GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Phan Nhat Chi Mai Student ID number: 31221026794

Student name: Nguyen Huong Quynh Student ID number: 31221026999

Student name: Nguyen Hong Khanh Linh Student ID number: 31221021665

Student name: Phan Quoc Thai Student ID number: 31221022573

UNIT AND TUTORIAL DETAILS

Unit name: Business Communication Unit number: BC-DH48ISB-13

Tutorial/Lecture: Business Project Class day and time: Saturday, 8:00 AM
Lecturer or Tutor name: Ms. Raisha Kazi & Ms. Trần Linh Nhi

ASSIGNMENT DETAILS

Title: Business Project

Length: Due date: 03/20/2022 Date submitted: 03/31/2022

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: Phan Nhat Chi Mai
Student’s signature: Nguyen Huong Quynh
Student’s signature: Nguyen Hong Khanh Linh
Student’s signature: Phan Quoc Thai
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been
signed.
2
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Table of contents

I. EXECUTIVE SUMMARY 3
II. BACKGROUND OF THE FIRM 3
III. COMMUNICATION PRACTICES IN THE ORGANIZATION 4
IV. PROPOSED STUDY TO IMPROVE COMMUNICATION PRACTICES IN THE FIRM 4
V. APPENDIX 9
1. (Appendix 1) 9
2. (Appendix 2) 12
3. (Appendix 3) 14
4. (Appendix 4) 16
5. (Appendix 5) 17
6. (Appendix 6) 18
7. ( Appendix 7) 19
8. (Appendix 8) 22
10. (Appendix 10) 25
VI. References 27
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I. EXECUTIVE SUMMARY

- This study describes the community services provided by FamilyMart and makes an
effort to identify and assess the company's communication strategies.
- Information for this study was acquired through observation, conversation with
FamilyMart managers, interviews with those managers, and discussions, as well as research
into current websites and social media. aggressively gather data to customize the
proposition with communication strategy and practice.
- The purpose of this report is to create connections inside the firm by giving instances
of various problems that have occurred at FamilyMart and how they were addressed.

II. BACKGROUND OF THE FIRM

- About Circle K: 2009 saw the launch of the Family Mart retail chain in Vietnam,
which now has more than 100 locations.
- Vision: FamilyMart will continuously enhance the quality of its goods and services, as
well as the supporting amenities, with the aim of becoming the No. 1 convenience store
chain in Vietnam.
- Mission: To establish ourselves as the most favored convenience store in the nation,
where each customer is treated as a member of our family, and to become an indispensable
part of people's daily life.
- Observed store: 119 An Binh, Ward 6, District 5, Ho Chi Minh City
- Manager: Huynh Thi Truc Phuong - Phone number: 0357619190
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III. COMMUNICATION PRACTICES IN THE ORGANIZATION

1. (Appendix 1)

a. Verbal messages: Dialogue between manager and employee.

b. Website: Describe the store and its products.
c. Social media: Advertisement and events of the store on the website.
d. Poster: Announcement on discount.

2. (Appendix 2)

a. Customers have different perceptions about product prices.

b. Customers have different perceptions about employees’ attitudes.
c. Employees have different perceptions about the workplace.
d. Employees have different perceptions of the recruitment department.

3. (Appendix 3)

a. Age
b. Genders
c. Geographical background
d. Working styles

4. (Appendix 4)

a. A customer asked the staff whether a specific product is restocked (including Questioning
and Evaluating)
b. The new staff asked her partner how to operate the payment terminal (including
Questioning, Evaluating, and Interpreting)
c. The customer spills milk on the floor (including Questioning, Supporting, and Interpreting)
d. A customer asked the employee about the Membership Program (including Questioning,
Paraphrasing, and Evaluating)

5. (Appendix 5)

a. Supportive communication
 6

Empathy: Staff A consoled Staff B after B got scolded by the Customer.

Description: A staff explains his dilemma to ask another employee to cover his shift the
following day.
b. Defensive communication
Evaluation: Customer criticizes the staff for not having a friendly attitude
Certainty: An employee suggests increasing the number of vegetables for sale.

