mb0039-summer drive assignment-2012 2
TRANSCRIPT
ASSIGNMENT-02/02
Name:
Registration No:
Learning Center:
Learning Center Code:
Course: MBA
Subject: Business Communication
Semester: 1
Subject Code: MB0039
Date of submission: 22.08.2012
Marks awarded:
Directorate of Distance EducationSikkim Manipal UniversityII Floor, Syndicate House
Manipal – 576 104
Signature of Coordinator Signature of Center Signature of Evaluator
-----------------------------------------------------------------------------------------------------------------Important Note to the Students:-----------------------------------------------------------------------------------------------------------------
The student must submit all the assignments given per course per semester to thelearning Center.
Assignment marks will be accounted for your Internal Assessment. Assignments should be submitted within the time given. Please answer all the Assignments on ruled sheets. Write in your own handwriting.
Write in your own words. Do not copy. Assignments which are not original /copied shall be awarded zero marks.
Write neatly and legibly in the prescribed format.
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Comments by the Subject Evaluator: (Subject expert will give comments onoverall content, reliability, correctness and appropriateness of informationprovided)-----------------------------------------------------------------------------------------------------------------
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Suggestions for improvement: (Subject expert will give areas of improvement andpossible ways/ methods to follow to improve)MBA-----------------------------------------------------------------------------------------------------------------
Q1. Explain the purpose of keeping minutes of a
meeting. What goes into the contents of minutes of a
meeting?
Answer:
Keeping “Minutes” of the Meeting – Since meetings are called to
take important decisions concerning the organization, it is
important to maintain a permanent written record of the
proceedings, which can be referred to at a later stage, or serve
as a guide for action. Such a record is known as “minutes” of
the meeting and may be done in an informal or formal manner,
depending on the type of meeting.
In the case of routine meetings, minutes are written in an informal
manner, in the form of a broad summary of the proceedings. On the
other hand, minutes for more formal meetings such as board and
shareholder meetings are written in a specific format, recording the
names and views of the different participants. The minutes may be
recorded by any one of the meeting participants. A sample format for
minutes for formal meetings is shown below –
Format for Minutes MEETING DATE _____________ TIME _________ PLACE ______________ PURPOSE _________________________ CHAIR _____________________ PRESENT _____________________________________________________ ABSENT ______________________________________________________ ITEM NO. SUMMARY ACTION BY WHEN WHO 1 2 3 MINUTED BY _________________ COPIED TO _______________________ NEXT MEETING DATE ___________ TIME _______ PLACE _____________
The contents of minutes of a meeting as follows –
Meeting Date and Location
Purpose
Chaired by and Author
Absentees
Actions
Information
Decisions
Who owns what
Next meeting details
Q2. Prepare a brief notice to be put up on official notice
boards, informing employees of your organization about a
newly introduced, official bus service.
Answer:
Verizon Business July 11th , 2012VZB Towers, Bangalore REF: ADM/N/2299
NOTICE
Sub: Official Bus Service
We are extremely happy to inform all employees of Verizon Business that a new official bus service is now available from Monday August 20th 2012, which is mainly intended to pickup and drop the employees residing in and around Bangalore. Details of the route and timings are already available in the home page of our intranet. Employees wishing to know more or use the bus service may contact the Facilities desk to procure tickets and season passes in advance.
FACILITIES DEPARTMENT
Q3. Write short notes on (a) Upward communication
(b) Downward communication (c) Horizontal
communication
Answer:
(a) Upward Communication – This may be defined as information
that flows from subordinates to superiors. Some of the reasons
for upward communication include discussing work related problems,
giving suggestions for improvement and sharing feelings about the job
and co-workers.
This type of communication has both benefits and disadvantages. One
of the biggest benefits is problem-solving. Once a subordinate has
brought a problem to his superior’s notice, chances are that the
problem will not recur, since the subordinate learns from his superior
how to tackle it the next time. Thus, his ability to solve new problems
and therefore his managerial ability, improves. Another benefit that
could arise from upward communication is that valuable ideas and
suggestions may sometimes come from lower level employees.
Therefore organizations should encourage this kind of communication.
A third benefit is that employees learn to accept the decisions of
management and thereby work as a team.
The biggest problem associated with this type of communication is that
it may lead to “handing down” of decisions by superiors. When
subordinates frequently seek the superior’s guidance, the latter may
adopt an authoritarian approach and merely give instructions,
disregarding the subordinate’s opinion completely.
(b) Downward Communication – This may be defined as
information that flows from superiors to subordinates. The most
common reasons for downward communication are for giving job
instructions, explaining company rules, policies and procedures and
giving feedback regarding job performance. A number of studies have
indicated that regular downward communication in the form of
feedback given to employees is the most important factor affecting job
satisfaction. Therefore organizations today are trying to encourage
more of this type of communication.
