GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: NGUYEN TRAN NHAT ANH Student ID number: 31221020206

Student name: HUYNH VO KIM NGAN Student ID number: 31221020875

Student name: VU BAO NGAN Student ID number: 31221020120

Student name: NGUYEN PHUONG NHU Student ID number: 31221020295

Student name: Student ID number:

UNIT AND TUTORIAL DETAILS

Unit name: Business Communication Unit number: BC-DH48ISB-5

Tutorial/Lecture: Business Project Class day and time: 12:00 PM, Saturday
Lecturer or Tutor name: Dr. Kazi Raisha Inshad Anwar
ASSIGNMENT DETAILS

Title: Business Project Report

Length: 991 words Due date: Dec 9th , 2022 Date submitted: Dec 9th, 2022

DECLARATION
 I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s work or from
any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another (previous or
current) assessment, except where appropriately referenced, and with prior permission from the Lecturer /
Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except where
collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the
purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism
checking).

Student’s signature: Nguyen Tran Nhat Anh

Student’s signature: Huynh Vo Kim Ngan
Student’s signature: Vu Bao Ngan
Student’s signature: Nguyen Phuong Nhu
Student’s signature:

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

Table of Contents
Long Chau’s Background:.......................................................................................................................3
Communication practices in the organization:......................................................................................3

1. [appendix 1]................................................................................................................................3

2. [appendix 2]................................................................................................................................3

3..........................................................................................................................................................3

4. [appendix 3]................................................................................................................................4

5. [appendix 4]................................................................................................................................4

a. Supportive communication:...................................................................................................4

b. Defensive communication:.....................................................................................................4

6..........................................................................................................................................................4

a. Assertive style.........................................................................................................................4

b. Aggressive style:.....................................................................................................................5

c. Non-assertive style:................................................................................................................5

7. (reference 1)...............................................................................................................................5

8. (reference 2)...............................................................................................................................5

a. Audience-focused...................................................................................................................5

b. Me-focused.............................................................................................................................5

9. (reference 3) [appendix 5]..........................................................................................................6

10. [appendix 6]............................................................................................................................7

Appendices............................................................................................................................................8

[appendix 1].......................................................................................................................................8

[appendix 2].....................................................................................................................................10

[appendix 3].....................................................................................................................................11

[appendix 4].....................................................................................................................................12

[appendix 5].....................................................................................................................................14

[appendix 6].....................................................................................................................................14

Reference.............................................................................................................................................15

Reference 1......................................................................................................................................15
Reference 2......................................................................................................................................15

Reference 3......................................................................................................................................16
Long Chau’s Background:

History: The company was established with nearly 20 years of experience in the pharmaceutical
retail industry, being the pioneer in the business in 2007. Ten years later, it was officially affiliated
with FPT Corporation with 8 pharmacies around Ho Chi Minh City. During 2019, the corporation
expanded its scope with 32 pharmacies over 5 provinces/ cities. Moreover, it opened more than
400 pharmacies in 53 provinces/ cities nationally in the next two years, proving that Long Chau is
slowly reaching its peak in their categories over the period. 

Mission: FPT Long Chau pharmacy system always wishes to take care of and serve the community's
health with the best quality and reasonable price.

Communication practices in the organization:

1. [appendix 1]
a. Website
b. Social media: via Facebook
c. Verbal communication:  customer consultant
d.  Text message: via Messenger

2. [appendix 2]
a. Customers have different perceptions about the service
b. Employees have different perceptions about working conditions
c. Customers have different perceptions about the product’s price
d. Employees have different perceptions of their boss

3.
a. Genders
b. Age groups – all ages
c. Job position
d. Academic background – mostly are medical related.
4. [appendix 3]
a. When the customers ask for different prescriptions -> Questioning, Paraphrasing.
b. When coworkers ask to switch your working shift with them -> Questioning,
Evaluating (Advising)
c. When the manager blames you for something that you’ve done wrong ->
Evaluating (Judging), Interpreting
d. When you ask the senior about how they can prescribe a different type of illness -
> Questioning, Supporting

5. [appendix 4]
a. Supportive communication:
Problem orientation: Dr. Nguyen patiently listened to the patient's mọther taking and calmly
said that they both had the same problem in treating the patient and they could find a better
solution
Empathy: Dr. Nguyen understood why the mother was furious since she also had kids and
comforted the patient that her son would feel better soon. 

b. Defensive communication:

Evaluation: The mother criticized Dr. Nguyen for not being able to cure her son's illness after
taking the pills that she prescribed.

