Unit 4: Business Communication

This report analyzes the various aspects of business communication at Asda, focusing on internal and external information, legal and ethical considerations, and operational challenges. It emphasizes the significance of effective communication strategies in enhancing business operations and decision-making processes.

Unit 4. Business communication

Table of Contents
INTRODUCTION.....................................................................................................................3
TASK 1.................................................................................................................................3
P1 Explain different types of business information.........................................................3
TASK 2.................................................................................................................................4
P2 Produce complex internal business information.........................................................4
P3 Produce corporation communication for chosen organization...................................5
P4 Evaluate the external corporate communications of an existing product or service. .7
TASK 3.................................................................................................................................8
P5 Explain the legal and ethical issues in relation to the use of business information....8
P6 Explain the operational issues in relation to the use of business information............9
TASK 4...............................................................................................................................10
P7 Outline electronic and non-electronic methods for communicating business
information using different examples............................................................................10
CONCLUSION......................................................................................................................10
REFERENCES.......................................................................................................................11

INTRODUCTION
Business information includes all such data about internal and external aspects
that influences the operations of an organization. Collection of business related
information is essential for undertaking effective business decisions and also for
managing the organizational work processes in effective manner (Antonov, 2013). Thus,
in this context the present research study has been made on Asda which is a retail entity
in UK and which needs to focus on business information systems. Regarding this,
discussion has been included about types of business information along with their
purpose and necessity. Furthermore, researcher has also stated external corporate
communication and effectiveness of business information in success of the organization.
Moreover, the study is also focusing on legal and ethical issues which are associated with
business information. Lastly, researcher has mentioned use of electronic and non-
electronic methods for communicating business information.
TASK 1
P1 Explain different types of business information
Business information can be collected in any form at Asda; however, there are
basically two sources of collecting information about business. The first one is
assessment of internal sources in which Asda needs to review the internal business
practices to analyze how the business is operating all its departments (Müller, Koslowski
and Accorsi, 2013). For instance- internal assessment helps in ascertaining performance
of sales department and production department. Performance of employees can also be
ascertained through reviewing and monitoring business operations. Other source is
external in which Asda needs to review the market conditions so that level of
competition can be ascertained. Business information has a direct impact on the products
and services and decision making aspects.
External or internal business related information both holds major importance
in Asda. Written, verbal, multimedia and onscreen are some of the categories that aid
Asda to analyze the collected business information (Kern, 2014). Moreover, all such
information is significant for Asda for undertaking strategic business information. For

instance- researching about market conditions aids Asda to know about the competitors
and their business strategies. Thus, accordingly business can also come up with new
business products and services as per the taste of customers. This is not only useful in
meeting customer’s need; but also, it assists in enhancing market share of Asda in retail
sector (Cassar, Ittner and Cavalluzzo, 2015). Henceforth, from the discussion both
external and internal business information is essential for Asda.
Other sources include written, verbal and electronic which requires different
processes to collect information about business functions. Written sources like published
articles and journals can be used to get specific information such as market situation,
competitor information and overall situation of business. On the other verbal sources like
expert advice and leader’s opinion can be acquired to gain knowledge about business
standards. Electronic source can also be used by getting appropriate access for library and
other published format; however this needs subscription to get free access.
TASK 2
P2 Produce complex internal business information
ASDA
Mission statement
The mission statement of Asda includes long term direction for the business; hence the
business includes new provisions in the operations.
“To be Britain’s best – value retailer through meeting customer’s needs always”
Vision

Asda aims to include all the stakeholders in business practices so that organizational
aspects can be underpinned. The vision statement includes appropriate deals and
services to all the associated entities.
“To make goods and services more affordable for everyone”
Values
Asda focuses on several values which aid the business entity to get more opportunities
of growth and success. In this respect, every business dimension is valued.
 Respect for the individual
 Strive for excellence
 Affordable and convenient services to the customers
Aim and Objectives
The main aim of the business entity is to be the valuable service provider of Britain and
in this respect; Asda has included several new provisions to enhance business
capability.
 To deliver affordable and convenient services to the customers
 To maintain the brand value
 To retain the customers through focusing on providing value added services.
Thus, based on above leaflet, it can be said that Asda has been focusing on
numerous aspects to enhance the sustainability aspects (Brooks, Heffner and Henderson,
2014). The business has wide range of products and services; hence information about the
same should be suitably communicated to the end users. This will not only aid in
increasing sales; but it will assist in generating more awareness in the market place about
retail services.
P3 Produce corporation communication for chosen organization
To promote Apple juice of Asda, proper promotional strategy is being developed.
This is also useful in maintaining communication with the customers regarding the
availability of product.
APPLE JUICE ASDA