There are both benefits and disadvantages associated with this type of
communication. Downward communication that provides regular
feedback will be beneficial if the feedback or review of performance is
constructive. A constructive review is one where a manager “counsels”
an employee, or advises him on how to improve his performance. On
the other hand, a destructive review can destroy employee morale and
confidence. Regular downward communication also creates a climate of
transparency or openness, where information is passed on through
official channels, rather than through rumors.
Thirdly, downward communication boosts employee morale, since it
indicates that management is involved in their progress.
The problems with this type of communication are the danger of doing
destructive reviews, as mentioned, and that of “message overload.”
This means that superiors many sometimes burden their subordinates
with too many instructions, leading to confusion.
(c) Horizontal Communication – This type of communication is also
known as “lateral” communication. It may be defined as
communication that takes place between co-workers in the
same department, or in different departments, with different
areas of responsibility. For example, Sales Managers and Advertising
Managers in the Marketing department, or Marketing Managers and
Finance Managers.
The reasons for this type of communication are for coordination of
tasks, sharing of information regarding goals of the organization,
resolving interpersonal or work related problems and building rapport.
The biggest potential benefit of horizontal communication is the sense
of teamwork that is created. Regular communication of this type
ensures that all co-workers work together towards achieving a common
goal in the overall interest of the organization. The biggest potential
problem is that conflicts such as ego clashes are bound to arise, when
co-workers at the same level communicate on a regular basis.
In spite of these problems, horizontal or lateral communication has
become more important in today’s business scenario than upward or
downward communication. This is because the “organizational
pyramid” indicating the different hierarchies or levels in an
organization has flattened. This is illustrated by the diagrams given
below.
The first diagram illustrates the previous organizational pyramid which
was a
“multi-layer” pyramid. In this type of pyramid, vertical, i.e., upward and
downward communication still plays an important role. This is still the
case
in many traditionally run organizations today.
However, this has been replaced by a “compressed” or flattened
pyramid
where the hierarchy has diminished, as shown in the second diagram.
Thanks to technology and computers which help in faster decision
making, a
manager today has a larger span of control. He or she can supervise
and
control more number of people than before. This in turn has led to
greater
“empowerment”, which means that even lower level employees are
now
being given decision making authority. Therefore, in the absence of
several
layers, there is greater lateral communication than before.
Q4. Go through business magazines and daily
newspapers and select a situation when a company
was facing a crisis (e.g., Coke and Pepsi pesticide
controversy). How did the company communicate with
its shareholders and other stakeholders to overcome
the crisis? Was the communication effective?
Answer:
Shareholders are important internal stakeholders of an organization,
since they are the owners of the company. Since the capital required is
huge, there are no proprietors and partners any more. As organization
grows, shareholding is widely scattered. Therefore, it is essentials to
retain the shareholders, confidence in the company’s management,
through effective communication with them on a regular basis. There
are two situations when shareholder communication is extremely vital –
1. If a company is doing well and wants to expand its scope of
operations, or diversify into unrelated areas. In this case, good
shareholder relations can help to raise the required capital and
minimize borrowing from banks and financial institutions.
2. If a company is going through a crisis or difficult times,
more communication with shareholders is needed.
Take the example of Coke and Pepsi during the pesticide controversy.
Both these companies are still doing well and the reason for
this is effective communication with its stakeholders.
Communication Strategy of Coke and Pepsi during Crisis :-
1. In this, the company was very open with its shareholders and
explained the problem clearly, including the steps being taken to
overcome the crisis.
2. They communicated the truth. Crisis communication is very
important, but often overlooked area of shareholder
communication. Lack of communication during a crisis
encourages the grapevine among shareholders and leads to false
rumors. For example. Rumors may spread that the company is
going to close down. On the other hand, if you tell the truth,
changes are that your shareholders will stand by you.
3. The appropriate media for communication with shareholder
was used: including both oral and written periodic mailers should
be sent to all shareholders, giving a fair and truthful
representation of the company’s results and progress on various
fronts.
4. Very Interactive Methods were used - In areas where there is
an aggregation or concentration of shareholders, shareholder
meeting and conferences should be held, making presentations
on the company’s progress. When the company is going through
a crisis, shareholders should be taken on project site and factory
visits, to show them the measures that are being taken to solve
the problem.
5. The overall guiding factor in communicating with
shareholders was that they are the owners of the
company.
Q5. Discuss the different types of business reports
Answer:
A business report may be defined as “an orderly and objective
presentation of information that helps in decision making and
problem solving.” It may be in oral or written form.
The key words in the above definition are “orderly”, “objective”,
“information”, “decision making” and “problem solving.”
“Orderly” means that a report flows in a logical sequence, for example,
from a definition of the problem, to analysis, to recommendation of
solutions. “Objective” means that a report is written avoiding use of the
first person, so as to avoid bias. The passive voice is used rather than
the active voice, so as to give less importance to the doer of the action.
