December 5,2018

Rahnuma Sanjana
Lecturer, School of Business and economics
North South University
Subject: Submission of group report.
Dear Ma’am,

We all the members are very much thankful to you for giving us the opportunity to work together
for the project. It is a great pleasure for us to submit the group report on the business
communication of Rangs Electronics. It was a great opportunity for us to learn about the business
communication process in different sectors of an organization.

The research we conducted to finish the project helped us immensely to enhance our knowledge
and experience that will help us in the future. We hope that the report will fulfill your
expectations and the requirements. We have tried harder to finish this report with our sincerity
and worked harder to relate the business communication knowledge. We have faced limitations
in making this report but worked harder to fulfill the requirements.

Once again we are grateful to you for giving us such an opportunity to learn and to enhance our
knowledge through this report. Still if any shortcomings or flaws arise, it will be our pleasure to
answer any clarifications and suggestions regarding this report.

Sincerey
Moaz bin islam
Rakibul islam abir
Walid hasnat sajid
Forida yasmin
Nabila faizruhi
Fariya khan maisha

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 Executive Summary
The major objectives of this report are discovering different aspects of business communication
system in a corporate environment. We have critically analyzed the communication processes &
problems through our research from practical organization perspective. For this purpose, we have
selected “Rangs electronics’’ as our case study organization. Keeping in mind the purpose of the
research, an interview was carried out to know what employees think about the business
communication system of the company. Our report is comprised of different sections. It starts
with Introduction, which includes several sections e.g. Objective of Report and Research
Questions. The second section is Methodology, what sources were used for our report discussed
here. The following section of our report is Organization Overview where our chosen
organization. In the indispensable Findings & Analysis section, the variables of our research
based on survey outcome have been analyzed. Afterwards we have given some recommendations
to overcome some of the flaws of “Rangs electronics business communication system in the
section Recommendation. We have concluded the report with Conclusion part where we have
commented exposing our opinions based on the comprehensive analysis.

In 1986, Rangs Electronics Ltd. started with only one brand - SONY with only one 12” Black &
White TV and one RCR. Since then, the brand lineup has increased to more than 20 and the
product lineup to 450. Since then,  The product lineup of Rangs Electronics Ltd. has increasing
day by day. REL is now the leading marketing, selling and distributing company has the
reputation of being a pioneer in the field of Consumer Electronics, Home & Kitchen Appliance,
Broadcast & Content Creation, Medical Equipments technology in Bangladesh. Rangs
Electronics Ltd. is presently occupying 30% of total Electronics and Home Appliances market
share in Bangladesh.

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 Acknowledgment

The success and outcome required the assistance and guidance of many people without whom it
could have been much difficult for us. We were very fortunate to have them beside us and
thankful to them for everything they have done for finishing this work efficiently. At first, we
would like to thank Allah for granting the patience and bestowing his mercy upon us. Without
his pity, it was impossible for us to complete this venture. We owe to our lecturer Rahnuma
Sanjana for helping and suggesting us to work on our report and for inspiring us. She provided us
every essential tactic which helped us a lot. She gave us the opportunity of working on this new
report that we have learned about many things through this report and enhance our knowledge.
We also want to thank our parents and well-wishers who gave their valuable opinion while
making this report more appropriate and relevant. They were being very supporting and helpful.
These people have made this report concretized and a learning practice that will indubitably hold
vast assessment in our future.

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 Table Of content

Introduction …………………………………………………………………………………..5

Area research…………………………………………………………………………………..6

Research methodology………………………………………………………………………...7

Communication with stakeholders…………………………………………………………….8

Communication with internal department……………………………………………………..9

Communication with external department…………………………………………………….10

Analysis………………………………………………………………………………………..12

Recommendation………………………………………………………………………………13

Conclusion……………………………………………………………………………………...14

Appendix……………………………………………………………………………………….15

References………………………………………………………………………………………15

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 Introduction

Communication plays important role in all phases of a business. Effective communication is a

fundamental requirement to attain any organizational goal. It is important for both internal and
external communication system. Communication helps managers to perform core function of
management. In a business, effective communication smooth’s the process of planning,
organizing, motivating and controlling. Effective communication is the pillar of a successful
organization.