6. (Appendix 6)

a. Assertive style
The staff had an important exam at school so she asked her manager for her permission to
switch shift to another staff.
b. Non-assertive style
The customer chose tuna mayo omusubi after she had chosen grilled salmon mayo omusubi
as she saw many other customers buy the second one.
c. Aggressive style
Customer didn’t want to queue and cut in line to get paid in advance, but the staff refused
to bill her. Although the staff asked her to wait in order politely, she still showed negative
emotion and didn’t buy anymore.

7. ( Appendix 7)

Negative information:
a. The customer wanted to pay by MOMO as she forgot her pocket but the staff was
confused in operating the system.
b. The customer wanted to eat at the serving counter but there weren’t enough seats as it
was quite small and narrow.
c. The staff showed an unpleasant attitude while serving customers and did not add
enough topping in hot pot for them
d. The security guard did not help the customer with her motorbike.

8. (Appendix 8)

Audience-focused messages:
 7

a. There are monthly super attractive deals for customers.

b. Create minigame through FamiPoint app with many interesting gifts
Firm-focused messages:
c. The store claims to be one of the most trustful convenience stores and brings family-
oriented feelings while experiencing FamilyMart.
d. A variety of omusubi with different delicious flavours.

9. (Appendix 9)

Types One-on-one Team meeting Regular New staff

meeting employee training
Characteristics meeting

Participants The manager The manager The manager The manager and
and one and and employees
employee employees employees
Context Inform about Monthly New
Reprimand the
the visit of the training employees trainin
staff's attitude
senior manager meeting as g
towards
to the  periodic well as review
customers
examination of work
progress

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

communication meeting meeting meeting or meeting
online
meeting
 8

10. (Appendix 10)

Examples & Causes

Example Causes
Types of conflict
A customer complained to the Since there was too much
Fact conflict staff about the wrong order order, the staff cannot
(Appendix 10a) (customer ordered a cup of remember everything.
hot latte but the staff gave an
iced latte instead).

A customer insisted on using The customer did not want to

Ego conflict
up all the chairs when the staff admit the fault because of his
(Appendix 10b)
had already reminded to leave ego.
some for other customers. 

A customer was reminded by The customer thought it was

the staff that he could not eat acceptable to eat whatever
Value conflict
the food he bought outside in was in the store because he
(Appendix 10c)
the store. This action is against had already bought a coffee
the policy. from the store.

An employee thought that the The employee wanted to

Need conflict manager were giving her too reduce her working time but
(Appendix 10d) much work when she hardly the manager kept giving her
had any day off. more tasks.
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IV. PROPOSED STUDY TO IMPROVE COMMUNICATION PRACTICES IN THE FIRM

Through 10 practices and what we interviewed in Family Mart An Bình, the employees
sometimes do not follow the principle of business communication. Here are some of our
suggestions to improve communication practices in organization:  

- Managers should try to know more about their employees and communicate more
to them. 

- Employees should participate in bonding activities in order to get along with each
other.

- Staff need to be trained more thoroughly and regularly to be able to bring customers
the best experience.

V. APPENDIX

Appendix 1:
a. Verbal messages: When a manager gives performance feedback to an employee

Quản lý: Chúng ta có thể nói chuyện một chút không?

Nhân viên: Tất nhiên rồi.

Quản lý: Tôi muốn nói về màn thể hiện gần đây của cậu. Nói chung, cậu đã làm rất tốt
nhưng còn một vài chỗ cần khắc phục.

Nhân viên: Không biết anh có chỉ ra cho tôi biết được không?

Quản lý: Tôi nhận ra rằng dạo gần đây anh hay đi trễ vài phút và có một vài lỗi sai khi thực
hiện công việc.

Quản lý: “…”

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Nhân viên: Tôi xin lỗi về những lỗi sai không đáng có và sẽ làm việc cẩn thận hơn.

Quản lý: Tôi trông chờ vào điều đó. Tôi chỉ mong anh nhận ra lỗi sai của mình và khắc phục
nó. Anh còn vấn đề nào khác không?

