ASSIGNMENT- MB0023

Set 1
Business Communication
L.Megha Syam

Q 1. Describe any situation in which you were involved where the communication
went wrong. Analyze the communication process in that situation, using the terms
sender, receiver and other elements. Which element (s) of the communication
process disrupted the situation? What lessons did you learn? (10 marks).

A 1. Situation in which I was involved, where the communication went wrong.

As a Manager I was a sender for a communication and intended to be received by my

executives. I have sent the following communication to my executives through a
notice and displayed on the notice board:

“Coming Second Saturday to complete our targets for the month a review meeting is
arranged and all should attend. If any executive is not able to attend should find out
the contents of the meeting from their peers with out fail”.

But my communication went wrong and out of 10 executives, only three executives
have attended at 4.00 PM who checked with me the time of the meeting.

Following elements have disrupted my communication.

1. The “Channel” I have chosen did not ensure the receipt of the communication
by “Receivers”
2. The communication lacked the “Chronological context” The second Saturday
being a non working day.
3. The communication has created a “Psychological noise” by not mentioning
correct time of the meeting and confusion has been created.
4. The “social context” also is one of the cause for the failure of the
communication as I have not taken all my executives into confident by giving
any advance information or a intention of the meeting earlier.

I have learnt following lessons from the above incident:

a. My communication was unclear by not giving exact time of meeting.

b. The media I have used is the placing the notice on the notice board, instead
had I circulated to all the receivers and obtained their signatures by asking
their availability or feed back my communication would not have failed.
c. I have chosen a wrong day a holiday though the task was a routine one.
d. I could have maintained good relations with my executives for success of my
communication.

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Q 2. Distinguish between the meanings of the following through sentences –

a) “Between” and “among”

b) “Anxious” and “eager”
c) “Soul” and “sole”
d) “Silent” and “salient”
e) “Cite” and “sight‟

A 2.. Meanings of the words distinguished through sentences.

a) “Between” and “among”

-The father has portioned his agricultural land equally “between” his two sons
-The teacher distributed the sweets “among” all his students.

b) “Anxious” and “eager”

-We are anxious to see the strike settled soon.

-All the people were eager to see the cinema actors in the election rally.

c) “Soul” and “sole”

-Sri Mangalampally Balamurali Krishna is considered as soul of the

contemporary Karnatic Music.

-Ram was the sole survivor of the air crash.

-The court has sole right to decide about this case.

d) “Silent” and “salient”

- The air pollution in the city is the silent killer

- The salient features of the Indian constitution is not known to many citizens of
the country

e) “Cite” and “sight‟

- Hyderabad is having many historic sites worth visiting.

- Shoot at sight orders were given to apprehend the dangerous terrorists.

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Q 3. Write an agenda for a meeting with the purpose of formulating next
year’s marketing plan for a brand of designer clothing for men/women. Also
write a brief minutes of the meeting, imagining and summing up the
proceedings.

AGENDA

Date: May 28, 2009

To : 1. Mr. P. Krishna Rao, General Manager (Marketing)

2. Mr. Mahaveer Jain, General Manager (Finance)
3. Mr. Dayakar Verma, General Manager (Production)
4. Ms. Komal Kapoor, Manager (Advertising)
5. Mr. Ram Singh, Manager (Raw Material)

From: Mr. Manoj Sighania Vice President (Marketing)

Subject: Marketing Plan for “Sigma” brand designer clothing for men/women for
the year 2010-11

Date & Time of the Meeting: Friday, June 05 From 2.00 PM to 4.00 PM

Venue: Conference Room in Head Office.