Our report is based on the communication system of Rangs Electronics. Rangs electronic is one
of the most reputed organizations in electronic industry of Bangladesh. It enjoys number one
position in assembling, manufacturing, importing, exporting, repairing, exchanging, dealing and
marketing all sorts of electronics and electrical goods. They have 86 outlets all over the
Bangladesh. For these reasons they have to communicate with different parties. It is somewhat
difficult for the organization to handle communication process with all these 86 branches. They
import a lot of product; for this purpose, they have to interact with international parties. To make
their communication process smooth they use a number of communication tools. We researched
on their existing communication system & found some loopholes; we also suggested effective
measures in our recommendation section, which the firm can implement in order to reap the
benefits of proper communication with all of their stakeholders.

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 Area of Research

A company faces a lot of problems during the communication process. Different company
follows different strategy to communicate with its employees, customers, suppliers and others
related to business. Therefore, it has to deal with these problems and it has its own way to do.
This problem can destroy and or reduce company’s goodwill. The statement of the research is
“To analyze the business procedure of Rangs Electronics, find out their communication
problem and develop possible solutions in order to further streamline their communication
process.”

In our research, we have covered the following areas of Rangs Electronics

 Company’s objective analysis, Internal Employee & External Audience

 Types of Business communications system.

 Network of communication

 Communication Process

 Obstacles over Communications process

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 Research methodology

Primary Research:

The primary research means research on raw data. The ways of doing primary research is
through interviews, FGD, Survey and company records. Our primary research is based on
interview with Md. Imranul Kabir, executive marketing member of Rangs electronics. He
provided us with all the information about their internal and external communication system. He
answered all question and also provided very important information regarding their internal and
external communication system.

Secondary Research:

Secondary research is based on those data which is basically used or processed. Secondary
research is based on online, journal, article, and books. For secondary research we basically
focused on their website which is www.rangs.com.bd and we also gather information from
Facebook page. This web page helps us to collect information about company background,
overview, mission and vision statement and summary of the company.

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 Communication with stakeholders

Stakeholders are those who have either external or internal dealings with the company. This
means that any decisions that the business makes will in some way have an impact upon those
individuals. So in order reduce miscommunication and to keep them up to date with dealings of
the company, communication is a must. Some of the ways a company can communicate with
stakeholders are; Verbal, Mobile, Email, phone text, WhatsApp, Memos.

Internal stakeholder

Verbal: verbal communication is the use of sound and words to express your intentions, and it is
a most informal way to communicate within organization. The employee of Rangs Electronics
normally uses Bangla language for their informal interaction.

Mobile phone: Mobile phone creates revelation in communication system. This is the fastest
way to communicate in every organization. Like every organization Rangs also uses mobile
phones as a faster tool for communication. It is a mandatory for all employees to have their
phone number active for the company can communicate with employee in very easiest way.

Email: Email is the most common method for communication. Rangs Electronics uses email for
formal communication. Managers, employees are using email for providing any important notice
or any formal information. To communicate with other department, they also prefer email.

Phone text: They introduced this option for lower level employee like Clarks, drivers etc. This
sort of employee does not have access email, what’s app. For any kind of important notice, they
send sms to all employees.

WhatsApp: It is a popular messenger service to communicate with employee in short time. It is

a new adoption in their communication sector and it is used for informal interaction between
employees and peers. WhatsApp is way faster communication system then email or phone text.
Cause every time it notify users instantly.

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Memos: It is a short official note that is sent by one department to another within the same
company or organization. This is the most formal way of communication in Rangs Electronics.
Any bills that need to be placed, a memo accompanies the bill as it contains all the essential
information. This is why a memo is extremely important.

Troyes software: This is an accounting and inventory software that Rangs electronics uses to
store all the information of the employee. Every department has the ability to access it.
Whenever a new employee is hired by the organization, they save all the employee information
in Troyes. Rangs has 86 branches all over the Bangladesh so it is a hard to maintain to
communicate with all the brace. By using this software one department can find data of other
department and can communicate with each other.

Communication with internal department

HR department: HR department deals with employee. They hire employee, they determine the
salary & also evaluate the performance employees. Whenever any department needs to hire
employee for some specific designation, they need to consult with the HR department via email.
HR sends to copy job description and job specification and other relevant information via email.
This email is used as a formal way of communication. They also communicate via mobile to
ensure that all relevant data has been received and send. HR department evaluate employee
performance and regarding information about salary increase or decrease.