Superiority: The mother said she did not make any mistakes in treating her son because she
cared for the patient the same way as her older siblings for years, and her siblings are always
healthy. 

=> However, the conversation was still able to stay supportive later on after the mother’s
problem got solved by Dr. Nguyen. Because doctors tended to be professional by understanding
the problem and figuring out the other solution while also showing empathy for the patient's
family's concern about the patient's illness.
6.
a. Assertive style
The pharmacist disagreed with how the customer used the medicine and patiently gave her the
right direction.
Context: A customer misunderstood how to use her pills and the pharmacist patiently
instructed her to use them.

b. Aggressive style:
The manager got infuriated and used inappropriate words toward staff.
Context: the staff lost a customer’s motorbike.

c. Non-assertive style:
The new staff agreed to all the experienced staff’s opinions although she had a different view.
Context: the staff had different views on how to arrange the medicine in suitable places.

7. (reference 1)
a. There is no need for a prescription from a specialist, but people can easily buy all kinds of
drugs, including antibiotics, pain relievers, and brand-name drugs.
b. Long Chau pharmacy does not post up prices according to regulations, and the owner of the
establishment is absent while the establishment is in operation.
c. Long Chau pharmacy was advertised as "specializing in cancer medicine" which is false
information because there is currently no drug recognized by the competent authority as
specific drugs that can cure cancer, but only supportive drugs that are sold under a doctor's
prescription.
d. Long Chau fails to open sheets or use computers to manage import, export, storage, and
tracking batch numbers, expiry dates, origins of drugs, and other relevant information as
prescribed by law.

8. (reference 2)
a. Audience-focused

 FPT Long Chau shows their gratitude to their customers on the occasion of the
opening of the 1,000 th pharmacy by giving promotions.
 Announcement on the delivery policy to customers.
 b. Me-focused

 Drugs and products at FPT Long Chau pharmacy chain are committed to being
imported from genuine, quality controlled according to strict processes, and sold at
the listed price.
 All pharmacies under the system meet Good Drug Practices - GPP standards, with a
team of qualified doctors and experienced experts.
When we observe, we notice that the pharmacy sends the majority of messages to
audiences with a you-attitudxe:
Through communication, the pharmacy usually emphasizes the importance of the
customer.
Although there have been instances where firm-attitude messages, such as regulations,
have highlighted their characteristics, these instances are uncommon.

9. (reference 3) [appendix 5]

Types of meetings One-on-one Regular staff Sales, staff Quarterly

Characteristics meeting meeting training planning
meeting

Participants The manager and The manager The manager The manager
one employee and employees and employee and employees

Context Discuss changing Announce the Train the new Plan schedules
the working shift new policies, pharmacist for the next
when the products, and about handling quarter to
pharmacist has a changes in different achieve the
problem with time Long Chau scenarios while pharmacy’s
management  pharmacy   dealing with annual goal
patients 

Means of Email In-person In-person In-person

communication meeting meeting meeting
 
10. [appendix 6]

a. Need conflict: the manager asked an employee to work overtime but he refused to do so as
he had another plan.
b. Ego conflict: the customer argued with the pharmacist when she told him to smoke in the
store.
c. Value conflict: Two pharmacists discussed medicine for a patient. Instead of finding the right
cure for the patient, they argued about who was right and who was wrong.
d. Pseudo conflict: the old employee was afraid that the new employee could not do well in
cleaning and arranging the store. As a result, this leads to misunderstandings between
them. 
Appendices
[appendix 1]

a. Website: provide information about the products

b.  Facebook: promotion and minigames to

attract
customers
c. Verbal communication: can ask directly to the pharmacist for more information or call
through hotline

d. Text message
[appendix 2]
a. Different perceptions about the service

b. Different perception about working conditions

c. Different perceptions about product price

Customer A said that the price at Pharmacity is lower than Long Chau, while customer B
thinks that Long Chau has the best price among other stores.
 Conversation
Customer A: “Last month I bought a supplement at Long Chau for 300k while my friend only
spent 275k at Pharmacity.”
Customer B: “Is that true? I thought that Long Chau provided the lowest price because I’ve
bought many drugs there and I’ve saved a lot.”
d. Different perceptions about the boss
Employee A said that the boss always makes her work overtime, while employee B believe
that the man was the best manager.
Conversation
Employee A: “I really hate my boss because he told me to work overtime so that he could go
home early.”
Employee B: “I don’t believe that because he treats me so nicely and sometime give me
opportunities.”
[appendix 3]
a. Customer: “Miss, can I get another prescription for my sickness? I didn’t feel better after
using the previous medicine you gave.” - Questioning.
Lan: “Are you sure? You don’t feel better after using *name of medicine*? It was the
strongest I believe.” – Paraphrasing