Back Ground: The “Sigma” brand designer clothing for men/women will be launched
in the last quarter of the FY 2009-10 . This meeting aims to discuss and chalk out a
comprehensive Marketing plan to achieve the targeted Sales for the year 2010-11

Following points will be discussed in the meeting:

1. Tentative Market plan with setting of Targets for different model clothing for
men and women separately by Mr. P. Krishna Rao, General Manager
(Marketing) who will initiate the meeting with a presentation on his plan.
2. Mr. Dayakar Verma, General Manager (Production) shall be giving his
production plan inclusive of raw material, consumables and men required.
3. Ms. Komal Kapoor, Manager (Advertising) shall give her advertising budget
by eliciting new avenues of advertising and suggestions for appointing of a
brand ambassador
4. Mr. Ram Singh, Manager (Raw Material) shall prepare the potential vendors
with possibility of new credit terms for raw materials and identify the
transporters with least cost.
5. Mr. Mahaveer Jain, General Manager (Finance) will sum up the Market plan
by giving his in puts on the contribution ratio and profitability.

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 MINUTES OF THE MEETING HELD ON JUN 05, 2009 FROM 02.00 PM TO 04.00 PM
AT CONFERENCE ROOM IN HEAD OFFICE

Purpose : To Discuss the Marketing Plan for “Sigma” brand designer clothing for
men/women for the year 2010-11

Mr. Manoj Sighania Vice President (Marketing) has chaired the meeting.

Present

1. Mr. P. Krishna Rao, General Manager (Marketing)

2. Mr. Mahaveer Jain, General Manager (Finance)
3. Mr. Dayakar Verma, General Manager (Production)
4. Ms. Komal Kapoor, Manager (Advertising)
5. Mr. Ram Singh, Manager (Raw Materials)

1. Mr. Manoj Sighania welcomed the members of the meeting and explained
about the launching plan of “Sigma”, the new Brand of designer clothing for
men/women and the Management’s plan to increase the turn over of Rs.300
Crores during the FY 2010-11. He expected that all the members have well
prepared for the meeting as indicated in the Agenda dated May 28, 2009.

2. Initiating the meeting, Mr. P. Krishna Rao, General Manager (Marketing),

explained through his presentation, the tentative market plan with the
possibility of Sales of Rs.350 Crores of new brand Sigma clothing. GM
Finance had few queries about the percentages of wholesaler’s margin and
distributor’s margin and also credit period to be given to them. GM marketing
has to discuss with the concerned persons and submit the details by Jun 25,
2009.

3. Mr. Dayakar Verma, General Manager (Production) has presented his

production plan and his requirement with tentative costing. He was in the
view that by installing new machinery only he can achieve the required
production. VP (marketing) asked GM finance to discuss the same in forth
coming Capital Assets committee meeting on Jun 15, 2009 and finalize the
same.

4. Ms. Komal Kapoor, Manager (Advertising) has given her presentation on new
advertisements for Sigma and proposed that Mr. Sharuk Khan and Ms.Katrina
Kaif are being contemplated to be brand ambassadors for the new brand of
designer clothing. Final quotes from them would be received by Jun 18, 2009
and the same can be finalized in forth coming meeting.

5. Mr. Ram Singh, Manager (Materials) presented the list of potential suppliers
and their credit terms. He explained that the transport cost has gone up due
to raise in fuel and the same will mar the profitability. The chair suggested
that the goods can be transported by rail wherever it is possible and also
negotiate with the transports on annual rates so that we may reach the
required cost of transportation. Manager materials has to submit his report on
this by Jun 20, 2009.

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 6. Mr. Mahaveer Jain, General Manager (Finance) has explained the possibility of
meeting the required Sales target and suitability of the Marketing plan with
some suggestions to fine tune it.

7. Appreciating the members for their fruitful participation and efforts to prepare
the inputs for the Market plan in a short notice, the chair thanked them and
suggested to have the next meeting on Jun 29, at the same venue and time

Q 4. Identify a recent development in any organization of your choice. Write a press

release to present the development, by responding to 4 points – 1) USP or
uniqueness 2) Answers to key questions “where”, “when”, “why” and “how” 3)
Benefits if any to the community and 4) Company credentials.

A.4

FOR IMMEDIATE RELEASE Bharti-Walmart logo

Amritsar-143001
Contact: Jenilia Disouza
Manager Public Relations
(011) 230458763) Extn.101
News Release

Bharti-Walmart Cash & Carry Stores coming up in Amritsar

Amritsar, May 25, 2009: Bharti Wal-Mart an equal joint venture between world’s
largest retailer Wal Mart and the Bharti Group that owns India’s largest telecom
company by sales on Sunday said its first Indian cash and carry store will give
discount up to 25% over the local wholesale market.
With this, Wal Mart becomes the second foreign retailer after Germany’s Metro to
start cash and carry operations in India.