Account department: The main objective of account department is salary, transaction and bank
related issues. Every month the organization needs to pay salary their employees. First of all, HR
department transfer the salary sheet to account department with all information regarding salary.
And it happens via email. There are some designated banks to pay the salary. The employees
must have an account with this bank. Every month the salary is automatically credited to their
account. Rangs Electronics does a lot of export and import and the account department handles
and confirms all the transaction. If other department need to foreign bill of exchange, LC, bank
draft copy they send email to account department. The account department gives them all the
important document via email or if needed, they communicate via phone.

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Marketing department: whenever marketing department come up with new ideas and
marketing strategies they arrange a formal meeting. All of departments head and board of
directors attend the meeting and they communicate with each other in Bengali. An employee
writes down the all information and decision which is taken by the meeting. This process is
known as meeting minute. And the marketing department gets a mail which decision is taken in
meeting. If any department need information, marketing department send this information via
email.

Assembly department: “Rangs Electronics” by this name we get to know that it is an

organization which works with electronics product. They buy a lot of basic or unprocessed
material. And they assemble those products and turn them in finish good. Through this process
they have to communicate with all of departments and parties and communicate tools are
invoice, memo, phone, mail.

Distribution department: Rangs Electronics has 86 showrooms all over Bangladesh. They
distribute their product from their head office which is situated in Tejgao industrial area. They
deliver their product through invoice and memo. After getting the product the receiver signs the
invoice or memo and confirms the distribution department by phone.

Communication with external department:

Suppliers: Rangs Electronics import a lot of basic or unprocessed electronic materials. That’s
why they have to communicate with various foreign suppliers. Their main foreign suppliers are
China, Thailand, Japan, and Malaysia. Their main sources of communication in terms of
language is English and others communication tool are email, proposal latter, phone, face to face,
video calling for this communication purpose. First of all, they visit that particular country,
suppliers and arrange a meeting with those suppliers. They placed a proposal latter where details
information about the product. After accepting the proposal by the supplier, supplier sends an
acceptance latter through mail to Rangs Electronics and delivers the product. If the criterion of
the product does not match with the contract or if any kind of defect products founds, Rangs
electronics send an email for adjustment request. If the supplier able to replace the product, then
they accepted the adjustment request by mail.

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Government Agency (Customs): Rangs electronics import products from various countries so
they have to interact with Bangladesh customs. Rangs have a separate department whom deals
with customs and employee of the departments are specially trained. If the product delivered by
air there are some specific document required for importation this are letter of credit (LC), bill of
landing, packaging list ,certificate of origin. The prescribed of entry and bill of export from order
2001 issued by the NBR outline the documentary submission requirement. For release of goods
from custom following documents need to be submitted along with the declaration for all types
of import. The documents are

 Letter of credit
 Invoice
 Bill of landing/AWB/Truck Receipt/ Railway receipt
 Packing list
 Country of origin
 Insurance policy / cover note
 VAT/BIN certificate
For releasing product from custom Rangs follow this procedure.
Customers: Customers are main stakeholder of company. Rangs electronics deals with two
types of customer, I. Regular/retail customer, II. Corporate customer

Regular/retail customer: to inform or attract customers in Rangs electronic they advertise

through TV, radio, Facebook page&leaflets. These are before purchase stage. In purchase stage
employees or sells person avail all the relevant information about the product face to face
verbally. If the customer is Bangladeshi, they use bangle to communicate if not than they use
English. After purchase customer get cash memo, catalog, warranty car. They also have after sell
service where customer can give call, mail or text if they need any adjustment. These are how
Rangs electronics interact with individual customers.

Corporate Customer: Rangs electronics deals with a lot of organization. Interims of

communication with individuals and organization are very different as organizations purchase
pattern because organizations place orders through advertisement in newspaper, that the need
some amount of electronic product; which is a Tender. The invite all the electronic companies to
submit tender with quotation. The lowest quotation or bidders are able to get the contract. Rangs

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electronics also participate in this tender process & they place their quotation and get the
contract. In this way Rangs electronics communicate with their organizational Clients.

