Chapter 9: (Internal and External Communication) Case Studies

Case Study 1:

UPA is a manufacturer of high-quality handbags and wallets. It sells to

exclusive retailers in many countries. The Managing Director wants to
communicate effectively with the final consumers to help establish customer
relations and gain feedback about UPA’s products. In the UPA factory,
employing 300 employees, the Operation Manager believes that one-way
communication works best: ‘We have strict output deadlines to meet. If
employees take time to send messages back, we will not meet our targets.’

a. Define ‘feedback’. [2
marks]
When a message sent by the sender has been received, understood,
and if necessary, being acted upon by the receiver
b. Identify two methods that UPA could use to communicate with its
employees. [2
marks]
Visual method of communication
Written method of communication
c. Outline two barriers that might prevent UPA from communicating with
its consumers effectively. [4
marks]
Barriers that might prevent UPA from communicating with its
consumers effectively are the possibility of not gaining any feedback
because the method itself may not be possible to gain the access to
one’s feedback while receivers may not be able to understand the
language used which would in turn, causing an undesired gap of their
acknowledgement of the information being passed down to them

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Chapter 9: (Internal and External Communication) Case Studies

D. Explain two methods that UPA could use to communicate with

consumers.
[6
marks]

Methods that UPA could use to communicate with consumers are the visual
communication which involves the use of charts and graphs to display the
rate of their selling aims or introduction of their products to the receivers
which would allow detailed ideas and experiences to be shared. Also, it
could consider the use

of written communication to pass down or transmit messages in the form of

paper documents such as memos, notice letters. This permits a sense of
being assured of the message sent and able to place more complicated
details to be understood by the consumers

E. Do you agree that one-way communication is always the best form of

communication? Justify your answer. [6
marks]
No,I do not agree with the above statement as one-way
communication enforces strict involvement of any third parties in
providing feedback to the receivers where one is unable to show their
commitment but is being ordered directly to perform what the
message is trying to interpret. This demotivates others’ motivation
level due to the lack of involvement and unable to pursue their ability
along the communication process. Moreover, two-way
communication allows the share of ideas and experiences with the
accountability of getting involved in the process. While this allows the

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Chapter 9: (Internal and External Communication) Case Studies

sender to be clear that the receivers have understood and acted upon
the message given.

Case Study 2:

Manuel is HR Manager for a large bank. His responsibilities include internal

communication with individual workers and groups of workers. Sometimes he
wants to send a message to all 15000 workers employed by the banks. Some
workers complain that unless they spend time reading notices or emails
messages, they fail to receive important information.

a. Define ‘internal communication’. [2

marks]
Internal communication is the transmitting of messages within the
existing individuals and organisations
b. Identify two benefits to the bank of effective internal communication.
[2
marks]
- Messages can be easily understood and acted upon by the receiver
and resulting in providing feedback

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Chapter 9: (Internal and External Communication) Case Studies

- Boosts one motivation level by bringing a sense of getting involved in

the process
c. Outline two possible barriers to communication within the bank.
[4
marks]

Possible barriers to communication within the bank are the place in which
workers may not be paying attention when the transmitting of messages
took place which would result in the inability to understand and interpret
the message given whilst the use of the wrong medium resulting from
workers unable to spend time reading the notices or email messages sent to
them.

d. Explain two ways in which Manuel could communicate with individual

workers about their pay and working conditions. [6
marks]
Ways in which Manuel could communicate with individual workers
about their pay and working situations are the use of face-to-face talk
where workers are given clear instructions about the important
details at one short, providing direct and straightforward messages to
clarify their doubts. Moreover, he could also be providing graphs or
charts to display discreet values and pinpointers regarding the topic
and creating communication to be shown to the workers, thus
promoting detailed ideas and information to be received by them

e. Do you think that electronic forms of communication are always the best
ones to use when communicating with large numbers of workers? Justify
your answer. [6
marks]

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Chapter 9: (Internal and External Communication) Case Studies

Yes, I think that electronic forms of communication are always the

best ones to use when communicating with large numbers of workers
because the use of video conferencing promotes a wide platform to
allow a smooth process of communication and thus a quicker rate of
transferring the information or messages even through email
messages where sometimes the source of feedback would be provided
to allow effective communication within a large number of workers.
Moreover, the expansion of internet technology could promote
convenience in transferring messages to a great number of receivers
with its features hold to avoid the consumption of time needed to by
performing manual communication methods.

Case Study 3:

SEP manufactures electrical appliances such as cookers and heaters. One of

Phil’s responsibilities as Marketing Manager a SEP is to communicate with
thousands of customers in many countries. Some of these customers are
wholesalers but many are individual consumers who have bought products
directly from the business. Phil is worried that communication barriers
sometimes prevent his messages being received effectively.

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Chapter 9: (Internal and External Communication) Case Studies

a. Define ‘communication barriers’. [2

marks]
b. Apart from customers, identify two external groups SEP might need to
communicate with. [2 marks]
c. Outline two types of written communication with customers that Phil
could use. [4
marks]
d. Explain two possible causes of communication barriers between Phil and
SEP’s customers. [6
marks]
e. SEP has discovered a major safety problem with one of its products. It
needs to communicate with customers quickly. Explain the advantages
and disadvantages of:
i. telephoning all customers
ii. sending an email to them.

Which method of communication is best in this case? Justify your

answer.

[6
marks]