ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student ID
Student name: Cao Nguyen Huong Nhi number: 31211023576

UNIT AND TUTORIAL DETAILS

Unit name: Business Communication Unit number: BC-DH47ISB-06

Tutorial/Lecture: Business Project Class day and time:
Lecturer or Tutor name: Mr. Michael Saram

ASSIGNMENT DETAILS

Title: Business Project (Individual)

Length: 1543 words Due date: 26 DEC 2021 Date submitted: 26 DEC 2021

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: Cao Nguyen Huong Nhi

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

I. Executive Summary………………………………………...…………………………………………………………………………………….2
II. Analysis of communication practices in the firm and communication issues…………….………………………….3
III. Potential solutions and recommend solution…………………………………………………………….……………………….3
VI. Appendices…………..……………………………………..…………………………………………………………………………………….7
VI. References…………..………………………………………………………….…………………………………………………………………9
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I. Executive Summary
- This report contrasts the way communication happens in a firm, specifically Elite Dental – a small
Dental Centre in Ho Chi Minh City, and what is the diffrences to the principles that I have been
learned from class Business Communication.
- This report also analyses the data that have been observed in the Proposal (Team) Assignment. From
that, I will give out some needed solutions to the problems after I recognise them.
- This report will include:
1. Executive Summary
2. Analysis of communication practices in the firm and communication issues
3. Potential solutions for some context that needed them and recommend solution
4. Appendices for some analyse and issues to be more clear
- These are some recommendation to improve the business communication through this project:
1. Train employees about interpersonal relationship
2. Train empoyees about respect each other
3. Have more bonding trip to strengthen firm’s bond.
4. Train employees to treat customers equally
5. Increase You-attitude or Audience-focus message during communicate with customers
II. Analysis of communication practices in the firm and communication issues
III. Potential solutions and recommend solution
1. Business Communication: (Appendix A)

Types Principles of Compare and Analysis Communication

communication contrast issues

a. Event on Bussiness Similar: a, b, c, d The firm has been well-known by the -Communication on
Facebook communication uses Similar: 4, 5 customers in HCMC→not focus on social media and
b. SMS confirming a specific medium Different: 1, 2, 3 promoting. website might
booking format to meet the →Meet all the dissapoint their
c. Email specific needs of the criteria. interpersonal
promotion of audience effiently Most of the relationship with
dental products (Braun, p.4) Communication customers
d. Verbal Verbal types is
messages communications: complete and
(Appendix 1 oral message (d) correct but not
clear and
Proposal) Written
concise
communications:
Social media (a), Text
(b, c)
An effective
message must
meet 5 criteria:
1.Clear
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2.Concise
3.Comprehensive
4.Complete
5.Correct
(Braun et al, 2016,
p. 10)

Potential solutions:
A) Recuit employee who have major in social media
B) Train current employee
Recommend solution:
Choose solution A) because “time is money”, current employee can focus on their work and save time to
train.

2. Different perception: (Appendix B)

Types Principles of Compare and Analysis Communication

communication contrast issues

-Example a Three factors Similar to all Each employee and customer has Missunderstood
-Example b affecting criterias. their own perception based on customers.
-Example c perceptions: →Many many factors.
-Example d -Prior knowledge (a) different
(Appendix 2 -Prior experience (b), perceptions in
Proposal) (d) the firm
-Psychological state
(c)
Potential solutions:
A) Train current employee
B) Let employees meet customers’ recommend
Recommend solution:
Choose solution B) because trainning employee could not completely solve the problem so prefer B.
3. Diversity:

Types Principles of Compare and Analysis Communication

communication contrast issues

a. Educational Diversity in terms of Similar: (a), (b), -This is an international firm so No issues found.
Background ages, gender, sexual (c), (d) that it contains various diversity.
b. Age orientation, regional →There is -Require high educational degree.
c. Gender affiliations, religious diversity in the
d. Region belief, etc firm
(Appendix 3 (Cheesebro, p.55)
Proposal)