Nhân viên: Không, tôi hiểu rõ rồi. Tôi sẽ chú ý đến những vấn đề này và cải thiện nó trong
tương lai.

Translate:

Manager: Can we chat for a few minutes?

Employee: Sure, what's up?

Manager: I wanted to touch base with you about your recent performance. Overall, you've
been doing a great job, but I've noticed a few areas where you could improve.

Employee: Okay, can you give me some examples?

Manager: Well, I've noticed that you've been arriving a few minutes late to work on a
regular basis. And there have been a few instances where your work has had some errors
that needed to be corrected.

Manager: “…”

Employee: I apologize for the tardiness and the errors. I'll work on being more punctual and
careful with my work.

Manager: I appreciate that. I just want to make sure that you're aware of these issues and
that we can work together to address them. Do you have any questions or concerns?

Employee: No, I understand. Thank you for bringing this to my attention, and I'll make sure
to improve in these areas.
b. FamilyMart’s website: Introduce new products and recruitment department
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c. Facebook: Introduce promotions and events for customers to keep up with.

d. Poster: Posters are glued on FamilyMart’s doors for customers to see the products
on discounts.
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Appendix 2:

a. Customers have different perceptions about product quality in FamilyMart

Customer A thinks the food, and drinks in FamilyMart are worse compared to other
convenience stores while customer B thinks the food there is pretty good.

Translated conversation:

- Customer A: I'm not a fan of the packaged meals at FamilyMart. They don't taste very
good.

- Customer B: I actually think they're pretty good for a convenience store. I've had
worse meals at other places.

b. Customers have different perceptions about employees’ attitudes:

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A customer with the nickname “Thi Duong” said that the experience at Family mart was
very comfortable, the service staff are friendly and there is a good selection of cold
drinks, and he has been there at least 4 times for drinks

While a customer with the nickname “Đăng Khoa” said did not want to buy but kept inviting
customers to buy, not satisfied with the staff there.

c. Employees have different perceptions about their workplace:

A former employee said that their workplace is relatively good management and clear
progression.
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Another former employee said that the salary is very low, and there is no team-building
organization to connect the employees. The job is tight, and I can't take much initiative.
Their advantage is a night allowance, and their disadvantage is being off for 30 minutes.

d. Employees have different perceptions of the recruitment department:

Example 1:

Employee 1: I've had a great experience with the recruitment department. They were very
helpful in answering all of my questions and guiding me through the hiring process.

Employee 2: Really? I had a completely different experience. They were very disorganized
and it took forever for them to get back to me about my application.

Example 2:

Employee 1: I think the recruitment department could do a better job of promoting diversity
and inclusion in their hiring practices.

Employee 2: I agree. It seems like they always end up hiring the same type of people, and it
doesn't really reflect the diversity of our workforce.

Appendix 3:

a. Age: 18-15
b. Gender: both male and female
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c. Geographical background: the staff here - mostly students working part-time - come from
various places across the country, namely Binh Dinh in the Central, Dong Thap in the West,
etc.
d. Working styles: Friendly, and polite to customers

Impolite, having inappropriate actions:

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(Employee Bui Thanh Truc (male). Unfriendly attitude. Did not ask for Membership Card …
Either received or returned the money, he just put it on the table without notice to the
customer. His face is like a wet weekend. On top of that, he didn’t greet the customers.
While the first requirement for employees is to “always greet customers happily”, as I
observed during waiting for food to be re-warmed, both staffs in today’s morning shift didn’t
greet the customers. It is indeed sad)