Analysis

Rangs Electronics is one of the most recognized companies in Bangladesh. They are best known
for their assembly of Televisions, Refrigerators, and many other electronic products. They are
one of the biggest companies operating in Bangladesh soil. However, they seem to have many
lapses in their communication which seems to be holding them back as it is reducing their
operational capabilities due to a lack of transparent and smooth communication process. Some of
the problems that came to our attention are discussed below:

 Customer care service: Rangs Electronics does have a customer care service; however,
it is so appalling that it was surprising. They are always late, very rude and
unprofessional towards their customers. They are having a negative impact on the image
of the company and must be streamlined and must train their technician to stop
misbehaving with their customers. They also do not have any knowledge about the
products that their own company sell or provides.
 Vertical Organizational Structure leading to communications Gap: the
organizational structure is very complicated. This leads to further gaps in
communications. Any information that a function level manager pushes up the chain
takes a considerable amount of time for it to reach the top like the corporate level
strategy.
 Lack of employee motivation and empowerment: the corporate culture of the
company is very primitive, it does not motivate its employees in shape or form, as they
are treated poorly, and they are not given many incentives to work for betterment of the
business.
 Problems amongst colleagues: due to corporate culture, they have employees with
different perspectives, as many employees are from different areas of the country, most

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 of them are from Barisal, and this creates a type of gang which shuns people from other
parts of the country. This creates a division within the company and creates a conflict
within the organization. This situation leads to grapevine. Thereby, leading to major
miscommunication amongst employees.
 Bribery issue in government Agency: Institutional corruptions are a major problem of
doing business in Bangladesh. Companies have to pay huge sums of money annually in
bribes to stop government agencies intervening and creating problems for their business.
Rangs Electronics is also forced to bribe officials, just like every other business. This is
so rampant that company dismisses it as a hazard of doing business of Bangladesh.

Recommendation

The recommendation that we can suggest to Rangs Electronics are:

 The first problem that they should immediately undertake is to refine their after sale
service system. They must train their customer service people to be more professional
and to be more understanding towards their customers.
 The can arrange seasonal offer to their premium customers who will come to their stores.
For example,‘Eid offers, etc.
 They could introduce apps for their Rangs products so that Customers can order their
products from the comfort of their homes.
 They should provide incentives to their employees and motivate them. This will
encourage them to work harder and bring profit to the company, for example stock
options for every employee.
 As grapevine is a major problem for the company, they should introduce more
transparent form of communication so that everyone gets the same message and reduce
confusion as to what is going on and be more specific of the agenda of the business.
 The company should introduce conference monthly or annually so as to keep the
company employees up to date as to the position of the company so that they know what

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 the problem is and how to tackle them properly, this will also help new employees
understand how the company operates and what is asked of them.
 Rangs must be active in social media so as to attract younger generation of the market so
that this will increase their company image and profit.

Conclusion

The importance of communication within a company is instrumental to its success. How well
Rangs is able to maintain a cohesive and sustainable communication system within and outside
its company is paramount to its success.

The primary and secondary research that we were able to get our hands on by talking to a
representative of Rangs Electronics, gave us a general idea about the internal and external
dealings of the company. We were able to understand the communication process of the
organization, which showed us some loopholes in the way they conduct the business especially
in terms of their exchange of information within and outside the organization. Rangs is
experience a huge growth in their market. They have over 86 outlets all over Bangladesh, so it
would be unreasonable to assume that would not have some lapses in their communication.
Providing transparent and up to date information for all their stakeholders is not always easy.

They started with only one brand Sony and provided only one 12’ black and white Television
and one RCR. Since then the brand lineup has increased to more than 20 and the product lineup
to 450 and they have almost 2000 employees. They have already taken effective measure to
become more efficient by introducing new technology like Troyee software’s to further increase
inventory utilization and communication. The corporate management has thus taken more
measures to further reduce the loopholes within the organization.

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 Appendix

 How you normally communicate within organization?

 Which language you use in normal in interaction?
 What is the main language used in meeting?
 Who are stakeholders?
 Do you use social media communication with your peers?
 Is age and experience difference creating problem between peers and work place?
 Do you use translators to communicate with foreign stakeholder?
 What are the communication tools you use?
 Do you use any software for internal communication?
 Does u feel or have any communicational gape?
 What are the steps taken by your organization to solve communication gape?

References:

Primary references:
Md. Imranul kabir
Executive marketing manager of Rangs Electronics
Phone number: 01711083096
Secondary sources:
http://www.rangs.com.bd/pages/about

http://www.rangs.com.bd/

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