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4. Response styles: (Appendix C)
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Types Principles of Compare and Analysis Communication

communication contrast issues

a. Situation 1 Evaluating Similar: (a), (b), -Employees reponse politely to the No issues found.
-Questioning (Judging): Say what (c), (d) customers
-Supporting is right/wrong, →Response -Customers always want to ask more
b. Situation 2 good/bad, passed styles are wide about their health
-Paraphrasing judgment
-Evaluating Evaluating
(Judging) (Advising): Share
c. Situation 3 solution/advice
-Evaluating Interpreting:
(Advising) Analyze, explain the
-Questioning sender about the
d. Situation 4 cause
-Questioning Supporting:
-Interpreting Reassure, pacify or
(Appendix 4 comfort
Proposal) Questioning: Gains
more information,
clarifies meaning
Paraphrasing:
Summarizes
content/feeling
(Cheesebro, p. 119,
120)

5. Supportive/Defensive communication (Appendix D)

Types Principles of Compare and Analysis Communication

communication contrast issues

a. Supportive All of these Similar to the -Employees willing to listen to the Some employees
b. Supportive elements of principles customers defensive and treat
c. Defensive supportive and →More -Sometimes, employees are rude customers
d. Defensive defensive climates supportive and not respect customers equally unequally→Damage
(Appendix 5 are valid factors in the interpersonal
Proposal) determining the relationships and
effectiveness of bad image for brand
your
communication
(Cheesebro, p. 132,
133)
Supportive climates
• Description
• Problem
orientation
• Spontaneity
• Empathy
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• Equality
• Provisionalism
Defensive climates
• Evaluation
• Control
• Strategy
• Neutrality
• Superiority
• Certainty

Potential solutions:
A) Train current employee about interpersonal communication skills
B) Warning to the employee
Recommend solution:
Choose solution A) because trainning employee could let the employee increase their awareness about
interpersonal relationship not just with a specific situation but with many more contexts.
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6. Communication styles (Appendix E)

Types Principles of Compare and Analysis Communication

communication contrast issues

-Example a Assertive: Stating Similar to the -The firm’s employees are honest The staff lack respect
-Example b what you think, principles and polite when taking care of to each others and
-Example c feel, want, or need customers to convince its reputation used aggresive
(Appendix 6 in a way that is -The staff not so respect to each style→Damage the
Proposal) direct, honest, and others bond of the firm,
respectful of others decrease the firm’s
(1) reputation
Aggressive: Stating
thoughts, feelings,
wants or needs
directly and
honestly but
disrespectfully (2)
Non-assertive:
Respecting others
while stating your
thoughts, feelings,
wants or needs
indirectly or not at
all (3)
(Cheesebro, p. 135)

Potential solutions:
A) Train current employee about interpersonal communication skills
B) Warning to the employee
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Recommend solution:
Choose solution A) because trainning employee could let the employee increase their awareness about
interpersonal relationship not just with a specific situation but also strengthen firm’s bond.

7. Negative information/positions (Appendix F)

Types Principles of Compare and Analysis Communication
communication contrast issues

-Example a Deliver bad news Similar: d -The firm has many negative The staff lacked
-Example b responsibly. Be Negative informations and announcements demand of
-Example c clear, correct, and information is between customer and employee. customers and used
-Example d sensitive. (Braun, delivered -The firm has negative annoucement non-assertive
(Appendix 7 p.212) thoughtfully, during the pandemic. style→Damage the
Proposal) assertively firm’s reputation,
Different: a, b, c bad image for
Negative brand
information is
delivered
aggressively and
non-assertively
Potential solutions:
A) Train current employee about solving this problem
B) Warning to the employee
Recommend solution:
Choose solution B) because trainning employee could not totally solve the problem, warning would affect
better.

