with long sentences. Communication efforts
should be convey message with minimum efforts in short span. Another way to proof reading is
matter should be precise and clear. Audience search direct message rather than want other
sources to understand meaning of message. Hence to reach at large consumer base and make
communication effective message should be in proper format so that it directly understand by
target group and give desirable results.
2.1 Identify the purpose and audience of the information to be communicated.
Purpose and audience means whom organisation have to communicate and objective that
have to fulfil. In case of Tesco, aimed to launch a new product in bake food so that it can fulfil
their product line. The purpose of launch a new product is to complete product line and satisfy

their existing with grab large no. of new consumers. While launch a new product organisation
have to share information of new product in which features, size, quantity and brand name from
which it is associated and price in comparison to their competitors a important and relevant
information should be shared with consumers so that they connect with consumers by selecting
right media type.
2.2 Select communication media that are appropriate to the audience and information to be
communicated.
To get attention of large consumer base, needed to select right media to communicate
with the target market. According to above scenario Tesco target audience is children's so their
needs and preferences should be considered. Tesco select the communication channel that is TV
and internet because children's give mostly time on watching TV and internet is also suitable
mode to reach at large no. of consumers. In TV right time and space should be selected so that
potential results should be achieve. Right content and message is also an important variable that
brings desirable results (Gloor, 2012).
2.3 Present information in the format, layout and style that is appropriate to the information to be
communicated.
The advertisement format should be in appropriate manner that easy in understand,
precise and appropriate also to make communication suitable and appropriate also. According to
the consumer base product advertisement should be feasible and attract lot of consumers and
give proper information so that they can select best products out of range of products. The format
should be informal to give message so that consumers connect it directly. Style should be
assertive in which their moto is believe on self and others also valuable and skills to deal in
adverse situation in proper manner. Communication style is effective, states limits and
expectations and characteristic is non judgemental, confident and self aware. In that scenario the
whole scenario should be appropriate and clear before potential consumers (Grunig, 2013).
2.4 Follow agreed business practices when communicating in writing.
There are some business practices that helps in communicating in better manner by
considering different things. While writing should be in clear or lucid form that helps to
consumers in understand message which deliver by Tesco. To write best message sentences

should be short and provide message that deliver by them. In best practices not use jargon
sentences it gives impressing results. When write something to employees or consumers
information or message should be in complete and concise manner so that it help in get desirable
results. Messages should be write in professional way by avoiding not necessary enthusiastic and
exclamation points but always write sincerely, best regards so that writing should be impressive
(Guffey and Loewy, 2012).
2.5 Adapt the style and content of a communication, appropriate to specific audiences.
In case of Tesco when it aimed to launch a new product they has to communicate with
target audience by appropriate media. Their target audience is children's so they have to choose
style of message that is simple to understand and informal so that it connect consumers directly.
There are consumer segment is young people that interested in eating healthy food so they can
enhance their market share. In their message visuals, display and animation should be display.
Content in proper format and precise also so that they can know each and every information that
is delivered by organisation about their product and services. Style should be informal and
verbose language and words should not be use in it ( Law, Buhalis and Cobanoglu, 2014.).
2.6 Present written communications that are clear, expressed in correct grammar and reflect what
is intended.
We are glad to inform you that our organisation aimed to launch bakery products in the
market of UK to give you delighted experiences. Our main objectives is to satisfy our
customer's need by providing them quality services. We provide new product on all outlets
and stores after end of that month.

Hence advertisement should be precise and clear to their target consumers and attract a lot
towards products and services.
2.7 Meet agreed deadlines in communicating with others.
Deadlines are very important for achieving goals and missions at appropriate time in
business communication. While commencing something new need to set meeting and end date of
that project because without deadlines work should not be managed in proper way and
appropriate results also not achieved. In case of Tesco it aimed to launch a new product all
activities should be in appropriate time frame so that results should be gained at desirable time
period. Organisation have to advertise its products approximately 2 months before its lunching
and distribution of brochures before two weeks of launching of products. Further communicate
with stakeholders should be during the planning of product so that they can give consent over it
(Pearson, 2017).
3.1 Identify the nature, purpose, audience and use of the information to be communicated.
The nature and purpose of communication should be clear and in precise format, Tesco's
target audience is children's and young population whom they have to communicate. The nature
of information should be informal and not verbose so that it can be understandable for
consumers. Purpose of communication is to spread market share and grab large no. of consumer
base by observing their needs and wants. With the help of advertisement campaign they can
increase in goodwill and complete their chain of products so that they can satisfy consumer
demand. hence nature and objective should be clear before everyone that have major contribution
in organisational development.

3.2 Use language that is correct and appropriate for the audience’s needs.
Language play vital role in organisation while it launch a new product and plan to expand
in its existing product line. Information and database that should be share with consumers so that
they know about new product and services that launch by them . The target audience of Tesco is
children's and young generation so they have to communicate by observing their needs and
wants. Language should be precise and clear enough so that it can complete marketing goals and
objectives in desirable way. So before launching a new product and services in market
organisation have to relevant data and information to frame advertisement campaign accordingly
and that helps in share relevant data and information (Scheer, 2012.).
3.3 Use appropriate body language and tone of voice to reinforce messages.
Body language is an important attribute in communication in businesses with gestures,
postures and glance are important part that make communication complete and effective also. In
case of Tesco it show their advertisement by visuals and other communication methods and tone
of voice that deliver positive aspect and enhance enthusiasm in consumers to get their products
when it launch in market. Message should be innovative enough and give clear message to
consumers.
3.4 Identify the meaning and implications of information that is communicated verbally.
In business environment communication plays very important role to achieve desirable
results. In organisation when information and data need not to save then verbal communication
avail by them. It is easy to share and feedback process also frequent so in case of Tesco it launch
a new product in market so to communicate with large no. of people they have to use verbal
communication method. It is very effective and not too costly and give positive impact on
organisation work and processes because they feel loyal that organisation display all information
to them (Union, 2014).
3.5 Confirm that a recipient has understood correctly what has been communicated.
When organisation communicate with their potential consumers and others stakeholders,
it is very necessary to observe that they understand it in proper manner or not. In that case
feedback and reviews are very important. In scenario of Tesco when it launch a new product in
market they have take feedback from them and increase in sales and revenue also an mark that
recipient understood in correct manner that has been communicated with them. When success is

achieved by organisation it means that all stakeholders understand that has been communicated
with them.
3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards.
In an organisation when communication not in effective manner then it creates lot of
problem such as lack in coordination, communication gap and mismanagement are results of
them. In that case organisation have to find out the root cause of problem and not to create chaos
instead of that deal in peaceful manner (Union, 2014). If problem arise due to culture differences
then potential training and guidelines have to provide them so that desirable results should be
achieve. In case of Tesco at time of launch a new product if any type of communication gap arise
then they have to find out root cause of problem and give guidelines accordingly. To accord with
situation organisation adopt fair wage system and anti discrimination laws to protect rights of
employees.
CONCLUSION
From the above report it has been concluded that business communication is an important
attribute in organisational growth and prosperity. Communication should be help in information
of internal and external stakeholders of business to inform about changes and planning of
launching a new product. Models and communication channels helps in communicate with target
market and eliminate distraction that arise while communicate in business. Punctuation, grammar
and style of writing gives impressed results and attract a large no. of consumers and different
factors should be consider while launch a new product into market structure of communication
and methods of elimination of barriers so that effective results should be accomplish.

REFERENCES
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Scheer, A. W., 2012. Business process engineering: reference models for industrial enterprises.
Springer Science & Business Media.
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