Appendix 4:

a. A customer asked the staff whether a specific product is restocked (including Questioning
and Evaluating)
A (Customer): (After quite a while looking around) Excuse me, are you out of salmon onigiri?
- Questioning
B (Staff): Oh, let me see. (Check on the system) Yes, I’m sorry, we have been out of that. -
Evaluating

b. The new staff asked her partner how to operate the payment terminal (including
Questioning, Evaluating, and Interpreting)
A: I’m sorry. How can we delete the returned products on the purchased list here? -
Questioning
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B: Oh, just click here … and here (working on the machine’s screen). There you are! -
Evaluating
A: Oh, it’s easy!
B: Yeah, but you may mistakenly re-scan the product the first time, right? - Interpreting

c. The customer spills milk on the floor (including Questioning, Supporting, and Interpreting)
A: I’m sorry. I accidentally spill milk on the floor, can I borrow a towel or mop to clean up? -
Questioning
B: Oh, it is okay. Don’t worry, let it up to us. - Supporting
Is the floor a little slippery? - Interpreting
A: Yeah. That’s true that it is quite slippery.
d. A customer asked the employee about the Membership Program (including Questioning,
Paraphrasing, and Evaluating)
A (Customer): Well, I want to ask about your Membership Program. - Questioning
B (Staff): You want to know members’ benefits and how to be one, is that right? -
Paraphrasing
A: Yeah. Do you think that it is going to be worth it?
B: Yes, you get to save points, which can be used to directly reduce the money needs
paying. Besides, there are also discounts or promotions, especially for members. We
support customers in registering online, you can go on the official website for detailed
instructions.- Evaluating

Appendix 5:

a. Supportive communication
Empathy: Staff A consoled Staff B - a new staff after B got scolded by the Customer for doing
the scanning too slowly.
A: You are new and just beginning to get used to the system, anyways. Don’t worry. It’s OK.
Everyone gets such kinds of mistakes even if they have worked for thousands of years here.
B: I feel much better now. Thank you.

Description: A staff explains his dilemma to ask another employee to cover his shift the
following day.
 18

A: You know, tomorrow morning is supposed to be my shift … But the thing here, is, my
mother got her leg broken this morning and I want to come back to my hometown and take
care of her. Can you help to cover my shift tomorrow?
B: Yes, it’s alright. I’m free tomorrow, anyways.

b. Defensive communication
Evaluation: Customer criticizes the staff for not having a friendly attitude
A: You two, I don’t often say it all bluntly like this. But your attitude is so annoying from the
very first moment I step in here. No greetings. No smiling. You two are being so rude!

Certainty: An employee suggests increasing the number of vegetables for sale.

“I do receive some comments saying there were so few kinds of vegetables in the store from
time to time. So, once, I put forward the idea of increasing the number of vegetables for
sale to the manager but got denied. He explained that the store here is quite close to the
market so he thinks that it would be wasteful to practice my idea.” - Interviewed employee.
Appendix 6:
a. Assertive style
- Nhân viên: Thưa anh, hôm nay em có buổi thi quan trọng ở trường nên xin phép chị
cho em được đổi ca với bạn ạ
Translate:
- Staff: Excuse me, sir. Can you let me swift shift with my friend as I have an important
exam at school.
b.Non-assertive style
- Khách hàng : Chị ơi thanh toán hộ em cơm nắm vị cá ngừ mayo này ạ.
- (Thấy những khách hàng khác chọn mua cơm nắm vị cá hồi nướng mayo)
- Khách hàng: Chị đợi em tí để em đổi vị khác ạ
Translate:
- Customer: Can you please charge this tuna mayo omusubi for me ?
(Seeing other customers choosing to buy grilled salmon mayo rice balls)
- Customer: Wait for a minute! I want to change to another flavour.
c. Aggressive style
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- (Sau khi đã chọn được sản phẩm cần mua, khách hàng đến thẳng quầy thanh toán để
tính tiền thay vì xếp hàng chờ đến lượt)
- Nhân viên: Xin lỗi nhưng em không thể thanh toán cho chị ạ. Chị có thể vui lòng xếp
hàng chờ đến lượt không ạ
- Khách hàng: Ôi trời! Tôi đang rất bận và tôi muốn được thanh toán ngay lập tức
- Nhân viên: Xin lỗi chị nhưng luật là luật. Em không thể thay đổi được ạ
- (Khách hàng bỏ lại hàng ở quầy tính tiền và rời khỏi cửa hàng với thái độ khó chịu)
Translate:
- (After having chosen what to buy, the customer go straight forward to the counter
instead of standing in the line)
- Staff: Sorry but I can’t give you the bill. Can you please wait in line to pay?
- Customer: OMG! I am really busy and I want to pay right now!
- Staff: Sorry madam, but the rule is the rule and we can not go against it.
- (The customer returns the item and leaves the store with a nasty attitude)
Appendix 7:
a.
- Khách hàng: Chị thanh toán cho em bằng app MoMo nha chị
- Nhân viên: Em đợi chị tí nha tại chị mới vào làm nên chưa quen với hệ thống thanh
toán lắm
- ( Những khách hàng phía sau tỏ vẻ sốt ruột vì sự thiếu chuyên nghiệp của nhân viên)
- (Cuối cùng nhân viên đành nhờ sự trợ giúp của 1 nhân viên khác)
Translate:
- Customer: Excuse me, can I pay this through MoMo?
- Staff: Can you please wait for a moment because I'm new to the job so I'm not
familiar with the payment system
- (The customers in the back are impatient because of the lack of professionalism of
the staff)
- (In the end, the staff has to ask for help from another staff)
b.
- Khách hàng: Dạ chị ơi em muốn ăn ở đây luôn mà hình như hết chỗ rồi ạ
- Nhân viên: Em thông cảm đợi tí xem sao nha. Tại đang là giờ cao điểm với quầy ăn
tại chỗ cũng hơi nhỏ nên hay thiếu ghế
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- Khách hàng: Dạ vậy thôi ạ! Chị gói lại em mang về ạ