8. Audience-focus/ firm-focus messages (Appendix G)

Types Principles of Compare and Analysis Communication
communication. contrast issues

-Example a -Audience-focus or Similar: Example -The firm uses audience-focused No issues found.
-Example b you-attitude is a c, d messeages to deliver the benefit
-Example c way of Contrast: Example to customers.
-Example d communicating a, b -The firm uses firm-focused
(Appendix 8 that demonstrates →The firm has its
messages to show the profession
Proposal) your ability to see own audience-
of their brand and build trust with
another point of focus and firm-
view. It means focus messages. customers.
empathizing—
putting yourself in
the other person’s
shoes. (Braun et al,
2019)
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9. Meetings (Appendix H)
Types Principles of Compare and Analysis Communication
communication. contrast issues

a) Team meetings Planning, Similar to the -Staff training is a way to make sure No issue found.
b) Staff meeting conducting and principles employee have enought experiences
c) Meeting via the recording meetings →People in the and skills to serve customers.
online platform - Team meetings firm meet in -Frequent staff meeting is a way for
d) Regular staff - Regular many ways. manager inform important
meetings staff meeting informations and to keep track the
(Appendix 9 - Sales meetings, firm.
Proposal) staff training -Online team meeting is a way to
sessions, continue have a agenda to talk about
conventions, and the tasks during the “distance
retreats. isolation”
- Parliamentary
proceedings.
(Braun et al, 2019)

10. Conflicts (Appendix I)

Types Principles of Compare and Analysis Communication

communication. contrast issues

a) Fact conflict Conflict is the Similar to the -Many conflicts occur in the firm due -Conflicts between
b) Needs conflict internal or external principles to misunderstanding and different customers and
c) Pseudo conflict tension that occurs →Various types demands between customers and employees→Damage
d) Ego conflict when you of conflicts employees. to firm’s reputation
(Appendix 10 experience happen in the -Ego conflict happen between -Conflicts among
Proposal) difficulty in firm. dentist operator and dentist assitant dentists→Damage to
(Cheesebro, p.157) should not be occur, every idea the quality of the task
5 different types of should be listened in assertive way. done
conflicts:
- Pseudo conflict
- Needs conflict
- Ego conflict
- Fact conflict
- Value conflict

Potential solutions:
A) Have more firm’s bonding trip and train the employees about the solving conflicts
B) Hide customers about the conflicts
Recommend solution:
Choose solution A) because hiding is not an effective way in the long run for the firm.

IV. Apendices

- Appendix A: Elite Dental Vietnam is famous among both foreign customers and national customers
So that Elite Dental does not focus on promoting.
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- Appendix B: Customers have diffrent perceptions about Elite Dental Vietnam

Picture 1: A customer feel pleased about the quality of everything in the Dental
Picture 2: A customer feel dissapoint about the service of the Dental

(Picture 1)

(Picture 2)

- Appendix C:

Situation 1: A child and doctor before checking-up

The Child: I have a pain inside my mouth.

The Doctor: How does it feel? Where is that pain?
The Child: It's in the deepest right corner of my lower jaw. It is difficult and
painful to open my mouth, it also is painful to bite down every time I eat
something.
The Doctor: Maybe we need to get an X-ray of your teeth, it can be a wisdom
tooth.
The Child: That's so scary, is it hurt, and do we need to have a minor surgery?
The Doctor: Yes but don't be worried, I can make sure that it will not too hurt for
you, it will be fine.
Situation 2: Two doctors discuss an orthodontic case
Doctor 1: I think that this case could use jaw expansion.
Doctor 2: You mean using jaw expansion to create more space…?
Doctor 1: Yes, that is what I thought about.
Doctor 2: Yes, you’re right! That's also what I am thinking about!
Situation 3: A patient and a doctor after a surgery
The patient: I feel really hurt!
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The Doctor: You should avoid hard touch to that position, hot drinks, smoking
and drinking alcohol for 24 hours, eat soft or liquid food for a few days and chew
with your other teeth.
The patient: Is it mean that I should not rinse and spit for 24 hours?
The Doctor: That’s right! It can reduce your pain.
Situation 4: A new doctor asks the old doctor about a case
The new doctor: Why do you think that her case is caused by eating and
breathing?
The old doctor: It's a kind of overbite case, her case became like that because
she usually uses the wrong way to bite everything and use mouth to breathe,
that is the most common reason. You should learn more.

