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Business
Communication
CASE
STUDY (20 Marks)
Shoppers
‘Delight’s large retail store, had above average quality and competitive
prices. It advertised its retail promotions in local newspapers. Its TV
advertising was mainly aimed at building store image and did not address retail
promotions. The management knew it well that they had to advertise their retail
promotions more, but they did not feel comfortable with the effectiveness of
present efforts and wanted to better understand the impact of their present
promotions. To better understand the effectiveness of the present efforts, a
study of advertising exposure, interpretation, and purchases was undertaken.
Researchers conducted 50 in-depth interviews with customers of the store’s
target market to determine the appropriate product mix, price, ad copy and
media, In addition, the stores image and that of its two competitors were
measured. Based on the research findings, different product lines that would
appeal to the target customer were selected. The retail promotion was run for a
full week . Full-page advertisements were released each day in the two local
Hindi newspapers, and also in one English newspaper that devotes six pages to
the coverage of the state. Each evening, a sample of 100 target market
customers were interviewed by telephone as follows:1 .Target customers were
asked if they had read the newspaper that day .This was done to determine their
exposure to advertisement.2.After a general description of the product lines,
the respondents were asked to recall any related retail advertisements they had
seen or read.3.if the respondents were able to recall, they were asked to
describe the ad, the promoted products, sale prices, and the name of the
sponsoring store.4.If the respondents were accurate in their ad interpretation ,they
were asked to express their intentions to purchase.5.Respondents were also
asked for suggestions to be incorporated in future promotions targeted at this
consumer segment .Immediately after the close of promotion,500target market
customers were surveyed to determine what percentage of the target market
actually purchased the promoted products. It also determined which sources of
information influenced them in their decision to purchase and the amount of
their purchase. Results of the study showed that ad exposure was 75% and ad
awareness level was 68% and was considered as high. Only 43% respondents
exposed to and aware of the ad copy could accurately recall important details,
such as the name of the store promoting the retail sale. Just 43% correct interpretation
was considered as low. Of those who could accurately interpret the ad copy ,32%
said they intended to respond by purchasing the advertised products and 68 per
cent sad they had no intention to buy. This yields an overall intention to buy
of 7%.The largest area of lost opportunity was due to those who did not
accurately interpret the ad copay. The post promotion survey indicated that
only 4.2% of the target market customers made purchases of the promoted
products during the promotion period. In terms of how these buyers learned of
the promotion,46% mentioned newspaper A(Hindi) ,27% newspaper B (Hindi),8%
newspaper c( English), and 15% learned about sale through word-of-mouth
communication. The retail promotion was judged as successful in many ways,
besides yielding sales worth Rs.900,000.However ,management was concerned about
not achieving a higher level of ad comprehension, missing a significant sales
opportunity. It was believed that a better ad would have at least 75% correct
comprehension among those aware of the ads. This in turn would almost double
sales without any additional cost.
Answer the following question.
Q1. Give an overview of the case
Q2. How do you think survey helps to determine the
preferences and other needs of consumers?
Q3. Prepare a survey questionnaire of any company of your
choice?
Q4. Surveys are suitable of certain types of products and
brands. Comment.
CASE STUDY (20 Marks)
Do you have good telephone
etiquette (or manners) at work? Do you know the right thing to say when
answering the phone in English? Do you get nervous when you have to call a
business and speak English? Speaking on the phone and having proper business
telephone etiquette in English is something that takes practice. It is
difficult to do because you can’t see the person that is speaking. You have to
train your ears to listen closely in English to what the caller is saying or
asking for. Below you will find many common English phrases that are used when
calling a business or answering a business’s phone. Answering the Phone: • Good
Morning, Thank you for calling ABC Company. How can I help you today? • Good
afternoon, this is Stephanie. How may I direct your call? • Thank you for
calling Peterson’s. • Marketing Department. Evelyn Speaking. How may I help you
this afternoon? Asking for the Caller’s Name: • Who is calling? • Can I get
your name, please? Introducing yourself: • This is Kelly Erickson from West
Marketing. • Hi, this Paloma from Tidy Cleaning Service. • Hello, my name is
Janet. I am one of your customers. Asking to Speak with someone: • Is Paulo
Rodriguez available? • Can I speak to the head of the marketing department? •
Is Mary Smith there? • I’d like to speak to the person in charge of the
upcoming Gala. Person Caller Wants to Talk to someone that is Not Available: •
Mr. Berg is not taking calls right now. Can I take a message? • I’m sorry; Ms.