Reports may be classified based on several criteria, including their use
(progress reports and financial reports), purpose (informational,
analytical and persuasive reports), frequency of preparation (annual,
monthly, weekly and hourly reports), length (short and long reports)
and whether they are internal to the business, or are used outside the
business.
The most common types of business reports may be divided into the
following categories –
1. Periodic reports – These are reports that are prepared on a
regular basis, for both internal and external audiences. Their purpose
is solely to inform. Examples of this type of report are –
a) Routine management reports – These are reports such as
equipment reports and sales updates and are prepared for
internal audiences.
b) Compliance reports – These are submitted to external
stakeholders, such as the government, stating compliance with
regulations such as environmental norms.
c) Progress reports – These reports may be prepared for both
internal audiences such as top management and shareholders, as
well as for external audiences such as customers. A project
report stating progress on a long-term project is an example of
this type of report.
2. Proposals – Unlike periodic reports, the purpose of a proposal is
to persuade. Proposals may be prepared for both internal and
external audiences. Examples of proposals include research proposals
and marketing strategy proposals to top management, proposals to the
government to grant funds for building a research facility and proposals
to consumers to buy a company’s products.
3. Policies and Procedures – The purpose of these reports is
solely to inform. They are also prepared only for internal audiences.
Examples include reports on company policies and procedures, written
by top management and sent to all employees. This is part of
downward communication.
4. Situational reports – These are one-time, exceptional reports
that are prepared when a unique event occurs. For example, if sales of
the company has shown a significant decline, a study may be carried
out to determine the reasons for declining sales and a report prepared
on the findings. Similarly, a market feasibility study may be carried out
before launch of a new product and a report prepared, based on the
study. The purpose of such reports is usually to inform, analyze and
persuade.
Q6. List the different steps involved in report
preparation
Answer:
Since reports are a key to the success of any business, they should be
carefully planned, organized, written and presented. A lot of
groundwork should precede the actual writing of the report. We shall
briefly discuss the five main steps in report preparation –
1. Planning the report – The first question to be asked before
gathering information and writing the report, is regarding the type of
report that is required. We classified reports into four main types,
based on the purpose, the audience to whom they are addressed and
the frequency of the report.
Secondly, it must be remembered that most reports are required by
management to solve a problem, or to make a decision. Therefore,
the basis, or starting point for a report is a problem. Reports are written
after a problem is analyzed and a solution to the problem is found. The
problem may be of a day-to-day nature, such as determining which
brand of overhead projector to recommend for purchase. Or, the
problem may be a negative one, such as sales of the company showing
a decline. In any case, the problem is the single fundamental issue
to be addressed in the report and should be clearly determined,
right at the outset.
Once the problem has been defined, it must be broken up into sub
issues or sub problems, by asking the questions “what”, “ why”,
“when”, “where” and “who?”.
Example – Suppose the purpose of a study is to survey clerical salaries
in public sector banks in Bangalore city, in order to determine whether
salaries in your bank are competitive and consistent. The problem may
be broken up as follows
What? – A study of clerical salaries
Why? – To determine whether salaries in our firm are competitive and
consistent
When? – Current
Where? – Bangalore city
Who? – Clerical employees in public sector banks
Asking the above questions determines the exact scope of the study
and reduces the problem to a workable size.
The next step in planning the report is to do an “audience analysis”.
We have seen that reports may be addressed to internal or external
audiences of an organization. Some of the questions to be asked
about the audience, or the reader of the report are –
Is the audience internal or external to the organization?
Who is the specific audience or reader? - for example, top
management, customers or the government? Reports written for
the government and for top management should be more formal
than for other audiences.
Is the audience known to you?
What is the level of knowledge of the audience? Is the topic
familiar to the reader? If the report is of a technical nature and
the reader is a layperson, the technical terms may need detailed
explanation.
What is the level of interest of the reader? If the report has been
solicited or authorized, the reader’s level of interest will be high.
On the other hand, if the report is voluntary or unsolicited, it may
have to sustain reader interest.
The tone, length, complexity and degree of formality of the report
will depend largely on the reader’s characteristics. For example,
reports addressed to peers would adopt a more conversational
tone, while reports on company policies and procedures
addressed to subordinates would adopt an emphatic tone.
2. Selecting a Method to Solve the Problem – After defining the
problem and doing an audience analysis, a method has to be selected
to collect the necessary information to solve the problem. Broadly,
information may be gathered using secondary research methods, such
as books, magazines, newspapers, internet and other available
sources, or through primary research methods, such as surveys that
provide first hand information.