- Appendix D:
a. Problem Orientation: After finishing my case, the dentist gave me some instructions to protect my
teeth and the routine that I should have if I want to have better breath and teeth. ( supportive )
b. Empathy: At the lounge, the receptionist knew that we were thirsty after a long time going on the
street. She immediately gave us some options for drinks so that we could enjoy ourselves while
waiting. ( supportive )
c. Superiority: Security guards made me feel that I was being disrespected, he said to me like he was a
boss, he also treated my motorcycle so rudely. ( defensive )
d. Evaluation: While waiting in the lounge, the receptionist only came to the guy who looked luxurious
to advertise the dental service. In contrast, I seem like not in her vision because she knew that I am a
freshman so I might not have enough money to pay for any service at that dental. ( defensive )

- Appendix E:
a. Assertive style: When the doctor starts to check my teeth, he states what he wants me to do in a direct
way but also notice and care about how I am feeling.
b. Aggressive style: There is one dentist that is not so friendly with others, he states what he wants the
supporting doctor to do in a direct way but I feel a little bit disrespectful and he does not care about
every thinking and feeling of that supporting doctor.
c. Non-assertive style: There is one new doctor that just worked here a few days so he is a bit non-
assertive. He just listens to others but not talking so much, and the way he states some of his ideas,
feelings is not so direct; for example, “I don't have any ideas for this, I think what you guys are
talking about can be right, I don't know”.

- Apendix F: Dental response non-assertively to the customers when a customer request an x-rays
photo of her teeth after paying money and Dental said they will send it to her in the following day
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but Dental after 1 week still not have any response to the customer.

- Appendix G:
a. Translation:
“Elite Dental strives for internationally recognised practice in SE Asia and abroad. Elite Dental
promotes the development of dental tourism, especially the dental implant for Vietnamese, expats
and dental tourists.”

b. Translation:
“Our team consists of both general practitioners and specialists, most of whom have undertaken
specialist courses in France, the U.S. and Singapore. Our doctors speak fluent French, Vietnamese
and English while delivering the best customer services in Ho Chi Minh City.
In addition to a multilingual staff, many members of our team have spent time overseas themselves,
and thoroughly understand the steep cultural differences between local healthcare services and
those abroad. As a result, we are 100% confident we can accommodate the needs of people from all
walks of life.”
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c.

d. Translation:
“ Mid - Autumn 2020 event”

In the middle of autumn there is a full moon night.

Autumn is coming, the baby has grown a step further!

The new school year schedule has been stabilized, to prepare for the confidence for your child, this
Mid-Autumn Festival, parents, let's take the baby to Elite Dental for orthodontic treatment.

"Dung dang dung de" to Elite from September 25 to October 3, the baby will get:
• Free examination, consultation, and film photography.
• Receive a lovely lantern with 1,000,000 VND when children start an orthodontic treatment
journey.”
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- Apendix I: Conflicts between customer and dentist when talking with each other during taking care
of customers’ teeth, which made the customer felt that they was not be respected by the dentists

V. Reference:
- Braun, K., Locker, K. O., & Kaczmarek, S. K. (2016). Business communication: Building critical skills
(6th ed.). Mc Graw Hill.
- Cheesebro, T., & O'Connor, L. (2010). Communicating in the workplace (1st ed.). Prentice-Hall
- Elite dental group. (n.d.). elitedental.com.vn. https://e.elitedental.com.vn/
- Facebook. (n.d.). Facebook. https://www.facebook.com/EliteDentalVietnam