Thorsen is in a meeting until 10. Would you like to call back again later? •
Jonathan is out today. Can I forward you to his voicemail? • He’s with a
patient right now. Would you like to hold? • She’s on the phone now. Can I have
her call you back later? Transferring/Connecting the Caller to Another Person:
• Please hold, while I connect you to him. • I’ll put you through to Mr.
Shapiro’s phone. If you get disconnected for some reason his direct extension
is 4562. • I’m connecting you right now. Problems: • I’m sorry I can’t hear
you. Could you speak a little louder? • I’m sorry, I didn’t get that. Could you
repeat yourself?
Answer the following question.
Q1. Give an overview of the
case.
Q2. Discuss the good Telephone
Manners and their importance in business communications.
CASE STUDY (20 Marks)
The challenges of communicating
with nine previously independent businesses spread across a number of countries
and speaking three different languages (English, Dutch and Papiamento) were
significant. Hamlet had no single tool that would enable her to communicate
across all the different territories. Email servers on the same network were
only operational in the businesses in the English-speaking locations (Trinidad
and Tobago, Barbados and Jamaica), whereas the businesses in the Dutch
Caribbean (Curaçao, Bonaire, Aruba and Sint Maarten) were operating different
email platforms. While Hamlet concluded that there were fewer cultural
differences between the countries than she had anticipated, she found that
employees were more connected to the local business brands they worked for
rather than seeing themselves as members of a larger group. So it was vital to
Hamlet that the solution she implemented gave her the ability to communicate
the group’s new vision, mission and values in a consistent and engaging way.
She also needed to ensure that communications did not come across as “Trinicentric”
(Trinidad being the location of the Head Office of the group) or come across as
imposing to employees. Hamlet’s research into a software solution that would
allow her to communicate more effectively with the distributed workforce led
her to the SnapComms internal communication software and in July 2012 Guardian
implemented four of the communication channels — Desktop Alert Software,
Scrolling Desktop Tickers, Employee Newsletter and Internal Staff Survey tool.
Instrumental in her choice was the fact that she could deploy the internal
communication tools immediately and would have no ongoing reliance on her IT
department to administer them. Hamlet has been pleasantly surprised by the fact
that the SnapComms software delivers on its promise and really is as easy to
use as it is claimed.
Answer the following question.
Q1. How it was possible to
communicate across multiple languages and platforms? Explain.
Q2. Discuss about Snap Comms
software.
CASE STUDY (20 Marks)
This company is a voice and
data company, providing innovative market leading products, services and
customer focus to the business, government, wholesale and residential sectors.
They have the backing of and are wholly owned by one of Australia’s largest
telecommunications company. They wanted to: Ensure staff had the information
they needed when and where they needed it. • Cut through email clutter as well
as reduce email traffic. • Remind staff of corporate messages, our business
strategy and staff benefits. • Be able to alert staff immediately a situation arose.
• Let staff know about our current marketing campaigns and customer offers. How
a leading telecommunications company used the SnapComms tools to meet its
objectives The company adopted the Snapmag tool to circulate a digital
newsletter “Info line”. In addition, a desktop popup message was designed to
have the same look and feel as the magazine and is used to notify staff when
editions are published. Hence staff working in any location and at any time of
the day or night know it’s there.
Answer the following question.
Q1. What the company needed for
their staff? How they fulfilled it?
Q2. Give an overview of the
case.
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
ARAVIND – 09901366442 – 09902787224
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