3. Gathering and Organizing Data – Once the method of gathering
information has been selected, the actual process of gathering the
information begins. Since this is time consuming and expensive, only
information that is relevant to the report and the study must be
gathered. The raw data should be evaluated for its usefulness and
organized in a form that is meaningful to understand. Tables, charts,
graphs and summaries should be used to do this.
4. Arriving at a Conclusion – Once the information has been checked
for its validity and reliability, it must be interpreted and conclusions
drawn. Correct interpretation of the data is needed for the success of
the report. Sound conclusions cannot be made if the interpretation of
the data is faulty. A common mistake made in the interpretation of
data is the tendency of the researcher to use subjective judgments,
instead of objective reasoning based on facts.
5. Writing the Report – The actual process of writing the report
should begin only after a satisfactory solution to the problem has been
found. As pointed out earlier, a well written report that contains a bad
answer is worse than a badly written report that contains a good
answer.
Once you are ready to begin writing, certain procedures for writing
should be followed –
1. Set a date for completion of the report and get started early –
Begin by first preparing an outline and writing an initial draft,
which can be refined later.
2. Starting late is bound to affect the quality of the report.
3. Start with an easy section – It is best to start writing those
sections of the report which you feel are easier than others. This
will help you to get into the rhythm of writing, which will be
carried over to the more difficult sections.
4. Write quickly, with the intention of rewriting – It is better to put
down your thoughts on paper in the form of a rough draft and to
get this done quickly. Once this difficult part is over, it becomes
easier to improve.
5. Set aside uninterrupted writing time – A long block of
uninterrupted writing time, such as three to four hours a day,
should be set aside for writing the report. Interruptions can make
you lose your train of thought.
6. Review and rewrite where necessary – Ideally, the report should
be reviewed a couple of times, to see if any improvement is
needed. The first review should be to see if any improvement in
content is needed, while the second review should check for any
errors in writing style, grammar, spelling and punctuation.
Reports should also be written in a convincing manner, so that the
reader accepts them as valid and reliable. Some suggested techniques
of conviction include the following –
State facts in an objective manner – Avoid using superlatives and
emotional terms that introduce bias in the research, or that
suggest that you are passing judgment. For example, avoid
saying “There was an incredible increase in sales, compared to
the last year.” Instead, simply state the amount or percentage of
increase. This will be more acceptable to the reader.
Provide expert opinions – Although facts are more convincing
than the opinions of others, they may not always be available. In
this case, the opinions of a specialist in the field may be
presented, highlighting the background and experience of the
expert. This can enhance the credibility of the report.
Example – “This is the opinion of an eminent lawyer, who has
over three decades of experience in dealing with similar cases.”
Use documentation – “Footnotes” are citations that are placed
numerically at the bottom of the page in the body of the report,
along with the direct references. This is one way of mentioning
the sources of information presented in the report. A
bibliography, or list of references, explained earlier, is another
way of providing documentation. This helps to convince the
reader that the information is based on reliable sources.
Business reports should be carefully worded, adopting certain
techniques of writing style –
Use “concrete” nouns – Business reports should use concrete
nouns, rather than abstract nouns as the subject of sentences,
since they are easier to visualize.
Example – “Mr. Johnson authorized the study.”
Here, Mr. Johnson is a concrete noun and is easy to visualize.
Compare this with the sentence “Authorization for the study was
received by Mr. Johnson”. Here an abstract noun, “authorization”, is
the subject of the sentence and is harder to visualize.
Avoid pronouns referring to the writer or reader – The first person
pronoun “I” and the second person pronoun “you” should be
avoided in business reports, as far as possible. The use of “I”
risks placing more emphasis on the writer of the report, rather
than on the ideas.
Example – “I conducted face-to-face interviews with fifty
respondents.” This draws more attention to the report writer and
should be avoided. It is better to emphasize the idea that “Face-
to-face interviews were conducted among fifty respondents”.
Use tenses correctly – If you are writing a research report and
reporting or summarizing some of the findings, the past tense is
preferable.
Example – “Almost 80% of the respondents were not aware of the
new product.”
“Of the remaining 20%, five respondents were satisfied with the
product’s features.”
However, once the findings have been presented and you are
drawing conclusions, the present tense should be used.
Example – “The above figures clearly indicate the need for more
advertising to create awareness.”
Use “transition” sentences - The report should be written so as to
flow in a logical sequence. A transition sentence summarizes one
section of the report and leads the reader smoothly into the next
section.
Example – “While the costs of this new initiative are more than
what were anticipated, the benefits outweigh the costs, as listed
below.”
This sentence leads the reader from a discussion on costs to a
section on benefits, as a result of a cost-benefit analysis.
* Define key terms carefully – Important terms and words should
be defined properly, explaining what the word means, rather than
what the word is about.
Example – “A dictionary is a book containing an alphabetical list
of all words in a particular language” is a more complete
definition than –
“A dictionary has to do with words in a language.”