The product is useful for health-conscious people who find different ways to maintain
healthiness. To promote the product, Asda has used branding strategy to attract more
number of customers.
With the help of branding strategy, it is essential for Asda to focus on numerous
customers and at the same time, awareness can be generated among customers
regarding new and diverse juice products of Asda.
Corporate Communication is essential for Asda because it is a marketing function
whose main aim is to disseminate information to others as a part of corporate strategy.
This includes proper execution of corporate strategy through developing suitable message
for the end users regarding business purposes (Davenport, 2013). Moreover, with the help
of corporate strategy, long term aim and objectives can be determined and accordingly it
can contribute in growth and success facets.
Suitable promotional strategies are required to be adopted so that large market can
be covered (Cassar, Ittner and Cavalluzzo, 2015). Along with this, it is also essential for
Asda to focus on product packaging strategies as that holds more importance in
encouraging customers towards Apple Juice. This is not only vital in amending business
success; but it can contribute in acquiring interest of other business entities. Furthermore,
Asda can also acquire competitive edge over other industrial players in retail sector of
UK.

P4 Evaluate the external corporate communications of an existing product or service
It is essential for Asda to develop corporate communication as that enhances the
marketing strategies of business. At the same time, it is also crucial for Asda to
emphasize on developing new business deals with other industry players. External
corporate communication is also essential for the purpose of ascertaining the level of
competition (Gray, Issa, Pye and Troshani, 2016). Apparently, there are various business
entities working in UK with same sorts of products and services; hence in such respect it
is vital for Asda to focus on meeting more competitive advantage. Thus, according to
competitor’s products, new innovation and creativity can be added to products of Asda
(Galliers and Leidner, 2014).
At the same time, it can also be said that corporate communication will assist
Asda to emphasize on other market facets so that brand image of the business can be
enhanced. Focus could also be laid on product packaging as that is an enticing element
which aids in grabbing attention of customers. However, on the other side, the product
(Apple Juice) is also required to meet the needs of end users; hence quality ingredients
should be included (Kern, 2014). Thus, according to the taste and preferences of
customers, products should be brought at market place. Appropriate mediators and
suppliers needs to be included at the time of distributing the product to the end users.
External communication holds vital importance; henceforth Asda needs to emphasize on
the same.
Advantages
 External corporate communication is useful for Asda since it will aid the business
entity to inform the public about different products and services; therefore it can
have direct impact on company’s revenue and profitability.
 It is also useful in developing suitable communication among all business
stakeholders; hence overall situation of the business could be improved through
the same.
 With the help of such communication process, interest of external bodies can be
acquired.
Disadvantages

 Sometimes, external communication process fails to communicate information
suitably.
 It can also create barrier in delivering timely services.
 Corporate communication requires time; hence this may affect other business
activities.
TASK 3
P5 Explain the legal and ethical issues in relation to the use of business information
At the time of conducting business operations, it is essential for Asda to consider
all ethical and legal aspects so that suitability of business aspects can be maintained
accordingly. Legal and ethical aspects are essential so that only accurate and relevant
aspects can be included in business dimensions (Nielsen, 2013). While using information
in business management, it is essential for Asda to focus only on relevant and appropriate
aspects as then only other parties may rely on the business sources. For instance- at the
time of developing any new product, it is crucial for Asda to trademark that product so
that business can safeguard its innovation. This is also mandatory in terms of managing
legal aspects (Müller, Koslowski and Accorsi, 2013).
Furthermore, Asda is also required to emphasize on ethical dimensions in which
proper and accurate methods should be used so communicate the information from one
place to another. At the same time, ethical dimensions must also cover product
promotional facets which change the preferences of customers. In this respect, an
example can be given here (Ogiela and Ogiela, 2014). For instance – while advertising
Apple Juice, it is significant for Asda to include only relevant and authentic information
so that business can attract more number of customers. Therefore, all the dimensions
should be appropriately used in the communitarian procedure. This will also aid in
managing all organizational facets in legal manner.
These legal framework are also required to be used while using business information:
 Data Protection: Data Protection Act is developed for the purpose of protecting
business related information in safe and secure place. This is also essential in
terms of avoiding unauthorized disclosure of business information.