Translate:
- Customer: Excuse me, I want to eat here but it seems like there is no place anymore
- Staff: Sorry but can you please wait for a moment. Because this is peak-hour and our
serving counter is quite small and narrow so there is usually full like this
- Customer: Oh! By the way, can you please package this for me
c.

Translate: “Today, our group went to eat hot pot at FamilyMart, the food was nothing to
talk about. It was worth mentioning here that the attitude of the staff was extremely
unpleasant, not knowing what she had encountered, but her face was extremely
uncomfortable. I hope she thinks of your customers, no one wants to buy food and be
treated like that. The staff also took the missing food from the hot pot because I didn't
check it again. However, looking at the staff's face, we just wanted to get the hot pot and
go quickly.”
 21

d.

Translate: “This is a familiar place to have my dinner. Today at 5 pm, I ran in and saw that
the store's security guard was changed. This woman is very ungrateful. When I drove in, she
showed an unwelcoming attitude to customers and said: As soon as a car leaves, another
car comes in. I drove to the side of the road and asked where to park, but she didn't answer.
Therefore, I left it in an empty space next to the motorcycle. Although the place was quite
small, it was quite difficult to park the car, she did not help me. I was quite upset by her
attitude. Hope the store reads this comment!!!"
Appendix 8:
 22

Caption:
👉FIND THE DEAL NOW, HUNTING CHEAP PRICES
Hello this month, the promotion is happening at FamilyMart, come to the store to choose
for yourself the products you like with attractive promotions !!!
⏰Time: October 31-November 27, 2022

💖WELCOME A NEW MONTH - THE WARM MONTH OF THE YEAR

December with the bustling atmosphere of the Christmas season and preparing to welcome
the new year, follow FamilyMart to enjoy extremely attractive promotions this month.
⏰Time: November 28, 2022-January 1, 2023
 23

😍CELEBRATION OF SPRING- WELCOME THE FIRST NEW YEAR’S FORTUNE

Celebrate Tet with thousands of luxury offers at FamilyMart, friends, let's take a look at the
programs and quickly go to the nearest store to shop.
⏰Time: January 2, 2023-January 29, 2023
💞SWEET PROMOTION - LOVE SENDING
Welcoming the sweet month with a series of loving offers available at FamilyMart,
remember to drop by immediately
⏰Time: 30/01-26/2/2023

B.

Translate:
- Caption: [MINIGAME]
ROTATE GACHA GAME - WIN THE FISH BAGS
🤔Just play the game for free and have a chance to win gifts, why not?