Bharti Wal Mart will sell cereals 2-5% cheaper, daily household products 10%
cheaper, and higher-margin apparel and general merchandise 25% cheaper.

At the inauguration of its Amritsar-based store, that cost over $6-7 million, excluding
real estate expenses, the company didn’t specify by when the store would break
even. “We are not worried about profitability now. We are focused on serving cheap
products to our customers. If we can have satisfied customers, profits will flow in,”
said Bharti Wal-Mart CEO Raj Jain.

“There is a crying need for cash and carry business in India,” Bharti Enterprises MD
Rajan Mittal said. Retailers can choose from 3,000 stock keeping units (SKU) in the
Bharti Wal-Mart store compared to 700 SKUs in a typical wholesale store, he added.

The 50,000-sq-ft Amritsar store has already got 30,000 kirana stores, hotels,
restaurants, and offices signed up as members out of a potential 75,000 members in
25-km radius, Mittal said.

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The company has 800 suppliers, of which 80% are from Punjab. The store employs
200 people, including 60 from the company’s retail training school in the city. The
company plans to roll out 15 such stores over three years in Punjab, Haryana, Delhi
and Uttar Pradesh.

Q 5. Write a solicited job application letter in response to an

advertised position for a Marketing Executive for a consumer
products company, along with a one page profile about yourself.

A5 Application for the post of marketing Executive

Date : Jun 05, 2009

The HR Manager,
M/s Procter & Gamble Home Products Limited
P&G Plaza
Cardinal Gracias Road,
Chakala,
Andheri (E),
Mumbai - 400099
Maharashtra, India.

Dear Sir,

Sub : Application for Marketing Executive position-reg.,

Ref : Your Advertisement in Times of India, Mumbai dated Jun 04, 2009.

With reference to your advertisement cited, I have the pleasure in offering my

candidature for the position of Marketing Executive in your esteemed organization.

Let me introduce myself you as a post graduate in Management with specialization in

Marketing and systems from Sikkim Manipal University. I am having 4 years
experience in marketing department of two reputed FMCG companies.

I am committed and always reached my targets with my sincere and positive

attitude. I am a quick learner and have aptitude to learn new things and adjust to
new environment in a shortest possible time

I hope to meet you and explain my abilities in a personal interview for which I
request you to give me an opportunity to prove myself.

I am attaching my brief resume to this letter and expect a positive response from
you.

Thanking you,
Yours sincerely.

Megha Syam Lakku.

Encl : Resume

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 Megha Syam Lakku
#101, Sri Vaishnavi Nilayam,
Madinaguda, Miyapur
Hyderabad-500 049
Phone: (040) 23044411
Mobile: 94402 07500
Email: ms_lakku@yahoo.co.in

Objective: A middle or senior level position in the field of Marketing in a reputed

consumer products company.

Education: Two year MBA with Marketing and Systems specialization from Sikkim
and Manipal University with 74%, April 2004.

B.com from Osmania University College, Hyderabad with 85%, April 2002.

Experience: 1. Marketing Executive in Glaxosmithkline consumer healthcare ltd from

2007 Apr – Present.
Independently handling all the operations of marketing of consumer
healthcare products of the company in the Metro area of Hyderabad and
Secunderabad. Responsible for dealing with all distributors, whole sellers
and stockists for marketing of company’s products and reach the target
set by the Head Marketing. Received “Star Marketing Executive” for 2007
& 2008 consecutively for out reaching the target by 42 %.

2. Executive (Sales) in Hindustan Unilever from May 2005 to Mar 2007.

Worked under GM Marketing and Sales Andhra Pradesh circle and
responsible for developing new distributors, conducting institutions sales,
up country sales promotion campaigns etc. I was successful in all my
tasks and received special increments for my achievements.

