ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: PHAM THI BICH KHUE Student ID number: 31211023561

UNIT AND TUTORIAL DETAILS

Unit name: BUSINESS COMMUNICATION Unit number: DH47ISB-BC-2

Tutorial/Lecture: ASSESMENT 3 Class day and time:
Lecturer or Tutor name: MR. MICHEAL SARAM & MS. LYNN

ASSIGNMENT DETAILS

Title: ASSESMENT 3: BUSINESS PROJECT

Friday, December Friday, December 24,
Length: 18 PAGES Due date: 24, 2021 Date submitted: 2021

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Student’s signature: PHAM THI BICH KHUE

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been
signed.
 Executive summary:

The purpose of this designed is to compare, contrast, and analyze the communication principles with the
firm's communication practices. It has provided a few methods for improving communication in this firm
in order to improve organizational performance.

Main content:

1. (Appendix A)

Communication Principles Compare, contrast and analysis of Communication Issues

Practices in the communication practices in the
firm firm

Verbal messages 5C criteria: Similar to: (1), (2), (3) The use of words is limited,
Clearly (1) Correctly (2) (1): provide messages thoroughly inaccurate will lead to
Concisely (3) and specifically. confusion and lack of
Comprehensively (4) (2): announce information exactly information.
Completely (5) about any changes in opening
hours
(3): Using only a few words but can
get to the point of the number of
cakes needed.

Advertisement Similar to: (1), (3), (4), (5) Advertising will sometimes be
Use few words and photos but still exaggerated to attract
provide full advertising customers.
information about the cake packing
service according to the event set
and contact information. 
Focus on conveying briefly about
the product 

Flyers Similar to: (1), (2), (3), (4) It does not provide exactly
Flyers give short, but complete, the size of the cake
accurate information about the
price of cakes, besides the layout is
easy to see, easy to understand
and clear.

Facebook posts Similar to (1), (2), (3), (4) It is not enough to give a
Give clearly the exact time to close reason for closing the store.
and reopen the store, also very
brief and easy to understand
 2. (Appendix B):

Situation Principles Compare, contrast and analysis of Communication Issues

communication practices in the firm

A Perception is affected Similar to factor (1) Different perceptions can lose

by three factors: Customers compare the taste of the the bond between customers,
•Prior experiences (1) cake with those previously eaten and businesses and employees, if
•Prior knowledge (2) give different perceptions worse, it can cause
•Psychological state (3) misunderstandings.
B Similar to factor (3)
Customers rely on personal feelings to
give an opinion on whether the size of
the cake is suitable for the price.

C Similar to factor (3)

The result of relying on personal
feelings to give perceptions about in-
store dining experiences and using
take-away products.

D Similar to factors (1), (3) 

Customers perceived the price of cakes
differently because they have different
psychological states as well as prior
experience.

3. (Appendix C):

Situation Principles Compare, contrast and analysis of Communication Issues

communication practices in the firm

A Diversity in terms of Each employee is at a different age, Each person will have different life
ages, gender, sexual there are young people, and there experiences, different perspectives,
orientation, regional are also older people. so it will be difficult to sympathize
 B affiliations, religious Each employee plays an important with others.
beliefs, ethnic and role such as managers, bakers, staff,
linguistic backgrounds... shippers...

C There are staffs coming from

different regions such as North or
South.

D Staff with different educational

levels. For instance: the founder has
a bachelor degree compared with a
college graduate.

4.

Situations Principles Compare, contrast and analysis of Communication Issues

communication practices in the firm

A 6 styles to respond: Similar to: (5), (6) Sometimes, misusing these

 Evaluating, Staff uses alternative words to response styles can lead to
judging (1) summarize the order of customers and communication breakdown.
 Evaluating, use questions to ask whether customers
advising (2) need anything else.
 Interpreting (3)
B  Supporting (4) Similar to: (3), (5)
 Questioning (5) The manager responded to customers’
 Paraphrasing (6) complaints about the wrong orders. She
used a questioning style to ask the
customers again about their orders.
Interpreting is used to explain why this
mistake was made.

C Similar to: (4), (5)

The staff used supporting method to
contribute ideas to develop new
product. Questioning style is used when
that staff asks whether other people
understand her idea clearly or not.

D Similar to: (2), (5)

The staff used evaluating, advising styles
when he said the cake was too sweet, it
should be less sweet. Supporting is
applied when the staff encourages the
 baker to try again.

4.