b. Hoa: “Lan, I have some problems and I think that I can’t work at 10 A.M shift, can I switch to
your 5 P.M instead?” – Questioning
Lan: “I don’t think I’m the one who can decide it, you should ask the manager instead. If he
agrees with it then I’m fine with it!” – Evaluating (Advising)

c. Manager: “You haven’t finished your medicine report yet! And you even miscounted 5
bottles!” – Evaluating (Judging)
Lan: “I’m so sorry, that day I was a little sick so that’s a pity that I didn’t finish my job
properly.” - Interpreting

d. Lan: “Excuse me, Thanh. Can I have a moment?” - Questioning.

Thanh - the senior: “Yes, are there any problems?” - Questioning
 Lan: “Oh I need your help on preparing the accounting statements!” 
Thanh: “Okay, let me take a look.” – Supporting

[appendix 4]
(December 8th, 9:35 am) The conversation between Dr. Nguyen, the patient's mother, and the
patient at Long Chau pharmacy. 
Content of the conversation: The mother’s patient came in and angrily asked Dr. Nguyen because
her son did not feel better after taking the pills for a week. Dr. Nguyen calmly comforted the
mother’s anger and explained that many kids had come to the hospital with stomach bugs around
this week. The mother also stated that she carefully cared for his son with the same treatment she
had used for his older kids; they had always been healthy. For a more descriptive reply, Dr. Nguyen
explained that the reaction to medications and the immune system is different from kid to kid, so
there could be a chance that this pill did not work well for the patient. Dr. Nguyen prescribed
another medication, asked the father to give the patient more water to keep him from dehydrating
due to diarrhea and let the patient play around the home more for a quicker recovery.
 Conversation (Vietnamese):
The patient's father (impatient, angry): Bác sĩ Nguyễn, tại sao con tôi vẫn còn nôn mửa và đau
bụng suốt cả tuần nay? Tôi cho nó uống thuốc bác sĩ kêu đều đặn cả tuần mà tới nay nó vẫn chưa
khỏi.
 Dr. Nguyen (calm): Bé nhà mình không bị làm sao cả. Bây giờ đang có dịch tiêu chảy, suốt một tuần
nay có rất nhiều bé nhập viện để truyền nước. Tôi cũng là một người một người mẹ, tôi hiểu vì sao
chị lại lo lắng như vậy.
 The patient's mother (impatient, worried): Tôi từng chăm hai anh lớn của bé suốt, y như cách mà
tôi chăm bé nhưng mà hai đứa vẫn khoẻ mạnh đấy thôi. Cho hai đứa nghỉ ngơi trong phòng và uống
thuốc tầm 3-4 ngày gì đã khỏi rồi mà sao bé này cả tuần nay chẳng đỡ gì hết? Hay là thuốc có vấn
đề?
 Dr. Nguyen (calm and patient): Có thể là thuốc này không hợp với bé nhà. Bây giờ, tôi sẽ kê cho bé
một toa thuốc mới. Nhờ chị giúp cho bé uống và bé sẽ cảm thấy khỏe hơn thôi. Mỗi đứa trẻ sẽ có
phản ứng khác nhau cho từng loại thuốc. Hệ miễn dịch của trẻ cũng vậy. Có bé sẽ nhanh khoẻ hơn
nhưng cũng có ý đáng lo ngại cả. Chị cũng nên cho bé được hoạt động nhiều hơn để mau hết bệnh.
Nhớ dặn bé uống nước thường xuyên để tránh mất nước nhé.
 The patient's mother (calm): À vậy à. Cảm ơn bác. Tôi sẽ làm theo lời dặn của bác sĩ.
Conversation (English):
The patient's mother (impatient, angry): Dr. Nguyen, why is my child still vomiting and having
abdominal pain? I regularly gave him the medicine you had prescribed for a week, but he still hasn't
recovered.
 Dr. Nguyen (calm): He is totally fine. Now there is a stomach bug going around, and during this
week, many children have been hospitalized. I am also a mother, so I understand why you are so
worried.
 The patient's mother (impatient, worried): I used to take care of his two big brothers all the time,
the same way I take care of him, but they are still healthy. I let the two rest in the room and took
medicine for 3-4 days; they already felt much better. Why hasn't my baby got better after this
whole week? Or is the medication the problem?
Dr. Nguyen (calm and patient): There could be a chance that the medication did not suit your baby.
Now, I will give him a new prescription. Please help him drink this pill, and he will feel better. Each
child is different, from their response to each medication to their immune systems. You should also
let the baby be more active to recover quickly. Remember to tell your baby to drink water often to
avoid dehydration.
 The patient's mother (calm): Oh, I see. I will do what you just told me. Thank you, Dr. Nguyen.
 The mother angrily stomped into the doctor's office, asking her why the son was still feeling
bad after drinking the medicine for a week.She also doubted the medication prescribed. =>
Evaluation
 The mother also confidently said that she has a lot of experience in taking care of his kids,
so there was no chance she made any mistakes. => Superiority
 The doctor patiently listened to the mother talk about her son’s symptoms, carefully
explained the situation, and informed the mother about the patient’s response to the
medication she had prescribed. She stated they shared the same problem when caring for
the boy and looked for another solution: prescribing a new pill that would work better for
him. => Problem orientation
 The doctor also understood why the mother was so angry talking to her because she was
also a mother and comforted her, saying that her child would be better soon. => Empath