 Computer Misuse Act: The present act is being designed to protect computer
against wilful attacks; hence it aids Asda to safeguard information from theft and
illegal disclosure. At the same time, it also reduces issues such as hacking and
damaging software.
 Freedom of Information Act 2000: This act is useful for the purpose of giving
right of access of information which is held by public authorities. This has been
implemented in all organizations of UK especially on national level.
P6 Explain the operational issues in relation to the use of business information
Under operational requirements, Asda has to ensure that all business-related
information is secured in database as that comes under the major requirements of
business entity. Internal business related information is essential for Asda to secure so
that only authorized people can access it. Similarly, Asda also needs to ensure that safety
measures are being adopted by the organization in terms of preventing the changes of
accidents and hazards (Schaper, Volery, Weber and Gibson, 2014). At the same time,
focus should also be laid on creating balance among new measures to safeguard all
business operations in effectual manner. Operational issues may include- employee
resistance to manage change, unavailability of resources, staff training and etc.
Thus, considering such facets, it is essential for Asda to develop new systems so
that information can be protected in effective manner. Moreover, with the help of new
system, Asda will also be able to focus on protecting the data in complex software
which is not easily accessible. There must be huge concern on data protection so that
business value can be enhanced (Schmidt, Möhring, Maier, Pietsch and Härting, 2014).
Along with this, Asda is also required to emphasize on staff training so that people can
get to know about the methods that are essential to be applied in business for more
security and safety. Employee training is also essential in terms of meeting all the
aspects of organizational values. Besides this, employee training will also assist the
organization to deliver suitable services to the end users.

TASK 4
P7 Outline electronic and non-electronic methods for communicating business
information using different examples
Asda can emphasize on different electronic and non-electronic methods of
communication so as to communicate information from one department to another. This
holds more value in managing the process of communication. Electronic methods can
also be used such as internet website, e-mail and conferences (Trenner, 2013). With the
help of such methods, accurate and desired information can be used according to business
standards. This is yet another method through which business related information can be
secured in effective database. Further, only requisite people can be involved in
company’s matters.
Moreover, Asda can also focus on non-verbal modes of communication which are
non-electronic as well as letters, phone calls and direct meetings. These sources are
useful for taking immediate actions; however, that does not give any sort of
documentation of the information (Sharda, Delen and Turban, 2013). Hence, these
methods will help Asda to communicate with the end users and at the same time, the
business can also transmit important communication to the stakeholders. Thus, in
different situations Asda can use electronic as well as non-electronic methods.
CONCLUSION
Summing up the entire research study, it can be said that Asda needs to adopt
diverse methods of communication so that requisite data about the external and internal
business aspects can be grabbed. Moreover, in this facet, it is also crucial for the business
entity to consider the importance of ethical and legal dimensions while collecting data
about the business. Similarly, at the time of communicating with the end users, Asda
needs to ensure that relevant and prominent information is being given to the customers
for maintaining their interest level.

REFERENCES
Antonov, A., 2013. New business-oriented global/regional information
network. International Journal of Business Information Systems. 12(3). pp.321-
334.
Brooks, G., Heffner, A. and Henderson, D., 2014. A SWOT analysis of competitive
knowledge from social media for a small start-up business. The Review of
Business Information Systems (Online). 18(1). pp.23.
Cassar, G., Ittner, C. D. and Cavalluzzo, K. S., 2015. Alternative information sources and
information asymmetry reduction: Evidence from small business debt. Journal of
Accounting and Economics. 59(2). pp.242-263.
Davenport, T. H., 2013. Process innovation: reengineering work through information
technology. Harvard Business Press.
Galliers, R. D. and Leidner, D. E., 2014. Strategic information management: challenges
and strategies in managing information systems. Routledge.
Gray, H., Issa, T., Pye, G. and Troshani, I., 2016. Management Information Systems, 1st
Australasian Edition. John Wiley & Sons.
Kern, R., 2014. Introduction. In Dynamic Quality Management for Cloud Labor
Services (pp. 3-7). Springer International Publishing.
Müller, G., Koslowski, T. G. and Accorsi, R., 2013. Resilience-a new research field in
business information systems?. In International Conference on Business
Information Systems (pp. 3-14). Springer Berlin Heidelberg.
Nielsen, K.M., 2013. Biosafety data as confidential business information. PLoS Biol.
11(3). p.e1001499.
Ogiela, L. and Ogiela, M.R., 2014. Cognitive systems for intelligent business information
management in cognitive economy. International Journal of Information
Management. 34(6). pp.751-760.
Schaper, M. T., Volery, T., Weber, P. C. and Gibson, B., 2014. Entrepreneurship and
small business.
Schmidt, R., Möhring, M., Maier, S., Pietsch, J. and Härting, R.C., 2014. Big data as
strategic enabler-insights from central european enterprises. In International

Conference on Business Information Systems (pp. 50-60). Springer International
Publishing.
Sharda, R., Delen, D. and Turban, E., 2013. Business Intelligence: A managerial
perspective on analytics. Prentice Hall Press.
Trenner, L., 2013. Business coaching for information professionals: Why it offers such
good value for money in today’s economic climate. Business information review.
30(1). pp.27-34.