Situations Principles Compare, contrast and analysis of Communication Issues

communication practices in the firm

Supportive: Supportive climates: Defensive communication can

 Description cause disagreements, conflicts.
A:  Problem Provisionalism: This has negative impacts on the
Orientation The staff listen and promise to take connection between employees,
 Spontaneity the problems into consideration with productivity of the business.
 Empathy an open-mindedness. He accepted
 Equality the mistake without any excuse.
 Provisionalism
B Defensive climates: Problem Orientation:
 Evaluation The staff suggests that customers
 Control choose the best sellers when the
 Strategy customer is wondering what to
 Neutrality choose.
 Superiority
 Certainty

Defensive:

A Control & Superiority:

The manager will have a
dictatoreanor, want all the
employees to follow her orders and
she thinks because she has a higher
position so she has control.

B Evaluation:
Employees blame each other, they
think the other person is wrong and
tend to judge other people's actions
as bad.
  The communication climate within the firm is rather supportive because the respect and
candor is conducted by all the staff. To avoid growing unhappiness, conflicts and
debates are handled and resolved with an open-minded. Furthermore, the management
always appreciated the contribution of their employees by making impartial
evaluations. 

6.

Situation Principles Compare, contrast and Communication Issues

analysis of
communication practices
in the firm

A Assertive:  Assertive: Assertive and Non-assertive

 Stating what you When the baker asked communication are used more than
think, feel, want, staff to give his cake a try, Aggressive one. But because people here
or need in a way the staff frankly stated are afraid to speak frankly, it is
that is direct, with respect that its sometimes difficult to distinguish
honest, and flavor was not good between assertive and non-assertive.
respectful of enough. This is a way of
others expressing honest
Aggressive: opinions but is not meant
 Stating thoughts, to cause rudeness.
feelings, wants, or
B needs directly and Aggressive:
honestly but The chief baker criticized
disrespectfully the new baker's cake and
Non- assertive: attacked him saying that
 Respecting others he was incapable of being
while stating your a baker. Show an attitude
thoughts, feelings, of aggression.
wants, or needs
C indirectly or not at Non-assertive:
all.  When invited to evaluate
a colleague's work
attitude, an employee
always has a dishonest
attitude for fear of
disappointing others. He
just said perfunctorily
that they were doing well.
 7.
Situation Principles
A Deliver the news responsibly:
be clear and sensitive. (1)
Focus on what the reader can
do rather than on limitations.
(2)
Justify negative information by
B giving reasons or benefits. (3)
C Similar to: (1), (3)
D Similar to: (1), (2)
8. (Appendix D)
Compare, contrast and analysis Communication Issues
of communication practices in
the firm
Similar to: (2), (3) No issues are founded.
They deliver negative
information that the process of
transporting raw materials is
delayed, and give reasons
because of the pandemic, and
focus on finding solutions.
Similar to: (2)
When the store received a
complaint from a customer
about the quality of the cakes,
they immediately plan on
solutions, apologize and hope
to pay for the loss.
Management informs the
situation of staff reduction
carefully to avoid being
narcissistic employees,
explaining the reasons because
of the pandemic so revenue
decreases,
The manager informed staff
about the supplier of delivery
materials missing goods, then
quickly told them to solve it, by
finding alternative raw ơ-
materials.
 Situations Principles Compare, contrast and analysis Communication Issues
of communication practices in
the firm

Audiences - Communicating you-attitude:  No issues are found.

focused:  Looks at things from
A the audience’s point of
view (1)
 Emphasizes what the
audience wants to
know (2)
 Treats the audience
with courtesy (3)
B  Respects the
audience’s intelligence
(4)
 Protects the audience’s
ego (5)
Similar to: (1), (2)
They put their place in
customers, looking forward to
having any discounts for the
holidays, thereby offering
services to satisfy customers.
Similar to: (3)
The staff politely asked the
guests what kind of cake they
wanted to use. After the
customer has finished buying,
say goodbye the customer with
a gentle attitude.

Firm-focused:
C Similar to: (2)
They used firm-focused
messages to introduce their
store’s background.

D Similar to: (2)

They announced the change in
the store's opening time. Focus
on the firm while also giving
customers the information they
want to know so that they can
use the store's services.

 The business in my report tends to use audience-focus more. As I observe, they aim for
customer values and a desire to serve customers rather than just focusing on the business.

9.

Situations Principles Compare, contrast and analysis Communication Issues

of communication practices in
 the firm

Regular meetings Meetings are held for several
purposes:
 To share information (1)
 To brainstorm ideas (2)
 To evaluate ideas (3)
 To make decisions (4)
 To create a document (5)
 To motivate members (6)
Training session
Similar to: (1), (2), (3), (4) It will be difficult to
The business holds meetings to schedule meetings for
summarize the revenue and part-time employees.
activities of employees in the
past, propose, evaluate and Online meetings will be
pick out new ideas for the difficult for people who
store. don't have access to
technology.
Similar to: (1), (6)
A meeting is held to train
employees, share ways to work
more professionally and
encourage employees.