[appendix 5]
 From observation and asking from pharmacist at Long Chau
[appendix 6]
a. Need conflict: the manager asked an employee if she could work on Sunday night this
weekend. She decided to refuse her boss in a polite way by saying: “Sorry sir, I cannot do
that because I already make a plan for this weekend.”
b. Ego conflict: the customer kept smoking while buying medicine while the pharmacist told
him that it was forbidden.
 Customer: “Why can’t I smoke? I just quickly buy the medicine and go away.”
 Employee: “But sir, it is forbidden to smoke in our store so please can you put it away?
Besides, the smoke from the cigarette can affect another person.”
c. Value conflict: a patient had a fever as well as a bad headache and when two pharmacists
prescribed the medication, they had different opinions on how many antibiotics and days
she should drink. Instead of finding a solution, they created a conflict.
d. Pseudo conflict: 2 employees shared the same shift and were told to clean everything
before they lived. The old employee explained to the manager that he would do most of the
cleaning as the new one did not know much about the place yet. But the new employee
thought differently because he thought that he did not do enough and was not trusted.
Reference
Reference 1
a. Hoàng Lân Đại Long. (2021, July 2). Hệ thống nhà thuốc FPT Long Châu vẫn còn "lỗ
hổng" khi bán thuốc. Retrieved 2022, from https://ngaymoionline.com.vn/he-thong-
nha-thuoc-fpt-long-chau-van-con-lo-hong-khi-ban-thuoc-25329.html?
fbclid=IwAR0PTYyPaWNL6tQHSmjesGEnBIPhiFfkMaioRgYkYFtEXQxEjWz7seD-6IY.
b. Nguyên, A. (2022, April 22). Lâm Đồng: Xử phạt nhà thuốc Long Châu của FPT Retail
do niêm yết giá không đúng quy định. Retrieved 2022, from
https://thuongtruong.com.vn/news/lam-dong-xu-phat-nha-thuoc-long-chau-cua-fpt-
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c. Thanh, C. (2022, September 9). Phạt một công ty quảng cáo về nhà thuốc Long Châu
là "chuyên thuốc đặc trị ung thư". Retrieved 2022, from https://baodautu.vn/phat-
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fbclid=IwAR0TBdmgenIqXgX9k97dUvfAEvE67NQXMAtWvkqa3Zb5h55zE1AgfD-
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Reference 2

a. Audience-focused

Author, L. C. (2022). GỬI NGÀN LỜI CẢM ƠN MỪNG MỐC 1000 NHÀ THUỐC - CƠ HỘI
TRÚNG GIẢI LÊN ĐẾN 1 TỶ ĐỒNG. Retrieved 2022, from https://nhathuoclongchau.com/bai-
viet/gui-ngan-loi-cam-on-mung-moc-1000-nha-thuoc-co-hoi-trung-giai-len-den-1-ty-dong-
66558.html.

b. Me-focused
 Author, L. C. (2017). Giới thiệu nhà thuốc Long Châu. Retrieved 2022, from
https://nhathuoclongchau.com/gioi-thieu.

Reference 3

Wooll, M. (2022, January 31). 7 types of meetings (and how to get them right). Retrieved 2022,
from https://www.betterup.com/blog/types-of-meetings