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Unit 4 P1 M1 D1
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Essay study book BTEC Level 3 National Business Student Book 1 of Catherine Richards, Rob Dransfield - ISBN: 9781846906343 (UNIT 4 P1 M1 D1)
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Daniel Watler Thursday, January 12, 2017Unit 4: Business communicaton
Criteria Brief
P1 - explain diferent types of business informaton, their sources and purposes
M1 - analyse diferent types of business informaton and their sources
D1 - evaluate the appropriateness of business informaton used to make strategic decisions
Scenario
You have been asked to carry out an audit on the types of informaton used within a business in order to report
back to management on the range of informaton used, the ways in which it is used, and the appropriateness of
informaton used in decision making Write a report to show the results of your investgaton into informaton used
by either IKEA or WAITROSE In order to do this, you should complete the following actvites
Task 1
Complete a table like the one below to show the types, sources and purposes of informaton used within the
organisaton Try to include at least two examples of each type of informaton
Type of Example Descripton Purpose Source
informaton
Verbal
Written
On-screen
Multmedia
Web-based
Where possible cross reference your example to evidence of this in your appendices, for example, a
screenshot of web-based informaton or a copy of a letter
Analyse the types of informaton by explaining the range of sources that they come from and explaining
how they meet their purpose
Analyse how the diferent types of informaton work in relaton to each other
Identfy and explain two strategic decisions made by the business
Identfy what informaton was used to make these decisions
Evaluate the appropriateness of the informaton used to make these decisions
Page 1 of 7
,Daniel Watler Thursday, January 12, 2017
Unit 4: Business communicaton
In this assignment I will be describing the types of informaton, where it originates from and the purpose of this
informaton The informaton I will be using will be from a Swedish multnatonal group of companies known as
IKEA
Purpose of Communicaton
There is a huge purpose for good communicaton within a business such as IKEA In a recent artcle published by
‘The Holmes Report’ it details the problems involved with having poor communicaton [9] One of the biggest
points in this artcle that relates to IKEA is the statstc that businesses with highly efectve communicators and
leaders within their business are recorded to have a 47% higher total return to shareholders in comparison to
those without This directly shows the importance of having good communicaton within IKEA which they have
obviously realised due to their huge push of fnance towards the development of methods such as their website
and mobile applicaton These improvements have all had a direct efect on the successfulness of the business as
explained previously
Types of Informaton
There a 5 types of informaton within all businesses, these are;
Verbal
Written
Onscreen
Multmedia
Web-based
Page 2 of 7
, Daniel Watler Thursday, January 12, 2017
Unit 4: Business communicaton
Verbal
The defniton of this type of informaton is ‘The sharing of informaton between individuals by using speech’ [1]
This is the usually most used way informaton is distributed locally through a business and is usually the quickest
method when combatng problems When using this people must ensure that various factors are appropriate to
the situaton, for example the tone of voice used when dealing with a customer should always be calm and
controlled to ensure their query is dealt in a quick and professional manner
IKEA use this source of informaton massively within their stores when greetng and dealing with customers This
allows them to make much better relatonships with the people who enter their store which not only increase the
chance of the individual making a purchase but also massively increases of the customer returning to make repeat
purchases from the business The main purpose for this informaton is to quickly communicate views and
informaton on a variety of situatons and issues within IKEA
The frst example I will be using regarding IKEA for this type of communicaton is the use of staf briefngs This
allows store managers to communicate with their staf in order to express any improvements which can be made
within the stores but also praise those who have notceably worked very well recently This means that employees
moral and motve can stay high through the their tme within the stores which ensures they provide the best
service possible Within these briefs the manager should also inform the working employees about the weeks
promotonal deals, aims and objectves, within IKEA this informaton is communicated verbally on a weekly basis
The advantage of this is that the employees can have a much better understanding of actvites within the store
allowing them to better deal with customers queries if need be The disadvantage of this however would be that
this informaton as expressed in the name is very brief, because of this misunderstandings may be encountered
which could lead to the business facing problems such as bad customer service due to a lack of knowledge
A good type of this informaton which benefts the business when making decisions is customer feedback This
could be the customer informing a member of staf how good or bad their experience was within the store or even
give recommendatons on how they could improve This means that IKEA can evaluate and take this into account
when making decisions within stores For example if the business got a magnitude of complaints to staf about how
the writng on items was too small to read then this then links in with the written source of communicaton within
the business IKEA can then quickly change this to ensure all customers are giving good feedback However, a
disadvantage of this could be that bad reviews can accumulate and if a business is to be associated with poor
customer service or have the general image of being ‘bad’ then this could have a huge impact on the customer
base of the business This is due to people looking at reviews of the store before venturing out to explore them to
then be presented with a variety of critcism and faws Although this does not mean negatve feedback is bad for
IKEA as again it allows them to improve themselves This type of verbal communicaton is external due to it coming
from outside of the business (the customer)
Another good example of this informaton which is used in nearly all businesses not just IKEA is staf informaton
This means that the people high up within IKEA such as directors and area managers can communicate with
employees quickly and efciently without having to meet with every individual in the business This usually means
that the informaton travels through multple people before reaching the desired audience which obviously
presents the business with problems This is because it can mean the informaton is slightly altered through its
travel An example of this would be a director telling all area managers that they want a 10% increase in all in store
sales, this can be misheard or misinterpreted thus leading to false informaton running through the business
However, this source of informaton isn't all bad due to its efcient way of getng simple informaton through a
business very quickly Also because the informaton is communicated verbally in comparison to written it allows
employees to queston certain aims again to get a better understanding
One of the biggest disadvantages for this whole type of informaton is that in most instances informaton is not
recorded which could lead to the business facing problems in the future This could have backlashes when IKEA
wish to look back on previous conversatons to aid them with making business decisions however have no record
of said conversaton This also efects the validity of informaton Another huge disadvantage within this type of
communicaton is misinterpretaton This is where an individual may take certain phrases the wrong way due to
Page 3 of 7
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