Online meeting Similar to: (1), (6)

An online meeting on online
platforms with the purpose is
to share employees’ difficulties
during the Covid-19 pandemic,
and motivate others.

Year-end party Similar to: (6)

There will be an annual party
for employees to meet, enjoy
food and play.

10.

Situations Principles Compare, contrast and analysis Communication Issues

of communication practices in
the firm

A 5 types of conflicts:  Similar to: (4) Conflicts have negative

  Pseudo Long-time employees often consequences for the
conflict (1) despise the ideas of new relationships of employees,
 Fact conflict employees and value creating a non-united
(3) themselves, he wants to prove environment.
 Ego conflict (4) his self-worth.
 Value conflict 
B  Need conflict Similar to (2)
(2) The two employees argued
because they wanted to take a
day off, and they were fighting
 for their own rights.

C Similar to (3)
The customer ordered 3 cakes
but the baker only made 2 cakes,
but he still insisted that the staff
had incorrectly written the
order.

D Similar to (1)
Staff A thinks that staff B is lazy,
not responsible for letting A work
overtime alone, even though B
has finished his part.

Recommended Solution

Issue Potential solutions Recommended solution

1 a. Organizing a training session Solution a:
Helps everyone in the firm has basic skill
for all employees of communicate effectively with
b. Set up a department of people customers.

skilled in communication.

2 a. Clearly explain for customer Solution a:

about the products.
b. Changes products as customers
want.
3 a. Recruit staff for that store,
choose people who are in the
same range of age, in the same
gender, regions, backgrounds…
b. Organize bonding activities
4 a. Train employees about how
to respond professionally.
Helps customers to understand,
sympathize and adapt to the product, so
that they can engage long-term with the
store
Solution b:
Helps staff to understand, sympathize
with their peers. It also helps the firm
have a strong spirit of unity.
Solution a:
Helps employees become more
professional and flexibly in response.
 b. Make a plan on how to respond
to any situation.
5 a. Monthly reward for
employees with a good
attitude at work.
b. Ask employees to focus on the
firm’s goals instead of
themselves.
6 a. Have monthly anonymous
survey to check the
productivity of each
employee.
b. Criticize employees who tend to
be aggressive.
7 a. Employees share their own
experiences of giving negative
information.
b. Avoid giving negative
information.
8 a. Create chances for employees
to join some training course
b. Learn how to have customers’
point of views
9 a. Recruit full-time employees.
b. Set up a fixed meeting schedule
c. Transfer into offline meeting.
10 a. Impose penalties on whose
cause conflicts.
Solution a:
This will be more encouraging and
practical than just talking
Both:
When identities are secure, people will
no longer be afraid to share their
personal views. Aggressive people will
also control themselves when they've
been criticized.
Solution a:
Because it's practical and easy to apply.
Both:
Aid in comprehending consumer
requirements and desires, as well as
preventing communication errors.
Solution b and c:
The employee will arrange their own
schedule. Moreover, people who have
difficulty with technology can attend the
meetings
Solution a:
The punishment will make employees
afraid of causing conflict.
 b. Finding solutions that benefit all
of them.

Appendices:
A.

 (Facebook post -
“BaaBoo is closed at Saturday, 23/10, see you on Sunday, 24/10”)

          
 (Flyers found in the store)

(Advertisement)
B.
1. These two screenshots which we researched are the messages from customers to
BaaBoo.

Translation:
A left screenshot: Customer said that “It is better to add more coconut milk because the cake
lakes of sweetness” 
A right screenshot is about other customer perception: “10 points for the quality of cakes
because it has mild sweet.”
 (Different customers’ feedback about cakes’ flavor)

Translation:
A left screenshot, a customer’s review: “Good serving, the cakes are delicious and the price is
appropriate.” 
A right screenshot, customers’ complaint: “Why the price of the cake is too small, it is such a
high price for small slices of cakes.” 
C.

(Different customers’ opinions about prices)

 (Members of store located on Nguyen Dinh Chieu Street include 1 manager, 1 baker,
2saler)
 
   We observe that they’re from different provinces based on their different accents. 
   Also, there is one undergraduate staff while others have bachelor degrees.

D.

Audiences-focused messages: 

 Recently, on Teacher’s day, they gave extra gifts for customers who are teachers. 
 Usually, they also send greetings on Facebook posts on weekends or holidays

Firm-focused messages: 

 They have an introduction post about their store on Facebook

 They also announce about store opening changes 
References:
Cheesebro, T., O'Connor, L., & Rios, F. (2009). Communicating in the workplace. Pearson College
Division.
Locker, K. O., & Kaczmarek, S. K. (2013). Business communication: Building critical skills. McGraw-Hill
Education.