3. Trainee Executive (Sales) in Hindustan Unilever from May 2004 to Apr

2006.

Received comprehensive training in Sales operations of consumer items

and attended various campaigns along with my senior Sales Reps. Learnt
systematic approach of the sales of consumer products and due to my
excellent performance, promoted to Executive Sales after completion of
my training.

Professional Activities:1. Member of marketing committee of Federation of chambers

of commerce & Industry of AP, Hyderabad. 2. Member of Hyderabad
Management Association.

Reference : Will be available on request.

Date : May 06, 2009 Signature

Place: Hyderabad

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Q6. Case Study

Amway’s Relationship with Stakeholders

Amway is one of the largest direct sales companies in the world. It continues
to be a family owned business which was founded in 1959. Today, it employs
14,000 people worldwide and markets over 450 product lines. Its vision is to
help people lead better lives. Its success is largely due to its three million
ABOs (Amway Business Owners) spread across 80 countries. Thanks to
Amway, these people have a business of their own.
The only shareholders of Amway are the families that own Amway. The
communication channels used by Amway to communicate regularly with its
internal and external stakeholders are websites, email, events, publications
and membership of trade bodies.
Amway sells directly to consumers, without the presence of retail outlets. It
has its own supply chain through the ABOs. Amway seeks regular feedback
from the ABOs and customers to find out how well it is doing and to improve
service. The ABOs are independent small businesses, but depend on Amway
suppliers to produce quality products.
Amway’s involvement with communities is a part of its vision to “help people
lead better lives‟. It promotes its corporate social responsibility (CSR) all
over the world. Corporate social responsibility at Amway involves supporting
social causes, acting in an ethical manner by making good products and
supporting its stakeholders in a number of ways. For example, Amway has
partnered with the children’s charity UNICEF. It helps provide vaccinations to
fight the world’s six most deadly diseases. It has chosen this charity because
of its ABOs’ concern about families.
Ethical businesses get actively involved in improving the communities where
they work. Amway’s business ethics not only provides a clear framework
within which to work, but also gives it a positive business advantage. Its
“One by One‟ program is good for both the environment and for business.
This program supports organic farming, seeks to reduce waste and packaging
and to switch to renewable energy sources. There is a cost involved in these
practices, but this can be balanced against the benefits derived by both the
business and the community.
Amway has to balance the needs of its many different stakeholders. It sets
high standards of ethics and codes of conduct, in order to make sure that
these are upheld. Its CSR program helps the environment, its own
employees and underprivileged children all around the world.

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Question
Who are the external stakeholders that Amway communicates
with? What communication channels would you recommend to
Amway, apart from what is mentioned in the case and why?

6.A. Amway is having three million external stakeholders who are

called ABOs (Amway Business Owners) spread across 80
countries. ABOs are the families that own Amway business. Amway
sells its products directly through its supply chain to its consumers
without any retail outlets.

Presently Amway is regularly communicating with its external

stakeholders through websites, email, events, publications and
membership of trade bodies.

Apart from the regular communication channels Amway presently

using to communicate with its External stake holders following
communication channels are suggested.

a. Establishing a comprehensive Intranet: Presently the Amway

website provides a log in password for its ABOs to know their
account information. But if a comprehensive Intranet with a chat
engine is set up for all ABOs to interact frequently, the business
can be improved multifold with quick and clear information
exchanged instantly saving time. It will facilitate pre-meeting
discussion, discourage grapevine

b. Corporate Umbrella Advertising : Some of the Amway’s

products are not suitable for some places like India and they are
weak. To prevent Amway has to take up Corporate Umbrella
Advertising aimed at consumers and link a new or weak product
to more established product which would help the ABOs to
enhance their sales.

c. Business Reports from ABOs : Amway has to introduce a

different way of communicating through Business Reports from
its external stake holders. A brief and non formal business
report generating system would help the ABOs to report about
their performance from time to time. Such reports are to be
encouraged and the same reports may be disseminated to other
ABOs for enhancing the knowledge and problems being faced
which would eliminate grass root problems of the marketing the
products.

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