With Gacha game on Famipoint application, users not only receive free Gacha game spins
every day, but also have the opportunity to win delicious fish bar gifts:
🦀Crab flavor fish stick 30g
 24

🦀Crab flavor fish stick with cheese 30g

⏰Application period: 03/06-19/03/2023
c.

Translate: Coming to FamilyMart, we believe that you will feel that you are a member of our
"Extended family of FamilyMart".👪🙆😍
d.
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Translate: Currently, Family Mart offers typical fast foods such as: Omusubi, breads,
hamburgers, rice soup for lunch, fried chicken, ice cream, fruits, ... Coming to FamilyMart,
customers will not only feel the friendliness, dedication but also smiling and greeting from
the young and dynamic staff.♥️♥️♥️
Appendix 10:

a.
- Khách hàng: Em ơi nãy chị gọi latte nóng mà sao em lại bỏ đá.
- Nhân viên: Dạ em xin lỗi ạ để em đổi chị ly khác ạ => evaluating - solving
- Khách hàng: Đổi ly khác thì được…=> paraphrasing

Translate:
- Customer: I ordered a cup of hot latte but why did you put ice in it?
- Staff: Oh, I'm so sorry, let me change to another one. => evaluation - solving
- Customer: Ok, it’s fine if you can change ….=> paraphrasing

b.
- Nhân viên : “ Xin lỗi anh nhưng mà anh có thể chừa lại vài ghế cho những khách khác
được không?”
- Khách hàng : “ Ủa em anh đã bỏ tiền ra mua đồ rồi thì tại sao anh không được lấy ?”

Translate:
- Customer took another chairs then the manager stopped him: “Sorry sir but can you leave
some chairs for other customers?”
- Customer became angry and said: “Why? I pay for you already. Why can't I use as many
chairs as I want? I’m your customer too!”

c.
 26

- Nhân viên: Xin lỗi anh, nhưng anh không thể ăn sandwich mua ở nơi khác trong cửa
hàng được đâu ạ.
- Khách hàng: Tại sao không? Anh đã mua một cốc cà phê từ cửa hàng của em rồi mà

Translate:
- Staff: Sorry, but you can't eat sandwiches bought elsewhere in the store.
- Customer: Why not? I already bought a coffee from your shop

d.

- Nhân viên 1: Tụi mình phải làm việc liên tục, cả tuần hầu như không có ngày nghỉ,
không có khách vẫn phải đứng liên tục 5 tiếng. Mình đã đề nghị chị quản lí giao ít việc hơn,
nhưng chị không chịu.
- Nhân viên 2: (Thở dài)

Translate:
- Staff 1: We have to work continuously, almost no days off all week, no customers
still have to stand for 5 hours continuously. I had asked the manager to give me less work,
but she refused.
- Staff 2: (Sigh)

VI. References

Cheesebro, T., O'Connor, L. and Rios, F. (2012) Communicating in the workplace, Amazon. W. Ross
MacDonald School Resource Services Library. Retrieved from:
https://www.amazon.com/Communicating-Workplace-Thomas-Cheesebro/dp/0136136915

Chuỗi Cửa Hàng Tiện Lợi Tại Việt Nam. Famima. (n.d.). Retrieved from https://www.famima.vn/en/

Facebook. (n.d.). Retrieved from https://www.facebook.com/FamilyMartVietnam

 27

Google maps. Google. (n.d).Retrieved from:

https://www.google.com/maps/place/FamilyMart+123/@10.7519912,106.6701785,17z/
data=!3m1!4b1!4m16!1m7!3m6!1s0x31752efe9a448f69:0xddf24ca22d00958d!
2sFamilyMart+123!8m2!3d10.7519912!4d106.6723672!16s%2Fg%2F11c5s1r9kt!3m7!
1s0x31752efe9a448f69:0xddf24ca22d00958d!8m2!3d10.7519912!4d106.6723672!9m1!
1b1!16s%2Fg%2F11c5s1r9kt?hl=vi-VN

Working at Family Mart: 139 reviews | indeed.com. (n.d.). Retrieved from

https://www.indeed.com/cmp/Family-Mart/reviews?fcountry=ALL